BBVA Innovation Edge. Gamification (English)

Download BBVA Innovation Edge. Gamification (English)

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Gamification is a process of using game thinking and mechanics to engage users. This concept can be applied to both customer facing applications and employee facing applications in the companys business model. Enterprise architects must be ready to manage a variety of player types (achievers, socializers, explorers and killers) and deployment scenarios. BBVA Innovation Edge' is the first corporate iPad magazine focused on innovation. Each edition features articles, analysis and huge information about a particular theme. The main purpose of the magazine is to express the new trends and the upcoming technologies that may impact to the financial industry.

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  • SEPTEMBER 2012 3 Gamification The Business of Fun Getting into the Flow The Fun Way to Engage Gaming Gamification Global Snapshots alsoin this issue Technology Trends Trending Issues
  • contents Facts & Figures: We Love to Play.......................................4 Getting into the Flow........................................................................8 The Fun Way to Engage.............................................................12 Gaming Gamification....................................................................22 The Promise and the Fine Print...................................26 Global Snapshots...............................................................................32 BBVA & The Gamification........................................................37 Innovation Forecast...................................................................... 40 In Depth.......................................................................................................44 Sections........................................................................................................48 Technology Trends..................................................................48 Trending Issues..............................................................................52 Gamification & Banking event..........................................59 Innovation at BBVA........................................................................60 Credits............................................................................................................6202 Innovation Edge
  • We love to play Facts & Figures 18% of gamers are under 18 years of ageGaming is productive. It produces positive emotion, stronger socialrelationship, a sense of accomplishment, and for players who are apart of a game community, a chance to build a sense of purpose. Jane McGonigal, Institute of the Future (IFTF) 53% Director of Game Research & Development of gamers are between 18 to 49 years old Ver video The average age of a gamer is 37 years old 70% of senior level executives 72% take breaks to play games everyday of households play computer 29% of gamers are over 50 years of age or video games 58% of gamers 42% are women are men4 September 2012 | GAMIFICATION 5
  • 47% 65% of gamers play play Puzzle, Trivial, Board Games and Card Games 21% games socially 55% play Action, Strategy, Sports and Role Playing of gamers play on mobile devices 13% play Downloadable Games 33% 11% of gamers say that games is their favorite entertainment activity play Persistent Multi-Player 19% Universe of gamers pay 8% to play online Other types Sources: Entertainment Software Association | 2011 Sales, Demographic and Usage Data, 2011 PSFK l The Future of Gaming, 2011 Jane McGonigal l Reality is Broken, 20116 September 2012 | GAMIFICATION 7
  • Fun is Found in the FlowGetting into M ihaly Csikszentmihalyi, one of the leading re- searcher on the topic of happiness, describes flow as being completely involved in an activity for its own sake. The ego falls away. Time flies. Every The experience of flow is often described as a spon- taneous joy while performing a task. In the context of sports, athletes sometimes talk about being in the zone; a state where the body and mind are in per-the Flow action, movement, and thought follows inevitably fect harmony, and movement becomes effortless. from the previous one, like playing jazz. Your whole Sources: Wired |has shown Go with the flow, 1996 being is involved, and youre using your skills to http://www.wired.com/wired/archive/4.09/czik_pr.html the utmost. There are 8 major components com- Gartner | Maverick Investigacin: Motivation, Momentum and ponents of flow: Meaning: How Gamification Can Inspire Engagement. October 2011. A challenging activity requiring skill. A merging of action and awareness. Clear goals. Managing the Flow Direct, immediate feedback. Research has shown that it normally took years, if not Concentration on the task at hand. decades, of learning the structure of an activity and A sense of control. strengthening the required skills and abilities to ex-The experience of flow is often A loss of self-consciousness. perience flow. Otherwise, it required being immerseddescribed as a spontaneous An altered sense of time. in a truly spectacular and unusual context. Howeverjoy while performing a task.This concept of flow as the According to Psychologist Mihaly Csikszentmihalyi, people feel best when they are at the perfect level of their skills: neither underchallenged (boredrom) norgateway to happiness is also overchallenged (anxiety and frustration). And, as people learn with time and repetition, challenges have to increase to keep up with growing skills.the basis of video games. Source: Google Tech Talk I Sebastian Deterding, 2011.The video game industryunderstands flow and hasaccumulated much experience,should we learn from this