Game On – WIBTA

May 9, 2012

Tom Ruesink, President Ruesink Consulting Group, Inc.

What is and isn’t gamification?

Yes

“Gamification is the process of using game thinking and game mechanics to solve problems and engage audiences.”

No

Why talk about gamification?

Avg 21 yr old spent 10,000 hours gaming

By 2015, Over 1 Billion USD to be spent by corporations (M2)

By 2015, 70% of Global 2000 companies (Gartner)

Drugs!(dopamine)

Nike Plus

Is Nike Plus a game? In a traditional sense?

What we did see?Badges Levels AvatarsSocial Layer Challenges

AppointmentsStatistics

Are frequent flyer programs a game? What do we see?

Status Points Levels Leaderboard

Status / Access / Power / Stuff

Gamification Recipe

One part sexy Three parts strategicpoints, leader boards, badges, challenges, scoring, attaboys, etc

What’s the journey of the player, narrative,onboarding strategy, keep them interested, etc

Mechanics – Sexy Part 1

1. Player = User/Consumer. Allowed to customize & express themselves – social Interactions.

Old World Currently

2. Game Dynamics = Pacing of the game, reward schedules, habit/addicting, appointments to come back, etc.

CurrentlyOld World

Mechanics – Sexy Part 2

Mechanics – Sexy Part 3

3. Progress = Levels, leader board, badges, interface

Old World New World

4. Aesthetics = The emotional component…how does the game evoke trust, curiosity, surprise, envy, pride, connection

Applying gamification techniques

Applying gamification techniques

What makes a good game?

Flo Journey

What makes a good game?

Supplier to corporation•Way too many contract terms – no control over most

• Complexity forces corporations into 3rd party analytics

•No ongoing narrative – organization doesn’t know progress

•Not clearly articulating/measuring steps to share, not just share:

• Biasing strategy ratings• Organic v Intentional Share• Rational Partner Airfare• Inventory assumptions• 10 Key Markets

Supplier to Traveler

Status, Access, Power, StuffThey’ve figured out that it isn’t just about the free ticket anymore

Corporation to Traveler•Only time I hear from travel program is exception/negative

•Travel isn’t hard – Corporations haven’t made the story compelling. We spit information and policy.

•How does my travel compliance help the company?

•Would I join the travel program if it was optional?

•Never onboarded

•Empower = Do what I want?

Looking at your program through the eyes of a game designer Canonical Stories (who), groupings of players? Top 5 actions want the player to take

• Advocate, Recommend, Taunt, Show Off, Argue, Comment, Give, Flirt, Like, Explore, Greet, View, Vote, Join

Objective statements – what behaviors do I want from my players?

Levels/Progress – how will I show progress and status? Customization – how will I allow the user to customize? Onboarding – What are the first 30 to 60 seconds like?

Action, Reward, Action, Action, Reward Rewards: What are all the touch points where we can say

good job and thank you?

Recognition That Doesn’t Cost Much

Thank you letters/notes when they reach a level or accomplish something

Picture or placement on a portal page Donations to charity in their name Early access to events, tickets Access to executives - webinars Badges Decorations of their avatar / points or karma points

Remember: Status / Power / Access / Stuff

Exercise – Partner Off Think of every possible action or accomplishment that

you could possibly congratulate a traveler for. Make a list.

Now add every possible action or accomplishment that you could congratulate an employee for.

Brainstorm list of potential fun badges/badge names

Brainstorm list of potential rewards that don’t cost money (remember status, access, power, stuff)

What pieces of gamification exist today in corporate travel programs or companies? Gamifying the Enterprise:

Most common application that companies would be familiar with is HR/Wellness Challenges.

Sabre had PSP (Sustainability) challenges. Virtual meeting rooms, virtual campuses (avatar representations) – Sun SAP, Salesforce – common apps having platforms built in Microsoft – Ribbon Hero

Scoring the Transaction – Digestible Outputs Cornerstone’s C3, TravelGPA, Coca-Cola custom dashboard

Other SERKO – points & leaderboard – self booking Asia/Australia Xilinx – working with Bunchball to create employee portal including travel Large computer company – working with platform provider to create agent

awareness contests/education Booking tools – starting to see some traction

What platforms are out there to create a gamification program Bunchball

Nitro platform – already in Salesforce Lots of work in entertainment industry – just released white paper on

gamifying the enterprise. Worked with HP on CampusKarma initiative. Traditionally a few thousand a month and then per user or custom dev Lots of the widgets you saw in this presentation

Badgeville Recently launched Behavior Platform and Enterprise Cloud Connectors NBC, Deloitte, Samsung

Big Door Most famous customer is probably Major League Baseball More custom dev type projects

Examples – The Office Front Page

Examples – The Office, Drill-in Page

Providing meaningful value for points

The Office - Self-expression matters to people

Examples – Real Housewives of Atlanta Front

Examples – Real Housewives of Atlanta Drill-In

Employee Travel Portal - Today

Sample Portal Tomorrow

Sample Onboarding Experience

Employee Profile

Questions & Discussion