How Game Thinking Can Revolutionize Your Business

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GAMIFICATION
HOW GAME THINKING CAN
REVOLUTIONIZE YOUR BUSINESS
Prof. Kevin Werbach
Email: werbach@...

When I say the word

GAMES
what do you think of?
KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach

Games

KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach

Games

KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach

Games

http://www.flickr.com/photos/mikaelmiettinen/4237381930/

KNOWLEDGE FOR ACTION G...

Games

CREDIT: http://capl.washjeff.edu/4/m/223.jpg

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Games?

KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach

Games?

KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach

Games?

KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach

KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach

1 billion
KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach

2 billion

KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach

9 billion
KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach

70%
of employees
are not fully
motivated
KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 14

fully
motivated
KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 15

Real World Activity Game Concept

Monthly sales competition Challen...

KNOWLEDGE FOR ACTION

what can we
learn from
games
to help with

KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach

KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 19

KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 20

GAMIFICATION

KNOWLEDGE FOR ACTION

A Big Deal?
“Suddenly, gamification is
the hot new business “Striving to make everyday
concept, with man...

Guess Who’s Gamifying?
• Microsoft • Samsung • eBay
• Nike • EMC ...

Gamification is…

KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach

game elements

Not just games for
business purposes!

KNOWLE...

KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 26

Points

Resource Levels
...

Progression

Levels
...

game design techniques

• Think like a game designer
– Note: not “think like a gamer”
– Goal is to get players to play,...

game Player modeling

design
Iteration
...

non-game contexts:

• External
– Marketing
– Sales
...

Marketers Get Psyched

Avatars
...

Marketers Get REALLY Psyched

• Overall traffic on the USA Network site increased 30%

• Online merchandise sales increase...

Who Wants to Test Dialogue Boxes?

KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 34

Windows 7 Language Quality Game

• 4,500 participants
• Reviewed over 500,000 dialog boxes
• 6,700 bugs reported
• Hundr...

Restaurant Servers

KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach 36

Objective Logistics

• 2-4% revenue increase
• Improved job satisfaction

KNOWLEDGE FOR ACTION Gamification...

Speed Limit Enforcement

KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach

Speed Limit Enforcement

KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach

Speed Limit Enforcement

• Average speed in
Stockholm trial decreas...

Even Al Qaeda Uses It!

KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach

HOW DO
games
MOTIVATE?
KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach

TIME FOR
A GAME
KNOWLEDGE FOR ACTION

Look in your wallet or purse.
Pull out the oldest coin.

KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach

Winner!

KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach

Why was this a bad game?

KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach

Self Determination Theory

Competence Autonomy Relatedness

KNOWLEDGE FOR ACTION ...

Games Promote Intrinsic Motivation
• Problem solving

Competence • Sense of progres...

Competence Autonomy Relatedness

equals

KNOWLEDGE FOR ACTION ...

games
are designed to be fun

KNOWLEDGE FOR ACTION Gamification / Prof. Kevin Werbach

Gamification
esign
1. Define business objectives

2. Delineate ta...

• Management • HR • Analytics

• Marketing • Psychology • Social Media

• O...

78,000 (and counting)
students from
151 countries
can’t be wrong…

can they?

https://www.cour...

ONE FINAL
STORY
KNOWLEDGE FOR ACTION

Place a single grain of rice on
the first square of a chessboard.

Double the amount on each
subsequent square.

How many ...

Place a single grain of rice on
the first square of a chessboard.

Double the amount on each
subsequent square.

How many ...

thank you!
Prof. Kevin Werbach
werbach@wharton.upenn.edu
Twitter: @kwerb

A...

Q&A

KNOWLEDGE FOR ACTION

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