Enterprise Gamification by the Numbers
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The document discusses the effectiveness of gamification in learning, highlighting that 55% of teachers and 20% of corporations use games for educational purposes. It presents statistics showing that gamification can enhance retention by up to 17% more than traditional teaching methods. Additionally, a case study on Toyota's implementation of a gamified microlearning platform shows significant improvements in learner engagement and knowledge retention.
Enterprise Gamification by the Numbers
- 1. Karl Kapp Professor, Bloomburg University Author: Gamification of Learning and Instruction Follow on Twitter: @kkapp Gamification by the Numbers
- 2. Housekeeping The event is being recorded Use the Q&A window The Polling function Follow on Twitter: #GamifiedLearning @kkapp | @Axonify
- 3. Introducing: Karl Kapp • Professor of Instructional Technology and the Director of the Institute for Interactive Technologies – Bloomsburg University • The Gamification of Learning – Lynda.com • Author: The Gamification of Learning and Instruction • Contributor: Learning Solutions Magazine, ATD, Chief Learning Officer
- 4. Related Resources Books YouTube Video www.karlkapp.com Lynda.com Course Gamification of Learning Gamification Workbook Separating Fact From Fiction – CLO Magazine
- 5. Gamification by the Numbers Review • 6 pieces of demographic information • 3 meta-analysis research studies • 1 case study • 2 original research studies
- 6. What do we know? 55%of teachers use games in the classroom on a weekly basis. - Teachers Surveyed 2013 20%of corporations use games for learning. - Association for Talent Development 2014 By 2020, learning or “serious” games is predicted to reach $5.5Billion (CAGR = 16%) - Serious Game 2015 FACT: Gamification is something you need to pay attention to.
- 7. Poll Question #1 What percentage of adults over 50 play video games? 28% 38% 48% 68%
- 8. Poll Question #1 What percentage of adults over 50 play video games? 28% 38% 48% 68% Gamers Over 50: You’re Never Too Old to Play h#p://www.theesa.com/newsroom/Elder_Gamer_Fact_Sheet.pdf
- 9. 80% of gamers over 50 play on a weekly basis. 70% 40% 24% Laptop Mobile Device Console Gamers Over 50: You’re Never Too Old to Play h#p://www.theesa.com/newsroom/Elder_Gamer_Fact_Sheet.pdf
- 10. 80% of gamers over 50 play on a weekly basis. 70% 40% 24% Laptop Mobile Device Console Gamers Over 50: You’re Never Too Old to Play h#p://www.theesa.com/newsroom/Elder_Gamer_Fact_Sheet.pdf 45% play daily.
- 11. Games they play 56% 52% 24% Card/Tile Puzzle/Logic Word/Trivia Board Games Gamers Over 50: You’re Never Too Old to Play h#p://www.theesa.com/newsroom/Elder_Gamer_Fact_Sheet.pdf
- 12. Poll Question #2 What percentage of Americans play video games for 3 hours or more a week? 12% 42% 62% 82%
- 13. Poll Question #2 What percentage of Americans play video games for 3 hours or more a week? 12% 42% 62% 82% The 2015 Essen?al Facts About the Computer and Video Game Industry was released by the Entertainment SoHware Associa?on (ESA) in April 2015. The annual research was conducted by Ipsos MediaCT for ESA. Data was gathered from more than 4,000 American households.
- 14. Translates into 155 million Americans
- 15. 44%of gamers are female. 43average age of frequent female game player. Women age 18 or older represent a significantly greater portion of the game-playing population (33%) than boys, age 18 or younger (15%). Women and Game Play
- 16. Poll Question #3 How much more effective are games for learning than lectures? 7% 17% 27% 37%
- 17. Poll Question #3 How much more effective are games for learning than lectures? 7% 17% 27% 37%
- 18. Simulation/games are 17% more effective than lecture and 5% more effective than discussion. Retention/Type of Knowledge % Higher Retention 9% Declarative 11% Procedural 14% Sitzmann, T. (2011) A meta-analytic examination of the instructional effectiveness of computer- based simulation games. Personnel Psychology .Review of 65 studies. Chapter 4 “The Gamification of Learning and Instruction.”
