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#GWC15:
Gamification | Digital Transformation
nov 2015
#GWC15
@b_crespo
Gamification &
Digital Strategy.
Bernardo Crespo
@b...
#GWC15:
Gamification | Digital Transformation
nov 2015
#GWC15
@b_crespo
Back in 2012…
#GWC15:
Gamification | Digital Transformation
nov 2015
#GWC15
@b_crespo
… I bump into gamification
BBVA Game
Gamified platf...
#GWC15:
Gamification | Digital Transformation
nov 2015
#GWC15
@b_crespo
Just happened to be acknowledged.
#GWC15:
Gamification | Digital Transformation
nov 2015
#GWC15
@b_crespo
BBVA Game
Gamified platform to learn users
how to ...
#GWC15:
Gamification | Digital Transformation
nov 2015
#GWC15
@b_crespo
7
SE7EN
Gamification:
Deadly sins
#GWC15:
Gamification | Digital Transformation
nov 2015
#GWC15
@b_crespo
SE7EN gamification deadly sins
1.  Lust
•  Envy
•  ...
#GWC15:
Gamification | Digital Transformation
nov 2015
#GWC15
@b_crespo
… We got jealous!…
We started to get any new piece...
#GWC15:
Gamification | Digital Transformation
nov 2015
#GWC15
@b_crespo
My PRECIOUS! …
The same energy that take us to
pio...
#GWC15:
Gamification | Digital Transformation
nov 2015
#GWC15
@b_crespo
Need to change everything from
scratch? …
We never...
#GWC15:
Gamification | Digital Transformation
nov 2015
#GWC15
@b_crespo
Damn it! …
When we decide to change from
loyalty t...
#GWC15:
Gamification | Digital Transformation
nov 2015
#GWC15
@b_crespo
... This cannot be happening
to me! ...
We think t...
#GWC15:
Gamification | Digital Transformation
nov 2015
#GWC15
@b_crespo
… One segment, next, next, …
Too much segmentation...
#GWC15:
Gamification | Digital Transformation
nov 2015
#GWC15
@b_crespo
The holy grail of
Gamification is to unlock
the sec...
#GWC15:
Gamification | Digital Transformation
nov 2015
#GWC15
@b_crespo
Who’s holding that
secret?.
#GWC15:
Gamification | Digital Transformation
nov 2015
#GWC15
@b_crespo
4.000 b.C.
CUNEIFORM
WRITING
Up to 1.000 a.C.
SCRI...
#GWC15:
Gamification | Digital Transformation
nov 2015
#GWC15
@b_crespo
Is Conversation the "New Black”?
•  Social Media a...
#GWC15:
Gamification | Digital Transformation
nov 2015
#GWC15
@b_crespo
Games and Neuroplasticity
Source: Excerpt from “En...
#GWC15:
Gamification | Digital Transformation
nov 2015
#GWC15
@b_crespo
Emotions can be measured.
Source: Affdex SDK - Cap...
#GWC15:
Gamification | Digital Transformation
nov 2015
#GWC15
@b_crespo
Frameworks deal with Activation and
user Engagemen...
#GWC15:
Gamification | Digital Transformation
nov 2015
#GWC15
@b_crespo
…What about
DISengagement?.
#GWC15:
Gamification | Digital Transformation
nov 2015
#GWC15
@b_crespo
Amplifying the Digital Scope…
Source : @b_crespo B...
#GWC15:
Gamification | Digital Transformation
nov 2015
#GWC15
@b_crespo
… Digital Scope of Gamification.
DEFINICIÓNESTRATEG...
#GWC15:
Gamification | Digital Transformation
nov 2015
#GWC15
@b_crespo
…What about lack of
Motivation?.
#GWC15:
Gamification | Digital Transformation
nov 2015
#GWC15
@b_crespo
Missionaries and cannibals problem
Source: Mission...
#GWC15:
Gamification | Digital Transformation
nov 2015
#GWC15
@b_crespo
Over-usage of game mechanics?
•  Segment your user...
#GWC15:
Gamification | Digital Transformation
nov 2015
#GWC15
@b_crespo
Over-usage of game mechanics leads to
Killing the ...
#GWC15:
Gamification | Digital Transformation
nov 2015
#GWC15
@b_crespo
GSR
Gamification Social
Responsability.
#GWC15:
Gamification | Digital Transformation
nov 2015
#GWC15
@b_crespo
GSR
GSR in practice means:
•  Search for advise by...
#GWC15:
Gamification | Digital Transformation
nov 2015
#GWC15
@b_crespo
7 Takeaways
#Gamification
#DigitalStrategy
#Neurosc...
#GWC15:
Gamification | Digital Transformation
nov 2015
#GWC15
@b_crespo
1
If we know that engagement with a
purpose is the...
#GWC15:
Gamification | Digital Transformation
nov 2015
#GWC15
@b_crespo
2
If intrinsic rewards sustain
engagement in the l...
#GWC15:
Gamification | Digital Transformation
nov 2015
#GWC15
@b_crespo
3
Gamification engages people on
emotional level,
...
#GWC15:
Gamification | Digital Transformation
nov 2015
#GWC15
@b_crespo
4
If Gamification is about player-
centric design,...
#GWC15:
Gamification | Digital Transformation
nov 2015
#GWC15
@b_crespo
5
If evolving the initial approach is
hard to acco...
#GWC15:
Gamification | Digital Transformation
nov 2015
#GWC15
@b_crespo
6
If Gamification is a source of
structural change...
#GWC15:
Gamification | Digital Transformation
nov 2015
#GWC15
@b_crespo
7
Over usage of amification
mechanics might take y...
#GWC15:
Gamification | Digital Transformation
nov 2015
#GWC15
@b_crespo
Bernardo Crespo
@b_crespo
https://www.linkedin.com...
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Gamification & Digital Strategy #GWC15 2015 Gamification World Congress Bernardo Crespo

