Enterprise Gamification by the Numbers

Karl Kapp Professor, Bloomburg University

Author: Gamification of Learning and Instruction Follow on Twitter: @kkapp

Gamification by the Numbers

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Follow on Twitter: #GamifiedLearning @kkapp | @Axonify

Introducing: Karl Kapp

• Professor of Instructional Technology and the Director of the Institute for Interactive Technologies – Bloomsburg University

• The Gamification of Learning – Lynda.com

• Author: The Gamification of Learning and Instruction

• Contributor: Learning Solutions Magazine, ATD, Chief Learning Officer

Related Resources

Books YouTube Video www.karlkapp.com

Lynda.com Course Gamification of

Learning

Gamification Workbook

Separating Fact From Fiction – CLO

Magazine

Gamification by the Numbers

Review •  6 pieces of demographic information •  3 meta-analysis research studies •  1 case study •  2 original research studies

What do we know?

55% of teachers use games in the classroom on a weekly basis.

- Teachers Surveyed 2013

20% of corporations use games for learning.

- Association for Talent Development 2014

By 2020, learning or “serious” games is predicted to reach

$5.5Billion (CAGR = 16%)

- Serious Game 2015

FACT: Gamification is something you need to pay attention to.

Poll Question #1

What percentage of adults over 50 play video games?

28% 38% 48% 68%

Poll Question #1

What percentage of adults over 50 play video games?

28% 38% 48% 68%

Gamers Over 50: You’re Never Too Old to Play h#p://www.theesa.com/newsroom/Elder_Gamer_Fact_Sheet.pdf

80% of gamers over 50 play on a weekly basis.

70%

40% 24%

Laptop Mobile Device Console


80% of gamers over 50 play on a weekly basis.

70%

40% 24%

Laptop Mobile Device Console


45% play daily.

Games they play

56% 52% 24%

Card/Tile Puzzle/Logic Word/Trivia Board Games


Poll Question #2

What percentage of Americans play video games for 3 hours or more a week?

12% 42% 62% 82%

Poll Question #2

What percentage of Americans play video games for 3 hours or more a week?

12% 42% 62% 82%

The 2015 Essen?al Facts About the Computer and Video Game Industry was released by the Entertainment SoHware Associa?on (ESA) in April 2015. The annual research was conducted by Ipsos MediaCT for ESA. Data was gathered from more than 4,000 American households.

Translates into 155 million Americans

44% of gamers are female.

43 average age of frequent female game player.

Women age 18 or older represent a significantly greater portion of the game-playing population (33%) than boys, age 18 or younger (15%).

Women and Game Play

Poll Question #3

How much more effective are games for learning than lectures?

7% 17% 27% 37%

Poll Question #3

How much more effective are games for learning than lectures?

7% 17% 27% 37%

Simulation/games are 17% more effective than lecture and 5% more effective than discussion.

Retention/Type of Knowledge

% Higher

Retention 9% Declarative 11% Procedural 14%

Sitzmann, T. (2011) A meta-analytic examination of the instructional effectiveness of computer-based simulation games. Personnel Psychology .Review of 65 studies. Chapter 4 “The Gamification of Learning and Instruction.”

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Ac?ve learning increases student performance in science, engineering, and mathema?cs Sco# Freemana,1, Sarah L. Eddya, Miles McDonougha, Michelle K. Smithb, Nnadozie Okoroafora, Hannah Jordta, and Mary Pat Wenderotha. PNAS Early Edi?on (Proceedings of the Na?onal Academy of Sciences)

24 studies analyzed to answer the question: Does Gamification Work?

J. Hamari, J. Koivisto and H. Sarsa, "Does Gamifica?on Work? -‐-‐ A Literature Review of Empirical Studies on Gamifica?on," 2014 47th Hawaii Interna1onal Conference on System Sciences, Waikoloa, HI, 2014, pp. 3025-‐3034. doi: 10.1109/HICSS.2014.377 URL: h#p://ieeexplore.ieee.org/stamp/stamp.jsp?tp=&arnumber=6758978&isnumber=6758592

Yes, but…

•  Depends on context and user characteristics •  In other words:

– Who is participating? – Where are they participating? – What is their motivation? – How does the gamified system function?


Also…

•  Problems with studies: –  Many had N of 20 or less –  Many were qualitative –  Many relied solely on user evaluation


Gamification in the real world: Toyota Motor Sales

Fuel your people + Power your organizations | 23

Toyota Motor Sales USA

•  The US sales, distribution and marketing unit for Toyota, Lexus and Scion brands

•  Over 1,500 dealerships throughout the US

Challenges

•  Consumers have become so well educated that they often arrive in the showroom knowing more than the sales reps

•  Traditional methods of imparting sales knowledge (webinars, videos, in-person classroom, eLearning) weren’t sticking

•  How to encourage individuals to participate in learning when they don’t technically work for you?

