Gamification Insights
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"Infosys enriches organizations with its expert views on ""engaging people"". Organizations are now looking for a new X factor that will take their business performance up to the next level, that ...

"Infosys enriches organizations with its expert views on ""engaging people"". Organizations are now looking for a new X factor that will take their business performance up to the next level, that factor being “people engagement” – engagement with customers, employees, partners, and so on.
Successful games succeeded because they smartly mined the human psychology to push the boundaries of hope and imagination and instilled a “feel good” factor. Organizations, are you listening?

Infosys emphasizes on social engagement strategies and enterprise gamification to build positive organizational energy and enable transformation.

Read more: http://www.infosys.com/building-tomorrows-enterprise/pervasive-computing/resources/Pages/index.aspx"

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Gamification Insights Document Transcript

  • 1. Insights It’s all in the mind of the gamers - Rakesh Mishra Gamification is the application of typical elements of game playing (For example, point scoring, competition, rules of play, and such like.) to non-gaming activities in a bid to encourage engagement with products, services or a social mission. Despite its sci-fi connotations (think Star Trek), it is very much of the real world. I have employed its concepts in an “engagement influence” model to build motivation and Gamification fared far better than most conventional methods. www.infosys.com
  • 2. Besides being a potent force of a voluntary shift in the way individuals Gamification embodies “creative business thinking,” and its impact isthink, learn, behave and act, online social games catalyze social somewhat intangible. However, for those who derive their comfortinteraction and help foster strong bonds with an unseen, unknown from hard fact, here’s some:community, inciting one to compete and collaborate simultaneously. • 61% of surveyed CEOs and CFOs play digital games during theirProcess automation has evolved significantly over the last decade and working hourstoday, most leading organizations have automated as many processes • The average gamer is 37 years old, and has been playing for 12as they can, and derived all the productivity and efficiency gains that yearsthey practically could. • Gamers across the globe have collectively spent 5.93 million yearsHence organizations are now looking for a new X factor that will take of their lives on “World of Warcraft”their business performance up to the next level, that factor being • A third of Internet time is spent in social gaming“people engagement” – engagement with customers, employees, Source: http://enterprise-gamification.com/index.php/en/factspartners, and so on. And where there are people holding the power ofextraordinary outcomes in their hands, there needs to be specialized While impressive, what is even more astounding is that this intensityattention to engineer motivation. Not just the “performance incentive of engagement is accomplished without any specific training, changeand pat on the back at the annual awards show” kind, but rather management, coaching or governance, and simply through the self-one, which inspires sustained, transformational behavioral shifts. sustained effort of users, united across geographic, cultural, linguisticGamification methods offer an opportunity to realize the full resource or social divides – everything an organization strives for.potential of people - their attention, motivation, knowledge, skillsand intellectual capabilities. Little wonder then that ‘human factormining’ is already being recognized as the new avenue of business So, how can enterprises leverage Gamification?value maximization. Fundamentally, Gamification is a technique of engagement, which has over the years engaged people to solve complex problems, perform certain actions, and have fun, on the way to building positive organizational energy and enabling transformation. This throws up endless possibilities for organizations, which could employ Gamification to generate customer loyalty, drive co-creation or improve brand penetration. Internally, Gamification could help break the productivity ceiling and raise compliance benchmarks or aid employee retention. Some of the horizontal solution areas employing Gamification are highlighted figure 1.2 | Infosys
