Adding game features to the way your company does business can be effective when it comes to increasing engagement among customers and employees, says gamification expert Gabe Zichermann. "The key thing in gamifiying any experience is knowing your audience and giving them what they think is fun," he says. For instance, if your customers are mostly older, wealthier men, creating a game about slaying dragons might not go over as well as something related to improving your golf game, he says.