Gamification Workshop - Mario herger & Siddhesh Bhobe

Mar io Herger & Siddhesh Bhobe

ENTERPRISE GAMIFICATION

http://enterprise-gamification.com/

[email protected]

@mherger

http://emee.co.in

[email protected]

@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


EVs & Hybrids – Prius, Nissan Leaf, Chevy Volt, Fiat, Ford


LinkedIn


XING

Amazon


Nike+


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



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


Restaurant -> 3.1% sales increase, 11% increase in gratuities

Sources: https://seogadget.co.uk/5-new-examples-of-gamification/



Piano Staircase -> 66% more people used staircase

Sources: http://www.thefuntheory.com/piano-staircase



Sales Events -> Event reporting up from 50 to 85 per week; after game up >10%

Sources: http://ideas.salescontestbuilder.com/



Call Center -> 15% call time reduced, 8-12% increased sales

Sources: http://online.wsj.com/article/SB10001424052970204294504576615371783795248.html


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 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



More Gamification Design Elements

Game Design Elements(full & barely legible list)



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






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

Books

http://amzn.com/1470000644


http://tinyurl.com/kgj95wd


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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,

Learning, Healthcare, Media & Entertainment,

eCommerce

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/

[email protected]

@mherger

www.linkedin.com/in/marioherger/

Rewards and Willpower

Recruiting & HR

Gamification Workshop - Mario herger & Siddhesh Bhobe