increasing engagement of today’s learner through technology

By Karl M. KappBloomsburg UniversityGamification of Learning &Instruction EMAIL: kkapp@bloomu.eduTWITTER: @kkappBLOG: http://karlkapp.com/kapp‐notes/

Using Gamification to Drive Engagement 

NotesSlides

Additional Ideas

www.karlkapp.com/kapp-notes

Brief history of…

The World

We’ve learned and struggled for a fewyears here figuring out how to make a decent phone. PC guys are not going to just figure this out.

They’re not going to just walk in.

--Palm CEO Ed Colligan, 16 Nov 2006

This is our best iPhone launch yet — more than 9 million new iPhones sold — a new record for first weekend sales—Tim Cook, 2013.

Palm sold to HP in 2010, by 2011 Palm was done.

4 23

What variables do I balance to keep my

person happy?How should I

manage my time?

What leadershipstrategy should I

use?

Not another online lecture.

Sorry, had you on mute, could you repeat the 

question.

I am going to need more coffee.

“Study of 2,300 people found only 6% of organizations are successful in influencing behavior change among employees.”

‐‐Al Switzler

“Until recently, the FDA and other regulatory agencies emphasized the number of hours  

required for GMP and other training. Now they evaluate the effectiveness of training by what is 

learned and applied, not by the number of hours or courses delivered.”

Ellen Leinfuss, Senior Vice President and Practice Leader of Life sciences at UL Eduneering

New Designs are

Needed

Gamification

Gamification

Lots of Hype

Gartner Group predicts by 2015,  40 percent of Global 1000 organizations will use 

gamification as the primary mechanism to transform business operations.

Gartner Group predicts that by 2014, 80 percent of current gamified applications will fail to meet business objectives, 

primarily due to poor design.

Let’s Play

Fact or Fishy…

Rules• A statement is presented

– If “true” indicate: FactX– If “false” indicate: FishyX

• Text Response:

Take out your text‐machines

Standard Texting Fees Apply!

How To Vote via Texting

1. Polleverywhere has no access to your phone number2. Capitalization doesn’t matter, but spaces and spelling doTIPS

FACT01

FACT02

FISHY01

FACT01

Room is Divided in Half

teama teamb

“Games” and “Gamification” are the same thing.

Is that Fact or Fishy?

What is this “game” stuff?

Gamification Game‐based Learning

Simulation Learning

The use of gaming elements integrated into a training program aligned with corporate goals to promote change in behavior.

The use of a game to teach knowledge, skills & abilities to learners using a self‐contained space.

A realistic, controlled‐risk environment where learners practice specific behaviors & experience impacts of their decisions.

Gamification is to Learning as a 

Piece is to a Puzzle

Gamification is to Learning as a 

Steering Wheel is to a Car

Gamification is to Learning as a 

Slice is to Pie

Source: Ambient Insight 2012

Gamification uses elements of games, but is not a game in‐and‐of itself. 

Gamification + Simulation = Learning Game

What is this “game” stuff?

GamificationElements that

Aid Engagement1. Story2. Challenge3. Mystery4. Characters/Avatar5. Challenge6. Levels7. Feedback8. Replayability9. Freedom to Fail10.Asethetics11.Time12.Rewards

GamificationElements that Aid Learning

1. Story2. Challenge3. Mystery4. Characters/Avatar5. Challenge6. Levels7. Feedback8. Replayability9. Freedom to Fail10.Asethetics11.Time12.Rewards

NOT Enough Time 

Elements of Games

1. Reward Structures2. Uncertainty3. Adaptability4. Spaced Practice5. Retrieval Practice

Adding points, badges and leaderboard to any training makes it awesome!

Is that Fact or Fishy?

Fishy… if it was that easy…this would be the most engaging game in the world.

20% increase in profile completion.

Primarily use expected achievements so players can establish goals for themselves and understand the 

purpose and progression of interactions. 

Kapp, K. M. (2012) The Gamification of Learning and Instruction. New York: Pfeiffer. Chapter Ten. Pages 219-238.

Use coins, points and rewards to provide feedback on performance, updates on progress and level of 

correctness. 

Kapp, K. M. (2012) The Gamification of Learning and Instruction. New York: Pfeiffer. Chapter Ten. Pages 219-238.

The value, or size, of an anticipated reward influences the motivational signal sent to the brain only within 

the contexts of the reward system.

Howard-Jones, P. A., & Demetriou, S. (2009) Uncertainty and engagement with learning games. Instructional Science. 37:519–536 DOI 10.1007/s11251-008-9073-6

Give players an opportunity to go over their earned achievements using some kind of visual stored list.

Kapp, K. M. (2012) The Gamification of Learning and Instruction. New York: Pfeiffer. Chapter Ten. Pages 219-238.

What can you do?

