proof: gamification is impacting business performance
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Frequently Asked Ques6ons
Proof: Gamification is Impacting Business PerformanceKarl Kapp Professor, Bloomburg University Author: Gamifica?on of Learning and Instruc?on
• Professor of Instruc?onal Technology and the Director of the Ins?tute
for Interac?ve Technologies – Bloomsburg University
• Lynda.com Author: The Gamifica?on of Learning & How to Increase
Learner Engagement
• Author: The Gamifica?on of Learning and Instruc?on
• Contributor: Learning Solu?ons Magazine, ATD, Chief Learning Officer
• Interviewed: Wall Street Journal, Forbes Online, Gamasutra
Introducing: Karl Kapp
October 18, 2016 6
Agenda
• Are you asking the right ques:ons?
• Findings from meta-‐analysis research study
• Real world applica:ons: Toyota and Walmart
• Findings from 3 original research studies
October 18, 2016 9
Ques?ons you might be asking …
• Can we use games in our LMS?
• Do both genders play games?
• Isn’t gamificaton an age thing? Young folks like games, older folks don’t.
• Can we get a game custom-‐built for our environment?
• Can I gamify my exis?ng content?
• Will leaderboards work in my environment?
• What if our employees aren’t interested in playing games?
October 18, 2016 10
Ques?ons you should be asking …
• Are our employees lacking cri?cal knowledge due to low engagement in learning?
• Can gamifica?on elements impact the level of employee engagement?
• Do these elements lose their appeal over ?me?
• What behaviors are we trying to encourage by using gamifica?on?
• What business outcomes do these behaviors impact?
• Is gamifica?on enough?
What do we know?
October 18, 2016 11
55% 20% of corpora:ons use games for learning.2
By 2020, learning or “serious” games is predicted to reach
$5.5 Billion (CAGR = 16%)3
of teachers use games in the classroom on a
weekly basis.1
1 Teachers Surveyed 2013 2 Associa5on for Talent Development 2014 3 Serious Game 2015
October 18, 2016 12
FACT: 48% of adults over the
age of 50 play video games.
Gamers Over 50: You’re Never Too Old to Play hQp://www.theesa.com/newsroom/Elder_Gamer_Fact_Sheet.pdf
70%
40% 24%
Laptop Mobile Device Console
Gamers Over 50: You’re Never Too Old to Play hQp://www.theesa.com/newsroom/Elder_Gamer_Fact_Sheet.pdf
80% of gamers over 50 play on a weekly basis:
Women and Game Play
October 18, 2016 14
Women age 18 or older represent a significantly greater por:on of the game-‐playing popula:on (33%) than boys, age 18 or younger (15%).
of gamers are female
44%
average age of frequent female game player
43
24 studies analyzed to answer the ques?on: Does Gamifica0on Work?
J. Hamari, J. Koivisto and H. Sarsa, "Does Gamifica:on Work? -‐-‐ A Literature Review of Empirical Studies on Gamifica:on," 2014 47th Hawaii Interna5onal Conference on System Sciences, Waikoloa, HI, 2014, pp. 3025-‐3034. doi: 10.1109/HICSS.2014.377 URL: hQp://ieeexplore.ieee.org/stamp/stamp.jsp?tp=&arnumber=6758978&isnumber=6758592
• Depends on context and user characteris?cs • In other words:
– Who is par?cipa?ng? – Where are they par?cipa?ng? – What is their mo?va?on?
– How does the gamified system func?on?
J. Hamari, J. Koivisto and H. Sarsa, "Does Gamifica:on Work? -‐-‐ A Literature Review of Empirical Studies on Gamifica:on," 2014 47th Hawaii Interna5onal Conference on System Sciences, Waikoloa, HI, 2014, pp. 3025-‐3034. doi: 10.1109/HICSS.2014.377 URL: hQp://ieeexplore.ieee.org/stamp/stamp.jsp?tp=&arnumber=6758978&isnumber=6758592
Yes, but…
Also…
October 18, 2016 18
Problems with studies:
– Many had N of 20 or less
– Many were qualita?ve
– Many relied solely on user evalua?on
J. Hamari, J. Koivisto and H. Sarsa, "Does Gamifica:on Work? -‐-‐ A Literature Review of Empirical Studies on Gamifica:on," 2014 47th Hawaii Interna5onal Conference on System Sciences, Waikoloa, HI, 2014, pp. 3025-‐3034. doi: 10.1109/HICSS.2014.377 URL: hQp://ieeexplore.ieee.org/stamp/stamp.jsp?tp=&arnumber=6758978&isnumber=6758592
Toyota Motor Sales USA• The US sales, distribu:on
and marke:ng unit for Toyota, Lexus and Scion brands
• Over 1,500 dealerships throughout the US
Challenges
• Consumers have become so well educated that they ofen arrive in the showroom knowing more than the sales reps
• Tradi?onal methods of impar?ng sales knowledge (webinars, videos, in-‐person classroom, eLearning) weren’t s?cking
• How to encourage individuals to par?cipate in learning when they don’t technically work for you?
October 18, 2016 22
In 2014, Toyota Motor Sales USA launched the Axonify adap?ve microlearning plajorm to their
25,000 dealer reps across the US.
The Plajorm’s Game Mechanics Include:
• Game Play
• Leaderboard
• Rewards
• Coaches
• Social
• Report Card
October 18, 2016 25
Learners log in mul:ple :mes a week for a 3-‐5 minute microlearning experience that is based on cogni:ve research (i.e. spaced repe::on) and wrapped in gamifica:on.
October 18, 2016 28
The plajorm’s adap:ve engine delivers content based on what the learner
knows and doesn’t know to move them towards mastery.
