My longitudinal study shows that the majority of early adopters and innovators of gamification in business applications are no longer invested. I explore six key areas that are critical for the long term development of gamification as a strategic management tool, and challenge the industry to think systemically and explore new horizons by learning from the emerging convergence of technology, media and the arts.
Has Gamification Failed? by Marigo Raftopoulos Gamification Europe 2018
1. The Future of Gamification:
Where to from here?
Marigo Raftopoulos PhD
Strategic Innovation Lab
Gamification Europe, Amsterdam 2018
2. Red Pill
You stay in wonderland
and I show you how deep
the rabbit hole goes.
Blue Pill
The story ends here. You
wake up in your bed and
believe whatever you want
to believe.
Your Choice:
“The Matrix”
7. Innovators & Early Adopters have
dropped gamification
60% of organisations are no longer involved with gamification
6
“It wasn’t for a lack of investment (far from it) it was just a lack of a
compelling and sustained value proposition”.
60%20% 10% 10%
NoneLess Same More
8. 2018
2014
7
Satisfaction levels have declined
Gamification projects have not delivered to expectations over time
Somewhat
Satisfied
Very
Satisfied
Neutral
31%29.5% 33%
6.5%
Somewhat
Dissatisfied
40%
10%
40%
0% 10%
0%
Dissatisfied
9. 8
0% 0% 0% 0%
5% 5% 5% 5%
30%
50%
0%
10%
20%
30%
40%
50%
60%
1/10 2/10 3/10 4/10 5/105 6/10 7/10 8/10 9/10 10/10
Net Promoter Score spread: 2014
0%
10% 10% 10%
0% 0%
20% 20% 20%
10%
0%
10%
20%
30%
40%
50%
60%
1/10 2/10 3/10 4/10 5/105 6/10 7/10 8/10 9/10 10/10
Net Promoter Score spread: 2018
Satisfaction levels have declined
Net Promoter Scores – the business community is sceptical
How likely are you to recommend gamification to a colleague?
10. 9
0%
10% 10% 10%
0% 0%
20% 20% 20%
10%
0%
10%
20%
30%
40%
50%
60%
1/10 2/10 3/10 4/10 5/105 6/10 7/10 8/10 9/10 10/10
Net Promoter Score spread: 2018
Satisfaction levels have declined
Net Promoter Scores – More passives & detractors
How likely are you to recommend gamification to a colleague?
DETRACTORS
PASSIVES
PROMOTERS
DETRACTORS
0% 0% 0% 0%
5% 5% 5% 5%
30%
50%
0%
10%
20%
30%
40%
50%
60%
1/10 2/10 3/10 4/10 5/105 6/10 7/10 8/10 9/10 10/10
Net Promoter Score spread: 2014
11. Perception of gamification has eroded
“Gamification on its own is not a viable business tool.”
10
It’s a fad
that’s peaked
Lost interest.
No buy-in,
not
convincing
Obvious & dull
strategy Business
principles
lacking
Continuous
bad design
13. Reason 1. Lack of leadership support
In their own words:
No focus or interest in the concept
There is now less support in the organisation
Did not fully buy-in in the first place
We were absorbed into the back hole of HR
* Are we reaching the key influencers in organizations?
* How are we not speaking their language? 12
14. Reason 2. Insufficient business value
In their own words:
There was no tangible business value
Gamification has now been absorbed into design and UX
Investment has been transferred to other digital projects, agile & AI
* Have we created a genuine value proposition (do we know how)?
* What part of the sell of gamification did not live up to its expectation?
13
15. Reason 3. Shift in roles or responsibilities
In their own words:
My role had changed and it didn’t include gamification
Didn’t fit into my new responsibilities
Little buy-in in the new position
* Is gamification being perceived as a low-level tactical tool?
* Why is it not transferable?
14
16. How can the gamification industry
improve its professional services?
15
Innovative
Vendors have been
lazy. All platforms
look the same & do
the same thing.
Strategic
Compelling value
proposition. A whole of
business solution is
needed. Target C-suite.
Professional
Honesty and clarity on
what can and can’t be
gamified. It’s not all
about the technology.
