This girl plays a videogame. You can see from this image that she is thoroughly enjoying the game, that she is working hard, that she is in the flow and that she experiences “fiero” (“personal triumph”).Imagine a user in your organization. What would the picture look like? Probably way different. Passive, disengaged, perhaps even frustrated or even angry.Our quest is: how can we make your users feel more like gamers? And turn them from users to fans?Image credit: Philip Toledano http://www.mrtoledano.com/Gamers/09
Image credit: Philip Toledano http://www.mrtoledano.com/Gamers/10
Real soldiers serving in a real army to fight a real war, relax by serving in a virtual army to fight a virtual war. The reasons given are: they have control, they get immediate feedback, the difficulty level matches their skills, failure is possible, encouraged and necessary to learn.Sources: Reality is broken, Jane McGonigal, 2011Entertainment Software Association (ESA). (2011, June). Essential Facts About the Game Industry: 2010 Sales, Demographic and Usage Data. Available from http://www.theesa.com/facts/gameplayer.asp
Brian Sutton-Smith: play theorist, http://en.wikipedia.org/wiki/Brian_Sutton-SmithRaphKoster: game-designer, http://www.raphkoster.com/Jane McGonigal: game-designer, best-selling author, http://janemcgonigal.com/What’s the goal of golf? To put a ball in a hole. If this is the goal, why are we adding rules that make it more difficult and add obstacles? Obstacles like you can only do that with a “stick”, and through sand boxes and hilly areas? And why is this suddenly fun?
Source: Wikipedia http://en.wikipedia.org/wiki/Gamification
Reality: Worst Game Ever
Source : http://vimeo.com/29416289
Sources: M2 Research Fall 2011: http://www.m2research.com/ Gartner Press Release May 2011: http://www.gartner.com/it/page.jsp?id=1629214Gamification Market Size (Source M2 Research - http://www.m2research.com/)2011 - $100m 2012 - $196m2013 – $434m2014 - $860m2015 - $1.6b2016 - $2.8bGartner Enterprise Architecture Summit, April 12, 2011 (http://www.gartner.com/it/page.jsp?id=1629214)Josh Greenbaum, Feburary 2011 - SAP Plays Games with the Analysts, and the Gamification of the Enterprise Begins)
https://seogadget.co.uk/5-new-examples-of-gamification/ http://enterprise-gamification.com/index.php/en/factsMuse is a management platform for restaurant managers to optimise the management, scheduling and sales performance of their staff using clever point of sale integration and leaderboards. Higher performing restaurant staff “win” the opportunity to work more shifts.According to Objective Logistics, their beta has resulted in a 1.8% increase in sales and an 11% increase in gratuities for their test candidates, Not Your Average Joe’s:“In restaurants, the top 10% of employees add $8.54 to every check. The bottom 10% actually subtract $7.21. In many cases it’s even more extreme. MUSE creates a competitive environment, and in doing so shifts the bottom to the middle, the middle to the top and the top through the glass ceiling – we conservatively predict a 2-4% increase in sales at the outset.”
http://ideas.salescontestbuilder.com/blog/bid/106402/Sales-Contests-Gamification-Quick-Blip-or-Lasting-Impacthttp://enterprise-gamification.com/index.php/en/factsePrizeA group of salespeople who were rarely logging Events. Across the group, they would log about 10/week which is nowhere near what was actually happening or expected. The team felt comfortable in their old ways and weren't behind the change. So we ran a very simple one week sales competition where every Event logged would get a point. Whoever got the most points that week would get $100 gift certificate to a local restaurant for a nice dinner. A contest leaderboard and status updates would be shared daily to keep the team aware of where they stood.For the 4 weeks prior to the contest, Events logged/week were consistently around 50. During the week of the contest, it shot up to 85. For the 4 weeks after the contest was over, Events logged/week held steady around 60 – a 10% increase from the pre-contest results.
http://online.wsj.com/article/SB10001424052970204294504576615371783795248.htmlhttp://enterprise-gamification.com/index.php/en/factsLiveOps Inc., which runs virtual call centers, uses gaming to help improve the performance of its 20,000 call agents—independent contractors located all over the U.S. Starting last year, the company began awarding agents with virtual badges and points for tasks such as keeping calls brief and closing sales. Leaderboards allow the agents to compare their achievements to others.Since the gamification system was implemented, some agents have reduced call time by 15%, and sales have improved by between 8% and 12% among certain sales agents, says Sanjay Mathur, vice president of product management at LiveOps, Santa Clara, Calif.
