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It All Began Here – Serious Games International

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Gamification

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The brand used gamification tactics to enhance the Starbuck’s experienceand to boost sales as well. Players register for My Reward through an app.Every time they purchase a Starbucks product, they accumulate stars (whichactually look like cups that are graphically filled in).

But the game does not stop here. There are three “levels” depending on thedegree of user loyalty. More frequent visits to a Starbucks store is awardedthrough an upgraded level.

Examples of benefits include: an extra cup of coffee, a birthday gift or evenoffers designed specially for the customer.

In 2012, the users of My Reward totaled about 4.5 million. The cards aloneaccounted for $3 billion in sales per year.

Case Study - Starbucks

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Case Study - Deloitte

Deloitte Leadership Academy, a digital executive training programmefor more than 10,000 senior executives in over 150 companies aroundthe world, which added game mechanics to its leadership trainingprogramme to drive desired behaviours and increase engagement. Theprogramme is delivered to senior executives via an online portal ormobile devices. Uses badges and rewards to be shared on LI.

46.6% increase in the number of users that return to the site daily36.3% increase in the number of users that return to the site weeklyAn average of three badges per active userThe top user had collected 30 badgesOne user has earned the Leadership Academy Graduate badge whichwas expected to take 12 months to achieve

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Case Study – Singapore AirlinesUnity 3D Simulation & Gamification– Cabin Crew Training

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Case Study – Shakespeare’s Birthplace TrustArchives, Location based tours, Augmented reality & E Commerce App

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What are your challenges?

Tourism – Change Behaviour, drive footfall, extend stay

-Badges and Rewards for visiting key attractions-UK Visitor ‘Champion’ – Power Visitor-Education – quiz and prizes for knowledge-Treasure Hunt – find the treasure/ get rewards-Spread the word – virtual advisor-Stay an extra night to complete a ‘game’