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Enterprise Gamification – Exploiting People by Letting Them Have Fun [PARC Forum]

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PARC Forum Presents: Using game mechanics and game design techniques in non-game contexts like business applications have shown significant increases in user engagement, and increased the ROI and other metrics. In this talk we will learn what business can learn from Angry Birds. We will shatter stereotypes about games, show what gamified applications you already use, give you some facts and figures on the impact of gamification on results, and highlight examples in the corporate world.

Mario Herger is a Senior Innovation Strategist at SAP Labs in Palo Alto, California and Global Head of the Gamification Initiative at SAP. He has worked in the past as developer, development manager, architect, product manager and other roles on a series of new SAP products. He has been driving communities for more than 15 years, including innovative topics at SAP, like Visual Composer, Business Process Experts, mobile and gamification.

In his work as head of the Gamification Initiative at SAP he has encountered and supported gamification efforts in the enterprise from multiple levels and departments, like Sustainability, On Demand, Mobile, HR, Training & Education, Banking etc. He has driven the awareness around gamification inside and outside SAP by organizing and leading innovation events around this topic, holding full day gamification workshops, working with gamification platform- & service-providers and game studios, consulting and advising organizations, and by incorporating gamification into SAP's strategy.

He has a Ph.D. in Chemical Engineering from the Vienna University of Technology and an undergraduate degree in International Business Management from the Vienna University of Economy.

He recently played through all levels of the iPad game Air Attack and currently works with his five year old son on reaching the final level of Angry Birds in Space.

Publicada em: Tecnologia, Diversão e humor
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Enterprise Gamification – Exploiting People by Letting Them Have Fun [PARC Forum]

  1. 1. Enterprise GamificationExploiting users by letting them have funMario Herger – 2013 SAP Labs LLCwww.enterprise-gamification.com | www.gamificationcommunity.com | @mherger
  2. 2. © 2012 Mario Herger. All rights reserved. 2www.enterprise-gamification.com | www.gamificationcommunity.com
  3. 3. © 2012 Mario Herger. All rights reserved. 3www.enterprise-gamification.com | www.gamificationcommunity.com
  4. 4. © 2012 Mario Herger. All rights reserved. 4www.enterprise-gamification.com | www.gamificationcommunity.com
  5. 5. © 2012 Mario Herger. All rights reserved. 5www.enterprise-gamification.com | www.gamificationcommunity.com
  6. 6. © 2012 Mario Herger. All rights reserved. 6www.enterprise-gamification.com | www.gamificationcommunity.comPhunny 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 &Afghanistan when off-duty: Halo, Call of Duty
  7. 7. © 2012 Mario Herger. All rights reserved. 7www.enterprise-gamification.com | www.gamificationcommunity.comGame WorkTasks repetitive, but fun repetitive and dullFeedback constantly once a yearGoals clear contradictory, vaguePath to Mastery clear unclearRules clear, transparent unclear, in-transparentInformation right amount at the righttimetoo much and not enoughFailure expected, encouraged,spectacular, brag about itforbidden, punished, don’ttalk about itStatus of Users transparent, timely hiddenPromotion meritocracy kiss-up-o-cracyCollaboration yes yesSpeed/Risk high lowAutonomy high mid to lowNarrative yes only if you are luckyObstacles on purpose accidentalThe Grass is Greener…
  8. 8. © 2012 Mario Herger. All rights reserved. 8www.enterprise-gamification.com | www.gamificationcommunity.comQuotes“The opposite of play isnt work, it’s depression.”Brian Sutton-Smith“Fun is just another word for learning.”Raph Koster“Games are giving us unnecessary obstaclesthat we volunteer to tackle.”Jane McGonigal
