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What can we learn from Angry Birds, which has been downloaded more than one billion times? What makes games engaging and fun? What is the secret that motivates players to mastery, even when they fail 80 percent of the time? What if we could reverse-engineer the principles behind a well-designed game and graft them to a real-life business challenge? Based on psychology, design, strategy, and technology, gamification is an emerging and exciting concept. Ram Srinivasan describes the principles behind player engagement, social connectivity, and self-motivation to mastery. A well-defined gamification framework translates these principles to business contexts to maximize engagement, increase collaboration, and create positive behavioral changes. Organizations including Microsoft, Nike, LinkedIn, and Salesforce have benefited from this approach. Ram identifies some of the challenges when applying gamification inside an organization and explores the legal and ethical issues surrounding gamification. Get in the game with new ideas and approaches for solving your team and project challenges.
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BT5 Session 6/6/2013 2:15 PM
"Applying Gamification Principles to Solve Real-world Challenges"
Presented by:
Ram Srinivasan InRhythm
Brought to you by:
340 Corporate Way, Suite 300, Orange Park, FL 32073 888‐268‐8770 ∙ 904‐278‐0524 ∙ [email protected] ∙ www.sqe.com
Ram Srinivasan inRhythm
Agile coach Ram Srinivasan is a transformation catalyst who is passionate about people, process, and product. As a coach, Ram’s primary focus is on organizational agile transformation, executive and leadership coaching, and creating high performance teams. He trains his clients on Scrum, XP, and lean kanban. A frequent speaker at local events and international conferences, Ram is a Project Management Professional, Certified Scrum Professional, Agile Certified Practitioner, and Innovation Games Trained Facilitator—and currently studying to be an Organization and Relationship Systems Coach. A co-leader of the webinar team with the PMI Agile Community of Practice, Ram can be contacted at ramvasan.com.
Gamification to Solve Real-World Challenges
by Ram SrinivasanAgile Coach and Trainer
@ramvasan
http://linkedin.com/in/ramvasan
What is a Game?
Game: Voluntarily Overcoming Unnecessary Obstacles
Pre-lusory Goals, Rules, Feedback, Lusory Attitude (voluntary participation + spirit of the game + ...)
It is Fun and Engaging
Work is as Engaging
What if ...Work is as Engaging
and Fun as Games?
• Employee engagement - statisticsLew Platt "If HP knew what HP knows• Lew Platt - If HP knew what HP knows ..."
Work be as Engaging
Why Should ...Work be as Engaging
and Fun as Games?
• The new workforceOrganizational Health Happiness@Work• Organizational Health - Happiness@Work
The use of game-elements and game-design t h i i t t
Gamification is...
techniques in a non-game context
Gamification
Game Principles
Non- Game Context
Non- Game Context
Non- Game Context
Quest 2 Learn
Non- Game Context
Non- Game Context
Source: http://agilitrix.com/wp-content/uploads/2012/06/630x393xInnovation-Games-for-Lean-Startup.001-630x393.jpg.pagespeed.ic.G1asLCIizN.jpg
Non- Game Context
Aspect of a Challenge
• The Motive - Why? Because...• What prevents ? p
Has a noun and a verb
Example Challenge: Childhood obesity is a growing concern
Aspects of the challenge: Kids eat junk because it is easily availableKids don't exercise because they play more video games
The use of game-elements and game-design techniques in a non-game context
Gamification is...
• Language Quality Game• World Peace Game• Quest to learn• Stackoverflow• Nike +
Game Elements: Empires and Allies
ResourceCollectionPoints
Quests
Game Elements- Not just PBLsDynamicsConstraints, Emotions,
Narratives,Progression,Relationships Dynamics
MechanicsChallenges, Chance, Competition,
Cooperation, Feedback, Resource Acquisition, Rewards, Transactions, Turns,Win States
Big picture aspectof the gamified system that you would have to
consider and manage that can never directly enter the game
MechamicsBasic processes that drive the action
forward to generate player engagement
ComponentsAchievements, Avatars, Badges,
Boss Fights, Collections, Combat, Content Unlocking, Gifting, Leaderboards, Levels, Points, Quests, Social Graphs, Teams,
Please see the cheat sheet for elements' explanation
ComponentsSpecific instantiations of mechanics and dynamics
The Game Element Hierarchy
Debrief our Game - Game Elements
• Pre-lusory Goals ?
