Enterprise Gamification Exploiting users by letting them have fun Mario Herger – 2013 SAP Labs LLC www.enterprise-gamification.com | www.gamificationcommunity.com | @mherger
Sep 05, 2014
Enterprise GamificationExploiting users by letting them have fun
Mario Herger – 2013 SAP Labs LLC www.enterprise-gamification.com | www.gamificationcommunity.com | @mherger
© 2012 Mario Herger. All rights reserved. 2www.enterprise-gamification.com | www.gamificationcommunity.com
© 2012 Mario Herger. All rights reserved. 3www.enterprise-gamification.com | www.gamificationcommunity.com
© 2012 Mario Herger. All rights reserved. 4www.enterprise-gamification.com | www.gamificationcommunity.com
© 2012 Mario Herger. All rights reserved. 5www.enterprise-gamification.com | www.gamificationcommunity.com
© 2012 Mario Herger. All rights reserved. 6www.enterprise-gamification.com | www.gamificationcommunity.com
Phunny Phacts
Average age of gamers in years: 37
% of gamers older than Fifty: 25
% of youth playing computer & video games: 97
% of female gamers: 42
Social vs. Competitive Games: >3:1
Avg. of hours/week played in World of Warcraft (WoW): 22
# of articles in WoWWiki: ˜250,000
Rank of WoWWiki compared to all Wikis: 2nd
Rank of Wikipedia: 1st
Most popular games played by US soldiers in Iraq & Afghanistan when off-duty: Halo, Call of Duty
© 2012 Mario Herger. All rights reserved. 7www.enterprise-gamification.com | www.gamificationcommunity.com
Game WorkTasks repetitive, but fun repetitive and dullFeedback constantly once a yearGoals clear contradictory, vaguePath to Mastery clear unclearRules clear, transparent unclear, in-transparentInformation right amount at the right time too much and not enoughFailure expected, encouraged,
spectacular, brag about itforbidden, punished, don’t talk about it
Status of Users transparent, timely hiddenPromotion meritocracy kiss-up-o-cracyCollaboration yes yesSpeed/Risk high lowAutonomy high mid to lowNarrative yes only if you are luckyObstacles on purpose accidental
The Grass is Greener…
© 2012 Mario Herger. All rights reserved. 8www.enterprise-gamification.com | www.gamificationcommunity.com
Quotes
“The opposite of play isn't work, it’s depression.”
Brian Sutton-Smith
“Fun is just another word for learning.”
Raph Koster
“Games are giving us unnecessary obstaclesthat we volunteer to tackle.”
Jane McGonigal
© 2012 Mario Herger. All rights reserved. 9www.enterprise-gamification.com | www.gamificationcommunity.com
What’s Gamification?
Gamification is the use of
game design techniques & mechanics
to solve problems and engage audiences.
Gamification strives to encourage users
to engage in desired behaviors
in connection with non-game applications.
Source: Wikipedia http://en.wikipedia.org/wiki/Gamification
© 2012 Mario Herger. All rights reserved. 10www.enterprise-gamification.com | www.gamificationcommunity.com
Gamification Matrix
Play Game Serious Simulation Gamification
Spontaneous ✔ ✖ ✖ ✖ ✖Rules ✖ ✔ ✔ ✔ ✔Goals ✖ ✔ ✔ ✔ ✔Structured ✖ ✔ ✔ ✔ ✔
Real World Outcome
✖ ✖ ✖ ✖ ✔
In-System(writ-large)
✖ ✖ ✖ ✖/✔ ✔
© 2012 Mario Herger. All rights reserved. 11www.enterprise-gamification.com | www.gamificationcommunity.com
© 2012 Mario Herger. All rights reserved. 12www.enterprise-gamification.com | www.gamificationcommunity.com
Gamified apps that you (may) have played
Frequent Flyer Programs
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Gamified apps that you (may) have played
Intuit - TurboTax
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Gamified apps that you (may) have played
LinkedIn XING
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Gamified apps that you (may) have played
EVs & Hybrids – Prius, Nissan Leaf, Chevy Volt, Fiat, Ford
© 2012 Mario Herger. All rights reserved. 16www.enterprise-gamification.com | www.gamificationcommunity.com
Gamified apps that you (may) have played
Amazon
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Gamified apps that you (may) have played
Nike+
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Gamification – Zombies Run!