  9. 9. © 2012 Mario Herger. All rights reserved. 9www.enterprise-gamification.com | www.gamificationcommunity.comWhat’s Gamification?Gamification is the use ofgame design techniques & mechanicsto solve problems and engage audiences.Gamification strives to encourage usersto engage in desired behaviorsin connection with non-game applications.Source: Wikipedia http://en.wikipedia.org/wiki/Gamification
  10. 10. © 2012 Mario Herger. All rights reserved. 10www.enterprise-gamification.com | www.gamificationcommunity.comGamification MatrixPlay Game Serious Simulation GamificationSpontaneous ✔ ✖ ✖ ✖ ✖Rules ✖ ✔ ✔ ✔ ✔Goals ✖ ✔ ✔ ✔ ✔Structured ✖ ✔ ✔ ✔ ✔Real WorldOutcome✖ ✖ ✖ ✖ ✔In-System(writ-large)✖ ✖ ✖ ✖/✔ ✔
  11. 11. © 2012 Mario Herger. All rights reserved. 11www.enterprise-gamification.com | www.gamificationcommunity.com
  12. 12. © 2012 Mario Herger. All rights reserved. 12www.enterprise-gamification.com | www.gamificationcommunity.comGamified apps that you (may) have playedFrequent Flyer Programs
  13. 13. © 2012 Mario Herger. All rights reserved. 13www.enterprise-gamification.com | www.gamificationcommunity.comGamified apps that you (may) have playedIntuit - TurboTax
  14. 14. © 2012 Mario Herger. All rights reserved. 14www.enterprise-gamification.com | www.gamificationcommunity.comGamified apps that you (may) have playedLinkedIn XING
  15. 15. © 2012 Mario Herger. All rights reserved. 15www.enterprise-gamification.com | www.gamificationcommunity.comGamified apps that you (may) have playedEVs & Hybrids – Prius, Nissan Leaf, Chevy Volt, Fiat, Ford
  16. 16. © 2012 Mario Herger. All rights reserved. 16www.enterprise-gamification.com | www.gamificationcommunity.comGamified apps that you (may) have playedAmazon
  17. 17. © 2012 Mario Herger. All rights reserved. 17www.enterprise-gamification.com | www.gamificationcommunity.comGamified apps that you (may) have playedNike+
  18. 18. © 2012 Mario Herger. All rights reserved. 18www.enterprise-gamification.com | www.gamificationcommunity.comGamification – Zombies Run!
  19. 19. © 2012 Mario Herger. All rights reserved. 19www.enterprise-gamification.com | www.gamificationcommunity.comContrex [Video]
  20. 20. © 2012 Mario Herger. All rights reserved. 20www.enterprise-gamification.com | www.gamificationcommunity.comThe Gartner Hype Cycle
  21. 21. © 2012 Mario Herger. All rights reserved. 21www.enterprise-gamification.com | www.gamificationcommunity.com$0$500$1,000$1,500$2,000$2,500$3,0002011 2012 2013 2014 2015 2016MillionsEnterprise Gamification Market“If a company like SAP can not just reach these users, but engage them in agamified experience that is compelling and fun, SAP can potentially make userssomething more than just users: they can be participants in a communityenvironment where that old coercive model of engagement is a thing of the past.”M2 Researchwill have at leastone gamifiedapplication by201470 %Global 2000will gamifyinnovationprocesses by201550 %InnovatorsA little fun can go a long way, especially in the enterprise.Joshua Greenbaum, February, 2011”SAP Plays Games with the Analysts, and the Gamification of the Enterprise Begins” GartnerGamification Software Market: $2.8B by 2016Enterprise Gamification Software Market: 38% in 2012 = $92Miowill use gamificationas primary vehicleto transformbusiness operationsby 2015Global 100040 %
  22. 22. © 2012 Mario Herger. All rights reserved. 22www.enterprise-gamification.com | www.gamificationcommunity.comCommon 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
  23. 23. © 2012 Mario Herger. All rights reserved. 23www.enterprise-gamification.com | www.gamificationcommunity.comThe Schopenhauer Truth Hype CycleEvery truth passes through 3 stages before it is recognized:1. In the first it is ridiculed.2. In the second it is opposed.3. In the third it is regarded as self-evident.
