CWBTA Gamification Overview

May, 2013

Tom Ruesink, President Ruesink Consulting Group, Inc.

What is and isn’t gamification?

Yes

“Gamification is the process of using game thinking and game mechanics to solve problems and engage audiences.”

No

Why talk about gamification?

Avg 21 yr old spent 10,000 hours gaming

By 2016, Over 2.8 Billion USD to be spent by corporations (M2)

By 2015, 70% of Global 2000 companies will have one gamified app (Gartner)

Drugs!(dopamine)

70%

NikePlus

NikePlusAvatar

Is Nike Plus a game?

• In a traditional sense?

• What do we get in Nike Plus?Badges Levels AvatarsSocial Layer Challenges

AppointmentsStatistics

Fundamental Tenet #1

I want to haveMY OWN UNIQUEexperience withinyour system

Do frequent flyer programs use gamification?

• What do we see? Status Points Levels Leaderboards

What about these?

Linked In Progress Bar: Scores profile completeness

Facebook Likes, Twitter Retweets & Followers: Not enough to just add content or share - scored

HOWEVER

Looking at a program through a gamification lense doesn’t have to be

“high tech” or “high complexity”

Gamification Recipe

One part sexy Three parts strategicpoints, leader boards, badges, challenges, scoring, attaboys, etc

What’s the journey of the player, narrative,onboarding strategy, keep them interested, etc

Mechanics – Sexy Part 1

1. Player = User/Consumer. Allowed to customize & express themselves – social interactions.

Old World Currently

2. Game Dynamics = Pacing of the game, reward schedules, habit/addicting, appointments to come back, etc.

CurrentlyOld World

Mechanics – Sexy Part 2

Mechanics – Sexy Part 3

3. Progress = Levels, leader board, badges, points

Old World New World

Mechanics – Sexy Part 4

Old World New World

4. Aesthetics = The emotional component…how does the game evoke trust, curiosity, surprise, envy, pride, connection

Game Thinking

Game Thinking

What is the user journey? How will we show progression?

How will the user connect with others?

What is the onboarding strategy – what are the first 30 seconds like for the user?

Is there a clear path for the user – do they know their next actions?

How will the user be allowed to customize/express themselves?

What strategies will make users want to come back repeatedly?

The 4P’s of gamified engagement: a methodical approach to driving engagement

18

Progress: Recognizing the user’s advancement or status (such as points, levels, badges, status, leaderboards)

Player Customization: Enabling the user to express themselves(such as uploading pictures, sharing about self, social connectedness)

Prize/Award Strategy: Providing meaningful and interesting recognition, benefits, and rewards (such as use of scarcity, surprise/delight, virtual items in addition to tangible, community awards or visualizations)

Platform: Creating strategies to bring the user back to the system.(Such as clear calls to action upon sign-on, strategic onboarding, newsfeeds to create excitement/buzz, appointments to come back)

Recognition That Doesn’t Cost Much

Thank you letters/notes when they reach a level or accomplish something - videoclips

Picture or placement on a portal page Donations to charity in their name Early access to events, tickets Access to executives - webinars Titles or labels When an expense report gets processed

Remember: Status / Power / Access / Stuff

Visual Recognition: From the fundraising thermometer to this…

Possible ways to approach gamification in travel

• Compliance Approach:• Natural tendency to immediately think “recognize

compliant bookings”• Comes with its share of challenges (refunds, exchanges,

not wanting to encourage more travel, etc)

• Feedback Approach:• Using visual recognition to encourage traveler feedback

like hotel reviews, forum posts, etc.

• Education Approach:• Helping travelers understand travel policy and company

positions through game mechanics.

What makes a good game?

Flo Journey

What makes a good game?

Supplier to Corporation

•Way too many contract terms – no control over most

• Complexity forces corporations into 3rd party analytics

•No ongoing narrative – organization doesn’t know progress

•Not clearly articulating/measuring steps to share, not just share:

• Biasing strategy ratings• Organic v Intentional Share• Rational Partner Airfare• Inventory assumptions• 10 Key Markets

Supplier to Traveler

Status, Access, Power, Stuff

They’ve figured out that it isn’t just about the free ticket anymore

Fundamental Tenet #2: What motivates?

Status / Access /Power / Stuff

IN THAT ORDER

Corporation to Traveler

•Only time I hear from travel program is exception/negative

•Travel isn’t hard – Corporations haven’t made the story compelling. We spit information and policy.

•How does my travel compliance help the company?

•Would I join the travel program if it was optional?

•Never onboarded

•Empower = Do what I want?

Where can we find Gamification in travel?

Meetings Conference apps – awarding points for desired behaviors.

Booking & Education

GetThere Travel Hero,Serko: LeaderboardRunzheimer: SmartTripConcur: Pts vs BenchmarkT&T: LeaderboardAdelman: Leaderboard

Reporting Cornerstone: OneScore

Travel GPA: Grade Pt Avg

Air, Car, Hotel Vendors

Most EVERY Air, Hotel, Car vendor.

LOYALTY PROGRAMS WHERE USER EXPERIENCE IS BASED ON

POINTS/STATUS

Example of Meetings Applications

• Specific tangible behaviors that can be outlined.

• Clear beginning and ending – short time frame.

• Plug and Play

Example of Meetings Applications

• Specific tangible behaviors that can be outlined.

• Clear beginning and ending – short time frame.

• Plug and Play

Starting to plug on top of forums and social networking

sites

The challenge of “The Safari”

Breakout

• Think of every possible action or accomplishment that you could possibly congratulate a traveler or department for. Make a list.

Now add every possible action or accomplishment that you could congratulate an employee for.

• Brainstorm list of potential fun badges/badge names

• Brainstorm list of potential rewards that don’t cost money (remember status, access, power, stuff)

Breakout Results

• Think of every possible action or accomplishment that you could possibly congratulate a traveler or department for. Make a list.

• Booking online• Booking preferred suppliers• Booking in advance• Booking lowest fare• Booking complete trip (air, hotel & car)• Filling out Expense Reports on time

Breakout Results

• Brainstorm list of potential rewards that don’t cost money (remember status, access, power, stuff)

• Parking space• Recognition by peers• Casual day• Lunch with C-Suite • Sleeping in (flex hours)• Bring your dog to work• Name on website, banner in lobby, on LCD's, etc• Become a Destination Expert

Questions & Discussion