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Contrex [Video]
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The Gartner Hype Cycle
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2011 2012 2013 2014 2015 2016$0
$500,000,000
$1,000,000,000
$1,500,000,000
$2,000,000,000
$2,500,000,000
$3,000,000,000
Enterprise Gamification Market
“If a company like SAP can not just reach these users, but engage them in a gamified experience that is compelling and fun, SAP can potentially make users something more than just users: they can be participants in a community environment where that old coercive model of engagement is a thing of the past.”
M2 Research
will have at least one gamified application by
2014
70 % Global 2000
will gamify innovation
processes by 2015
50 % Innovators
A little fun can go a long way, especially in the enterprise.
Joshua Greenbaum, February, 2011 ”SAP Plays Games with the Analysts, and the Gamification of the Enterprise Begins” Gartner
Gamification Software Market: $2.8B by 2016Enterprise Gamification Software Market: 38% in 2012 = $92Mio
will use gamification as primary vehicle
to transform business operations
by 2015
Global 100040 %
© 2012 Mario Herger. All rights reserved. 22www.enterprise-gamification.com | www.gamificationcommunity.com
Common Reactions to Gamification
“I don’t need to waste my time on fun stuff,I have to do serious work.”
German colleague
“Do we make now a shooting game out of invoicing?”
Skeptic colleague
“This is just exploiting employees. Nobody is gonna do that just for points.”
Skeptic German colleague
“FarmVille: I don’t play that, who’s playing that anyways?”http://enterprise-gamification.com/index.php/en/blog/2-news/39-common-criticism-of-gamification-and-how-to-respond-to-it
© 2012 Mario Herger. All rights reserved. 23www.enterprise-gamification.com | www.gamificationcommunity.com
The Schopenhauer Truth Hype Cycle
Every truth passes through 3 stages before it is recognized: 1. In the first it is ridiculed.2. In the second it is opposed.3. In the third it is regarded as self-evident.
© 2012 Mario Herger. All rights reserved. 24www.enterprise-gamification.com | www.gamificationcommunity.com
Gamification Facts & Figures 1 of 7
FoldIt -> 46,000 players solved problem in 10 days (scientists had failed 15 years to solve it)
Sources: http://fold.it http://enterprise-gamification.com/index.php/en/facts
© 2012 Mario Herger. All rights reserved. 25www.enterprise-gamification.com | www.gamificationcommunity.com
Gamification Facts & Figures 2 of 7
Bottle Bank Arcade -> 50x more usage than nearby bottle return
Sources: http://www.thefuntheory.com/bottle-bank-arcade-machine http://enterprise-gamification.com/index.php/en/facts
© 2012 Mario Herger. All rights reserved. 26www.enterprise-gamification.com | www.gamificationcommunity.com
Gamification Facts & Figures 3 of 7
Chevrolet Volt -> 53% reduction in speeding cars
Sources: https://seogadget.co.uk/5-new-examples-of-gamification/ http://enterprise-gamification.com/index.php/en/facts
© 2012 Mario Herger. All rights reserved. 27www.enterprise-gamification.com | www.gamificationcommunity.com
Gamification Facts & Figures 4 of 7
Restaurant -> 3.1% sales increase, 12% increase in gratuities
Sources: https://seogadget.co.uk/5-new-examples-of-gamification/ http://enterprise-gamification.com/index.php/en/facts
© 2012 Mario Herger. All rights reserved. 28www.enterprise-gamification.com | www.gamificationcommunity.com
Gamification Facts & Figures 5 of 7
Piano Staircase -> 66% more people used staircase
Sources: http://www.thefuntheory.com/piano-staircase http://enterprise-gamification.com/index.php/en/facts
© 2012 Mario Herger. All rights reserved. 29www.enterprise-gamification.com | www.gamificationcommunity.com
Gamification Facts & Figures 6 of 7
Sales Events -> Event reporting up from 50 to 85 per week; after game up >10%
Sources: http://ideas.salescontestbuilder.com/ http://enterprise-gamification.com/index.php/en/facts
© 2012 Mario Herger. All rights reserved. 30www.enterprise-gamification.com | www.gamificationcommunity.com
Gamification Facts & Figures 7 of 7
Call Center -> 15% call time reduced, 8-12% increased sales
