accenture on gamification
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Copyright © 2013 Accenture. All rights reserved.Copyright © 2013 Accenture. All rights reserved.
Get in the Game:Driving Exceptional Behaviours Through Gamification
Thomas HsuExecutive – Social Collaboration StrategyAccenture Gamification Community of Practice [email protected]://www.linkedin.com/in/HsuThomas
Steve KaukonenSenior Manager – Social LearningSocial Collaboration Change Lead
[email protected] http://www.linkedin.com/in/SteveKaukonen
Copyright © 2013 Accenture. All rights reserved.
Copyright © 2013 Accenture. All rights reserved.
What is Gamification?
Real time feedback, engagement and
progression loops, badges
Aesthetics, narrative, the player journey,
progression, surprise
Collaboration, Sales & Delivery, Travel, Security,
etc.
game elements design techniques non-game contexts
Gamification takes what makes games so powerful and addictive and applies that to engage and motivate our people – in collaboration and key business processes.
Motivation andBehavior Change
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Gamification / Game Spectrum
Serious gamesLearning through decision-making
GamificationSpectrum
SimulationsVirtual reality
Not a gameSubtle, almostimperceptible
Game-likeFeels like a game
Pre-gamificationUse of motivational science common to games/gamification
Loyalty Programs
Nike+ Fuel Band
Zombies, Run!
Full Spectrum Warrior
GamificationOvert use of game
mechanics
Cold Stone Creamery“Scoop It Up”
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Why Gamification?Gamification is relevant today because of three key forces.
Gamification
It works because of the way our brains are wired.
It matters because today’s workforce is shifting to a
game-infused culture.
It’s possible because of a convergence of technologies.
Science Culture Technology
Why does it work? Why does it matter? Why is it possible now?
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Accenture’s Gamification and Behavior Shaping Framework
Accenture places gamification within the proper context of a larger behavior change framework*.
Gamification Social Influence
“Traditional”Change
Techniques
Behavior Change
*Builds on Accenture Tech Labs’ behavior shaping research.
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Sustained Behavior Change
TimeShort Medium Long
L
H
M
Rapid Adoption Sustained EngagementAdoption /Behavior Change
CooperationCommon NarrativeProgressionPlayer Autonomy
Extrinsic Motivation
Intrinsic Motivation
80% of gamification projects will fail due to poor design (Gartner)
Learning Games
Onboarding
Competition
Early adopter rewards
Public recognition
Sustained behavior change is not just about points and badges, it’s about tapping into people’s intrinsic motivations.
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Addo Agnitio Award (A3)
‘Addo Agnitio Award’ (A3)– From the Latin words meaning ‘To give knowledge’, this award is given to employees as a way to recognize those individuals who best exemplify key knowledge sharing behaviors.
• Connect with the people, communities and content needed to do one’s job.
• Contribute content and share your insights and experiences to build skills and innovate.
• Champion collaboration by encouraging others to engage in collaboration and building upon others ideas and contributions.
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What are we trying to achieve?
Und
erst
andi
ng
Reco
gniti
on
Awar
enes
s Moti
vatio
nCompel to act through intrinsic and extrinsic motivation
Creative incentives for a broad range of ‘players’
Provide direction on how to collaborate and what is expected
Bring attention to what is possible through collaboration
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What are the key design elements?
Onboarding
CQ
Points
Missions
LevelsDynamic Leaderboards
Lifetime Achievements
Impact
Notifications
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Quarterly Score
Tracks- Connect - Contribute - Champion
MissionsConnect- Make the Connection
- Build a Following
- 15 Minutes of Fame
Etc.
AchievementsBuild a Following- Get a new follower- 5 new followers- 10 new followers
CQ
Collaboration Quotient
You increase your score by completing an achievement by doing different collaborative activities. Each mission is made up of several related achievements. Tips and hints are provided for each achievement and mission. At the beginning of each quarter, the scores reset to zero to reset the playing field and encourage ongoing collaboration.
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MissionsAcross the three tracks of Connect, Contribute and Champion there are a group of MISSIONS made up of TASKS or ACTIVITIES. These missions serve as a ‘guide’ and provide a sense of progression.
• Connect missions have to do with connecting to content, people and communities.
• Contribute missions related to uploading content, sharing insights and having other people interact with your content.
• Champion missions are connected with interacting with other peoples content, blogs, posts and videos.
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Level 3
Level 4
LevelsPlayer can level up depending on the number of points accumulated in the current quarter.
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NotificationsAs the player completes various activities, missions and levels, they are prompted with simple notifications alerting them of the achievement.
• Reinforces behaviors• Creates a sense of accomplishment• Provides simple next steps• Alerts to the number of points
earned
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LeaderboardsLeaderboards visualize who the most active and impactful individuals are across multiple categories. They can be view on a weekly, monthly, quarterly or all-time.
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Lifetime AchievementsLifetime Achievements are kept once earned and allow you to build a reputation throughout your career.
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What is Important for Success
Automation Real Time
Broad Recognition
Transparency
Fixed Targets Guiding the Player
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Making it Stick
• Leadership Sponsorship/Support
• Performance Management
• Marketing & Communications
• ‘Official’ Recognition Program
Copyright © 2013 Accenture. All rights reserved.
Making it Stick
• Leadership Sponsorship/Support
• Performance Management
• Marketing & Communications
• ‘Official’ Recognition Program
Copyright © 2013 Accenture. All rights reserved.
Making it Stick
• Leadership Sponsorship/Support
• Performance Management
• Marketing & Communications
• ‘Official’ Recognition Program
Copyright © 2013 Accenture. All rights reserved.
Making it Stick
• Leadership Sponsorship/Support
• Performance Management
• Marketing & Communications
• ‘Official’ Recognition Program