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Bernardo Crespo Speaking Note at #GWC15 Gamification World Congress 2015

“the holy grail of Gamification is to unlock the secret of motivation and engagement. Maybe Digital Strategy has the key” - @b_crespo

[This presentation is an excerpt of the POST: The Secret to Unlock Motivation & Enagement" published on Linkedin PULSE]

+ info: http://bit.ly/1T2cfq3

Published in: Internet

Gamification & Digital Strategy #GWC15 2015 Gamification World Congress Bernardo Crespo

  1. 1. #GWC15: Gamification | Digital Transformation nov 2015 #GWC15 @b_crespo Gamification & Digital Strategy. Bernardo Crespo @b_crespo https://www.linkedin.com/in/bernardocrespo #GCW15 11 nov, 2015.
  2. 2. #GWC15: Gamification | Digital Transformation nov 2015 #GWC15 @b_crespo Back in 2012…
  3. 3. #GWC15: Gamification | Digital Transformation nov 2015 #GWC15 @b_crespo … I bump into gamification BBVA Game Gamified platform to learn users how to use their website in a self-assisted way. Gamification works! LigaBBVAgame.com Taking advantage of previous learning on gamification, Acquisition is the new focus, Game as a biz facilitator from BBVA corporate territories. 2012 2014 Evolution BBVA Game Challenges for employees, young customers, …. Biz challenges, social media challenges, branch challenges (Digital Signage), … test & learn dynamics
  4. 4. #GWC15: Gamification | Digital Transformation nov 2015 #GWC15 @b_crespo Just happened to be acknowledged.
  5. 5. #GWC15: Gamification | Digital Transformation nov 2015 #GWC15 @b_crespo BBVA Game Gamified platform to learn users how to use their website in a self-assisted way. Gamification works! LigaBBVAgame.com Taking advantage of previous learning on gamification, Acquisition is the new focus, Game as a biz facilitator from BBVA corporate territories. 2012 Evolution BBVA Game Challenges for employees, young customers, …. Biz challenges, social media challenges, branch challenges (Digital Signage), … test & learn dynamics 2014 Self-Criticism
  6. 6. #GWC15: Gamification | Digital Transformation nov 2015 #GWC15 @b_crespo 7 SE7EN Gamification: Deadly sins
  7. 7. #GWC15: Gamification | Digital Transformation nov 2015 #GWC15 @b_crespo SE7EN gamification deadly sins 1.  Lust •  Envy •  Greed •  Sloth •  Wrath •  Pride •  Gluttony It turned us on! … we thought it was as easy as try the same formula all over again and again. Competitive approach is nearly over.
  8. 8. #GWC15: Gamification | Digital Transformation nov 2015 #GWC15 @b_crespo … We got jealous!… We started to get any new piece of mechanics without testing if they were appropriate for our approach. Not all mechanics are suitable for every approach. 1.  Lust 2.  Envy •  Greed •  Sloth •  Wrath •  Pride •  Gluttony SE7EN gamification deadly sins
  9. 9. #GWC15: Gamification | Digital Transformation nov 2015 #GWC15 @b_crespo My PRECIOUS! … The same energy that take us to pioneer a worldwide gamified initiative became indeed our biggest weakness in the growing stage. There is a team to intrapreneur and another kind of team to make it bigger. 1.  Lust 2.  Envy 3.  Greed •  Sloth •  Wrath •  Pride •  Gluttony SE7EN gamification deadly sins
  10. 10. #GWC15: Gamification | Digital Transformation nov 2015 #GWC15 @b_crespo Need to change everything from scratch? … We never took game typologies into account to learn on user motivation. Couldn't be bothered to ask for advice. 1.  Lust 2.  Envy 3.  Greed 4.  Sloth •  Wrath •  Pride •  Gluttony SE7EN gamification deadly sins
