Gamification – A Case in Point/ The Business Case • Why & How of Gamification • Illustrations of the gamification process • Examples success stories • What’s the ROI, ways to measure it • Pitfalls of gamification for the sake of gamification

1. Image Credit: Anurabh Das, Flickr
Mohit Garg
Co-founder, MindTickle
mohit.garg@mindtickle.com
+91 99203 49419
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2. What is Gamification?
• Essence of “game” thinking -> applied to
business (non-game) use cases
• Gamification provides a scalable
framework for encouraging users to
engage in desired behaviours voluntarily
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3. How does Gamification work?
(1) Source: BunchBall Whitepaper
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4. Examples of Gamification
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5. Why is Gamification Relevant to
Employee Engagement/Learning?
Because of the changing attitudes/preference of employees
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Short attention span
Competitive
Irreverent
Seek instant gratification
Tuned to “Social”
Prefer self-paced
Accustomed to visually
stimulating user interfaces
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6. Gamification is not “Gaming”
or “Serious Gaming”, for that matter
Business
Gamification is a framework for
designing repeatable and agile
business processes/ technology
Gaming on the other hand
focusses on deep interactions in
game play, resulting in higher
degree of customization but
limited extensibility
Source: http://www.slideshare.net/dings/from-game-design-elements-to-gamefulness-defining-gamification
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7. Gamification is more suited for
today’s business environment
Gaming/
Serious Gaming
Gamification
Agility / Time to deploy
3-6 months
< 4 weeks
Flexibility
Low
High
Resources Required
High
Low
Cost Model
Upfront Sunk Cost
Value Based/Per User
Depth of Simulation
High
Medium
(graphics, servers, manpower)
Source: http://www.hrzone.com/
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8. The blend of “social”, gamification
& analytics creates highest impact
If “Social” and Gamification are an engine to enable change, analytics is the fuel.
Analytics lets you measure impact and identify where further refinement is
needed. Nearly all Gamification efforts are iterative in nature.
- Charlie Bess, Chief Technologist, HP
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9. Blended recipe for online learning
Game mechanics motivate and engage the user
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Badges: Sense of achievement, instant gratification
Levels: Achievable goals and incremental sense of progress
Challenges: Balance between skill and difficulty
Points: Differentiate committed learner from casual dabbler
Leaderboard: Reputation, Bragging Rights
Social enhances informal learning and participation
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Invites: Makes it viral and increases participation Updates &
Discussions: Be a part of the larger community
Likes: Encouragement from peers
Share: Sharing achievements
Comments: Informal learning and feedback
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10. Case Study 1
Problem: Pre-Join Onboarding /
Training at HCL
Source: Forrester B2E 2013 Awards Nomination, http://www.hcltech.com/gamification
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11. Case Study 1
Solution: Gamified online platform
for new joiners
Achievement
badges for
creating sense of
aspiration and
achievement
Gamified journey
for creating
awareness about
HCL’s history,
employer value
proposition and
its culture
Leaderboard for
healthy competition –
acts as a driver of
motivation
Updates/wall for
creating an online
social environment,
an online community
of all joiners
Source: Forrester B2E 2013 Awards Nomination, http://www.hcltech.com/gamification
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12. Case Study 1
Solution: Gamified online platform
for new joiners
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13. Case Study 1
User Feedback
Gamification turned my rejection into acceptance!
“An amazing platform which sheds relevant information about HCL which a
new joiner would like to know. Easy to explore and understand. It actually
created an interest to be a part of HCL family”
– Management Trainee, 25
Being a part of virtual HCL!
“Gamification connects with you at the time when a joiner is confused and
unaware about the company. This tool gives him/her an insight about the
history, culture and business. It is an effective communicator”
- Senior Manager, 48
Source: Forrester B2E 2013 Awards Nomination, http://www.hcltech.com/gamification
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14. Case Study 1
Results and associated Business
Impact
1. > 60% new hires participated voluntarily
2. The probability of a candidate dropping was 9
times lower among the cohort who
participated vs. those who did not
3. Discovery: The participation acts as a renege
predictor
Source: Forrester B2E 2013 Awards Nomination, http://www.hcltech.com/gamification
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15. Summary
1. Gamification for the sake of gamification is likely to fail
2. Align gamification with learner motivation
3. Identify the business objectives and metrics
4. Integrate with “social” and “strong analytics”
5. Start with a well-defined use case/business problem.
Examples – sales training, policy training, NHT
6. Measure, learn and iterate along the way to enterprise
wide gamification
7. Internal marketing and branding of the initiative is a
KSF
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16. Thank you!
Visit www.mindtickle.com
Follow our blog www.mindtickle.com/blog
Follow us on twitter @mindtickle
Contact:
mohit.garg@mindtickle.com
@mohgar
(0) 99203 49419
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