Carlos Guardiola's presentation from his talk at Gamification World Congress 2014

1. WHO GAMIFIES THE GAMIFICATORS?

2. HELLO, MY NAME IS CARLOS
GUARDIOLA. I’M CHIEF INNOVATION
OFFICER AT MEDIANET SOFTWARE
WE ARE AN ITC COMPANY FOUNDED
IN 1995, NOWADAYS PRESENT IN
SPAIN, USA AND MEXICO
WE ARE 200 TALENTECH PEOPE,
WITH COMMON LOVE FOR QUALITY
AND INNOVATION

3. OUR FIRST CONTACT WITH GAMIFICATION WAS IN JANUARY 2012, WHEN
WE STARTED THE DEVELOPMENT OF BBVA GAME’S ARCHITECTURE
Gamification: A Growing Business to
Invigorate Stale Websites (Businessweek)
Gartner Predicts +70% of Global 2000 Organisations
will have at least one Gamified Application by 2014
MediaNet Software starts working in Gamification

4. IN MAY 2012 WE
CREATED A PROJECT
WITH THE CODE
NAME ‘MNSGAME’
WITH A ROADMAP
TO LEARN ABOUT
GAMIFICATION
AND HOW TO APPLY
IT IN OUR COMPANY

5. IN SUMMER 2012 WE LAUNCHED ‘TOP SECRET’ A ROLE PLAY
CAMPAIGN TO TEST OUR COLLEAGUES’ INCLINATION IN GAMING

6. LESSON
WE LEARNED
DON’T WASTE YOUR ENERGY
TRYING TO ENGAGE
EVERYBODY. THERE’S THIS
KIND OF PEOPLE WHO LIKE TO
BE ANGRY. GET USED TO IT

7. LESSON
WE LEARNED
15%
85%
Engaged in email
& twitter
Ignored the campaign
INTERNAL GAMIFICATION IS
LIKE ANY OTHER KIND OF
ONLINE BUSINESS. IT
REQUIRES MASTERING THE
CONVERSION FUNNEL

8. AS A RESULT OF OUR FIRST
GAMIFICATION CAMPAIGN, WE
REALISED OUR NEED FOR TOOLS
DURING 2013 OUR MOBILE DEPT.
DEVELOPED MAIAP*
BUILT AS AN IOS + ANDROID APP,
BACKED IN GOOGLE APP ENGINE,
MAIAP IS THE HEART OF OUR
ENTERPRISE SOCIAL NETWORK
*MOBILE APP FOR INSTANT ACCESS TO PEOPLE

9. IN SUMMER 2013 WE WERE READY FOR THE SECOND PHASE OF OUR
PROJECT, INCLUDING THE FOLLOWING DEFINITION OF OBJECTIVES
SKILLS
&
ENDORSEMENT
ONLINE
MARKETING
SEARCHING
FOR TALENT
LEARNING
&
TEACHING
NEW
BUSINESS

10. MEANWHILE, WE GAMIFIED OUR BUDGET FOR INNOVATION:
AS INTRAPRENEURS, WE DID ELEVATOR PITCHES OF OUR PROPOSALS

11. LESSON
WE LEARNED
BEWARE OF PEOPLE WHO
KNOW THE RULES OF THE
GAME, AS THEY’LL TRY TO
BREAK THEM - AS I DID J

12. #MNSHUNT WAS A SHORT CAMPAIGN TO TEST OUR NEW SITE.
INSPIRED IN 1996 ‘ALIENS’, WE SPENT 5 DAYS HUNTING BUGS

13. 179%
12:02’
250%
287
31
2772
7
LESSON
WE LEARNED
INTERNAL GAMIFICATION IS LIKE
ANY OTHER KIND OF ONLINE
BUSINESS. IT REQUIRES
OBJECTIVES, KPIs AND
PERFORMANCE MONITORING10,95

