KPMG, a multinational professional services network and one of the Big Four accounting organizations, developed and implemented a gamified learning system called Globerunner to bridge a knowledge gap among its employees regarding the firm's extensive service offerings1. This initiative sought to improve employee understanding of KPMG's 150+ distinct capabilities in audit, tax, and advisory services, ultimately driving client acquisition and revenue growth2.

Background

KPMG recognized the crucial need to ensure its vast and diverse workforce possessed a consistent and thorough understanding of the firm's service portfolio3. However, traditional methods, such as intranet pages and printed materials, proved ineffective in engaging employees and fostering knowledge retention3. Alternative approaches like on-site training programs and product fairs, while more engaging, were resource-intensive and lacked scalability3.

To address this challenge, KPMG, under the leadership of Chief Learning Officer Christian Gossan, turned to gamification as a solution5. Gossan recognized the need for an engaging, cost-effective, and scalable solution to educate KPMG's client-facing staff about the firm's diverse services.

Globerunner: Features and Mechanics

KPMG Globerunner is a web-based learning app designed with a "race around the world" theme4. Key features and mechanics are presented in the table below:

Development and Design

Before its global launch, KPMG piloted a gamified learning solution in Australia6. This pilot program allowed KPMG to test the concept and gather feedback before investing in a global rollout. The design process focused on striking a balance between "fun" and "lame," ensuring the game was engaging without being frivolous6. This involved careful consideration of game mechanics, content, and overall user experience.

Implementation

KPMG implemented Globerunner in a phased approach, targeting client-facing employees in 24 randomly selected offices2. This strategic focus aimed to equip employees who directly interact with clients with the knowledge and confidence to identify and address client needs effectively.

Globerunner was incorporated into employee training in two main ways:

1. Mandatory onboarding sessions: All new employees were required to participate in Globerunner sessions as part of their onboarding process3.
2. Voluntary participation: The app was made available to all employees, encouraging ongoing learning and reinforcement3.

One initial concern was whether gamified learning would resonate with senior staff3. However, KPMG found that enjoyment and engagement with Globerunner were consistent across all age groups and seniority levels4. Interestingly, senior employees (senior manager/associate director/director) had the highest percentage of 'power users'—those who answered more than 100 questions7. This suggests that the game's appeal extended beyond junior staff and effectively engaged employees at all levels.

Measuring Success

KPMG used several metrics to evaluate the effectiveness of Globerunner:

• Increased employee awareness: After the first 12 months, KPMG observed a 24% overall improvement in employee awareness of the firm's capabilities4. This improvement was even more pronounced for more complex questions, reaching 34%3. This indicates that Globerunner effectively enhanced employees' understanding of KPMG's diverse service offerings.
• Improved employee engagement: Globerunner fostered a more positive perception of KPMG, with 89% of employees stating that the app gave them a positive impression of KPMG as an innovative employer3. This suggests that the game not only improved knowledge but also enhanced employee engagement and fostered a sense of pride in the organization.
• Reduced knowledge gaps: The knowledge gap between different staff gradings decreased significantly, from 12% to 4%3. Similarly, the knowledge gap between countries was halved, from 10% to 5%3. By reducing these knowledge gaps, Globerunner helped create a more unified and informed workforce, better equipped to serve clients consistently across different locations and levels of seniority.
• Business impact: Offices that implemented Globerunner experienced a 16% increase in the number of clients, a more than 25% increase in fees, and a 22.3% increase in opportunities from new clients2. Furthermore, Globerunner contributed to better client retention2. These outcomes demonstrate a clear link between the gamified learning program and positive business results, highlighting the program's effectiveness in driving client acquisition, revenue growth, and client loyalty.

