For the Win: How Game Thinking Can Revolutionize Your Business
Kevin Werbach, Dan Hunter
Millions flock to their computers, consoles, mobile phones, tablets, and social networks each day to play World of Warcraft, Farmville, Scrabble, and countless other games, generating billions in sales each year. The careful and skillful construction of these games is built on decades of research into human motivation and psychology: A well-designed game goes right to the motivational heart of the human psyche.
In For the Win, authors Kevin Werbach and Dan Hunter argue persuasively that gamemakers need not be the only ones benefiting from game design. Werbach and Hunter are lawyers and World of Warcraft players who created the world’s first course on gamification at the Wharton School. In their book, they reveal how game thinking—addressing problems like a game designer—can motivate employees and customers and create engaging experiences that can transform your business.
For the Win reveals how a wide range of companies are successfully using game thinking. It also offers an explanation of when gamifying makes the most sense and a 6-step framework for using games for marketing, productivity enhancement, innovation, employee motivation, customer engagement, and more.
In this illuminating guide, Werbach and Hunter reveal how game thinking can yield winning solutions to real-world business problems. Let the games begin!
and even your employees, as players in a game you operate, you’re more likely to identify such opportunities to give them meaningful choices. Is Gamification Right for My Business Challenge? Gamification isn’t a solution to every business problem. Now that you’ve put yourself in the role of game designer, you should ask whether gamification makes sense for the challenges you hope to address. Some things just aren’t fun: A funeral parlor probably wouldn’t want to gamify the buying process for a
they are especially pervasive among the generation now moving into the workforce. INTRODUCTION 9 Our starting question is this: What if you could reverse-engineer what makes games effective and graft it into a business environment? That’s the premise of an emerging business practice called gamification. Our goal is to show you exactly how gamification can be used as a powerful asset for your organization. One point to make clear at the outset: This isn’t a book about videogames. It’s not
are probably not asking “Do you want fries with that?” because it’s fun. Salespeople work longer and harder because their end-of-year bonus is dependent on sales. Employees know if they get a bad performance review, they won’t get promoted. Carrots and sticks are so common in employment that we tend to assume they are the only way to motivate behavior. Yet that’s not the case. Think about activities that you really, really want to do. You would do them without any hope of payment or other
feedback fests, filled with scoreboards, flashing colors, musical fanfare, and more, whenever something important happens. 3. Users will regulate their own behavior based on which metrics are provided to them. If you provide feedback loops about customer satisfaction but not about sales figures, employees will begin to care more about customer satisfaction than monthly sales, and vice versa. Used wisely, this is a powerful tool in any gamified system—but bear in mind that all of the lessons and
challenge at the end of each segment. The rest period allows players GAME CHANGER: SIX STEPS TO GAMIFICATION 97 to catch their breath. It also lets them experience the satisfaction of mastery: the feeling that they’ve become an expert at some part of the game. There are often a series of small cycles of this sort. The final challenge of a level, known in games as the boss fight, provides for a different experience of mastery. The greatest challenges, which players can just barely surmount,