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GAMIFICATION  HOW GAME THINKING CANREVOLUTIONIZE YOUR BUSINESS                  Prof. Kevin Werbach    Email: werbach@whar...
When I say the word      GAMESwhat do you think of? KNOWLEDGE FOR ACTION   Gamification / Prof. Kevin Werbach
GamesKNOWLEDGE FOR ACTION     Gamification / Prof. Kevin Werbach
GamesKNOWLEDGE FOR ACTION     Gamification / Prof. Kevin Werbach
Games                           http://www.flickr.com/photos/mikaelmiettinen/4237381930/KNOWLEDGE FOR ACTION     Gamificat...
Games                                          CREDIT: http://capl.washjeff.edu/4/m/223.jpgKNOWLEDGE FOR ACTION     Gamifi...
Games?KNOWLEDGE FOR ACTION      Gamification / Prof. Kevin Werbach
Games?KNOWLEDGE FOR ACTION      Gamification / Prof. Kevin Werbach
Games?KNOWLEDGE FOR ACTION      Gamification / Prof. Kevin Werbach
KNOWLEDGE FOR ACTION   Gamification / Prof. Kevin Werbach
1 billionKNOWLEDGE FOR ACTION   Gamification / Prof. Kevin Werbach
2 billionKNOWLEDGE FOR ACTION   Gamification / Prof. Kevin Werbach
9 billionKNOWLEDGE FOR ACTION   Gamification / Prof. Kevin Werbach
70%of employeesare not fullymotivated KNOWLEDGE FOR ACTION   Gamification / Prof. Kevin Werbach   14
fully        motivatedKNOWLEDGE FOR ACTION   Gamification / Prof. Kevin Werbach   15
Real World Activity                               Game ConceptMonthly sales competition                         ChallengeF...
KNOWLEDGE FOR ACTION
what can welearn fromgamesto help with KNOWLEDGE FOR ACTION   Gamification / Prof. Kevin Werbach
KNOWLEDGE FOR ACTION   Gamification / Prof. Kevin Werbach   19
KNOWLEDGE FOR ACTION   Gamification / Prof. Kevin Werbach   20
GAMIFICATIONKNOWLEDGE FOR ACTION
A Big Deal?  “Suddenly, gamification is  the hot new business             “Striving to make everyday  concept, with many  ...
Guess Who’s Gamifying?• Microsoft              • Samsung                  • eBay• Nike                   • EMC            ...
Gamification is…  KNOWLEDGE FOR ACTION   Gamification / Prof. Kevin Werbach
game elements                            Not just games for                            business purposes! KNOWLEDGE FOR AC...
KNOWLEDGE FOR ACTION   Gamification / Prof. Kevin Werbach   26
Points                           Resource                                                    Levels                       ...
Progression                                                                 Levels                                        ...
game design techniques• Think like a game designer – Note: not “think like a gamer” – Goal is to get players to play, and ...
game                                   Player modelingdesign                                               Iteration      ...
non-game contexts:                   • External                       – Marketing                       – Sales           ...
Marketers Get Psyched                                                           Avatars                                 Po...
Marketers Get REALLY Psyched• Overall traffic on the USA Network site increased 30%• Online merchandise sales increased 50...
Who Wants to Test Dialogue Boxes?  KNOWLEDGE FOR ACTION   Gamification / Prof. Kevin Werbach   34
Windows 7 Language Quality Game• 4,500 participants• Reviewed over 500,000 dialog boxes• 6,700 bugs reported• Hundreds of ...
Restaurant Servers  KNOWLEDGE FOR ACTION   Gamification / Prof. Kevin Werbach   36
Objective Logistics• 2-4% revenue increase• Improved job satisfaction    KNOWLEDGE FOR ACTION      Gamification / Prof. Ke...
Speed Limit Enforcement  KNOWLEDGE FOR ACTION   Gamification / Prof. Kevin Werbach
Speed Limit Enforcement  KNOWLEDGE FOR ACTION   Gamification / Prof. Kevin Werbach
Speed Limit Enforcement                         • Average speed in                           Stockholm trial decreased    ...
Even Al Qaeda Uses It!  KNOWLEDGE FOR ACTION   Gamification / Prof. Kevin Werbach
HOW DO  games                       MOTIVATE?KNOWLEDGE FOR ACTION     Gamification / Prof. Kevin Werbach
TIME FOR      A GAMEKNOWLEDGE FOR ACTION
Look in your wallet or purse. Pull out the oldest coin.KNOWLEDGE FOR ACTION   Gamification / Prof. Kevin Werbach
Winner!KNOWLEDGE FOR ACTION   Gamification / Prof. Kevin Werbach
Why was this a bad game?KNOWLEDGE FOR ACTION   Gamification / Prof. Kevin Werbach
Self Determination TheoryCompetence               Autonomy               Relatedness  KNOWLEDGE FOR ACTION       Gamificat...
Games Promote Intrinsic Motivation                         • Problem solving Competence              • Sense of progress t...
Competence              Autonomy               Relatedness                         equals KNOWLEDGE FOR ACTION       Gamif...
gamesare designed to be                              fun KNOWLEDGE FOR ACTION   Gamification / Prof. Kevin Werbach
Gamification       esign                         1. Define business objectives                         2. Delineate target...
• Management         • HR                    • Analytics• Marketing          • Psychology            • Social Media• Opera...
78,000 (and counting)students from151 countriescan’t be wrong…can they?                         https://www.coursera.org/c...
ONE FINAL   STORYKNOWLEDGE FOR ACTION
Place a single grain of rice onthe first square of a chessboard.Double the amount on eachsubsequent square.How many grains...
Place a single grain of rice onthe first square of a chessboard.Double the amount on eachsubsequent square.How many grains...
thank you!   Prof. Kevin Werbachwerbach@wharton.upenn.edu     Twitter: @kwerb                                    Available...
Q&AKNOWLEDGE FOR ACTION
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How Game Thinking Can Revolutionize Your Business

