Gamification for Business, Training and Education
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Gamification is the concept of applying game techniques to non-game environments. In the past few years, gamification tactics have expanded upon early customer loyalty programs and have applied techniques from games such as story, levels, competition, leaderboards, and challenges to increase customer and employee engagement. Beyond marketing, gamification is being used to motivate learners in education, impact behavior change in healthcare, and motivate actions and performance in business.
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Gamification for Business, Training and Education
- 1. Andy Petroski Director & Assistant Professor of Learning Technologies apetroski@harrisburgu.edu @apetroski http://www.harrisburgu.edu/learningtechnologies http://www.harrisburgu.edu/caelt http://www.slideshare.net/apetroski
- 2. Gamification the concept of applying game-design thinking to non-game applications to make them more fun and engaging
- 3. Gamification
- 4. brush teeth recycle What have you done today? complete an expense report walk the stairs
- 10. But wait… • Creating these types of games is hard work (so what else is new) • Just adding points and badges doesn’t make something fun and an improperly balanced reward system will negatively effect the behavior you are trying to address. • The true magic happens when a player succeeds in a challenge which seemed (or was) daunting and beyond their skill level. • Players are motivated by different things. So we have to consider different experiences for varying player types. Too frustrating Too easy
- 11. Design A Gamified Experience 1. Who is your audience and what motivates them? 2. What kind of rewards appeal to your customers? 3. How will the game mechanics work in your overall strategy? 4. How will you measure the success of your program?
- 12. Gamify Lunch
- 13. Some facts… • 2011 Gartner Research Report it is estimated that by 2015, more than 50% of organizations that manage innovation processes will gamify those processes. • The trend has been picking up major momentum over the last two years and has gained support from industry heavy weights such as Bing Gordon, Al Gore, J.P. Rangaswami, Chief Scientist of Salesforce.com, and many more. Al Gore talks about how "Games are the new normal" and the power of Gamification at the 2011 Games for Change Festival.
- 14. “In some ways it is a fad – adding points and badges in tacky ways, looking at ‘gamification’ as an easy way to make boring things seem interesting – that is a fad. However, the idea of designing business processes so that those who engage in them find them more intrinsically rewarding – that is a long term trend.” - Jesse Schell, CEO Schell Games
- 15. Resources • Vendors – Bunchball, Badgeville, BigDoor, SCVNGR, CrowdTwist, Natron Baxter
- 16. Resources • • • • • PearlTrees - http://bit.ly/IhdQod Jesse Schell – The Pleasure Revolution http://bit.ly/J15rbp Gabe Zicherman - http://bit.ly/IUiWFZ Gamification.org/wiki Concept of “Flow” by Mihaly Csikszentmihalyi - bit.ly/conceptofflow
- 17. Resources • 8 Tips to Create a Killer Gamification Strategy http://bit.ly/15bhbi7 • Harrisburg University www.harrisburgu.edu/learningtechnologies – – – – Graduate courses Workshops Center for Advanced Entertainment & Learning Technologies www.harrisburgu.edu/caelt 4 on the 4th at 4 http://444.harrisburgu.edu
- 18. Andy Petroski Director & Assistant Professor of Learning Technologies apetroski@harrisburgu.edu @apetroski http://www.harrisburgu.edu/learningtechnologies http://www.harrisburgu.edu/caelt http://www.slideshare.net/apetroski
- 19. Graduate Programs • • • • Analytics (room 1463) Information Systems Engineering & Management (room 1464) Learning Technologies (Auditorium) Project Management (room 1462)
Notas do Editor
- Gamification Center for Advanced Entertainment and Learning Technologies LTMS Program - Concentration in Serious Games & Simulations
- Gamification is the concept of applying game techniques to non-game environments. It emerged from customer loyalty programs based primarily on number of purchases. In the past few years, marketers have expanded upon early customer loyalty programs and applied techniques from games (story, levels, competition, leaderboards, challenges, etc.) to increase customer engagement, loyalty and, ultimately, purchases & satisfaction. Unlike basic marketing techniques that depended on purchase frequency or amount to trigger rewards, gamification is often a more frequent reward system with ongoing rewards coming in the form of what is traditionally gameplay feedback. Beyond marketing, gamification is being used to motivate learners in education and impact behavior change in healthcare.
