Gamification and banking
Breaking the lance for gaming in the financial sector
Bizplay 2013 | Maarten Molenaar | Rabobank ...
Who am I ?
“You can discover
more about a person
in an hour of play
than in a year of
conversation.”
Who am I ?
• Damgloin
• Priest healer
(support role)
• Achiever/free spirit
Maarten Molenaar
• Maarten Molenaar
• Manager Gamification Hub
• Rabobank Netherlands
– 10 million customers
– 1.9 million...
Gamification
Emergence of Gamification:
• Technological drive:cultural shift
• Economical drive:literacy shift
Cultural shift – generation Y
Growing workforce
25%
Digital Natives
There is no digital media
Ubiquitous in a New Generation
Data is like water from the tap
New interaction with systems
Systems of engagement
They don’t care..
It is must be relevant
Cultural shift
New generation needs game mechanics as an
enabler.
Abundance of data calls for systems of engagement.
Literacy shift
Average age of a gamer
37
Percentage of female players
50%
Gaming platforms
55%
Global industry turnover
What does this mean?
(Digital) games are known and normal:
• For every age
• For every demographic
• For every level of in...
En what does that mean?
Literacy shift
Rapid growth of the gaming industry.
Games are becoming part of our every day lives
again.
Users are gettin...
Gamification
Applying the game-design thinking to a non-game
context in order to achieve a higher level of user
engagement...
What is so special about games?
Autonomy
Mastery
Beter plaatje voor relevanceBeter plaatje voor relevance
Relatedness
Progression & feedback
Thomas van Manen - Sogeti
Learning
Sebastian Deterding
Flow
Flow - Csikszentmihalyi
Designing for motivation
Ghosydney.com
Nike+
Back to gamification
Applying the game-design thinking to a non-game
context in order to achieve a higher level of user
en...
Beter plaatje voor relevanceBeter plaatje voor relevance
Engagement with the system
Beter plaatje voor relevanceBeter plaatje voor relevance
Change behavior
Beter plaatje voor relevanceBeter plaatje voor relevance
Solve problems
Gamification & business
The difference between gamification and serious
games:
• Holistic versus adaptive (closer to your ...
Engagement at work
Supporting customers
Gamification & Rabobank
The online mortgage process
The gamification solution
The gamification patterns
Progression &
feedback elements
Gamification
Blankstates
Call for action, motivate to fill the b...
Gamification is a hype
How to get a grip on hypes
Learn and understand
A Cooperative bank
A Cooperative bank
A Cooperative bank
Members
Local
Rabobanks
Central Board
Rabobank
Netherlands
Learning at Rabobank
• Local
branches
• Learning &
Development
• Lean
Competence
Center
• Recruitment
• User Experience
Ce...
Activities
• Inspiring
– Inspire colleagues
– Invite them to share and co-create
• Learning
– Learn from ongoing projects
...
Example: CRM Challenge
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
CRM Challenge
Teamplay
Teams work together on daily basis to increase
their performance in the challenge.
Progression & fe...
What have we learned?
Gamification
requires a variance
of competences
Cover your bases!
(goals &
measurement)
Gamification...
Implementation
4 Examples
User Experience Center
• Analyse business requests.
• Implement gamification in UI designs.
• Designers are tra...
Challenges of our own
Where does the road lead to ?
Focus on elements
Balance intrinsic/extrinsic
Combining two worlds
The PBL paradigm
My vision on gamification
I need your help!
Endgame
Thank you!
Maarten Molenaar
m.a.molenaar@rn.rabobank.nl
Twitter:
@MaartenMA
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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.

Published in: Economy & Finance, Business
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Keynote Bizplay 2013: Gamification and Banking: Breaking a lance for gaming in a financial institute.

  1. 1. Gamification and banking Breaking the lance for gaming in the financial sector Bizplay 2013 | Maarten Molenaar | Rabobank Netherlands
  2. 2. Who am I ? “You can discover more about a person in an hour of play than in a year of conversation.”
  3. 3. Who am I ? • Damgloin • Priest healer (support role) • Achiever/free spirit
  4. 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. 5. Gamification Emergence of Gamification: • Technological drive:cultural shift • Economical drive:literacy shift
  6. 6. Cultural shift – generation Y
  7. 7. Growing workforce 25%
  8. 8. Digital Natives
  9. 9. There is no digital media
  10. 10. Ubiquitous in a New Generation
  11. 11. Data is like water from the tap
  12. 12. New interaction with systems
  13. 13. Systems of engagement
  14. 14. They don’t care..
  15. 15. It is must be relevant
  16. 16. Cultural shift New generation needs game mechanics as an enabler. Abundance of data calls for systems of engagement.
  17. 17. Literacy shift
  18. 18. Average age of a gamer 37
  19. 19. Percentage of female players 50%
  20. 20. Gaming platforms 55%
  21. 21. Global industry turnover
  22. 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. 23. En what does that mean?
  24. 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. 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. 26. What is so special about games?
  27. 27. Autonomy
  28. 28. Mastery
  29. 29. Beter plaatje voor relevanceBeter plaatje voor relevance Relatedness
  30. 30. Progression & feedback Thomas van Manen - Sogeti
  31. 31. Learning Sebastian Deterding
  32. 32. Flow Flow - Csikszentmihalyi
  33. 33. Designing for motivation Ghosydney.com
  34. 34. Nike+
  35. 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. 36. Beter plaatje voor relevanceBeter plaatje voor relevance Engagement with the system
  37. 37. Beter plaatje voor relevanceBeter plaatje voor relevance Change behavior
  38. 38. Beter plaatje voor relevanceBeter plaatje voor relevance Solve problems
  39. 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. 40. Engagement at work
  41. 41. Supporting customers
  42. 42. Gamification & Rabobank
  43. 43. The online mortgage process
  44. 44. The gamification solution
  45. 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. 46. Gamification is a hype
  47. 47. How to get a grip on hypes
  48. 48. Learn and understand
  49. 49. A Cooperative bank
  50. 50. A Cooperative bank
  51. 51. A Cooperative bank Members Local Rabobanks Central Board Rabobank Netherlands
  52. 52. Learning at Rabobank • Local branches • Learning & Development • Lean Competence Center • Recruitment • User Experience Center • Innovation • IT • HR • Communications • Marketing • Control
  53. 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. 54. Example: CRM Challenge
  55. 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. 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. 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. 58. Implementation
  59. 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. 60. Challenges of our own
  61. 61. Where does the road lead to ?
  62. 62. Focus on elements
  63. 63. Balance intrinsic/extrinsic
  64. 64. Combining two worlds
  65. 65. The PBL paradigm
  66. 66. My vision on gamification
  67. 67. I need your help!
  68. 68. Endgame Thank you! Maarten Molenaar m.a.molenaar@rn.rabobank.nl Twitter: @MaartenMA
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