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LoyaltyGames 2014 - Finals Game Plan - Kirill Krayushkin


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This Social Innovation Game Plan was produced by Kirill Krayushkin as part of the 4-hour World Vision Case Study completed by the 12 World Finalists of LoyaltyGames 2014, the Loyalty and Gamification World Championships ( All rights reserved.

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LoyaltyGames 2014 - Finals Game Plan - Kirill Krayushkin

  1. 1. 2014 WORLD FINALS Note: All copyright and intellectual property rights remain with the Finalist who authored this submission. Published  by  Professional  Services  Champions  League  (LoyaltyGames)  with  the  author’s  permission.     Finalist: KIRILL KRAYUSHKIN Country: RUSSIA This Game Plan was created in 4 hours as part of the LoyaltyGames 2014 World Finals
  2. 2. Global Week of Action Symbol + Wearable accessory, depicting child or mother. Every Child and Mother accessory of one type could be connected  into  one  whole  accessory  (but  that  isn’t   mandatory for wearing it). Every half has a piece of code on its back. Features • Directly addresses the issue of mother and child care. • Could be made as different kind of accessory: pins, keychains, earrings etc. • Maintains low cost of production. • Could be easily integrated in promotions, trademarking or gamified systems. • Could be made as unisex accessory – suitable for every consumer Portrait of child and mother together +
  3. 3. Gamified application of symbol • Every buyer automatically become a participant in gamified program. • She gets a link to website and free app for her phone. • She can register her accessory on the site by entering small portion of personal information and code on the back of accessory (or even add a photo of it). If she want she could add multiple codes (if she bought more than one accessory). • With that app she can track other users who bought this accessory. But her target is the owners of other half (for example, if she has a Child half – her task would be to find owners of Mother halves ).  It  doesn’t    matter  if  other  owners  has  accessories  of  other  types;  all  that  matters  is  the  code.   • When she finds one of that owners she must enter the code combination, that is made of two codes from those two pieces, and add a photo of pieces combined to get experience points. So does the other user, who will be prompted by the app to verify the code. • Those point will cumulate and give user ability to open information about the program, ability to promote this event in her local area or even some bonuses from retailers – if the budget allow. • This app will be supplemented with the web-site, where you can also track people, make appointments or enter the codes. • App and site will have built-in ads (like to acquire profit for every user interaction.
  4. 4. Partnership and promotions Partners • Clothes and accessory retailers. • Ads-providers in app and on the website. Promotions • On-place engagement by the staff • Everyday  “quests”  to  promote   interaction • Involvement of celebrities (and a chance to meet them in order to get the piece of code). • Local meet-ups, organized by the top players. • 2015 Milan Expo – great place for finding partners and engage customers
  5. 5. Possible setback • How to make people actually wear this In order to make this accessory wearable by anyone we will make several different types of them, so everyone who would want to make good deed will not get useless accessory in return. Also the visual style must be good – but that issue lies on the shoulders of designers. • How to engage them into action With every accessory there must be provided short card with small set of rules and all necessary addresses included. Interaction could begin even in the store: some personnel might engage customers to log in on the place and participate to win instant experience (and get some for themselves). • How to avoid cheating and point-hoarding We will make sure that every interaction give profit to fundraisers, so hoarders and those,  who  shared  information  through  web,  won’t  do  any  substantial  harm.  
  6. 6. Loyalty  Program/Game  “Make  change   happen” Vision • This  is  the  online  game  about  the  world  where  the  given  issue  hasn’t  been  corrected. • In  it’s  core  it  is  a  simple  browser  game  with  two  main  screens:  the  Future  World  and  the  World  Today.   • Every participant can make the changes in the World Today, related to given issue, that affect the Future World in positive way. • Every player shares the same experience as the Warrior for the Future. He fights with the Dark Future with his good deeds. • The  positive  effect  of  the  people’s  actions  is  cumulated.  Every  person  that  participates  impacts  the  World   in the Future. • The  World  Today  is  the  main  “battleground”.  You  can  complete  quests,  connect  members  to  your  guild,   complete  other  guild’s  requests  and  participate  in  other  sorts  of  activities.  Results  of  those  activities  will   be simulated on the World in the Future map, making it a better place. • There is a possibility for user to engage in activities on the different scope level: global, regional and local. If we can measure every donation the users make we can measure the impact it does. • If  the  participant  doesn’t  want  to  engage  in  game  he  still  can  participate  in  the  loyalty  program,  but   without  complicated  roleplaying  elements  and  world  maps.  He  still  will  have  his  PBL’s  and  benefits  which   he could use with his mobile app or special member card. Every player could design and print out this card to use it in real world. • We want user feel as a part of something big and powerful, that can change the world – and his every action counts in that process of changing. • In order to promote Global Week of Action symbol we will integrate gamified experience of code- collecting to the World Today map. The owners could get exclusive content and rights for the given week.
