Chief Competition: One Global Consultancy Learns That Games Are Not Just for Kids
The following story was shared by Frank Farrall, lead partner of Deloitte Digital in Australia.
Deloitte Digital offers traditional digital consulting services and an on-demand suite of customized digital solutions, the most successful to date being the Deloitte Leadership Academy (DLA) app for executive learning.
Beginning in late 2008, Deloitte worked with an Australian airline client to develop DLA so that frequently flying executives could use air time for learning and development. DLA includes short bits of lecture content from educational institutions such as Harvard and Melbourne business schools, and case studies of CEOs from prominent global corporations.
For example, the app may contain a three- to five-minute video with a segment of a Harvard lecture on managing change, followed by an interview with a well-recognized CEO sharing how he drove change in his organization. Although new users initially accessed the platform intensively, Deloitte found that individual use declined over time.
Knowing that people easily become addicted to games and that humans are motivated by personal and group competition, Deloitte decided to integrate gamification as a way to increase executives' use of DLA.
In late 2011, Deloitte incorporated gamification functionality within a pilot release of an updated DLA platform. The company worked with gamification provider Badgeville to customize and integrate the Badgeville for Yammer social gaming platform. The platform is designed to drive knowledge sharing and build an employee rank and reputation system around DLA content and course completion.
Users can earn a series of badges as they complete pieces of content, so if an executive completes the DLA Change Module, he receives a "change badge. …