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FRACTAL MINDPLAYBOOKFrom Numbers to Story:How Gamification is Evolving to Meet the Future

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Contents 03Who we are

04Gamification

07Methodology

10–15Portfolio

Who are we?

At Fractal Mind, "we have created a multidisciplinary team with

a single focus: to create a positive impact on society, through

the power of gamification and design thinking.

We have helped organizations of thousands of people change

the way they value their employees. We have fostered healthier,

more engaging work environments. We have built content and

brand engagement in corporate innovation events.

WE ARE CHANGING THE WORLD WITH OUR CUSTOMERS, WHO WILL BE NEXT? Rui Cordeiro

FOUNDER AND ADVISOR +20 YRS XP AS GAME DESIGNER

Tiago PerdigãoCEO & BUSINESS DEVIL

+20 YRS XP IN MKT & SALES

David DuarteCTO & CODING JEDI

20 YRS XP AS SOFTWARE DEV.

FRACTAL MIND PRESENTEDBY THE FOUNDER

Manuel PimentaCXO & HUMAN EXPERIENCE SHERPA/ 10 YRS XP AS DEV. / 6 YRS AS GAMIFIER

The Core Team

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Problem Evolution of the Workforce

• Nowadays, Millennials make up about a third of the

workforce, more so when you look at rising markets

• By 2020, more than half of the workforce will be

made up, not only of Millennials but also Gen Z

• It’s essential to get a hook into these generations

and create work environments that get them

engaged and involved with a company’s mission

and its day to day activities

35%

6%

35%

24%

Generation X

Boomer

Millennial

Generation Z

Ubiquity Of Games

+40 H/WEEK

35

2.4 K MILLION

2 IN 5

5M in the US

average age of a Gamer

play games at least 1 hour/day

players are womenENGAGEMENT NUMBERS

Gallup 2017

18% 67%

$600 B$7 TRILLION

Actively Disengaged Not Engaged

In turnover costs in 2018(Work Institute)

Lost Productivity

THE ENGAGEMENT CRISIS

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What is Gamification?

Behind the Curtain

HUMAN-CENTRIC DESIGN BEHAVIORAL SCIENCEGAME DESIGN MECHANICS AND TECHNIQUES

Elements taken from game design. Dynamics created by the interaction of the players with the elements.

Players are at the center of the design. Iterative process based on empathy and rapid prototyping.

What moves our players? How do we turn target behaviors into habits?

MethodologyHow we use gamification

to change the world!GAMIFICATION CONSISTS IN THE UTILIZATION OF GAME

CONCEPTS IN CONTEXTS OTHER THAN A GAME, TO OVERCOME

CHALLENGES AND ENGAGE PEOPLE.

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Continuous Evolution in co-creation

What distinguishes gamification from game design by itself is primarily its

orientation to the customer’s business objectives.

As such, the entire development process is carried out jointly with the

customer, in a co-creation perspective, with the objective of guaranteeing

their involvement from scratch and of sharing the know-how and good

gamification practices, aiming to build future partnerships and autonomy

in the continuous evolution of the proposed solution. 2. EXPLORE We investigate the root of the problem, analyse it and cross-reference related data. Then, we design the network of cause-effect relationships. We submerge in the experience to see the world by the user’s eyes.

1. LISTEN We listen to our clients. We assess, understand and define the challenge. We set goals and determine the target audience and success metrics.

3. CO-CREATE We generate ideas and solutions. We lead several workshops and

brainstorming sessions with our clients, promoting creativity and divergence.

4. PROTOTYPE We choose the most viable solution with our clients. We build

prototypes and test them on the field. We embrace the feedback and iterate solutions.

5. BUILD We execute the conceptual, technical and artistic design of the solution.

Together with our clients, we define the product’s life cycle. We promote an informed and agile development.

6. DELIVER We follow the implementation, launch and communication of the product.

7. FOLLOW UP We gather the feedback of the target audience and proceed to measure the success. And we continue to improve the solution.

PHASE 1PHASE 2

Step by Step

WORKSHOP

Project Kick-off(HEAR)

ON THE GROUND

Empathy Work

WORKSHOP

Divergence Session

WORKSHOP

Convergence Session

WORKSHOPS

Testing & Feedback

Sessions

PRESENTATION

GO-LIVE session

of the Project

WORKSHOP

Roadmap & Feedback

sessions

1

3

2

6

4

5

7

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Cases The Case

Results

Worten is a retail leader in consumer electronics, with over 20 years of experience, in the Iberian Market.

Over the course of their existence, Worten has kept up with the constant industry

changes, especially the ones at the technological level.

The internet brought a ton of new challenges to the industry and the company

itself: the way to buy changed, the consumer became more independent and more

well-informed. Worten’s success formula based on price, client proximity and the

product itself, lost power.

Innovating while maintaining the human touch became a critical matter.

The Challenge – To bring recognition and celebration to Worten employees' everyday lives, reinventing internal

processes and the workforce management system for the roughly 3000 people across more than 200 stores

of the retail chain.

87,8% Better/Much Better

62,2% Fairer

62% More Involved

EMPLOYEE FEEDBACK

Sales per salesperson Increase, in comparison to the control group.

• Winners earns accolades in 2017• Best digital workplace, Best Innovation Project & HR Excellence

6% FIRST 2 YEARS RESULTS

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adidas X-HUB The Challenge - To create hype and awareness around adidas’s X franchise,

creating demand and driving sales through, by leveraging momentum during

the 2018 World Cup.

Results

How did we tackle the issue?

The challenge – Create an educational exciting and interactive platform to teach

children and teens visiting the Money Museum the value of Money and the need

to manage their "budgets".

• The end-result was a game where the user’s choice is

the core mechanic. Every scenario presents the user

with multiple choices and each choice impacts the rest

of the game, for that specific user.

• These choices and their consequences, in turn, allow

for a better teaching environment for financial literacy,

with a more practical approach.

• Through our backoffice, we can access the preparation

phase of all activities and with the control panel we

can interact with participants who, in turn, answer our

questions in real time, with their tablets.

838REGISTRATIONS

7 443GAME SESSIONS

APP INTERACTIONS

Budget ManagementMoney Museum

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OUTLIERS, Fractal Mind’s Gamifica-

tion platform – assists companies

in implementing customized gami-

fication strategies that will drive

up business results by boosting

workplace engagement.

Born of the business and technical

experience gathered whilst building

solutions for companies such as

Worten, Brisa and Cetelem,

OUTLIERS supercharges the regular

workplace operation by enabling

management to choose the right

game mechanics and reward

systems that will motivate employees

to achieve better results and grow

as professionals.

Managers at several levels are able

to set specific goals for their teams

and employees, create missions

to serve as guideposts for the

operation, or highlight achieve-

ments through badges designed

specifically for the milestones

a company wants to achieve.

Employees can follow their per-

formance in real time and get

feedback on their progress, either

through their main dashboard or by

comparing their own performance

with their peers

in leaderboards tailored to each

company’s specificities, or even

by looking at a global activity feed.

Events app

Our Events app has its origins in our vast

experience in corporate events and development

of many applications as a solution to increase

attendee engagement, to boost the network

experience between companies present at the

venue, and to enhance the event itself.

Our Clients

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OutliersBEATING THE ENGAGEMENT CRISIS

www.fractalmind.ptgeral@fractalmind.pt / (+351) 933 001 481

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