This webinar on Enterprise Gamification Data was presented by Karl Kapp and Axonify on June 21, 2016. To view the recording visit: http://know.axonify.com/enterprise-gamification-webinar

1. Karl Kapp
Professor, Bloomburg University
Author: Gamification of Learning
and Instruction
Follow on Twitter: @kkapp
Gamification by
the Numbers

2. Housekeeping
The event is
being
recorded
Use the Q&A
window
The Polling function
Follow on Twitter: #GamifiedLearning
@kkapp | @Axonify

3. Introducing: Karl Kapp
• Professor of Instructional Technology and the
Director of the Institute for Interactive
Technologies – Bloomsburg University
• The Gamification of Learning – Lynda.com
• Author: The Gamification of Learning and
Instruction
• Contributor: Learning Solutions Magazine, ATD,
Chief Learning Officer

4. Related Resources
Books YouTube Video www.karlkapp.com
Lynda.com Course
Gamification of
Learning
Gamification
Workbook
Separating Fact
From Fiction – CLO
Magazine

5. Gamification by the Numbers
Review
• 6 pieces of demographic information
• 3 meta-analysis research studies
• 1 case study
• 2 original research studies

6. What do we know?
55%of teachers use games
in the classroom on a
weekly basis.
- Teachers Surveyed 2013
20%of corporations use
games for learning.
- Association for Talent
Development 2014
By 2020, learning or “serious”
games is predicted to reach
$5.5Billion
(CAGR = 16%)
- Serious Game 2015
FACT: Gamification is something you need to pay attention to.

7. Poll Question #1
What percentage of adults over 50
play video games?
28%
38%
48%
68%

8. Poll Question #1
What percentage of adults over 50
play video games?
28%
38%
48%
68%
Gamers
Over
50:
You’re
Never
Too
Old
to
Play
h#p://www.theesa.com/newsroom/Elder_Gamer_Fact_Sheet.pdf

9. 80% of gamers over 50 play on a weekly basis.
70%
40%
24%
Laptop Mobile Device Console
Gamers
Over
50:
You’re
Never
Too
Old
to
Play
h#p://www.theesa.com/newsroom/Elder_Gamer_Fact_Sheet.pdf

10. 80% of gamers over 50 play on a weekly basis.
70%
40%
24%
Laptop Mobile Device Console
Gamers
Over
50:
You’re
Never
Too
Old
to
Play
h#p://www.theesa.com/newsroom/Elder_Gamer_Fact_Sheet.pdf
45% play daily.

11. Games they play
56%
52%
24%
Card/Tile Puzzle/Logic Word/Trivia
Board Games
Gamers
Over
50:
You’re
Never
Too
Old
to
Play
h#p://www.theesa.com/newsroom/Elder_Gamer_Fact_Sheet.pdf

12. Poll Question #2
What percentage of Americans play video
games for 3 hours or more a week?
12%
42%
62%
82%

13. Poll Question #2
What percentage of Americans play video
games for 3 hours or more a week?
12%
42%
62%
82%
The
2015
Essen?al
Facts
About
the
Computer
and
Video
Game
Industry
was
released
by
the
Entertainment
SoHware
Associa?on
(ESA)
in
April
2015.
The
annual
research
was
conducted
by
Ipsos
MediaCT
for
ESA.
Data
was
gathered
from
more
than
4,000
American
households.

14. Translates into 155 million
Americans

15. 44%of gamers are female.
43average age of frequent
female game player.
Women age 18 or older represent
a significantly greater portion of
the game-playing population (33%)
than boys, age 18 or younger
(15%).
Women and Game Play

16. Poll Question #3
How much more effective are games
for learning than lectures?
7%
17%
27%
37%

17. Poll Question #3
How much more effective are games
for learning than lectures?
7%
17%
27%
37%

18. Simulation/games are 17% more effective than
lecture and 5% more effective than discussion.
Retention/Type of
Knowledge
% Higher
Retention 9%
Declarative 11%
Procedural 14%
Sitzmann, T. (2011) A meta-analytic examination of the instructional effectiveness of computer-
based simulation games. Personnel Psychology .Review of 65 studies. Chapter 4 “The Gamification
of Learning and Instruction.”

