Your Game Masters…aka presenters Sharon Boller Sco, Thomas Bo%om-‐Line Performance ExactTarget Lead designer, Knowledge Guru™ game engine. @sco%_thomas_et @Sharon_Boller
The Power of Play for You? • I like to play (board games, team games, computer games, puzzles, word searches, social games, etc.) • We acLvely use game-‐based learning in our organizaLon • I’d like to implement game-‐based learning in my organizaLon – but haven’t convinced people of its value yet.
Why games? “I learned SO“Can you much by playing create this game. It wasmore stuff tons of fun. Ilike this?” Play Game learned more by playing this game than any webinar, meeting, or “Mind- document I’veblowing” encountered.” Annika, Age 8
1 Why do games work? 2 3 The short answer? Because they are FUN.
Expert view: Carnegie Mellon…. To progress in a game is to learn; when we are ac3vely engaged with a game, our minds are experiencing the pleasure of grappling with (and coming to understand) a new system. (Jessica Trybus, New Media InsLtute’s resident Game-‐based Learning and CommunicaLons Guru and Director of Edutainment for Carnegie Mellon Universitys Entertainment Technology Center.) www.bo%omlineperformance.com
But what’s FUN?• Winning• Achieving goals• Triumphing• Collaborating• Exploring and building• Collecting• Problem-solving or strategizing• Role playing or imagining• Surprise – surprising others and being surprised ourselves.
What’s Required to Learn? Relevant Prac7ce Ability to retrieve later Speciﬁc, 7mely feedback
Breaking it down further: Feedback “The premise of a feedback loop is simple: Provide people with informaLon about their acLons in real Lme, then give them a chance to change those acLons, pushing them toward be%er behaviors.” Wired Magazine, June 19, 2011 www.bo%omlineperformance.com
Breaking it down further: Feedback School district had huge problem with speeding. Tried replacing old signs with bigger, new ones, LckeLng people during drop-‐oﬀ, pick-‐up Lmes. Nothing worked. What ﬁnally gave measurable improvement was “dynamic speed displays” or driver feedback signs. “Your speed.” Signs have proven to be consistently eﬀecLve, gecng people to slow by 10 mph over several miles. They work because they leverage a feedback loop. www.bo%omlineperformance.com
Linking Games to LearningLearning Element Game Elements that Match MoLvaLon Game goals, PBLs, levels, ﬂow, the “fun” Relevant Game mechanics, story, challenges, pracLce (.e.g. the rules), game theme. Timely, Immediate rewards and consequences speciﬁc feedback Retrieval later 1) Repeat to remember – repeLLon; 2) spaced learning 3) Relevant pracLce.
What is the Knowledge Guru?A solution to a problem we’ve seen over and over with our clients.
We wanted… For people to be able to PLAY For them to LEARN while they played. For clients to TRACK what people were learning (or not learning) And for players to REMEMBER, long after they played.And…we wanted people to be able to play across multiple devices: desktop,iPad, or Android tablet via web app or native app. We wanted a solution thatcould work independently of an LMS…or be Tin Can compliant so it COULD work with an LMS
How Guru links to LearningMoLvaLon – in story, in challenge (become a Guru) Annika, Age 8
How Guru links to LearningMoLvaLon – in PBLs Annika, Age 8
How Guru links to LearningRelevance– no extraneous content, period. Annika, Age 8
How Guru links to LearningRelevance– game quesLons mirror customer ?s Annika, Age 8
How Guru links to LearningFeedback– immediate, followed by immediate opp to retry. Consequence = points gained/lost. Annika, Age 8
How Guru links to LearningRetrieval– repeLLon, spaced learning Annika, Age 8
How Guru does MeasurementAdmin tool lets you verify what people do – and don’t get
ExactTarget (NYSE: ET) We have: ave we enable marketers -‐ Based in Indy, great customers, including We also h ü 1,500 employees worldwide through sonware -‐ to iASA, Nike, Papa Best Buy, Groupon, N ntegrate data to create 250,000 users worldwide onsumer John’s, Mniﬁed view of each c ü a u icroson and engage ipartners worldwide ü 500 + n real-‐Lme, cross-‐channel markeLng.
Why ExactTarget used the Guru1. MulLple Product Lines and MulLple Product Launches • 9 disLnct product lines within organizaLon • Product line releases each month 2. Employees, clients, and partners had training overload; we needed to ﬁnd a way to “mix it up.” 3. MobileConnect was one of the largest product launches we ever had. Cri7cal for us to educate folks.
Positioning the game1. Reinforcement tactic rather than primary learning method. 2. Marketed the heck out of it
Marketing Messages ET Used Internal TVannouncements, posters Incentives (prizes)
Positioning the game (cont)3. Required in some functional units. Provided managers4. with idea kits. Drew attention to5. leaderboards on a regular basis.
What Did Folks Say… The game was great! It was a fun way to learn about MobileConnect. I enjoyed the scenario-type questions, which put it all in perspective.” I’m a pretty competitive person, so challenging myself to get one of the top scores added a layer of fun to learning about the MobileConnect product. The repetition of the different paths helped me retain the information.
ExactTarget Business Results…Sales Related Metrics: 1. Quickest pipeline developed and closed compared to previous product launches over the past two years 2. Average contract value 2x more than comparable products Support Related Metrics: 1. First-‐call support resoluLon up 45% compared to other product lines (a savings of ~$35/call)
Next time….1. Ask some questions more specific to specific job role2. Test game as a primary learning method versus as a reinforcement method
Want info electronically?• Text the word GURU and your email address to 38767 – EX: GURU sthomas@exac%arget.com • Email will be sent with links to a variety of informaLon sources regarding this breakout session • You can also email firstname.lastname@example.org and request info as well. • Check out public games for yourself at www.theknowledgeguru.com/ or download a sample game – NutriLon Guru -‐ from App store.