One Fat Sheep Gamification

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Gamification has the power to solve problems and influence behaviour. One Fat Sheep (http://www.onefatsheep.com) specialises in applying game thinking to real-life initiatives to make for more rewarding and engaging expeirences.

One Fat Sheep Gamification

  1. 1. GAME CHANGERCreating a Recognition Culture through Gamification CREATIN DI ITAL CULTURE
  2. 2. We use digital technology to“INFLUENCE BEHAVIOUR” CREATIN DI ITAL CULTURE
  3. 3. GAMIFICATION: and“The art of applying game dynamicsgame thinking to non-game initiatives to solve problems and engage users”
  4. 4. PATOLLI: 200 BC Mesoamerican A SERIOUS GAME PLAYERS GAMBLED » Food » Metals » Family » Freedom
  5. 5. DUNGEONS & DRAGONS: 1974 Wizards of the Coast GAME DYNAMICS » Character Profile » Experience Points » Hit Points » Levelling Up » Role Playing » Improvisation » Party Campaigns Rules interpreted and controlled by the “Dungeon Master”
  6. 6. PACMAN : 1980 Namco255 LEVELS Creation of an iconic Top Grossing Game of All TimeMaximum points with noloss of life: 3hrs 41mins Character $2.5 Billion
  7. 7. WORLD OF WARCRAFT : 2011 Massively Multiplayer Online Role Playing Game (MMORPG) WOW generates: WOW 22.7 WORK 35 TV 39.25 $800 Million / Year11.5 Million Subscribers 22.7 Playing hours / week Mainly thru virtual goods
  8. 8. GAMIFICATION DASHBOARD JO MOTIVATED IT Magician Full Profile »STRENGTHS: SysArch Black Belt Invisibility Leader Hypnotist Jedi X-ray Eyes Power of Persuasion
  9. 9. GAMIFICATION DASHBOARD JO MOTIVATED IT Magician Full Profile »STRENGTHS: SysArch Black Belt Invisibility Leader Hypnotist Jedi X-ray Eyes Power of PersuasionACCOLADES:
  10. 10. GAMIFICATION DASHBOARD JO MOTIVATED IT Magician Full Profile »STRENGTHS: SysArch Black Belt Invisibility Leader Hypnotist Jedi X-ray Eyes Power of PersuasionACCOLADES:INVENTORY:STORE: More » GOURMET DINNER orem ipsum dolor sit amet, consectetur 950 PTS NEW CLOTHES Lorem ipsum dolor sit amet, consectetur 500 PTS
  11. 11. GAMIFICATION DASHBOARD JO MOTIVATED LEVEL 5 30% PROGRESS IT Magician Full Profile »STRENGTHS: SysArch Black Belt Invisibility Leader Hypnotist Jedi X-ray Eyes Power of PersuasionACCOLADES:INVENTORY:STORE: More » GOURMET DINNER orem ipsum dolor sit amet, consectetur 950 PTS NEW CLOTHES Lorem ipsum dolor sit amet, consectetur 500 PTS
  12. 12. GAMIFICATION DASHBOARD JO MOTIVATED LEVEL 5 30% PROGRESS IT Magician CHALLENGES: SEARCH: Full Profile » WORLD DOMINATION CHALLENGE 5,000 PTSSTRENGTHS: Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et SysArch Black Belt Invisibility dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in Leader Hypnotist Jedi reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupi- X-ray Eyes Power of Persuasion datat non proident, sunt in culpa qui officia deseruntACCOLADES: 80% COMPLETE IN PROGRESS CREATE A MOVEMENT: TEAM CHALLENGE 3,500 PTS Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore euINVENTORY: Full Profile » fugiat nulla pariatur. Excepteur sint occaecat cupi- datat non proident, sunt in culpa qui officia deserunt SHARE ACCEPT »STORE: More » GLOBAL INNOVATION SHOWDOWN 2,500 PTS Lorem ipsum dolor sit amet, consectetur adipisic- ing elit, sed do eiusmod tempor incididunt ut labore GOURMET DINNER et dolore magna aliqua. Ut enim ad minim veniam, orem ipsum dolor sit quis nostrud exercitation ullamco laboris nisi ut amet, consectetur 950 PTS aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint oc- NEW CLOTHES caecat cupidatat non proident, sunt in culpa qui Lorem ipsum dolor sit amet, consectetur 500 PTS SHARE ACCEPT »