19. A meta-analysis of 225 studies of
(STEM) undergraduate courses showed
that active learning increased the
average examination scores by 6%, and
that students in classes with
traditional lecturing were 1.5 times
more likely to fail.
Ac?ve
learning
increases
student
performance
in
science,
engineering,
and
mathema?cs
Sco#
Freemana,1,
Sarah
L.
Eddya,
Miles
McDonougha,
Michelle
K.
Smithb,
Nnadozie
Okoroafora,
Hannah
Jordta,
and
Mary
Pat
Wenderotha.
PNAS
Early
Edi?on
(Proceedings
of
the
Na?onal
Academy
of
Sciences)

20. 24 studies analyzed to answer the question:
Does Gamification Work?
J.
Hamari,
J.
Koivisto
and
H.
Sarsa,
"Does
Gamifica?on
Work?
-­‐-­‐
A
Literature
Review
of
Empirical
Studies
on
Gamifica?on,"
2014
47th
Hawaii
Interna1onal
Conference
on
System
Sciences,
Waikoloa,
HI,
2014,
pp.
3025-­‐3034.
doi:
10.1109/HICSS.2014.377
URL:
h#p://ieeexplore.ieee.org/stamp/stamp.jsp?tp=&arnumber=6758978&isnumber=6758592

21. Yes, but…
• Depends on context and user characteristics
• In other words:
– Who is participating?
– Where are they participating?
– What is their motivation?
– How does the gamified system function?
J.
Hamari,
J.
Koivisto
and
H.
Sarsa,
"Does
Gamifica?on
Work?
-­‐-­‐
A
Literature
Review
of
Empirical
Studies
on
Gamifica?on,"
2014
47th
Hawaii
Interna1onal
Conference
on
System
Sciences,
Waikoloa,
HI,
2014,
pp.
3025-­‐3034.
doi:
10.1109/HICSS.2014.377
URL:
h#p://ieeexplore.ieee.org/stamp/stamp.jsp?tp=&arnumber=6758978&isnumber=6758592

22. Also…
• Problems with studies:
– Many had N of 20 or less
– Many were qualitative
– Many relied solely on user evaluation
J.
Hamari,
J.
Koivisto
and
H.
Sarsa,
"Does
Gamifica?on
Work?
-­‐-­‐
A
Literature
Review
of
Empirical
Studies
on
Gamifica?on,"
2014
47th
Hawaii
Interna1onal
Conference
on
System
Sciences,
Waikoloa,
HI,
2014,
pp.
3025-­‐3034.
doi:
10.1109/HICSS.2014.377
URL:
h#p://ieeexplore.ieee.org/stamp/stamp.jsp?tp=&arnumber=6758978&isnumber=6758592

23. Gamification in the real world:
Toyota Motor Sales
Fuel your people + Power your organizations | 23

24. Toyota Motor
Sales USA
• The US sales, distribution
and marketing unit for
Toyota, Lexus and Scion
brands
• Over 1,500 dealerships
throughout the US

25. Challenges
• Consumers have become so well educated that they often
arrive in the showroom knowing more than the sales reps
• Traditional methods of imparting sales knowledge (webinars,
videos, in-person classroom, eLearning) weren’t sticking
• How to encourage individuals to participate in learning when
they don’t technically work for you?

26. In 2014, Toyota Motor Sales USA launched the
Axonify adaptive microlearning platform to their
25,000 dealer reps across the US.
Fuel your people + Power your organization | 26

27. The Platform’s Game Mechanics Include:
• Game Play
• Leaderboard
• Rewards
• Coaches
• Social
• Report Card

28. Fuel your people + Power your organization | 28
Learners log in multiple times a
week for a 3-5 minute microlearning
experience that is based on
cognitive research (i.e. spaced
repetition) and wrapped in
gamification.

29. Fuel your people + Power your organization | 29
The learner selects a game.
Brain games, arcade style, team
challenges etc.

30. Fuel your people + Power your organization | 30
Microlearning content in the
form of questions pop out of
the game.

31. Fuel your people + Power your organization | 31
The platform’s adaptive engine delivers
content based on what the learner
knows and doesn’t know to move them
towards mastery.

32. Fuel your people + Power your organization | 32
The learner selects his/her level of
confidence (another cognitive tool).

