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Innovation Infusion: Gamification. Presentacion de Marco Ryan en Jornada Spain is Digital. Managing Director de Accenture Interactive. Marco es el Responsable de Accenture Interactive de la Zona ASEAN con sede en Singapur. Tiene más de 15 años de experiencia en la gestión de empresas eCommerce, liderando equipos de marketing digital, creación e implementación de estrategías digitales y selección y uso de analytics, plataformas digitales, gestión de contenidos... Su experiencia abarca desde el sector del automóvil de lujo en Italia, a empresas farmacéuticas en China. Tiene una comprensión profunda de las tecnologías digitales claves como ATG, Endeca, Hybris, Adobe CQ5, IMB Websphere.
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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
What is Gamification
Copyright © 2012 Accenture. All rights reserved. 3
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
Copyright © 2012 Accenture. All rights reserved. 4
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
Copyright © 2012 Accenture. All rights reserved. 5
When you seek happiness go to Coca-Cola
Consumer Electronics
Samsung Nation
Copyright © 2012 Accenture. All rights reserved. 6
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/
F&B
My Starbucks Ideas
Copyright © 2012 Accenture. All rights reserved. 7
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
Copyright © 2012 Accenture. All rights reserved. 8
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
Copyright © 2012 Accenture. All rights reserved. 9
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
10 Tips for Getting Started
Copyright © 2012 Accenture. All rights reserved. 10
Gamification is a
Spectrum 4 5
Not a Game
Game
Like a Game
Nike+
Windows Solitaire
Disney’s Electronic Whip
Laundry Room
Efficiency Worker
1027 Kristina Lopez 105%
0912 Elvita Santiago 90%
10 Tips for Getting Started
Copyright © 2012 Accenture. All rights reserved. 11
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
10 Tips for Getting Started
Copyright © 2012 Accenture. All rights reserved. 12
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.