Why Work…?When You Can Play!

Yaniv CoremIBM Research – Haifayanivco@il.ibm.com

Why is he getting paid to play!?

“We're an analytics company masquerading as a games company”

Ken RudinVP of Analytics and Platform TechnologiesZynga (today at Facebook)

“We're a game company masquerading as an IT company”

Dr. XVP of MysteryIBM (today lost…)

* Games Vs. Gamification

* The Importance of Play

* Games@Work

Games Vs. Gamification

Games Gamification• Goal• Rules• Feedback System• Voluntary

Gamification is the use of game design techniques, game thinking and game mechanics to enhance non-game contexts

Games Vs. Gamification

Games Gamification

Narrative

Deeper Engagement

TimelineDeeper Engagement

Non-gameContent

Leader boards

PointsLevels

Leader boards

Levels

Points

Games Vs. Gamification

Games Gamification

The Importance of Play

72% of American households play computer or video games

42% of all game players are womenIn fact, women over the age of 18 represent a significantly greater portion of the game-playing population (37%) than boys age 17 or younger (13%)

The average game player is ___ years old...and has been playing games for ___ years

Web users trading Virtual Goods grew from 13% to 21% in 2011Coveted Virtual Goods include: homes, weapons, space stations and horse manure

The Importance of Play

72% of American households play computer or video games

42% of all game players are womenIn fact, women over the age of 18 represent a significantly greater portion of the game-playing population (37%) than boys age 17 or younger (13%)

The average game player is 37 years old...and has been playing games for 12 years

Web users trading Virtual Goods grew from 13% to 21% in 2011Coveted Virtual Goods include: homes, weapons, space stations and horse manure

The Importance of Play

Research Generation Y

Self-determination theory (SDT) is a macro theory of human motivation and personality, concerning people's inherent growth tendencies and their innate psychological needs.

It is concerned with the motivation behind the choices that people make without any external influence and interference.

SDT focuses on the degree to which an individual’s behavior is self-motivated and self-determined.

Autonomy | Competence | Relatedness

Research

Positive psychology seeks to find and nurture genius and talent, and to make normal life more fulfilling.

Researchers in the field analyze things like states of pleasure or flow, values, strengths, virtues, talents, as well as the ways that they can be promoted by social systems and institutions.

Positive psychologists are concerned with:• positive experiences• enduring psychological traits• positive relationships• positive institutions

Research

Research

Demographic Shift / Gen Y

* Born mid 90’s (+/- 10 years)

* Make up 25% of the workforce today (…and growing)

* Digital natives, live & breathe online (play, school, work)

* Accustomed to cutting edge technology & innovation

* Have been playing video games since childhood

XBOX to Cubicle!?

XBOX to Cubicle!?

A State of Disengagement

Only a 1/3 of the workforce is engaged

The lost productivity of actively disengaged employees costs the US economy $370 BILLION annually. (Gallup)

Gamification Drives Engagement

Performance

Achievement

Social Interaction

The Future of Gamification

Foldit

Foldit Gamers Solve AIDS Puzzle That Baffled Scientists for a Decade

Digitalkoot

MS Ribbon Hero 2

McDonald’s Pick-n-Play

Yaniv CoremIBM Research – Haifayanivco@il.ibm.com