Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Gamification - Inspiring Route

4,469 views

Published on

Gamification brings game experience to real world and in non-game contexts aiming at keeping people engaged, making them collaborate, driving their behaviors.

This report - part of the "Inspiring Route" project - analyses and understands the main themes related to Gamification through stories, examples, numbers, case studies.

Published in: Business
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Gamification - Inspiring Route

  1. 1. MARKETREVOLUTION.IT GAMIFICATION - INSPIRING ROUTE GAMIFICATION INSPIRING ROUTE @MKTRVLTN 16/10/2014
  2. 2. WELCOME Thanks for coming GAMIFICATION - INSPIRING ROUTE 2
  3. 3. @MKTRVLTN #INSPIRINGROUTE
  4. 4. HOW MANY GAMERS ARE THERE IN THE WORLD? GAMIFICATION - INSPIRING ROUTE 4
  5. 5. 1.2 BILLIONS Source: Spilgame, 2013 GAMIFICATION - INSPIRING ROUTE 5
  6. 6. GAMIFICATION ARENA persone, concetti, confini
  7. 7. What drives gamers? Extrinsic motivators status showing my talents power “getting one over” on others access to new opportunities stuff money, gadgets... well, stuff! Source: Gamification.co, Oct 2011 GAMIFICATION - INSPIRING ROUTE 7
  8. 8. What drives gamers? Intrinsic motivators Mastery make progress and get better at something that matters Autonomy making choices and direct our own life Purpose act for something that matters Source: Gamification.co, Oct 2011 GAMIFICATION - INSPIRING ROUTE 8
  9. 9. This story starts in London At the House of Commons GAMIFICATION - INSPIRING ROUTE 9
  10. 10. Investigate your MP’s expenses HOW TO PLAY Join us in digging through the MP’s expenses to review each document. Your mission: Decide whether it contains interesting information, and extract the key facts. If you find something interesting, simply hit the button “Investigate this!” Making it feel like a game In 3 days, 20K players had already analyzed more than 170K files. Source: Reality is broken, 2011 GAMIFICATION - INSPIRING ROUTE 10
  11. 11. “...learning depends on the will, which cannot be forced [...] Let him strive for victory now and then, and generally suppose that he gains it; and let his powers be called forth by rewards such as prizes.” Source: Postdam University - NY - Quintiliano, Institutio Oratoria - GAMIFICATION - INSPIRING ROUTE 11
  12. 12. Some history on gamification “..gameification of the web. The basic idea is taking game mechanics and applying to other web properties to increase engagement.” 2003 2008 2010 2011 The first consultancy specialised in “Gamification” by Nick Pelling First documented use of the term on Bret Terrill’s blog Break through Thanks to Jessy Schell & Jane McGonigal Gartner adds “Gamification” to his cycle Source: Gameifications.com, August 2011 GAMIFICATION - INSPIRING ROUTE 102
  13. 13. Source: Gamified.co.uk Gamification brings game experience to real world and in non-game contexts aiming at: • keeping people engaged • making them collaborate • driving their behaviors GAMIFICATION - INSPIRING ROUTE 13
  14. 14. Game elements Make gamification work How we design game environment GAME MECHANICS POINTS LEVELS VIRTUAL SPACES LEADER GIFTS BOARDS CHALLENGES REWARD STATUS SELF-EXPRESSION ACHIEVEMENT COMPETITION ALTRUISM What mechanics cause GAME DYNAMICS Source: Del Pizzo, May 2014 GAMIFICATION - INSPIRING ROUTE 14
  15. 15. Non-game contexts Let’s see a few Source: Marketsandmarkets.com, June 2013 GAMIFICATION - INSPIRING ROUTE 15
  16. 16. Keeping people engaged Through the flow state “The flow is the optimal experience characterized as a state of being fully focused and engaged in an activity” It has been regarded as one of the most important psychological outcomes of gamification (and games) Source: Flow in Gamification, August 2014 GAMIFICATION - INSPIRING ROUTE 16
  17. 17. Go with the flow concentration challenge-skill balance clear goals immediate feedback control time transformation Source: Flow in Gamification, August 2014 GAMIFICATION - INSPIRING ROUTE 17
