The document discusses gamification and its growing use in business. It provides an overview of gamification, including definitions and the growing market size. Examples are given of how companies like Dropbox, Candy Crush, and Siemens have successfully used gamification strategies. Key aspects of gamification design like mechanics, dynamics and aesthetics are reviewed. The presentation concludes that for gamification to add real value, the design must be intuitive, behaviorally sound, and aligned with business objectives while including social components.

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Today’s Speaker
Moderator:
Hector Del Castillo, CPM, CPMM
Presenter:
Jose A. Briones, Ph.D.
Senior Consultant
C-Level Advisors
Email: brioneja@spyrotek.com
Twitter: @Brioneja

7. Jose A. Briones, Ph.D.
C-Level Advisors
Twitter: @Brioneja
AIPMM Webinar
March 28, 2014

8. Outline
 Many people hear about gamification and think that it
is not applicable to their work since they do not work
in the gaming industry.
 However, companies like Dropbox and other have
proven that gamification is applicable to any industry,
product or service.
 This session will discuss how to use gamification in
your company to generate ideas, improve product
design and increase sales.
 Recent examples of successful gamification
concepts will be shown.
www.Brioneja.com
Twitter: @Brioneja

9. What is Gamification?
 Gamification, or the use of game elements to
promote desired behaviors among customers and
employees, has been a popular business strategy
for decades.
 The always-on mobile age and integration with
social networks has vastly expanded opportunities
for gamification.
 Gamification is design that places the most
emphasis on human motivation in the process. In
essence, it is Human-Focused Design (as opposed
to “function-focused design”).
www.Brioneja.com
Twitter: @Brioneja

10. Market Size
 Market research firms MarketandMarkets
and M2, estimate the global market for
gamification apps and services in between
$400 & $500 million by the end of 2013.
 M2 Research projects the market to grow to
$2.8 billion by 2016.
 An assessment by Gartner estimates that more
than 70% of Global 2000 companies will use at
least one gamified application by 2014.
www.Brioneja.com
Twitter: @Brioneja

11. Market Trends
 IEEE Experts Predict Gaming Will Be
Integrated Into More than 85 Percent of
Daily Tasks by 2020
 Industries like healthcare, business and
education will be integrating gaming
elements into standard tasks and activities,
making us all gamers.
 People will accrue points for regular tasks
and each person’s point cache will
influence their position in society, and
compliment their monetary wealth.
www.Brioneja.com
Twitter: @Brioneja

12. Market Trends
 Gamification represents the intersection of
4 megatrends:
 The explosion of social media usage,
 The mobile revolution,
 The rise of big data
 The emergence of wearable computing.
 Marketers, enterprises & governments are
using gamification to achieve and expand
their goals.
www.Brioneja.com
Twitter: @Brioneja

13. History
 Foursquare is the most well-
known mobile gamification
 Early in its history, Foursquare
spurred user acquisition and
engagement with its focus on
competition and rewards.
 But Foursquare has drifted away
from this gamification dimension
 “The demise of superficial
gamification”
www.Brioneja.com
Twitter: @Brioneja

14. Gamification: SIMS

15. Dropbox

16. Dropbox History
 Dropbox was the first to perfect cloud storage for
consumers and reaped the benefits – user numbers
leapt from 5m in 2010 to 25m in 2011, reaching
100m last year and 175m today.
 Over $500 million in revenues
 96% of its customers use the service free
 $125/paid customer/yr.
 A 2012 US survey by Forrester Research found that
14% of online adults had used back-up or storage
services, with Dropbox the most popular claiming
more than 25% of the market, followed closely by
Apple’s iCloud.
 Claims a presence in more than 2 million businesses,
including 95 percent of the Fortune 500.
 Dropbox raised $250 million at a $4 billion valuation from
investors including Index Ventures, Sequoia, Greylock,
Benchmark, and Accel, among others
www.Brioneja.com
Twitter: @Brioneja

17. Storage Pricing
Dropbox Google Drive
GB $/month $/month
100 $ 9.99 $ 4.99
200 $ 19.99 $ 9.99
400 $ 19.99
500 $ 49.99
1 TB $ 49.99

18. Dropbox Gamification Approach

20. Dropbox Gamification
 Dropquest is a game
in which you have to
complete a series of
riddles, tasks and
puzzles, and if you
manage to do so, you
win a 1GB addition to
your Dropbox storage
space for life.

