Gami!cation Techniques and its applications to enterprises.

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Keith Ng Co-Founder and CEO a.k.a “Hustle Ninja” @keizng

Co-Founder and CMO a.k.a “All-in-one Ninja” @brendalogy

Brenda Nicole Tan

Let’s talk gami!cation.

Bartle’s Player Types

The use of game elements and game design techniques in non-

game contexts.

Gami!cation is …

Serious gaming Social gaming Farmville

Gami!cation is NOT … Points and badges Edugaming Advert gaming

It is a strategy.

Games are powerful. They can be addictive and have a

strong pull factor.

What is the average age of

a gamer?

Closest answer = 20 points 2nd closest answer = 10 points

It’s natural to play. We’ve been playing since young, and

play is for everyone.

Does your enterprise need

gami!cation?

Make a list of problems in your

enterprise

Online collaboration

Productivity

Ef!ciency

Innovation

Health & Wellness

Do you have a clear problem to solve? 1.

Can your problem be addressed by

motivation? 2.

Intrinsic motivation: “I do it because I want to.”

Extrinsic motivation: “I do it because I’ll receive

a reward.”

Is your answer to both questions

YES? Then, gami!cation’s

right for you!

The essential steps of gami!cation

De!ne your problem 1.

Determine your goal 2.

Identify your target behavior(s) 3.

Pro!le your players 4.

Design your strategy 5.

De!ne your problem. 1.

Determine your business goal. 2.

Identify your target behavior(s). 3.

Target Behavior

Sub-behavior

Sub-behavior

De!ne metrics to measure these

behaviors.

Pro!le your players. 4.

Know what motivates them.

Bartle’s Player Types

Which player type do most people !t in?

Correct answer = 20 points

AExample

Company A with >300 employees around the world.

High turnover rate of

employees.

De!ne your problem. 1.

Determine your business goal. 2.

Foster a sense of

belonging.

Interact more with their team-

mates.

Do challenges together

Know more about one another.

Identify your target behavior(s). 3.

The Happiness Index.

I generally feel close to my team mates.

On a scale of 1 – 10 …

I hang out with my team mates outside work.

On a scale of 1 – 10 …

When I think of my team, I feel

happy.

On a scale of 1 – 10 …

Pro!le your players. 4.

1.  25-35 years old 2.  Tech savvy 3.  Youthful, energetic 4.  Active on social media 5.  Located around the world

Bartle’s Player Types

Got your data? Design a strategy. 5.

The GAMETISE

Framework

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

Key Elements

Generous Rewards

G

Tangible Rewards

Discounts, vouchers, physical gifts, trophies,

money, workplace bene!ts (eg. additional day off)

G

Intangible Rewards

Status (social recognition, rank), exclusive content,

power-up, sense of belonging, virtual points,

virtual items, badges

G

Overjusti!cation Effect

You stop doing it because you want to, but because

the reward is there.

G

Appeal

A

What makes things fun?

A

FUN = Problem solving, collecting,

teamwork, surprise, exploring, recognition,

winning

A

Maintainable

M

M

Hedonic Threadmill =

Rewards are so “expected” you have to keep giving

bigger and better rewards to keep them excited

Easy to Start

E

Key Goals

Togetherness

T

Intrinsic Motivation

I

Currently, it’s extrinsic motivation that drive

people in a typical workplace.

I

I

Ideally, people should love doing something for its

own sake.

I

Intrinsic motivation?

Competence Autonomy

Relatedness

Social Actions

S

Engagement

E

But … be careful!

The game should not distract from the job.

People will cheat.

Gami!cation in Action

PASS

Dif!cult for programmers to !nd help on code-related problems.

Problem

Q&A site for programmers to ask code-speci!c questions and

receive answers from members.

Goal

Answer code-related questions from other members.

Target Behavior

A reward system that is re"ective of what its members

!nd meaningful.

Reputation scores determined by validation from other members.

Easy to identify who has expertise in what.

>2 million registered users

~5000

new questions daily

>10000 new answers daily

PASS

Language quality control is a long, tiring, mind-numbing

process.

Problem

Spot and correct language errors in all Windows 7

versions quickly & ef!ciently.

Goal

Employees to browse copy samples and spot errors.

Target Behavior

The Language Quality Game

The Language Quality Game

Employees competed with employees from other Microsoft of!ces in the no. of bugs found.

>4000 employees

>0.5 million

dialogs boxes viewed

>7000 errors !xed

FAIL

Increase the productivity of housekeepers in their hotels.

Leaderboard to track all workers’ performances.

“The Electronic Whip”

PASS

ACE Entrepreneurship Week 2012

9-10 November 2012

Dif!cult to channel traf!c to sponsoring merchants.

Problem

Encourage AEW 2012 participants to patronize

sponsoring merchants.

Goal

Scan the QR codes of participating merchants.

Target Behavior

Do challenges at merchants outlets.

Target Behavior

Now, it’s your turn!

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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Keep In Touch! !

Keith Ng @keizng / keith@gametize.com

Brenda

@brendalogy/ brenda@gametize.com