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Gamify: How Gamification Motivates People to Do Extraordinary Things, by Biran Burke
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Organizations are facing an engagement crisis. Regardless if they are customers, employees, patients, students, citizens, stakeholders, organizations struggle to meaningfully engage their key constituent groups who have a precious and limited resource: their time. Not surprisingly, these stakeholders have developed deflector shields to protect themselves. Only a privileged few organizations are allowed to penetrate the shield, and even less will meaningfully engage. To penetrate the shield, and engage the audience, organizations need an edge. Gamification has emerged as a way to gain that edge and organizations are beginning to see it as a key tool in their digital engagement strategy. While gamification has tremendous potential to break through, most companies will get it wrong. Gartner predicts that by 2014, 80% of current gamified applications will fail to meet business objectives primarily due to poor design. As a trend, gamification is at the peak of the hype cycle; it has been oversold and it is broadly misunderstood. We are heading for the inevitable fall. Too many organizations have been led to believe that gamification is a magic elixir for indoctrinating the masses and manipulating them to do their bidding. These organizations are mistaking people for puppets, and these transparently cynical efforts are doomed to fail. This book goes beyond the hype and focuses on the 20% that are getting it right. We have spoken to hundreds of leaders in organizations around the world about their gamification strategies and we have seen some spectacular successes. The book examines some of these successes and identifies the common characteristics of these initiatives to define the solution space for success. It is a guide written for leaders of gamification initiatives to help them avoid the pitfalls and employ the best practices, to ensure they join the 20% that gets it right. Gamify shows gamification in action: as a powerful approach to engaging and motivating people to achieving their goals, while at the same time achieving organizational objectives. It can be used to motivate people to change behaviors, develop skills, and drive innovation. The sweet spot for gamification objectives is the space where the business objectives and player objectives are aligned. Like two sides of the same coin, player and business goals may outwardly appear different, but they are often the same thing, expressed different ways. The key to gamification success is to engage people on an emotional level and motivating them to achieve their goals.
- Sales Rank: #291674 in Books
- Published on: 2014-04-24
- Original language: English
- Number of items: 1
- Dimensions: 8.00" h x 5.00" w x .75" l, .0 pounds
- Binding: Hardcover
- 192 pages
Review
“Burke is one of the leading experts and biggest thinkers in the enterprise gamification space. Gamify is a book every CEO must read to gain an understanding of what the future holds with these exciting and powerful techniques.” – Gabe Zichermann, founder & CEO of Dopamine and Gamification Co
“A gamification game changer! Brian Burke has done what few in the field have ever done before. He’s brought depth, humanity, and real purpose to the subject of gamification. A great read, an invaluable tool, and a superb read from an insightful man.” – Kevin Allen, chairman and founder of Planet Jockey and best-selling author of The Hidden Agenda: A Proven Way to Win Business and Create a Following
“In Gamify: How Gamification Motivates People to Do Extraordinary Things, Burke draws on Gartner’s proven research methodology and unique access to a broad swath of enterprise managers, thought leaders, top analysts, and vendors to provide an objective view of what is happening in gamification. Burke cuts through the hype surrounding this important nascent technology to provide unbiased and practical analysis and advice to businesses and public sector organizations. One of the key strengths of the book is the sheer number of examples and mini-case studies that Burke provides. For any person who wants to know more about gamification and whether it is relevant to their situation, Gamify is the first book they should reach for.” – Carter Lusher, independent observer of disruptive technology trends and former analyst focused on gamification
“Gamify provides valuable information about what to consider in projects so as to deliver effective solutions for our players. It lays out key concepts for proper player-centric design to make your project a success, allowing you to get closer to being one of the 20% of projects that work, instead of the 80 % that do not.” – Sergio Jiménez, creator of Gamification Model Canvas, founder of Game On! Lab, and co-founder of Gamification World Congress
About the Author
Brian Burke is a Research Vice President at Gartner, covering enterprise architecture for the past 15 years. He has also been leading research on the emerging gamification trend for the past three years. As an expert in enterprise architecture, he has worked for decades on understanding disruptive technology trends and their implications for business. He currently leads research in business outcome-driven enterprise architecture and his groundbreaking work in the development of federated architectures has been implemented in hundreds of organizations in both the public and private sectors. He is also a prominent researcher and speaker in the areas of gamification, IT strategy, IT organizational structures and business/IT alignment.
