Gamification has the power to solve problems and influence behaviour. One Fat Sheep (http://www.onefatsheep.com) specialises in applying game thinking to real-life initiatives to make for more rewarding and engaging expeirences.

1. GAME CHANGER
Creating a Recognition Culture through Gamification
CREATIN DI ITAL CULTURE

2. We use digital technology to
“INFLUENCE BEHAVIOUR”
CREATIN DI ITAL CULTURE

3. GAMIFICATION: and
“The art of applying game dynamics
game thinking to non-game initiatives to
solve problems and engage users”

4. PATOLLI: 200 BC
Mesoamerican
A SERIOUS GAME
PLAYERS GAMBLED
» Food
» Metals
» Family
» Freedom

5. DUNGEONS & DRAGONS: 1974
Wizards of the Coast
GAME DYNAMICS
» Character Profile
» Experience Points
» Hit Points
» Levelling Up
» Role Playing
» Improvisation
» Party Campaigns
Rules interpreted
and controlled by the
“Dungeon Master”

6. PACMAN : 1980
Namco
255 LEVELS Creation
of an iconic
Top Grossing Game
of All Time
Maximum points with no
loss of life: 3hrs 41mins
Character $2.5 Billion

7. WORLD OF WARCRAFT : 2011
Massively Multiplayer Online Role Playing Game (MMORPG)
WOW generates:
WOW 22.7 WORK 35 TV 39.25
$800 Million / Year
11.5 Million Subscribers 22.7 Playing hours / week Mainly thru virtual goods

8. GAMIFICATION DASHBOARD
JO MOTIVATED
IT Magician
Full Profile »
STRENGTHS:
SysArch Black Belt Invisibility
Leader Hypnotist Jedi
X-ray Eyes Power of Persuasion

9. GAMIFICATION DASHBOARD
JO MOTIVATED
IT Magician
Full Profile »
STRENGTHS:
SysArch Black Belt Invisibility
Leader Hypnotist Jedi
X-ray Eyes Power of Persuasion
ACCOLADES:

10. GAMIFICATION DASHBOARD
JO MOTIVATED
IT Magician
Full Profile »
STRENGTHS:
SysArch Black Belt Invisibility
Leader Hypnotist Jedi
X-ray Eyes Power of Persuasion
ACCOLADES:
INVENTORY:
STORE: More »
GOURMET DINNER
orem ipsum dolor sit
amet, consectetur 950 PTS
NEW CLOTHES
Lorem ipsum dolor
sit amet, consectetur 500 PTS

11. GAMIFICATION DASHBOARD
JO MOTIVATED LEVEL 5 30% PROGRESS
IT Magician
Full Profile »
STRENGTHS:
SysArch Black Belt Invisibility
Leader Hypnotist Jedi
X-ray Eyes Power of Persuasion
ACCOLADES:
INVENTORY:
STORE: More »
GOURMET DINNER
orem ipsum dolor sit
amet, consectetur 950 PTS
NEW CLOTHES
Lorem ipsum dolor
sit amet, consectetur 500 PTS

