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This presentation was delivered at the CIASTD 2012 Fall Conference in INdianapolis. It explains the linkage between games and learning and describes how game elements can match to needed learning elements. The second half of it features a case study of a game implemented by ExactTarget, a Indianapolis-based marketing firm, and the business results achieved through game play
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The Power of Play
Your Game Masters…aka presenters
Sharon Boller Bo%om-‐Line Performance
Lead designer, Knowledge Guru™ game engine. @Sharon_Boller
Sco, Thomas ExactTarget
Director, Product Enablement @sco%_thomas_et
• I like to play (board games, team games, computer games, puzzles, word searches, social games, etc.)
• We acMvely use game-‐based learning in our organizaMon
• I’d like to implement game-‐based learning in my organizaMon – but haven’t convinced people of its value yet.
The Power of Play for You?
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Agenda
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Why games?
Play Game
“I learned SO much by playing this game. It was
tons of fun. I learned more by
playing this game than any webinar,
meeting, or document I’ve encountered.”
“Mind-blowing”
“Can you create
more stuff like this?”
Annika, Age 8
Why do games work? 1
3 2
The short answer?
Because they are FUN.
Expert view: Carnegie Mellon…. To progress in a game is to learn; when we are ac3vely engaged with a game, our minds are experiencing the pleasure of grappling with (and coming to understand) a new system. (Jessica Trybus, New Media InsMtute’s resident Game-‐based Learning and CommunicaMons Guru and Director of Edutainment for Carnegie Mellon University's Entertainment Technology Center.)
www.bo%omlineperformance.com
But what’s FUN? • Winning • Achieving goals • Triumphing • Collaborating • Exploring and building • Collecting • Problem-solving or strategizing • Role playing or imagining • Surprise – surprising others and
being surprised ourselves.
What’s Required to Learn? Relevant Prac7ce
Specific, 7mely feedback
Ability to retrieve later
More on Feedback
“The premise of a feedback loop is simple: Provide people with informaMon about their acMons in real Mme, then give them a chance to change those acMons, pushing them toward be%er behaviors.” Wired Magazine, June 19, 2011
www.bo%omlineperformance.com
Breaking it down further: Feedback School district had huge problem with speeding. Tried replacing old signs with bigger, new ones, MckeMng people during drop-‐off, pick-‐up Mmes. Nothing worked. What finally gave measurable improvement was “dynamic speed displays” or driver feedback signs. “Your speed.” Signs have proven to be consistently effecMve, gecng people to slow by 10 mph over several miles. They work because they leverage a feedback loop.
www.bo%omlineperformance.com
Linking Games to Learning Learning Element Game Elements that Match
MoMvaMon Game goals, PBLs, levels, flow, the “fun”
Relevant pracMce
Game mechanics, story, challenges, (.e.g. the rules), game theme.
Feedback Rewards and consequences
Retrieval later 1) Repeat to remember – repeMMon; 2) spaced learning 3) Relevant pracMce.
.
How Guru links to Learning
Learning Element Game Elements that Match
MoMvaMon Game goals, PBLs, the “fun,” 2 levels of play
Relevant pracMce
Miss and you go back in reg. game; Miss and you lose in Grab Bag (real life consequences)
Feedback Loss of points on misses w/ feedback offered imm coupled with imm opp to re-‐try ?s.
Retrieval later 1) Spacing of paths, 2) RepeMMon of info 3) ApplicaMon-‐based scenarios
Annika, Age 8
MoMvaMon – in story, in challenge (become a Guru)
How Guru links to Learning
Learning Element Game Elements that Match
MoMvaMon Game goals, PBLs, the “fun,” 2 levels of play
Relevant pracMce
Miss and you go back in reg. game; Miss and you lose in Grab Bag (real life consequences)
Feedback Loss of points on misses w/ feedback offered imm coupled with imm opp to re-‐try ?s.
Retrieval later 1) Spacing of paths, 2) RepeMMon of info 3) ApplicaMon-‐based scenarios
Annika, Age 8
MoMvaMon – in PBLs
How Guru links to Learning
Learning Element Game Elements that Match
MoMvaMon Game goals, PBLs, the “fun,” 2 levels of play
Relevant pracMce
Miss and you go back in reg. game; Miss and you lose in Grab Bag (real life consequences)
Feedback Loss of points on misses w/ feedback offered imm coupled with imm opp to re-‐try ?s.
Retrieval later 1) Spacing of paths, 2) RepeMMon of info 3) ApplicaMon-‐based scenarios
Annika, Age 8
Relevance– no extraneous content, period.
How Guru links to Learning
Learning Element Game Elements that Match
MoMvaMon Game goals, PBLs, the “fun,” 2 levels of play
Relevant pracMce
Miss and you go back in reg. game; Miss and you lose in Grab Bag (real life consequences)
Feedback Loss of points on misses w/ feedback offered imm coupled with imm opp to re-‐try ?s.
Retrieval later 1) Spacing of paths, 2) RepeMMon of info 3) ApplicaMon-‐based scenarios
Annika, Age 8
Relevance– game quesMons mirror customer ?s
How Guru links to Learning
Learning Element Game Elements that Match
MoMvaMon Game goals, PBLs, the “fun,” 2 levels of play
Relevant pracMce
Miss and you go back in reg. game; Miss and you lose in Grab Bag (real life consequences)
Feedback Loss of points on misses w/ feedback offered imm coupled with imm opp to re-‐try ?s.
