Enterprise Gamification

Enterprise GamificationExploiting your users by letting them have funMario Herger – 2012www.enterprise-gamification.com | www.gamificationcommunity.com | @mherger

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. www.enterprise-gamification.com | www.gamificationcommunity.com 4

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 www.enterprise-gamification.com | www.gamificationcommunity.com 5

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. www.enterprise-gamification.com | www.gamificationcommunity.com 6

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. www.enterprise-gamification.com | www.gamificationcommunity.com 7

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 http://en.wikipedia.org/wiki/Gamification© 2012 Mario Herger. All rights reserved. www.enterprise-gamification.com | www.gamificationcommunity.com 8

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. www.enterprise-gamification.com | www.gamificationcommunity.com 18

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?”http://enterprise-gamification.com/index.php/en/blog/2-news/39-common-criticism-of-gamification-and-how-to-respond-to-it© 2012 Mario Herger. All rights reserved. www.enterprise-gamification.com | www.gamificationcommunity.com 19

Gamification Facts & Figures 1 of 7FoldIt -> 46,000 players solved problem in 10 days (scientists had failed 15 years to solve it) Sources: http://fold.it http://enterprise-gamification.com/index.php/en/facts© 2012 Mario Herger. All rights reserved. www.enterprise-gamification.com | www.gamificationcommunity.com 20

Gamification Facts & Figures 2 of 7Bottle Bank Arcade -> 50x more usage than nearby bottle return Sources: http://www.thefuntheory.com/bottle-bank-arcade-machine http://enterprise-gamification.com/index.php/en/facts© 2012 Mario Herger. All rights reserved. www.enterprise-gamification.com | www.gamificationcommunity.com 21

Gamification Facts & Figures 3 of 7Chevrolet Volt -> 53% reduction in speeding cars Sources: https://seogadget.co.uk/5-new-examples-of-gamification/ http://enterprise-gamification.com/index.php/en/facts© 2012 Mario Herger. All rights reserved. www.enterprise-gamification.com | www.gamificationcommunity.com 22

Gamification Facts & Figures 4 of 7Restaurant -> 1.8% sales increase, 11% increase in gratuities Sources: https://seogadget.co.uk/5-new-examples-of-gamification/ http://enterprise-gamification.com/index.php/en/facts© 2012 Mario Herger. All rights reserved. www.enterprise-gamification.com | www.gamificationcommunity.com 23

Gamification Facts & Figures 5 of 7Piano Staircase -> 66% more people used staircase Sources: http://www.thefuntheory.com/piano-staircase http://enterprise-gamification.com/index.php/en/facts© 2012 Mario Herger. All rights reserved. www.enterprise-gamification.com | www.gamificationcommunity.com 24

Gamification Facts & Figures 6 of 7Sales Events -> Event reporting up from 50 to 85 per week; after game up >10% Sources: http://ideas.salescontestbuilder.com/ http://enterprise-gamification.com/index.php/en/facts© 2012 Mario Herger. All rights reserved. www.enterprise-gamification.com | www.gamificationcommunity.com 25

Gamification Facts & Figures 7 of 7Call Center -> 15% call time reduced, 8-12% increased sales Sources: http://online.wsj.com/article/SB10001424052970204294504576615371783795248.html http://enterprise-gamification.com/index.php/en/facts© 2012 Mario Herger. All rights reserved. www.enterprise-gamification.com | www.gamificationcommunity.com 26

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. www.enterprise-gamification.com | www.gamificationcommunity.com 27

Game Mechanics - Examples SCVNGR: http://techcrunch.com/2010/08/25/scvngr-game-mechanics/ Gamification.org: http://gamification.org/wiki/Game_Mechanics© 2012 Mario Herger. All rights reserved. www.enterprise-gamification.com | www.gamificationcommunity.com 28

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: http://techcrunch.com/2010/08/25/scvngr-game-mechanics/ © 2012 Mario Herger. All rights reserved. www.enterprise-gamification.com | www.gamificationcommunity.com 29

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. www.enterprise-gamification.com | www.gamificationcommunity.com 30

Skill Level Master Mastery TeachingLevel of Expertise Challenge Creation Regular Habit-building Rookie Onboarding Source: Amy Jo Kim © 2012 Mario Herger. All rights reserved. www.enterprise-gamification.com | www.gamificationcommunity.com 31

Bartle’s Player Types Acting Killer Achiever <1% ~10%Players World Socializer Explorer ~80% ~10% Interacting Selftest: http://www.gamerdna.com/quizzes/bartle-test-of-gamer-psychology © 2012 Mario Herger. All rights reserved. www.enterprise-gamification.com | www.gamificationcommunity.com 32

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. www.enterprise-gamification.com | www.gamificationcommunity.com 34

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. www.enterprise-gamification.com | www.gamificationcommunity.com 35

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. www.enterprise-gamification.com | www.gamificationcommunity.com 46

Gamification Platforms CRM LoyaltyUniversalists Social HCM Support & QA Sustainability Full list: http://enterprise-gamification.com/index.php/en/resources/platforms© 2012 Mario Herger. All rights reserved. www.enterprise-gamification.com | www.gamificationcommunity.com 47

Leveling up – Gamification Gurus Byron Gabe Amy Jo Kim Reeves Zichermann Jane Sebastian McGonigal Deterding© 2012 Mario Herger. All rights reserved. www.enterprise-gamification.com | www.gamificationcommunity.com 48

Game On!Mario HergerEmail: mario.herger@gmail.com | mario.herger@sap.comTwitter: @mhergerWeb: www.enterprise-gamification.comCommunity: www.gamificationcommunity.com

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Enterprise Gamification

by Mario Herger on Jun 17, 2012

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