Advancing Government through Collaboration, Education and Action Gamification Is it work if you are playing? ACT-IAC Associates 2014 July 16, 2014

Advancing Government through Collaboration, Education and Action Metrics Roughly 170 million Americans play videogames – 55 percent of the population In October agencies participated in a conference at the White House to discuss games as a tool for addressing national problems Over 70% of Forbes Global 2000 companies surveyed in 2013 said they planned to use gamification for the purposes of marketing and customer retention Gartner predicts that by 2015, a gamified service for consumer goods marketing and customer retention will become as important as Facebook, eBay, or Amazon By 2015 more than 70% of Global 2000 organizations will have at least one gamified application and for 40% it will be their

Advancing Government through Collaboration, Education and Action Gamification – What is it? Using game mechanics in various tasks and actions to make nongaming activities more fun and engaging in order to motivate people to achieve their goals. Customers, employees, communities of interest Used for employee satisfaction, increase innovation, skills development, change in behavior Making work fun = more and better work Rewarding customers for engaging in fun = extended relationships, longer-term engagement, and drive customer/employee loyalty Leverages the motivations and desires that exist in all of us for community, feedback, achievement and reward.

Advancing Government through Collaboration, Education and Action Gamification Comparison Angry Birds Goal - Kill as many pigs as you can by flinging angry little birds at them With every bird you fling, you get immediate feedback (grunting pigs, smashing blocks, birds cheering, etc.) Points accrue for your various accomplishments Level progression These pieces of feedback work in concert to stimulate your subconscious into continuing play and striving to earn more points by constantly improving your talents for bird-flinging and pig-smashing. Sales management software Goal - generate as much revenue as possible Make a cold call? Regardless of the outcome, You win points. Make your hundredth cold call of the week? You just earned yourself a badge, and it gets sent to your team website so everyone on your team knows it. Your boss knows it. Just closed your biggest sale ever? You're a closer, you can share that badge on Facebook so that all your friends know how awesome you are

Advancing Government through Collaboration, Education and Action Principles of Gamification Have a measureable goal Measure change Focus on things people already want to do Reward incremental progress Make it social Simple, recognizable cues for next actions Streamlined, accessible paths to further achievement Align the goals of players with those of the organization

Advancing Government through Collaboration, Education and Action Game Mechanics Fast Feedback: Immediate feedback or response to actions Transparency: See where everyone stands Goals: Short- and long-term measureable goals to achieve Badges: Evidence of accomplishments Leveling Up: Status within my community Onboarding: An engaging and compelling way to learn Competition: How I’m doing compared to others Collaboration: Accomplish a goal working with others Community: A context for achievement Points: Tangible, measurable evidence of my accomplishments

Advancing Government through Collaboration, Education and Action Types of Gamification Badges Contest Posting to social media Points redeemable for rewards Filling progress bar Solving problems

Advancing Government through Collaboration, Education and Action Examples Frequent Flyer Programs Frequent Shopper programs Nike+/Fitbit Starbucks rewards Boy/Girl Scouts

Advancing Government through Collaboration, Education and Action Government Gaming Examples DAU – Procurement Fraud CDC – Solve the Outbreak game Census – Population Bracketology

Advancing Government through Collaboration, Education and Action Why does Gamification Work Strive to leverage people's natural desires for: –Competition –Achievement –Status –Self-expression –Feedback –Reward –Altruism –Closure

Advancing Government through Collaboration, Education and Action Sources motivate-employees-and-engage-customers.htmlhttp:// motivate-employees-and-engage-customers.html drives-business-objectives.htmlhttp:// drives-business-objectives.html