proof: gamification is impacting business performance

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Frequently Asked Ques6ons

Proof: Gamification is Impacting Business PerformanceKarl Kapp Professor, Bloomburg University Author: Gamifica?on of Learning and Instruc?on

•  Professor of Instruc?onal Technology and the Director of the Ins?tute

for Interac?ve Technologies – Bloomsburg University

•  Lynda.com Author: The Gamifica?on of Learning & How to Increase

Learner Engagement

•  Author: The Gamifica?on of Learning and Instruc?on

•  Contributor: Learning Solu?ons Magazine, ATD, Chief Learning Officer

•  Interviewed: Wall Street Journal, Forbes Online, Gamasutra

Introducing: Karl Kapp

October 18, 2016 6

Agenda

•  Are you asking the right ques:ons?

•  Findings from meta-‐analysis research study

•  Real world applica:ons: Toyota and Walmart

•  Findings from 3 original research studies

Are you asking the right ques?ons?

October 18, 2016 8

October 18, 2016 9

Ques?ons you might be asking …

•  Can we use games in our LMS?

•  Do both genders play games?

•  Isn’t gamificaton an age thing? Young folks like games, older folks don’t.

•  Can we get a game custom-‐built for our environment?

•  Can I gamify my exis?ng content?

•  Will leaderboards work in my environment?

•  What if our employees aren’t interested in playing games?

October 18, 2016 10

Ques?ons you should be asking …

•  Are our employees lacking cri?cal knowledge due to low engagement in learning?

•  Can gamifica?on elements impact the level of employee engagement?

•  Do these elements lose their appeal over ?me?

•  What behaviors are we trying to encourage by using gamifica?on?

•  What business outcomes do these behaviors impact?

•  Is gamifica?on enough?

What do we know?

October 18, 2016 11

55% 20% of corpora:ons use games for learning.2

By 2020, learning or “serious” games is predicted to reach

$5.5 Billion (CAGR = 16%)3

of teachers use games in the classroom on a

weekly basis.1

1 Teachers Surveyed 2013 2 Associa5on for Talent Development 2014 3 Serious Game 2015

October 18, 2016 12

FACT: 48% of adults over the

age of 50 play video games.

Gamers Over 50: You’re Never Too Old to Play hQp://www.theesa.com/newsroom/Elder_Gamer_Fact_Sheet.pdf

70%

40% 24%

Laptop Mobile Device Console

Gamers Over 50: You’re Never Too Old to Play hQp://www.theesa.com/newsroom/Elder_Gamer_Fact_Sheet.pdf

80% of gamers over 50 play on a weekly basis:

Women and Game Play

October 18, 2016 14

Women age 18 or older represent a significantly greater por:on of the game-‐playing popula:on (33%) than boys, age 18 or younger (15%).

of gamers are female

44%

average age of frequent female game player

43

October 18, 2016 15

FACT: Gamifica?on is something

you need to pay acen?on to.

24 studies analyzed to answer the ques?on: Does Gamifica0on Work?

J. Hamari, J. Koivisto and H. Sarsa, "Does Gamifica:on Work? -‐-‐ A Literature Review of Empirical Studies on Gamifica:on," 2014 47th Hawaii Interna5onal Conference on System Sciences, Waikoloa, HI, 2014, pp. 3025-‐3034. doi: 10.1109/HICSS.2014.377 URL: hQp://ieeexplore.ieee.org/stamp/stamp.jsp?tp=&arnumber=6758978&isnumber=6758592

•  Depends on context and user characteris?cs •  In other words:

– Who is par?cipa?ng? – Where are they par?cipa?ng? – What is their mo?va?on?

– How does the gamified system func?on?