  • 3. USER EXPERIENCE CUSTOMER LOYALTY ENTERPRISE LEARNING SOLUTIONS SOLUTIONS SOLUTIONS Bring innovation into loyalty Explore how lightweight Introduce games, scenario solution by introducing features Gamification can meaningfully simulations and achievement like badges, virtual currency, differentiate the user experience challenges as new learning community ranking and social designs enhancement strategies media integration COLLABORATION INNOVATION MANAGEMENT EMPLOYEE PRODUCTIVITY SOLUTIONS SOLUTIONS SOLUTIONS Bring Gamification components Improve the participation, Turn the mundane, routine and into the process designs to collaboration and exploration run-of-the-mill activities into influence the motivation for the by Gamifying the innovation fun to improve the workforce collaboration process productivity range Figure 1 - Potential solution patterns for the GamificationAnd, finally how can organizations create a 6. Did not tax memory. No one need remember anything, as urgent tasks, pressing problems or new features areblockbuster game? communicated through a guided overlay of instructions withinOrganizations can easily fall into the ‘Gamification-in-easy-3-steps’ the game, without disrupting the gaming experience.trap by just throwing in techniques like scoring systems, badges etc. 7. Made assets, reputation and gaming power sought after. Therewithout an iota of “people engagement.” While there is no “formula” are always clear goals to be accomplished to acquire assets,for success, every organization needs to discover its tailor-made reputation and empowerment to be able to tackle newer,Gamification options aligned to its unique organizational DNA. exciting challenges.Noticeably though, a successful game ticked most of the boxes below: 8. Piqued curiosity. Make gamers eager to discover what is in store. 1. Rewarded every desirable action. Persistence pays off, literally 9. Allowed players to role play. The ultimate vicarious pleasure. – better performers get higher rewards. 10. Offered a wide spectrum of engagement experience. Let people 2. Offered quick and easy wins. No extraordinary skill or knowledge experience, create, modify or innovate within their comfort zone. required to start getting engaged. 11. Provided fun. Playing is as much fun as winning. Well, almost. 3. Exerted peer pressure. Pushes everyone to regularly track and 12. Provided instant gratification. No waiting as in real life. exceed their friends’ performance. 13. Helped experimental and exploratory learning. Virtual 4. Created an immersive environment. Visualization – complete experimentation, basic know-how and rules teach better than with graphics and sound effects – engages the senses to amplify structured, methodical instruction. user experience. 14. Hooked the player into a social economy trading environment. 5. Facilitated ‘tangible’ gains through give and take. One good Virtual currencies or goods, which can be utilized to enhance turn deserves another. Collaboration and reciprocity is often the gaming experience. the way to progressing to the next level. In a nutshell, successful games succeeded because they smartly mined the human psychology to push the boundaries of hope and imagination and instilled a “feel good” factor. Organizations, are you listening? Infosys | 3
  • 4. About the Author Rakesh Mishra Industry Principal, Infosys Labs With more than 16 years of experience, Rakesh Kumar Mishra specializes in creating service differentiation paradigms around emerging technologies and industry leading practices, which further helps enhance business value realization for client enterprises. At Infosys Labs, Rakesh heads the service differentiation research and innovation program for the consulting and package implementation portfolios. He is currently leading the enterprise gamification program that aims to create differentiated and high-value solutions. He was instrumental in incubating and leading an innovation center for the enterprise solution, which enabled the conceptualization of new services and solutions, leveraging the social enterprise, mobility, cloud, enterprise simplification, and user experience. Rakesh has been working in the area of business research over the past five years, and has presented papers in reputed national and international forums. He regularly blogs on enterprise Gamification, user experience modernization and related topics.About InfosysInfosys partners with global enterprises to drive their innovation-led growth.Thats why Forbes ranked Infosys #19 among the top 100 most innovativecompanies. As a leading provider of next-generation consulting, technologyand outsourcing solutions, Infosys helps clients in more than 30 countriesrealize their goals. Visit www.infosys.com and see how Infosys (NYSE: INFY),with its 150,000+ people, is Building Tomorrows Enterprise® today.For more information, contact askus@infosys.com www.infosys.com© 2013 Infosys Limited, Bangalore, India. All Rights Reserved. Infosys believes the information in this document is accurate as of its publication date; such information is subject to change without notice.Infosys acknowledges the proprietary rights of other companies to the trademarks, product names and such other intellectual property rights mentioned in this document. Except as expressly permitted,neither this documentation nor any part of it may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, printing, photocopying, recording orotherwise, without the prior permission of Infosys Limited and/ or any named intellectual property rights holders under this document.