WHO GAMIFIES THE GAMIFICATORS?
HELLO, MY NAME IS CARLOS
GUARDIOLA. I’M CHIEF INNOVATION
OFFICER AT MEDIANET SOFTWARE
WE ARE AN ITC COMPANY FOUNDED
IN 199...
OUR FIRST CONTACT WITH GAMIFICATION WAS IN JANUARY 2012, WHEN
WE STARTED THE DEVELOPMENT OF BBVA GAME’S ARCHITECTURE
Gamif...
IN MAY 2012 WE
CREATED A PROJECT
WITH THE CODE
NAME ‘MNSGAME’
WITH A ROADMAP
TO LEARN ABOUT
GAMIFICATION
AND HOW TO APPLY
...
IN SUMMER 2012 WE LAUNCHED ‘TOP SECRET’ A ROLE PLAY
CAMPAIGN TO TEST OUR COLLEAGUES’ INCLINATION IN GAMING
LESSON
WE LEARNED
DON’T WASTE YOUR ENERGY
TRYING TO ENGAGE
EVERYBODY. THERE’S THIS
KIND OF PEOPLE WHO LIKE TO
BE ANGRY. GE...
LESSON
WE LEARNED
15%
85%
Engaged in email
& twitter
Ignored the campaign
INTERNAL GAMIFICATION IS
LIKE ANY OTHER KIND OF
...
AS A RESULT OF OUR FIRST
GAMIFICATION CAMPAIGN, WE
REALISED OUR NEED FOR TOOLS
DURING 2013 OUR MOBILE DEPT.
DEVELOPED MAIA...
IN SUMMER 2013 WE WERE READY FOR THE SECOND PHASE OF OUR
PROJECT, INCLUDING THE FOLLOWING DEFINITION OF OBJECTIVES
SKILLS
...
MEANWHILE, WE GAMIFIED OUR BUDGET FOR INNOVATION:
AS INTRAPRENEURS, WE DID ELEVATOR PITCHES OF OUR PROPOSALS
LESSON
WE LEARNED
BEWARE OF PEOPLE WHO
KNOW THE RULES OF THE
GAME, AS THEY’LL TRY TO
BREAK THEM - AS I DID J
#MNSHUNT WAS A SHORT CAMPAIGN TO TEST OUR NEW SITE.
INSPIRED IN 1996 ‘ALIENS’, WE SPENT 5 DAYS HUNTING BUGS
179%
12:02’
250%
287
31
2772
7
LESSON
WE LEARNED
INTERNAL GAMIFICATION IS LIKE
ANY OTHER KIND OF ONLINE
BUSINESS. IT REQUI...
LESSON
WE LEARNED
‘ALIEN WHO?’
MAYBE YOUR COLLEAGUES
DON’T SHARE YOUR SAME
CULTURAL REFERENCES IN A
GLOBALIZED COMPANY
WE STAMP BUTTON BADGES TO RECOGNIZE THE MORE COMPROMISED
PEOPLE WITHIN OUR STAFF, OR THOSE WHO RULE OUR BLOG…
LESSON
WE LEARNED
R-E-S-P-E-C-T
STATUS WITHIN A HIGH
QUALIFIED TEAM IS ONE OF
THE GREATEST MOTIVATORS
RECENTLY WE LAUNCHED #FLOWERPOWER, A GAMIFICATION CAMPAIGN
WHERE WE SUGGEST HOW WE’D LIKE OUR WORKPLACE TO BE
LESSON
WE LEARNED
PEOPLE ENGAGE WHEN THEY
FEEL THEY CAN MAKE
DECISIONS
28%62% 9%
76
3*
*Only 3 proposal of retro arcade ma...
SINCE JANUARY 2014 MAIAP
INCLUDES THE BASIC ELEMENTS
FOR GAMIFICATION: POINTS,
BADGES, A GLOBAL + SOCIAL
RANKING, AND NOTI...
LESSON
WE LEARNED
GAMIFICATION IS LIKE ANY
OTHER INVESTMENT: IT NEEDS
BUDGET AND ROI.
DON’T FORGET REAL-WORLD
REWARDS IN Y...
‘MAIAP: THE GATHERING’ IS OUR
LATEST CAMPAIGN. AS IN A RPG,
PEOPLE DEFINE THEIR SKILLS, THAT
THEIR COLLEAGUES CAN ENDORSE
...
CREATE THE BEST
TEAM TO SUCCEED
IN EACH PROJECT
IDENTIFY PEOPLE’S
INTERESTS TO
OFFER THEM NEW
ASSIGNMENTS
LEARN ABOUT WHAT...
IN MEDIANET SOFTWARE WE USE THREE KIND OF MOTIVATORS
1 INCENTIVES
TO ENCOURAGE DESIRED BEHAVIOURS
2 MONEYFICATION
TO STREN...
INTERNAL GAMIFICATION IS LIKE ANY OTHER INVESTMENT
1
OBJECTIVES
WHY ARE YOU DOING IT?
2
RESOURCES
WHAT DO YOU NEED TO DO I...
LESSON
WE LEARNED
MAYBE NO ONE LIKES TO BE
ALWAYS ANGRY. IT’S JUST A
MATTER OF FINDING THE
GAME THEY LIKE.
WE ARE LOOKING ...
THANK YOU!
CARLOS.GUARDIOLA@MEDIANETSOFTWARE.COM
@CARLOSGUARDIOLA
Altavista	
  Business	
  Center	
  
