Enterprise Gamification Engaging people by letting them have fun Book 1 The Basics Mario Herger Copyright © 2014 Mario Herger All rights reserved. ISBN: 1470000644 ISBN-13: 978-1470000646 DEDICATION This is my fifth book, And I dedicate it to my wife Natasha and my son Sebastian, Who bought the other four. And to my twin baby-boys Gabriel and Darian, Who use it for age-appropriate purposes. NOM NOM CONTENTS MISSION 0 – GAME TRAILER MISSION 1 – ONBOARDING D EFINITION G H AMIFICATION ISTORY G A AMIFICATION REAS T G T P HE AMIFICATION IPPING OINT W W G S HERE ORK AND AME ARE IMILAR G C AMIFICATION RITICISM L U G E G EVELING P FROM AMIFICATION TO NTERPRISE AMIFICATION S F R UCCESS AND AILURE ATES F F ACTS & IGURES MISSION 2 – THE CHALLENGE D C EFINING THE HALLENGE H OW TO MAKE PEOPLE CARE MISSION 3 – THE PLAYER T U HE SER P D LAYER IMENSIONS C D M HARACTER IMENSIONS FOR OVIES P E ERSONA XAMPLE MISSION 4 – MOTIVATION AND HABIT M T OTIVATIONAL HEORIES T A F HE RT OF AILURE E MOTION E NGAGEMENT M ONOTONY B OREDOM H ABITS MISSION 5 – DESIGN ELEMENTS G M G R AME ECHANICS AND AME ULES G D E AMIFICATION ESIGN LEMENTS MISSION 6 – DESIGN PROCESS G D T AMIFICATION ESIGN HINKING B ALANCING D F URATION AND REQUENCY C G S HEATING AND AMING THE YSTEM R S E EWARD YSTEM XAMPLES A A G D E NALYSIS OF PPLIED AMIFICATION ESIGN LEMENTS MISSION 7 – METRICS, SCORES AND DATA M ETRICS G D S AMIFICATION ATA AND TANDARDS S CORES B D IG ATA MISSION 8 – LAWS AND REGULATIONS L EGAL C OMPLIANCE P G M OLICIES AND OVERNANCE ODELS L T G EGAL IPS FOR AMIFICATION T D S HE ARK IDE MISSION 9 – LIFECYCLE AND STRATEGY L IFECYCLE S TRATEGY G D E AMIFICATION ECISION NGINE MISSION 10 – GAME ON, LEVEL UP! ABOUT THE AUTHOR APPENDIX I NDEX T ABLES I MAGES C ONTENTS R EFERENCES ACKNOWLEDGMENTS This book would look very different without the diligent editing of my friend Mark Schreiber. His knowledgeable feedback on the topic guided me from rants and repetitions to a friendlier and more legible writing style. Not least I want to thank him for going through the painful exercise of correcting my Austrian English. A book sells either through its title, its cover, or both. In this case Bernd Ertl, an excellent Austrian cartoonist, created this great cover. He does really fantastic work that I ask you to check out on his website http://www.ausgezeichnet.com/ Finally, let met thank you all of you who have inspired me with their awesome work and enthusiasm in all the fields that are the basis for gamification and making the world a better place. Many of you and your work are quoted in this book. Mission 0 – Game Trailer “What matters is not how motivated someone is, but how someone is motivated. Alfie Kohn What’s your computer wallpaper? A picture of your family, a dream vacation spot, your pet, your favorite sports team? Whatever it is, it’s probably not a picture of your job. Which is why I was so surprised when I visited the BMW plant in Dingolfing, Bavaria many years ago to do some programming work. As we were walking through the factory floor, the buzzing and humming surrounded us. We found ourselves thrown into a chaotic, yet orderly dance of humans and robots around sculptures of metal, glass, and cables to craft what would soon become some of the most adored cars in the world. When we finally passed the three-stories high shelves with hundreds of neatly stacked engine blocks, we had reached the office of the IT manager. From his Spartan room with a staggering view of the assembly line, he took care of the smooth operation and upgrades of all IT workstations at the quality check points in the assembly hall. When we finally turned our attention from the cars, our eyes fell on the background picture on his monitor. “Is this the new BMW 5 design?“ one of us asked. The IT manager looked at the image. “Yes, Marketing just released the images today to the public,“ he said. And then, after a long pause, without having taken his eyes from the picture, he added with a trembling voice, “It’s really a beautiful car.“ This was motivation on a level that I have only rarely seen again in the next two decades. At least not at work, but I’ve met that look again in video game players. Like the girl in Figure 1 playing a video game[i]. Her face tells us that she is enjoying the game, that she is focused and that she seems to be winning. Yes, somehow she seems to be beating the crap out of a monster, or a dragon, or whatever opponents she is fighting right now. Nothing can distract her; she is in the flow and she experiences “fiero,” her “personal triumph.” But she does not look like she is relaxing. It looks more like the total opposite; she is working hard. Figure 1: A video game player (© Philip Toledano) Now imagine a user interacting with your application; or you interacting with any non- game system and process. What would the picture look like? Build up this mental image. What do you see? The facial expression looks probably very different. Passive, disengaged, perhaps frustrated or even angry. While this girl is at a very high level with engagement, fun, and the hope to be successful, the very same attributes with business applications tend to be at a low level. And this is our quest: to understand how can we give our users an experience that resembles the one that players have? Most likely, we will never reach or surpass the levels of engagement for employees that videogames can achieve, but if we can improve the current level a little bit, could we get more work done? For most employees, work is pretty boring. Work for them is something that they dread, an obligation that has locked them in an inescapable situation, from which they try to get as far as possible in their times off. Maybe you are a person like that right now. If not, you’ve certainly met such a person: the unhappy cashier at your