A long presentation that gives a primer on how Gamification can be used to build collaboration in a corporate community. I am rather proud of the information I collected and synthesized in this presentation, but I was never able to convince enough people its value.

2. 1. Think about systems
2. Willingness to Learn
3. Willingness to Change
4. Willingness to Grow
5. Willingness to Develop Trust
6. Communication
7. Valuing Risk and Tolerating Failure
Competencies, Qualities And Attributes Required For Collaborative Working – Clare Cooper
2

3. Coming together is a beginning; keeping together is progress;
working together is success. – Henry Ford
3

4. 4

5. • 1614: The white king commands his owne knight into the third house before
his owne bishop.
• 1750: K. knight to His Bishop's 3d.
• 1837: K.Kt. to B.third sq.
• 1848: K.Kt. to B's 3rd.
• 1859: K. Kt. to B. 3d.
• 1874: K Kt to B3
• 1889: KKt -B3
• 1904: Kt-KB3
• 1946: N-KB3
• 1980: Nf3
5

6. 1B,2B, 3B, A, AB, AB/HR, BA, BB, BB,
BB/9, BB/K, BF, BK, BS, CERA, CG, CI, BsR, BABIP, DIPS, FIP,
CS, DI, DICE, DP, E, ER, ERA, ERA+,
FC, FP, FPOM, G, G, G/F, GB, GDP, GF,
xFIP, EQA, FBV, LIPS,
GIDP, GO/AO, GPA, GS, GS, GS, H, H, OPS, PECOTA, PERA,
H/9, HB, HBP, HLD (or H), HR, HRA, IBB,
IBB, INN, IP, IP/GS, IR, IRA, K, K, K/9, NERD, TPR, BFW, TIP,
K/BB, L, LOB, OBA, OBP, PA, PB, PIT,
PO, QS, R, R.R.A, RA, RBI, RC, RF, PW, UZR, VORP,
RISP, RP, SB, SB%, SF, SH, SHO, SLG,
SO, SV, SVO, TA, TB, TC, TOB, TP, W,
wOBA, WAR
WHIP, WP, XBH, XR
6

7. • 4 Million in the Middle East • 15 Million in Australia (71%)
(1%) • 17 Million in South Korea
• 10 Million in Russia (7%) (35%)
• 105 Million in India (9%) • 100 Million in Europe (11.7%)
• 10 Million in Vietnam (11.5%) • 200 Million in China (15%)
• 10 Million in Mexico (9.3%) • 183 Million in the United States
• 13 Million in Central and (60% of the population)
Southern America (3%)
7 Stats from: Reality is Broken which references 11 different studies

8. • Average Age: 34 years
• Average Experience: 12
years
• Sex: Male: 60% Female:
40%
• 19 Million are playing 20+
hours a week
• 44% are playing online /
multiplayer
8

9. The Fifth Generation
History
World of Warcraft
• Generation 1 - The Mainframe • Average Player
– 1974: Mazewar - First Multiplayer Online Game
– 1978: MUD1 – Roy Trubshaw & Richard Bartle – Plays 3.5 nights a week
• Generation 2 - The Online Modem Services
– 1985: Islands of Kesmai on Compuserve
– Plays for 3 hours at a time
–
–
1985: Habitat by Lucasfilm
1991: Neverwinter Nights by America Online
• Launched in Q4 2004 with 1.5
– 1992: The Shadows of Yserbius by Sierra Online million subscribers
– 1993: The Fates of Twinion by Sierra Online
– 1994: The Ruins of Cawdor by Sierra Online • 2010 12 million subscribers
• Generation 3 – The Internet
– 1996: Meridian 59 by 3DO • Last Quarter: 11.4 million
– 1996: The Realm Online by Sierra Online
• Generation 4 – Popularization
• 624,750,000 hours played and
– 1996: Nexus: The Kingdom of Wind by Nexon recorded
– 1997: Ultima Online by Origin Systems
– 1999: Everquest by Sony
9

10. • Founded 2007 – Privately held
• 600 employees
• $850 million Revenue in 2010. Valued a 8 Billion.
• 27 active games on their platform. 20 Games have been
retired.
• 250 million active players
• 70 minutes a week of play
• 730,000,000 hours of game play observed & recorded
10