In 2014, Toyota Motor Sales USA launched the Axonify adaptive microlearning platform to their 25,000 dealer reps across the US.

Fuel your people + Power your organization | 26

The Platform’s Game Mechanics Include:

•  Game Play •  Leaderboard •  Rewards •  Coaches •  Social •  Report Card


Learners log in multiple times a week for a 3-5 minute microlearning

experience that is based on cognitive research (i.e. spaced

repetition) and wrapped in gamification.


The learner selects a game. Brain games, arcade style, team

challenges etc.


Microlearning content in the form of questions pop out of

the game.


The platform’s adaptive engine delivers content based on what the learner

knows and doesn’t know to move them towards mastery.


The learner selects his/her level of confidence (another cognitive tool).


Learning is reinforced with a response from his/her preselected coach and a

description that can link off to additional information.

Learners earn points


The ability for the learner to see progress and achievements.


Personal report card that show progress and answer patterns.


Individual and team leaderboards.


Reward auction and “spin to win” built into the platform.


As a business or team lead you have access to reports and analytics.

“We like this app. Our consultants do too and we believe that it not only helps their product knowledge, but their confidence as well, leading to better performance.

- Ryan Garner, GSM Checkered Flag Toyota, Virginia Beach, VA

“What I love about Axonify is that we’re using it to focus on knowledge. Knowledge is the result of great learning practices and Axonify is a great tool for that.”

Mia Phillips National Manager of Dealer Education Strategy & Digital Solutions

3-4 x /week 2

Participation Results

Vehicles/Month Increase in Sales

Frequency Rate


12.2% Knowledge Lift

“We like this app. Our consultants do too and we believe that it not only helps their product knowledge, but their confidence as well, leading to better performance.

- Ryan Garner, GSM Checkered Flag Toyota, Virginia Beach, VA Source: Toyota End-User Survey, March 2016 (N=6,000)

86% 82%

Dealer Rep Feedback

Feel Axonify helps them be more effective and confident at their job.

Like the Axonify microlearning approach (daily, bite-sized)


83% Believe it’s an effective way to learn.

Field Research on Gamification


Poll Question #4 How much more motivated are learners to return to a learning platform when they could play a game vs. when they just answered a multiple choice question?

21% 31% 41% 51%

Poll Question #4 How much more motivated are learners to return to a learning platform when they could play a game vs. when they just answered a multiple choice question?

21% 31% 41% 51%

Study One

Research Study

Game-condition

vs.

No-game condition

Research Study

Does the opportunity to play a game impact level of employee engagement? Does a higher level of engagement correlate with increased learning?

Research Study

Game Group Retailer with 1,908 employees

No Game Group Retailer with 4,393 employees

Research Question One: Results

Learners in the game condition were significantly (51.64%) more motivated to come back and engage with the learning platform when they could play a game.

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Results

A one-way ANOVA revealed that learners in the games condition viewed their report card significantly more often (M = 9.88) than learners in the no-games condition (M=2.96) p<0.001).

Results

Learners in the games condition volunteered to do significantly more EXTRA training (M = 6.28) than learners in the no-games condition (M = 3.3) p < 0.001). A strong significant correlation was found between engaging in optional extra training and the number of correct quiz answers, r (6301) = 0.67, p < 0.001.

Study Two


Participants in this study included:

6,211 participants located in North America who have used the platform for up to 3.5 years.

96 67 1369

613

100 166

931 1941

15 36

516 361

Professional Sales Reps - Medical

Professional Sales Reps - Pharmaceutical

Retail Associates - Toy & Electronics

Retail Warehouse Employees

Female Male Undisclosed

Research Study

Do gamification elements and tangible rewards lose appeal over time?

Results

The study revealed that participation in the gamified microlearning platform stayed steady and did not decrease over time.

Results

Visits to the rewards page increased over time. Participation with the leaderboard and achievements page either remained steady or increased slightly over time.

Takeaways 1.  20% of corporations use games for learning (“Association for Talent Development” 2014)

2.  44% of the gamers are female--most frequent female game player is 43

3.  48% of people over the age of 50 play video games.

4.  Simulation/games were 17% more effective than lecture and 5% more effective than discussion.

5.  Students in classes with traditional lecturing were 1.5 times more likely to fail than students in classrooms with active learning.

6.  At Toyota, the use of a game-based micro-learning is having amazing results.

7.  Learners were significantly (51.64%) more motivated to come back and engage with a learning platform when they could play a game.

8.  Participants who had been using the gamified platform for longer (up to 3.5 years) also visited the leaderboard at a higher rate.

Related Resources

Books YouTube Video www.karlkapp.com

Lynda.com Course Gamification of

Learning

Gamification Workbook

Separating Fact From Fiction – CLO

Magazine

Q&A