THE GAME CHANGER - Marina Bay Sands game changer 19/4/16 4:10 pm ®
Game Changer: Using game-inspired tactics to engage employees
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21-Oct-2014 -
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Gamification is the use of game-inspired tactics to engage people. For example, FitBit has turned physical fitness into a social video game. By adding elements of fun, feedback, and friendly competition, organizations can attract broader attention and create deeper engagement among employees and other stakeholders. The term “gamification” gained popularity in 2010, and by the end of 2012, it had reached mega-trend status. But is it worth all the hype that vendors are pushing? The research firm Gartner predicts that many gamified applications will fail to meet business objectives due to poor design, ineffective communication, or ill-defined business objectives. In the long term, however, Gartner says organizations that use gamification effectively will see a significant business impact and stronger employee engagement. In this unbiased presentation by an engagement expert who doesn’t create or sell gaming applications, you’ll learn about organizations using gamification to engage employees in areas such as innovation, recruiting and onboarding, performance management, health and wellness, retirement planning, productivity enhancement, training, and knowledge management. This presentation will help you “level up” your knowledge about employee gamification. Level 1: Understand what gamification is Level 2: Learn examples and pitfalls Level 3: Know how to assess when it’s an appropriate strategy Level 4: Be able to evaluate gamification partners and ideas from an educated standpoint. For more information: http://www.engagingleader.com/speaking/gamechanger
Transcript of Game Changer: Using game-inspired tactics to engage employees
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