- 19. A meta-analysis of 225 studies of (STEM) undergraduate courses showed that active learning increased the average examination scores by 6%, and that students in classes with traditional lecturing were 1.5 times more likely to fail. Ac?ve learning increases student performance in science, engineering, and mathema?cs Sco# Freemana,1, Sarah L. Eddya, Miles McDonougha, Michelle K. Smithb, Nnadozie Okoroafora, Hannah Jordta, and Mary Pat Wenderotha. PNAS Early Edi?on (Proceedings of the Na?onal Academy of Sciences)
- 20. 24 studies analyzed to answer the question: Does Gamification Work? J. Hamari, J. Koivisto and H. Sarsa, "Does Gamifica?on Work? -‐-‐ A Literature Review of Empirical Studies on Gamifica?on," 2014 47th Hawaii Interna1onal Conference on System Sciences, Waikoloa, HI, 2014, pp. 3025-‐3034. doi: 10.1109/HICSS.2014.377 URL: h#p://ieeexplore.ieee.org/stamp/stamp.jsp?tp=&arnumber=6758978&isnumber=6758592
- 21. Yes, but… • Depends on context and user characteristics • In other words: – Who is participating? – Where are they participating? – What is their motivation? – How does the gamified system function? J. Hamari, J. Koivisto and H. Sarsa, "Does Gamifica?on Work? -‐-‐ A Literature Review of Empirical Studies on Gamifica?on," 2014 47th Hawaii Interna1onal Conference on System Sciences, Waikoloa, HI, 2014, pp. 3025-‐3034. doi: 10.1109/HICSS.2014.377 URL: h#p://ieeexplore.ieee.org/stamp/stamp.jsp?tp=&arnumber=6758978&isnumber=6758592
- 22. Also… • Problems with studies: – Many had N of 20 or less – Many were qualitative – Many relied solely on user evaluation J. Hamari, J. Koivisto and H. Sarsa, "Does Gamifica?on Work? -‐-‐ A Literature Review of Empirical Studies on Gamifica?on," 2014 47th Hawaii Interna1onal Conference on System Sciences, Waikoloa, HI, 2014, pp. 3025-‐3034. doi: 10.1109/HICSS.2014.377 URL: h#p://ieeexplore.ieee.org/stamp/stamp.jsp?tp=&arnumber=6758978&isnumber=6758592
- 23. Gamification in the real world: Toyota Motor Sales Fuel your people + Power your organizations | 23
- 24. Toyota Motor Sales USA • The US sales, distribution and marketing unit for Toyota, Lexus and Scion brands • Over 1,500 dealerships throughout the US
- 25. Challenges • Consumers have become so well educated that they often arrive in the showroom knowing more than the sales reps • Traditional methods of imparting sales knowledge (webinars, videos, in-person classroom, eLearning) weren’t sticking • How to encourage individuals to participate in learning when they don’t technically work for you?
- 26. In 2014, Toyota Motor Sales USA launched the Axonify adaptive microlearning platform to their 25,000 dealer reps across the US. Fuel your people + Power your organization | 26
- 27. The Platform’s Game Mechanics Include: • Game Play • Leaderboard • Rewards • Coaches • Social • Report Card
- 28. Fuel your people + Power your organization | 28 Learners log in multiple times a week for a 3-5 minute microlearning experience that is based on cognitive research (i.e. spaced repetition) and wrapped in gamification.
- 29. Fuel your people + Power your organization | 29 The learner selects a game. Brain games, arcade style, team challenges etc.
- 30. Fuel your people + Power your organization | 30 Microlearning content in the form of questions pop out of the game.
- 31. Fuel your people + Power your organization | 31 The platform’s adaptive engine delivers content based on what the learner knows and doesn’t know to move them towards mastery.
- 32. Fuel your people + Power your organization | 32 The learner selects his/her level of confidence (another cognitive tool).
