Post on 05-Aug-2015
How Gamification can be used to drive engagement
Srinath Ramakrishnan
What is Gamification?
• “the use of game mechanics and experience design to digitally engage and motivate people to achieve their goals”
– Gartner
• Gamification is implementing design concept from games, loyalty programs and behavioural economics to drive user engagement
– Gabe Zicherman
http://blogs.gartner.com/brian_burke/2014/04/04/gartner-redefines-gamification/ 2Renatus Consultants
Four Defining Traits of a Game
Game
Goal
“Sense of Purpose”
Rules
“Unleash creativity and foster strategic thinking”
Feedback
“provides motivation to keep playing”
Voluntary Participation“establishes common ground”
Reality is Broken : Why Games Make us better and how they can change the world” – Jane McGonigal 3Renatus Consultants
Approaches to Gamification
• 6 core types of gamified approaches to drive engagement and problem solving.
• can be used individually or together to customers / employees
Commercial / Negotiation
system
Grand Challenges
Rapid feedback systems
Simulation / Discovery
Status Marathons
Expressive
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Grand Challenges
• highly publicised competitions usually awarding cash prizes designed to solve a specific problem or a complex or indeterminate nature
• Offer of Fr 12000 for preservation of food for his army
http://upload.wikimedia.org/wikipedia/commons/3/31/Napoleon_I_of_France_by_Andrea_Appiani.jpg 5Renatus Consultants
Rapid Feedback
• gamified systems where feedback such as scoring, shapes behaviour in real time
http://www.limpsfieldtennis.co.uk/images/lltc-badminton-coaching-4-400.jpghttp://upload.wikimedia.org/wikipedia/commons/9/92/Youth-soccer-indiana.jpg 6Renatus Consultants
Simulation
• principally designed for educational purposes -allow for exploration of new ideas, models and scenarios
• usually found in school classrooms
http://www.rp.edu.sg/uploadedImages/Contents/RP/Schools_and_Centres/02School_of_Engineering/For_Secondary_School/Creating_Fun_Gadgets_With_Electronics_ed.jpghttp://www.netcel.com/Global/images/News/bima-dday-school.jpg 7Renatus Consultants
Status Marathons
• use status ladders and rewards - most customer loyalty programs use this approach
http://cdni.wired.co.uk/1240x826/k_n/Like.jpghttps://tctechcrunch2011.files.wordpress.com/2011/03/skitched-20110301-090253.png 8Renatus Consultants
Commercial / Negotiation System
• rely on virtual or real world economy including markets and auctions
http://ecx.images-amazon.com/images/I/81oC5pYhh2L._SL1500_.jpghttp://cdn.farecompare.com/resources/fcblogs/2012/03/Frequent-Flyer-Programs.png 9Renatus Consultants
Expressive
• games are designed to facilitate creativity , individuality and emotional satisfaction among users
https://tctechcrunch2011.files.wordpress.com/2011/12/screen-shot-2011-12-19-at-11-38-08-am.pnghttp://www.livemint.com/rf/Image-621x414/LiveMint/Period1/2013/07/31/Photos/bqc--621x414.jpg 10Renatus Consultants
What gamification is
• using concepts that are intrinsically/extrinsically motivating, it is about finding and delivering fun and enjoyment in a wide range of contexts.
•
http://image.slidesharecdn.com/vortrag110527webdirectionsdontplaygameswithmeonline-110531074905-phpapp02/95/dont-play-games-with-me-promises-and-pitfalls-of-gameful-design-16-728.jpg?cb=1308135669
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What gamification is not
• Not about throwing game mechanics at a problem - must design a thoughtful and meaningful experience
• Gamification is not solely about coming up with cool innovative and virtual rewards
https://seeingfuture.files.wordpress.com/2013/11/tfw.pnghttps://depts.washington.edu/critgame/wordpress/wp-content/uploads/2011/11/gamify-rewards.png 12Renatus Consultants
Creating Engagement
Talking stick used to ensure that every one who wants to speak is heard , so that some voices do not dominate the discussion
http://www.makingfriends.com/images/talking_stick.jpghttp://www.communicationideas.com/images/Employee%20Engagement%20Creating%20800.jpg
• Engagement matters because itpredicts superior outcomes
• Important to engage everyone inthe group
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Engagement through 3Fs• engagement in any organization is based on 3 primary drivers
- called the 3 Fs
http://b-i.forbesimg.com/joefolkman/files/2013/12/feedback-heads1.pnghttp://img4.wikia.nocookie.net/__cb20121029010153/spongebob/images/e/e9/FUN.jpghttp://www.lifehack.org/articles/communication/15-traits-high-quality-best-friend.html
act of telling users how they are progressing over time
connectors between users whether they are friends in the classical sense or not
a sense of amusement and enjoyment
when working together, these 3 drivers form the core of a viral engagement loop designed to propel users to visit an experience and then also engage others to visit and return
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Creating Engagement – 3-12-2 game
• uses constraints, forced rankings and closures to drive intense idea creation within a short period of time.
The game begins with an open ended question –e.g. “how do we increase revenue for the next year?”