  18. 18. Drivers The future belongs to those who play games NINTENDO GENERATION born in the ‘80s LIMITED ATTENTION SPAN remember the gold fish? THE INTERNET everyone can partecipate Source: Market Revolution, 2014 GAMIFICATION - INSPIRING ROUTE 18
  19. 19. Source: Gamified.co.uk Different sides of games Let’s map it! GAME INSPIRED DESIGN GAMIFICATION SERIOUS GAME GAME GAME SHAPE GAME ELEMENTS GAME PLAYS JUST FOR FUN GAMIFICATION - INSPIRING ROUTE 19
  20. 20. Games can be serious How to solve a 15-year-old AIDS problem in 3 weeks A decade of attempts to solve the crystal structure of M-PMV - an AIDS-related enzyme. Foldit gamers were able to generate models of sufficient quality to help unlock the structure of M-PMV, that the scientific community had been unable to unlock for a decade. Source: Time, Sept 2014 GAMIFICATION - INSPIRING ROUTE 20
  21. 21. “You don’t fail in games. “You don’t fail in games. If you don’t pass a stage, you reflect back on what you need to change and improve on and If you don’t pass a stage, you reflect back on what you need to change and improve on and you play again.” you play again.” GAMIFICATION - INSPIRING ROUTE 21
  22. 22. FROM A BUSINESS POINT OF VIEW modelli e strategie per le aziende
  23. 23. The “features” economy How it used to be HARD DATA EYEBALL MINDSHARE Where is the value? What we compete for? Source: Youtube, 2011; Reality is broken, 2012.. GAMIFICATION - INSPIRING ROUTE 23
  24. 24. “I really can't take it anymore” In the meantime consumers have changed (a lot) Testo slide OVERINFORMED HYPERACTIVE MULTITASKING MARKETING Source; Market Revolution, 2014. LOOKING FOR NEW MEANINGS IMMUNE GAMIFICATION - INSPIRING ROUTE 24
  25. 25. The evolution of the consumer How his mentality has revolutionized? USER PLAYER passive | individual | indifferent active | collaborative | involved GAMIFICATION - INSPIRING ROUTE 25
  26. 26. The “engagement” economy Works by involving and motivating its participants looking for intrinsic values and rewards. MEANING BRAIN CYCLE HEARTSHARE “People don’t want features but meaning” Source: Reality is broken, 2012; Youtube, 2014; Deloitte, 2014. GAMIFICATION - INSPIRING ROUTE 26
  27. 27. How to address these new needs? GAMIFICATION - INSPIRING ROUTE 27
  28. 28. Put gamification to work What makes it so powerful and sticking to the new scenario? The Three F’s of Gamification FEEDBACK FRIENDS FOCUS seamless communication + progress Source: Gamification.co, Jan 2012. social context + meaningful interactions challenge + achievement + improvement BEHAVIOUR CHANGE & ENGAGEMENT GAMIFICATION - INSPIRING ROUTE 28
  29. 29. New challenges, new opportunities GAMIFICATION - INSPIRING ROUTE 29
  30. 30. Application for organizations Areas where we can create value through gamification INTERNAL Drive Innovation Recruit New Employees Motivate Employees Provide Feedback and Employee Development Educate and Train Employees Employee Communication and Collaboration EXTERNAL Crowdsource Innovation Expedite Customer Service Encourage Engagement Supplement Loyalty Programs Engage Brand Influencers and Advocates Increase Physical Traffic Via Mobile Gather Actionable Data Source: Altimeter Group, Nov 2013. GAMIFICATION - INSPIRING ROUTE 30
  31. 31. Application for organizations Areas where we can create value through gamification GAMIFICATION - INSPIRING ROUTE INTERNAL EXTERNAL 31 Source: Altimeter Group, Nov 2013. Drive Innovation Recruit New Employees Motivate Employees Provide Feedback and Employee Development Educate and Train Employees Employee Communication and Collaboration Crowdsource Innovation Expedite Customer Service Encourage Engagement Supplement Loyalty Programs Engage Brand Influencers and Advocates Increase Physical Traffic Via Mobile Gather Actionable Data
