Competitive Advantages with Gamification


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Some ideas and case studies discussing how gamification can provide a competitive advantage.

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Competitive Advantages with Gamification

  1. 1. Twitter:@kkapp By Karl M. Kapp Bloomsburg University Author: Gamification of Learning &Instruction Visit:  Does Gamification Provide a  Competitive Advantage?
  2. 2. To learn the answer…let’s gamify this presentation. I’m your host. Ivan. ..and let’s play….
  3. 3. Wait, first, what is gamification?
  4. 4. Gamification is using game elements in non-game situations. I’ll show you some examples as we play the game.
  5. 5. Ok, now let’s play….
  6. 6. Fact or Fishy…
  7. 7. Wait, how do we play this game?
  8. 8. I’ll show you.
  9. 9. Rules • A statement is presented – Text “fact” plus code – Text “fishy” plus code • Text Response: Take out  your text‐ machines Standard Texting Fees  Apply! 
  10. 10. For each question, TEXT a code to the number 37607 or For a SmartPhone go to
  11. 11. How To Participate via Texting 1. Capitalization doesn’t matter, but spaces and spelling do fact01 fishy01 ALRIGHT01 fact01 fact01 Is it Fact or Fishy? fishy01
  12. 12. Capitalization doesn’t matter, but spaces and spelling doTIP SmartPhone: How To Vote via
  13. 13. Two Teams teama teamb
  14. 14. Wait, what team and I on and what was that number again?
  15. 15. Number is 37607 and you…you should be on team “C”.
  16. 16. Question: Fact or Fishy: How many times a day does the average person check their cell phone?
  17. 17. The average person in the US checks their cell phone 150 times a day that’s about 9 times an hour. People send or receive an average of 41 text messages per day., Smartphones users spend over 2.5 hours a day on their phones—32% of that time playing games.
  18. 18. Wait, let me send a text about that interesting statistic?
  19. 19. Really?Well here are more interesting statistics…not positive but interesting.
  20. 20. “A study of 2,300 people found only 6% of organizations are successful in influencing behavior change among employees.” --Al Switzler
  21. 21. According to Gallup, 7in 10 American workers are “not engaged” or “actively disengaged” in their work. This means they are emotionally disconnected from their workplaces and less likely to be productive.
  22. 22. I’m not disengaged….oh look a squirrel.
  23. 23. Gamification is one solution for influencing behavior change and grabbing the attention of employees and others.
  24. 24. Ok, so next question. Fact or Fishy: Gamification works because it’s fun.
  25. 25. Fishy, it works because it’s based on sound research.
  26. 26. Gamification takes advantage of many powerful instructional and behavioral phenomenon. Two such phenomenon are: Retrieval Practice Spaced Practice
  27. 27. Combining Spaced Retrieval and Retrieval Practice is really powerful. One study in the subject of Anatomy and Physiology revealed retention benefits of between 35% and 61% with average of 41%. Dobson, J. L. (2013)    Retrieval practice is an efficient method of enhancing the retention of anatomy  and physiology information Advances in Physiology Education  37: 184–191, 2013;  doi:10.1152/advan.00174.2012
  28. 28. Ramachandran, A.  et. al. Effectiveness of mobile phone messaging in prevention of type 2 diabetes by lifestyle modification in men in  India: a prospective, parallel‐group, randomised controlled trial The Lancet Diabetes & Endocrinology, Early Online Publication, 11  September 2013 doi:10.1016/S2213‐8587(13)70067‐6 A study using a randomized control group at ten sites in southeast India with over 500 subjects.. Working Indian men (aged 35—55 years) with impaired glucose tolerance were randomly assigned to either a mobile phone messaging intervention or standard care.
  29. 29. Ramachandran, A., et. al.., Effectiveness of mobile phone messaging in prevention of type 2 diabetes by lifestyle modification in men in  India: a prospective, parallel‐group, randomised controlled trial The Lancet Diabetes & Endocrinology, Early Online Publication, 11  September 2013 doi:10.1016/S2213‐8587(13)70067‐6 “Use stairs instead of an Elevator” “Avoid snacks while watching TV; you may overeat. “
  30. 30. Lowered risk of developing Type 2 diabetes by 36%. Ramachandran, A., et. al.., Effectiveness of mobile phone messaging in prevention of type 2 diabetes by lifestyle modification in men in  India: a prospective, parallel‐group, randomised controlled trial The Lancet Diabetes & Endocrinology, Early Online Publication, 11  September 2013 doi:10.1016/S2213‐8587(13)70067‐6
  31. 31. Fact or Fishy: Video games can positively influence behavior?
  32. 32. Rosenberg, R.S. Baughman, S.L., Bailenson, J.N. (2013) Virtual Superheroes:  Using Superpowers in Virtual Reality to Encourage Prosocial Behavior. PLOS One., 8(1), 1‐9. Flying around a virtual world as a superhero made subjects more helpful in the real world.orld
  33. 33. Rosenberg, R.S. Baughman, S.L., Bailenson, J.N. (2013) Virtual Superheroes:  Using Superpowers in Virtual Reality to Encourage Prosocial Behavior. PLOS One., 8(1), 1‐9. You know, that’s my alter-ego. So, how about another example of pro-social games.
