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Gamification – Hintergründe & Anwendungsbeispiele bei SAPThomas Jenewein Mai 2014, 2014 Public

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Agenda

Hintergründe, Modelle, Mechaniken Beispiele bei der SAP Diskussion

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Kurzabfrage

Wer von Ihnen benutzt bereits Gamification im Unternehmen?

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Definition

Anwendung spieltypischer Elemente und Prozesse in spielfremdem Kontext.

Zu diesen spieltypischen Elementen gehören unter anderem Erfahrungspunkte, Highscores, Fortschrittsbalken, Ranglisten, virtuelle Güter oder Auszeichnungen.

Ziele meist Steigerung von Motivation & Engagement Verbesserungen in Bereichen wie

– Benutzermotivation,– Problemlösungen– Lernerfolg, – Kundenbindung, – Datenqualität.

Quelle: Wikipedia

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Gamified wurde Ursprünglich zur Kundenbindung benutzt (Punktesammeln & Prämien)

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Inzwischen ist Gamification in vielen Anwendungen angekommen

LinkedIn Fitbit

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Game Work

Tasks repetitive, but fun repetitive and dull

Feedback constantly once a year

Goals clear contradictory, vague

Path to Mastery clear unclear

Rules clear, transparent unclear, in-transparent

Information right amount at the right time too much and not enough

Failure expected, encouraged, spectacular, brag about it

forbidden, punished, don’t talk about it

Status of Users transparent, timely hidden

Promotion meritocracy kiss-up-o-cracy

Collaboration yes yes

Speed/Risk high low

Autonomy high mid to low

Narrative yes only if you are lucky

Obstacles on purpose accidental

The Grass is Greener…

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Anwendungsfelder von Gamification

• Marketing, Branding• Communities• Lernen & Training• Innovationsmanagement• Workshops & Events• …… jeglicher Prozess/ System

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Einordnung: Gaming & Spiele / als Ganzes & Fragmentiert

Source: Deterding et al., 2011 http://www.slideshare.net/dings/from-game-design-elements-to-gamefulness-defining-gamification

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Gamification in der Wirtschaft

Gartner Says: “2015 werden über 50 % von Organisationen Innovationsprozesse mit Gamification benutzen.

"Gamification describes the broad trend of employing game mechanics to non-game environments such as innovation, marketing, training, employee performance,

health and social change“ (Brian Burke, Gartner report)

"Enterprise architects, CIOs and IT planners must be aware of, and lead, the business trend of gamification, educate their business counterparts and collaborate

in the evaluation of opportunities within the organization” (Brian Burke, Gartner)

“The emergence of Generation Y, people born from the early eighties to mid-nineties, as a demographic force is driving dramatic change in education,

technology, media, and most critically, at work. Gen Y makes up 25% of the workforce today, and their numbers are growing rapidly.”

(Enterprise Gamification – The Gen Y Factor)

“Gen Y are immersed in the language and metaphor of games all their lives” (ibid)

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Game Mechaniken

Game

Mechanics

Punkte

Levels

Challenges / Missions

Trophäen

BadgesErrungen-schaften

Virtuelle Güter

Leaderboards

Wettbewerbe

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Different Types of Game Mechanics

• Achievements;• Levels;• Badges• Appointments;• Quests• Behavioral momentum (movement based on your activities);• Blissful productivity (the ability to get things done easily);• Bonuses (rewards for achieving certain difficult but achievable things);• Cascading information (information is released as you are ready for it, but not too far

in advance);• Community (working with a group to solve a challenge);• Countdown (a time limit to achieving or doing something);• Discovery (finding things by looking around);• Epic meaning (working on a “grand challenge”);• Free lunch (receiving things for free by surprise);• Lottery (the fact that there is some random chance to good things happening);• Progression (moving forward in stages or levels);• Reward schedules (well-known rewards you can achieve)

*based on Bersin, 2011: The Gamification of Human Ressources

The Gamification of Corporate Human Resources – Bersin Research Bulletin 2011

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Gamification Dynamiken

Game

Dynamics

Belohnung

Status

Errungen-schaft

Selbst-darstellung

Wettbewerb

Altruismus

• Neugier,

• Spieltrieb,

• Spass,

• Erwarteter Erfolg & Vergleich

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Vorteile von Gamification

Engagement als wichtigste Metrik

Gamification

Vorteile

Einfluss

Loyalität

User generierte

Inhalte

Verwendete Zeit

Viraliät

• Interne +

• Externe Motivation

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Typen von Gamern (R. Bartle)

• Entdecken• Explorieren• Erstellen

• Soziale Beziehungen

• Unterstützen• Teamarbeit

• Herausfordern• Gewinnen• Vergleich

• Betrügen• Hacken• Stören

Killers Achievers

ExplorersSocializers

~ 1% ~ 10%

~ 80% ~ 10%

Acting

Interacting

Players World

Welcher Gamer bist Du? -> http://www.gamerdna.com/quizzes/bartle-test-of-gamer-psychology

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Viele SpielerWenige Spieler

x-axis: involved numbers of playersy-axis: type of success feedback

Quantitatives Erfolgsfeedback (points, leaderboards etc.)

