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Gamification is Here:
Build a Winning Plan!

Marta Rauch
  @martarauch
What We'll Cover:

 • Why gamification?
 • Enterprise gamification data, examples
 • Oracle is in the game
 • Plan for game changers
 • Resources                                                                                            Key Takeaway:
                                                                                                        Enterprise
                                                                                                        gamification
                                                                                                        is here.
                                                                                                        Be prepared!
  Tip! Details are in my slides posted on SlideShare:
     http://www.slideshare.net/MartaRauch

Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Audience Poll

       Have you worked on a gamification project?


       Do you expect to within the next year?




Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Challenge
             Listen for the top 3 tips you’d like to
             take back to your workplace.




Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Gamification?




Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
What Is Gamification, Anyway?

                                                                 Game techniques
 ..                                                              …in non-game situations
                                                                 …to motivate people and
                                                                  drive behavior.




Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Game Techniques Used In Gamification
   Game dynamics – motivate behavior
          Examples: scenario, rules, progression

   Game mechanics – help achieve goals
          Examples: teams, competitions, rewards, feedback

   Game components – track progress
          Examples: quests, points, levels, badges, collections




     Badgeville http://badgeville.com/


Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Effective for Social Media
                                                                                                        Points, levels,
                                                                                                        badges,
                                                                                                        leaderboards




Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Excellent Results for Teaching
                                                                                                              Khan Academy is so
                                                                                                              successful, schools
                                                                                                              use it in classrooms




                                                                                                        http://www.khanacademy.org/about
Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Being Adopted by the US Government

  Twenty-three+ agencies are gamifying, including:
   National Institutes of Health
   Department of Energy
   National Endowment
    for the Arts
   National Park
    Service
   US Army
   NASA



                                                                           http://www.whitehouse.gov/blog/2011/11/23/games-grand-challenges
Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan"LavaCon202. Copyright 2012.
Enterprise Gamification Is Here




Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Enterprise Gamification is Growing Rapidly
  By 2014, over 70% of companies
  will have at least one                                                                                It’s coming to
  gamified product                                                                                      an enterprise
                                                                                                        near you!
  By 2015, over 50% will
  gamify innovation


  A company that gamifies
  marketing & customer retention
  will be as important as
  eBay, Facebook, or Amazon
   Source: Gartner Press Release Egham, UK, April12, 2011:
   http://www.gartner.com/it/page.jsp?id=1629214

Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
It’s Big Money!

 Market: from $100M in 2011 to over $2.8B in 2016

 Growth: from 155% in 2011 to 197% in 2012

 47% focus on user engagement

 Enterprise is the largest
 market segment

 Enterprise is 25% of the
 gamification market

 Source: M2: http://www.m2research.com/gamification.htm


Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
It’s the Best Way to Engage Millennial Workers

  Gen Y have 10,000 hours of gaming by age 21

  The 10,000-Hour Rule – Outliers by Malcolm Gladwell

  Gen Y are 25% of the US workforce
  In 2014, they will be 36%,
  and in 2020, 46%




  “Maximizing Millennials” UNC Kenan-Flagler Business School
                                                                                                        Jane McGonigal: Gaming Can Make A Better World
                                                                                                        http://www.youtube.com/watch?v=dE1DuBesGYM
Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
How Gamification Benefits Enterprises
        Increase user engagement
        Motivate participation
        Influence behavior
        Drive adoption,
         learning, loyalty
        Improve quality of service
        Increase efficiency
        Reduce time, costs                                                                             Bunchball http://www.bunchball.com/products


        Drive profits




Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Enterprise Gamification
           Examples




Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Enterprise Example: Oracle


                                                                                                           Leaderboard
                                                                                                           Recognition
                                                                                                           Badges
                                                                                                           Levels
                                                                                                           Points
                                                                                                           Achievements
                                                                                                           Competition
                                                                                                           Rewards




     Oracle Forum https://forums.oracle.com
Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Enterprise Example: IBM
  Gamified products include IBM Connections



                                                                                                        Game-style
                                                                                                        onboarding,
                                                                                                        missions,
                                                                                                        levels,
                                                                                                        leaderboard




     Demo of Level Up for IBM Connections
     http://www.youtube.com/watch?v=rro5G0yLyeE&feature=relmfu

Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
IBM's ROI for Gamified Translation
  • IBM's Social Laboratory gamified documentation translation
  • Awarded points to employees who helped translate
  • Employees were motivated because they could use points
    to donate to their own charities

  Results:
  • Improved accuracy
  • Reduced time
    for translation
  • Saved millions
    in translation costs


Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.   7 Examples: Put Gamification to Work
Enterprise Example: XEROX
 XEROX gamified performance management.
                                                                                                           Get ready for a gamified
                                                                                                           performance review




Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.   7 Examples: Put Gamification to Work
Enterprise Example: SAP
  Gamified TechEd conference and internal training




                                                                                                        Used a golf
                                                                                                        game to engage
                                                                                                        users in training




Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.   7 Examples: Put Gamification to Work
Enterprise Example: Samsung
  Gamified loyalty program for Samsung community




Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.   7 Examples: Put Gamification to Work
Enterprise Example: Volvo

 Gamification motivates fans
 to participate in community.