Jane McGonigal: game-designer, best-selling author, http://janemcgonigal.com/
Source: Amy Jo Kim
Source: Bartle Test: http://en.wikipedia.org/wiki/Bartle_TestTest yourself:http://www.gamerdna.com/quizzes/bartle-test-of-gamer-psychologyComic credits:Killer: L’effaceur Tome 1Achiever: BenoîtBrisefer – Holdup surPeliculeSocializer: AsterixExplorer: Tintin & Milou – On a marchésur la lune
Recognizing Patterns – Anything from visual patterns, motion patterns, strategic patterns or mathematical patterns.Collecting – Collections communicate status, suggest organisation, lead to rewards, represent wealth and are mementos.Finding Random Treasures – Like winning a jackpot or slot machine, finding shells at the beach or opening Cracker Jacks to find a surprise.Achieving a Sense of Completion – Giving players a constant sense of finishing something like progress bars, to-do lists, achievements and levels.Gaining Recognition for Achievements – Achievement systems provide a sense of accomplishment and a chance to be recognised.Creating Order out of Chaos – Sorting, lining things up and classifying give players a sense of control over their environment.Customizing Virtual Worlds – People enjoy leaving their mark and place great value on things they’ve made.Gathering Knowledge – Studying and being taught are not fun, but learning is fun because we are naturally curious.Organizing Groups of People – Organizing groups of people to achieve shared goals is a source of enjoyment.Noting Insider References – Discovering “Easter Eggs” gives player a sense of being a part of the “in crowd.”Being the Centre of Attention – Satisfy the human need for attention by putting the player at the centre of the universe.Experiencing Beauty and Culture – Games feature artwork, music and designs that appeal to the human senses.Romance – Games can provide opportunities for flirting, wooing and building relationships with the opposite sex.Exchanging Gifts – Players enjoy giving gifts to their friends and the act of giving triggers reciprocity.Being a Hero – Playing as the hero appeals to the human desire for power.Being a Villain – It’s about the fantasy of having power without consequences.Being a Wise Old Man – This is typically a high status role that may also touch on the motivator of family.Being a Rebel – The opportunity to flaunt society’s rules while remaining basically good.Being the Magician, a keeper of secret knowledge – People enjoy the thought of knowing something that nobody else knows.Being the Ruler – The chance to be a person with considerable power over other people.Pretending to Live in a Magical Place – Players enjoy imaging being in worlds different than their own.Listening to a Story – Stories appeal to our curiosity about people, places and things.Telling Stories – Games provide an opportunity for players to construct and tell their own unique stories.Predicting the Future – Predicting the future makes people feel smart, in-control and influential.Competition – People enjoy the sense of power that comes from winning.Psychoanalyzing – Predicting, guessing or understanding the motivations of others can be a source of fun.Mystery – Striking a balance between revealing a little while holding back the rest can create a fun experience.Mastering a Skill – Increasing one’s mastery without becoming frustrated gives people a sense of flow.Exacting Justice and Revenge – Justice and revenge provide a sense of idealism and tranquility when wrongs are righted.Nurturing – Growing things stems from your motivations for family, saving and power.Excitement – Suspense, horror, competitive action and anticipation help create an addictive, exciting experience.Triumph over Conflict – Resolving conflict provides the player with a sense of victory.Relaxing – Games can create a mental vacation which can lead to tranquility.Experiencing the Freakish or Bizarre – People crave new and unique experiences that are different from their everyday lives.Being Silly – Players enjoy an escape from the serious and mundane.Laughing – People love to laugh, especially with their friends.Being Scared – People enjoy the sensation of danger without the actual danger.Strengthening a Family Relationship – Players enjoy feeling companionship with members of their family.Improving One’s Health – People dislike exercise, but love to feel fit.Imagining a Connection with the Past – Nostalgia is a powerful emotional trigger for good and bad emotions.Exploring a World – Understanding your environment gives you a sense of power and control.Improving Society – Players can satisfy their need to leave the world a better place than when they came into it.Enlightenment – Games provide a way for players to explore decisions and their consequences, leading to greater knowledge.
The player then is taken to the company profile where they are presented with basic company information.This information will help the player make better informed decisions on the customer conversation.
A gamification or reputation platform keeps track of all users’ achievements and makes them transparent.