Innovation Pioneers Tank Meeting 22 May 2013: Gamification

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Innovation Pioneers Tank Meeting:

Gamification

Nacka Strand, Stockholm

22 May 2013

Today is a game!

Points and rewards can be earned for demonstrating behaviour that improves the quality and results of our meeting, ideas about how to improve CGI models, ideas to develop the Innovation pioneers network.

You are a part of the a team and you will understand ”some” of the rules during our workshop.

OUR VISION is to build innovation capabilities through joint development and networking between top representatives from the innovation community.

OUR MISSION is to aggregate, produce and develop methodologies, processes, tools and experiences to enable increased innovation capabilities within the represented organizations as well as for society.

OUR GOAL is to spread knowledge, tools and insights around innovation, and thereby contribute to greater effectiveness, better performance and further growth in members' firms.

Through an expanded network of contacts and joint projects, we share information, experiences, methods and tools with each other

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Resources

This presentation contains a selection of materials from different

authorities on the subject of Gamification. Particularly recommended is

the work by:

Sebastian Deterding http://codingconduct.cc/

Amy Jo Kim http://amyjokim.com/

Kevin Werbach http://gamifyforthewin.com/

Check out http://gamification.org/wiki/Gamification_Presentations for a

good selection of work by these and other authors.

If you have some more time on your hands, Kevin Werbach developed

an online course on Gamification for the Coursera online learning

platform: https://www.coursera.org/course/gamification. The course

syllabus also contains a lot of references to additional useful resources.

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Introduction to Gamification

Innovation Pioneers Tank Meeting: Gamification

22 May 2013

The obligatory question: What is Gamification?

“…the use of game design elements in non-game contexts"

- Deterding et al

“…a business strategy which applies game design techniques to non-

game experiences to drive user behavior.”

- Gamification Wiki

”…the concept that you can apply the basic elements that make games

fun and engaging to things that typically aren’t considered a game.”

- The Gamification Encyclopedia

”…the process of using game thinking and mechanics to solve problems

and engage audiences”

- Gabe Zichermann

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The obligatory question: What is Gamification?

“…the use of game design elements in non-game contexts"

- Deterding et al

“…a business strategy which applies game design techniques to non-

game experiences to drive user behavior.”

- Gamification Wiki

”…the concept that you can apply the basic elements that make games

fun and engaging to things that typically aren’t considered a game.”

- The Gamification Encyclopedia

”…the process of using game thinking and mechanics to solve

problems and engage audiences”

- Gabe Zichermann

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The obligatory question: What is Gamification?

use

business strategy

concept

process

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non-game contexts

non-game experiences

things not considered a game

fun

engagement

drive user behavior

solve problems

engage audiences

game design

elements

game design

techniques

game thinking

game mechanics

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Eurobonus

Prius, Leaf, Volt

LinkedIn

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Gamification trend has fueled growth of a lively

market of specialized service vendors

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“80 percent of current gamified

applications will fail to meet

business objectives primarily

because of poor design.” - Gartner 2012

”By 2015, more than 50% of

businesses will gamify their

innovation processes!” - Gartner 2012

Gamification is NOT…

…about just adding game components (e.g. badges) to a site

…solely about rewards

…about making everything into a game

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…novelty is not engagement

…competition is not for everyone

…people naturally try to ”game the game”

Also…

DÅLIG/TVEKSAM EXEMPEL 1

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Successful gamification requires linking game

elements on different levels of abstraction

GAME DYNAMICS

GAME MECHANICS

GAME COMPONENTS

Adapted from Werbach & Hunter (2012)

Points Quests

Teams

Virtual goods

Levels

Leaderboards Content unlocking

Badges Boss fights

Achievements

Rewards Turns

Competition Challenges

Cooperation

Feedback

Relationships Emotions

Narrative Progression Big-picture aspects to consider

and manage, but which you never

directly enter into the game

Basic processes that drive action

forward and generate player

engagement

Specific instantiations of mechanics

and dynamics; lowest level game

element that help realize dynamics

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Gamification in practice:

Case introduction and workshop part 1

Innovation Pioneers Tank Meeting: Gamification

22 May 2013

Case: Pioneering Burgers

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Pioneering Burgers is a family-owned national chain of hamburger restaurants founded by

Donald Maxander in 1978. Their best selling product is the signature Crunch Burger along

with various milk shakes and side orders. Their target audience is broad but with a particular

focus on young people and families with children.

Mission

Making the best burgers and delivering the most appealing fast food experience in the world

Vision

A sustainable company in a sustainable society

Current challenges

• After having grown rapidly in Sweden, the company is now expanding internationally

• Sales figures have shown a decline in the customer segment ”families with children”

• Customer surveys indicate a shift in the younger generation’s view on fast food restaurants,

largely based on sustainability values

• Taking the next step in the company’s already ambitious environmental program: Reaching

outside the firm’s direct influence and engaging stakeholders all along the value chain

• Unclear how to proactively address the negative aspects of health related issues in fast

food

• Attract and retain future managers (that fulfill and spread the company’s values of

Customer focus, Collaboration, Humbleness, Openness, Courage, Innovation)

Workshop assignment 1:

Help Pioneering Burgers to leverage gamification

• Founder and CEO Donald Maxander has visited a FREDx conference

on Gamification and is interested in applying the concept to his

business

• He is not sure yet for what purpose it will be most effective. He is now

asking you for help to explore the potential of gamification by

developing concepts targeting several business objective areas.

