Anything you need to know about Gamification. Gamification, as powerful tool of business strategy integrates with the marketing of emotions, aimed at driving through our unconscious our buying behavior. Our first report offers an in-depth look at Gamification World, and also on loyalty programs and E-Learng. This a white paper approved by Gartner.

1. 1

2. 2

3. 3
Gamification
in
the
world
of
Digital
Marketing
Introduction
to
Gamification
Since
the
90s,
thanks
to
technological
development,
the
interest
toward
integration
of
video
games,
marketing
and
business
is
increased.
New
elements
were
introduced
in
order
to
enrich
and
renew
engagement
processes
to
increase
sales
performances
and
brand
engagement.
Millennium
generation
is
the
first
to
embrace
gaming
as
primary
form
of
entertainment.
According
to
Nielsen
2014
Report,
Millennials
are
one
of
the
largest
population
segment
in
the
USA.
These
young
consumers
are
the
largest
segment
of
smartphones
owner,
about
77
Million
euros.
The
following
infographic
shows
smartphones
market
share
by
age
and
gender.
Gamification
can
influence
people's
behaviour
by
changing
brain
chemicals
and
stimulating
dopamine
and
aiming
to
their
emotional
side.

4. 4
Game
has
always
been
part
of
human
activities
and
now
is
going
to
be
the
predominant
trend
in
the
digital
business.
Rewards
(badges,
levels,
leaderboards)
gratify
active
users
and
stimulate
competition.
Finding
the
right
rewards
is
important
to
engage
new
customers
and
stimulate
active
participation,
elaborating
a
series
of
activities
connected
to
behavioral
change
and
to
the
development
of
player's
engagement.
Companies
&
Markets,
in
its
latest
report
"Global
Gamification
Market
2012-­‐2016",
estimates
a
99%
growth
rate
in
the
period
2012-­‐2016,
meaning
an
annual
increase
of
approximately
25%
on
average.
No
coincidence
that
gamification
market
has
reached
globally
nearly
half
a
billion
euro
and
the
forecast
show
a
fast
growth
that
will
take
it
to
at
least
4
billion
per
year
by
2018.
Different
studies
explained
the
complexity
of
fun
with
the
acronym
“MDA”
(Mechanics,
Design,
Aesthetics).
The
MDA
framework
was
created
by
Robert
Hunicke,
Merc
LeBlanc
e
Robert
Zubek
(Game
Designers)
in
2001,
this
approach
helps
to
use
thinking
systems
to
describe
the
interaction
of
game
elements
and
their
application
in
a
non-­‐game
context.
Emotions
become
company's
objective
and
the
“mechanics”
are
the
basic
support
to
reach
the
desired
purpose.
To
design
a
game
influencing
users
behaviors,
we
need
to
understand
that
is
not
the
game
attracts
the
player,
but
the
Mechanics
in
use,
meaning
the
procedures
and
rules
describing
what
can
be
done,
the
aims
and
the
rewards.
The
emotions
given
by
the
games
aesthetics
are
voluntarily
caused
by
the
game
design.
The
system
causes
player's
emotions:
competition,
socialization,
cooperation,
auto
expression,
discovery,
pleasure;
finally
Dynamics
are
the
behaviors
and
the
choices
taken
by
the
player
in
the
game
system
regulated
by
emotions.
Framework
MDA

5. 5
The
main
purpose
of
gamification
is
to
influence
everyday
activities,
usually
thought
as
boring,
looking
for
a
natural
and
fun
engagement,
making
engaging
context
that
usually
are
not.
Who
would
think
that
serve
a
table,
manage
a
farm,
raise
animals
or
plan
air
traffic
are
premises
of
a
successful
game?
Everything
can
turn
into
a
gameful
action,
suitable
for
creating
value,
but…
What
is
the
difference
between
a
Gamification,
video
Games
and
Rewards
Programs?
According
to
Gartner,
a
Key
characteristic
of
gamified
solutions
is
that
they
focus
on
goals
that
are
shared
by
players
and
the
providers;
however,
there
is
a
lot
of
confusion
and
debate
surrounding
the
similarities
and
difference
among
video
games,
rewards
programs
and
gamification.
Because
they
share
some
similar
constructs,
such
as
points,
badges
and
levels,
people
often
think
they
same
and
that
the
principles
that
are
applied
to
one
can
be
applied
to
another.
But
video
games
and
rewards
programs
are
very
different
from
gamification,
and
it’s
important
to
have
a
clear
understanding
of
the
different
goals
and
value
exchanges
to
avoid
confusion.
Gamification,
video
Games
and
Rewards
Programs:
Gamification,
video
games
and
rewards
programs
are
similar
in
a
few
ways:
• They
engage
"players"
voluntarily.
• They
use
game
mechanics
such
as
points
and
levels.
• They
are
interactive.
• They
incorporate
progression
to
move
players
to
the
next
level.