12. GAMIFICATION DASHBOARD
JO MOTIVATED LEVEL 5 30% PROGRESS
IT Magician
CHALLENGES: SEARCH:
Full Profile »
WORLD DOMINATION CHALLENGE 5,000 PTS
STRENGTHS: Lorem ipsum dolor sit amet, consectetur adipisicing
elit, sed do eiusmod tempor incididunt ut labore et
SysArch Black Belt Invisibility dolore magna aliqua. Ut enim ad minim veniam, quis
nostrud exercitation ullamco laboris nisi ut aliquip
ex ea commodo consequat. Duis aute irure dolor in
Leader Hypnotist Jedi
reprehenderit in voluptate velit esse cillum dolore eu
fugiat nulla pariatur. Excepteur sint occaecat cupi-
X-ray Eyes Power of Persuasion
datat non proident, sunt in culpa qui officia deserunt
ACCOLADES: 80% COMPLETE IN PROGRESS
CREATE A MOVEMENT: TEAM CHALLENGE 3,500 PTS
Lorem ipsum dolor sit amet, consectetur adipisicing
elit, sed do eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad minim veniam, quis
nostrud exercitation ullamco laboris nisi ut aliquip
ex ea commodo consequat. Duis aute irure dolor in
reprehenderit in voluptate velit esse cillum dolore eu
INVENTORY: Full Profile »
fugiat nulla pariatur. Excepteur sint occaecat cupi-
datat non proident, sunt in culpa qui officia deserunt
SHARE ACCEPT »
STORE: More »
GLOBAL INNOVATION SHOWDOWN 2,500 PTS
Lorem ipsum dolor sit amet, consectetur adipisic-
ing elit, sed do eiusmod tempor incididunt ut labore
GOURMET DINNER et dolore magna aliqua. Ut enim ad minim veniam,
orem ipsum dolor sit quis nostrud exercitation ullamco laboris nisi ut
amet, consectetur 950 PTS aliquip ex ea commodo consequat. Duis aute irure
dolor in reprehenderit in voluptate velit esse cillum
dolore eu fugiat nulla pariatur. Excepteur sint oc-
NEW CLOTHES caecat cupidatat non proident, sunt in culpa qui
Lorem ipsum dolor
sit amet, consectetur 500 PTS SHARE ACCEPT »

13. GAMIFICATION DASHBOARD
JO MOTIVATED LEVEL 5 30% PROGRESS CREDITS: 16,800 48
IT Magician
CHALLENGES: SEARCH:
Full Profile »
WORLD DOMINATION CHALLENGE 5,000 PTS
STRENGTHS: Lorem ipsum dolor sit amet, consectetur adipisicing
elit, sed do eiusmod tempor incididunt ut labore et
SysArch Black Belt Invisibility dolore magna aliqua. Ut enim ad minim veniam, quis
nostrud exercitation ullamco laboris nisi ut aliquip
ex ea commodo consequat. Duis aute irure dolor in
Leader Hypnotist Jedi
reprehenderit in voluptate velit esse cillum dolore eu
fugiat nulla pariatur. Excepteur sint occaecat cupi-
X-ray Eyes Power of Persuasion
datat non proident, sunt in culpa qui officia deserunt
ACCOLADES: 80% COMPLETE IN PROGRESS
CREATE A MOVEMENT: TEAM CHALLENGE 3,500 PTS
Lorem ipsum dolor sit amet, consectetur adipisicing
elit, sed do eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad minim veniam, quis
nostrud exercitation ullamco laboris nisi ut aliquip
ex ea commodo consequat. Duis aute irure dolor in
reprehenderit in voluptate velit esse cillum dolore eu
INVENTORY: fugiat nulla pariatur. Excepteur sint occaecat cupi-
datat non proident, sunt in culpa qui officia deserunt
SHARE ACCEPT »
STORE: More »
GLOBAL INNOVATION SHOWDOWN 2,500 PTS
Lorem ipsum dolor sit amet, consectetur adipisic-
ing elit, sed do eiusmod tempor incididunt ut labore
GOURMET DINNER et dolore magna aliqua. Ut enim ad minim veniam,
orem ipsum dolor sit quis nostrud exercitation ullamco laboris nisi ut
amet, consectetur 950 PTS aliquip ex ea commodo consequat. Duis aute irure
dolor in reprehenderit in voluptate velit esse cillum
dolore eu fugiat nulla pariatur. Excepteur sint oc-
NEW CLOTHES caecat cupidatat non proident, sunt in culpa qui
Lorem ipsum dolor
sit amet, consectetur 500 PTS SHARE ACCEPT »