 Players earn points
 toward rewards or
 charity donations.




                                                                                                        7 Examples: Put Gamification to Work

Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Enterprise Example: Microsoft
  Gamified teaching new features
  Ribbon Hero has reached millions of users




     Microsoft Office Ribbon Hero
     http://www.microsoft.com/en-us/download/details.aspx?id=26531
     http://www.gamification.co/2011/09/15/bringing-games-to-the-enterprise-how-microsoft-ribbon-hero-makes-productivity-engaging/

Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Enterprise Example: Microsoft
  Microsoft Office Ribbon Hero 2




Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Enterprise Example: Cisco


                                                                                                               Game to help
                                                                                                               network admins
                                                                                                               learn the binary
                                                                                                               number system




                                                                                                        https://learningnetwork.cisco.com
                                                                                                        /docs/DOC-11119

Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Enterprise Example: Cisco

 Game for learning
 networking skills
 Helps network admins
 prep for certification




                                                                                                        https://learningnetwork.cisco.com
                                                                                                        /docs/DOC-3820Cisco Mind
                                                                                                        Share Learning Game

                                                                                                        Cisco exam prep game
                                                                                                        Cisco exam prep game levels
Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Enterprise Example: Cisco
 The Cisco Learning Network includes a Games Arcade.




 “Wanna talk games?
 Join the discussion in the
 Games Forum. Try out these
 games and read the
 Game On! Blog from Cisco's
 Jerry Bush, Game Guy
 Extraordinaire!”




                                                           https://learningnetwork.cisco.com/community/connections/games
Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Oracle Examples




 The statements and opinions expressed here are my own and do not necessarily represent those of Oracle Corporation.

 The following is intended for information purposes only, and may not be incorporated into any contract. It is not a
 commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions.
 The development, release, and timing of functionality described of Oracle’s products remains at the sole discretion of
 Oracle Corporation.

Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
The Importance of Gamification




                                       http://badgeville.com/resources/events/engage2012/oracle-on-importance-of-gamification



Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Oracle Online Communities




      Oracle Forums
      https://forums.oracle.com




                                                                                                        My Oracle Support
                                                                                                        https://support.oracle.com

Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Gamification Focus Group
  Gathered input on how members are involved in Oracle online communities

  Discussed what motivates members to participate.

  Collected ideas and opinions on how game mechanics could encourage participants.




                  http://www.oracle.com/webfolder/ux/applications/newsletters/CPP/CPP_2011nov.html

Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Oracle Apps UX Gamification All Hands Day
  “A great way to learn about gamification, build team spirit, and create an innovative,
   contemporary user experience in a very agile way” – Ultan O’Broin




                                                                                                        Photograph: Ultan O’Broin




                 Teams hard at work during the #gamifyOracle design jam. Photograph: Martin Taylor

https://blogs.oracle.com/userassistance/entry/oracle_applications_gamification_worldwide_ux
                                                                                                         Photograph: Edward Roske

Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Twitter Accounts


  Twitter account and hashtag:
  @GamifyOracle
  @GamifyOracleApps
    #GamifyOracle




Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Gamification Blogs

  Employee blog posts at https://blogs.oracle.com/




        https://blogs.oracle.com/gamification/
        Games At Work, Part 1
        Games at Work, Part 2
        Oracle Apps UX Gamification Worldwide All Hands Day
Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Oracle at Gamification Summit




 Apps User Experience
 Presentation at
 Gamification Summit 2012




    http://www.gsummit.com/session/enterprise-user-experience-
    making-work-engaging-at-oracle/
Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Oracle at Enterprise Gamification 2012




        https://blogs.oracle.com/gamification/
        Oracle Apps UX Presentation at Enterprise Gamification, September 2012

Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Oracle at HCII 2013


     Human-Computer Interaction InternationaI 2013




Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Implications for
           Technical
           Communication




Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Game Changers – Build a Plan!
 1. Understanding user motivation
 2. Gamified UA architecture
 3. UA patterns
 4. Gamification terminology
 5. Gamified messages
 6. Writing style
 7. Scheduling for play testing,
    iterations
 8. Administration and
    upgrade considerations
 9. Accessibility
 10. Localization

Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
1. Understanding User Motivation

  Sample gamification motivators:
  •       Completing a task
  •       Gaining skills
  •       Solving problems
  •       Getting visibility
  •       Learning
  •       Exploring
  •       Sharing
  •       Cooperating
  •       Competing against others

Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Know What Motivates Your Users




         http://nikeplus.nike.com/plus/



Marta Rauch, @martarauch       "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
2. Gamified User Assistance Architecture

 Sample architecture considerations:
 •       Plan player’s journey
 •       Provide onboarding
 •       Organize by quests, levels
 •       Address all stages of the
         player’s lifecycle, from
         novice through mastery




                                                                                                        Sample Quests
Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
3. User Assistance Patterns

 Sample patterns for gamification:
 •       User interface strings for components such as
         points, levels, quests, badges, leaderboards…
 •       Onboarding tutorials
 •       Embedded tips and help
 •       Messages to motivate,
         announce rewards, level up
 •       FAQs
 •       Forum
 •       Wiki
                                                                                  https://www.youtube.com/watch?feature=player_detailpage&v=LprAZKSnm4Q

Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Example: Embedded Help, Tips




              http://www.informationweek.com/thebrainyard/slideshows/view/232901489/7-examples-put-gamification-to-work?pgno=3



Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
4. Gamification Terminology

 New terminology includes gamification components,
 such as:
 •       Badges
 •       Quests
 •       Levels
 •       Leaderboards
 •       Rewards
 •       virtual goods…




                                            http://blogs.technet.com/b/microsoft_blog/archive/2012/01/18/visual-studio-achievements-program-brings-gamification-to-development.aspx
                                            http://www.i-programmer.info/news/99-professional/3635-visual-studio-achievements-program.html

Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
5. Gamified Messages

        Define the goal and rules
         of your gamified system
        Introduce strategy and tactics
        Plan messages to guide players
         toward mastery
        Offer progress messages
        Provide feedback, encouragement,
         motivation
        Reward players when they
         level up, meet goals
        Link to a game FAQ




Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
6. Writing Style

 Use words that motivate your players.
 Be informal, fun, friendly.




Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Encourage Players To Continue the Game



                                                                                                              Congratulate
                                                                                                              players for
                                                                                                              achievements,
                                                                                                              introduce the
                                                                                                              next level




                http://technorati.com/social-media/article/isw-introduces-gamification-for-ibm-connections/


Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
7. Scheduling for Play Testing, Iterations




                           http://www.microsoft.com/en-us/playtest/default.aspx

Marta Rauch, @martarauch    "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
8. Administration and Upgrade Considerations




Administering the game with Adobe’s Digital Marketing Suite
(incorporates gamification analytics through a partnership with BunchBall)
http://venturebeat.com/2011/11/16/bunchball-brings-gamification-to-adobes-digital-marketing-suite/




                                                                                                                 http://nikeplus.nike.com/plus/
   Marta Rauch, @martarauch         "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
9. Accessibility

 If your product is required to be accessible, ensure that the product and
 documentation conform to corporate accessibility guidelines.




                                                                                              http://www.includification.com/

Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
10. Localization

 Localizing games involves more than translation. Allow extra time.
 To localize effectively, it’s crucial to consider the country and culture.

  Examples:
  • Rewards: What motivates one
    culture may not appeal to others
  • Quests: Customize to
    country and corporate culture
  • Feedback: Consider
    societal norms
  • Leaderboards: In some cultures,
    being #1 is not desirable



                                                                                     http://schedule.gdconf.com/sessions/track/localization-summit
Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Game Changers – Build a Plan!
 1. Understanding user motivation
 2. Gamified UA architecture
 3. UA patterns
 4. Gamification terminology
 5. Gamified messages
 6. Writing style
 7. Scheduling for play testing,
    iterations
 8. Administration and
    upgrade considerations
 9. Accessibility
 10. Localization

Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Resources for Learning More




Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Selected Resources
 • Kevin Werbach, Dan Hunter: For The Win: How Game Thinking Can Revolutionize Your Business (coming soon)
   http://wdp.wharton.upenn.edu/books/for-the-win/
 • Gamification course taught online by Kevin Werbach through Coursera: https://www.coursera.org/course/gamification
 • Michael Wu, What is Gamification, Really? http://lithosphere.lithium.com/t5/Building-Community-the-Platform/What-is-Gamification-Really/ba-p/30447
 • Gartner Press Release Egham, UK, April12, 2011 http://www.gartner.com/it/page.jsp?id=1629214
 • M2 Research http://www.m2research.com/gamification.htm
 • Jane McGonigal , TED talk on how games can make a better world http://blog.ted.com/2010/03/17/gaming_can_make/
 • Michael Wu, Gamification 101: The Psychology of Motivation http://lithosphere.lithium.com/t5/Building-Community-the-Platform/Gamification-101-
   The-Psychology-of-Motivation/ba-p/21864
 • For the Win: What’s the big deal about Bartle’s Player Types? http://gamifyforthewin.com/2012/08/whats-the-big-deal-about-bartles-player-types/
 • Richard Bartle, “Hearts, Clubs, Diamonds, Spades: Players Who Suit MUDs” http://www.mud.co.uk/richard/hcds.htm
 • Amy Jo Kim, Gamification 101: Design the Player Journey
 • Games at Work, Part 1: https://blogs.oracle.com/userassistance/entry/games_at_work_part_1
   Games at Work, Part 2: https://blogs.oracle.com/userassistance/entry/games_at_work_part_2
   Gamification, by Erika Noll Webb https://blogs.oracle.com/gamification/
   Oracle Apps Gamification Worldwide UX Design Jam https://blogs.oracle.com/userassistance/entry/oracle_applications_gamification_worldwide_ux
   Making Work Engaging at Oracle http://www.gsummit.com/session/enterprise-user-experience-making-work-engaging-at-oracle/
   @GamifyOracleApps , #GamifyOracle
 • Gamification Gets Down to Business http://articles.businessinsider.com/2011-07-20/tech/30034737_1_ibm-executive-ibm-employees-sametime
 • Cisco Information Through Play http://www.nomimes.com/casestudies/hunt/
 • Dell Hopes to Score with Gamification http://www.informationweek.com/thebrainyard/news/strategy/231601797/dell-hopes-to-score-with-gamification
 • Nitro for SalesForce http://www.bunchball.com/products/nitroforsalesforce, http://www.youtube.com/watch?v=LprAZKSnm4Q
 • Ribbon Hero: How Microsoft Made Office Fun http://www.youtube.com/watch?v=TRhjOBhAPb8 Microsoft Visual Studio Achievements Program Brings
   Gamification to Development http://blogs.technet.com/b/microsoft_blog/archive/2012/01/18/visual-studio-achievements-program-brings-gamification-to-development.aspx
 • Why IBM Represents the Future of Social Business http://articles.businessinsider.com/2011-07-20/tech/30034737_1_ ibm-executive-ibm-employees-sametime
 • 7 Examples: Put Gamification to Work http://www.informationweek.com/thebrainyard/slideshows/view/232901489/7-examples-put-gamification-to-work
 • Bringing Gamification to Adobe’s Digital Marketing Suite http://venturebeat.com/2011/11/16/bunchball-brings-gamification-to-adobes-digital-marketing-suite/
 • Game Accessibility http://www.game-accessibility.com/index.php?pagefile=visual http://www.gameaccessibilityguidelines.com/guidelines/full-list/
 • Game localization, http://gamelocalisation.wordpress.com/

