How Game Thinking Can Revolutionize Your Business

KNOWLEDGE FOR ACTION

GAMIFICATIONHOW GAME THINKING CAN

REVOLUTIONIZE YOUR BUSINESSProf. Kevin Werbach

Email: [email protected] / |Twitter: @kwerb

Wharton Lifelong Learning, September 2012

KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach

When I say the word

GAMESwhat do you think

of?


Games


Games


Games

http://www.flickr.com/photos/mikaelmiettinen/4237381930/


Games

CREDIT: http://capl.washjeff.edu/4/m/223.jpg


Games?


Games?


Games?



1 billion


2 billion


9 billion


70% of employees are not fully motivated

14

KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 15

Ph

oto

Cre

dit

: Phill

ip T

ole

dan

o

fully motivated




what can we learn from games to help with




GAMIFICATION


A Big Deal?“Suddenly, gamification is the hot new business concept, with many of the world’s most admired companies signing on.”

- Fortune, Oct. 17, 2011

“Striving to make everyday business tasks more engaging, a growing number of firms... are incorporating elements of videogames into the workplace.”

– Wall St. Journal, Oct. 10, 2011

“By 2015, more than 50 percent of organizations that manage innovation processes will gamify those processes.” - Gartner Group


Guess Who’s Gamifying?

• Microsoft

• Nike

• SAP

• American Express

• Major League Baseball

• Salesforce.com

• AXA Equitable

• CodeAcademy

• Deloitte

• Samsung

• EMC

• Foursquare

• Stack Overflow

• USA Networks

• LiveOps

• Dell

• Kaiser Permanente

• Foot Locker

• Opower

• eBay

• Cisco

• Recyclebank

• Universal Music

• Siemens

• Yelp

• Nissan

• Verizon

23


Gamification is…


Not just games for business purposes!

game elements



Levels

Points

Resource Collection Progression

Quests Avatars

Social Graph


Levels

Points

Progression

Badges

Social Graph

Quests

Avatars

Rewards

KNOWLEDGE FOR ACTION 29

• Think like a game designer– Note: not “think like a gamer”– Goal is to get players to play, and continue playing

•Making something fun isn’t easy!

game design techniques


gamedesign

Player modeling

Iteration

Prototyping

Scaffolding

Balancing

Playtesting

etc.


non-game contexts:

• External– Marketing– Sales– Customer engagement

• Internal– HR– Productivity enhancement– Crowdsourcing

• Behavior change– Health and wellness– Sustainability– Personal finance


Marketers Get Psyched

Badges

Points

Leaderboard

Rewards

Challenges

Avatars


Marketers Get REALLY Psyched

• Overall traffic on the USA Network site increased 30%

• Online merchandise sales increased 50%

• Pageviews increased 130%

• Psych content shared 300,000 times on Facebook, reaching 40 million users.

• Twitter-based activity nominated for an Emmy


Who Wants to Test Dialogue Boxes?

34


Windows 7 Language Quality Game

35

• 4,500 participants

• Reviewed over 500,000 dialog boxes

• 6,700 bugs reported

• Hundreds of significant fixes


Restaurant Servers

36


Objective Logistics

37

• 2-4% revenue increase

• Improved job satisfaction


Speed Limit Enforcement



vs.vs.

Law Nudge Games


http://www.youtube.com/watch?v=iynzHWwJXaA


• Average speed in Stockholm trial decreased from 32 to 25 kmph (22%).


Even Al Qaeda Uses It!


?gamesHOW DO

MOTIVATE?


TIME FOR A GAME


Look in your wallet or purse.Pull out the oldest coin.


Winner!


Why was this a bad game?

KNOWLEDGE FOR ACTION 47

Self Determination Theory

Gamification / Prof. Kevin Werbach

Competence

Autonomy Relatedness

Intrinsic Motivation


Competence

Autonomy

Relatedness

• Problem solving

• Sense of progress toward mastery

• Frequent and direct feedback

• Player-centered

• Experimentation (less fear of failure)

• Customization

• Sense of purpose or goals

• Creation of meaning

• Social interactions

Games Promote Intrinsic Motivation

KNOWLEDGE FOR ACTION 49Gamification / Prof. Kevin Werbach

Competence

Autonomy Relatedness

equals


fungames are designed to be

KNOWLEDGE FOR ACTION 51Gamification / Prof. Kevin Werbach

Gamification

1. Define business objectives

2. Delineate target behaviors

3. Describe your players

4. Devise activity loops

5. Don’t forget the fun!

6. Deploy appropriate tools

Design


• Management

• Marketing

• Operations

• HR

• Psychology

• Design

• Analytics

• Social Media

• Law & Ethics


78,000 (and counting) students from 151 countries can’t be wrong…

can they?

53

https://www.coursera.org/course/gamification


ONE FINAL STORY


Place a single grain of rice on the first square of a chessboard.

Double the amount on each subsequent square.

How many grains in total at the end of the board?


18,446,744,073,709,551,615

Place a single grain of rice on the first square of a chessboard.

Double the amount on each subsequent square.

How many grains in total at the end of the board?


Prof. Kevin Werbach

[email protected]

Twitter: @kwerb

Available October 30

http://wdp.wharton.upenn.edu/books/

thank you!


Q&A