innovation infusion: gamification . jornada spain is digital. marco ryan. accenture interactive

Innovation Infusion: Gamification

Marco Ryan

18 April 2013

My Contrex Experience

Copyright © 2012 Accenture. All rights reserved. 2

People would break their routines for a bit of fun

http://vimeo.com/29416289

What is Gamification


Gamification distills the essence that makes games so

compelling, and applies it to non-game contexts to

achieve practical outcomes.

Addictive

Games

Compelling Essence

Non-Game

Context

Practical

Outcome

Why is It Relevant to Business


Gamification can achieve real and practical business outcomes, often through

approaches that are novel and more effective than traditional means.

Selected Business Outcomes Gamification Can Drive

• Brand Perception

• Brand Attachment

• Product Differentiation

• Usage Patterns

• Demand Generation

• Customer Insight

Customer Employee

• Productivity

• Education

• Employee Engagement

• Job Satisfaction

• Knowledge Sharing

• Collaboration

FMCG

Coca-Cola Happiness Refill


When you seek happiness go to Coca-Cola

http://vimeo.com/40519663

Consumer Electronics

Samsung Nation


Driving engagement and advocacy with gamification

… it didn’t happen

accidentally

Out-selling the iPhone

References:

Samsung Nation website: http://www.samsung.com/us/samsungnation/

Outselling iPhone comment: http://mashable.com/2012/07/27/samsung-surpasses-iphone-shipments/

http://www.samsung.com/us/samsungnation/

http://mashable.com/2012/07/27/samsung-surpasses-iphone-shipments/







F&B

My Starbucks Ideas


Customer ideation through voting and leader boards

70,000 ideas

… in just the first year

3 million visits

References:

http://mystarbucksidea.force.com

http://www.socialmedia.org/blog/case-studies/my-starbucks-idea-generates-70000-ideas-in-its-first-year/

http://www.casestudiesonline.com/tag/mystarbucksidea-com/

At Accenture, we do not just preach Gamification; we

practice it


Gamifying for employees…

Collaboration

Knowledge Management

Strategic Initiative Adoption

Health & Fitness

Leadership Introduction

Corporate Social Responsibility

People.Accenture

Knowledge Exchange

Value Pursuit Game

Steptacular

Spot the Leader

Eco Challenge

10 Tips for Getting Started


Choose a Sticky

Problem

Different People,

Different Games

Understand Your

Objectives 1 2 3

Solved with

a game in 3 weeks

Baffling scientist for

15 years

Gap Free Jeans

Giveaway Event

10,000 pairs of jeans!

Check-in…

using Facebook Places

1 day of amazing

traffic

Sustained behaviour

Facilitate, Not Override, Existing Motivations



Gamification is a

Spectrum 4 5

Not a Game

Game

Like a Game

LinkedIn

Nike+

Windows Solitaire

Disney’s Electronic Whip

Laundry Room

Efficiency Worker

1027 Kristina Lopez 105%

0912 Elvita Santiago 90%



Don’t Reinvent the

Wheel

Remember the

Clobber’s Children

Walk Before You

Run 6 7 8

Platform Providers

Design

+ Business

Objective

Programme

Design

Game

Design

Player

Analysis

Surprises from pilots…

Don’t need prizes to

motivate participation…

... but people don’t

play just because it’s

a game

Collaboration

Knowledge Management

Strategic Initiative Adoption

Health & Fitness

Leadership Introduction

People.Accenture

Knowledge Exchange

Value Pursuit Game

Steptacular

Spot the Leader

gamifying for employees…

Facilitate, Not Override, Existing Motivations



Make It Fun! 9 10

+ +

Doctor

≠

Stetho-

scope

Grown

Man Lab Coat

No Medical

Degree

10pt!

Gamification

≠

Points Leader-

boards

Badges

No Fun!

+ +

Boss offered $10 to workers to guess who would be fired next

“If the name in your envelope has the right answer, you will win

$10 CASH. … And no fair picking Mike Miller from (the

Rockingham Road store). He was fired at around 11:30 a.m. today

for wearing a hat and talking on his cell phone. Good luck!!!!!!!!!!”

Employees walked out on a convenience store

owner in Iowa after he introduced the contest.