Gamification Turkey Summit - Fabio Viola -

1. Master Sole 24 Ore 23/02/2013

2. 2
Public and private companies should look
at Candy Crush and Clash of Clans as
models (and rivals) for the economical and
temporal attension span of their
customers.

3. 3
Loyalty programs active users have steadily declined since 2010 at a rate of 2% to 3% per year. Over 50% of
accumulated points , with an estimated worth of $50 billion, are never redeemed.
According to Gallup, only 15% of the worldwide workforce is actively engaged in their companies, it means
we are losing billion of dollars hiring «ghost» workers.
During the high school, only 30% of the students are engaged with the curricula and in the classroom
According to the World Bank, election turnout is declining across the world. Over the last 25 years, the
average global voter turnout rate dropped by more than 10%.
From 2000 to 2015 the suicide rate increased 27% among young adults aged 20 to 35 in several western
countries.

4. How is it possible that a world that travels at a
never-experienced speed, a world full of
choices and stimuli, a world where has been
produced more data and contents in the
last 10 years than in the rest of human
being's history suffers so high rates of
DISENGAGEMENT starting by the early of the
century?

5. Probably the younger generations grew up (Gen Y) and born (Gen
Z) during the 4th
industrial revolution – symbolized by internet – are
living a short-circuit between their needs, dreams and ways of
acting and the world they live in. Pillars such as education, work,
products, services are not more structured to fulfill our teenagers
and young adults and let them to express completely their potential.
A world thought at the beginning of the last
century: top down, pyramidal, bureaucratic,
inflexible, functional and with a
standardized mass production.

6. In the last 5 years worldwide companies
have spent more than $1 trillion in new
websites, applications, social media
strategies, updated loyalty programs, crm
2.0…with few or no results .
There is no more time, we
have to deeply rethink our
products and services and,
probably, even our social
structures.

7. Master Sole 24 Ore 23/02/2013
ENGAGEMENT REVOLUTIONENGAGEMENT REVOLUTIONFew companies are monopolizing our
time. One of the secrets behind the
success of Netflix, Youtube, Facebook,
Instagram, Spotify is what I call
“Engagement Centered Design”.
Experiences designed with and for the
audience!
Even before money, time is
the gold asset for the modern
society and the most
important KPI which every
company should look at.

8. Master Sole 24 Ore 23/02/2013
Engagement is not something magical, it can be
scientifically planned and designed, this is the
greatest lesson I learned in the last 15 years
spent working in the videogame industry (E.A.
Mobile, Vivendi Games). Hundreds of mechanics
and dynamics, split by targets and aims, already
successfully tested and deployed.

9. Master Sole 24 Ore 23/02/2013
Every company should hire an “Engagement Director” and/or
a “Gamification Designer” as cross department roles useful
in the digital trasnformation/change management processes.
Right now on Linkedin there are +6000 “engagement
director” open positions.

10. Engagement is not technology or budget driven. The starting point is
how to bring the individual at the center of the experience with his
motivations, feelings and emotions.

11. 11
ENGAGEMENT PYRAMIDENGAGEMENT PYRAMID
This Pyramid comes from a book I
published this year based on
thousands of interview where I was
investigating the reason why we are
involved with some objects and
experiences and how to design the
start, the maintenance and even the
ending of this “relationship”.
The previous example is
ascribable to “engagement by
attraction”, a visceral level that
works well in the short term and
is tightly connected with our
primitive area of the brain.

12. American professor Berry White Jr.
understood on the field how important is,
especially for new generations, to establish
meaningful and deep relationships. When
we feel important and unique we perform
better, we spend more, we store data in
our long term memory and we become
pro-active.
Introducing a personalized greeting gets in
return higher level of customer’s
satisfaction and loyalty in a restaurant. In
the same way just try to delivery a product
with two hands and the profit of your retail
chain will rise.

13. Master Sole 24 Ore 23/02/2013
#1 PERSONALIZZAZIONE

14. 14
With retention and frequency in mind as KPI, we
stressed the personalization’s dynamic in this project.
Without going into details of a 30 page gamification
design document, we introduced the “choice your
tree’s name option”. On top of this, every tree has 3
different state of health that requires active actions
(harvesting, watering) on a monthly base. The
reward? According to the health status, the tree starts
a different one to one conversation with the owner.

15. 4Food let its customers to customize and personalize the sandwitch across hundreds of option. Each sandwich is unique and at the end of the
process you can assign a name. Starting by that moments that sandwich is YOUR and will be available on the website. Every time someone
buys it you earn a 25cents royalty.
15

16. 16
Imagine yourself as an internship
librarian, your boss ask you to catalogue
all books for the next 6 months. It is
going to be a boring experience and your
productivity will drop day by day.
Imagine the same goal organized in a
game like environment, in a “snackable”
experience:
- Progressive short and long-terms aims
- Multiple and varies activities
- Progress bars to tracks your effort
- Rewards
- Progressive learning curve
- Multitasking
- Real time feedback
- Unpredictable
- Freedom

17. 23/02/2013
Our attention span is going down and at
the same time our brain is faster than
ever connecting different stimuli. The
challenge is how to deliver complex
contents in a “snackable” way working on
framing and spacing.

18. 18
In the “work in progress” worldwide e-
learning platform of Fiat Chrysler, we are
introducing micro-learning gamified
moments as a knowledge transfer tool
We are going to deliver micro-learning
moments based on 90 seconds daily
quiz. If you miss the answer, you lose a
life and if you lose all the lifes you have
to wait or ask a life to your colleagues. If
u reply correctly, you earn points
according to your speed.

19. 19
Players play an active role in the video
games, they costantly take meaningful
choices, they influence the gameplay and
even alter the ending of the story.

20. STORYTELLING
Il Regno dei Funghi è un luogo pacifico in cui creature dalla testa fungina chiamate Toad vivono in perfetta armonia. Questa pace viene
compromessa dal malvagio re dei Koopa Troopa Bowser e dal suo esercito che conquista il territorio e trasforma gli abitanti in blocchi di mattoni.
Successivamente rapisce la principessa del regno Peach Toadstool, l'unica in grado di spezzare l'incantesimo che grava sui Toad…
20
Father and Son is an interactive story we
published for free on the app stores last
April 2017 on behalf of the Archeological
Museum of Naples. It spreads worldwide
the beauty of Naples and the emotions
connected to the museum’s collection in
an emotional way through the story of an
archeologist father and his son

21. 21
- The Hospital handles more young
patients everyday
- Sedative cost reduction
- Enjoyable work environment
- Higher adherence to medical protocols

22. - The Hospital handles more young
patients everyday
- Sedative cost reduction
- Enjoyable work environment
- Higher adherence to medical protocols
A primary bank asked us to motivate their
workforce. Each employee gets
personalized and comaparable daily
goals. Social pressure + social
comparison

23. STRUTTURARE MISSIONI
-25.000 messangers certified in 30
days
-54.804 Social Wall Interactions in 45
days
-100.000 missions accomplished