Gamification - Inspiring Route
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GAMIFICATION - INSPIRING ROUTE GAMIFICATION INSPIRING ROUTE @MKTRVLTN MARKETREVOLUTION.IT 16/10/2014
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Gamification brings game experience to real world and in non-game contexts aiming at keeping people engaged, making them collaborate, driving their behaviors. This report - part of the "Inspiring Route" project - analyses and understands the main themes related to Gamification through stories, examples, numbers, case studies.
Transcript of Gamification - Inspiring Route
GAMIFICATION - INSPIRING ROUTE
GAMIFICATIONINSPIRING ROUTE
@MKTRVLTN
MARKETREVOLUTION.IT
16/10/2014
Thanks for coming
WELCOME
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GAMIFICATION - INSPIRING ROUTE 4
HOW MANY GAMERSARE THERE
IN THE WORLD?
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1.2 BILLIONS
Source: Spilgame, 2013
GAMIFICATION ARENApersone, concetti, confini
Extrinsic motivators
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status
showing my talents
power
“getting one over” on others
access
to new opportunities
stuff
money, gadgets... well, stuff!
What drives gamers?
Source: Gamification.co, Oct 2011
Intrinsic motivators
What drives gamers?
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Mastery
make progress and get better at something that matters
Autonomy
making choices and direct our own life
Purpose
act for something that matters
Source: Gamification.co, Oct 2011
At the House of Commons
This story starts in London
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HOW TO PLAY
Join us in digging through the MP’s expenses to review each document.
Your mission: Decide whether it contains interesting information, and extract the
key facts.
If you find something interesting, simply hit the button “Investigate this!”
Making it feel like a game
Investigate your MP’s expenses
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In 3 days, 20K players had already analyzed more than 170K files.
Source: Reality is broken, 2011
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“...learning depends on the will, which cannot be forced [...]
Let him strive for victory now and then, and generally suppose that he gains it; and let his
powers be called forth by rewards such as prizes.”
Source: Postdam University - NY
- Quintiliano, Institutio Oratoria -
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Some history on gamification
2003 2008 2010 2011
The first consultancyspecialised in“Gamification”by Nick Pelling
Firstdocumented use
of the termon Bret Terrill’s blog
Break throughThanks to
Jessy Schell &Jane McGonigal
Gartner adds “Gamification” to his cycle
“..gameification of the web. The basic idea is
taking game mechanics and applying to other
web properties to increase engagement.”
Source: Gameifications.com, August 2011
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Source: Gamified.co.uk
Gamification brings game experience to real world and in non-game contexts aiming at:
• keeping people engaged• making them collaborate• driving their behaviors
Make gamification work
Game elements
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REWARD STATUS SELF-EXPRESSION
ALTRUISMCOMPETITIONACHIEVEMENT
POINTS LEVELS VIRTUAL SPACES
GIFTSLEADER BOARDS
CHALLENGES
GAME DYNAMICS
GAME MECHANICS
What mechanics cause
How we design game environment
Source: Del Pizzo, May 2014
Let’s see a few
Non-game contexts
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Source: Marketsandmarkets.com, June 2013
“The flow is the optimal experience characterized as a state of being fully focused and engaged in an activity”
Through the flow state
Keeping people engaged
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Source: Flow in Gamification, August 2014
It has been regarded as one of the most important psychological outcomes of gamification (and games)
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Go with the flow
challenge-skill balance
clear goals
control
immediate feedback
time transformation
concentration
Source: Flow in Gamification, August 2014
Drivers
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NINTENDO GENERATION
born in the ‘80s
LIMITED ATTENTION SPAN
remember the gold fish?
THE INTERNET
everyone can partecipate
The future belongs to those who play games
Source: Market Revolution, 2014
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Source: Gamified.co.uk
Let’s map it!
Different sides of games
GAME INSPIRED DESIGN
GAMIFICATION
GAME
SERIOUS GAME
GAME SHAPE
GAME ELEMENTS
GAME PLAYS
JUST FOR FUN
Games can be serious
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A decade of attempts to solve the crystal structure of M-PMV - an AIDS-related enzyme.
Foldit gamers were able to generate models of sufficient quality to help unlock the structure of M-PMV, that the scientific community had been unable to unlock for a decade.
Source: Time, Sept 2014
How to solve a 15-year-old AIDS problem in 3 weeks
“You don’t fail in games.
If you don’t pass a stage, you reflect back on what you need to change and improve on and
you play again.”GAMIFICATION - INSPIRING ROUTE 21
“You don’t fail in games.
