Kat Mandelstein's deck from the 1/10 SMB: 2013 Social Media Predictions

1. 2013: The Year
Gamification is
Serious Business
Kat Mandelstein
@katmandelstein
www.pwc.com

2. PwC
All the World’s a Game, and Business Is a Player
2
Source: New York Times Technology Section, December 23, 2012
“Digital technologies like smartphones and cheap sensors have taken
the phenomenon to a new level, especially among adults. Now, game
concepts like points, badges and leader boards are so mainstream that
they have become powerful motivators in many settings, even some
incongruous ones. At a time when games are becoming ever more
realistic, reality is becoming more gamelike…The adoption of games
has found particular resonance in the workplace, where games are no
longer just a way to goof off. ”

3. PwC 3
# Gamification
Is it a fad?
“In some ways it is a fad - adding
points and badges in tacky ways, looking at
‘gamification’ as an easy way to make boring
things seem interesting - that is a fad.
However, the idea of designing business
processes so that those who engage in them
find them more intrinsically rewarding -
that is a long term trend”.
~ Jesse Schell , CEO Schell Games
“In three years, we will talk about what is at the
core of it - design for motivation - not
about the one strategy to get there: getting
inspiration from games.”
~ Sebastian Deterding, researcher

4. PwC
Take Gartner’s Advice: Make Great Gamification
4
Source: Gartner Gamification 2020: What Is the Future of Gamification?
“By 2014, 80 Percent of Current Gamified Applications Will Fail to Meet
Business Objectives Primarily Due to Poor Design.”
“While game mechanics such as points and badges are the hallmarks of
gamification, the real challenge is to design player-centric applications
that focus on the motivations and rewards that truly engage players more
fully.”
“Virtually all areas of business could benefit from gamification as it can
help to achieve three broad business objectives:
1. To change behavior
2. To develop skills
3. To enable innovation”
- Brian Burke @brian__burke

5. PwC
# Gamification For Who?
Trust Beta Game http://trust.danone.com
5
$ales Marketing to
Customers
Research &
Development
Human
resources

6. PwC
What Game Mechanic Motivates What Behavior?
6
Source: Bunchball 2012

7. PwC 7
PwC Technology Forecast:
Solving Business Problems with Game-based Design
Download the free @PwC_LLP Technology Forecast at
http://www.pwc.com/us/technology-forecast

8. PwC
A True Game Design Hero…
8
Source: Reality is Broken by Jane McGonigal, http://janemcgonigal.com
“When you strip away the genre
differences and the technological
complexities, all games share four
defining traits: a goal, rules, a
feedback system, and voluntary
participation.”
- Jane McGonigal @avantgame

9. Credits:
This publication has been prepared for general guidance on matters of interest only, and does not constitute professional advice. You should not act upon the information
contained in this publication without obtaining specific professional advice. No representation or warranty (express or implied) is given as to the accuracy or completeness
of the information contained in this publication, and, to the extent permitted by law PwC Advisory, its members, employees and agents do not accept or assume any
liability, responsibility or duty of care for any consequences of you or anyone else acting, or refraining to act, in reliance on the information contained in this publication or
for any decision based on it.
© 2013 PwC Advisory All rights reserved. In this document, “PwC” refers to PwC Advisory which is a member firm of PricewaterhouseCoopers International Limited, each
member firm of which is a separate legal entity.
High Score : 2013