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  • Opportunities for the Implementation of Gamification in Internal Communications on the Example of the "Russian Towers" Company

Opportunities for the Implementation of Gamification in Internal Communications on the Example of the "Russian Towers" Company

Student: Shabanov Nikita

Supervisor: Olga Y. Peskova

Faculty: Faculty of Creative Industries

Educational Programme: Integrated Communications (Master)

Final Grade: 10

Year of Graduation: 2020

The Master’s degree project was aimed at exploring the possibility of implementing gamification in the internal communications of the "Russian Towers" company. Gamification was considered in the work primarily as a tool of internal communications of companies. A number of psychological theories underlying the construction of gamification were analyzed, such as the Octalysis Yu-kai Chou motivation system, and E.L. Desi and R.M. Ryan, as well as the approaches of G. Hansen, F. Lasnier, M.V. Covington, G. Dvorkin and other researchers. Based on the materials studied and the work done, recommendations were developed on the implementation of gamification in internal communications in the "Russian Towers" company. Case studies of the implementation of gamification in internal corporate communications in foreign and Russian companies were analyzed, the practices of which served as answers to the research questions posed in this work. The design of the study selected in-depth interviews with employees and heads of departments of the "Russian Towers" company, as well as an expert semi-structed interview with the head of the "Pryaniki" сompany, which implements gamification in the internal corporate communications of companies at a professional level. Based on the obtained theoretical knowledge and information from in-depth interviews, recommendations were developed on the implementation of gamification in the internal communications of the "Russian Towers" company.

Full text (added May 19, 2020)

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