Should You Gamify Your Business?

10 Feb

The fine people at work intelligent.ly asked me to share some thoughts on gamification. I’m reposting my article here with their kind permission.

It’s time for the enterprise to take games seriously. Not just as a way for employees to reduce stress online or on their mobile devices during lunch breaks, but as a way to get business results.

Gamification is a discipline that applies game design methods, and even game mechanics, to things that aren’t games in order to achieve a desired goal. You’ve probably already experienced gamification firsthand: Promotional campaigns that unlock rewards if you take certain actions, awarding badges for status, and displaying top participants on a leaderboard, are all commonly used methods of organizing and motivating people via subtle yet powerful elements common to games.

Best-selling game designer Mike Elliott offers an example:

“If you were going to have a daily discount, you could just list the daily discount on your site. Or you could have the customer hit a button, watch a wheel spin, and then reveal the daily discount. If you do this, you have gamified your site. The customer generally feels happier, and other than a few lines of code, there is no real cost to your business.

“You give them the same things you would have given them anyway, but you do it in a way that makes them feel more invested; and they feel like they earned the discount, reward, or frequent flier points. This is the most common type of gamification and is probably the most effective for the cost involved.”

STRATEGY, NOT DICE-ROLLING

Seeing the buzz about gamification in the business press, you probably got a feeling of déjà vu – much of it sounds like the buzz about blogging five years ago, and other online communication channels since then. “Should your company have a blog?” was once the question of the day, and for those caught up in the initial enthusiasm over this new platform, the answer was an unhesitating “Yes.” The same was true of engaging on Twitter and Facebook.

But in all of those cases, the real answer was a series of smart and strategic questions. What are we trying to achieve? Who is our audience? How do they get information, and what motivates them to take action? Do we have the resources (internal, external or both) to do this thing right?

It’s the same with gamifying your business. But we’ll add a couple of questions to the above: What do you mean by “gamify”? And what do you mean by “your business”?

SETTING UP THE BOARD

Gamifying your business could mean anything – from using game elements in a marketing campaign to radically changing how your people work and collaborate. So first, identify the challenge you want to overcome or the goal you want to achieve. Then think about what stands between you and success. Are these things that have been, or could be, solved by applying game elements to the problem?

For example, you might learn that your employees have significant gaps in their knowledge of the overall business, because the orientation process for new hires lacks structure and accountability. The new employees don’t know what they need to learn to be effective. Your managers are spread so thin that they’re barely aware that someone new has been hired, much less that they should sit down with them.

This is a case where gamification could be a powerful tool – not by making orientation a game (the “spoonful of sugar” approach is great for children, but condescending to adults) but by using best practices of game design to structure and motivate the participants. You might redesign the orientation as you would a three-day scavenger hunt, tasking the new hire with meeting specific people and completing certain tasks in order to achieve the status of a fully-trained member of the team. Each meeting or task is logged by awarding the new employee a badge, making it easy to tell at a glance how far he or she has progressed and identify gaps.

PRESS START

Another key learning we can draw from the social media revolution is to make use of the experts in the field. It was a bad idea back then to turn the company blog over to an employee just because they seemed computer-savvy; and it’s a bad idea now to put your gamification strategy in the hands of employees who think they understand game design because they’ve played a lot of mobile games. Game design is both art and science, and doing it effectively requires a deep understanding of game mechanics and the psychology of motivating people to take action.

So before you place your business on the starting square of a gamification push, do some research. You can easily find gamification vendors with a simple Internet search. Look for game consultancies as well, and game design companies who have worked with major brands – seasoned designers who’ve been plying their craft for 20 years or more can give you a valuable perspective on what games can and can’t do well in a business setting.

5 Things PR Professionals Can Learn From Roleplaying Games

7 Oct

13th Age at PAX 2013Originally posted on the Weber Shandwick Seattle blog.

Over Labor Day weekend I spent fours days at PAX Prime, gaming with dozens of incredibly talented improvisational storytellers. All around me groups of complete strangers were gathering at tables to make up compelling scenarios of greed, betrayal, revenge and redemption. We were playing tabletop roleplaying games–a type of game whose mass popularity peaked in the 1980s with Dungeons & Dragons, and which is experiencing something of a Renaissance today with recent releases such as Numenera, HillfolkDungeon World and 13th Age. Playing these games, you can spend an evening telling great collaborative stories in any genre: whether it’s fantasy, horror, spy thriller, interpersonal drama, or the dark humor of a Coen brothers movie.

It struck me that tabletop roleplaying gamers do as a hobby what we do professionally. They invent rich personas, plan creative multimedia campaigns, engage in real-time collaborative storytelling and make rapid adjustments based on continually changing circumstances.

So grab a handful of dice—here are five best practices that we can learn from tabletop gamers:

#1: Always remember that storytelling is a collaborative process.

I’ve been in game sessions where the Game Master (AKA the GM, the person who plans and runs the game session) saw his players as a passive audience whose job was to sit quietly for hours while he dazzled us with his creative ideas. These sessions were not just dull, they were frustrating. We showed up to participate, to be co-creators of the night’s story. If we’d wanted to watch a performance, we could have gone to the movies.

Similarly, today’s audiences show up to participate in PR and advertising campaigns—either directly, when the campaign is designed for audience collaboration, or by commenting on it through Twitter, Facebook and other social channels. We need to plan for an active audience, which means giving up some control. The extent to which we share narrative control with our audience depends on the campaign. It can range from adapting and modifying the story we’re telling based on their feedback, to simply presenting the audience with brand materials that they can use to tell their own stories.

