About the Book
In recent years, gamification has emerged as a significant business trend and, when leveraged appropriately, can be a powerful tool to drive employee engagement and innovation. Whilst gamification is relatively well-established within sales and marketing initiatives, the potential to use gaming tools and theories within the enterprise represents a significant untapped opportunity for many businesses, especially in relation to a company's knowledge sharing and collaboration processes. In order to understand the full potential, this report aims to address the fundamental question of what gamification is, and why it is important for the enterprise. The report will also reflect on the ways in which creativity, experimentation, play, and innovation can be included within business and knowledge management in order to drive employee engagement.
Table of Contents:
Executive summary ...VII About the authors ...XI Gamification - Observations from the frontline ... 1 By Peter Hosking, director, ghosydney.com Google's influence on 'engagement' inside your organisation ... 2 A game to be played at work ... 4 Companies are getting serious about fun ... 5 Do not attempt to wear too many hats (and avoid people who do) ... 6 Talk to the heart - Do not simply bombard the mind ... 7 Employee gamification for Impact - One drive to rule them all ... 11 By Jesse Lahey, managing principal, Aspendale Communications Discovery of the three needs ... 11 Bartle's four player types ... 12 The four game drives ... 14 Case study: LiveOps - Game drives in the wild ... 16 One drive to rule them all ... 19 Motivation, user types, and gamification... 21 By Andrzej Marczewski, web developer, Capgemini A brief history of motivation ... 21 Layers of motivation ... 23 User journey and extrinsic rewards ... 25 Motivation and types of user ... 26 Motivating and rewarding employees ... 27 Actionable gamification - Beyond points, badges, and leaderboards ... 31 By Yu-Kai Chou, partner, Enterprise Gamification Consultancy Gamification is human-focused design ... 31 Obsession to grunt work ... 31 Secondhand sushi making - The PBL fallacy ... 32 What's under the shell? ... 33 The looming danger in gamification ... 33 The story of the good designer vs bad designer ... 34 Octalysis - The complete gamification framework ... 35 The eight core drives of gamification ... 35 How to apply Octalysis to actual systems ... 38 Conclusion ... 40 Gamification Model Canvas - Game design thinking in a lean way ... 41 By Sergio Jimenez Arenas, gamification designer, author, and speaker What is gamification? ... 41 Non-game contexts ... 42 Breaking down the success of a classic - Monopoly ... 45 Uses of the Gamification Model Canvas ... 47 Case study: BBVA Game - The keys to a model example... 50 Gamification Model Canvas - Collaboration and iteration ... 52 Gamification system design - A practical guide ... 53 By Isidro Rodrigo de Diego, HR and gamification professional Introduction ... 53 Gamification and system design ... 53 Is it possible to gamify without large budgets? ... 56 Three keys for designing challenges ... 57 Unexpected system failure - Prepare for impact ... 58 Conclusions ... 59 The practical application of gamification in the enterprise ... 61 By Steve Bynghall, knowledge management and online collaboration specialist, Two Hives consulting Introduction ... 61 Underlying assumptions ... 62 Practical gamification - Headline issues and points to consider ... 62 Conclusion ... 67 The seven habits of companies that have successfully gamified social collaboration in the enterprise ... 69 By Phaedra Boinodiris, global leader - serious games and gamification, IBM Why game technology? ... 70 The seven habits of successful companies ... 70 Case study: IBM and gamified talent management ... 74 In closing ... 75 The six success principles of gamification ... 77 By Rudolf D'Souza, founder and CEO, InKnoWin Consulting 1. The principle of the oyster and the pearl ... 79 2. The principle of the hare and the tortoise ... 79 3. The principle of the fox and the crane ... 80 4. The principle of the flight of geese ... 80 5. The principle of Robin Hood and his merry men... 81 6. The principle of 'just rewards' ... 82 A word of caution - Is gamification hype? ... 82 Summary ... 83 Game mechanics and learning ... 85 By David Mullich, senior producer, Say Design Case study: Gamification at the Financial Ombudsman Service ... 93 By Aynsley Taylor, knowledge advisor, Financial Ombudsman Service Why should we take gamification seriously? ... 93 Why is gamification the right tool for this job? ... 94 Gamification and communities of practice ... 