- PAUSE FOR QUESTIONS Loyalty program, getting people to make a choice in your favor when all competing choices are equal 1900 sugar merchants, buy 10 lbs get one more free 1930 S&H green stamp programs, save enough and redeem for stuff (first virtual currency, and was variable to the end-user) 1981 American Airlines, drives loyalty using status 2005 no redemption, you can’t convert farmville credits to cash. Farmville no real-world redemption Behavioral economics, “word of mouth” marketing – no one knows how it really works. But in order for me to tell you how much I like a product I need to share my experience with you. And sell you on the product, or actually sell you on the reliability of the manufactoruer (elavating my personal status). In the modern era, loyalty choices are now open to the public, via online networks and social sharing sites. There is now a process for the behavior social economics, it’s more structured because decision are made public. So users can freely share their impressions (both positivley and negatively) of your brand in a semi-open forum. And through this relationship a user’s personal status elevated, It’s also interesting to note that successful redemption programs reward players with status, not cash. Look at reality TV shows, the players are offered cash, but they are really playing for attention and status. Top Chef, Cupcake Wars, … not enough to start a business, but winning gains status which can be used to build revenue around a brand.
- Think of some ways that
- http://www.youtube.com/watch?v=2lXh2n0aPyw The fun theory is a thought that something as simple as fun is the easiest way to change people’s behavior for the better. Fun Theory 66% more people took the stairs Juicy Feedback Do the fun theory activity
- 5 minutes Four Square - https://foursquare.com/ How many of you are on FourSquare? There is video explaining four square on the home page of the web site. http://www.youtube.com/watch?v=DFXzyJ8mUh4 http://www.youtube.com/watch?v=BkfWdwLUZJ4 Nike+ - http://nikerunning.nike.com/nikeos/p/nikeplus/en_US/plus/?1328992102767/#//dashboard/ Click on video under Run Smarter at the bottom of the page for an overview video Upload data from USB drive in wrist band Set goals and compete against millions of other Nike+ users Kahn Academy - http://www.khanacademy.org/about Every time you work on a problem or watch a video, the Khan Academy remembers what you've learned and where you're spending your time. We keep all of this data private but expose powerful statistics to each user and their coaches. You get at-a-glance information about everything you've been learning and whether or not you've been hitting your goals.You can drill all the way down from a bird's-eye view of your profile into each and every exercise problem that you've ever worked on. You'll see real, hard data about your increasing mastery of math. We're full of game mechanics. As soon as you login, you'll start earning badges and points for learning. The more you challenge yourself, the more bragging rights you'll get.We've heard of students spending hour after hour watching physics videos and 5th graders relentlessly tackling college-level math to earn Khan Academy badges. Some of the smaller badges are very easy, but the most legendary badges might require years of work. http://www.khanacademy.org/badges/view Show these six (6) examples ============ Chore Wars http://www.chorewars.com/help.php#what Chore Wars lets you claim experience points for household chores. By getting other people in your house or workplace to sign up to the site, you can assign experience point rewards to individual tasks and chores, and see how quickly each of you levels up. Experience points are tracked both as weekly high-score charts, and as ongoing character sheets - every time you rack up 200XP of chores, your character gains a "level", and their class changes to match the type of chores that they've been doing. Ribbon Hero -Microsoft Office Health Month http://healthmonth.com/home Health Month is a game to help improve your diet, fitness, mental health, relationship health, and financial health – while enjoying it! Health Month is about taking the SCIENCE of nutrition and behavior change and combining it with the SOCIAL GAMES of the recent social web to help people improve their health habits in a fun and sustainable way. Stack Overflowhttp://stackoverflow.com/help/badgesBesides gaining reputation with your questions and answers, you receive badges for being especially helpful. Badges appear on your profile page, flair, and your posts. RecycleBank https://www.recyclebank.com/how-to-earn/ Earn points and get rewards for living green Tmobile http://www.bunchball.com/news/t-mobile-dials-employee-engagement-1000-percent-after-deploying-bunchball-powered-jive-advanced SuperBetterhttps://www.superbetter.com/about Rescue Time https://www.rescuetime.com/# Foodzy https://foodzy.com/ Zamzee https://www.zamzee.com/
- Andy Our approach for the day What is a multiplayer classroom? Multiplayer Classroom is a concept from Lee Sheldon Why move to the a multiplayer classroom design? What does a multiplayer classroom look like? What are the results of the multiplayer classroom approach?
