Post on 29-Jun-2015
description
Mar io Herger & Siddhesh Bhobe
ENTERPRISE GAMIFICATION
http://enterprise-gamification.com/
mario.herger@gmail.com
@mherger
http://emee.co.in
siddhesh_bhobe@persistent.co.in
@siddheshb
Onboarding the Rookies
Think Gamification Get used to the terminology:
Player, Quest, Mission, Points, Engagement, Fun, Awesome, Epic Meaning, Epic Win, Story, Hero, Dragon Slayer, Bragging Rights, Spectacular Failure, Level up, Leaderboard, Social Fabric, Teasing, Cheating,…
Be a Gamer Each time you talk to me, I want
you to say:
“I am <yourname>, I am gamer!
<followed by what you want to
say>”
Win the Game
At the end of today’s mission, you will hold an epic raw draft of your game in your
hands (and maybe an Angry Birds plush toy) and will master the skills to gamify
every non-game application.
Customize your Avatar
Task: Introduce yourself, tell us what game* you like and why, and give yourself a game-inspired title.
Example: My name is Mario, I am a gamer. I play Angry Birds, because I can play it in five minute breaks. And my gamer name is Super Mario.
* You can name any game, be they videogames, card games, board games, puzzles, sports etc.
Video gamer girl
Video gamer girl
Average age of a videogamer?
14 27 37 54
Average age of a videogamer?
14 27 54 37
Youth playing videogames: 97%
Percentage of Women
Source: http://blog.flurry.com/bid/57219/Mobile-Social-Gamers-The-New-Mass-Market-Powerhouse
http://en.wikipedia.org/wiki/Women_and_video_games
US soldiers playing videogames
Does Gamification look like this?
Or more like this?
LinkedIn & Gamification
Amazon & Gamification
How about this?
Is gamification about decision making?
Similarities of Games & Work Game Work
Tasks repetitive, but fun repetitive and dull
Feedback constantly once a year
Goals clear contradictory, vague
Path to Mastery clear unclear
Rules clear, transparent unclear, in-transparent
Information right amount at the right time too much and not enough
Failure expected, spectacular, brag about it
forbidden, punished, don’t talk about it
Status of Users transparent, timely hidden
Promotion meritocracy kiss-up-o-cracy
Collaboration yes yes
Speed/Risk high low
Autonomy high mid to low
Narrative yes only if you are lucky
Obstacles on purpose accidental
gamification of shopping…
AWARE
ACTIVATED
ADDICTED
AMPLIFIED
CONSUME dashboards, content
ACT profile, easy
victories, warm up
RETURN appointment
dynamics
SHARE social sharing,
contribute content
a good gamification strategy moves
users up the 4A levels of engagement through targeted
signals
Overarching Definition
Enterprise Gamification
Gamification Serious Game Simulation Advergame…
In
Syste
m
ERPSim
SAP Roadwarrior Magnum Pleasure Hunt
Coke Zero / James Bond
SAP Community Network,
StackOverflow,
Yahoo! Answers
LinkedIn,
Amazon
Stroke Hero
Ten Euro Tetris
The Accounted
Farm Simulator
Trainz
Surgeon Simulator
Emergency Simulator
MS Ribbon Hero
MySugr
Duolingo
Zombies Run!
Infinite Finite
Non-game Context Game Context
Out
Syste
m
Play Game Serious Simulation Gamification
Spontaneous ✔ ✖ ✖ ✖ ✖
Rules ✖ ✔ ✔ ✔ ✔
Goals ✖ ✔ ✔ ✔ ✔
Structured ✖
✔
✔
✔
✔
Real World
Outcome
✖ ✖ ✖/✔ ✖/✔ ✔
In-System
(writ-large)
✖ ✖ ✖ ✖/✔ ✖/✔
Gamification Matrix
Source: Mario Herger “Enterprise Gamification”
Purposes of Gamification
Engage Teach
Measure Entertain
is an
empathy-based process
of enhancing a service with
affordances for gameful experiences
to
teach, engage, entertain, measure
to
support players’ overall value creation
to
indirectly support entities’ overall value creation.
Enterprise Gamification
Make work more fun
Definition of Enterprise Gamification
gamification isn’t really new...
it’s just that we NOW realize it can do a lot
more for us!
Contrex
gamification is an extremely powerful tool for
enterprises to motivate and influence
behavior
Drive Value Systems
Immersive Learning
Crowd-sourcing Appraisals
Effective Collaboration
Governance, Risk, Compliance
Your Mission
Task: Describe the current behavior, the behavior that
you want to achieve, and why players should
care.
Example: People are not filling out their time recordings in
time and detailed enough, so we keep having
troubles with planning.
