ENCOURAGING AND MOTIVATING EMPLOYEES THROUGH GAMIFICATION Are you capitalising on games, gaming platforms and gamification? In this session our speaker will discuss how they have implemented gamification strategies and initiatives into their company. We will examine this new way of working, incentives, buy in from senior management, engagement strategies, transformational leadership to drive the campaigns and lessons learned. Sean MacNiven - Head of Web Services - SAP

1. GAMIFYING THE ENTERPRISE
GAMIFYING THE ENTERPRISE
© 2011 SAP AG. All rights reserved. 1

2. GAMIFYING THE ENTERPRISE
@rogueduck
© 2011 SAP AG. All rights reserved. 2

3. © 2011 SAP AG. All rights reserved. 3

4. © 2011 SAP AG. All rights reserved. 4

5. GAMIFYING THE ENTERPRISE
© 2011 SAP AG. All rights reserved. 5

6. GAMIFYING THE ENTERPRISE
© 2011 SAP AG. All rights reserved. 6

7. GAMIFYING THE ENTERPRISE
© 2011 SAP AG. All rights reserved. 7

8. GAMIFYING THE ENTERPRISE
© 2011 SAP AG. All rights reserved. 8

9. GAMIFYING THE ENTERPRISE
© 2011 SAP AG. All rights reserved. 9

10. GAMIFYING THE ENTERPRISE
© 2011 SAP AG. All rights reserved. 10

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. 11

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. 12

13. It’s Nature
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
www.youtube.com/watch?v=JE-Nyt4Bmi8
© 2011 SAP AG. All rights reserved. 13

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. 14

15. DRIVE: What Motivates People
www.youtube.com/watch?v=u6XAPnuFjJc
© 2011 SAP AG. All rights reserved. 15

16. STATUS
ACCESS
POWER
STUFF
© 2011 SAP AG. All rights reserved. 16

17. People – Gamification/Incentives
SAPS Keep the “Cheese” Bartholomew, I have “Status” now...
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
© 2011 SAP AG. All rights reserved. 17

18. 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, intransparent
Information right amount at the right time too much and not enough
Failure expected, encouraged, forbidden, punished, don’t talk about it
spectacular, brag 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
© 2011 SAP AG. All rights reserved. 18

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. 19

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. 20

21. Enterprise Gamification Market
Gamification Software Market
$2.8B by 2016
$3,000 Global 2000
$2,500
70 %
$2,000
Millions
$1,500 will have at least
one gamified
$1,000 application by
$500
2014
$0
2011 2012 2013 2014 2015 2016
M2 Research Innovators
50 %
A little fun can go a long way, especially in the enterprise.
will gamify
“If a company like SAP can not just reach these users, but engage them in a
innovation
gamified experience that is compelling and fun, SAP can potentially make users
processes by
something more than just users: they can be participants in a community
2015
environment where that old coercive model of engagement is a thing of the past.”
Gartner
Joshua Greenbaum, February, 2011
”SAP Plays Games with the Analysts, and the Gamification of the Enterprise Begins”
© 2011 SAP AG. All rights reserved. 21

22. Positive Psychology - PERMA
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
Source: Martin Seligman
© 2011 SAP AG. All rights reserved. 22