6. 6
But
the
differences
are
more
important
than
the
similarities.
Video
games,
rewards
programs
and
gamification
engage
people
on
very
different
levels,
and
they
have
entirely
different
purposes:
• Games
primarily
engage
players
on
a
whimsical
level
to
entertain
them.
• Rewards
programs
primarily
engage
players
on
a
transactional
level
to
compensate
them.
• Gamification
engages
players
on
an
emotional
level
to
motivate
them.
We
believe
Nike
is
a
good
example
of
a
brand
using
gamification
strategies
to
engage
customers
in
challenges,
thus
enhancing
their
athletic
performances
through
technology
and
community,
combining
all
of
this
into
a
product,
associated
to
a
community
management
program.
Building
on
Nike+,
a
product
that
the
company
launched
in
2006
for
runners,
the
FuelBand
tracks
what
the
company
calls
NikeFuel,
which
lets
people
compare
a
game
of
basketball
to
a
dance
class,
for
example.
Nike’s
VP
Global
Brand
Trevor
Edwards
said
at
a
press
event
in
New
York
City
that
the
product,
“Allows
everyone
to
measure
up
and
compete
with
others.”
A
bracelet
that
allows
you
to
store
all
the
data
of
the
movements
that
our
bodies,
performs
during
the
day
a
true
example
of
wearable
technology.
The
Nike+
ecosystem
continues
to
expand
through
the
Nike+
Fuel
Lab
and
tech
industry
partnerships.
By
integrating
NikeFuel
into
these
companies’
products,
over
100
million
potential
new
athletes
will
be
able
to
use
NikeFuel
to
measure,
motivate
and
improve.
These
partnerships
will
give
athletes
a
common
universal
currency
to
monitor
and
evaluate
their
many
forms
of
activity.
Nike
used
an
on-­‐line
role
multiplayer
game
(MMORPG
-­‐
Massive,
Multiplayer
Online
Role-­‐Playing
Game)
in
its
digital
fitness
program,
characterized
by
daily
social
challenges
with
long
and
-­‐short
term
objectives.
In
this
case,
an
intrinsic
motivation
moves
the
players
toward
a
satisfying
action,
stimulating
in
itself,
in
order
to
increase
his
engagement
and
the
bond
with
the
brand.

7. 7
(NIKE-­‐
http://goo.gl/WReoyR)
The
reason
of
success
and
the
appeal
for
the
consumer,
is
the
fascination
“caused”
by
gamification
programs.
The
company
must
see
clearly
since
the
beginning
both
player's
motivation
and
objectives
to
reach.
These
are
pursued
through
the
right
game
structure,
defined
by
specific
parameters
of
interaction
between
players
and
final
end.
The
game's
structure
is
based
on
four
opposed
parameters,
that
will
be
proposed
again
in
the
success
stories
analyzed
in
the
document:
Collaborative/
competitive:
The
competition
is
one
of
the
possible
systems
to
engage
people,
but
it
must
be
used
with
caution:
in
the
majority
of
cases,
more
collaborative
solutions
are
created,
in
order
to
reach
personal
objectives
while
supporting
other
players.
Nike
combines
collaboration
and
competition
in
its
digital
fitness
system;
it
motivates
players
to
succeed
in
the
fitness
program
but
not
necessarily
in
a
competition.
Intrinsic/
extrinsic:
Extrinsic
motivations
are
those
where
the
player
is
emotionally
stimulated
to
perform
an
action
“for
its
own
sake
and
pleasure”.
Being
offered
intangible
rewards,
Nike
players
are
impelled
by
and
intrinsic
motivation
to
rise
in
ranking,
reaching
their
personal
goals
(not
elevating
player
status).
Meanwhile
the
same
player
gets
satisfaction
in
receiving
tangible
rewards
for
the
achieved
goals.
In
this
last
case,
we
talk
about
a
extrinsic
motivational
factor.
Multiplayer/Solitary:
As
previously
mentioned
Nike+
is
a
multiplayer
game,
where
players
interact;
on
the
contrary,
in
solitary
games
the
player
plays
against
himself,
interacting
only
with
the
game.
Game
designers
have
a
very
important
role
here:
they
pre-­‐determinate
the
game
endings.
These
are
designed
to
enhance
interactions
between
players
or
between
game
and
player
(one-­‐to-­‐one).

