One Fat Sheep Gamification

GAME CHANGERCreating a Recognition Culture through Gamification

CREATIN DI ITA L CULTURE


We use digital technology to“INFLUENCE BEHAVIOUR”

GAMIFICATION:“The art of applying game dynamics and game thinking to non-game initiatives to

solve problems and engage users”

PATOLLI: 200 BC Mesoamerican

A SERIOUS GAME PLAYERS GAMBLED

» Food» Metals » Family

» Freedom

DUNGEONS & DRAGONS: 1974 Wizards of the Coast

GAME DYNAMICS» » Experience Points» Hit Points» Levelling Up» Role Playing» Improvisation » Party Campaigns

Rules interpreted and controlled by the “Dungeon Master”

PACMAN : 1980 Namco

Maximum points with no loss of life: 3hrs 41mins

Top Grossing Gameof All Time

Creation of an iconic

Character $2.5 Billion255 LEVELS

11.5 Million Subscribers 22.7 Playing hours / week Mainly thru virtual goods

WOW generates:WOW 22.7 WORK 35 TV 39.25 $800 Million / Year

WORLD OF WARCRAFT : 2011 Massively Multiplayer Online Role Playing Game (MMORPG)

STATUS Badges Leveling Up

SOCIAL Progress Bars Leaderboards Micro Leaderboards

ACTION Virtual Currency Rank Social Connectivity

Points / Credits Experience Points Rewards

GAME DYNAMICS / ENGAGEMENT TACTICSGAMIFICATION

STATUS Sharing Comparison Communal Problem Solving

SOCIAL Competition Companion Gaming Chat

ACTION Commenting VOIP Network Building

Role Playing


STATUS Narrative Limiting Time Challenges

SOCIAL Small Tasks Chain Schedules

ACTION Funnelling Element of Surprise Rapid Live Feedback

Illusion of Choice Guaranteed Success Virtual Goods


“Engagement”

“PURPOSE”Engagement via Engineered

GamificationPlatform Cultural Engagement Strategy Behavioural

Change

PURPOSE Create an easily understood Narrative or Mission

VALUE Create ‘Value’ for Intangibles - Points and Credits

MEANINGFUL REWARD Meaning = Intrinsic Value

ACTION Motivate player to be self directed or competitive

FEEDBACK Listen, understand, refresh and improve.

25% TECHNOLOGY / 75% STRATEGYGAMIFICATION IS:

x4 = 1x Gift on Purchase

STANDARD REDEMPTION CAMPAIGN

BLISS: THE WHEEL OF HAPPINESS

Enter code 1

Spin and Win Prize2Share Happiness

Socialise

3

4

GAMIFIED REDEMPTION CAMPAIGN

The elements of fun and reward have the power to influence behaviour.

VOLKSWAGEN: “THE FUN THEORY”

BIG PROBLEM

CHANGE IN BEHAVIOUR

SOLUTION? Education / Fear / Money

BIG PROBLEM

CHANGE IN BEHAVIOUR

SOLUTION? Game Dynamics : Status, Social, Action

» Earn Points

» Get Rewards

» Learn

Valuing Green ActionRECYCLEBANK

“GREEN YOUR HOME” CHALLENGE

The Recyclebank contest was mentioned in more than:

» 4,000 tweets

» and 500 blog posts.

Increased Registrations and Participation:

» New registrations increased 42%

» 25% of participants visited the Challenge microsite 3x or more

Website Metrics Increased:

» Unique visitors: up 71%

» New visitors: up 112%

» Refer a friend: up 820%

» Avg. time spent on site: up 3x

Participant became more eco-aware:

» More than 60% of those surveyed indicated “moderate” to “considerable” increases in eco-knowledge

“GREEN YOUR HOME” CHALLENGE RESULTS:

Results : Hollywood

» Saved $500,000 in disposal fees

» Generated $250,000+ in recycling revenue

» Two-thirds city residents participated each month

» Increased recycling tonnages by 130%

Valuing Green ActionRECYCLEBANK

Game dynamics not only have the ability to influence behaviour, but also solve problems.

TIME TO TAKE GAMES SERIOUSLY

GAMERS SOLVE AIDS PUZZLE THAT BAFFLED SCIENTISTS FOR A DECADE

The primary goal of games is to create entertainment

through intrinsic motivation.

FUNDAMENTAL CULTURAL SHIFT

PRODUCTION LINE

Linear / Waterfall

COLLABORATIVE MODEL

Dynamic / Agile

GAMIFICATION AND AGILE COMPARISONAGILE PRINCIPLES GAME DYNAMICS

The team must be empowered to make decisions Autonomy

Limiting Time

Requirements high level only; lightweight & visual Simple Narrative

Develop small, incremental releases and iterate Small Tasks

Regular, short scrum meetings Rapid Feedback

Complete each feature before moving on to the next Levelling Up

Status Badges

Agile Production Environment

Redcritter Rewards Store

REDCRITTER » Real-time Taskboard

» Badges and Rewards Store» Real-time Message Feeds

» » User Accomplishments

Team Standings

Challenge based Admin

NITRO FOR SALESFORCE

REWARDS MONITORING = HEALTH CHECK

PERFORMANCE VRS. HEALTH» 50% of performance initiatives fail

» Because long-term health’s ignored

How Do We Value and Measure Health?

using technology to create a

RECOGNITION CULTURE

SOCIAL MEDIA

Open, Sharing, Transparent.