- 33. Fuel your people + Power your organization | 33 Learning is reinforced with a response from his/her preselected coach and a description that can link off to additional information. Learners earn points
- 34. Fuel your people + Power your organization | 34 The ability for the learner to see progress and achievements.
- 35. Fuel your people + Power your organization | 35 Personal report card that show progress and answer patterns.
- 36. Fuel your people + Power your organization | 36 Individual and team leaderboards.
- 37. Fuel your people + Power your organization | 37 Reward auction and “spin to win” built into the platform.
- 38. Fuel your people + Power your organization | 38 As a business or team lead you have access to reports and analytics.
- 39. “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 better 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 practices and Axonify is a great tool for that.” Mia Phillips National Manager of Dealer Education Strategy & Digital Solutions 3-4 x / week 2 Participation Results Vehicles/Month Increase in Sales Frequency Rate Fuel your people + Power your organization | 39 12.2% Knowledge Lift
- 40. “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 better performance. - Ryan Garner, GSM Checkered Flag Toyota, Virginia Beach, VASource: Toyota End-User Survey, March 2016 (N=6,000) 86% 82% Dealer Rep Feedback Feel Axonify helps them be more effective and confident at their job. Like the Axonify microlearning approach (daily, bite-sized) Fuel your people + Power your organization | 40 83% Believe it’s an effective way to learn.
- 41. Field Research on Gamification Fuel your people + Power your organizations | 41
- 42. Poll Question #4 How much more motivated are learners to return to a learning platform when they could play a game vs. when they just answered a multiple choice question? 21% 31% 41% 51%
- 43. Poll Question #4 How much more motivated are learners to return to a learning platform when they could play a game vs. when they just answered a multiple choice question? 21% 31% 41% 51%
- 44. Study One
- 46. Research Study Does the opportunity to play a game impact level of employee engagement? Does a higher level of engagement correlate with increased learning?
- 47. Research Study Game Group Retailer with 1,908 employees No Game Group Retailer with 4,393 employees
- 48. Research Question One: Results Learners in the game condition were significantly (51.64%) more motivated to come back and engage with the learning platform when they could play a game. 0 20 40 60 80 100 120 Games OFF Games ON AverageNumberofLoginsin12Months Condition p < 0.001 108.12 71.30
- 49. Results A one-way ANOVA revealed that learners in the games condition viewed their report card significantly more often (M = 9.88) than learners in the no-games condition (M=2.96) p<0.001).
- 50. Results Learners in the games condition volunteered to do significantly more EXTRA training (M = 6.28) than learners in the no-games condition (M = 3.3) p < 0.001). A strong significant correlation was found between engaging in optional extra training and the number of correct quiz answers, r (6301) = 0.67, p < 0.001.
- 51. Study Two Fuel your people + Power your organizations | 51
- 52. Participants in this study included: 6,211 participants located in North America who have used the platform for up to 3.5 years. 96 67 1369 613 100 166 931 1941 15 36 516 361 Professional Sales Reps - Medical Professional Sales Reps - Pharmaceutical Retail Associates - Toy & Electronics Retail Warehouse Employees Female Male Undisclosed
- 53. Research Study Do gamification elements and tangible rewards lose appeal over time?
- 54. Results The study revealed that participation in the gamified microlearning platform stayed steady and did not decrease over time.
- 55. Results Visits to the rewards page increased over time. Participation with the leaderboard and achievements page either remained steady or increased slightly over time.
- 56. Takeaways 1. 20% of corporations use games for learning (“Association 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. Simulation/games were 17% more effective than lecture and 5% more effective than discussion. 5. Students in classes with traditional lecturing were 1.5 times more likely to fail than students in classrooms with active learning. 6. At Toyota, the use of a game-based micro-learning is having amazing results. 7. Learners were significantly (51.64%) more motivated to come back and engage with a learning platform when they could play a game. 8. Participants who had been using the gamified platform for longer (up to 3.5 years) also visited the leaderboard at a higher rate.
- 57. Related Resources Books YouTube Video www.karlkapp.com Lynda.com Course Gamification of Learning Gamification Workbook Separating Fact From Fiction – CLO Magazine
- 58. Q&A