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Phaedra Boinodiris - Using Games to Do Stuff: The IBM Way

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Phaedra Boinodiris - Using Games to Do Stuff: The IBM Way

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Organizations are straining to interpret and make informed decisions based on the abundance of data captured by advanced data systems to optimally manage strategic and tactical business operations. Serious Games can harness the power of analytics to enable a better understanding of the data and information gathered from these systems. A by-product of collaborative gameplay will be better decisions that help produce innovative and effective solutions addressing complex issues organizations are faced with today.

At IBM, Boinodiris and Hamilton have led the way in using gamification approaches to create new applications, business processes and solutions that span a wide range of enterprise concerns. Along the way, they've helped the company become a leader in this burgeoning field and develop monetization approaches that leverage the organization's expertise.

Learn how you can leverage the lessons of IBM to transform your enterprise using gamification and serious games through these practical examples.

Organizations are straining to interpret and make informed decisions based on the abundance of data captured by advanced data systems to optimally manage strategic and tactical business operations. Serious Games can harness the power of analytics to enable a better understanding of the data and information gathered from these systems. A by-product of collaborative gameplay will be better decisions that help produce innovative and effective solutions addressing complex issues organizations are faced with today.

At IBM, Boinodiris and Hamilton have led the way in using gamification approaches to create new applications, business processes and solutions that span a wide range of enterprise concerns. Along the way, they've helped the company become a leader in this burgeoning field and develop monetization approaches that leverage the organization's expertise.

Learn how you can leverage the lessons of IBM to transform your enterprise using gamification and serious games through these practical examples.

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Phaedra Boinodiris - Using Games to Do Stuff: The IBM Way

  1. 1. © 2011 IBM Corporation IBM @ Play Where Play melds with Big Data for big ROI
  2. 2. According to a recent study, using data visualization, simulations and scenario development will be the most valuable techniques to analyze all the data
  3. 3. Confluence Need Sophisticated Game Engines • Real Time Strategy Games • City Sims Commercial Applications Cloud • Data Deluge • Complex Systems • Managing Partners • Decision making • Analytics • Communities • Business Process Mgmt • Relational databases … Supporting flow of real data & real processes SMARTER Serious Games
  4. 4. ROI extends well beyond virtual training Return on Investment Teach a Process/Instructional Design OPTIMIZE A PROCESS
  5. 5. A walkthrough of three Business Games
  6. 6. 6 IBM Confidential
  7. 7. Leaders can improve and vet business processes in a video game format. Transform this process flow… …into this format. Hit Play Button to Begin
  8. 8. SimArchitect Example (a collection of many tactics)  SimArchitect Site and social wrapper (Also offers background analytics)
  9. 9. Imagine, Games with this Muscle…
  10. 10. Municipalities can enable a ‘Smarter Conversation’ about public policy with their citizenry Transform the process of vetting public policy or training for disaster response… …into this format. ‘Serious Games can enable better bi-lateral conversations with customers’ ---- Forrester
  11. 11. Imagine, the Next Gen City Sim Game… Citizenry/ General Public Awareness Game Designers Educators Businesses Universities Researchers Urban Planners Government Stakeholders TOPM OST GAM E LAYER SCIENTIFIC MODELSTOOLS INTEGRATION User Generated Content Automated Inputs from Sensors ANALYTICS
  12. 12. The Gamification Battlefield: ‘Exploitationware’ Virtual Rewards only: Points and Badges •Courtesy Buster Benson, “The Game Always Wins” •NOTE: Read Ian Bogost Beware of Chocolate Covered Broccoli Trough of Disillusionment Little ROI Why Reinvest? User Value Business Value
  13. 13. What’s Missing? Historical data to custom curate experience Collaboration as a goal Meaningful Virtual& Physical rewards
  14. 14. The Gamification Evolution They know what motivates me. Business ValueUser Value Use Historical Data to Curate Experience More Productivity More Retention More Loyalty Look to advances in e-Commerce to see how this is done today! Apply deep customer insights and behaviors from both online and offline channels. Deliver personalized, timely communications, pricing and experiences, from mobile and web to email and social networking. DemandTek - Unica - Coremetrics
  15. 15. The Gamification Evolution I am a driver of change and am part of a larger focused collective. Business ValueUser Value Incorporate Collaboration as a Goal for use in entire org ecosystem Team building Leadership Multi-Lateral feedback Incorporate Social business tools as your gamification platform.
  16. 16. Bunchball Integration with IBM Connections
  17. 17. IBM Gamification Example - Predictive Marketplaces  Proactive versus Reactive Learning – IJAM Prediction Market – Predictive learning dashboards – More predictions and future team trends
  18. 18. Games for Crowds A Crowdsourcing Game Platform Games for Crowds is an innovative web-based platform that enables users to design, build and deploy their own crowdsourcing games. Whether you're an inexperienced user or a savvy developer, Games for Crowds offers an easy and intuitive way to harness the playfulness of games in order to accomplish a wide range of tasks, for example, filling gaps in social networks, finding SMEs within the enterprise, building business glossaries, taxonomies and more. Challenge the Crowd. Gain Insight.
  19. 19. The Gamification Evolution As they know me, they know what rewards are meaningful to me. Business ValueUser Value Meaningful Virtual & Physical rewards based on historical data More Productivity More Retention More Loyalty
  20. 20. Find an Expert Game  Challenge: How do I find the right people to do the job?  Solution: Motivate users to participate and teach system by advancing their own ‘street cred’ using analytics. Improve future searches for expertise in much the same manner as the captcha effort -- as more people identify the expert community via the 'wet grid' of crowdsourced brainpower, we can get an improved intelligent system for identifying experts itself.
  21. 21. Time Management Game Think of it like Mint.com or Nike+, but for managing your time
  22. 22. In Conclusion Big Data and Analytics can evolve serious games and gamification to new heights, improving ROI. – When you inspire your workforce to innovate and collaborate more productively, you create tangible business value. – When you anticipate needs and deliver exceptional experiences, you delight your customers and create advocates. – When you integrate your business processes with the right gamification tactics, you secure a competitive advantage and pioneer new ways of doing business.

Editor's Notes

  • With the technology available today, there is an opportunity to extend what games can do
  • Short 2 min Video of three games by IBM
  • Enders Game is a book about a young boy who becomes the worlds greatest military leader by playing games. But the cool part about the book is that unbeknownst to him, he is directly affecting the battlefield by his gameplay. This is the Art of the Possible. This is where serious games is going. Intro: DoD Conference and USTRANSCOM need
  • USTRANSCOM sought means in which to collaborate with broader supply chain using real date. YESTERDAY: Process optimization is taking a process model, getting it six sigma certified and locking it up in a castle turret to never be tested and vetted by broader group. With serious games, you can transform process optimization for an organization that is responsible for logistics across multiple agencies into something that is contextual, and motivates people to iteratively play…the by-product of the gameplay is a newly optimized model.
  • Watson is an adaptive analytics application that competed and won on Jeapardy
  • Flow: Offer employees a chance to play the game once per day, with a 10 minute time limit -- creates a sense of urgency, while keeping it fresh  Need to have an outstanding UI to keep the engagement level very high/focused during those 10 minutes and avoid the 'abandoned cart' scenario  Ask the user to find the best 1 (or 2 or 5 or ...) expert(s)   By going through the process, the tags that the player uses will become affiliated with the experts that are being found, which will help them be found again when their skills are called upon. Badges could be issued (compass, sextant, spyglass, etc) for those that become very proficient at this 'game'.  Could use these badges as discoverable elements for social network analysis and also be visible on their Lotus Connections profiles page.
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