How Game Thinking Can Revolutionize Your Business
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Presentation on gamification to Wharton's Lifelong Learning session for alumni, September 2012
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How Game Thinking Can Revolutionize Your Business
- 1. GAMIFICATION HOW GAME THINKING CAN REVOLUTIONIZE YOUR BUSINESS Prof. Kevin Werbach Email: werbach@wharton.upenn.edu / |Twitter: @kwerb Wharton Lifelong Learning, September 2012 KNOWLEDGE FOR ACTION
- 2. When I say the word GAMES what do you think of? KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
- 3. Games KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
- 4. Games KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
- 5. Games http://www.flickr.com/photos/mikaelmiettinen/4237381930/ KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
- 6. Games CREDIT: http://capl.washjeff.edu/4/m/223.jpg KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
- 7. Games? KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
- 8. Games? KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
- 9. Games? KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
- 10. KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
- 11. 1 billion KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
- 12. 2 billion KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
- 13. 9 billion KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
- 14. 70% of employees are not fully motivated KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 14
- 15. fully motivated KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 15
- 16. Real World Activity Game Concept Monthly sales competition Challenge Frequent flyer program tiers Levels Weight Watchers group Team Grades Scores Assignments Quests Free coffee after 10 purchases at Starbucks Reward American Express Platinum Card Badge KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
- 18. what can we learn from games to help with KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
- 19. KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 19
- 20. KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 20
- 22. A Big Deal? “Suddenly, gamification is the hot new business “Striving to make everyday concept, with many business tasks more of the world’s most engaging, a growing number admired companies of firms... are incorporating signing on.” elements of videogames into the workplace.” - Fortune, Oct. 17, 2011 – Wall St. Journal, Oct. 10, 2011 “By 2015, more than 50 percent of organizations that manage innovation processes will gamify those processes.” - Gartner Group KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
- 23. Guess Who’s Gamifying? • Microsoft • Samsung • eBay • Nike • EMC • Cisco • SAP • Foursquare • Recyclebank • American • Stack Overflow • Universal Music Express • USA Networks • Siemens • Major League • LiveOps • Yelp Baseball • Nissan • Dell • Salesforce.com • Verizon • Kaiser • AXA Equitable Permanente • CodeAcademy • Foot Locker • Deloitte • Opower KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 23
- 24. Gamification is… KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
- 25. game elements Not just games for business purposes! KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
- 26. KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 26
- 27. Points Resource Levels Collection Progression Quests Avatars Social Graph KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 27
- 28. Progression Levels Points Rewards Quests Avatars Social Graph Badges KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 28
- 29. game design techniques • Think like a game designer – Note: not “think like a gamer” – Goal is to get players to play, and continue playing • Making something fun isn’t easy! KNOWLEDGE FOR ACTION 29
- 30. game Player modeling design Iteration Prototyping Scaffolding Balancing Playtesting etc. KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
- 31. non-game contexts: • External – Marketing – Sales – Customer engagement • Internal – HR – Productivity enhancement – Crowdsourcing • Behavior change – Health and wellness – Sustainability – Personal finance KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
- 32. Marketers Get Psyched Avatars Points Rewards Badges Challenges Leaderboard KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
- 33. Marketers Get REALLY Psyched • Overall traffic on the USA Network site increased 30% • Online merchandise sales increased 50% • Pageviews increased 130% • Psych content shared 300,000 times on Facebook, reaching 40 million users. • Twitter-based activity nominated for an Emmy KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
- 34. Who Wants to Test Dialogue Boxes? KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 34
- 35. Windows 7 Language Quality Game • 4,500 participants • Reviewed over 500,000 dialog boxes • 6,700 bugs reported • Hundreds of significant fixes KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 35
- 36. Restaurant Servers KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 36
- 37. Objective Logistics • 2-4% revenue increase • Improved job satisfaction KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 37
- 38. Speed Limit Enforcement KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
- 39. Speed Limit Enforcement KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
- 40. Speed Limit Enforcement • Average speed in Stockholm trial decreased from 32 to 25 kmph (22%). KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
- 41. Even Al Qaeda Uses It! KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
- 42. HOW DO games MOTIVATE? KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
- 43. TIME FOR A GAME KNOWLEDGE FOR ACTION
- 44. Look in your wallet or purse. Pull out the oldest coin. KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
- 45. Winner! KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
- 46. Why was this a bad game? KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
- 47. Self Determination Theory Competence Autonomy Relatedness KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 47
- 48. Games Promote Intrinsic Motivation • Problem solving Competence • Sense of progress toward mastery • Frequent and direct feedback • Player-centered • Experimentation (less fear of failure) Autonomy • Customization • Sense of purpose or goals • Creation of meaning Relatedness • Social interactions KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 48
- 49. Competence Autonomy Relatedness equals KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 49
- 50. games are designed to be fun KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
- 51. Gamification esign 1. Define business objectives 2. Delineate target behaviors 3. Describe your players 4. Devise activity loops 5. Don’t forget the fun! 6. Deploy appropriate tools KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 51
- 52. • Management • HR • Analytics • Marketing • Psychology • Social Media • Operations • Design • Law & Ethics KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 52
- 53. 78,000 (and counting) students from 151 countries can’t be wrong… can they? https://www.coursera.org/course/gamification KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 53
- 54. ONE FINAL STORY KNOWLEDGE FOR ACTION
- 55. Place a single grain of rice on the first square of a chessboard. Double the amount on each subsequent square. How many grains in total at the end of the board? KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
- 56. Place a single grain of rice on the first square of a chessboard. Double the amount on each subsequent square. How many grains in total at the end of the board? 18,446,744,073,709,551,615 KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
- 57. thank you! Prof. Kevin Werbach werbach@wharton.upenn.edu Twitter: @kwerb Available October 30 http://wdp.wharton.upenn.edu/books/ KNOWLEDGE FOR ACTION
Notes de l'éditeur
- 30 million angry birds players per day, 300 million total downloads
- Great. We’ve started to identify some of the complexity around games. The work I’m going to discuss with you looking at the potential of games. When I say “games”, this may be what you have in mind.
- 30 million angry birds players per day, 300 million total downloads
- 30 million angry birds players per day, 300 million total downloads
- 2 billion hours per month on Xbox Live.
- 9 billion hours in 2003
- Consumers aren’t motivated either, and things like exercise.
- WoW at it’s peak had over 12 million paying players. Close to a $2 billion annual business
- so if games are hugely popular, and they create their own meaning, how could we leverage them.
- 1 hour of coding. 20% increase in profile length.
- 1 hour of coding. 20% increase in profile length.
- Advergames are one example. But they are just games, not integrated with the brand. Can we do more than that.
- After all, video gamesare a $70 billion global industry that is 40 years old
- Average profit margin is 3%Reduced turnover of staff
- Because of the power of games.
- I’ve got some answers to that, but first, let’s play a game.
- What makes something fun? Puzzles, challenges, everyone involved, skill, autonomy, social interaction.Cash prize – how much? 10 cents? $100,000. Overjustification effect. What if I then took away the prize?
- So I began to study application of game design to business, held first ever symposium, first ever course,
- The inventor of the game of chess was asked by the emperor what reward he wanted. Ask people how many grains there will be?
- 18.4 quintillionLessons: Sometimes things grow more quickly than you expect. Little changes can have big results. And also, you always need to understand the rules of the game. Because…