One more thing: do not yet work on a solution
Gamified apps that you (may) have played
Frequent Flyer Programs
Intuit - TurboTax
Gamified apps that you (may) have played
EVs & Hybrids – Prius, Nissan Leaf, Chevy Volt, Fiat, Ford
Gamified apps that you (may) have played
Gamified apps that you (may) have played
Amazon
Gamified apps that you (may) have played
Nike+
Gamified apps that you (may) have played
Gamification – Zombies Run!
Engagement Crisis
Engagement Crisis
The World’s Oldest Problem
Gamification Facts & Figures 1 of 9 FoldIt -> 46,000 players solved problem of how to fold proteins in 10 days
(scientists had failed 15 years to solve it)
Sources: http://fold.it
http://enterprise-gamification.com/index.php/en/facts
Gamification Facts & Figures 2 of 9
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
Gamification Facts & Figures 3 of 9
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
Gamification Facts & Figures 4 of 9
Restaurant -> 3.1% sales increase, 11% increase in gratuities
Sources: https://seogadget.co.uk/5-new-examples-of-gamification/
http://enterprise-gamification.com/index.php/en/facts
Gamification Facts & Figures 5 of 9
Piano Staircase -> 66% more people used staircase
Sources: http://www.thefuntheory.com/piano-staircase
http://enterprise-gamification.com/index.php/en/facts
Gamification Facts & Figures 6 of 9
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
Gamification Facts & Figures 7 of 9
Call Center -> 15% call time reduced, 8-12% increased sales
Sources: http://online.wsj.com/article/SB10001424052970204294504576615371783795248.html
http://enterprise-gamification.com/index.php/en/facts
Crowd-sourced appraisals enabled Persistent to abolish end of year
appraisals with over a million entries captured in just two years in one
year alone
Gamification Facts & Figures 8 of 9
Gamification Facts & Figures 9 of 9 Over a thousand game based quizzes answered every month on workplace on safety training @ leading pharmaceutical company
Define your quest
Task: Mash up your idea like they do in Hollywood with movies.
Rocky
+
Transformers
=
Real Steel
Time Recording
+
Tetris
=
Mash your Idea
Task: Feel free to use any of the following games.
Motivation
Multidimensionality of Players
Professional Role
Consumer vs. Employee / Business Partner
Development Manager, Secretary, Key
Account Manager, Call Center Agent, Truck
driver, Room Service,…
Citizen, household…
Adults, teenagers, children…
Students, school staff, community….
Skill Level
Rookie Le
ve
l o
f E
xp
ert
ise
Regular
Master
Onboarding
Habit-building
Mastery
Teaching
Challenge Creation
Source: Amy Jo Kim - http://amyjokim.com/
Bartle’s Player Types
Achiever
Socializer
Killer
Explorer
<1%
~80% ~10%
~10%
Selftest: http://www.gamerdna.com/quizzes/bartle-test-of-gamer-psychology
Acting
World Players
Interacting
Playing Style
Generation Generation X
Hierarchy oriented
Failure not allowed
Many career changes
Generation Y
Grew up with videogames
Expect immediate feedback
Take risks and expect epic fail
10,000+ hours of experience
Gender
Source: http://blog.flurry.com/bid/57219/Mobile-Social-Gamers-The-New-Mass-Market-Powerhouse
http://en.wikipedia.org/wiki/Women_and_video_games
Five Things People like in Games based on Gender
Spatial Puzzles
Trial and Error
Competition
Destruction
Mastery
Sources: Jesse Schell - The Art of Game Design
Mario Herger - http://enterprise-gamification.com/index.php/en/blog/2-news/95-will-
gamification-increase-the-gender-discrimination-in-the-workplace
Personal Skills
(e.g. competition)
Skills
(e.g. mental rotation)
Content
Preferences
(e.g. violence)
Game use
Dialog and Verbal Puzzles
Learning by Example
Real World
Nurturing
Emotion
Social (Media) Roles
Innovation Community
The trend-spotter finds a promising innovation early.
The evangelist passionately makes the case for idea X or
person Y.
The super-spreader broadcasts innovations to a larger group.
The skeptic keeps the conversation honest.
General participants show up, comment honestly, and learn.
Sources: Chris Anderson http://www.wired.com/magazine/2010/12/ff_tedvideos/all/1
Mario Herger http://enterprise-gamification.com/
Professional Community
The contributor blogs, answers questions, creates wiki.
The teacher prepares material in how-to guides, FAQs.
The editor spell-edits, structures content.
The Sherriff moderates, finds cheaters, enforces rules.
The Translator
General participants show up, comment honestly, and learn.
Culture
Harmony vs.
Competition
Individual vs.
