This private document discusses gamification, including key concepts, definitions, types of player motivation, game mechanics, and examples of gamification in business contexts like banking, insurance, and customer relationship management (CRM). It provides an overview of gamification principles and frameworks, outlines risks and challenges, and shares demonstrations of gamification systems implemented at banks like BBVA and OCBC to motivate customer savings behaviors. The document concludes with a discussion of how gamification can be applied within CRM specifically to improve metrics like deal closing, customer service, and employee collaboration and skills.

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GAMIFICATION
Gülden BİLGÜTAY
DASK,CRM VE FİLO
Ocak 2013

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Agenda
• Game Effect in Our Lifes
• Key Concepts
• What Gamification is / is not ?
• Player Types
• Game Mechanics
• Gamification In Business
• Gamification Demonstrations
• CRM in Action
• References

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Game Effect in Our Lifes

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Game Effect in Our Lifes
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Gartner says…
According to Gartner, «gamification has emerged as a recognizable trend. Rarely does an
emerging trend impact so many areas of business/society.
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Key Concepts

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• Process that elicits, controls, and sustains certain behaviors. Motivation can be
considered as a group of phenomena which affect the nature of an individual's
behavior, the strength of the behavior, and the persistence of the behavior.
• Types of motivations:
• Intrinsic - based on the pleasure generated by the activity rather than relying on
an external reward
• Extrinsic. - can be internalized by individuals if the task fits with their values and
beliefs and therefore helps to fulfill their basic psychological needs
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MOTIVATION
Key Concepts

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Intrinsic Motivation Extrinsic Motivation
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Autonomy
Belonging
Mastery
Power
Fun
Curiosity
Acceptance
Honor
Meaning
Prizes
Points Levels
Leaderboards
Badges
Quests
Gold
Stars
Progress Bar
Money
Order
Social Status
Idealism
MOTIVATION
Key Concepts

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• A spontaneous joy while performing a task
• «being completely involved in an activity for its own sake.The ego falls away.Time flies.
Every action, movement, and thought follows inevitably from the previous one, like playing
jazz. Your whole being is involved, and you’re using your skills to the utmost» by Mihaly
Csikszentmihalyi
MANAGING THE FLOW ! balancing the difficulty of the challenges presented with the skill levels of the
players
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MOMENTUM (FLOW)
Key Concepts

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• Providing rewards that are meaningful to the participants.
• Different people will find different rewards and incentives meaningful
• But many will value opportunities to help charities through donations, lose weight, master a
specific skill or achieve a significant task.
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MEANING
Key Concepts

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Video - Bottle Bank Arcade
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Key Concepts

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What Gamification Is Not?
• Fixing Core business problems !? NO
• Not only coding a game
• Gamification is not about playing games, it’s about solving problems and engaging your users
• Won’t solve all of your problems at work. if employees don’t like their jobs and the culture at
your organization is deteriorating then gamification won’t all of a sudden make your company a
fantastic place to work.

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• Gamification uses game design and gaming models in traditionally non-game scenarios/
contexts.
• At the very heart of what you're trying to do with gamification is to get people to come in, keep
coming in and bring their friends to create a cycle in which your products, services and
engagement drive customer adoption
• The idea is to incentivize, encourage, and activate engaged people around everyday tasks and
life with rewards, badges, leaders, levels, objectives, and other symbols that have assigned value
and propel engagement
What Gamification Is?

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Explorers : Find
every hidden
level,tip,crack..etc.
Super Mario
Brothers
Achievers : losing
at the game will
likely cause them to
lose interest in
playing it.
Socializers : don’t care
about the game or
winning. To them,the
game is a backdrop for
meaningful long-term
social interactions.
Killers: Similar to
achievers in the desire
to win; BUT ! winning
isn’t enough. They
must win and someone
else must lose.
Player Types

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Explorers : Find
every hidden
level,tip,crack..etc.
Super Mario
Brothers
Achievers : losing
at the game will
likely cause them to
lose interest in
playing it.
Socializers : don’t care
about the game or
winning. To them,the
game is a backdrop for
meaningful long-term
social interactions.
Killers: Similar to
achievers in the desire
to win; BUT ! winning
isn’t enough. They
must win and someone
else must lose.
80% Socializer50% Explorer 40% Achiever 20% Killer
GamerDNA :
http://www.gamerdna.com/quizzes/bartle-test-of-gamer-psychology
Player Types

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• Rules : Internal structures of the game.
• User Feedback : Moment by moment
Interaction.
• Points & Progress Bars
• Dashboards
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• Leaderboards : Triggering the passion of being at the top point
• Badges : Stimulating physchology of collecting & give a virtual reputation / status to the user among the
others.
• Challenges : Motivate users to do more
• Levels : Indicating progress.
Game Mechanics