Yes, but…

Also…

October 18, 2016 18

Problems with studies:

–  Many had N of 20 or less

–  Many were qualita?ve

–  Many relied solely on user evalua?on


Gamifica?on in the real world: Toyota Motor Sales

October 18, 2016 19

Toyota Motor Sales USA•  The US sales, distribu:on

and marke:ng unit for Toyota, Lexus and Scion brands

•  Over 1,500 dealerships throughout the US

Challenges

•  Consumers have become so well educated that they ofen arrive in the showroom knowing more than the sales reps

•  Tradi?onal methods of impar?ng sales knowledge (webinars, videos, in-‐person classroom, eLearning) weren’t s?cking

•  How to encourage individuals to par?cipate in learning when they don’t technically work for you?

October 18, 2016 22

In 2014, Toyota Motor Sales USA launched the Axonify adap?ve microlearning plajorm to their

25,000 dealer reps across the US.

The Plajorm’s Game Mechanics Include:

•  Game Play

•  Leaderboard

•  Rewards

•  Coaches

•  Social

•  Report Card

The Experience

October 18, 2016

October 18, 2016 25

Learners log in mul:ple :mes a week for a 3-‐5 minute microlearning experience that is based on cogni:ve research (i.e. spaced repe::on) and wrapped in gamifica:on.

October 18, 2016 26

The learner selects a game. Brain games, arcade style, team

challenges etc.

October 18, 2016 27

Microlearning content in the form of ques:ons pop out of

the game.

October 18, 2016 28

The plajorm’s adap:ve engine delivers content based on what the learner

knows and doesn’t know to move them towards mastery.

October 18, 2016 29

The learner selects his/her level of confidence (another cogni:ve tool).

October 18, 2016 30

Learning is reinforced with a response from his/her preselected coach and a

descrip:on that can link off to addi:onal informa:on.

Learners earn points

October 18, 2016 31

The ability for the learner to see progress and achievements.

October 18, 2016 32

Personal report card that show progress and answer paQerns.

October 18, 2016 33

Individual and team leaderboards.

October 18, 2016 34

Reward auc:on and “spin to win” built into the plajorm.

October 18, 2016 35

As a business or team lead you have access to reports and analy:cs.

October 18, 2016 36

“We like this app. Our consultants do too and we believe that it not only helps their product knowledge, but their confidence as well, leading to becer performance.”

Ryan Garner, GSM Checkered Flag Toyota, Virginia Beach, VA

“What I love about Axonify is that we’re using it to focus on knowledge. Knowledge is the result of great learning prac:ces and Axonify is a great tool for that.” – Mia Phillips, Na5onal Manager of Dealer, Educa5on Strategy & Digital Solu5ons

5% Increase in their Sales Sa?sfac?on Index (SSI)

2 Vehicle/Month increase in sales

Par?cipa?on Results

12.2% Knowledge Lif

3-‐4x /week

Frequency Rate

October 18, 2016 37

“What I love about Axonify is that we’re using it to focus on knowledge. Knowledge is the result of great learning prac:ces and Axonify is a great tool for that.” – Mia Phillips, Na5onal Manager of Dealer, Educa5on Strategy & Digital Solu5ons

Like the Axonify microlearning approach

(daily, bite-‐sized)

Dealer Rep Feedback

86% 83% 82%

Believe it’s an effec:ve way to learn.

Feel Axonify helps them be more effec:ve and confident at their job.

October 18, 2016 37 Source: Toyota End-‐User Survey, March 2016 (N=6,000)

Field Research on Gamifica?on

October 18, 2016 38

Study One

October 18, 2016 39

Research Study

Does the opportunity to play a game impact level of employee engagement? Does a higher level of engagement correlate with increased learning?

Research Study

Game Group Retailer with 1,908 employees

No Game Group Retailer with 4,393 employees

Research Ques?on One: Results

Learners in the game condi?on were significantly (51.64%) more mo?vated to come back and engage with the learning plajorm when they could play a game.

0

20

40

60

80

100

120

Games OFF Games ON

Average Num

ber o

f Logins in

12 M

onths

Condi6on

p < 0.001 108.12

71.30

Results

A one-‐way ANOVA revealed that learners in the games condi?on viewed their report card significantly more ofen (M = 9.88) than learners in the no-‐games condi?on (M=2.96) p<0.001).

