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One Fat Sheep on Gamification
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One Fat Sheep on Gamification

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At One Fat Sheep we use digital technology to influence behaviour. One approach is to apply game dynamics to achieve a higher rate of participation and long-term engagement. This presentation …

At One Fat Sheep we use digital technology to influence behaviour. One approach is to apply game dynamics to achieve a higher rate of participation and long-term engagement. This presentation introduces gamification and some recent success stories.

Published in: Entertainment & Humor, Design
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  • 1. GAME CHANGERCreating a Recognition Culture through Gamification CREATIN DI ITAL CULTURE
  • 2. We use digital technology to“INFLUENCE BEHAVIOUR” CREATIN DI ITAL CULTURE
  • 3. GAMIFICATION: and“The art of applying game dynamicsgame thinking to non-game initiatives to solve problems and engage users”
  • 4. PATOLLI: 200 BC Mesoamerican A SERIOUS GAME PLAYERS GAMBLED » Food » Metals » Family » Freedom
  • 5. DUNGEONS & DRAGONS: 1974 Wizards of the Coast GAME DYNAMICS » » Experience Points » Hit Points » Levelling Up » Role Playing » Improvisation » Party Campaigns Rules interpreted and controlled by the “Dungeon Master”
  • 6. PACMAN : 1980 Namco255 LEVELS Creation of an iconic Top Grossing Game of All TimeMaximum points with noloss of life: 3hrs 41mins Character $2.5 Billion
  • 7. WORLD OF WARCRAFT : 2011 Massively Multiplayer Online Role Playing Game (MMORPG) WOW generates: WOW 22.7 WORK 35 TV 39.25 $800 Million / Year11.5 Million Subscribers 22.7 Playing hours / week Mainly thru virtual goods
  • 8. GAMIFICATION GAME DYNAMICS / ENGAGEMENT TACTICSSTATUS Badges Leveling UpSOCIAL Progress Bars Leaderboards Micro LeaderboardsACTION Virtual Currency Rank Social Connectivity Points / Credits Experience Points Rewards
  • 9. GAMIFICATION GAME DYNAMICS / ENGAGEMENT TACTICSSTATUS Sharing Comparison Communal Problem SolvingSOCIAL Competition Companion Gaming ChatACTION Commenting VOIP Network Building Role Playing
  • 10. GAMIFICATION GAME DYNAMICS / ENGAGEMENT TACTICSSTATUS Narrative Limiting Time ChallengesSOCIAL Small Tasks Chain SchedulesACTION Funnelling Element of Surprise Rapid Live Feedback Illusion of Choice Guaranteed Success Virtual Goods
  • 11. “Engagement”
  • 12. Engagement via Engineered“PURPOSE”
  • 13. GAMIFICATION IS:25% TECHNOLOGY / 75% STRATEGYGamification Behavioural Platform Cultural Engagement Strategy Change Create an easily understood PURPOSE Narrative or Mission Create ‘Value’ for Intangibles VALUE - Points and Credits MEANINGFUL REWARD Meaning = Intrinsic Value Motivate player to be ACTION self directed or competitive Listen, understand, refresh FEEDBACK and improve.
  • 14. STANDARD REDEMPTION CAMPAIGN x4 = 1x Gift on Purchase
  • 15. BLISS: THE WHEEL OF HAPPINESS
  • 16. GAMIFIED REDEMPTION CAMPAIGN 1 Enter code 4 Socialise 2 Spin and Win Prize 3 Share Happiness
  • 17. The elements of fun andreward have the power to influence behaviour.
