US ARMY VIDEO
Question

Human-focused Design
 Gamemakers have spent decades learning
how to master motivation and engagement.
 They design user engagement processes
which remember that people in the system
have feelings, insecurities, and reasons why
they want or do not want to do things, and
therefore optimizes for their feelings,
motivations, and engagement.
 This is called Human-focused design.

Chemistry of Games

Chemistry of Games
 Well, this is called Dopamine. Whenever you
set a goal and achieve it, your brain releases
this chemical.
 It brings you all that pleasure and makes you
want to do it again. This can be represented to
what I call a dopamine cycle.

Dopamine Cycle
Challenge
Pleasure
Achievement

My Business isn't a Game!

Function-focused Design
 This design assumes that you are dealing with
may be robots and whatever they are required
to do, they will do because robots do not like
or dislike it.

FfD+HfD  (F+H )(fD) =
Gamification
 Gamification is
making your users
do what you want
them to do in a way
that they like doing it
while ultimately
getting what they
wanted from the
whole engagement
and making you
realize your
business objectives.

Is it worth trying?
 Who is using it?
 Does it fit with-in my
industry?
 What is the projected
future of
gamification?

Microsoft uses Gamification
 Beta one: 4x improvement in participation
 Language Quality: 500,000 screens were
reviewed by over 4,500 people to correct
and/or improve the translations
 Communicate Hope: 16x more feedbacks
 Ribbon Hero 1 & 2: MS office learning skills.
this game proved so successful, that a sequel
was launched.

SAP uses Gamification
 SAP ERP: tele-presence is improved by
29.75%, interface by 23.4%, flow by 30.353%,
enjoyment by 53.414%, and perceived ease of
use by 36.123%.
 The SAP Community Network regamified its
already-mature reputation system, increasing
usage by 400% and community feedback by
96%
 SAP Streamwork: added gamification in
brainstorming groups and grew generated
ideas by 58%

Cisco uses Gamification
 The Hunt: used gaming strategies
 to enhance its virtual global sales meeting
 reduce call time by 15%
 improved sales by around 10%

Coka Cola uses Gamification
 MyCokeRewards
 The program was first launched in 2006.
 By November of that year, more than one million
prizes had been redeemed.
 The program has since been extended every year
for the past 5 years with the current extension
until December 31, 2014.

Samsung uses Gamification
 Samsung Nation: 500% increase in customers'
product reviews, 66% increase in site visitors,
30% increase in comments, reduced
marketing costs, reduced product support
costs

HP uses Gamification
 Project Everest:
 950 sales people out of possible 1200 registered
(80%)
 Aimed for 50% of revenue growth – achieved
56.4%
 $1bn revenue growth for HP in first three months

T-Mobile uses Gamification
 T-Mobile's online social business community
 participation in T-Community increase 1,000
percent
 within the first two weeks, more than 15,000
frontline employees completed an array of Getting
Started missions
 T-Mobile awarded 187,000 achievement badges
in the first six weeks
 the number of "likes" assigned by employees to
indicate a helpful response increased a
staggering 6,000 percent.

Some interesting Stats
 More than 70% of the world’s
largest 2,000 companies are
expected to have deployed at least
one gamified application by year-end
2014 (Gartner)
 The enterprise industry vertical
already accounts for 1/4th of all
gamification vendor revenues (M2
Research)
 Vendors claim that gamification can
lead to a 100% to 150% pickup in
engagement metrics including
unique views, page views,
community activities, and time on
site (M2 Research)

Does it fit with-in my industry?
 Let me ask what is
your target
audience?

Future of Gamification

How to Gamify?
 But before we get into
‘how’ we need to do a
‘what’ analysis.

‘What’ Analysis
 What problem I am going to
address?
 What audience will
participate?
 What are the desired
behaviors I want to drive from
my audience?
 What are the KPIs to monitor a
positive change?

Let’s talk about ‘how’
 What is the difference between Extrinsic &
Intrinsic motivation factors?

Gamification Frameworks
There are multiple gamification frameworks
available to help devise your plan. The 2 most
widely used are SAPS and Octalysis.

SAPS
Status
Access
Power
Stuff
• Levels
• Badges
• Ranks
• Privillage
• Reach
• Moderator
• Enforcer
• Editor
• Discounts
• Giveaways
• Deals

Octalysis

Giveaways
 Rather Homework
:p
 Do a SAPS or
Octalysis of three
internet giants
(Facebook, Twitter,
Linkedin) for fun.
 Try to find out what
game tactics they
are using to engage
their audience.

Hint!
Who ever figures out motivation.
Wins!