Games are serious business. Nearly half of the companies in Brandon Hall Group’s Learning Strategy Study say that exploring gamification is either an important or critical priority for helping the business achieve its goals. As companies continue to expand their digital learning footprint in the wake of the pandemic, games, and gamification will continue to play a larger role, and with good reason.

First, games provide a safe place to fail, learn and try again. Secondly, they give learning a boost when it comes to motivation, engagement, and retention — three traditionally challenging areas for learning. Games can also include elements of collaboration and rewards that have not often existed in other types of learning engagements.

The challenge games have faced from the business as they are often seen as frivolous or gimmicky. However, that is only true if they aren’t leveraged properly. To make it work, L&D teams need to be purposeful with the kind of games they select. A program will not benefit from a game that is inserted simply as a fun engagement tool. The game needs to be aligned with the outcomes expected from the learning, otherwise, the opportunity for motivation is missed. 

It is also important to understand your learning audience. Some audiences are more driven by competition than others. In these environments, points and leaderboards can be effective. For others, the focus may need to be more around leveling up or some kind of reward. It is important to provide the correct incentives to achieve the desired outcomes.

Brandon Hall Group Preferred Provider ELB Learning recognizes the power of games for learning – so much so that they acquired The Game Agency in 2021. The Game Agency provides out-of-the-box games to fit just about any learning scenario, as well as tools to allow companies to build their own games. The possibilities range from the only licensed version of Jeopardy that is available, to a fully customized VR experience and anything in-between.

Games are a way to give learners ownership of their learning, as well as the freedom to fail without negative repercussions. It can expand the existing palette of learning modalities by adding a new dimension. Gamification can also take engagement with learning a step deeper by inspiring learners to discover their own intrinsic motivators for learning.

– David Wentworth, Principal Analyst, Brandon Hall Group

 About Brandon Hall Group Inc. 

Brandon Hall Group is the only professional development company that offers data, research, insights and certification to Learning and Talent executives and organizations. The best minds in Human Capital Management (HCM) choose Brandon Hall Group to help them create future-proof employee development plans for the new era. For over 28 years, we have empowered, recognized and certified excellence in organizations around the world influencing the development of over 10,000,000 employees and executives. Our HCM Excellence Awards was the first to recognize organizations for learning and talent and is the gold standard, known as the “Academy Awards of Human Capital Management.” Our cloud-based platform delivers evidence-based insights in the areas of Learning and Development, Talent Management, Leadership Development, Diversity and Inclusion, Talent Acquisition and HR/Workforce Management for corporate organizations and HCM solution providers. To learn more, visit For information on Brandon Hall Group’s research and how we can assist your organization, please visit

Become a Brandon Hall Group member!

We are a human capital management research and advisory firm with more than 10,000 clients globally. For over 28 years, we have been delivering research-based solutions that empower excellence in organizations around the world. Our vision is to inspire a better workplace experience. Becoming a Brandon Hall Group member means our team joins your team. Membership provides a host of resources and services and – most importantly — a seasoned team of thought leaders and client support professionals dedicated to your success. Click here for more information and to sign up for a free trial membership Click here for information on Brandon Hall Group’s Professional Certification Program
David Wentworth

David Wentworth has been a senior research analyst in the human capital field since 2005 and joined the Brandon Hall Group in 2013. He has authored reports and articles on various human capital subjects with an emphasis on workforce technology. He has contributed to several reports published by ASTD, including authoring Mobile Learning: Learning in the Palm of Your Hand, The Rise of Social Media: Enhancing Collaboration and Productivity Across Generations, and Instructional Systems Design Today and in the Future. His work has also appeared in Compensation & Benefits Review and T+D Magazine.