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Enterprise Gamification


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Exploiting your users by letting them have fun

Exploiting your users by letting them have fun

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  • This girl plays a videogame. You can see from this image that she is thoroughly enjoying the game, that she is working hard, that she is in the flow and that she experiences “fiero” (“personal triumph”).Imagine a user in your organization. What would the picture look like? Probably way different. Passive, disengaged, perhaps even frustrated or even angry.Our quest is: how can we make your users feel more like gamers? And turn them from users to fans?Image credit: Philip Toledano
  • Image credit: Philip Toledano
  • Real soldiers serving in a real army to fight a real war, relax by serving in a virtual army to fight a virtual war. The reasons given are: they have control, they get immediate feedback, the difficulty level matches their skills, failure is possible, encouraged and necessary to learn.Sources: Reality is broken, Jane McGonigal, 2011Entertainment Software Association (ESA). (2011, June). Essential Facts About the Game Industry: 2010 Sales, Demographic and Usage Data. Available from
  • Source:
  • Jesse Schell: game-designer
  • Brian Sutton-Smith: play theorist, game-designer, McGonigal: game-designer, best-selling author,’s the goal of golf? To put a ball in a hole. If this is the goal, why are we adding rules that make it more difficult and add obstacles? Obstacles like you can only do that with a “stick”, and through sand boxes and hilly areas? And why is this suddenly fun?
  • Source: Wikipedia
  • Reality: Worst Game Ever
  • Source :
  • Source: Gartner
  • Sources: M2 Research Fall 2011: Gartner Press Release May 2011: Market Size (Source M2 Research - - $100m 2012 - $196m2013 – $434m2014 - $860m2015 - $1.6b2016 - $2.8bGartner Enterprise Architecture Summit, April 12, 2011 ( Greenbaum, Feburary 2011 - SAP Plays Games with the Analysts, and the Gamification of the Enterprise Begins)
  • http://fold.it
  • is a management platform for restaurant managers to optimise the management, scheduling and sales performance of their staff using clever point of sale integration and leaderboards. Higher performing restaurant staff “win” the opportunity to work more shifts.According to Objective Logistics, their beta has resulted in a 1.8% increase in sales and an 11% increase in gratuities for their test candidates, Not Your Average Joe’s:“In restaurants, the top 10% of employees add $8.54 to every check. The bottom 10% actually subtract $7.21. In many cases it’s even more extreme. MUSE creates a competitive environment, and in doing so shifts the bottom to the middle, the middle to the top and the top through the glass ceiling – we conservatively predict a 2-4% increase in sales at the outset.”
  • group of salespeople who were rarely logging Events. Across the group, they would log about 10/week which is nowhere near what was actually happening or expected. The team felt comfortable in their old ways and weren't behind the change. So we ran a very simple one week sales competition where every Event logged would get a point. Whoever got the most points that week would get $100 gift certificate to a local restaurant for a nice dinner. A contest leaderboard and status updates would be shared daily to keep the team aware of where they stood.For the 4 weeks prior to the contest, Events logged/week were consistently around 50. During the week of the contest, it shot up to 85. For the 4 weeks after the contest was over, Events logged/week held steady around 60 – a 10% increase from the pre-contest results.
  • Inc., which runs virtual call centers, uses gaming to help improve the performance of its 20,000 call agents—independent contractors located all over the U.S. Starting last year, the company began awarding agents with virtual badges and points for tasks such as keeping calls brief and closing sales. Leaderboards allow the agents to compare their achievements to others.Since the gamification system was implemented, some agents have reduced call time by 15%, and sales have improved by between 8% and 12% among certain sales agents, says Sanjay Mathur, vice president of product management at LiveOps, Santa Clara, Calif.