17. How can the gamification industry
improve its professional services?
16
Fact-Based
High quality
research. Validated
case studies and
use cases.
Stop the Spin
Stop promising the world.
Don’t mention
gamification. It’s not the
holy grail of engagement.
Full Service Product
It’s too hard dealing with so
many small providers. We need
strategy, design and tech as a
full service offering.
19. This is what they
expected
18
This is what they
received
“Ender’s Game”
20. Experimentation has been narrow
Understanding and focus has been largely tactical and operational (80%)
19
Strategic
(10%)
Different approaches,
different technologies,
experimental designs,
different design teams,
specialist advisory teams,
short & long forms
Different Mechanics (50%)
Used different types of mechanics
(badges, feedback, leaderboards,
challenges, points)
No Exploration
(30%)
No, not really, not yet, didn’t
get around to it, no interest to
explore further
End Uses
(10%)
Used in training, L&D,
teambuilding, innovation,
marketing
21. Key lesson for our industry
20
Strategic
(10%)
Different approaches,
different technologies,
experimental designs,
different design teams,
specialist advisory teams,
short & long forms
• High positive correlation amongst
organisations that take a strategic approach
to gamification & levels of satisfaction
• Tactical gamification leads to lower
satisfaction levels over the long term
22. 21
Some perspective (it’s not all about you)
We are facing significant challenges – (a) Design Issues
xx
• Commoditisation of design
• Demise of ‘design thinking’
• Uncomfortable connection to
the games industry
• Infantalization of business
processes
23. 22
Some perspective (it’s not all about you)
We are facing significant challenges – (b) Macro Issues
xx
• Rise of agile (and the quick cheap
fix) as the next big thing (again)
• New shiny things (AI, blockchain..)
• Predominance of scalability and
platforms
• Short-termism and ‘the Middle’
26. 25
From Player to Professional
How might we better serve industry
needs to ‘create sustainable value’?
StrategicProfessional Fact BasedInnovative Full Service Stop the Spin
27. 26
From Player to Professional
No-one cares that you love games, play
games, design games…
StrategicProfessional Fact BasedInnovative Full Service Stop the Spin
28. 27
Professional
Is my product really
best for this client?
Fact Based
What research am I
conducting or using?
Is it validated?
Stop the Spin
Am I espousing the
same old rhetoric?
Innovative
Am I just providing
more of the same?
Strategic
Am I considering the
systemic issues &
boundary conditions?
Full Service
Am I selling a
complete solution?
From Player to Professional - ASK:
29. 28
The map is not the territory
xx
The map appears more real
than the land (DH Lawrence)
Maps are necessary but
flawed (theories, models,
frameworks, tools)
The map is not reality.
Gamification is not reality. It’s
an abstraction of reality.
It’s not about games
30. 29
Back to first principles
What is at the core of gamification before it was
hijacked by basic behaviouralism and technology?
StrategicProfessional Fact BasedInnovative Full Service Stop the Spin
31. 30
The Ludo Mix – as industry sees it
Is as diverse as the business need – four key categories
Digital Games
Playful Experiences
Serious Games &
Simulations
Gamified Platforms
How do
organisations
play?
Gamification
Taxonomy
How organisations
create stakeholder
value using games,
game elements and
gameful or playful
experiences
Ref: Raftopoulos, Walz & Greuter 2015
32. 31
The Ludo Mix
The rise of tools for understanding
complexity
Digital Games
Playful Experiences
Serious Games &
Simulations
Gamified Platforms
How do
organisations
play?
Escape Rooms
Augmented
Reality
Virtual
Reality
Product Design
Toys/Props,
Robots
Leverage
MMORPGs
Board/Card
Games
ImprovLego Serious
Play
Interactive
Workshops
LARPs, Role-playing,
Gamestorming
Hackathons
Ref: Raftopoulos,
Walz & Greuter 2015
33. 32
The limits of ‘traditional’ gamification
Digital has hit limits to growth for complex problems
Digital Games
Serious Games &
Simulations
Gamified Platforms
• Designer or expert driven
• Closed loop systems
• Persuasive technology push
• ‘System-conform’ default
• Supports the status quo
• Scalable platforms
• Finite games
Buy my product!
