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Practical Approach to Gamification
The document outlines a webinar on gamification led by Karl Kapp, focusing on its definitions, practical applications, and alignment with corporate goals for enhancing learning strategies. Key topics include establishing corporate objectives, building a business case for gamification, and gathering requirements to effectively integrate gamified elements into learning programs. The importance of defining success metrics and understanding audience motivation is emphasized to ensure effective implementation and participation.
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Practical Approach to Gamification
- 1. A Practical Approachto Gamification April 7th, 2015
- 2. Some Housekeeping Details Theevent is being recorded Use the Q&A window The Polling function Follow the conversation on Twitter: #GamifiedLearning @kkapp | @Axonify
- 3. The Focus ofToday o Gamification Overview o A Practical Approach to Get Started o Aligning your Corporate Goals & Learning Strategies o Building your Business Case o Gamification Requirements Gathering o Q&A Karl Kapp AUTHOR & PROFESSOR OF INSTRUCTIONAL TECHNOLOGY BLOOMSBURG UNIVERSITY Shum Attygalle DIGITAL MARKETING MANAGER AXONIFY
- 4. Gamification Workbook You willreceive a copy shortly after the webinar!
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- 7. E L EV TO R V POLL: Where are you currently at with gamification? A. People keep saying it but I donāt know what it really means. B. Trying some things, but havenāt found the sweet spot. C. Heavily entrenched, trying to gamify as much as we can.
- 8. Some Definitions: GamificationGame-based Learning Simulation Learning The useof gaming elements integrated into a training program aligned with corporate goals to promote change in behavior. The use of a game to teach knowledge, skills & abilities to learners using a self-contained space. A realistic, controlled- risk environment where learners can practice specific behaviors & experience impacts of their decisions. Proprietary & Confidential
- 9. Gamification is usinggame- based mechanics, aesthetics and game thinking to engage people, motivate action, promote learning and solve problems.
- 10. Gamification is to Learningas a Piece is to a Puzzle
- 11. Gamification uses elements ofthe game, but is not the game in-and-of itself.
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- 14. E L EV TO R V Setting the Groundwork Determine your Corporate Goals & Learning Strategies Build your Business Case. Define your Requirements. A B C
- 15. Determine your CorporateGoals & Learning Strategies A 1. Isolate area of strategic importance 2. Identify target group 3. Identify target behavior 4. Determine purpose 5. Define Success 5-Step Work Plan to Uncovering your Goals
- 16. ISOLATE AREA OFSTRATEGIC IMPORTANCE 1
- 17. Successful roll outof their Omnichannel strategy. Increase product knowledge to drive sales. Reduce safety incidents within their Logistics organization.
- 18. IDENTIFY YOUR TARGETGROUP 2
- 19. Retail Associates SalesReps Employees in their Logistics Operation
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- 21. To learn, internalizeand consistently apply Omnichannel principles when dealing with customers. To remember and apply product and procedural knowledge with their medical clients. To embrace and apply safe working practices everyday on the job.
- 22. DETERMINE PURPOSE ā WHYGAMIFICATION? 4
- 23. Gamifying the learning experiencewould encourage participation and retention. Game mechanics such as rewards and competition will increase participation and knowledge retention. Gamification would reduce the boredom associated with traditional safety training.
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- 25. 90% Omnichannel knowledge retention. 80%increase in rep confidence and revenue growth. Reduce safety incidents by 50%.
- 26. Making a Casefor Gamification can be a Challenge B o Determine the current gaps in your learning strategy where gamification can help o Combine Steps 1-5 from the previous section to use as the basis for your Business Case ā i.e. where to focus, problems youāll solve, how you will measure success etc. o Gather and share successes that organizations similar to yours have experienced Build your Business Case
- 27. o Now timeto determine what you need from a gamified learning solution o Know thy audience o What motivates them? Challenge? Game Play? o What do they value? Rewards? Recognition? Gamification Requirements Gathering Stage Define your Requirements. C
- 28. Requirements Gathering Stage Inthe Gamification Workbook there are āselection tablesā where you can prioritize your gamification elements based on your goals and audience.
- 29. To guide youIād like to share some dataā¦ 250,000 Learners 31% Retail Associates 18% Professional Sales Reps 37% Manufacturing/Distribution Employees 14% Other Knowledge Workers
- 30. 6 Gamification Elements GamePlay Avatars/Coaches Rewards Leaderboard Report Card Social
- 31. E L EV TO R V Game Mechanic: Game Play Game play leads to better learning. more than those who donāt. 20% FACT: 72% of Knowledge Workers choose game play. Learners who play games, participate
- 32. Game Mechanic: Leaderboard Participation is >2xhigher for those employees who frequently check their leaderboard
- 33. Game Mechanic: Leaderboard Sales repscheck their leaderboard more than any other job function. Check daily 55% 36% Retail Associates 24% Mftg/Distn 46% Other Knowledge Workers vs.
- 34. Game Mechanic: Rewards Havingtangible rewards help translate virtual success into real-world value. of Retail and M&D employees visit the rewards page daily 40% 30% Sales Reps 15% Other Knowledge Workers vs.