  34. 34. A video game for change that provides a window into the experience of the 2.5 million refugees in the Darfur region of Sudan. Players must keep their refugee camp functioning in the face of possible attack by militias.
  35. 35. Playing the game resulted in a greater willingness to help the Darfurian people than reading a text conveying same information. Peng, W., Lee, M., & Heeter. (2010) The effects of a serious game on role taking and willingness to help. Journal of  Communications. 60, 723‐724.  Chapter 5 of “The Gamificaiton of Learning and Instruction.
  36. 36. Playing the game Darfur is Dying resulted in a greater role taking and willingness to help than either game watching or text reading. Peng, W., Lee, M., & Heeter. (2010) The effects of a serious game on role taking and willingness to help. Journal of  Communications. 60, 723‐724.  Chapter 5 of “The Gamificaiton of Learning and Instruction.
  37. 37. Fact or Fishy: Gamification is time consuming to implement on a daily basis.
  38. 38. Pep Boys has over 700 stores in 35 states. Those stores have more than 7,000 service bays. Does over $2 billion dollars of business a year by focusing on meeting the needs of the do-it-yourself crowd as well as people who come in for routine and emergency services and sales to professional garages.
  39. 39. Pep Boys wanted to solve two problems— Reduce Inventory Shrinkage and Reduce Safety Incidences.
  40. 40. VENDOR
  41. 41. Associates received daily reinforcement of the monthly safety and loss prevention training. In a quiz-type game, associates answer quick, targeted questions related to risk, loss prevention, safety, and operational policies and procedures— standard questions in these areas.
  42. 42. If they answered correctly, they played a slot-machine game titled “Quiz to Win” for a chance to win cash prizes If answered incorrectly, the system immediately presented a short training piece. Questions repeated at various intervals until the associate demonstrated mastery of the topic.
  43. 43. Associates spent 30-60 seconds each day either at the beginning of a shift or during downtime throughout the day.
  44. 44. Business Results • Voluntary participation rate of over 95 %.  • Safety incidents and claim counts reduced by more than 45%  with an increase in the number of stores and employees.  • Reduction in inventory loss has been at a level of 55 %. • In the case of internal loss, each time a burst of content related  to employee theft is pushed out, they see at least a 60%  increase in their “Integrity Pays” hotline calls, resulting in a  direct reduction in inventory loss.
  45. 45. References • The Gamification of Retail Safety and Loss  Prevention Training –‐ gamification‐of‐retail‐safety‐and‐loss‐prevention‐training
  46. 46. Fact or Fishy: Gamification is good for retail employees but not for those in leadership positions.
  47. 47. Deloitte has over 50,000 executives in over 150 countries who can partake in the Deloitte Leadership Academy (DLA) which delivers lessons and insights from some of the world’s best known business schools and global leaders, such as Harvard Business Publishing and Stanford. DLA enables executives to develop skills and stay connected to other executives.
  48. 48. Challenge was how to get executives to take valuable time out of their busy schedules to actually sit down and fully engage with the leadership content.
  49. 49. VENDOR
  50. 50. Elements: Ranks and Rewards, Missions and Leaderboards
  51. 51. Site Results +46.6% users return daily +36.3% of users return weekly Active users had an average of 3 achievements unlocked  in first 3 months Top users earned as many as 30 achievements in first 3  months
  52. 52. Fact or Fishy: Gamification can be used to help engage donors.
  53. 53. The Stockholm School of Economics is a business school recognized by the Financial Times to be one of the finest in Europe.
  54. 54. Potential students from less wealthy families had trouble covering their studies. The alumni community and the school wanted to provide scholarships for those in need.
  55. 55. Elements: Corporate, Country Teams Visual Feedback Leaderboards
  56. 56. Site Results Targeted at a small community of 1500 people, managed to get more than 1000  likes on Facebook. Achieved a +30% increase in Alumni group membership.  Achieved a +300% growth in participation rate, making  the school’s alumni  the  most engaged in Europe,. One out of every three alumni donated. In less than six weeks, raised an all‐time record amount of EUR 92 000 and  exceeded the scholarship goal by 36%,
  57. 57. Ok, great, thanks for attending the presentation.
  58. 58. Wait, who won?
  59. 59. I knew you’d be back.
  60. 60. Let’s recap. Gamification is… Based on sound research. Appropriate for leaders, staff, store employees, and donors. Engaging!
  61. 61. In short, “A great way to gain a competitive advantage.”
  62. 62. But…is there more to this gamification stuff?
  63. 63. Yes, but we’ll have to save it for another presentation. Enjoy the rest of the conference everyone.
  64. 64. Wait, I want to ask some questions? Do we have time? Where can I get more information on this topic?
  65. 65. Notes Slides Additional Ideas
  66. 66. Thanks everyone for playing “Fact or Fishy.” Play games, learn and have fun!