gamification - techniques and its applications to enterprises
DESCRIPTION
Slides for my workshop on Enterprise Gamification at Gamification World Asia Pacific 2012.TRANSCRIPT
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Gami!cation Techniques and its applications to enterprises.
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Keith Ng Co-Founder and CEO a.k.a “Hustle Ninja”
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Co-Founder and CMO a.k.a “All-in-one Ninja”
Brenda Nicole Tan
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Let’s talk gami!cation.
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Bartle’s Player Types
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The use of game elements and
game design techniques in non-game contexts.
Gami!cation is …
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Serious gaming Social gaming Farmville
Gami!cation is NOT …
Points and badges Edugaming Advert gaming
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It is a strategy.
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Games are powerful. They can be addictive and have a
strong pull factor.
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What is the average age of
a gamer?
Closest answer = 20 points 2nd closest answer = 10 points
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It’s natural to play. We’ve been playing since young, and
play is for everyone.
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Does your enterprise need
gami!cation?
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Make a list of areas in an enterprise
where gami!cation can be applied.
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Online collaboration
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Productivity
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Ef!ciency
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Innovation
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Health & Wellness
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Do you have a clear
problem to solve? 1.
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Can your problem be addressed by
motivation? 2.
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Intrinsic motivation: “I do it because I want to.”
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Extrinsic motivation: “I do it because I’ll receive
a reward.”
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Is your answer to both questions
YES? Then, gami!cation’s
right for you!
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The essential steps of
gami!cation
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De!ne your problem 1.
Determine your goal 2.
Identify your target behavior(s) 3.
Pro!le your players 4.
Design your strategy 5.
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De!ne your
problem. 1.
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Determine your
business goal. 2.
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Identify your target behavior(s).
3.
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Target Behavior
Sub-behavior
Sub-behavior
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De!ne metrics to measure these
behaviors.
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Pro!le your
players. 4.
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Know what motivates them.
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Bartle’s Player Types
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Which player type do most people !t in?
Correct answer = 20 points
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Got your data? Design a strategy. 5.
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The
GAMETISE Framework
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G A M E T I S E
Key Elements Key Goals
Generous Rewards Appeal Maintainability Easy to Start
Togetherness Intrinsic Motivation Social Actions Engagement
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Key Elements
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Generous Rewards
G
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Tangible Rewards
Discounts, vouchers, physical gifts, trophies,
money, workplace bene!ts (eg. additional day off)
G
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Intangible Rewards
Status (social recognition, rank), exclusive content,
power-up, sense of belonging, virtual points,
virtual items, badges
G
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Overjusti!cation Effect
You stop doing it because you want to, but because
the reward is there.
G
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Appeal
A
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What makes things fun?
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FUN = Problem solving, collecting,
teamwork, surprise, exploring, recognition,
winning
A
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Maintainable
M
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M
Hedonic Threadmill =
Rewards are so “expected” you have to keep giving
bigger and better rewards to keep them excited
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Easy to Start
E
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Key Goals
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Togetherness
T
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Intrinsic Motivation
I
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Currently, it’s extrinsic motivation that drive
people in a typical workplace.
I
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I
Ideally, people should love doing something for its
own sake.
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I
Intrinsic motivation?
Competence Autonomy
Relatedness
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Social Actions
S
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Engagement
E
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But …
be careful!
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The game should not distract from the job.
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People will cheat.
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Gami!cation in
Action
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PASS
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Dif!cult for programmers to !nd help on code-related problems.
Problem
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Q&A site for programmers to ask code-speci!c questions and
receive answers from members.
Goal
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Answer code-related questions from other members.
Target Behavior
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A reward system that is re"ective of what its members
!nd meaningful.
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Reputation scores determined by validation from other members.
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Easy to identify who has expertise in what.
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>2 million registered users
~5000 new questions daily
>10000 new answers daily
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PASS
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Language quality control is a long, tiring, mind-numbing
process.
Problem
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Spot and correct language errors in all Windows 7
versions quickly & ef!ciently.
Goal
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Employees to browse copy samples and spot errors.
Target Behavior
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The Language Quality Game
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The Language Quality Game
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Employees competed with employees from other Microsoft of!ces in the no. of bugs found.
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>4000 employees
>0.5 million dialogs boxes viewed
>7000 errors !xed
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FAIL
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Increase the productivity of housekeepers in their hotels.
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Leaderboard to track all workers’ performances.
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“The Electronic Whip”
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PASS
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ACE Entrepreneurship Week 2012
9-10 November 2012
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Dif!cult to channel traf!c to sponsoring merchants.
Problem
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Encourage AEW 2012 participants to patronize
sponsoring merchants.
Goal
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Scan the QR codes of participating merchants.
Target Behavior
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Do challenges at merchants outlets.
Target Behavior
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Now, it’s
your turn!
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De!ne your problem 1.
Determine your goal 2.
Identify your target behavior(s) 3.
Pro!le your players 4.
Design your strategy 5.
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E-COMMERCE HELPDESK
CUSTOMER SERVICE
PRODUCTIVITY
LEARNING!
INNOVATION!
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Keep In Touch! J
Keith Ng @keizng
Brenda @brendalogy