phaedra boinodiris - using games to do stuff: the ibm way
DESCRIPTION
Organizations are straining to interpret and make informed decisions based on the abundance of data captured by advanced data systems to optimally manage strategic and tactical business operations. Serious Games can harness the power of analytics to enable a better understanding of the data and information gathered from these systems. A by-product of collaborative gameplay will be better decisions that help produce innovative and effective solutions addressing complex issues organizations are faced with today. At IBM, Boinodiris and Hamilton have led the way in using gamification approaches to create new applications, business processes and solutions that span a wide range of enterprise concerns. Along the way, they've helped the company become a leader in this burgeoning field and develop monetization approaches that leverage the organization's expertise. Learn how you can leverage the lessons of IBM to transform your enterprise using gamification and serious games through these practical examples.TRANSCRIPT
© 2011 IBM Corporation
IBM @ PlayWhere Play melds with Big Data for big ROI
According to a recent study, using data visualization, simulations and scenario development will be the most valuable techniques to analyze all the data
Confluence Need
Sophisticated Game Engines• Real Time StrategyGames• City Sims
Commercial Applications
Cloud
• Data Deluge• Complex Systems• Managing Partners• Decision making
• Analytics• Communities• Business Process Mgmt• Relational databases… Supporting flow of real data & real processes
SMARTER Serious Games
SMARTER Serious Games
ROI extends well beyond virtual training
Return on Investm
ent
Teach a Process/Instructional Design
OPTIMIZE A PROCESS
A walkthrough of three Business Games
6IBM ConfidentialIBM Confidential
Leaders can improve and vet business processes in a video game format.
Transform this process flow…Transform this process flow…
…into this format. …into this format.
Hit Play Button to Begin
SimArchitect Example (a collection of many tactics)
SimArchitect Site and social wrapper
(Also offers background analytics)
Imagine, Games with this Muscle…
Municipalities can enable a ‘Smarter Conversation’ about public policy with their citizenry
Transform the process of vetting public policy or training for disaster response…Transform the process of vetting public policy or training for disaster response…
…into this format. …into this format.
‘Serious Games can enable better bi-lateral conversations with customers’ ---- Forrester
Imagine, the Next Gen City Sim Game…
Citizenry/ GeneralPublic Awareness
Game Designers
Educators
Businesses
Universities
Researchers
Urban Planners
Government Stakeholders
TOPMOST GAME LAYER
TOPMOST GAME LAYERSCIENTIFIC MODELS
SCIENTIFIC MODELSTOOLS INTEGRATION
TOOLS INTEGRATION
User Generated ContentUser Generated Content
Automated Inputs from SensorsAutomated Inputs from Sensors
ANALYTICS
ANALYTICS
The Gamification Battlefield: ‘Exploitationware’
Virtual Rewards only:Points and Badges
•Courtesy Buster Benson, “The Game Always Wins”•NOTE: Read Ian Bogost
Beware of Chocolate Covered Broccoli
Trough of DisillusionmentTrough of Disillusionment
Little ROIWhy Reinvest?Little ROIWhy Reinvest?
User ValueUser Value Business ValueBusiness Value
What’s Missing?
Historical data to custom curate experience
Historical data to custom curate experience
Collaboration as a goal
Collaboration as a goal
Meaningful Virtual & Physical rewards
Meaningful Virtual & Physical rewards
The Gamification Evolution
They know what motivates me.They know what motivates me.
Business ValueBusiness ValueUser ValueUser Value
Use Historical Data to Curate ExperienceUse Historical Data to Curate Experience
More ProductivityMore RetentionMore Loyalty
More ProductivityMore RetentionMore Loyalty
Look to advances in e-Commerce to see how this is done today!Apply deep customer insights and behaviors from both online and offline channels. Deliver personalized, timely communications, pricing and experiences, from mobile and web to email and social networking.
DemandTek - Unica - Coremetrics
Look to advances in e-Commerce to see how this is done today!Apply deep customer insights and behaviors from both online and offline channels. Deliver personalized, timely communications, pricing and experiences, from mobile and web to email and social networking.
DemandTek - Unica - Coremetrics
The Gamification Evolution
I am a driver of change and am part of a larger focused collective.
I am a driver of change and am part of a larger focused collective.
Business ValueBusiness ValueUser ValueUser Value
Incorporate Collaboration as a Goal for use in entire org ecosystemIncorporate Collaboration as a Goal for use in entire org ecosystem
Team buildingLeadershipMulti-Lateral feedback
Team buildingLeadershipMulti-Lateral feedback
Incorporate Social business tools as your gamification platform.Incorporate Social business tools as your gamification platform.
Bunchball Integration with IBM Connections
IBM Gamification Example - Predictive Marketplaces
Proactive versus Reactive Learning– IJAM Prediction Market– Predictive learning
dashboards– More predictions and
future team trends
Games for CrowdsA Crowdsourcing Game Platform
Games for Crowds is an innovative web-based platform that enables users to design, build and deploy their own crowdsourcing games. Whether you're an inexperienced user or a savvy developer, Games for Crowds offers an easy and intuitive way to harness the playfulness of games in order to accomplish a wide range of tasks, for example, filling gaps in social networks, finding SMEs within the enterprise, building business glossaries, taxonomies and more.
Challenge the Crowd. Gain Insight.
The Gamification Evolution
As they know me, they know what rewards are meaningful to me.
As they know me, they know what rewards are meaningful to me.
Business ValueBusiness ValueUser ValueUser Value
Meaningful Virtual & Physical rewards based on historical dataMeaningful Virtual & Physical rewards based on historical data
More ProductivityMore RetentionMore Loyalty
More ProductivityMore RetentionMore Loyalty
Find an Expert Game
Challenge: How do I find the right people to do the job?
Solution: Motivate users to participate and teach system by advancing their own ‘street cred’ using analytics.
Improve future searches for expertise in much the same manner as the captcha effort -- as more people identify the expert community via the 'wet grid' of crowdsourced brainpower, we can get an improved intelligent system for identifying experts itself.
Time Management Game
Think of it like Mint.com or Nike+,
but for managing your time
In Conclusion
Big Data and Analytics can evolve serious games and
gamification to new heights, improving ROI.
– When you inspire your workforce to innovate and collaborate more productively, you create tangible business value.
– When you anticipate needs and deliver exceptional experiences, you delight your customers and create advocates.
– When you integrate your business processes with the right gamification tactics, you secure a competitive advantage and pioneer new ways of doing business.