yes, luigi, super mario can help people learn

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The Power of Play

Your Game Masters…aka presenters

Sharon Boller Bo%om-‐Line Performance

Lead designer, Knowledge Guru™ game engine. @Sharon_Boller

Sco, Thomas ExactTarget

Director, Product Enablement @sco%_thomas_et

•  I like to play (board games, team games, computer games, puzzles, word searches, social games, etc.)

•  We acMvely use game-‐based learning in our organizaMon

•  I’d like to implement game-‐based learning in my organizaMon – but haven’t convinced people of its value yet.

The Power of Play for You?

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Agenda

Why games?

Play Game

“I learned SO much by playing this game. It was

tons of fun. I learned more by

playing this game than any webinar,

meeting, or document I’ve encountered.”

“Mind-blowing”

“Can you create

more stuff like this?”

Annika, Age 8

Why do games work? 1

3 2

The short answer?

Because they are FUN.

Expert view: Carnegie Mellon…. To progress in a game is to learn; when we are ac3vely engaged with a game, our minds are experiencing the pleasure of grappling with (and coming to understand) a new system. (Jessica Trybus, New Media InsMtute’s resident Game-‐based Learning and CommunicaMons Guru and Director of Edutainment for Carnegie Mellon University's Entertainment Technology Center.)

www.bo%omlineperformance.com

But what’s FUN? •  Winning •  Achieving goals •  Triumphing •  Collaborating •  Exploring and building •  Collecting •  Problem-solving or strategizing •  Role playing or imagining •  Surprise – surprising others and

being surprised ourselves.

What’s Required to Learn? Relevant Prac7ce

Specific, 7mely feedback

Ability to retrieve later

More on Feedback

“The premise of a feedback loop is simple: Provide people with informaMon about their acMons in real Mme, then give them a chance to change those acMons, pushing them toward be%er behaviors.” Wired Magazine, June 19, 2011


Breaking it down further: Feedback School district had huge problem with speeding. Tried replacing old signs with bigger, new ones, MckeMng people during drop-‐off, pick-‐up Mmes. Nothing worked. What finally gave measurable improvement was “dynamic speed displays” or driver feedback signs. “Your speed.” Signs have proven to be consistently effecMve, gecng people to slow by 10 mph over several miles. They work because they leverage a feedback loop.


Linking Games to Learning Learning Element Game Elements that Match

MoMvaMon Game goals, PBLs, levels, flow, the “fun”

Relevant pracMce

Game mechanics, story, challenges, (.e.g. the rules), game theme.

Feedback Rewards and consequences

Retrieval later 1) Repeat to remember – repeMMon; 2) spaced learning 3) Relevant pracMce.

How Guru links to Learning

Learning Element Game Elements that Match

MoMvaMon Game goals, PBLs, the “fun,” 2 levels of play

Relevant pracMce

Miss and you go back in reg. game; Miss and you lose in Grab Bag (real life consequences)

Feedback Loss of points on misses w/ feedback offered imm coupled with imm opp to re-‐try ?s.

Retrieval later 1) Spacing of paths, 2) RepeMMon of info 3) ApplicaMon-‐based scenarios

Annika, Age 8

MoMvaMon – in story, in challenge (become a Guru)




Relevant pracMce




Annika, Age 8

MoMvaMon – in PBLs




Relevant pracMce




Annika, Age 8

Relevance– no extraneous content, period.




Relevant pracMce




Annika, Age 8

Relevance– game quesMons mirror customer ?s




Relevant pracMce




Annika, Age 8

Feedback– immediate, followed by immediate opp to retry. Consequence = points gained/lost.




Relevant pracMce




Annika, Age 8

Retrieval– repeMMon, spaced learning

Hierarchy of Knowledge & Role of Games Type of knowledge What it means

DeclaraMve Facts. (Product specificaMons, definiMons for words, data and staMsMcs)

Concepts Groupings of things: “Quality means responding to customers promptly, proacMvely suggesMng helping things, etc.