Mr. Burke has a broad and diverse background in technology and strategy, having more than 25 years of experience in the industry. He joined Gartner in April 2005 with the acquisition of Meta Group, where he worked for the previous seven years. Prior to that, he held senior management positions with responsibility for the development of IT strategy and architecture and the implementation of emerging technologies, including Internet, knowledge management, data warehouse, groupware, client/server and LAN/desktop technology.
Most helpful customer reviews
21 of 21 people found the following review helpful.
An interesting look at a subject we're going to be hearing a lot about in the coming years.
By Louis J. Prosperi
An interesting look at gamification and the impact it can have in business and other areas.
According to Wikipedia, "gamification" is defined as "the use of game thinking and game mechanics in non-game contexts to engage users in solving problems". This book explores "gamification" and how it be used in different contexts to change behavior, develop skills, and drive innovation.
As a former game designer, someone who enjoys business books, and someone who loves to explore how ideas and principles from one field can be applied in another, I was really looking forward to this book as it combines a several of my interests. Unfortunately, I was a bit disappointed by this book.
My main issue with this book is that while it starts with a fairly broad definition of gamification ("the use of game mechanics and experience design to digitally engage and motivate people to achieve their goals"), the examples it focuses on seem far more narrow in scope. It also puts a big emphasis on "points, badges, and leaderboards" as the main types of game mechanics used in gamified approaches, and very few (if any) other types of game mechanics are discussed or described.
I also expected more discussion or reference to "serious games" and the application of gamification in training and instructional design. While the book does include references to these, it felt to me like it was only skimming the surface. I also expected more references to other works focused on the application of game design in non-game related fields. I was particularly surprised that the book made no mention of Jane McGonigal's "Reality is Broken", a book focused on the idea that "games make us better" and "can change the world". While not specifically about gamification, several of the examples in McGonigal's book are near exact parallels to examples in this book.
That said, there is plenty in this book of value to those interested in learning about gamification and how it can be applied in their business or area of interest. The chapters focused on "Player-Centric Design" and "Designing a Gamified Solution" were my favorites, as they provided a good (if not especially inspired) model for the design and develop of a gamified solution.
I'd recommend this book to anyone wanting to get an introduction to gamification and some of its applications.
Disclaimer: I won a copy of this book as part of the "First Reads" program on GoodReads.
7 of 8 people found the following review helpful.
How and why focusing on gamification can help organizations to motivate their people to achieve shared goals
By Robert Morris
I was introduced to game theory when I enrolled in a course one summer at the University of Chicago taught by a protégé of John von Neumann. He encouraged us to check out Theory of Games and Economic Behavior, co-authored by von Neumann and Oskar Morgenstern. I did, finding it a challenging read but thought-provoking.
In essence, game theory is a study of strategic decision-making. More specifically, what David Nelson has characterized as "the study of mathematical models of conflict and cooperation between intelligent rational decision-makers." I recalled this background as I began to read Gamify in which Brian Burke explains how and why gamification (a term attributed to Nick Pelling) "engages and motivates people across all kinds of activities using game mechanics such as badges, points, levels, and leaderboards." According to Burke, the working definition of the term at his firm, Gartner, is "use of game mechanics and experience design to digitally engage and mo0tivate people to achieve their goals."
He poses three questions that he then proceeds to answer: "What's new about gamification? Who is getting it right? How can your organization be successful with gamification? When should you think about using gamification in your organization?" These are excellent questions. For Burke, if the objective is motivation, then gamification is the process by which to achieve it.
