Диева Анна Александровна

Gamification is new management tool based on the use of game design and technologies in work-flow, adopted by organizations to increase staff motivation and involvement. At present, gamification is mainly studied from a managerial perspective. However, first attempts of sociological study show that gamification is a more complicated phenomenon, which reflects and reinforce existent social structures. The article presents a sociological analytical model, which includes ac-tors, gamification content, effects, and mediating and moderating factors. The model can be used to study gamification of work from a more sociological perspective.

Business games are one of the oldest methods of managers' professional training. Nowadays, thanks to advanced computer-based technologies, they penetrate into many spheres of management ranging from human resources to marketing, innovation, and production. Particularly, gamification of HR-management covers such processes as recruiting, adaptation, training and development, engagement and motivation. Recent rise of interest to game-based technologies, i.e. ‘serious games’ in business is mainly driven by two factors: progress in computer games technologies and entering of the so-called Generation Y socialized in a new information environment, to labor market. The article analyzes problems and conditions of business gamification as well as promising lines of sociological research of this new emerging phenomenon.