1.
How Gamification can be used to
drive engagement
Srinath Ramakrishnan

2.
What is Gamification?
• “the use of game mechanics and experience
design to digitally engage and motivate people to
achieve their goals”
– Gartner
• Gamification is implementing design concept
from games, loyalty programs and behavioural
economics to drive user engagement
– Gabe Zicherman
http://blogs.gartner.com/brian_burke/2014/04/04/gartner-redefines-gamification/ 2Renatus Consultants

3.
Four Defining Traits of a Game
Game
Goal
“Sense of Purpose”
Rules
“Unleash creativity
and foster strategic
thinking”
Feedback
“provides
motivation to keep
playing”
Voluntary
Participation
“establishes
common ground”
Realityis Broken : Why Games Make us better and how they can change the world” – Jane McGonigal 3Renatus Consultants

4.
Approaches to Gamification
• 6 core types of gamified approaches to drive
engagement and problem solving.
• can be used individually or together to customers
/ employees
Commercial /
Negotiation
system
Grand
Challenges
Rapid feedback
systems
Simulation /
Discovery
Status
Marathons
Expressive
4Renatus Consultants

5.
Grand Challenges
• highly publicised competitions usually awarding
cash prizes designed to solve a specific problem
or a complex or indeterminate nature
• Offer of Fr 12000 for
preservation of food for his army
http://upload.wikimedia.org/wikipedia/commons/3/31/Napoleon_I_of_France_by_Andrea_Appiani.jpg 5Renatus Consultants

6.
Rapid Feedback
• gamified systems where feedback such as
scoring, shapes behaviour in real time
http://www.limpsfieldtennis.co.uk/images/lltc-badminton-coaching-4-400.jpg
http://upload.wikimedia.org/wikipedia/commons/9/92/Youth-soccer-indiana.jpg 6Renatus Consultants

7.
Simulation
• principally designed for educational purposes -
allow for exploration of new ideas, models and
scenarios
• usually found in school classrooms
http://www.rp.edu.sg/uploadedImages/Contents/RP/Schools_and_Centres/02School_of_Engineering/For_Secondary_School/Creating_Fun_Gadgets_With_Electronics
_ed.jpg
http://www.netcel.com/Global/images/News/bima-dday-school.jpg 7Renatus Consultants

8.
Status Marathons
• use status ladders and rewards - most customer
loyalty programs use this approach
http://cdni.wired.co.uk/1240x826/k_n/Like.jpg
https://tctechcrunch2011.files.wordpress.com/2011/03/skitched-20110301-090253.png 8Renatus Consultants

9.
Commercial / Negotiation System
• rely on virtual or real world economy including
markets and auctions
http://ecx.images-amazon.com/images/I/81oC5pYhh2L._SL1500_.jpg
http://cdn.farecompare.com/resources/fcblogs/2012/03/Frequent-Flyer-Programs.png 9Renatus Consultants

10.
Expressive
• games are designed to facilitate creativity ,
individuality and emotional satisfaction among
users
https://tctechcrunch2011.files.wordpress.com/2011/12/screen-shot-2011-12-19-at-11-38-08-am.png
http://www.livemint.com/rf/Image-621x414/LiveMint/Period1/2013/07/31/Photos/bqc--621x414.jpg 10Renatus Consultants

11.
What gamification is
• using concepts that are
intrinsically/extrinsically motivating, it is
about finding and delivering fun and
enjoyment in a wide range of contexts.
•
http://image.slidesharecdn.com/vortrag110527webdirectionsdontplaygameswithmeonline-110531074905-phpapp02/95/dont-play-games-with-me-promises-and-
pitfalls-of-gameful-design-16-728.jpg?cb=1308135669
11Renatus Consultants

12.
What gamification is not
• Not about throwing game
mechanics at a problem - must
design a thoughtful and
meaningful experience
• Gamification is not solely about
coming up with cool innovative
and virtual rewards
https://seeingfuture.files.wordpress.com/2013/11/tfw.png
https://depts.washington.edu/critgame/wordpress/wp-content/uploads/2011/11/gamify-rewards.png 12Renatus Consultants

