The Power of Full Engagement

Average Age of Video Game Player A.  15

B.  25

C.  35

D.  45

E.  55

Source: Entertainment Software Association (2012)

GAMIFICATION: Game-inspired tactics

to engage people

Humorous Videos

Quiz Puzzle

Off-line Challenge

SMALL STEPS

Fun Not Fun

Entertainment -Driven

Purpose-Driven

Percent of Gamers Who Are Women A.  7%

B.  17%

C.  27%

D.  37%

E.  47%

Source: Entertainment Software Association (2012)

Behavior change & habits

Clear goals/metrics/data Experiment & replay

Memorable learnings

WHY GAMIFY: Improved outcomes

Feedback

Fun Friends

Flow

WHY GAMIFY: Deeper engagement

Awareness Understanding Commitment Action

Traditional Engagement Levels

Awareness Understanding Commitment Action

Awareness Action Understanding Habit Mastery

Gamified Engagement Levels

Design-Thinking Principles

•  Purposeful

•  Human-focused

•  Balance of analytical and creative

•  Iterative

•  DEFINE business objectives

•  DELINEATE target behaviors

•  DESCRIBE your players

•  DEVISE activity loops

•  DON'T forget the fun!

•  DEPLOY appropriate tools

Source: Kevin Werbach, Wharton professor, author of For the Win

DEFINE business objectives

American Adults with Cell Phones A.  57%

B.  67%

C.  77%

D.  87%

E.  97%

Source: Pew Internet

Adult Cellphone Users with Smartphones

A.  25%

B.  35%

C.  45%

D.  55%

E.  65%

Source: Pew Internet

DELINEATE target behaviors

DESCRIBE YOUR PLAYERS (Bartle, A. Kim, Burnham)

Achieve

Socialize

Impact

Explore

Outcomes

People

Process

Things

Achieve

Socialize

Impact

Explore

Outcomes

People

Process

Things Compete

Win Challenge Compare

Level Up High Score

Reputation Status

Kill/Conquer Heal

Create Build Design

Comment

Collaborate Curate

Help

Greet

Share

Discuss

Like Rate Collect

View

Vote

Rewards

Review

DESCRIBE YOUR PLAYERS (Bartle, A. Kim, Burnham)

Easter Egg

Receive Likes

DESCRIBE YOUR PLAYERS (Bartle, A. Kim, Burnham)

Achieve

Socialize

Impact

Explore

Outcomes

People

Process

Things

DEVISE activity loops: plan for ongoing engagement

US/UK Adults Who Played a Mobile Game in Past Month

A.  4%

B.  14%

C.  24%

D.  34%

E.  44%

Source: Forbes 6/12

People Fun

Easy Fun Hard Fun

Serious Fun

DON'T forget the fun! Source: Nicole Lazzaro

DEPLOY appropriate tools

Rewards •  Tangible vs. intangible

•  Expected / unexpected

•  Contingency

•  Extrinsic vs. intrinsic

“…when the tasks involve higher levels of cognition or creativity, the monetary incentives actually stifle performance rather than drive it."

Feedback

Growth & Development Information

Teaching & Self-Expression

Intrinsic Motivation: Mastery

Purpose: Corporate Citizenship

Purpose: Impact & Influence Autonomy

Relatedness

Other Intrinsic Motivations

•  DEFINE business objectives

•  DELINEATE target behaviors

•  DESCRIBE your players

•  DEVISE activity loops

•  DON'T forget the fun!

•  DEPLOY appropriate tools

Source: Kevin Werbach, Wharton professor, author of For the Win

True or False?

Most gamers play alone.

Source: Entertainment Software Association (2012)

Pitfalls •  Privacy

•  Pointsification

•  Conflict/duplication with existing management and incentive structures

•  Overemphasis on extrinsic rewards - Hedonic treadmill - Over-justification

•  Overemphasis on competition

•  Overemphasis on status

•  Running games constantly and wearing out the fun

•  “G word” can turn off some people

Is Gamification right for my business issue?

•  Motivation: Are you amplifying motivations for behaviors already intrinsically valuable to players?

•  Meaningful choices: Are the target activities interesting?

•  Structure: Can behaviors be modeled through algorithms?

•  Potential conflicts: Can you avoid duplication or tension with other motivational structures?

Source: Kevin Werbach, Wharton professor, author of For the Win