Gamification Workshop at Loyalty World Asia

Gamification Workshop – 14 Nov 2012

Gamification WorkshopLoyalty World Asia – 14 Nov 2012

Gamification Workshop – 14 Nov 2012

Agenda

9.00 am – 10.30 amIntroducing gamification What is a game, what is gamification, examples of effective gamification 10.30 am – 11.00 amMorning Break 11.00 am – 12.30 pmGamification secretsThinking about gamification for your business – mechanics, players, behaviours, points, leaderboards, levels, badges, rewards, risks. 12.30 pm – 1.30 pmLunch 1.30 – 3.00 pmGame mechanic in focus Leaderboards – history, different types, why they work, how to use them 3.00 – 3.30 pmAfternoon Tea 3.30 – 5.00 pmFacilitated team game Problem solving using gamification and free use of the Leaderboarded tool to create a live example.

Gamification Workshop – 14 Nov 2012

Before we start

• Introductions– Name– Company and Role– Key Objectives for the session

Gamification Workshop – 14 Nov 2012

What is a game?

Gamification Workshop – 14 Nov 2012

What is a game?

Structured Playing.

Gamification Workshop – 14 Nov 2012

What is gamification?

Gamification Workshop – 14 Nov 2012

What is gamification?

Leveraging Game Mechanics.

Gamification Workshop – 14 Nov 2012

Gamification Examples

Gamification Workshop – 14 Nov 2012

#VMABLOGFAST

Gamification Workshop – 14 Nov 2012

MTV

Gamification Workshop – 14 Nov 2012

Close up

Gamification Workshop – 14 Nov 2012

Results!

• 38 bloggers• 3 hours• 750 tweets• 3.3milllion views• Top trending tag in World

for a few hours• Top trending tag in

Australia for whole day

Photo credit: Kevin Dooley

Gamification Workshop – 14 Nov 2012

Segment Example – Social Collaboration

• Need– Better use of Yammer

• Solution– Leaderboard employees based on

internal social media use and social app

• Features– API score updates, Yammer polling

• Traction– Capgemini Group

Gamification Workshop – 14 Nov 2012

Widget embedded in micro-site

Gamification Workshop – 14 Nov 2012

Yammer viral spread

Gamification Workshop – 14 Nov 2012

Astonishing results

• 10,000 players in 48 hours• 1,200 brand testimonials• >10 min dwell time on an internal marketing campaign

• The Leaderboard drives the repeated high engagement:– Fair weighting across multiple criteria– Trusted third party– Everyone has a equal chance to win – no lottery– Clarity over what scores– Incentivized viral loops

Gamification Workshop – 14 Nov 2012

Game Secrets

• What mechanics can you identify?

Gamification Workshop – 14 Nov 2012

Players

• Describe your players

Gamification Workshop – 14 Nov 2012

Behaviours

• What are the behaviours you want

Gamification Workshop – 14 Nov 2012

Progression

Gamification Workshop – 14 Nov 2012

Points

• What points would you give your activities?

Gamification Workshop – 14 Nov 2012

Leaderboard

• How would you name it?

Gamification Workshop – 14 Nov 2012

Rewards

• What rewards will you give your players?

Gamification Workshop – 14 Nov 2012

Badges

• What badges and privileges can you offer your players?

Gamification Workshop – 14 Nov 2012

Levels

• What progression via levels could work for your players?

Gamification Workshop – 14 Nov 2012

Risks

• What could go wrong?

Gamification Workshop – 14 Nov 2012

Leaderboards

• Famous examples

Gamification Workshop – 14 Nov 2012

Leaderboards

• Examples– Football League– Forbes Rich List– Klout

Gamification Workshop – 14 Nov 2012

Leaderboards you play in

• Where are you leaderboarded?

Gamification Workshop – 14 Nov 2012

Leaderboards you play in

• Salary level at work• Job title at work• Sports leagues• Social circle (are you a celebrity? …)• Online communities

Gamification Workshop – 14 Nov 2012

Why Leaderboards work?

Gamification Workshop – 14 Nov 2012

Tribes

We validate our beliefs and behaviour via our friends who share our

affinities

Gamification Workshop – 14 Nov 2012

Identity

How does your product, service or experience ‘add to me’?

How does it make me look good with my friends?

Gamification Workshop – 14 Nov 2012

HerdsNo longer single authority, but many influencers.

Photo Credit: B3Bees Flickr

Gamification Workshop – 14 Nov 2012

Variables

• Activity

• Reciprocity

Gamification Workshop – 14 Nov 2012

Types of Leaderboard

• Subjective• Single Variable• Multi-Variable Serial• Multi-Variable Cumulative Total• Multi-Variable Relative Weighted

Gamification Workshop – 14 Nov 2012

Response

• How do you expect players to respond to:– You are number 1 on the monthly global leaderboard – You are number 17 on the monthly global leaderboard– You are number 45,278 on the monthly global leaderboard– You are number 14 in division 6 of the global league– You are number 7 out of your friends. Bob and Joe are

ahead of you at 5 and 6.– Your score is 30 out of a possible 100

Gamification Workshop – 14 Nov 2012

Anticipation

Before At release After

Gamification Workshop – 14 Nov 2012

Practical!

Gamification Workshop – 14 Nov 2012

Team Game

Gamification Workshop – 14 Nov 2012

Resources

• Book: Gamification By Design – Gabe Zichermann and Chris Cunningham published by O’Reilly

• Enterprise gamification - http://enterprise-gamification.com/ - community run by Mario Herger

• Gamification Summit – www.gsummit.com• GamFed – www.gamfed.com - international gamification

trade association• Gamification Of Work – www.gamificationofwork.com Toby

Beresford’s blog• Gamification Wiki – www.gamification.org• Twitter hashtag - #gamification • GBase examples of gamification -

http://www.gamification.co/gbase/main/

Gamification Workshop – 14 Nov 2012

Thanks!