Rules RelaMonships between things – “if, then” Procedures Ordered sequence of rules that translate into

series of steps to follow to execute something Principles Non-‐sequenMal guidelines. User has to figure out

what’s appropriate given a specific situaMon and set of facts.

Problem-‐solving Novel situaMons that require use of previously-‐acquired knowledge to solve problem.

Complexity

Low

High


The Hierarchy in AcMon Type of knowledge What it means

DeclaraMve Supply is the amount of something you have to sell. Demand is customers’ desire and consumpMon for what you sell.

Concepts Supply and demand are linked. Rules If demand is high and supply is low, you can charge

more for your product. Procedures “How to use CRM to manage client contacts.”

“How to manage inventory of widget X.” Principles “Purple cow” – making a product remarkable. Problem-‐solving CompeMtor is introducing a similar product onto

market. How do you protect marketshare and maintain margins?

Complexity

Low

High


Games that match Type of knowledge

Games to use

DeclaraMve Matching, puzzle, word search, etc – puzzle style games, quiz-‐style games (Walk the plank is example)

Concepts SorMng, quiz-‐style games

Rules ApplicaMon games – which rule applies here?

Procedures SimulaMons

Principles SimulaMons

Problem-‐solving SimulaMons

Check out Karl Kapp’s book, Gadgets, Gizmo’s, & Games for specific ideas.


ExactTarget (NYSE: ET)

Based in Indy, we enable marketers -‐ through sorware -‐ to integrate data to create a unified view of each consumer and engage in real-‐Mme, cross-‐channel markeMng.

We have: ü  1,500 employees worldwide ü  250,000 users worldwide ü  500 + partners worldwide

Why ExactTarget used the Guru 1.  MulMple Product Lines and MulMple Product Launches

•  9 disMnct product lines within organizaMon •  Product line releases each month

2.  Employees, clients, and partners had training overload; we needed to find a way to “mix it up.”

3.  MobileConnect was one of the largest product launches we ever had. Cri7cal for us to educate folks.

Positioning the game

2. Marketed the heck out of it.

1. Reinforcement tactic rather than primary learning method.

Marketing Messages ET Used Internal TV

announcements, posters

Incentives (prizes)

Email messages

Positioning the game (cont.) 3. Required in some

functional units.

4. Provided managers with idea kits.

5. Drew attention to leaderboards on a regular basis.

What Did Folks Say…

The game was great! It was a fun way to learn about

MobileConnect. I enjoyed the scenario-type questions, which

put it all in perspective.

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 repetition of the different paths

helped me retain the information.

ExactTarget Business Results… Sales Related Metrics: 1.  Quickest pipeline developed and closed compared to

previous product launches over the past two years

2.  Average contract value 2x more than comparable products

Support Related Metrics: 1.  First-‐call support resoluMon up 45% compared to

other product lines (a savings of ~$35/call)

Top Considerations…. 1. Can you sell it to stakeholders?

Can you articulate WHY games will work?

3. Is your audience receptive (not stakeholders, target audience)

4. Can you promote it? Build it and they will come approach won’t work.

2. Can you specify REAL results you’re seeking? Design game to results you’re targeting.

Implementation Tips

3. “Market the heck out of it.”

2. Involve stakeholders in game design process; gets their buy-in EARLY.

1. Play test, play test, play test – don’t launch until the game is really ready.

4. Monitor play; promote what’s going on during play.

Want info electronically? •  Text the word GURU and your email address to 38767 –  EX: GURU sthomas@exac%arget.com

•  Email will be sent with links to a variety of informaMon sources regarding this breakout session

•  You can also email [email protected] and request info as well.

•  Check out public games for yourself at www.theknowledgeguru.com/ or download a sample game – NutriMon Guru -‐ from App store.

Thank You! Contact Us… Email [email protected]

sthomas@exac,arget.com

Twi%er Handles

Sharon_Boller scott_thomas_et

Websites www.theknowledgeguru.com www.exacttarget.com