Some ideas and case studies discussing how gamification can provide a competitive advantage.

1. Twitter:@kkapp
By Karl M. Kapp
Bloomsburg University
Author: Gamification of Learning &Instruction
Visit: www.karlkapp.com
Does Gamification Provide a
Competitive Advantage?

2. To learn the answer…let’s gamify this
presentation.
I’m your host. Ivan.
..and let’s play….

3. Wait, first, what is gamification?

4. Gamification is using game elements in
non-game situations.
I’ll show you some examples as we play the
game.

5. Ok, now let’s play….

6. Fact or Fishy…

7. Wait, how do we play this game?

8. I’ll show you.

9. Rules
• A statement is presented
– Text “fact” plus code
– Text “fishy” plus code
• Text Response:
Take out
your text‐
machines
Standard Texting Fees
Apply!

10. For each question, TEXT
a code to the number
37607
or
For a SmartPhone go to
PollEv.com/karlkapp

11. How To Participate via Texting
1. Capitalization doesn’t matter, but spaces and spelling do
fact01
fishy01
ALRIGHT01
fact01
fact01
Is it Fact or Fishy?
fishy01

12. Capitalization doesn’t matter, but spaces and spelling doTIP
fishy01PollEv.com/karlkapp
SmartPhone: How To Vote via
PollEv.com/karlkapp

13. Two Teams
teama teamb

14. Wait, what team and I on and what
was that number again?

15. Number is 37607 and you…you
should be on team “C”.

17. Question: Fact or Fishy:
How many times a day does the average
person check their cell phone?

19. The average person in the US checks
their cell phone 150 times a day that’s
about 9 times an hour.
People send or receive an
average of 41 text messages
per day.,
Smartphones users spend
over 2.5 hours a day on their
phones—32% of that time
playing games.

20. Wait, let me send a text about that
interesting statistic?

21. Really?Well here are more interesting
statistics…not positive but
interesting.

22. “A study of 2,300 people found only 6%
of organizations are successful in
influencing behavior change among
employees.”
--Al Switzler

23. According to Gallup, 7in 10 American workers are
“not engaged” or “actively disengaged” in their
work.
This means they are emotionally
disconnected from their workplaces
and less likely to be productive.

24. I’m not disengaged….oh look a
squirrel.

25. Gamification is one solution for
influencing behavior change and grabbing
the attention of employees and others.

26. Ok, so next question.
Fact or Fishy:
Gamification works because it’s
fun.

28. Fishy, it works because it’s based
on sound research.

29. Gamification takes advantage of
many powerful instructional and
behavioral phenomenon.
Two such phenomenon are:
Retrieval Practice
Spaced Practice

30. Combining Spaced Retrieval and
Retrieval Practice is really
powerful.
One study in the subject of Anatomy and
Physiology revealed retention benefits of
between 35% and 61% with average of
41%.
Dobson, J. L. (2013) Retrieval practice is an efficient method of enhancing the retention of anatomy
and physiology information Advances in Physiology Education 37: 184–191, 2013;
doi:10.1152/advan.00174.2012

31. Ramachandran, A. et. al. Effectiveness of mobile phone messaging in prevention of type 2 diabetes by lifestyle modification in men in
India: a prospective, parallel‐group, randomised controlled trial The Lancet Diabetes & Endocrinology, Early Online Publication, 11
September 2013 doi:10.1016/S2213‐8587(13)70067‐6
A study using a randomized control group at ten
sites in southeast India with over 500 subjects..
Working Indian men (aged 35—55 years) with
impaired glucose tolerance were randomly
assigned to either a mobile phone messaging
intervention or standard care.

32. Ramachandran, A., et. al.., Effectiveness of mobile phone messaging in prevention of type 2 diabetes by lifestyle modification in men in
India: a prospective, parallel‐group, randomised controlled trial The Lancet Diabetes & Endocrinology, Early Online Publication, 11
September 2013 doi:10.1016/S2213‐8587(13)70067‐6
“Use stairs instead
of an Elevator”
“Avoid snacks while
watching TV; you may
overeat. “

33. Lowered risk of developing
Type 2 diabetes by 36%.
Ramachandran, A., et. al.., Effectiveness of mobile phone messaging in prevention of type 2 diabetes by lifestyle modification in men in
India: a prospective, parallel‐group, randomised controlled trial The Lancet Diabetes & Endocrinology, Early Online Publication, 11
September 2013 doi:10.1016/S2213‐8587(13)70067‐6

34. Fact or Fishy:
Video games can positively influence behavior?

36. Rosenberg, R.S. Baughman, S.L., Bailenson, J.N. (2013) Virtual Superheroes:
Using Superpowers in Virtual Reality to Encourage Prosocial Behavior. PLOS One., 8(1), 1‐9.
Flying around a virtual world
as a superhero made subjects
more helpful in the real
world.orld

37. Rosenberg, R.S. Baughman, S.L., Bailenson, J.N. (2013) Virtual Superheroes:
Using Superpowers in Virtual Reality to Encourage Prosocial Behavior. PLOS One., 8(1), 1‐9.
You know, that’s my alter-ego.
So, how about another example of
pro-social games.

