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Game Thinking for the Enterprise

Game Thinking for the Enterprise

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Page 1: Game Thinking for the Enterprise

Game Thinking for the Enterprise

Page 2: Game Thinking for the Enterprise

A. Past & Present B. Gamification 101 C. Our Philosophy

Page 3: Game Thinking for the Enterprise

A. Past & Present B. Gamification 101 C. Our Philosophy A. Past & Present

Page 4: Game Thinking for the Enterprise

Games: A platform they prefer

Saatchi & Saatchi Study, 2011

“How would you like to hear about a brand’s new product?”

Every day, almost 50% of employees play at work

•  20% play for 1-5 hours •  58% say it is important for brands to

be fun and playful

Page 5: Game Thinking for the Enterprise

Play is nature’s learning engine.

Play makes

dopamine flow.

Page 6: Game Thinking for the Enterprise

Our game-based evolution

’97-04 – Pioneer of Advergames: Coke, Reebok, Taco Bell

– General Mills “Big G” All Stars – GAPKids National Promotions – Purina’s Incredible Dog Challenge

’05-12 – Talent Assessment for Deloitte – Orientation for Goldman Sachs – Leadership Sim for MetLife

– Insurance Learning Game for AXA – Showtime Learning Destination – Consumer Orientation for Cablevision/Optimum ’13-14 – Behavior Change

Page 7: Game Thinking for the Enterprise

Where games are going

•  Game-based Learning •  Big Data measurement of

Skills and Attributes •  Games that drive Behavior

Change

Page 8: Game Thinking for the Enterprise

A. Past & Present B. Gamification 101 C. Our Philosophy B. Gamification 101

Page 9: Game Thinking for the Enterprise

Gamification 101

Gamification is about playfully inducing behavior. Distinguish between extrinsic and intrinsic motivational triggers.

Page 10: Game Thinking for the Enterprise

Extrinsic Rewards & Motivators

The Carrot: •  Tangible, expected

and gimmicky •  Unsustainable,

shortsighted •  Not about the task you

want to complete.

Page 11: Game Thinking for the Enterprise

Intrinsic Rewards & Motivators Come from within. Offer a sense of inner progress and meaningful journey: •  Mastering challenges •  Self-driven learning &

accomplishment •  Belonging •  Peer recognition

Page 12: Game Thinking for the Enterprise

Three Essential Drivers of Motivation

Autonomy

Mastery Purpose

Page 13: Game Thinking for the Enterprise

A. Past & Present B. Gamification 101 C. Our Philosophy C. Our Philosophy

Page 14: Game Thinking for the Enterprise

Pretty Wrapper Yucky Candy

You cannot increase the intrinsic value of something by adding game mechanics. You CAN make the value more visible. You CAN change the paradigm and context from user to player — increasing their engagement.

Page 15: Game Thinking for the Enterprise

The Engagement Loop

Value

Time Investment

Page 16: Game Thinking for the Enterprise

User invests time to unlock value from a product. Again and again.

Value

Time Investment

The Engagement Loop

Page 17: Game Thinking for the Enterprise

How do we get users into the engagement loop?

Page 18: Game Thinking for the Enterprise

Create Engagement Opportunities

Product must have elements that allow users to invest time to get value out.

These elements can take a huge variety of forms.

Page 19: Game Thinking for the Enterprise

Our Philosophy

Page 20: Game Thinking for the Enterprise

While the user does get value from investing time, they don’t get it right away.

Giving away the reward too easily devalues it and reduces engagement.

Encourage Users to Invest

Page 21: Game Thinking for the Enterprise

Let’s move towards

Game Thinking.

Page 22: Game Thinking for the Enterprise

Deliver value through Learning Experiences.

Big themes for Emotional Connection.

Measure response through Data Functionality.

the secret sauce

Page 23: Game Thinking for the Enterprise

Games are not fun because they’re games. Games are fun when when they are well-designed.

Page 24: Game Thinking for the Enterprise

Jim Wexler [email protected]

(917)648-3676