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Lecture 1 - Introduction(1) - GAMIFICATION.pdf
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- 2. SUBJECT DESCRIPTION • Studentsare introduced to the concepts and techniques of using serious gamesand gamificationto achieve business goalsin areas such as marketing, human resources management, productivity enhancement, training, customer engagement, and innovation. • The subject will draw upon real-world case studiesto identify effective strategies, techniquesand metrics for serious game and gamification. • Legal and ethical issues related to serious games and gamification are identified. 2
- 3. SUBJECT OUTCOMES Explain andevaluate serious games and gamification techniques and applications. Apply concepts of motivation and user-based design to gamification. Apply concepts and techniques of gamification to achieve business goals. 3
- 4. Textbook Enterprise Gamification: Engaging peopleby letting them have fun by Mario Herger 4
- 5. Additional Resources • Loyalty3.0: How to Revolutionize Customer and Employee Engagement with Big Data and Gamification • The Gamification of Learning and Instruction: Game- based Methods and Strategies for Training and Education 5
- 6. Additional Resources • Rulesof Play: Game Design Fundamentals • By Katie Salen Tekinbaş and Eric Zimmerman 6
- 7. Assessment • Assessment 1(20%) – Workshop Tasks • Assessment 2 (20%) – Serious game prototype and presentation • Assessment 3 (20%) – Gamification proposal for a social, educational, business, environmental, or health and fitness application • Final Exam (40%) 7
- 8. Learning Objectives What aregamification and serious games Why might they be valuable Understanding what makes game “fun” and how to translate this into a gamified experience that is useful in a social, educational or business context Applications of serious games and gamification 8
- 9. Definitions Games Serious GamesSimulations Serious Games: Games where the main purpose is to train or educate users 9
- 10. Games Abstract challenge, definedby rules, interactivity, and feedback, that results in a quantifiable outcome, often eliciting an emotional reaction. --- Dr. Karl Kapp 10
- 11. Serious Games Games wherethe main purpose is to train or educate users What distinguishes a serious game from a non-serious game is an indirect “real world” outcome. 11
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- 13. Simulation A simulation accuratelylooks, feels, and behaves close to something in the real world A simulation can be studied or used to train people in a real-world setting. 13
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- 16. 16 Serious Game vsSimulation • Usually out-of-system, e.g. 3D virtual city of IBM city one serious game • Entertainment is a required ingredient • There is only one person or team that can win • There is a precise beginning • There are specific players and place • Can be in-system, e.g. Baton Simulations run on real SAP applications • Entertainment is NOT a required ingredient • Players can enter and leave the game • There is no spatial boundaries to infinite games
- 17. 17 • Serious gameshave clearly defined objectives as well as methods to achieve them. • Simulation tend to be exploratory, allowing the player to define their own goals and determine their own route to success. Serious Game vs Simulation
- 18. Gamification Using game-based mechanics,aesthetics and game thinking to engage people, motivate action, promote learning, and solve problems. --- Dr. Karl Kapp 18
- 19. Gamification • Gamification isthe use of game design techniques & mechanics to solve problems and engage audiences. • Gamification strives to encourage users to engage in desired behaviors in connection with non-game applications. • Can be very powerful tool to change attitudes and affect behavioral change. 19
- 20. More general definition •Gamification • Useful to motivate people subconsciously… – Business, school, social impact, environmental, personal improvement, etc. 20
- 21. Game Elements What gameelements can we take from games to apply to other non-game applications 21
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- 24. Game Elements inGamification Keas: “Health management made easy” (by gamification) 24
- 25. Try… • Find theGame Elements 25
- 26. Club Psych • MarketersLove This! 27
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- 28. About Enterprise Gamification •It’s nothing new! 29
- 29. About Enterprise Gamification •Became a big buzzword … 30
- 30. Enterprise Gamification • Whois gamifying? 31
- 31. Enterprise Gamification Needs Developerswho want to improve the user-experience for their application Community managers who wanted to engage community members more and have them blog and post more Training department who wanted to make learning interesting and fun HR who were aiming at onboarding new employees faster Folks from Marketing and branding who were interested in how to make events and campaigns fun 32
- 32. Enterprise gamification Gamification capturesthe big data that • Comsumers • Parterners • Employees generate as they interact with online experiences, and uses that data to create a more engaging experience and drive: • Better performance • Better business results • Competitive advantages 33
- 33. Categories of EnterpriseGamification • External – Marketing – Sales – Customer engagement • Internal – HR – Productivity enhancement – Crowdsourcing • Behavior change – Sustainability – Health and wellness – Personal finance Organizational Benefit Personal Benefit Individuals Employees/Communities External Internal Behavior Change and social goods 34
- 34. Examples of EnterpriseGamification 35 Categories Potential Objectives Examples External Marketing Sales Customer engagement Nike Starbucks Internal Humane Resources Productivity enhancement Crowdsourcing Microsoft Language Quality Game Behaviour Change Or Social Goods Health and wellness Sustainability Personal finance Nissan Carwings More examples of gamifications: http://www.enterprise-gamification.com/mediawiki/index.php?title=Facts_%26_Figures
- 35. EVs & Hybrids 36 Socialgoods: Sustainability • Owners can compare their driving eco performance to other local drivers to earn medals and awards.
