Enterprise Gamification – Exploiting People by Letting Them Have Fun [PARC Forum]

Enterprise GamificationExploiting users by letting them have fun

Mario Herger – 2013 SAP Labs LLC www.enterprise-gamification.com | www.gamificationcommunity.com | @mherger

© 2012 Mario Herger. All rights reserved. 2www.enterprise-gamification.com | www.gamificationcommunity.com





Phunny Phacts

Average age of gamers in years: 37

% of gamers older than Fifty: 25

% of youth playing computer & video games: 97

% of female gamers: 42

Social vs. Competitive Games: >3:1

Avg. of hours/week played in World of Warcraft (WoW): 22

# of articles in WoWWiki: ˜250,000

Rank of WoWWiki compared to all Wikis: 2nd

Rank of Wikipedia: 1st

Most popular games played by US soldiers in Iraq & Afghanistan when off-duty: Halo, Call of Duty


Game WorkTasks repetitive, but fun repetitive and dullFeedback constantly once a yearGoals clear contradictory, vaguePath to Mastery clear unclearRules clear, transparent unclear, in-transparentInformation right amount at the right time too much and not enoughFailure expected, encouraged,

spectacular, brag about itforbidden, punished, don’t talk about it

Status of Users transparent, timely hiddenPromotion meritocracy kiss-up-o-cracyCollaboration yes yesSpeed/Risk high lowAutonomy high mid to lowNarrative yes only if you are luckyObstacles on purpose accidental

The Grass is Greener…


Quotes

“The opposite of play isn't work, it’s depression.”

Brian Sutton-Smith

“Fun is just another word for learning.”

Raph Koster

“Games are giving us unnecessary obstaclesthat we volunteer to tackle.”

Jane McGonigal


What’s Gamification?

Gamification is the use of

game design techniques & mechanics

to solve problems and engage audiences.

Gamification strives to encourage users

to engage in desired behaviors

in connection with non-game applications.

Source: Wikipedia http://en.wikipedia.org/wiki/Gamification


Gamification Matrix

Play Game Serious Simulation Gamification

Spontaneous ✔ ✖ ✖ ✖ ✖Rules ✖ ✔ ✔ ✔ ✔Goals ✖ ✔ ✔ ✔ ✔Structured ✖ ✔ ✔ ✔ ✔

Real World Outcome

✖ ✖ ✖ ✖ ✔

In-System(writ-large)

✖ ✖ ✖ ✖/✔ ✔



Gamified apps that you (may) have played

Frequent Flyer Programs



Intuit - TurboTax



LinkedIn XING



EVs & Hybrids – Prius, Nissan Leaf, Chevy Volt, Fiat, Ford



Amazon



Nike+


Gamification – Zombies Run!


Contrex [Video]

http://vimeo.com/29416289


The Gartner Hype Cycle


2011 2012 2013 2014 2015 2016$0

$500,000,000

$1,000,000,000

$1,500,000,000

$2,000,000,000

$2,500,000,000

$3,000,000,000

Enterprise Gamification Market

“If a company like SAP can not just reach these users, but engage them in a gamified experience that is compelling and fun, SAP can potentially make users something more than just users: they can be participants in a community environment where that old coercive model of engagement is a thing of the past.”

M2 Research

will have at least one gamified application by

2014

70 % Global 2000

will gamify innovation

processes by 2015

50 % Innovators

A little fun can go a long way, especially in the enterprise.

Joshua Greenbaum, February, 2011 ”SAP Plays Games with the Analysts, and the Gamification of the Enterprise Begins” Gartner

Gamification Software Market: $2.8B by 2016Enterprise Gamification Software Market: 38% in 2012 = $92Mio

will use gamification as primary vehicle

to transform business operations

by 2015

Global 100040 %

http://ematters.wordpress.com/2011/02/28/sap-plays-games-with-the-analysts-and-the-gamification-of-the-enterprise-begins/





Common Reactions to Gamification

“I don’t need to waste my time on fun stuff,I have to do serious work.”

German colleague

“Do we make now a shooting game out of invoicing?”

Skeptic colleague

“This is just exploiting employees. Nobody is gonna do that just for points.”

Skeptic German colleague

“FarmVille: I don’t play that, who’s playing that anyways?”http://enterprise-gamification.com/index.php/en/blog/2-news/39-common-criticism-of-gamification-and-how-to-respond-to-it


The Schopenhauer Truth Hype Cycle

Every truth passes through 3 stages before it is recognized: 1. In the first it is ridiculed.2. In the second it is opposed.3. In the third it is regarded as self-evident.