Use points, rewards and badges to convey meaning, achievement and progress.

Risk taking and uncertainty is good for learning?

Is that Fact or Fishy?

Gaming uncertainty can transform the emotional experience of learning. This may improve engagement and improve encoding and later recall.

Howard-Jones, P. A., & Demetriou, S. (2009) Uncertainty and engagement with learning games. Instructional Science. 37:519–536 DOI 10.1007/s11251-008-9073-6

Experimental results reveal that uncertainty enhances learning and is positively associated with motivation. 

As motivation increases, participants tend to spend more time answering questions and have higher accuracy.

Ozcelik, E., Cagiltay, N. E., & Ozcelik, N. S., (2013)The effect of uncertainty on learning in game-like environments. Computers & Education 67. 12–20

Uncertainty in a learning game can enhance players’ experience in several ways, including changes in brain chemistry and activity.

Robinson, S. (2012) Taking a chance: Introducing uncertainty into learning games. Proceedings of the Academy of Educational Leadership, Volume 17, Number 2, 2012

What can you do?

Allow chance, risk-taking and uncertainty into gamification efforts. 50% appears to be an optimal number.

We are five years away from truly adaptive learning?

Is that Fact or Fishy?

FISHY

“What is the first step you would take to solve this problem?”

2(3X-1)=1

Level of Learner

Level of Knowledge

Anticipated Response

Example Problem2(3X-1)=1

Skill

Novice Learner

Basic Incorrect AnswerI don’t know

No answer, no idea how to work problem.

None at this point.

Intermediate Learner

Intermediate Writing down the steps required to obtain the answer.

2*3X-2*1=16X-2=16X-2=1 6X=36X/3=3/32X=1X=1/2X=.5

Expanding values in brackets, work through the equation. Learner may start at any level of the steps.

Expert Advanced States the answer. No need to write down steps.

6X=3 or X=.5 Multiplying both sides of the equation by the same number while incorporating basic and advanced skills.

Concepts

ABCD

1234

Procedural Content

Assessment

A1C3

Identified Areas ofDeficiency/

CONTENT LEARNING NEEDS

Delivery

Give learner choices into the content.

What can you do?

Create choices for the learner when starting a learning module. Pre-test learners for content knowledge.

Cramming content is a good way to learn?

Is that Fact or Fishy?

Content Content Content

Spaced Retrieval 

Spaced Retrieval helps learners retain access to memorized information over long periods of time because the spacing promotes deeper processing of the learned material. 

Carpenter SK, DeLosh EL. Application of the testing and spacing effects to name learning. Applied Cognitive Psychology 19: 619–636, 2005. And Cull W. Untangling the benefits of multiple study opportunities and repeated testing for cued recall. Applied Cognitive Psychology 14: 215–235, 2000.

Content Content Content

Spaced Retrieval 

Ideally, time between learning events is greater than 24 hours.

Carpenter SK, DeLosh EL. Application of the testing and spacing effects to name learning. Applied Cognitive Psychology 19: 619–636, 2005. And Cull W. Untangling the benefits of multiple study opportunities and repeated testing for cued recall. Applied Cognitive Psychology 14: 215–235, 2000.

Avoids 2 inherent problems with mass practice ‐Learner fatigue ‐Likelihood of interference with preceding & succeeding  learning

What can you do?

Space learning out over time, 24 hours in the optimal spacing.

Testing yourself is a better way to learn than re-reading or re-listening to material?

Is that Fact or Fishy?

Retrieval Practice alone can provide improved recall performance by as much as 10‐20%.

Dobson, J. L. (2013)    Retrieval practice is an efficient method of enhancing the retention of anatomy and physiology information Advances in Physiology Education  37: 184–191, 2013; doi:10.1152/advan.00174.2012

What can you do?

Force learners to recall content to enhance learning. In other words, use testing to reinforce learning.

Dobson, J. L. (2013)    Retrieval practice is an efficient method of enhancing the retention of anatomy and physiology information Advances in Physiology Education  37: 184–191, 2013; doi:10.1152/advan.00174.2012

One study revealed retention benefits of between 35% and 61% 

with average of 41%.

Combining Spaced Retrieval & Retrieval Practice

Subject matter was Anatomy and Physiology

A study using a randomized control group conducted a trial between Aug 10, 2009, and Nov 30, 2012, at ten sites in southeast India with over 500 subjects.

Working Indian men (aged 35—55 years) with impaired glucose tolerance were randomly assigned to either a mobile phone messaging intervention or standard care. 