Sources: http://online.wsj.com/article/SB10001424052970204294504576615371783795248.htmlhttp://enterprise-gamification.com/index.php/en/facts
© 2012 Mario Herger. All rights reserved. 31www.enterprise-gamification.com | www.gamificationcommunity.com
Toilet Seat [Video]
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Flow – “keeping the balance”
Mihaly Csikszentmihalyi: Flow: The Psychology of Optimal Experience, 1991Beyond Boredom and Anxiety: Experiencing Flow in Work and Play, 1975
© 2012 Mario Herger. All rights reserved. 33www.enterprise-gamification.com | www.gamificationcommunity.com
Game Mechanics - Examples
SCVNGR: http://techcrunch.com/2010/08/25/scvngr-game-mechanics/Gamification.org: http://gamification.org/wiki/Game_Mechanics
© 2012 Mario Herger. All rights reserved. 34www.enterprise-gamification.com | www.gamificationcommunity.com
Game Mechanics (full & barely legible list)
SCVNGR: http://techcrunch.com/2010/08/25/scvngr-game-mechanics/
1. Achievement2. Appointment Dynamic3. Avoidance4. Behavioral Contrast5. Behavioral Momentum6. Blissful Productivity7. Cascading Information Theory8. Chain Schedules9. Communal Discovery10. Companion Gaming11. Contingency12. Countdown13. Cross Situational Leaderboards14. Disincentives15. Endless Games16. Envy
17. Epic Meaning18. Extinction19. Fixed Interval Rewards Schedules20. Fixed Ratio Rewards Schedule21. Free Lunch22. Fun Once, Fun Always23. Interval Reward Schedules24. Lottery25. Loyalty26. Meta Game27. Micro Leader-board28. Modifiers29. Moral Hazard of Game Play30. Ownership31. Pride32. Privacy
33. Progression Dynamic34. Ratio Reward Schedules35. Real-time v. Delayed Mechanics36. Reinforcer37. Response38. Reward Schedules39. Rolling Physical Goods40. Shell Game41. Social Fabric of Games42. Status43. Urgent Optimism44. Variable Interval Reward Sched.45. Variable Ratio Reward Schedule46. Viral Game Mechanics47. Virtual Items
© 2012 Mario Herger. All rights reserved. 35www.enterprise-gamification.com | www.gamificationcommunity.com
Skill Level
RookieLeve
l of E
xper
tise
Regular
Master
Onboarding
Habit-building
MasteryTeaching
Challenge Creation
Source: Amy Jo Kim - http://amyjokim.com/
Make it easy to onboard,
make it difficult to master.
© 2012 Mario Herger. All rights reserved. 36www.enterprise-gamification.com | www.gamificationcommunity.com
Bartle’s Player Types
Achiever
Socializer
Killer
Explorer
<1%
~80% ~10%
~10%
Selftest: http://www.gamerdna.com/quizzes/bartle-test-of-gamer-psychology
Acting
WorldPlayers
Interacting
© 2012 Mario Herger. All rights reserved. 37www.enterprise-gamification.com | www.gamificationcommunity.com
Motivation
IntrinsicExtrinsic
<
comes from the outside of an
individual
driven by an interest
exists within an individual
BelongingnessAutonomyPowerMasteryMeaningLearningSelf-KnowledgeSexLoveFun…
PointsLevelBadgesQuestsLeader-boardsPrizesMoneyGold starsProgress barsSmileys …
© 2012 Mario Herger. All rights reserved. 38www.enterprise-gamification.com | www.gamificationcommunity.com
Fun Motivators
Source: Jon Radoff – Game On
1. Recognizing Patterns2. Collecting3. Finding Random Treasures4. Achieving a Sense of
Completion5. Gaining Recognition for
Achievements6. Creating Order out of Chaos7. Customizing Virtual Worlds8. Gathering Knowledge9. Organizing Groups of
People10. Noting Insider References11. Being the Centre of
Attention12. Experiencing Beauty and
Culture13. Romance14. Exchanging Gifts15. Being a Hero16. Being a Villain
17. Being a Wise Old Man18. Being a Rebel19. Being the Magician, a keeper
of secret knowledge20. Being the Ruler21. Pretending to Live in a
Magical Place22. Listening to a Story23. Telling Stories24. Predicting the Future25. Competition26. Psychoanalyzing27. Mystery28. Mastering a Skill29. Exacting Justice and
Revenge30. Nurturing31. Excitement32. Triumph over Conflict
33. Relaxing34. Experiencing the Freakish
or Bizarre35. Being Silly36. Laughing37. Being Scared38. Strengthening a Family
Relationship39. Improving One’s Health40. Imagining a Connection
with the Past41. Exploring a World42. Improving Society43. Enlightenment
© 2012 Mario Herger. All rights reserved. 39www.enterprise-gamification.com | www.gamificationcommunity.com