Marta Rauch, @martarauch    "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Game On!
 •       Your goal: Learn gamification skills to enhance your career and
         prepare for new projects.
 •       Your strategy: Gain skills by completing quests, and progressing
         through the levels. Demonstrate mastery when you complete Level 6.
 •       Helping you get there: After you complete each level, you earn a
         badge. After you level up to Level 6, you will be ready to work on a
         gamification project!
 •       Badges and levels:




  Level 1            Level 2    Level 3                                      Level 4                    Level 5    Level 6:
  Newbie             Apprentice Gamer                                        Enterprising               Designer   Gamification
Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
                                                                                                                   Guru!
Level 1: Journey Begun


  Your quest: Attend this presentation                                                                             Level 1
           and listen for tips to bring back to your                                                                Newbie
           workplace.




                  Level 1            Level 2             Level 3             Level 4            Level 5   Level 6


Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Level 2: Gamification Technology


  Your quests:
                                                                                                                    Level 2
         • Learn about some gamification providers, such as:                                                        Apprentice
            - Badgeville
            - Bunchball
            - Gamify.it
            - Lithium
            - Shufflebrain
            - SCVNGR

         • Become familiar with some gamification platforms


                  Level 1            Level 2             Level 3             Level 4            Level 5   Level 6


Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Level 3: Deeper Understanding


  Your quests:
                                                                                                                    Level 3
         • Play a variety of games to develop an understanding of                                                   Gamer
           game mechanics, dynamics, leveling up, rewards,
           language, and aesthetics
         • Become familiar with game concepts and terminology




                  Level 1            Level 2             Level 3             Level 4            Level 5   Level 6


Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Level 4: Involved

  Your quests:
  •      Learn about gamification projects at your company.                                                         Level 4
         Suggest ways gamification could provide benefits.                                                          Enterprising

  •      Search for “enterprise gamification” on the internet and social
         networks, find members of the gamification community,
         and follow, learn, and interact.
  •      Read gamification articles and posts, and consider
         attending gamification events and conferences.



                  Level 1            Level 2             Level 3            Level 4             Level 5   Level 6


Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Level 5: Design and Playtest
 Your quest:
      Design a gamification system, do playtesting.
      1. Pick an enterprise problem that is suitable for gamification
         and addresses business goals.                                Level 5
      2. Understand your players, learn what motivates them.          Designer
      4. Plan business objectives, game dynamics, mechanics, and
         components, including player journey, feedback, intrinsic rewards.
      5. Create a storyboard and mockup.
      6. Invite players to playtest the game.
      7. Confirm that players are motivated and reach goal,
         and that game meets business objectives.
      8. Incorporate feedback and iterate.

                  Level 1            Level 2             Level 3             Level 4            Level 5   Level 6


Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Level 6: Mission Accomplished!

  Your quests:
 • Like the Oracle Apps User Experience group, hold
   an internal Gamification Summit. Collaborate on integrating                                                      Level 6
                                                                                                                    Guru
   gamification in your company’s products and communities.
 • Like Oracle, hold a customer focus group to learn what motivates
   players and ways to enhance it using gamification.
 • Design game systems that are fun and meet business needs using
   internal motivation. Do playtesting and iterations.
 • Enjoy increased customer adoption, learning,
   motivation, satisfaction, loyalty, and retention.

                  Level 1            Level 2             Level 3             Level 4            Level 5   Level 6


Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
You are developing gamification skills, and are on track to be
    prepared for 2015, when 50% of enterprises will gamify innovation,
    and 70% will have at least one gamified product.
   Following the tips in this presentation will help you achieve your goal.

                                                You’re in the game!