21. Box.net

22. Box.net Promotions
In mid-2012, Box raised $125 million from General Atlantic and
some of the company's previous backers, valuing Box at between
$1.2 to 1.5 billion

23. Yesware
 Yesware is another good example of growth through
gamification and word of mouth.
 It is a G-mail add on for customer management and
tracking. Grew to 100,000 users the first year via a
Freemium model that had a limited number of tracking
events for free users, but awarded you more if you invited
new users.

24. Gamification: CandyCrush

25. Candy Crush Social Gamification
 Candy Crush Saga was the most lucrative iOS game
in the world in May, and the second most lucrative on
Android, according to analytics firm App Annie.
 It has helped King reach more than 70m daily active
players on Facebook and mobile devices across all
its games.
 Why are people playing (and paying) for Candy
Crush Saga, a game that looks to be an unoriginal
clone of many other games?
○ Candy Crush Android installs 50,000,000 - 100,000,000
○ Bejeweled Blitz Android installs: 1,000,000 - 5,000,000
 If social games had an Academy Awards, Candy
Crush Saga would deserve an Oscar for “Best Level
Design in a Freemium Game”

26. Social Inventory
 iTrackMine (Web, Mobile Web)
 Mine (iPhone, Web)
 Mine (Google plus/Android)
 Delicious (Web App for Mac)

27. Siemens Gamification Case Study
 In March of 2011, the Siemens team
launched Plantville. This online game simulates the
experience of being a plant manager. Players are
challenged to maintain operation of their plant while
improving productivity, efficiency and facility health.
 23,000 engineering professionals have spent
approximately 14 minutes with the game every time
they visit the site.
 Build brand awareness
 Engage customers and prospects
 Help employees better understand the scope of the
organization
 Recruit future engineers (there is a dearth in the
manufacturing industry)
 Showcase thought leadership in sustainability and
productivity, as well as the breadth and depth of products
and services
www.Brioneja.com
Twitter: @Brioneja

28. CRM Adoption Case Study
 Users of Customer Relationship Management (CRM)
systems face an adoption and usage challenge.
 50% of all CRM implementations fail.
 Badgeville implemented a “Big Game Hunter”
program for Salesforce.com to increase usage and
engagement with the system.
 Sales people started out at “Chicken Hunters” and
worked their way up to bigger and bigger game
statuses, as they utilized more and more of the CRM
system’s features.
 For one customer, compliance increased over 40%.
www.Brioneja.com
Twitter: @Brioneja

29. www.Brioneja.com
Twitter: @Brioneja
Gamification Do’s and Don’ts
– Scot Harris
Don’t: Do:
• Throw badges and points at an
existing program and say its
“gamified”
• Gamification requires strategy,
thoughtful planning and really
knowing your player
• Isolate your player’s experience • Social is critical to gamification
success
• Assign the gamification task to
your B team
• Gamification is hard – it requires
smart, driven people to make it
work
• Give short shrift to the design • All elements (Mechanics,
Dynamics and Aesthetics) need
to come together for gamification
success

30. Mechanics-Dynamics-Aesthetics (MDA)
Framework
 Tool used to analyze games.
 It formalizes the consumption of games by
breaking them down into three
components:
 Mechanics: Base components of the game - its
rules, every basic action the player can take in
the game, the algorithms and data structures in
the game engine
 Dynamics: Run-time behavior of the mechanics
acting on player input and "cooperating" with
other mechanics
 Aesthetics: Emotional responses evoked in the
player - joy, frustration, fantasy, fellowship
www.Brioneja.com
Twitter: @Brioneja

31. Octalysis Framework – Yu Kai Chou
 8 Core Drives of Gamification

32. Summary
 Consumers are no longer attracted by the novelty of
competing for virtual badges and intangible rewards.
 Gamified experiences must add real value to the user's
experience, or they will fail to take hold
 The right gamification tactics can be used to help with user
acquisition, engagement, behavior modification and
management, commerce and loyalty, and business
learning and innovation on the enterprise level.
 The key critical elements of any winning gaming strategy
include
 Intuitive design,
 Behavioral sensibility
 Balanced design
 Alignment with core business objectives.
 Social component

33. References
 Master Gamification: Customer
Engagement in 30 Days
 Scot Harris
 Kevin O’Gorman
www.Brioneja.com
Twitter: @Brioneja

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Q & A
Moderator:
Hector Del Castillo, CPM, CPMM
Presenter:
Jose A. Briones, Ph.D.
Senior Consultant
C-Level Advisors
Email: brioneja@spyrotek.com
Twitter: @Brioneja

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