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Solve problems Develop skills Design behaviors

Customer Engagement

Green/Energy

Employee Performance

Health/Wellness

Knowledge Management

Product/Service Innovation

Team Green

Team Blue

Team Orange

Team Yellow

Team Pink

Team Purple

How would you apply gamification?

You have 2 minutes to present a high-level gamification concept to Mr.

Maxander.

• Describe the idea – how would you apply gamification?

• Describe the potential value for the business objective area

• Describe how it aligns with the company’s mission, vision and values

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CGI and gamification

Innovation Pioneers Tank Meeting: Gamification

22 May 2013

Using gamification elements to stimulate internal

knowledge sharing

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Customer case: STR EcoDriving apps use gamification

elements to incentivize ecofriendly driving style

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”Our cooperation with CGI makes STRs

EcoDriving programme unique. With CGIs help,

our traffic schools can offer private individuals as

well as companies the opportunity to track and

follow-up the fuel efficiency and environmental

impact of their driving style.

Håkan Björklund, CEO STR

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Customer case: Together with Zeeno CGI helped

Scania change driving habits of drivers permanently

Saving 10% of fuel (fuel consumption accounts for 40% of heavy goods vehicle operation costs)

CGI’s approach to the gamification process

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Define business objectives • List and rank objectives; delete ‘mechanics’ (means to an end)

• Justify objectives

Describe target behaviours • Concrete and specific: Visit your restaurant, share information, etc.

• Develop metrics for success

Identify and describe players Describe their relationship to you. What motivates them?

Segmentation?

Define activity cycles Define engagement loops and progression stairs

Motivation > Action > Feedback > Motivation > etc

Include the fun factor Challenges and puzzles, trying new experiences,

interaction with others.

Define the appropriate tools Choose how to implement point systems, leaderboards,

badges, achievements, etc with the appropriate tools,

e.g. using web or mobile platforms.

The player journey: guiding players to mastery,

step by step

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Successful games offer effective social

engagement loops

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Visible progress/reward Points/stats/awards/messages

Player re-engagement Task/mission/game/quiz

Motivating emotion Fun/delight/pride/curiosity

(Social) call to action Customize/share/help/complete

Source: Amy Jo Kim (2010)

Guiding players to mastery using a social

engagement loop at each stage of the player journey

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Newbie

Regular

Enthusiast

Source: Amy Jo Kim (2010)

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Gamification in practice:

Workshop part 2

Innovation Pioneers Tank Meeting: Gamification

22 May 2013

Taking gamification at Pioneering Burgers to the

next level

Mr. Maxander has presented his ideas for gamifying the business to the

board of directors. The board is skeptic and is suspecting a new

management-fad that will not lead to results. To prove them wrong,

Mr. Maxander appoints you to lead the development of the company’s

gamification campaign.

Refine and set up a structure using the 6-step gamification approach for

your gamification concept. This should allow Mr. Maxander to

• fully understand and feel in control of the game’s design

• quantify, report and follow-up on the business results

You will have 6 minutes to present and are free to use any technique to

demonstrate your design and convince Mr. Maxander of the brilliance of

your gamification concept.

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Some additional

gamification concepts References to more resources see slide 3

Customers

Marketing

Loyalty

Feedback loops

Employees

Training

Performance

Knowledge

Recruiting

Health

Products

Product

Innovation

Crowdsourced

Design

Processes

Design

Innovation

Process

Streamlining

Adapted from Gartner (2012)

Examples of business applications

Bartle: 4 standard gamer profiles that determine

a gamer’s social actions

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KILLERS

SOCIALIZERS

ACHIEVERS

EXPLORERS

ACTING

INTERACTING

PLAYERS WORLD

Harass Hack

Cheat

Heckle

Taunt

Tease

Like

Help

Comment

Give

Greet

Share

Express View Explore

Rate

Review Curate

Vote

Win

Create

Challenge

Show off

Compare

Source: Amy Jo Kim (2010)

”Flow” Anxiety

Boredom Apathy

Skills

Challenge

High Low

High

Low

Check out Mihaly Csikszentmihalyi’s talk on his concept of “flow”:

http://www.ted.com/talks/mihaly_csikszentmihalyi_on_flow.html

Good games balance skill and challenge

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How game mechanics appeal to primary human

desires

Human Desires

Game

Mechanics Reward Status Achievement

Self

expression Competition Altruism

Points

Levels

Challenges

Virtual goods

Leaderboard

Gifting &

Charity

Source: Bunchball Gamification 101 (2010)

http://www.bunchball.com/sites/default/files/downloads/gamification101.pdf