The document summarizes an enterprise gamification project at an IT consulting company. It discusses using gamification to increase employee engagement in development processes. A proof of concept is developed using a game layer on top of the company's competence model to provide structure, feedback and motivation for employees. Goals are set, progress is logged and evaluated, and a visualization of competencies, goals and performance over time is provided through the game interface.

1. Enterprise Gamification of the
Employee Development process at
an Infocom Consultancy Company
Kristoffer Frang
Robin Mellstrand

2. 70% of the worlds 2000 largest
organisations will have at least one
gamified platform by 2014
Gartner (2011)

3. $120M (2011) -> 1.6Bn (2015) Low engagement for the employee
development process
What is gamification and Develop a proof of
RQ1 how does it work? RQ2 concept of a game layer
for the competence model

4. February
June

5. February
June

6. The Explosion of Games
3,3 millions hours per day 60 Million Users
40 million monthly active users 70 Million in-game hours / week
5,93 million in-game years(!)

7. Gamers are Everywhere
~
Gamers play WoW, Angry Birds and Farmville each year as much as all
the Swedish people spend at work.

8. Gamification to Engage!
GAMIFICATION

9. Gamification Definition

10. What is a Game?
Why does Games Work?

11. What is a Game?
Effort
Game Structure
Direct Feedback

12. Intrinsic Motivation
S&H Green Stamps Yahoo Answers
”licking frenzy” Over 9 millions answered questions
Facebook Likes LinkedIn Progress Bar
65 million likes every day(2010)

13. Real Awards vs. Perceived Awards
Alieved
Fear
Alieved
Happiness

14. Short Feedback Loop
Effort Structure Result
- Development - Project Delivery - Customer Satisfaction
- Place Object - Game Rules - Lines Removed
Feedback
- ??? (Annual at best)
- Points (Direct)

15. Conclusions
”Games are structured challanges at the limit of
the gamers ability with a direct feedback-loop”

16. Theory for Designing an Engaging Game
?
Changing Behaviour Desire Profile
Game Frame

17. February
June

19. What motivates the Which are the obstacles
employees of Cybercom? for behavioural change?
Do not understand the
Achieving a sense of competence model
completion
Competition
Gaining
? Do not see the utility of
the model
Thinks it’s too much work
recognition to use it

20. February
June

21. How do we play the game?

23. Year start
Continuously
over the year
Setting personal
goals
Writing the log
Daily work
Project
evaluations Year end
Annual
evaluation
Structure Effort Feedback

24. Year start
Continuously
over the year
Setting personal
goals
Writing the log Evaluation?
Daily work
Project
evaluations Year end
Annual
evaluation
Structure Effort Feedback

25. Year start
Setting personal
goals
System
Writing the log generated
feedback
Daily work
Project
evaluations
Annual
evaluation
Year end
Structure Effort Feedback

26. February
June

27. Game Structure

28. The Competence Model
Interactive
Visualisation of the
Competence Model
• Exploratory way of learning.
• Recognising patterns and
Enlightenment.
Competence
Model Time Line
• Focus on Ability
• Enlightenment

29. The Log
Manage Entries
• Focus on Ability (Fast, Simple)
• Assess your own performance
• Gaining Recognition for
Achievement
• Achieving a Sence of
Completion
Log Visualisation
• Structured Log
• Map to Competence Model
• Map to Personal Goals
• Enlightenment

30. The Roadmap
Roadmap Visualisation
• Create Awareness of One’s Performance
• Achieving a Sence of Completion
Personal Goals
• Clear Overview of Personal Goals
• Connect Activities to Personal Goals
• Gaining Recognition for Achievment
• Achieving a Sence of Completion

31. Community
Profile Page
• Increase Awareness of Internal
Competences at Cybercom
• Institute a Way to Show Game
Awards
• Being the Centre of Attention
• Gathering Knowledge

32. Community
User-to-User
Feedback
• User-to-User Feedback
Through Comments
• Knowledge Sharing
• Increase Community
Engagement
• Gaining Recognition for
Achievement

33. The Game Layer

34. Problems and Weaknesses
Continous Improvement
Game Commitment
Employee Resistance

35. ROI
Motivated
and
Time Engaged
Employees
Aware and
Competence Goal-
Model ROI Orientated
Development

36. The Future of Gamification
”Market value of gamification ”70% of the worlds largest organisations
$120M (2011) -> $1800M (2015)” will use gamification by 2014”
It’s hard to measure the ROI ”Gamification is the new social media”

37. That’s all from us.
Thanks for listening.

38. Dr. BJ Fogg’s Behaviour Model

39. Dr. BJ Fogg’s Behaviour Model
motivating
behaviour
motivation
triggers
succeed here
triggers
boring fail here
behaviour
difficult simple
behaviour ability behaviour

40. The Model and Gamification
example: social media
Motivation:
Social Contact
Ability:
Single click
Trigger:
Email with direct link

41. Putting the elements together
example: social media
motivating
behaviour
Nära vän
motivation
Bekant
boring
behaviour
difficult simple
behaviour ability behaviour

42. The Model and Gamification
example: gamification
Social Contact Power, Independence, Curiosity, Acceptance, Order, Saving,
Honour, Idealism, Social contact, Family, Status , Vengeance,
Romance, Physical activity, Tranquility

43. The Model and Gamification
example: extra points for recruiting new users
motivating
behaviour Motivation:
Status/Saving
motivation
Ability:
Easy to invite Single click
Email
Climb the
boring
leaderboard Trigger:
behaviour
Email: extra points
difficult simple
behaviour ability behaviour and suggestions