геймификация, игровые практики, предпринимательство, молодежь, регион, Social Sciences

In article are investigated game practicians and mechanisms in the context of business activity. The attention is focused on theoretical prerequisites to studying of concept of gamification, features game the practician proceeding from the theory Y. Hyoyzinga in relation to the enterprise sphere in detail are considered, the typology of psychotypes of consumer audience according to R. Bartle’s theory is analyzed, and also methods and types of business trainings are described. The empirical part is presented by the analysis of two Russian researches of process of gamification in Russia, and also data of expert poll on the Republic of Mordovia. Results show that application of game technologies in business is effective alternative to traditional tools and comprises development potential as personal, and at the organizational level, however demands adaptation for the concrete sphere of business taking into account its specifics, and also high qualification of experts of this sphere. On the basis of results of research the recommendations submitted on adaptation of the western game technologies in the conditions of regional specifics of conducting business acti-vity are offered.