Gamification theories applied to Serivce industry.

1. Subject : Service Industry over Gamification Theory.
Presented by Arnold

2. Contents
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•
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SAPS model in Game & Service Industry
Ranking applied in Service
Importance of first one minute
Reputation / attention in
game&organization
• Results
• Reference

3. SAPS model in Game
• Status =
Comparative position in relationship with
other gamers.
Ex) Level, Badge
• Access =
Accessibility that only a few player can
approach to specific event.
Ex) Only high level players
can enter the gate
• Power =
An authority that player can do
something unique action.
Ex) One player can manage the forum instead of operator
(Player just have a self-pride to be the operator)
• Stuff =
Not only physical compensation but also
substantial value that it has.
Ex) Free „ice cream king‟ title badge

4. SAPS model applied in Service Industry
• Status =
Starbucks “membership card”
(Depends on visiting
frequency, different card)
• Access =
Short line in Ski slope.
(VIP Season members can
go to „short line‟ and don‟t
have to wait that long)
• Power =
Best drivers‟ traffic order service
Ex) They work with no profit but the pride
• Stuff = At Café.
Free coffee when visiting on Birthday
(Low cost - > High feeling of reward)

5. Ranking in Game
• We all live in competitive society. We have an instinct to do „better‟
than „others‟.
• Ranking sometimes shows the outcome of the people.(How many
level / item did players got). It makes the players want to do better
than others.
Ranking in Service
Customers are attracted by these kind of promotions. However, actual “Reward” is
really a small thing. Inexpensive, minor opportunity cost for organizations. But people
want to be “Best of the month”. This idea is based on „Ranking‟.

6. Importance of first 1 minute in game
• Many game systems try to make the players to sign up before
even players get to know the game.
• However, if players get to know what the system is about, and if it
is interesting enough, they would automatically sign up.
• In short, First 1 minute is very important to „Attract‟.
Importance of first 1 minute in service
• Service / Game both are not a „Physical product‟.
= >can‟t be seen, can‟t be touched (Intangible)
As so, „Showing‟ the „Intangible‟ product is important.
• Ex) In hotels
Expectation
Nice lobby
===>
Nice room

7. Reputation / Attention in Game
• For the players who are “Achievement” & “Killers”
type, Gaining reputation and attention in game is very
important.
• Ex) Player‟s information(ID/Character) displayed on
the main page(or server)
• By one action, player can gain reputation. It doesn‟t
have to be in a calm and orderly way.
• Giving the Self-esteem to player can maintain the
player, and attract new players.

8. Reputation / Attention in industry
• Service industries are interdependence with „Reputation‟.
• Reputation is one of the most powerful variable that can „show‟ and
ensure the corporate‟s product.
• There are non-profit organizations that only work for public good
(reputation). Instead, they get much more valuable results.
Ex) IOC(International Olympic Committee) Exists for public good.
• In game also, Not only reputation does maintain the player to keep
play the game, But also it gives much more valuable results to
player.
Ex) Hardcore gamer acquires reputation and be a pro-gamer.
No one can easily be the pro-gamer if „Reputation‟ is not
„Displayed‟

9. Results
• As we reviewed, Organization‟s strategies /
Promotions / Managements are based on
„Game theory‟
• Game theories are also applied to
War, Psychology, Industry, Tourism, etc.
• It is important to understand in which else we
can apply this theory in order to „attract‟
people for (Public good / Revenue /
Reputation / R&D / etc).

10. References
Photos
http://blog.naver.com/ckseo21c?Redirect=Log&logNo=20151330415
http://blog.naver.com/sprengery88?Redirect=Log&logNo=60197070132
http://blog.naver.com/sprengery88?Redirect=Log&logNo=60197070132
http://news.naver.com/main/read.nhn?mode=LSD&mid=sec&sid1=103&oid=02
8&aid=0000137492
http://www.diablowiki.net/images/8/88/Cow-level-portal.jpg
http://blog.gameloft.com/uk/wp-content/uploads/2010/05/Online-ranking1.bmp
Theories
『Gamification by Design』 - Gabe Zichermann,
Christopher Cunningham