Gamification training pros-2015
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Charles Palmer gave a presentation on gamification for business, training, and education. He discussed how applying game design elements like goals, rewards, and motivation can make non-game applications more fun and engaging. Examples included using points, levels, and leaderboards in education and using challenges and status in customer loyalty programs. Palmer also highlighted the importance of understanding different player types and ensuring proper game balance to influence desired behaviors.
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Gamification training pros-2015
- 1. Charles Palmer – Harrisburg University ASTD – September 2015 Gamification For Business, Training and Education Charles Palmer Harrisburg University Presentation available: bit.ly/myslideshares
- 2. Harrisburg University • Associate Professor of Interactive Media • Interactive Media Program, Chair • Executive Director, Center for Advanced Entertainment and Learning Technologies • Areas of focus: – Web development – Game Design – Video production – Database • Previous: – Board member Leadership Harrisburg – Faculty member at Carnegie Mellon University
- 3. Gamification the concept of applying game-design thinking to non-game applications to make them more fun and engaging
- 6. Jane McGonigal is an American game designer and author who advocates the use of mobile and digital technology to channel positive attitudes and collaboration in a real world context.
- 7. Gamification
- 8. GamificationGamification Usage: – Motivation – Healthy competition – Generate buzz – Encourage customer loyalty Outcomes: – Behavior change – Compliance – Engagement – Variation (fun)
- 10. Let’s look at some examples… Retail/Loyalty Social Fitness Behavior Modification
- 11. Take a look at this produced by the folks at Fun Theory. It’s a little under 2 min in length. http://bit.ly/funtheorystairs Use the chat to let us know when your ‘done’.
- 14. Educational Examples… Khan academy is a video library service for K-12 math, science, and physics topics. When guests work on a problem or watch a video the site logs what you've learned and where you're spending your time. The collected data is private, but powerful dashboards expose knowledge acquisition to students and coaches. Users earn badges and points for learning. The more you challenge yourself, the more bragging rights you'll get.
- 15. Customer Loyalty and Engagement Verizon Wireless implemented a social gamification platform to encourage behaviors such as commenting on articles and sharing that bring back valuable referral traffic to the Verizon Insider site. The results: More than 50 percent of the site’s users participated in the gamified environment. On average, users who logged in via Social Login spent 30 percent more time on the site versus the older method. Those Social Login users also generate 15 percent more page views than others.
- 16. Some facts… The trend has been picking up major momentum over the last year and has gained support from industry heavy weights such as Bing Gordon, Al Gore, J.P. Rangaswami, Chief Scientist of Salesforce.com, and many more. Al Gore talks about how "Games are the new normal" and the power of Gamification at the 2011 Games for Change Festival.
- 17. How Gamification can Revolutionize the Workplace 1. Tap into intrinsic motivators 2. Connect dots between employee motivation and company success 3. Data-driven
- 18. How Gamification can Revolutionize the Workplace 4. Sustainable and proven – across sectors and departments – Increase adoption and use of learning management tools – Promote retention and results among hourly employees – Drive up employee knowledge sharing to increase service levels – Boost call center employee performance and satisfaction – Enhance customer loyalty and drive revenue
- 24. But wait… • Creating these types of games is hard work (so what else is new) • Just adding points and badges doesn’t make something fun and an improperly balanced reward system will negatively effect the behavior you are trying to address. • The true magic happens when a player succeed in a challenge which seemed (or was) daunting and beyond their skill level. • Players are motivated by different things. So we have to consider different experiences for varying player types* Too easy Too frustrating
- 25. Player Types Achievers •prefer to gain "points," levels, equipment and other concrete measurements •go to great lengths to achieve rewards that confer them little or no gameplay benefit simply for the prestige of having it. Explorers •players who prefer discovering areas, creating maps and learning about hidden places •feel restricted when expected to move on in a certain time frame, as that does not allow them to look around at their own pace. •find joy in discovering an unknown glitch or a hidden easter egg. Socializers •gain the most enjoyment by interacting with other players, and on some occasions, computer-controlled characters with personality •The game is merely a tool they use to meet others in-game or outside of it Killers •thrive on competition with other players, and prefer fighting them to scripted computer-controlled opponents The Bartle Test of Gamer Psychology is a series of questions and an accompanying scoring formula that classifies players of multiplayer online games into categories based on their gaming preferences.
