Practical Approach to Gamification

A Practical Approach to GamificationApril 7th, 2015

Some Housekeeping Details

The event is

being recorded

Use the Q&A

windowThe Polling function

Follow the conversation on Twitter: #GamifiedLearning

@kkapp | @Axonify

The Focus of Today

o Gamification Overview

o A Practical Approach to Get Started

o Aligning your Corporate Goals &

Learning Strategies

o Building your Business Case

o Gamification Requirements Gathering

o Q&A

Karl Kapp

AUTHOR & PROFESSOR OF

INSTRUCTIONAL

TECHNOLOGY BLOOMSBURG

UNIVERSITY

Shum AttygalleDIGITAL MARKETING MANAGER

AXONIFY

Gamification Workbook

You will receive a copy

shortly after the webinar!

Introducing: Karl Kapp

Gamification Recap

E L E V T O R

V

POLL: Where are you currently at

with gamification?

A. People keep saying it but I don’t know what it really means.

B. Trying some things, but haven’t found the sweet spot.

C. Heavily entrenched, trying to gamify as much as we can.

Some Definitions:

GamificationGame-based Learning

Simulation Learning

The use of gaming

elements integrated into

a training program

aligned with corporate

goals to promote

change in behavior.

The use of a game to

teach knowledge, skills

& abilities to learners

using a self-contained

space.

A realistic, controlled-

risk environment where

learners can practice

specific behaviors &

experience impacts of

their decisions.

Proprietary & Confidential

Gamification is using game-

based mechanics,

aesthetics and game

thinking to engage people,

motivate action, promote

learning and solve problems.

Gamification is to Learning as a

Piece is to a Puzzle

Gamification uses

elements of the

game, but is not

the game in-and-of

itself.

Gamification Getting Started

E L E V T O R

V

Setting the Groundwork

Determine your Corporate Goals & Learning Strategies

Build your Business Case.

Define your Requirements.

A

B

C


A1. Isolate area of strategic importance

2. Identify target group

3. Identify target behavior

4. Determine purpose

5. Define Success

5-Step Work Plan to Uncovering

your Goals

ISOLATE AREA OF STRATEGIC IMPORTANCE

1

Successful roll out of their Omnichannel strategy.

Increase product knowledge to drive sales.

Reduce safety incidents within their Logistics organization.

IDENTIFY YOUR TARGET GROUP

2

Retail Associates Sales RepsEmployees in their Logistics

Operation

IDENTIFY TARGET BEHAVIOR

3

To learn, internalize and consistently apply Omnichannelprinciples when dealing with customers.

To remember and apply product and procedural knowledge with their medical clients.

To embrace and apply safe working practices everyday on the job.

DETERMINE PURPOSE –WHY GAMIFICATION?

4

Gamifying the learning experience would encourage participation and retention.

Game mechanics such as rewards and competition will increase participation and knowledge retention.

Gamification would reduce the boredom associated with traditional safety training.

DEFINE SUCCESS

5

90% Omnichannel knowledge retention.

80% increase in rep confidence and revenue growth.

Reduce safety incidents by 50%.

Making a Case for Gamification can be a Challenge

Bo Determine the current gaps in your learning

strategy where gamification can help

o Combine Steps 1-5 from the previous

section to use as the basis for your Business

Case – i.e. where to focus, problems you’ll

solve, how you will measure success etc.

o Gather and share successes that

organizations similar to yours have

experienced

Build your Business Case

o Now time to determine what you need from

a gamified learning solution

o Know thy audienceo What motivates them? Challenge? Game Play?

o What do they value? Rewards? Recognition?

Gamification Requirements

Gathering Stage


C

Requirements Gathering Stage

In the Gamification Workbook there are “selection tables” where you can prioritize your gamification elements based on your goals and audience.

To guide you I’d like to share

some data…

250,000 Learners

31%Retail Associates

18% Professional Sales Reps

37% Manufacturing/Distribution Employees

14%Other Knowledge Workers

6 Gamification Elements

Game Play

Avatars/Coaches

Rewards

Leaderboard

Report Card

Social

E L E V T O R

V

Game Mechanic: Game Play

Game play leads to

better learning.

more than those who

don’t.

20%

FACT: 72% of Knowledge Workers choose game play.

Learners who play

games, participate

Game Mechanic:

Leaderboard

Participation is

>2x higher for those employees who frequently check their leaderboard

Game Mechanic:

LeaderboardSales reps check their

leaderboard more than any

other job function.

Check daily

55%


24%Mftg/Distn


vs.

Game Mechanic: Rewards

Having tangible rewards help

translate virtual success into

real-world value.

of Retail and M&D

employees visit the rewards

page daily

40%

30%Sales Reps


vs.

What to consider when incorporating

rewards…

FACT: Voluntary participation is over twice as high when

you provide tangible rewards (vs. intangible).

Rewards/Participation Correlation

o Provide forum to show off virtual

rewards

o Know your audience and what

motivates

o Offer tangible rewards i.e. gift cards,

vacation day

o Be creative i.e. executive parking

spot

o Offer team rewards i.e. pizza party

o Avatar: A reflection of you

o Coach: A learning guide

o In a gamified learning environment,

learners respond better to the term

“Coach”

Game Mechanic: Avatars vs.

Coaches

Game Mechanic: Coaches

Opt to select a “Coach”

No difference by role

80%

Least Popular (3%)

Most Popular (22%)

Learning Coaches

Male Employees Female Employees

Select a male

coach

66% 34% Select a female

coachSelect a male

coach

43% 57% Select a female

coach

Game Mechanic: Report Card

Sales reps care more about

how they’re doing than any

other profession.

Check their report card

daily.

38%


9%Mftg/Distn


vs.

Game Mechanic: Social

News feeds & content

crowdsourcing drive

engagement.

of Sales Reps engage

socially every day.

16%


6%Mftg/Distn


vs.

E L E V T O R

V

In Summary


Build your Business Case.


A

B

C

&

To Connect With Karl Kapp

Web: karlkapp.com

To See Axonify in Action

Web: www.axonify.com/contact

Education

Practical Approach to Gamification