1. Adriana Rocha
CEO e Co-Founder,
eCGlobalSolutions
@adricrocha

2. AGENDA
• What is Gamification?
• The Psycology of Gamification
• Game Mechanics & Dynamics
• Gaming Personalities
• Building a Gamification Platform
• Gamification in Market Research
• Case Stories
• Q & A

4. WHAT IS GAMIFICATION?
At the most fundamental level, gamification is the
use of game mechanics and dynamics, in non-
game contexts, to drive behavior & results.
• The logic is simple. People love to play games. But in everyday life, we
are often presented with activities we hate, whether it is boring
chores or stressful works.
• Gamification is the process of introducing game mechanics and
dynamics into these abhorred activities to make them more game-like
(i.e. fun, rewarding, desirable, etc.), so that people would want to
proactively take part in these tasks.

5. VIDEO GAMING INDUSTRY
THE PERFECT STORM

6. What is the average age of a gamer?
(go Google for answer!)

7. DESIGN PRINCIPLES + SYSTEMS + PROCESSES
INFLUENCE
ENGAGE
MOTIVATE
INDIVIDUALS GROUPS
DRIVE
BEHAVIOURS
DESIRED OUTCOMES
It is about changing behavior. Gamification describes a series of design principles,
processes and systems used to influence, engage and motivate individuals, groups and
communities to drive behaviors and effect desired outcomes.
SO
COMMUNITIES

8. Game Elements
Game
Mechanics
Game Design
Principles
Gaming
Psychology
Game
Dynamics
Collaboration Competition Exploration Interaction

9. “Gamification does not turn an application
into a game. Instead, it makes it
feel like a game.”

10. “People like games because they
trigger emotions”
FrustrationExcitement Sense of AchievementAmazement Happiness

12. WHAT ARE GAME MECHANICS?
They are principles, rules, and/or mechanisms that
govern a behavior through a system of incentives,
feedback, and rewards with reasonably predictable
outcome.
There are many game mechanics, and new ones are
being discovered and constructed by game
designers every day.

13. Game dynamics use positive feedbacks (e.g. points, badges,
status, progression, customization, surprises, social factors,
etc.) to build up the users’ motivation.
Game dynamics place triggers in the path of motivated users
when they feel the greatest excess in their ability. That is,
triggers that prompt the user for action are designed to bring
about the convergence of motivation, ability, and trigger all at
the same moment.
WHAT ARE GAME DYNAMICS?

14. Game mechanics and game dynamics are effective drivers and
manipulators of user behavior. They are able to positively influence
human behavior because they are designed to drive the players
above the activation threshold and then trigger them into specific
actions. And that is why gamification can turn chores into
something fun and enjoyable.
Successful gamification needs to adapt with people’s skill and find
that fine line between certainty and uncertainty, a state of optimal
intrinsic motivation.
GAME MECHANICS + DYNAMICS => SUCCESSFUL GAMIFICATION

16. One of the earliest and best known theories of motivation comes from the
renowned psychologist, Abraham H. Maslow. The now famous Hierarchy of
Needs was published in 1943:
MASLOW’S HIERARCHY OF NEEDS

17. In essence, human behaviors are driven by their desire to satisfy physical
and psychological needs. Maslow refers to them as deficiency-needs.
But what is self-actualization? If you read Maslow’s work carefully, he
referred to this highest level as being-needs or meta-needs, and it is
actually a combination of many meta-motivators, which is summarize in
the word cloud below (figure 1).
BUT WHAT IS SELF-ACTUALIZATION?
Source: Gamification.org

18. If you think Maslow is a little old school, you might appreciate Daniel Pink’s more
recent book, Drive: The Surprising Truth About What Motivates Us, published in
2009.
Pink hypothesizes that in the modern society where the lower levels of the
Maslow’s hierarchy are more or less satisfied, people become more and more
motivated by other intrinsic motivators. These intrinsic motivators are precisely the
meta-motivators that Maslow is referring to in the self-actualization level, and Pink
specifically focuses on three of these:
MASTERYAUTONOMY PURPOSE
FROM MASLOW TO PINK

19. Many of these needs and motivators are very similar to game mechanics and dynamics.
Zynga, for example, realizes that majority of the population have the gaming personality
of a socializer and need a sense of belonging. They created Farmville to address the
socializer’s need for social cohesion/acceptance.
Status, achievements, ranks and
reputation are some of the most
commonly used game mechanics,
but they are really nothing more
than “esteem in disguise”.
The progression dynamics and
levels are simply Dan Pink’s
mastery. Source: Gamification.org
GAMIFICATION AND HUMANS’ INTRINSIC MOTIVATORS

20. Augmented Reality
Quiz
Challenges
Mini-games
Fun Videos & other interactive content
Mastery:
Points, Progression, Levels, Benefits
Positive Feedback:
Status, Achievements, Ranking, Reputation
Social Cohesion & Acceptance
Most Community Dynamics
(Like, Share, Invite Friends, Interaction with
Friends and other community members,
Collaboration, Support Social Causes)
B
e
l
o
n
g
i
n
g
S
t
e
e
m
M
a
s
t
e
r
y
A
u
t
o
n
o
m
y
P
u
r
p
o
s
e
Intrinsec
MotivationsGame Mechanics & Dynamics
Information
& Education
Learning through fun content &
experiences

