This session was an interactive look at what Gamification is, what the building blocks are to implementing a Gamified process for an organisation or a cause and an in depth look at some case studies of Gamification already in use today. We also played some games, indeed the whole session was run as a competitive game, and work-shopped up some ways to implement Gamification in the participants' own businesses.
4. GAMIFICATION:
A Definition
“Gamification is the use of
game elements and game
design techniques in non-
game contexts.” Professor Kevin
Werbach, The Wharton School, University of
Pennsylvania
5. GAMIFICATION:
Who’s using it?
According to Gartner research analyst Brian Burke: “Gamification
could become as important as Facebook, eBay
or Amazon. During 2012, 20 percent of Global
2000 organizations deployed a gamified
application.”
6. GAMIFICATION:
Are you using it?
Activity: Game
Concept:
Monthly sales competition Challenge
Frequent flyer program tiers Levels
Weight Watchers group Team
Free coffee after ten purchases at
Starbucks
Reward
American Express platinum card Badge
7. GAMIFICATION:
Why use it?
• 44% of US/UK adults have played a
mobile game in the last month
• 97% of kids 12-17 play videogames
• The average game player is 30 years
old
• 47% of all game players are women
8. GAMIFICATION:
Nike+
• Track your activities
• Set personal goals
• Suggests improvements
• Challenge friends
• Share your success
9. GAMIFICATION:
Work or Fun
"In every job that must be
done, there is an element of
fun. You find the fun and snap!
The job's a game." - Mary
Poppins
17. GAMIFICATION:
What did we just learn?
• Guides
• Highlighting
• Feedback
• Limited Options
• Limited Monsters
• Almost impossible to fail
18. GAMIFICATION:
The building blocks of games
• Points
• Resources
• Quests
• Progression
• Levels
• Avatars
• Social Graph
• Achievements
• Badges
• Collections
• Combat
• Content
Unlocking
• Gifting
• Leaderboards
• Teams
• Virtual goods
• Boss fights
19. GAMIFICATION:
GiffGaff case study
• Hundreds of thousands of
customers yet a very small
team (no call centre)
• Customers answer the
support queries
20. GAMIFICATION:
Your turn…
Gamify a business process of
your own, for example:
• A weekly quiz for staff
(challenge)
• Create a tiered customer
loyalty program (levels)
I've always been quite motivated by getting feedback and knowing how well I'm doing. Am I any good at this? Something games do is tell you how well you are doing. They do this easily through showing you how many points you have scored or what level you have reached. My interest in Gamification started a long time ago with thinking about how good it would be if I could get this sort of feedback about the work I was doing. Am I a good salesperson? Am I good at customer service? Well, the feedback I’ve received so far is:Status: 4 years as the Entrepreneur in Residence at the Brighton Business School, University of BrightonLevel: I’ve been involved in my IT business e-Advantage Solutions Ltd for nearly 13 years, I started as Technical Director, then Joint Managing Director (really meant Operations), then Managing Director, now count myself as LeaderLeaderboard: Also 13 years ago I joined the Chamber of Commerce, soon I was a Volunteer, then I was on the Executive Committee, ending with 3 years as Vice-President stepping down in June 2011 to give me time to bring on board more staff into my own business.Passion:
Ask the audience for a definition, will award points for decent attempts. Non-game context – some objective other than success in the game. i.e. a business objective, learning, social impactIt is not simply playing any game in the workplace (solitaire, minesweeper anyone)Serious Games: Simulations (flight, medical etc) are not gamification
Who’s using Gamification – click on the hyperlinks to view enormous lists of famous brands
Question: Who here has already used a Gamified service?
Generation G, engagementThe average game player is 30 years old – 37% are older than 35
Nike+ FuelBand – Track Activities calories burned, steps runWhen I checked Nike+ users had run 37 billion steps, burnt 53 billion calories, run 854 million miles
Ask the audience!easy, hard (challenges, problem solving), people (team, socialising), serious (meaningful, good for planet, good for you, collecting)
Bottle Bank Arcade MachinePiano StaircaseThe World's Deepest BinThe Play Belt
complete the profile, more committed to site, easy for others to find you and network, more data means more data to analyse and target you more effectively. It is a bit game like, caused profile completeness to go up by 20%, game elements: feedback, progression, completion
Ask the audience, what are they, what would you expect to see in a game
The GiffGaff community of customers receive points (which can be redeemed for cash, airtime or donated to charity) for referring new customers, for publicising giffgaff and for helping out in the forums. The more help you give the higher the level you reach the more points you may be rewarded with.
In pairs/teams you have 3 minutes to pick a process or goal and discuss how it might be gamified:Business applications, processes, and systems; Education & training; HR, Workshop, team building and conference games;Marketing & branding;Innovation games