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Gamification in Business and Education: Transforming Tasks into Engaging Experiences

Explore the impact of gamification on businesses and education, employing game elements to enhance engagement and productivity. Learn valuable insights from digital games to revolutionize traditional practices. Discover why major companies are adopting gamified strategies for better customer interaction and employee motivation.

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Gamification in Business and Education: Transforming Tasks into Engaging Experiences

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  1. ProfessorKevinWerbach Dept.ofLegalStudies&BusinessEthics WhartonSchool,Univ.ofPennsylvania werbach@wharton.upenn.edu Twitter:@kwerb

  2. 1.7billion

  3. 100million

  4. 9billion

  5. We’reAllGamersNow •Videogameindustry:over$70billionworldwide,or doubleHollywoodboxofficerevenues •97%ofkids12-17playvideogames(PewFoundation) •Theaveragegameplayeris30yearsold(ESA) •47%percentofallgameplayersarewomen(ESA) •44%ofUS/UKadultshaveplayedamobilegamein thelastmonth(PopCap/InformationSolutions)

  6. whatcanwe learnfrom (digital)games tohelpwith

  7. SebastianDeterding,etal,FromGameDesignElementsto Gamefulness:Defining“Gamification”,Mindtrek2011Proceedings

  8. GAMIFICATION

  9. Gamificationis… Theuseofgameelements andgamedesigntechniques innon-gamecontexts.

  10. Points Resource Levels Collection Progression Avatars Quests SocialGraph

  11. Progression Levels Points Rewards Quests Avatars SocialGraph Badges

  12. Foursquare

  13. Nike+

  14. …evenAlQaeda JarretBrachman&AlixLevin,“TheWorldofHolyWarcraft,”ForeignPolicy, April13,2011

  15. Who’sGamifying •Microsoft •Nike •SAP •AmericanExpress •MajorLeague •Samsung •EMC •Foursquare •StackOverflow •USANetworks •Opower •eBay •Cisco •Recyclebank •UniversalMusic Baseball •Salesforce.com •AXAEquitable •LiveOps•Siemens •Dell•Yelp •KaiserPermanente•Nissan •CodeAcademy •Deloitte •FootLocker •Verizon

  16. ABigDealintheBusinessWorld “Suddenly,gamificationisthehot newbusinessconcept,withmanyof theworld’smostadmiredcompanies signingon.” –Fortune,Oct.17,2011 “Strivingtomakeeverydaybusiness tasksmoreengaging,agrowingnumber offirms...areincorporatingelementsof videogamesintotheworkplace.” –WallSt.Journal,Oct.10,2011 “Manybusinessesareusingthesegametrickstotrytogetpeoplehookedontheirproductsand services—anditisworking,thankstosmartphonesandtheInternet.” –NewYorkTimes,Dec.23,2012

  17. Great! Whatdoesit havetodowith

  18. Education&TrainingareAlreadyGames BadOnes! •Notsomuchfun •Limitedsenseofagency •Unclearwinstates •Back-loaded,limitedfeedback •Failuretodifferentiateamongplayertypes •Poorlybalanced Gamification/KevinWerbach

  19. GamifyingLearning

  20. Gradecraft(Univ.ofMichigan)

  21. NotSuchaNewIdea!

  22. NotNewinBusiness,Either

  23. MoretoItThanthePBLs Points! Rewards! Badges! Progress Bars! Alltheyneedaresome leaderboards,and userswillgocrazy! Levels! Status!

  24. BadDesignCanBeDangerous! http://www.nicolelazzaro.com/gamification/

  25. Gamification esign 1.Definebusinessobjectives 2.Delineatetargetbehaviors 3.Describeyourplayers 4.Deviseactivitycycles 5.Don’tforgetthefun! 6.Deployappropriatetools D

  26. game design Experimentation Human-centricity Iteration Balance Prototyping Playtesting Playermodeling

  27. game design 1.Getplayerstoplay. 2.Keepthemplaying.

  28. Feedback 30

  29. 31

  30. 32

  31. MyOwnExperience Q:Howtoengagetensof thousandsofstudents from150+countries, withnoliveinteraction? A:Usegamification designprinciples! https://www.coursera.org/course/gamification 33

  32. StatsfromSession1(Fall2012) •81,600registrations –2/3non-U.S.;over150countriesrepresented –77%ofparticipantsnotinschool/university •Massiveengagement –>2,200,000videoviews –19,513forumposts –187,028peerassessments, by13,088students –Student-formedFacebook group:3,468members –Hashtag#gamification12: >2,700tweets

  33. TraditionalCourseDesign 1   2   3   4   5   6   7   Units Midterm Final

  34. ThePlayerJourney Level Up Climbing Boss Fight Climbing Rest Rest Climbing Scaffolding Onboarding

  35. GamificationCourseDesign Boss Fight Onboard Climb Climb Climb Rest Rest

  36. PlayerTypes Source:RichardBartle

  37. NoticeanyDifferences?

  38. 2x-4xTypicalCompletionRate ≈81,600 registered 100%   90%   %  of  Registra4on   %  of  Starters   %  of  Submi:ers   80%   70%   60%   84% 74% 80% 70% 61% %  of  Writers   50%   61% 52% 50% 40%   48% 30%   38% 42% 32% 19%   20%   10%   0%   35%40% 31% 26% 16%   25% 15%   23%   22% 13%   18%21% %  of  Writers   %  of  Submi:ers   %  of  Starters   11%   13% %  of  Registra4on   8,280 receivedcertificate

  39. thankyou! Prof.KevinWerbach Twitter:@kwerb http://wdp.wharton.upenn.edu/books/for-the-win/

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