13.
Creating Engagement
Talking stick used to ensure
that every one who wants to
speak is heard , so that some
voices do not dominate the
discussion
http://www.makingfriends.com/images/talking_stick.jpg
http://www.communicationideas.com/images/Employee%20Engagement%20Creating%20800.jpg
• Engagement matters because it
predicts superior outcomes
• Important to engage everyone in
the group
13Renatus Consultants

14.
Engagement through 3Fs
• engagement in any organization is based on 3 primary drivers
- called the 3 Fs
http://b-i.forbesimg.com/joefolkman/files/2013/12/feedback-heads1.png
http://img4.wikia.nocookie.net/__cb20121029010153/spongebob/images/e/e9/FUN.jpg
http://www.lifehack.org/articles/communication/15-traits-high-quality-best-friend.html
act of telling users how they are
progressing over time
connectors between users whether they
are friends in the classical sense or not
a sense of amusement and enjoyment
when working together, these 3 drivers form the core of a viral engagement loop
designed to propel users to visit an experience and then also engage others to visit
and return
14Renatus Consultants

15.
Creating Engagement – 3-12-2 game
• uses constraints, forced rankings and closures to
drive intense idea creation within a short period
of time.
The game begins with an
open ended question –
e.g. “how do we increase
revenue for the next
year?”
15Renatus Consultants

16.
Creating Engagement – 3-12-2 game
• Write the problems on an index card / one
per card
• Teams of 2 – pick each card and provide
solutions to the problem
• Form groups of 6-8 players, 2 minutes to
pitch in their best idea
• If you end up with 10 ideas, do a dot voting
to choose the best idea
3
12
2
Great game to increase productivity satisfaction
and quality
16Renatus Consultants

17.
Improving Performance - Target Checkout game
http://www.levelspro.com/targets-cashier-game-is-it-really-a-game/ 17Renatus Consultants

18.
Recruitment
http://google-tale.blogspot.in/2008/07/google-billboard-puzzle.html
7727466391
18Renatus Consultants

19.
Recruitment
Congratulations. Nice work. Well
done. You've made it to Google
Labs and we are glad you are
here. One thing we learned while
building Google is that it's easier
to find what you're looking for if
it comes looking for you. What
we're looking for are the best
engineers in the world. And here
you are.
http://www.jsoftware.com/papers/play211.htm
http://i.forbesimg.com/media/lists/companies/google_416x416.jpg 19Renatus Consultants

20.
Crayon Data - Challenge
https://www.ideatory.co/challenges/ 20Renatus Consultants

21.
Quixey Challenge
http://blog.seed.jobs/wp-content/uploads/2014/07/2013-04-21_21-51-17.png
• Players had to solve 3 practice problems before being able
to try the real challenge - solving an algorithm bug in under
one minute in front of Skype audience.
• 38 winners - out of which 5 candidates were considered
for open positions.
• The entire cost of recruitment was just $3800 dollars -
which would have cost $100,000 using traditional methods
21Renatus Consultants

22.
Dominos Pizza Hero
https://www.youtube.com/watch?v=QzWEeOoFMfU
•
22Renatus Consultants

23.
Dominos Pizza Hero
• In the first 28 days, over 1 million dollar worth
of pizza was sold through the app, rising to
almost 1 million $ a week.
• On top of that they had details of thousands
of potential recruits who could later be hired.
Renatus Consultants 23
http://a3.mzstatic.com/us/r30/Purple/v4/85/a9/3b/85a93bad-9432-a09c-858b-b1fbd863c454/screen480x480.jpeg

24.
Marriot’s Diner Dash
http://www.blogcdn.com/www.joystiq.com/media/2011/12/dinerdash530.jpg
A gamified experience where a
player does everything from
decorating the dining room to
ordering the food, and maintaining
the budget.
As they play through the game, the
players are able to try out every
position within hotel operations.
The banner "Do it for Real“ attracted thousands of active users -
when clicked takes you to the opportunities at Marriot.
24Renatus Consultants