Do your job!
Learn your lesson!
Ref: Raftopoulos, Walz & Greuter 2015
34. 33
Filling the experience gap
Focus on curiosity, creativity & capability
Playful Experiences Escape Rooms
Augmented
Reality
Virtual
Reality
Product Design
Toys/Props,
Robots
Leverage
MMORPGs
Board/Card
Games
ImprovLego Serious
Play
Interactive
Workshops
LARPs, Role-playing,
Gamestorming
Hackathons
• Open-ended
• Interpretative
• Interactive
• Co-designed
• Agency
• Creativity
• Infinite games
Ref: Raftopoulos, Walz & Greuter 2015
35. 34
Finite vs Infinite Games
James.P.Carse
Finite
Tactical activities
Rules, boundaries, winners, losers
Seeks power and control
Theatrical. Requires and audience
Infinite
Authentic interaction
Fluid rules & boundaries, experiences
Self-sufficiency & building strength
Dramatic. Requires participation
Where are you (inadvertently) leading your clients with the
gamification you are designing?
36. 35
Understanding Systemic Constraints
Systems & mental models determine behaviour
You are here
Most gamification happens here
Deep problem solving & true innovation comes from down here
Image ref: here
37. 36
Understanding Systemic Constraints
Making informed decisions (ordered systems)
Simple
• Stable processes
• Known knowns in problems/solutions
• Apply ‘best practice’ to fix problems e.g
manufacturing
• Gamification: Rabobank, KPMG, Siemens
Complicated
• Mostly stable
• ‘Known unknowns’ in the system
• Require higher level expertise
• Apply good practice
• Gamification: Nike+, Citi innovation ideation
https://www.linkedin.com/pulse/how-develop-
systems-driven-gamification-strategy-raftopoulos/
38. 37
Understanding Systemic Constraints
Making informed decisions (unordered systems)
Complex
• Turbulent, unpredictable and constantly changing
• Unknown unknowns in the system
• Best or good practice is ineffective
• Knowledge gaps - use probes for ‘sense-making’
• Require safe-fail experimentation
• Gamification: FoldIt
Chaotic
• Conditions & causality is incoherent
• E.g. global financial crisis; emergency response
• Decisive action first, make sense later
• Gamification: Only to prepare! War Rooms, Red
Cross improv; alternate reality games
https://www.linkedin.com/pulse/how-develop-
systems-driven-gamification-strategy-raftopoulos/
39. 38
Gamification needs to be fit for purpose
Critical for creativity, innovation and transformation
Know the difference
Finite Games
Tactical activities
Rules, boundaries, winners, losers
Seeks power and control
Theatrical. Requires and audience
Infinite Games
Authentic interaction
Fluid rules & boundaries, experiences
Self-sufficiency & building strength
Dramatic. Requires participation
42. 41
Minimalist
• Stripped of complex mechanics and gameplay
• Hyperrealism avoided
• No quantifiable systems
• Nothing that can be learned and predicted
• Defy traditional ludic elements
“Dear Esther”
43. 42
Immersive & Experiential
• Narrative driven, symbols, artefacts
• Give the player space to explore, see & feel
• Walk through an ‘installation’ to reflect
• Slow down the pace to enable thinking
• Preparation for complex synthetic worlds?
“Dear Esther”
44. 43
Convergence & augmentation of
media and the arts
• Narrative
• Transmedia
• Participation
• Open ended exploration
• Player, observer, creator
• Explore all angles of ‘reality’
• Navigating complex systems
• Problem solving & reflection
“Somnai”
45. 44
What are the implications for the
evolution of gamification?
“Somnai”
46. 45
• The Map is Not the Territory
• Finite vs Infinite Games
• The Ludo Mix
• Working with Systems &
Complexity
• Explore New Horizons
Summary
From Player to
Professional…
“Journey”
47. Thank you
46
Dr. Marigo Raftopoulos
https://gamification-design-sprint.com
marigo@strategicinnovationlab.com