Gamification innovation and the enterprise


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This is a primer on gamification, why its important and how it can be used in the enterprise.

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Gamification innovation and the enterprise

  1. 1. Gamification Innovation and the Enterprise Javed Mohammed Innovation and Marketing Consultant A K2Vista Production
  2. 2. Agenda• Games Vs. Gamification• Why it’s important• How does it work• Where doesn’t it work• Conclusions
  3. 3. 72% of American households play computer or video games • Soon we will all be gamers
  4. 4. One Billion Gamers
  5. 5. Demographic Shift • Generation Y: • (Echo Boomers or Millenniums: Born: 1977-1994) • Sophisticated, technology wise, immune to most traditional marketing and sales pitches... exposed to it all since early childhood.
  6. 6. Demographic Shift• Generation Z• Born: 1995-2012• Gen Z kids will grow up with a highly sophisticated media and computer environment and will be more Internet savvy and expert than their Gen Y forerunners.
  7. 7. 92% of two-year olds play games!
  8. 8. 10 benefits of playing games1. Joy • Curiosity2. Relief • Excitement3. Love • Awe & Wonder4. Surprise • Contentment5. Pride • Creativity
  9. 9. Enterprise and Gaming: like oil and water? Not really
  10. 10. Games vs. Gamification• Games: getting people to voluntarily engage in an activity or goal with certain rules and results.• Gamification: embedding game mechanics and game design techniques into new kinds of work that engages employees, customers and partners.
  11. 11. Games vs. Gamification Games Gamification Leader Leader boards boardsNarrative Points Useful Points FUN Activity Levels Levels Engagement Engagement
  12. 12. Why Gamification is important • Avg 21 yr old spent 10,000 hours gaming. • They are tomorrows workforce.
  13. 13. Levels of engagement at work• Frustration/Anxiety• Boredom• Somewhere in the middle• Fully Engaged
  14. 14. Why Gamification is important • Only a 1/3 of the workforce is engaged (lost productivity costs the US economy $370B annually. (Gallup)
  15. 15. Why Gamification is important • By 2015, more than 50% of organizations that manage innovation processes will gamify them (Gartner) • By 2016, 70% of Global 2000 companies will have at least one gamified application(Gartner) • ResearchKart says Gamification industry to grow to a 3.6 billion dollar market between 2012-2017
  16. 16. Web users trading Virtual Goods grew from 13% to 21% in 2011
  17. 17. What if we could bring the positivebenefits of gaming into the real world? • Greater productivity • Employee satisfaction • Solve real world problems • Continue innovation legacy • By adding game-like elements we can increase participation and engagement in any experience
  18. 18. Kinds of engagement• Engage the senses: watch video, listen audio, see photo• Volunteer information• Answer a survey• Visit/Recommend affiliate sites
  19. 19. The Challenge is to find common ground Games Gamification Useful FUN Activity Individual Business interest interest
  20. 20. Successful use of gamification in business• Frequent Flyer programs – Earn travel miles – Earn badges, silver, gold, platinum – Challenges: fly 2 segments and earn a bonus 5000 miles• Credit Card rewards• Nike+ and iPod – Gamified exercise• Salesforce leaderboard
  21. 21. At its core gamification• Engages the ego by challenging it in someway, so that you can be ranked doing an activity wrt your peers.• There’s a goal and there’s competition.• If you can be the best xyz player in your family, friends, co-workers, city, country, universe,… you get the picture.• As a business your goal is to engage the user to perform a particular behavior. Sounds nasty, but if used for good they can become fans or even evangelists.
  22. 22. To make applications more engaging• Pay attention to visual design• Build in novelty/uncertainty• Incorporate social elements
  23. 23. Incentive• Reward• Status• Achievement• Self Expression• Competition• Altruism
  24. 24. Creating incentives• To get people to participate in innovation, requires different incentives.1. Recognition: A mention in the newsletter, lunch with an executive, Leaderboard2. Competition: Leaderboard3. Economic incentives: A financial or other type of gift4. Altruistic reasons: if self motivated no need for rewards
  25. 25. Game Mechanics: Intrinsic & Extrinsic motivation• Points• Levels• Challenges• Virtual Goods• Leaderboards• Gifting & Charity
  26. 26. Gamification Mechanics: Progress• Badges: Goals, Rewards, Status• Leaderboards Comparison , Competition• Points Tracking & Feedback• Incentives Rewards
  27. 27. Personalization, Pride & Pace• Players should be allowed to customize & express themselves – eg Username, Avatar, Look/feel• Need to build a connection with the user and appeal to their pride, ego.• The pacing and rewards should be in the sweet spot to keep them hooked and become a repeat customer
  28. 28. Mastery & levels Master ExpertNovice
  29. 29. The Journey and Experience• The whole experience of onboarding , and the journey through the game must be a narrative that piques their curiosity and has sufficient attraction or rewards that it keeps them coming back.
  30. 30. Gamification: finding the zen challenge > talents + abilities => Stressed challenge =talents + abilities => Flow challenge < talents + abilities => BoredFlow by Mihaly Csikszentmihalyi
  31. 31. Intrinsic motivation and the 16 basic desires theory 1. Acceptance, the need for approval 2. Curiosity, the need to learn 3. Eating, the need for food 4. Family, the need to raise children 5. Honor, the need to be loyal to the traditional values of ones clan/ethnic group 6. Idealism, the need for social justice 7. Independence, the need for individuality 8. Order, the need for organized, stable, predictable environmentsProfessor Steven Reiss
  32. 32. Intrinsic motivation and the 16 basic desires theory 1. Physical activity, the need for exercise 2. Power, the need for influence of will 3. Romance, the need for sex and for beauty 4. Saving, the need to collect 5. Social contact, the need for friends (peer relationships) 6. Social status, the need for social standing/importance 7. Tranquility, the need to be safe 8. Vengeance, the need to strike back and to competeProfessor Steven Reiss
  33. 33. Can apply Crowdsourcing and Gamification to address innovation Idea Generation Enterprise Collaboration Idea Markets Prediction Markets Jams Challenge Events
  34. 34. Things to beware of in gamification• Bolting on points, reward, badges does not create gamifcation experience• Bribing with real or virtual currency and rewards may only work in the short term• Reputation online is not equal to achievement offline• In order to compete people can game the system so spam filters need to detect this
  35. 35. Parting thoughts• Gamification as with all new concepts and technologies is cool and can solve, improve, address some real world challenges.• Many practioners of alchemy pursued the elixir of life or immortality but it is not the path to utopia• The following are some questions to think about.
  36. 36. Parting thoughts • How will your customers, users experience in the real world the challenge you are trying to address? • What other forms of media are involved? • Is your core product, service compelling? If its not gamification may provide the sizzle but not the steak. • Gamification is a long term outlook, rather than a short-term fix so look at your time horizon and what resources you can commit to it. • As with innovation, ROI using gamification is hard to measure. There are quantitative and qualitative measures. Define your success.Reference: Gamification 101 by Bunchball
  37. 37. Please share this Favorite it, Tweet it, Facebook it. LinkedIn itBuy the book “The Alchemy of Innovation” by Javed Mohammed on Amazon For more information and resources or if you would like me to consult or present please go to All images are from public domain and copyright of respective owners A K2 Vista Project Copyright 2012