94 Why do people play games? ... 95 How will we get people to play? ... 95 Competition vs collaboration ... 96 Delivering feedback ... 96 Our first steps ... 97 Using games to make 'boring' more fun ... 98 Case study: Gamification at La Salle Universities ... 101 By Emiliano Labrador Ruiz de la Hermosa, and Eva Villegas Portero, programme coordinators, La Salle Universities Development of gamification ... 104 Results ... 107 Case study: KM and gamification at Wipro Limited ... 109 By Hariprasad Reddy and Zakira Banu, knowledge management, Wipro Limited What is gamification? ... 109 Why is gamification required? ... 109 Wipro's KM gamification strategy ... 110 Conclusion ... 114 Case Study: Own the Disruption - Working, Learning, and Playing at Deloitte ... 115 By Calvin Cheng, digital strategist, Deloitte Introduction ... 115 Psychological drivers - Motivation ... 117 Deloitte's Own The Disruption challenge ... 119 Guiding principles and lessons learned ... 122 Path forward ... 122 Case study: Game on - Gamifying social collaboration at Accenture ... 125 By Thomas Hsu, senior manager, Accenture, and Stephen Kaukonen, social collaboration and gamification, Accenture Gamification defined ... 125 Accenture's approach to gamification ... 126 Accenture's view on sustained behavioural change ... 127 Why gamification for collaboration within Accenture? ... 128 Gamification 2.0 ... 129 The nuts and bolts - Earning points through activities and missions ... 130 Key elements ... 132 Making it stick ... 134 The benefits ... 134 Conclusion ... 137
About the Author :
Sergio Jimenez Arenas is the creator of the Gamification Model Canvas, founder of Game On! Lab, founder and editor of Game Marketing, co-founder of the Gamification World Congress, and a gamification designer, author, and speaker. Sergio has extensive experience in gamification through working with several companies and institutions. He has also been collaborating with important colleges to introduce gamification into the education sector. He has also been a speaker at events for entrepreneurs, colleges, and companies, and he works with the press and media as an opinion leader talking about gamification, engagement, and digital strategies. Zakira Banu is a Science graduate from Bangalore University, India. She has also completed a post graduate diploma in Business Administration from Mount Carmel Institute of Management, which is affiliated with Bangalore University. She has nearly 14 years of IT industry experience. She joined Wipro Limited in October 2000. She started her career in the IT industry performing technical communication roles which included technical writing, graphic designing, editing, and production. Having done this for about eight years, and having learned enough tricks of the technical communications trade, she decided to move laterally in her career, to explore project and process management roles. She has worked for various clients in the UAE, UK, and US. Her longest tenure so far has been with a retail and consumer banking firm in the US, where she spent seven years delivering into key projects such as risk, platform, and process management. In December 2012, she joined the knowledge management group in Wipro Limited, to take up role that leverages her technical communications and management experience. She manages a team that creates intellectual knowledge capital and handles the knowledge management branding and communications for the organisation. Phaedra Boinodiris, producer of IBM's award-winning INNOV8 series of serious games, is responsible for IBM's broader global serious games and gamification strategy, leading their global effort of leveraging games to provide greater agility for businesses and organisations industry-wide. In 2010, Boinodiris was made responsible for IBM's serious games strategy for the US public sector mainly focusing on US Defence. Her strategies for evolving serious games have been championed by 4-Star generals and she has presented her ideas for advanced process optimisation games to the Vice Chairman of the Joint Chiefs of Staff at the Pentagon and to the head of DARPA. She has keynoted two NATO Summits and continues to co-chair serious games summits internationally. Boinodiris' earlier work in serious games are being used in over 1,000 schools worldwide to teach students the fundamentals of business optimisation. Upon first joining IBM, she incubatedIBM's first games for marketing programme creating the top leading generating assets on the internet for IBM. Boinodiris was honoured by Women in Games International as one of the top 100 women in the games industry. Prior to working at IBM, she