  • 18. VOLKSWAGEN: “THE FUN THEORY”
  • 19. BIG PROBLEM SOLUTION? Education / Fear / MoneyCHANGE IN BEHAVIOUR
  • 20. BIG PROBLEM SOLUTION?Game Dynamics : Status, Social, Action CHANGE IN BEHAVIOUR
  • 21. RECYCLEBANK Valuing Green Action» Earn Points» Get Rewards» Learn
  • 22. “GREEN YOUR HOME” CHALLENGE
  • 23. “GREEN YOUR HOME” CHALLENGE RESULTS:The Recyclebank contest was Website Metrics Increased:mentioned in more than: » Unique visitors: up 71%» 4,000 tweets » New visitors: up 112%» and 500 blog posts. » Refer a friend: up 820% » Avg. time spent on site: up 3xIncreased Registrationsand Participation:» New registrations increased 42% Participant became more eco-aware:» 25% of participants visited the » More than 60% of those surveyed Challenge microsite 3x or more indicated “moderate” to “considerable” increases in eco-knowledge
  • 24. RECYCLEBANK Valuing Green ActionResults : Hollywood» Saved $500,000 in disposal fees» Generated $250,000+ in recycling revenue» Two-thirds city residents participated each month» Increased recycling tonnages by 130%
  • 25. Game dynamics not only have the ability toinfluence behaviour, but also solve problems.
  • 26. TIME TO TAKE GAMES SERIOUSLY
  • 27. GAMERS SOLVE AIDS PUZZLE THAT BAFFLED SCIENTISTS FOR A DECADE
  • 28. The primary goal of games is to create entertainmentthrough intrinsic motivation.
  • 29. FUNDAMENTAL CULTURAL SHIFT
  • 30. PRODUCTION LINE COLLABORATIVE MODELLinear / Waterfall Dynamic / Agile
  • 31. GAMIFICATION AND AGILE COMPARISONAGILE PRINCIPLES GAME DYNAMICSThe team must be empowered to make decisions Autonomy Limiting TimeRequirements high level only; lightweight & visual Simple NarrativeDevelop small, incremental releases and iterate Small TasksRegular, short scrum meetings Rapid FeedbackComplete each feature before moving on to the next Levelling Up
  • 32. REDCRITTER » Real-time Taskboard » Badges and Rewards Store » Real-time Message Feeds » » User AccomplishmentsAgile Production Environment Redcritter Rewards StoreStatus Badges
  • 33. NITRO FOR SALESFORCETeam Standings Challenge based Admin
  • 34. REWARDS MONITORING = HEALTH CHECK
  • 35. PERFORMANCEVRS. HEALTH» 50% of performance initiatives fail» Because long-term health’s ignoredHow Do We Valueand Measure Health?
  • 36. using technology to create aRECOGNITION CULTURE
  • 37. SOCIAL MEDIA Open, Sharing, Transparent.
  • 38. COMMUNICATION Cloud, Location, Global, Mobile.
  • 39. catalyst for action GAMIFICATION2 catalyst for connection SOCIAL MEDIA3 catalyst for information SEARCH
  • 40. MOBILE, SOCIAL GAMING
  • 41. + THE CHALLENGE 3 X Challenges were set-up wherepatrons could earn instant points and redeem prizes in real-time. For Example:Take a photo of the sauciest wing in the basket to earn points
  • 42. + THE RESULTS Duration: 12 weeks Participants: 184,000 (*1 in 3 returned)Social Impressions: 100 Million (Facebook / Twitter) Brand Engagement: 90 sec. per challenge
  • 43. AS DIGITAL TECHNOLOGY EVOLVES OUR CULTURE EVOLVES