If you don’t pass a stage, you reflect back on what you need to change and improve on and
you play again.”
FROM A BUSINESS POINT OF VIEWmodelli e strategie per le aziende
How it used to be
The “features” economy
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Where is the value? What we compete for?Source: Youtube, 2011; Reality is broken, 2012..
EYEBALL
MINDSHARE
HARD DATA
Testo slide
In the meantime consumers have changed (a lot)
“I really can't take it anymore”
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Source; Market Revolution, 2014.
LOOKING FOR NEW MEANINGS
OVERINFORMED HYPERACTIVE MULTITASKING MARKETING IMMUNE
How his mentality has revolutionized?
The evolution of the consumer
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USER PLAYER
passive | individual | indifferent active | collaborative | involved
Works by involving and motivating its participants looking for intrinsic values and rewards.
The “engagement” economy
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“People don’t want features but meaning”Source: Reality is broken, 2012; Youtube, 2014; Deloitte, 2014.
BRAIN CYCLE
HEARTSHARE
MEANING
How to address these new needs?
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How to address these new needs?
The Three F’s of Gamification
What makes it so powerful and sticking to the new scenario?
Put gamification to work
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Source: Gamification.co, Jan 2012.
seamless communication + progress
social context + meaningful interactions
challenge + achievement + improvement
FEEDBACK FRIENDS FOCUS
BEHAVIOUR CHANGE & ENGAGEMENT
New challenges, new opportunities
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New challenges, new opportunities
Areas where we can create value through gamification
Application for organizations
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INTERNAL
Drive Innovation
Recruit New Employees
Motivate Employees
Provide Feedbackand Employee Development
Educate and Train Employees
Employee Communicationand Collaboration
EXTERNAL
Crowdsource Innovation
Expedite Customer Service
Encourage Engagement
Supplement Loyalty Programs
Engage Brand Influencers and Advocates
Increase Physical Traffic Via Mobile
Gather Actionable Data
Source: Altimeter Group, Nov 2013.
Areas where we can create value through gamification
Application for organizations
GAMIFICATION - INSPIRING ROUTE
INTERNAL EXTERNAL
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Source: Altimeter Group, Nov 2013.
Drive Innovation
Recruit New Employees
Motivate Employees
Provide Feedbackand Employee Development
Educate and Train Employees
Employee Communicationand Collaboration
Crowdsource Innovation
Expedite Customer Service
Encourage Engagement
Supplement Loyalty Programs
Engage Brand Influencers and Advocates
Increase Physical Traffic Via Mobile
Gather Actionable Data
How to create self-serving customers?
Engine Yard
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Source: Badgeville.com, May 2012
SolutionOnline customer community based on gamification implemented with Badgeville
• help other users and product development• create customer driven content in a self-serving nature• get and give quicker answers• be rewarded by badges for answers
ProblemLack of customer interaction and
support staff overworking on customer tickets instead of important issues
Increase in customer engagement by 40%Reduction of 20% in customer tickets
40% decrease in customer response time
How to motivate and gear employees?
Ford
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Source: Bunchball.com, June 2013
SolutionOnline collaborative community based on gamification to train and motivate
employees and to deliver the customer experience and increase sales
• perform tasks and missions to pass levels• enhance reputation with visible badges• collaborate with teams, compete with individuals• challenge trivias to sustain knowledge
ProblemSupport sales, parts and service employees
that lack constant use on learning portals of the company
Over 100.000 unique visits from day oneActions increased by 60% by week five
Increased engagement, performance and sales.
Adopt & evolve
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Models, process, metrics, roles
Adopt & evolve
3 kind of organization
Adapt your model
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MASTER
Company-as-a-
PLAYGROUND
Company-as-a-
TEAMMATE
Company-as-a-
The company lead customers to achieve their goals through an experiencethat acts both as guide and reinforcement.
Master
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An education company that create an engaging educational experienceto make people learn to code
Codecademy
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24 million people learning to code with Codecademy
Source: Youtube, Feb 2014; Crunchbase, Oct 2014.
...you are more likely to live the life that you actually wanna live”
“If you are able to take the things that are in your head and make
them reality...
The company provides a space within which the consumer can write his own experience in order to complete his mission and create a community
Playground
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A “Massive Multiplayer Online Game” created for enthusiastsand casual runners that integrates web, mobile and activity tracker
Nike+
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As of 2013, 18 million people upload millions of miles runned and
Nike’s profit increased by 18%.
