How to Gamify Your Enterprise with Measures like Goals, Feedback, and Narratives

Enterprise Gamification
Exploiting users by letting them have fun
Mario Herger – 2013 SAP Labs LLC
www.enterprise-gamification.com | www.gamificationcommunity.com | @mherger

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

Game Work
Tasks repetitive, but fun repetitive and dull
Feedback constantly once a year
Goals clear contradictory, vague
Path to Mastery clear unclear
Rules clear, transparent unclear, in-transparent
Information right amount at the right
time
too much and not enough
Failure expected, encouraged,
spectacular, brag about it
forbidden, punished, don’t
talk about it
Status of Users transparent, timely hidden
Promotion meritocracy kiss-up-o-cracy
Collaboration yes yes
Speed/Risk high low
Autonomy high mid to low
Narrative yes only if you are lucky
Obstacles on purpose accidental
The Grass is Greener…

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 obstacles
that we volunteer to tackle.”
Jane McGonigal

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

Gamification Matrix
Play Game Serious Simulation Gamification
Spontaneous ✔ ✖ ✖ ✖ ✖
Rules ✖ ✔ ✔ ✔ ✔
Goals ✖ ✔ ✔ ✔ ✔
Structured ✖ ✔ ✔ ✔ ✔
Real World
Outcome
✖ ✖ ✖ ✖ ✔
In-System
(writ-large)
✖ ✖ ✖ ✖/✔ ✔

Gamified apps that you (may) have played
Frequent Flyer Programs

Intuit - TurboTax

LinkedIn XING

EVs & Hybrids – Prius, Nissan Leaf, Chevy Volt, Fiat, Ford

Amazon

Nike+

Gamification – Zombies Run!

Contrex [Video]

The Gartner Hype Cycle

$0
$500
$1,000
$1,500
$2,000
$2,500
$3,000
2011 2012 2013 2014 2015 2016
Millions
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 2016
Enterprise Gamification Software Market: 38% in 2012 = $92Mio
will use gamification
as primary vehicle
to transform
business operations
by 2015
Global 1000
40 %

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

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.

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

Bottle Bank Arcade -> 50x more usage than nearby bottle return
Sources: http://www.thefuntheory.com/bottle-bank-arcade-machine

Chevrolet Volt -> 53% reduction in speeding cars
Sources: https://seogadget.co.uk/5-new-examples-of-gamification/

Restaurant -> 3.1% sales increase, 12% increase in gratuities
Sources: https://seogadget.co.uk/5-new-examples-of-gamification/

Piano Staircase -> 66% more people used staircase
Sources: http://www.thefuntheory.com/piano-staircase

Sales Events -> Event reporting up from 50 to 85 per week; after game up >10%
Sources: http://ideas.salescontestbuilder.com/

Call Center -> 15% call time reduced, 8-12% increased sales
Sources: http://online.wsj.com/article/SB10001424052970204294504576615371783795248.html

Toilet Seat [Video]

Flow – “keeping the balance”
Mihaly Csikszentmihalyi: Flow: The Psychology of Optimal Experience, 1991
Beyond Boredom and Anxiety: Experiencing Flow in Work and Play, 1975

Game Mechanics - Examples
SCVNGR: http://techcrunch.com/2010/08/25/scvngr-game-mechanics/
Gamification.org: http://gamification.org/wiki/Game_Mechanics

Game Mechanics (full & barely legible list)
SCVNGR: http://techcrunch.com/2010/08/25/scvngr-game-mechanics/
1. Achievement
2. Appointment Dynamic
3. Avoidance
4. Behavioral Contrast
5. Behavioral Momentum
6. Blissful Productivity
7. Cascading Information Theory
8. Chain Schedules
9. Communal Discovery
10. Companion Gaming
11. Contingency
12. Countdown
13. Cross Situational Leaderboards
14. Disincentives
15. Endless Games
16. Envy
17. Epic Meaning
18. Extinction
19. Fixed Interval Rewards Schedules
20. Fixed Ratio Rewards Schedule
21. Free Lunch
22. Fun Once, Fun Always
23. Interval Reward Schedules
24. Lottery
25. Loyalty
26. Meta Game
27. Micro Leader-board
28. Modifiers
29. Moral Hazard of Game Play
30. Ownership
31. Pride
32. Privacy
33. Progression Dynamic
34. Ratio Reward Schedules
35. Real-time v. Delayed Mechanics
36. Reinforcer
37. Response
38. Reward Schedules
39. Rolling Physical Goods
40. Shell Game
41. Social Fabric of Games
42. Status
43. Urgent Optimism
44. Variable Interval Reward Sched.
45. Variable Ratio Reward Schedule
46. Viral Game Mechanics
47. Virtual Items

