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Gamification strategies to drive engagement and loyalty
- 1. Image courtesy: letsmakegames.com, creativecow.com, corporateleader.net
- 2. Takeaway? Tactics commonly used in games to Players? encourage gameplay. This includes Badges, Points, Leader boards, Levels, Challenges, and Achievements. Strategies commonly used in game design Story? based on psychological motivations to drive behavior. Rules? Field? Strategy?
- 4. Content 4 What is “Gamification”? Abstract Market size Key Innovators Game Design Challenges Success Story
- 5. What is “Gamification”? "Gamification is the use of game-thinking and game mechanics in non- game context in order to engage users and solve problems" - Wikipedia "The infusion of game design techniques, game mechanics, and/or game style into anything" - Gartner Gamification represents the fusion of four trends: explosion of social media mobile revolution rise of big data emergence of wearable computing
- 6. Abstract - playArea Gamification solutions are fast gaining pace in the current engagement and loyalty ecosystem.
- 7. Abstract – playArea (role in Business Application) On the basis of Type of Service Customers: • SMBs (Small and Medium Businesses) • Large Enterprises On the basis of Solutions: • Gamification Platform and Service Providers • Open Source Platforms • Mobile SDKs On the basis of Applications: • • • • • • Marketing Sales Support Product Development HR Other Enterprise Departmental Applications
- 8. Abstract - bonusPoints These solutions are positioned as flexible and user-friendly tools that are focused on enhancing employee motivation or customer stickiness across all applications. Gamification solutions provide enterprise, e- commerce sites, websites or social sites with fun and competitive elements. This concept has the potential to evolve and revolutionize workplace dynamics altogether.
- 9. Market size Gamification Market* is Estimated to Grow from $422 Million in 2013 to $5.5 Billion in 2018 Gamification market industry is expected to grow at a CAGR of 5.85% between 2013-2018 The adoption of Gamification strategies in non-gaming industries has been increasing significantly. Current penetration rate is 20% as of 2013, but an estimated figure shows 70% of global companies will manage at least one "gamified" application (innovation or marketing) by the end of 2016. * Markets and Markets(M&M)
- 10. Key Innovators Alive Mobile Badgeville Bigdoor Media Fantasy Sales Team Gameffective Gaminside Google Accenture IBM Icon Platforms Microsoft Mplifyr/Seiian Rewards Salesforce Pugpharm Cadalys Foursquare Gamify Khan Academy “Increasingly, organizations like Marriott, Deloitte, Aetna and even the Departmet of Defense are using gaming to recruit, develop and motivate employees” - Forbes
- 11. Game Design Creating the game story and plan along with its important interactive elements is called game design. It requires skills of story writing, story-telling, understanding of market trend and people preferences & creative visualisation. Game can be designed by applying new innovative ideas and rules to a story. Game design is a very young field, and there is still much to be discovered. The movie industry and even the advertising industry know more about invoking atmosphere and mood than any game designer out there and more important, they know how to apply their techniques effectively.
- 12. Key Elements Core Mechanics is the heart and soul of the game. The rules that define the operation of the game world that make up the core mechanics of the game, or the foundations of gameplay. Core Mechanics Storytelling & Narrative Interactivity All the games tell a story. The complexity and depth of that story depends on the game. Narrative means that part of the story that is told by you, the author and designer, to the player. Ref: Crawfor, C. - Game Design. New Riders Publishing. Interactivity is the way that the player sees, hears, and acts within the game's world. The way the player plays the game. This covers a lot of diverse topics: visual, sound, user interface & everything that comes together to present the gaming experience.
- 13. Story is the three-act structure The hero's journey is often used in a circular story form split into three acts. Ordinary World Return with the Reward Call to Adventure Resurrection Act 3 Refusal The Road Back Act 1 Meeting the Mentor Reward Act 2 Crossing the First Threshold Ordeal Test, Allies and Enemies Approach to the Inner Cave Ref: Rollings, A., Morris, D. - Game Architecture and Design. Xth edition. New York, New Riders Publishing.
- 14. Growth of the Character/Player The common character growth cycle that is tied in with the Hero's Journey advises how to manage the growth of the hero character. The hero starts with a limited awareness of himself. Limited Awareness Mastery Increased Awareness Final Attempt Act 3 Reluctance to Change Rededication Act 1 Overcoming Consequences Act 2 Committing Big Change Experimenting Ref: Salen, K., Zimmerman, E. - Rules of Play, Game Design Fundamentals. Xth edition. New Delhi, MIT Press. Preparing
- 15. Challenges Creating a Compelling Storyline, balancing the inevitable tension between your desire for control as a game designer, and the player's desire for freedom as an actor in your world. Creating the User Experience, the effective application of communication channels & hiding complexity. Generalities are always risky, and Misguided Assumptions about Players can result in failure of game. This is dangerous hubris (presumption). The reason for making a successful game is to engage an audience in the form of player. Collusion is the form of cheating in interactive realtime game play. This is also the violation of rules by either or all the players involved in game. However, there is no foolproof mechanism to control the collusion happening in the game. Ref: http://www.designersnotebook.com/Books/On_Game_Design/on_game_design.htm#
- 16. Success Story MS Powerpoint Ribbon
- 17. Success Story SAP gamified their LasVegas TechEd Conference Ref: SAP Gamification Overview
- 18. Success Story IBM saved millions by gamifying product manual translation and localization.
