gamification workshop at loyalty world asia
DESCRIPTION
Slides to accompany the notes at the Gamification WorkshopTRANSCRIPT
Gamification Workshop – 14 Nov 2012
Gamification WorkshopLoyalty World Asia – 14 Nov 2012
Gamification Workshop – 14 Nov 2012
Agenda
9.00 am – 10.30 amIntroducing gamification What is a game, what is gamification, examples of effective gamification 10.30 am – 11.00 amMorning Break 11.00 am – 12.30 pmGamification secretsThinking about gamification for your business – mechanics, players, behaviours, points, leaderboards, levels, badges, rewards, risks. 12.30 pm – 1.30 pmLunch 1.30 – 3.00 pmGame mechanic in focus Leaderboards – history, different types, why they work, how to use them 3.00 – 3.30 pmAfternoon Tea 3.30 – 5.00 pmFacilitated team game Problem solving using gamification and free use of the Leaderboarded tool to create a live example.
Gamification Workshop – 14 Nov 2012
Before we start
• Introductions– Name– Company and Role– Key Objectives for the session
Gamification Workshop – 14 Nov 2012
What is a game?
Gamification Workshop – 14 Nov 2012
What is a game?
Structured Playing.
Gamification Workshop – 14 Nov 2012
What is gamification?
Gamification Workshop – 14 Nov 2012
What is gamification?
Leveraging Game Mechanics.
Gamification Workshop – 14 Nov 2012
Gamification Examples
Gamification Workshop – 14 Nov 2012
#VMABLOGFAST
Gamification Workshop – 14 Nov 2012
MTV
Gamification Workshop – 14 Nov 2012
Close up
Gamification Workshop – 14 Nov 2012
Results!
• 38 bloggers• 3 hours• 750 tweets• 3.3milllion views• Top trending tag in World
for a few hours• Top trending tag in
Australia for whole day
Photo credit: Kevin Dooley
Gamification Workshop – 14 Nov 2012
Segment Example – Social Collaboration
• Need– Better use of Yammer
• Solution– Leaderboard employees based on
internal social media use and social app
• Features– API score updates, Yammer polling
• Traction– Capgemini Group
Gamification Workshop – 14 Nov 2012
Widget embedded in micro-site
Gamification Workshop – 14 Nov 2012
Yammer viral spread
Gamification Workshop – 14 Nov 2012
Astonishing results
• 10,000 players in 48 hours• 1,200 brand testimonials• >10 min dwell time on an internal marketing campaign
• The Leaderboard drives the repeated high engagement:– Fair weighting across multiple criteria– Trusted third party– Everyone has a equal chance to win – no lottery– Clarity over what scores– Incentivized viral loops
Gamification Workshop – 14 Nov 2012
Game Secrets
• What mechanics can you identify?
Gamification Workshop – 14 Nov 2012
Players
• Describe your players
Gamification Workshop – 14 Nov 2012
Behaviours
• What are the behaviours you want
Gamification Workshop – 14 Nov 2012
Progression
Gamification Workshop – 14 Nov 2012
Points
• What points would you give your activities?
Gamification Workshop – 14 Nov 2012
Leaderboard
• How would you name it?
Gamification Workshop – 14 Nov 2012
Rewards
• What rewards will you give your players?
Gamification Workshop – 14 Nov 2012
Badges
• What badges and privileges can you offer your players?
Gamification Workshop – 14 Nov 2012
Levels
• What progression via levels could work for your players?
Gamification Workshop – 14 Nov 2012
Risks
• What could go wrong?
Gamification Workshop – 14 Nov 2012
Leaderboards
• Famous examples
Gamification Workshop – 14 Nov 2012
Leaderboards
• Examples– Football League– Forbes Rich List– Klout
Gamification Workshop – 14 Nov 2012
Leaderboards you play in
• Where are you leaderboarded?
Gamification Workshop – 14 Nov 2012
Leaderboards you play in
• Salary level at work• Job title at work• Sports leagues• Social circle (are you a celebrity? …)• Online communities
Gamification Workshop – 14 Nov 2012
Why Leaderboards work?
Gamification Workshop – 14 Nov 2012
Tribes
We validate our beliefs and behaviour via our friends who share our
affinities
Gamification Workshop – 14 Nov 2012
Identity
How does your product, service or experience ‘add to me’?
How does it make me look good with my friends?
Gamification Workshop – 14 Nov 2012
HerdsNo longer single authority, but many influencers.
Photo Credit: B3Bees Flickr
Gamification Workshop – 14 Nov 2012
Variables
• Activity
• Reciprocity
Gamification Workshop – 14 Nov 2012
Types of Leaderboard
• Subjective• Single Variable• Multi-Variable Serial• Multi-Variable Cumulative Total• Multi-Variable Relative Weighted
Gamification Workshop – 14 Nov 2012
Response
• How do you expect players to respond to:– You are number 1 on the monthly global leaderboard – You are number 17 on the monthly global leaderboard– You are number 45,278 on the monthly global leaderboard– You are number 14 in division 6 of the global league– You are number 7 out of your friends. Bob and Joe are
ahead of you at 5 and 6.– Your score is 30 out of a possible 100
Gamification Workshop – 14 Nov 2012
Anticipation
Before At release After
Gamification Workshop – 14 Nov 2012
Practical!
Gamification Workshop – 14 Nov 2012
Team Game
Gamification Workshop – 14 Nov 2012
Resources
• Book: Gamification By Design – Gabe Zichermann and Chris Cunningham published by O’Reilly
• Enterprise gamification - http://enterprise-gamification.com/ - community run by Mario Herger
• Gamification Summit – www.gsummit.com• GamFed – www.gamfed.com - international gamification
trade association• Gamification Of Work – www.gamificationofwork.com Toby
Beresford’s blog• Gamification Wiki – www.gamification.org• Twitter hashtag - #gamification • GBase examples of gamification -
http://www.gamification.co/gbase/main/
Gamification Workshop – 14 Nov 2012
Thanks!