Competitive pressures are driving business beyond the simple incentive and rewards programs. Cutting edge organizations are leveraging Knowledge Performance Indicators (KPIs), such as user engagement, loyalty quotient, event causality, and user cohorts to gain insight into and develop a more robust understanding of their customer and their preferences. With the widespread application of gamification, you have experienced in the course of your Internet usage, although you may not have even realized it. This overview demonstrates: What's Gamification and What's not How Gamification is growing Implications of gamification on learning, business, and life What you’ll learn: Gamification and its Competitive Advantage Value of gamification Best practices for initiating a gamification program to drive loyalty and retention

1. A NEW PLATFORM FOR A NEW ERA
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2. Pivotal Confidential – Internal Use Only
Introductions
David Morris, Host
Big Data Analytics Marketing – Cetas, By VMware
dmorris@gopivotal.com
@jdavidmorris
@pivotalanalyticx
Please submit your questions at anytime throughout the webinar via the chat tool.
Today’s Thought Leadership Webinar:
Gamification: Leveraging Game Strategies & Big Data
to Drive Business

3. Pivotal Confidential – Internal Use Only
EMC VMware
Pivotal
• Greenplum
• Gemfire
• Cetas - Now Pivotal Analytics
• Pivotal Labs
April 24th
General Electric
(GE)
Is Now

4. Pivotal Confidential – Internal Use Only
Dr. Karl M. Kapp
Available
from
Amazon
Twi1er:@kkapp
kkapp@bloomu.edu
Google
“Kapp
Notes”

5. GamificaCon
Dr.
Karl
M.
Kapp
Professor,
Bloomsburg
University
Author:
The
GamificaCon
of
Learning
and
InstrucCon

6. Agenda
• GamificaCon
and
its
CompeCCve
Advantage
• Value
of
gamificaCon
• Best
pracCces
for
iniCaCng
a
gamificaCon
program
to
drive
loyalty
and
retenCon

7. Adding game elements to
traditional learning.
Structural:
§ Points
§ Badges
§ Leaderboard
Content:
§ Characters
§ Challenge
§ Feedback
Gamification is using
game-based mechanics,
aesthetics and game-
thinking to engage people,
motivate action promote
learning, solve problems
and engage.
What is Gamification?

8. • Gamification is to Learning Game as:
– Part is to Whole
– Piece is to Puzzle
– Slice is to Pie
– Steering Wheel is to Car
• Gamification uses parts of games but is not a game
in-and-of itself.
What is Gamification?

9. Polling
QuesCon
• By
2015,
what
percent
of
Global
1000
organizaCons
are
predicted
to
use
GamificaCon,
as
a
primary
mechanism
for
transforming
business
operaCons?
• 5%
• 20%
• 40%
• 60%
• 80%

10. Gamifica'on
is
not
only
about
points,
badges,
progress
bars
and
rewards…

11. …
but
that’s
not
all
or
this
would
be
the
most
engaging
game
in
the
world.

13. 20%
increase
in
profile
comple'on.

14. …
the
possibili'es
of
“gamifica'on”
are
far
larger
than
points,
badges
and
rewards.

15. Challenge
Jones,
B.,
Valdez,
G.,
Norakowski,
J.,
&
Rasmussen,
C.
(1994).
Designing
learning
and
technology
for
educaConal
reform.
North
Central
Regional
EducaConal
Laboratory.
[Online].
Available:
h1p://www.ncrtec.org/capacity/profile/profwww.htm
and
Schlechty,
P.
C.
(1997).
InvenCng
be1er
schools:
An
acCon
plan
for
educaConal
reform.
San
Francisco,
CA:
Jossey-­‐Bass.
Chapter
2
“The
GamificaCon
of
Learning
and
InstrucCon.”

16. Feedback

17. Story

18. • Self-­‐DeterminaCon
Theory
– Autonomy
– Competence
– Relatedness
Self-Determination Theory

19. Autonomy or Producers– Players are producers, not just consumers, they
are “writers” not just “readers.” Even at its simplest level, players co-design
games by the action they take and decision they make.
James Paul Gee, University of Wisconsin-Madison

20. Competence or Pleasantly Frustrating– Good games stay
within, but at the outer edge, of the players “regime of
competence” (diSessa, 2000) Challenges in a game are
challenging but feel “doable.”
This is motivational.
James Paul Gee, University of Wisconsin-Madison
diSessa, A. A. Changing Minds: Computers, Learning and Literatcy. Cambridge, Mass.: MIT Press, 2000.