#2: Know your players, and what they want out of the game. 

Everybody comes to a gaming table for slightly different reasons. Some want to participate creatively, through acting or storytelling. Others want to think through complex and realistic problems. Some don’t care much about the game at all: they just want to hang out with friends, and the game facilitates that. Giving each member of a gaming group a satisfying and entertaining experience requires understanding what motivates each of them—and setting aside some of your own desires and preferences.

Likewise, PR professionals planning a campaign or promotion need to understand their audience’s motivation. Once you know who you’re trying to reach, get your hands on any available research on what motivates that audience. If there’s not enough research out there, do your own. What do they care about? What language and images do they pay attention to, and what causes them to tune out?  What will they, and won’t they, take action on?

And then comes the hard part: pushing your own motivations and tastes aside, and creating something they’ll care about—even if it’s something that wouldn’t speak to you. Unless you happen to precisely match the target audience (and it’s unlikely that your client is trying to reach communications professionals) you need to understand and empathize with your audience in order to engage it.

#3: Deliver the emotional kick. 

Once you understand your gaming group—or the audience you’re trying to reach—you can identify the emotional content of your campaign. Even in business-to-business PR, where you’re inviting your audience to make a rational decision based on data and consensus, there’s still an emotional “kick” that your customer seeks out.

Does your audience want to feel competent and in control? Do they want to feel like a hero to the people they care about? Do they want to feel like their lives and work have greater meaning in the world? Or do they want to have fun with their friends, and your client’s branded photo-hunt sounds like a good way to pass the time? Your campaign, whether it’s run on a gaming table or across multiple media channels, must provide emotional kicks for each type of person you’re trying to reach.

Yes, you must deliver substance. But without the kick, it won’t engage or motivate.

#4: Know the mechanics. 

If you’ve never played Pathfinder Roleplaying Game, the time to learn the rules isn’t when you’re running it for your players. You want to provide them with as seamless and immersive an experience as possible—and pausing for fifteen minutes while you flip through the pages searching for a specific rule shatters that experience. You need to know at least enough to effectively accomplish what you want to do for the evening.

It’s the same with video production, SEO, Web design and the other tools of our 21st-century trade. We like to talk about how any teenager with a smartphone can potentially inspire an audience of millions. But that doesn’t mean we should outsource video work to teenagers with smartphones, or SEO to someone who’s done 15 minutes of online research on it, or Web design to someone who can “probably figure it out along the way.” Yes, expertise requires resources: time, effort and budget. But the results are worth it.

#5: Prepare to be spontaneous. 

Having to improvise in a tabletop game can be scary, whether you’re a GM or a player. But you can prepare for that moment beforehand—and it’s not as hard as it sounds. If you’re a player, you can create a character with a handful of bullet points describing their motivation and personality (“Wants to be part of a family,” “Sworn enemy of the Lich King,” “Can’t resist a wager”) that you can use as a foundation for role playing. As a GM, you can create a ready supply of named people and places for your players to encounter in the course of their adventure.

Because (post)modern PR campaigns are participatory and interactive, odds are good that you’re going to have to do some improvising along the way. Give yourself access to options and resources you can draw upon quickly if you have to make an unexpected turn. This could include everything from a video crew who can be available to shoot something at a moment’s notice, to knowing who has a subscription to a stock photo service. Plan for things to get weird. And when they do, you can act immediately.

If you’re a game enthusiast in the communications industry, what experiences have you brought with you from the table?

Thanks to Robin D. Laws and his eBook Robin’s Laws of Good Game Mastering for inspiration.

Where to find me at Gen Con Indy 2013

2 Aug
Wade in hat at Corina

I look like this, except I won’t be wearing a hat.

Gen Con is almost here! I’ll be there on behalf of Pelgrane Press, Kobold Press and Fire Opal Media — running games, answering questions and signing books. (I still can’t get over that last one.)

It’s going to be a busy show: Pelgrane has eight new releases not including 13th Age roleplaying game, the game for which I’ve been managing community relations over the past year and a half. Also, both Pelgrane and Kobold are up for a slew of ENnie awards. Huzzah!

Here’s a handy guide to my movements:

Thursday, 2:00 PM to 5:00 PM Running Danger at Deathless Gulch, a Midgard adventure for 13th Age RPG at Marriott :: Santa Fe :: 3

Friday, 1:00 PM to 5:00 PM Running Deep Gnome Rising, a 13th Age RPG adventure at JW Marriott :: 204 :: 1

Saturday, 1:00 PM to 2:00 PM Moderating the Introducing 13th Age panel with Rob Heinsoo, Simon Rogers, Rob Watkins and Kenneth Hite. They might not know that I’m on the panel with them.

Sunday, 11: 00 AM to Noon (?) Signing Blood on the Snow, the Hillfolk RPG companion volume, at the Pelgrane Press booth (101, next to Paizo.)

In general: I plan to spend a lot of quality time at the Pelgrane Press booth answering questions and helping out. I’ll also handle requests from the media for interviews and game demos for Pelgrane Press and Kobold Press.

If you spend enough time at a Starbucks in downtown Indianapolis, I guarantee you’ll see me sooner or later. Buy me a grande soy latte and you’ll be my new best friend.

I’m really looking forward to the show, and I hope we run into each other and have a chance to talk!

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