The game of gamification


JoystickLast week I supported and attended my first IOIC Conference in Bristol. The three days were brilliant and one of my highlights was the session on gamification. Hosted by Tim Hall from Cognify the room listened intently to his overview of how gamification can be used in business, properly. Then we played a little game ourselves and I asked Tim to pull together his findings to share with you here.

Over to you Tim:

The game of gamification

I had the pleasure of presenting some of the theory behind gamification at 2013 IOIC conference last week and was very fortunate to have a room full of friendly and professional communicators (especially for my first public speaking gig!). Also included for first time was an exercise that I created to demonstrate the effects that game mechanics have on audiences. So, a newly created gamification workshop and a hundred strangers, what could go wrong?

Well nothing….In fact, the exercise gave some startling results and insight into how people behave using even the simplest of game mechanics.

The exercise was in two parts – the first was an individual achievement activity that used a simple objective and a sprinkling of completive spirit to obtain an initial benchmark result.

The second part is where it got very interesting. In the second part, I introduced team achievement using the same activity, but this time thickly laid on the competitive spirit. In this half, each of teams could influence the outcome of the game through a team colour scoring mechanism.

My first observation was how eerily quiet the room was during the second activity; it seemed that the opportunity of influencing the whole game gave everyone so much focus and determination they had little room for conversation.

I then noticed the team on the table directly in front of me collectively agreeing to hide their results so they wouldn’t draw attention from other teams, and in turn protect their score. According to Bartle gamer psychology, these individuals displayed the classic ‘killer’ gamer trait, individuals who thrive on competing with others and bending the rules of play to ensure their success – it couldn’t have been anymore enlightening.

While I find my observations interesting, they are nowhere near as compelling as the cold hard numbers. The total room results showed a marked increase of over 61% in the second part of the exercise. Even taking a little poetic licence from self-scoring into the equation, it’s still a huge uplift in productivity. Time for gamification workshop mark II, I think!

2 thoughts on “The game of gamification

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