Skill Level
Rookie
LevelofExpertise
Regular
Master
Onboarding
Habit-building
Mastery
Teaching
Challenge Creation
Source: Amy Jo Kim - http://amyjokim.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

Motivation
IntrinsicExtrinsic
comes from the
outside of an
individual
driven by an interest
exists within an
individual
Belongingness
Autonomy
Power
Mastery
Meaning
Learning
Self-Knowledge
Sex
Love
Fun
…
Points
Level
Badges
Quests
Leader-boards
Prizes
Money
Gold stars
Progress bars
Smileys
…

Fun Motivators
Source: Jon Radoff – Game On
1. Recognizing Patterns
2. Collecting
3. Finding Random Treasures
4. Achieving a Sense of
Completion
5. Gaining Recognition for
Achievements
6. Creating Order out of Chaos
7. Customizing Virtual Worlds
8. Gathering Knowledge
9. Organizing Groups of
People
10. Noting Insider References
11. Being the Centre of
Attention
12. Experiencing Beauty and
Culture
13. Romance
14. Exchanging Gifts
15. Being a Hero
16. Being a Villain
17. Being a Wise Old Man
18. Being a Rebel
19. Being the Magician, a keeper
of secret knowledge
20. Being the Ruler
21. Pretending to Live in a
Magical Place
22. Listening to a Story
23. Telling Stories
24. Predicting the Future
25. Competition
26. Psychoanalyzing
27. Mystery
28. Mastering a Skill
29. Exacting Justice and
Revenge
30. Nurturing
31. Excitement
32. Triumph over Conflict
33. Relaxing
34. Experiencing the Freakish
or Bizarre
35. Being Silly
36. Laughing
37. Being Scared
38. Strengthening a Family
Relationship
39. Improving One’s Health
40. Imagining a Connection
with the Past
41. Exploring a World
42. Improving Society
43. Enlightenment

Gamification @ others – Siemens PlantVille

Gamification – Waze

Gamification @ SAP – SAP Community Networks

Gamification – Codecadamy

Innovation Market

Gamification – Shanghai Border Control

Gamification @ SAP – Vampire Hunter

The disruptive business platform

The Holistic Strategy
Achievements
Communication tools & channels
ABAP Workbench
DevStudio
Developer tools
Leave Request
Business Applications
Travel Expense
System
Call Center
…
Processes
Office tools

Gamification Platforms
Universalists
Full list: http://enterprise-gamification.com/index.php/en/resources/platforms
Social
Sustainability
Loyalty
Support & QA
HCM
CRM

Leveling up – THE Book
Enterprise Gamification
Exploiting 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

Leveling up – THE Other Book
Gamification at Work
Designing Engaging Business
Software
By Janaki Kumar & Mario Herger
Available May 2013
 130 pages

Leveling up – Books
Source: http://enterprise-gamification.com/index.php/en/component/content/article/7-office/101-books

Leveling up – More Books
Source: http://enterprise-gamification.com/index.php/en/component/content/article/7-office/101-books

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

Enterprise Gamification Consulting – THE Global Team
Mario
Herger
Yu-kai Chou
Roman
Rackwitz
Marigo
Raftopoulos

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: mario.herger@gmail.com
Twitter: @mherger
Web: www.enterprise-gamification.com
Community: www.gamificationcommunity.com
Workshops: http://enterprise-gamification.com/index.php/en/workshops
Game On!

How to Gamify Your Enterprise with Measures like Goals, Feedback, and Narratives

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