Av	
  Universidad	
  1134	
  1º	
  
Col.	
  Xoco	
  Del.	
  Benito	
  Juárez,	
  03330...
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GWC14: Carlos Guardiola - "Who gamifies the gamificators?

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Carlos Guardiola's presentation from his talk at Gamification World Congress 2014

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GWC14: Carlos Guardiola - "Who gamifies the gamificators?

  1. 1. WHO GAMIFIES THE GAMIFICATORS?
  2. 2. HELLO, MY NAME IS CARLOS GUARDIOLA. I’M CHIEF INNOVATION OFFICER AT MEDIANET SOFTWARE WE ARE AN ITC COMPANY FOUNDED IN 1995, NOWADAYS PRESENT IN SPAIN, USA AND MEXICO WE ARE 200 TALENTECH PEOPE, WITH COMMON LOVE FOR QUALITY AND INNOVATION
  3. 3. OUR FIRST CONTACT WITH GAMIFICATION WAS IN JANUARY 2012, WHEN WE STARTED THE DEVELOPMENT OF BBVA GAME’S ARCHITECTURE Gamification: A Growing Business to Invigorate Stale Websites (Businessweek) Gartner Predicts +70% of Global 2000 Organisations will have at least one Gamified Application by 2014 MediaNet Software starts working in Gamification
  4. 4. IN MAY 2012 WE CREATED A PROJECT WITH THE CODE NAME ‘MNSGAME’ WITH A ROADMAP TO LEARN ABOUT GAMIFICATION AND HOW TO APPLY IT IN OUR COMPANY
  5. 5. IN SUMMER 2012 WE LAUNCHED ‘TOP SECRET’ A ROLE PLAY CAMPAIGN TO TEST OUR COLLEAGUES’ INCLINATION IN GAMING
  6. 6. LESSON WE LEARNED DON’T WASTE YOUR ENERGY TRYING TO ENGAGE EVERYBODY. THERE’S THIS KIND OF PEOPLE WHO LIKE TO BE ANGRY. GET USED TO IT
  7. 7. LESSON WE LEARNED 15% 85% Engaged in email & twitter Ignored the campaign INTERNAL GAMIFICATION IS LIKE ANY OTHER KIND OF ONLINE BUSINESS. IT REQUIRES MASTERING THE CONVERSION FUNNEL
  8. 8. AS A RESULT OF OUR FIRST GAMIFICATION CAMPAIGN, WE REALISED OUR NEED FOR TOOLS DURING 2013 OUR MOBILE DEPT. DEVELOPED MAIAP* BUILT AS AN IOS + ANDROID APP, BACKED IN GOOGLE APP ENGINE, MAIAP IS THE HEART OF OUR ENTERPRISE SOCIAL NETWORK *MOBILE APP FOR INSTANT ACCESS TO PEOPLE
  9. 9. IN SUMMER 2013 WE WERE READY FOR THE SECOND PHASE OF OUR PROJECT, INCLUDING THE FOLLOWING DEFINITION OF OBJECTIVES SKILLS & ENDORSEMENT ONLINE MARKETING SEARCHING FOR TALENT LEARNING & TEACHING NEW BUSINESS
  10. 10. MEANWHILE, WE GAMIFIED OUR BUDGET FOR INNOVATION: AS INTRAPRENEURS, WE DID ELEVATOR PITCHES OF OUR PROPOSALS
  11. 11. LESSON WE LEARNED BEWARE OF PEOPLE WHO KNOW THE RULES OF THE GAME, AS THEY’LL TRY TO BREAK THEM - AS I DID J
  12. 12. #MNSHUNT WAS A SHORT CAMPAIGN TO TEST OUR NEW SITE. INSPIRED IN 1996 ‘ALIENS’, WE SPENT 5 DAYS HUNTING BUGS
  13. 13. 179% 12:02’ 250% 287 31 2772 7 LESSON WE LEARNED INTERNAL GAMIFICATION IS LIKE ANY OTHER KIND OF ONLINE BUSINESS. IT REQUIRES OBJECTIVES, KPIs AND PERFORMANCE MONITORING10,95