  24. 24. © 2012 Mario Herger. All rights reserved. 24www.enterprise-gamification.com | www.gamificationcommunity.comGamification Facts & Figures 1 of 7FoldIt -> 46,000 players solved problem in 10 days(scientists had failed 15 years to solve it)Sources: http://fold.ithttp://enterprise-gamification.com/index.php/en/facts
  25. 25. © 2012 Mario Herger. All rights reserved. 25www.enterprise-gamification.com | www.gamificationcommunity.comGamification Facts & Figures 2 of 7Bottle Bank Arcade -> 50x more usage than nearby bottle returnSources: http://www.thefuntheory.com/bottle-bank-arcade-machinehttp://enterprise-gamification.com/index.php/en/facts
  26. 26. © 2012 Mario Herger. All rights reserved. 26www.enterprise-gamification.com | www.gamificationcommunity.comGamification Facts & Figures 3 of 7Chevrolet Volt -> 53% reduction in speeding carsSources: https://seogadget.co.uk/5-new-examples-of-gamification/http://enterprise-gamification.com/index.php/en/facts
  27. 27. © 2012 Mario Herger. All rights reserved. 27www.enterprise-gamification.com | www.gamificationcommunity.comGamification Facts & Figures 4 of 7Restaurant -> 3.1% sales increase, 12% increase in gratuitiesSources: https://seogadget.co.uk/5-new-examples-of-gamification/http://enterprise-gamification.com/index.php/en/facts
  28. 28. © 2012 Mario Herger. All rights reserved. 28www.enterprise-gamification.com | www.gamificationcommunity.comGamification Facts & Figures 5 of 7Piano Staircase -> 66% more people used staircaseSources: http://www.thefuntheory.com/piano-staircasehttp://enterprise-gamification.com/index.php/en/facts
  29. 29. © 2012 Mario Herger. All rights reserved. 29www.enterprise-gamification.com | www.gamificationcommunity.comGamification Facts & Figures 6 of 7Sales Events -> Event reporting up from 50 to 85 per week; after game up >10%Sources: http://ideas.salescontestbuilder.com/http://enterprise-gamification.com/index.php/en/facts
  30. 30. © 2012 Mario Herger. All rights reserved. 30www.enterprise-gamification.com | www.gamificationcommunity.comGamification Facts & Figures 7 of 7Call Center -> 15% call time reduced, 8-12% increased salesSources: http://online.wsj.com/article/SB10001424052970204294504576615371783795248.htmlhttp://enterprise-gamification.com/index.php/en/facts
  31. 31. © 2012 Mario Herger. All rights reserved. 31www.enterprise-gamification.com | www.gamificationcommunity.comToilet Seat [Video]
  32. 32. © 2012 Mario Herger. All rights reserved. 32www.enterprise-gamification.com | www.gamificationcommunity.comFlow – “keeping the balance”Mihaly Csikszentmihalyi: Flow: The Psychology of Optimal Experience, 1991Beyond Boredom and Anxiety: Experiencing Flow in Work and Play, 1975
  33. 33. © 2012 Mario Herger. All rights reserved. 33www.enterprise-gamification.com | www.gamificationcommunity.comGame Mechanics - ExamplesSCVNGR: http://techcrunch.com/2010/08/25/scvngr-game-mechanics/Gamification.org: http://gamification.org/wiki/Game_Mechanics
  34. 34. © 2012 Mario Herger. All rights reserved. 34www.enterprise-gamification.com | www.gamificationcommunity.comGame Mechanics (full & barely legible list)SCVNGR: http://techcrunch.com/2010/08/25/scvngr-game-mechanics/1. Achievement2. Appointment Dynamic3. Avoidance4. Behavioral Contrast5. Behavioral Momentum6. Blissful Productivity7. Cascading Information Theory8. Chain Schedules9. Communal Discovery10. Companion Gaming11. Contingency12. Countdown13. Cross Situational Leaderboards14. Disincentives15. Endless Games16. Envy17. Epic Meaning18. Extinction19. Fixed Interval Rewards Schedules20. Fixed Ratio Rewards Schedule21. Free Lunch22. Fun Once, Fun Always23. Interval Reward Schedules24. Lottery25. Loyalty26. Meta Game27. Micro Leader-board28. Modifiers29. Moral Hazard of Game Play30. Ownership31. Pride32. Privacy33. Progression Dynamic34. Ratio Reward Schedules35. Real-time v. Delayed Mechanics36. Reinforcer37. Response38. Reward Schedules39. Rolling Physical Goods40. Shell Game41. Social Fabric of Games42. Status43. Urgent Optimism44. Variable Interval Reward Sched.45. Variable Ratio Reward Schedule46. Viral Game Mechanics47. Virtual Items
