sean macniven - head of communications innovation - sap at beyond enterprise 2.0

©  2011 SAP AG. All rights reserved. 1

GAMIFYING THE ENTERPRISE




@rogueduck


What’s Gamification?

Gamification is the 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.

Source: Wikipedia http://en.wikipedia.org/wiki/Gamification


Common Reactions to Gamification

“I don’t need to waste my time on fun stuff, I have to do serious work.”

German colleague

“Do we make now a shooting game out of invoicing?”

Skeptical colleague

“This is just exploiting employees. Nobody is gonna do that just for points.”

Skeptical German colleague

“FarmVille: I don’t play that, who’s playing that anyways?”

http://enterprise-gamification.com/index.php/en/blog/2-news/39-common-criticism-of-gamification-and-how-to-respond-to-it


http://www.google.nl/url?sa=t&rct=j&q=polar%20bear%20video%20first%20science&source=web&cd=1&ved=0CCUQtwIwAA&url=http%3A%2F

%2Fwww.youtube.com%2Fwatch%3Fv%3DJE-Nyt4Bmi8&ei=9vcfT8mXO8eN-wa4y43EBA&usg=AFQjCNEymB0rcFmDWSByIGvAjo1hFSx4fA

It’s Nature

www.youtube.com/watch?v=JE-Nyt4Bmi8


Phunny Phacts

Ø  Average age of gamers in years: 37

Ø  % of gamers older than Fifty: 25

Ø  % of youth playing computer & video games: 97

Ø  % of female gamers: 42

Ø  Social vs. Competitive Games: >3:1

Ø  Avg. of hours/week played in World of Warcraft (WoW): 22

Ø  # of articles in WoWWiki: ˜250,000

Ø  Rank of WoWWiki compared to all Wikis: 2nd

Ø  Rank of Wikipedia: 1st

Ø  Avg. of hours/week played in WoW: 20

Ø  Gamers have collectively spent 5.93 million years playing WoW


DRIVE: What Motivates People

www.youtube.com/watch?v=u6XAPnuFjJc


STATUS ACCESS POWER STUFF


Keep the “Cheese” Bartholomew, I have “Status” now... SAPS ‒  Status is standing, psychic reputation, expert standing ‒  Access plays on the desire for exclusivity. An access reward

might be having lunch with the CEO, or being first to test a new application, program or device

‒  Power plays on people’s desire to exert influence over others, an example being elevated to moderator, gaining mentor standing etc. It is related to access and is a given result of status

‒  Stuff refers literally to giveaways, monetary benefits, etc. It is commonly used in shopping malls, but is a poor long term motivator if used in isolation

People – Gamification/Incentives


Game Work Tasks repetitive, but fun repetitive and dull

Feedback constantly once a year

Goals clear contradictory, vague

Path to Mastery clear unclear

Rules clear, transparent unclear, intransparent

Information right amount at the right time too much and not enough

Failure expected, encouraged, spectacular, brag about it

forbidden, punished, don’t talk about it

Status of Users transparent, timely hidden

Promotion meritocracy kiss-up-o-cracy

Collaboration yes yes

Speed/Risk high low

Autonomy high mid to low

Narrative yes only if you are lucky

Obstacles on purpose accidental

The Grass is Greener…


Quotes

“The opposite of play isn't work, it’s depression.”

Brian Sutton-Smith

“Fun is just another word for learning.”

Ralph Koster

“Games are giving us unnecessary obstacles that we volunteer to tackle.”

Jane McGonigal

Source: Wikipedia http://en.wikipedia.org/wiki/Gamification


Gamified apps that you have played

Ø  Frequent Flyer Programs

Ø  Fuel/Gas/Shopping card

Ø  Coupons

Ø  eBay

Ø  LinkedIn

Ø  Youtube

Ø  Online Magazines

Ø  Amazon


$0

$500

$1,000

$1,500

$2,000

$2,500

$3,000

2011 2012 2013 2014 2015 2016

Mill

ions

Enterprise Gamification Market

“If a company like SAP can not just reach these users, but engage them in a gamified experience that is compelling and fun, SAP can potentially make users something more than just users: they can be participants in a community environment where that old coercive model of engagement is a thing of the past.”

M2 Research

will have at least one gamified application by

2014

70 % Global 2000

will gamify innovation

processes by 2015

50 % Innovators

A little fun can go a long way, especially in the enterprise.

