Byron Reeves - "Games That Change the Nature of Work: Lessons in Making and Implementing...
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STANFORD UNIVERSITY SERIOSITY, INC.
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There’s a lot of good psychology, some from Byron’s lab at Stanford University, behind the thesis that engaging games will change the nature of work. Beyond the lab, however, building and implementing enterprise game applications that make a difference is hard. Based on his work with Seriosity Inc., Byron will talk about how game psychology gets translated into successful business applications focusing on on three areas: epic business stories, technical integration and change management.
Transcript of Byron Reeves - "Games That Change the Nature of Work: Lessons in Making and Implementing...
STANFORD UNIVERSITY SERIOSITY, INC.
STANFORD UNIVERSITY SERIOSITY, INC.
STANFORD UNIVERSITY SERIOSITY, INC.
STANFORD UNIVERSITY SERIOSITY, INC.
STANFORD UNIVERSITY SERIOSITY, INC.
Issues with games@work
1. Who’s playing? Consumers vs. employees
2. Most important game features Points vs. stories
3. Connections to behavioral data easy vs. hard
4. Evidence of success Signing up vs. working better
5. Why should I play? Paid to play vs. enticed to play
STANFORD UNIVERSITY SERIOSITY, INC.
Consumer vs. employees
STANFORD UNIVERSITY SERIOSITY, INC.
STANFORD UNIVERSITY SERIOSITY, INC.
STANFORD UNIVERSITY SERIOSITY, INC.
Consumer vs. employees
Consumers # eyeballs Leverage social networks Viral loops Short attention spans
Employees Paid to play Sensitivity to push Will this affect my pay? Perils of transparency
STANFORD UNIVERSITY SERIOSITY, INC.
Important enterprise game ingredients
STANFORD UNIVERSITY SERIOSITY, INC.
Target’s Check-out Game
G= goodR= slow
STANFORD UNIVERSITY SERIOSITY, INC.
STANFORD UNIVERSITY SERIOSITY, INC.
The ingredients for successful games
1. Narrative2. Self representation3. Ranks and levels4. Feedback5. Rules6. Transparency7. Economies8. Teams9. Communication 10. Time pressure
STANFORD UNIVERSITY SERIOSITY, INC.
Time in session
Mean # SkinConductance
Responses
STANFORD UNIVERSITY SERIOSITY, INC.
Epic business stories
I want to be part of the big story! Celebrate small but critical contributions Causes lots of difficult business conversations Maintains game over extended time periods One year progress bars
STANFORD UNIVERSITY SERIOSITY, INC.
Connecting to behavioral data
STANFORD UNIVERSITY SERIOSITY, INC.
04/12/2023 Reeves & Read 17
STANFORD UNIVERSITY SERIOSITY, INC.
04/12/2023 Reeves & Read 18
STANFORD UNIVERSITY SERIOSITY, INC.
Kilowatthours
per day
10 day time periods30 day before and after game intervention
Effects of an energy game on home energy use
Gameintervention
STANFORD UNIVERSITY
Connecting to data
Good connections are technically complicated Behaviors! …vs. attitudes, knowledge, intentions Sensors everywhere but new in organizations Approvals, approvals… Automated vs. player entries
STANFORD UNIVERSITY SERIOSITY, INC.
Evidence of enterprise success
STANFORD UNIVERSITY
STANFORD UNIVERSITY SERIOSITY, INC.
Effects of game incentives on average talk time during calls
Mean talk time in
seconds
Blue – rewarded forproductivity
Red – rewarded for satisfaction
Session over two weeks
STANFORD UNIVERSITY
Evidence of success
Go for the big metrics What would really cause a high five in the hallway? Often a new conversation “Just want to see if people like this idea” Fun in service of specific outcomes Can’t use this data for your game Evidence for causality (time order, third variables)
STANFORD UNIVERSITY SERIOSITY, INC.
Why should I play a game at work?
STANFORD UNIVERSITY SERIOSITY, INC.
STANFORD UNIVERSITY SERIOSITY, INC.
Lessons from enterprise introductions
Stricter rules = better intro, but… Bottom up a huge part of entertainment
games success Game gurus critical as adoption leaders Internal marketing during launch
STANFORD UNIVERSITY SERIOSITY, INC.
Summary
This is working! The best and biggest applications are
ahead of us
STANFORD UNIVERSITY SERIOSITY, INC.
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