Abstract:

The digitalization of communication technologies and the heavy competition environment in today’s social order conditions obliges corporations to adapt to innovations and invest in creativity in order to survive. When it comes to providing the motivation of individuals belonging to generation Y and Z that increasing numbers in business life, the traditional carrow and stick approach can not be efficient. Under these circumstances it is compulsory to innovate management, training and communication strategies to the goals for employees. In this context, gamification provides significant benefits to increase motivation and improve behavior change for managers, leaders and educators, and it also contributes to the communication between individuals based on its interaction-oriented design. In this study, gamification is considered as a corporate communication strategy and the capacity proposed by the gamification efforts in terms of internal communication is examined.  Within the scope of the study a research is conducted by using semi-constructed interview method with the participation of authorized people from banks and gamification firms. At the end of the study, it has been achieved that gamification as a powerful motivational technique and communication tool has made important contributions to the achievement of the goals of the corporations.

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