Keynote Bizplay 2013: Gamification and Banking: Breaking a lance for gaming in a financial institute.
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Keynote Bizplay 2013: Gamification and Banking: Breaking a lance for gaming in a financial institute.

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Keynote presentation at Bizplay 2013 at Karlsruhe. In this presentation I show my vision on gamification and how we implement this at Rabobank Netherlands.

Keynote presentation at Bizplay 2013 at Karlsruhe. In this presentation I show my vision on gamification and how we implement this at Rabobank Netherlands.

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  • 1. Gamification and banking Breaking the lance for gaming in the financial sector Bizplay 2013 | Maarten Molenaar | Rabobank Netherlands
  • 2. Who am I ? “You can discover more about a person in an hour of play than in a year of conversation.”
  • 3. Who am I ? • Damgloin • Priest healer (support role) • Achiever/free spirit
  • 4. Maarten Molenaar • Maarten Molenaar • Manager Gamification Hub • Rabobank Netherlands – 10 million customers – 1.9 million members – 50.000 employees – 48 countries Twitter: @MaartenMA
  • 5. Gamification Emergence of Gamification: • Technological drive:cultural shift • Economical drive:literacy shift
  • 6. Cultural shift – generation Y
  • 7. Growing workforce 25%
  • 8. Digital Natives
  • 9. There is no digital media
  • 10. Ubiquitous in a New Generation
  • 11. Data is like water from the tap
  • 12. New interaction with systems
  • 13. Systems of engagement
  • 14. They don’t care..
  • 15. It is must be relevant
  • 16. Cultural shift New generation needs game mechanics as an enabler. Abundance of data calls for systems of engagement.
  • 17. Literacy shift
  • 18. Average age of a gamer 37
  • 19. Percentage of female players 50%
  • 20. Gaming platforms 55%
  • 21. Global industry turnover
  • 22. What does this mean? (Digital) games are known and normal: • For every age • For every demographic • For every level of income • At any place • At any time
  • 23. En what does that mean?
  • 24. Literacy shift Rapid growth of the gaming industry. Games are becoming part of our every day lives again. Users are getting used to the ‘gaming grammar’.
  • 25. Gamification Applying the game-design thinking to a non-game context in order to achieve a higher level of user engagement, change behavior and solve problems.
  • 26. What is so special about games?
  • 27. Autonomy
  • 28. Mastery
  • 29. Beter plaatje voor relevanceBeter plaatje voor relevance Relatedness
  • 30. Progression & feedback Thomas van Manen - Sogeti
  • 31. Learning Sebastian Deterding
  • 32. Flow Flow - Csikszentmihalyi
  • 33. Designing for motivation Ghosydney.com
  • 34. Nike+
  • 35. Back to gamification Applying the game-design thinking to a non-game context in order to achieve a higher level of user engagement, change behavior and solve problems.
  • 36. Beter plaatje voor relevanceBeter plaatje voor relevance Engagement with the system
  • 37. Beter plaatje voor relevanceBeter plaatje voor relevance Change behavior
  • 38. Beter plaatje voor relevanceBeter plaatje voor relevance Solve problems
  • 39. Gamification & business The difference between gamification and serious games: • Holistic versus adaptive (closer to your company) • One-time experience versus continious engagement (a more sustainable experience)
  • 40. Engagement at work
  • 41. Supporting customers
  • 42. Gamification & Rabobank
  • 43. The online mortgage process
  • 44. The gamification solution
  • 45. The gamification patterns Progression & feedback elements Gamification Blankstates Call for action, motivate to fill the blank spots. Feedback indicators Instant feedback on the progress of their actions. Quest Queue Motivating the user in providing a clear overview of what activities need to be completed. Reward The customer who uses the crosschannel mortgage process receives a reward in the form of a 450 euro discount.
  • 46. Gamification is a hype
  • 47. How to get a grip on hypes
  • 48. Learn and understand
  • 49. A Cooperative bank
  • 50. A Cooperative bank
  • 51. A Cooperative bank Members Local Rabobanks Central Board Rabobank Netherlands
  • 52. Learning at Rabobank • Local branches • Learning & Development • Lean Competence Center • Recruitment • User Experience Center • Innovation • IT • HR • Communications • Marketing • Control
  • 53. Activities • Inspiring – Inspire colleagues – Invite them to share and co-create • Learning – Learn from ongoing projects – Combine the fields of (academic) knowledge – Collaborating in the enterprise gamification community • Advice – On Gamification/gaming topics
  • 54. Example: CRM Challenge
  • 55. CRM Challenge 0 0,5 1 1,5 2 2,5 3 3,5 4 FA FB V&S VK Average response time for service requests: -50% Results
  • 56. CRM Challenge Teamplay Teams work together on daily basis to increase their performance in the challenge. Progression & feedback Teams track their performance daily. By setting clear goals and receiving immediate feedback they managed to improve continiously. Reward The biggest price was the recognition for their performance. Placing the teams in a spotlight turned out to be their biggest reward.
  • 57. What have we learned? Gamification requires a variance of competences Cover your bases! (goals & measurement) Gamification is motivation design Gamification starts with root-cause solving. It’s the design process, not just the design elements Make it meaningful! Start & IterateCo-create & share Don’t be afraid not to use gamification!
  • 58. Implementation
  • 59. 4 Examples User Experience Center • Analyse business requests. • Implement gamification in UI designs. • Designers are trained in gamification design Rabobank Learning Center • Use gamification to redesign the educational programme for employees. • Learning through engagement. Lean Competence Center • Gamification is used to enhance the adoption of a ‘culture of continuous improvement’ Application Development & Maintaince • Use gamification as a design principle in the virtualization of services.
  • 60. Challenges of our own
  • 61. Where does the road lead to ?
  • 62. Focus on elements
  • 63. Balance intrinsic/extrinsic
  • 64. Combining two worlds
  • 65. The PBL paradigm
  • 66. My vision on gamification
  • 67. I need your help!
  • 68. Endgame Thank you! Maarten Molenaar m.a.molenaar@rn.rabobank.nl Twitter: @MaartenMA