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)
70%
Drugs!
(dopamine)
Nike
Plus
Nike
Plus
Avatar
Is Nike Plus a game?
•
In a traditional sense?
•
What do we get in Nike Plus?
Badges
Levels
Avatars
Social Layer Challenges Appointments
Statistics
Fundamental Tenet #1
I want to have
MY OWN UNIQUE
experience within
your 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
points, leader boards, badges,
challenges, scoring, attaboys, etc
Three parts strategic
What’s the journey of the player, narrative,
onboarding strategy, keep them interested, etc
Mechanics – Sexy Part 1
Old World
Currently
1. Player = User/Consumer. Allowed to customize &
express themselves – social interactions.
Mechanics – Sexy Part 2
Old World
Currently
2. Game Dynamics = Pacing of the game, reward schedules,
habit/addicting, appointments to come back, etc.
Mechanics – Sexy Part 3
Old World
New World
3. Progress = Levels, leader board, badges, points
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
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)
18
Recognition That Doesn’t Cost Much
Remember: Status / Power / Access / Stuff







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
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: Leaderboard
Runzheimer: SmartTrip
Concur: Pts vs Benchmark
T&T: Leaderboard
Adelman: 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