8. 8
Campaign/Endless:
often
we
think
gamified
application
as
endless,
but
the
real
aim
is
to
teach
and
promote
new
skills
and
new
habits;
these
long-­‐term
processes
end
only
when
the
user
learns
certain
skills.
Nike+
player's
aim,
simply
running,
ends
at
the
end
of
every
run;
still
the
players
can
undertake
a
personal
training,
harder
and
long-­‐term.
To
the
date,
companies
are
increasingly
involved
in
strategies
geared
toward
applying
gamification
programs
to
solve
problems
inside
and
outside
the
company
and
to
build
customer
loyalty.
Gamification
means
motivate
people
to
achieve
their
goals,
not
those
of
the
company.
If
a
company
identifies
the
objectives
that
can
be
shared
with
their
consumers
and
provide
them
with
meaningful
personal
goals,
then
it
will
get
tangible
business
results”.
Any
gamified
solution
succeeds
only
if
users
are
engaged
in
a
game
where
the
goals
that
can
be
achieved
also
add
value
to
the
user,
regardless
of
the
company’s
goals.
Nike
+
users,
for
example,
are
required
to
achieve
the
objectives
that
aim
to
improve
their
physical
condition
through
sport;
these
goals
are
not
directly
linked
to
those
of
Nike
brand,
except
to
the
extent
of
the
added
value
of
Nike's
offer,
that
the
player
absorbs
throughout
the
game;
in
other
words,
the
dynamics
of
the
game
and
the
recommendation
of
specific
objectives
positively
affects
the
perception
of
the
brand,
triggering
mechanisms
of
loyalty,
as
well
as
spontaneous
self-­‐
promotion
of
the
community
born
around
game.
In
a
2012
survey
conducted
by
Pew
Research
Center,
53
percent
of
people
surveyed
said
that
by
2020
the
use
of
gamification
will
be
widespread,
while
42
percent
predicted
that
by
2020
gamification
will
not
evolve
to
be
a
large
trend
except
in
specific
realms.
The
objectives
of
Gamification
Gamification
is
becoming
year
by
year
a
major
trend
affecting
many
social
and
business
fields,
oriented
to
reach
one
of
the
following
objectives:
• Change
behaviors
• Develop
skills
• Enable
innovation
Changing
behavior:
the
main
purpose
of
gamification
is
to
attract
a
specific
audience,
encouraging
them
to
change
their
behavior.
In
the
game
frame
people
are
more
likely
to
adopt
new
habits
and
engage
new
users.
From
companies'
point
of
view,
gamification
is
a
new
way
to
show
the
features
of
their
product
to
consumers,
using
gaming
as
"social
connector"
(users
participating
in
the
game
can
become
“evangelists”
of
company’s
products).
Moreover,
Brands
can
use
it
as
a
real
business
strategy,
to
enhance
loyalty
programs
and
to
improve
employee
performances.

9. 9
Finally,
some
gamified
solutions
are
aimed
at
improving
the
lifestyle
of
the
people
and
the
environment
around
them.
To
date,
brands
such
as
McDonalds,
Toyota,
Nike,
Volkswagen,
Coca-­‐Cola,
Heineken
and
others
are
developing
engagement
strategies,
internal
and
external
to
the
company,
based
on
gamification.
Through
a
gamification
program,
many
companies
try
to
drive
workers
behavior
on
travel,
Applying
prizes
and
rewards
designed
to
manage
their
traveling
habits.
This
is
the
case
of
Ovation,
a
company
for
the
management
of
corporate
travel.
Using
tangible
rewards
to
ensure
the
correct
use
of
resources
given
to
an
employees
on
travel
for
a
company.
Through
"Ovantage"
loyalty
program
and
rewards,
business
travelers
compelling
with
cost
saving
policies
of
their
company
have
the
opportunity
to
earn
points
and
badges
that
can
be
used
to
purchase
discounted
products
at
affiliated
stores.
Enable
innovation:
Another
field
of
application
of
gamification
is
to
drive
innovation
within
communities
and
companies.
A
playful
structure
can
provide
goals,
rules,
directions
to
users,
that
are
stimulated
to
explore,
contribute,
experiment
and
solve
problems.
In
this
field,
gamification
joins
crowdsourcing,
a
method
of
community
engagement
that
takes
advantage
of
shared
knowledge
and
skills
of
a
collective
community.
Fold
it,
for
example,
is
a
platform
developed
by
Biochemistry
Department
of
University
of
Washington
Center
for
Science,
created
to
study
and
design
new
proteins,
using
game
mechanics
and
crowdsourcing.
Fold
it
includes
a
number
of
missions
in
which
the
user
"manipulates"
simple
proteins,
but
periodically
puzzles
are
released
(proteins
to
design
or
challenges
to
find
proteins
real
structure).
The
goal
is
to
help
research
on
protein
folding
and
design
of
new
proteins,
speeding
up
and
reducing
the
costs
of
research
related
to
many
genetic
diseases.
This
allows
to
solve,
in
only
ten
days,
AIDS-­‐related
problems
that
have
been
unsolved
for
fifteen
years,
not
by
using
lab
scientists,
but
fans
at
no
expense
There
have
been
over
240,000
players,
a
major
breakthrough
in
the
field
of
AIDS
research.
Developing
skills:
another
area
suitable
to
implement
an
approach
based
on
gamification
is
education.
In
this
field,
games
mirror
the
behavioral
skills
of
the
player
and
by
simulating
real
work
environment,
allow
the
user
to
implement
their
skills
through
interactive
and
engaging
processes,
receiving
feedback
for
every
action
undertaken
in
the
simulated
scenario.