11. • Idea 1: Storage is getting Cheaper
• Idea 2: Games Stats are being recorded at an
increasing rate
• Idea 3: The Number of Players is increasing
• Storage Space + Games Recorded + Players =
Gaming Is No Longer An Art
11

12. 12

13. 13

14. 14

15. 15

16. 16

17. 17

18. • The Average Gamer has spent 2,500 hours of his life playing video games
• The Hard Core Gamer has played 12,500 hours of his life playing video games
• This sort of data collection and analysis by psychologists, sociologists, and
economists has been going on now for about 10 years
• ―…ten thousand hours of practice is required to achieve the level of mastery
associated with being a world-class expert — in anything. In study after study, of
composers, basketball players, fiction writers, ice skaters, concert pianists, chess
players, master criminals, and what have you, this number comes up again and
again. Ten thousand hours is the equivalent to roughly three hours per day, or twenty
hours per week, of practice over ten years‖ – Daniel Levitin This is your Brain on
Music
• What Are These Companies Getting Good At?
• What Are These People Getting Good At?
18

19. 1. Challenges are to be met and overcome
2. Challenges are to be met with relentless optimism by focusing our energies
on them
3. Work must have clear success factors, be hands on, and outcomes of
success known
4. You must eliminate the fear of failure. This improves overall chance of
success
5. Build strong social connections and networks. Build prosocial activities
6. Become a part of something bigger and more epic than an individuals
actions
Source: Reality is Broken by Jane McGonigal,Ph.D, Director of Game R&D at the Institute of the Future
19

20. Making Work Fun and Effective
20

21. • ―We suggest a short list of technologies that we recommend that
CIOs should make time to see and experience themselves [in
2011]… Play with Examples of the Rising Gamification Trend‖ –
Gartner January 13, 2011
• ―By 2015, more than 50 percent of organizations that manage
innovation processes will gamify those processes‖ – Gartner Press
Release Headline April 12, 2011
• ―Enterprise architects, CIOs and IT planners must be aware of, and
lead, the business trend of gamification, educate their business
counterparts and collaborate in the evaluation of opportunities within
the organization.‖ – Brian Burke, Gartner Analyst
21

22. • Sovereign power functions according to the
exercise of the power of a sovereign on the body
of a subject.
• Disciplinary power is a sort of training that
strives to produce subjects that have internalized
power so that they come to regulate themselves
• Control power is about modulation or control of
choice.
22

23. An individual’s movement is modulated by agents
entering into competition with one another in
games organized around particular sorts of goals.
While these games certainly have rules, power
here does not function through the force of the law
and its possible sanctions, but rather through
people electing to become participants in the
game.
23

24. • Gamification ≠ Game • Gamification strives to regulate
Theory human behavior by turning it
into a game. Rather than
• Game Mechanics ≠ Core merely disciplining people or
Experience regulating their behavior
– We are not building a game through the threat of negative
sanctions, people are here
• Using Gaming Mechanics motivated to engage in certain
to Increase Engagement, sorts of behavior through the
Satisfaction & Fun transformation of this behavior
into a type of competition.
24

25. Cameras are used to
monitor drivers. If you
are driving under or at
the speed limit, you are
entered into a lottery. If
you win, you get the
money that drivers who
speed have had to pay
into the system.
25

26. 26

27. 27

28. Mihaly Csikszentmihalyi - noted
for both his work in the study of
happiness and creativity is best
known as the architect of the
notion of flow. He is the author of
many books and over 120 articles
or book chapters. He is described
as the world's leading researcher
on positive psychology.
28

29. Fixed ratio (FR) – schedules deliver reinforcement after
every nth response
Real-world example: Used car dealer gets a $1000
bonus for each 10 cars sold on the lot.
Variable ratio schedule (VR) – a reinforcement
schedule in which the number of responses necessary to
produce reinforcement varies from trial to trial
Real-world example: slot machines or certain number
of strokes to finish a hole in golf (most players cannot
be sure how many strokes they will need when they
start)
Fixed interval (FI) – reinforced after every nth amount of
time
Real world example: washing machine cycle
Variable interval (VI) – reinforced on an average every
nth amount of time
Real world example: checking your e-mail or pop
quizzes
Based on the works of B.F. Skinner
29

