Accenture on Gamification

1. Copyright © 2013 Accenture. All rights reserved. Get in the Game: Driving Exceptional Behaviours Through Gamification Thomas Hsu Executive – Social Collaboration Strategy Accenture Gamification Community of Practice Lead [email protected] http:// www.linkedin.com/in/HsuThomas Steve Kaukonen Senior Manager – Social Learning Social Collaboration Change Lead [email protected] http:// www.linkedin.com/in/SteveKaukonen Copyright © 2013 Accenture. All rights reserved.

2. What is Gamification? game elements design techniques non-game contexts Gamification takes what makes games so powerful and addictive and applies that to engage and motivate our people – in collaboration and key business processes. Motivation and Behavior Change

3. Gamification / Game Spectrum Serious games Learning through decision-making Gamification Spectrum Simulations Virtual reality Not a game Subtle, almost imperceptible Game-like Feels like a game Pre-gamification Use of motivational science common to games/gamification LinkedIn Loyalty Programs Nike+ Fuel Band Zombies, Run! Full Spectrum Warrior Gamification Overt use of game mechanics Cold Stone Creamery “Scoop It Up”

4. Why Gamification? Gamification is relevant today because of three key forces.

5. k Accenture’s Gamification and Behavior Shaping Framework Accenture places gamification within the proper context of a larger behavior change framework*. Gamification Social Influence “Traditional” Change Techniques Behavior Change *Builds on Accenture Tech Labs’ behavior shaping research .

6. Sustained Behavior Change Time Short Medium Long L H M Rapid Adoption Sustained Engagement Adoption / Behavior Change Cooperation Common Narrative Progression Player Autonomy Extrinsic Motivation Intrinsic Motivation 80% of gamification projects will fail due to poor design (Gartner) Learning Games Onboarding Competition Early adopter rewards Public recognition Sustained behavior change is not just about points and badges, it’s about tapping into people’s intrinsic motivations.

7. Addo Agnitio Award (A 3 ) ‘ Addo Agnitio Award’ (A 3 )– From the Latin words meaning ‘To give knowledge’, this award is given to employees as a way to recognize those individuals who best exemplify key knowledge sharing behaviors. Connect with the people, communities and content needed to do one’s job. Contribute content and share your insights and experiences to build skills and innovate. Champion collaboration by encouraging others to engage in collaboration and building upon others ideas and contributions.

8. What are we trying to achieve?

9. What are the key design elements? Onboarding CQ Points Missions Levels Dynamic Leaderboards Lifetime Achievements Impact Notifications

10. Quarterly Score CQ Collaboration Quotient You increase your score by completing an achievement by doing different collaborative activities. Each mission is made up of several related achievements. Tips and hints are provided for each achievement and mission . At the beginning of each quarter, the scores reset to zero to reset the playing field and encourage ongoing collaboration.

11. Missions Across the three tracks of Connect , Contribute and Champion there are a group of MISSIONS made up of TASKS or ACTIVITIES . These missions serve as a ‘guide’ and provide a sense of progression. Connect missions have to do with connecting to content, people and communities. Contribute missions related to uploading content, sharing insights and having other people interact with your content. Champion missions are connected with interacting with other peoples content, blogs, posts and videos.

12. Levels Player can level up depending on the number of points accumulated in the current quarter .

13. Notifications As the player completes various activities, missions and levels, they are prompted with simple notifications alerting them of the achievement. Reinforces behaviors Creates a sense of accomplishment Provides simple next steps Alerts to the number of points earned

14. Leaderboards Leaderboards visualize who the most active and impactful individuals are across multiple categories. They can be view on a weekly , monthly , quarterly or all-time .

15. Lifetime Achievements Lifetime Achievements are kept once earned and allow you to build a reputation throughout your career .

16. What is Important for Success Automation Real Time Broad Recognition Transparency Fixed Targets Guiding the Player

17. Making it Stick Leadership Sponsorship/Support Performance Management Marketing & Communications ‘Official’ Recognition Program

18. Making it Stick Leadership Sponsorship/Support Performance Management Marketing & Communications ‘Official’ Recognition Program

19. Making it Stick Leadership Sponsorship/Support Performance Management Marketing & Communications ‘Official’ Recognition Program

20. Making it Stick Leadership Sponsorship/Support Performance Management Marketing & Communications ‘Official’ Recognition Program