  7. 7. Goals of the project • To engage participants in charitable interactions. • To promote awareness of the given issue. • To create the communities of helpful citizens. • To provide existing supporters with tangible and intangible incentives.
  8. 8. Players Everyone with the minor computer skills, 18+ years old. Achievers, socializers and explorers. Goals Primary: to complete daily quest, local quest or your own quest Secondary goal is strongly connected with the primary. If you complete this primary goal , you will improve the World of Future.
  9. 9. Core loop 1. Players enters the game 2.  Player  receives  quests/feedback  from  his  “clanmates”.   3. Player completes quests. 4. Player sees the impact on the global level, gains experience and items. 5. Player repeats this loop as long as he wants. 6. Player logs out. Other different activities include: • Making his own quests; • Exploring both world maps; • Contacting other players, sharing quests and completing them; • Activating promotional bonuses; • Exploring the information about given issues; • Making and managing news.
  10. 10. Mechanics and dynamics • Experience and leveling up, badges, local and global tops, guilds are simple mechanics that are well known and do not need additional explanation, so almost everyone could be engaged very quickly. • The more player is engaged in the activity – the more he could do. From the certain levels he can organize the community, create global quests and be engaged in other high-level activity. • We will guide players with the quests and events. Those would be different in every other region of map. Everyone could make their own quests and complete them, adding the points to region and changing the Future World. This will resolve the issue of autonomy • Quests will include creating and sharing news, donating, bringing friends to the  game  and  so  on.  They  won’t  need  everyday  participation. • By providing the immediate feedback on the Future Map we could show the user that his actions matter. Also we could provide some additional feedback by the communities, personal letters of appreciation etc. which could be collected by the players.
  11. 11. Loyalty Mechanics • Gifting will be conducted with promotional accessories and partnership programs; intangible incentives will include letters of recognition, leaderboards, appearance in local community news etc. • By making their own quests people could suggest the areas of possible improvement in the program. After moderation those quests could become global. • Users could share posts and engage their friends to participate for the additional bonuses. • With every level comes the responsibility: high-level users have much more possible actions than low-level participants. All existing supporters after registration will gain additional boost in level based on their record – so  they  won’t  need  to  start  all  over  again.  Also  they  could  help  to   maintain the critical mass of players in order to engage newcomers with active environment.
  12. 12. Player profile • Level and experience; • Inventory (in-game items and real-life incentives); • Badges; • Current player groups; • Current stats; • Current quests and suggested activities. *If user will want to engage only in Loyalty Program, he would see this screen as his main.
  13. 13. Strategy • Create Loyalty Program part – with quests and incentives. Create supporting mobile application. Launch it with the existing supporters. • Create the main game. • “Soft  lauch”  it  on  the  small  fraction  of  users  in   order to analyze data and define set of rules for different regions. • Big worldwide launch with appropriate rules.
  14. 14. Implementation and resources • For the given task we will need strong team of programmers, game designers and artists to create a complicated system of interaction. • Also there is a need of creating simulation of changes in the Future World. This simulation must be believable and as accurate as possible given the scope. • The main game will be situated on the web-site, where users could track statistics, check other teams/regions/countries and appraise the changes on the Future World map. • There should be mobile app on the Android, Windows Mobile and iOS, that complements the main gameplay. It helps user to track down in-game activities, manage them and use loyalty benefits in real world.
  15. 15. Marketing and support • It is necessary to make the game adjustable for different regions. For example, in Middle Class Emerging economies we should provide more emphasis on the local and regional impact (because developing countries are tend to be self-oriented), make adjustments in quest system and provide more real-life incentives. • We could market this game as a simulation game with impact on real world. “Everyone  could  become  a  hero”.   • We can promote the game by web-sites on serious games and gamification, by using partners, retailers and app stores. • We could place small ads on the game page to monetize users interactions. For that  ads  we  could  provide  the  small  interface  place  labeled  as  “Charity  window:   every  ads  you  see  helps  the  world”.
  16. 16. Data analysis Main parameters are: • Response metric: Retention for week (percent of players returned every week). • Value metrics: ARPU, ARPPU, donations; • Every activity tracking: Shares/person, Letters wrough/person, Quests completed/person, Quests created / person, Referrals/person and so on. • Efficiency metric (if marketing will be included): cost per acquisition. This tracking must be provided on local, regional and world level. Players must be dividable by groups in order to see trends. For  the  Global  Week  of  Action  we  should  place  the  new  parameters  “Player  with   code”,  “Codes  per  player”,  “Donated  by  player  with  codes”  to  track  the  impact  of  the   gamified program.
  17. 17. Thank you for reading!
  18. 18. Winners announced during Finals Live Stream 9am (PDT) Saturday August 9, 2014