1.
Stephen Dale @stephendale
Unless otherwise noted, this work is licensed under a Creative Commons
Attribution-NonCommercial-ShareAlike 3.0 Unported License.
www.collabor8now.com

2.
The challenge for you…..
• Does gamification have a place as an effective
business change agent?
• Can gamification encourage more effective
knowledge sharing behaviours and better
employee engagement within and across
the/your organisation?

3.
Gamification is
not.....
Gamification is.....
The process of applying
game elements to non-
game applications in
order to drive
participation

4.
Is It all Hype?
Gamification
source http://www.gartner.com/newsroom/id/2575515

5.
Some Statistics
• 80% Percent of Current Gamified Applications Will Fail to Meet Business
Objectives Primarily Due to Poor Design (Source: Gartner)
• Projected gamification growth to reach $5 billion ( £3 billion) by 2018
(Source: Mind Commerce)
• In 2015, over 2,000 global organisations will deploy gamification applications
for employee performance, healthcare, marketing and training. (Source:
Gartner)
• 80% of 2000 global organisations “will have gamified applications and/or
processes” by 2017. (Source: Mind Commerce)
• 50% of innovation practices will be gamified by 2015 (Source: Gartner)
• 40% of all gamers are women (Source: Reality is Broken, Jane McGonigal)
• 1 in 4 gamers is aged over 50 (Source: Reality is Broken, Jane McGonigal)

6.
Gamification – potential benefits
What benefits can a company hope to
achieve using gamification?
- Increase the motivation and productivity of
their employees
- Align the expectations of workers with the
company’s objectives
- Inform the workers of all the new initiatives
of the company
- Convert the workers into advocates of the
company

7.
For a behaviour to change you have to have
a trigger, the ability to do the behaviour, and
motivation.
Motivation and ability are trade-offs:-
Low ability requires more motivation.
Low motivation means making behaviour steps really
small.
Overlaid motivational rewards (red and blue lines)
will give the user the feeling that they're working
toward something.

8.
Typical components of a
gamified application
• Points – allocated for specific high-value behaviours and achievements
• Achievements – provide positive reinforcement for high value behaviours
• Levels – provide a gateway to new challenges
• Missions – used to create a set of behaviours that enable users to unlock
specific rewards
• Contests – missions that reward those who finish most quickly or effectively
• Leaderboards – introduce a sense of competition
• Notifications – to encourage engagement when users perform a desired
action
• Anti-gaming mechanics – used to set limits on how often a behaviour can be
rewarded.

9.
Gamification Techniques For Online
Communities
Badges: Use to promote participation and reward employees and/or
customers for reaching specific goals. For example, award a welcome
badge for joining the community. Display earned badges on the
member’s personal profile page.
Points: Use to encourage engagement, collaboration and participation
in online conversations. This could decrease support costs as more
members look to the community for help.
Campaigns. Use to encourage member participation. Track and
monitor members' activities and let them know their current status,
sending them information about how many points they need to achieve
the next level (e.g. guru status).
Leaderboards: Points could be used for building leaderboards,
which can boost a member's reputation, or be used as a currency,
e.g. exchanged for products, services or some other benefit.

10.
Some Examples
Part of a growing trend for ‘wearable technology’ that tracks and
reports on daily activities, e.g. number of steps walked, number of
calories burnt etc. Additional motivational incentives include
comparing activity results with friends or participating in
community groups challenges.
Clubcards/Loyalty cards that influence shopping habits by giving
rewards.
Gamifiaction to help solve world hunger. FreeRice created a
quiz game where each time you answered a question correctly,
FreeRice will buy 10 grains of rice, which are paid for by the
sponsors of the site.

11.
More Examples
AstraZeneca introduced a game-based
learning to teach its agents about a new
medicine. Users have to earn points to be
the first to reach a Stadium, which
represents the official launch event of the
medicine. In the web game, agents can get
points by answering quiz and playing
different mini-games focused on the
features of a new product. AZ reported a
97 percent engagement rate and 95
percent of the users completed each
teaching session.
http://www.youtube.com/watch?v=qsl9NjyVpHY
SickKids needed to find a way to encourage young cancer
patients to fill out detailed reports daily. Using an iPhone App
they gave them some control over their pain and give doctors the
tools they need to understand the experience of pain from a
child's perspective.

12.
Engagement Motivators
Gamifying with Dr. Amy Jo Kim's Social Engagement Verbs Credit: Amy Jo Kim, Ph.D.
http://amyjokim.com/2012/09/19/social-engagement-whos-playing-how-do-they-like-to-engage/

13.
Extrinsic & Intrinsic
Motivators
Extrinsic Intrinsic
Money Recognition
Points/Badges/Trophies Personal Achievement
Prizes Responsibility
Penalties Power
Quests Fun
Progress bars Mastery

14.
Points Mean Prizes!
#Poi
nts
Activity
10 Post a correct answer to a question
5 Have your reply marked as a decision
5 Have someone follow you
5 Post a helpful response
3 Create a document
3 Follow another user
3 Mark something as a decision
2 Comment on an idea
2 Create a blog post
2 Create a discussion
2 Create an idea
2 Have someone ‘like’ something you’ve posted
2 Reply to a discussion
1 Attend an event
1 Vote on an idea
Data extracted from the gamification module of a
leading collaborative platform
Valued Collaborator Badge

15.
More On Intrinsic Reward
Mechanisms

16.
…don’t rush in...
Gamification should be well understood and planned
out prior to implementation. Some questions to
consider asking during the planning process include:
•Be sure your organisation’s goals for using gamification
are clear.This is an especially important step to take
before getting too deep into the effort. It is far better
to determine all of the goals of a gamification
programme during the beginning stages.
•Think carefully about your company culture.What
types of rewards will motivate employees, and how can
you build out a recognition programme that ties into
the prevailing culture?

17.
Rewards...money isn’t
everything
Points could be redeemed for a day off or a team
“happy hour”.
Changing the rewards system periodically will ensure
employees remain engaged and not get bored with the
same-old options.
Focus on activities first, and outcomes second.
Don’t “game”the workers. Companies need to design
game systems that enhance work, and not to exploit
their workers.

18.
Who are the players?

19.
Further Reading & References
• The BartleTest of Gamer Psychology: http://en.wikipedia.org/wiki/Bartle_Test
• Gamifying with Dr Amy Jo Kim’s Social EngagemementVerbs:
http://amyjokim.com/2012/09/19/social-engagement-whos-playing-how-do-they-like-to-
engage/
• Making work fun or making fun of work: Steve Dale, Business Information Review June 2014
http://bir.sagepub.com/content/31/2/82
Play at Work: how games
inspire break-through thinking.
Adam L Penenberg
Unlocking the power of
game dynamics in business
and in life. Aaron Dignon

20.
Discussion:What do you
think?
• Does gamification have a place as an effective business
change agent?
• Can gamification encourage more effective knowledge
sharing behaviours and better employee engagement
within and across the/your organisation?

21.
Unless otherwise noted, this work is licensed under a Creative
Commons Attribution-NonCommercial-ShareAlike 3.0
Unported License.
Email: steve.dale@collabor8now.com
Twitter: @stephendale, @collabor8now
Profile: http://about.me/stephendale
“I was gratified to be able to
answer promptly, and I did. I said
I didn’t know.”
― Mark Twain
www.collabor8now.com