14. GAMIFICATION DASHBOARD
JO MOTIVATED LEVEL 5 30% PROGRESS CREDITS: 16,800 48
IT Magician
CHALLENGES: SEARCH: LEADERBOARD:
Full Profile »
WORLD DOMINATION CHALLENGE 5,000 PTS FRIENDS OVERALL
1. John Smith 21,100
STRENGTHS: Lorem ipsum dolor sit amet, consectetur adipisicing
elit, sed do eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad minim veniam, quis
2. Peggy Sue 18,900
SysArch Black Belt Invisibility
nostrud exercitation ullamco laboris nisi ut aliquip 3. Jo Motivated 16,800
ex ea commodo consequat. Duis aute irure dolor in
Leader Hypnotist Jedi
reprehenderit in voluptate velit esse cillum dolore eu 4. Mike Smart 15,500
fugiat nulla pariatur. Excepteur sint occaecat cupi-
X-ray Eyes Power of Persuasion
datat non proident, sunt in culpa qui officia deserunt 5. Billy Bragg 12,000
ACCOLADES: 80% COMPLETE IN PROGRESS 6. Chris Johns 11,800
7. Anne Loe 10,500
CREATE A MOVEMENT: TEAM CHALLENGE 3,500 PTS
Lorem ipsum dolor sit amet, consectetur adipisicing
elit, sed do eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad minim veniam, quis
nostrud exercitation ullamco laboris nisi ut aliquip
ex ea commodo consequat. Duis aute irure dolor in
reprehenderit in voluptate velit esse cillum dolore eu
INVENTORY: fugiat nulla pariatur. Excepteur sint occaecat cupi-
datat non proident, sunt in culpa qui officia deserunt
SHARE ACCEPT »
STORE: More »
GLOBAL INNOVATION SHOWDOWN 2,500 PTS
Lorem ipsum dolor sit amet, consectetur adipisic-
ing elit, sed do eiusmod tempor incididunt ut labore
GOURMET DINNER et dolore magna aliqua. Ut enim ad minim veniam,
orem ipsum dolor sit quis nostrud exercitation ullamco laboris nisi ut
amet, consectetur 950 PTS aliquip ex ea commodo consequat. Duis aute irure
dolor in reprehenderit in voluptate velit esse cillum
dolore eu fugiat nulla pariatur. Excepteur sint oc-
NEW CLOTHES caecat cupidatat non proident, sunt in culpa qui
Lorem ipsum dolor
sit amet, consectetur 500 PTS SHARE ACCEPT »

15. GAMIFICATION DASHBOARD
JO MOTIVATED LEVEL 5 30% PROGRESS CREDITS: 16,800 48
IT Magician
CHALLENGES: SEARCH: LEADERBOARD:
Full Profile »
WORLD DOMINATION CHALLENGE 5,000 PTS FRIENDS OVERALL
1. John Smith 21,100
STRENGTHS: Lorem ipsum dolor sit amet, consectetur adipisicing
elit, sed do eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad minim veniam, quis
2. Peggy Sue 18,900
SysArch Black Belt Invisibility
nostrud exercitation ullamco laboris nisi ut aliquip 3. Jo Motivated 16,800
ex ea commodo consequat. Duis aute irure dolor in
Leader Hypnotist Jedi
reprehenderit in voluptate velit esse cillum dolore eu 4. Mike Smart 15,500
fugiat nulla pariatur. Excepteur sint occaecat cupi-
X-ray Eyes Power of Persuasion
datat non proident, sunt in culpa qui officia deserunt 5. Billy Bragg 12,000
ACCOLADES: 80% COMPLETE IN PROGRESS 6. Chris Johns 11,800
7. Anne Loe 10,500
CREATE A MOVEMENT: TEAM CHALLENGE 3,500 PTS FRIENDS
Lorem ipsum dolor sit amet, consectetur adipisicing
elit, sed do eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad minim veniam, quis
nostrud exercitation ullamco laboris nisi ut aliquip
ex ea commodo consequat. Duis aute irure dolor in
reprehenderit in voluptate velit esse cillum dolore eu John Smith Mary Jones Chris Johns Peggy Sue
INVENTORY: fugiat nulla pariatur. Excepteur sint occaecat cupi-
datat non proident, sunt in culpa qui officia deserunt
SHARE ACCEPT »
Anne Loe Mike Smart Billy Bragg Peggy Sue
STORE: More »
GLOBAL INNOVATION SHOWDOWN 2,500 PTS
Lorem ipsum dolor sit amet, consectetur adipisic-
ing elit, sed do eiusmod tempor incididunt ut labore CHAT:
GOURMET DINNER et dolore magna aliqua. Ut enim ad minim veniam, Mike Smart:
orem ipsum dolor sit quis nostrud exercitation ullamco laboris nisi ut Are you doing the Team Challenge?
amet, consectetur 950 PTS aliquip ex ea commodo consequat. Duis aute irure Jo:
dolor in reprehenderit in voluptate velit esse cillum
Yes, definitely, want to be in my team?
dolore eu fugiat nulla pariatur. Excepteur sint oc-
NEW CLOTHES caecat cupidatat non proident, sunt in culpa qui Mike Smart:
Lorem ipsum dolor Ok, sounds awesome!!!
sit amet, consectetur 500 PTS SHARE ACCEPT »

