Multinational electronics giant, LG, has adopted gamification as part of its staff training programme.

The latest training and learning platform aims to teach staff and retail partners about LG products so that they are better prepared to sell the devices.

LG’s existing training hub, LG Lounge, was recreated by marketing agency, Brand & Deliver. The new platform had to appeal to a wider audience and it was hoped that the gamification experience would encourage LG staff to visit regularly, while boosting their product knowledge. The new site is complimented by existing, offline training techniques.

Simple, arcade-style games on the new site are interspersed with LG product-related questions and quizzes that must be completed by the user before they can progress to the next round of gameplay. LG points and badges are awarded as the player completes each level of training, which can then be used as online currency to enter prize draws and win smartphones, TVs, vouchers and accessories. A leader board further encourages the competition that is valued by the retailer’s sales teams.

Rob Pratt, head of design at Brand & Deliver, says, “Combining visually engaging gameplay with learning is the most effective way to increase knowledge retention and promote user interest. The LG Lounge has been designed to create loyal brand ambassadors who are rewarded for learning about the products they’re selling.”

The new, mobile-first site tailors its content to the user to ensure that their experience is engaging and relevant. It provides LG with the opportunity to speak directly to its staff and, if it succeeds in its mission, the site will also provide LG with useful user analytics.

Carolyn Anderson, head of consumer marketing and retail, says, “We’re totally committed to the gamification of training as the best way to equip our staff and partners with the knowledge they need to sell effectively.”