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 ..

Thank you

ramakrishnan.srinath@gmail.com@rsrinath

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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