Results

Learners in the games condi?on volunteered to do significantly more EXTRA training (M = 6.28) than learners in the no-‐games condi?on (M = 3.3) p < 0.001). A strong significant correla?on was found between engaging in op?onal extra training and the number of correct quiz answers, r (6301) = 0.67, p < 0.001.

Takeaways

If you consider allowing your employees

to play games:

•  More mo?vated to engage with a

learning plajorm

•  More mo?vated to track their

progress

•  Will voluntarily want to learn more

Study Two

October 18, 2016 46

6,211 par?cipants located in North America who have used the plajorm for up to 3.5 years.

Par?cipants Breakdown

October 18, 2016 47

96 67 1369

613 100 166

931 1941

15 36

516 361

Professional Sales Reps -‐ Medical

Professional Sales Reps -‐

Pharmaceu:cal

Retail Associates -‐

Toy & Electronics

Retail Warehouse Employees

Female

Research Study

Do gamifica?on elements and tangible rewards lose appeal over ?me?

Results

The study revealed that par?cipa?on in the gamified microlearning plajorm stayed steady and did not decrease over ?me.

Results

October 18, 2016 50

Visits to the rewards page increased over ?me (r(3081) = 0.094, p < 0.001).

Par?cipa?on with the leaderboard and achievements page either remained steady or increased slightly over ?me (r(6205) = 0.16, p < 0.001).

Takeaways

•  Consider rewarding

employees for par?cipa?ng in

learning

•  Encourage healthy

compe??on with

leaderboards, but also make

it easy for newcomers

Study Three

October 18, 2016 52

!

Research Study

Do financial rewards impact par?cipa?on rates?

Results

A one-‐way ANOVA revealed that par?cipa?on rates were significantly higher (M = 0.51) when the reward auc?on feature was turned on compared to when it was turned off (M = 0.41), F(1,6209) = 321.96, p < 0.001 sugges?ng that financial rewards increased par?cipa?on rates.

!

Takeaways

•  Consider providing gif cards

or some type of financial

reward as part of gamifica?on

program.

•  Consider offering several

different elements of

gamifica?on in order to

impact par?cipa?on as well

as learning performance

Gamifica?on in the real world: Walmart Logis?cs

October 18, 2016 56

Challenges

•  How to effec?vely and sustainably reduce safety incidents in Walmart Logis?cs loca?ons

•  Building a world-‐class safety culture, where each and every employee considers safety to be a top of mind priority

•  Engaging Tradi?onalists, Baby Boomers, Genera?on X and Millennials in learning without aliena?ng any single group

October 18, 2016 58

“Feedback about the Axonify plajorm has been phenomenal and we believe that it has been a significant contribu?ng factor in our improved performance and engaged associate base.”

Ken Woodlin, VP of Compliance, Safety & Asset Protec0on Walmart Logis0cs

“I know that Axonify has posi:vely impacted our safety performance. It’s a quick, simple way to keep safety top of mind.” – DC Manager

54%

120 Distribu?on Centers

75,000+ Employees using Axonify

Reduc?on in safety incidents

Of associates stated that Axonify helps them feel safer on the job

Applica?on Results

72%

1.  20% of corpora?ons use games for learning (“Associa?on for Talent Development” 2014)

2.  44% of the gamers are female-‐-‐most frequent female game player is 43

3.  48% of people over the age of 50 play video games.

4.  At Toyota and Walmart, the use of a game-‐based micro-‐learning is having tangible results.

5.  Learners were significantly (51.64%) more mo?vated to come back and engage with a learning plajorm when they could play a game.

6.  Par?cipants who had been using the gamified plajorm for longer (up to 3.5 years) also the leaderboard at a higher rate.

7.  Offering financial rewards can significantly increase par?cipa?on rates. 8.  One single game element isn’t enough, consider offering several.

Summary

October 18, 2016 59

Related Resources

October 18, 2016 60

Books YouTube Video www.karlkapp.com

Lynda.com Course Gamifica:on of

Learning

Gamifica:on Workbook Separa:ng Fact From Fic:on – CLO Magazine

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