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How Game Thinking Can Revolutionize Your Business
1. GAMIFICATION
HOW GAME THINKING CAN
REVOLUTIONIZE YOUR BUSINESS
Prof. Kevin Werbach
Email: werbach@wharton.upenn.edu / |Twitter: @kwerb
Wharton Lifelong Learning, September 2012
KNOWLEDGE FOR ACTION
2. When I say the word
GAMES
what do you think of?
KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
14. 70%
of employees
are not fully
motivated
KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 14
15. fully
motivated
KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 15
16. Real World Activity Game Concept
Monthly sales competition Challenge
Frequent flyer program tiers Levels
Weight Watchers group Team
Grades Scores
Assignments Quests
Free coffee after 10 purchases at Starbucks Reward
American Express Platinum Card Badge
KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
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 manage
innovation 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
27. Points
Resource Levels
Collection Progression
Quests Avatars
Social Graph
KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 27
28. Progression
Levels
Points
Rewards
Quests
Avatars
Social Graph
Badges
KNOWLEDGE 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 modeling
design
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 finance
KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
32. Marketers Get Psyched
Avatars
Points
Rewards
Badges
Challenges
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
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
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. games
are 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 from
151 countries
can’t be wrong…
can they?
https://www.coursera.org/course/gamification
KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 53
55. Place a single grain of rice on
the first square of a chessboard.
Double the amount on each
subsequent square.
How many grains in total at
the end of the board?
KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
56. Place a single grain of rice on
the first square of a chessboard.
Double the amount on each
subsequent square.
How many grains in total at
the end of the board?
18,446,744,073,709,551,615
KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach
57. thank you!
Prof. Kevin Werbach
werbach@wharton.upenn.edu
Twitter: @kwerb
Available October 30
http://wdp.wharton.upenn.edu/books/
KNOWLEDGE FOR ACTION
30 million angry birds players per day, 300 million total downloads
Great. We’ve started to identify some of the complexity around games. The work I’m going to discuss with you looking at the potential of games. When I say “games”, this may be what you have in mind.
30 million angry birds players per day, 300 million total downloads
30 million angry birds players per day, 300 million total downloads
2 billion hours per month on Xbox Live.
9 billion hours in 2003
Consumers aren’t motivated either, and things like exercise.
WoW at it’s peak had over 12 million paying players. Close to a $2 billion annual business
so if games are hugely popular, and they create their own meaning, how could we leverage them.
1 hour of coding. 20% increase in profile length.
1 hour of coding. 20% increase in profile length.
Advergames are one example. But they are just games, not integrated with the brand. Can we do more than that.
After all, video gamesare a $70 billion global industry that is 40 years old
Average profit margin is 3%Reduced turnover of staff
Because of the power of games.
I’ve got some answers to that, but first, let’s play a game.
What makes something fun? Puzzles, challenges, everyone involved, skill, autonomy, social interaction.Cash prize – how much? 10 cents? $100,000. Overjustification effect. What if I then took away the prize?
So I began to study application of game design to business, held first ever symposium, first ever course,
The inventor of the game of chess was asked by the emperor what reward he wanted. Ask people how many grains there will be?
18.4 quintillionLessons: Sometimes things grow more quickly than you expect. Little changes can have big results. And also, you always need to understand the rules of the game. Because…