Advancing Government through Collaboration, Education and Action
Gamification
Is it work if you are playing?ACT-IAC Associates 2014
July 16, 2014
Advancing Government through Collaboration, Education and Action
Metrics• Roughly 170 million Americans play videogames – 55 percent of the
population• In October 2011 23 agencies participated in a conference at the White House
to discuss games as a tool for addressing national problems • Over 70% of Forbes Global 2000 companies surveyed in 2013 said they
planned to use gamification for the purposes of marketing and customer retention
• Gartner predicts that by 2015, a gamified service for consumer goods marketing and customer retention will become as important as Facebook, eBay, or Amazon
• By 2015 more than 70% of Global 2000 organizations will have at least one gamified application and for 40% it will be their
Advancing Government through Collaboration, Education and Action
Gamification – What is it?• Using game mechanics in various
tasks and actions to make nongaming activities more fun and engaging in order to motivate people to achieve their goals.
• Customers, employees, communities of interest
• Used for employee satisfaction, increase innovation, skills development, change in behavior
Making work fun = more and better work
Rewarding customers for engaging in fun = extended relationships, longer-term
engagement, and drive customer/employee loyalty
Leverages the motivations and desires that exist in all of us for community, feedback,
achievement and reward.
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Gamification Comparison
Angry Birds• Goal - Kill as many pigs as you can by flinging
angry little birds at them• With every bird you fling, you get immediate
feedback (grunting pigs, smashing blocks, birds cheering, etc.)
• Points accrue for your various accomplishments
• Level progression• These pieces of feedback work in concert to
stimulate your subconscious into continuing play and striving to earn more points by constantly improving your talents for bird-flinging and pig-smashing.
Sales management software• Goal - generate as much revenue as
possible• Make a cold call? Regardless of the
outcome, You win points. • Make your hundredth cold call of the week?
You just earned yourself a badge, and it gets sent to your team website so everyone on your team knows it. Your boss knows it.
• Just closed your biggest sale ever? You're a closer, you can share that badge on Facebook so that all your friends know how awesome you are
Advancing Government through Collaboration, Education and Action
Principles of Gamification• Have a measureable goal• Measure change• Focus on things people already want to do• Reward incremental progress• Make it social• Simple, recognizable cues for next actions• Streamlined, accessible paths to further achievement• Align the goals of players with those of the organization
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Game Mechanics
• Fast Feedback: Immediate feedback or response to actions• Transparency: See where everyone stands• Goals: Short- and long-term measureable goals to achieve• Badges: Evidence of accomplishments• Leveling Up: Status within my community• Onboarding: An engaging and compelling way to learn• Competition: How I’m doing compared to others• Collaboration: Accomplish a goal working with others• Community: A context for achievement• Points: Tangible, measurable evidence of my accomplishments
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Types of Gamification
• Badges• Contest• Posting to social media• Points redeemable for rewards• Filling progress bar• Solving problems
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Examples
• Frequent Flyer Programs• Frequent Shopper programs• Nike+/Fitbit• Starbucks rewards• Boy/Girl Scouts
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Government Gaming Examples• DAU – Procurement Fraud• CDC – Solve the Outbreak game• Census – Population Bracketology
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Why does Gamification Work
• Strive to leverage people's natural desires for:– Competition– Achievement– Status– Self-expression– Feedback– Reward– Altruism– Closure
Advancing Government through Collaboration, Education and Action
Sources• http://www.cio.com/article/2382950/training/gamification--
using-play-to-motivate-employees-and-engage-customers.html• http://
www.cio.com/article/2376149/collaboration-software/how-gamification-drives-business-objectives.html
• http://en.wikipedia.org/wiki/Gamification• http://www.bunchball.com/gamification• http://badgeville.com/wiki/Gamification• http://www.whitehouse.gov/blog/2011/11/23/games-grand-challenges