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Fun is The Future


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Fun is The Future

A Collection of Compelling

Gamification Success Stories

Manu Melwin Joy,

Merry Joe Chiramel

EDUCREATION PUBLISHING (Since 2011)

www.educreation.in


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Preface

There are certain catchwords that are more fascinating than the

rest. Gamification is one such catchword. This is not shocking as

the roots are traced back to the world of games. It is quite amusing

that the term is vague for both beginners and intellects. While

beginners misinterpret gamification as playing games, intellects

brush it off as yet another deviation of a loyalty or rewards

program. But what is it, actually? Those in the community of

gaming theory and practice have categorized gamification as a

term. It is usually considered that it means employing gaming

principles to non-gaming situations. It is a design process that

reframes goals to be more attractive and attainable using the

principles of game design. The gamified solutions targets our usual

instincts to seek competition and accomplishment using

conventionalgamification methods such as point gathering, virtual

currencies, accomplishment budgets or levels with growing

difficulty are used within game community. This book does not

suggest recipes for gamification since the best practices are still

evolving. Instead, it provides a list of compelling gamification

success stories implemented in organizations from various

industries. Enterprise gamification is still in its beginning stage.

There is much more to pursue and learn. The overall objectives of

this book are (1) to present the current state of games and use of

gamification in various sectors and (2) to explore future

opportunities and limitations of using gamification.


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About the Authors

Manu Melwin Joy

Manu completed his under graduation in Civil

Engineering from Govt. Engineering College,

Thrissur and post-graduation in Management

from Amrita School of Business, Coimbatore.

Currently, he has submitted his doctoral thesis in

Human Resource Management at School of

Management Studies, CUSAT. Apart from this,

he has acquired post graduations in Psychology,

Psychotherapy, Training and Development and

Sociology. At present, he is working as assistant professor at

SCMS School of Technology and Management, Cochin. In

addition to his teaching and research expertise, he is a professional

management trainer with 10 years of experience and has conducted

more than 500 programs across ten states in India. His training

clientele includes more than 100 corporate and government

organizations with Bharat Matrimony, ICAI and ICWAI to name a

few. His writings appear in both scholarly and applied

publications.

Permanent address :Manu Melwin Joy, Pazhoor House,

Thiruvanikkavu, Ollukkara.P.O, Thrissur, Kerala, Pin – 680655.

Mailing address :Manu Melwin Joy, Flat No: 10C, Estonia, Olive

Courtyard, Kakkanad, Kochi, Kerala, Pin – 682030.

Mobile Number: 9744551114, 9400287814

Email Id – [email protected]


mailto:[email protected]

vii

Merry Joe Chiramel

Merry Joe Chiramel completed her graduation

in Civil Engineering form M A College of

Engineering, Kothamangalam, post

graduation in Management from Berchmans

Institute of Manangement Studies, S B

College, Changanacherry and qualified UGC-

NET, for Lectureship in Management. At

present, she is working as Assistant Professor

at Ilahia School of Management Studies, Muvattupuzha.

Permanent address : Merry Joe Chiramel, Mannathukkaran

House, Hostel Junction, Muvattupuzha P O,Kerala, Pin-686661

Mailing address :Merry Joe Chiramel, Mannathukkaran House,

Hostel Junction, Muvattupuzha P O,Kerala, Pin-686661

Mobile Number: 9539100182, 9745330769

Email Id – [email protected]


mailto:[email protected]

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Contents

Sr.No Contents Page.

No

1. Introduction to Gamification 1

2. Gamification in Recruitment 12

3. Gamification in Education 23

4. Gamification in Customer

Engagement

35

5. Gamification in Employee

Engagement

51

6. Gamification in Health care 67

7. Green Gamification 83

8. Social Gamification 96

9. Lifestyle Gamification 110

10. Gamification in Ecommerce 117


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Manu Melwin Joy, Merry Joe Chiramel

1

Chapter I

Introduction to Gamification

Sr.

no.

Contents

1.1 Introduction to Gamification

1.2 History of Gamification.

1.3 Definition of Gamification

1.4 Significance of Gamification

1.5 Psychological Appeal of Gaming

1.6 Core drives of Gamification

1.7 What can be Gamified?


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1.1 Introduction to Gamification

Gamification refers to the application of game-design components

and game principles in non-game contexts. It leverages on the

fundamental desires and needs of the individual’s impulses which

revolve around the concept of status and achievement.

