Accenture on Gamification
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Accenture on Gamification

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Accenture on Gamification Presentation Transcript

  • 1. Copyright © 2013 Accenture. All rights reserved. Copyright © 2013 Accenture. All rights reserved. Get in the Game: Driving Exceptional Behaviours Through Gamification Thomas Hsu Executive – Social Collaboration Strategy Accenture Gamification Community of Practice Lead thomas.hsu@accenture.com http://www.linkedin.com/in/HsuThomas Steve Kaukonen Senior Manager – Social Learning Social Collaboration Change Lead stephen.d.kaukonen@accenture.com http://www.linkedin.com/in/SteveKaukonen Copyright © 2013 Accenture. All rights reserved.
  • 2. Copyright © 2013 Accenture. All rights reserved. What is Gamification? Real time feedback, engagement and progression loops, badges Aesthetics, narrative, the player journey, progression, surprise Collaboration, Sales & Delivery, Travel, Security, etc. game elements design techniques non-game contexts Gamification takes what makes games so powerful and addictive and applies that to engage and motivate our people – in collaboration and key business processes. Motivation and Behavior Change
  • 3. Copyright © 2013 Accenture. All rights reserved. Gamification / Game Spectrum Serious games Learning through decision-making Gamification Spectrum Simulations Virtual reality Not a game Subtle, almost imperceptible Game-like Feels like a game Pre-gamification Use of motivational science common to games/gamification LinkedIn Loyalty Programs Nike+ Fuel Band Zombies, Run! Full Spectrum Warrior Gamification Overt use of game mechanics Cold Stone Creamery “Scoop It Up”
  • 4. Copyright © 2013 Accenture. All rights reserved. Why Gamification? Gamification is relevant today because of three key forces. Gamification It works because of the way our brains are wired. It matters because today’s workforce is shifting to a game-infused culture. It’s possible because of a convergence of technologies. Science Culture Technology Why does it work? Why does it matter? Why is it possible now?
  • 5. Copyright © 2013 Accenture. All rights reserved. k Accenture’s Gamification and Behavior Shaping Framework Accenture places gamification within the proper context of a larger behavior change framework*. Gamification Social Influence “Traditional” Change Techniques Behavior Change *Builds on Accenture Tech Labs’ behavior shaping research.
  • 6. Copyright © 2013 Accenture. All rights reserved. Sustained Behavior Change Time Short Medium Long L H M Rapid Adoption Sustained Engagement Adoption / Behavior Change Cooperation Common Narrative Progression Player Autonomy Extrinsic Motivation Intrinsic Motivation 80% of gamification projects will fail due to poor design (Gartner) Learning Games Onboarding Competition Early adopter rewards Public recognition Sustained behavior change is not just about points and badges, it’s about tapping into people’s intrinsic motivations.
  • 7. Copyright © 2013 Accenture. All rights reserved. Addo Agnitio Award (A3) ‘Addo Agnitio Award’ (A3)– From the Latin words meaning ‘To give knowledge’, this award is given to employees as a way to recognize those individuals who best exemplify key knowledge sharing behaviors. • Connect with the people, communities and content needed to do one’s job. • Contribute content and share your insights and experiences to build skills and innovate. • Champion collaboration by encouraging others to engage in collaboration and building upon others ideas and contributions.
  • 8. Copyright © 2013 Accenture. All rights reserved. What are we trying to achieve? Understanding Recognition Awareness Motivation Compel to act through intrinsic and extrinsic motivation Creative incentives for a broad range of ‘players’ Provide direction on how to collaborate and what is expected Bring attention to what is possible through collaboration
  • 9. Copyright © 2013 Accenture. All rights reserved. What are the key design elements? Onboarding CQ Points Missions Levels Dynamic Leaderboards Lifetime Achievements Impact Notifications
  • 10. Copyright © 2013 Accenture. All rights reserved. Quarterly Score Tracks - Connect - Contribute - Champion Missions Connect - Make the Connection - Build a Following - 15 Minutes of Fame Etc. Achievements Build a Following - Get a new follower - 5 new followers - 10 new followers CQ Collaboration Quotient You increase your score by completing an achievement by doing different collaborative activities. Each mission is made up of several related achievements. Tips and hints are provided for each achievement and mission. At the beginning of each quarter, the scores reset to zero to reset the playing field and encourage ongoing collaboration.
  • 11. Copyright © 2013 Accenture. All rights reserved. Missions Across the three tracks of Connect, Contribute and Champion there are a group of MISSIONS made up of TASKS or ACTIVITIES. These missions serve as a ‘guide’ and provide a sense of progression. • Connect missions have to do with connecting to content, people and communities. • Contribute missions related to uploading content, sharing insights and having other people interact with your content. • Champion missions are connected with interacting with other peoples content, blogs, posts and videos.
  • 12. Copyright © 2013 Accenture. All rights reserved. Level 3 Level 4 Levels Player can level up depending on the number of points accumulated in the current quarter.
  • 13. Copyright © 2013 Accenture. All rights reserved. Notifications As the player completes various activities, missions and levels, they are prompted with simple notifications alerting them of the achievement. • Reinforces behaviors • Creates a sense of accomplishment • Provides simple next steps • Alerts to the number of points earned
  • 14. Copyright © 2013 Accenture. All rights reserved. Leaderboards Leaderboards visualize who the most active and impactful individuals are across multiple categories. They can be view on a weekly, monthly, quarterly or all-time.
  • 15. Copyright © 2013 Accenture. All rights reserved. Lifetime Achievements Lifetime Achievements are kept once earned and allow you to build a reputation throughout your career.
  • 16. Copyright © 2013 Accenture. All rights reserved. What is Important for Success Automation Real Time Broad Recognition Transparency Fixed Targets Guiding the Player
  • 17. Copyright © 2013 Accenture. All rights reserved. Making it Stick • Leadership Sponsorship/Support • Performance Management • Marketing & Communications • ‘Official’ Recognition Program
  • 18. Copyright © 2013 Accenture. All rights reserved. Making it Stick • Leadership Sponsorship/Support • Performance Management • Marketing & Communications • ‘Official’ Recognition Program
  • 19. Copyright © 2013 Accenture. All rights reserved. Making it Stick • Leadership Sponsorship/Support • Performance Management • Marketing & Communications • ‘Official’ Recognition Program
  • 20. Copyright © 2013 Accenture. All rights reserved. Making it Stick • Leadership Sponsorship/Support • Performance Management • Marketing & Communications • ‘Official’ Recognition Program