NIKE
Setting goals to display privately and publicly
Challenging other runners individually and in groups
Training with coaches and sports stars
Rolling up all the data in a personal dashboard
Mapping and sharing runs
Listening music on running creating playlists,sharing
Joining local nike run clubs and partecipating to
nike events
Q&Aing on forums and blogs
Source: Market Revolution 2014..
The company engage with the customer as a peer, supporting him,and participating throughout the experience
that leads to the accomplishment of his purpose.
Teammate
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“Wise” “Dialog” “Internet” “Banking” that engages
Widiba
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Source: Brand-news.it, Sep 2013
Completing missions
Gaining badges
Improving social status
Project “Wi-Fi For All” for building wi-fi implants
in italian schools
User generated content
Design thinking + behavioral science
Player-centric approach
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Source: Gamify, 2014.
The “tool” to design, execute and control gamified experiences that motivate, engage and drive people
to changing behaviors.
Keep in mind
What it is, what is not
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Gamification is not about slapping points and badges onto an
activity and expecting onto magically become
more engaging.
It’s about understanding the
players’ goals and motivations and
designing an experience that inspires them to
achieve their goals
Source: Gamify, 2014.
Mission #1
Mission & metrics
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Source: Gamify, 2014.
CONTEXT
GOALS
STRATEGY
“Don’t invest in any trend (or technology) without first identifying the business outcomes you expect to achieve!”
Stop talking and ask. Start listening and watch.
Mission #2
Target & Persona
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Source: Gamify, 2014.
IDENTIFY > OBSERVE > LEARN > CREATE
Find the sweet spot for gamfication.
Mission #3
Player goals
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Source: Gamify, 2014.
BUSINESSoutcomes
PLAYERgoals
SHARED goals
Mission #4
Engagement model
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Source: Gamify, 2014.
Collaborative
Intrinsic
Multiplayer
Campaign
Emergent
Competitive
Extrinsic
Solitary
Endless
Scripted
THE STRUCTURE OF THE GAMIFIED SOLUTION
Find the perfect fit. Think through the unexpected implications.
Mission #5
Space & journey
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Source: Gamify, 2014.
Skill-challenge balance
PLAYER SPACE
The environment provided to engage with game and one
another
PLAYER JOURNEY
The path throught the solution
Mission #6
The game economy
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Source: Gamify, 2014.
“The in-game economy is composed of the incentives and rewards that the players are awarded for tasks, challenges or goals.”
SAPS reward framework
STATUS
ACCESS
POWER
STUFF
Most meaning
Least meaning
Least expensive
Most expensive
Mission #7
Test & iterate
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Source: Gamify, 2014.
TEST > ITERATE > EVOLVE
“Gamified solutions should evolve over time to add new functionality, to engage the audience in new ways, and to keep it fresh”
We need a new metric to describe engagementbecause old metrics don’t actually work anymore.
Redesign metrics
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Source: Youtube, 2010.; Gamification.co, 2011.
RATING
What did they explicitly say when asked
about?
VIRALITY
How many people have
they told about you?
DURATION
How long did they stay?
FREQUENCY
How often did they come
back?
RECENCY
How long ago did they play?
(CXO) designs and manages every interaction between the organization and its internal or external customers’ needs and expectations.
This is a key role: with a crossfunctional task, oversee from products/services to marketing, from HR relations to stakeholder PR.
The strategic role to drive growth and innovation
Chief eXperience Officer
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Source:Poynter, Oct 2011; Geekwire, Feb 2014; Techwell, Mar 2014.
“One of the three foundational elements of our strategy is a relentless focus on the customer”“We are creating this role to strengthen the voice of the consumer in our product development and execution”
GAMIFICATION - INSPIRING ROUTE
Tips to avoid an epic fail
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DON’Ts
Don’t try to fix a broken productor a broken service
Don’t implement a gamified system to existing process solutions
Don’t design only extrinsic motivators that don’t create inner motivation
Don’t make changes during the application
to avoid lack of transparency
Don’t force mandatory engagement
Don’t leave loopholesthat could game the system
Source: Gamify, 2014.
Criticism, risks, issues
The dark side of Gamification
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Laborand
property rights
Virtual currency
andgoods
Gamificationsometimes has
unpleasant consequences,
sometimesisn’t fun at all.
Source: “How Game Thinking Can Revolutionize Your Business, 2012
Privacy&
Data
Pointsification&
Exploitationware
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Source: Bunchball, Oct 2010
“Companies of all shapes and sizes have
begun to use games to revolutionize the way they interact with customers and
employees, becoming more competitive and more profitable as a result”
David Edery, Ethan Mollik
Per scoprire i valori e la dimensione della gamificationvai alla presentazione di Squadrati
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