Enterprise Gamification of the Employee Development process at an Infocom Consultancy Company

Kristoffer FrangRobin Mellstrand

70% of the worlds 2000 largest organisations will have at least one gamified platform by 2014

Gartner (2011)

$120M (2011) -> 1.6Bn (2015) Low engagement for the employee development process

RQ2Develop a proof of concept of a game layer for the competence model

RQ1What is gamification and how does it work?

February

June

February

June

60 Million Users70 Million in-game hours / week

5,93 million in-game years(!)

The Explosion of Games

3,3 millions hours per day40 million monthly active users

Gamers play WoW, Angry Birds and Farmville each year as much as all the Swedish people spend at work.

~

Gamers are Everywhere

GAMIFICATION

Gamification to Engage!

Gamification Definition

What is a Game?

Why does Games Work?

Direct Feedback

Game Structure

Effort

What is a Game?

Intrinsic Motivation

Yahoo AnswersOver 9 millions answered questions

S&H Green Stamps”licking frenzy”

Facebook Likes65 million likes every day(2010)

LinkedIn Progress Bar

Real Awards vs. Perceived Awards

Alieved Fear

Alieved Happiness

Short Feedback Loop

Feedback

StructureEffort Result- Development - Project Delivery - Customer Satisfaction- Place Object - Game Rules - Lines Removed

- Points (Direct)- ??? (Annual at best)

Conclusions

”Games are structured challanges at the limit of the gamers ability with a direct feedback-loop”

Feedback

Theory for Designing an Engaging Game

Changing Behaviour

?Desire Profile

Game Frame

February

June

?

?

What motivates the employees of Cybercom?

Which are the obstacles for behavioural change?

Achieving a sense of completion

Competition

Do not understand the competence model

Do not see the utility of the model

Thinks it’s too much work to use it

Gaining recognition

February

June

How do we play the game?

Setting personal goals

Daily work

Writing the log

Project evaluations

Annual evaluation

Year start

Year end

Structure Effort Feedback

Continuouslyover the year

Setting personal goals

Daily work

Writing the log

Project evaluations

Annual evaluation

Year start

Year end

Continuouslyover the year

Structure Effort Feedback

Evaluation?

Setting personal goals

Daily work

Writing the log

Project evaluations

Annual evaluation

Year start

Year end

Structure Effort Feedback

System generated feedback

February

June

Game Structure

The Competence Model

Interactive Visualisation of the Competence Model• Exploratory way of learning.• Recognising patterns and

Enlightenment.

Competence Model Time Line• Focus on Ability• Enlightenment

The Log

Manage Entries• Focus on Ability (Fast, Simple)• Assess your own performance• Gaining Recognition for

Achievement• Achieving a Sence of

Completion

Log Visualisation• Structured Log• Map to Competence Model• Map to Personal Goals• Enlightenment

The Roadmap

Roadmap Visualisation• Create Awareness of One’s Performance• Achieving a Sence of Completion

Personal Goals• Clear Overview of Personal Goals• Connect Activities to Personal Goals• Gaining Recognition for Achievment• Achieving a Sence of Completion

Community

Profile Page• Increase Awareness of Internal

Competences at Cybercom• Institute a Way to Show Game

Awards• Being the Centre of Attention• Gathering Knowledge

Community

User-to-User Feedback• User-to-User Feedback

Through Comments• Knowledge Sharing• Increase Community

Engagement• Gaining Recognition for

Achievement

The Game Layer

Problems and Weaknesses

Continous Improvement

Game Commitment

Employee Resistance

ROI

Time

Competence Model ROI

Motivated and

Engaged Employees

Aware and Goal-

Orientated Development

The Future of Gamification

”Market value of gamification$120M (2011) -> $1800M (2015)”

”70% of the worlds largest organisationswill use gamification by 2014”

It’s hard to measure the ROI ”Gamification is the new social media”

That’s all from us.

Thanks for listening.

Behaviour

Trigger

MotivationAbility

Dr. BJ Fogg’s Behaviour Model

Dr. BJ Fogg’s Behaviour Model

moti

vatio

n

ability

boring behaviour

motivatingbehaviour

difficultbehaviour

simple behaviour

activitionthresholdtriggers

fail here

triggerssucceed here

The Model and Gamificationexample: social media

Trigger:

Email with direct link

Motivation:

Social Contact

Ability:

Single click

moti

vatio

n

ability

boring behaviour

motivatingbehaviour

difficultbehaviour

simple behaviour

activitionthreshold

Putting the elements togetherexample: social media

Nära vän

Bekant

The Model and Gamificationexample: gamification

Power, Independence, Curiosity, Acceptance, Order, Saving,

Honour, Idealism, Social contact, Family, Status , Vengeance,

Romance, Physical activity, Tranquility

Social Contact

moti

vatio

n

ability

boring behaviour

motivatingbehaviour

difficultbehaviour

simple behaviour

activitionthreshold

The Model and Gamificationexample: extra points for recruiting new users

Trigger:

Email: extra pointsand suggestions

Motivation:

Status/Saving

Ability:

Single click

Climb the leaderboard

Email

Easy to invite