Hamleys+rg

Gaming and innovation

Hamleys

Contents

Why are we here?

Now and the future

The Innovation Process

Case studies

Gaming explored

Why are we here?

Gap analysis Customer issues Business issues Landscape Opportunities MVPs

How is digital is evolving?

1.0 2.0 3.0

Read Write Learn Merge

4.01990 2000 2010 20201990 2000 2010 2020

InsightKey objectives

Problems

Opportunities

Business

Market

Trends

Deliverables

Market insight

Competition

Digital strategy

Break points

Behaviors

The brand

The consumer

Implementations

Key insights

Roll-out factors

Stage-gate

When?

how?

1-2-1 insight

Research

Peer intelligence

Insight > analysis > review > MVP

Feedback > Iterate > upgrade> Scale

ROI

Living Digital: The Innovation ProcessProblem discovery

• Objectives• Business• Stakeholders• Market/trends

FILTERS•Human•Business•Digital

MAGIC BOX•Client insight•Blue Barracuda•Gaming psychology

Problem‘Film piracy is on the increase’Finger wagging campaigns not working. Increasing bandwidths.

Solution‘Easy beats free’Making legal sources of film easily accessible

M.V.P. 1‘FindAnyFilm.com 1.0”The Google of film.

M.V.P. 2‘FindAnyFilm 2.0’Socialising film discovery

Problem‘Pharma products cost a lot and there is little time to exploit them’Getting adoption into medical practice takes time.

Solution‘Encourage discussion of the data’Physicians trust other physicians

M.V.P. 1‘Rochecongress.info 1.0’A congress utility released at ESMO in Milan

M.V.P. 2’Rochecongress.info 2.0’Further iteration at SABCS in San Antonio

Problem‘The Trust Discount’Lack of trust in eBay means shoppers will pay 20% less for goods than on Amazon

Solution‘With you every step of the way’Research suggested lack of overt customer service was damaging Trust

M.V.P. 1‘The People behind eBay’Site display banners across 5% of UK site

M.V.P. 2‘Online Customer Service’Reworking of OCS architecture, design & tone

Game on!

80% of FFP users have taken unnecessary flights to gain airmilesa

10 trillion unredeemed airmiles

Moneyweek.com

$7 billion estimated global value

Gaming: Before Digital

Gaming: Game Mechanics1. AchievementDefinition: A virtual or physical representation of having accomplished something. Often viewed as rewards in themselves.Example: a badge, a level, a reward, points, really anything defined as a reward can be a reward.

2. Appointment DynamicDefinition: To succeed, one must return at a predefined time to take some action. Often related to interval based reward schedulesExample: Cafe World and Farmville where if you return at a set time to do something you get rewards

6. Blissful ProductivityDefinition: The idea that playing in a game makes you happier working hard, than you would be relaxing. Example: World of Warcraft players play on average 22 hours/week. They’re willing to work hard, perhaps harder than in real life, because of their blissful productivity in the game world.

21. Free LunchDefinition: The player feels they are getting something for free due to someone else having done work. The player must feel that they’ve “lucked” into something.Example: Groupon. By virtue of 100 other people having bought the deal, you get it for cheap.

The art of creating gameplay

Game PlayGame Play

EngagementEngagement

R.O.IR.O.I

RevenueRevenue DataData

Game PlayGame Play

EE

R.O.I.R.O.I.

revenuerevenue DD

TrainingTrainingWebsitesWebsites

Call Centres

Call Centres

ProductsProducts

LoyaltyLoyalty

HealthcareHealthcare HRHR

Game Changers

Living Digital: The Innovation Process

Innovation insight

package

Problem– Gap Analysis– Secondary search– Primary research

Innovation solution package

Solution– Hypothesis– Prototype– Presentation, report, project plans

Innovation implementation

package

MVP– Iterate– Scale