Gamification: Leveraging Game Strategies & Big Data to Drive Business with Dr. Karl Kapp


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Competitive pressures are driving business beyond the simple incentive and rewards programs. Cutting edge organizations are leveraging Knowledge Performance Indicators (KPIs), such as user engagement, loyalty quotient, event causality, and user cohorts to gain insight into and develop a more robust understanding of their customer and their preferences. With the widespread application of gamification, you have experienced in the course of your Internet usage, although you may not have even realized it.

This overview demonstrates:
What's Gamification and What's not
How Gamification is growing
Implications of gamification on learning, business, and life

What you’ll learn:
Gamification and its Competitive Advantage
Value of gamification
Best practices for initiating a gamification program to drive loyalty and retention

Published in: Technology, Education, Business
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Gamification: Leveraging Game Strategies & Big Data to Drive Business with Dr. Karl Kapp

  2. 2. Pivotal Confidential – Internal Use OnlyIntroductionsDavid Morris, HostBig Data Analytics Marketing – Cetas, By submit your questions at anytime throughout the webinar via the chat tool.Today’s Thought Leadership Webinar:Gamification: Leveraging Game Strategies & Big Datato Drive Business
  3. 3. Pivotal Confidential – Internal Use OnlyEMC VMwarePivotal•  Greenplum•  Gemfire•  Cetas - Now Pivotal Analytics•  Pivotal LabsApril 24thGeneral Electric(GE)Is Now
  4. 4. Pivotal Confidential – Internal Use OnlyDr. Karl M. KappAvailable  from  Amazon  Twi1er:@kkapp  Google    “Kapp  Notes”  
  5. 5. GamificaCon  Dr.  Karl  M.  Kapp  Professor,  Bloomsburg  University  Author:  The  GamificaCon  of  Learning  and  InstrucCon    
  6. 6. Agenda•  GamificaCon  and  its  CompeCCve  Advantage  •  Value  of  gamificaCon  •  Best  pracCces  for  iniCaCng  a  gamificaCon  program  to  drive  loyalty  and  retenCon  
  7. 7. Adding game elements totraditional learning.Structural:§  Points§  Badges§  LeaderboardContent:§  Characters§  Challenge§  FeedbackGamification is usinggame-based mechanics,aesthetics and game-thinking to engage people,motivate action promotelearning, solve problemsand engage.What is Gamification?
  8. 8. •  Gamification is to Learning Game as:–  Part is to Whole–  Piece is to Puzzle–  Slice is to Pie–  Steering Wheel is to Car•  Gamification uses parts of games but is not a gamein-and-of itself.What is Gamification?
  9. 9. Polling  QuesCon  •  By  2015,  what  percent  of  Global  1000  organizaCons  are  predicted  to  use  GamificaCon,  as  a  primary  mechanism  for  transforming  business  operaCons?      •  5%  •  20%  •  40%  •  60%  •  80%  
  10. 10. Gamificaon  is  not  only  about  points,  badges,  progress  bars  and  rewards…  
  11. 11. …  but  that’s  not  all  or  this  would  be  the  most  engaging  game  in  the  world.  
  12. 12. 20%  increase  in  profile  compleon.  
  13. 13. …  the  possibilies  of  “gamificaon”  are  far  larger  than  points,  badges  and  rewards.  
  14. 14. ChallengeJones,  B.,  Valdez,  G.,  Norakowski,  J.,  &  Rasmussen,  C.  (1994).  Designing  learning  and  technology  for  educaConal  reform.  North  Central  Regional    EducaConal  Laboratory.  [Online].  Available:  h1p://  and  Schlechty,  P.  C.  (1997).  InvenCng  be1er  schools:  An  acCon  plan  for  educaConal  reform.  San  Francisco,  CA:  Jossey-­‐Bass.  Chapter  2  “The  GamificaCon  of  Learning  and  InstrucCon.”  
  15. 15. Feedback  
  16. 16. Story  
  17. 17. •  Self-­‐DeterminaCon  Theory  – Autonomy  – Competence  – Relatedness  Self-Determination Theory
  18. 18. Autonomy or Producers– Players are producers, not just consumers, theyare “writers” not just “readers.” Even at its simplest level, players co-designgames by the action they take and decision they make.James Paul Gee, University of Wisconsin-Madison
  19. 19. Competence or Pleasantly Frustrating– Good games staywithin, but at the outer edge, of the players “regime ofcompetence” (diSessa, 2000) Challenges in a game arechallenging but feel “doable.”This is motivational.James Paul Gee, University of Wisconsin-MadisondiSessa, A. A. Changing Minds: Computers, Learning and Literatcy. Cambridge, Mass.: MIT Press, 2000.
  20. 20. Performance before Competence– Good video games operate by a principlejust the reverse of Most training modules: performance before competence(Cazden, 1981).Players can perform before they are competent, supported by the design of thegame. It is learning by doing.James Paul Gee, University of Wisconsin-Madison