21. Performance before Competence– Good video games operate by a principle
just the reverse of Most training modules: performance before competence
(Cazden, 1981).
Players can perform before they are competent, supported by the design of the
game. It is learning by doing.
James Paul Gee, University of Wisconsin-Madison

22. Relatedness– This is experienced when a person feels connected to others. It
can either be in real-time or related to players who have played before through
such items as a leaderboard or artifacts left by other players.

23. h1p://success.adobe.com/microsites/levelup/index.html

25. • Gamification in the Enterprise:
– Health and Wellness
– Learning and Development
– Business Operations
Gamification in the Enterprise

26. • “Daily
Challenge”
– New challenge each day in email
– Earn points
– Progress through levels
• Running and Exercise
– Nike+
Health and Wellness

31. 80%
of
Blue
Shield
employees
have
parCcipated
in
at
least
one
wellness
programs.
50%
drop
in
smoking
prevalence
and
a
similar
increase
in
regular
physical
acCvity
among
employees.
The
incidence
of
hypertension
has
fallen
by
two-­‐thirds,
and
disability
claims
are
down
.

32. NikePlus
Stats
for
Karl

34. • Mobile Cricket University (Mobile CU)
– Points
• Earned for completing certain formal learning assignments
• “acceleration points” for completing assignments within a defined time period
– Leader boards
• Master
• Group
• Challenge
– Digital badges and trophies are awarded
• Knowledge Guru
– Character
– Challenge
– Feedback
Learning and Development

38. 39.39%
indicated
“I
wanted
to
see
what
I
remember
from
the
training.”
81.82%
agreed
with
statement
“I
learned
more
about
4G
LTE
by
playing
the
game”
42.2%
indicated
“I
want
my
store
and
market
to
win.”

41. 39.39%
indicated
“I
wanted
to
see
what
I
remember
from
the
training.”
81.82%
agreed
with
statement
“I
learned
more
about
4G
LTE
by
playing
the
game”
42.2%
indicated
“I
want
my
store
and
market
to
win.”

42. Average
contract
value
2x
higher
than
for
previous
mobile
product.
Of
all
the
launches
done
in
the
previous
two
years
to
MobileConnect,
the
sales
team
has
built
the
quickest
pipeline
for
this
product.”
First
call
resoluCon
($35
a
call/average)
is
up
45%.

43. • “Lawley Insurance”
– Looking for a strategy to convince the sales team of the value of salesforce.com.
– Goal:
• Update the stage opportunities.
• Change close dates on leads when appropriate.
• Properly log prospect calls and meetings.
• Ford Canada
– Professional Performance Program (p2p)
– Goals: Drive site traffic, increase utilization of content, decrease time to certification,
encourage learning
– Gamification Mechanics: Fast Feedback, Transparency, Goals, Badges, Leveling Up,
Competition, Collaboration, Community, Points
– Big Data: User activity, content consumption, employee performance, customer
satisfaction, course completion
Business Operations

46. In
2
week
Cme
frame,
sales
team
created
the
equivalent
of
257%
of
the
average
weekly
acCviCes
created
in
the
prior
7.5
months.
Stage
updates
increased
110%.
Closing
dates
updated
307
Cmes
in
2
weeks.

47. Professional
Performance
Program

49. A
posiCve
correlaCon
between
engagement
in
the
Ford
p2p
Cup
and
key
performance
measures
including
sales
and
customer
saCsfacCon
15%
more
unique
visitors
and
a
30%
increase
in
unique
visits
vs.
the
same
period
the
previous
year
A
417%
increase
in
site
usage
vs.
the
same
period
the
previous
year

50. Polling
QuesCon
• What
percent
of
current
gamified
applicaCons
will
fail
by
2014?
• 5%
• 20%
• 40%
• 60%
• 80%

51. Gamification and Big Data
1. Tracking
behaviors,
acCons
and
acCviCes
2. Mining
the
data
for
meaning
from
behaviors,
acCons
and
acCviCes
3. Modifying
acCons
and
reacCons
of
programs
based
on
data
4. ReporCng
results

52. Q&A
Available
from
Amazon
Twi1er:@kkapp
kkapp@bloomu.edu
Google
“Kapp
Notes”

53. Pivotal Confidential – Internal Use Only
June’s Big Data Thought Leader
Balu Rajagopal
Delivering the Big Answers from Big Data – An
analysis of Your Return on Investment (ROI)
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