Competitive Advantages with Gamification

Twitter:@kkapp

By Karl M. KappBloomsburg UniversityAuthor: Gamification of Learning &InstructionVisit: www.karlkapp.com 

Does Gamification Provide a Competitive Advantage?

To learn the answer…let’s gamify this presentation.

I’m your host. Ivan.

..and let’s play….

Wait, first, what is gamification?

Gamification is using game elements in non-game situations.

I’ll show you some examples as we play the game.

Ok, now let’s play….

Fact or Fishy…

Wait, how do we play this game?

I’ll show you.

Rules• A statement is presented

– Text “fact” plus code– Text “fishy” plus code

• Text Response:

Take out your text‐machines

Standard Texting Fees Apply! 

For each question, TEXTa code to the number

37607or

For a SmartPhone go toPollEv.com/karlkapp

How To Participate via Texting

1. Capitalization doesn’t matter, but spaces and spelling do

fact01

fishy01

ALRIGHT01

fact01

fact01

Is it Fact or Fishy?

fishy01

Capitalization doesn’t matter, but spaces and spelling doTIP

fishy01PollEv.com/karlkapp

SmartPhone: How To Vote viaPollEv.com/karlkapp

Two Teams

teama teamb

Wait, what team and I on and what was that number again?

Number is 37607 and you…you should be on team “C”.

Question: Fact or Fishy:

How many times a day does the average person check their cell phone?

The average person in the US checks their cell phone 150 times a day that’s

about 9 times an hour.

People send or receive an average of 41 text messages

per day.,

Smartphones users spend over 2.5 hours a day on their

phones—32% of that time playing games.

Wait, let me send a text about that interesting statistic?

Really?Well here are more interesting statistics…not positive but

interesting.

“A study of 2,300 people found only 6% of organizations are successful in influencing behavior change among

employees.”--Al Switzler

According to Gallup, 7in 10 American workers are “not engaged” or “actively disengaged” in their

work.

This means they are emotionally disconnected from their workplaces

and less likely to be productive.

I’m not disengaged….oh look a squirrel.

Gamification is one solution for influencing behavior change and grabbing the attention of employees and others.

Ok, so next question.

Fact or Fishy:

Gamification works because it’s fun.

Fishy, it works because it’s based on sound research.

Gamification takes advantage of many powerful instructional and

behavioral phenomenon. Two such phenomenon are:

Retrieval PracticeSpaced Practice

Combining Spaced Retrieval and Retrieval Practice is really

powerful.

One study in the subject of Anatomy and Physiology revealed retention benefits of

between 35% and 61% with average of 41%.

Dobson, J. L. (2013)    Retrieval practice is an efficient method of enhancing the retention of anatomy and physiology information Advances in Physiology Education  37: 184–191, 2013; doi:10.1152/advan.00174.2012

Ramachandran, A.  et. al. Effectiveness of mobile phone messaging in prevention of type 2 diabetes by lifestyle modification in men in India: a prospective, parallel‐group, randomised controlled trial The Lancet Diabetes & Endocrinology, Early Online Publication, 11 September 2013 doi:10.1016/S2213‐8587(13)70067‐6

A study using a randomized control group at ten sites in southeast India with over 500 subjects..

Working Indian men (aged 35—55 years) with impaired glucose tolerance were randomly assigned to either a mobile phone messaging intervention or standard care.

Ramachandran, A., et. al.., Effectiveness of mobile phone messaging in prevention of type 2 diabetes by lifestyle modification in men in India: a prospective, parallel‐group, randomised controlled trial The Lancet Diabetes & Endocrinology, Early Online Publication, 11 September 2013 doi:10.1016/S2213‐8587(13)70067‐6

“Use stairs instead of an Elevator”

“Avoid snacks while watching TV; you may

overeat. “

Lowered risk of developing Type 2 diabetes by 36%.

Ramachandran, A., et. al.., Effectiveness of mobile phone messaging in prevention of type 2 diabetes by lifestyle modification in men in India: a prospective, parallel‐group, randomised controlled trial The Lancet Diabetes & Endocrinology, Early Online Publication, 11 September 2013 doi:10.1016/S2213‐8587(13)70067‐6

Fact or Fishy:

Video games can positively influence behavior?

Rosenberg, R.S. Baughman, S.L., Bailenson, J.N. (2013) Virtual Superheroes: Using Superpowers in Virtual Reality to Encourage Prosocial Behavior. PLOS One., 8(1), 1‐9.

Flying around a virtual world as a superhero made subjects

more helpful in the real world.orld

Rosenberg, R.S. Baughman, S.L., Bailenson, J.N. (2013) Virtual Superheroes: Using Superpowers in Virtual Reality to Encourage Prosocial Behavior. PLOS One., 8(1), 1‐9.

