Game On – SCTEM: Gamification and Travel
October, 2012
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
Social Layer
Statistics
Levels
Avatars
Challenges Appointments
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
Takeaway: Looking at a program
through a gamification 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, leaderboard, 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
Applying gamification techniques
Applying gamification techniques
What makes a good game?
Flo
Journey
What makes a good game?
Supplier to corporation/college
• 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
Status / Access /
Power / Stuff
IN THAT ORDER
Corporation/college 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?
Looking at your program through the eyes
of a game designer
•
•
Canonical Stories (who), groupings of players?
Top 5 actions want the player to take
•
•
•
•
•
Objective statements – what behaviors do I want from my players?
Levels/Progress – how will I show progress and status?
Customization – how will I allow the user to customize?
Onboarding – What are the first 30 to 60 seconds like?
–
•
Advocate, Recommend, Taunt, Show Off, Argue, Comment, Give, Flirt, Like,
Explore, Greet, View, Vote, Join
Action, Reward, Action, Action, Reward
Rewards: What are all the touch points where we can say good job
and thank you?
Recognition That Doesn’t Cost Much
Remember: Status / Power / Access / Stuff
•
Thank you letters/notes when they reach a level or
accomplish something
•
Picture or placement on a portal page
•
Donations to charity in their name
•
Early access to events, tickets
•
Access to executives - webinars
•
Badges
•
Decorations of their avatar / points or karma points
Exercise – Partner Off
•
–
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)
What pieces of gamification exist today in corporate
travel programs or companies?
•
Gamifying the Enterprise:
–
–
–
–
–
•
Most common application that companies would be familiar with is HR/Wellness
Challenges.
Sabre had PSP (Sustainability) challenges.
Virtual meeting rooms, virtual campuses (avatar representations) – Sun
SAP, Salesforce – common apps having platforms built in
Microsoft – Ribbon Hero
Scoring the Transaction – Digestible Outputs
–
•
Cornerstone’s C3, TravelGPA, Coca-Cola custom dashboard
Other
–
–
–
–
SERKO – points & leaderboard – self booking Asia/Australia
Xilinx – working with Bunchball to create employee portal including travel
Large computer company – working with platform provider to create agent
awareness contests/education
GetThere – Travel Hero
What help is out there to add/enhance your
program with program
• Platforms: Bunchball, Badgeville, Big Door
• Consultancies: AIMIA, Maritz, Dopamine
• Meetings Applications: QuickMobile,
Goosechase, Scavngr
• Interactive Newsletters: Jive
Fully Gamified Platforms…Examples –
The Office Front Page
Examples – The Office, Drill-in Page
Providing meaningful value for points
The Office - Self-expression matters to people
Examples –
Real
Housewives
of Atlanta
Front Page
Examples –
Real
Housewives
of Atlanta
Drill-In
Examples –
NFL Fan
Rewards
Examples –
Chamillionaire
Chamillionaire.com
Meetings Apps & Platforms
Employee Travel Portal - Today
Sample Portal
Tomorrow
Sample Onboarding Experience
+100
Points!
Employee Profile
1
John's Profile Page
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The Profile Page serves as the central hub for the gamified features
peppered throughout an interactive experience: •Show off a individual
and team achievement •Help promote self expression and team
communication •Indicator of status, progress and illustrates a path for
success
Mary commented on your wall
and shared some new training
tips
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Groups/Teams, people love affiliating with something bigger than just
themselves –Nitro's Group functionality enables your users to join one
or more groups driving collaboration and competition. They also
promote:•Higher Stakes •Accountability •Shared success
Leaderboards should be placed strategically across the site, featuring
individual accomplishment and Team standings. They increase
participation because they foster the human desire for: •Fame •Status
•Comparison •Competition
Challenges give people missions to accomplish and then reward them
for doing so. It's giving them goals – people love having goals, they love
feeling like they're working toward something. Most websites have no
goals, there's no "towards", you're not going anywhere - you're just
"being" and "doing", but you're not "going". Enable your users to go
somewhere
Newsfeeds provide a sense of dynamic activity and community to drive
participation. A dynamic stream of site activity will: •Surface and crosspromote content •Expose individual and group activity •Highlight
individual users
Rewards/Badges are a visual indicator of site usage, education,
participation, duration/tenure and ownership of achievement. They
create incentive by tapping in a user's desire for: •Achievement
•Engagement •Exploration •Mastery
Questions & Discussion