25.
4 Door Model for e-learning
http://www.ccastd.org/Resources/Pictures/Speaker%20Headshots/Thiagi1.png
http://media-cdn.tripadvisor.com/media/photo-s/05/56/74/f0/torture-chamber.jpg
http://static.boydgaming.net/california/media/gallery/CA_Dine-Market_Street_Cafe_Dining_Area-705980-full.jpg
http://staging.smsa.org.au/assets/Books-on-Shelves.jpg
http://www.centralparknyc.org/assets/images/2014/things-to-see-and-do/pinetum-playground-l.jpg
Library Playground
Cafe Torture Chamber
25Renatus Consultants

26.
Learning - 4Cs
http://c14608526.r26.cf2.rackcdn.com/64978986-CCC8-4AEA-B5BC-1C736EF8E4D5.jpg
http://bowperson.com/wp-content/uploads/2014/11/sharon3.gif 26Renatus Consultants

27.
Innovation Games
• proven techniques for
working with all groups of
customers to create
innovative products and
services.
• a means of
fueling innovation by
understanding what your
customers really want.
27Renatus Consultants

28.
Game Types
Visual collaboration games
leverage powerful visual
metaphors and well-known
strategy and decision-making
models as the foundation of
collaborative problem solving.
Visual Collaboration Games
Speed Boat Prune the Product Tree
Virtual Market Games
Buy a Feature / Buy a Project
Virtual market games use
virtual currency to identify
shared priorities among the
players.
28Renatus Consultants

29.
Budget Games – San Jose
http://conteneo.co/conteneo-city-of-san-jose-produce-fourth-annual-budget-games/
• Specialized feature of “Buy a Feature” game
• Goal - obtain insights from citizens on city’s budget
– provide inputs to the Mayor and City Council
• used to engage neighbourhood leaders regarding
priorities for spending, tradeoffs, and budget cuts
for the City’s annual $2.9 billion budget
29Renatus Consultants

30.
Performance Reviews using Innovation
Games
http://www.innovationgames.com/wp-content/uploads/2009/11/spider-web.jpg
http://play.innovationgames.com/image_logic/2WDVZJIDBUWXTNVA45GIIA0CNE050AKY
http://www.innovationgames.com/wp-content/uploads/2011/08/oracletree-300x289.jpg
http://i.ytimg.com/vi/jQcz-JrW7BI/maxresdefault.jpg
http://play.innovationgames.com/image_logic/SUBP33F2OG0DV5XLPE25BNCXTRYV5EHG
http://insights.dice.com/wp-content/uploads/2013/04/thumbnail25.jpg
Identify reviewers Self Asssessment
Establish Goals Build Advocacy HR Outbrief
30Renatus Consultants

31.
“Gamification is like icing on the cake. If the
underlying cake is tasteless no amount of frosting
will fix the problem. The key is to make it all work
together - one delicious cake made complete by an
inviting frosting on the top” - Gabe Zichermann
http://images.wisegeek.com/fudge-icing.jpg
31Renatus Consultants
Finally ..

32.
Thank you
ramakrishnan.srinath@gmail.com
@rsrinath

33.
References
• http://conteneo.co/conteneo-city-of-san-jose-produce-fourth-annual-budget-
games/
• http://www.amazon.in/Gamification-Revolution-
Zichermann/dp/1259098559/ref=sr_1_1
• http://www.amazon.in/Innovation-Games-Creating-Breakthrough-
Collaborative/dp/0321437292/ref=sr_1_1
• http://theelearningcoach.com/elearning_design/the-four-door-model-rapid-
elearning-design/
• http://blogs.gartner.com/brian_burke/2014/04/04/gartner-redefines-
gamification/
• Using Visual Collaboration Games for Performance Review – Jason Tice
33Renatus Consultants