- 35. What to considerwhen incorporating rewardsā¦ FACT: Voluntary participation is over twice as high when you provide tangible rewards (vs. intangible). Rewards/Participation Correlation o Provide forum to show off virtual rewards o Know your audience and what motivates o Offer tangible rewards i.e. gift cards, vacation day o Be creative i.e. executive parking spot o Offer team rewards i.e. pizza party
- 36. o Avatar: Areflection of you o Coach: A learning guide o In a gamified learning environment, learners respond better to the term āCoachā Game Mechanic: Avatars vs. Coaches
- 37. Game Mechanic: Coaches Optto select a āCoachā No difference by role 80% Least Popular (3%) Most Popular (22%)
- 38. Learning Coaches Male EmployeesFemale Employees Select a male coach 66% 34% Select a female coach Select a male coach 43% 57% Select a female coach
- 39. Game Mechanic: ReportCard Sales reps care more about how theyāre doing than any other profession. Check their report card daily. 38% 15% Retail Associates 9% Mftg/Distn 32% Other Knowledge Workers vs.
- 40. Game Mechanic: Social Newsfeeds & content crowdsourcing drive engagement. of Sales Reps engage socially every day. 16% 11% Retail Associates 6% Mftg/Distn 15% Other Knowledge Workers vs.
- 41. E L EV TO R V In Summary Determine your Corporate Goals & Learning Strategies Build your Business Case. Define your Requirements. A B C
- 42. & To Connect WithKarl Kapp Web: karlkapp.com To See Axonify in Action Web: www.axonify.com/contact
Editor's Notes
- #9Ā GAME-BASED LEARNING An example is the Cheesecake Factoryās game to teach new cooks how to make hamburgers and other types of food. The companyās CLO had an iPhone game built which shows a hamburger bun and different types of food and condiments falling from the top of the screen. The learner has to grab and arrange these ingredients in the right order to assemble the correct hamburger before the items fall to the bottom. Once the learner starts to succeed the game speeds up, and scores are shared among all employees. Those with the highest scores are widely known, and these people are experts in how to assemble and cook various menu items. Itās a simple game, but is fun, engaging and gets the message across. SIMULATION LEARNING A realistic, controlled-risk environment where learners can practice specific behaviours and experience the impact of their decisions. Best for highly complex skills Simulation games donāt need to be entertaining to be educational Build more confidence on the job than classroom instruction ā 20% higher GAMIFICATION Gamification is the use of game-based mechanics, aesthetics and game thinking to engage people motivate action, promote learning and solve problems. The game supports the learning, but isnāt the learning Game elements are used as engagement tools to encourage employees to participate in the learning.
- #17Ā Identify an area of strategic importance to your organization, whether it is a high priority initiative or an issue that is impacting business results.
- #19Ā Select the most critical or influential group within your organization that will have the greatest impact on the initiative identified in STEP 1.
- #21Ā AT the end of the day youād like your gamification strategy to change behavior, so defining what that is upfront is critical. Based on steps 1 and 2, what behaviors do you need to change or actions would you like to influence?
- #23Ā Itās important to be clear about WHY you would like to add gamification as opposed to other techniques to your learning strategy for this particular group, to solve this particular problem.
- #25Ā As with any initiative, āresultsā will be key in measuring the effectiveness of your program. Define a clear set of business objectives that can be measured against your gamification strategy.
- #32Ā FACT #1: Science says āGame play improves retention of learningā By integrating learning right into game play, we are generating an increased level of arousal in the brain. At some point, weāve all fought to stay awake during a training session: thatās a distinct lack of arousal. Likewise, weāve all experienced something so interesting that we sit forward in our chair, and pay attention. Thatās arousal, and itās something you find when people play games they enjoy. Now, hereās the science! The Prefrontal Cortex (PFC) is the region of the brain that directs and sustains attention. To function effectively, researchers including Dr. Amy F.T. Arnsten, Professor of Neurobiology and Psychology at Yale University, have identified that the PFC needs the right amount of arousal to allow it to increase attention on relevant information, and filter out distractions. Emotionally arousing information can lead to better memory encoding, therefore influencing better retention and retrieval of information. Game play increases arousal. So when todayās workers sit down to participate in an eLearning session woven through a game, their Prefrontal Cortex becomes aroused. Theyāre captivated, and fully engaged. And primed to learn. FACT #2: It gives people the time out they need To learn, we need to focus our attention. But the PreFrontal Cortex can only take so much before it needs a time out. It gets tired. We get distracted. Researchers have recently established that even brief diversions from a task can dramatically improve your ability to focus on that task for prolonged periods. Their research established that switching from a main task to a second task could significantly improve performance in the main task. In Axonify, we integrate learning in bite-sized pieces right into the midst of game play. So while learners focus on the learning module, they complete it and jump back into game play before they get an information overload. This gives them break they need from learning, while focusing on game play that doesnāt require laser focus, and may even allow for a bit of daydreaming. FACT #3: Game play increases learning participation & effectiveness When people equate learning with fun, theyāre far more likely to participate. In fact, āgame playā is Axonifyās most popular game mechanic and we have a ton of competition when it comes to popular game mechanics like our leaderboard, rewards and avatars! 67% of learners choose to take their learning from within one of the many games that Axonify offers them. In other words, 2/3 of our learners prefer to play a game while learning. And hereās one more staggering statistic for you: data pulled from our community of hundreds of thousands of daily users indicates that Axonify learners who play games participate 20% more than those who donāt. The more they participate, they more they learn. Game play in eLearning isnāt just about fun. Itās about harnessing the power of brain science to deliver more effective learning. Itās about improving knowledge retention. And job performance.