- 27. Player Types Achievers Explorers Socializers Killers 6747 53 33 ESAK Bartle Test of Gamer Psychology - http://bit.ly/LzzXLU
- 28. “Do people not do something because they are not able to? – then increase ease of use. Do people not do it because they have no free time? – then work on that. Only if motivation is the issue can gamification be a [legitimate] way of influencing behavior” - Sebastian Deterding, research
- 29. Mini-challenges Win/loss conditions G a m e Pl ay Gamification Loop Point system Challenges Game Play Win/Loss conditions leaderboardsbadges Social networking status
- 30. Game Play Community Collaboration Discovery EPIC Meaning Free Lunch Infinite Gameplay Loss Aversion Lottery Momentum Ownership Appointments Blissful Productivity Status Urgent Optimism Virality Cascading Information Combos Achievements Levels Countdown Quests Reward Schedules Points Visit http://gamification.org/wiki for descriptions and usage
- 31. Game Play Grouped by Categories Community Collaboration Discovery Behavior EPIC Meaning Free Lunch Infinite Gameplay Loss Aversion Lottery Momentum Ownership Appointments Blissful Productivity Status Urgent Optimism Virality Feedback Cascading Information Combos Achievements Levels Countdown Quests Reward Schedules Points Progression
- 32. Game Play Mechanics Community Collaboration Discovery Behavior EPIC Meaning Free Lunch Infinite Gameplay Loss Aversion Lottery Momentum Ownership Appointments Blissful Productivity Status Urgent Optimism Virality Feedback Cascading Information Combos Achievements Levels Countdown Quests Reward Schedules Points Progression Behavior Feedback Progression Blissful Productivity The idea that playing in a game makes you happier working hard, than you would be relaxing. Essentially, we're optimized as human beings by working hard, and doing meaningful and rewarding work. Traditional Gaming From Jane McGonical's Ted Talk wherein she discusses how World of Warcraft players play on average 22 hours / week (a part time job), often after a full days work. They're willing to work hard, perhaps harder than in real life, because of their blissful productivity in the game world. Type: Behavioral Personality types: • Achievers • Explorers • Socializers • Killers http://gamification.org/wiki
- 33. More examples… Visit http://bit.ly/25TopGamified for the 25 Best Examples of Gamification in Business
- 34. Six rules… 1. Understand what constitutes a “win” for the player and organization 2. Expose the player’s intrinsic motivation and progress to mastery 3. Design for the emotional human, not the rational human
- 35. Six rules… 4. Develop scalable, meaningful intrinsic and extrinsic rewards 5. Use on of the leading platform vendors to scale your project 6. Most interactions are boring, make everything a little more fun
- 36. “In some ways it is a fad – adding points and badges in tacky ways, looking at ‘gamification’ as an easy way to make boring things seem interesting – that is a fad. However, the idea of designing business processes so that those who engage in them find them more intrinsically rewarding – that is a long term trend.” - Jesse Schell, CEO Schell Games
- 37. Resources • Vendors – Bunchball, Badgeville, BigDoor, Rypple, DueProps, LevelUp (formerly SCVNGR), CrowdTwist
- 38. Resources • PearlTrees - http://bit.ly/IhdQod • Jesse Schell – The Pleasure Revolution http://bit.ly/J15rbp • Gabe Zimmerman - http://bit.ly/IUiWFZ • Gamification.org/wiki • Concept of “Flow” by Mihaly Csikszentmihalyi - bit.ly/conceptofflow
- 39. Gamification: For Business, Training and Education Charles Palmer Executive Director, Center for Advanced Entertainment & Learning Technologies Harrisburg University cpalmer@harrisburgu.edu @charlespalmer Thank you. Presentation available: bit.ly/myslideshares
Editor's Notes
- Many of you, probably most of you, have heard the term. But I thought we should start off with a common definition. Gamification is the process of applying game-design principles and thinking to non-game activities to make them more fun and engaging. Examples of gamification span applications, websites, and physical activities In most instances the purpose is to motivate the player to take an action. We’re seeing gamified products in every industry; health care, consumer goods, publishing, and education.
