Gamification is about engaging and motivating people, not about making them more efficient.
It is the use of game mechanics and experience design to digitally engage and motivate people to achieve their goals.
Three broad categories:
Three target audiences:
Good examples of changing behaviour:
Nike+. Uses number of devices and sensors eg fuelband to measure progress eg for running. Gives you feedback, points and badges. Can connect to friends, integrate with facebook etc. 28m users. Has helped millions of individuals to achieve their goals. No direct selling.
Khan academy. Focuses on flipping the classroom. Do the learning and lecturing at home. Watch videos etc. time in classroom is higher quality time working through problems and issues.
10m students a month and 350,000 registered teachers.
Have demonstrated n improvement in learning.
Example of driving innovation:
Quirky. Founded in 2009, is a community of inventors. Anyone can submit an idea, and best ideas get voted up. If decide to make it, market research, detailed design etc. all done by the community. Rewarded by influence, a point system which is related to the royalties for the product.
334 products developed and have community of 970,000 inventors.
Gamification is not like a video game or rewards system. It is about motivation, not entertainment or compensation.
Motivation is driven by autonomy, mastery and purpose. To contribute to where we're going, to get better at things and to deliver a result that's larger than ourselves.
Gamification uses a digital engagement model. Solves a number of problems:
Scale: digital interactions can connect to audiences of any size
Time: digital interactions are asynchronous
Distance: digital interactions are available anywhere
Connectedness: friends are always close
Cost: digital interactions are lower cost than traditional face to face ones
Need to decide if you want to use gamification, what are you trying to achieve? Need to define what are the business objectives we're trying to achieve. Then who is the target audience and what are their goals. Need to align, ie business objectives have to be met by individuals achieving their goals.
If you can design a gamified solution for use in the workplace it can boost employee agility and engagement, enable different ways of working and exploit consumer oriented solutions.
Most common use cases include innovation management, crowdsourcing solutions, product development process improvement and health/wellbeing.
Employee performance has interesting benefits, but not mature yet, mainly used for sales and Helpdesk teams.
We should be looking to see if gamification could be used anywhere in our organisation, maybe put together a small interest group to research it.
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