- 36. LQG at Microsoft •Windows 7 Language Quality Game Internal: Quality Assurance http://social.technet.microsoft.com/wiki/contents/articles/9299.language-quality-game.aspx 37
- 37. External: Frequent FlyerPrograms 38
- 38. External: Frequent FlyerPrograms • Frequent Flyer programs • Points Points gained by travelling • Rewards Free travel • Levels Silver, gold, platinum cards • Badges Frequent flyer miles 39 http://bittenbythetravelbug.com/beginners-guide-to-collecting-frequent-flyer-points-qantas-edition
- 39. External: Frequent FlyerPrograms Early adopters require more extrinsic fixed rewards 20,000 frequent flyer points to get credit card $300 credit towards flights each year Once engaged use more variable rewards Random offers, contests, potential upgrades Jump queue, Gold card, Lounge 40
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- 41. Nike External: Customer Engagement& Motivation 42
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- 43. Enterprise Gamification • Businessapplication areas using gamification: – Customer Services & Experience – Loyalty – Creativity & Productivity – Employee Engagement & Wellness – On-boarding & Training – Product Awareness / Knowledge – Recruitment – Sale 44
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- 45. Examples (http://www.thefuntheory.com/) • Subwayin Stockholm (http://youtu.be/SByymar3bds) 46
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- 47. Speed Limit Enforcement •Speed Limit Enforcement (http://www.youtube.com/watch?v=iynzHWwJXaA) 48
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- 49. HISTORY View in fullsize: http://elearninginfographics.com/wp- content/uploads/A-Brief-History-of-Gamification-Infographic- 1000x4526.png 1973 The company called Game of Work established 2003 Nick Pelling coined the term gamification 1984 Book titled “The game of work” published 2009 Rajat Paharia and Gabe Zichermann started using the term gamification 2011 First Gamification Summit 2012 Gartner predicts 70% of global organizations will use gamification by 2014 50
- 50. 2012 Gartner’s Hype Cyclefor Emerging Technologies - 2012 51
- 51. http://enterprise-gamification.com/index.php?option=com_content&view=article&id=223:into-the-trough-gamification-in-the-2014-gartner-hype-cycle&catid=4&Itemid=251&lang=de • 2016 -Gamification does not register as an emerging technology - it is now mainstream • Businesses can not discount the importance of gamification to remain competitive Gartner’s Hype Cycle for Emerging Technologies 2014 2016 ? 52
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- 53. Gartner’s Gamification 2020 •In Gartner’s gamification 2020 report, they predict that gamification combined with other emerging trends and technologies will have significant impacts on: – Innovation – The design of employee performance – The globalization of advanced education – The gamification of personal development – The emergence of customer engagement platforms 54
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- 55. Big picture Games cando much more than just entertain us. Adding the elements and principles that games use to non-game tasks in many domains (business, educational, social goods, environmental) can help increase the engagement and efficiency. 56
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