Gamification For Businesses
WHAT IS GAMIFICATION IN BUSINESS?
To achieve certain business goals such as attracting new customers, increasing customer engagement, boosting productivity or improving , businesses often employ game-like elements to unrelated situations. This art, called gamification, is a term coined by Nick Pelling in 2012.
Gamification could be digital, as in online leaderboards, or analog, as in loyalty cards and milestone badges.
Gamification makes use of various gaming concepts such as rewards, an entertaining interface, and a point system. However, the intent of these gaming features to build systems that solve certain challenges businesses often encounter.
Key points to note
1. Do Not Confuse Activity with Success
2. Think of the Audience as Players not Puppets
3. Clearly Identify the Business Objectives
Design for Player-Centricity
COURSE OBJECTIVES
1. What is Gamification for Business and Companies that use
Gamification
2. Aspects of Gamification and the Magic Circle
3. Game Thinking and Design Rules
4. Tapping the Emotions and Anatomy of Fun
5. Game Elements and the PBL Triad
6. Behaviorism and Motivational Design
7. Reward Structures and Self-Determination Theory
8. Gamification Design Framework
9. Different Applications of Gamification and Holistic Perspective
to Gamification
Prototype of Gamification Application
MODULE 1. WHAT IS GAMIFICATION
INTRODUCTION TO GAMIFICATION
• What is Gamification
• Case studies of Gamification (and its definition)
• The Business Need of Gamification
• A Quick History
• Examples and Categories of Gamification
THE THEORY OF GAMES
• What is a Game
• Games and Play
• What Gamification IS NOT and what it IS
• Why Gamify
DECONSTRUCTING GAMES
• Thinking like a game designer
• Design rules: The Player Journey
• Design rules: Balance
• Design rules: Create an Experience
THE X-FACTOR
• Tapping emotions of players
• The Anatomy of Fun
• Breaking down game elements
• The Pyramid of Elements: Dynamics, Mechanics, Components
• The PBL Triad
MODULE 1 ASSIGNMENT
• Assignment: Look for examples of Gamification, the strategy
behind it, and how you could apply them to solve a problem.
• Identify Design rules embedded
-Identify Game Elements
MODULE 2. BEHAVIORISM & MOTIVATIONAL DESIGN
SHARING OF ASSIGNMENT
• Assignment: Look for examples of Gamification, the strategy
behind it, and how you could apply them to solve a problem.
• Identify Design rules embedded
• Identify Game Elements
BUILDING YOUR GAMIFICATION FOUNDATION
• Active Learning: Constructing a Game
• The Business Challenge
• Applying Design rules
• Applying Game Elements
• Presentation
Limitations of Game Elements
BEHAVIORISM & MOTIVATIONAL DESIGN
• What is Motivation
• What is Behaviorism
• Application to Gamification
• Reward Structures
• Reward Schedules
• Limits of Behaviorism
• Dangers of Behaviorism
• Intrinsic and Extrinsic Motivators
• How rewards can demotivate
• Self Determination Theory
• Competence, Autonomy, Relatedness
MODULE 2 ASSIGNMENT
• Look for examples of Motivational Design and Behaviorism in the
world
• Applying Motivational Design and Behaviorism to your model
• Reward Structures and Schedules
Competence, Autonomy, Relatedness
MODULE 3. GAMIFICATION DESIGN FRAMEWORK
THE DESIGN PROCESS
• Introduction to design thinking
• 6-Step Process Framework
• Define objectives
• Success vs Failure
• 3 Steps to defining Business Objectives
• Delineate target behaviors
• What do we want users to do
• Success metrics
• Describe your Players
• Demographics of Players
• Psychographics of Players
• Motivation of Players
• Achievers, Explorers, Killers and Socializers
• Activity Loops (1): Engagement Loops
• Activity Loops (2): Progressive Loops
• Crafting in Fun
• Deploying Appropriate Tools
• Revisiting the Pyramid
• Dynamics, Mechanics, Components
MODULE 3 ASSIGNMENT
Applying the 6-Steps Design Framework to create a Gamification Strategy
MODULE 4. EVALUATION & APPLICATIONS OF GAMIFICATION
SHARING OF ASSIGNMENT
•Applying the 6-Steps Design Framework to create a Gamification
Strategy
EVALUATING YOUR DESIGN
• Is what we are doing suitable for Gamification?
• The 4 Questions
DESIGINING FOR COLLECTIVE GOOD
Finding the collective good?
Designing in the collective good
DESIGNING FOR HAPPINESS
• Positive Psychology
• Designing for Flow
• Designing for Social Engagement
Zero-sum vs non-zero sum game
APPLICATIONS OF GAMIFICATION
• Engagement
• Productivity Enhancement
• Efficiency Enhancement
• Knowledge Management
• Human Resource
• Innovation
• Serious Games
• Workplace Motivation
• Skill Development
• Information
• Corporate Citizenship
• Fun in the workplace
• Behavior Change
• Social Good
• Business Development
MODULE 4 ASSIGNMENT
Execute a prototype Gamification application
MODULE 5. PROJECT PRESENTATION & EVALUATION
SHARING OF ASSIGNMENT
• Execute a prototype Gamification application
CONSIDERATIONS, CRITIQUE AND INSIGHTS
• Points-ification
• Exploitationware
• Forgetting the players
• Legal Issues
• Regulatory Issues
• Beyond the Basics
• Inducement Prizes
• Virtual Economies
• Collective Action
• The Future of Gamification
PROGRAM WRAP UP
COURSE DETAILS
COURSE DURATION:
Five session training program. (Each session is 4 hours – excluding assignment time)
CERTIFICATION:
Nikao Consulting internal certification of course attendance
TARGET GROUP:
Talents, Managers, Senior Managers
COURSE INVESTMENT
RM 15,000 for 5-module course (20 pax)
METHODOLOGIES:
Active Lecturing, Accelerated Learning techniques
Videos
Exercises, Activities and Games (related to content)
Self-evaluation assessments
Systems and processes
Observation and Coaching
Brainstorming and team discussion
Problem solving practices
Action planning