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Creating Engagement – 3-12-2 game
• Write the problems on an index card / one per card
• Teams of 2 – pick each card and provide solutions to the problem
• Form groups of 6-8 players, 2 minutes to pitch in their best idea
• If you end up with 10 ideas, do a dot voting to choose the best idea
3
12
2
Great game to increase productivity satisfaction and quality
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Improving Performance - Target Checkout game
http://www.levelspro.com/targets-cashier-game-is-it-really-a-game/ 17Renatus Consultants
Recruitment
http://google-tale.blogspot.in/2008/07/google-billboard-puzzle.html
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Recruitment
Congratulations. Nice work. Well done. You've made it to Google Labs and we are glad you are here. One thing we learned while building Google is that it's easier to find what you're looking for if it comes looking for you. What we're looking for are the best engineers in the world. And here you are.
http://www.jsoftware.com/papers/play211.htmhttp://i.forbesimg.com/media/lists/companies/google_416x416.jpg 19Renatus Consultants
Crayon Data - Challenge
https://www.ideatory.co/challenges/ 20Renatus Consultants
Quixey Challenge
http://blog.seed.jobs/wp-content/uploads/2014/07/2013-04-21_21-51-17.png
• Players had to solve 3 practice problems before being able to try the real challenge - solving an algorithm bug in under one minute in front of Skype audience. • 38 winners - out of which 5 candidates were considered for open positions. • The entire cost of recruitment was just $3800 dollars -which would have cost $100,000 using traditional methods
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Dominos Pizza Hero
https://www.youtube.com/watch?v=QzWEeOoFMfU
•
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Dominos Pizza Hero
• In the first 28 days, over 1 million dollar worth of pizza was sold through the app, rising to almost 1 million $ a week.
• On top of that they had details of thousands of potential recruits who could later be hired.
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Marriot’s Diner Dash
http://www.blogcdn.com/www.joystiq.com/media/2011/12/dinerdash530.jpg
A gamified experience where a player does everything from decorating the dining room to ordering the food, and maintaining the budget.
As they play through the game, the players are able to try out every position within hotel operations.
The banner "Do it for Real“ attracted thousands of active users -when clicked takes you to the opportunities at Marriot.
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4 Door Model for e-learning
http://www.ccastd.org/Resources/Pictures/Speaker%20Headshots/Thiagi1.pnghttp://media-cdn.tripadvisor.com/media/photo-s/05/56/74/f0/torture-chamber.jpghttp://static.boydgaming.net/california/media/gallery/CA_Dine-Market_Street_Cafe_Dining_Area-705980-full.jpghttp://staging.smsa.org.au/assets/Books-on-Shelves.jpghttp://www.centralparknyc.org/assets/images/2014/things-to-see-and-do/pinetum-playground-l.jpg
Library Playground
Cafe Torture Chamber
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Learning - 4Cs
http://c14608526.r26.cf2.rackcdn.com/64978986-CCC8-4AEA-B5BC-1C736EF8E4D5.jpghttp://bowperson.com/wp-content/uploads/2014/11/sharon3.gif 26Renatus Consultants
Innovation Games
• proven techniques for working with all groups of customers to create innovative products and services.
• a means of fueling innovation by understanding what your customers really want.
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Game Types
Visual collaboration games leverage powerful visual metaphors and well-known strategy and decision-making models as the foundation of collaborative problem solving.
Visual Collaboration Games
Speed Boat Prune the Product Tree
Virtual Market Games
Buy a Feature / Buy a Project
Virtual market games use virtual currency to identify shared priorities among the players.
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Budget Games – San Jose
http://conteneo.co/conteneo-city-of-san-jose-produce-fourth-annual-budget-games/
• Specialized feature of “Buy a Feature” game• Goal - obtain insights from citizens on city’s budget – provide inputs to the Mayor and City Council• used to engage neighbourhood leaders regarding priorities for spending, tradeoffs, and budget cuts for the City’s annual $2.9 billion budget
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Performance Reviews using Innovation Games
http://www.innovationgames.com/wp-content/uploads/2009/11/spider-web.jpghttp://play.innovationgames.com/image_logic/2WDVZJIDBUWXTNVA45GIIA0CNE050AKYhttp://www.innovationgames.com/wp-content/uploads/2011/08/oracletree-300x289.jpghttp://i.ytimg.com/vi/jQcz-JrW7BI/maxresdefault.jpghttp://play.innovationgames.com/image_logic/SUBP33F2OG0DV5XLPE25BNCXTRYV5EHGhttp://insights.dice.com/wp-content/uploads/2013/04/thumbnail25.jpg
Identify reviewers Self Asssessment
Establish Goals Build Advocacy HR Outbrief
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“Gamification is like icing on the cake. If the underlying cake is tasteless no amount of frosting will fix the problem. The key is to make it all work together - one delicious cake made complete by an inviting frosting on the top” - Gabe Zichermann
http://images.wisegeek.com/fudge-icing.jpg31Renatus Consultants
Finally ..
References• http://conteneo.co/conteneo-city-of-san-jose-produce-fourth-annual-budget-
games/
• http://www.amazon.in/Gamification-Revolution-Zichermann/dp/1259098559/ref=sr_1_1
• http://www.amazon.in/Innovation-Games-Creating-Breakthrough-Collaborative/dp/0321437292/ref=sr_1_1
• http://theelearningcoach.com/elearning_design/the-four-door-model-rapid-elearning-design/
• http://blogs.gartner.com/brian_burke/2014/04/04/gartner-redefines-gamification/
• Using Visual Collaboration Games for Performance Review – Jason Tice
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