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FourSquare
•Badges – rewarding users for
participation/check-ins
•Loyalty program – rewarding those who
check-in the most
Game Mechanics

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Game Mechanics

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Gamification in
Business

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Gamification in Business

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ADVANTAGES
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• High user adoption and engagement.
• New Products and Services
designed by «Game Thinking».
Gamification can become the process
for building a comprehensive new
digital services platform.
• Make work «FUN» « Gamification of
online finances, is a way how to make
sometimes boring banking more fun
and engaging for end customers, with
using points, badges and social
sharing » by BBVA
• Good gamification deployments
increase value of a company’s brand
Gamification in Business

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RISKS
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• Trying to add fun to an activity is difficult.
• Hard to understand customer motivation
• Collobrative Environment Problems:
• Punishment : Unhappy users stop
participating
• Extinction : Removing attention to
decrease a behaviour.
• No “one size fits all” with gamification. Different
people play different games for different
reasons.While gamifying some activity may
engage part of the stakeholders, it is not likely to
appeal to all stakeholders.
• Missing the Target ! Unnecessarry journeys &
distracting customers from the main purpose of
giving them what actually want
• More a process than a product. User
engagement Must be built in at the product/service
level.
Gamification in Business

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Is Gamification the Right Play for Your Business?
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Gamification in Business

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• An estimated 70% of the top 2000 public companies in the world will have at least one
gamified application by 2014
• 80% of current gamified applications will fail to meet business objectives primarily because
of poor design. - Gartner predicts that by 2014,
• Gamification is a $100 million market that should grow to $2.8 billion by 2016, according to
M2 Research, an Encinitas, California,
Gamification in Business

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How it has been used in
Banking?
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Gamification in Business

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BBVA Game
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4SQUARE Integration
Customers who "check-in"
at the branches will earn
1,500 BBVA Game points
Facebook Integrationa virtual economy around the pointsystem!
Gamification Demonstrations

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4SQUARE Integration
Customers who "check-in"
at the branches will earn
1,500 BBVA Game points
Facebook Integrationa virtual economy around the pointsystem!
BBVA Game App on
Facebook Attracts
37,000 Users in 2
Months !
Gamification Demonstrations
BBVA Game

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4SQUARE Integration
Customers who "check-in"
at the branches will earn
1,500 BBVA Game points
Facebook Integrationa virtual economy around the pointsystem!
Changing
habits of
customers
Encouraging
Internet
Banking
Simple & Easy Implementation
Gamification Demonstrations
BBVA Game
BBVA Game App on
Facebook Attracts
37,000 Users in 2
Months !

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Gamification Demonstrations
BBVA Game

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SAVE UP !
“gamifies” user saving accounts, mortgages,
loans&investments and paying down debt
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Gamification Demonstrations
SaveUp : first free rewards program for saving money and reducing debt

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• Users earn SaveUp credits for every dollar saved or debt reduced and can use these credits to
play for prizes ranging from travel, cars to even a $2M jackpot.
• SaveUp can be used with 18,000 financial institutions in the US including rewards for savings
accounts
• To win awards, customers sign up for the site, and link it to their bank and credit card accounts.
Every time they save $10, they are entered with a chance to win. They get three chances to play
every time they watch a sponsored educational videos.
• $4 million – current value of the company
SaveUp : first free rewards program for saving money and reducing debt
Gamification Demonstrations

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• Unprecedented user engagement for a financial services platform:
• 20% percent of its user base is active daily;
• 45% tuning in weekly,
• 68% signing in at least once a month.
• SaveUp users have more than half-a-billion dollars in debt registered in the system.
That includes $317 million in mortgage debt,
$45 million in credit card debt,
$148 million in loan debt
• Since launching, helped users pay down $74 million in debt & bolster savings to the tune
of $93 million.
SaveUp : first free rewards program for saving money and reducing debt
Gamification Demonstrations

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Gamification Demonstrations
SaveUp : first free rewards program for saving money and reducing debt

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Rewarding Mechanism
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Gamification Demonstrations
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PlayMoolah
Gaming the financial system
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Gamification Demonstrations

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PlayMoolah – OCBC Bank Mighty Savers Programme
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• deposits minimum of $40 in their OCBC account and play
• Aimed at children under 15 years old
• The program now has 200,000 accounts, up from 100,000 two years ago.
Gamification Demonstrations
http://www.ocbc.com/personal-banking/Accounts/mightysavers.html

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Gamification Demonstrations
PlayMoolah – The Fun Way to Master Your Money

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What About Insurance
Applications?

