© 2014 IBM Corporation
GSUMMIT 2014
Improving ROI with Gamification
Phaedra Boinodiris , IBM Global Leader Serious Games &...
OPPORTUNITY: BUSINESS IS IGNORING SCIENCE
Dan Pink
Drive: The Surprising Truth About
What Motivates Us
https://www.youtube...
COMPANIES ARE FAILING BADLY AT THIS…
 Gallup recently found that over 70% of
employees are disengaged
 This means that l...
Marketing
Influence
Teach Skills
Recruit
Optimize Teams
Optimize Processes
Crowd Source Solutions
Procurement Re-engineeri...
Industry
Specialization
Evolutionary Tree: Skills
required to evolve or level-
up
Game avatars uniquely identified visuall...
• Cognitive stability
• Cognitive complexity
• Motor – impulsivity
• Establishes Baseline
WHAT MOTIVATES YOUR AUDIENCE
Games can be incredibly ADEPT at explaining
complex systems
MARKETING & TRAINING
IBM uses serious games to on-board thousands of new employees
in Growth Markets
Where to Start?
5 Step Approach to saving a LOT of time and Money
1. ROI
2. Learning/Pain Points
3. Puzzles/Experience
to ...
CEO, Ginni Rometty, put
out a call to arms for IBMers
to learn more about our
social business tools via our
January Think ...
IBM’s FIRST corporate-wide Alternate Reality Game
ROI extends well beyond virtual training
Teach a Process/Instructional Design
OPTIMIZE A
PROCESS
OPERATIONS
In Conclusion
1. Gamers are...
2. Games can be extremely adept at explaining complex systems
3. Games can be used to chang...
20
Engage Online
Follow me on Twitter
• @Innov8Game
LinkedIn
Weekly Gamification Podcast
• GamesatWork.biz
Serious Games f...
Thank You
GSummit SF 2014 - Gamified Talent Management: Using Techniques from Role Playing Games to Transform the Perception of Work...
GSummit SF 2014 - Gamified Talent Management: Using Techniques from Role Playing Games to Transform the Perception of Work...
GSummit SF 2014 - Gamified Talent Management: Using Techniques from Role Playing Games to Transform the Perception of Work...
GSummit SF 2014 - Gamified Talent Management: Using Techniques from Role Playing Games to Transform the Perception of Work...
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GSummit SF 2014 - Gamified Talent Management: Using Techniques from Role Playing Games to Transform the Perception of Work and Work Culture Phaedra Boinodiris @INNOV8game

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GSummit SF 2014 - Gamified Talent Management: Using Techniques from Role Playing Games to Transform the Perception of Work and Work Culture Phaedra Boinodiris @INNOV8game

  1. 1. © 2014 IBM Corporation GSUMMIT 2014 Improving ROI with Gamification Phaedra Boinodiris , IBM Global Leader Serious Games & Gamification
  2. 2. OPPORTUNITY: BUSINESS IS IGNORING SCIENCE Dan Pink Drive: The Surprising Truth About What Motivates Us https://www.youtube.com/watch?v=u6XAPnuFjJc
  3. 3. COMPANIES ARE FAILING BADLY AT THIS…  Gallup recently found that over 70% of employees are disengaged  This means that less than 30% of your employees care about your customers, their colleagues and the business WHY THE TIME IS NOW  No vision  No purpose  No empathy  No motivation  No future  No Fun  Average tenure of a US employee is now only 1.5 years  Top 6 Reasons why employees leave:  Fortune 500 HR spend = $1218 avg annually per employee; a $785 Billon market  84% of organizations say culture is critical to success, yet no company knows how to effectively understand or manage their own culture
  4. 4. Marketing Influence Teach Skills Recruit Optimize Teams Optimize Processes Crowd Source Solutions Procurement Re-engineering Optimize Strategy Modify Behaviors On-Boarding Transform Cultures Serious Games vs. Gamification The Holy Grail
  5. 5. Industry Specialization Evolutionary Tree: Skills required to evolve or level- up Game avatars uniquely identified visually based on skills, level of expertise, industry specialization Game avatars CHANGE over time as skills mature. Transparent to entire MMO community, building reputation LEARNING FROM THE BEST: Massively Multi-Player Online Role Playing Games
  6. 6. • Cognitive stability • Cognitive complexity • Motor – impulsivity • Establishes Baseline
  7. 7. WHAT MOTIVATES YOUR AUDIENCE
  8. 8. Games can be incredibly ADEPT at explaining complex systems
  9. 9. MARKETING & TRAINING
  10. 10. IBM uses serious games to on-board thousands of new employees in Growth Markets
  11. 11. Where to Start? 5 Step Approach to saving a LOT of time and Money 1. ROI 2. Learning/Pain Points 3. Puzzles/Experience to Teach & Motivate 4. Genre 5. Platform Fun vs. FLOW Beware of Chocolate Covered Broccoli
  12. 12. CEO, Ginni Rometty, put out a call to arms for IBMers to learn more about our social business tools via our January Think Friday. Social Businesses at its heart unlocks the Collective Knowledge of People
  13. 13. IBM’s FIRST corporate-wide Alternate Reality Game
  14. 14. ROI extends well beyond virtual training Teach a Process/Instructional Design OPTIMIZE A PROCESS
  15. 15. OPERATIONS
  16. 16. In Conclusion 1. Gamers are... 2. Games can be extremely adept at explaining complex systems 3. Games can be used to change cultures in a positive fashion 3. BIG ROI with BIG DATA. When designed well, they can be used to collaboratively solve very complex problems, whether the players actively realize it or not. Big Data can be used to tailor apps based on what uniquely motivates each user.
  17. 17. 20 Engage Online Follow me on Twitter • @Innov8Game LinkedIn Weekly Gamification Podcast • GamesatWork.biz Serious Games for Business By Phaedra Boinodiris and Peter Fingar
  18. 18. Thank You
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