  13. 13. GAMIFICATION DASHBOARD JO MOTIVATED LEVEL 5 30% PROGRESS CREDITS: 16,800 48 IT Magician CHALLENGES: SEARCH: Full Profile » WORLD DOMINATION CHALLENGE 5,000 PTSSTRENGTHS: Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et SysArch Black Belt Invisibility dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in Leader Hypnotist Jedi reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupi- X-ray Eyes Power of Persuasion datat non proident, sunt in culpa qui officia deseruntACCOLADES: 80% COMPLETE IN PROGRESS CREATE A MOVEMENT: TEAM CHALLENGE 3,500 PTS Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore euINVENTORY: fugiat nulla pariatur. Excepteur sint occaecat cupi- datat non proident, sunt in culpa qui officia deserunt SHARE ACCEPT »STORE: More » GLOBAL INNOVATION SHOWDOWN 2,500 PTS Lorem ipsum dolor sit amet, consectetur adipisic- ing elit, sed do eiusmod tempor incididunt ut labore GOURMET DINNER et dolore magna aliqua. Ut enim ad minim veniam, orem ipsum dolor sit quis nostrud exercitation ullamco laboris nisi ut amet, consectetur 950 PTS aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint oc- NEW CLOTHES caecat cupidatat non proident, sunt in culpa qui Lorem ipsum dolor sit amet, consectetur 500 PTS SHARE ACCEPT »
  14. 14. GAMIFICATION DASHBOARD JO MOTIVATED LEVEL 5 30% PROGRESS CREDITS: 16,800 48 IT Magician CHALLENGES: SEARCH: LEADERBOARD: Full Profile » WORLD DOMINATION CHALLENGE 5,000 PTS FRIENDS OVERALL 1. John Smith 21,100STRENGTHS: Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis 2. Peggy Sue 18,900 SysArch Black Belt Invisibility nostrud exercitation ullamco laboris nisi ut aliquip 3. Jo Motivated 16,800 ex ea commodo consequat. Duis aute irure dolor in Leader Hypnotist Jedi reprehenderit in voluptate velit esse cillum dolore eu 4. Mike Smart 15,500 fugiat nulla pariatur. Excepteur sint occaecat cupi- X-ray Eyes Power of Persuasion datat non proident, sunt in culpa qui officia deserunt 5. Billy Bragg 12,000ACCOLADES: 80% COMPLETE IN PROGRESS 6. Chris Johns 11,800 7. Anne Loe 10,500 CREATE A MOVEMENT: TEAM CHALLENGE 3,500 PTS Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore euINVENTORY: fugiat nulla pariatur. Excepteur sint occaecat cupi- datat non proident, sunt in culpa qui officia deserunt SHARE ACCEPT »STORE: More » GLOBAL INNOVATION SHOWDOWN 2,500 PTS Lorem ipsum dolor sit amet, consectetur adipisic- ing elit, sed do eiusmod tempor incididunt ut labore GOURMET DINNER et dolore magna aliqua. Ut enim ad minim veniam, orem ipsum dolor sit quis nostrud exercitation ullamco laboris nisi ut amet, consectetur 950 PTS aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint oc- NEW CLOTHES caecat cupidatat non proident, sunt in culpa qui Lorem ipsum dolor sit amet, consectetur 500 PTS SHARE ACCEPT »