Group
Gifting
Reciprocity (ren pin,
karma,
weibi,
baozi)
Alternative
IDs (majia)
Maslow’s Theory of Needs
Source: Abraham Maslow
Flow Theory
Mihaly Csikszentmihalyi: Flow: The Psychology of Optimal Experience, 1991
Beyond Boredom and Anxiety: Experiencing Flow in Work and Play, 1975
Sources of Motivation
Intrinsic Extrinsic
comes from the
outside of an
individual
driven by an interest
exists within an
individual
Belongingness
Autonomy
Power
Mastery
Meaning
Learning
Self-Knowledge
Sex
Love
Fun
…
Points
Level
Badges
Quests
Leader-boards
Prizes
Money
Gold stars
Progress bars
Smileys
…
Describe your Players Task: Develop a backstory for your player(s) to help you
understand, why your player(s) would want to play your gamified app, what they try to accomplish. Be as specific as you can: name, age, gender, family-, relationship- and job-situation, consumer behavior, what she likes, dislikes, what she does in her leisure time, her media consumption, on what stage in the game she is…
Example: Susan is a 36 year old single mother of a 5 year old boy. She works in marketing for a mid-size company. On the weekend she enjoys reading the New York Times while sipping her latte. Recently, she has started to play FarmVille on Facebook with her friends in the evening after her son is asleep, and feels guilty about that.
Don’t chicken out and bullshit us with telling us that you have too many users and can’t describe that.
Tools: Usersbox.com
Gamification Design Thinking
UNDERSTAND OBSERVE
PLAYER
POINT
of
VIEW
IDEATE PROTOTYPE VALIDATE
Source: HPI D-School
Gamification Design Elements
EGC Wiki: http://www.enterprise-
gamification.com/mediawiki/index.php?title=Gamification_Design_Elements
EGC Wiki: http://www.enterprise-
gamification.com/mediawiki/index.php?title=Gamification_Design_Elements
More Gamification Design Elements
Game Design Elements(full & barely legible list)
EGC Wiki: http://www.enterprise-
gamification.com/mediawiki/index.php?title=Gamification_Design_Elements
Gamification Range
Low Cost High Cost
Skinner box
The Candle Problem
The Candle Problem - Solution
When Tangible Rewards Wreak Havoc
Study Reward Result
Rhesus Monkeys solve puzzles Raisins Made more errors
Soma puzzle cubes $1 Spent 3min less on puzzles
Children play ribbon Spent less time playing
Playing game 4-400 Rupees Worse performance
Candle problem $5 Took 3.5min longer
Creativity commission Paid work less creative
Blood donation 50 kronor ($7) ½ of people volunteered
Day care $3 penalty 2x as many parents late
Radioactive Waste Storage $2,175 Agreement dropped by ½
The paid GMAT 2.5c / answer 15% less correct answers
Commie High 12% bonus GPA from 2.71 -> 2.14
Sources: http://enterprise-gamification.com/index.php/en/blog/3-examples/115-8-examples-of-monetary-rewards-leading-to-worse-outcomes
Monkeys [Video]
Can your game be gamed?
Make it real
Careers
What Areas to Start With?
If you want to get going in your organization, start with
Marketing & Branding
Training & Education
Community & Collaboration
The worst internal application (voted by employees)
Player data from everywhere
Sales
Management
Inventory
Management
Quality
Management
Production
Management
Purchase
Management
Accounting
Production
Management
Engineering
Shipping &
Delivery
Human
Resource
Management
Gamification-based Competency Score
Source: Competency Score http://bit.ly/1fMUxlr
A Competency Score is a
(set of) number(s) computed from the
players' activities on
applications, systems, and processes
recorded by gamification technologies that describes
the skill or competency level
of the player.
Competency Score - Visual
Source: Competency Score http://bit.ly/1fMUxlr
Competency Score - Visual
Source: Competency Score http://bit.ly/1fMUxlr
Competency Score - Visual
Source: Competency Score http://bit.ly/1fMUxlr
World of Warcraft Player Stats
World of Warcraft Player Stats
RedCritter
To summarize, the 10 commandments!
link points to real rewards & recognition
make it relevant to your business
watch your demographics
avoid duplication of work for sake of the “game”
keep it fresh
create appointment dynamics
avoid gaming the game
have an internal champion
avoid over-simplification
start small & simple
Enterprise Gamification Consultancy LLC
Mario Herger Yu-kai Chou
Roman
Rackwitz
Marigo
Raftopoulos
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www.emee.co.in
eMee is promoted by Persistent Systems, a 23 year old
leader in OPD with 7800 employees
Design and execute digital transformation projects in HR,
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Level Up
Enterprise Gamification http://enterprise-gamification.com
Enterprise Gamification Wiki http://enterprise-gamification.com/mediawiki
Gamification Decision Engine http://www.enterprise-gamification.com:8083/
Octalysis http://octalysis.com/
mario.herger@gmail.com
@mherger
www.linkedin.com/in/marioherger/
Rewards and Willpower