Game Changer:Mobility, Games& Gamification

Shel Holtz, ABC@shelholtz

#IABC12

Participants cast their votes using mobile devices via PollEverywhere.com

Source: Forrester Research

Source: Forrester Research

The Law of Mobility(Russ McGuire)

The value of anyproduct or service

increaseswith its mobility

Assumption: To use a product or service, you access it from a fixed location.

Mobilealters the conditions

under whichproducts and services

can be used

Participants cast their votes using mobile devices via PollEverywhere.com

TheSecondScreen

Why not in business?

Video excerpt from season finale of TV series “Touch” demonstrated Augmented Realityin a default AT&T app, “AirGraffiti”

Layar Augmented Reality video from this presentation can be found here:http://www.youtube.com/watch?feature=player_embedded&v=wi80g9WJvmw

A video similar to the one used in the presentationis available here:

http://www.youtube.com/watch?v=q88Lt1lYuK0

Emart “Shadow QR Code” campaign video from the presentation:http://www.youtube.com/watch?v=1N6EdgN3FUU

THE COMMUNICATION CHANNEL

OF THE FUTURE

Implications

• Policies• Training• Education• Content• Context

VideosTextImagesGames & gamification

#WakeUpPics

61% of surveyed CEOs, CFOs and other senior

executives say they take daily game breaks at work

Reality

• The worst game ever– Purpose is unclear– Not motivated to keep plugging away– Individual goals are uncertain– Feedback infrequent, missing and/or confusing– Lack of control

-- Jane McGonigal

What Makes it a Game?

• Voluntary• A goal• Restrictions (rules)• Voluntary obstacles• Feedback system• Video games = network effect

Why Do We Play?

• Intrinsic rewards– Daniel Pink says…

• Autonomy (self-direction)

• Mastery (get better at something that matters)

• Purpose (be part of something larger than ourselves)

Why Do We Play?

• Intrinsic rewards– Jane McGonigal says…

• Satisfying work• The experience or hope of being successful• Social connection• Purpose

Still confused?

I get paidExtrinsic

but the project never launchesIntrinsic

Do They Work?

• Employees trained on video games…– Learned more factual information– Attained higher skill levels– Retained information longer

…than workers learning the traditional way

Gamification

• Incorporating game dynamics intonon-game situations

• Gartner: By 2014, 70% of large companies will use it

• Workplace trends:– Points– Badging (e.g., LiveOps call centers)– Leaderboards – Peer recognition

Your Next Steps

Mobile technology auditJoin the teamInstigate if necessary

Mobile communication auditGame/gamification pilotEasy stuff: Just do itEverything else: Develop strategy, planEncourage technology populism

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Shel Holtz, ABCPhone: 415.881.7430Twitter: @shelholtzEmail: shel@holtz.comWeb: holtz.com Blog: blog.holtz.comPodcast: www.forimmediaterelease.bizLink blog:linksfromshel.tumblr.comVideo blog: shelholtz.comSkype: shelholtzPinterest: pinterest.com/shelholtzFacebook: facebook.com/shel.holtzLinkedIn: linkedin.com/shelholtz