  35. 35. © 2012 Mario Herger. All rights reserved. 35www.enterprise-gamification.com | www.gamificationcommunity.comSkill LevelRookieLevelofExpertiseRegularMasterOnboardingHabit-buildingMasteryTeachingChallenge CreationSource: Amy Jo Kim - http://amyjokim.com/
  36. 36. © 2012 Mario Herger. All rights reserved. 36www.enterprise-gamification.com | www.gamificationcommunity.comBartle’s Player TypesAchieverSocializerKillerExplorer<1%~80% ~10%~10%Selftest: http://www.gamerdna.com/quizzes/bartle-test-of-gamer-psychologyActingWorldPlayersInteracting
  37. 37. © 2012 Mario Herger. All rights reserved. 37www.enterprise-gamification.com | www.gamificationcommunity.comMotivationIntrinsicExtrinsiccomes from theoutside of anindividualdriven by an interestexists within anindividualBelongingnessAutonomyPowerMasteryMeaningLearningSelf-KnowledgeSexLoveFun…PointsLevelBadgesQuestsLeader-boardsPrizesMoneyGold starsProgress barsSmileys…
  38. 38. © 2012 Mario Herger. All rights reserved. 38www.enterprise-gamification.com | www.gamificationcommunity.comFun MotivatorsSource: Jon Radoff – Game On1. Recognizing Patterns2. Collecting3. Finding Random Treasures4. Achieving a Sense ofCompletion5. Gaining Recognition forAchievements6. Creating Order out of Chaos7. Customizing Virtual Worlds8. Gathering Knowledge9. Organizing Groups ofPeople10. Noting Insider References11. Being the Centre ofAttention12. Experiencing Beauty andCulture13. Romance14. Exchanging Gifts15. Being a Hero16. Being a Villain17. Being a Wise Old Man18. Being a Rebel19. Being the Magician, a keeperof secret knowledge20. Being the Ruler21. Pretending to Live in aMagical Place22. Listening to a Story23. Telling Stories24. Predicting the Future25. Competition26. Psychoanalyzing27. Mystery28. Mastering a Skill29. Exacting Justice andRevenge30. Nurturing31. Excitement32. Triumph over Conflict33. Relaxing34. Experiencing the Freakishor Bizarre35. Being Silly36. Laughing37. Being Scared38. Strengthening a FamilyRelationship39. Improving One’s Health40. Imagining a Connectionwith the Past41. Exploring a World42. Improving Society43. Enlightenment
  39. 39. © 2012 Mario Herger. All rights reserved. 39www.enterprise-gamification.com | www.gamificationcommunity.comGamification @ others – Siemens PlantVille
  40. 40. © 2012 Mario Herger. All rights reserved. 40www.enterprise-gamification.com | www.gamificationcommunity.comGamification – Waze
  41. 41. © 2012 Mario Herger. All rights reserved. 41www.enterprise-gamification.com | www.gamificationcommunity.comGamification @ SAP – SAP Community Networks
  42. 42. © 2012 Mario Herger. All rights reserved. 42www.enterprise-gamification.com | www.gamificationcommunity.comGamification – Codecadamy
  43. 43. © 2012 Mario Herger. All rights reserved. 43www.enterprise-gamification.com | www.gamificationcommunity.com
  44. 44. © 2012 Mario Herger. All rights reserved. 44www.enterprise-gamification.com | www.gamificationcommunity.comInnovation Market
  45. 45. © 2012 Mario Herger. All rights reserved. 45www.enterprise-gamification.com | www.gamificationcommunity.comGamification – Shanghai Border Control
  46. 46. © 2012 Mario Herger. All rights reserved. 46www.enterprise-gamification.com | www.gamificationcommunity.comGamification @ SAP – Vampire Hunter