Gamification Facts & Figures 1 of 7

FoldIt -> 46,000 players solved problem in 10 days (scientists had failed 15 years to solve it)

Sources: http://fold.it http://enterprise-gamification.com/index.php/en/facts



Bottle Bank Arcade -> 50x more usage than nearby bottle return

Sources: http://www.thefuntheory.com/bottle-bank-arcade-machine http://enterprise-gamification.com/index.php/en/facts



Chevrolet Volt -> 53% reduction in speeding cars

Sources: https://seogadget.co.uk/5-new-examples-of-gamification/ http://enterprise-gamification.com/index.php/en/facts



Restaurant -> 3.1% sales increase, 12% increase in gratuities

Sources: https://seogadget.co.uk/5-new-examples-of-gamification/ http://enterprise-gamification.com/index.php/en/facts



Piano Staircase -> 66% more people used staircase

Sources: http://www.thefuntheory.com/piano-staircase http://enterprise-gamification.com/index.php/en/facts



Sales Events -> Event reporting up from 50 to 85 per week; after game up >10%

Sources: http://ideas.salescontestbuilder.com/ http://enterprise-gamification.com/index.php/en/facts



Call Center -> 15% call time reduced, 8-12% increased sales

Sources: http://online.wsj.com/article/SB10001424052970204294504576615371783795248.htmlhttp://enterprise-gamification.com/index.php/en/facts


Toilet Seat [Video]

http://www.youtube.com/watch?v=AmyBp8e76eY


Flow – “keeping the balance”

Mihaly Csikszentmihalyi: Flow: The Psychology of Optimal Experience, 1991Beyond Boredom and Anxiety: Experiencing Flow in Work and Play, 1975


Game Mechanics - Examples

SCVNGR: http://techcrunch.com/2010/08/25/scvngr-game-mechanics/Gamification.org: http://gamification.org/wiki/Game_Mechanics

http://techcrunch.com/2010/08/25/scvngr-game-mechanics/



http://gamification.org/wiki/Game_Mechanics




Game Mechanics (full & barely legible list)

SCVNGR: http://techcrunch.com/2010/08/25/scvngr-game-mechanics/

1. Achievement2. Appointment Dynamic3. Avoidance4. Behavioral Contrast5. Behavioral Momentum6. Blissful Productivity7. Cascading Information Theory8. Chain Schedules9. Communal Discovery10. Companion Gaming11. Contingency12. Countdown13. Cross Situational Leaderboards14. Disincentives15. Endless Games16. Envy

17. Epic Meaning18. Extinction19. Fixed Interval Rewards Schedules20. Fixed Ratio Rewards Schedule21. Free Lunch22. Fun Once, Fun Always23. Interval Reward Schedules24. Lottery25. Loyalty26. Meta Game27. Micro Leader-board28. Modifiers29. Moral Hazard of Game Play30. Ownership31. Pride32. Privacy

33. Progression Dynamic34. Ratio Reward Schedules35. Real-time v. Delayed Mechanics36. Reinforcer37. Response38. Reward Schedules39. Rolling Physical Goods40. Shell Game41. Social Fabric of Games42. Status43. Urgent Optimism44. Variable Interval Reward Sched.45. Variable Ratio Reward Schedule46. Viral Game Mechanics47. Virtual Items





Skill Level

RookieLeve

l of E

xper

tise

Regular

Master

Onboarding

Habit-building

MasteryTeaching

Challenge Creation

Source: Amy Jo Kim - http://amyjokim.com/

Make it easy to onboard,

make it difficult to master.


Bartle’s Player Types

Achiever

Socializer

Killer

Explorer

<1%

~80% ~10%

~10%

Selftest: http://www.gamerdna.com/quizzes/bartle-test-of-gamer-psychology

Acting

WorldPlayers

Interacting

http://www.gamerdna.com/quizzes/bartle-test-of-gamer-psychology


Motivation

IntrinsicExtrinsic

<

comes from the outside of an

individual

driven by an interest

exists within an individual

BelongingnessAutonomyPowerMasteryMeaningLearningSelf-KnowledgeSexLoveFun…

PointsLevelBadgesQuestsLeader-boardsPrizesMoneyGold starsProgress barsSmileys …


Fun Motivators

Source: Jon Radoff – Game On

1. Recognizing Patterns2. Collecting3. Finding Random Treasures4. Achieving a Sense of

Completion5. Gaining Recognition for

Achievements6. Creating Order out of Chaos7. Customizing Virtual Worlds8. Gathering Knowledge9. Organizing Groups of

People10. Noting Insider References11. Being the Centre of

Attention12. Experiencing Beauty and

Culture13. Romance14. Exchanging Gifts15. Being a Hero16. Being a Villain

17. Being a Wise Old Man18. Being a Rebel19. Being the Magician, a keeper

of secret knowledge20. Being the Ruler21. Pretending to Live in a

Magical Place22. Listening to a Story23. Telling Stories24. Predicting the Future25. Competition26. Psychoanalyzing27. Mystery28. Mastering a Skill29. Exacting Justice and