10. 10
"Science
Daily",
an
online
magazine
of
scientific
articles,
published
a
study
by
Traci
Sitzmann,
PhD
student
of
the
University
of
Colorado
Denver
Business
School.
According
to
this
study
workers
are
"more
motivated,
learn
more
and
forget
less”
if
companies
are
using
videogames
for
training
purposes.
Throughout
a
year,
Sitzmann
examined
65
cases
and
collected
6476
questionnaires,
with
data
showing
that,
"compared
to
other
trainees,
those
who
use
videogames
have
increased
their
general
knowledge
by
11%,
their
basic
knowledge
by
14%
and
by
9%
memory
endurance".
http://www.sciencedaily.com/releases/2010/10/101019171854.htm
An
example
is
Renault's
project
Renault
Academy.
Training
of
managing
behavior,
exploiting
the
assets
of
games
in
order
to
train
all
Renault
retailers.
Retailer
could
identify
with
their
professional
role
and
virtually
improve
their
sales
performances.
The
game
was
developed
in
four
languages
and
has
been
adapted
to
the
needs
of
the
company's
international
sales
network.
Renault
wanted
to
increase
the
efficiency
of
the
sales
force
in
the
world
The
famous
company
of
the
golden
"M",
Mc
Donald,
implemented
in
2014
a
gamification-­‐based
program
to
speed
up
and
ease
the
understanding
of
the
new
cash
register
system
activated
in
over
1300
sales
points
around
the
world
(currently
in
a
pilot
phase
in
UK).
A
project
realized
by
Kineo
offers
global
learning
solutions
to
help
companies
improve
performance
through
learning
and
technology.
The
project,
after
only
one
year
of
implementation,
has
brought
remarkable
results,
so
that
now
the
portal
is
the
most
used
of
all
time
by
Mc
Donald
employees,
although
not
mandatory.
Results
obtained
after
a
year
of
implementation:
• 145,000
page
views;
• Reduction
by
7.9
seconds
on
the
average
time
of
a
customer
order;
• On
Average
15
pence
increase
in
user
spending.
Total
amounts
to
18,000
pounds
per
store.

11. 11
Since
the
program
began
in
2014
annual
growth
in
the
UK
was
23.7
million
pounds.
How
does
it
work?
Through
the
cash
register,
Mc
Donald's
employees
perform
their
usual
work,
but
in
an
innovative
and
fun
way,
viewing
each
step
of
the
performed
procedure.
Gamification
(with
extrinsic
value)
triggers
the
user
to
improve
his
working
performance
by
providing
bonus
and
points
for
specific
actions
performed:
take
the
correct
order
or
more
orders
in
a
row
without
mistakes
and
complete
the
order
in
the
shortest
possible
time.
More
information
is
available
on
Kineo
website
at
the
following
link:
http://goo.gl/tbghKH
Ultimately,
an
e-­‐learning
platform
with
gamification
elements
allows:
• To
act
on
emotional
and
motivational
side,
improving
performance;
• To
tackle
the
monotonousness
of
the
actions
with
fun,
showing
a
less
demanding
way
of
learning;
• To
stimulate
a
constant
growth
in
learning,
introducing
different
levels
of
complexity
in
the
game
action.
Thesepoints
are
essential
data
from
different
psychological
studies
that
identify
the
attention
time
of
an
individual:
the
attention
of
a
person
lasts
for
a
relatively
long
period
(needed
to
learn
any
kind
of
topic);
However,
there
is
a
gradual
deterioration
in
the
quality
of
cognitive
performance.

