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Tennessee BTA Gamification Overview
July, 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%
Is Nike Plus a game?
• In a traditional sense?
• What do we get in Nike Plus?Badges Levels AvatarsSocial Layer Challenges
AppointmentsStatistics
What about these?
Linked In Progress Bar: Scores profile completeness
Facebook Likes, Twitter Re-tweets & 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, levels, 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 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?
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
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?
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
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.
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
Final Thoughts Before Breakout:
Start small – try out a “campaign” rather than a “system”
Clearly define the actions you’re looking for from your stakeholder
Digestible
Ask them to do something – not just you pushing information to them
Scoring is a good place to start
Directionally correct – won’t be perfect
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 rewards that don’t cost money (remember status, access, power, stuff)
• Brainstorm list of potential fun badges/badge names