  15. 15. GAMIFICATION DASHBOARD JO MOTIVATED LEVEL 5 30% PROGRESS CREDITS: 16,800 48 IT Magician CHALLENGES: SEARCH: LEADERBOARD: Full Profile » WORLD DOMINATION CHALLENGE 5,000 PTS FRIENDS OVERALL 1. John Smith 21,100STRENGTHS: Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis 2. Peggy Sue 18,900 SysArch Black Belt Invisibility nostrud exercitation ullamco laboris nisi ut aliquip 3. Jo Motivated 16,800 ex ea commodo consequat. Duis aute irure dolor in Leader Hypnotist Jedi reprehenderit in voluptate velit esse cillum dolore eu 4. Mike Smart 15,500 fugiat nulla pariatur. Excepteur sint occaecat cupi- X-ray Eyes Power of Persuasion datat non proident, sunt in culpa qui officia deserunt 5. Billy Bragg 12,000ACCOLADES: 80% COMPLETE IN PROGRESS 6. Chris Johns 11,800 7. Anne Loe 10,500 CREATE A MOVEMENT: TEAM CHALLENGE 3,500 PTS FRIENDS Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu John Smith Mary Jones Chris Johns Peggy SueINVENTORY: fugiat nulla pariatur. Excepteur sint occaecat cupi- datat non proident, sunt in culpa qui officia deserunt SHARE ACCEPT » Anne Loe Mike Smart Billy Bragg Peggy SueSTORE: More » GLOBAL INNOVATION SHOWDOWN 2,500 PTS Lorem ipsum dolor sit amet, consectetur adipisic- ing elit, sed do eiusmod tempor incididunt ut labore CHAT: GOURMET DINNER et dolore magna aliqua. Ut enim ad minim veniam, Mike Smart: orem ipsum dolor sit quis nostrud exercitation ullamco laboris nisi ut Are you doing the Team Challenge? amet, consectetur 950 PTS aliquip ex ea commodo consequat. Duis aute irure Jo: dolor in reprehenderit in voluptate velit esse cillum Yes, definitely, want to be in my team? dolore eu fugiat nulla pariatur. Excepteur sint oc- NEW CLOTHES caecat cupidatat non proident, sunt in culpa qui Mike Smart: Lorem ipsum dolor Ok, sounds awesome!!! sit amet, consectetur 500 PTS SHARE ACCEPT »
  16. 16. GAMIFICATION GAME DYNAMICS / ENGAGEMENT TACTICSSTATUS Personal Profile Badges Leveling UpSOCIAL Progress Bars Leaderboards Micro LeaderboardsACTION Virtual Currency Rank Social Connectivity Points / Credits Experience Points Rewards
  17. 17. GAMIFICATION GAME DYNAMICS / ENGAGEMENT TACTICSSTATUS Sharing Comparison Communal Problem SolvingSOCIAL Competition Companion Gaming ChatACTION Commenting VOIP Network Building Role Playing
  18. 18. GAMIFICATION GAME DYNAMICS / ENGAGEMENT TACTICSSTATUS Narrative Limiting Time ChallengesSOCIAL Small Tasks Chain Schedules Progressive DifficultyACTION Funnelling Element of Surprise Rapid Live Feedback Illusion of Choice Guaranteed Success Virtual Goods
  19. 19. “Engagement”
  20. 20. Engagement via Engineered“PURPOSE”
  21. 21. GAMIFICATION IS:25% TECHNOLOGY / 75% STRATEGYGamification Behavioural Platform Cultural Engagement Strategy Change Create an easily understood PURPOSE Narrative or Mission Create ‘Value’ for Intangibles VALUE - Points and Credits Offer instant gratification. MEANINGFUL REWARD Meaning = Intrinsic Value Motivate player to be ACTION self directed or competitive Listen, understand, refresh FEEDBACK and improve.
  22. 22. STANDARD REDEMPTION CAMPAIGN x4 = 1x Gift on Purchase
  23. 23. BLISS: THE WHEEL OF HAPPINESS
  24. 24. GAMIFIED REDEMPTION CAMPAIGN 1 Enter code 4 Socialise 2 Spin and Win Prize 3 Share Happiness
  25. 25. The elements of fun andreward have the power to influence behaviour.