was a serial entrepreneur for 14 years where she co-founded WomenGamers.Com, a popular women's gaming portal. There she subsequently started the first scholarship for women to pursue degrees in game design and development in the US. Boinodiris happily mentors business school students at her alma-mater UNC-Chapel Hill. Steve Bynghall is a freelance consultant, researcher, and writer, specialising in knowledge management, intranet, social business, and collaboration solutions. He has authored or co-authored books and reports on many topics including intranets, enterprise mobility, SharePoint, and crowdsourcing. Following an MSc in Information Science from City University, Steve worked at accounting firm BDO LLP for over thirteen years, working in various knowledge roles including managing the firm's global extranet programme. In late 2010 he set up Two Hives Ltd. Steve works extensively for the Digital Workplace Group and Step Two Designs. He is also a committee member of the Knowledge and Learning Leaders Group in the Managing Partner's Forum. He blogs at twohives.wordpress.com and can be followed on Twitter at @bynghall. Calvin Cheng is a senior manager based in Chicago, Illinois, and he has been with Deloitte Consulting LLP for more than ten years. Specialising in digital strategy and technology solutions, he serves Fortune 100 clients to unlock the potential of digital disruption for both consumers and the enterprise. Calvin is a recognised leader in the areas of digital disruption and innovation, omni-channel commerce (web, mobile, social), digital marketing, knowledge management, and gamification. His work in digital strategy and eCommerce has been cited The Wall Street Journal, Forbes, American Performance and Quality Center, Shop.org, and the Deloitte Review. In addition to serving clients, Calvin also leads a number of digital initiatives and offerings within Deloitte Consulting to continuously improve the firm's capabilities in digital solutions and innovation. Calvin actively shares his thoughts and content related to digital innovation on Twitter (@CalvinCheng3), and he enjoys connecting with colleagues across both formal and informal channels. Yu-kai Chou is a pioneer and international keynote speaker on gamification. He is a regular speaker/lecturer on gamification throughout the US, Europe, Asia, and Australia, including organisations such as Stanford University, Google Inc., the Innovation Center in Denmark, The SES Conference, UCLA, and UBC Sauders School of Business. Yu-kai was one of the earliest pioneers in gamifcation, starting his work in the industry in 2003 and was recently rated number one among the top 40 'gamification gurus' by UK-based company Leaderboarded. Yu-kai is also the creator of The Complete Gamification Framework: Octalysis as well as the video series The Beginner's Guide to Gamification. He is a partner at the Enterprise Gamification Consultancy (EGC), the leading global gamification consulting group for enterprises and was also co-founder and CEO for RewardMe, a digital loyalty platform bringing gamification into offline retail. Rudolf D'Souza is one of the earliest experts and exponents on gamification. Way back in 2004 he designed the Knowledge Olympics, which took the KM world by storm. It is one of the first examples of the power of gamification. 2,800 employees in the company where he launched itwere galvanised into action and contributed a wealth of insights to address actual organisation challenges. It transformed the culture of sharing within the organisation. Thereafter, Rudolf launched one major gamification programme every year, which moved the organisation forward steadily. The organisation in question is Eureka Forbes. Rudolf had joined them in 2003 as VP of KM. Eureka Forbes has been a global MAKE nominee several times, Asia MAKE winner three times, and India MAKE winner seven times. Over and above that, the organisation catapulted into the top five best employers in India in a survey conducted by Hewitt. Rudolf is a popular speaker and conducts workshops at KM conferences. He actively promotes KM in India through the CII (Confederation of Indian Industry) Knowledge Council and the Mumbai KM Community. Rudolf was the co-chair at KM Asia 2013 and conducted a masterclass on 'engagement through gamification'. Rudolf has set up a niche consultancy specialising in knowledge management and organisation development. He is the founder and CEO of InKnoWin Consulting (www.inknowin.com). His clients include the top corporates in India. Rudolf can be contacted at rudolf@inknowin.com. Isidro Rodrigo de Diego is an entrepreneur, associate professor at