Gamification @ others – Siemens PlantVille
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Gamification – Waze
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Gamification @ SAP – SAP Community Networks
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Gamification – Codecadamy
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Innovation Market
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Gamification – Shanghai Border Control
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Gamification @ SAP – Vampire Hunter
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The disruptive business platform
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The Holistic Strategy
Achievements
Communication tools & channels
ABAP Workbench
DevStudio
Developer tools
Leave Request
Business Applications
Travel Expense System
Call Center
…
ProcessesOffice tools
© 2012 Mario Herger. All rights reserved. 49www.enterprise-gamification.com | www.gamificationcommunity.com
Gamification Platforms
Universalists
Full list: http://enterprise-gamification.com/index.php/en/resources/platforms
Social
Sustainability
Loyalty
Support & QA
HCM
CRM
© 2012 Mario Herger. All rights reserved. 50www.enterprise-gamification.com | www.gamificationcommunity.com
Leveling up – THE Book
Enterprise GamificationExploiting people by letting them have fun.
The Guide to Happy Birds with Gamification.By Mario Herger
Available June 2013 on Amazon.com
550 pages
>200 gamification examples across all industries and functional areas
60+ gamification platforms and technologies presented
200 pages how to gamify
Everything you need to know to apply gamification in the enterprise
© 2012 Mario Herger. All rights reserved. 51www.enterprise-gamification.com | www.gamificationcommunity.com
Leveling up – THE Other Book
Gamification at WorkDesigning Engaging Business Software
By Janaki Kumar & Mario Herger
Available May 2013
130 pages
© 2012 Mario Herger. All rights reserved. 52www.enterprise-gamification.com | www.gamificationcommunity.com
Leveling up – Books
Source: http://enterprise-gamification.com/index.php/en/component/content/article/7-office/101-books
© 2012 Mario Herger. All rights reserved. 53www.enterprise-gamification.com | www.gamificationcommunity.com
Leveling up – More Books
Source: http://enterprise-gamification.com/index.php/en/component/content/article/7-office/101-books
© 2012 Mario Herger. All rights reserved. 54www.enterprise-gamification.com | www.gamificationcommunity.com
Leveling up – Gamification Workshops
Online Enterprise Gamification (English) – 3,5 hrs, 20 lectures
http://www.udemy.com/enterprise-gamification Enterprise Gamification (Deutsch) – 3,5 hrs, 20 lectures
http://www.udemy.com/enterprise-gamification-deutsch Gamification - Basic Course (English)
https://www.coursera.org/course/gamification Classroom
Enterprise Gamification (Full Day)http://enterprise-gamification.com/index.php/en/workshops
© 2012 Mario Herger. All rights reserved. 55www.enterprise-gamification.com | www.gamificationcommunity.com
Enterprise Gamification Consulting – THE Global Team
Mario Herger
Yu-kai Chou
Roman Rackwitz
Marigo Raftopoulos
© 2012 Mario Herger. All rights reserved. 56www.enterprise-gamification.com | www.gamificationcommunity.com
Leveling up – Your Attitude
Explore one new gamified app every week Don’t just superficially skim over it Force yourself to use it over a longer and regular period – e.g. I needed an epiphany
after weeks of usage to finally get facebook and Pinterest Look at apps that friends/newspapers/websites talk about If you don’t yet know them, try Instagram, Pinterest, Zombie Run, …
Play games Find a reason to play games Play with friends Analyze why you like/dislike the game, what makes it addictive… Analyze game mechanics, fun motivators, reward balance, etc.
Approach boring situations with a playful attitude
Give positive feedback 3x a day
Have fun!
Mario Herger Email: [email protected] Twitter: @mhergerWeb: www.enterprise-gamification.comCommunity: www.gamificationcommunity.comWorkshops: http://enterprise-gamification.com/index.php/en/workshops
Game On!