game thinking for the enterprise
TRANSCRIPT
Game Thinking for the Enterprise
A. Past & Present B. Gamification 101 C. Our Philosophy
A. Past & Present B. Gamification 101 C. Our Philosophy A. Past & Present
Games: A platform they prefer
Saatchi & Saatchi Study, 2011
“How would you like to hear about a brand’s new product?”
Every day, almost 50% of employees play at work
• 20% play for 1-5 hours • 58% say it is important for brands to
be fun and playful
Play is nature’s learning engine.
Play makes
dopamine flow.
Our game-based evolution
’97-04 – Pioneer of Advergames: Coke, Reebok, Taco Bell
– General Mills “Big G” All Stars – GAPKids National Promotions – Purina’s Incredible Dog Challenge
’05-12 – Talent Assessment for Deloitte – Orientation for Goldman Sachs – Leadership Sim for MetLife
– Insurance Learning Game for AXA – Showtime Learning Destination – Consumer Orientation for Cablevision/Optimum ’13-14 – Behavior Change
Where games are going
• Game-based Learning • Big Data measurement of
Skills and Attributes • Games that drive Behavior
Change
A. Past & Present B. Gamification 101 C. Our Philosophy B. Gamification 101
Gamification 101
Gamification is about playfully inducing behavior. Distinguish between extrinsic and intrinsic motivational triggers.
Extrinsic Rewards & Motivators
The Carrot: • Tangible, expected
and gimmicky • Unsustainable,
shortsighted • Not about the task you
want to complete.
Intrinsic Rewards & Motivators Come from within. Offer a sense of inner progress and meaningful journey: • Mastering challenges • Self-driven learning &
accomplishment • Belonging • Peer recognition
Three Essential Drivers of Motivation
Autonomy
Mastery Purpose
A. Past & Present B. Gamification 101 C. Our Philosophy C. Our Philosophy
Pretty Wrapper Yucky Candy
You cannot increase the intrinsic value of something by adding game mechanics. You CAN make the value more visible. You CAN change the paradigm and context from user to player — increasing their engagement.
The Engagement Loop
Value
Time Investment
User invests time to unlock value from a product. Again and again.
Value
Time Investment
The Engagement Loop
How do we get users into the engagement loop?
Create Engagement Opportunities
Product must have elements that allow users to invest time to get value out.
These elements can take a huge variety of forms.
Our Philosophy
While the user does get value from investing time, they don’t get it right away.
Giving away the reward too easily devalues it and reduces engagement.
Encourage Users to Invest
Let’s move towards
Game Thinking.
Deliver value through Learning Experiences.
Big themes for Emotional Connection.
Measure response through Data Functionality.
the secret sauce
Games are not fun because they’re games. Games are fun when when they are well-designed.
Jim Wexler [email protected]
(917)648-3676