the Innovation and Entrepreneurship Business School School and Iversity's 'Gamification Design' MOOC, experience designer, speaker, game master, and storyteller at Dummymedia's educational studios. His goal in life is to show people how to make their lives more epic and meaningful. How to fall in love with play, games, curiosity, and learning, and welcome back their childhood. He believes in gamification as a tool for not only engagement, but empowerment, achievable and understandable by everyone; a design methodology that balances performance, fun, and meaning in our jobs, lives, products, and services. People, thoughts, actions, and emotions (not technology) are mandatory in this process. Isidro has written several articles on games for education and self development, and he usually talks about playful design and other related topics at conferences like the Virtual Worldwide eLearning Congress or the Fun and Serious game Festival, and he is one of the coordinators of the Gamification Spain MeetUp, one of the biggest forums for gamification professionals in his country. He post his thoughts on his blog (http://hrgamer.blogspot.com) and on Twitter (@isidrorodrigo). Enjoy the game! Emiliano Labrador Ruiz de la Hermosa is an artist, multimedia graduate, senior technician in industrial design, multimedia teams coordinator, and project manager. His work as a media artist has led him to exhibit work at festivals like ArtFutura (where he has a Sony PlayStation award for videogame design), Sonar, Ciber@art,and the Cybercultures meeting in Mexico City, among others. He is coordinator of the Master in Multimedia Creations and Serious Games (MCDEM) in La Salle-URL (Barcelona, Spain). In addition he also teaches Creativity and Transmedia at the same University. He collaborates with the Entertainment Technology Center at Carnegie Mellon University (US) as a faculty advisor collaborating in gamification and serious games projects with companies such as Telefonica, Roland, Infojobs, Digital Legends Entertaintment, HP, Saint Jude Hospital, and others. Emiliano is a consultant, teacher, and developer of creative thinking, with a special approach to innovation, multimedia, transmedia, gamification, serious games, interaction design, and videogames, applied to any needs of creative or services industries. His skills join the talent of students with the necessities of industry, to form and lead work teams and develop products and services with a creative approach. Peter Hosking is the director of ghosydney.com. gho works with organisations in retail, banking, education, and the public sector. Increasingly, gho is seeing more investment in new technology and creative communications that protect and grow quality relationships with employees that, in turn, develop strong advocates for their brands. Thomas Hsu is a subject matter expert in social collaboration at Accenture. He is also a certified gamification expert and leads Accenture's gamification community of practice. The programmes he has designed and delivered for clients directly impact millions of end users, have saved tens of millions of dollars annually, and have won multiple awards from both private and public entities. Thomas is a frequent public speaker; past events include KM World, APQC, Gamification Summit, Digital Workplace 24, Social Learning Bootcamp, and others. Accenture is a global management consulting, technology services, and outsourcing company, with approximately 281,000 people serving clients in more than 120 countries. Combining unparalleled experience, comprehensive capabilities across all industries and business functions, and extensive research on the world's most successful companies, Accenture collaborates with clients to help them become high-performance businesses and governments. The company generated net revenues of US$28.6 billion for the fiscal year ended August 31, 2013. Its home page is www.accenture.com. Stephen Kaukonen is the culture change lead for Accenture's social learning team and has been a pioneer and thought leader in Accenture's use of gamification within the enterprise for social collaboration. His team is focused on helping Accenture's employees collaborate across the global network of people by enabling them to share their insights and experiences while connecting to the knowledge needed to do their jobs. Mr Kaukonen is dedicated to instilling the behaviours of collaboration, and raising awareness of and driving the adoption of collaboration and sharing across Accenture's organisation of 280,000 employees. Jesse Lahey, SPHR has helped business leaders communicate, engage, and lead with greater impact for 20 