33. Fuel your people + Power your organization | 33
Learning is reinforced with a response
from his/her preselected coach and a
description that can link off to
additional information.
Learners earn points

34. Fuel your people + Power your organization | 34
The ability for the learner to see
progress and achievements.

35. Fuel your people + Power your organization | 35
Personal report card that show
progress and answer patterns.

36. Fuel your people + Power your organization | 36
Individual and team leaderboards.

37. Fuel your people + Power your organization | 37
Reward auction and “spin to win” built
into the platform.

38. Fuel your people + Power your organization | 38
As a business or team lead you have
access to reports and analytics.

39. “We like this app. Our
consultants do too and we
believe that it not only helps
their product knowledge,
but their confidence as well,
leading to better
performance.
- Ryan Garner, GSM Checkered
Flag Toyota, Virginia Beach, VA
“What I love about Axonify is that we’re using it to focus on
knowledge. Knowledge is the result of great learning practices and
Axonify is a great tool for that.”
Mia Phillips
National Manager of Dealer Education Strategy & Digital Solutions
3-4 x /
week 2
Participation Results
Vehicles/Month
Increase in Sales
Frequency
Rate
Fuel your people + Power your organization | 39
12.2%
Knowledge
Lift

40. “We like this app. Our
consultants do too and we
believe that it not only helps
their product knowledge,
but their confidence as well,
leading to better
performance.
- Ryan Garner, GSM Checkered
Flag Toyota, Virginia Beach, VASource: Toyota End-User Survey, March 2016 (N=6,000)
86% 82%
Dealer Rep Feedback
Feel Axonify helps
them be more
effective and
confident at their
job.
Like the Axonify
microlearning
approach (daily,
bite-sized)
Fuel your people + Power your organization | 40
83%
Believe it’s
an effective
way to learn.

41. Field Research on Gamification
Fuel your people + Power your organizations | 41

42. Poll Question #4
How much more motivated are learners to return to a
learning platform when they could play a game vs.
when they just answered a multiple choice question?
21%
31%
41%
51%

43. Poll Question #4
How much more motivated are learners to return to a
learning platform when they could play a game vs.
when they just answered a multiple choice question?
21%
31%
41%
51%

44. Study One

45. Research Study
Game-condition
vs.
No-game condition

46. Research Study
Does the opportunity to play a
game impact level of employee
engagement?
Does a higher level of
engagement correlate with
increased learning?

47. Research Study
Game Group
Retailer with 1,908
employees
No Game Group
Retailer with 4,393
employees

48. Research Question One: Results
Learners in the game
condition were significantly
(51.64%) more motivated to
come back and engage with
the learning platform when
they could play a game.
0
20
40
60
80
100
120
Games OFF Games ON
AverageNumberofLoginsin12Months
Condition
p < 0.001
108.12
71.30

49. Results
A one-way ANOVA revealed that
learners in the games condition
viewed their report card
significantly more often (M = 9.88)
than learners in the no-games
condition (M=2.96) p<0.001).

50. Results
Learners in the games condition
volunteered to do significantly
more EXTRA training (M = 6.28)
than learners in the no-games
condition (M = 3.3) p < 0.001).
A strong significant correlation
was found between engaging in
optional extra training and the
number of correct quiz answers, r
(6301) = 0.67, p < 0.001.

51. Study Two
Fuel your people + Power your organizations | 51

52. Participants in this study included:
6,211 participants located in North
America who have used the
platform for up to 3.5 years.
96 67 1369
613
100 166
931
1941
15 36
516
361
Professional Sales
Reps - Medical
Professional Sales
Reps - Pharmaceutical
Retail Associates - Toy
& Electronics
Retail Warehouse
Employees
Female Male Undisclosed

53. Research Study
Do gamification elements
and tangible rewards lose
appeal over time?

54. Results
The study revealed that
participation in the
gamified microlearning
platform stayed steady
and did not decrease
over time.

55. Results
Visits to the rewards page
increased over time.
Participation with the
leaderboard and
achievements page either
remained steady or
increased slightly over time.

56. Takeaways
1. 20% of corporations use games for learning (“Association for Talent Development” 2014)
2. 44% of the gamers are female--most frequent female game player is 43
3. 48% of people over the age of 50 play video games.
4. Simulation/games were 17% more effective than lecture and 5% more effective than
discussion.
5. Students in classes with traditional lecturing were 1.5 times more likely to fail than students in
classrooms with active learning.
6. At Toyota, the use of a game-based micro-learning is having amazing results.
7. Learners were significantly (51.64%) more motivated to come back and engage with a
learning platform when they could play a game.
8. Participants who had been using the gamified platform for longer (up to 3.5 years) also visited
the leaderboard at a higher rate.

57. Related Resources
Books YouTube Video www.karlkapp.com
Lynda.com Course
Gamification of
Learning
Gamification
Workbook
Separating Fact
From Fiction – CLO
Magazine

58. Q&A