GAMIFICATION AS A NEW MANAGEMENT TECHNOLOGY

The article reveals the essence of a new management technology – gamification, which is a set of measures aimed at improving intra-organizational management, complementing traditional management tools and serving the development of industrial, social and human capital. According to the authors, the practical ap- plicability of gamification is likely to increase as representatives of generations Y and Z enter the labor market, the development of the digital economy and increasing requirements for the quality of the labor force