© CGI Group Inc. CONFIDENTIAL
Innovation Pioneers Tank Meeting:
Gamification
Nacka Strand, Stockholm
22 May 2013
Today is a game!
Points and rewards can be earned for demonstrating behaviour that improves the
quality and results of our...
Resources
This presentation contains a selection of materials from different
authorities on the subject of Gamification. P...
© CGI Group Inc. CONFIDENTIAL
Introduction to Gamification
Innovation Pioneers Tank Meeting: Gamification
22 May 2013
The obligatory question: What is Gamification?
“…the use of game design elements in non-game contexts"
- Deterding et al
“...
The obligatory question: What is Gamification?
“…the use of game design elements in non-game contexts"
- Deterding et al
“...
The obligatory question: What is Gamification?
use
business strategy
concept
process
7
non-game contexts
non-game experien...
8
Eurobonus
Prius, Leaf, Volt
LinkedIn
11
Gamification trend has fueled growth of a lively
market of specialized service vendors
13
“80 percent of current gamified
applications will fail to meet
business objectives primarily
because of poor design.”
- Ga...
Gamification is NOT…
…about just adding game components (e.g. badges) to a site
…solely about rewards
…about making everyt...
DÅLIG/TVEKSAM EXEMPEL 1
16
17
Successful gamification requires linking game
elements on different levels of abstraction
GAME DYNAMICS
GAME MECHANICS
...
© CGI Group Inc. CONFIDENTIAL
Gamification in practice:
Case introduction and workshop part 1
Innovation Pioneers Tank Mee...
Case: Pioneering Burgers
20
Pioneering Burgers is a family-owned national chain of hamburger restaurants founded by
Donald Maxander in 1978. Their ...
Workshop assignment 1:
Help Pioneering Burgers to leverage gamification
• Founder and CEO Donald Maxander has visited a FR...
22
Solve problemsDevelop skillsDesign behaviors
Customer Engagement
Green/Energy
Employee Performance
Health/Wellness
Know...
How would you apply gamification?
You have 2 minutes to present a high-level gamification concept to Mr.
Maxander.
• Descr...
© CGI Group Inc. CONFIDENTIAL
CGI and gamification
Innovation Pioneers Tank Meeting: Gamification
22 May 2013
Using gamification elements to stimulate internal
knowledge sharing
25
Customer case: STR EcoDriving apps use gamification
elements to incentivize ecofriendly driving style
26
”Our cooperation ...
27
Customer case: Together with Zeeno CGI helped
Scania change driving habits of drivers permanently
Saving 10% of fuel
(f...
CGI’s approach to the gamification process
28
Define business objectives
• List and rank objectives; delete ‘mechanics’ (m...
The player journey: guiding players to mastery,
step by step
29
Source: Amy Jo Kim (2010)
Successful games offer effective social
engagement loops
30
Visible progress/reward
Points/stats/awards/messages
Player re...
Guiding players to mastery using a social
engagement loop at each stage of the player journey
31
Newbie
Regular
Enthusiast...
© CGI Group Inc. CONFIDENTIAL
Gamification in practice:
Workshop part 2
Innovation Pioneers Tank Meeting: Gamification
22 ...
Taking gamification at Pioneering Burgers to the
next level
Mr. Maxander has presented his ideas for gamifying the busines...
Some additional
gamification concepts
References to more resources see slide 3
Customers
Marketing
Loyalty
Feedback loops
Employees
Training
Performance
Knowledge
Recruiting
Health
Products
Product
Inn...
Bartle: 4 standard gamer profiles that determine
a gamer’s social actions
36
KILLERS
SOCIALIZERS
ACHIEVERS
EXPLORERS
ACTIN...
”Flow”
Anxiety
BoredomApathy
Skills
Challenge
HighLow
High
Low
Check out Mihaly Csikszentmihalyi’s talk on his concept of ...
38
How game mechanics appeal to primary human
desires
Human Desires
Game
Mechanics
Reward Status Achievement
Self
expressi...
Innovation Pioneers Tank Meeting 22 May 2013: Gamification
Innovation Pioneers Tank Meeting 22 May 2013: Gamification
Innovation Pioneers Tank Meeting 22 May 2013: Gamification
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Innovation Pioneers Tank Meeting 22 May 2013: Gamification

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Materials used at the Innovation Pioneers Tank Meeting at CGI in Stockholm on 22 May 2013, on the subject of gamification. Includes references and links to additional resources by subject authorities.