30. • Who is the player playing with? How can players find
each other?
• How are they collaborating? How can they tell the
quality / quantity of the collaboration?
• What are they collaborating on? How can players see
their own progress and their groups progress on a
common goal?
• What is their preferred social style? How do players
prefer to interact with each other?
30

31. • When was the last time the player did something?
• How close are they to accomplishing a task?
• What is their preferred method of communication?
Email, Notification, Phone Call?
• Who should be reminding them to reengage? The
system, a fellow player, a computer controlled player?
• How often does a player reengage after a given
reminder?
31

32. Unmeasurable / Non-
Measurable / Metrics Metric
• Engagement – How much attention are • Fun – How much fun are your
your users giving to your process / product /
program?
users having using your process /
• Influence – How much influence do you product / program
have over the choices your users are • Revenue – How much money are
making
you collecting from people using
• Loyalty – How frequently will a users return
to your product over your competitors
your process / product / program
• UGC – User Generated Content. How much • Search Engine Optimization:
content are your users generating about How easy is it for users to find
your process / product / program
your process / product / program
• Time Spent – How much time are your
users spending doing activities in your
above those of a competitor
process / product / program?
• Virality – How much are your users talking
about your process / product / program 32

33. 33

34. Collaboration platforms allow people to be
recognized for things they’ve done.
Example: An employee points another employee
to a document and a presentation. A public thanks
is given and that the worker that answered the
question builds her reputation. This connection
and collaboration is formally recorded on
employee profile on the portal
34

35. Once employee ratings are established official program and project
recognition is awarded for collaboration and meeting challenges.
Bragging rights and peer respect are codified in the community.
Projects identify challenges they will solve and regularly give out
awards for overcoming these challenges. These awards are something
that can be placed on the desk as well as on the employee’s profile on
the Portal. Employees start to compete for badges and recognition.
Example: The DERF I project will have 10 bronze, 4 silver, and 1 gold
Client Interactions. Admittance to the DERF I project will qualify you to
compete for one of the DERF Program’s Platinum Client Interactions
with the VP’s and Director stake holders. Additionally 5 of any awards
are equal to the next level up.
35

36. Badges become assets needed to get the right to serve on
a project. Projects and programs end up with payouts by
offering badges for the experience learned on the project.
Badges set the criteria for project selection.
Example: The DERF II project requires a Project Architect
with 5 Conceptual Architecture Badges and 5 Client
Interaction Badges rated silver or above and one Platinum
Client Interaction Badge.
36

37. Employees and trade skill shortages and credits. The
organization adjusts skills and capabilities and has the
analytics to see work develop.
Example: You approach a fellow co-worker to help you on
a project because you are short 1 badge to work the
challenge and receive the badges associated with them.
She loans you a badge, and you loan her another badge
for her project. This trade is recorded and reported on the
corporate portal. Mentoring relationships are a
formalization of an ongoing trade relationship.
37

38. 38

39. Name Ted Tschopp
Job Title Information Technology Specialist IV
Organization ITBI > CSPC > ETAE > Portfolio & Project Architecture
Manager Situ Ramaswamy
Active /
Level (N/J/X/M) Mentor Mentoring
Role Inactive
Project Architect Active Novice Situ Ramaswamy - None-
Systems Engineer Inactive eXpert Greg Goldasich
Integration Engineer Inactive eXpert Tanmey Hoshing
Application Developer Inactive Master Professor Clausen, Professor Bell Jonathan Watson
Director Inactive Journeyman Michael De Vere Vanessa Ericson
Manager Inactive Journeyman Michael De Vere Kevin McClure
Project Analyst Inactive eXpert Darren Atkins Bryan Ogawa
Data Analyst Inactive eXpert Darren Atkins Tom Janetzke
Database Administrator Inactive eXpert Jeff Bystrom John Howell
39

40. Validation
(Training, Certification, Peer, Experience
Skills Level (N/J/X/M) project Work, Self) (Years)
.NET eXpert T,P,W 7
Java eXpert T,P,W 7
Web Master T,P,W 15
Rational Unified Process Journeyman T,P,W 3
System Engineering Journeyman T,P,W 5
Computer Science Master C, P, W 22
Computer Programming Master T,C,P,W 26
Physical Project Architecture Master P,W 15
Logical Project Architecture Master P,W 10
Project Integration Architecture Master P,W 10
Enterprise Integration Architecture Journeyman P,W 6
Conceptual Architecture Journeyman P,W
40