Joshua Greenbaum, February, 2011 ”SAP Plays Games with the Analysts, and the Gamification of the Enterprise Begins”

Gartner

Gamification Software Market $2.8B by 2016


Positive Psychology - PERMA

Source: Martin Seligman

P Positive Emotions Experiencing joy, pleasure, fun, safety, etc.

E Engagement / Flow Being consciously involved in our activities

R Relationships Enjoyable / supportive interaction with others

M Meaning Creating a purposeful narrative

A Accomplishment Completing goals & following core values


Flow – “keeping the balance”

Mihaly Csikszentmihalyi: Flow: The Psychology of Optimal Experience, 1991 Beyond Boredom and Anxiety: Experiencing Flow in Work and Play, 1975


Values & Rewards

Intrinsic Values Extrinsic Rewards


Game Mechanics

SCVNGR: http://techcrunch.com/2010/08/25/scvngr-game-mechanics/ Gamification.org: http://gamification.org/wiki/Game_Mechanics


Game Mechanics (full & barely readable list)

SCVNGR: http://techcrunch.com/2010/08/25/scvngr-game-mechanics/

1.  Achievement

2.  Appointment Dynamic 3.  Avoidance

4.  Behavioral Contrast 5.  Behavioral Momentum

6.  Blissful Productivity 7.  Cascading Information Theory

8.  Chain Schedules 9.  Communal Discovery

10.  Companion Gaming 11.  Contingency

12.  Countdown 13.  Cross Situational Leaderboards

14.  Disincentives 15.  Endless Games

16.  Envy

17.  Epic Meaning

18.  Extinction 19.  Fixed Interval Rewards Schedules

20.  Fixed Ratio Rewards Schedule 21.  Free Lunch

22.  Fun Once, Fun Always 23.  Interval Reward Schedules

24.  Lottery 25.  Loyalty

26.  Meta Game 27.  Micro Leader-board

28.  Modifiers 29.  Moral Hazard of Game Play

30.  Ownership 31.  Pride

32.  Privacy

33.  Progression Dynamic

34.  Ratio Reward Schedules 35.  Real-time v. Delayed Mechanics

36.  Reinforcer 37.  Response

38.  Reward Schedules 39.  Rolling Physical Goods

40.  Shell Game 41.  Social Fabric of Games

42.  Status 43.  Urgent Optimism

44.  Variable Interval Reward Sched. 45.  Variable Ratio Reward Schedule

46.  Viral Game Mechanics 47.  Virtual Items


7 Core Concepts of Smart Games

1.  Engagement Styles of your players

2.  Design for onboarding, habit-building and mastery

3.  Put PERMA into Your Core Engagement Loops

4.  Use Progress Mechanics to Light the Way

5.  As Players Progress, Increase Challenge & Complexity

6.  Reward Players with Power, Autonomy & Belonging

7.  Build a System that’s Easy to Learn but Hard to Master

Source: Amy Jo Kim


Rookie, Regular, Master

Rookie Leve

l of E

xper

tise

Regular

Master

Onboarding

Habit-building

Mastery Teaching

Challenge Creation

Source: Amy Jo Kim


Matrix of Examples


Gamification Examples – The Speed Camera

http://www.youtube.com/watch?v=iynzHWwJXaA


Gamification @ others – The Guardian


Gamification @ others – GuttenPlag Wiki


Avvo


Gamification Examples – Bottlebank Arcade

http://www.youtube.com/watch?v=zSiHjMU-MUo


stackoverflow


Samsung Nation


Starbucks My Ideas


Gamification Examples – Piano Stairs

http://www.youtube.com/watch?v=2lXh2n0aPyw


Innovation Market


Gamification @ SAP – SAP Community Networks


Gamification @ SAP – Expense system


Gamification – Arena


Sustainable Gaming


Gamification @ SAP – Lead Management


Gamification @ SAP – Intranet Groups and Communities


Gamification @ SAP – Intranet News – Portal


The Holistic Strategy

Achievements

Communication tools & channels

ABAP Workbench

DevStudio

Developer tools

Leave Request

Business Applications

Travel Expense System

Call Center

…

Processes Office tools


Leveling up

Gabe Zichermann

Amy Jo Kim Byron

Reeves

Sebastian Deterding

Jane McGonigal


Building up

Sean MacNiven Head of Communications Innovation [email protected]

For more information visit the Enterprise Gamification website (Run by SAP gamification expert Mario Herger): www.enterprise-gamification.com


Questions?

sean macniven - head of communications innovation - sap at beyond enterprise 2.0

Technology

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whats gamification

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