Why Playing is the Future for Learning


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Estimates of the 2011 corporate e-learning market range from $26bn to $35bn worldwide. The best companies also spend more on e-learning relative to the total training budget. Yet, according to a CrossKnowledge survey of these global corporations, e-learning completion rates average barely 30-40%. These problems also span across to the education industry, where schools want to continue engage our generation gamers beyond classroom settings.

Why hasn't e-learning been a runaway success? Going digital is not enough. Going mobile is not enough. Simply bringing the material into a new medium doesn't change how users interact with it by itself. Instead of flogging the dead horse of e-learning content, it's time to focus on the learner. Digital and mobile platforms still have untapped potential for engaging learners, and gamification is one example of how we can leverage these capabilities to truly improve stickiness and retention.

Gametize uses game psychology to understand the problems behind e-learning. Only by connecting with the people doing the learning itself can we fix the problem of why e-learning seems to be stuck in a rut. Gamification taps on everybody's intrinsic motivation to have fun to make learning as easy and engaging as a game. Keith will explain why gamification is a lot more scientific than the term suggests and hence why gamification is the next big thing. Next, he will run through some basic gamification frameworks and real-life examples of how to effectively leverage on game psychology to increase engagement. He will describe B2E (Business to Employees) engagement with gamification with an in-depth successful stories and case studies of Standard Chartered Bank, and a mobile app game targeted primary to secondary school students in Ace Entrepreneurship Week 2012, both implemented by Gametize.

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Why Playing is the Future for Learning

  1. 1. Why Fun, Playing & Gamification is the future for learning keith@gametize.com | @keizng
  2. 2. Co-founder and Hustle Ninja of Gametize Hustling for SCB, SingTel, DBS, M1, SPH Achievements and Badges Unlocked: Reformed Compulsive Gamer, GSummit, Dutch (yes, very random), Python Eater, Angels Gate, World Changer? about.me/keizng @keizng
  3. 3. Corporate Training: $200bn Corporate E-Learning: $26bn % Fortune 500 with E-learning: 41.7% Asian E-Learning market: $11.5bn by ‘16 Mobile Education Products in ‘12: $4.4bn (Elearning! Magazine – May 2013) what you may already know.. And many more awesome mLearning stats.. http://fluency21.com/blog/2013/04/09/20-eye-opening-stats-you-probably-didnt-know-about-mobile-learning/
  4. 4. E-Learning Completion: 30-40% MOOC Dropout Rate (estimated): ~90% “People don’t have time to learn, don’t know where to learn, and don’t want to learn” - Frustrated Client what you don’t like hearing..
  5. 5. “We have met the enemy, and he is Powerpoint” http://www.nytimes.com/2010/04/27/world/27powerpoint.html?_r=3
  6. 6. You don’t want them to feel this way
  7. 7. but how can you get them here? - wow
  8. 8. This compound is called dopamine, not Ho OH Dopamine keeps you pleasured and motivated, such as when you eat, smoke, have sex Let’s turn to science for some help
  9. 9. Faces of gamers who are pumped with dopamine
  10. 10. Gf (Fluid Intelligence) Gf is the capacity to think logically and solve problems in novel situations, independent of acquired knowledge. Many believe that games can help you increase your Gf.
  11. 11. Gf
  12. 12. What is the average age of a gamer?
  13. 13. Over 100 million gamers in China that can be engaged through gamification *Source: Emre Tunchilek, December 9, 2012, “The Great Wall of Gamification: Rapid Emergence of a Viral Concept in China” China will account for half of the world’s online and mobile game market by 2014 Somewhere Up North in the Middle Kingdom …..
  14. 14. Dr Stuart Brown’s research shows the importance of play, as evidenced in the lack of it in Charles Whitman’s and many homicidal male’s childhood
  15. 15. •  points and badges •  advertgaming •  edugaming •  serious gaming •  social gaming •  Farmville •  Candy Crush gamification =
  16. 16. gamification = a social strategy to add fun, engagement, and design to boring activities.
  17. 17. gamification = going beyond an intellectual understanding to forge an emotional connection.
  18. 18. happy meaningful
  19. 19. action motivation feedback
  20. 20. 7 Badass Guidelines to Gamification of Learning
  21. 21. 1. Gamification != Game (and why gamification and not game?)
  22. 22. 2. Give real feedback It’s OK to fail in a learning experience In fact, make it fun to fail!
  23. 23. 3. Allow learners to explore freely
  24. 24. .. and give them control over their journey
  25. 25. 4. Capitalize on social dynamics
  26. 26. ... And encourage competition too
  27. 27. 5. User Experience Trumps Everything
  28. 28. 6. FOCUS Finding the right technology help you focus on the content and experience. Also, focus on getting to your target objective and goal, rather than create a ‘game’ that does everything
  29. 29. 7. Repetition Allow the users to apply their knowledge again, and again. That’s how they keep their crystallized intelligence intact.
  30. 30. Gametize’s 5D Framework
  31. 31. Bartle’s Player Types
  32. 32. Design Strategy G A M E T I S E Generous & Clear rewards" Appealing & Fresh Content" Maintainable & Manageable! Easy & Emotional Experience" Togetherness" Intrinsic motivations" Social actions" Engagement & Excitement" KEY ELEMENTS KEY GOALS
  33. 33. Case Study: ACE Entrepreneurship Week
  34. 34. Case Study: Standard Chartered Bank
  35. 35. LEARN! COLLECT! COMPETE! Gain knowledge and experience through challenges" Collect points and badges to level up" Pit your score against other countries and global peers"
  36. 36. THE GAMIFIED LEARNING EXPERIENCE! Scaffolded Challenges! Competitive Spirit! Instantaneous Feedback! Earning Rewards!
  37. 37. gamification is not magic. it is a strategy, which like many others, must be well- designed and planned. there are no rules to fun.
  38. 38. otherwise it will backfire"
  39. 39. Real Intrinsic motivators
  40. 40. Don’t overgive rewards
  41. 41. Make real fun, and keep them fresh
  42. 42. credits to
  43. 43. “Hang on, will Gamification trivialise Learning?”
  44. 44. “Hang on, will Gamification trivialise Learning?” What is the real value of seriousness? Do we really learn best and perform optimally under formal situations?
  45. 45. create emotions
  46. 46. This deck is based on our whitepaper titled “Seven Gamification Tips for Corporate Learning”.
  47. 47. “The opposite of play is not work. It is depression” - Dr Stuart Brown
  48. 48. Gamify #likeaboss @keizng
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 keith@gametize.com" "