INDEX

A

achievement

Brian Burke personal story, 1–2

gamification defined, 6

Affordable Care Act, 66

AHA (American Heart Association), 50–51

airline program rewards, 25–26

American Heart Association (AHA), 50–51

analytics, 145

Angry Birds, 131

athlete motivation, 39–41

augmented reality, 161

Austin, Tom, 49

Autodesk software, 68

autonomy, 19

B

Bacon, Russell, 45–46

“badge fatigue,” 7

badges

open, 155

Open Badges project, 72

in virtual world, 3

Badgeville, 145

Barclaycard Ring, 79–85

Baxter, Natron, 143

BBVA Game, 42–43, 56, 70

behavior change

building over time, 56

change in focus, 57

customer engagement, 41–44

employee focus application, 44–48

inspiration, 55

ongoing, 57

in social collaboration, 48–50

social recognition, 42

target audience and uses of gamification, 37

through goal setting, 53–54

through kindred spirits, 55–56

through mobile app, 50–53

through repetition, 56–57

through small steps, 54–55

through social networking, 56

through triggers, 54

benefits realization, 148–149

bias, 110

BigDoor, 146

Blue Cross and Blue Shield, 67

Bogost, Ian, 29

Brown, Tim, 94–95

Bunchball, 145

Burke, Brian (author)