12. 12
In
a
lecture,
for
example,
the
attention
of
the
students
toward
the
lecturer
begins
to
decline
after
about
ten
minutes.
In
training
contexts,
therefore,
multimedia
projects
integrated
with
gamification
are
ideal
to
keep
a
high
level
of
attention.
When
the
information
to
be
stored
involves
many
feelings
(meaning
that
involves
the
simultaneous
use
of
multiple
senses)
is
easier
to
remember.
Edgar
Dale
(April
27th
1946),
American
educator,
invented
the
"cone
of
learning",
which
investigates
the
relationships
between
different
types
of
audiovisual
materials
and
learning,
arguing
that
"we
can
remember
10%
of
what
we
read,
20%
of
what
we
hear,
30%
of
what
we
see,
50%
of
what
we
hear
and
see,
70%
of
what
we
say
and
90%
of
what
we
say
and
do.
This
is
due
to
the
fact
that
a
greater
individual
involvement,
through
the
integration
of
multi-­‐
channel
information
and
the
incentive
to
move,
ease
learning.
Furthermore,
enriching
"Learning
games"
with
photos,
videos
and
interactions
is
a
great
way
to
link
the
notions
to
a
memory.
Such
kind
of
learning
game
is
Duolingo,
a
platform
committed
to
language
training,
appointed
by
Apple
in
2013
as
"The
iPhone
app
of
the
year",
by
Google
as
"The
best
of
the
best
on
Android”
and
by
TechCrunch
as
“Best
Startup
for
education.
The
platform's
strategy
is
focused
on
the
"repetition"
of
the
action
by
the
user,
which
turns
the
language
learning
into
a
fun
activity.
The
platform
uses
points
and
badges
as
intrinsic
rewards
and
including
suggestions
of
a
game
assistant,
encouraging
the
repetition
to
help
him
to
get
to
the
next
level.

13. 13
Duolingo's
web
and
mobile
application
are
completely
free,
but
it
has
been
defined
by
the
co-­‐
founder
Luis
Von
Ann,a
proper
business
model
for
language
learning.
(TED
presentation
Duolingo)
http://goo.gl/Vek3OT
The
reason
that
moved
Luis
Von
Ahn
to
create
Duolingo
comes
from
this
question:
"How
can
we
bring
100
million
people
on
the
web
to
translate
into
all
major
languages
for
free?"
Duolingo,
moreover,
is
based
on
a
system
of
crowdsourcing
which
commits
all
users
of
the
platform
to
translate
a
document
online,
by
practing
the
language.
When
the
translation
is
complete,
Duolingo
returns
it
to
the
original
owner,
who
pays
the
company
according
to
the
type
of
translation.
Meanwhile
the
players,
learn
by
translating
real
content.
Duolingo
thanks
to
this
system
has
signed
contracts
with
BuzzFeed
and
CNN,
to
translate
stories
from
English
into
languages
such
as
Spanish,
French
and
Portuguese.
Translated
documents
are
very
accurate,
as
each
translation
is
evaluated
and
controlled
by
many,
until
the
final
version
perfectly
elaborated
is
sent
back
to
the
media.
Doulingo's
app
has
12.5
million
active
users.
On
average
they
spend
30
minutes
a
day
on
translations.
The
data
about
the
use
of
the
application,
were
analyzed
in
a
study
by
the
City
University
of
New
York
(CUNY)
and
University
of
South
Carolina,
showing
that
spending
34
hours
on
the
game
teaches
the
equivalent
of
one
semester
of
language
class
with
fee;
Furthermore,
the
traffic
generated
by
the
mobile
app
shows
that
the
user
plays
in
particular
period
of
time
defined
as
"Time-­‐killer":
that
is,
the
three
or
five
minutes
while
waiting
in
public
places).
How
does
it
work?
The
contents
are
organized
through
a
"skill
tree"
and
a
score
system
that
allows
to
skip
a
level
only
by
passing
some
tests.
The
lessons
are
organized
into
short
blocks,
thus
promoting
the
use
of
mobile
game.
Once
a
lesson
is
over,
you
can
move
on,
with
the
possibility
of
going
back
to
refresh
the
weak
points
with
new
exercises.
The
Owl,
named
Duo,
is
the
mascot
of
the
game.
It
motivates
the
player
and
reminds
the
importance
of
practicing
the
game
daily
to
learn
a
new
language.
According
to
Von
Ahn,
Duolingo
gains
between
16
million
and
20
million
users
in
a
matter
of
a
week;
the
application
today
attracts
more
than
100,000
new
users
every
day.

14. 14
Von
Ahn,
built
Duolingo
on
the
same
logic
of
the
games
that
he
developed
previously,
like
reCAPTCHA,
new
release
of
the
bot
verification
program
“CAPTCHA.”Unlike
CAPTCHA,
reCAPTCHA
(http://en.wikipedia.org/wiki/ReCAPTCHA)
not
only
verifies
the
user
is
a
human
with
a
data
input,
but
targets
a
second
issue.
This
is
the
impossibility
for
computers
to
recognize
(with
OCR)
the
words
written
in
old
books
once
digitized.
Through
the
more
or
less
conscious
support
of
the
web
community,
digitization
is
optimized.
The
patent
reCAPTCHA
was
purchased
by
Google
in
2009.
(http://it.wikipedia.org/wiki/CAPTCHA)Unlike).