- Finish by 12:43 Gameplay Any type of gameplay should have an element of fun. But, Games are not inherently fun; fun doesn’t just happen. It is carefully planned, designed, iterated upon and executed. Most games are composed of the following elements: Story (what happened before I started playing, what information do the players need to begin…) [except in abstractions; Flow, Tetris, Peggles, Bejewled, …] Character(s) / Role(s) (who are the cast of characters, what is my role in the world, …) Goal (like movies games follow a structure where the goes on a journey with the purpose of achieving a goal. In some instances the goal is unknown but is revealed to the player during the journey) Obstacle(s) (these are things that players must overcome; a level boss, mastery of a skill, proficiency in a subject area, …) Status / Feedback (reward systems) (what happens when the player overcomes an obstacle, how is advancement expressed [fireworks, gold stars, achievements, pay increase,] most often this feedback is related to what motivates the player Levels: are used to validate performance or break content into smaller chunks. Successful games and experiences are interwoven with these elements. It’s when story, challenges, rewards, and achievements are in balance that we perceive the experience as fun.
- Here by 10 minutes 2 minutes on this screen This is an experience process that can result in creating desired behaviors within users. It all centers around a reward system that can be used to motivate a user. Around the reward system we have game mechanics which can be used to engage users in the loop. Point systems are important. We see them all the time; money is a point system. But I can’t really tell you how much money I made last year, its just rude. Instead I buy a lot of things to show how much money I have, again elevating my status. Likewise we do the same thing in games. I have a weekly score in Foursquare, and I’ve also collected badges, friends, and certificated in other systems. So this loop describes the process a user needs to perform to stay motivated. And it starts with a challenge, the user must checked-in, watch a video, completed an assessment, or whatever each situation should have a win condition My success is broadcast to the community (via leaderboards or various types, personal badges, and social network updates) These three things all lead to an increase in my status. And in some systems it’s not about the points (well, it’s not the publicly exposed point value), but instead it’s the signalling of the points (size of kingdom, number of crops, amount of acquired loot) It all seems pretty straightforward, but the game play element is the key.
- As humans we naturally explore given choices if we believe it is worth the effort. Motivate players with appropriate rewards and then teach them to do what you want. Layer the experience with challenges that are new, with tasks that take time to mature. In the Foursquare example no task or challenge is dependent upon completing one another. I can be working on my “long term” Warhol badge (checking in at your 10th art museums) and a “one shot” School Night badge (checking-in after 3a on a school night) at the same time.
- 4 Important Questions You Have To Answer As You Design A Gamified Learning Experience Who is your audience and what motivates them? What kind of rewards appeal to your customers? How will the game mechanics work in your overall strategy? How you will measure the success of your program?
- Here by 12:55 PM Identify the key metrics, be careful not to over promise What are the players hopes fears and anxieties. By understanding the player as a whole, we can design an emotional context around the experience Our player is a playful individual.
- Create a worksheet for gamifying lunch Use whiteboard in the room, etc.
- Gamification works to engage and motivate users. But it is not a magic elixer.
- Here by 1:15 PM
- Gamification Center for Advanced Entertainment and Learning Technologies LTMS Program - Concentration in Serious Games & Simulations