COMMUNICATION

Cloud, Location, Global, Mobile.

GAMIFICATION

SOCIAL MEDIA

SEARCH

catalyst for action

catalyst for connection

catalyst for information

2

3

MOBILE, SOCIAL GAMING

+

THE CHALLENGE 3 X Challenges were set-up where

patrons could earn instant points and redeem prizes in real-time.

For Example: Take a photo of the sauciest wing in the

basket to earn points

+

THE RESULTS Duration: 12 weeks

Participants: 184,000 (*1 in 3 returned)

Social Impressions: 100 Million (Facebook / Twitter)

Brand Engagement: 90 sec. per challenge

AS DIGITAL TECHNOLOGY EVOLVES OUR CULTURE EVOLVES

characteristic TRADITIONALIST

(PRE 1946)

BABY BOOMERS (1946-1964)

GENERATION X (1965 - 1981)

MILLENNIALS(POST 1981-2000)

Generational Personality Sharing Optimistic / Competitive Skeptical Realistic

Management Style Chain of Command Change of Command Self-command Collaboration

Career Goals Build a Legacy Build a Steller Career Build a Portable Career Build Parallel Careers

Reward Self-satisfaction Recognition / Tital Autonomy Meaning

BalanceSupport me in shifting the balance

Help me balance every-

myself

Give me balance now, not when I’m 65

Work isn’t everything, I

balance all activities

Job ChangingJob changing carries stigma

Job changing puts you behind

Job changing is necessary

Job changing is part of my daily routine

TrainingI learned the hard way, you can too.

Train them too much and theyll leave

The more they learn the more they stay

Continuous learning is a way of life

Feedback No news is good newsAnnual feedback with lots of documentation

Sorry to interrupt, but how am I doing?

Feedback whenever I want at a push of a button

Data source: Lancaster and Stillman (2002)

INDUSTRIAL ERA TECHNOLOGY ERA

27%

18% 17%

23%15%

Millenials 11-30 years

Next Generation under 11 years

Traditionalistsover 55 years

Baby Boomers 45-55 years

Generation X30-45 years

MILLENIALS ARE THE NEW MAJORITY Generation By % Population

“If change inside of your organisation is slower

than the change outside, then the end is in sight.”

– Jack Welsh

HYPE CYCLE FOR EMERGING TECHNOLOGY, 2011

GAMIFICATION

– Gartner 2011

TECHNOLOGY TRIGGER

PEAK OF INFLATED EXPECTATIONS

TROUGH OF DISILLUSIONMENT

SLOPE OF ENLIGHTENMENT

PLATEAU OF PRODUCTIVITY

EXPE

CTAT

IONS

Augmented Reality

Cloud Computing

Virtual Assitants

Gesture RecognitionMachine-to-Machine Communications

Mesh Networks: Sensor

Cloud/Web Platforms

Virtual Worlds

QR/Color CodeBiometric Authentication

Mobile Application Stores

Predictive AnalyticsSpeech Recognition

Location-Aware Apps

Internet TVWireless Power

Social Analytics

3D PrintingSpeech-to-Speech translation

Mobile Robots

Social TV

Quantum Computing

SEARCHES ON TERM ‘GAMIFICATION’

October 2010 October 2011

“By 2014, a gamified service for consumer goods marketing

and customer retention will become as important as

Facebook, eBay or Amazon...– Gartner Summit Report 2011

...and more than 70 percent of Global 2000 organizations

will have at least one gamified application.”

– Gartner Summit Report 2011

GAMIFICATION PLATFORMS INVESTMENT$17.5 Million

$14.5 Million

$6 Million

$5.7 Million

PUT ON YOUR GAME DESIGNERS HAT.

CONSIDER ‘USERS’ AS ’PLAYERS’1

HEARTS Socialisers Enjoy interating with other players

SPADES Explorers

Enjoy discovering at their own pace

CLUBS Killers Thrive on competition with other players

DIAMONDS Achievers

Driven by success, rewards and status

REWARD. WHAT GETS RECOGNISED GETS REPEATED2

RECOGNISE INTANGIBLE VALUE3 }Corporate Market Valuation Today

100%

80%

60%

40%

20%

Tangible Assets Intangible Assets

1975

83% 68% 32% 20% 19%

1985 1995 2005 2009

17%

32%

68%

80% 81%

Innovation Core InfrastructureStaff Wellbeing Social CapitalBrand Equity

GIVE PURPOSE: SHOW PROGRESS4

Only 15% of Employees know their company’s top priorities

32% of employees doubt there’s a plan at all.

Progress is the #1 Motivator.

} Clear NarrativePersonal MissionSmall Measurabe Tasks Progress BarsLevelling Up

OFFER REAL TIME FEEDBACK5 } Notifciations

Vitrual RewardsStatus UpdatesRank and Progress Bars

RESPONSE

ACTION

FUN LEADS TO HIGHER ENGAGEMENT AND PRODUCTIVITY6


Phone: +64 3 669 2123Skype: cpavletichMobile: +64 22 021 8562

GAME DYNAMICSHAVE THE POWER TO CHANGE BEHAVIOUR

Carl Pavletich – Digital Strategist

[email protected]

One Fat Sheep Gamification

Technology

Transcript of One Fat Sheep Gamification