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©2014 EntrepreNow!

Level 1: Urban Commander – Why are we playing? Starting your gamification journey without knowing your overall business objectives will take you on a road to nowhere. Get agreement on what the real business objectives are. Why are we playing? There are several ways you an approach your gamification strategy: Compliance Approach—get travelers to use you the preferred supplier; Feedback Approach—encourage responses from travelers and could involve social networking to gain insight and gather feedback; Education Approach—help travelers to learn or understand products and services you offer, such as new route options and how to make the best choices when booking their travel.

Millennial Travel Fact: Millennials are 62% more likely to extend a business trip into a vacation.

Beware of Urban Dangers: Don't try to fix a broken product or service with gamification Don’t start your gamification journey without knowing your overall business objectives – you’ll be on

the road to nowhere. Don’t forget to focus on the players – Ask… ‘What’s in it for them?’

Level 2: Bonjour Mon Cher –Who are your players? Who is the game for: the gluten intolerant, bourbon connoisseurs, or perhaps people who race bikes competi-tively? When defining your player, keep in mind age, gender, interests and skill levels. Get out, meet and interview some 'real people' to find out what they like and dislike, how they make their buying choices, do they like feed-back and interaction with others when making their buying decisions— in other words, talk with them to find out what really makes them tick in your buying arena. Define your target user group, making sure to identify all your players.

Millennial Travel Fact: Millennials rely heavily on review sites. 80% in Expedia’s survey said they consider online reviews and 1 in 4 Millennial business travelers reported posting a negative review online within the past year

Pardon, non parlez Francais. Parlez vous Anglais? (Try to speak their language) —Beware of Paris Dangers:

Don’t forget: A game’s primary function is to entertain the player, and it is your job to create a ‘game’ that does so—are your players going to enjoy playing your ‘game’?

Don’t think of the player as your opponent—find ways to help them win Don’t assume your players want things a certain way—remember your tendency for self-hugging, be-

cause you like things a certain way, you tend to believe that others also will

World Explorer—

An Epic Adventure into the Realm of Gamification

Presented by Monica Cornetti

W: www.monicacornetti.com

E: monica@monicacornetti.com

C: 972-951-3314

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Level 3: Jungle Standoff – How are you keeping score? How will you know the gamification program you put in place is driving the behaviors you need in order to meet your business objectives? What are the KPIs or benchmarks you will use to measure progress? Define the business metrics or quantifiable output indicators on the basis of achieving your business objective. Decide what numbers you must hit in order for your gamification program to be deemed successful. Track data to see if the numbers change and goals are met. Be sure to focus on what really drives the business objectives at its most finite action. Remember that without measurement it’s impossible to tell what you’re doing well, what areas need improvement, and what you need to adjust or change.

Millennial Travel Fact: 70% of millennials want immersive travel experiences that are interactive and hands-on.

Dangers in the Jungle: Don’t record and measure everything Don’t produce numerous and complicated reports and dashboards Don’t count behaviors that don’t matter - focus on those that drive business objectives

Level 4: Saharan Crossing – How is the game played? Determine the desired actions you want your players to do. What do you want to improve and identify the particular behaviors that have the potential to drive the greatest benefit to your program. Determine exactly what players need to do to get a measurable metric. (participate in a survey, answer a question, share a fact or picture, write a testimonial, fill in email address, etc.) Can you build on any of their existing habits? Re-member BJ Fogg’s formula for tiny habits: After I (routine), I will (tiny behavior). What are they already doing that you can add a tiny habit to it? For example, millennials are comfortable with and use social media, mobile technology, review sites, and love taking selfies?

Millennial Travel Fact: 32% of Millennials reported using a smartphone to book business travel, while only 12 % of those over the age of 45 said the same.

Dangers in the Desert: Don’t develop list of behaviors to drive and then fail to track and measure Don't gamify a behavior that doesn't actually provide value to your players Beware of Unintended Consequences

Keep an eye out for unintended consequences - once you are able to measure the behaviors you want to gam-ify, you must watch out for the unintended consequences of each of these behaviors. Cheating is one of the most common unintended consequences of gamification so remember to build in stop points.

Level 5: Siberian Express – Why would they want to play? As you create your gamification experience, think of creative features that will appeal to a variety of intrinsic and/or extrinsic motivators of your players. Define what core drivers of motivation will be most dominant in each phase of the experience. For example, in your onboarding phase you can get your players in quickly with some simple extrinsic motivators. The longer your players are in your game, you’ll want to design for different motivators such as: Autonomy—the feeling of control of your own destiny. How can you give your player choices or con-

trol within a system that works for you to achieve your business objectives Mastery—building competence and skill. How can you help your players feel smart, capable, or that

they are getting better at something Purpose—connecting with something greater than yourself. Can you use a dynamic storyline to give

your players the sense that their involvement with your product or service is making them better, stronger, or more powerful?

Millennial Travel Fact: Millennials touch their smartphones 43x per day

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©2014 EntrepreNow!

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Dangers in the Cold: Don’t make the extrinsic metrics or rewards the main event Don’t alienate your players with a shallow, manipulative game; give them as much autonomy as you

can Don’t focus only on the extrinsic, dig deeper and tap into their intrinsic motivations to keep them en-

gaged with you

Level 6: Forbidden Land—What keeps them in the game? How does the game reward your players and keep them in the game? Build with a variety of formal game ele-ments or mechanics such as collecting gems or coins, points and levelling up, level challenges and leader-boards, collaboration, competition, chance, count-down clocks, second chances, cues, meaningful feedback… the possibilities are endless. This doesn’t mean that your should pile on as many of these formal game ele-ments as possible. Think of going on a 6-week global expedition. You have to pack wisely, only taking those things you need to take. If it doesn’t fit… it can’t go—you may need to put it on a shelf for a future adventure. Your players will become engaged users when you help them hit the "sweet spot" of motivation, reward, pain aversion, opportunity, need fulfillment and social context through a variety of well planned game mechanics.

Millennial Travel Fact: Millennials discover content mostly through social media

Dangers in the Orient: Don’t forget: game mechanics are visible effects —NOT the experience itself Without a well-designed and interesting experience, mechanics add clutter and confusion. Dusting game mechanics on a process or product will NOT miraculously make that experience more

exciting

Exotic Expedition – What’s it like to play? What kind of experience does the player have as a result of playing the game? What's your story or epic adven-ture? Stories are a powerful way to generate an emotional response and helps to keep your players engaged in the experience. What does it look like? Do the aesthetics of the game express your key message? Do they add value as far as the target audience is concerned? Technology - What are they playing on? The choice of platform and technology will have a huge impact on what kind of gamification program can be built. And last but NOT least, is it FUN? If not, why should anybody play it?

Millennial Travel Fact: Millennials will choose to connect with companies on social media – but want some-thing in return (e.g. perks and discounts)

Dangers Downunder: Remember: Gamification ≠ Technology – Although technology can greatly enhance your project – it is

foremost about the players experience. Don’t focus on the ‘bells, whistles, and glitter – but DO make it aesthetically pleasing for your players. Don’t forget the FUN!