An exploration of how to incorporate gamification elements throughout workplace training schemes, the positive impacts it can have on learner engagement and how gamification can be implemented in a mobile app. Growth Engineering's project with L’Oréal and how both Juliette and her team realised that the future of gamification is mobile. Best practices that were created through the journey in the gamification world and helped them go from player to professional!

1. Unleashing Superheroes!
Date: 27/11/2018
Prepared for: Gamification Europe
Creating a Gamified Learning Strategy for the Modern Workplace

2. Who Are We?
Learner Engagement
Superheroes!
We wage war on dull online
learning by using:
o Gamification
o Social Learning
o Epic Meaning

3. The Bad News…
Most learning sucks.
This makes Dr. Dull very
happy and us very sad.

4. The State of Play
98% of compliance training fails to
make any business impact.
Source: SAI Global
Only 15% of organisations are fully
satisfied with their LMS.
Source: eLearning Guild Research

5. Forget Me Not
We are constantly battling
against the forgetting curve.
We forget 70% of everything we
learn within 24 hours and 90%
within a month. Ouch!

6. The Good News…
Gamification is learning and development’s
secret weapon.
We can use what we know about how the
brain works, our basic human needs and
desires and our love of game mechanics to
create a potent learning cocktail.

7. Next Up:
Let’s Look At How We Learn…

8. Battle Boredom
Boredom kills your will-power and your
capacity for learning.
Novelty causes the dopamine system in
the brain to activate.

9. Chemical Catalyst
Game mechanics also:
• Raise learners’ dopamine (the ‘feel
good hormone’) levels.
• Encourage the brain to release
oxytocin – the ‘love hormone’.
• Release endorphins, which lower
stress and anxiety levels.
• Control cortisol (the ‘stress
hormone’) levels.

10. Reliable Recall
Gameplay has been shown to stimulate
strong hippocampal activation.
This is the area of the brain that is
largely responsible for knowledge recall.

11. Fighting Fit
Gameplay has been shown to improve
brain functions.
A test group of older subjects played a
popular racing game for 15-hour hours over 5
weeks. When evaluated afterwards, they
demonstrated a 30% improvement in
memory and attention span scores.
Source: BBC Horizon

12. Next Up:
Game Mechanics & Learner Engagement

13. Great Gamification
o …Is narrative driven and has
meaning to the learner.
o …Provides rewards equal to
the effort put in.
o …Doesn’t happen in a vacuum
– it happens in a social
environment.

14. Game Mechanics
Here are the game mechanics that work
well within an online learning environment:
o Levels
o Badges
o XP
o Leaderboards
o & Next Gen Mechanics Like…

15. Streaks
Streaks encourage learners to keep
returning to their training content by
providing rewards at regular intervals.
On average, it takes 66 days to form a new
habit. ‘Streaks’ help us to force behaviour
change, as nobody wants to ‘break the chain’
Source: European Journal of Social Psychology

16. Battles
Peer-to-peer quiz-based battles, built from a
giant pool of questions.
Competition is more meaningful when it’s
against people we know and admire. Studies
show that runners run faster (5 seconds faster
per kilometre) when competing against their
rivals, rather than strangers.
Source: Kilduff, 2014

17. Challenges
Evidence-based tasks that help learners to
contextualise their training. Challenges also
empower learners to showcase their
knowledge in a social environment.
70% of students are motivated by
participating in a healthily competitive
environment.
Source: Autonomous University of Madrid

18. Treasure Hunts
Share hints that help learners to track down
QR codes in the real world. These codes
trigger videos, eLearning and more, driving
further levels of understanding.
Building and adding to a collection has been
shown to fuel our ‘nucleus accumbens’ – the
pleasure centre in our brains.
Source: MD Magazine

19. Next Up:
Don’t Forget…

20. Social Learning
Gamification is more effective within
a social environment. ‘Status’ can be
a powerful motivational tool.
Social technologies can raise
productivity levels by as much as
25%.
Source: Gartner

21. Epic Meaning
Customisation, personalisation and
relevance also play a key role in making
gamification effective and meaningful.
77% of learning professionals surveyed
think personalised learning is essential to
employee engagement.
Source: Learning Technologies Exit Poll

22. Next Up:
The Results

23. L'Oréal Case Study
The ‘My Beauty Club’ is home to
2,300 Learners across 18
Countries.
These learners are Beauty
Advisors working out of travel
retail locations.
The app has seen unprecedented
levels of learner engagement.

24. L'Oréal Case Study
o 30,000 Social Posts
o 50,000 Likes
o 59 Unique Sessions Per
Learner Per Month
o Roll-out across the US and
Australia.

25. Game Case Study
GAME is the leading
retailer of video games in
the UK. They operate more
than 320 stores and
employ 3,700 staff
throughout the UK.
As you might expect, their
platform, ‘GAME Learning
Zone’ is gamification mad!

26. Game Case Study
o Within two weeks of
launching, 98% of
learners had completed
all available content.
o Sales training led to staff
seeing a 94.3% uplift in
their average basket size.
o Customer service training
led to a 19% increase in
staff praise.

27. Game Case Study
Power of the Pin:
By earning a certain number
of Badges via the platform,
GAME employees earn real-
world ‘GAME Hero’ Pins to
wear on their employee
lanyard.
Over 6,000 have been given
out so far.

28. EE Case Study
EE is the largest mobile
network operator in the UK
and the largest operator of
4G services in Europe.
They have 25,000+
employees across 550+
stores / head office. Their
platform is called ‘The Digital
Academy’.

29. EE Case Study
o 1,670,868 page-views
since launch
o 9,410 employees have
completed their first
assessment with an
average score of 99%
o 92% of learners in EE say
their LMS has increased
their digital skills

30. The Future
o The surge in technological innovation
will lead to new expressions of
gamification, which will evolve in
ways we can’t imagine yet.
o There’s currently not enough research
proving how effective gamification is
– this will change.

31. Conclusion
How do we defeat Dr Dull?
o We take what we know about how the
brain works and the power of fun and
shape our learning solutions
accordingly.
o We utilise the tools like gamification,
social learning and epic meaning to
change the world!

32. The End!
Any Questions?
Contact us here: hello@growthengineering.co.uk
Find us here: www.growthengineering.co.uk