Phaedra Boinodiris - Using Games to Do Stuff: The IBM Way

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IBM @ PlayWhere Play melds with Big Data for big ROI

According to a recent study, using data visualization, simulations and scenario development will be the most valuable techniques to analyze all the data

Confluence Need

Sophisticated Game Engines• Real Time StrategyGames• City Sims

Commercial Applications

• Data Deluge• Complex Systems• Managing Partners• Decision making

• Analytics• Communities• Business Process Mgmt• Relational databases… Supporting flow of real data & real processes

SMARTER Serious Games

ROI extends well beyond virtual training

Return on Investm

Teach a Process/Instructional Design

OPTIMIZE A PROCESS

A walkthrough of three Business Games

6IBM ConfidentialIBM Confidential

Leaders can improve and vet business processes in a video game format.

Transform this process flow…Transform this process flow…

…into this format. …into this format.

Hit Play Button to Begin

SimArchitect Example (a collection of many tactics)

SimArchitect Site and social wrapper

(Also offers background analytics)

Imagine, Games with this Muscle…

Municipalities can enable a ‘Smarter Conversation’ about public policy with their citizenry

Transform the process of vetting public policy or training for disaster response…Transform the process of vetting public policy or training for disaster response…

…into this format. …into this format.

‘Serious Games can enable better bi-lateral conversations with customers’ ---- Forrester

Imagine, the Next Gen City Sim Game…

Citizenry/ GeneralPublic Awareness

Game Designers

Educators

Businesses

Universities

Researchers

Urban Planners

Government Stakeholders

TOPMOST GAME LAYER

TOPMOST GAME LAYERSCIENTIFIC MODELS

SCIENTIFIC MODELSTOOLS INTEGRATION

TOOLS INTEGRATION

User Generated ContentUser Generated Content

Automated Inputs from SensorsAutomated Inputs from Sensors

ANALYTICS

The Gamification Battlefield: ‘Exploitationware’

Virtual Rewards only:Points and Badges

•Courtesy Buster Benson, “The Game Always Wins”•NOTE: Read Ian Bogost

Beware of Chocolate Covered Broccoli

Trough of DisillusionmentTrough of Disillusionment

Little ROIWhy Reinvest?Little ROIWhy Reinvest?

User ValueUser Value Business ValueBusiness Value

What’s Missing?

Historical data to custom curate experience

Collaboration as a goal

Meaningful Virtual & Physical rewards

The Gamification Evolution

They know what motivates me.They know what motivates me.

Business ValueBusiness ValueUser ValueUser Value

Use Historical Data to Curate ExperienceUse Historical Data to Curate Experience

More ProductivityMore RetentionMore Loyalty

Look to advances in e-Commerce to see how this is done today!Apply deep customer insights and behaviors from both online and offline channels. Deliver personalized, timely communications, pricing and experiences, from mobile and web to email and social networking.

DemandTek - Unica - Coremetrics

Look to advances in e-Commerce to see how this is done today!Apply deep customer insights and behaviors from both online and offline channels. Deliver personalized, timely communications, pricing and experiences, from mobile and web to email and social networking.

DemandTek - Unica - Coremetrics

I am a driver of change and am part of a larger focused collective.

Incorporate Collaboration as a Goal for use in entire org ecosystemIncorporate Collaboration as a Goal for use in entire org ecosystem

Team buildingLeadershipMulti-Lateral feedback

Incorporate Social business tools as your gamification platform.Incorporate Social business tools as your gamification platform.

Bunchball Integration with IBM Connections

IBM Gamification Example - Predictive Marketplaces

Proactive versus Reactive Learning– IJAM Prediction Market– Predictive learning

dashboards– More predictions and

future team trends

Games for CrowdsA Crowdsourcing Game Platform

Games for Crowds is an innovative web-based platform that enables users to design, build and deploy their own crowdsourcing games. Whether you're an inexperienced user or a savvy developer, Games for Crowds offers an easy and intuitive way to harness the playfulness of games in order to accomplish a wide range of tasks, for example, filling gaps in social networks, finding SMEs within the enterprise, building business glossaries, taxonomies and more.

Challenge the Crowd. Gain Insight.

As they know me, they know what rewards are meaningful to me.

Meaningful Virtual & Physical rewards based on historical dataMeaningful Virtual & Physical rewards based on historical data

More ProductivityMore RetentionMore Loyalty

Find an Expert Game

Challenge: How do I find the right people to do the job?

Solution: Motivate users to participate and teach system by advancing their own ‘street cred’ using analytics.

Improve future searches for expertise in much the same manner as the captcha effort -- as more people identify the expert community via the 'wet grid' of crowdsourced brainpower, we can get an improved intelligent system for identifying experts itself.

Time Management Game

Think of it like Mint.com or Nike+,

but for managing your time

In Conclusion

Big Data and Analytics can evolve serious games and

gamification to new heights, improving ROI.

– When you inspire your workforce to innovate and collaborate more productively, you create tangible business value.

– When you anticipate needs and deliver exceptional experiences, you delight your customers and create advocates.

– When you integrate your business processes with the right gamification tactics, you secure a competitive advantage and pioneer new ways of doing business.

Phaedra Boinodiris - Using Games to Do Stuff: The IBM Way

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