Gamification borrows the data-driven techniques used by game

designers to engage players, and employ them to non-game

experiences to inspire actions that add value to your business. This

new concept is grounded on an idea called flow which is the

mental state of operation in which the individual performing the

activity is fully immersed in a feeling of energized focus and

enjoyment, in the process of doing that activity. The research firm

Gartner forecasts that in future, a gamified service for consumer

goods marketing and customer retention will assume equal

importance as Facebook, eBay, or Amazon, and more than 70% of

Global 2000 compaines will have at least one gamified application.

1.2 History of Gamification

Even though Nick Pelling, a British-born computer programmer

and inventor, coined the term in 2003, it did not gain popularity

until 2010. The concept began to gain interest and a following in

2010 when organizations such as Badgeville started using it to

depict their behaviour platforms. The technique caught the

imagination of venture capitalists, one of whom stated he

considered gamification the most promising field in gaming. It was

observed that more than 50 per cent of all firms seeking funding

for consumer software applications cited game design in their

presentations. Gartner stated that "Half of companies that manage

information processes will gamify those processes" and also added

Gamification to their hype cycle.

In 2011, popularity of gamification has encouraged many

organizations to started developing gamification platforms. In

addition to firms that use the technique, a number of businesses

designed gamification platforms. Bunchball, supported by Adobe

Systems Incorporated, was the first organization to provide game

mechanics as a service. The different clients of Bunchball consist

of Playboy, Chiquita, Bravo, and The USA Network. BigDoor, a



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Seattle-based startup founded in June 2009 provided gamification

technology to non-gaming websites. In its first year of operation,

Badgeville launched in late 2010, raised 15 million in venture-

capital funding has offered gamification services. In 2011, Playlyfe

was launched which started offering gamification as a service to

individual developers and enterprises.

1.3Definition of Gamification

Even though there is no universally accepted definition for

gamification, the description given by Professor Kevin Werbach of

the Wharton School of Business is a good starting point. He

referred to gamification as the use of game elements and game

design techniques in non-game contexts. That definition of

gamificaiton contains three distinct elements:

Game Elements: This is about utilizing the components, design

patterns and feedback mechanisms that you would usually find

in video games - such as points, badges and leaderboards. It is

typically referred to as the engineering dimension of

gamification.

Game Design Techniques: This is the artistic, experiential

dimension of gamification. It consists of aesthetics, narrative,

player journey, progression, surprise and of course fun. Games

are not just a set of elements - they are a way of thinking about

and approaching challenges like an individual who design

games.

Non - game contexts: Some usual areas in which gamification

have taken hold consist of health and wellness, education,

sustainability, and now - collaboration and knowledge sharing

in the organization.

According to Gabe Zicherman, gamification is the process of using

game thinking and mechanics to engage an audience and solve

problems. The most compelling aspect of gamification is the

potential to learn from games - to draw on what makes games so

engaging and attractive and to apply those components in other

contexts.


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1.4Significance of Gamification

CEOs, human resource directors, and operations and innovation

teams across different industries are trying to integrate gaming

techniques into their organizations. Many of the world's largest

brands such as Coca-Cola, AOL, Nissan and Nike are deploying

gamification. More and more researches are available that proves

the advantages of gamification in the workplace. There are five

compelling reasons why you can't ignore gamification and its

potential to empower your business.

Gamification helps employees to actively measure their

performance: Gamification helps in overcoming the limitations

of the dreaded yearly evaluations and provide employees with

real time feedback whenever they need it. The greatest

advantage of gamification is that there is an immediate cause

and effect. If an individual makes a wrong move in a game,

he/she is corrected on the spot. If the player makes a

strategically smart move, he/she receives immediate positive

reinforcement. Gamification gives the power of feedback to

individuals and accelerates knowledge. This is good for the

organization because it creates a more efficient and engaging

way to monitor progress made by the employees. In addition, it

encourages transparency about how performance is evaluated

and where the employee actually stands.

Gamification improves knowledge: It is the known fact that

most people started playing games at a young age amd their

brains are built for gameplay. It makes perfect sense to employ

the same types of techniques today in our training environment.

As we all know, knowledge retention plays a key role in any

employee’s daily life. Training and promotion aren’t just

crucial for the employee, they are imperative to the growth of

the organization. Industry expert and author Jeanne Meister

argues that interactive learning games can enhance long-term

retention rates by up to 10 times. That is a very promising

statistic when you start talking about knowledge retention.

