What is and isn’t gamification?
-
Upload
ria-davidson -
Category
Documents
-
view
48 -
download
3
description
Transcript of What is and isn’t gamification?
![Page 1: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/1.jpg)
Game On – SCTEM: Gamification and Travel
October, 2012
Tom Ruesink, President Ruesink Consulting Group, Inc.
![Page 2: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/2.jpg)
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
![Page 3: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/3.jpg)
Why talk about gamification?
Avg 21 yr old spent 10,000 hours gaming
By 2016, Over 2.8 Billion USD to be spent by corporations (M2)
By 2015, 70% of Global 2000 companies will have one gamified app (Gartner)
Drugs!(dopamine)
70%
![Page 4: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/4.jpg)
NikePlus
![Page 6: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/6.jpg)
Is Nike Plus a game?
• In a traditional sense?
• What do we get in Nike Plus?Badges Levels AvatarsSocial Layer Challenges AppointmentsStatistics
![Page 7: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/7.jpg)
Fundamental Tenet #1
I want to haveMY OWN UNIQUEexperience withinyour system
![Page 8: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/8.jpg)
Do frequent flyer programs use gamification?
• What do we see?– Status– Points– Levels– Leaderboards
![Page 9: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/9.jpg)
What about these?
Linked In Progress Bar: Scores profile completeness
Facebook Likes, Twitter Retweets & Followers: Not enough to just add content or share - scored
![Page 10: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/10.jpg)
Takeaway: Looking at a program through a gamification doesn’t have to be “high tech” or “high
complexity”
![Page 11: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/11.jpg)
Gamification Recipe
One part sexyThree parts strategic
points, leader boards, badges, challenges, scoring, attaboys, etc
What’s the journey of the player, narrative,onboarding strategy, keep them interested, etc
![Page 12: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/12.jpg)
Mechanics – Sexy Part 1
1. Player = User/Consumer. Allowed to customize & express themselves – social interactions.
Old World Currently
![Page 13: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/13.jpg)
2. Game Dynamics = Pacing of the game, reward schedules, habit/addicting, appointments to come back, etc.
CurrentlyOld World
Mechanics – Sexy Part 2
![Page 14: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/14.jpg)
Mechanics – Sexy Part 3
3. Progress = Levels, leaderboard, badges, points
Old World New World
![Page 15: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/15.jpg)
Mechanics – Sexy Part 4Old World New World
4. Aesthetics = The emotional component…how does the game evoke trust, curiosity, surprise, envy, pride, connection
![Page 16: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/16.jpg)
Applying gamification techniques
![Page 17: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/17.jpg)
Applying gamification techniques
![Page 18: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/18.jpg)
What makes a good game?
Flo Journey
![Page 19: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/19.jpg)
What makes a good game?
![Page 20: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/20.jpg)
Supplier to corporation/college
•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
![Page 21: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/21.jpg)
Supplier to Traveler
Status, Access, Power, Stuff
They’ve figured out that it isn’t just about the free ticket anymore
![Page 22: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/22.jpg)
Fundamental Tenet #2
Status / Access /Power / Stuff
IN THAT ORDER
![Page 23: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/23.jpg)
Corporation/college 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?
![Page 24: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/24.jpg)
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?
![Page 25: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/25.jpg)
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
![Page 26: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/26.jpg)
Exercise – Partner Off• Think of every possible action or accomplishment that you could
possibly congratulate a traveler or department 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)
![Page 27: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/27.jpg)
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– GetThere – Travel Hero
![Page 28: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/28.jpg)
What help is out there to add/enhance your program with program
• Platforms: Bunchball, Badgeville, Big Door• Consultancies: AIMIA, Maritz, Dopamine• Meetings Applications: QuickMobile,
Goosechase, Scavngr• Interactive Newsletters: Jive
![Page 29: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/29.jpg)
Fully Gamified Platforms…Examples – The Office Front Page
![Page 30: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/30.jpg)
Examples – The Office, Drill-in Page
![Page 31: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/31.jpg)
Providing meaningful value for points
![Page 32: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/32.jpg)
The Office - Self-expression matters to people
![Page 33: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/33.jpg)
Examples – Real Housewives of Atlanta Front Page
![Page 34: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/34.jpg)
Examples – Real Housewives of Atlanta Drill-In
![Page 35: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/35.jpg)
Examples – NFL Fan Rewards
![Page 36: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/36.jpg)
Examples – Chamillionaire
Chamillionaire.com
![Page 37: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/37.jpg)
Meetings Apps & Platforms
![Page 38: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/38.jpg)
Employee Travel Portal - Today
![Page 39: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/39.jpg)
Sample Portal Tomorrow
![Page 40: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/40.jpg)
Sample Onboarding Experience
![Page 41: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/41.jpg)
Employee Profile
![Page 42: What is and isn’t gamification?](https://reader035.fdocuments.us/reader035/viewer/2022062314/56812b47550346895d8f614c/html5/thumbnails/42.jpg)
Questions & Discussion