From World of Warcraft to Business School
1 Drawing inspiration from games
Our behavior is always attracted by some short-term and fun things. If it can produce some rewarding effects, we will be unable to stop, or even completely ignore the long-term consequences. risk. Therefore, we need to introduce this kind of fun into business, so that everyone can experience this kind of interactive pleasure.
2 The origin of games,
is as old as human civilization, and video games have a history of 40 years. The essence of games is not entertainment, but the product of a clever fusion of human nature and the design process. Many players are addicted to it because Game designers draw on research from human social experience and psychology. These are all cleverly designed.
Successful gamification requires two skills. The first is to understand the design technology of the game, and the second is to understand the business strategy. When business practices and game design meet, confusion often results.
Game design is hard. It becomes even more difficult when it is integrated with enterprises and commerce. But once the two are successfully integrated, huge commercial value will explode. For example, , Facebook, and are businesses built through gamified social networking. And the underlying logic of Pinduoduo is also a social game.
3 Introduce game thinking into work
The so-called game means that there must be competitions and rewards. This is the most basic interaction, such as the number of daily steps in our WeChat, ranking, even if there is no reward, he will have a sense of honor.
There are three types of gamification, 1. internal gamification, 2. external gamification, and 3. behavior change gamification.
An example of Microsoft is internal gamification, which has two distinctive features. 1. The participants are part of the company, they can communicate with each other and have a common corporate vision and goals, 2. A powerful flow experience, Linked to management and reward mechanisms, there are additional rewards.
External gamification usually refers to the interaction with customers. The simplest one is the badge system and level system.
The third type, behavior change gamification, refers to helping everyone form better habits, such as encouraging everyone to exercise more, so we created a WeChat exercise to count steps. Nowadays, some financial management software will give you a score on your investment ability and how many investors you have defeated. What level does your capital level fall into? And there will also be some small rewards.
4 Gamification
is the use of game elements and game design techniques in non-game situations. In the business world, gamification is broader than the game itself. We can change the rules at will, as long as we can mobilize everyone's enthusiasm, this is the ultimate goal.
The author gives an example of Deloitte Accounting Firm . He wants to organize everyone within the company to share successful cases, but it is almost difficult. But then a system was designed to encourage everyone to upload successful cases. The more they uploaded, the more they were certified as experts in the field. Finally, everyone wants to improve their professionalism. If you can get promotion and salary increase quickly in the company, you upload a lot of cases.
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