•• Rules ?
• Feedback ?
• Lusory Attitude (voluntary participation + spirit of the game + ) ?game + ...) ?
• Game Elements ?
The use of game-elements and game-designtechniques in a non-game context
Gamification is...
• Language Quality Game• World Peace Game• Quest to learn• Stackoverflow• Nike +
How to Get a Horse to Drink Water?Tell it that water is good for it
Show it enticing picture of water
Off itOffer it money
Warn it that if it does not, it will be punished
Set up a water drinking skills training program
Devise water drinking regulations
Put up signs pointing the way to the pond
Show another horse doing it
Add some salt to oats
Game Design
Technology(Web/Mobile & Social Media)
Game Design
Behavioral Economics
Human Psychology
Game Design look at Aspects of the Problem
Technology(Web/Mobile & Social Media)
Game Design
Behavioral Economics
Human Psychology
Game Design look at Aspects of the Problem
From a Game Designer's Perspective, what are the various aspects of collaboration?
Some Aspects of Collaboration -Appeal to Why and What Prevents...?
• What's in it for me? • C i ti• Communication• Tribalism• Co-Creation• Vulnerability based trust• Asymptotic InequalityAsymptotic Inequality• Positivity / likability• Competitiveness
Focus on the higher purpose
WTF !!What's the Formula?
What's the Formula?• DEFINE business objective• DELINEATE target behavior• DESCRIBE your players• DEVISE activity loops• DON'T forget the fun• DEPLOY appropriate tools• DEPLOY appropriate tools
FacebookWii
iMoveYou
Groupon
more change Stickk.com
Health MonthYour Credit Score
TweetWhatYouEat
Fitbit
Ford Hybrid Efficiency Display
Prius Efficiency Display
OPower
LiveStrong
43Things
JoesgoalsGoalTribe
scvngr
kairoslabsHopeLab
Vivecoach
Move
Voxiva
m ange
Foursquare
Gowalla Goal Mafia
TwitterWii
Farmville
Groupon
Nike Plus
Epic Win App
Waze Mint
geocaching
AccuFuelgoMiso
TunerfishGetGlueFreecycle
scvngr
XBox Live
Ecopetts
Didget sparkpeople.comKinect
fit
Rea
l wor
ld (a
way
from
mpu
ter)
beh
avio
ral c
ha
"gamey-ness"
lots of game mechanics
few game mechanics
no change
ZooskStarcraft 2
earndit.com
MindBloom
Squidoo
750words.comFatDrop.pr
XBox LivePS3
source: http://bit.ly/gamescape
Rco
m
Dopamine
Reward System - Mesolimbic Pathway
Activity and Feedback Cycle
Motivation
ActionFeedback(Reward)
Maslow's Hierarchy and Dopamine
Natural addiction on dopamine-induced survival
Self-Actualization
Esteem
Acceptance
Self-
Adventure, diversions, drugs, alcohol, gambling, religion, money, material rewards
Natural addiction on dopamine induced survival behavior (food, sex, safety, power, acceptance,
access, approval, attention, esteem, status)
Safety, Security
Physiological needs (survival)Air, Water, Shelter, Food, Sex, Sleep
SelfActualization
How can I ...Improve the team's morale and help them collaborateHelp my team so that they can manage themselves...Get someone visit our website oftenGet someone visit our website often...Make someone buy our inferior
product...Get someone to do anything
I want them to do
Criticisms: Ian Bogorst "Gamification is Bullshit"
".. marketing bullshit, invented by consultants as a means to capture the wild, coveted beast that is videogames and to domesticate it for use in the grey, hopeless wasteland of big business, where bullshit already reigns anyway"already reigns anyway
"Viagra for engagement dysfunction"
"I've suggested the term "exploitationware" as a more accurate name for gamification's true purpose"g p p
"For the rest, those of you who would consider that games can offer something different and greater than an affirmation of existing corporate practices, the business world has another name for you: they call you 'leaders'. "
The Game Continues...
http://ramvasan.com
http://linkedin.com/in/ramvasan
@ramvasan
