How Game Thinking Can Revolutionize Your Business

KNOWLEDGE FOR ACTION

GAMIFICATIONHOW GAME THINKING CAN

REVOLUTIONIZE YOUR BUSINESSProf. Kevin Werbach

Email: werbach@wharton.upenn.edu / |Twitter: @kwerb

Wharton Lifelong Learning, September 2012

KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach

When I say the word

GAMESwhat do you think

http://www.flickr.com/photos/mikaelmiettinen/4237381930/

CREDIT: http://capl.washjeff.edu/4/m/223.jpg

Games?

1 billion

2 billion

9 billion

70% of employees are not fully motivated

KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 15

: Phill

fully motivated

what can we learn from games to help with

GAMIFICATION

A Big Deal?“Suddenly, gamification is the hot new business concept, with many of the world’s most admired companies signing on.”

- Fortune, Oct. 17, 2011

“Striving to make everyday business tasks more engaging, a growing number of firms... are incorporating elements of videogames into the workplace.”

– Wall St. Journal, Oct. 10, 2011

“By 2015, more than 50 percent of organizations that manage innovation processes will gamify those processes.” - Gartner Group

Guess Who’s Gamifying?

• Microsoft

• Nike

• SAP

• American Express

• Major League Baseball

• Salesforce.com

• AXA Equitable

• CodeAcademy

• Deloitte

• Samsung

• EMC

• Foursquare

• Stack Overflow

• USA Networks

• LiveOps

• Dell

• Kaiser Permanente

• Foot Locker

• Opower

• eBay

• Cisco

• Recyclebank

• Universal Music

• Siemens

• Yelp

• Nissan

• Verizon

Gamification is…

Not just games for business purposes!

game elements

Levels

Points

Resource Collection Progression

Quests Avatars

Social Graph

Levels

Points

Progression

Badges

Social Graph

Quests

Avatars

Rewards

KNOWLEDGE FOR ACTION 29

• Think like a game designer– Note: not “think like a gamer”– Goal is to get players to play, and continue playing

•Making something fun isn’t easy!

game design techniques

gamedesign

Player modeling

Iteration

Prototyping

Scaffolding

Balancing

Playtesting

non-game contexts:

• External– Marketing– Sales– Customer engagement

• Internal– HR– Productivity enhancement– Crowdsourcing

• Behavior change– Health and wellness– Sustainability– Personal finance

Marketers Get Psyched

Badges

Points

Leaderboard

Rewards

Challenges

Avatars

Marketers Get REALLY Psyched

• Overall traffic on the USA Network site increased 30%

• Online merchandise sales increased 50%

• Pageviews increased 130%

• Psych content shared 300,000 times on Facebook, reaching 40 million users.

• Twitter-based activity nominated for an Emmy

Who Wants to Test Dialogue Boxes?

Windows 7 Language Quality Game

• 4,500 participants

• Reviewed over 500,000 dialog boxes

• 6,700 bugs reported

• Hundreds of significant fixes

Restaurant Servers

Objective Logistics

• 2-4% revenue increase

• Improved job satisfaction

Speed Limit Enforcement

vs.vs.

Law Nudge Games

http://www.youtube.com/watch?v=iynzHWwJXaA

• Average speed in Stockholm trial decreased from 32 to 25 kmph (22%).

Even Al Qaeda Uses It!

?gamesHOW DO

MOTIVATE?

TIME FOR A GAME

Look in your wallet or purse.Pull out the oldest coin.

Winner!

Why was this a bad game?

KNOWLEDGE FOR ACTION 47

Self Determination Theory

Gamification / Prof. Kevin Werbach

Competence

Autonomy Relatedness

Intrinsic Motivation

Competence

Autonomy

Relatedness

• Problem solving

• Sense of progress toward mastery

• Frequent and direct feedback

• Player-centered

• Experimentation (less fear of failure)

• Customization

• Sense of purpose or goals

• Creation of meaning

• Social interactions

Games Promote Intrinsic Motivation

KNOWLEDGE FOR ACTION 49Gamification / Prof. Kevin Werbach

Competence

Autonomy Relatedness

equals

fungames are designed to be

KNOWLEDGE FOR ACTION 51Gamification / Prof. Kevin Werbach

Gamification

1. Define business objectives

2. Delineate target behaviors

3. Describe your players

4. Devise activity loops

5. Don’t forget the fun!

6. Deploy appropriate tools

Design

• Management

• Marketing

• Operations

• HR

• Psychology

• Design

• Analytics

• Social Media

• Law & Ethics

78,000 (and counting) students from 151 countries can’t be wrong…

can they?

https://www.coursera.org/course/gamification

ONE FINAL STORY

Place a single grain of rice on the first square of a chessboard.

Double the amount on each subsequent square.

How many grains in total at the end of the board?

18,446,744,073,709,551,615

Place a single grain of rice on the first square of a chessboard.

Double the amount on each subsequent square.

How many grains in total at the end of the board?

Prof. Kevin Werbach

werbach@wharton.upenn.edu

Twitter: @kwerb

Available October 30

http://wdp.wharton.upenn.edu/books/

thank you!

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