Game Revolution: Gamification in the Insurance Industry

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11 May 2014


Gamification is an emerging field in the insurance industry.

Gamification is defined as the application of game elements and design techniques to solve real world problems. Effectively applying gamification techniques requires an understanding of some basic principles.

A variety of techniques and components can be used, and there are a variety of risks and challenges to address. However, games are increasing in popularity, and gamification techniques are being used in a variety of ways to drive real world results.

This report covers the mechanisms of gamification, shows why it has such tremendous potential in the insurance industry, and provides guidance on how to use it effectively.

“Insurance carriers are looking for new, effective ways to address growth and efficiency challenges,” says Karlyn Carnahan, Research Director with Celent’s Insurance group and author of the report. “Gamification techniques are just starting to be used in the insurance industry, but are showing definite results when executed well. Adding elements of fun, competition, and rewards can generate real business results.”

This report provides an introduction to gamification. It describes gamification techniques and guidance on how to gamify a particular process. It includes an overview of designing and using game elements, including key components and reward structures. It provides multiple examples of gamification in the insurance industry as well as examples from other industries. An overview of regulatory and legal issues is included. Technology considerations are described, and key technology providers are identified. Guidance is provided on setting up governance and defining metrics.