  26. 26. VOLKSWAGEN: “THE FUN THEORY”
  27. 27. BIG PROBLEM SOLUTION? Education / Fear / MoneyCHANGE IN BEHAVIOUR
  28. 28. BIG PROBLEM SOLUTION?Game Dynamics : Status, Social, Action CHANGE IN BEHAVIOUR
  29. 29. RECYCLEBANK Valuing Green Action» Earn Points» Get Rewards» Learn
  30. 30. “GREEN YOUR HOME” CHALLENGE
  31. 31. “GREEN YOUR HOME” CHALLENGE RESULTS:The Recyclebank contest was Website Metrics Increased:mentioned in more than: » Unique visitors: up 71%» 4,000 tweets » New visitors: up 112%» and 500 blog posts. » Refer a friend: up 820% » Avg. time spent on site: up 3xIncreased Registrationsand Participation:» New registrations increased 42% Participant became more eco-aware:» 25% of participants visited the » More than 60% of those surveyed Challenge microsite 3x or more indicated “moderate” to “considerable” increases in eco-knowledge
  32. 32. RECYCLEBANK Valuing Green ActionResults : Hollywood» Saved $500,000 in disposal fees» Generated $250,000+ in recycling revenue» Two-thirds city residents participated each month» Increased recycling tonnages by 130%
  33. 33. Game dynamics not only have the ability toinfluence behaviour, but also solve problems.
  34. 34. TIME TO TAKE GAMES SERIOUSLY
  35. 35. GAMERS SOLVE AIDS PUZZLE THAT BAFFLED SCIENTISTS FOR A DECADE
  36. 36. The primary goal of games is to create entertainmentthrough intrinsic motivation.
  37. 37. FUNDAMENTAL CULTURAL SHIFT
  38. 38. PRODUCTION LINE COLLABORATIVE MODELLinear / Waterfall Dynamic / Agile
  39. 39. GAMIFICATION AND AGILE COMPARISONAGILE PRINCIPLES GAME DYNAMICSThe team must be empowered to make decisions AutonomyRequirements evolve but the timescale is fixed Limiting TimeRequirements high level only; lightweight & visual Simple NarrativeDevelop small, incremental releases and iterate Small TasksRegular, short scrum meetings Rapid FeedbackComplete each feature before moving on to the next Levelling Up
  40. 40. REDCRITTER Gamified Agile Production » Real-time Taskboard » Badges and Rewards Store » Real-time Message Feeds » User Profiles » User AccomplishmentsAgile Production Environment Redcritter Rewards StoreStatus Badges
  41. 41. NITRO FOR SALESFORCE Team Standings Challenge based AdminPersonal Profile / Progress
  42. 42. REWARDS MONITORING = HEALTH CHECK
  43. 43. PERFORMANCEVRS. HEALTH» 50% of performance initiatives fail» Because long-term health’s ignoredHow Do We Valueand Measure Health?
  44. 44. using technology to create aRECOGNITION CULTURE
  45. 45. SOCIAL MEDIA Open, Sharing, Transparent.
  46. 46. COMMUNICATION Cloud, Location, Global, Mobile.
  47. 47. catalyst for action GAMIFICATION2 catalyst for connection SOCIAL MEDIA3 catalyst for information SEARCH
  48. 48. MOBILE, SOCIAL GAMING
  49. 49. + THE CHALLENGE 3 X Challenges were set-up wherepatrons could earn instant points and redeem prizes in real-time. For Example:Take a photo of the sauciest wing in the basket to earn points
  50. 50. + THE RESULTS Duration: 12 weeks Participants: 184,000 (*1 in 3 returned)Social Impressions: 100 Million (Facebook / Twitter) Brand Engagement: 90 sec. per challenge
  51. 51. AS DIGITAL TECHNOLOGY EVOLVES OUR CULTURE EVOLVES