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Innovation Pioneers Tank Meeting 22 May 2013: Gamification

  1. 1. © CGI Group Inc. CONFIDENTIAL Innovation Pioneers Tank Meeting: Gamification Nacka Strand, Stockholm 22 May 2013
  2. 2. Today is a game! Points and rewards can be earned for demonstrating behaviour that improves the quality and results of our meeting, ideas about how to improve CGI models, ideas to develop the Innovation pioneers network. You are a part of the a team and you will understand ”some” of the rules during our workshop. OUR VISION is to build innovation capabilities through joint development and networking between top representatives from the innovation community. OUR MISSION is to aggregate, produce and develop methodologies, processes, tools and experiences to enable increased innovation capabilities within the represented organizations as well as for society. OUR GOAL is to spread knowledge, tools and insights around innovation, and thereby contribute to greater effectiveness, better performance and further growth in members' firms. Through an expanded network of contacts and joint projects, we share information, experiences, methods and tools with each other 2
  3. 3. Resources This presentation contains a selection of materials from different authorities on the subject of Gamification. Particularly recommended is the work by: Sebastian Deterding http://codingconduct.cc/ Amy Jo Kim http://amyjokim.com/ Kevin Werbach http://gamifyforthewin.com/ Check out http://gamification.org/wiki/Gamification_Presentations for a good selection of work by these and other authors. If you have some more time on your hands, Kevin Werbach developed an online course on Gamification for the Coursera online learning platform: https://www.coursera.org/course/gamification. The course syllabus also contains a lot of references to additional useful resources. 3
  4. 4. © CGI Group Inc. CONFIDENTIAL Introduction to Gamification Innovation Pioneers Tank Meeting: Gamification 22 May 2013
  5. 5. The obligatory question: What is Gamification? “…the use of game design elements in non-game contexts" - Deterding et al “…a business strategy which applies game design techniques to non- game experiences to drive user behavior.” - Gamification Wiki ”…the concept that you can apply the basic elements that make games fun and engaging to things that typically aren’t considered a game.” - The Gamification Encyclopedia ”…the process of using game thinking and mechanics to solve problems and engage audiences” - Gabe Zichermann 5
  6. 6. The obligatory question: What is Gamification? “…the use of game design elements in non-game contexts" - Deterding et al “…a business strategy which applies game design techniques to non- game experiences to drive user behavior.” - Gamification Wiki ”…the concept that you can apply the basic elements that make games fun and engaging to things that typically aren’t considered a game.” - The Gamification Encyclopedia ”…the process of using game thinking and mechanics to solve problems and engage audiences” - Gabe Zichermann 6
  7. 7. The obligatory question: What is Gamification? use business strategy concept process 7 non-game contexts non-game experiences things not considered a game fun engagement drive user behavior solve problems engage audiences game design elements game design techniques game thinking game mechanics
  8. 8. 8 Eurobonus Prius, Leaf, Volt LinkedIn
  9. 9. 11
  10. 10. Gamification trend has fueled growth of a lively market of specialized service vendors 13
  11. 11. “80 percent of current gamified applications will fail to meet business objectives primarily because of poor design.” - Gartner 2012 ”By 2015, more than 50% of businesses will gamify their innovation processes!” - Gartner 2012
  12. 12. Gamification is NOT… …about just adding game components (e.g. badges) to a site …solely about rewards …about making everything into a game 15 …novelty is not engagement …competition is not for everyone …people naturally try to ”game the game” Also…
  13. 13. DÅLIG/TVEKSAM EXEMPEL 1 16
  14. 14. 17 Successful gamification requires linking game elements on different levels of abstraction GAME DYNAMICS GAME MECHANICS GAME COMPONENTS Adapted from Werbach & Hunter (2012) Points Quests Teams Virtual goods Levels Leaderboards Content unlocking Badges Boss fights Achievements Rewards Turns Competition Challenges Cooperation Feedback RelationshipsEmotions Narrative ProgressionBig-picture aspects to consider and manage, but which you never directly enter into the game Basic processes that drive action forward and generate player engagement Specific instantiations of mechanics and dynamics; lowest level game element that help realize dynamics
  15. 15. © CGI Group Inc. CONFIDENTIAL Gamification in practice: Case introduction and workshop part 1 Innovation Pioneers Tank Meeting: Gamification 22 May 2013
  16. 16. Case: Pioneering Burgers
  17. 17. 20 Pioneering Burgers is a family-owned national chain of hamburger restaurants founded by Donald Maxander in 1978. Their best selling product is the signature Crunch Burger along with various milk shakes and side orders. Their target audience is broad but with a particular focus on young people and families with children. Mission Making the best burgers and delivering the most appealing fast food experience in the world Vision A sustainable company in a sustainable society Current challenges • After having grown rapidly in Sweden, the company is now expanding internationally • Sales figures have shown a decline in the customer segment ”families with children” • Customer surveys indicate a shift in the younger generation’s view on fast food restaurants, largely based on sustainability values • Taking the next step in the company’s already ambitious environmental program: Reaching outside the firm’s direct influence and engaging stakeholders all along the value chain • Unclear how to proactively address the negative aspects of health related issues in fast food • Attract and retain future managers (that fulfill and spread the company’s values of Customer focus, Collaboration, Humbleness, Openness, Courage, Innovation)
