Gamification is the application of game-design elements and game Kevin Werbach and Yu-Kai Chou are two of the pioneers who have. Gamification is a growing phenomenon of interest to both practitioners and researchers. There remains, however, uncertainty about the contours of the field. Link to podcast episode: 6 Steps to Effective Gamification | with Kevin Werbach Jesse Lahey: Welcome to the show Game Changers. This is the.
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Link to podcast episode: Welcome to the show Game Changers. Kevin is co-author of For the Win: He is considered a leading expert on emerging trends in communications and technology. First, Kevin could you start us of with an example of a gamification that has successfully engaged employees? Well, there are lots of companies using gamification. The first thing to kkevin is, there are plenty of examples that are either gamification or similar to it that we just gamifucation for granted.
For example, contests that motivate employee by giving them incentives if they hit certain targets or if they win that gamificatio.
They partner with enterprises and with healthcare companies and insurers to try and help employees be more fit and companies want that of course because it lowers their healthcare expenses.
KEAS found that the most effective way to do that levin to put people in teams and challenge them in a game-like environment to have the highest improvement in their health and wellness. They use a variety of mechanisms, challenges and missions and badges that you can earn and so forth that are gamified mechanisms.
This is where she works and here is some of her background. Would you like kevinn send Michelle an e-mail and invite her to lunch? A key element of their performance is that the company is creating that sense of being on a team and working together.
Now in your book, you say that gamification is a fusion of art and science. Why do you say that?
“(Re)Defining Gamification” by Kevin Werbach
Gamification is about design and creativity. But then, doing gamification effectively is more than just making something that looks pretty. It involves leveraging data and analytics to provide feedback to the user and to provide feedback to the designer of the system.
What makes gamification effective is being able to track all of the behaviors that happen in the system, all the things that gamificahion do, and understand the patterns and tweak the system based on that information to make it more effective. So, you are saying that you need a process that helps fuse the art of gamification with the science of gamification. You call that process design?
We can learn from all that in building business-based gamified systems.
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Now, you lay out in your book a framework of six steps that are important in gamification design. Can you walk us through those six steps? So I call them the Six Ds because they all start with the letter D and it just so happens, design starts with the letter D. The six steps are again within the context of the design process. So, design has to be iterated. Does it seem like it would be fun? You think about all these things but you are constantly revising and iterating.
The last step is implementation. Gamification is not about creating something that people love. So, step one is define very precisely what your business objectives are. So, what are the concrete specific steps that you would want people to take?
That is the next step.
What specific things would you want them to do in order to gamiication that business goal you set out on the first step? It is important to think of them as players. Game designers have a variety of different templates and frameworks. Do people love exploration? Do they want to find new things or do they care about achievements, about getting to the top of the challenge or do they care more about socializing, for example? Define different categories of your players and think about different aspects of the gamified system that may be rewarding and engaging to those different kinds of players.
But it operates at two levels.
At the micro level, there is what we call an engagement cycle. That is basically, what is the activity? What do people see about how they did? How do people see what they did and learn from it and then how does that create a motivation that then leads back in a cycle to a new kind of action?
You think about that as a journey. You think about how the gamified system relates to people at different stages. Time and time again I have seen teams building gamified systems that get so focused on the weeds, they get so focused on the structures and mechanics, and drawing diagrams. They forget that this has to be fun. If not, what can I do to make it feel more fun? Pick this specific game mechanics and game elements and then, go and build the system. It might work really well but might get you the wrong outcomes.
Do you have an example of where that might have happened? They may be spending more of their time playing the game than actually doing work. We see lots of examples like that. There is one example that I talk about in the book and elsewhere about Disney where they put a leader board into their hotels for their housekeeping workers — the maids and the laundry staff and so forth.
What happened was people reacted incredibly negatively because what they saw was it was tracking their performance, how quickly they were doing their tasks and ranking them and showing who was at the top. The lesson they took from that was people at the bottom were getting fired and people freaked out. They got so upset that some of them stop taking bathroom breaks because they were so worried and upset. It destroyed employee morale. It created this very competitive backbiting environment and actually performance went down.
That would automatically enter you for a chance to win the book. If you had previously liked our page, just post a comment on the page. The first clue is the game board. Everyone who guessed it correctly will be honored on our Game Changer Genius Board.
So, to get the game board, Like us on Facebook and click on the Game Board tab. You can go directly to that tab by visiting EngagingLeader. That would actually be werbch turn off for other people. As an aside, gamification is about learning from game designers but game designers themselves make these mistakes all the time.
For example, one of the most successful games of all time was the SIMS. You just hang out with friends and decorate your house and chat with people and stuff. They love showing off their things that they built and so forth and that was incredibly powerful.
So, even game designers miss this sometimes. Yes, competition is a powerful thing. Again, that goes back up again to the first one about business objectives.
If there are people who are at the bottom who maybe should be doing something else or maybe need some re-training or some help to achieve their potential, the competition can help do that. It becomes really powerfully demotivating to a lot of people who actually could be great, valuable contributors if you exploited the other kinds of motivations that they have.
Can you give us few examples of what types of fun might be relevant to gamification? Fun is this great word because people typically have never thought about what is fun. What makes something fun?
There are researchers who studied games and talked about different categories of fun and there are several different versions of this. But basically there were categories of fun that are about to challenge. Why do people solve crossword puzzles? Millions of people do the New York Times crossword puzzles. No one pays them. To paraphrase actually a line from John F.
6 Steps to Effective Gamification | with Kevin Werbach [Transcript]
Trying to put yourself in a different situation. So, again, there are lots of different ways to look at this and no game and no gamified system will be equally fun in every way. You have to make choices and trade-offs. But a good system will either be hyper focused on the werbzch kind of fun for the task. Again, if your system is one where, the classic kind of sales environment, we really just care about performance; you got a group of people who are used to kegin, competing hard and play to that, then you might want to focus on a more achievement-oriented kind of fun.
Then, you want the more collaborative kind of fun. Kevin, if a business leader wants to move forward with gamification, what are the basic options for doing that?
There gamificatin a variety of technology platforms. There are also some that are focused on the enterprise. There is one called Work. They have a variety of competitors, as well. So, you go ahead and start looking, there are now literally dozens of kegin that offer gamified solutions.