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This session was an interactive look at what Gamification is, what the building blocks are to implementing a Gamified process for an organisation or a cause and an in depth look at some case studies …

This session was an interactive look at what Gamification is, what the building blocks are to implementing a Gamified process for an organisation or a cause and an in depth look at some case studies of Gamification already in use today. We also played some games, indeed the whole session was run as a competitive game, and work-shopped up some ways to implement Gamification in the participants' own businesses.

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  • This session will be fun! Points and a prize.
  • I've always been quite motivated by getting feedback and knowing how well I'm doing. Am I any good at this? Something games do is tell you how well you are doing. They do this easily through showing you how many points you have scored or what level you have reached. My interest in Gamification started a long time ago with thinking about how good it would be if I could get this sort of feedback about the work I was doing. Am I a good salesperson? Am I good at customer service? Well, the feedback I’ve received so far is:Status: 4 years as the Entrepreneur in Residence at the Brighton Business School, University of BrightonLevel: I’ve been involved in my IT business e-Advantage Solutions Ltd for nearly 13 years, I started as Technical Director, then Joint Managing Director (really meant Operations), then Managing Director, now count myself as LeaderLeaderboard: Also 13 years ago I joined the Chamber of Commerce, soon I was a Volunteer, then I was on the Executive Committee, ending with 3 years as Vice-President stepping down in June 2011 to give me time to bring on board more staff into my own business.Passion:
  • Ask the audience for a definition, will award points for decent attempts. Non-game context – some objective other than success in the game. i.e. a business objective, learning, social impactIt is not simply playing any game in the workplace (solitaire, minesweeper anyone)Serious Games: Simulations (flight, medical etc) are not gamification
  • Who’s using Gamification – click on the hyperlinks to view enormous lists of famous brands
  • Question: Who here has already used a Gamified service?
  • Generation G, engagementThe average game player is 30 years old – 37% are older than 35
  • Nike+ FuelBand – Track Activities calories burned, steps runWhen I checked Nike+ users had run 37 billion steps, burnt 53 billion calories, run 854 million miles
  • Ask the audience!easy, hard (challenges, problem solving), people (team, socialising), serious (meaningful, good for planet, good for you, collecting)
  • Bottle Bank Arcade MachinePiano StaircaseThe World's Deepest BinThe Play Belt
  • complete the profile, more committed to site, easy for others to find you and network, more data means more data to analyse and target you more effectively. It is a bit game like, caused profile completeness to go up by 20%, game elements: feedback, progression, completion
  • Ask the audience!
  • friend rankings, relative rankings, weekly rankings
  • Click the link…
  • Ask the audience, what are they, what would you expect to see in a game
  • The GiffGaff community of customers receive points (which can be redeemed for cash, airtime or donated to charity) for referring new customers, for publicising giffgaff and for helping out in the forums. The more help you give the higher the level you reach the more points you may be rewarded with.
  • In pairs/teams you have 3 minutes to pick a process or goal and discuss how it might be gamified:Business applications, processes, and systems; Education & training; HR, Workshop, team building and conference games;Marketing & branding;Innovation games

Transcript

  • 1. Pete Jenkins19th April 2013
  • 2. GAMIFICATION:Should work be fun?Session rules:• Get points for questions• Get points for good heckles• Get points for contributing
  • 3. GAMIFICATION:Why listen to Pete?• Status• Level• Leaderboard
  • 4. GAMIFICATION:A Definition“Gamification is the use ofgame elements and gamedesign techniques in non-game contexts.” Professor KevinWerbach, The Wharton School, University ofPennsylvania
  • 5. GAMIFICATION:Who’s using it?According to Gartner research analyst Brian Burke: “Gamificationcould become as important as Facebook, eBayor Amazon. During 2012, 20 percent of Global2000 organizations deployed a gamifiedapplication.”
  • 6. GAMIFICATION:Are you using it?Activity: GameConcept:Monthly sales competition ChallengeFrequent flyer program tiers LevelsWeight Watchers group TeamFree coffee after ten purchases atStarbucksRewardAmerican Express platinum card Badge
  • 7. GAMIFICATION:Why use it?• 44% of US/UK adults have played amobile game in the last month• 97% of kids 12-17 play videogames• The average game player is 30 yearsold• 47% of all game players are women
  • 8. GAMIFICATION:Nike+• Track your activities• Set personal goals• Suggests improvements• Challenge friends• Share your success
  • 9. GAMIFICATION:Work or Fun"In every job that must bedone, there is an element offun. You find the fun and snap!The jobs a game." - MaryPoppins
  • 10. GAMIFICATION:What is fun?Nicole Lazarro’s 4 keys• Easy Fun• Hard Fun• People Fun• Serious Fun
  • 11. GAMIFICATION:Fun points• Fun can (and should be)designed• Fun can be challenging• Appeal to different kinds ofFun
  • 12. GAMIFICATION:Find the Fun
  • 13. GAMIFICATION:Small bits of Fun
  • 14. GAMIFICATION:What things are Fun?• Winning• Problem solving• Exploring• Chilling• Teamwork• Recognition• Triumphing• Collecting• Surprise• Imagination• Sharing• Role Playing• Customisation• Goofing Around
  • 15. GAMIFICATION:Risks of competitionRankings / Leaderboards• Something to aim foror• Too far & you may give up
  • 16. GAMIFICATION:The Player Journey• Getting people on board• Pathways to Mastery
  • 17. GAMIFICATION:What did we just learn?• Guides• Highlighting• Feedback• Limited Options• Limited Monsters• Almost impossible to fail
  • 18. GAMIFICATION:The building blocks of games• Points• Resources• Quests• Progression• Levels• Avatars• Social Graph• Achievements• Badges• Collections• Combat• ContentUnlocking• Gifting• Leaderboards• Teams• Virtual goods• Boss fights
  • 19. GAMIFICATION:GiffGaff case study• Hundreds of thousands ofcustomers yet a very smallteam (no call centre)• Customers answer thesupport queries
  • 20. GAMIFICATION:Your turn…Gamify a business process ofyour own, for example:• A weekly quiz for staff(challenge)• Create a tiered customerloyalty program (levels)
  • 21. GAMIFICATION:ConclusionWhat fun things, big or small,can I do to motivate my staff orclients?