evolvement from enterprise architecture to gamification coverage, 3–4

Gartner employment, 3–4

personal story of achievement, 1–2

business disruptions, 98

business goals versus player goals, 21–23

business leaders, selling gamification to, 139–140

business outcomes

gamification scope, 106

identifying, 96–98

player experience design process structure, 12

business travel, 47–48

C

campaign/endless engagement parameter, 110, 112

Capital BlueCross, 66

Center for Educational Technologies (CET), 62–63

CET (Center for Educational Technologies), 62–63

challenges, skills development, 59–61

Change Healthcare Corporation, 66–68

change management, 49–50. See also behavior change

Chartered Institute of Personnel and Development (CIPD), 16

checkpoint challenges, 51–52

CIPD (Chartered Institute of Personnel and Development), 16

Citizens Initiative Act, 158

collaborative environment

competitive/collaborative engagement parameter, 110–111

skills development, 71

community-of-interest application

idea generation, 85

target audience, 36–37

competition based innovation, 82

competitive game, design pitfalls, 130–131

competitive/collaborative engagement parameter, 110–111

connectedness, 33

Conundra Ltd., 5

core value exchange, 100

corporate training, 63–65

cost, digital engagement model advantages, 33

Cotterill, David, 76

Coursera, 154–155

creativity. See innovation driver

CRM (customer relationship management), 10

crowdsourcing

innovation driver, 78–79

target audience and, 36

trends enabling gamification, 34

Cundari, 15, 17, 20

custom development solutions, 142–143

customer cocreation, 79–82

customer engagement, 41–44, 65–68

customer focus application

behavior change, 41–44

target audience, 36–37

customer relationship management (CRM), 10

D

Daily Challenge solution, 53

DARPA (U.S. Defense Advanced Research Project), 130–131

data collection, 101, 125

decomposition, 95

Department of Work and Pensions (DWP), 76–78, 82

dependencies, skills development, 70

design. See player experience design process; player-centric design design

design pitfalls

competitive games, 130–131

endgame, 128–130

game economy, 128

gaming the system, 135–136

mandatory participation, 134

player experience, 127

skill/challenge imbalances, 131–132

stand-alone gamification, 134–135

target audience, 132–133

design thinking, 94–96

Digg website, 136

digital engagement model, 32–33

versus face-to-face model, 34

trends enabling gamification, 33–34

digitalization, 2–3, 6

DIRECTV, 44–45

disintermediation, 33

distance, digital engagement model advantages, 32

Drive: The Surprising Truth About What Motivates Us (Pink), 18, 68

Duolingo website, 63

DWP (Department of Work and Pensions), 76–78, 82

E

early gamification, 4–5

education, future of gamification, 153–155. See also skills development

Eisentraut, Cory, 20, 94

emergence, 75

emergent/scripted engagement parameter, 110, 112–113

Emerson, Ralph Waldo, 69

emotion detection, 160

emotional engagement, 16–17

employee focus application

behavior change, 44–48

target audience, 36–37

employee training, 63–65

endgame, design pitfalls, 128–130

engagement

customer, 41–44

digital engagement model, 32–34

emotional, 16–17

innovation driver, 82–83

intrinsic versus extrinsic rewards, 18–19

player engagement model, 110–113

quantity versus quality of interaction, 16

skills development, 63

transactional, 16–17

engagement model, player experience design process structure, 12

EpicMix, 3, 42

experience design, 6, 89. See also player-centric design

extrinsic rewards

versus intrinsic rewards, 18–19

intrinsic/extrinsic engagement parameter, 110–112

F

F12 solution, 45–46

Facebook, 3, 122

face-to-face model, 34

failure, learning from, 45

formal education, skills development, 59–63

Foursquare, 4–5

Free the Children charity, 31–32, 52

FuelBand, 40–41, 55

fun currency (game economy), 119–120

fund-raising, 50–52

future of gamification

augmented reality, 161

education, 153–155

emotion detection, 160

future scenarios, 153

gesture control, 159

head-mounted displays, 160–161

personal connections, 161–162

skills attainment, 155

smartphones, 159–161

technological advancement, 151–152

wicked problems, 156–158

G

game economy

basic currencies of, 118

failing to manage, 128

fun currency, 119–120

motivation, 118

player experience design process structure, 12

self-esteem currency, 120–121

social capital currency, 121

things currency, 120

game mechanics

gamification defined, 6

success metrics, 144

gamification

definition of, 6–7

early, 4–5

goal of, 6

growing pains, 6–7

history of, 5

hype, 5, 7–8

leveraging, 35–37

misunderstood potential of, 6–8

scope, 106–107

trends enabling, 33–34

versus video games and rewards programs, 27–31

gaming the system pitfalls, 135–136

Gartner, Inc., 3, 6–7, 49, 151

generalized gamification platforms, 144–146

Gerjets, Sven, 44–45

gesture control, 159

goals. See also player goals

business versus player, 21–23

changing behavior through, 53–54

gamification defined, 6

player experience design process structure, 12

shared, 106–107

skills development, 69

Google News badges, 129

Google Trends, 5

government design policy solutions, 158

H

head-mounted displays, 160–161

health plan education, 66–68

Healthcare University, 66

HeartChase app, 50–52, 54

Hotchkin, Nicholas, 35

Hype Cycle for Emerging Technologies, 7, 151

hype, gamification, 5, 7–8

I

IBM Connections, 49

idea generation

community-of-interest, 85

decision-making process, 85

developing ideas, 84

innovation driver, 76–78, 83–84

selecting ideas, 84

soliciting ideas, 83

Idea Street, 76–77, 82

IDEO, 95

Ignite Leadership game, 64

incentives, 47. See also rewards

influence, 79

innovation drivers

competition based, 82

customer cocreation, 79–82

emergence, 75

idea generation, 76–78, 83–84

player enlistment, 82–83

product development, 78–79

sponsorship, 84

target audience and uses of gamification, 37

inspiration

behavior change, 55

skills development, 59–61

intrinsic rewards

elements of, 19–20

versus extrinsic rewards, 18–19

intrinsic/extrinsic engagement parameter, 110–112

IT (information technology)