21. Gaming
Personalities

22. Early game researcher, Richard A Bartle, has identified at least four type of gaming personality:
Gaming Personalities
http://gamification.org/wiki/Personality_Types

23. Gaming Personalities
http://gamification.org/wiki/Personality_Types
Killers
Socializers
Achievers
Explorers

25. eCGroup Inc. 2014 – All rights reserved.
1st Gamified Research Tool
2003

26. eCGroup Inc. 2014 – All rights reserved.
1st Gamified Panel Community
2006

27. eCGroup Inc. 2014 – All rights reserved.
1st Market Research Island in Second Life – 3D Virtual Platform
2007

28. eCGroup Inc. 2014 – All rights reserved.
2009
Launch of eCGlobal.com – Gamified Online Panel Community

29. eCGroup Inc. 2014 – All rights reserved.
2011
eCGlobalNet – Gamified Social Network for Consumers and Brands

30. eCGroup Inc. 2014 – All rights reserved.

31. eCForce® unlocks the power of gamification
and your customers can easily engage with
your brand. The result? Increased customer
loyalty and sales, better products and services,
and a thriving business!
eCGlobal has developed eCForce®, our in-the-cloud, cost-
effective technology that is fast, easy to use, and
combines the power of gamification, mobile and social
apps, all in one platform.
DEVELOPING A GAMIFICATION PLATFORM

32. GAME MECHANICS
 Points System
 Badges
 Levels
 Status
 Leader board
 Social Currency
 Quiz
 Challenges
 Bonuses
 Discovery
 And More...

33. Quiz activities are fun and generate great engagement with participants as they
test their knowledge, learn and compete with friends and other members.
QUIZ: FUN, LEARNING & COMPETITION

34. SOCIAL CURRENCY
A social currency gives status and reputation to the users, and allow them
to advance in the ranking, become the leaders and earn points to exchange
for prizes.
How to earn Social Points?
The user can earn social points participating in different activities like:
- Quick Surveys
- Quiz and challenges
- Validating their account
- Completing the Advance Profiles
- And more.

35. LEVELS AND LEADER BOARD
Top Members of the Week
Every month the Top Members
advance in the ranking, earn points,
status and recognition. Luciana Correa

36. BADGES AND PINS COLLECTION
Pins are commemorative medals to reward users for their participation in specifics
activities and achievements.
How to earn Pins?
Each Pin have a specific rule, related with the amount of stars, level of participation,
and type of activity.

37. SOCIAL VALIDATION
Users win reputation and status , and can share their achievements with friends in
social media.

38. DONATIONS AND PRIZES
Users can exchange their points by prizes or donate to support social causes.

40. Research Gamification
Source: Quirks

41. Research Gamification
Source: Quirks

42. “Gamified Survey”
Source: Quirks

43. “Gamified Survey”
Source: Quirks

44. Research Game
Source: RTG (Research Through Gaming)

46. eCGroup Inc. 2014 – All rights reserved.
Case: OpinionsApp - Mobile Panels and Agile Research
Engaging, Interactive, Fun, On the Go

47. eCGroup Inc. 2014 – All rights reserved.
Case: Opinions App - Mobile Panels and Agile Research
Engaging, Interactive, Fun, On the Go

48. CommunityGoals
Case Story // 1. DIRECTV LATIN AMERICA
Expand DTV Ratings panel in Latin America
Ability to integrate customer data, survey data and TV ratings into the same database
Improve brand engagement and customer loyalty with online panel members

49. Case Story // 1. DIRECTV LATIN AMERICA
eCGlobal Solutions has worked with DIRECTV Latin America, as its consulting and technology partner,
to construct, implement and manage its online community of subscribers in the region. We’ve integrate
our community platform with DIRECTV’s CRM system, and provided an engaging experience to DTV’s
community members, motivating them to join DTV Ratings panel, and sharing their experiences and
feedback with DIRECTV.
OurWork

50. Case Story // 1. DIRECTV LATIN AMERICA
Results
The community has become an important relationship and communication channel between
DIRECTV and its subscribers in the region, generating rich insights, increasing brand engagement
and participation rates on DTV Ratings panel.
Gamification

51. Case Story // 3. HBO Latin America
HBOMAXVIP was a private online panel developed by HBO with its subscribers from all Latin America
region. HBO realized that its panel needed to be improved, providing superior brand experience and
becoming a source of rich ongoing consumer insights, through continuous relationship, collaboration
and co-creation process with its members.
CommunityGoals

52. Case Story // 3. HBO Latin America
Design the new online community portal (including the new logo)
Construct, implement and manage HBOMAXVIP online community
Conceptualization of the community engagement strategy
Perform the moderation of the discussions, execution of the insights activities, research studies as well as the
analysis and reporting.
OurWork

53. Gamification
Case Story // 2. HBO Latin America

55. Miami: +1-786-269-0377 ext 301
México D.F.: +52-55-9153-2330
Thank you! Obrigada! Gracias!
São Paulo: +55 11 4063-7401
Salvador: +55-71-3358-0398
Adriana Rocha
adriana_rocha@ecglobal.com
@adricrocha