41. 41

42. 42

43. • Architecture – Knowledgeable
• Engineering – eXpert
• Consulting – Master
• Analysis – Master
• Systems Design - Master
• Systems Implementation - Master
• Leading Edge Technology – Knowledgeable
• Business Process – Knowledgeable
• IT Education/Certification/Training –
Knowledgeable
• IT Industry Experience – Master
• Utility Industry Experience – Knowledgeable
• Specialized IT Knowledge –eXpert
43

44. ―By 2015, more than 50 percent of organizations that manage
innovation processes will gamify those processes‖
44

45. Level Name
Level 1
Level 2
Level 3
Level 4 4
3
2
1
45

46. # Behavior Level Associated Reward Notes
1 Asking Questions 1
2 Answering Questions 2
3 Attend Meeting
4 Attend 4 Meetings in a Row
5 Facilitate a Meeting
6 Presentation to Meeting
7 External Presentation / Meeting
8 Mentor New Member
9 Project Consultation
46

47. # Reward Cost Scarcity Notes
1 AED CoC Lunch
2 Free Book
3 Access to Safari Books 10 Resource is
from O’Riely scarce, if all
4 Attend a Conference 1 taken, people
must bid
5 Gartner License 5
47

48. 48

49. Behavioral Feedback Progression
Cascading Information Theory
Community Collaboration
Behavioral Momentum
Blissful Productivity
Reward Schedules
Infinite Gameplay
Urgent Optimism
Appointments
Achievements
Loss Aversion
Epic Meaning
Countdown
Progression
Ownership
Free Lunch
Discovery
Bonuses
Combos
Lottery
Quests
Virality
Points
Status
Levels
Boosts
Engagement x x x x x x x x x x x x x x x x x x x x x x x x
Influence x x x x x x x x x x x x x x x x x x x x x
Loyalty x x x x x x x x x x x x x x x x x
User Generated Content x x x x x x x x x
Time Spent x x x x x x x x x x x x x x x x x x x
Virality x x x x x x x x x x x x x
Fun x x x x x x x x x x x x x x x x
Revenue x x x x x x x x x
Findability x x x x x x
Personality
Achievers x x x x x x x x x x x x x x x x x x x x x x x
Explorers x x x x x x x x x x x x x x x x x x x x
Socializers x x x x x x x x x x x x x
Killers x x x x x x x x x x x x x x x x x x x x
49

50. Player Re- Visible
Engagemen Progress +
t Reward
Social Call Motivating
to Action Emotion
50

51. 51

52. • By combining game mechanics in a manner
that cascades them together and moves the
―player‖ from being a novice to a master taking
into account “players” skill level, the desired
outcome, and their personality types.
52

53. • Game Mechanics are constructs of rules and
feedback loops intended to produce enjoyable
game play. They are the building blocks that can
be applied and combined to Gamify any non-
game context.
53

54. Killers Achievers
• Player • World
Focused focused
• Actor • Actor
Socializer Explorers
• Player • World
Focused Focused
• Interactor • Interactor
54

55. Griefers Politicians
• Implicit • Explicit
• Actor • Actor
Friends Networkers
• Implicit • Explicit
• Interactor • Interactor
55

56. • Vision: What is our vision for this project? What is the key benefit? Where
is the fun?
• Play style: Who is playing? Who are they playing with? What’s their
primary play style? What social actions do they find engaging? Why?
• Mastery: What is the core activity & feedback system? What are players
optimizing? What skills are they learning? What journey are they on?
What’s driving them to keep playing? What does it mean to ―Play Well?‖
• Progress: How will you ―Light the way‖ towards mastery? How will players
know how to get started, and what to do? How will they know if they’re
playing well or poorly?
• Engagement: What activities and events will re-engage players throughout
their lifecycle? How do these activities leverage core social actions?
56