October 18, 2016 30
Learning is reinforced with a response from his/her preselected coach and a
descrip:on that can link off to addi:onal informa:on.
Learners earn points
October 18, 2016 36
“We like this app. Our consultants do too and we believe that it not only helps their product knowledge, but their confidence as well, leading to becer performance.”
Ryan Garner, GSM Checkered Flag Toyota, Virginia Beach, VA
“What I love about Axonify is that we’re using it to focus on knowledge. Knowledge is the result of great learning prac:ces and Axonify is a great tool for that.” – Mia Phillips, Na5onal Manager of Dealer, Educa5on Strategy & Digital Solu5ons
5% Increase in their Sales Sa?sfac?on Index (SSI)
2 Vehicle/Month increase in sales
Par?cipa?on Results
12.2% Knowledge Lif
3-‐4x /week
Frequency Rate
October 18, 2016 37
“What I love about Axonify is that we’re using it to focus on knowledge. Knowledge is the result of great learning prac:ces and Axonify is a great tool for that.” – Mia Phillips, Na5onal Manager of Dealer, Educa5on Strategy & Digital Solu5ons
Like the Axonify microlearning approach
(daily, bite-‐sized)
Dealer Rep Feedback
86% 83% 82%
Believe it’s an effec:ve way to learn.
Feel Axonify helps them be more effec:ve and confident at their job.
October 18, 2016 37 Source: Toyota End-‐User Survey, March 2016 (N=6,000)
Research Study
Does the opportunity to play a game impact level of employee engagement? Does a higher level of engagement correlate with increased learning?
Research Ques?on One: Results
Learners in the game condi?on were significantly (51.64%) more mo?vated to come back and engage with the learning plajorm when they could play a game.
0
20
40
60
80
100
120
Games OFF Games ON
Average Num
ber o
f Logins in
12 M
onths
Condi6on
p < 0.001 108.12
71.30
Results
A one-‐way ANOVA revealed that learners in the games condi?on viewed their report card significantly more ofen (M = 9.88) than learners in the no-‐games condi?on (M=2.96) p<0.001).
Results
Learners in the games condi?on volunteered to do significantly more EXTRA training (M = 6.28) than learners in the no-‐games condi?on (M = 3.3) p < 0.001). A strong significant correla?on was found between engaging in op?onal extra training and the number of correct quiz answers, r (6301) = 0.67, p < 0.001.
Takeaways
If you consider allowing your employees
to play games:
• More mo?vated to engage with a
learning plajorm
• More mo?vated to track their
progress
• Will voluntarily want to learn more
6,211 par?cipants located in North America who have used the plajorm for up to 3.5 years.
Par?cipants Breakdown
October 18, 2016 47
96 67 1369
613 100 166
931 1941
15 36
516 361
Professional Sales Reps -‐ Medical
Professional Sales Reps -‐
Pharmaceu:cal
Retail Associates -‐
Toy & Electronics
Retail Warehouse Employees
Female
Results
The study revealed that par?cipa?on in the gamified microlearning plajorm stayed steady and did not decrease over ?me.
Results
October 18, 2016 50
Visits to the rewards page increased over ?me (r(3081) = 0.094, p < 0.001).
Par?cipa?on with the leaderboard and achievements page either remained steady or increased slightly over ?me (r(6205) = 0.16, p < 0.001).
Takeaways
• Consider rewarding
employees for par?cipa?ng in
learning
• Encourage healthy
compe??on with
leaderboards, but also make
it easy for newcomers
Results
A one-‐way ANOVA revealed that par?cipa?on rates were significantly higher (M = 0.51) when the reward auc?on feature was turned on compared to when it was turned off (M = 0.41), F(1,6209) = 321.96, p < 0.001 sugges?ng that financial rewards increased par?cipa?on rates.
!
Takeaways
• Consider providing gif cards
or some type of financial
reward as part of gamifica?on
program.
• Consider offering several
different elements of
gamifica?on in order to
impact par?cipa?on as well
as learning performance
Challenges
• How to effec?vely and sustainably reduce safety incidents in Walmart Logis?cs loca?ons
• Building a world-‐class safety culture, where each and every employee considers safety to be a top of mind priority
• Engaging Tradi?onalists, Baby Boomers, Genera?on X and Millennials in learning without aliena?ng any single group
October 18, 2016 58
“Feedback about the Axonify plajorm has been phenomenal and we believe that it has been a significant contribu?ng factor in our improved performance and engaged associate base.”
Ken Woodlin, VP of Compliance, Safety & Asset Protec0on Walmart Logis0cs
“I know that Axonify has posi:vely impacted our safety performance. It’s a quick, simple way to keep safety top of mind.” – DC Manager
54%
120 Distribu?on Centers
75,000+ Employees using Axonify
Reduc?on in safety incidents
Of associates stated that Axonify helps them feel safer on the job
Applica?on Results
72%
1. 20% of corpora?ons use games for learning (“Associa?on for Talent Development” 2014)
2. 44% of the gamers are female-‐-‐most frequent female game player is 43
3. 48% of people over the age of 50 play video games.
4. At Toyota and Walmart, the use of a game-‐based micro-‐learning is having tangible results.
5. Learners were significantly (51.64%) more mo?vated to come back and engage with a learning plajorm when they could play a game.
6. Par?cipants who had been using the gamified plajorm for longer (up to 3.5 years) also the leaderboard at a higher rate.
7. Offering financial rewards can significantly increase par?cipa?on rates. 8. One single game element isn’t enough, consider offering several.
Summary
October 18, 2016 59
Related Resources
October 18, 2016 60
Books YouTube Video www.karlkapp.com
Lynda.com Course Gamifica:on of
Learning
Gamifica:on Workbook Separa:ng Fact From Fic:on – CLO Magazine