                       Best wishes for success with your
                           gamified enterprise project.
Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
What We Covered:

  • Why gamification?
  • Enterprise gamification data, examples
  • Oracle is in the game
  • Plan for game changers
  • Resources                                                                                           Key Takeaway:
                                                                                                        Enterprise
                                                                                                        gamification
                                                                                                        is here.
                                                                                                        Be prepared!
   Tip! Details are in my slides posted on SlideShare:
      http://www.slideshare.net/MartaRauch

Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
Challenge: Top Tips
             Share the top tip you plan to
             take back to your workplace.




Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
•       @martarauch
    •       Marta Rauch
                                                                                            Connect
    •       +Marta Rauch                                                                    with me!
    •               Marta Rauch


    Join me at my upcoming presentations:
    •     STC gamification webinar, October, 2012
    •     TC Camp, 2013
    •     Intelligent Content 2013 mobile workshop
    •     HCII 2013 enterprise gamification presentation

Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
About the Speaker

    Marta Rauch is a principal information developer and team lead at Oracle, where
    she participates in corporate gamification initiatives. She has worked at two
    game companies, and recently completed an online Gamification course via
    Coursera and Professor Kevin Werbach of the Wharton School.

    A frequent presenter for conferences and webinars, Marta has published articles
    for IEEE, the Center for Information Development Management Best Practices,
    and STC Intercom. With over 20 years of experience in technical communication,
    she has received 15 STC awards for individual and team projects at the local,
    national, and international level. In 2012, she was listed as one of the 400 Most
    Influential in #Techcomm and #ContentStrategy.

    Marta holds a BA from Stanford University, a teaching credential, and a Certificate
    from UC Extension in Managing the Development of Technical Communication.


     The statements and opinions expressed here are my own and do not necessarily represent those of Oracle Corporation.
Marta Rauch, @martarauch   "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.

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Gamification is Here: Build a Winning Plan!

