Enterprise Gamification Taxonomy

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Our independent university research is the first of its kind. We have codified over 200 enterprise gamification case studies to develop the world’s first enterprise gamification classification system. …

Our independent university research is the first of its kind. We have codified over 200 enterprise gamification case studies to develop the world’s first enterprise gamification classification system. The objective of our research is to get to the core of the estimated 80% failure rate of gamification projects, and develop more ethical and effective design methodologies. These are some of our early findings:

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  • 1. Enterprise GAMIFICATION TAXONOMY THE 7 GAMIFICATION STRATEGY OPTIONS Strategy Est Size of Market Digital Game Simple browser or mobile game apps 17% Digital Simulation Browser based simulations 5% Platform A: Vendor API/Plugin Gamified enterprise platforms 29% Platform B: Custom Build Enterprises designing their own systems 29% Simple product features Simple features that enhance the product 8% Significant product features Significant elements that change the nature of the product 1% Playful experiences Used in events, promotions or campaigns 11% Total 100% Number of Cases 224 11% 1% 8% 29% 29% 5% 17% Digital Game Digital Simulation Platform A: Vendor API/Plugin Platform B: Custom Build Simple product features Significant product features Playful experiences TARGET AUDIENCE Strategy Est Size of Market Internal staff Internal facing gamification 18% Customers, clients or patients External, market facing gamification 38% Suppliers Focus on value chain effectiveness 2% Industry or community Industry specific initiatives 7% General market or public Broad market or public reach 35% Total 100% 35% 7% 2% 38% 18% Internal staff Customers, clients or patients Suppliers Industry or community General market or public Our independent university research is the first of its kind. We have codified over 200 enterprise gamification case studies to develop the world’s first enterprise gamification classification system. The objective of our research is to get to the core of the estimated 80% failure rate of gamification projects, and develop more ethical and effective design methodologies. These are some of our early findings: There are 7 key enterprise gamification strategy options. Each requires a unique set of design and investment decisions that need to be tailored to specific business needs. Challenge: Is your consultant or vendor giving you independent and rigorous advice? There are 5 key target audiences for enterprise gamification and each requires careful user profiling. Challenge: Are you creating user proving that meets business enterprise needs (rather than game world constructs)? Marigo Raftopoulos 1 Strategic|Games|Lab
  • 2. PRIMARY PURPOSE FOR GAMIFICATION Strategy Est Size of Market Customer loyalty To retain and attract customers 22% Marketing, sales, promotions To promote products and services 15% Education, training, recruitment Internal learning and skill enhancement 18% Innovation & problem solving Specific strategic project initiatives 17% Community good or development Public, not for profit and social initiatives 13% Staff morale, motivation & productivity Targeting internal operational and engagement issues 13% Other 2% Total 100% 2% 13% 13% 17% 18% 15% 22% Customer loyalty Marketing, sales, promotions Education, training, recruitment Innovation & problem solving Community good or development Staff morale, motivation & productivity Other CORE GAMEPLAY USED IN GAMIFICATION PROJECTS Strategy Est Size of Market Prediction Where the game involves predicting prices, risks, idea development 6% Survival Survival based games are common amongst management games 6% Collection This group is the largest due to the size of the loyalty and vendor/API market 62% Puzzle/problem solving Used in solutions or learning based initiatives 7% Social ‘sims’ type, role-play Used in simulations and learning projects 7% Building Used in creativity and team building projects 2% Other Territory acquisition, Spatial navigation, Racing, Trading, Chasing, Destruction 10% Total 100% 8% 8% 70% 7% 7% Prediction Survival Collection Puzzle/problem solving Social ‘sims’ type, role-play Enterprise GAMIFICATION TAXONOMY The primary purposes for gamification projects fall into roughly equal sectors, with Loyalty being the largest. Challenge: What is the nature of the business problem being addressed, and are you designing the most appropriate gamification intervention? Collection games are the most significant form of gameplay due to the size of the (a) the platform API market and (b) the Loyalty market, which use simple forms of gameplay. Challenge: Are you using the right gameplay for your specific business objectives? Marigo Raftopoulos 2 Strategic|Games|Lab
  • 3. Enterprise GAMIFICATION TAXONOMY KEY GAME MECHANICS IN USE Mechanic # of mentions Status, success, recognition 21% Points 46% Leaderboards 17% Social 26% Missions & Quests 29% Achievements 57% Currency and rewards 38% Other 26% Summaryofkeymechanics 0% 15% 30% 45% 60% 38% 57% 29% 26% 17% 46% 21% Status, success, recognition Points Leaderboards Social Missions & Quests Achievements Currency and rewards ABOUT THIS RESEARCH A total of three key game mechanics were identified for each of the 224 cases. The most popular were Achievements, Points, and Currency and Rewards, particularly in ‘collection’ gameplay designs. Challenge: Overuse of the same mechanics will eventually become disengaging and ineffective over time. How are you designing for ongoing engagement? Key mechanics used in ‘Collection’ gameplay Marigo Raftopoulos is a doctoral researcher at RMIT University specialising in enterprise gamification and innovation. This research forms part of her doctoral dissertation. Marigo is also CEO of Strategic|Games Lab which is a specialist business advisory consultancy that specialises in using gamification, systems thinking and experience design in strategy and innovation projects. Marigo has a Bachelor of Economics and a Masters in Business Administration. ! This research is the first of a series of surveys and reviews that look into developing more sustainable, ethical and effective design methodologies. If you wish to participate in our ongoing research and information sharing please contact marigo at marigo@strategicgameslab.com. ! This research was undertaken with the guidance of Associate Professor Steffen Walz and Professor Sefan Greuter of RMIT University, and with research assistant Mr Adrian Rubstein. Marigo Raftopoulos 3 Strategic|Games|Lab