You know, that’s my alter-ego.

So, how about another example of pro-social games.

A video game for change that provides a window into the experience of the 2.5 million refugees in the Darfur region of Sudan. Players must keep their refugee camp functioning in the face of possible

attack by militias.

Playing the game resulted in a greater willingness to help the Darfurian people than reading a text conveying same information.

Peng, W., Lee, M., & Heeter. (2010) The effects of a serious game on role taking and willingness to help. Journal of Communications. 60, 723‐724.  Chapter 5 of “The Gamificaiton of Learning and Instruction.

Playing the game Darfur is Dying resulted in a greater role taking and willingness to help than either game watching or text reading.

Peng, W., Lee, M., & Heeter. (2010) The effects of a serious game on role taking and willingness to help. Journal of Communications. 60, 723‐724.  Chapter 5 of “The Gamificaiton of Learning and Instruction.

Fact or Fishy:

Gamification is time consuming to implement on a daily basis.

Pep Boys has over 700 stores in 35 states. Those stores have more than 7,000 service

bays. Does over $2 billion dollars of business a year by focusing on meeting the needs of the

do-it-yourself crowd as well as people who come in for routine and emergency services

and sales to professional garages.

Pep Boys wanted to solve two problems—Reduce Inventory Shrinkage and Reduce

Safety Incidences.

VENDORhttp://www.axonify.com/

Associates received daily reinforcement of the monthly safety

and loss prevention training.

In a quiz-type game, associates answer quick, targeted questions related to risk, loss prevention, safety, and operational policies and procedures—

standard questions in these areas.

If they answered correctly, they played a slot-machine game titled “Quiz to Win” for

a chance to win cash prizes

If answered incorrectly, the system immediately presented a short training piece.

Questions repeated at various intervals until the associate demonstrated mastery of the

topic.

Associates spent 30-60 seconds each day either at the beginning of a shift or

during downtime throughout the day.

Business Results

• Voluntary participation rate of over 95 %. 

• Safety incidents and claim counts reduced by more than 45% with an increase in the number of stores and employees. 

• Reduction in inventory loss has been at a level of 55 %.

• In the case of internal loss, each time a burst of content related to employee theft is pushed out, they see at least a 60% increase in their “Integrity Pays” hotline calls, resulting in a direct reduction in inventory loss.

References• The Gamification of Retail Safety and Loss Prevention Training– http://www.learningsolutionsmag.com/articles/1206/the‐

gamification‐of‐retail‐safety‐and‐loss‐prevention‐training

Fact or Fishy:

Gamification is good for retail employees but not for those in

leadership positions.

Deloitte has over 50,000 executives in over 150 countries who can partake in the Deloitte Leadership Academy (DLA) which delivers lessons and insights

from some of the world’s best known business schools and global leaders, such as Harvard Business

Publishing and Stanford. DLA enables executives to develop skills and stay connected to other executives.

Challenge was how to get executives to take valuable time out of their busy schedules to actually sit down and fully engage with the

leadership content.

VENDORhttp://badgeville.com/

Elements:Ranks and Rewards,

Missions and Leaderboards

Site Results

+46.6% users return daily

+36.3% of users return weekly

Active users had an average of 3 achievements unlocked in first 3 months

Top users earned as many as 30 achievements in first 3 months

Fact or Fishy:

Gamification can be used to help engage donors.

The Stockholm School of Economics is a business school recognized by the Financial Times to be

one of the finest in Europe.

Potential students from less wealthy families had trouble covering their studies. The alumni

community and the school wanted to provide scholarships for those in need.

Elements:Corporate, Country Teams

Visual FeedbackLeaderboards

Site Results

Targeted at a small community of 1500 people, managed to get more than 1000 likes on Facebook.

Achieved a +30% increase in Alumni group membership. 

Achieved a +300% growth in participation rate, making  the school’s alumni  the most engaged in Europe,.

One out of every three alumni donated.

In less than six weeks, raised an all‐time record amount of EUR 92 000 and exceeded the scholarship goal by 36%,

Ok, great, thanks for attending the presentation.

Wait, who won?

I knew you’d be back.

Let’s recap. Gamification is…

Based on soundresearch.

Appropriate for leaders, staff, store employees, and donors.

Engaging!

In short, “A great way to gain a competitive advantage.”

But…is there more to this gamification stuff?

Yes, but we’ll have to save it for another presentation. Enjoy the rest

of the conference everyone.

Wait, I want to ask some questions? Do we have time?

Where can I get more information on this topic?

NotesSlides

Additional Ideaswww.karlkapp.com

Thanks everyone for playing “Fact or Fishy.”

Play games, learn and have fun!