Gamification strategies

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Information about Gamification strategies
Business & Mgmt

Published on March 14, 2014

Author: stephendale



Organisations continue to search for the silver bullet that will deliver improved employee and customer engagement, facilitate more effective collaboration and drive innovation. Is "gamification" the answer, or is it just one more over-hyped and fashionable trend that promises much but delivers little? Gamification has indeed bubbled to the top of the Gartner hype cycle, but there is growing evidence that it is an effective business improvement change agent, with industry growth rates predicted to be 67% p.a. and a market worth £3.4 billion by 2018.
Gamification is about much more than simply rewarding points and badges, but rather understanding and influencing the human behaviours companies want to encourage among their employees and customers. Gamification is founded in the fundamentals of human psychology and behavioural science, and rests on three primary factors: motivation, ability level and triggers.
This session looks at some of the gamification strategies and techniques being used to influence behaviour change, and how these techniques can be used to facilitate more effective collaboration and employee/customer engagement.

Engagement Strategies & Techniques Stephen Dale @stephendale Unless otherwise noted, this work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. Image source: Gregory Menvielle @pyramedium

Gamification: Integrating game dynamics into your site, service, community or campaign in order to drive participation.

Is It all Hype? Gamification source

Some Statistics • 80% Percent of Current Gamified Applications Will Fail to Meet Business Objectives Primarily Due to Poor Design (Source: Gartner) • Projected gamification growth to reach $5 billion ( £3 billion) by 2018 (Source: Mind Commerce) • In 2014, over 1,400 global organisations will deploy gamification applications for employee performance, healthcare, marketing and training. (Source: Gartner) • 80% of 2000 global organisations “will have gamified applications and/or processes” by 2017. (Source: Mind Commerce) • 50% of innovation practices will be gamified by 2015 (Source: Gartner) • 40% of all gamers are women (Source: Reality is Broken, Jane McGonigal) • 1 in 4 gamers is aged over 50 (Source: Reality is Broken, Jane McGonigal)

Gamification - benefits What benefits can a company get in the workplace through gamification? - Increase the motivation and productivity of their employees - Align the expectations of workers with the company’s objectives - Inform the workers of all the new initiatives of the company - Convert the workers into advocates of the company

Gamification is not..... Gamification is..... The process of applying game elements to non- game applications.

Gamification is about much more than simply rewarding points and badges, but rather understanding and influencing the human behaviours companies want to encourage among their users. Gamification is founded in the fundamentals of human psychology and behavioral science, and rests on three primary factors: motivation, ability level and triggers.

Some Examples Launched by the NHS in Dec 2013, “The Walk” is an app that uses gamification to encourage exercise. The game is designed to be constantly on and tracks how far players are walking in their everyday life. The further they walk, the more secrets of the story are unlocked. It will take players around three months to complete all 65 episodes depending on how much walking they do. Halton Borough Council has introduced RFID tags on bins to provide accurate tracking of the recycling efforts of each household. Points are awarded based on the weight of recycled products. These points can can be redeemed at local businesses for goods and services. Clubcards/Loyalty cards that influence shopping habits by giving rewards.

Let’s look at some more examples..... For each example, think about: (a) What is the desired outcome. (b) What are the triggers that motivate the behaviours.

McDonald’s and Gamification

Health Gamification SickKids Pain Squad iPhone App by Cundari Group :

Fitness Gamification Fleetly Fitness App and Website:

Gamification Techniques For Online Communities •Badges: Use to promote participation and reward employees and/or customers for reaching specific goals. For example, award a welcome badge for joining the community. Display earned badges on the member’s personal profile page. Points: Use to encourage engagement, collaboration and participation in online conversations. This could decrease support costs as more members look to the community for help. Campaigns. Use to encourage member participation. Track and monitor members' activities and let them know their current status, sending them information about how many points they need to achieve the next level (e.g. guru status). Leaderboards: Points could be used for building leaderboards, which can boost a member's reputation, or be used as a currency, e.g. exchanged for products, services or some other benefit.

Gamification - The 4 Key Elements Image Source: nt nt

Engagement Motivators Gamifying with Dr. Amy Jo Kim's Social Engagement Verbs Credit: Amy Jo Kim, Ph.D.

...but don’t rush in... Gamification should be well understood and planned out prior to implementation. Some questions to consider asking during the planning process include: •Be sure your organisation’s goals for using gamification are clear.This is an especially important step to take before getting too deep into the effort. It is far better to determine all of the goals of a gamification programme during the beginning stages. •Think carefully about your company culture.What types of rewards will motivate employees, and how can you build out a recognition programme that ties into the prevailing culture?

Discuss What types of rewards will motivate people in your organisation? How would you develop an employee recognition programme that ties into the prevailing culture? isn’t everything Points could be redeemed for a day off or a team “happy hour”. Changing the rewards system periodically will ensure employees remain engaged and not get bored with the same-old options. Focus on activities first, and outcomes second. Don’t “game”the workers. Companies need to design game systems that enhance work, and not to exploit their workers.

Who are the players?

Further Reading & References • Gamifying with Dr.Amy Jo Kim's Social EngagementVerbs: Amy Jo Kim, Ph.D. • The BartleTest of Gamer Psychology: • McDonald’s 140 Character Film Contest: v=8dwO1kTp7Cc • SickKids Pain Squad iPhone App by Cundari Group : v=qsl9NjyVpHY • Fleetly Fitness App andWebsite: • Gamification of children’s health: childrens-health/ Play at Work: how games inspire break-through thinking. Adam L Penenberg Unlocking the power of game dynamics in business and in life. Aaron Dignon

Unless otherwise noted, this work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. Email: Twitter: @stephendale, @collabor8now Profile: “I was gratified to be able to answer promptly, and I did. I said I didn’t know.” ― Mark Twain

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