Revenge30. Nurturing31. Excitement32. Triumph over Conflict

33. Relaxing34. Experiencing the Freakish

or Bizarre35. Being Silly36. Laughing37. Being Scared38. Strengthening a Family

Relationship39. Improving One’s Health40. Imagining a Connection

with the Past41. Exploring a World42. Improving Society43. Enlightenment


Gamification @ others – Siemens PlantVille


Gamification – Waze


Gamification @ SAP – SAP Community Networks


Gamification – Codecadamy



Innovation Market


Gamification – Shanghai Border Control


Gamification @ SAP – Vampire Hunter


The disruptive business platform


The Holistic Strategy

Achievements

Communication tools & channels

ABAP Workbench

DevStudio

Developer tools

Leave Request

Business Applications

Travel Expense System

Call Center

…

ProcessesOffice tools


Gamification Platforms

Universalists

Full list: http://enterprise-gamification.com/index.php/en/resources/platforms

Social

Sustainability

Loyalty

Support & QA

HCM

CRM


Leveling up – THE Book

Enterprise GamificationExploiting people by letting them have fun.

The Guide to Happy Birds with Gamification.By Mario Herger

Available June 2013 on Amazon.com

550 pages

>200 gamification examples across all industries and functional areas

60+ gamification platforms and technologies presented

200 pages how to gamify

Everything you need to know to apply gamification in the enterprise


Leveling up – THE Other Book

Gamification at WorkDesigning Engaging Business Software

By Janaki Kumar & Mario Herger

Available May 2013

130 pages


Leveling up – Books

Source: http://enterprise-gamification.com/index.php/en/component/content/article/7-office/101-books

http://www.amazon.com/gp/product/1449397670/ref=as_li_qf_sp_asin_tl?ie=UTF8&camp=1789&creative=9325&creativeASIN=1449397670&linkCode=as2&tag=enterprisegam-20

http://www.amazon.com/gp/product/142214657X/ref=as_li_qf_sp_asin_tl?ie=UTF8&camp=1789&creative=9325&creativeASIN=142214657X&linkCode=as2&tag=enterprisegam-20









http://www.amazon.com/gp/product/0321820274/ref=as_li_qf_sp_asin_il_tl?ie=UTF8&camp=1789&creative=9325&creativeASIN=0321820274&linkCode=as2&tag=enterprisegam-20


Leveling up – More Books

Source: http://enterprise-gamification.com/index.php/en/component/content/article/7-office/101-books




http://www.amazon.com/gp/product/0071813373/ref=as_li_qf_sp_asin_il?ie=UTF8&camp=1789&creative=9325&creativeASIN=0071813373&linkCode=as2&tag=enterprisegam-20

http://www.amazon.com/gp/product/0071808310/ref=as_li_qf_sp_asin_il?ie=UTF8&tag=enterprisegam-20&linkCode=as2&camp=1789&creative=9325&creativeASIN=0071808310

http://www.amazon.com/gp/product/B004W3FM4A/ref=as_li_qf_sp_asin_tl?ie=UTF8&camp=1789&creative=9325&creativeASIN=B004W3FM4A&linkCode=as2&tag=enterprisegam-20

http://www.amazon.com/gp/product/B009NFNVUE/ref=as_li_qf_sp_asin_il_tl?ie=UTF8&camp=1789&creative=9325&creativeASIN=B009NFNVUE&linkCode=as2&tag=enterprisegam-20




Leveling up – Gamification Workshops

Online Enterprise Gamification (English) – 3,5 hrs, 20 lectures

http://www.udemy.com/enterprise-gamification Enterprise Gamification (Deutsch) – 3,5 hrs, 20 lectures

http://www.udemy.com/enterprise-gamification-deutsch Gamification - Basic Course (English)

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

Enterprise Gamification (Full Day)http://enterprise-gamification.com/index.php/en/workshops

http://www.udemy.com/enterprise-gamification



http://www.udemy.com/enterprise-gamification-deutsch



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



http://enterprise-gamification.com/index.php/en/workshops




Enterprise Gamification Consulting – THE Global Team

Mario Herger

Yu-kai Chou

Roman Rackwitz

Marigo Raftopoulos


Leveling up – Your Attitude

Explore one new gamified app every week Don’t just superficially skim over it Force yourself to use it over a longer and regular period – e.g. I needed an epiphany

after weeks of usage to finally get facebook and Pinterest Look at apps that friends/newspapers/websites talk about If you don’t yet know them, try Instagram, Pinterest, Zombie Run, …

Play games Find a reason to play games Play with friends Analyze why you like/dislike the game, what makes it addictive… Analyze game mechanics, fun motivators, reward balance, etc.

Approach boring situations with a playful attitude

Give positive feedback 3x a day

Have fun!

Mario Herger Email: [email protected] Twitter: @mhergerWeb: www.enterprise-gamification.comCommunity: www.gamificationcommunity.comWorkshops: http://enterprise-gamification.com/index.php/en/workshops

Game On!

mailto:[email protected]

mailto:[email protected]

http://www.enterprise-gamification.com/

http://www.gamificationcommunity.com/


Technology

Enterprise Gamification – Exploiting People by Letting Them Have Fun [PARC Forum]