  • Badges (Foursquare)Leader board (SAP Community Network)Virtual Currency (Facebook Credit)Comments, ratings, followers (
  • Jane McGonigal: game-designer, best-selling author,
  • Source: Amy Jo Kim
  • Source: Bartle Test: yourself: credits:Killer: L’effaceur Tome 1Achiever: BenoîtBrisefer – Holdup surPeliculeSocializer: AsterixExplorer: Tintin & Milou – On a marchésur la lune
  • Recognizing Patterns – Anything from visual patterns, motion patterns, strategic patterns or mathematical patterns.Collecting – Collections communicate status, suggest organisation, lead to rewards, represent wealth and are mementos.Finding Random Treasures – Like winning a jackpot or slot machine, finding shells at the beach or opening Cracker Jacks to find a surprise.Achieving a Sense of Completion – Giving players a constant sense of finishing something like progress bars, to-do lists, achievements and levels.Gaining Recognition for Achievements – Achievement systems provide a sense of accomplishment and a chance to be recognised.Creating Order out of Chaos – Sorting, lining things up and classifying give players a sense of control over their environment.Customizing Virtual Worlds – People enjoy leaving their mark and place great value on things they’ve made.Gathering Knowledge – Studying and being taught are not fun, but learning is fun because we are naturally curious.Organizing Groups of People – Organizing groups of people to achieve shared goals is a source of enjoyment.Noting Insider References – Discovering “Easter Eggs” gives player a sense of being a part of the “in crowd.”Being the Centre of Attention – Satisfy the human need for attention by putting the player at the centre of the universe.Experiencing Beauty and Culture – Games feature artwork, music and designs that appeal to the human senses.Romance – Games can provide opportunities for flirting, wooing and building relationships with the opposite sex.Exchanging Gifts – Players enjoy giving gifts to their friends and the act of giving triggers reciprocity.Being a Hero – Playing as the hero appeals to the human desire for power.Being a Villain – It’s about the fantasy of having power without consequences.Being a Wise Old Man – This is typically a high status role that may also touch on the motivator of family.Being a Rebel – The opportunity to flaunt society’s rules while remaining basically good.Being the Magician, a keeper of secret knowledge – People enjoy the thought of knowing something that nobody else knows.Being the Ruler – The chance to be a person with considerable power over other people.Pretending to Live in a Magical Place – Players enjoy imaging being in worlds different than their own.Listening to a Story – Stories appeal to our curiosity about people, places and things.Telling Stories – Games provide an opportunity for players to construct and tell their own unique stories.Predicting the Future – Predicting the future makes people feel smart, in-control and influential.Competition – People enjoy the sense of power that comes from winning.Psychoanalyzing – Predicting, guessing or understanding the motivations of others can be a source of fun.Mystery – Striking a balance between revealing a little while holding back the rest can create a fun experience.Mastering a Skill – Increasing one’s mastery without becoming frustrated gives people a sense of flow.Exacting Justice and Revenge – Justice and revenge provide a sense of idealism and tranquility when wrongs are righted.Nurturing – Growing things stems from your motivations for family, saving and power.Excitement – Suspense, horror, competitive action and anticipation help create an addictive, exciting experience.Triumph over Conflict – Resolving conflict provides the player with a sense of victory.Relaxing – Games can create a mental vacation which can lead to tranquility.Experiencing the Freakish or Bizarre – People crave new and unique experiences that are different from their everyday lives.Being Silly – Players enjoy an escape from the serious and mundane.Laughing – People love to laugh, especially with their friends.Being Scared – People enjoy the sensation of danger without the actual danger.Strengthening a Family Relationship – Players enjoy feeling companionship with members of their family.Improving One’s Health – People dislike exercise, but love to feel fit.Imagining a Connection with the Past – Nostalgia is a powerful emotional trigger for good and bad emotions.Exploring a World – Understanding your environment gives you a sense of power and control.Improving Society – Players can satisfy their need to leave the world a better place than when they came into it.Enlightenment – Games provide a way for players to explore decisions and their consequences, leading to greater knowledge.
  • The player then is taken to the company profile where they are presented with basic company information.This information will help the player make better informed decisions on the customer conversation.
  • A gamification or reputation platform keeps track of all users’ achievements and makes them transparent.