Retrieval later 1) Spacing of paths, 2) RepeMMon of info 3) ApplicaMon-‐based scenarios
Annika, Age 8
Feedback– immediate, followed by immediate opp to retry. Consequence = points gained/lost.
How Guru links to Learning
Learning Element Game Elements that Match
MoMvaMon Game goals, PBLs, the “fun,” 2 levels of play
Relevant pracMce
Miss and you go back in reg. game; Miss and you lose in Grab Bag (real life consequences)
Feedback Loss of points on misses w/ feedback offered imm coupled with imm opp to re-‐try ?s.
Retrieval later 1) Spacing of paths, 2) RepeMMon of info 3) ApplicaMon-‐based scenarios
Annika, Age 8
Retrieval– repeMMon, spaced learning
Hierarchy of Knowledge & Role of Games Type of knowledge What it means
DeclaraMve Facts. (Product specificaMons, definiMons for words, data and staMsMcs)
Concepts Groupings of things: “Quality means responding to customers promptly, proacMvely suggesMng helping things, etc.
Rules RelaMonships between things – “if, then” Procedures Ordered sequence of rules that translate into
series of steps to follow to execute something Principles Non-‐sequenMal guidelines. User has to figure out
what’s appropriate given a specific situaMon and set of facts.
Problem-‐solving Novel situaMons that require use of previously-‐acquired knowledge to solve problem.
Complexity
Low
High
www.bo%omlineperformance.com
The Hierarchy in AcMon Type of knowledge What it means
DeclaraMve Supply is the amount of something you have to sell. Demand is customers’ desire and consumpMon for what you sell.
Concepts Supply and demand are linked. Rules If demand is high and supply is low, you can charge
more for your product. Procedures “How to use CRM to manage client contacts.”
“How to manage inventory of widget X.” Principles “Purple cow” – making a product remarkable. Problem-‐solving CompeMtor is introducing a similar product onto
market. How do you protect marketshare and maintain margins?
Complexity
Low
High
www.bo%omlineperformance.com
Games that match Type of knowledge
Games to use
DeclaraMve Matching, puzzle, word search, etc – puzzle style games, quiz-‐style games (Walk the plank is example)
Concepts SorMng, quiz-‐style games
Rules ApplicaMon games – which rule applies here?
Procedures SimulaMons
Principles SimulaMons
Problem-‐solving SimulaMons
Check out Karl Kapp’s book, Gadgets, Gizmo’s, & Games for specific ideas.
www.bo%omlineperformance.com
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ExactTarget (NYSE: ET)
Based in Indy, we enable marketers -‐ through sorware -‐ to integrate data to create a unified view of each consumer and engage in real-‐Mme, cross-‐channel markeMng.
We have: ü 1,500 employees worldwide ü 250,000 users worldwide ü 500 + partners worldwide
Why ExactTarget used the Guru 1. MulMple Product Lines and MulMple Product Launches
• 9 disMnct product lines within organizaMon • Product line releases each month
2. Employees, clients, and partners had training overload; we needed to find a way to “mix it up.”
3. MobileConnect was one of the largest product launches we ever had. Cri7cal for us to educate folks.
Positioning the game
2. Marketed the heck out of it.
1. Reinforcement tactic rather than primary learning method.
Marketing Messages ET Used Internal TV
announcements, posters
Incentives (prizes)
Email messages
Positioning the game (cont.) 3. Required in some
functional units.
4. Provided managers with idea kits.
5. Drew attention to leaderboards on a regular basis.
What Did Folks Say…
The game was great! It was a fun way to learn about
MobileConnect. I enjoyed the scenario-type questions, which
put it all in perspective.
I’m a pretty competitive person, so challenging myself to get one of
the top scores added a layer of fun to learning about the
MobileConnect product. The repetition of the different paths
helped me retain the information.
ExactTarget Business Results… Sales Related Metrics: 1. Quickest pipeline developed and closed compared to
previous product launches over the past two years
2. Average contract value 2x more than comparable products
Support Related Metrics: 1. First-‐call support resoluMon up 45% compared to
other product lines (a savings of ~$35/call)
Top Considerations…. 1. Can you sell it to stakeholders?
Can you articulate WHY games will work?
3. Is your audience receptive (not stakeholders, target audience)
4. Can you promote it? Build it and they will come approach won’t work.
2. Can you specify REAL results you’re seeking? Design game to results you’re targeting.
Implementation Tips
3. “Market the heck out of it.”
2. Involve stakeholders in game design process; gets their buy-in EARLY.
1. Play test, play test, play test – don’t launch until the game is really ready.
4. Monitor play; promote what’s going on during play.
Want info electronically? • Text the word GURU and your email address to 38767 – EX: GURU sthomas@exac%arget.com
• Email will be sent with links to a variety of informaMon sources regarding this breakout session
• You can also email [email protected] and request info as well.
• Check out public games for yourself at www.theknowledgeguru.com/ or download a sample game – NutriMon Guru -‐ from App store.
Thank You! Contact Us… Email [email protected]
sthomas@exac,arget.com
Twi%er Handles
Sharon_Boller scott_thomas_et
Websites www.theknowledgeguru.com www.exacttarget.com