38. A video game for change that provides
a window into the experience of the 2.5
million refugees in the Darfur region of
Sudan. Players must keep their refugee
camp functioning in the face of possible
attack by militias.

40. Playing the game resulted in a greater willingness
to help the Darfurian people than reading a text
conveying same information.
Peng, W., Lee, M., & Heeter. (2010) The effects of a serious game on role taking and willingness to help. Journal of
Communications. 60, 723‐724. Chapter 5 of “The Gamificaiton of Learning and Instruction.

41. Playing the game Darfur is Dying resulted in a
greater role taking and willingness to help than
either game watching or text reading.
Peng, W., Lee, M., & Heeter. (2010) The effects of a serious game on role taking and willingness to help. Journal of
Communications. 60, 723‐724. Chapter 5 of “The Gamificaiton of Learning and Instruction.

42. Fact or Fishy:
Gamification is time consuming to
implement on a daily basis.

45. Pep Boys has over 700 stores in 35 states.
Those stores have more than 7,000 service
bays. Does over $2 billion dollars of business a
year by focusing on meeting the needs of the
do-it-yourself crowd as well as people who
come in for routine and emergency services
and sales to professional garages.

46. Pep Boys wanted to solve two problems—
Reduce Inventory Shrinkage and Reduce
Safety Incidences.

47. VENDOR
http://www.axonify.com/

48. Associates received daily
reinforcement of the monthly safety
and loss prevention training.
In a quiz-type game, associates answer quick,
targeted questions related to risk, loss prevention,
safety, and operational policies and procedures—
standard questions in these areas.

49. If they answered correctly, they played a
slot-machine game titled “Quiz to Win” for
a chance to win cash prizes
If answered incorrectly, the system immediately
presented a short training piece.
Questions repeated at various intervals until
the associate demonstrated mastery of the
topic.

57. Associates spent 30-60 seconds each
day either at the beginning of a shift or
during downtime throughout the day.

58. Business Results
• Voluntary participation rate of over 95 %.
• Safety incidents and claim counts reduced by more than 45%
with an increase in the number of stores and employees.
• Reduction in inventory loss has been at a level of 55 %.
• In the case of internal loss, each time a burst of content related
to employee theft is pushed out, they see at least a 60%
increase in their “Integrity Pays” hotline calls, resulting in a
direct reduction in inventory loss.

59. References
• The Gamification of Retail Safety and Loss
Prevention Training
– http://www.learningsolutionsmag.com/articles/1206/the‐
gamification‐of‐retail‐safety‐and‐loss‐prevention‐training

60. Fact or Fishy:
Gamification is good for retail
employees but not for those in
leadership positions.

63. Deloitte has over 50,000 executives in over 150
countries who can partake in the Deloitte Leadership
Academy (DLA) which delivers lessons and insights
from some of the world’s best known business schools
and global leaders, such as Harvard Business
Publishing and Stanford. DLA enables executives to
develop skills and stay connected to other executives.

64. Challenge was how to get executives to take
valuable time out of their busy schedules to
actually sit down and fully engage with the
leadership content.

65. VENDOR
http://badgeville.com/

67. Elements:
Ranks and Rewards,
Missions and
Leaderboards

68. Site Results
+46.6% users return daily
+36.3% of users return weekly
Active users had an average of 3 achievements unlocked
in first 3 months
Top users earned as many as 30 achievements in first 3
months

69. Fact or Fishy:
Gamification can be used to help
engage donors.

72. The Stockholm School of Economics is a business
school recognized by the Financial Times to be
one of the finest in Europe.

73. Potential students from less wealthy families had
trouble covering their studies. The alumni
community and the school wanted to provide
scholarships for those in need.

74. Elements:
Corporate, Country Teams
Visual Feedback
Leaderboards

75. Site Results
Targeted at a small community of 1500 people, managed to get more than 1000
likes on Facebook.
Achieved a +30% increase in Alumni group membership.
Achieved a +300% growth in participation rate, making the school’s alumni the
most engaged in Europe,.
One out of every three alumni donated.
In less than six weeks, raised an all‐time record amount of EUR 92 000 and
exceeded the scholarship goal by 36%,

76. Ok, great, thanks for attending the
presentation.

77. Wait, who won?

78. I knew you’d be back.

79. Let’s recap. Gamification is…
Based on sound
research.
Appropriate for leaders, staff,
store employees, and donors.
Engaging!

80. In short, “A great way to gain a
competitive advantage.”

81. But…is there more to this
gamification stuff?

82. Yes, but we’ll have to save it for
another presentation. Enjoy the rest
of the conference everyone.

83. Wait, I want to ask some
questions? Do we have time?
Where can I get more
information on this topic?

84. Notes
Slides
Additional Ideas
www.karlkapp.com

85. Thanks everyone for playing
“Fact or Fishy.”
Play games, learn and have
fun!