Culturally Sensitive Approach to Gamification in The Corporate Environment

Gamification is an increasingly used concept, both in specialized literature and in practice, across various fields: computer science, education, engineering, business, psychology, etc. The learning and development context within companies — the dynamic nature of acquiring new competencies, the profile of new generations of employees, and the need to motivate and engage employees in learning — contributes to the emergence of gamification in this domain as well. The main objective of the research is to analyze gamification approaches within organizations, taking into account their cultural context. The article is methodologically structured in two stages: a descriptive approach, based on an analysis of research focused on gamification in the corporate context, followed by a synthesis stage, monitoring the main gamification tools used by companies in their training programs. The cultural environment is integrated into the analysis through dimensions highlighted at the organizational level. The research results are relevant both for scholars, by expanding the concept of gamification in the development field, and for practitioners and trainers, by highlighting successful gamification approaches in organizations.