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Presentation on gamification to Wharton's Lifelong Learning session for alumni, September 2012

Publicado en: Empresariales

How Game Thinking Can Revolutionize Your Business

  1. GAMIFICATION HOW GAME THINKING CANREVOLUTIONIZE YOUR BUSINESS Prof. Kevin Werbach Email: werbach@wharton.upenn.edu / |Twitter: @kwerb Wharton Lifelong Learning, September 2012KNOWLEDGE FOR ACTION
  2. When I say the word GAMESwhat do you think of? KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
  3. GamesKNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
  4. GamesKNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
  5. Games http://www.flickr.com/photos/mikaelmiettinen/4237381930/KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
  6. Games CREDIT: http://capl.washjeff.edu/4/m/223.jpgKNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
  7. Games?KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
  8. Games?KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
  9. Games?KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
  10. KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
  11. 1 billionKNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
  12. 2 billionKNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
  13. 9 billionKNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
  14. 70%of employeesare not fullymotivated KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 14
  15. fully motivatedKNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 15
  16. Real World Activity Game ConceptMonthly sales competition ChallengeFrequent flyer program tiers LevelsWeight Watchers group TeamGrades ScoresAssignments QuestsFree coffee after 10 purchases at Starbucks RewardAmerican Express Platinum Card BadgeKNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
  17. KNOWLEDGE FOR ACTION
  18. what can welearn fromgamesto help with KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
  19. KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 19
  20. KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 20
  21. GAMIFICATIONKNOWLEDGE FOR ACTION
  22. A Big Deal? “Suddenly, gamification is the hot new business “Striving to make everyday concept, with many business tasks more of the world’s most engaging, a growing number admired companies of firms... are incorporating signing on.” elements of videogames into the workplace.” - Fortune, Oct. 17, 2011 – Wall St. Journal, Oct. 10, 2011“By 2015, more than 50 percent of organizations that manageinnovation processes will gamify those processes.” - Gartner Group KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
  23. Guess Who’s Gamifying?• Microsoft • Samsung • eBay• Nike • EMC • Cisco• SAP • Foursquare • Recyclebank• American • Stack Overflow • Universal Music Express • USA Networks • Siemens• Major League • LiveOps • Yelp Baseball • Nissan • Dell• Salesforce.com • Verizon • Kaiser• AXA Equitable Permanente• CodeAcademy • Foot Locker• Deloitte • Opower KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 23
  24. Gamification is… KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
  25. game elements Not just games for business purposes! KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
  26. KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 26
  27. Points Resource Levels Collection Progression Quests Avatars Social Graph KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 27
  28. Progression Levels Points Rewards QuestsAvatars Social Graph BadgesKNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 28
  29. game design techniques• Think like a game designer – Note: not “think like a gamer” – Goal is to get players to play, and continue playing• Making something fun isn’t easy! KNOWLEDGE FOR ACTION 29
  30. game Player modelingdesign Iteration Prototyping Scaffolding Balancing Playtesting etc.KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