- “ What does this image mean to you”
- “EPIC Win”
- Efficiency leaves “Short-term fuel efficiency can be displayed in two ways – either as a traditional chart or using an innovative display that shows “growing leaves” and vines on the right side of the cluster. The more efficient a customer is, the more lush and beautiful the leaves and vines, creating a visual reward for the driver’s efforts.” – from http://kinesis.tumblr.com/post/1089206566/efficiency-leaves How many have a hybrid vehicle?
- Foursquare/Swarm: We’ll talk about this later Kahn Academy - http://www.khanacademy.org/about Khan academy is a video library service for K-12 math, science, and physics topics. Every time you work on a problem or watch a video, your actions are logged. the Khan Academy remembers what you've learned and where you're spending your time. They keep all of this data private but expose powerful statistics to each user and their coaches. Users earn badges and points for learning. The more you challenge yourself, the more bragging rights you'll get. Nike+ - http://nikerunning.nike.com/nikeos/p/nikeplus/en_US/plus/?1328992102767/#//dashboard/ A number of excersie related gamification products are on the market. The Nike+ system includes a device which tracks your health data which running. Steps, heart rate, calories burned, distance travelled, speed, and time. Data points can be attached to challenges to compete against your friends.
- http://www.youtube.com/watch?v=2lXh2n0aPyw http://bit.ly/funtheorystairs Fun Theory 66% more people took the stairs 22% reduction in speed
- Goal – increased movement Players – subway passengers at a particular stop Motivation – curiosity, visual intrigue Reward – playable piano keys, join in with others But it would be interesting to see how long before a regular passenger stops using the stairs. Or, what happens when they get off at another stop, are they motivated to use the stairs again?
- Foursquare: Using a mobile device, Swarm let’s users “check-in” at locations. Through this process players are given challenges; visit more locations, connect with friends, unlock rewards… When completing tasks players earn badges, mayorships, and retail discounts. Multiple mayors Stickers, not badges Make plans (geo-fencing) by posting Search your past Neighborhood sharing (automatically notify users that your in the neighborhood) major creep factor!!
- Kahn Academy - http://www.khanacademy.org/about Khan academy is a video library service for K-12 math, science, and physics topics. Every time you work on a problem or watch a video, your actions are logged. the Khan Academy remembers what you've learned and where you're spending your time. They keep all of this data private but expose powerful statistics to each user and their coaches. Users earn badges and points for learning. The more you challenge yourself, the more bragging rights you'll get.
- Verizon Wireless ramped up customer engagement with some gamification tricks in Verizon Insider, a community hub where users can get exclusive offers, participate in online and real-world events, and engage with the community through writing reviews and other interactions to earn points. By getting personal and more interactive, and rewarding users for getting involved, Verizon is amplifying brand recognition and driving loyalty.
- Gamification taps into intrinsic motivators. Behavioral research has shown that satisfying basic intrinsic motivators inspires us to initiate activities for our own sake, because it is interesting and satisfying. Gamification taps into the five most common motivators: autonomy (“I control”), mastery (“I improve”), purpose (“I make a difference”), progress (“I achieve”), and social interaction (“I connect with others”) - http://www.bunchball.com/blog/post/1591/five-intrinsic-motivators-and-how-they-impact-employee-engagement This means that gamification can be used to unlock potential across all employees, all job titles and all departments. Gamification connects the dots between employee motivation and company success. Employees need to be able to connect their increased engagement directly to the company’s better performance. A well-designed gamification platform starts by inspiring active participation geared to specific business goals. Then, it monitors results, measures the business impacts and supports perpetual learning and improvements that fuel even greater satisfaction and engagement. Gamification is data-driven. Gamification uses data to motivate performance. Years ago, most businesses operated by face-to-face meetings or via memos sent around the office. But today, sales, training, service, collaboration and almost every other aspect of business occurs in systems that produce mountains of data. Gamification platforms capture the relevant data and put it to work to create engaging experiences that drive performance, business results and competitive advantage. This data can be used to build a 360-degree view of all your employees and take advantage of opportunities to motivate them everywhere they work.
