Enterprise Gamification

Enterprise Gamification
Exploiting your users by letting them have fun
Mario Herger – 2012
www.enterprise-gamification.com | www.gamificationcommunity.com | @mherger

Phunny Phacts

 Average age of gamers in years: 37

 % of gamers older than Fifty: 25

 % of youth playing computer & video games: 97

 % of female gamers: 42

 Social vs. Competitive Games: >3:1

 Avg. of hours/week played in World of Warcraft (WoW): 22

 # of articles in WoWWiki: ˜250,000

 Rank of WoWWiki compared to all Wikis: 2nd

 Rank of Wikipedia: 1st

 Most popular games played by US soldiers in Iraq when off-
duty: Halo, Call of Duty

The Grass is Greener…
Game Work
Tasks repetitive, but fun repetitive and dull
Feedback constantly once a year
Goals clear contradictory, vague
Path to Mastery clear unclear
Rules clear, transparent unclear, in-transparent
Information right amount at the right too much and not enough
time
Failure expected, encouraged, forbidden, punished, don’t
spectacular, brag about it talk about it
Status of Users transparent, timely hidden
Promotion meritocracy kiss-up-o-cracy
Collaboration yes yes
Speed/Risk high low
Autonomy high mid to low
Narrative yes only if you are lucky
Obstacles on purpose
© 2012 Mario Herger. All rights reserved. accidental
www.enterprise-gamification.com | www.gamificationcommunity.com 5

Definitions

“Play is manipulation that indulges curiosity.”
Jesse Schell
“A game is a problem-solving activity,
approached with a playful attitude. ”
Jesse Schell
“Gamification is the use of game-design techniques and
game mechanics in non-game context.”
Wikipedia


Quotes

“The opposite of play isn't work, it’s depression.”
Brian Sutton-Smith
“Fun is just another word for learning.”
Raph Koster
“Games are giving us unnecessary obstacles
that we volunteer to tackle.”
Jane McGonigal


What’s Gamification?

Gamification is the use of
game design techniques & mechanics
to solve problems and engage audiences.

Gamification strives to encourage users
to engage in desired behaviors
in connection with non-game applications.

Source: Wikipedia http://en.wikipedia.org/wiki/Gamification


Gamified apps that you (may) have played

Frequent Flyer Programs



Intuit - TurboTax



EVs & Hybrids – Prius, Nissan Leaf, Chevy Volt



LinkedIn XING



Amazon



Nike+


Contrex [Video]


The Gartner Hype Cycle


Enterprise Gamification Market

Gamification Software Market
$2.8B by 2016
$3,000 Global 2000
$2,500
70 %
$2,000
Millions

$1,500 will have at least
one gamified
$1,000 application by
$500 2014

$0
2011 2012 2013 2014 2015 2016
M2 Research Innovators
50 %
A little fun can go a long way, especially in the enterprise.
will gamify
“If a company like SAP can not just reach these users, but engage them in a
innovation
gamified experience that is compelling and fun, SAP can potentially make users
processes by
something more than just users: they can be participants in a community
2015
environment where that old coercive model of engagement is a thing of the past.”
Gartner
Joshua Greenbaum, February, 2011
”SAP Plays Games with the Analysts, and the Gamification of the Enterprise Begins”


Common Reactions to Gamification

“I don’t need to waste my time on fun stuff, I have to do
serious work.”
German colleague
“Do we make now a shooting game out of invoicing?”
Skeptic colleague
“This is just exploiting employees. Nobody is gonna do
that just for points.”
Skeptic German colleague
“FarmVille: I don’t play that, who’s playing that anyways?”
http://enterprise-gamification.com/index.php/en/blog/2-news/39-common-criticism-of-gamification-and-how-to-respond-to-it


Gamification Facts & Figures 1 of 7

FoldIt -> 46,000 players solved problem in 10 days
(scientists had failed 15 years to solve it)

Sources: http://fold.it
http://enterprise-gamification.com/index.php/en/facts


Bottle Bank Arcade -> 50x more usage than nearby bottle return

Sources: http://www.thefuntheory.com/bottle-bank-arcade-machine


Chevrolet Volt -> 53% reduction in speeding cars

Sources: https://seogadget.co.uk/5-new-examples-of-gamification/


Restaurant -> 1.8% sales increase, 11% increase in gratuities

Sources: https://seogadget.co.uk/5-new-examples-of-gamification/


Piano Staircase -> 66% more people used staircase

Sources: http://www.thefuntheory.com/piano-staircase


Sales Events -> Event reporting up from 50 to 85 per week; after game up >10%

Sources: http://ideas.salescontestbuilder.com/


Call Center -> 15% call time reduced, 8-12% increased sales

Sources: http://online.wsj.com/article/SB10001424052970204294504576615371783795248.html

Flow – “keeping the balance”

Mihaly Csikszentmihalyi: Flow: The Psychology of Optimal Experience, 1991
Beyond Boredom and Anxiety: Experiencing Flow in Work and Play, 1975


