GAMIFICATIONLeveraging Towards DifferentiatedCreative EngagementShould Executives Invest? Ralph Dobbertin August 2012
WHAT IS GAMIFICATION? The application of game thinking and mechanics to business process and goals . Or more broadly The leveraging of creativity and the gaming disposition to drive delight into commercial products. A catalyst for differentiated creativity What would enterprise applications or cars look like if Steve Jobs were heading those types of companies.
THE FACTS ARE: Consumers spent $24.75 billion on video games, hardware and accessories in 2011. The average game player is 30 years old and has been playing games for 12 years. The average age of the most frequent game purchaser is 35 years old. Forty-seven percent (47%) of all game players are women. Currently gamers play well over 3 billion hours a week playing online games. There are currently over 500 million gamers worldwide who play at least an hour a day on line…the vast majority in North America, Europe, China and Japan. ESA, E. S. (2012). Industry Fact
PREMISE Gaming culture is coming to the enterprise Employees and Consumers are affected by gaming culture Gaming culture is: constant change seeking environments with engaging creative fun reward expectant employees and consumers Epic Joy Organizations will need to adapt in order to attract the new consumer and employee
PREMISE CONTINUED…To operational excellence, customer centricity, and product innovation, letus add an umbrella of creativity to all three. Creativity will re-surface as aprimary supplemental direct competitive advantage to recruit as well as tocompete. Harnessing and releasing that creativity will require tools,environment and process honed in new directions. Gamification is a catalystfor generating this creativity and realizing wins in a quickly changingeconomy.
GAMIFICATION"In the tortured posture of a creature that has raised itself erect forthe first time I stood leaning against the glass." (Sebald, 1998)
GAMIFICATION Gamification is not gaming in its traditional sense but it derives from gaming. It is a deliberate attempt to exploit the benefits of gaming but within a work environment to generate improved results through engagement. Be careful with the exploit part, as it may be a very fine balancing act. The shift is a little more profound than that. Gaming while essentially a hopeful movement, often has a base of discontent underlying it that will likely be quick to backlash: more on that “exodus” later.
“HOMO EVOLUTIS” Juan Enriquez "Will our kids be a different species" The brain is evolving in a hyper-reactive and or hyper-plastic way Hyper-perception, hyper-attention, and hyper-memory Brain plasticity in action or an evolution in real time.
“HOMO EVOLUTIS” Online games have trained gamers, of which there are many, towards a changed expectation set and these expectations are carried into everyday life as well as the work environment. You are rewarded constantly You join in with like-minded friends You socialize You are given status You are recognized as an achiever You feel extremely good about yourself Fun is a new power metric
ALAS THE BABY BOOMERS DID ITAGAIN“His works on synthetic worlds and their economies, and on EverQuest inparticular, have attracted considerable attention. His paper on Norrath, afictional planet in the EverQuest universe, Virtual Worlds: A First-HandAccount of Market and Society on the Cyberian Frontier (2001) is availableon SSRN. It claims, for example, that Norrath has a GNP per capitasomewhere between that of Russia and Bulgaria, higher than that of Chinaand India, and that a unit of EverQuest currency is worth more than the Yenor Lira.” From the Wikipedia page of Edward Castronova, Professor Economics, Indiana University Bloomington.
EXODUS Gaming culture can be seen as an exodus from the real world The real world has let us down The virtual world is better Existential crisis in society Gaming is like Retail Consulting Make me feel Good Special Unique Genocide, the ruination of continental economies, and the almost absolute disrespect for media, leadership, authority and government with their own versions of “Newspeak”. Gaming culture is a harbinger of an expectation for a new fun and tasteful aesthetic
BULLSHIT! IAN BOGOST Facebook IPO seems suboptimal Zynga’s (Farmville) latest quarter was suboptimal Marketing bullshit Mistaking incidental properties like points and levels for primary features like interactions with behavioral complexity Changing the very operation of most businesses That mediocritys lips are seductive Consider that games can offer something different
DISPOSITION The key is that gamification efforts must be guided by an “all carrot no stick”, purposeful and achieving disposition. The second key, interchangeable with the order of the first, is creativity that drives a joy of use.
