game thinking for the enterprise

Game Thinking for the Enterprise

A. Past & Present B. Gamification 101 C. Our Philosophy

A. Past & Present B. Gamification 101 C. Our Philosophy A. Past & Present

Games: A platform they prefer

Saatchi & Saatchi Study, 2011

“How would you like to hear about a brand’s new product?”

Every day, almost 50% of employees play at work

•  20% play for 1-5 hours •  58% say it is important for brands to

be fun and playful

Play is nature’s learning engine.

Play makes

dopamine flow.

Our game-based evolution

’97-04 – Pioneer of Advergames: Coke, Reebok, Taco Bell

– General Mills “Big G” All Stars – GAPKids National Promotions – Purina’s Incredible Dog Challenge

’05-12 – Talent Assessment for Deloitte – Orientation for Goldman Sachs – Leadership Sim for MetLife

– Insurance Learning Game for AXA – Showtime Learning Destination – Consumer Orientation for Cablevision/Optimum ’13-14 – Behavior Change

Where games are going

•  Game-based Learning •  Big Data measurement of

Skills and Attributes •  Games that drive Behavior

Change

A. Past & Present B. Gamification 101 C. Our Philosophy B. Gamification 101

Gamification 101

Gamification is about playfully inducing behavior. Distinguish between extrinsic and intrinsic motivational triggers.

Extrinsic Rewards & Motivators

The Carrot: •  Tangible, expected

and gimmicky •  Unsustainable,

shortsighted •  Not about the task you

want to complete.

Intrinsic Rewards & Motivators Come from within. Offer a sense of inner progress and meaningful journey: •  Mastering challenges •  Self-driven learning &

accomplishment •  Belonging •  Peer recognition

Three Essential Drivers of Motivation

Autonomy

Mastery Purpose

A. Past & Present B. Gamification 101 C. Our Philosophy C. Our Philosophy

Pretty Wrapper Yucky Candy

You cannot increase the intrinsic value of something by adding game mechanics. You CAN make the value more visible. You CAN change the paradigm and context from user to player — increasing their engagement.

The Engagement Loop

Value

Time Investment

User invests time to unlock value from a product. Again and again.

Value

Time Investment

The Engagement Loop

How do we get users into the engagement loop?

Create Engagement Opportunities

Product must have elements that allow users to invest time to get value out.

These elements can take a huge variety of forms.

Our Philosophy

While the user does get value from investing time, they don’t get it right away.

Giving away the reward too easily devalues it and reduces engagement.

Encourage Users to Invest

Let’s move towards

Game Thinking.

Deliver value through Learning Experiences.

Big themes for Emotional Connection.

Measure response through Data Functionality.

the secret sauce

Games are not fun because they’re games. Games are fun when when they are well-designed.

Jim Wexler jim@experiencesunlimited.com

(917)648-3676