applies gamification

Charles Palmer – Harrisburg University PA Association of Medical Suppliers – 2015 Annual Conference

Applied GamificationPointers for Training Professionals and Managers.

Charles PalmerHarrisburg University


Gamification

the concept of applying game-design thinking to non-game applications to make them more fun and engaging


Gamification


Gamification

Usage:– Motivation

– Healthy competition

– Generate buzz

– Encourage customer loyalty

Outcomes:– Behavior change

– Compliance

– Engagement

– Variation (fun)


Gamification

Game Elements

Players

Rewards Motivation


Some non-classroom examples…

Retail/Loyalty Social

Fitness Behavior Modification


PlayersMotivationRewardsGame elements

http://www.youtube.com/watch?v=2lXh2n0aPyw

http://www.youtube.com/watch?v=2lXh2n0aPyw


Examples…

PlayersMotivationRewardsGame elements


Educational Examples…

Khan academy is a video library service for K-12 math, science, and physics topics. When guests work on a problem or watch a video the site logs what you've learned and where you're spending your time. The collected data is private, but powerful dashboards expose knowledge acquisition to students and coaches.

Users earn badges and points for learning. The more you challenge yourself, the more bragging rights you'll get.


Customer Loyalty and Engagement

Verizon Wireless implemented a social gamification platform to encourage behaviors such as commenting on articles and sharing that bring back valuable referral traffic to the Verizon Insider site.

The results: More than 50 percent of the site’s users participated in the gamified environment. On average, users who logged in via Social Login spent 30 percent more time on the site versus the older method. Those Social Login users also generate 15 percent more page views than others.


Employee Engagement and Motivation

Bluewolf has helped organizations around the world with change management, as well as employee and customer engagement through gamificationand social strategies.

Their key is accentuating the positive. When developing gamification scenarios they ask “Am I incentivizing colleagues toward positive reward, or forcing them to participate in order to avoid a negative consequence?


Some facts…

The trend has been picking up major momentum over the last year and has gained support from industry heavy weights such as Bing Gordon, Al Gore, J.P. Rangaswami, Chief Scientist of Salesforce.com, and many more.

Al Gore talks about how "Games are the new normal" and the power of Gamification at the 2011 Games for Change Festival.


Gamification

Loyalty Programs(redemption)

Game Design(engagement)

Behavioral Economics

(status/reputation)


Loyalty Programs(redemption)


Game Design(engagement)


Behavioral Economics

(status/reputation)


Mini-challenges

Win/loss conditions

Game

Pl

ay

Challenges

Game Play

Win/Loss conditions

leaderboardsbadges

Social networking

status

Gamification Loop

Point system


But wait…

• Creating these types of games is hard work (so what else is new)

• Just adding points and badges doesn’t make something fun and an improperly balanced reward system will negatively effect the behavior you are trying to address.

• The true magic happens when a player succeed in a challenge which seemed (or was) daunting and beyond their skill level.

• Players are motivated by different things. So we have to consider different experiences for varying player types*

Too easy

Too frustrating


Player TypesA

chie

vers •prefer to gain

"points," levels, equipment and other concrete measurements

•go to great lengths to achieve rewards that confer them little or no gameplay benefit simply for the prestige of having it.

Exp

lore

rs •players who prefer discovering areas, creating maps and learning about hidden places

•feel restricted when expected to move on in a certain time frame, as that does not allow them to look around at their own pace.

•find joy in discovering an unknown glitch or a hidden easter egg.

Soci

aliz

ers •gain the most

enjoyment by interacting with other players, and on some occasions, computer-controlled characters with personality

•The game is merely a tool they use to meet others in-game or outside of it

Kill

ers •thrive on

competition with other players, and prefer fighting them to scripted computer-controlled opponents

The Bartle Test of Gamer Psychology is a series of questions and an accompanying scoring formula that classifies players of multiplayer online games into categories based on their gaming preferences.


Player TypesA

chie

vers

Exp

lore

rs

Soci

aliz

ers

Kill

ers

6747 53 33

ESAKBartle Test of Gamer Psychology - http://bit.ly/LzzXLU


“Do people not do something because they are

not able to? – then increase ease of use.

Do people not do it because they have no free time? – then work on that.

Only if motivation is the issue can

gamification be a [legitimate] way of influencing behavior”

- Sebastian Deterding, research


Mini-challenges

Win/loss conditions

Game

Pl

ay

Gamification Loop

Point system

Challenges

Game Play

Win/Loss conditions

leaderboardsbadges

Social networking

status


Game Play

Community Collaboration

Discovery EPIC Meaning Free Lunch

Infinite Gameplay

Loss Aversion Lottery Momentum Ownership

AppointmentsBlissful

ProductivityStatus

Urgent Optimism

Virality

Cascading Information

Combos Achievements Levels

Countdown QuestsReward

SchedulesPoints


Game Play Grouped by Categories

Community Collaboration

Discovery Behavior EPIC Meaning Free Lunch

Infinite Gameplay

Loss Aversion Lottery Momentum Ownership

AppointmentsBlissful

ProductivityStatus

Urgent Optimism

Virality

FeedbackCascading

InformationCombos Achievements Levels

Countdown QuestsReward

SchedulesPoints Progression


More examples…

Visit http://bit.ly/25TopGamified for the 25 Best Examples of Gamification in Business


Six rules…

1. Understand what constitutes a “win” for the player and organization

2. Expose the player’s intrinsic motivation and progress to mastery

3. Design for the emotional human, not the rational human


Six rules…

4. Develop scalable, meaningful intrinsic and extrinsic rewards

5. Use on of the leading platform vendors to scale your project

6. Most interactions are boring, make everything a little more fun


“In some ways it is a fad – adding points

and badges in tacky ways, looking at ‘gamification’ as an easy way to make boring

things seem interesting – that is a fad.

However, the idea of designing business processes so that those who engage in them find

them more intrinsically rewarding – that

is a long term trend.”

- Jesse Schell, CEO Schell Games


Resources

• Vendors

– Bunchball, Badgeville, BigDoor, Rypple, DueProps, SCVNGR, CrowdTwist


Resources

• PearlTrees - http://bit.ly/IhdQod

• Jesse Schell – The Pleasure Revolution http://bit.ly/J15rbp

• Gabe Zimmerman - http://bit.ly/IUiWFZ

• Gamification.org/wiki

• Concept of “Flow” by Mihaly Csikszentmihalyi - bit.ly/conceptofflow

http://bit.ly/J15rbp

http://bit.ly/IUiWFZ


Applied Gamification for Managers and Training Professionals

Charles PalmerHarrisburg University

[email protected]@charlespalmer

Thank you.

This presentation and others are available at

http://http://bit.ly/myslideshares