1. Win Conditions for Enterprise
Gamification
Marigo Raftopoulos
CEO Strategic Innovation Lab
Doctoral Researcher, RMIT University
Gamification World Congress 2015, Barcelona #GWC15

2. What are the building blocks for
successful enterprise gamification?
1.3 million minutes of research in 20 minutes J

3. Research
Independent, peer reviewed research: Science + Experience
300+
Projects
Audited
25
Global
Survey
11.5m
Affected
Users

4. Gamification Anatomy
All the moving parts MUST work together
Front End
Motivational
Affordances
Back End
Information
Systems
Back End
Management
Reporting
Front End
User Interface &
Experience
Organisation
Strategy
Value
Creation

5. Definition
Gamification has become an umbrella term, and it’s evolving
A set of design patterns, technologies and capabilities that enable
an organisation to meet its value creation objectives.

6. What is Gamification?
It is what it does. It’s evolving. It’s growing. They’re intertwined.
An
Experience
A Designerly
Way
A System
A Product
A Way of
Thinking
A Process

7. Making Gamification Work
Design Methodology. Design Taxonomy. Capability Development.
Collaborative,
Agile Design
Design Elements &
Patterns
Aligning &
Integrating

8. Spotlight on Capability
Lessons learned from industry leaders and innovators
21 Keys (200+ data points
Top 4 for each node today J
Three nodes:
Design, Technology, Management

9. Technology
The weakest link in the chain
Platform
Capability
Vendor
capability
System
Integration
Data
Analytics
“Barriers were primarily with technology. I do not
believe vendor solutions are mature enough yet.”

10. Design
Everyone overestimates their design capability
Strategic
Design
Design Skills
Literacy
Customer
Focus
Selective
Gamefulness
“There was little structure and focus in the design process, we
ended up with a meaningless use of game mechanics.”

11. Management
The most critical element in bringing it together
Strategic
Focus
Stakeholder
Engagement
Establish a
Process
Measurement
& Metrics
“I would have spent more time at the beginning looking at more
game thinking elements and fewer game mechanics.”

12. Multi-dimension is key
Critical gamification design & technology elements
Do
I
want
to
play?
Net Benefits
User Support
Engagement
Utility & Usability
Information Quality
System Quality

13. Your Next Steps
How to be a great designer (or an astute buyer)
Design Skills
Integrate
Everything
Technological
Foundations
Game Design
Thinking
Business Strategy

14. Advice for Innovation
Gamification has limited potential to drive innovation
Ø It is not a game (it’s a message)
Ø Imbedded values system (default to status quo)
Ø System conform (systemic problems)
Ø Create new systems (Reimagine)
Ø Be bold and courageous!

15. That’s 1.3m minutes in 20!
Thank you!
www.strategicinnovationlab.com
@marigo

16. Strategic Gamification Design
If you want to design like a pro, this program is for you
Strategic Gamification Design for Leaders Program
Contact: marigo@strategicinnovationlab.com