Sean MacNiven - Head of Communications Innovation - SAP at Beyond Enterprise 2.0
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Transcript of Sean MacNiven - Head of Communications Innovation - SAP at Beyond Enterprise 2.0
© 2011 SAP AG. All rights reserved. 11
What’s Gamification?
Gamification is the use of
game design techniques & mechanics
to solve problems and engage audiences.
Gamification strives to encourage users
to engage in desired behaviors
in connection with non-game applications.
Source: Wikipedia http://en.wikipedia.org/wiki/Gamification
© 2011 SAP AG. All rights reserved. 12
Common Reactions to Gamification
“I don’t need to waste my time on fun stuff, I have to do serious work.”
German colleague
“Do we make now a shooting game out of invoicing?”
Skeptical colleague
“This is just exploiting employees. Nobody is gonna do that just for points.”
Skeptical German colleague
“FarmVille: I don’t play that, who’s playing that anyways?”
http://enterprise-gamification.com/index.php/en/blog/2-news/39-common-criticism-of-gamification-and-how-to-respond-to-it
© 2011 SAP AG. All rights reserved. 13
http://www.google.nl/url?sa=t&rct=j&q=polar%20bear%20video%20first%20science&source=web&cd=1&ved=0CCUQtwIwAA&url=http%3A%2F
%2Fwww.youtube.com%2Fwatch%3Fv%3DJE-Nyt4Bmi8&ei=9vcfT8mXO8eN-wa4y43EBA&usg=AFQjCNEymB0rcFmDWSByIGvAjo1hFSx4fA
It’s Nature
www.youtube.com/watch?v=JE-Nyt4Bmi8
© 2011 SAP AG. All rights reserved. 14
Phunny Phacts
Ø Average age of gamers in years: 37
Ø % of gamers older than Fifty: 25
Ø % of youth playing computer & video games: 97
Ø % of female gamers: 42
Ø Social vs. Competitive Games: >3:1
Ø Avg. of hours/week played in World of Warcraft (WoW): 22
Ø # of articles in WoWWiki: ˜250,000
Ø Rank of WoWWiki compared to all Wikis: 2nd
Ø Rank of Wikipedia: 1st
Ø Avg. of hours/week played in WoW: 20
Ø Gamers have collectively spent 5.93 million years playing WoW
© 2011 SAP AG. All rights reserved. 15
DRIVE: What Motivates People
www.youtube.com/watch?v=u6XAPnuFjJc
© 2011 SAP AG. All rights reserved. 17
Keep the “Cheese” Bartholomew, I have “Status” now... SAPS ‒ Status is standing, psychic reputation, expert standing ‒ Access plays on the desire for exclusivity. An access reward
might be having lunch with the CEO, or being first to test a new application, program or device
‒ Power plays on people’s desire to exert influence over others, an example being elevated to moderator, gaining mentor standing etc. It is related to access and is a given result of status
‒ Stuff refers literally to giveaways, monetary benefits, etc. It is commonly used in shopping malls, but is a poor long term motivator if used in isolation
People – Gamification/Incentives
© 2011 SAP AG. All rights reserved. 18
Game Work Tasks repetitive, but fun repetitive and dull
Feedback constantly once a year
Goals clear contradictory, vague
Path to Mastery clear unclear
Rules clear, transparent unclear, intransparent
Information right amount at the right time too much and not enough
Failure expected, encouraged, spectacular, brag about it
forbidden, punished, don’t talk about it
Status of Users transparent, timely hidden
Promotion meritocracy kiss-up-o-cracy
Collaboration yes yes
Speed/Risk high low
Autonomy high mid to low
Narrative yes only if you are lucky
Obstacles on purpose accidental
The Grass is Greener…
© 2011 SAP AG. All rights reserved. 19
Quotes
“The opposite of play isn't work, it’s depression.”
Brian Sutton-Smith
“Fun is just another word for learning.”
Ralph Koster
“Games are giving us unnecessary obstacles that we volunteer to tackle.”
Jane McGonigal
Source: Wikipedia http://en.wikipedia.org/wiki/Gamification
© 2011 SAP AG. All rights reserved. 20
Gamified apps that you have played
Ø Frequent Flyer Programs
Ø Fuel/Gas/Shopping card
Ø Coupons
Ø eBay
Ø LinkedIn
Ø Youtube
Ø Online Magazines
Ø Amazon
© 2011 SAP AG. All rights reserved. 21
$0
$500
$1,000
$1,500
$2,000
$2,500
$3,000
2011 2012 2013 2014 2015 2016
Mill
ions
Enterprise Gamification Market
“If a company like SAP can not just reach these users, but engage them in a gamified experience that is compelling and fun, SAP can potentially make users something more than just users: they can be participants in a community environment where that old coercive model of engagement is a thing of the past.”
