In many cases, gamification projects are really about using gamification for change management. The goal is the adoption of new behaviors to create new habits. For instance, driving adoption of and contributions into a knowledge management system. This was exactly the case when one of our customers called us. They had problems getting a cross-continent team of customer support specialists make use of a knowledge management system: they wanted to gamify the use of the knowledge management system, and reward people for creating and consuming content on it. We chose a city building narrative, designed the game and were ready to go. There was just one problem: the knowledge management was hardly ever used by anyone at the company. Why would people log into it now?
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