  47. 47. © 2012 Mario Herger. All rights reserved. 47www.enterprise-gamification.com | www.gamificationcommunity.comThe disruptive business platform
  48. 48. © 2012 Mario Herger. All rights reserved. 48www.enterprise-gamification.com | www.gamificationcommunity.comThe Holistic StrategyAchievementsCommunication tools & channelsABAP WorkbenchDevStudioDeveloper toolsLeave RequestBusiness ApplicationsTravel ExpenseSystemCall Center…ProcessesOffice tools
  49. 49. © 2012 Mario Herger. All rights reserved. 49www.enterprise-gamification.com | www.gamificationcommunity.comGamification PlatformsUniversalistsFull list: http://enterprise-gamification.com/index.php/en/resources/platformsSocialSustainabilityLoyaltySupport & QAHCMCRM
  50. 50. © 2012 Mario Herger. All rights reserved. 50www.enterprise-gamification.com | www.gamificationcommunity.comLeveling up – THE BookEnterprise GamificationExploiting people by letting them have fun.The Guide to Happy Birds withGamification.By Mario HergerAvailable June 2013 on Amazon.com 550 pages >200 gamification examples across allindustries and functional areas 60+ gamification platforms and technologiespresented 200 pages how to gamify Everything you need to know to applygamification in the enterprise
  51. 51. © 2012 Mario Herger. All rights reserved. 51www.enterprise-gamification.com | www.gamificationcommunity.comLeveling up – THE Other BookGamification at WorkDesigning Engaging BusinessSoftwareBy Janaki Kumar & Mario HergerAvailable May 2013 130 pages
  52. 52. © 2012 Mario Herger. All rights reserved. 52www.enterprise-gamification.com | www.gamificationcommunity.comLeveling up – BooksSource: http://enterprise-gamification.com/index.php/en/component/content/article/7-office/101-books
  53. 53. © 2012 Mario Herger. All rights reserved. 53www.enterprise-gamification.com | www.gamificationcommunity.comLeveling up – More BooksSource: http://enterprise-gamification.com/index.php/en/component/content/article/7-office/101-books
  54. 54. © 2012 Mario Herger. All rights reserved. 54www.enterprise-gamification.com | www.gamificationcommunity.comLeveling up – Gamification Workshops Online Enterprise Gamification (English) – 3,5 hrs, 20 lectureshttp://www.udemy.com/enterprise-gamification Enterprise Gamification (Deutsch) – 3,5 hrs, 20 lectureshttp://www.udemy.com/enterprise-gamification-deutsch Gamification - Basic Course (English)https://www.coursera.org/course/gamification Classroom Enterprise Gamification (Full Day)http://enterprise-gamification.com/index.php/en/workshops
  55. 55. © 2012 Mario Herger. All rights reserved. 55www.enterprise-gamification.com | www.gamificationcommunity.comEnterprise Gamification Consulting – THE Global TeamMarioHergerYu-kai ChouRomanRackwitzMarigoRaftopoulos
  56. 56. © 2012 Mario Herger. All rights reserved. 56www.enterprise-gamification.com | www.gamificationcommunity.comLeveling up – Your Attitude Explore one new gamified app every week Don’t just superficially skim over it Force yourself to use it over a longer and regular period – e.g. I needed an epiphanyafter weeks of usage to finally get facebook and Pinterest Look at apps that friends/newspapers/websites talk about If you don’t yet know them, try Instagram, Pinterest, Zombie Run, … Play games Find a reason to play games Play with friends Analyze why you like/dislike the game, what makes it addictive… Analyze game mechanics, fun motivators, reward balance, etc. Approach boring situations with a playful attitude Give positive feedback 3x a day Have fun!
  57. 57. Mario HergerEmail: mario.herger@gmail.comTwitter: @mhergerWeb: www.enterprise-gamification.comCommunity: www.gamificationcommunity.comWorkshops: http://enterprise-gamification.com/index.php/en/workshopsGame On!