ENTERPRISE
GAMIFICATION
Engaging people by
letting them have
fun
M a r i o H e r g e r
mherger
http://www.enterprise-gamification.com/
http://www.gamificationcommunity.com/
PHUNNY PHACTS
Average age of gamers in years: 37
% of gamers older than Fifty: 25
% of youth playing computer & video games: 97
% of female gamers: 42
Social vs. Competitive Games: >3:1
Avg. of hours/week played in World of Warcraft (WoW): 22
# of articles in WoWWiki: ˜250,000
Rank of WoWWiki compared to all Wikis: 2
nd
Rank of Wikipedia: 1
st
Most popular games played by US soldiers in Iraq &
THE GRASS IS GREENER
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, in-transparent
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
DEFINITION
Gamification is the use of
game design elements
in non-game context
to solve problems and engage audiences.
Enterprise Gamification ensures gameful experiences to
support players’ overall value creation to indirectly
support entities’ overall value creation.
Make work more fun!
GAMIFIED EXAMPLES YOU HAVE PLAYED
GAMIFIED EXAMPLES YOU HAVE PLAYED
ENTERPRISE GAMIFICATION MARKET
$0 $500 $1,000 $1,500 $2,000 $2,500 $3,000 2011 2012 2013 2014 2015 2016 M illio ns“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
Enterprise Gamification Software Market: 38% in 2012 = $92Mio
will use gamification
as primary vehicle to
transform business
operations by 2015
Global 1000
GAMIFICATION FACTS ROI-RELATED
1. LiveOps:
call-time reduction by 15%; 8-12% increase in sales; training effort
reduced from 4 weeks to 14 hours; trained agents outperformed peers by 23% in
call handle time and +9% in customer satisfaction
2. Objective Logistics:
1.8% increase in sales, 11% increase in gratuities, $1.5Mio
more revenue
3. Department of Work and Pension / UK:
$41 million in hard savings by innovating
its business processes; £21 million benefits
4. CaLLogix:
saved $380,000 during the first year of the program – that equates to
$2,000 per employee! reduced attrition by 50% and absenteeism by 80%
5. Engine Yard:
20% reduction in tickets per customer on average
6. Allstate:
saved the company $18 million a year in adjusters' time.
7. Investorville:
the game generated about 600 loans
8. HP - Project Everest:
aimed for 50% of revenue growth – achieved 56.4%
9. Teleflora:
conversion rate improved by 92%.
10. Moosejaw:
The $10 gift card led to an average basket size of $66 – nearly seven
times the initial value. Of the new customers, 34% went on to make additional
purchases within 90 days. The average basket size of those additional purchases
was more than $150.
FLOW – “KEEPING THE BALANCE”
Mihaly Csikszentmihalyi:
Flow: The Psychology of Optimal Experience
, 1991
GAME DESIGN ELEMENTS
THE HOLISTIC STRATEGY
Achievements
Communication tools & channels
ABAP Workbench DevStudio Developer tools Leave Request Business Applications Travel Expense
System Call Center
…
Processes
GAMIFICATION TECHNOLOGIES
Universalists
Full list:
http://enterprise-gamification.com/index.php/en/resources/platforms
Social
Sustainability
Loyalty
Support & QA
CRM
HCM
LEVELING UP – THE BOOK
Enterprise Gamification
Engaging people by letting them have fun.
The Guide to
Happy Birds
with Gamification.
By Mario Herger
Available November 2013 on Amazon.com
700 pages
>200 gamification examples across all industries and
functional areas
60+ gamification platforms and technologies presented
200 pages how to gamify
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