Professor Kevin Werbach
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Professor Kevin Werbach Dept. of Legal Studies & Business Ethics Wharton School, Univ. of Pennsylvania [email protected] Twitter: @kwerb
description
Professor Kevin Werbach. Dept. of Legal Studies & Business Ethics Wharton School, Univ. of Pennsylvania. [email protected]. Twitter: @kwerb. 1.7 billion. 100 million. 9 billion. We’re All Gamers Now. • Video game industry: over $70 billion worldwide, or. - PowerPoint PPT Presentation
Transcript of Professor Kevin Werbach
Professor Kevin WerbachDept. of Legal Studies & Business Ethics
Wharton School, Univ. of Pennsylvania
Twitter: @kwerb
1.7 billion
100 million
9 billion
We’re All Gamers Now
• Video game industry: over $70 billion worldwide, ordouble Hollywood box office revenues
• 97% of kids 12-17 play videogames (Pew Foundation)
• The average game player is 30 years old (ESA)
• 47% percent of all game players are women (ESA)
• 44% of US/UK adults have played a mobile game inthe last month (PopCap/Information Solutions)
what can welearn from
(digital) gamesto help with
Sebastian Deterding, et al, From Game Design Elements toGamefulness: Defining “Gamification”, Mindtrek 2011 Proceedings
GAMIFICATION
Gamification is…
The use of game elementsand game design techniquesin non-game contexts.
Levels
Points
ResourceCollection Progression
Quests Avatars
Social Graph
Levels
Points
Progression
Badges
Social Graph
Quests
Avatars
Rewards
Foursquare
Nike+
Jarret Brachman & Alix Levin, “The World of Holy Warcraft,” Foreign Policy,April 13, 2011
…even Al Qaeda
Who’s Gamifying
• Microsoft
• Nike
• SAP
• American Express
• Major LeagueBaseball
• Salesforce.com
• AXA Equitable
• CodeAcademy
• Deloitte
• Samsung
• EMC
• Foursquare
• Stack Overflow
• USA Networks
• Foot Locker
• Opower
• eBay
• Cisco
• Recyclebank
• Universal Music
• LiveOps • Siemens
• Dell • Yelp
• Kaiser Permanente • Nissan
• Verizon
A Big Deal in the Business World
“Suddenly, gamification is the hotnew business concept, with many ofthe world’s most admired companiessigning on.”
– Fortune, Oct. 17, 2011
“Striving to make everyday businesstasks more engaging, a growing numberof firms... are incorporating elements ofvideogames into the workplace.”
– Wall St. Journal, Oct. 10, 2011
“Many businesses are using these game tricks to try to get people hooked on their products andservices — and it is working, thanks to smartphones and the Internet.”
– New York Times, Dec. 23, 2012
Great!What does it
have to do with
Gamification / Kevin Werbach
Education & Training are Already Games
Bad Ones!• Not so much fun
• Limited sense of agency
• Unclear win states
• Back-loaded, limited feedback
• Failure to differentiate among player types
• Poorly balanced
Gamifying Learning
Gradecraft (Univ. of Michigan)
Not Such a New Idea!
Not New in Business, Either
More to It Than the PBLs
Points!
Badges!
ProgressBars!
All they need are someleaderboards, andusers will go crazy!
Rewards!
Levels!
Status!
Bad Design Can Be Dangerous!
http://www.nicolelazzaro.com/gamification/
D1. Define business objectives
2. Delineate target behaviors
3. Describe your players
4. Devise activity cycles
5. Don’t forget the fun!
6. Deploy appropriate tools
Gamificationesign
gamedesign
Experimentation
Human-centricity
Iteration
Balance
Prototyping
Playtesting
Player modeling
gamedesign
1. Get players to play.
2. Keep them playing.
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Feedback
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32
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https://www.coursera.org/course/gamification
Q: How to engage tens ofthousands of studentsfrom 150+ countries,
with no live interaction?
A: Use gamificationdesign principles!
My Own Experience
Stats from Session 1 (Fall 2012)
• 81,600 registrations– 2/3 non-U.S.; over 150 countries represented
– 77% of participants not in school/university
• Massive engagement– >2,200,000 video views
– 19,513 forum posts
– 187,028 peer assessments,by 13,088 students
– Student-formed Facebookgroup: 3,468 members
– Hashtag #gamification12:>2,700 tweets
Traditional Course Design
1 2 3 4 5 6 7
Units
Midterm Final
Onboarding
Climbing
Rest
Rest
BossFight
Climbing
Climbing
The Player Journey
Scaffolding
LevelUp
MajorProject
Final
Quiz+Project
Quiz+Project
Quiz
Quiz
Gamification Course Design
Onboard Climb Climb Climb RestBossFight Rest
Player Types
Source: Richard Bartle
Notice any Differences?
11%
% of Writers % of Submi:ers
% of Starters
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10%
0%
30%
40%
50%
80%
70%
60%
61%
31%
23%
13%
52%
38%
32%
19%
26%
16%
25%
15%
22%
13%
18% 21%
74%
61%
50%
48%
42%
35% 40%
84%
70%80%
% of Registra4on
% of Starters
% of Submi:ers
% of Writers
% of Registra4on
8,280received certificate
2x-4x Typical Completion Rate≈81,600registered
100%
90%
thank you!Prof. Kevin Werbach
Twitter: @kwerb
http://wdp.wharton.upenn.edu/books/for-the-win/