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. 23

24. Values & Rewards
Intrinsic Values Extrinsic Rewards
© 2011 SAP AG. All rights reserved. 24

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. 25

26. Game Mechanics (full & barely readable list)
1. Achievement 17. Epic Meaning 33. Progression Dynamic
2. Appointment Dynamic 18. Extinction 34. Ratio Reward Schedules
3. Avoidance 19. Fixed Interval Rewards Schedules 35. Real-time v. Delayed Mechanics
4. Behavioral Contrast 20. Fixed Ratio Rewards Schedule 36. Reinforcer
5. Behavioral Momentum 21. Free Lunch 37. Response
6. Blissful Productivity 22. Fun Once, Fun Always 38. Reward Schedules
7. Cascading Information Theory 23. Interval Reward Schedules 39. Rolling Physical Goods
8. Chain Schedules 24. Lottery 40. Shell Game
9. Communal Discovery 25. Loyalty 41. Social Fabric of Games
10. Companion Gaming 26. Meta Game 42. Status
11. Contingency 27. Micro Leader-board 43. Urgent Optimism
12. Countdown 28. Modifiers 44. Variable Interval Reward Sched.
13. Cross Situational Leaderboards 29. Moral Hazard of Game Play 45. Variable Ratio Reward Schedule
14. Disincentives 30. Ownership 46. Viral Game Mechanics
15. Endless Games 31. Pride 47. Virtual Items
16. Envy 32. Privacy
SCVNGR: http://techcrunch.com/2010/08/25/scvngr-game-mechanics/
© 2011 SAP AG. All rights reserved. 26

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. 27

28. Rookie, Regular, Master
Master
Mastery
Teaching
Challenge Creation
Level of Expertise
Regular
Habit-building
Rookie
Onboarding
Source: Amy Jo Kim
© 2011 SAP AG. All rights reserved. 28

29. Matrix of Examples
© 2011 SAP AG. All rights reserved. 29

30. Gamification Examples – The Speed Camera
http://www.youtube.com/watch?v=iynzHWwJXaA
© 2011 SAP AG. All rights reserved. 30

31. Gamification @ others – The Guardian
© 2011 SAP AG. All rights reserved. 31

32. Gamification @ others – GuttenPlag Wiki
© 2011 SAP AG. All rights reserved. 32

33. Avvo
© 2011 SAP AG. All rights reserved. 33

34. Gamification Examples – Bottlebank Arcade
http://www.youtube.com/watch?v=zSiHjMU-MUo
© 2011 SAP AG. All rights reserved. 34

35. stackoverflow
© 2011 SAP AG. All rights reserved. 35

36. Samsung Nation
© 2011 SAP AG. All rights reserved. 36

37. Starbucks My Ideas
© 2011 SAP AG. All rights reserved. 37

38. Gamification Examples – Piano Stairs
http://www.youtube.com/watch?v=2lXh2n0aPyw
© 2011 SAP AG. All rights reserved. 38

39. Innovation Market
© 2011 SAP AG. All rights reserved. 39

40. Gamification @ SAP – SAP Community Networks
© 2011 SAP AG. All rights reserved. 40

41. Gamification @ SAP – Expense system
© 2011 SAP AG. All rights reserved. 41

42. Gamification – Arena
© 2011 SAP AG. All rights reserved. 42

43. Sustainable Gaming
© 2011 SAP AG. All rights reserved. 43

44. Gamification @ SAP – Lead Management
© 2011 SAP AG. All rights reserved. 44

45. Gamification @ SAP – Intranet Groups and Communities
© 2011 SAP AG. All rights reserved. 45

46. Gamification @ SAP – Intranet News – Portal
© 2011 SAP AG. All rights reserved. 46

47. Gamification @ SAP – Intranet News – Portal
© 2011 SAP AG. All rights reserved. 47

48. The Holistic Strategy
Achievements
Communication tools & channels
Developer tools
DevStudio
ABAP Workbench
Business Applications
Office tools
Processes
Travel Expense Call Center
System
Leave Request
…
© 2011 SAP AG. All rights reserved. 48

49. Leveling up
Byron
Gabe Amy Jo Kim Reeves
Zichermann
Sebastian Jane
Deterding McGonigal
© 2011 SAP AG. All rights reserved. 49

50. Building up
© 2011 SAP AG. All rights reserved. 50

51. For more information visit the Enterprise Gamification
website (Run by SAP gamification expert Mario
Herger): www.enterprise-gamification.com
Sean MacNiven
Head of Communications Innovation
sean.macniven@sap.com

52. Questions?
© 2011 SAP AG. All rights reserved. 52