I commend Burke on his skillful use of reader-friendly devices that include dozens of "Figures" that illustrate key points or relationships as well as an end-of-chapter "Wrap Up" section (Chapters 1-11). He is also very specific when explaining a core process such as one involving seven separate but interdependent steps to design experiences that will motivate people to achieve their goals:
1. Define the business outcome and success metrics
2. Define the target audience
3. Define player goals
4. Determine the player engagement model
5. Define the play space
6. Define the game economy
7. Play test and iterate
These are among the dozens of other business subjects and issues of special interest and value to me, also listed to indicate the scope of Burke's coverage.
o Gamification Defined (Pages 5-6)
o Gamification Is All About Innovation (18-21)
o Don't Mistake Business Goals for Player Goals (21-23)
o What Is Different About Gamification? (26-29)
o Gamification Is Not About Fun, and, Gamification Is Not a Payback (29-31)
o Leveraging Gamification to Engage the Crowd (35-37)
o Rewriting the Customer Engagement Model (41-44)
o Guiding Employees to Success (44-48)
o Driving Social Collaboration (48-50)
o Gamified Steps to Change Behavior (53-57)
o Inspiring Learning at Khan Academy (59-61)
o Energizing Employee Training (63-65)
o Captivating the Customer (65-68)
o Gamifying Skills Development (68-72)
o How Gamification Spurs Innovation (82-85)
o Player Experience Design Process (89-94)
o Apply Design Thinking (94-96)
o Promoting Player Engagement and Launching the Game (146-149)
Thoughtfully, in addition of dozens of gamification 'do's" And how to do them, Burke includes (in Chapter 8, Pages 127-136) an explanation of three reasons why gamification initiatives fail: The business outcomes haven't been clearly defined; the gamification solution has been designed to achieve the organizational goals rather than the player goals; and finally, the solution engages people on a transaction al level rather than an emotional level. He includes an explanation of how to avoid these "don'ts," also. For me, some of the most valuable material in the book is provided in this chapter, reminding me again of two quotations. First, from Peter Drucker: "There is surely nothing quite so useless as doing with great efficiency what should not be done at all"; next, from Michael Porter: "The essence of strategy is choosing what not to do."
With regard to the future, Brian Burke reminds us, "Nobody wins the human race. The only way to win in life is to set your own course, to work hard to achieve your goals, and to contribute to something that is bigger than yourself." One of those goals should be doing everything possible and appropriate to support effective collaboration with others because we "don't win this race individually, we all win together...Gamification is not new. Game mechanics and design have been used to engage and motivate people to achieve their goals throughout human history. Gamification is about rethinking motivation in a world where we are more often connected digitally than physically. And it is about building motivation into a digitally engaged world. And we are just getting started in this journey. Gamification will continue to develop for many years to come."
I presume to add that the design of human experiences will engage and then inspire people, to activate and nourish their self-motivation, only to the extent that storytelling is among the core competencies developed. At least since Homer, man's most powerful ideas have been anchored in human experience in the form of narratives with which subsequent generations identify. For me, that is the single greatest challenge to gamification...and the standard by which its success will be measured.
6 of 6 people found the following review helpful.
A thorough discussion of there reality of gaming and game mechanics
By Mark P. McDonald
Digital demands finding new ways to attract and engage human attention. Applying game mechanics to products and processes represents an interesting solution to this persistent problem. Understanding what gamification is and how it works is the focus of Brian Burke's informative book.
The book provides a primer on the topic covering the terms, applications and ideas surrounding the application of game mechanics divided into ten chapters around the core models of ramification.
The first part of the book discusses the value of gamifying products and services in 5 pages:
- Motivation: the Gamification End Game
- Giving Meaning to Players
- Changing Behavior One Step at a Time
- Using Gamification to Develop Skills
- Using Gamification to Drive Innovation
The second part of the book looks at this trend from the players perspective:
- Player Centric Design
- Designing a Gamified Solution
- Common Design Pitfalls
- Managing for Success
- Gamification 2020: What the future Holds
These parts, taken together, provide executives and technologists with a good view on how these technique can drive value in their organizations.
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