  11. 11. #GWC15: Gamification | Digital Transformation nov 2015 #GWC15 @b_crespo Damn it! … When we decide to change from loyalty to acquisition, engagement cooled off. We thought it was due to football seasonality and it didn`t have anything to do with that. Keep learning. Try to avoid judging. 1.  Lust 2.  Envy 3.  Greed 4.  Sloth 5.  Wrath •  Pride •  Gluttony SE7EN gamification deadly sins
  12. 12. #GWC15: Gamification | Digital Transformation nov 2015 #GWC15 @b_crespo ... This cannot be happening to me! ... We think that what made us evolve the game one day, would be a continuous source of learning. Maybe the source was exhausted or we lost freshness in listening? 1.  Lust 2.  Envy 3.  Greed 4.  Sloth 5.  Wrath 6.  Pride •  Gluttony SE7EN gamification deadly sins
  13. 13. #GWC15: Gamification | Digital Transformation nov 2015 #GWC15 @b_crespo … One segment, next, next, … Too much segmentation caused us indigestion. We’d created a huge and hardly manageable creature. Less is more. 1.  Lust 2.  Envy 3.  Greed 4.  Sloth 5.  Wrath 6.  Pride 7.  Gluttony SE7EN gamification deadly sins
  14. 14. #GWC15: Gamification | Digital Transformation nov 2015 #GWC15 @b_crespo The holy grail of Gamification is to unlock the secret of engagement and motivation.
  15. 15. #GWC15: Gamification | Digital Transformation nov 2015 #GWC15 @b_crespo Who’s holding that secret?.
  16. 16. #GWC15: Gamification | Digital Transformation nov 2015 #GWC15 @b_crespo 4.000 b.C. CUNEIFORM WRITING Up to 1.000 a.C. SCRIPTO CONITUA 1.440 PRINTING PRESS/ GUTTEMBERG 1.950 BROADCASTING 1.980 WWW html protocol Tim Berners-Lee 2.003 SOCIAL MEDIA Enriched Oral Tradition? Let me tell a (hi)story… Source of inspiration: The Shallows: What the Internet Is Doing to Our Brains by Nicholas Carr BEGINNING ORAL TRADITION HISTORY OF COMMUNICATION: Adapted from Nicholas Carr
  17. 17. #GWC15: Gamification | Digital Transformation nov 2015 #GWC15 @b_crespo Is Conversation the "New Black”? •  Social Media and Gaming are bringing the topic of interaction on a global scale. •  Games are the #1 category in terms of downloads on mobile apps. •  Mobile apps have overcome webs regarding the overall time spent on digital according to KPBC (Mary Meeker, May 27, 2015). •  MOBA (Multiplayer Online Battle Arena) is beating audience of traditional sports (US Gaming Trends 2015 – Adobe Digital Index).
  18. 18. #GWC15: Gamification | Digital Transformation nov 2015 #GWC15 @b_crespo Games and Neuroplasticity Source: Excerpt from “Enhanced functional connectivity and increased grey matter volume of insula related to action video game playing “ - http://www.nature.com/articles/srep09763#f3
  19. 19. #GWC15: Gamification | Digital Transformation nov 2015 #GWC15 @b_crespo Emotions can be measured. Source: Affdex SDK - Capture people’s emotion reactions on mobile devices in real-time. http://www.affectiva.com/technology/
  20. 20. #GWC15: Gamification | Digital Transformation nov 2015 #GWC15 @b_crespo Frameworks deal with Activation and user Engagement… Source of inspiration: The Shallows: What the Internet Is Doing to Our Brains by Nicholas Carr
  21. 21. #GWC15: Gamification | Digital Transformation nov 2015 #GWC15 @b_crespo …What about DISengagement?.
  22. 22. #GWC15: Gamification | Digital Transformation nov 2015 #GWC15 @b_crespo Amplifying the Digital Scope… Source : @b_crespo BLOG | Quantum Markethink – Bridging the Gap on Your Digital Strategy STRATEGICDEFINITION CONTENT STRATEGY SEO SOCIAL MEDIA EMAIL WEB, MOBILE, APPS [UX, engagement] CRO / Performance PAID MEDIA earned own paid
  23. 23. #GWC15: Gamification | Digital Transformation nov 2015 #GWC15 @b_crespo … Digital Scope of Gamification. DEFINICIÓNESTRATEGICAOPTIMIZACIÓN/EJECUCIÓN CONTENT STRATEGY SEO SOCIAL MEDIA EMAIL WEB, MOBILE, APPS [UX, engagement] CRO / Performance PAID MEDIA earned own paid CAMPAIGN OPTIMIZATION TESTING & PERSONALIZATION CRM INTEGRATION AdTech ANALYTICS #Gamification AUDIENCE MODELLING WEB & MOBILE ANALYTICS VoC CEM ANALYTICSSEO AUDIT SOCIAL & CONTENT ANALYTICS