14. LESSON
WE LEARNED
‘ALIEN WHO?’
MAYBE YOUR COLLEAGUES
DON’T SHARE YOUR SAME
CULTURAL REFERENCES IN A
GLOBALIZED COMPANY

15. WE STAMP BUTTON BADGES TO RECOGNIZE THE MORE COMPROMISED
PEOPLE WITHIN OUR STAFF, OR THOSE WHO RULE OUR BLOG…

16. LESSON
WE LEARNED
R-E-S-P-E-C-T
STATUS WITHIN A HIGH
QUALIFIED TEAM IS ONE OF
THE GREATEST MOTIVATORS

17. RECENTLY WE LAUNCHED #FLOWERPOWER, A GAMIFICATION CAMPAIGN
WHERE WE SUGGEST HOW WE’D LIKE OUR WORKPLACE TO BE

18. LESSON
WE LEARNED
PEOPLE ENGAGE WHEN THEY
FEEL THEY CAN MAKE
DECISIONS
28%62% 9%
76
3*
*Only 3 proposal of retro arcade machines, including our CEO’s

19. SINCE JANUARY 2014 MAIAP
INCLUDES THE BASIC ELEMENTS
FOR GAMIFICATION: POINTS,
BADGES, A GLOBAL + SOCIAL
RANKING, AND NOTIFICATIONS
USING JIRA PROJECT TRACKER, OUR
GAMERS CAN PURCHASE ITEMS
WITH THEIR POINTS
NEXUS 5 IS THE BEST-SELLING ITEM
IN OUR CATALOGUE J

20. LESSON
WE LEARNED
GAMIFICATION IS LIKE ANY
OTHER INVESTMENT: IT NEEDS
BUDGET AND ROI.
DON’T FORGET REAL-WORLD
REWARDS IN YOUR BUDGET

21. ‘MAIAP: THE GATHERING’ IS OUR
LATEST CAMPAIGN. AS IN A RPG,
PEOPLE DEFINE THEIR SKILLS, THAT
THEIR COLLEAGUES CAN ENDORSE
PEOPLE CAN ASK FOR AN
ENDORSEMENT, AND MAIAP
RANDOMLY SUGGEST NEW
ENDORSEMENTS (LIKE LINKEDIN)
SKILLS & ENDORSEMENTS ALLOW
PEOPLE TO FIGHT PROJECTS OF
DIFFERENT LEVELS

22. CREATE THE BEST
TEAM TO SUCCEED
IN EACH PROJECT
IDENTIFY PEOPLE’S
INTERESTS TO
OFFER THEM NEW
ASSIGNMENTS
LEARN ABOUT WHAT
WE’RE DOING

23. IN MEDIANET SOFTWARE WE USE THREE KIND OF MOTIVATORS
1 INCENTIVES
TO ENCOURAGE DESIRED BEHAVIOURS
2 MONEYFICATION
TO STRENGHTHEN THE VALUE & DUTIES OF EACH JOB DEFINITION
3 GAMIFICATION
TO ENGAGE PEOPLE IN TASKS CONSIDERED OUT OF THEIR JOB

24. INTERNAL GAMIFICATION IS LIKE ANY OTHER INVESTMENT
1
OBJECTIVES
WHY ARE YOU DOING IT?
2
RESOURCES
WHAT DO YOU NEED TO DO IT?
3
KPIs
HOW DO YOU KNOW IF YOU
ARE GOING TO WIN OR LOSE?
4
ROI
IS THIS AN EFFICIENT
INVESTMENT?

25. LESSON
WE LEARNED
MAYBE NO ONE LIKES TO BE
ALWAYS ANGRY. IT’S JUST A
MATTER OF FINDING THE
GAME THEY LIKE.
WE ARE LOOKING FOR IT J

26. THANK YOU!
CARLOS.GUARDIOLA@MEDIANETSOFTWARE.COM
@CARLOSGUARDIOLA

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