custom development approach to success, 142–143

employee-focused application, 44–45

importance of gamification knowledge, 10

J

Jacob, Darren, 42

journey, player experience design process structure, 12, 113–116

K

Khan Academy, 59–62, 70–71

Khan, Salman, 61–62

Kielburger, Craig, 31–33

Kielburger, Marc, 31

kindred spirits, behavior change through, 55–56

Kotter, John, 49

L

Laozi (Chinese philosopher), 54

launching and promoting, 146–148

leaderboard, 4–5

learning. See skills development

learning outcomes, future of gamification, 154

leveraging gamification, 35–37

LinkedIn, 122–123

loyalty programs, 30

M

MacArthur Foundation, 72

Madoff, Bernie, 135

management tools, success metrics, 144

mandatory participation, 134

marketing plan, 147

mastery

motivation elements, 20

skills development, 61–63

mentors, 71

Meraj, Naureen, 48, 65

MeYou Health solutions, 52–53

Microsoft SharePoint, 49

mobilization

behavior change through, 50–53

skills development through, 62

Morris, Ron, 42

motivation

athlete, 39–41

business versus player goals, 21–23

design pitfalls, 134

elements of, 19–20

game economy, 118

gamification defined, 6

gamification goals for, 9

intrinsic versus extrinsic, 18–19

personal development, 159

player-centric design approach, 21–22

skills development, 63

through emotional engagement, 16–17

through product offering, 43

through rewards, 17–18

Mozilla Open Badges project, 155

multiplayer/solitary engagement parameter, 110, 112

N

NASA, 62, 69

Nicholas, Clayton, 68

Nike, 39–41

Nike+, 39–41, 54–55

Nike+ Kinect Training app, 40

NikeFuel, 40–41, 54

NTT Data, 48–49, 63–65, 70–71

O

Olander, Stefan, 41

Olding, Elise, 49

One World Schoolhouse, The (Khan), 70

open badges, 155

Open Badges project, 72

Opower, 41–42, 54–55

opt-in participation, 134

organizations

early gamification adopters, 9–11

importance of gamification knowledge, 9–11

P

Pain Squad app, 15–18, 20–22, 54, 94

Pelling, Nick, 5–6

personal connections, future of gamification, 161–162

personal development motivation, 159

personas, 102–105

Persuasive Games, 29

Pew Research Center, 151

physical world, 2–3

Pink, Daniel

Drive: The Surprising Truth About What Motivates Us, 18, 68

intrinsic motivation, 19

pitfalls

competitive games, 130–131

endgame, 128–130

game economy, 128

gaming the system, 135–136

mandatory participation, 134

player experience, 127

skill/challenge imbalances, 131–132

stand-alone gamification, 134–135

target audience, 132–133

play space, 12, 113–115

player engagement

customer, 41–44

digital engagement model, 32–34

emotional, 16–17

innovation driver, 82–83

intrinsic versus extrinsic rewards, 18–19

player engagement model, 110–113

quantity versus quality of interaction, 16

skills development, 63

transactional, 16–17

player engagement model

campaign/endless parameter, 110, 112

competitive/collaborative parameter, 110–111

emergent/scripted parameter, 110, 112–113

intrinsic/extrinsic parameter, 110–112

multiplayer/solitary parameter, 110, 112

player experience challenge, 127

player experience design process

business outcome and success metrics, 96–97

design thinking, 94–96

fictitious social investing example, 90–93

game economy, 7, 11, 116, 118–121

personas, creating, 102–105

play space, 113–115

play, test, and iterate, 123–125

player engagement model, 110–113

player goal and motivation focus, 89, 93–94

player goals, defining, 105–107

player journey, 113–116

structure, 12–13, 90

target audience, defining, 98–101

player goals

versus business goals, 21–23

defining, 105–107

gamification scope, 106

player journey, 12, 113–116

player personas, 102–105

player-centric design

business goals, mistaking for player goals, 21–23

business outcome and success metrics, defining, 96–98

design thinking, 94–96

personas, 102–105

player experience design process, 89–90, 93–94

player goals, defining, 105–107

target audience, defining, 98–101

