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Gamification
Techniques and its applications to enterprises.
Keith Ng
Co-Founder and CEO
a.k.a “Hustle Ninja”
Brenda
Nicole Tan
Co-Founder and CMO
a.k.a “All-in-one Ninja”
Let’s talk
gamification.
Bartle’s Player Types
Gamification is …




       game elements and
The use of
game design techniques in non-
     game contexts.
Gamification is NOT …
Points and badges   Serious gaming
Edugaming           Social gaming
Advert gaming       Farmville
It is a strategy.
Games are powerful.
They can be addictive and have a
       strong pull factor.
What is the
average age of
  a gamer?


   Closest answer = 20 points
   2nd closest answer = 10 points
It’s natural to play.
We’ve been playing since young, and
       play is for everyone.
Does your
 enterprise need
gamification?
Make a list of areas
 in an enterprise
where gamification
  can be applied.
Online   collaboration
Productivity
Efficiency
Innovation
Health & Wellness
Do you have a clear
1.   problem to solve?
Can your problem be
2.      addressed by
       motivation?
Intrinsic motivation:
“I do it because I want to.”
Extrinsic motivation:
“I do it because I’ll receive
         a reward.”
Is your answer to both
       questions
      YES?
 Then, gamification’s
    right for you!
The essential steps of
gamification
1.   Define your problem

2.   Determine your goal
     Identify your target
3.   behavior(s)

4.   Profile your players

5.   Design your strategy
Define your
1.   problem.
Determine your
2.   business goal.
3.            target
     Identify your
       behavior(s).
Target
      Behavior


  Sub-        Sub-
behavior    behavior
Define metrics to
 measure these
   behaviors.
Profile your
4.   players.
Know what
motivates them.
Bartle’s Player Types
Which player
type do most
people fit in?


   Correct answer = 20 points
Got your data?
5. Design a strategy.
The
GAMETISE
 Framework
Key Elements          Key Goals



GAME T I S E
Generous Rewards   Togetherness
Appeal             Intrinsic Motivation
Maintainability    Social Actions
Easy to Start      Engagement
Key Elements
Generous Rewards



              G
Tangible
     Rewards
  Discounts, vouchers,
 physical gifts, trophies,
money, workplace benefits
 (eg. additional day off)


                        G
Intangible
    Rewards
Status (social recognition,
 rank), exclusive content,
    power-up, sense of
belonging, virtual points,
   virtual items, badges

                          G
Overjustification
     Effect
You stop doing it because
you want to, but because
  the reward is there.



                        G
Appeal



         A
What makes
things fun?
FUN collecting,
Problem solving,
                 =
  teamwork, surprise,
 exploring, recognition,
        winning




                           A
Maintainable



               M
Hedonic
 Threadmill =
Rewards are so “expected”
 you have to keep giving
bigger and better rewards
   to keep them excited



                       M
Easy to Start



                E
Key Goals
T




Togetherness
Intrinsic Motivation



                  I
I




              extrinsic
 Currently, it’s
    motivation that drive
people in a typical workplace.
Ideally, people should love
 doing something for its
      own sake.




                          I
Intrinsic
motivation?
Competence
 Autonomy
Relatedness




              I
S




Social Actions
E




Engagement
But …
be careful!
should not
The game
distract from the job.
People will   cheat.
Gamification in
  Action
PASS
Problem




Difficult for programmers to find
 help on code-related problems.
Goal




Q&A site for programmers to ask
   code-specific questions and
 receive answers from members.
Target
                       Behavior




Answer code-related questions
   from other members.
A reward system that is
reflective of what its members
        find meaningful.
Reputation scores determined by
validation from other members.
Easy to identify who has
 expertise in what.
>2 million
 registered users

    ~5000
new questions daily

    >10000
new answers daily
PASS
Problem




Language quality control is a
 long, tiring, mind-numbing
            process.
Spot and correct language
   errors in all Windows 7
versions quickly & efficiently.




 Goal
Target
Behavior




Employees to browse copy
 samples and spot errors.
The Language Quality Game
The Language Quality Game
Employees competed with
employees from other Microsoft
offices in the no. of bugs found.
>4000
     employees

>0.5 million
dialogs boxes viewed

     >7000
    errors fixed
FAIL
Increase the productivity of
housekeepers in their hotels.
Leaderboard to track all
workers’ performances.
“The Electronic Whip”
PASS
ACE Entrepreneurship
     Week 2012
    9-10 November 2012
Problem




Difficult to channel traffic
to sponsoring merchants.
Encourage AEW 2012
participants to patronize
 sponsoring merchants.




                     Goal
Target
                   Behavior




  Scan the QR codes of
participating merchants.
Target
                    Behavior




Do challenges at merchants
          outlets.
Now, it’s
your turn!
1.   Define your problem

2.   Determine your goal
     Identify your target
3.   behavior(s)

4.   Profile your players

5.   Design your strategy
E-COMMERCE HELPDESK


 CUSTOMER SERVICE


   PRODUCTIVITY


     LEARNING!


    INNOVATION!
Keep In Touch!
      J
   Keith Ng
      @keizng

    Brenda
    @brendalogy

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