  • Transcript

    • 1. Enterprise GamificationExploiting your users by letting them have funMario Herger – | | @mherger
    • 2. © 2012 Mario Herger. All rights reserved. | 2
    • 3. © 2012 Mario Herger. All rights reserved. | 3
    • 4. Phunny Phacts Average age of gamers in years: 37 % of gamers older than Fifty: 25 % of youth playing computer & video games: 97 % of female gamers: 42 Social vs. Competitive Games: >3:1 Avg. of hours/week played in World of Warcraft (WoW): 22 # of articles in WoWWiki: ˜250,000 Rank of WoWWiki compared to all Wikis: 2nd Rank of Wikipedia: 1st Most popular games played by US soldiers in Iraq when off- duty: Halo, Call of Duty© 2012 Mario Herger. All rights reserved. | 4
    • 5. The Grass is Greener… Game Work Tasks repetitive, but fun repetitive and dull Feedback constantly once a year Goals clear contradictory, vague Path to Mastery clear unclear Rules clear, transparent unclear, in-transparent Information right amount at the right too much and not enough time Failure expected, encouraged, forbidden, punished, don’t spectacular, brag about it talk about it Status of Users transparent, timely hidden Promotion meritocracy kiss-up-o-cracy Collaboration yes yes Speed/Risk high low Autonomy high mid to low Narrative yes only if you are lucky Obstacles on purpose© 2012 Mario Herger. All rights reserved. accidental | 5
    • 6. Definitions “Play is manipulation that indulges curiosity.” Jesse Schell “A game is a problem-solving activity, approached with a playful attitude. ” Jesse Schell “Gamification is the use of game-design techniques and game mechanics in non-game context.” Wikipedia© 2012 Mario Herger. All rights reserved. | 6
    • 7. Quotes “The opposite of play isnt work, it’s depression.” Brian Sutton-Smith “Fun is just another word for learning.” Raph Koster “Games are giving us unnecessary obstacles that we volunteer to tackle.” Jane McGonigal© 2012 Mario Herger. All rights reserved. | 7
    • 8. What’s Gamification? Gamification is the use of game design techniques & mechanics to solve problems and engage audiences. Gamification strives to encourage users to engage in desired behaviors in connection with non-game applications. Source: Wikipedia© 2012 Mario Herger. All rights reserved. | 8
    • 9. © 2012 Mario Herger. All rights reserved. | 9
    • 10. Gamified apps that you (may) have played Frequent Flyer Programs© 2012 Mario Herger. All rights reserved. | 10
    • 11. Gamified apps that you (may) have played Intuit - TurboTax© 2012 Mario Herger. All rights reserved. | 11
    • 12. Gamified apps that you (may) have played EVs & Hybrids – Prius, Nissan Leaf, Chevy Volt© 2012 Mario Herger. All rights reserved. | 12
    • 13. Gamified apps that you (may) have played LinkedIn XING© 2012 Mario Herger. All rights reserved. | 13
    • 14. Gamified apps that you (may) have played Amazon© 2012 Mario Herger. All rights reserved. | 14
    • 15. Gamified apps that you (may) have played Nike+© 2012 Mario Herger. All rights reserved. | 15
    • 16. Contrex [Video]© 2012 Mario Herger. All rights reserved. | 16
    • 17. The Gartner Hype Cycle© 2012 Mario Herger. All rights reserved. | 17
    • 18. Enterprise Gamification Market Gamification Software Market $2.8B by 2016 $3,000 Global 2000 $2,500 70 % $2,000Millions $1,500 will have at least one gamified $1,000 application by $500 2014 $0 2011 2012 2013 2014 2015 2016 M2 Research Innovators 50 %A little fun can go a long way, especially in the enterprise. will gamify “If a company like SAP can not just reach these users, but engage them in a innovation gamified experience that is compelling and fun, SAP can potentially make users processes by something more than just users: they can be participants in a community 2015 environment where that old coercive model of engagement is a thing of the past.” Gartner Joshua Greenbaum, February, 2011 ”SAP Plays Games with the Analysts, and the Gamification of the Enterprise Begins” © 2012 Mario Herger. All rights reserved. | 18