16. GAMIFICATION GAME DYNAMICS /
ENGAGEMENT TACTICS
STATUS Personal Profile Badges Leveling Up
SOCIAL Progress Bars Leaderboards Micro Leaderboards
ACTION Virtual Currency Rank Social Connectivity
Points / Credits Experience Points Rewards

17. GAMIFICATION GAME DYNAMICS /
ENGAGEMENT TACTICS
STATUS Sharing Comparison
Communal
Problem Solving
SOCIAL Competition Companion Gaming Chat
ACTION Commenting VOIP Network Building
Role Playing

18. GAMIFICATION GAME DYNAMICS /
ENGAGEMENT TACTICS
STATUS Narrative Limiting Time Challenges
SOCIAL Small Tasks Chain Schedules Progressive Difficulty
ACTION Funnelling Element of Surprise Rapid Live Feedback
Illusion of Choice Guaranteed Success Virtual Goods

19. “Engagement”

20. Engagement via Engineered
“PURPOSE”

21. GAMIFICATION IS:
25% TECHNOLOGY / 75% STRATEGY
Gamification Behavioural
Platform Cultural Engagement Strategy Change
Create an easily understood
PURPOSE Narrative or Mission
Create ‘Value’ for Intangibles
VALUE - Points and Credits
Offer instant gratification.
MEANINGFUL REWARD Meaning = Intrinsic Value
Motivate player to be
ACTION self directed or competitive
Listen, understand, refresh
FEEDBACK and improve.

23. STANDARD REDEMPTION CAMPAIGN
x4 = 1x
Gift on Purchase

24. BLISS: THE WHEEL OF HAPPINESS

25. GAMIFIED REDEMPTION CAMPAIGN
1 Enter code
4 Socialise
2 Spin and Win Prize
3 Share Happiness

26. The elements of fun and
reward have the power
to influence behaviour.

27. VOLKSWAGEN: “THE FUN THEORY”

28. BIG PROBLEM
SOLUTION?
Education / Fear / Money
CHANGE IN BEHAVIOUR

29. BIG PROBLEM
SOLUTION?
Game Dynamics : Status, Social, Action
CHANGE IN BEHAVIOUR

30. RECYCLEBANK Valuing Green Action
» Earn Points
» Get Rewards
» Learn

31. “GREEN YOUR HOME” CHALLENGE

32. “GREEN YOUR HOME” CHALLENGE RESULTS:
The Recyclebank contest was Website Metrics Increased:
mentioned in more than:
» Unique visitors: up 71%
» 4,000 tweets » New visitors: up 112%
» and 500 blog posts. » Refer a friend: up 820%
» Avg. time spent on site: up 3x
Increased Registrations
and Participation:
» New registrations increased 42% Participant became more eco-aware:
» 25% of participants visited the » More than 60% of those surveyed
Challenge microsite 3x or more indicated “moderate” to “considerable”
increases in eco-knowledge