15. 15
Gamification
and
Loyalty
programs.
Take
part
to
a
game
is
a
dynamic
and
exciting
adventure,
where
we
are
the
protagonists
in
the
epic
sense
of
the
term.
The
engagement
comes
from
the
sense
of
belonging
to
a
community
and
from
the
competition
that
is
generated
among
members
who
are
part
of
it:
within
a
specific
virtual
community,
anyone
wants
to
be
the
best
and
to
be
so
is
willing
to
use
all
he
has.
All
of
this
works
as
long
as
the
experience
offered
to
the
user
is
"meaningful",
so
that
it
has
a
meaning
and
is
built
upon
the
valuable
semiotic
rules
that
storytelling
preaches:
if
you
want
somebody
to
be
emotionally
involved
in
a
process
you
have
to
create
a
story,
a
narrative
made
of
logical
blocks
to
identify
in,
really
becoming
the
protagonist
of
a
story.

16. 16
What
are
the
fundamental
axes
of
the
playful
dimension?
• Create
a
winning
narrative.
• Offer
a
challenge
that
stimulates
the
player,
requiring
"few
minutes
to
learn
and
a
lifetime
to
dedicate
to".
• Increase
user
satisfaction,
through
two
assets
(essentials
to
gamification
as
a
business):
attraction
and
sharing.
For
this
reason
we
can
say
that
gamification,
as
powerful
tool
of
business
strategies
integrates
with
the
marketing
of
emotions,
aimed
at
driving
through
our
unconscious
our
buying
behavior.
In
this
regard,
the
fields
that
are
more
sensible
to
gaming
as
a
strategic
driver
are
the
loyalty
programs
and
e-­‐commerce.
The
research
lead
by
Maritz
Loyalty
Marketing
show
that
loyalty
programs
in
the
United
States
are
increasingly
growing,
reaching
2.647
billion
of
customers.
On
average,
a
consumer
takes
part
to
7.4
loyalty
programs,
but
its
an
active
participant
in
only
63%
of
these.
Airlines
have
always
been
the
avant-­‐garde
in
the
pursuit
customer
satisfaction,
even
with
complex
loyalty
programs,
which
together
with
gaming
techniques
have
played
a
dominant
role
in
the
strategies
of
large
multinational
companies.
Back
in
1981
American
Airlines
started
the
first
Frequent
Fly
Program.
Americans
Airlines
is
a
TopVendor:
the
loyalty
program
(Frequent
Flyer)
AAdvantage
with
67
million
subscribers
since
2001,
gives
the
possibility
to
its
customers
to
get
the
best
discounts
on
air
travel
and
upgrades
to
first
class.
AAdvantage
is,
in
fact,
a
loyalty
program
in
"coalition",
which
thanks
to
a
gamification
strategy,
allows
customers
to
earn
miles
by
traveling
and
purchases
at
American
Airlines'
partners,
to
convert
them
into
travel,
products
or
exclusive
events.
The
rise
of
new
population
segments,
social
networks,
apps
and
smartphones
makes
it
necessary
to
rethink
the
way
we
draw
and
run
these
programs
and
the
integration
with
gamification
mechanics.

17. 17
The
companies
by
introducing
elements
of
play
in
loyalty
programs,
give
their
customers
a
greater
motivation
to
keep
on
working
with
their
brand,
by
visiting
the
website
and
increasing
purchases.
Another
area
that
is
moving
towards
the
introduction
of
gamification
elements
is
Banking
sector:
Most
bank
clients
makes
its
payment
transactions
via
web
and
mobile;
often
unclear
and
boring
operations.
Banks
in
this
regard
have
to
develop
strategies
to
build
customers
loyalty
through
online
applications
using
a
gamification
system
allowing
the
user
to
manage
their
banking
transactions
easily
and
quickly.
Some
banks
are
starting
to
regard
gamification
as
an
innovative
online
practice
leveraging
partnerships
with
start-­‐ups
and
digital
companies.
The
aim
is
to
build
a
relationship
of
trust
with
their
customers,
spreading
awareness
and
financial
education.