57. • Changing the Game - By: David Edery and Ethan Mollick
• Fun Inc.: Why Gaming Will Dominate the Twenty-First Century - By: Tom Chatfield (Nov 15, 2010)
• Game-Based Marketing: Inspire Customer Loyalty Through Rewards, Challenges, and Contests -
By: Gabe Zichermann and Joselin Linder (Mar 29, 2010)
• Gamification by Design - By: Gabe Zichermann (coming out in 2011)
• Reality Is Broken: Why Games Make Us Better and How They Can Change the World - By: Jane
McGonigal (Jan 20, 2011)
• Rock, Paper, Scissors: Game Theory in Everyday Life - By: Len Fisher (Nov 4, 2008)
• Total Engagement: Using Games and Virtual Worlds to Change the Way People Work and
Businesses Compete - By: Byron Reeves and J. Leighton Read (Nov 2, 2009)
• Game On: Energize Your Business with Social Media Games - By: Jon Radoff (April, 2011)
57

58. • Designing Social Interfaces: Principles, Patterns, and Practices for Improving the User Experience - By: Christian
Crumlish and Erin Malone
• Designing for the Social Web - By: Joshua Porter
• Finite and Infinite Games: A Vision of Life as Play and Possibility - By: James P. Carse
• Nudge: Improving Decisions About Health, Wealth, and Happiness - By: Richard H. Thaler and Cass R. Sunstein
(Feb 24, 2009)
• Persuasive Games: The Expressive Power of Videogames - By: Ian Bogost (Sep 30, 2010)
• Persuasive Technology: Using Computers to Change What We Think and Do - By: B.J. Fogg
• Play: How it Shapes the Brain, Opens the Imagination, and Invigorates the Soul - By: M.D. Stuart Brown and
Christopher Vaughan
• Predictably Irrational: The Hidden Forces That Shape Our Decisions - By: Dan Ariely (Apr 27, 2010)
• Building Social Web Applications: Establishing Community at the Heart of Your Site - By: Gavin Bell
• The Upside of Irrationality: The Unexpected Benefits of Defying Logic at Work and at Home - By: Dan Ariely (Jun
1, 2010)
• Building Web Reputation Systems - By: Randy Farmer and Bryce Glass
58

59. • A Theory of Fun for Game Design - By: Raph Koster (Nov 6, 2004)
• Challenges for Game Designers - By: Brenda Brathwaite and Ian Schreiber
• Creating Games: Mechanics, Content and Technology - By: Morgan McGuire
• David Perry on Game Design: A Brainstorming ToolBox - By: David Perry and Rusel
DeMaria (Mar 24, 2009)
• Game Feel: A Game Designer's Guide to Virtual Sensation - By: Steve Swink
• Level Up!: The Guide to Great Video Game Design - By: Scott Rogers
• Rules of Play: Game Design Fundamentals - By: Katie Salen and Erin Zimmerman
• The Art of Game Design: A Book of Lenses - By: Jesse Schell (Aug 18, 2008)
• The Art of Game Design: A Deck of Lenses - By: Jesse Schell
59

60. • Digital Game-Based Learning - By: Marc Prensky
• Don't Bother Me Mom – I’m Learning! - By: Marc Prensky
• Good Video Games and Good Learning - By: James Paul Gee
• How Computer Games Help Children Learn - By: David Williamson Shaffer
• Learning by Doing: A Comprehensive Guide to Simulations, Computer Games, and Pedagogy in
e-Learning and Other Educational Experiences - By: Clark Aldrich
• Learning Online with Games, Simulations, and Virtual Worlds: Strategies for Online Instruction -
By: Clark Aldrich
• Rethinking Education in the Age of Technology: The Digital Revolution and Schooling in America -
By: Allan Collins and Richard Halverson
• Teaching Digital Natives: Partnering for Real Learning - By: Marc Prensky
• The World Is Open: How Web Technology Is Revolutionizing Education - By: Curtis J. Bonk
• What Video Games Have to Teach Us About Learning and Literacy - By: James Paul Gee
60

61. • Gamestorming: A Playbook for Innovators, Rulebreakers, and
Changemakers - By: Dave Gray, Sunni Brown and James Macanufo
• Got Game: How the Gamer Generation Is Reshaping Business
Forever - By: John C. Beck and Mitchell Wade
• Serious Games: Games That Educate, Train, and Inform - By: David
Michael and Sande Chen
• The Complete Guide to Simulations and Serious Games: How the
Most Valuable Content Will be Created in the Age Beyond
Gutenberg to Google - By: Clark Aldrich
61

