1 / 43

Professor Kevin Werbach

Professor Kevin Werbach. Dept. of Legal Studies & Business Ethics Wharton School, Univ. of Pennsylvania. werbach@wharton.upenn.edu. Twitter: @kwerb. 1.7 billion. 100 million. 9 billion. We’re All Gamers Now. • Video game industry: over $70 billion worldwide, or.

jake
Download Presentation

Professor Kevin Werbach

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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/

More Related