  • 44. INDUSTRIAL ERA TECHNOLOGY ERA characteristic TRADITIONALIST BABY BOOMERS GENERATION X MILLENNIALS (PRE 1946) (1946-1964) (1965 - 1981) (POST 1981-2000) Generational Personality Sharing Optimistic / Competitive Skeptical Realistic Management Style Chain of Command Change of Command Self-command Collaboration Career Goals Build a Legacy Build a Steller Career Build a Portable Career Build Parallel Careers Reward Self-satisfaction Recognition / Tital Autonomy Meaning Help me balance every- Work isn’t everything, I Support me in Give me balance now, not Balance shifting the balance when I’m 65 myself balance all activities Job changing carries Job changing puts you Job changing is Job changing is part of Job Changing stigma behind necessary my daily routine I learned the hard way, Train them too much and The more they learn the Continuous learning is a Training you can too. theyll leave more they stay way of life Annual feedback with lots Sorry to interrupt, but how Feedback whenever I Feedback No news is good news of documentation am I doing? want at a push of a buttonData source: Lancaster and Stillman (2002)
  • 45. MILLENIALS ARE THE NEW MAJORITYGeneration By % Population Next Generation Traditionalists under 11 years over 55 years 18% 17% 23% Baby Boomers 27% 45-55 years 15% Millenials 11-30 years Generation X 30-45 years
  • 46. “If change inside of your organisation is slowerthan the change outside,then the end is in sight.” – Jack Welsh
  • 47. HYPE CYCLE FOR EMERGING TECHNOLOGY, 2011 Internet TV Wireless Power Augmented Reality Social Analytics Cloud Computing GAMIFICATION Virtual Assitants 3D Printing Speech-to-Speech translation Gesture Recognition Machine-to-Machine Communications Mobile RobotsEXPECTATIONS Mesh Networks: Sensor Location-Aware Apps Speech Recognition Social TV Predictive Analytics Cloud/Web Platforms Mobile Application Stores Biometric Authentication QR/Color Code Quantum Computing Virtual Worlds TECHNOLOGY PEAK OF INFLATED TROUGH OF SLOPE OF PLATEAU OF TRIGGER EXPECTATIONS DISILLUSIONMENT ENLIGHTENMENT PRODUCTIVITY – Gartner 2011
  • 48. SEARCHES ON TERM ‘GAMIFICATION’ October 2010 October 2011
  • 49. “By 2014, a gamified servicefor consumer goods marketing and customer retention will become as important as Facebook, eBay or Amazon... – Gartner Summit Report 2011
  • 50. ...and more than 70 percentof Global 2000 organizations will have at least one gamified application.” – Gartner Summit Report 2011
  • 51. GAMIFICATION PLATFORMS INVESTMENT $17.5 Million $14.5 Million $6 Million $5.7 Million
  • 52. PUT ON YOURGAME DESIGNERS HAT.
  • 53. 1 CONSIDER ‘USERS’ AS ’PLAYERS’ SPADES HEARTS Explorers Socialisers Enjoy discovering Enjoy interating at their own pace with other players DIAMONDS CLUBS Achievers KillersDriven by success, Thrive on competitionrewards and status with other players
  • 54. 2 REWARD. WHAT GETS RECOGNISED GETS REPEATED
  • 55. 3 RECOGNISE } Innovation Core Infrastructure Staff Wellbeing INTANGIBLE VALUE Social Capital Brand Equity Corporate Market Valuation Today100% 83% 68% 32% 20% 19%80% 80% 81%60% 68%40% 32%20% 17% 1975 1985 1995 2005 2009 Tangible Assets Intangible Assets
  • 56. 4 GIVE PURPOSE: } Clear Narrative Personal Mission Small Measurabe Tasks SHOW PROGRESS Progress Bars Levelling UpProgress is the #1 Motivator. Only 15% of 32% of Employees know employees their company’s doubt there’s top priorities a plan at all.
  • 57. 5 OFFER REAL TIME } Notifciations Vitrual Rewards FEEDBACK Status Updates Rank and Progress Bars ACTION RESPONSE
  • 58. 6 FUN LEADS TO HIGHER ENGAGEMENT AND PRODUCTIVITY
  • 59. GAME DYNAMICS HAVE THE POWER TO CHANGE BEHAVIOUR Carl Pavletich – Digital StrategistPhone: +64 3 669 2123Skype: cpavletich carl@onefatsheep.comMobile: +64 22 021 8562 www.onefatsheep.com CREATIN DI ITAL CULTURE

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