years. As managing principal of Aspendale Communications, he leads a team of consultants who partner with mid-size and large employers to attract and engage talent that delivers superior business results. Jesse is the host of the popular podcasts Engaging Leader(t) and Game Changer(t), heard by thousands of leaders around the world. Game Changer helps CEOs, HR executives, and other business leaders cut through the hype about employee gamification. In this online talk show, Jesse interviews experts, practitioners, and vendors about using game-inspired tactics to engage employees in work, wellness, recruiting, and more. The show is available on iTunes, Stitcher, and EngagingLeader.com/gamechanger. Andrzej Marczewski has been professionally involved in technology since 2000, building on a lifetime of interest in computers, gadgets, and games. His experience ranges from public sector, to small businesses, to large enterprises. Currently the internal web manager for Capgemini UK, over the last few years he has become heavily involved in gamification. As well as being involved in the practical side of gamification, he is also a keen writer on the topic. Sharing his thoughts and ideas on his weekly blog, at various international talks and in his book Gamification: A Simple Introduction, he has become regarded by many as a gamification expert and evangelist. David Mullich is a game design and development consultant with Say Design and a game production instructor at the Los Angeles Film School. He began his career as a designer/programmer with educational software publisher Edu-Ware Services and went on to form his own company, Electric Transit, a serious games developer that became Electronic Arts' first affiliated label publishing company. David later joined The Walt Disney Company as its first staff videogame producer and has since held similar positions at Activision, Cyberdreams, The 3DO Company, and the Spin Master toy company over his 34-year career in the games industry. He has spoken about game design and development at the annual Game Developers Conference, Social Media Week, New York Film Academy, Loyola Marymount University, and the USC Institute for Multimedia Literacy. David also co-created the Game Design Merit Badge introduced last year by the Boy Scouts of America and publishes The Games & Brains Daily, an online newsletter on game-based learning, gamification of the classroom, and game development for kids. You may follow him on Twitter at @David_Mullich. Eva Villegas Portero holds a degree in Multimedia by the UPC (Polytechnical University of Catalonia), a Master in Accessible Technologies for Information Societies Services (UOC), and is a specialist in web accessibility. Nowadays she works at La Salle as a director and lecturer of Postgraduate in User eXperience (PUX). She is member of GTM (a research group in media technologies) where is doing research in usability, user experience (UX), and accessibility. She also teaches as part of the graduate Engineering and Masters in Multimedia and Serious Games courses. Her research focuses mainly around new ways to evaluate the accessibility of web pages and other tech products. Her findings have been published in international conferences such as the MSIADU 09. Her work has received several awards, including the 2008 Fundacio Agrupacio mutua award on research in the field of disabilities. Eva's main projects include the development of a new website called engrup that provides a social network for people with disabilities. Dr Hariprasad Reddy is head of the KM function for Wipro Ltd and has been driving KM initiatives across the organisation for knowledge retention, sharing, collaboration, and transfer. He is a certified Six Sigma Master Black Belt, and has managed business transformation initiatives across various organisations. He has published 11 research papers and received the 'CEO Team Excellency' award from GE Power Systems. Aynsley Taylor has held a wide variety of roles across the private and non-profit sectors, mostly in financial services. He is currently working as a knowledge advisor for the Financial Ombudsman Service. Recently, his career has taken in business process mapping, project management, root cause analysis, adjudication, technical content production, and policy analysis. He is currently driving a major change project that aims to upgrade and future-proof the Financial Ombudsman Service's knowledge capability - re-designing the tools, processes, and roles that underpin the infrastructure, and so helping to build a new enterprise architecture that can meet the challenges presented by the changes going on around us.
