Gamification - Techniques and its applications to enterprises
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Slides for my workshop on Enterprise Gamification at Gamification World Asia Pacific 2012.
Transcript of Gamification - Techniques and its applications to enterprises
Gami!cation Techniques and its applications to enterprises.
Keith Ng Co-Founder and CEO a.k.a “Hustle Ninja”
Co-Founder and CMO a.k.a “All-in-one Ninja”
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 areas in an enterprise
where gami!cation can be applied.
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
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?
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.
E-COMMERCE HELPDESK
CUSTOMER SERVICE
PRODUCTIVITY
LEARNING!
INNOVATION!
Keep In Touch! J
Keith Ng @keizng
Brenda @brendalogy
