GWC14: Bernardo Crespo - "5000 hours of learning"

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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014

Gamification : Gamification: 5,000 hours of learning

Bernardo CrespoTwitter: @b_crespo

#GWC14

Madrid, 6 noviembre 2013

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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014

BBVA Game

Setting up a platform to educate customers on how to use our transactional website. And it

works!

2011

2014

3 years of learningYou are

here

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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014

Our approach

http://youtu.be/OsaJoNYmoeM

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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014

End 2010 / Beginning 2011

Source: Google Trends / “Gamification” / http://www.google.es/trends/explore#q=gamification%2C%20&cmpt=q

Gamification: PBLPoints

Badges

Leaderboards

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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014

Our goal

The challenge

• Contribution to our Digitalization goal.

• Main goal. Engagement on actual users.

• Secondary Goal. UserAcquisition.

The use of Gamification techniques as a means to enhance business goals.

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2233

POINTS

BADGES

LEADERBOARDS

Challenges + Rewards

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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014

Is everyone a gamer?

66% 33%

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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014

19%

0-20 20-30años

30-45 >6045-59

2% 23%48% 8%

71%

Is everyone a gamer?

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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014

Is gamification about fun?

Makes bbva.es more enjoyable…

Source: Opinator – YoY April 2014

Keeps my curiosity…

I value your rewards…

Overall satisfaction with bbva.es…

Overall satisfaction with game…

7.95

7.40

7.13

8.03

7.24

29,767

29,709

29,683

29,672

29,637

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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014

How do we keep the “flow”?

PASSION

Source: Adapted form Flow: The Psychology of Optimal Experience , Mihaly Csikszentmihalyi.

CH

ALL

EN

GE

SKILL

Anxiety

Boredom

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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014

> 80% automated direct

communications

How do we keep the “flow”?

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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014

How to measure Gamification?

Game metrics

There is no magic formula.

Web metrics Biz Metrics

KPIs KSIs

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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014

¿Cómo se mide Gamification?No existe una fórmula mágica

User activity

Return Frequencychallenges

sectionsredemption

User acquisition

Traffic channels

CTR + Logins

rewards

Virality

KPIs KSIs

margin

ROIfrequency

+ a lot of curiosity

Video views

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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014

One “game” fits all?

Achievers

Source: Adapted form Richard Bartle:

Interacting

Acting

PlayersKillers

ExplorersSocializers

World

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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014

videos

Hiring new products

Social challenges

data qualificationtransactions

Friends

Quiz

logon

permanency

goals

games

One “game” fits all?

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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014

How to Sell Gamification To Your CEO?

Biz Metrics

KSIs

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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014

No way using Gamification awards

Fuente: http://www.gamification.co/2012/10/31/spanish-bank-bbva-embraces-gamification-with-online-game/http://www.forrester.com/Case+Study+BBVA+Drives+Online+Banking+Use+With+Game+Mechanics/fulltext/-/E-RES101441?docid=101441http://my.gartner.com/portal/server.pt?open=512&objID=202&&PageID=5553&mode=2&in_hi_userid=2&cached=true&resId=2355215&ref=AnalystProfile

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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014

201,639 Game users

> 1 MM Video views

50% Spanish villages playing

BBVA game NOWNOW

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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014

3x ClickOpen email

2x Overall satisfaction BBVA.es

#2 Bank by Social Media audience. Spain.

24x Video views [first 12 months]

NOW

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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014

Has this game an ending?

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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014

Has this game an ending?

“Time is a game played beautifully by children.”

Heráclito

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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014

There is no ending for emotions

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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014

BBVA Game

Creamos una plataforma donde enseñamos a mejorar el uso de

BBVA.es entre los clientes BBVA.Gamification funciona!

LigaBBVAgame.com

2011

2014

Usted estáaquí

3 years of learning

Taking advantage of our learning to adapt BBVA game to an acquisition

tool.

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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014

Gami-acquisition

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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014

Will see how it works.

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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014

Bernardo CrespoTwitter: @b_crespo

#GWC14

Thanks a lot /Muchas Gracias.

Gamification: 5,000 hours of learning