  52. 52. INDUSTRIAL ERA TECHNOLOGY ERA characteristic TRADITIONALIST BABY BOOMERS GENERATION X MILLENNIALS (PRE 1946) (1946-1964) (1965 - 1981) (POST 1981-2000) Generational Personality Sharing Optimistic / Competitive Skeptical Realistic Management Style Chain of Command Change of Command Self-command Collaboration Career Goals Build a Legacy Build a Steller Career Build a Portable Career Build Parallel Careers Reward Self-satisfaction Recognition / Tital Autonomy Meaning Help me balance every- Work isn’t everything, I Support me in Give me balance now, not Balance one else and find meaning need flexibility so I can shifting the balance when I’m 65 myself balance all activities Job changing carries Job changing puts you Job changing is Job changing is part of Job Changing stigma behind necessary my daily routine I learned the hard way, Train them too much and The more they learn the Continuous learning is a Training you can too. theyll leave more they stay way of life Annual feedback with lots Sorry to interrupt, but how Feedback whenever I Feedback No news is good news of documentation am I doing? want at a push of a buttonData source: Lancaster and Stillman (2002)
  53. 53. MILLENIALS ARE THE NEW MAJORITYGeneration By % Population Next Generation Traditionalists under 11 years over 55 years 18% 17% 27% 23% Baby Boomers 45-55 years 15% Millenials 11-30 years Generation X 30-45 years
  54. 54. “If change inside of your organisation is slowerthan the change outside,then the end is in sight.” – Jack Welsh
  55. 55. HYPE CYCLE FOR EMERGING TECHNOLOGY, 2011 Internet TV Wireless Power Augmented Reality Social Analytics Cloud Computing GAMIFICATION Virtual Assitants 3D Printing Speech-to-Speech translation Gesture Recognition Machine-to-Machine Communications Mobile RobotsEXPECTATIONS Mesh Networks: Sensor Location-Aware Apps Speech Recognition Social TV Predictive Analytics Cloud/Web Platforms Mobile Application Stores Biometric Authentication QR/Color Code Quantum Computing Virtual Worlds TECHNOLOGY PEAK OF INFLATED TROUGH OF SLOPE OF PLATEAU OF TRIGGER EXPECTATIONS DISILLUSIONMENT ENLIGHTENMENT PRODUCTIVITY – Gartner 2011
  56. 56. SEARCHES ON TERM ‘GAMIFICATION’ October 2010 October 2011
  57. 57. “By 2014, a gamified servicefor consumer goods marketing and customer retention will become as important as Facebook, eBay or Amazon... – Gartner Summit Report 2011
  58. 58. ...and more than 70 percentof Global 2000 organizations will have at least one gamified application.” – Gartner Summit Report 2011
  59. 59. GAMIFICATION PLATFORMS INVESTMENT $17.5 Million $14.5 Million $6 Million $5.7 Million
  60. 60. PUT ON YOURGAME DESIGNERS HAT.
  61. 61. 1 CONSIDER ‘USERS’ AS ’PLAYERS’ SPADES HEARTS Explorers Socialisers Enjoy discovering Enjoy interating at their own pace with other players DIAMONDS CLUBS Achievers KillersDriven by success, Thrive on competitionrewards and status with other players
  62. 62. 2 REWARD. WHAT GETS RECOGNISED GETS REPEATED
  63. 63. 3 RECOGNISE } Innovation Core Infrastructure Staff Wellbeing INTANGIBLE VALUE Social Capital Brand Equity Corporate Market Valuation Today100% 83% 68% 32% 20% 19%80% 80% 81%60% 68%40% 32%20% 17% 1975 1985 1995 2005 2009 Tangible Assets Intangible Assets
  64. 64. 4 GIVE PURPOSE: } Clear Narrative Personal Mission Small Measurabe Tasks SHOW PROGRESS Progress Bars Levelling UpProgress is the #1 Motivator. Only 15% of 32% of Employees know employees their company’s doubt there’s top priorities a plan at all.
  65. 65. 5 OFFER REAL TIME } Notifciations Instant Gratification Vitrual Rewards FEEDBACK Status Updates Rank and Progress Bars ACTION RESPONSE
  66. 66. 6 FUN LEADS TO HIGHER ENGAGEMENT AND PRODUCTIVITY
  67. 67. GAME DYNAMICS HAVE THE POWER TO CHANGE BEHAVIOUR Carl Pavletich – Digital StrategistPhone: +64 3 669 2123Skype: cpavletich carl@onefatsheep.comMobile: +64 22 021 8562 www.onefatsheep.com CREATIN DI ITAL CULTURE

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