Enterprise Gamification

Enterprise GamificationExploiting your users by letting them have fun

Mario Herger – 2012 www.enterprise-gamification.com | www.gamificationcommunity.com | @mherger

Phunny Phacts

Average age of gamers in years: 37

% of gamers older than Fifty: 25

% of youth playing computer & video games: 97

% of female gamers: 42

Social vs. Competitive Games: >3:1

Avg. of hours/week played in World of Warcraft (WoW): 22

# of articles in WoWWiki: ˜250,000

Rank of WoWWiki compared to all Wikis: 2nd

Rank of Wikipedia: 1st

Most popular games played by US soldiers in Iraq when off-duty: Halo, Call of Duty

Game WorkTasks repetitive, but fun repetitive and dullFeedback constantly once a yearGoals clear contradictory, vaguePath to Mastery clear unclearRules clear, transparent unclear, in-transparentInformation right amount at the right time too much and not enoughFailure expected, encouraged,

spectacular, brag about itforbidden, punished, don’t talk about it

Status of Users transparent, timely hiddenPromotion meritocracy kiss-up-o-cracyCollaboration yes yesSpeed/Risk high lowAutonomy high mid to lowNarrative yes only if you are luckyObstacles on purpose accidental

The Grass is Greener…

Definitions

“Play is manipulation that indulges curiosity.”

Jesse Schell

“A game is a problem-solving activity,approached with a playful attitude. ”

Jesse Schell

“Gamification is the use of game-design techniques and game mechanics in non-game context.”

Wikipedia

Quotes

“The opposite of play isn't work, it’s depression.”

Brian Sutton-Smith

“Fun is just another word for learning.”

Raph Koster

“Games are giving us unnecessary obstaclesthat we volunteer to tackle.”

Jane McGonigal

What’s Gamification?

Gamification is the use of

game design techniques & mechanics

to solve problems and engage audiences.

Gamification strives to encourage users

to engage in desired behaviors

in connection with non-game applications.

Source: Wikipedia http://en.wikipedia.org/wiki/Gamification

Gamified apps that you (may) have played

Frequent Flyer Programs

Intuit - TurboTax

EVs & Hybrids – Prius, Nissan Leaf, Chevy Volt

LinkedIn XING

Amazon

Contrex [Video]

The Gartner Hype Cycle

2011 2012 2013 2014 2015 2016$0

$500,000,000

$1,000,000,000

$1,500,000,000

$2,000,000,000

$2,500,000,000

$3,000,000,000

Enterprise Gamification Market

“If a company like SAP can not just reach these users, but engage them in a gamified experience that is compelling and fun, SAP can potentially make users something more than just users: they can be participants in a community environment where that old coercive model of engagement is a thing of the past.”

M2 Research

will have at least one gamified application by

70 % Global 2000

will gamify innovation

processes by 2015

50 % Innovators

A little fun can go a long way, especially in the enterprise.

Joshua Greenbaum, February, 2011 ”SAP Plays Games with the Analysts, and the Gamification of the Enterprise Begins”

Gartner

Gamification Software Market$2.8B by 2016

Common Reactions to Gamification

“I don’t need to waste my time on fun stuff, I have to do serious work.”

German colleague

“Do we make now a shooting game out of invoicing?”

Skeptic colleague

“This is just exploiting employees. Nobody is gonna do that just for points.”

Skeptic German colleague

“FarmVille: I don’t play that, who’s playing that anyways?”http://enterprise-gamification.com/index.php/en/blog/2-news/39-common-criticism-of-gamification-and-how-to-respond-to-it

Gamification Facts & Figures 1 of 7

FoldIt -> 46,000 players solved problem in 10 days (scientists had failed 15 years to solve it)

Sources: http://fold.it http://enterprise-gamification.com/index.php/en/facts

Bottle Bank Arcade -> 50x more usage than nearby bottle return

Sources: http://www.thefuntheory.com/bottle-bank-arcade-machine http://enterprise-gamification.com/index.php/en/facts

Chevrolet Volt -> 53% reduction in speeding cars

Sources: https://seogadget.co.uk/5-new-examples-of-gamification/ http://enterprise-gamification.com/index.php/en/facts

Restaurant -> 1.8% sales increase, 11% increase in gratuities

Sources: https://seogadget.co.uk/5-new-examples-of-gamification/ http://enterprise-gamification.com/index.php/en/facts

Piano Staircase -> 66% more people used staircase

Sources: http://www.thefuntheory.com/piano-staircase http://enterprise-gamification.com/index.php/en/facts

Sales Events -> Event reporting up from 50 to 85 per week; after game up >10%

Sources: http://ideas.salescontestbuilder.com/ http://enterprise-gamification.com/index.php/en/facts

Call Center -> 15% call time reduced, 8-12% increased sales

Sources: http://online.wsj.com/article/SB10001424052970204294504576615371783795248.htmlhttp://enterprise-gamification.com/index.php/en/facts

Flow – “keeping the balance”