target audience, exploring, 101–102

policy problems, 156

Ponzi, Charles, 135

Ponzi scheme, 135

premortem, 45

problem-solving

decomposition approach, 95

and design thinking, 94–95

product development, 78–79

product offering, 43

progress tracking, 69–70

project roles and skills development, 140–142

promoting and launching, 146–148

public policy problems, 156

purpose

motivation elements, 20

purpose-built solutions, 143–144

Q

Quirky, 78–79, 83–85

R

repetition, behavior change through, 56–57

rewards

airline program, 25–26

distinction between gamification and traditional, 26–27

engagement through, 17–18

extrinsic, 18–19

versus gamification and video games, 27–31

intrinsic, 18–20

limitations, 17

loyalty programs, 30

similarities/differences between, 25–28

sponsor organization, 29

success metrics, 144

risk/reward profile, 136

Rittel, Horst, 156

S

SaaS (software as a service), 144

sales organization incentives, 47

Samsung Nation, 43

Sayeed, Imran, 48, 63

scale, digital engagement model advantages, 32

Schell Games, 30

Schell, Jesse, 30

Schnarr, Jill, 32

scope, gamification, 106–107

self-esteem currency (game economy), 120–121

shared goals, 106–107

SickKids (Hospital for Sick Children), 15, 17–18, 52

skill/challenge imbalances, 131–132

skills development

challenges, 59–61

collaborative environment, 71

corporate training, 63–65

customer engagement, 65–68

dependencies, checking for, 70

employee training, 63–65

engagement and motivation, 63

formal education, 59–63

future of gamification, 155

goal setting, 69

inspiration, 59–61

mastery, 61–63

newly learned skills, 59–61

progress tracking, 69–70

and project roles, 140–142

success metrics, 72

target audience and uses of gamification, 37

theory/practice engagement loops, 70–71

through mobilization, 62

smartphones, future of gamification, 159–161

Smith, Adam, 75

social capital currency (game economy), 121

social networking

behavior change through, 48–50, 56

social recognition of achievement, 121–123

success metrics, 145

trends enabling gamification, 33–34

Socially networking platform, 48

software as a service (SaaS), 144

software design, 95

sponsorship, idea generation, 84

stakeholders, 156–158

stand-along gamification, 134–135

Stinson, Jennifer, 17, 22

success metrics

benefits realization, 148–149

business leaders, selling gamification to, 139–140

custom development approach, 142–143

generalized gamification platforms, 144–146

identifying, 96–98

player experience design process structure, 12

project roles and skills, 140–142

promoting and launching, 146–148

purpose-built solutions, 143–144

skills development, 72

T

tame problems, 156

target audience

community-of-interest focus, 36–37

core value exchanges, 100

and crowdsourcing, 36

customer focus, 36–37

defining the, 98–101

demographics, 101

design pitfalls, 132–133

employee focus, 36–37

exploring/learning about, 101–102

large crowd, 35

player experience design process structure, 12

small crowd, 35–36

technological advancement, future of gamification, 151–152

TELUS company, 32

testing, 124–125

theory/practice engagement loops, 70–71

things currency (game economy), 120

Thom, Stuart, 18

Thompson, Cami, 51

time, digital engagement model advantages, 32

Top Predictions (Gartner), 49

training, skills development, 63–65

transactional engagement, 16

travel program, 47–48

trends

enabling gamification, 33–34

tracking, 7

triggers, changing behavior through, 54

U

U.S. Defense Advanced Research Project (DARPA), 130–131

U.S. government, 63

user experience design, 89

V

Vail Resorts, 3, 42

video games, versus gamification and reward programs, 27–31

virtual world, 3

voice analysis, 160

Vonn, Lindsey, 3

W

Wall Street Survivor, 63

We Day events, 31–33

We365 program, 32–33, 52

Webber, Melvin, 156

Weight Watchers, 34–35

wicked problems, 156–157

Wilmore, Paul, 123

Y

Yammer, 122

Z

Zero to Hero award, 46