Gamification improves achievement: Annually, firms spend

thousands of dollars sending employees to seminars, classes,

training sessions — the list goes endless. One of the



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advantages of learning is displaying the achievements through

certificates on desks, letters behind names, and highlights on

LinkedIn pages. People love to compete, to win, to receive

validation. In the workplace, individuals are usually judged on

their knowledge, achievements, and overall reputations.

Supporting your employees to become masters of their

businesses and building a community that openly recognizes

their accomplishments will not only grow your team, it will

grow your bottom line.

Gamification results in higher levels of engagement: Employees

enjoy social interaction in the workplace. People love their

lunch buddies and kickball teams, and might even go to the

teambuilding event at the local golf course. They like to feel

that they belong, that they matter, and that they are more than

cogs in the large corporate wheel. Gamification builds a virtual

world where people can be productive and still have fun. This

is beneficial for business because it encourages innovation,

productivity, and fun, which inevitably improves the work

environment. Researches have shown that happier people equal

higher revenue.

Gamification reinforces learning and development: Majority of

the firms embrace gamification in order to encourage

innovation among their employees. In 2011, 40,000 individuals

worked for just 10 days to solve the secret of a key protein that

scientists believe may lead to a cure for HIV. Researchers had

been trying to crack the problem for 15 years. They made it

happen by implementing a crowd-sourcing game called Foldit

developed by the University of Washington. While you may

not be searching for a cure to a deadly disease, creating and

encouraging innovation within your organization is absolutely

essential in today’s marketplace. Reinforcing learning and

development within your team will not only result in a

productive work environment, it will also create opportunities

for expansion and job security for employees in future

1.5 Psychological Appeal of Gaming

There are four compelling reasons why gaming is so captivating

and they are as follows:


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Fig 1.1: Psychological appeal of gaming and outcomes

Instant feedback: Gamification allows the users to get instant

results based on their performance. For instance, people

immerse themselves in a good game in their smartphones since

it offers instant feedback on their performance and a sense of

accomplishment when they succeed. In a game, every task is

considered as an opportunity to grow competence, improve

skill and earn recognition. Users immediately know howell

they did a particular task, fuelling the need for feedback and

recognition.

Sense of flow: While gaming, time flies. People usually immerse

completely in completing a task within a game so that they lose

track of time. In psychology, this is referred to as flow. Flow is

a state in which people are completely absorbed in an activity

and are unaware about their physical surroundings. In this

particular state, the ability to concentrate on the task at hand

becomes effortless.

Progressive difficulty: One unique characteristic of every game

is that it has multiple levels that inspires the user to continue to

work toward the goal. Gaming creates a progressively more

difficult environment in which the user is challenged on a

continuous basis. They are consistently pushed to higher levels

of performance that reinforce that state of flow. Studies have

shown that individuals are more engaged when their skills are

challenged and when we are building expertise.

Intrinsically Gratifying: Recent advancements in neuroscience

show that when we learn and acquire new information, our



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production of dopamine rises. This explains why gaming is so

entertaining. The release of dopamine actually makes

everything more interesting. Our moods usually improve, too.

1.6 Core Drives of Gamification

Gamification is the art of extracting all the fun and engaging

elements found in games and applying them to real-world or

productive activities. The Octalysis Framework is developed by

Gamification Guru Yu-Kai Chou who was voted Gamification

Guru of the year by peers and clients in 2014 and 2015.Octalysis is

a human-focused gamification design framework that lays out the

eight core drives for human motivation.

Fig 1.2:Core drives of gamification

Meaning: This core drives make the player believe that he is

doing something greater than himself or he was ―chosen‖ to do

something. This is evident when a player spends a lot of his

time ot maintain a forum or help to create things for the whole


Fun is The Future

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community (think Wikipedia or Open Source projects). This is

accelerated when the player experiences ―Beginner’s Luck‖ –

an effect where people believe they have some type of gift that

others don’t or believe they were ―lucky‖ to get that wonderful

sword at the very beginning of the game.

Accomplishment: Accomplishment is the internal drive of

moving ahead, developing skills, and eventually overcoming

challenges. The word ―challenge‖ here is crucial since a badge

or trophy without a challenge is not meaningful at all. This is

also the core drive that is the easiest to design for and

incidentally is where most of the PBLs: points, badges,

leaderboards mostly focus on.