- Gamification is sustainable and proven – across sectors and departments. For example, gamification is being used to: Increase adoption and use of learning management tools. The financial services company Sun Life Financial created a gamified learning management tool called money UP. It inspired financial literacy in Sun Life’s customers, while simultaneously improving participation in savings and retirement plans at work. By explaining workplace retirement and savings information via a series of missions that are progressively challenging, yet attainable. In the first six months after launch, Sun Life customers saw that 33 percent of their employees who finished Level 1 increased their retirement contributions and/or added a new product. Of those who added a new product, 88 percent also added new assets to their plans. The latest results show that participants who've taken action have increased contributions, on average, by an impressive 74 percent. Promote retention and results among hourly employees. RMH Franchise Corporation, which operates more than 130 Applebee’s restaurants throughout the United States, is using a gamified website called Bee Block to tap into the motivations of its hourly workforce. When logged in, employees can manage their profiles, review their own data and participate in automated challenges broadcast in real-time via “Bee TVs” placed strategically throughout restaurant workstations. https://www.youtube.com/watch?v=I2upiF8PZIY Early results show improvements in employee engagement and a 20 percent reduction in turnover – that’s striking, considering the average turnover for hourly-employed restaurant workers is 125 percent! Ultimately, one of RMH’s goals is to transform its wait staff and bartenders from “order-takers” to sellers – a change that could have a big impact on revenue overall. Drive up employee knowledge sharing to increase service levels. After T-Mobile incorporated gamification within their employee collaboration platform, participation increased 96 percent, contributions jumped up 583 percent and responses skyrocketed 783 percent. The company also saw a 31 percent improvement in customer satisfaction scores, 40 percent improvement in call deflection resulting in reduced support costs and month-over-month improvement of call resolution rates and customer satisfaction scores. Boost call center employee performance and satisfaction. Gamification helped Allied Global make real, measurable improvements to its call center key performance indicators (KPIs). Allied used gamification to reduce employee turnover, improve workflow and create a winning feeling among call center agents –all of which helps the company deliver the best quality service in an efficient and effective manner. Enhance customer loyalty and drive revenue. The Coca-Cola Company used gamification to update its loyalty program and connect the brand with new, younger consumers at scale. Leveraging its “Open Happiness” mantra, Coke wanted its loyalty program to convey happiness to site visitors, drive repeat visits and encourage users to share content with their networks and grow the community. The brand expanded its definition of rewards to include extrinsic elements such as exclusive and advance access, and intrinsic rewards such as badges and experiences. The new platform allows My Coke Rewards to reward both social and interactional loyalty – but not only on a transactional basis – and early figures for membership and social engagement have exceeded expectations.
- PAUSE FOR QUESTIONS Loyalty program, getting people to make a choice in your favor when all competing choices are equal 1900 sugar merchants, buy 10 lbs get one more free 1930 S&H green stamp programs, save enough and redeem for stuff (first virtual currency, and was variable to the end-user) 1981 American Airlines, drives loyalty using status 2005 no redemption, you can’t convert farmville credits to cash. Farmville no real-world redemption Behavioral economics, “word of mouth” marketing – no one knows how it really works. But in order for me to tell you how much I like a product I need to share my experience with you. And sell you on the product, or actually sell you on the reliability of the manufactoruer (elavating my personal status). In the modern era, loyalty choices are now open to the public, via online networks and social sharing sites. There is now a process for the behavior social economics, it’s more structured because decision are made public. So users can freely share their impressions (both positivley and negatively) of your brand in a semi-open forum. And through this relationship a user’s personal status elevated, It’s also interesting to note that successful redemption programs reward players with status, not cash. Look at reality TV shows, the players are offered cash, but they are really playing for attention and status. Top Chef, Cupcake Wars, … not enough to start a business, but winning gains status which can be used to build revenue around a brand.
