1. Stefano
Besana
Dalla
Gamifica2on
al
Social
Business

2. Play is the only way the highest intelligence
of humankind can unfold
- Joseph Chilton Pearce

3. The opposite of play is not work is
depression
- Brian Sutton Smith

4. in U.S.A. 99% of boys
under 18 and 94% of
girls play regularly - 13
and 8 hours a week.
61% dei C-Level
Aziendali si concede
una pausa ludica
almeno una volta al
giorno (2009)
L’Età media dei
videogiocatori in Italia
è di 28 anni. Negli USA
1/4 ha più di 50 anni
17% della popolazione
italiana gioca ai
videogame (contro il
38% dei Francesi)
2010: l’industria
videoludica ha
generato profitti - solo
nel nostro paese - per
oltre 604 milioni €
(+17%).
By 2015 more than 50%
of organizations that
manage innovation
process will gamify them
1.6 billion of dollar
invested in gamification

5. Motivation and Gamification
Perché il metodo del «Bastone
e della Carota» non funziona?
• Limita la capacità delle
persone di avere idee
innovative
• Abbatte la motivazione
intrinseca delle persone
• E’ addictive e distrae dagli
obiettivi principali
• Orienta gli atteggiamenti e
consolida i comportamenti
nel breve termine
• Contrasta i comportamenti
positivi
• Specularmente incoraggiano
comportamenti negativi e
poco etici.

6. The solution is to gradually become free of
societal rewards and learn how to substitute for
them rewards that are under one's own powers.
This is not to say that we should abandon every
goal endorsed by society; rather, it means that, in
addition to or instead of the goals others use to
bribe us with, we develop a set of our own.
Mihaly Csikszentmihalyi

7. Verso una definizione

8. Gamification and Recruiting
"We think this will be a fun way for people to learn about what it means to operate a
manufacturing plant, and at the same time, learn about what Siemens does here in the
US" (Daryl Dulaney, CEO of Siemens Industry).

9. Gamification and Learning
It teaches portion control and customer service in a cartoon-like simulation of a Cold Stone
store.
Players scoop cones against the clock and try to avoid serving too much ice cream. The
company says more than 8,000 employees, or about 30% of the total, voluntarily
downloaded the game in the first week. (Business Week)

10. Gamification and Collaboration
Nitro for Jive gives users a set of missions to complete, each of which exposes them to a
critical piece of functionality within the Jive platform.
Users earn points and unlock badges for using and mastering these pieces of functionality,
and “level up” when they hit key milestones.
Social elements like high score tables, newsfeeds, and the ability to display and share your
status, drive friendly competition and collaboration among the user base.

11. Gamification and Innovation
Scottish Water is a public entity, a subsidiary of the Scottish government, which manages
the infrastructure related to the distribution of water and collection of waste water
throughout Scotland. It has 3.700 resources in its employ.
9 months from the launch, the Innovation Pool counts 750 users and has generated over
330 new ideas and/or suggestions for improvement. Out of those, 7 have already been
validated and implemented under tight deadlines. The sites receives on average about 10
posts (ideas, votes, comments) per day.

12. So What?
• Le iniziative e i bisogni devono
sempre partire da Obiettivi di
Business
• Strumento: non fine. Il fine restano gli
obiettivi concreti di business da
ottenere
• Integrazione: il punto di arrivo è la
trasformazione digitale dell’intero
workplace aziendale.
• E’ un processo – prima di tutto di
change management – non un
interruttore acceso/spento
• Valutare, misurare, cambiare,
riprogettare e rivedere (perpetual beta)
• Be Human: non dimenticatevi le
persone!
• Divertirsi!

13. Thanks and Keep in Touch!
stefano.besana@gmail.com
www.sociallearning.it
@stefanobesana
in/stefanobesana