Mihaly Csikszentmihalyi: Flow: The Psychology of Optimal Experience, 1991Beyond Boredom and Anxiety: Experiencing Flow in Work and Play, 1975

Game Mechanics - Examples

SCVNGR: http://techcrunch.com/2010/08/25/scvngr-game-mechanics/Gamification.org: http://gamification.org/wiki/Game_Mechanics

Game Mechanics (full & barely legible list)

SCVNGR: http://techcrunch.com/2010/08/25/scvngr-game-mechanics/

1. Achievement2. Appointment Dynamic3. Avoidance4. Behavioral Contrast5. Behavioral Momentum6. Blissful Productivity7. Cascading Information Theory8. Chain Schedules9. Communal Discovery10. Companion Gaming11. Contingency12. Countdown13. Cross Situational Leaderboards14. Disincentives15. Endless Games16. Envy

17. Epic Meaning18. Extinction19. Fixed Interval Rewards Schedules20. Fixed Ratio Rewards Schedule21. Free Lunch22. Fun Once, Fun Always23. Interval Reward Schedules24. Lottery25. Loyalty26. Meta Game27. Micro Leader-board28. Modifiers29. Moral Hazard of Game Play30. Ownership31. Pride32. Privacy

33. Progression Dynamic34. Ratio Reward Schedules35. Real-time v. Delayed Mechanics36. Reinforcer37. Response38. Reward Schedules39. Rolling Physical Goods40. Shell Game41. Social Fabric of Games42. Status43. Urgent Optimism44. Variable Interval Reward Sched.45. Variable Ratio Reward Schedule46. Viral Game Mechanics47. Virtual Items

Quotes (rejected by corporate bloggers)

“Gamifying a shitty app makes the app only shittier.”

Mario Herger

“We don’t need no stinking badges!”

Jane McGonigal

“Consumers have a choice to play, employees don’t.”

Mario Herger

Skill Level

RookieLeve

l of E

Regular

Master

Onboarding

Habit-building

MasteryTeaching

Challenge Creation

Source: Amy Jo Kim

Bartle’s Player Types

Achiever

Socializer

Killer

Explorer

~80% ~10%

Selftest: http://www.gamerdna.com/quizzes/bartle-test-of-gamer-psychology

Acting

WorldPlayers

Interacting

Values & Rewards

Intrinsic Values Extrinsic Rewards

Values & Rewards

Intrinsic Values Extrinsic Rewards

Belonging Autonomy Power Mastery Meaning Learning Self-Knowledge Sex Love Fun …

Points Level Badges Quests Leader-boards Prizes Money Gold stars Progress bars Smileys …

Fun Motivators

Source: Jon Radoff – Game On

1. Recognizing Patterns2. Collecting3. Finding Random Treasures4. Achieving a Sense of

Completion5. Gaining Recognition for

Achievements6. Creating Order out of Chaos7. Customizing Virtual Worlds8. Gathering Knowledge9. Organizing Groups of

People10. Noting Insider References11. Being the Centre of

Attention12. Experiencing Beauty and

Culture13. Romance14. Exchanging Gifts15. Being a Hero16. Being a Villain

17. Being a Wise Old Man18. Being a Rebel19. Being the Magician, a keeper

of secret knowledge20. Being the Ruler21. Pretending to Live in a

Magical Place22. Listening to a Story23. Telling Stories24. Predicting the Future25. Competition26. Psychoanalyzing27. Mystery28. Mastering a Skill29. Exacting Justice and

Revenge30. Nurturing31. Excitement32. Triumph over Conflict

33. Relaxing34. Experiencing the Freakish

or Bizarre35. Being Silly36. Laughing37. Being Scared38. Strengthening a Family

Relationship39. Improving One’s Health40. Imagining a Connection

with the Past41. Exploring a World42. Improving Society43. Enlightenment

Gamification @ others – Siemens PlantVille

Gamification @ others – IBM

Gamification @ others – The Guardian

Gamification @ others – GuttenPlag Wiki

Gamification – PowerHouse

Gamification @ SAP – SAP Community Networks

Gamification @ SAP – Vampire Hunter

Gamification @ SAP – Lead Management

The disruptive business platform

The Holistic Strategy

Achievements

Communication tools & channels

ABAP Workbench

DevStudio

Developer tools

Leave Request

Business Applications

Travel Expense System

Call Center

ProcessesOffice tools

Gamification Platforms

Universalists

Full list: http://enterprise-gamification.com/index.php/en/resources/platforms

Social

Sustainability

Loyalty

Support & QA

Leveling up – Gamification Gurus

Gabe Zichermann

Amy Jo KimByron

Reeves

Sebastian Deterding

Jane McGonigal

Leveling up – Books

Mario Herger Email: mario.herger@gmail.com | mario.herger@sap.com Twitter: @mhergerWeb: www.enterprise-gamification.comCommunity: www.gamificationcommunity.com

Game On!

Enterprise Gamification

Technology

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