  • 1. Gamification is Here: Build a Winning Plan! Marta Rauch @martarauch
  • 2. What We'll Cover: • Why gamification? • Enterprise gamification data, examples • Oracle is in the game • Plan for game changers • Resources Key Takeaway: Enterprise gamification is here. Be prepared! Tip! Details are in my slides posted on SlideShare: http://www.slideshare.net/MartaRauch Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 3. Audience Poll Have you worked on a gamification project? Do you expect to within the next year? Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 4. Challenge Listen for the top 3 tips you’d like to take back to your workplace. Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 5. Gamification? Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 6. What Is Gamification, Anyway? Game techniques .. …in non-game situations …to motivate people and drive behavior. Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 7. Game Techniques Used In Gamification  Game dynamics – motivate behavior Examples: scenario, rules, progression  Game mechanics – help achieve goals Examples: teams, competitions, rewards, feedback  Game components – track progress Examples: quests, points, levels, badges, collections Badgeville http://badgeville.com/ Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 8. Effective for Social Media Points, levels, badges, leaderboards Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 9. Excellent Results for Teaching Khan Academy is so successful, schools use it in classrooms http://www.khanacademy.org/about Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 10. Being Adopted by the US Government Twenty-three+ agencies are gamifying, including:  National Institutes of Health  Department of Energy  National Endowment for the Arts  National Park Service  US Army  NASA http://www.whitehouse.gov/blog/2011/11/23/games-grand-challenges Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan"LavaCon202. Copyright 2012.
  • 11. Enterprise Gamification Is Here Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 12. Enterprise Gamification is Growing Rapidly By 2014, over 70% of companies will have at least one It’s coming to gamified product an enterprise near you! By 2015, over 50% will gamify innovation A company that gamifies marketing & customer retention will be as important as eBay, Facebook, or Amazon Source: Gartner Press Release Egham, UK, April12, 2011: http://www.gartner.com/it/page.jsp?id=1629214 Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 13. It’s Big Money! Market: from $100M in 2011 to over $2.8B in 2016 Growth: from 155% in 2011 to 197% in 2012 47% focus on user engagement Enterprise is the largest market segment Enterprise is 25% of the gamification market Source: M2: http://www.m2research.com/gamification.htm Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 14. It’s the Best Way to Engage Millennial Workers Gen Y have 10,000 hours of gaming by age 21 The 10,000-Hour Rule – Outliers by Malcolm Gladwell Gen Y are 25% of the US workforce In 2014, they will be 36%, and in 2020, 46% “Maximizing Millennials” UNC Kenan-Flagler Business School Jane McGonigal: Gaming Can Make A Better World http://www.youtube.com/watch?v=dE1DuBesGYM Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 15. How Gamification Benefits Enterprises  Increase user engagement  Motivate participation  Influence behavior  Drive adoption, learning, loyalty  Improve quality of service  Increase efficiency  Reduce time, costs Bunchball http://www.bunchball.com/products  Drive profits Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 16. Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 17. Enterprise Gamification Examples Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 18. Enterprise Example: Oracle  Leaderboard  Recognition  Badges  Levels  Points  Achievements  Competition  Rewards Oracle Forum https://forums.oracle.com Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 19. Enterprise Example: IBM Gamified products include IBM Connections Game-style onboarding, missions, levels, leaderboard Demo of Level Up for IBM Connections http://www.youtube.com/watch?v=rro5G0yLyeE&feature=relmfu Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 20. IBM's ROI for Gamified Translation • IBM's Social Laboratory gamified documentation translation • Awarded points to employees who helped translate • Employees were motivated because they could use points to donate to their own charities Results: • Improved accuracy • Reduced time for translation • Saved millions in translation costs Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012. 7 Examples: Put Gamification to Work
  • 21. Enterprise Example: XEROX XEROX gamified performance management. Get ready for a gamified performance review Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012. 7 Examples: Put Gamification to Work
  • 22. Enterprise Example: SAP Gamified TechEd conference and internal training Used a golf game to engage users in training Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012. 7 Examples: Put Gamification to Work
  • 23. Enterprise Example: Samsung Gamified loyalty program for Samsung community Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012. 7 Examples: Put Gamification to Work
  • 24. Enterprise Example: Volvo Gamification motivates fans to participate in community. Players earn points toward rewards or charity donations. 7 Examples: Put Gamification to Work Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 25. Enterprise Example: Microsoft Gamified teaching new features Ribbon Hero has reached millions of users Microsoft Office Ribbon Hero http://www.microsoft.com/en-us/download/details.aspx?id=26531 http://www.gamification.co/2011/09/15/bringing-games-to-the-enterprise-how-microsoft-ribbon-hero-makes-productivity-engaging/ Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 26. Enterprise Example: Microsoft Microsoft Office Ribbon Hero 2 Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 27. Enterprise Example: Cisco Game to help network admins learn the binary number system https://learningnetwork.cisco.com /docs/DOC-11119 Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 28. Enterprise Example: Cisco Game for learning networking skills Helps network admins prep for certification https://learningnetwork.cisco.com /docs/DOC-3820Cisco Mind Share Learning Game Cisco exam prep game Cisco exam prep game levels Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 29. Enterprise Example: Cisco The Cisco Learning Network includes a Games Arcade. “Wanna talk games? Join the discussion in the Games Forum. Try out these games and read the Game On! Blog from Cisco's Jerry Bush, Game Guy Extraordinaire!” https://learningnetwork.cisco.com/community/connections/games Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 30. Oracle Examples The statements and opinions expressed here are my own and do not necessarily represent those of Oracle Corporation. The following is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of functionality described of Oracle’s products remains at the sole discretion of Oracle Corporation. Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 31. The Importance of Gamification http://badgeville.com/resources/events/engage2012/oracle-on-importance-of-gamification Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 32. Oracle Online Communities Oracle Forums https://forums.oracle.com My Oracle Support https://support.oracle.com Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 33. Gamification Focus Group Gathered input on how members are involved in Oracle online communities Discussed what motivates members to participate. Collected ideas and opinions on how game mechanics could encourage participants. http://www.oracle.com/webfolder/ux/applications/newsletters/CPP/CPP_2011nov.html Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 34. Oracle Apps UX Gamification All Hands Day “A great way to learn about gamification, build team spirit, and create an innovative, contemporary user experience in a very agile way” – Ultan O’Broin Photograph: Ultan O’Broin Teams hard at work during the #gamifyOracle design jam. Photograph: Martin Taylor https://blogs.oracle.com/userassistance/entry/oracle_applications_gamification_worldwide_ux Photograph: Edward Roske Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 35. Twitter Accounts Twitter account and hashtag: @GamifyOracle @GamifyOracleApps #GamifyOracle Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 36. Gamification Blogs Employee blog posts at https://blogs.oracle.com/ https://blogs.oracle.com/gamification/ Games At Work, Part 1 Games at Work, Part 2 Oracle Apps UX Gamification Worldwide All Hands Day Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 37. Oracle at Gamification Summit Apps User Experience Presentation at Gamification Summit 2012 http://www.gsummit.com/session/enterprise-user-experience- making-work-engaging-at-oracle/ Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 38. Oracle at Enterprise Gamification 2012 https://blogs.oracle.com/gamification/ Oracle Apps UX Presentation at Enterprise Gamification, September 2012 Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 39. Oracle at HCII 2013 Human-Computer Interaction InternationaI 2013 Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 40. Implications for Technical Communication Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 41. Game Changers – Build a Plan! 1. Understanding user motivation 2. Gamified UA architecture 3. UA patterns 4. Gamification terminology 5. Gamified messages 6. Writing style 7. Scheduling for play testing, iterations 8. Administration and upgrade considerations 9. Accessibility 10. Localization Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 42. 1. Understanding User Motivation Sample gamification motivators: • Completing a task • Gaining skills • Solving problems • Getting visibility • Learning • Exploring • Sharing • Cooperating • Competing against others Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 43. Know What Motivates Your Users http://nikeplus.nike.com/plus/ Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 44. 2. Gamified User Assistance Architecture Sample architecture considerations: • Plan player’s journey • Provide onboarding • Organize by quests, levels • Address all stages of the player’s lifecycle, from novice through mastery Sample Quests Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 45. 3. User Assistance Patterns Sample patterns for gamification: • User interface strings for components such as points, levels, quests, badges, leaderboards… • Onboarding tutorials • Embedded tips and help • Messages to motivate, announce rewards, level up • FAQs • Forum • Wiki https://www.youtube.com/watch?feature=player_detailpage&v=LprAZKSnm4Q Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 46. Example: Embedded Help, Tips http://www.informationweek.com/thebrainyard/slideshows/view/232901489/7-examples-put-gamification-to-work?pgno=3 Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 47. 4. Gamification Terminology New terminology includes gamification components, such as: • Badges • Quests • Levels • Leaderboards • Rewards • virtual goods… http://blogs.technet.com/b/microsoft_blog/archive/2012/01/18/visual-studio-achievements-program-brings-gamification-to-development.aspx http://www.i-programmer.info/news/99-professional/3635-visual-studio-achievements-program.html Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 48. 5. Gamified Messages  Define the goal and rules of your gamified system  Introduce strategy and tactics  Plan messages to guide players toward mastery  Offer progress messages  Provide feedback, encouragement, motivation  Reward players when they level up, meet goals  Link to a game FAQ Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 49. 6. Writing Style Use words that motivate your players. Be informal, fun, friendly. Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 50. Encourage Players To Continue the Game Congratulate players for achievements, introduce the next level http://technorati.com/social-media/article/isw-introduces-gamification-for-ibm-connections/ Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 51. 7. Scheduling for Play Testing, Iterations http://www.microsoft.com/en-us/playtest/default.aspx Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 52. 8. Administration and Upgrade Considerations Administering the game with Adobe’s Digital Marketing Suite (incorporates gamification analytics through a partnership with BunchBall) http://venturebeat.com/2011/11/16/bunchball-brings-gamification-to-adobes-digital-marketing-suite/ http://nikeplus.nike.com/plus/ Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 53. 9. Accessibility If your product is required to be accessible, ensure that the product and documentation conform to corporate accessibility guidelines. http://www.includification.com/ Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 54. 10. Localization Localizing games involves more than translation. Allow extra time. To localize effectively, it’s crucial to consider the country and culture. Examples: • Rewards: What motivates one culture may not appeal to others • Quests: Customize to country and corporate culture • Feedback: Consider societal norms • Leaderboards: In some cultures, being #1 is not desirable http://schedule.gdconf.com/sessions/track/localization-summit Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 55. Game Changers – Build a Plan! 1. Understanding user motivation 2. Gamified UA architecture 3. UA patterns 4. Gamification terminology 5. Gamified messages 6. Writing style 7. Scheduling for play testing, iterations 8. Administration and upgrade considerations 9. Accessibility 10. Localization Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 56. Resources for Learning More Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 57. Selected Resources • Kevin Werbach, Dan Hunter: For The Win: How Game Thinking Can Revolutionize Your Business (coming soon) http://wdp.wharton.upenn.edu/books/for-the-win/ • Gamification course taught online by Kevin Werbach through Coursera: https://www.coursera.org/course/gamification • Michael Wu, What is Gamification, Really? http://lithosphere.lithium.com/t5/Building-Community-the-Platform/What-is-Gamification-Really/ba-p/30447 • Gartner Press Release Egham, UK, April12, 2011 http://www.gartner.com/it/page.jsp?id=1629214 • M2 Research http://www.m2research.com/gamification.htm • Jane McGonigal , TED talk on how games can make a better world http://blog.ted.com/2010/03/17/gaming_can_make/ • Michael Wu, Gamification 101: The Psychology of Motivation http://lithosphere.lithium.com/t5/Building-Community-the-Platform/Gamification-101- The-Psychology-of-Motivation/ba-p/21864 • For the Win: What’s the big deal about Bartle’s Player Types? http://gamifyforthewin.com/2012/08/whats-the-big-deal-about-bartles-player-types/ • Richard Bartle, “Hearts, Clubs, Diamonds, Spades: Players Who Suit MUDs” http://www.mud.co.uk/richard/hcds.htm • Amy Jo Kim, Gamification 101: Design the Player Journey • Games at Work, Part 1: https://blogs.oracle.com/userassistance/entry/games_at_work_part_1 