  24. 24. #GWC15: Gamification | Digital Transformation nov 2015 #GWC15 @b_crespo …What about lack of Motivation?.
  25. 25. #GWC15: Gamification | Digital Transformation nov 2015 #GWC15 @b_crespo Missionaries and cannibals problem Source: Missionaries & Cannibals game solution – YouTube Mayank Shekhar
  26. 26. #GWC15: Gamification | Digital Transformation nov 2015 #GWC15 @b_crespo Over-usage of game mechanics? •  Segment your users by game typologies ex ante is a hassle. •  Initial approach, although scientifically pre-tested, is hard to evolve (design, CMS, plot limitations, etc.). •  We usually end up pushing forward the initial approach to exhaustion. •  Might be the reason why 80% of users disengage after the first weeks?
  27. 27. #GWC15: Gamification | Digital Transformation nov 2015 #GWC15 @b_crespo Over-usage of game mechanics leads to Killing the goose that laid the golden eggs.
  28. 28. #GWC15: Gamification | Digital Transformation nov 2015 #GWC15 @b_crespo GSR Gamification Social Responsability.
  29. 29. #GWC15: Gamification | Digital Transformation nov 2015 #GWC15 @b_crespo GSR GSR in practice means: •  Search for advise by Gamification professionals when applying game dynamics and mechanics to solve a business problem. •  Generate a degree of sensitivity on game designers about the consequences of short-term loss of neural connections. •  Accepting that users’ attention and curiosity may be diminished by the lack of effort in performing tasks enhanced by the use of game mechanics. In turn, feel responsible for the change as well as the results when using Gamification.
  30. 30. #GWC15: Gamification | Digital Transformation nov 2015 #GWC15 @b_crespo 7 Takeaways #Gamification #DigitalStrategy #Neuroscience #DigitalTransformation
  31. 31. #GWC15: Gamification | Digital Transformation nov 2015 #GWC15 @b_crespo 1 If we know that engagement with a purpose is the key issue, Why not using Gamification with the scope of the Digital Strategy as a whole?
  32. 32. #GWC15: Gamification | Digital Transformation nov 2015 #GWC15 @b_crespo 2 If intrinsic rewards sustain engagement in the long run, Why not applying the focus on dynamics from earned to paid media?
  33. 33. #GWC15: Gamification | Digital Transformation nov 2015 #GWC15 @b_crespo 3 Gamification engages people on emotional level, Why not using powerful digital analytics to keep track on emotional engagement?.
  34. 34. #GWC15: Gamification | Digital Transformation nov 2015 #GWC15 @b_crespo 4 If Gamification is about player- centric design, Why not using digital audiences to segment players by goals and ambitions on the go?
  35. 35. #GWC15: Gamification | Digital Transformation nov 2015 #GWC15 @b_crespo 5 If evolving the initial approach is hard to accomplish, Why don’t we use testing and personalization tools to optimize the game?
  36. 36. #GWC15: Gamification | Digital Transformation nov 2015 #GWC15 @b_crespo 6 If Gamification is a source of structural change, Shouldn’t we be responsible for the change we are facilitating to people?
  37. 37. #GWC15: Gamification | Digital Transformation nov 2015 #GWC15 @b_crespo 7 Over usage of amification mechanics might take you to the dark side of the force.
  38. 38. #GWC15: Gamification | Digital Transformation nov 2015 #GWC15 @b_crespo Bernardo Crespo @b_crespo https://www.linkedin.com/in/bernardocrespo #GCW15 11 nov, 2015. Gamification & Digital Strategy :-) THANKS!

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