GAMIFY THE ENTERPRISE“If I look at how my kids are consuming software, if its not desirableimmediately, they throw it away. Can you imagine what happens to your ITlandscape when these people come into business? I dont know how youwant to keep your IT strategy going so wed better make our softwaredelightful as well.”"They have one rule - if they dont see visible joy in seven minutes the gamewill be a flop, so I told that to our developers: visible joy in seven minutes.Were still working on that. That obviously does matter a lot and we aredoing a lot [around that]". Co SAP CEO Jim Hagemann Snabe
FUN, MOTIVATION & CREATIVITY In competitive environments where differentiation fades over time and where consumers have a choice, at least one way to evolve and compete is through creative gamification. Nurturing Creativity Ken Robinson Math, science and language Humanities, philosophies, etc. Arts
FUN, MOTIVATION & CREATIVITY Given the rapid rate of change in our world we cant readily predict what next year will look like let alone the next ten. Creativity must play a more important role to differentiate along with the usual educational/business categories, in order for us as a species to respond to rapid unknown change. Creativity is generally introverted, shy, and extremely vulnerable. It is not well suited to the average corporate head quarters. It is the opposite of what many hire for, i.e. tall, loud and strong.
FUN, MOTIVATION & CREATIVITY "Vulnerability is the birth place of innovation, creativity and change”. Dr. Brene Brown New ideas are often bad, often look and feel terrible under development…until they don’t. New ideas crave other new ideas and combine with them to create ideas that stick. New ideas are easy targets, New ideas can disappear quickly. Think of the HR, and (innovation) process implications. New ideas (creativity) need an environment.
FUN, MOTIVATION & CREATIVITY If you want your teams to create new environments with "visible joy" then you need to foster a creative culture supportive of innovation and change, one supportive of vulnerability. If your people are not prepared to be wrong, and protected when they are, then they will likely not come up with anything original.
CONCLUSION Gamification is about evolving from developing for games to developing for business in order to be more competitive and sustainable. “Creative joy” derives from many important sources, i.e. “Autonomy, Mastery, Purpose Dan Pink Put another way: “Urgent optimism, Social Fabric, Blissful Productivity or Epic Meaning” Jane Mcgonigal Fun or joy in use. Imagine your applications as not simply functional but as fun to use. What might an enterprise application look like if Steve Jobs designed it? What might a cereal?
CONCLUSIONInnovation in a rapidly changing and a more and more undifferentiatedworld requires creativity, which requires vulnerability, which requiresinnovation process change, which requires different HR considerations.Awkward, cynical attempts to exploit will be punished quickly in socialmedia. The requirement to adapt to the new worker and consumer is real.I would consider working with the gaming development community foradvice on corporate gamification as well as the “Design” community. Theirdispositions are different and if managed properly, with a “bridge” fromfunctional to creative, complementary to the usual IT consultant community.
CONCLUSION Gamification is a leveraging process to shift the way we think about IT delivery, business delivery, and social delivery, We have something to learn from the gaming community. They are a harbinger of a demand for a new fun and tasteful aesthetic in the day to day. Today it is becoming more important to bring creative to any user experience and if one wants to attract the best creative minds then we as leaders must foster an environment that they delight in and this environment must draw out and reward vulnerability since vulnerability is the “birthplace of creativity, innovation and change”.
CONCLUSION The “gamified” person will be a driver for “SAP rewrites”. Gamers are a driver and gamification is a disposition towards realizing change. Gamification is a catalyst for differentiated creativity
CONTACT @Rad3Rad4 http://gamification.ralphdobbertin.com Enjoy and I hope to hear back from you.