Qualitatives Erfolgsfeedback(z.B. Gefühle)

Source: Game On by Jon Radoff

Erfolgserlebnis (Achiever)

Beherschung von Wissen/ Skills

Mögen Status Symbole

Verbesserungen wollen

Strategie: Transparenz von Ergebnissen

Wettbewerb (Killer) Bester sein!

Gewinner/ Verlierer

Mögen Status Symbole

Strategie: Feedback (wer ist Gewinner/ Verlierer)

Kooperation (Socializers)

Flowgefühl

Soziale Interaktion

Strategie: Interaktions-möglichkeiten schaffen

Flowgefühl

Exploration

Rollenspiel

Strategy: Vielfalt

Immersion (Explorer)

Spieler Typen/ Motivations Matrix

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Gamification im Lerncontext G

ame

Mec

hani

cs

Reward StatusAchieve-

mentSelf-

expressionCom-

petitionAltruism

Leaderboards

Gifting

Virtual Goods

Levels

Primary desire a game mechanic fulfills Source: © 2010 Bunchball, Inc. All Rights Reserved

Points

Challenges

SAP-interne Beispiele

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Reward Management & Gamification mit SAP Learning Hub

Awareness generieren – (potentielle) Kunden gewinnen & stärkere Motivation speziell bei sozialem Lernen

• Belohnen von Interessenten für das Zeigen von Interesse

• Belohnen von Lernern

– Wertvolle Beiträge (contribution/ free course upload, user generated content…)

– Ziele erreicht (learning progress)

– Lerner binden

• Belohnen von Trainern: Wertbeiträge in Lernräumen (social Learning)

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Gamification zur Förderung von Engagement & NutzungBekanntmachung einer neuen Lernplattform & Engagement in social Learning

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Scope of Gamification & Rewards for Learning HubShortterm – SCN mission started in February - Results

Missions CW 6 (launch Feb 7): CW 10: CW 11: CW 12: CW 13: CW 17: CW 18:

Total Earned to Date

LH Mission 1Earned per week 207 227 193 175 138 99 126 2848

LH Mission 2Earned per week 3 1 10 16 1 68

Other Items CW 6 (launch Feb 7): CW 10: CW 11: CW 12: CW 13: CW 17: CW 18:

Wk over wk increase

LH Free Courses Overview doc

Total Views 21402 23287 30435 32567 13,3%Total Bookmarks 2062 2244 2711 2818 9,0%Total Likes 350 404 446 550 574 9,8%Total Comments 160 179 191 232 235 6,8%Total Number of Ratings 87 93 109 117 11,4%Rating Average 5 of 5 5 of 5 5 of 5 5 of 5

Learning & Earning blog Total Views 13190 14855 18040 18493 5,4%Total Bookmarks 300 356 411 506 524 7,8%Total Likes 160 184 206 252 261 9,2%Total Comments 70 80 111 158 174 14,5%Total Number of Ratings 46 56 69 73 10,6%Rating Average 5 of 5 5 of 5 5 of 5 5 of 5

Training & Education space Total Number of Followers 300 421 445 463 525 535 5,1%

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SAPPedia

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SAPPedia

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Gamification verbunden mit Teamweiterbildungg-learning für Mobility Entwickler (SAP Development University)

Mobile Inhalte, Points & Badges und los? NEIN!

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Mobiles g-learning - 8 Wochen online Training in einer Gamifizierten Umgebung (SAP Development University)

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Wie sieht es aus?

(SAP Development University)

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Technische Anforderungen

Video

Prereq quizzes

World map mit allen Kapiteln Regeln

(SAP Development University)

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Workforce Performance Builder for Content

o Custom webserver for WPB addons (Tomcat) - Achievements and instant progression (map with cities)

o Social component on top: integrated chat function (cometchat) and Jam for general discussions and FAQs

o Custom webserver for gamification (Tomcat)rule engine interactive map (dashboard)

Tools die benutzt wurden in g-learning

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Weitere SAP interne Beispiele

TwoGo by SAP Mitfahrtgelegenheiten finden Gamification: neue & aktive Nutzer motivieren Link: www.twogo.com

Networking Lunch Interne Vernetzung fördernGamification: zur Aktiven Teilnahme motivieren

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Gamification – als Teil des SAP social NetworkAngepasste Badges zur Motivierung von Communityteilnehmern

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Weitere Informationen & Links

SAP & SAP Education• SAP Education Communities – u.a. mit Infos zu Produkten & Services

SAP Community Netzwerk I XING• SAP Learning Hub: Kostenfreier Probezugang (Discovery Edition) • Frei zugängliche Gamification zum SAP Learning Hub – Blog in SAP SCN • SAP Workforce Performance Builder im Web, auf Youtube oder auf Linkedin (Userforum)• SAP Education Newsletter mit regelmässigem Newsletter

Gamification• Interessante Community von ex SAPler Mario Herger: www.enterprise-gamification.com• SAP Glearning (SAP interner gamifizierter Kurs zum App Entwickeln)• SAP Gamification Community

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Dankeschön!

Thomas Jenewein, SAP AGSAP Education

thomas.jenewein@sap.com

http://twitter.com/saplearn

https://www.xing.com/net/sapeducation https://www.xing.com/net/pe20

Diskussion