Accenture on Gamification

Copyright © 2013 Accenture. All rights reserved.
Copyright © 2013 Accenture.
All rights reserved.
Get in the Game:
Driving Exceptional Behaviours Through Gamification
Thomas Hsu
Executive – Social Collaboration Strategy
Accenture Gamification Community of Practice Lead
thomas.hsu@accenture.com
http://www.linkedin.com/in/HsuThomas
Steve Kaukonen
Senior Manager – Social Learning
Social Collaboration Change Lead
stephen.d.kaukonen@accenture.com
http://www.linkedin.com/in/SteveKaukonen

What is Gamification?
Real time feedback,
engagement and progression
loops, badges
Aesthetics, narrative, the
player journey, progression,
surprise
Collaboration, Sales &
Delivery, Travel, Security, etc.
game elements design techniques non-game contexts
Gamification takes what makes games so powerful and addictive and applies that to engage
and motivate our people – in collaboration and key business processes.
Motivation and
Behavior Change

Gamification / Game Spectrum
Serious games
Learning through
decision-making
Gamification
Spectrum
Simulations
Virtual reality
Not a game
Subtle, almost
imperceptible
Game-like
Feels like a game
Pre-gamification
Use of motivational
science common to
games/gamification
LinkedIn
Loyalty Programs
Nike+ Fuel Band
Zombies, Run!
Full Spectrum Warrior
Gamification
Overt use of game
mechanics
Cold Stone Creamery
“Scoop It Up”

Why Gamification?
Gamification is relevant today because of three key forces.
Gamification
It works because of the way our
brains are wired.
It matters because today’s
workforce is shifting to a
game-infused culture.
It’s possible because of a
convergence of technologies.
Science Culture Technology
Why does it work? Why does it matter? Why is it possible now?

k
Accenture’s Gamification and Behavior Shaping Framework
Accenture places
gamification within
the proper context
of a larger behavior
change framework*.
Gamification
Social
Influence
“Traditional”
Change
Techniques
Behavior
Change
*Builds on Accenture Tech Labs’ behavior shaping research.

Sustained Behavior Change
Time
Short Medium Long
L
H
M
Rapid Adoption Sustained Engagement
Adoption /
Behavior
Change
Cooperation
Common Narrative
Progression
Player Autonomy
Extrinsic
Motivation
Intrinsic Motivation
80% of gamification
projects will fail due
to poor design
(Gartner)
Learning Games
Onboarding
Competition
Early adopter rewards
Public recognition
Sustained behavior
change is not just
about points and
badges, it’s about
tapping into people’s
intrinsic motivations.

Addo Agnitio Award (A3)
‘Addo Agnitio Award’ (A3)– From the Latin
words meaning ‘To give knowledge’, this
award is given to employees as a way to
recognize those individuals who best
exemplify key knowledge sharing
behaviors.
• Connect with the people, communities
and content needed to do one’s job.
• Contribute content and share your
insights and experiences to build skills
and innovate.
• Champion collaboration by encouraging
others to engage in collaboration and
building upon others ideas and
contributions.

What are we trying to achieve?
Understanding
Recognition
Awareness
Motivation
Compel to
act through
intrinsic and
extrinsic
motivation
Creative
incentives for
a broad
range of
‘players’
Provide
direction on
how to
collaborate
and what is
expected
Bring
attention to
what is
possible
through
collaboration

What are the key design elements?
Onboarding
CQ
Points
Missions
Levels
Dynamic Leaderboards
Lifetime Achievements
Impact
Notifications

Quarterly Score
Tracks
- Connect
- Contribute
- Champion
Missions
Connect
- Make the Connection
- Build a Following
- 15 Minutes of Fame
Etc.
Achievements
Build a Following
- Get a new follower
- 5 new followers
- 10 new followers
CQ
Collaboration
Quotient
You increase your score by completing an achievement by doing different collaborative
activities. Each mission is made up of several related achievements. Tips and hints are
provided for each achievement and mission. At the beginning of each quarter, the scores
reset to zero to reset the playing field and encourage ongoing collaboration.

Missions
Across the three tracks of Connect, Contribute and Champion there are a group of
MISSIONS made up of TASKS or ACTIVITIES. These missions serve as a ‘guide’ and provide a
sense of progression.
• Connect missions have to do
with connecting to
content, people and
communities.
• Contribute missions related to
uploading content, sharing
insights and having other
people interact with your
content.
• Champion missions are
connected with interacting
with other peoples
content, blogs, posts and
videos.

Level 3
Level 4
Levels
Player can level up depending on the number of points accumulated in the current
quarter.

Notifications
As the player completes various activities, missions and levels, they are prompted with
simple notifications alerting them of the achievement.
• Reinforces behaviors
• Creates a sense of accomplishment
• Provides simple next steps
• Alerts to the number of points
earned

Leaderboards
Leaderboards visualize who the most active and impactful individuals are across multiple
categories. They can be view on a weekly, monthly, quarterly or all-time.

Lifetime Achievements
Lifetime Achievements are kept once earned and allow you to build a reputation
throughout your career.

What is Important for Success
Automation Real Time
Broad Recognition
Transparency
Fixed Targets Guiding the Player

Making it Stick
• Leadership Sponsorship/Support
• Performance Management
• Marketing & Communications
• ‘Official’ Recognition Program

Accenture on Gamification

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