This document discusses gamification and provides examples of how game mechanics and dynamics can be applied to non-game contexts. It describes how over 1.2 billion people worldwide play games and what intrinsic and extrinsic motivations drive gamers. Examples are given of how gamification has been used by organizations like Engine Yard to increase customer engagement and Ford to motivate employees. The document advocates designing gamified experiences around player goals and testing and evolving solutions over time.

1. MARKETREVOLUTION.IT
GAMIFICATION - INSPIRING ROUTE
GAMIFICATION
INSPIRING ROUTE
@MKTRVLTN
16/10/2014

2. WELCOME
Thanks for coming
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3. @MKTRVLTN
#INSPIRINGROUTE

4. HOW MANY GAMERS
ARE THERE
IN THE WORLD?
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5. 1.2 BILLIONS
Source: Spilgame, 2013
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6. GAMIFICATION ARENA
persone, concetti, confini

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
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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
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9. This story starts in London
At the House of Commons
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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
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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 -
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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
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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
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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
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15. Non-game contexts
Let’s see a few
Source: Marketsandmarkets.com, June 2013
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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
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17. Go with the flow
concentration
challenge-skill balance
clear goals
immediate feedback
control
time transformation
Source: Flow in Gamification, August 2014
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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
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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
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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
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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.”
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22. FROM A BUSINESS POINT OF VIEW
modelli e strategie per le aziende

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..
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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
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25. The evolution of the consumer
How his mentality has revolutionized?
USER PLAYER
passive | individual | indifferent active | collaborative | involved
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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.
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27. How to address these new needs?
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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
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29. New challenges, new opportunities
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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.
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31. Application for organizations
Areas where we can create value through gamification
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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. 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
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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.
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34. Adopt & evolve
Models, process, metrics, roles
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35. Adapt your model
3 kind of organization
Company-as-a-
MASTER
Company-as-a-
PLAYGROUND
Company-as-a-
TEAMMATE
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36. Master
The company lead customers to achieve their goals through an experience
that acts both as guide and reinforcement.
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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”
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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
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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..
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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.
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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
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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.
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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.
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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!”
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45. Target & Persona
Mission #2
IDENTIFY > OBSERVE > LEARN > CREATE
Stop talking and ask. Start listening and watch.
Source: Gamify, 2014.
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46. Player goals
Mission #3
SHARED
goals
Find the sweet spot for gamfication.
BUSINESS
outcomes
Source: Gamify, 2014.
PLAYER
goals
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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.
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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
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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.”
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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”
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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?
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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.
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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. 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
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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
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56. Per scoprire i valori e la dimensione della gamification
vai alla presentazione di Squadrati

57. www.marketrevolution.it info@marketrevolution.it
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