Benefits and Outcomes

In addition to the quantifiable metrics, Globerunner yielded several other valuable benefits:

• Improved employee engagement: The gamified approach created a more enjoyable and interactive learning experience, leading to increased engagement with the training material3. This higher level of engagement likely contributed to improved knowledge retention and application.
• Enhanced knowledge retention: By actively participating in the game, employees were more likely to retain information about KPMG's services3. This improved knowledge retention translated into greater confidence and competence when interacting with clients.
• Positive perception of KPMG: Globerunner contributed to a positive perception of KPMG as an innovative and forward-thinking organization3. This enhanced employer branding can be valuable in attracting and retaining top talent.
• Increased employee confidence: Employees reported feeling more comfortable connecting client challenges with relevant KPMG services3. This increased confidence likely led to more proactive and effective client interactions, contributing to the observed increase in clients and revenue.
• Positive impact on employee perception and engagement: Globerunner had a wider positive impact on how employees perceived the firm and their overall engagement with the workplace3. This suggests that the program fostered a more positive and stimulating work environment.

Cost and ROI

While precise figures regarding the cost of implementing Globerunner are not publicly available, it is described as a cost-effective alternative to traditional training methods1. The program had no per-user charge, further enhancing its cost-effectiveness1.

The return on investment (ROI) for Globerunner is evident in the significant increase in clients (16%), fees (over 25%), and new client opportunities (22.3%) observed in offices using the program2. These results strongly suggest that the program generated substantial revenue gains, likely exceeding its implementation costs.

Conclusion

The KPMG Globerunner case study offers a compelling example of how gamification can effectively address organizational challenges and drive business results. By creating an engaging and interactive learning experience, KPMG successfully improved employee knowledge, enhanced engagement, and ultimately increased client acquisition and revenue. This innovative approach demonstrates the potential of gamified learning to transform employee training and development.

The success of Globerunner highlights the importance of aligning gamified learning with broader learning and development strategies. While gamification can be a powerful tool, it is not a one-size-fits-all solution. Organizations should carefully consider their specific learning objectives, target audience, and desired outcomes when designing and implementing gamified training programs.

Furthermore, the Globerunner case study underscores the potential of gamification to motivate employees to learn about their company and its services7. By making learning more engaging and interactive, organizations can foster a culture of continuous learning and development, leading to improved employee performance and positive business outcomes.

Key Takeaways

• Gamification can be a highly effective tool for engaging employees in learning and development initiatives.
• A well-designed gamified learning program can drive measurable improvements in employee knowledge and performance.
• Gamified learning can contribute to positive business outcomes, such as increased client acquisition and revenue growth.
• When implemented strategically, gamified learning can be a cost-effective alternative to traditional training methods.
• Gamified training can motivate employees to learn about the company and its services, leading to improved performance and business outcomes.

This case study highlights the importance of considering innovative approaches to employee training and development, particularly in large organizations with diverse workforces. By embracing gamification, KPMG successfully transformed a critical knowledge gap into a significant business advantage.

Works Cited

1. Games People Play—To Learn - Training Magazine, accessed January 8, 2025, https://trainingmag.com/games-people-play-to-learn/
2. Learning or Playing? Making a Game Out of Employee Training Can Yield Returns, accessed January 8, 2025, https://business.columbia.edu/insights/business-society/learning-or-playing-making-game-out-employee-training-can-yield-returns
3. Playing for success - KPMG International, accessed January 8, 2025, https://assets.kpmg.com/content/dam/kpmg/xx/pdf/2018/06/playing-for-success-web-final.pdf
4. Case in Point: How a KPMG game is solving its internal knowledge gaps - Chief of Staff Asia, accessed January 8, 2025, https://chiefofstaff.asia/news-and-insights/case-in-point-how-a-kpmg-game-is-solving-internal-knowledge-gaps/
5. Does Gamified Training Get Results? - YouTube, accessed January 8, 2025, https://www.youtube.com/watch?v=wCiLtH3k5Us
6. Top 5 takeaways from running a global gamified learning program at ..., accessed January 8, 2025, https://www.chieflearningofficer.com/2023/04/28/top-5-takeaways-from-running-a-global-gamified-learning-program-at-kpmg/
7. Game-based learning: Could it work for your organisation? | HRD Asia, accessed January 8, 2025, https://www.hcamag.com/asia/news/general/game-based-learning-could-it-work-for-your-organisation/461483