62. • Achievements • Infinite Gameplay
• Appointments • Levels
• Behavioral Momentum • Loss Aversion
• Blissful Productivity • Lottery
• Bonuses • Ownership
• Cascading Information Theory • Points
• Combos • Progression
• Community Collaboration • Quests
• Countdown • Reward Schedules
• Discovery • Status
• Epic Meaning • Urgent Optimism
• Free Lunch • Virality
62

63. Type Progression
Boosts Engagement, Loyalty, Time Spent,
Influence, Fun, Findability, User
Generated Content
Personality Achievers, Explorers, Killers
Types
See Also: Points, Levels, Game Design
Description Achievements are a virtual or
physical representation of having
accomplished something.
Achievements can be easy, difficult,
surprising, funny, accomplished
alone or as a group. Achievements
are a way to give players a way to
brag about what they've done
indirectly as well as add challenge
and character to a game.
Achievements are often considered
"locked" until you have met the
series of tasks that are required to
"unlock" the Achievement
63

64. Type Feedback
Boosts Engagement, Time Spent,
Influence
Personality Achievers, Explorers, Socializers
Types
See Also: Game Design
Description Appointment Dynamics are game
dynamics in which at a
predetermined times/place a user
must log-in or participate in game,
for positive effect
64

65. Type Behavioral
Boosts Engagement, Loyalty, Revenue,
Influence, Time Spent
Personality Achievers, Explorers,
Types Socializers, Killers
See Also: Blissful Productivity, Infinite
Gameplay, Epic Meaning
Description Behavioral Momentum is the
tendency of players to keep doing
what they have been doing.
65

66. Type Behavioral
Boosts Engagement
Personality Achievers, Explorers,
Types Socializers, Killers
See Also: Behavioral Momentum, Community
Collaboration, Urgent Optimism
Description 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.
66

67. Type Behavioral
Boosts Engagement, Influence, Time
Spent, Virility, Fun, User Generated
Content
Personality Achievers, Explorers,
Types Socializers, Killers
See Also: Behavioral Momentum, Community
Collaboration, Urgent Optimism
Description Bonuses are a reward after having
completed a series of challenges or
core functions. Can be from
completing a Combo or just for a
specific special task. Also see:
Mega Bonuses.
67

68. Type Feedback
Boosts Engagement, Loyalty, Influence,
Time Spent
Personality Achievers, Explorers,
Types Socializers, Killers
See Also: Appointments, Quests
Description The theory that information should
be released in the minimum
possible snippets to gain the
appropriate level of understanding
at each point during a game
narrative.
68

69. Type Feedback
Boosts Engagement, Influence, Time
Spent, Virality
Personality Achievers, Explorers,
Types Socializers, Killers
See Also: Bonuses, Quests
Description Combos are used often in games
to reward skill through doing a
combination of things. This also
can add excitement or incentivize
doing another action after already
having completed one. The
successful completion of a combo
usually comes with the reward of a
bonus
69

70. Type Behavioral
Boosts Engagement, Influence, Time
Spent, Virality
Personality Achievers, Explorers,
Types Socializers
See Also: Blissful Productivity, Behavioral
Momentum, Game Design
Description 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.
70

71. Type Behavioral
Boosts Engagement, Fun, Influence
Personality Achievers, Explorers,
Types Killers
See Also: Blissful Productivity, Behavioral
Momentum, Game Design
Description The dynamic in which players are
only given a certain amount of time
to do something. This will create an
activity graph that causes
increased initial activity increasing
frenetically until time runs out,
which is a forced extinction.
71

72. Type Behavioral
Boosts Engagement, Loyalty, Influence,
Time Spent, Fun
Personality Explorers, Achievers
Types
See Also: Epic Meaning, Game Design
Description Also called Exploration, players
love to discover something, to be
surprised. This also can be seen in
the Game Feature, Discovery.
Discovery encourages players to
discover new pages within a
website. This drives up page views
and time-on-site.
72

73. 73

74. User
Progression Feedback Behavioral Influence Loyalty Generated Time Spent Virality Fun Revenue SEO Achievers Explorers Socializers Killers
Content
Personality
Type Benefits
Type
74