Sina Plietzsch, Sandra Dijk, Claudia Lehmann

• Games accompany humanity all over the world. They can be powerful means to generate and impart knowledge and motivation in a playful way. Stereotypically, games are often associated with children. Still, throughout the last few years, the merits of games were also transferred into a corporate context, recognized there under the term gamification. By using game elements in a non-playful environment, this approach could help to stimulate innovation and to foster entrepreneurial as well as collaborative cultures among employees, managers, and customers. However, while gamification offers many positive aspects, the actual implementation and application within an organization remain subject to several obstacles. Hence for this study, twentyeight expert interviews from seven different industries were conducted to identify and describe those hurdles. Subsequently, an approach was developed, enabling organizations to reduce or even to avoid them.