Gamification[ G E I : M I : F I : K E I J : S H U N ]

J a n B i d n e r , 2 0 1 5 - 0 3 - 1 8

Presentation and Workshop Sogeti Mitt AB

MOTIVATION

ENGAGEMENT

CHANGE

BEHAVIOUR

DRIVES

EXPERIENCES

Greatest Experience Industry!

#1

Source: Entertainment Software Association 2012

Average Gamer is 35 years68% are 18 and older

47% are womenMore grown women are gamers

than boys under 18

#2

10 % 20 %

30 % 90%

Gamif icat ionT h e d e f i n i t i o n

“the use of game mechanics

and game design

techniques

in non-game contexts …”

“…in order to create a more engaging

user experience”

BLACK BELT

UX

2 0 0 6

NOT TECHNOLOGY DRIVEN!

2 0 1 0

Points

Badges

Leaderboards

Fail, 80

Success, 20

Rolighetsteorin

”Happiness is the easiest way to make People change their behavior”

”glädje är det absolut lättaste sättet att få människor ändra sitt beteenden”

”glädje är det absolut lättaste sättet att få människor ändra sitt beteenden”

”glädje är det absolut lättaste sättet att få människor ändra sitt beteenden”

”glädje är det absolut lättaste sättet att få människor ändra sitt beteenden”

”glädje är det absolut lättaste sättet att få människor ändra sitt beteenden”

That’s a lot of

Fun…

The French Postal Service

Dropout ra te 25%!

Play a work ing week

Dropout ra te 8%

Strukturell Gamification

Serious Games - Narrativ

change

Behaviours

Know about

Core Drives & NeedsKnow about

Player Types

Physical needs

Safety

Love/belonging

Esteem

Self actualization

Abraham Maslow

Hierarchy of Needs

Yu-kai Chou

Octalysis

8 core

Drives

Mening

Förverkligande

Grupptryck

Oförutsägbarhet

Undvikande

Underskott

Ägarskap

Prestation

Drivkrafter

Vän-inbjudningarSociala skatter / givandeUtropaAvundsjukaGruppuppdragSkrytMåste-ha-marknadsföringTacksamhetsekonomiMentorskapSocialt puffandeDelaGilla

sociala

Media

Mening

Förverkligande

Grupptryck

Oförutsägbarhet

Undvikande

Underskott

Ägarskap

Prestation

What drives you?

WORKSHOP

- What’s the Case?

- Real problems to be solved in customer business context

- Gamification ideas workshop

- Refinement?

Workshopping!

• Effectmapping – What are the perceived effectgoals? What do we want to achieve?

• Content is king

• What are the target end user groups?

ACTUAL INPUT FROM CUSTOMER

• More visits, more buys, profit from specificcustomer segments

• ”on-top” functionality to drive key metrics (in addition to loyalty program)

• Later this year - Stamps…

• Loyalty...

Brainstorming gamification ideas• Game mechanics as well as player types and drives considered

• Write post it notes 5 min, put on whiteboard and reflect in full group

• Iterate ideas

• What player types? – What drives can we map? Can we add any mechanic to attract other playertypes? More unpredictability? More meaning? More socializing?

• Black Hat? White Hat? Extrinsic/Intrinsic motivation?

• Groups to refine ideas – pick an idea and gather in the group to refine and elaborate.

Thanks!

@janbidner

jan.bidner@sogeti.se