Full disclosure and necessary reminiscing: I grew up with a second-hand Nintendo (shout out to my pals Mario Bros. and Legend of Zelda). Before that I played on a second-hand Atari (Pac-Man, Donkey Kong, you rock my world), and before that a really large second-hand computer filled the corner in my bedroom (Tetris– did life exist before you?). These days, I don’t play many video or computer games, but the ones that I occasionally happen upon are pretty cool, like this one, a modern day Pong/Tetris mashup addiction.
Here’s how video games can show companies, nonprofits, and others how to keep young talent engaged:
Give us a BIG challenge… Video games are not easy. They’re complex, challenging and take a long time to complete. Hours upon hours are spent wearing the skin on our thumbs down to the bone.
Generation Y doesn’t want to lick envelopes. We’re up for the challenge. Let us lead your next project.
…with small steps... Video games give us a big high-five every time we reach the next level, self-motivating us to keep playing.
And Generation Y workers are intrinsic motivation junkies. According to Richard Florida, author of the Rise of the Creative Class, Generation Y “values intrinsic rewards more so than salary and benefits.” Extrinsic factors such as money, promotions, rank and prestige don’t do much for us.
We’ve been “suckled on the principles of intrinsic motivation,” argues Tamara J. Erickson at Harvard Business Online. We would prefer to have careers that make us feel good and do good for the planet. Shiny external bribes may turn our heads, but intrinsic factors keep our attention long term.
Employers can retain young workers by recognizing “smaller steps are far better than big infrequent increments” according to Erickson.
…and celebrate often! With each new level passed in a video game, there is a celebration. It’s rare that people get tired of playing video games. That’s because it’s fun to make it to the next level. Fun and celebration are essential to avoiding burnout. Too many workplaces just focus on the pot of gold, not the colorful journey to get there. Small successes should be shared and merit party-time.
A recent New York Times article reported that “the polling firm Roper Starch Worldwide did a survey comparing workplace attitudes among generations, 90 percent of Gen Yers said they wanted co-workers ‘who make work fun.’ No other generation polled put that requirement in their top five.”
These three steps create an addiction, and if you work it right, it’s an addiction that will help your organization reach new heights.
23 replies on “How video games can show us how to engage Generation Y (or anyone)”
Insightful post, Rebecca. I love the idea of celebrating often. I recall each level of Zelda I beat oh so many years ago. . .
While games in their classic sense are great for self-motivation, challenges and fun, there is a whole class of “serious games” whose lessons go far beyond that of Zelda. From delivering aid to a drought stricken region of Africa to planning the next sustainable megacity to simulating global climate politics, these games connect our energy to problem solve to the problems that need to be solved. I just so happen to have a del.icio.us tag set with my favorite “serious games” links here
@ Tiffany- Thank you. Ah, Zelda. I remember some caves and heart and triangle pieces I needed to pick up.
@ David- great observation. I wonder when we stop simulating change on games, however, and move forward to taking action in the real-world. And for that matter, does playing video games influence how we act? Does everyone who plays the bloody video games become more violent? I remember one online game I played once, although I can’t find the link right now, where you simulated making different decisions as the government and interacting with the UN. It helped me learn, but didn’t help me take action. But that’s one step forward… :)
Diving into a complicated problem unprepared can yield the same potentially negative results as not addressing it in the first place. Simulations are a critical part of the decision making process, but you are absolutely right, a better roadmap is needed to bring the lessons learned into reality. Integrating these games and simulations into the decision making process, whether at the corporate or government level, and putting them in the hands of the decision makers is definitely a step in the right direction. For those not in critical decision making roles, these games are a great tool to teach the critical thinking skills that are needed to address similar problems that might be encountered later on.
I love this post.
Video games are designed to give steady, enjoyable, rewarding, and escalating challenges. They are designed to be that way because that is how humans are wired to learn and enjoy learning.
The video game model should be referenced for all educational or training situations. It may not always translate perfectly, but it’s a great model to aspire to.
Hi Rebecca,
It’s great to see dialog about intrinsic vs. extrinsic motivation with respect to Gen Y. There was a book written quite a while ago on this subject by Alfie Kohn called, “Punished by Rewards: The Problems with A’s, Praise and other Bribes” that I highly recommend.
I would have to go against Richard Florida’s comment that Gen Y is internally motivated. Statistical evidence indicates the contrary with respect to Gen Y. Evidence supports that Gen Y longs to be internally motivated, but that many are still addicted to external rewards. Pop-behaviorism is the term coined to describe how our society has over-embraced B.F. Skinner’s behaviorsm theory that says if you want a human to do something, simply give them an incentive. Parenting, education and now corporate America have utilized pop-behaviorism so much (the ‘do this and you’ll get that’ reward system) and for so long that it is literally backfiring – just as Kohn predicted. In short, many Gen Y (please know you are excluded from this generality!) are now young adults who are having serious trouble breaking free from external motivatiors like praise, raises, rewards and other forms of incentives to do work. Hence, why I believe Gen Y is being called the ‘entitled’ generation. They expect an incentive (external motivator) to do everything.
To me, the true definition of being internally motivated is doing something for the pure satisfaction you get – no validation from other sources required. So, here’s my challenge to the video game concept: I don’t think video games are a pure example of internal motivation – i.e. in video games, you are getting constant feedback and validation from acheiving new levels of status, and eventually, you grow tired of doing nothing more than reaching a higher level and opt to quit the game.
I’d love to hear your thoughts…
@ David & Chuck – I love how you both think that games can help us to learn better and engage more. Who knew creating change could be so much fun!? I’m surprised there are not more studies revolving around this… or an academic study on why, say, Facebook is so popular? If we can harness play for good, we’d be on our way..
@ JT- I’ll have to look into the book recommendation – thank you! I think you are right that we are still addicted to extrinsic motivators- but short term. Instant gratification, or pop behaviorism is good to gain attention, but not to keep it. I certainly get excited when people praise me, but that’s not the reason I do anything long term. Long term I engage in activities because of an intrinsic motivation, and I think many from Gen X and Gen Y are similar. So, in the video game example, in the short term, I like to hear the hurrah! when I reach the next level, but ultimately, I play to accomplish something, to accomplish the end goal, to prove to myself that I can do it. Does that fit in well with the theory out there?
If you are interested in research on social networks, check out danah boyd.
Oh, I’ve read Danah Boyd! She talked about how MySpace was for the “freaks” and Facebook for “geeks” and likened Facebook to Crate & Barrell. Good stuff. I will enjoy reading her other articles – thanks!
Absolutely Rebecca – makes great sense!
And, I’m also with David & Chuck when it comes to simulation usages. My husband is a pilot – so he’s regularly on the computer doing landings & approaches. That industry has been taking advantage of the safety & efficiency of training via ‘sim rides’ for years. I agree, we haven’t done nearly enough to explore the options in that respect.
@ JT- You’re right and that’s interesting. Can I simulate life so I can make sure I do it right? ;)
visiting & reading…
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I have always loved video games for the instant gratification given when completing a level. Massively Multiplayer Online games give this similar gratification when a quest or new level is earned. In many cases, all you have to do is put in the time, so there becomes a direct reward based on effort. This direct reward is typically not ever achieved in the real world, even more unlikely in the working world.
Can we just create an MMO that pays us money?
well I fell that after i’ve vanquished a game i become really jovial! But, will concur with you Rebecca, that the video games they make now a way to arduous for me. I truly don’t have the time to allocate as i once did, plus i cant take the aggravation lol
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