  32. 32. Engine Yard How to create self-serving customers? Source: Badgeville.com, May 2012 Problem Lack of customer interaction and support staff overworking on customer tickets instead of important issues Solution Online customer community based on gamification implemented with Badgeville • help other users and product development • create customer driven content in a self-serving nature • get and give quicker answers • be rewarded by badges for answers Increase in customer engagement by 40% Reduction of 20% in customer tickets 40% decrease in customer response time GAMIFICATION - INSPIRING ROUTE 32
  33. 33. Ford How to motivate and gear employees? Source: Bunchball.com, June 2013 Problem Support sales, parts and service employees that lack constant use on learning portals of the company Solution Online collaborative community based on gamification to train and motivate employees and to deliver the customer experience and increase sales • perform tasks and missions to pass levels • enhance reputation with visible badges • collaborate with teams, compete with individuals • challenge trivias to sustain knowledge Over 100.000 unique visits from day one Actions increased by 60% by week five Increased engagement, performance and sales. GAMIFICATION - INSPIRING ROUTE 33
  34. 34. Adopt & evolve Models, process, metrics, roles GAMIFICATION - INSPIRING ROUTE 34
  35. 35. Adapt your model 3 kind of organization Company-as-a- MASTER Company-as-a- PLAYGROUND Company-as-a- TEAMMATE GAMIFICATION - INSPIRING ROUTE 35
  36. 36. Master The company lead customers to achieve their goals through an experience that acts both as guide and reinforcement. GAMIFICATION - INSPIRING ROUTE 36
  37. 37. Codecademy An education company that create an engaging educational experience to make people learn to code 24 million people learning to code with Codecademy “If you are able to take the things that are in your head and make them reality... Source: Youtube, Feb 2014; Crunchbase, Oct 2014. ...you are more likely to live the life that you actually wanna live” GAMIFICATION - INSPIRING ROUTE 37
  38. 38. Playground The company provides a space within which the consumer can write his own experience in order to complete his mission and create a community GAMIFICATION - INSPIRING ROUTE 38
  39. 39. Nike+ A “Massive Multiplayer Online Game” created for enthusiasts and casual runners that integrates web, mobile and activity tracker As of 2013, 18 million people upload millions of miles runned and Nike’s profit increased by 18%. Setting goals to display privately and publicly Challenging other runners individually and in groups Training with coaches and sports stars Rolling up all the data in a personal dashboard Mapping and sharing runs Listening music on running creating playlists,sharing Joining local nike run clubs and partecipating to nike events Q&Aing on forums and blogs Source: Market Revolution 2014.. GAMIFICATION - INSPIRING ROUTE 39
  40. 40. Teammate The company engage with the customer as a peer, supporting him, and participating throughout the experience that leads to the accomplishment of his purpose. GAMIFICATION - INSPIRING ROUTE 40
  41. 41. Widiba “Wise” “Dialog” “Internet” “Banking” that engages Source: Brand-news.it, Sep 2013 Completing missions Gaining badges Improving social status Project “Wi-Fi For All” for building wi-fi implants in italian schools User generated content GAMIFICATION - INSPIRING ROUTE 41
  42. 42. Player-centric approach Design thinking + behavioral science Source: Gamify, 2014. The “tool” to design, execute and control gamified experiences that motivate, engage and drive people to changing behaviors. GAMIFICATION - INSPIRING ROUTE 42
  43. 43. What it is, what is not Keep in mind Gamification is not about slapping points and badges onto an activity and expecting onto magically become more engaging. It’s about understanding the players’ goals and motivations and designing an experience that inspires them to achieve their goals Source: Gamify, 2014. GAMIFICATION - INSPIRING ROUTE 43
