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Gamification Turkey Summit - Fabio Viola -

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Gamification Turkey Summit - Fabio Viola -

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Gamification Turkey Summit - Fabio Viola -

  1. 1. Master Sole 24 Ore 23/02/2013
  2. 2. 2 Public and private companies should look at Candy Crush and Clash of Clans as models (and rivals) for the economical and temporal attension span of their customers.
  3. 3. 3 Loyalty programs active users have steadily declined since 2010 at a rate of 2% to 3% per year. Over 50% of accumulated points , with an estimated worth of $50 billion, are never redeemed. According to Gallup, only 15% of the worldwide workforce is actively engaged in their companies, it means we are losing billion of dollars hiring «ghost» workers. During the high school, only 30% of the students are engaged with the curricula and in the classroom According to the World Bank, election turnout is declining across the world. Over the last 25 years, the average global voter turnout rate dropped by more than 10%. From 2000 to 2015 the suicide rate increased 27% among young adults aged 20 to 35 in several western countries.
  4. 4. How is it possible that a world that travels at a never-experienced speed, a world full of choices and stimuli, a world where has been produced more data and contents in the last 10 years than in the rest of human being's history suffers so high rates of DISENGAGEMENT starting by the early of the century?
  5. 5. Probably the younger generations grew up (Gen Y) and born (Gen Z) during the 4th industrial revolution – symbolized by internet – are living a short-circuit between their needs, dreams and ways of acting and the world they live in. Pillars such as education, work, products, services are not more structured to fulfill our teenagers and young adults and let them to express completely their potential. A world thought at the beginning of the last century: top down, pyramidal, bureaucratic, inflexible, functional and with a standardized mass production.
  6. 6. In the last 5 years worldwide companies have spent more than $1 trillion in new websites, applications, social media strategies, updated loyalty programs, crm 2.0…with few or no results . There is no more time, we have to deeply rethink our products and services and, probably, even our social structures.
  7. 7. Master Sole 24 Ore 23/02/2013 ENGAGEMENT REVOLUTIONENGAGEMENT REVOLUTIONFew companies are monopolizing our time. One of the secrets behind the success of Netflix, Youtube, Facebook, Instagram, Spotify is what I call “Engagement Centered Design”. Experiences designed with and for the audience! Even before money, time is the gold asset for the modern society and the most important KPI which every company should look at.
  8. 8. Master Sole 24 Ore 23/02/2013 Engagement is not something magical, it can be scientifically planned and designed, this is the greatest lesson I learned in the last 15 years spent working in the videogame industry (E.A. Mobile, Vivendi Games). Hundreds of mechanics and dynamics, split by targets and aims, already successfully tested and deployed.
  9. 9. Master Sole 24 Ore 23/02/2013 Every company should hire an “Engagement Director” and/or a “Gamification Designer” as cross department roles useful in the digital trasnformation/change management processes. Right now on Linkedin there are +6000 “engagement director” open positions.
  10. 10. Engagement is not technology or budget driven. The starting point is how to bring the individual at the center of the experience with his motivations, feelings and emotions.
  11. 11. 11 ENGAGEMENT PYRAMIDENGAGEMENT PYRAMID This Pyramid comes from a book I published this year based on thousands of interview where I was investigating the reason why we are involved with some objects and experiences and how to design the start, the maintenance and even the ending of this “relationship”. The previous example is ascribable to “engagement by attraction”, a visceral level that works well in the short term and is tightly connected with our primitive area of the brain.
  12. 12. American professor Berry White Jr. understood on the field how important is, especially for new generations, to establish meaningful and deep relationships. When we feel important and unique we perform better, we spend more, we store data in our long term memory and we become pro-active. Introducing a personalized greeting gets in return higher level of customer’s satisfaction and loyalty in a restaurant. In the same way just try to delivery a product with two hands and the profit of your retail chain will rise.
  13. 13. Master Sole 24 Ore 23/02/2013 #1 PERSONALIZZAZIONE
  14. 14. 14 With retention and frequency in mind as KPI, we stressed the personalization’s dynamic in this project. Without going into details of a 30 page gamification design document, we introduced the “choice your tree’s name option”. On top of this, every tree has 3 different state of health that requires active actions (harvesting, watering) on a monthly base. The reward? According to the health status, the tree starts a different one to one conversation with the owner.
  15. 15. 4Food let its customers to customize and personalize the sandwitch across hundreds of option. Each sandwich is unique and at the end of the process you can assign a name. Starting by that moments that sandwich is YOUR and will be available on the website. Every time someone buys it you earn a 25cents royalty. 15
  16. 16. 16 Imagine yourself as an internship librarian, your boss ask you to catalogue all books for the next 6 months. It is going to be a boring experience and your productivity will drop day by day. Imagine the same goal organized in a game like environment, in a “snackable” experience: - Progressive short and long-terms aims - Multiple and varies activities - Progress bars to tracks your effort - Rewards - Progressive learning curve - Multitasking - Real time feedback - Unpredictable - Freedom
  17. 17. 23/02/2013 Our attention span is going down and at the same time our brain is faster than ever connecting different stimuli. The challenge is how to deliver complex contents in a “snackable” way working on framing and spacing.
  18. 18. 18 In the “work in progress” worldwide e- learning platform of Fiat Chrysler, we are introducing micro-learning gamified moments as a knowledge transfer tool We are going to deliver micro-learning moments based on 90 seconds daily quiz. If you miss the answer, you lose a life and if you lose all the lifes you have to wait or ask a life to your colleagues. If u reply correctly, you earn points according to your speed.
  19. 19. 19 Players play an active role in the video games, they costantly take meaningful choices, they influence the gameplay and even alter the ending of the story.
  20. 20. STORYTELLING Il Regno dei Funghi è un luogo pacifico in cui creature dalla testa fungina chiamate Toad vivono in perfetta armonia. Questa pace viene compromessa dal malvagio re dei Koopa Troopa Bowser e dal suo esercito che conquista il territorio e trasforma gli abitanti in blocchi di mattoni. Successivamente rapisce la principessa del regno Peach Toadstool, l'unica in grado di spezzare l'incantesimo che grava sui Toad… 20 Father and Son is an interactive story we published for free on the app stores last April 2017 on behalf of the Archeological Museum of Naples. It spreads worldwide the beauty of Naples and the emotions connected to the museum’s collection in an emotional way through the story of an archeologist father and his son
  21. 21. 21 - The Hospital handles more young patients everyday - Sedative cost reduction - Enjoyable work environment - Higher adherence to medical protocols
  22. 22. - The Hospital handles more young patients everyday - Sedative cost reduction - Enjoyable work environment - Higher adherence to medical protocols A primary bank asked us to motivate their workforce. Each employee gets personalized and comaparable daily goals. Social pressure + social comparison
  23. 23. STRUTTURARE MISSIONI -25.000 messangers certified in 30 days -54.804 Social Wall Interactions in 45 days -100.000 missions accomplished  

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