For the Win: How Game Thinking Can Revolutionize Your Business
Kevin Werbach, Dan Hunter
Format: PDF / Kindle (mobi) / ePub
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!
shelves, usually picking the cheapest one without much thought. Disengaged, demotivated, disempowered, and disconnected. Isn’t that how employees and customers always are—and always will be? Now imagine a different set of scenarios. The banker basks in the status boost when his deal team tops the firm’s internal leaderboard. The call-center worker feels rewarded—mentally and by her employer—when she helps a customer out of a jam. And the harried mother feels a jolt of pure joy when she realizes
risks of injury of a (legal) tackle by a defensive player. If someone wrestled you to the ground like Green Bay Packers linebacker Clay Matthews while you were walking down the street, you would sue him for assault and battery. Or consider checkers, where the object is to capture all your opponent’s pieces. You could, of course, physically sweep all of your opponent’s pieces onto the floor with the back of your hand. If you’re playing checkers, you won’t do that, because it would be cheating. And
real-time feedback on what happens when they WHY GAMES WORK: THE RULES OF MOTIVATION 65 turn it up. Designed well, feedback loops push users toward desired behaviors. Feedback in a gamified system can be the linchpin of effective motivation. Rypple, a Canadian startup, developed a service called Loops to provide performance feedback to employees. Rypple’s first major client was a small social network provider you may have heard of: Facebook. Facebook’s fast-growing workforce is overstocked
example, deciding that henceforth it will take 10,000 points instead of 5,000 to reach the “guru” level. This issue emerged with virtual worlds such as Second Life, which allowed their users to create virtual assets like buildings and clothing. Generally, courts have found that such assets are merely contractual licenses from the game developers, which do not confer property rights on the users. Be sure your terms of service are clear on this point. Sweepstakes and Gambling There are laws in many
@kwerb. Dan Hunter is an expert in Internet law, intellectual property, and the application of games to public policy arenas. He is a professor of law at New York Law School and the director of the school’s Institute for Information Law & Policy. He is also an adjunct associate professor of legal studies at The Wharton School, University of Pennsylvania. He previously taught law at the University of Melbourne, was a tenured 143 144 ABOUT THE AUTHORS professor at The Wharton School,