33. RECYCLEBANK Valuing Green Action
Results : Hollywood
» Saved $500,000
in disposal fees
» Generated $250,000+
in recycling revenue
» Two-thirds city residents
participated each month
» Increased recycling
tonnages by 130%

34. Game dynamics not only have the ability to
influence behaviour, but also solve problems.

35. TIME TO TAKE GAMES SERIOUSLY

36. GAMERS SOLVE AIDS PUZZLE THAT BAFFLED SCIENTISTS FOR A DECADE

37. The primary goal of games
is to create entertainment
through intrinsic motivation.

38. FUNDAMENTAL CULTURAL SHIFT

39. PRODUCTION LINE COLLABORATIVE MODEL
Linear / Waterfall Dynamic / Agile

40. GAMIFICATION AND AGILE COMPARISON
AGILE PRINCIPLES GAME DYNAMICS
The team must be empowered to make decisions Autonomy
Requirements evolve but the timescale is fixed Limiting Time
Requirements high level only; lightweight & visual Simple Narrative
Develop small, incremental releases and iterate Small Tasks
Regular, short scrum meetings Rapid Feedback
Complete each feature before moving on to the next Levelling Up

41. REDCRITTER
Gamified Agile Production
» Real-time Taskboard
» Badges and Rewards Store
» Real-time Message Feeds
» User Profiles
» User Accomplishments
Agile Production Environment
Redcritter Rewards Store
Status Badges

42. NITRO FOR
SALESFORCE
Team Standings
Challenge based Admin
Personal Profile / Progress

43. REWARDS MONITORING = HEALTH CHECK

44. PERFORMANCE
VRS. HEALTH
» 50% of performance initiatives fail
» Because long-term health’s ignored
How Do We Value
and Measure Health?

45. using technology to create a
RECOGNITION CULTURE

46. SOCIAL MEDIA
Open, Sharing, Transparent.

47. COMMUNICATION
Cloud, Location, Global, Mobile.

48. catalyst for action
GAMIFICATION
2 catalyst for connection
SOCIAL MEDIA
3 catalyst for information
SEARCH

49. MOBILE, SOCIAL GAMING

50. +
THE CHALLENGE
3 X Challenges were set-up where
patrons could earn instant points and
redeem prizes in real-time.
For Example:
Take a photo of the sauciest wing in the
basket to earn points

51. +
THE RESULTS
Duration: 12 weeks
Participants: 184,000 (*1 in 3 returned)
Social Impressions: 100 Million (Facebook / Twitter)
Brand Engagement: 90 sec. per challenge

52. AS DIGITAL TECHNOLOGY EVOLVES
OUR CULTURE EVOLVES

53. INDUSTRIAL ERA TECHNOLOGY ERA
characteristic TRADITIONALIST BABY BOOMERS GENERATION X MILLENNIALS
(PRE 1946) (1946-1964) (1965 - 1981) (POST 1981-2000)
Generational Personality Sharing Optimistic / Competitive Skeptical Realistic
Management Style Chain of Command Change of Command Self-command Collaboration
Career Goals Build a Legacy Build a Steller Career Build a Portable Career Build Parallel Careers
Reward Self-satisfaction Recognition / Tital Autonomy Meaning
Help me balance every- Work isn’t everything, I
Support me in Give me balance now, not
Balance one else and find meaning need flexibility so I can
shifting the balance when I’m 65
myself balance all activities
Job changing carries Job changing puts you Job changing is Job changing is part of
Job Changing
stigma behind necessary my daily routine
I learned the hard way, Train them too much and The more they learn the Continuous learning is a
Training
you can too. theyll leave more they stay way of life
Annual feedback with lots Sorry to interrupt, but how Feedback whenever I
Feedback No news is good news
of documentation am I doing? want at a push of a button
Data source: Lancaster and Stillman (2002)

