GWC14: Bernardo Crespo - "5000 hours of learning"

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Presentation from Bernardo Crespo's talk at Gamification World Congress 2014

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GWC14: Bernardo Crespo - "5000 hours of learning"

  1. 1. 1 GWC Gamification 5.000 horas de Aprendizaje – mayo 2014 Gamification : Gamification: 5,000 hours of learning Bernardo Crespo Twitter: @b_crespo #GWC14 Madrid, 6 noviembre 2013
  2. 2. 2 GWC Gamification 5.000 horas de Aprendizaje – mayo 2014 BBVA Game Setting up a platform to educate customers on how to use our transactional website. And it works! 2011 2014 3 years of learning You are here
  3. 3. 3 GWC Gamification 5.000 horas de Aprendizaje – mayo 2014 Our approach http://youtu.be/OsaJoNYmoeM
  4. 4. 4 GWC Gamification 5.000 horas de Aprendizaje – mayo 2014 End 2010 / Beginning 2011 Source: Google Trends / “Gamification” / http://www.google.es/trends/explore#q=gamification%2C%20&cmpt=q Gamification: PBL Points Badges Leaderboards
  5. 5. 5 GWC Gamification 5.000 horas de Aprendizaje – mayo 2014 Our goal The challenge • Contribution to our Digitalization goal. • Main goal. Engagement on actual users. • Secondary Goal. User Acquisition. The use of Gamification techniques as a means to enhance business goals. 11 22 33 POINTS BADGES LEADERBOARDS Challenges + Rewards
  6. 6. 6 GWC Gamification 5.000 horas de Aprendizaje – mayo 2014 Is everyone a gamer? 66% 33%
  7. 7. 7 GWC Gamification 5.000 horas de Aprendizaje – mayo 2014 19% 0-20 20-30 años 30-45 >6045-59 2% 23%48% 8% 71% Is everyone a gamer?
  8. 8. 8 GWC Gamification 5.000 horas de Aprendizaje – mayo 2014 Is gamification about fun? Makes bbva.es more enjoyable… Source: Opinator – YoY April 2014 Keeps my curiosity… I value your rewards… Overall satisfaction with bbva.es… Overall satisfaction with game… 7.95 7.40 7.13 8.03 7.24 29,767 29,709 29,683 29,672 29,637
  9. 9. 9 GWC Gamification 5.000 horas de Aprendizaje – mayo 2014 How do we keep the “flow”? PASSION Source: Adapted form Flow: The Psychology of Optimal Experience , Mihaly Csikszentmihalyi. CHALLENGE SKILL Anxiety Boredom
  10. 10. 10 GWC Gamification 5.000 horas de Aprendizaje – mayo 2014 > 80% automated direct communications How do we keep the “flow”?
  11. 11. 11 GWC Gamification 5.000 horas de Aprendizaje – mayo 2014 How to measure Gamification? Game metrics There is no magic formula. Web metrics Biz Metrics KPIs KSIs
  12. 12. 12 GWC Gamification 5.000 horas de Aprendizaje – mayo 2014 ¿Cómo se mide Gamification? No existe una fórmula mágica User activity Return Frequencychallenges sections redemption User acquisition Traffic channels CTR + Logins rewards Virality KPIs KSIs margin ROI frequency + a lot of curiosity Video views
  13. 13. 13 GWC Gamification 5.000 horas de Aprendizaje – mayo 2014 One “game” fits all? Achievers Source: Adapted form Richard Bartle: Interacting Acting Players Killers ExplorersSocializers World
  14. 14. 14 GWC Gamification 5.000 horas de Aprendizaje – mayo 2014 videos Hiring new products Social challenges data qualification transactions Friends Quiz logon permanency goals games One “game” fits all?
  15. 15. 15 GWC Gamification 5.000 horas de Aprendizaje – mayo 2014 How to Sell Gamification To Your CEO? Biz Metrics KSIs
  16. 16. 16 GWC Gamification 5.000 horas de Aprendizaje – mayo 2014 No way using Gamification awards Fuente: http://www.gamification.co/2012/10/31/spanish-bank-bbva-embraces-gamification-with-online-game/ http://www.forrester.com/Case+Study+BBVA+Drives+Online+Banking+Use+With+Game+Mechanics/fulltext/-/E-RES101441?docid=101441 http://my.gartner.com/portal/server.pt?open=512&objID=202&&PageID=5553&mode=2&in_hi_userid=2&cached=true&resId=2355215&ref=AnalystProfile
  17. 17. 17 GWC Gamification 5.000 horas de Aprendizaje – mayo 2014 201,639 Game users > 1 MM Video views 50% Spanish villages playing BBVA game NOW NOW
  18. 18. 18 GWC Gamification 5.000 horas de Aprendizaje – mayo 2014 3x ClickOpen email 2x Overall satisfaction BBVA.es #2 Bank by Social Media audience. Spain. 24x Video views [first 12 months] NOW
  19. 19. 19 GWC Gamification 5.000 horas de Aprendizaje – mayo 2014 Has this game an ending?
  20. 20. 20 GWC Gamification 5.000 horas de Aprendizaje – mayo 2014 Has this game an ending? “Time is a game played beautifully by children.” Heráclito
  21. 21. 21 GWC Gamification 5.000 horas de Aprendizaje – mayo 2014 There is no ending for emotions
  22. 22. 22 GWC Gamification 5.000 horas de Aprendizaje – mayo 2014 BBVA Game Creamos una plataforma donde enseñamos a mejorar el uso de BBVA.es entre los clientes BBVA. Gamification funciona! LigaBBVAgame.com 2011 2014 Usted está aquí 3 years of learning Taking advantage of our learning to adapt BBVA game to an acquisition tool.
  23. 23. 23 GWC Gamification 5.000 horas de Aprendizaje – mayo 2014 Gami-acquisition
  24. 24. 24 GWC Gamification 5.000 horas de Aprendizaje – mayo 2014 Will see how it works.
  25. 25. 25 GWC Gamification 5.000 horas de Aprendizaje – mayo 2014 Bernardo Crespo Twitter: @b_crespo #GWC14 Thanks a lot / Muchas Gracias. Gamification: 5,000 hours of learning

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