  18. 18. Workshop assignment 1: Help Pioneering Burgers to leverage gamification • Founder and CEO Donald Maxander has visited a FREDx conference on Gamification and is interested in applying the concept to his business • He is not sure yet for what purpose it will be most effective. He is now asking you for help to explore the potential of gamification by developing concepts targeting several business objective areas. 21
  19. 19. 22 Solve problemsDevelop skillsDesign behaviors Customer Engagement Green/Energy Employee Performance Health/Wellness Knowledge Management Product/Service Innovation Team Green Team Blue Team Orange Team Yellow Team Pink Team Purple
  20. 20. How would you apply gamification? You have 2 minutes to present a high-level gamification concept to Mr. Maxander. • Describe the idea – how would you apply gamification? • Describe the potential value for the business objective area • Describe how it aligns with the company’s mission, vision and values 23
  21. 21. © CGI Group Inc. CONFIDENTIAL CGI and gamification Innovation Pioneers Tank Meeting: Gamification 22 May 2013
  22. 22. Using gamification elements to stimulate internal knowledge sharing 25
  23. 23. Customer case: STR EcoDriving apps use gamification elements to incentivize ecofriendly driving style 26 ”Our cooperation with CGI makes STRs EcoDriving programme unique. With CGIs help, our traffic schools can offer private individuals as well as companies the opportunity to track and follow-up the fuel efficiency and environmental impact of their driving style. Håkan Björklund, CEO STR
  24. 24. 27 Customer case: Together with Zeeno CGI helped Scania change driving habits of drivers permanently Saving 10% of fuel (fuel consumption accounts for 40% of heavy goods vehicle operation costs)
  25. 25. CGI’s approach to the gamification process 28 Define business objectives • List and rank objectives; delete ‘mechanics’ (means to an end) • Justify objectives Describe target behaviours • Concrete and specific: Visit your restaurant, share information, etc. • Develop metrics for success Identify and describe players Describe their relationship to you. What motivates them? Segmentation? Define activity cycles Define engagement loops and progression stairs Motivation > Action > Feedback > Motivation > etc Include the fun factor Challenges and puzzles, trying new experiences, interaction with others. Define the appropriate tools Choose how to implement point systems, leaderboards, badges, achievements, etc with the appropriate tools, e.g. using web or mobile platforms.
  26. 26. The player journey: guiding players to mastery, step by step 29 Source: Amy Jo Kim (2010)
  27. 27. Successful games offer effective social engagement loops 30 Visible progress/reward Points/stats/awards/messages Player re-engagement Task/mission/game/quiz Motivating emotion Fun/delight/pride/curiosity (Social) call to action Customize/share/help/complete Source: Amy Jo Kim (2010)
  28. 28. Guiding players to mastery using a social engagement loop at each stage of the player journey 31 Newbie Regular Enthusiast Source: Amy Jo Kim (2010)
  29. 29. © CGI Group Inc. CONFIDENTIAL Gamification in practice: Workshop part 2 Innovation Pioneers Tank Meeting: Gamification 22 May 2013
  30. 30. Taking gamification at Pioneering Burgers to the next level Mr. Maxander has presented his ideas for gamifying the business to the board of directors. The board is skeptic and is suspecting a new management-fad that will not lead to results. To prove them wrong, Mr. Maxander appoints you to lead the development of the company’s gamification campaign. Refine and set up a structure using the 6-step gamification approach for your gamification concept. This should allow Mr. Maxander to • fully understand and feel in control of the game’s design • quantify, report and follow-up on the business results You will have 6 minutes to present and are free to use any technique to demonstrate your design and convince Mr. Maxander of the brilliance of your gamification concept. 33
  31. 31. Some additional gamification concepts References to more resources see slide 3
  32. 32. Customers Marketing Loyalty Feedback loops Employees Training Performance Knowledge Recruiting Health Products Product Innovation Crowdsourced Design Processes Design Innovation Process Streamlining Adapted from Gartner (2012) Examples of business applications
  33. 33. Bartle: 4 standard gamer profiles that determine a gamer’s social actions 36 KILLERS SOCIALIZERS ACHIEVERS EXPLORERS ACTING INTERACTING PLAYERS WORLD Harass Hack Cheat Heckle Taunt Tease Like Help Comment Give Greet Share Express View Explore Rate ReviewCurate Vote Win Create Challenge Show off Compare Source: Amy Jo Kim (2010)
  34. 34. ”Flow” Anxiety BoredomApathy Skills Challenge HighLow High Low Check out Mihaly Csikszentmihalyi’s talk on his concept of “flow”: http://www.ted.com/talks/mihaly_csikszentmihalyi_on_flow.html Good games balance skill and challenge
  35. 35. 38 How game mechanics appeal to primary human desires Human Desires Game Mechanics Reward Status Achievement Self expression Competition Altruism Points Levels Challenges Virtual goods Leaderboard Gifting & Charity Source: Bunchball Gamification 101 (2010) http://www.bunchball.com/sites/default/files/downloads/gamification101.pdf
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