  14. 14. LESSON WE LEARNED ‘ALIEN WHO?’ MAYBE YOUR COLLEAGUES DON’T SHARE YOUR SAME CULTURAL REFERENCES IN A GLOBALIZED COMPANY
  15. 15. WE STAMP BUTTON BADGES TO RECOGNIZE THE MORE COMPROMISED PEOPLE WITHIN OUR STAFF, OR THOSE WHO RULE OUR BLOG…
  16. 16. LESSON WE LEARNED R-E-S-P-E-C-T STATUS WITHIN A HIGH QUALIFIED TEAM IS ONE OF THE GREATEST MOTIVATORS
  17. 17. RECENTLY WE LAUNCHED #FLOWERPOWER, A GAMIFICATION CAMPAIGN WHERE WE SUGGEST HOW WE’D LIKE OUR WORKPLACE TO BE
  18. 18. LESSON WE LEARNED PEOPLE ENGAGE WHEN THEY FEEL THEY CAN MAKE DECISIONS 28%62% 9% 76 3* *Only 3 proposal of retro arcade machines, including our CEO’s
  19. 19. SINCE JANUARY 2014 MAIAP INCLUDES THE BASIC ELEMENTS FOR GAMIFICATION: POINTS, BADGES, A GLOBAL + SOCIAL RANKING, AND NOTIFICATIONS USING JIRA PROJECT TRACKER, OUR GAMERS CAN PURCHASE ITEMS WITH THEIR POINTS NEXUS 5 IS THE BEST-SELLING ITEM IN OUR CATALOGUE J
  20. 20. LESSON WE LEARNED GAMIFICATION IS LIKE ANY OTHER INVESTMENT: IT NEEDS BUDGET AND ROI. DON’T FORGET REAL-WORLD REWARDS IN YOUR BUDGET
  21. 21. ‘MAIAP: THE GATHERING’ IS OUR LATEST CAMPAIGN. AS IN A RPG, PEOPLE DEFINE THEIR SKILLS, THAT THEIR COLLEAGUES CAN ENDORSE PEOPLE CAN ASK FOR AN ENDORSEMENT, AND MAIAP RANDOMLY SUGGEST NEW ENDORSEMENTS (LIKE LINKEDIN) SKILLS & ENDORSEMENTS ALLOW PEOPLE TO FIGHT PROJECTS OF DIFFERENT LEVELS
  22. 22. CREATE THE BEST TEAM TO SUCCEED IN EACH PROJECT IDENTIFY PEOPLE’S INTERESTS TO OFFER THEM NEW ASSIGNMENTS LEARN ABOUT WHAT WE’RE DOING
  23. 23. IN MEDIANET SOFTWARE WE USE THREE KIND OF MOTIVATORS 1 INCENTIVES TO ENCOURAGE DESIRED BEHAVIOURS 2 MONEYFICATION TO STRENGHTHEN THE VALUE & DUTIES OF EACH JOB DEFINITION 3 GAMIFICATION TO ENGAGE PEOPLE IN TASKS CONSIDERED OUT OF THEIR JOB
  24. 24. INTERNAL GAMIFICATION IS LIKE ANY OTHER INVESTMENT 1 OBJECTIVES WHY ARE YOU DOING IT? 2 RESOURCES WHAT DO YOU NEED TO DO IT? 3 KPIs HOW DO YOU KNOW IF YOU ARE GOING TO WIN OR LOSE? 4 ROI IS THIS AN EFFICIENT INVESTMENT?
  25. 25. LESSON WE LEARNED MAYBE NO ONE LIKES TO BE ALWAYS ANGRY. IT’S JUST A MATTER OF FINDING THE GAME THEY LIKE. WE ARE LOOKING FOR IT J
  26. 26. THANK YOU! CARLOS.GUARDIOLA@MEDIANETSOFTWARE.COM @CARLOSGUARDIOLA
  27. 27. Altavista  Business  Center   Av  Universidad  1134  1º   Col.  Xoco  Del.  Benito  Juárez,  03330     www.medianetsoAware.com   Telf.:+34  917  680  440   Fax:+34  917  680  441   Avenida  del  Llano   Castellano,  13  5º   28034  Madrid   www.medianetsoftware.com @medianet La  Regenta  13,  bajo   33006  Oviedo   MADRID   OVIEDO   MEXICO  DF   2828  Coral  Way,     33145  Coral  Gables,  FL   USA  

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