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Allianz Live Frog
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• A live Facebook application turning the popular game Frogger into a live interactive
experience.
• With this virtual game, Allianz advises and proves that everyone can prevent real life
dangers.
• 65.000 users
• Aim – loyalty and trust & branding
o
Gamification Demonstrations

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Gamification Demonstrations
Allianz Live Frog

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The Volkswagen – Speed Camera Lottery
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Gamification of insurance applications will ultimately change the dynamic of dangerous
driving, by reinforcing and rewarding smart driving habits.
Have taken drivers’ photos taken and registration numbers recorded and entered into a
lottery. Winners would recieve cash prizes and be notified by post.
Gamification Demonstrations

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Travellers IntelliDrive Program : The Less You Drive, The More You Save.
• If you drive less than 10,000 miles per year, you could receive a savings of
up to 20 percent.
• The discount is applied upon the policy renewal.
• A small device that plugs into your vehicle
Gamification Demonstrations

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HIMEX by Evogi : Usage/behavior-based insurance discount
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• Insurance carriers can provide the consumer access to their driving behavior, presented in a
game-based format, showing an improvable driving score, ranking in community as well as
helpful information like gas prices, traffic and weather. This information can be shared across
open or private communities.
• a true end-to-end solution that creates more engagement and greater retention among
policyholders
the HIMEX : virtual world gamification platform
Gamification Demonstrations
• Game-based platform for auto insurance companies

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• Increase customer engagement and grow revenue
• «While saving money on car insurance is a key benefit of usage based insurance, saving
lives is the big win. Gamification of insurance applications will ultimately change the dynamic
of dangerous driving, by reinforcing and rewarding smart driving habits» by Evogi Chairman
Gamification Demonstrations
HIMEX by Evogi : Usage/behavior-based insurance discount

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And… CRM in
Action !
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• Concepts in CRM
• How many deals were closed?
• How many customer calls done in a given period ?
• How the customer satisfaction increased?
• How many people responded to the survey?
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• So the challenges …
• How to close more deals and faster?
• How to help customers better?
• How to encourage collaboration and information
sharing between co-workers?
• How to improve the skills of employees?
• How to on-board newbies in the team?
• How to reduce turnover for call center agents ?
CRM in Action

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HARD TO MOTIVATE !
Sales reps
Won the deal & Be on
top of the
leaderboard (Killers)
Close the deal (Achiever)
- Dealing with
customers (Socializer)
- Interact with fellow co-workers.
- Showing an honest interest in
the other person & expressing
empathy
- Remembering personal details
like birthdays etc. & build a good customer
support (Explorer)
Customer
Care Agents
CRM in Action

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GamEffective for Call Centers
• Aiming to improve productivity, collaboration and employee engagement.
CRM in Action

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Game mechanics in GamEffective
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Administration ->
- Integration to the agent's
desktop
- IVR/CTI solutions
- CRM solutions
CRM in Action

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CRM in Action

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CRMGamified ! A CRM Integrated Enterprise Gamification Solution
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Live Demo - https://crmgamifiedb2.crm.dynamics.com
o User: john@crmgamifiedb2.onmicrosoft.com
o Pass: CRMGamified#1
CRM in Action

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CRM in Action
CRMGamified ! A CRM Integrated Enterprise Gamification Solution

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CRM in Action
CRMGamified ! A CRM Integrated Enterprise Gamification Solution

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• Any award earned by the user is also granted to his or her teams.
• You can selectively choose which users and which teams are in the game
CRM in Action
CRMGamified ! A CRM Integrated Enterprise Gamification Solution

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• Highlight some users for their performance, grant them points manually.
• If something went wrong and you need to rollback some points
CRM in Action
CRMGamified ! A CRM Integrated Enterprise Gamification Solution

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References
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[2] http://blog.backbase.com/tag/gamification-of-banking/
[1] http://www.gartner.com/newsroom/id/1844115
[3] http://business.time.com/2012/08/28/six-reasons-why-gamification-will-rule-the-business-world/
[4] http://www.entrepreneur.com/article/223039 - How Three Businesses Scored Big with Gamification
[5] http://www.allaboutagile.com/disadvantages-of-agile-development/
[6] http://thefinancialbrand.com/25728/gamification-in-retail-banking/
[7] http://www.zdnet.com/blog/hinchcliffe/enterprise-gamification-will-it-drive-better-business-performance/1998
[8] http://www.arcaris.com/
[9] http://enterprise-gamification.com/index.php/en/crm
[10] http://www.entrepreneur.com/article/223039
[11] http://gameffective.com/blog.html
[12] http://www.gamification.co/2012/10/31/spanish-bank-bbva-embraces-gamification-with-online-game/
[13] http://www.netmagazine.com/features/pro-s-guide-gamification
[14] http://press.bbva.com/latest-contents/press-releases/spain/bbva-uses-the-social-network-foursquare-to-foster-its-
customer-relations__9882-22-101-c-99520__.html
[15] http://www.quepublishing.com/articles/article.aspx?p=1908585
[16] The Games People Play – Eric Berne

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THANKS ! ANY QUESTIONS ?
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