ESG-style gamification: how to motivate and help at the same time?
According to the “Gamification at Work” report by TalentLMS, nine out of ten employees declare greater productivity at work when everyday tasks include elements of gamification. This means that introducing mechanics known from games into the professional environment can significantly affect employees’ efficiency and commitment. It is therefore not surprising that some companies decide to use these innovative mechanisms not only to increase employee loyalty but more and more often to bring the values resulting from the adopted ESG strategy closer to their clients or users.
Benefit Systems, a company with the BCorp* social responsibility certificate, which has been activating MultiSport card users, of which there are already 1.3 million in Poland, in its characteristic, sporty style for two decades is a perfect example of this approach. It is for these users that the Summer Game – gamification motivating an active lifestyle through play as well as expanding knowledge about the health benefits of regular physical activity – has been organised for several years now. In a special survey 97% of the users admitted that regular physical activity has an impact on a reduction in stress levels in their everyday life.
Increased interest in gamification
The Summer Game has been successfully engaging thousands of MultiSport card users for years, convincing them that sport is not a tiring duty on the way to health, but a great form of entertainment that improves wellbeing. It was the desire to have fun that convinced one in five participants of the Summer Game to take part in it. For over half of them (53%) tasks related to physical activity were the most interesting in the entire game.
This year’s edition broke a record. On its first day, significantly more players joined the game than in previous editions. In total, 69% more users took part in the entire Summer Game than in 2022. One in five people admitted that participation in the Summer Game became an additional motivation for them to engage in sports activity. Throughout the summer, the campaign effectively mobilised Poles to exercise in Benefit Systems partner and own sports facilities, of which there are currently over 4,800 throughout the country. During the nine weeks of the Summer Game, participants conducted a total of over 807,000 workouts with 40 different activities available as part of the MultiSport card – from fitness classes to beach volleyball, outdoor swimming pools and kayaking.
You train, you score
The Summer Game is not only a motivation to be active through having fun, but also the opportunity to win attractive prizes in exchange for points collected through gamification. The programme rewards various forms of involvement, such as visiting new sports facilities, regular training, participation in educational quizzes and reading specialised articles on an active lifestyle.
In this year’s edition, as part of collecting points for prizes, the game participants also had the opportunity to join the educational zone with online courses: Design Your Shape. Together with MultiSport, it is created by experienced wellbeing experts in six categories related to a healthy lifestyle: training, weight loss, health, nutrition, regeneration and first visits to sports facilities.
– We know perfectly well that slogans such as “sport is health” alone are no longer enough to effectively encourage regular exercise, which is why, in activating our users, we also focus on comprehensive education in the field of a healthy and active life. Thanks to Design Your Shape platform and available courses with practical knowledge our users can get ready-made instructions on how to train safely and effectively in the facilities, get to know training techniques without getting out of breath, learn how to maintain a healthy posture, design their own diet, discover good sleep techniques and even find out how to breathe properly – says Dorota Szostek-Rejowska, Marketing Director at Benefit Systems
Helping through sport
Points for activity can also be donated to charity as part of the Benefit Systems “Dobry MultiUczynek” programme. In this year’s edition, thanks to the commitment and activity of MultiSport users, we managed to support three foundations: Atalaya, Senior w Koronie and Rozwój Integracja Sport. Participants of the Summer Game donated a total of 9 million points, which translates into financial support of PLN 90,000 allocated equally, PLN 30,000 for each of the foundations mentioned.
– We are extremely proud and grateful to the MultiSport community which, demonstrating not only activity, but also generosity and commitment, made the noble decision to donate part of their points to charity. We will convert these points into funds that will go directly to those who need them – sums up Dorota Szostek-Rejowska from Benefit Systems.