Empowerment: This core drive comes into picture when

players are engaged in a creative process where they have to

repeatedly figure things out and try various combinations.

Individuals not only need platforms to exhibits their creativity,

but they need to see the results of their creativity, get feedback,

and respond in turn. This is why playing with Legos and

painting are fun in-and-of themselves and often become

Evergreen Mechanics, where a game-designer no longer needs

to regularly add more content to keep the activity live and

engaging.

Ownership: This is the core drive where players are inspired

because they feel like they own something. When players feels

ownership, they innately want to make what they owns better

and own even more. Besides being the major core drive for

wanting to garner wealth, this deals with many virtual goods or

virtual currencies within systems. Also, if an individual spends

a lot of time to personalize her profile or her avatar, she

naturally feels more ownership towards it too. Finally, this is

also the core drive that makes collecting stamps or puzzle

pieces fun.

Social Influence: Social influence incorporates all the social

elements that drive people. This core drive consists of

mentorship, acceptance, social responses, companionship, as

well as competition and envy. When you see a coworker with

amazing skills, you are motivated to reach the same level.

Also, it consists of the drive we have to draw closer to people,

places, or events that we can relate to. If a person sees a



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product that reminds him of his childhood, the sense of

nostalgia would likely increase the odds of him buying the

product. This core drive is comparatively well-studied too, as

many firms are putting a lot of priority on optimizing their

online social strategies.

Scarcity: This is the drive of wanting something because you

can’t have it. Majority of games have instilled dynamics within

them – the fact that people can’t get something right now

forces them to think about it all day long. This is the core drive

employed by Facebook when it first started. Initially, it was

just for Harvard and later it opened up to a few other

prestigious schools, and eventually all colleges. When it finally

opened up to everyone, many individuals wanted to be a part of

it because they previously couldn’t get in it.

Unpredictability: This drive is about wanting to find out what

will happen next. If you don’t know what is going to happen in

future, your brain is engaged and you think about it often. This

drive forces many individuals watch movies or read novels.

But, this drive is also the fundamental factor behind gambling

addiction. Also, this core drive is employed whenever a firms

runs a sweepstake or lottery program to engage it's players. The

very debatable Skinner Box experiments, where an animal

illogically presses a lever regularly because of unpredictable

results, are exclusively referring to this core drive, even though

many have misinterpreted it as the motivating factor behind

points, badges, and leaderboard mechanics in general.

Avoidance: The final core drive is based upon the avoidance of

something negative happening. It could range from avoiding

the lose of previous work to avoiding to admit that everything

you did up to this point was useless because you are now

quitting. Also, opportunities that are fading away have a strong

utilization of this core drive, because individuals feel like if

they didn’t act immediately, they would lose the opportunity to

act forever.

1.7 What can be Gamified?

At present, Gamification is an integral component of the

operational side of businesses. Almost all business operations in an


Fun is The Future

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organization can employ gamification to enhance employee

engagement and performance on all levels. Many such firms are

acknowledging that gamification has intrinsic values which can

create a holistic reputation system for employees and across all

organizational levels at different touch points. The key to a

successful gamification strategy and organization wide adoption is

to measure which areas of the business will be more benefited by

gamification design and rollout. Such starting points give valuable

indicators for expansion to other areas as rewards programmes are

realized and employee engagement is addressed. Let’s go through

some key business processes where gamification can be

implemented.

Training and development - The important characteristics of

gamificationprogrammes make them a natural fit for different

organizational and corporate training initiatives. The system of

rewarding employees for completing various learning and/or

tutorial sessions is one such initiative. This helps in tracking

the mentoring employees by achievers and superiors. Benefits

includes There is increased retention of employees, quality of

time spend and instantaneous results. Such activities are

helpful for training interns and new employees and also

training existing or long-serving employees on different new

products and policies.

Customer support and services - Support and services team

members are crucial elements of any organization and keep the

wheels of the firm greased. Gamificationprogrammes if

implemented well can reward high performance support teams

based on yardsticks such as efficiency, speed and quality of

support. Knowledge sharing behaviors equip support staff to

resolve customer problems in an efficient manner.

Sales - Sales representatives form an integral part of any

enterprise and are key to the success of the firm. They are by

nature competitive and always look to close deals for the

company. Many steps leading up to a deal are not always

rewarded while being equally important. Here, gamification

helps sales directors to track all such steps and reward

compliant performers while also encouraging collaboration

among sales representatives.



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