#MYDUBAI is an initiative by the Crown Prince of Dubai to entice people to share their Dubai moments on a daily and regular basis. In this brief presentation, I am sharing the basics of an idea to use Gamification techniques to boost participation in this initiative.

1. BY: Sherif Dahan
sdahan@thegamifiers.com
@SHDAHAN
Gamification Level 2 Course Final
Paper

2. In His Own Words…
““Our achievements are driven by a positive energy and spirit that is felt by
everyone who lives in our emirate, inspiring creativity and harmony and
uniting more than 200 nationalities. In the fabric of Dubai there are more
than 2.1 million stories – the individual lives and experiences of all those
who call Dubai home.
“A city’s story is created by its people and as we look towards a prosperous
future, it’s time to join together and show the world how 2.1 million people
can create one remarkable story. Together we will create the world’s first
autobiography of a city.”
HH SHEIKH HAMDAN BIN MOHAMMED BIN RASHED AL MAKTOUM

3. What is #MYDUBAI ?
Initiative by HH Sheikh Hamdan Bin Mohammed Bin
Rashed Al Maktoum
Using Social Media by Dubai Locals, Residents &
Visitors to share Dubai Moments using #MYDUBAI
Creating the first City Autobiography

4. What’s the
Challenge/Objective?
Increase Awareness on Initiative
Boost Contribution
Generic
Specific and Across Categories
Increase Retention + Repeat/Consistent Behaviors
Drive Social Media Behaviors (Like, Share, Tweet,
Retweet, Mention, etc…)

5. Audience Types (Players)
While in real life terms, target audience is
Locals
Residents
Tourists
In Gamification, the Types of Players Targeted are:
Socializers
Explorers

6. THEME (IDEA)
#MYDUBAI Contributor Program (can be given a creative name
for sure)
I am a “#MYDUBAI Contributor”
Optional: multiple types of contributors like:
People who upload photos
People who like to comment on photos
People who are active on social media
People who suggest ideas for categories and/or challenges

7. Digital Assets
Register on:
Web Site
Mobile App
Facebook App
Those can also be the repository of all photos
A Central hub to distribute on all social media once a new post
happens
Vice versa: pulls from social media and adds to the central
repository

8. Targeted Behaviors
Post Photo
Add Comment
Like others’ Photo(s)
Comment on Others’ Photo(s)
Comment on Photo by your Own

9. Targeted Behaviors (cont.)
Share on Social Media
Twitter
Mention @MYDUBAI
Use #MYDUBAI
Retweet what @MYDUBAI Tweets
Facebook
Like
Comment
Reply

10. Gamification Mechanics -
Overall
XP Points
Levels
Badges
Challenges
Rewards

11. XP Points
Contributors of various types of Behaviors mentioned
in “Targeted Behaviors” Slide
Points System is weighted to reflect the value of the
Behavior done or granted
Example: Posting a Photo can be worth 100 Points
compared to getting your Photo liked can be worth
10 Points

12. LEVELS
Levels mark a contributor’s progression within the
program based on his/her points accumulated
Special icons/badges are granted per Level that users
can show on their profile or even share on social media
OPTIONAL:
Level per category (Family, Fun, Food, etc…)
Level per Type of User (Photographer, Reviewer, Social
Media Active, etc…)

13. Badges
Given the Variety of Behaviors coupled with the multiplicity of
categories, Badges can mark the achievements of community
members
Badges will be attached to compound and or repeated
behaviors we want to drive
Examples
1 Photo per Category can grant you “You’re Everywhere” Badge
1,5,10,15,20 Photos in the Food Category can grant you “What
a Foodie” Badge

14. Challenges
To Ensure Retention and Cater for Seasonality of
various Dubai Happenings & Events
Monthly, Quarterly or Seasonal Challenges (E.g.
Dubai Summer Surprises Challenge, Ramadan
Challenge, #MYDUBAI for Charity, etc…)

15. Rewards
Both Intrinsic (not material) and Extrinsic (Real life
rewards) can be used to further encourage behaviors
and participation
Users reaching specific levels can earn rewards
Users unlocking certain badges can earn surprise or
announced rewards

16. Taking it Further…
The contents of this presentation were limited to the
requirements of the mentioned course
Further details on the suggested ideas can be
furnished upon request
All ideas are my own and should not be replicated
without my prior approval