The word “Gamification” means a process which combines the power of datafication, social networking and fun with a sense of purpose/objective to motivate the consumer/audience to demonstrate specific behaviours. In a hyper-connected world, every aspect of our life and business transaction is so much connected and interdependent that it may not be possible to keep ourselves isolated from this network of information and not get impacted from it. There could be a lot of business opportunities around this concept.

1. Use Case Example by, Anil Raina
Jan-2019

2. The word “Gamification” means a process which combines the
power of datafication, social networking and fun with a sense of
purpose/objective to motivate the consumer/audience to
demonstrate specific behaviours. In a hyper-connected world,
every aspect of our life and business transaction is so much
connected and interdependent that it may not be possible to
keep ourselves isolated from this network of information and
not get impacted from it.
The opportunity lies in how we leverage the rapidly evolving interdependence/integration
with technology and to use it in the area of connecting people with the businesses that
have a sustainable outlook and a sense of greater purpose. Shared Economy Business is
one such area that has seen rapid growth of late and many ideas have shaped into larger
bigger names in the business now, e.g. Carpooling (OLA, UBER), short-term lodging
(Airbnb), and so and so forth are great examples of an idea which is based on meeting the
pressing need for scarce resources/service for people who cannot afford it at regular price
points. Hence, a business that allows people to share their assets with others while
reducing the cost of ownership is moving very faster than before.
Gamification Framework for Shared Economy Business

3. The following is an example that illustrates how a company “Stake All” in the shared Service collaborate
consumption Business can apply a Gamification Framework to expand the business by involving more number
of users subscribe to its service and be part of the collaborative consumption movement and achieve social
benefits and sustainability while maximising revenue and growth for the organisation. There are 6 framework
elements and if applied in appropriate calibration can really be an effective strategy to integrate
consumer/users/subscribers and the business processes in a meaningful way.
1. Define business objectives
2. Delineate target behaviours
3. Describe your players
4. Devise activity loops
5. Don’t forget the fun!
6. Deploy appropriate tools and Game Elements
a. Robust access to engage a larger user base
b. Game Dynamics
c. Mechanics
d. Game Components:
Gamification Framework for Shared Economy Business

4. Gamification Framework for Shared Economy Business
1. Define business objectives
Let say that the organisation wants to improve its business prospects
and Increase revenue and profits in collaborative Consumption Space
Game design will need to focus on the following:
• Show the social sustainability benefits/results as
consequence of shared transactions
• Encourage more transactions to gain more revenue
2. Delineate target behaviours
It is expecting the target segment to show more inclination/Interest
towards using shared products and services and subscribe to the
offerings using its technology Platform. The game design will need
to target the following behaviours and the current technology
platform will be gamified to encourage and motivate the following
behaviours
 Encourage/Motivate people to understand the benefits of a
shared economy and build a sense of globally informed
environmental conscious citizen.
 Encourage a sense of consumption/experience at a very
affordable price and cost.
 Encourage a behaviour where people can see the reducing
cost of ownership after they have shared the usage of their
products with other consumers.
 Encourage a behaviour for people to show interest in making a
positive impact on environment by being part of shared
economy. Show number of carbon footprints reduced
3. Describe your players
The players are
 People who believe in the philosophy of social benefits and sustainability
 People who are keener on using fugal resources, get rewarded and save money
 People who want to earn some extra money/rewards by doing tasks for others
The gamification will need to engage the above player segments by showing Sustainability
benefits, money saved, money earned and consumption using shared economy assets and
encourage more usage and sharing by making the reports/dashboard visible to a shared set
of community members/friends within respective groups
4. Devise activity loops
• Build an engagement and progression loop by encouraging new user to play a small
shared economy game/puzzle and reward them some “shares” after they have solved it.
Also, let them have free access to the platform to open an account and encourage them
to offer their service/product and/ or take service from others to show them how others
similar to them have been benefitted by this model.
• Show how they have been doing in comparison to other community members and
• Number of shares others have accomplished, number of tasks/services they have done,
and their ranking in the system.
•
• Encourage “Boss fight “like competition, wherein in a particular window of time,
encouragement can improve their share numbers and get additional rewards from the
company if they achieved certain levels by certain time of period, and / or lose some
shares if they miss the target.
• Give special recognition to the most active users of the share economy platform so that
they are seen as most trusted ones in the system.

5. Gamification Framework for Shared Economy Business
5. Don’t forget the fun!
The following Fun elements can be added to the game Design:
• Playing a small puzzle/game to scaffold and get rewarded in the process
• Participating in a small competition to improve the number of shares and win/lose based on
the performance. And make use of rewards as extrinsic motivators.
• Add in social Influence parameter to encourage people see their leadership qualities and
compare it with others. Use this for intrinsically motivated users.
• Bring in Interesting user experience and imagery to the players in which the users can relate
in a fun way.
6. Deploy appropriate tools and Game Elements to Implement the above Framework
Robust access to engage a larger user base:
Since the entire Business model of shared economy is based on connecting consumer to a consumer in a most efficient way, the technology plays an imperative role
and consequently any attempt to gamify the entire consumer experience will depend upon a very sophisticated usage of technology to provide seamless user
experience, access and visibility. The access will need to make available on all the platform including mobile devices.
Game Dynamics:
The Game dynamic elements will need to focus on brining the emotional connect between the people and their responsibility towards a sustainable life style and its
impact on future Generations/their children’s. It has to connect with people at intrinsic and extrinsic level by showing how the break neck consumerism is leading to
depletion of resources and less rewarding/fulfilling for many other aspirants on the planet. The communication should be on an opportunity and urgency to act.
Mechanics:
The game Mechanics to drive the action towards the required behaviours will bring in aspects like throwing challenges in an incrementally easy to complex way and
thus rewarding users in the process for their effort and participation. Elements like social influencing, Trust meter, and Carbon Foot print Crusader,
Individual/personal Brand Building can be added to drive the required behaviours.
.
Game Components:
Results can be shown as people getting recognised, ranking on the leader board, collection of shares, number of competitions won, special other achievements, etc.
The framework can be potentially applied to
gamify any business process or endeavour that
relies on increased people participation in a
mutually beneficial manner.
Key Words:
Gamification, Consumer Behaviour, datafication, hyper-
connected, Game, shared economy, Motivation, Business
objectives, Fun, economy, sustainable business, collaboration,
social influence, consumption, Scarce resources, cost of
ownership