Ramachandran, A.  et. al. Effectiveness of mobile phone messaging in prevention of type 2 diabetes by lifestyle modification in men in India: a prospective, parallel‐group, randomised controlled trial The Lancet Diabetes & Endocrinology, Early Online Publication, 11 September 2013 doi:10.1016/S2213‐8587(13)70067‐6

Ramachandran, A., et. al.., Effectiveness of mobile phone messaging in prevention of type 2 diabetes by lifestyle modification in men in India: a prospective, parallel‐group, randomised controlled trial The Lancet Diabetes & Endocrinology, Early Online Publication, 11 September 2013 doi:10.1016/S2213‐8587(13)70067‐6

“Use stairs instead of an Elevator”

“Avoid snacks while watching TV;  you may overeat. “

Lowered risk of developing Type 2 diabetes by 36%.

Ramachandran, A., et. al.., Effectiveness of mobile phone messaging in prevention of type 2 diabetes by lifestyle modification in men in India: a prospective, parallel‐group, randomised controlled trial The Lancet Diabetes & Endocrinology, Early Online Publication, 11 September 2013 doi:10.1016/S2213‐8587(13)70067‐6

What can you do?

Use continual reminders to help drive behavior change and pull-through.

Putting it All Together

ExactTarget is a global marketing organization focused on digital marketing tools – email, mobile, and web and was recently purchased by Salesforce.com. ExactTarget is a leading cloud marketing platform used by more than 6,000 companies including Coca‐Cola, Gap and Nike.

Introducing a new product, MobileConnect and wanted to bring the sales force up‐to‐speed on the features and functionality of the product.

VENDORhttp://www.theknowledgeguru.com/

“I can’t tell you how many people are coming to me wanting another game solution.” 

“The repetition of the different paths helped me retain the information.”

“I’m a pretty competitive person so challenging myself to get one of the top scores added a layer of fun to learning about the MobileConnect product.”

“The game was a fun way to learn about MobileConnect. I enjoyed the scenario‐type questions, which put it all into context.”

Player Results

Business Results

Average contract value 2x higher than for previous mobile product.

First call resolution ($35 a call/average) is up 45%.

Of all the launches done in the previous two years prior to MobileConnect, the sales team built the quickest pipeline for this product.

Business Results

Average contract value 2x higher than for previous mobile product.

First call resolution ($35 a call/average) is up 45%.

Of all the launches done in the previous two years prior to MobileConnect, the sales team built the quickest pipeline for this product.

Larsen DP, Butler AC, Roediger HL 3rd. Repeated testing improves long‐term retention relative to repeated study: a randomized  controlled trial. Med Educ 43: 1174–1181, 2009.

Dobson, J. L. (2013) Retrieval practice is an efficient method of enhancing the retention of anatomy and physiology information Advances in Physiology Education  37: 184–191, 2013; doi:10.1152/advan.00174.2012.

Agenda

• Five Bottom Line Case Studies– Retail– Marketing Product– On Boarding

• Quick Engagement Case Studies• Lessons Learned

Pep Boys has over 700 stores in 35 states and Puerto Rico; those stores have more than 7,000 service bays. Does over $2 billion dollars of 

business a year by focusing on meeting the needs of the do‐it‐yourself crowd as well as people who come in for routine and emergency services and 

sales to professional garages. 

Pep Boys wanted to solve two problems—Reduce Inventory Shrinkage and Reduce Safety Incidences. 

VENDORhttp://www.axonify.com/

Associates received daily reinforcement of the monthly safety and loss prevention 

training.

In a quiz‐type game, associates answer quick, targeted questions related to risk, loss prevention, safety, and operational policies and procedures—standard 

questions in these areas. 

If they answered correctly, they played a slot‐machine game titled “Quiz to Win” for a chance to 

win cash prizes

If answered incorrectly, the system immediately presented a short training piece designed to specifically address the topic covered in the 

initial question. Questions repeated at various intervals until the associate demonstrated 

mastery of the topic. 

The entire process takes 30‐90 seconds each day and associates do it either at the beginning of a shift or during downtime throughout the 

day.

A Competitive, Social Learning Experience

Results

Bottom‐Line Results at Pep Boys

LOSS PREVENTION HEALTH & SAFETY

References• The Gamification of Retail Safety and Loss Prevention Training– http://www.learningsolutionsmag.com/articles/1206/the‐

gamification‐of‐retail‐safety‐and‐loss‐prevention‐training

1) Use points, rewards and badges to convey meaning, achievement and progress

2) Allow chance, risk-taking and uncertainty into gamification efforts. 50% appears to be an optimal number.

3) Create choices for the learner when starting a learning module. Pre-test learners for content knowledge.

4) Space learning out over time, 24 hours in the optimal spacing.5) Force learners to recall content to enhance learning. In other

words, use testing to reinforce learning.6) Combine retrieval practice and spaced retrieval for optimal results.7) Use continual reminders to help drive behavior change and pull-

through.

Takeaways

Copy of Slides and Notes available at www.karlkapp.com

Contact Karl at:karlkapp@gmail.com