  31. non-game contexts: • External – Marketing – Sales – Customer engagement • Internal – HR – Productivity enhancement – Crowdsourcing • Behavior change – Health and wellness – Sustainability – Personal financeKNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
  32. Marketers Get Psyched Avatars Points Rewards BadgesChallenges Leaderboard KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
  33. Marketers Get REALLY Psyched• Overall traffic on the USA Network site increased 30%• Online merchandise sales increased 50%• Pageviews increased 130%• Psych content shared 300,000 times on Facebook, reaching 40 million users.• Twitter-based activity nominated for an Emmy KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
  34. Who Wants to Test Dialogue Boxes? KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 34
  35. Windows 7 Language Quality Game• 4,500 participants• Reviewed over 500,000 dialog boxes• 6,700 bugs reported• Hundreds of significant fixes KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 35
  36. Restaurant Servers KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 36
  37. Objective Logistics• 2-4% revenue increase• Improved job satisfaction KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 37
  38. Speed Limit Enforcement KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
  39. Speed Limit Enforcement KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
  40. Speed Limit Enforcement • Average speed in Stockholm trial decreased from 32 to 25 kmph (22%). KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
  41. Even Al Qaeda Uses It! KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
  42. HOW DO games MOTIVATE?KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
  43. TIME FOR A GAMEKNOWLEDGE FOR ACTION
  44. Look in your wallet or purse. Pull out the oldest coin.KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
  45. Winner!KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
  46. Why was this a bad game?KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
  47. Self Determination TheoryCompetence Autonomy Relatedness KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 47
  48. Games Promote Intrinsic Motivation • Problem solving Competence • Sense of progress toward mastery • Frequent and direct feedback • Player-centered • Experimentation (less fear of failure) Autonomy • Customization • Sense of purpose or goals • Creation of meaning Relatedness • Social interactions KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 48
  49. Competence Autonomy Relatedness equals KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 49
  50. gamesare designed to be fun KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
  51. Gamification esign 1. Define business objectives 2. Delineate target behaviors 3. Describe your players 4. Devise activity loops 5. Don’t forget the fun! 6. Deploy appropriate tools KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 51
  52. • Management • HR • Analytics• Marketing • Psychology • Social Media• Operations • Design • Law & Ethics KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 52
  53. 78,000 (and counting)students from151 countriescan’t be wrong…can they? https://www.coursera.org/course/gamification KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 53
  54. ONE FINAL STORYKNOWLEDGE FOR ACTION
  55. Place a single grain of rice onthe first square of a chessboard.Double the amount on eachsubsequent square.How many grains in total atthe end of the board? KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
  56. Place a single grain of rice onthe first square of a chessboard.Double the amount on eachsubsequent square.How many grains in total atthe end of the board? 18,446,744,073,709,551,615 KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
  57. thank you! Prof. Kevin Werbachwerbach@wharton.upenn.edu Twitter: @kwerb Available October 30 http://wdp.wharton.upenn.edu/books/ KNOWLEDGE FOR ACTION
  58. Q&AKNOWLEDGE FOR ACTION

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