18. 18
Extraco
Bank
is
one
of
the
first
examples
of
a
bank
that
has
achieved
success
with
a
financial
education
program
by
using
gamification.
In
2011,
Extraco
introduced
a
new
service
on
bank
accounts
while
it
launched
a
gamified
web
application
to
explain
the
customers
the
mode
of
operation
and
answer
questions
about
the
new
service.
Introducing
a
gamification
technique
Extraco
Bank
has
increased
its
performance,
the
growth
in
new
customers
acquisition
was
700%
(source:
Huffington
Post).
Recently
gamification
arrived
also
to
Italian
banks:
the
online
bank
UBI
Banca
Group,
launched
in
late
2014
a
new
loyalty
program
called
"Smartyou".
It
is
a
typical
commercial
platform,
complete
and
evolved,
in
which
you
can
reward
the
main
incremental
behaviors
of
customer
relations,
while
giving
space
to
regular
promotions
to
enhance
the
offer
and
the
service
model
of
"IWBank".
Fabio
Viola,
a
leading
expert
of
gamification
in
Italy,
noted
that
the
gamified
platform
IWBank,
although
well
organized,
is
directed
only
to
bank
customers
and
does
not
allow
to
attract
new
customers;
while,
one
of
the
main
reasons
to
implement
gamification
programs
in
games
free
to
play
is
really
to
attract
new
customers
E-­‐Learning
Game
Every
day,
tens
of
millions
of
people
use
solutions
linked
to
gamification
in
order
to
improve
their
lives,
their
skills
and
their
business,
with
tangible
results,
as
data
and
best
practices
show.
In
business
field,
to
develop
innovative
gamification
strategies
adding
value
to
brand
and
product
becomes
increasingly
important
in
the
CMO's
strategies.
In
this
way
Paybay
is
moving,
a
digital
company
that
works
in
the
field
of
electronic
payments
and
value
added
services.
Paybay
is
considering
to
start
a
gamification
program
for
the
shopkeepers
connected
to
the
services
of
the
QUI!
Group
(which
it
takes
part
to),
with
the
aim
of
promoting
understanding
and
use
of
Passpartù
platform,
through
game-­‐like
actions.
“Passpartù”
is
the
project
that
Paybay
started
in
2014
with
the
aim
of
shifting
its
shopkeepers
network
to
“full
digital”.
This
means
all
members
will
have
electronic
payment
systems
(POS,
Mobile,
App
and
Mobile
POS,
innovative
register
system,
NFC)
as
well
as
systems
for
the
validation
of
any
type
of
voucher
(electronic,
on
card,
mobile
and
dematerialized
ticket),
particularly
regarding
the
dematerialization
of
paper
tickets.

19. 19
This
service
is
used
thanks
to
the
launch
on
the
market
of
the
dematerialized
voucher:
a
ticket
with
a
univocal
code
(Barcode
or
QR
code)
covered
with
a
layer
of
removable
material,
which
once
read
by
a
optic
reader
or
by
a
smartphone,
allows
the
shopkeeper
to
identify
and
certify
the
validity
of
the
voucher
in
real
time
while
billing
it
online.
To
this
day
the
Passpartù
mobile
App
was
downloaded
3000
times
and
in
the
last
months
500
merchants
switched
to
digital
with
Passpartù
standards.
Over
500
thousands
transactions
were
processed
in
the
last
six
months.
The
project
has
the
aim
to
spread
the
digital
culture
in
the
retail
world,
automate
operations,
decrease
costs
linked
to
the
use
of
paper
vouchers,
boost
the
refunds
to
shopkeepers
and
reduce
the
mistakes
linked
to
analogic
process
of
validation
and
billing.
The
gamification
project
linked
to
Passpartù,
at
the
moment
in
a
beta
phase,
consists
of
three
parts:
engagement,
verification
and
reward:
-­‐ in
the
engagement
phase
merchants
of
the
Passpartù
network
log
into
a
private
area
of
the
internet
portal.
Here
tutorial
video
will
show
each
Passpartù
service
accessible
by
merchants
(other
dynamics
on
engagement
are
undergoing
study
and
will
be
released
during
the
launch
phase
of
the
project);
-­‐ in
the
verification
phase,
merchants
that
subscribed
to
the
program
will
take
a
test
(regarding
the
single
Passpartù
services)
to
verify
the
developed
skills
after
the
vision
of
the
videos;
-­‐ the
reward
phase
gives
out
benefits,
virtual
and
real,
like
badges
to
link
to
the
facebook
page
or
certification
proving
the
status
of
“Passpartù
Digital
Retailer”
reached
by
the
client.
After
the
test
shopkeeper
will
upgrade
its
status
to
reach
specific
badges
(silver,
gold,
diamond
etc);
meanwhile
it
will
gain
virtual
currency
to
purchase
items
in
a
dedicated
marketplace.
“The
first
steps
of
the
player
in
the
game
must
be
simple,
so
that
he
reach
success
immediately,
facilitating
his
immersion
in
the
fun
of
the
game”.
Once
all
the
tutorial
videos
are
viewed
and
the
status
points
are
gained,
then
the
merchant
receives
a
certificate
certifying
the
achievement
of
the
necessary
skills
of
the
Passpartù
system.
This
virtual
badge
can
also
be
a
real
acknowledgement:
a
possibility
can
be
to
give
a
reward
at
every
status
reached
to
show
the
achievement
of
new
digital
skills
and
therefore
can
offer
to
its
customers
a
proper
2.0
purchase
experience.
Once
the
shopkeeper
will
understand
the
use
of
the
devices,
it
will
be
able
to
pile
up
virtual
currency,
through
new
actions:
dematerialization
paper
vouchers,
downloading
Passpartù-­‐app;
take
part
to
new
digital
QUI!
Group
services
;
also
by
supporting
the
diffusion
of
the
project:
it
can
be
planned
that
the
merchant
can
get
more
benefits
by
engaging
new
users
to
join
Passpartù
digital
services
(member-­‐get-­‐member
logic),
or
even
using
the
new
dematerialization
service