54. MILLENIALS ARE THE NEW MAJORITY
Generation By % Population
Next Generation Traditionalists
under 11 years over 55 years
18% 17%
27% 23% Baby Boomers
45-55 years
15%
Millenials
11-30 years
Generation X
30-45 years

55. “If change inside of your
organisation is slower
than the change outside,
then the end is in sight.”
– Jack Welsh

56. HYPE CYCLE FOR EMERGING TECHNOLOGY, 2011
Internet TV
Wireless Power Augmented Reality
Social Analytics Cloud Computing
GAMIFICATION Virtual Assitants
3D Printing
Speech-to-Speech translation Gesture Recognition
Machine-to-Machine Communications
Mobile Robots
EXPECTATIONS
Mesh Networks: Sensor Location-Aware Apps
Speech Recognition
Social TV Predictive Analytics
Cloud/Web Platforms
Mobile Application Stores
Biometric Authentication
QR/Color Code
Quantum Computing
Virtual Worlds
TECHNOLOGY PEAK OF INFLATED TROUGH OF SLOPE OF PLATEAU OF
TRIGGER EXPECTATIONS DISILLUSIONMENT ENLIGHTENMENT PRODUCTIVITY
– Gartner 2011

57. SEARCHES ON TERM ‘GAMIFICATION’
October 2010 October 2011

58. “By 2014, a gamified service
for consumer goods marketing
and customer retention will
become as important as
Facebook, eBay or Amazon...
– Gartner Summit Report 2011

59. ...and more than 70 percent
of Global 2000 organizations
will have at least one
gamified application.”
– Gartner Summit Report 2011

60. GAMIFICATION PLATFORMS INVESTMENT
$17.5 Million
$14.5 Million
$6 Million
$5.7 Million

61. PUT ON YOUR
GAME DESIGNERS HAT.

62. 1 CONSIDER ‘USERS’
AS ’PLAYERS’
SPADES HEARTS
Explorers Socialisers
Enjoy discovering Enjoy interating
at their own pace with other players
DIAMONDS CLUBS
Achievers Killers
Driven by success, Thrive on competition
rewards and status with other players

63. 2 REWARD. WHAT GETS
RECOGNISED GETS REPEATED

64. 3 RECOGNISE
}
Innovation
Core Infrastructure
Staff Wellbeing
INTANGIBLE VALUE Social Capital
Brand Equity
Corporate Market Valuation Today
100%
83% 68% 32% 20% 19%
80%
80% 81%
60% 68%
40%
32%
20%
17%
1975 1985 1995 2005 2009
Tangible Assets Intangible Assets

65. 4 GIVE PURPOSE:
}
Clear Narrative
Personal Mission
Small Measurabe Tasks
SHOW PROGRESS Progress Bars
Levelling Up
Progress is the #1 Motivator.
Only 15% of 32% of
Employees know employees
their company’s doubt there’s
top priorities a plan at all.

66. 5 OFFER REAL TIME
}
Notifciations
Instant Gratification
Vitrual Rewards
FEEDBACK Status Updates
Rank and Progress Bars
ACTION
RESPONSE

67. 6 FUN LEADS TO HIGHER
ENGAGEMENT AND PRODUCTIVITY

68. GAME DYNAMICS
HAVE THE POWER TO
CHANGE BEHAVIOUR
Carl Pavletich – Digital Strategist
Phone: +64 3 669 2123
Skype: cpavletich carl@onefatsheep.com
Mobile: +64 22 021 8562 www.onefatsheep.com CREATIN DI ITAL CULTURE