An introduction to gamification

1. GAMIFICATION:
AN INTRODUCTION
BY ALLEN MCCLINTON

2. OBJECTIVES:
BE ABLE TO DEFINE WHAT
GAMIFICATION IS
KNOW WHAT THE BASIC
PRINCIPALS OF GAMIFICATION
ARE
UNDERSTAND HOW TO
LEVERAGE THESE PRINCIPALS IN
YOUR ORGINISATION
2

3. DEFINITION:
GAMIFICATION IS THE APPLICATION OF GAME-DESIGN ELEMENTS & GAME PRINCIPLES IN A NON-GAME
CONTEXT. IT CAN ALSO BE DEFINED AS A SET OF ACTIVITIES & PROCESSES TO SOLVE PROBLEMS BY USING OR
APPLYING THE CHARACTERISTICS OF GAME ELEMENTS
OR MORE SIMPLY PUT THE AMALGAMATION OF GAMING AND EDUCATION = GAMIFICATION
3

4. PRINCIPALS:
GAMIFICATION IS AN EXTREMELY ENGAGING LEARNING STRATEGY AS IT
LEVERAGES A HUMAN'S NATURAL DESIRE FOR COMPETITION,
ACHIEVEMENT, STATUS, SELF EXPRESSION & CLOSURE TO ACHIEVE ITS
OUTCOMES!
THIS DRIVES:
1) HIGER LEARNER ENGAGEMENT
2) BETTER CONTENT RETENTION
3) IMPROVED APPLICATION OF LEARNING
4) INFLUENCES BEHAVIORAL CHANGES
4

5. DESIGN ELEMENTS:
TO ACHIEVE THE PRINCIPALS OF GAMIFICATION WE
CAN DEPLOY ONE OR ALL OF THE FOLLOWING EIGHT
DESIGN ELEMENTS:
1) CHALLENGES
2) LEVELS
3) INSTANT FEEDBACK
4) SCORES
5) BADGES
6) LEADERBOARDS
7) COMPETITION
8) COLLABORATION
5

6. CASE STUDIES:
GAMIFICATION PRINCIPALS HAVE BEEN APPLIED TO ALMOST EVERY ASPECT
OF LIFE
FROM THE U.S ARMY USING THEM AS A RECRUITMENT TOOL TO NIKE+
PRODUCTS INCORPORATING CHALLENGES, BADGES & TROPHIES TO
EXTEND THE NIKE EXPERIENCE BEYOND THE PURCHASE
THE NEXT TWO SLIDES WILL SHOW EXAMPLES OF HOW YOU CAN
LEVERAGE GAMIFICATION IN YOUR ORGANISATION
6

7. CORPORATE LEARNING
COMPANY: BUSINESS CONSULTANCY FIRM
OBJECTIVE: PROFESSIONAL SKILLS DEVELOPMENT – ACCOUNT MANAGEMENT FUNDAMENTALS
PARTICIPANTS: PROJECT MANAGERS & ACCOUNT MANAGERS
THE GAME: THE LEARNING JOURNEY IS DRIVEN BY SCENARIOS OR CHALLENGES BASED ON HISTORIC
COMPANY CHALLENGES
UNLIKE THE CLASSIC APPROACH OF LEARNING THE THEORY FIRST, THE PARTICIPANTS COULD JUMP
RIGHT INTO TACKLING REAL WORLD SCENARIOS. THIS ALLOWED THEM TO DEMONSTRATE THAT
THEY NOT ONLY KNEW THE THEORY BUT WERE ABLE TO APPLY IT TO REAL BUSINESS CHALLENGES
INCORPORATED INTO THE GAME WAS A MENTOR MODULE WHEBY IF THE PARTICIPANT COULD NOT
PROGRESS, THEY COULD APPROACH ONE OF THE SENIOR PROJECT OR ACCOUNT MANAGERS FOR
ADVICE. THIS FOSTERED BETTER COMMUNICATION WITHIN THE COMPANY AND A MENTORSHIP
MENTALITY IN SENIOR EMPLOYEES
OUTCOMES:
REVENUE FOR MANAGED ACCOUNTS INCREASED BY 17.5% THE FOLLOWING QUARTER
CUSTOMER SATISFACTION SURVEYS RETURNED AN 8% IMPROVEMENT FROM PREVIOUS QUARTER
TO OVER 90% SATISFACTION
7

8. MARKETING
COMPANY: MASTER CARD/MASTERPASS APP
OBJECTIVE: DRIVE DOWNLOADS OF MASTERPASS APP
PARTICIPANTS: ANYONE WITH A BANK ACCOUNT IN SOUTH AFRICA
THE GAME: THE AMAZING RACE FORMAT (4 JUL -19 SEPT & 24 NOV – 3 DEC 2017)
THIS GAME WAS HOSTED AS A USSD STRING ON TWO OF THE BIGGEST CELLULAR NETWORK
PROVIDERS IN SOUTH AFRICA. USSD IS LIKE AN INTERACTIVE SMS SO ONLY TEXT BASED
PARTICIPANTS HAD TO “TRAVEL” AROUND SOUTH AFRICA USING THEIR CELL PHONES AND ANSWER
QUESTIONS RELATED TO THE MASTERPASS APP.
THIS THEN EDUCATED THE GENERAL PUBLIC ON BOTH THE APP’S CAPABILITIES AND ALSO SOME
INTERESTING FACTS ABOUT THEIR COUNTRY.
DOWNLOADS OF THE APP WERE INSENTIVISED AT ROUGHLY €0.20
OUTCOMES:
311,122 DOWNLOADS OF THE APP
AN AVERAGE OF 45MIN ENGAGEMENT WITH THE BRAND
BRAND WAS VIEWED 29,240,000 TIMES
8

9. THANKYOUFORATTENDINGTHISTRAINING
YOUCANVIEWORDOWNLOADTHISPRESENTATION@
SLIDESHAREHERE
OR
YOUCANCONTACTMEDIRECTLY@
ALLEN.T.MCCLINTON@GMAIL.COM
FORA COPY
BY ALLEN McCLINTON