Game Mechanics - Examples

SCVNGR: http://techcrunch.com/2010/08/25/scvngr-game-mechanics/
Gamification.org: http://gamification.org/wiki/Game_Mechanics

Game Mechanics (full & barely legible list)

1. Achievement 17. Epic Meaning 33. Progression Dynamic
2. Appointment Dynamic 18. Extinction 34. Ratio Reward Schedules
3. Avoidance 19. Fixed Interval Rewards Schedules 35. Real-time v. Delayed Mechanics
4. Behavioral Contrast 20. Fixed Ratio Rewards Schedule 36. Reinforcer
5. Behavioral Momentum 21. Free Lunch 37. Response
6. Blissful Productivity 22. Fun Once, Fun Always 38. Reward Schedules
7. Cascading Information Theory 23. Interval Reward Schedules 39. Rolling Physical Goods
8. Chain Schedules 24. Lottery 40. Shell Game
9. Communal Discovery 25. Loyalty 41. Social Fabric of Games
10. Companion Gaming 26. Meta Game 42. Status
11. Contingency 27. Micro Leader-board 43. Urgent Optimism
12. Countdown 28. Modifiers 44. Variable Interval Reward Sched.
13. Cross Situational Leaderboards 29. Moral Hazard of Game Play 45. Variable Ratio Reward Schedule
14. Disincentives 30. Ownership 46. Viral Game Mechanics
15. Endless Games 31. Pride 47. Virtual Items
16. Envy 32. Privacy

SCVNGR: http://techcrunch.com/2010/08/25/scvngr-game-mechanics/

Quotes (rejected by corporate bloggers)

“Gamifying a shitty app makes the app only shittier.”
Mario Herger
“We don’t need no stinking badges!”
Jane McGonigal
“Consumers have a choice to play, employees don’t.”
Mario Herger


Skill Level

Master

Mastery
Teaching
Level of Expertise

Challenge Creation
Regular

Habit-building

Rookie

Onboarding

Source: Amy Jo Kim

Bartle’s Player Types

Acting

Killer Achiever
<1% ~10%
Players World

Socializer Explorer
~80% ~10%
Interacting
Selftest: http://www.gamerdna.com/quizzes/bartle-test-of-gamer-psychology

Values & Rewards

Intrinsic Values Extrinsic Rewards


Values & Rewards

Intrinsic Values Extrinsic Rewards
 Belonging  Points
 Autonomy  Level
 Power  Badges
 Mastery  Quests
 Meaning  Leader-boards
 Learning  Prizes
 Self-Knowledge  Money
 Sex  Gold stars
 Love  Progress bars
 Fun  Smileys
 …  …


Fun Motivators

1. Recognizing Patterns 17. Being a Wise Old Man 33. Relaxing
2. Collecting 18. Being a Rebel 34. Experiencing the Freakish
3. Finding Random Treasures 19. Being the Magician, a keeper or Bizarre
4. Achieving a Sense of of secret knowledge 35. Being Silly
Completion 20. Being the Ruler 36. Laughing
5. Gaining Recognition for 21. Pretending to Live in a 37. Being Scared
Achievements Magical Place 38. Strengthening a Family
6. Creating Order out of Chaos 22. Listening to a Story Relationship
7. Customizing Virtual Worlds 23. Telling Stories 39. Improving One’s Health
8. Gathering Knowledge 24. Predicting the Future 40. Imagining a Connection
9. Organizing Groups of 25. Competition with the Past
People 26. Psychoanalyzing 41. Exploring a World
10. Noting Insider References 27. Mystery 42. Improving Society
11. Being the Centre of 28. Mastering a Skill 43. Enlightenment
Attention 29. Exacting Justice and
12. Experiencing Beauty and Revenge
Culture 30. Nurturing
13. Romance 31. Excitement
14. Exchanging Gifts 32. Triumph over Conflict
15. Being a Hero
16. BeingJon Radoff – Game On
Source: a Villain


Gamification @ others – Siemens PlantVille


Gamification @ others – IBM


Gamification @ others – The Guardian


Gamification @ others – GuttenPlag Wiki


Gamification – PowerHouse


Gamification @ SAP – SAP Community Networks


Gamification @ SAP – Vampire Hunter


Gamification @ SAP – Lead Management


The disruptive business platform


The Holistic Strategy

Achievements

Communication tools & channels
Developer tools

DevStudio

ABAP Workbench

Business Applications
Office tools
Processes

Travel Expense Call Center
System

Leave Request
…

Gamification Platforms

CRM Loyalty

Universalists Social

HCM

Support & QA

Sustainability
Full list: http://enterprise-gamification.com/index.php/en/resources/platforms

Leveling up – Gamification Gurus

Byron
Gabe Amy Jo Kim Reeves
Zichermann

Jane Sebastian
McGonigal Deterding


Leveling up – Books


Game On!

Mario Herger
Email: mario.herger@gmail.com | mario.herger@sap.com
Twitter: @mherger
Web: www.enterprise-gamification.com
Community: www.gamificationcommunity.com

Enterprise Gamification

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