Gamification is Here: Build a Winning Plan!

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?


Challenge
Listen for the top 3 tips you’d like to
take back to your workplace.


Gamification?


What Is Gamification, Anyway?

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


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/


Effective for Social Media
Points, levels,
badges,
leaderboards


Excellent Results for Teaching
Khan Academy is so
successful, schools
use it in classrooms

http://www.khanacademy.org/about

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


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


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


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

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


Enterprise Gamification
Examples


Enterprise Example: Oracle

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

Oracle Forum https://forums.oracle.com

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


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


Enterprise Example: SAP
Gamified TechEd conference and internal training

Used a golf
game to engage
users in training


Enterprise Example: Samsung
Gamified loyalty program for Samsung community


Enterprise Example: Volvo

Gamification motivates fans
to participate in community.

Players earn points
toward rewards or
charity donations.

7 Examples: Put Gamification to Work


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/


Enterprise Example: Microsoft
Microsoft Office Ribbon Hero 2


Enterprise Example: Cisco

Game to help
network admins
learn the binary
number system

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



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

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

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.


The Importance of Gamification

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


Oracle Online Communities

Oracle Forums
https://forums.oracle.com

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


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


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


Twitter Accounts

Twitter account and hashtag:
@GamifyOracle
@GamifyOracleApps
#GamifyOracle


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

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/

Oracle at Enterprise Gamification 2012

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


Oracle at HCII 2013

Human-Computer Interaction InternationaI 2013


Implications for
Technical
Communication


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


1. Understanding User Motivation

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


Know What Motivates Your Users

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


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

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


Example: Embedded Help, Tips

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


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


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


6. Writing Style

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


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/


7. Scheduling for Play Testing, Iterations

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


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/

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/


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

Resources for Learning More


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/


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
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


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 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 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 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 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.



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.

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


Challenge: Top Tips
Share the top tip you plan to
take back to your workplace.


• @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


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.

Gamification is Here: Build a Winning Plan!

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