20. 20
Tiketmat,
the
totem
powered
by
Paybay
that
allows
to
dematerialize
paper
vouchers
autonomously,
receiving
refunds
in
real
time
on
a
payment
card
or
by
bank
transfer.
Furthermore
the
service
Passpartù
Promotion
allows
the
merchant
to
reach
new
customers
and
increase
sales
by
creating
offers
on
products
and
services
that
he
wants
to
offer
to
QUI!
Group
clients,
to
be
sold
directly
online
or
via
smartphone.
A
virtual
currency
and
specific
badges
for
each
promotion
will
be
set,
to
be
given
for
each
promotion
the
merchant
offers
on
the
Passpartù
Promotion
portal.
The
Merchant,
the
intent
of
the
program,
will
be
engaged
in
increasingly
new
challenges,
such
as
to
make
it
more
and
more
involved
with
the
use
of
the
platform.
The
aim
of
the
program
is
that
the
Merchant
will
be
engaged
in
increasingly
new
challenges,
in
order
to
make
it
more
and
more
engaged
in
the
platform.
The
Paybay
Gamification
project
includes,
in
addition
to
the
classic
levels
of
program
monitoring,
the
fulfillment
of
tests,
to
have
direct
feedback
from
time
to
time
by
the
merchant,
or
"players".
Conclusion
This
analysis
aims
to
be
an
introduction
to
a
series
of
deeper
studies
to
explain
how
to
treat
business
with
a
gaming-­‐based
logic.
In
few
pages
we
tried
to
describe
the
importance
gamification
systems
in
a
market
becoming
increasingly
digital,
starting
from
a
more
general
point
of
view
and
illustrating,
for
every
analyzed
brand,
the
structure
of
the
game
and
the
goal
of
the
specific
solution
adopted.
In
conclusion,
we
can
state
that
the
gamification
programs
we
analyzed
are
strategic
results
for
some
brands,
to
achieve
certain
goals
and
that
the
added
value
of
a
gamified
program
can
be
deployed
in
different
contexts:
from
consumer
interaction
to
professional
training.
Furthermore,
after
our
analysis
we
can
claim
that
the
introduction
of
gamification
in
business
has
been
ease
by
the
widespread
digital
culture
brought
by
Millennials,
more
used
to
game
as
element
of
incentive
and
interest.
In
future
articles
we
will
analyze
the
dynamics
of
customer
involvement
in
the
ecosystem
of
social
networks,
with
particular
attention
to
the
Mobile
Gaming.
We
will
also
take
into
consideration
the
various
criticisms
to
the
gamification
techniques.
Until
then,
we
leave
showing
you
this
infographic
about
market
specifications
of
gamification.

21. 21

22. 22
Sources:
. THE
GARTNER
REPORT
(REDEFINE
GAMIFICATION
TO
UNDERSTAND
ITS
OPPORTUNITIES
AND
LIMITATIONS)
(THE
“GARTENER
REPORT”
RECOGNIZE
THAT
GAMIFICATION
SUCCESS
IS
LIMITED
TO
APPLICATIONS
WITH
SHARED
GOALS
AND
VALUE
EXCHANGE)
ANALYST
:
BRIAN
BURKE
PUBLISHED:
03
APRIL
2014
https://www.gartner.com/doc/2699119/redefine-­‐gamification-­‐understand-­‐opportunities-­‐limitations
. BOOK:
BRIAN
BURKE
-­‐
GAMIFY:
HOW
GAMIFICATION
MOTIVATES
PEOPLE
TO
DO
EXTRAORDINARY
THING
FIRS
PUBLISHED
BY
BIBLIOMOTION,INC.
Copyright
2014
by
Gartner,
Inc.
. TED
PRESENTATION
. GAMIFICATION
BY
DESIGN-­‐
GABE
ZICHERMANN
&
CHRISTOPHER
CUNNINGHAM
. MDA
FRAMEWORK-­‐
WIKIPEDIA
HTTP://GOO.GL/ILFGYW
. NIKE
OFFICIAL
WEBSITE
. FORBES:
HTTP://GOO.GL/S4KE30
. FABIO
VIOLA
HTTP://WWW.GAMEIFICATIONS.COM/
. NIELSEN
REPORT
2014
MILLENNIALS
HTTP://GOO.GL/OI8SA6

23. 23