    • 19. Common Reactions to Gamification “I don’t need to waste my time on fun stuff, I have to do serious work.” German colleague “Do we make now a shooting game out of invoicing?” Skeptic colleague “This is just exploiting employees. Nobody is gonna do that just for points.” Skeptic German colleague“FarmVille: I don’t play that, who’s playing that anyways?”© 2012 Mario Herger. All rights reserved. | 19
    • 20. Gamification Facts & Figures 1 of 7FoldIt -> 46,000 players solved problem in 10 days (scientists had failed 15 years to solve it) Sources:© 2012 Mario Herger. All rights reserved. | 20
    • 21. Gamification Facts & Figures 2 of 7Bottle Bank Arcade -> 50x more usage than nearby bottle return Sources:© 2012 Mario Herger. All rights reserved. | 21
    • 22. Gamification Facts & Figures 3 of 7Chevrolet Volt -> 53% reduction in speeding cars Sources:© 2012 Mario Herger. All rights reserved. | 22
    • 23. Gamification Facts & Figures 4 of 7Restaurant -> 1.8% sales increase, 11% increase in gratuities Sources:© 2012 Mario Herger. All rights reserved. | 23
    • 24. Gamification Facts & Figures 5 of 7Piano Staircase -> 66% more people used staircase Sources:© 2012 Mario Herger. All rights reserved. | 24
    • 25. Gamification Facts & Figures 6 of 7Sales Events -> Event reporting up from 50 to 85 per week; after game up >10% Sources:© 2012 Mario Herger. All rights reserved. | 25
    • 26. Gamification Facts & Figures 7 of 7Call Center -> 15% call time reduced, 8-12% increased sales Sources:© 2012 Mario Herger. All rights reserved. | 26
    • 27. Flow – “keeping the balance”Mihaly Csikszentmihalyi: Flow: The Psychology of Optimal Experience, 1991 Beyond Boredom and Anxiety: Experiencing Flow in Work and Play, 1975© 2012 Mario Herger. All rights reserved. | 27
    • 28. Game Mechanics - Examples SCVNGR:© 2012 Mario Herger. All rights reserved. | 28
    • 29. Game Mechanics (full & barely legible list)1. Achievement 17. Epic Meaning 33. Progression Dynamic2. Appointment Dynamic 18. Extinction 34. Ratio Reward Schedules3. Avoidance 19. Fixed Interval Rewards Schedules 35. Real-time v. Delayed Mechanics4. Behavioral Contrast 20. Fixed Ratio Rewards Schedule 36. Reinforcer5. Behavioral Momentum 21. Free Lunch 37. Response6. Blissful Productivity 22. Fun Once, Fun Always 38. Reward Schedules7. Cascading Information Theory 23. Interval Reward Schedules 39. Rolling Physical Goods8. Chain Schedules 24. Lottery 40. Shell Game9. Communal Discovery 25. Loyalty 41. Social Fabric of Games10. Companion Gaming 26. Meta Game 42. Status11. Contingency 27. Micro Leader-board 43. Urgent Optimism12. Countdown 28. Modifiers 44. Variable Interval Reward Sched.13. Cross Situational Leaderboards 29. Moral Hazard of Game Play 45. Variable Ratio Reward Schedule14. Disincentives 30. Ownership 46. Viral Game Mechanics15. Endless Games 31. Pride 47. Virtual Items16. Envy 32. Privacy SCVNGR: © 2012 Mario Herger. All rights reserved. | 29
    • 30. Quotes (rejected by corporate bloggers) “Gamifying a shitty app makes the app only shittier.” Mario Herger “We don’t need no stinking badges!” Jane McGonigal “Consumers have a choice to play, employees don’t.” Mario Herger© 2012 Mario Herger. All rights reserved. | 30