  44. 44. Mission & metrics Mission #1 Source: Gamify, 2014. CONTEXT STRATEGY GOALS “Don’t invest in any trend (or technology) without first identifying the business outcomes you expect to achieve!” GAMIFICATION - INSPIRING ROUTE 44
  45. 45. Target & Persona Mission #2 IDENTIFY > OBSERVE > LEARN > CREATE Stop talking and ask. Start listening and watch. Source: Gamify, 2014. GAMIFICATION - INSPIRING ROUTE 45
  46. 46. Player goals Mission #3 SHARED goals Find the sweet spot for gamfication. BUSINESS outcomes Source: Gamify, 2014. PLAYER goals GAMIFICATION - INSPIRING ROUTE 46
  47. 47. Engagement model Mission #4 Collaborative Multiplayer Campaign Emergent Source: Gamify, 2014. Intrinsic Competitive Extrinsic Solitary Endless Scripted THE STRUCTURE OF THE GAMIFIED SOLUTION Find the perfect fit. Think through the unexpected implications. GAMIFICATION - INSPIRING ROUTE 47
  48. 48. Space & journey Mission #5 Source: Gamify, 2014. Skill-challenge balance PLAYER SPACE The environment provided to engage with game and one another PLAYER JOURNEY The path throught the solution GAMIFICATION - INSPIRING ROUTE 48
  49. 49. The game economy Mission #6 Source: Gamify, 2014. SAPS reward framework STATUS ACCESS POWER STUFF Most meaning Least meaning Least expensive Most expensive “The in-game economy is composed of the incentives and rewards that the players are awarded for tasks, challenges or goals.” GAMIFICATION - INSPIRING ROUTE 49
  50. 50. Test & iterate Mission #7 Source: Gamify, 2014. TEST > ITERATE > EVOLVE “Gamified solutions should evolve over time to add new functionality, to engage the audience in new ways, and to keep it fresh” GAMIFICATION - INSPIRING ROUTE 50
  51. 51. Redesign metrics We need a new metric to describe engagement because old metrics don’t actually work anymore. RECENCY How long ago did they play? Source: Youtube, 2010.; Gamification.co, 2011. RATING What did they explicitly say when asked about? VIRALITY How many people have they told about you? DURATION How long did they stay? FREQUENCY How often did they come back? GAMIFICATION - INSPIRING ROUTE 51
  52. 52. Chief eXperience Officer The strategic role to drive growth and innovation (CXO) designs and manages every interaction between the organization and its internal or external customers’ needs and expectations. This is a key role: with a crossfunctional task, oversee from products/services to marketing, from HR relations to stakeholder PR. “One of the three foundational elements of our strategy is a relentless focus on the customer” “We are creating this role to strengthen the voice of the consumer in our product development and execution” Source:Poynter, Oct 2011; Geekwire, Feb 2014; Techwell, Mar 2014. GAMIFICATION - INSPIRING ROUTE 52
  53. 53. GAMIFICATION - INSPIRING ROUTE Tips to avoid an epic fail 53 DON’Ts Don’t try to fix a broken product or a broken service Don’t implement a gamified system to existing process solutions Don’t design only extrinsic motivators that don’t create inner motivation Don’t make changes during the application to avoid lack of transparency Don’t force mandatory engagement Don’t leave loopholes that could game the system Source: Gamify, 2014.
  54. 54. The dark side of Gamification Criticism, risks, issues Virtual currency and goods Labor and property rights Gamification sometimes has unpleasant consequences, sometimes isn’t fun at all. Pointsification & Exploitationware Privacy & Data Source: “How Game Thinking Can Revolutionize Your Business, 2012 GAMIFICATION - INSPIRING ROUTE 54
  55. 55. Source: Bunchball, Oct 2010 “Companies of all shapes and sizes have begun to use games to revolutionize the way they interact with customers and employees, becoming more competitive and more profitable as a result” David Edery, Ethan Mollik GAMIFICATION - INSPIRING ROUTE 55
  56. 56. Per scoprire i valori e la dimensione della gamification vai alla presentazione di Squadrati
  57. 57. www.marketrevolution.it info@marketrevolution.it 57

×