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Gamification For Better Business

Event Technology Conference, 15.11.13

Samuel Down

on 10 February 2014

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Transcript of Gamification For Better Business

More gamification examples, as well as some apps that allow you to add gamification into yoru online store (if you have one, of course): http://www.shopify.com/blog/7988857-how-to-use-gamification-to-increase-sales#axzz2iOz3kxfD

Video: TEDxKids talk on Gamification by Gabe Zichermann: http://tinyurl.com/5ur55g9
and his company Gamification Corp - Gamification news, blog, info and G Summit: http://www.gamification.co/
Video: TEDx talk by Seth Priebatsch – The game layer on top of the world: http://www.ted.com/talks/seth_priebatsch_the_game_layer_on_top_of_the_world.html
and his company SCVNGR, a game about doing challenges at places: http://www.scvngr.com/

Chris Bateman's article about designing rewards in games:

Kissmetrics blog article about gamification in business:

Article about DWP's Idea Street game:
Behavioural Momentum
for better business
What is gamification
A virtual or physical representation of having accomplished something
Keeping players doing something they have been doing
Blissful productivity
When working hard is more rewarding or meaningful than relaxing
What is a game
Does gamification work in business?
Why do we enjoy playing?
So how can gamification benefit business?
Community Collaboration Exercise
Further resources
“A form of play, sport or activity that has a system of rules and rewards”
“An activity providing entertainment or amusement – a pastime”
“The process of using game thinking and game mechanics to solve problems and engage”
“Applying game thinking to non-game applications to make them more fun and engaging”
“The use of game attributes to drive game-like player behavior in a non-game context”
Success is measured and displayed as tasks are completed, leading to increased rank
A reward for completing a series of challenges
Community Collaboration
Where an entire community works together to solve a challenge
The winner is decided by chance
A numerical value that increases as challenges are completed
Progression, Status
Currency Rewards
A unit that can be exchanged for something that has a value within the game
Mechanical Rewards
An increase in a player's stats that improves their position in the game
Rank Rewards
A player acquires points leading to a step up in rank (can be purely cosmetic, does not need to involve a mechanical reward)
Emotional Rewards
The reward of doing something for someone else in the game
New Toys
Anything new that can be experimented with to enhance the game experience
Reaching the point of being unable to improve further in some aspect of the game
Completing a challenge
Game rewards
Virtual goods
Real prizes
Coming up are some examples that suggest that it can
After all, we all enjoy playing in one form or another (whether we like to admit it or not!)
What is it about playing that makes you like doing it?
Social Interaction
Some examples...
Marketing gamification
prize draws, contests, prize tokens, free gifts, puzzles on cereal packs, sticker trading, loyalty cards...
has been around for years
Think of a task or process in your work that is boring or inefficient
something you have trouble motivating your clients to do
(general examples are fine)
The playing motivators from earlier:
Social interaction
How could we introduce some or all of these motivators to resolve this issue?
OfficeVibe – a free game to improve workplace productivity: http://www.officevibe.com/tour

A video about the speed camera lottery – shows that anything, even something serious, can be made into a game to improve results! http://tinyurl.com/33bzmwz

Another example of gamification – Emirates Aviation Experience: http://www.eventindustrynews.co.uk/2013/09/06/engage-creates-digital-installations-emirates-aviation-experience/?awt_l=OM6Ns&awt_m=3myC.B1fOwwUhI.

Article with video about gamification for events: http://www.genie-connect.com/blog/get-gamification-right-at-your-events?goback=%2Egde_1970715_member_274328262#%21

10 examples of marketing gamification: http://www.yukaichou.com/gamification-examples/top-10-marketing-gamification-cases-remember/

10 examples of social gamification that make the world a better place (some of these are truly amazing): http://www.yukaichou.com/gamification-examples/top-10-gamification-examples-human-race/

An article about gamification with some examples: http://www.forbes.com/sites/gyro/2012/07/16/gamification-comes-of-age/http://www.forbes.com/sites/gyro/2012/07/16/gamification-comes-of-age/
Even more resources
I hope you have taken something meaningful from this session, whether a great idea, a better understanding of gamification in business, a change of perspective or even just a confirmation of your existing opinions!
We all enjoy playing, and with a little imagination we can find ways to improve the way we do business through game attributes
Gamification means using game attributes in a non-game setting to create game player-like behaviour

In business, this can be used internally to improve business processes or externally to encourage desired behaviour in customers
This behaviour is reinforced via a system of game mechanics including rewards

We are motivated to play by competition, learning, fun and social interaction
And game mechanics?
Tweet @Showplans #showquiz Q1 and the answer to this question:
Twitter Quiz!!!
1. TRUE or FALSE? Gamification simply refers to the use of games in a business context
Tweet @Showplans #showquiz Q2 and the answer to this question:

2. "Top influencers" in LinkedIn's groups is an example of...
a: a bonus
b: a leaderboard
c: an emotional reward
Twitter Quiz!!!
Twitter Quiz, final question!!!
3. Are supermarket loyalty cards an example of INTERNAL or EXTERNAL gamification?
Tweet @Showplans #showquiz Q3 and the answer to this question:
Still didn't get it?
and if we have time...
Visit http://www.showplans.com/gamification-eps2014/

Tweet #gameslides to @Showplans

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Full transcript