- This is the process for creating desired behaviors within users. It all centers around a point system that can be used to motivate a user. Around the point system we have game mechanics which can be used to engage users in the loop. Point systems are important. We see them all the time; money is a point system. But I can’t really tell you how much money I made last year, its just rude. Instead I buy a lot of things to show how much money I have, again elevating my status. Likewise we do the same thing in games. I have a weekly score in Foursquare, and I’ve also collected badges, friends, and certificated in other systems. So this loop describes the process a user needs to perform to stay motivated. And it starts with a challenge, the user must checked-in, watch a video, completed an assessment, or whatever each situation should have a win condition My success is broadcast to the community (via leaderboards or various types, personal badges, and social network updates) These three things all lead to an increase in my status. And in some systems it’s not about the points (well, it’s not the publicly exposed point value), but instead it’s the signaling of the points (size of kingdom, number of crops, amount of acquired loot)
- As humans we naturally explore given choices if we believe it is worth the effort. Motivate players with appropriate rewards and then teach them to do what you want. Layer the experience with challenges that are new, with tasks that take time to mature. In the Foursquare example no task or challenge is dependent upon completing one another. I can be working on my “long term” Warhol badge (checking in at your 10th art museums) and a “one shot” School Night badge (checking-in after 3a on a school night) at the same time.
- Researcher, Richard Bartle, created a test of Gamer Psychology. This device is a series of questions and a scoring formula that classifies players of multiplayer online games (including MUDs and MMORPGs) into categories based on their gaming preferences. The result of the Bartle Test is the "Bartle Quotient", which is calculated based on the answers to a series of 30 random questions in the test, and totals 200% across all categories, with no single category exceeding 100%. For example, a person may score "100% Killer, 50% Socializer, 40% Achiever, 10% Explorer," which indicates a player who prefers fighting other players relative to any other area of interest. Scores are typically abbreviated by the first letter of each category, in order of the quotient. In the previous example, this result would be described as a "KSAE" result.[2]
- Also to consider…
- Remember this…
- http://gamification.org/wiki Achievements are a virtual or physical representation of having accomplished something. Appointment Dynamics are game dynamics in which at a predetermined times/place a user must log-in or participate in game, for positive effect. Behavioral Momentum is the tendency of players to keep doing what they have been doing. BLISS The idea that playing in a game makes you happier working hard, than you would be relaxing. Cascading - The theory that information should be released in the minimum possible snippets to gain the appropriate level of understanding at each point during The game dynamic wherein an entire community is rallied to work together to solve a riddle, a problem or a challenge. Immensely viral and very fun. Also called Exploration, players love to discover something, to be surprised. This also can be seen in the Game Feature, Discovery. Discovery EPIC Players will be highly motivated if they believe they are working to achieve something great, something awe-inspiring, something bigger than themselve FREE LUNCH A dynamic in which a player feels that they are getting something for free due to someone else having done work. It’s critical that work is perceived Loss Aversion is a game mechanic that influences user behavior not by reward, but by not instituting punishment. Virality A game element that requires multiple people to play (or that can be played better with multiple people)
- DevHub Gamifying the website development process. Most people don’t complete a website to their liking. This site/product motivated you to keep up with the task. Saw 50% increase in blog activity, 300% increase in gamified-site activities. Zombie: In zombie run you are Runner #5 and hundreds of survivors are counting on you.
- Identify the key metrics, be casreful not to over promise What are the players hopes fears and anxieties. By understanding the player as a whole, we can design an emotional context around the experience Our player is a playful individual.
- Gamification works to engage and motivate users. But it is not a magic elixer.