Gamification is about using game design elements to engage people and solve problems. The document discusses gamification within the context of behavior change and explains that gamification alone is not enough to create sustained behavior change. Intrinsic motivations like mastery, autonomy and purpose are more effective than extrinsic motivations like points and badges. It also outlines Accenture's experience implementing gamification initiatives and analyzing the resulting increases in collaboration behaviors and knowledge sharing activities.

1. Copyright © 2013 Accenture. All rights reserved.

2. Copyright © 2013 Accenture. All rights reserved.

3. What
is it?

4. What is gamification?
It’s about learning from games to engage people and solve problems.
Game-like
Feels like a game
A Game
Simulations, Serious games
Not a game
Subtle, almost
imperceptible
Gamification+
Overt, ubiquitous use of mechanics
Pre-gamification
Use of behavioral economics
common to games/gamification
LinkedIn
Loyalty Programs
Foursquare
Zombies, Run!
Gamification Lite
Selective use of mechanics
Amazon Reviews
America’s army
Gamification
Spectrum
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LinkedIn

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People are stuck in their old habits.
?? Personal network
Global network
I’ve got an answer.
I have the same question. I’ve got a better answer.
That’s not the only question
you should be asking…
I have a question.
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6. k
This is a behavior problem.
Accenture places
gamification within
the proper context
of a larger behavior
change framework*.Gamification
Social
Influence
“Traditional”
Change
Techniques
Behavior
Change
*Builds on Accenture Tech Labs’ behavior shaping research.
Copyright © 2013 Accenture. All rights reserved.

7. Copyright © 2013 Accenture. All rights reserved.
Sustained Behavior Change
Time
Short Medium Long
L
H
M
Rapid Adoption Sustained Engagement
Adoption /
Behavior
Change
Cooperation
Common Narrative
Progression
Player Autonomy
Extrinsic
Motivation
Intrinsic Motivation
80% of gamification
projects will fail due to
poor design (Gartner)
Learning Games
Onboarding
Competition
Early adopter rewards
Public recognition
Sustained behavior
change is not just
about points and
badges, it’s about
tapping into people’s
intrinsic motivations.

8. What
is it?

9. Intrinsic and Extrinsic Motivation
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10. Intrinsic Motivation: Mastery
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11. Intrinsic Motivation: Autonomy
1 5 25 100 500
Networker
Chatterbox
Blogger
Knowledge Builder
Community Champion 
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12. Intrinsic Motivation: Purpose
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13. Copyright © 2013 Accenture. All rights reserved.
Extrinsic Motivation: Points, Badges, Leaderboards
…visibility into their impact …visibility into how they compare
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14. Copyright © 2013 Accenture. All rights reserved.
Extrinsic Motivation: Performance Management
myPerformance
Feedback for:
Thomas Hsu
Feedback from:
Sean Collins
Chief Strategy Officer
Performance management feedback
At Accenture, social learning through collaboration and knowledge sharing enables us
to cultivate our greatest asset: our people.
Thomas is one of our top performers at Accenture, and is leading the way we learn
and develop by utilizing our formal collaboration and knowledge-sharing resources.
Thomas was recognized for being among the top 50 individuals across the firm during
FY12 for engaging in activities associated with:
• CONNECTING to the right people and content
• CONTRIBUTING their knowledge and experience
• CULTIVATING the ideas and insights of others
My personal thanks to Thomas for helping us, through collaboration and sharing, to
bring the very best of Accenture to our clients every day and for epitomizing our core
value of 'One Global Network'.
Formally measuring and
recognizing people for
collaborative behaviors.
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15. Extrinsic Motivation: Existing Recognition Programs
Recognize Collaboration
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Extrinsic Motivation: Visibility and Social Proof
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17. Where We Are
Traditional Change
Gamification Social Influence
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Traditional Change
Gamification Social Influence
Where We’re Headed

18. What
is it?

19. It’s not just points, badges, leaderboards.
Dopamine
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20. Reward quality, not quantity
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21. It’s not a silver bullet.

22. Use social influence to gain new converts.
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23. Evolve and Cultivate
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24. What
is it?

25. Results
0
5
10
15
20
25
30
35
40
2009 2010 2011 2012 2013
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2009 2010 2011 2012 2013
Average A3 Scores Penetration
Email digest subscription
People Profile
Joined a CoP
Collaborated in some manner
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26. Results
0
100
200
300
400
500
600
700
800
0
2000
4000
6000
8000
10000
12000
14000
16000
2009 2010 2011 2012 2013
Activity (single quarter)
Blogs
Microblogs
tipping point
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Anecdotal Feedback
27

28. Copyright © 2013 Accenture. All rights reserved.
Mission
Accomplished!
Any questions?

29. Thomas Hsu
Thomas.Hsu@accenture.com
www.linkedin.com/in/HsuThomas
Steve Kaukonen
Stephen.D.Kaukonen@accenture.com
www.linkedin.com/in/SteveKaukonen