- 19. Success Story Cisco gamified its annual sales kick-off meeting
- 20. endGame LIFE IS A GAME, PLAY YOUR MOVES & DEVELOP THE STORY. Abhijeet Chavan
Hinweis der Redaktion
- What are the game elements?
- The year-over-year growth rate of an investment over a specified period of time. The compound annual growth rate is calculated by taking the nth root of the total percentage growth rate, where n is the number of years in the period being considered.
- res·ur·rec·tion (r z -r k sh n). n. Resurrection is the rising again from the dead, the resumption of life.
- it should be realized that the monomyth is a form, not a formula. It is a set of guidelines for creating a rewarding and fulfilling story line,
- Hubris is Overbearing pride or presumption; arrogance: "There is no safety in unlimited technological hubris"
- Ribbon Hero appears on the Ribbon in the supported Microsoft Office programs. Once opened, it lists challenges in four sections: working with text, page design and layout, getting artistic, and quick points. Each challenge is designed to teach the user a feature of Microsoft Office, and opens an example document which the user must edit using that feature. Challenges can be played in any order, and give half the available points. The remaining points are earned by using the same feature later on (outside the game). The quick points section does not list challenges, but, only features which can be used outside the game to gain points.
- SAP is entering an exciting new era, one that holds the potential to help the company reach its goal of one billion users by 2015.ReuvenGorsht, Senior Director, Strategy, Global Pre-Sales at SAP is charged with looking at the different ways in which SAP customers really work. Not surprisingly, Reuven is spending a lot of time on the topics of mobility, gamification and how these areas impact the end user.One method that has worked is for SAP to create experimental applications designed to enhance everyday SAP functions. “Lead-in-One” is a good example of this. Since most Sales Managers dread the somewhat cumbersome task of assigning incoming sales leads to their account executives, Gorsht and his team put a golf-themed iPad application on top of the process. Golf balls are leads, and holes represent the sales reps.“As you drive the balls into the holes, you’re actually performing a business task,” said Gorsht. “We’ve taken a painful process and deployed a game-like interface to make it fun.”Lead-in-One was a big hit at SAP’s recent Field Kick-off Meeting and it is currently making the rounds with SAP developers. A sustainability-themed app called “Seeds” could also make the rounds which enables SAP employees to collect and report on their own contributions like carpools and recycling. Based on an incentive framework, employees can share ideas (new bus routes, for instance) and earn seeds (points) for each idea they nominate. A dashboard ranks each office or team, keeping users in a competitive spirit and wanting to participate. Users could potentially cash in points to crowd fund solar panels or more electric cars for SAP.At the end of the day, gamification isn’t always about fun, shooting things or collecting points. It’s about providing balance, according to Mario Herger who works in Technology and Strategy Innovation for SAP and moderates SAP communities like “Gamification at SAP” and “Innovation Steampunk.”“Video games are very good at providing the right balance between skill and difficulty,” said Herger. “The right information is exposed at the right time to keep users engaged and not overwhelmed. Likewise, users should become gradually comfortable with SAP functionality as opposed to being exposed to all of it at once, which might lead to confusion and frustration. It is absolutely critical for SAP to continue adopting gamification principles in order to reach one billion users.”
- CISCO the American, multinational corporation, that designs, produces and sells networking equipment started an innovative initiative as part of the company engagement strategy and decided to use videogames for the annual training of worldwide sales forces. A geographically dispersed sales force over five continents and with different cultures raises challenges when it comes to introducing dozens of new products and technologies each year. In order to reach these dispersed employees they decided to set-up an alternate reality game,The Hunter, with a real life scenario, was created for the annual kick-off meeting of the CISCO sales forces. The sales representatives (around 18,000 people) have to help a CISCO colleague, Isabel Travada. Isabel’s apartment has been broken into and her father’s journal has been stolen. The journal contains puzzles and clues, and Isabel calls upon her friends in the worldwide Cisco sales force to help her solve the puzzles, follow the clues, and send pictures to replace the ones lost. In order to solve this, the sales representatives can use all the CISCO means: phone calls, websites, video and audio content, and products. At the same time Isabel travels with Keith, her father’s former colleague, retracing her father’s steps and coming closer and closer to solving the mystery of the journal, and the man who stole it – and why.This trans-media global, entertainment experience is aimed at:Fostering collaboration and creativity of the Sales team’s members and incentivizing worldwide team- building. Fulfilling the main goal of expanding beyond the initial, individual challenge in order to promote more team-based engagement and increase collaboration among internal teams.Education regarding the numerous new CISCO products and technologies. In order to solve the mysteries of the game the CISCO employees have to use and experience CISCO products.This game demonstrates that far beyond employees’ awareness, games foster advocacy by engaging employees: internal brand engagement & company culture.This game was repeated twice before the annual sales meeting, it is quick and intense lasting only two weeks. In terms of engagement the results were excellent: over 9,000 employees out of the 18,000 in the Sales departments played with The Hunter and spent over 10 minutes per day.- See more at: http://marketing.blogs.ie.edu/archives/2012/09/do-you-like-to-play-the-evolution-of-games-for-fun-to-gamification.php#sthash.9b0R4Aa5.dpuf