Games at Work, Part 2: https://blogs.oracle.com/userassistance/entry/games_at_work_part_2 Gamification, by Erika Noll Webb https://blogs.oracle.com/gamification/ Oracle Apps Gamification Worldwide UX Design Jam https://blogs.oracle.com/userassistance/entry/oracle_applications_gamification_worldwide_ux Making Work Engaging at Oracle http://www.gsummit.com/session/enterprise-user-experience-making-work-engaging-at-oracle/ @GamifyOracleApps , #GamifyOracle • Gamification Gets Down to Business http://articles.businessinsider.com/2011-07-20/tech/30034737_1_ibm-executive-ibm-employees-sametime • Cisco Information Through Play http://www.nomimes.com/casestudies/hunt/ • Dell Hopes to Score with Gamification http://www.informationweek.com/thebrainyard/news/strategy/231601797/dell-hopes-to-score-with-gamification • Nitro for SalesForce http://www.bunchball.com/products/nitroforsalesforce, http://www.youtube.com/watch?v=LprAZKSnm4Q • Ribbon Hero: How Microsoft Made Office Fun http://www.youtube.com/watch?v=TRhjOBhAPb8 Microsoft Visual Studio Achievements Program Brings Gamification to Development http://blogs.technet.com/b/microsoft_blog/archive/2012/01/18/visual-studio-achievements-program-brings-gamification-to-development.aspx • Why IBM Represents the Future of Social Business http://articles.businessinsider.com/2011-07-20/tech/30034737_1_ ibm-executive-ibm-employees-sametime • 7 Examples: Put Gamification to Work http://www.informationweek.com/thebrainyard/slideshows/view/232901489/7-examples-put-gamification-to-work • Bringing Gamification to Adobe’s Digital Marketing Suite http://venturebeat.com/2011/11/16/bunchball-brings-gamification-to-adobes-digital-marketing-suite/ • Game Accessibility http://www.game-accessibility.com/index.php?pagefile=visual http://www.gameaccessibilityguidelines.com/guidelines/full-list/ • Game localization, http://gamelocalisation.wordpress.com/ Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 58. Game On! • Your goal: Learn gamification skills to enhance your career and prepare for new projects. • Your strategy: Gain skills by completing quests, and progressing through the levels. Demonstrate mastery when you complete Level 6. • Helping you get there: After you complete each level, you earn a badge. After you level up to Level 6, you will be ready to work on a gamification project! • Badges and levels: Level 1 Level 2 Level 3 Level 4 Level 5 Level 6: Newbie Apprentice Gamer Enterprising Designer Gamification Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012. Guru!
  • 59. Level 1: Journey Begun  Your quest: Attend this presentation Level 1 and listen for tips to bring back to your Newbie workplace. Level 1 Level 2 Level 3 Level 4 Level 5 Level 6 Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 60. Level 2: Gamification Technology  Your quests: Level 2 • Learn about some gamification providers, such as: Apprentice - Badgeville - Bunchball - Gamify.it - Lithium - Shufflebrain - SCVNGR • Become familiar with some gamification platforms Level 1 Level 2 Level 3 Level 4 Level 5 Level 6 Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 61. Level 3: Deeper Understanding  Your quests: Level 3 • Play a variety of games to develop an understanding of Gamer game mechanics, dynamics, leveling up, rewards, language, and aesthetics • Become familiar with game concepts and terminology Level 1 Level 2 Level 3 Level 4 Level 5 Level 6 Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 62. Level 4: Involved  Your quests: • Learn about gamification projects at your company. Level 4 Suggest ways gamification could provide benefits. Enterprising • Search for “enterprise gamification” on the internet and social networks, find members of the gamification community, and follow, learn, and interact. • Read gamification articles and posts, and consider attending gamification events and conferences. Level 1 Level 2 Level 3 Level 4 Level 5 Level 6 Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 63. Level 5: Design and Playtest  Your quest: Design a gamification system, do playtesting. 1. Pick an enterprise problem that is suitable for gamification and addresses business goals. Level 5 2. Understand your players, learn what motivates them. Designer 4. Plan business objectives, game dynamics, mechanics, and components, including player journey, feedback, intrinsic rewards. 5. Create a storyboard and mockup. 6. Invite players to playtest the game. 7. Confirm that players are motivated and reach goal, and that game meets business objectives. 8. Incorporate feedback and iterate. Level 1 Level 2 Level 3 Level 4 Level 5 Level 6 Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 64. Level 6: Mission Accomplished!  Your quests: • Like the Oracle Apps User Experience group, hold an internal Gamification Summit. Collaborate on integrating Level 6 Guru gamification in your company’s products and communities. • Like Oracle, hold a customer focus group to learn what motivates players and ways to enhance it using gamification. • Design game systems that are fun and meet business needs using internal motivation. Do playtesting and iterations. • Enjoy increased customer adoption, learning, motivation, satisfaction, loyalty, and retention. Level 1 Level 2 Level 3 Level 4 Level 5 Level 6 Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 65. You are developing gamification skills, and are on track to be prepared for 2015, when 50% of enterprises will gamify innovation, and 70% will have at least one gamified product. Following the tips in this presentation will help you achieve your goal. You’re in the game! Best wishes for success with your gamified enterprise project. Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 66. What We Covered: • Why gamification? • Enterprise gamification data, examples • Oracle is in the game • Plan for game changers • Resources Key Takeaway: Enterprise gamification is here. Be prepared! Tip! Details are in my slides posted on SlideShare: http://www.slideshare.net/MartaRauch Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 67. Challenge: Top Tips Share the top tip you plan to take back to your workplace. Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 68. @martarauch • Marta Rauch Connect • +Marta Rauch with me! • Marta Rauch Join me at my upcoming presentations: • STC gamification webinar, October, 2012 • TC Camp, 2013 • Intelligent Content 2013 mobile workshop • HCII 2013 enterprise gamification presentation Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.
  • 69. About the Speaker Marta Rauch is a principal information developer and team lead at Oracle, where she participates in corporate gamification initiatives. She has worked at two game companies, and recently completed an online Gamification course via Coursera and Professor Kevin Werbach of the Wharton School. A frequent presenter for conferences and webinars, Marta has published articles for IEEE, the Center for Information Development Management Best Practices, and STC Intercom. With over 20 years of experience in technical communication, she has received 15 STC awards for individual and team projects at the local, national, and international level. In 2012, she was listed as one of the 400 Most Influential in #Techcomm and #ContentStrategy. Marta holds a BA from Stanford University, a teaching credential, and a Certificate from UC Extension in Managing the Development of Technical Communication. The statements and opinions expressed here are my own and do not necessarily represent those of Oracle Corporation. Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.