The gamified system increased cooperation and productivity, resulting in a larger
number of ground shipments, giving the company greater profit margins and allowing the cooperative to charge 2 % to 4 % extra for a commodity item (paper cups) to Starbucks due to increased
efficiency of Hugo's gamified IT system.Hugos was able to achieve through gamification what Michael Porter, a leading authority on
competitive strategy, advocates is the purpose of a business strategy: to increase profits by cutting costs and / or rising the price of your product or service.