  21. 21. Relatedness– This is experienced when a person feels connected to others. Itcan either be in real-time or related to players who have played before throughsuch items as a leaderboard or artifacts left by other players.
  22. 22. h1p://  
  23. 23. •  Gamification in the Enterprise:– Health and Wellness– Learning and Development– Business OperationsGamification in the Enterprise
  24. 24. •  “Daily  Challenge”  – New challenge each day in email– Earn points– Progress through levels•  Running and Exercise– Nike+Health and Wellness
  25. 25. 80%  of  Blue  Shield  employees  have  parCcipated  in  at  least  one  wellness  programs.  50%  drop  in  smoking  prevalence  and  a  similar  increase  in  regular  physical  acCvity  among  employees.    The  incidence  of  hypertension  has  fallen  by  two-­‐thirds,  and  disability  claims  are  down  .  
  26. 26. NikePlus  Stats  for  Karl  
  27. 27. •  Mobile Cricket University (Mobile CU)–  Points•  Earned for completing certain formal learning assignments•  “acceleration points” for completing assignments within a defined time period–  Leader boards•  Master•  Group•  Challenge–  Digital badges and trophies are awarded•  Knowledge Guru–  Character–  Challenge–  FeedbackLearning and Development
  28. 28. 39.39%  indicated  “I  wanted  to  see  what  I  remember  from  the  training.”  81.82%  agreed  with  statement  “I  learned  more  about  4G  LTE  by  playing  the  game”    42.2%  indicated  “I  want  my  store  and  market  to  win.”  
  29. 29. 39.39%  indicated  “I  wanted  to  see  what  I  remember  from  the  training.”  81.82%  agreed  with  statement  “I  learned  more  about  4G  LTE  by  playing  the  game”    42.2%  indicated  “I  want  my  store  and  market  to  win.”  
  30. 30. Average  contract  value  2x  higher  than  for  previous  mobile  product.  Of  all  the  launches  done  in  the  previous  two  years  to  MobileConnect,  the  sales  team  has  built  the  quickest  pipeline  for  this  product.”    First  call  resoluCon  ($35  a  call/average)  is  up  45%.  
  31. 31. •  “Lawley Insurance”–  Looking for a strategy to convince the sales team of the value of–  Goal:•  Update the stage opportunities.•  Change close dates on leads when appropriate.•  Properly log prospect calls and meetings.•  Ford Canada–  Professional Performance Program (p2p)–  Goals: Drive site traffic, increase utilization of content, decrease time to certification,encourage learning–  Gamification Mechanics: Fast Feedback, Transparency, Goals, Badges, Leveling Up,Competition, Collaboration, Community, Points–  Big Data: User activity, content consumption, employee performance, customersatisfaction, course completionBusiness Operations
  32. 32. In  2  week  Cme  frame,  sales  team  created  the  equivalent  of  257%  of  the  average  weekly  acCviCes  created  in  the  prior  7.5  months.    Stage  updates  increased  110%.    Closing  dates  updated  307  Cmes  in  2  weeks.  
  33. 33. Professional  Performance  Program  
  34. 34. A  posiCve  correlaCon  between  engagement  in  the  Ford  p2p  Cup  and  key  performance  measures  including  sales  and  customer  saCsfacCon  15%  more  unique  visitors  and  a  30%  increase  in  unique  visits  vs.  the  same  period  the  previous  year  A  417%  increase  in  site  usage  vs.  the  same  period  the  previous  year  
  35. 35. Polling  QuesCon  •  What  percent  of  current  gamified  applicaCons  will  fail  by  2014?  •  5%  •  20%  •  40%  •  60%  •  80%  
  36. 36. Gamification and Big Data1.  Tracking  behaviors,  acCons  and  acCviCes  2.  Mining  the  data  for  meaning  from  behaviors,  acCons  and  acCviCes  3.  Modifying  acCons  and  reacCons  of  programs  based  on  data  4.  ReporCng  results  
  37. 37. Q&AAvailable  from  Amazon  Twi1er:@kkapp  Google    “Kapp  Notes”  
  38. 38. Pivotal Confidential – Internal Use OnlyJune’s Big Data Thought LeaderBalu RajagopalDelivering the Big Answers from Big Data – Ananalysis of Your Return on Investment (ROI)Signup at
  39. 39. Pivotal Confidential – Internal Use OnlyPivotal Analytics Free TrialMonetize Your Big Data Today!Sign-up today for FREE Analytics @ !
  40. 40. Pivotal Confidential – Internal Use OnlyBig Data Thought LeadershipWebinar SeriesLive  Webinar  RegistraCon  and  Recorded  Webinars  available  at  Web:  or  TwiGer:  @CetasAnalyCcs  is  now  @pivotalanalyCx  Blog:  YouTube: