Leveraging gamification for competitive advantage: An exploratory study in South African manufacturing

Abstract

Gamification, defined as the application of game design principles in non-game contexts, has gained increasing attention as a strategy for enhancing workforce engagement, motivation, and performance. While widely studied in sectors such as education, marketing, and human resource management, its application in manufacturing, particularly in South Africa, remains underexplored. Given the ongoing challenges within the South African manufacturing sector, ranging from declining productivity and skills shortages to disengaged workforces, this study investigates the potential of gamification as a strategic tool for competitive advantage, through the insights of business leaders. Using an exploratory qualitative research approach, this study examines leadership perceptions of gamification in South African manufacturing firms. Findings reveal that while gamification is recognised for its potential benefits, its adoption remains inconsistent, often limited to experimental or short-term initiatives rather than being fully embedded into business strategy. Key barriers include leadership uncertainty, cultural resistance, and misalignment with organisational priorities. However, findings suggest that successful gamification implementations are driven by strong leadership support, strategic alignment with business objectives, and an organisational culture that fosters engagement , ultimately enhancing workforce motivation and contributing to competitive advantage. The study aligns with existing literature that highlights gamification’s potential to improve motivation and engagement, but also challenges the assumption that adoption naturally progresses over time. Participants reflect a South African manufacturing sector that continue to treat gamification as an isolated experiment, lacking strategic alignment. This research contributes to the academic dialogue by contextualising gamification within the South African manufacturing sector, bridging the gap between theory and practice, and offering practical recommendations for overcoming adoption barriers.