M2 Research
will have at least one gamified application by
2014
70 % Global 2000
will gamify innovation
processes by 2015
50 % Innovators
A little fun can go a long way, especially in the enterprise.
Joshua Greenbaum, February, 2011 ”SAP Plays Games with the Analysts, and the Gamification of the Enterprise Begins”
Gartner
Gamification Software Market $2.8B by 2016
© 2011 SAP AG. All rights reserved. 22
Positive Psychology - PERMA
Source: Martin Seligman
P Positive Emotions Experiencing joy, pleasure, fun, safety, etc.
E Engagement / Flow Being consciously involved in our activities
R Relationships Enjoyable / supportive interaction with others
M Meaning Creating a purposeful narrative
A Accomplishment Completing goals & following core values
© 2011 SAP AG. All rights reserved. 23
Flow – “keeping the balance”
Mihaly Csikszentmihalyi: Flow: The Psychology of Optimal Experience, 1991 Beyond Boredom and Anxiety: Experiencing Flow in Work and Play, 1975
© 2011 SAP AG. All rights reserved. 25
Game Mechanics
SCVNGR: http://techcrunch.com/2010/08/25/scvngr-game-mechanics/ Gamification.org: http://gamification.org/wiki/Game_Mechanics
© 2011 SAP AG. All rights reserved. 26
Game Mechanics (full & barely readable list)
SCVNGR: http://techcrunch.com/2010/08/25/scvngr-game-mechanics/
1. Achievement
2. Appointment Dynamic 3. Avoidance
4. Behavioral Contrast 5. Behavioral Momentum
6. Blissful Productivity 7. Cascading Information Theory
8. Chain Schedules 9. Communal Discovery
10. Companion Gaming 11. Contingency
12. Countdown 13. Cross Situational Leaderboards
14. Disincentives 15. Endless Games
16. Envy
17. Epic Meaning
18. Extinction 19. Fixed Interval Rewards Schedules
20. Fixed Ratio Rewards Schedule 21. Free Lunch
22. Fun Once, Fun Always 23. Interval Reward Schedules
24. Lottery 25. Loyalty
26. Meta Game 27. Micro Leader-board
28. Modifiers 29. Moral Hazard of Game Play
30. Ownership 31. Pride
32. Privacy
33. Progression Dynamic
34. Ratio Reward Schedules 35. Real-time v. Delayed Mechanics
36. Reinforcer 37. Response
38. Reward Schedules 39. Rolling Physical Goods
40. Shell Game 41. Social Fabric of Games
42. Status 43. Urgent Optimism
44. Variable Interval Reward Sched. 45. Variable Ratio Reward Schedule
46. Viral Game Mechanics 47. Virtual Items
© 2011 SAP AG. All rights reserved. 27
7 Core Concepts of Smart Games
1. Engagement Styles of your players
2. Design for onboarding, habit-building and mastery
3. Put PERMA into Your Core Engagement Loops
4. Use Progress Mechanics to Light the Way
5. As Players Progress, Increase Challenge & Complexity
6. Reward Players with Power, Autonomy & Belonging
7. Build a System that’s Easy to Learn but Hard to Master
Source: Amy Jo Kim
© 2011 SAP AG. All rights reserved. 28
Rookie, Regular, Master
Rookie Leve
l of E
xper
tise
Regular
Master
Onboarding
Habit-building
Mastery Teaching
Challenge Creation
Source: Amy Jo Kim
© 2011 SAP AG. All rights reserved. 30
Gamification Examples – The Speed Camera
http://www.youtube.com/watch?v=iynzHWwJXaA
© 2011 SAP AG. All rights reserved. 34
Gamification Examples – Bottlebank Arcade
http://www.youtube.com/watch?v=zSiHjMU-MUo
© 2011 SAP AG. All rights reserved. 38
Gamification Examples – Piano Stairs
http://www.youtube.com/watch?v=2lXh2n0aPyw
© 2011 SAP AG. All rights reserved. 48
The Holistic Strategy
Achievements
Communication tools & channels
ABAP Workbench
DevStudio
Developer tools
Leave Request
Business Applications
Travel Expense System
Call Center
…
Processes Office tools
© 2011 SAP AG. All rights reserved. 49
Leveling up
Gabe Zichermann
Amy Jo Kim Byron
Reeves
Sebastian Deterding
Jane McGonigal
Sean MacNiven Head of Communications Innovation [email protected]
For more information visit the Enterprise Gamification website (Run by SAP gamification expert Mario Herger): www.enterprise-gamification.com