    • 31. Skill Level Master Mastery TeachingLevel of Expertise Challenge Creation Regular Habit-building Rookie Onboarding Source: Amy Jo Kim © 2012 Mario Herger. All rights reserved. | 31
    • 32. Bartle’s Player Types Acting Killer Achiever <1% ~10%Players World Socializer Explorer ~80% ~10% Interacting Selftest: © 2012 Mario Herger. All rights reserved. | 32
    • 33. Values & Rewards Intrinsic Values Extrinsic Rewards© 2012 Mario Herger. All rights reserved. | 33
    • 34. Values & Rewards Intrinsic Values Extrinsic Rewards  Belonging  Points  Autonomy  Level  Power  Badges  Mastery  Quests  Meaning  Leader-boards  Learning  Prizes  Self-Knowledge  Money  Sex  Gold stars  Love  Progress bars  Fun  Smileys  …  …© 2012 Mario Herger. All rights reserved. | 34
    • 35. Fun Motivators1. Recognizing Patterns 17. Being a Wise Old Man 33. Relaxing2. Collecting 18. Being a Rebel 34. Experiencing the Freakish3. Finding Random Treasures 19. Being the Magician, a keeper or Bizarre4. Achieving a Sense of of secret knowledge 35. Being Silly Completion 20. Being the Ruler 36. Laughing5. Gaining Recognition for 21. Pretending to Live in a 37. Being Scared Achievements Magical Place 38. Strengthening a Family6. Creating Order out of Chaos 22. Listening to a Story Relationship7. Customizing Virtual Worlds 23. Telling Stories 39. Improving One’s Health8. Gathering Knowledge 24. Predicting the Future 40. Imagining a Connection9. Organizing Groups of 25. Competition with the Past People 26. Psychoanalyzing 41. Exploring a World10. Noting Insider References 27. Mystery 42. Improving Society11. Being the Centre of 28. Mastering a Skill 43. Enlightenment Attention 29. Exacting Justice and12. Experiencing Beauty and Revenge Culture 30. Nurturing13. Romance 31. Excitement14. Exchanging Gifts 32. Triumph over Conflict15. Being a Hero16. BeingJon Radoff – Game On Source: a Villain© 2012 Mario Herger. All rights reserved. | 35
    • 36. Gamification @ others – Siemens PlantVille© 2012 Mario Herger. All rights reserved. | 36
    • 37. Gamification @ others – IBM© 2012 Mario Herger. All rights reserved. | 37
    • 38. Gamification @ others – The Guardian© 2012 Mario Herger. All rights reserved. | 38
    • 39. Gamification @ others – GuttenPlag Wiki© 2012 Mario Herger. All rights reserved. | 39
    • 40. Gamification – PowerHouse© 2012 Mario Herger. All rights reserved. | 40
    • 41. Gamification @ SAP – SAP Community Networks© 2012 Mario Herger. All rights reserved. | 41
    • 42. © 2012 Mario Herger. All rights reserved. | 42
    • 43. Gamification @ SAP – Vampire Hunter© 2012 Mario Herger. All rights reserved. | 43
    • 44. Gamification @ SAP – Lead Management© 2012 Mario Herger. All rights reserved. | 44
    • 45. The disruptive business platform© 2012 Mario Herger. All rights reserved. | 45
    • 46. The Holistic Strategy Achievements Communication tools & channels Developer tools DevStudio ABAP Workbench Business Applications Office tools ProcessesTravel Expense Call Center System Leave Request … © 2012 Mario Herger. All rights reserved. | 46
    • 47. Gamification Platforms CRM LoyaltyUniversalists Social HCM Support & QA Sustainability Full list:© 2012 Mario Herger. All rights reserved. | 47
    • 48. Leveling up – Gamification Gurus Byron Gabe Amy Jo Kim Reeves Zichermann Jane Sebastian McGonigal Deterding© 2012 Mario Herger. All rights reserved. | 48
    • 49. Leveling up – Books© 2012 Mario Herger. All rights reserved. | 49
    • 50. Game On!Mario HergerEmail: | mario.herger@sap.comTwitter: @mhergerWeb: www.enterprise-gamification.comCommunity: