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Oscar Garcia Pañella, PhD Gamification & Motivational Design
@kokopus_dark
oscar.garciap@cookiebox.org
http://www.cookiebox.es
Gamification
[or how to evolve TO MEMORABLE]
http://www.tweeria.com/
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2 XPs
Thanks for
this intrinsic motivator!
LOL
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3 XPs
INTEREST CURVE
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4 XPs
Expectation
The Hook
Up
Up
Down
Down
Climax
Conclusion
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5 XPs
Many thanks to Cristoph!
Player types:
MASTERMIND/CONQUEROR
Liked:
TUTORIAL
Found:
INDIFFERENT BOREDOM
Selected lenses:
TEAM & CURIOSITY
And we’ll see twitter later!
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6 XPs
THEN & NOW…
1982 2015
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7 XPs
A: Focus
C: Empathy D: Interest
50:50
B: Flow
2 250 € 1 100 €
8
7
6
5
4
3
50.000 €
25.000 €
10.000 €
5.000 €
1.000 €
500 €
12
11
10
9
1 millón
500.000 €
250.000 €
100.000 €
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8 XPs
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9 XPs
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10 XPs
Verizon: users spend over 30% more time on-site with social login games
versus a regular site login
Allkpop: during the week long promotion of game mechanics, the online
news site experienced a 104% increase in shares, 36% in comments, and
24% in pageviews.
NickTV: introduces a game-based role-playing platform as heroes and within
2 months obtained 750,000 pages views (200% the amount of the usual
traffic for the entire nicktv.it website), over 50,000 users and over
4,000,000 sessions on the website, with an increase in time spent on site by
25%
Verizon Wireless: more than 50% of site’s user participate in this gamified
environment and spend 30% more time on the site
Ask.com uses game mechanics to increase user engagement through real-
time notifications and activity streams, increasing answered questions by
23% and votes by 58%
Source: http://www.yukaichou.com/gamification-
examples/gamification-stats-figures/
You get
11 XPs
Palabra(s) Clave: Experiencia
memorable
Sentencia: Serio no significa aburrido
Palabra(s) Clave: Retención y
Transferencia
Sentencia: lo placentero, si incluye
sorpresa, es divertido y “fija mejor”
Palabra(s) Clave: Destino y Futuro
Sentencia: Tecnología + Psicología
Palabra(s) Clave: KPI’s
Sentencia: Si no es medible, no es
gamificable
Deloitte: sus programas de training
gamificados se completan en un 50%
menos de tiempo a la par que
mantienen la motivación
Teleflora: gamificó sus tiendas en base
a dinámicas sociales que permitían
canjear acciones por puntos,
aumentando su tráfico social en un
105% y logrando ratios de conversión
del 92%
Ford: gracias al juego “Escape Route”
se venden $8 millones en vehículos con
un aumento del 600% en FB (me gusta)
y más de 100 millones de tweets
Hewlett Packard: activa “Project
Everest” para equipos de venta y
consigue aumentos del 56.4% y $1
billón en beneficios
Spotify: cambia su evento annual por
una solución gamificada móvil
consiguiendo una participación
voluntaria de más del 90% de sus
empleados
Fuente: http://www.yukaichou.com/gamification-
examples/gamification-stats-figures/
You get
12 XPs
Trophies:
To the Inherent Interest
Level:
1
Unlocking:
Game Elements
You get
13 XPs
SKATERS ZERO
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14 XPs
CHALLENGE!
¿Which one is this game element?
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15 XPs
CLICK!
SSSHHHHHHHH!!! … … … … Surprise!
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16 XPs
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17 XPs
WHEN 11 OR 12 YEARS OLD…
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18 XPs
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19 XPs
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20 XPs
CUSTOMER: Grupo DAMM BUSINESS TAGS: Internal Comunication, Change Management, Talent Management, Agile PROJECT GOAL: To communicate in a propper and shocking way a new and radically different approach of managing the talent inside the company. TRANSMEDIA PLATFORMS: Newsletters, Short Movies, Alternative Reality Actions, Gamifyied Workshops using adhoc comics, puzzles, card games, infographics
CASE 01
Epic Win Blog
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21 XPs
Trophies:
To the best
digestion engines!
Level:
2
Unlocking:
Bob, don’t cry!
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22 XPs
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23 XPs http://kcd-elements.tumblr.com/
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24 XPs
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25 XPs
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26 XPs
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27 XPs
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28 XPs
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29 XPs
Stoppers (Mobs)
Us
Carrots
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30 XPs
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31 XPs
CUSTOMER: Bosch und Siemens Hausgeräte GmbH BUSINESS TAGS: Training and Development, Internal Communication, Knowledge Management, Disruptive Innovation PROJECT GOAL: Inspire the Heads of Training Departments of BSH from all over the world about new training methodologies, such as gamification, transmedia storytelling, ambient management, and experiential learning, during the 1 week annual corporate sales training event. TRANSMEDIA PLATFORMS: Cartoon, Comics, Storytelling Pills, Ambient Management Experience, Workshops, Alternative Reality Games
CASE 02
Epic Win Blog
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32 XPs
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33 XPs
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34 XPs
WHAT I LIKE VS
WHAT YOU LIKE
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35 XPs
1
5
2
3
4
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36 XPs
http://www.mud.co.uk/richard/hcds.htm
IDENTIFY MY TARGET GROUP!!!
http://marczewski.me.uk/
2.0. en
2014
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37 XPs
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38 XPs
Trophies:
To the UNBUILDERS
Level:
3
Unlocking:
Some Psychology!
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39 XPs
Location: WKE
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40 XPs
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41 XPs
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42 XPs
http://artofgamedesign.com/cards/
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43 XPs
Sensation
Fantasy
Story
Challenge
Social
Discovery
Expression
Immersion
http://www.8kindsoffun.com/
PLEASURES …
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45 XPs
-- Competence
(feeling that you are
good at)
-- Autonomy
(give me choices)
-- Relatedness
(connect to other
people)
R.A.M.P.
You get
46 XPs
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47 XPs
CASE 03
http://www.cookiebox.es/rtve
-aplicacion-empresarial-de-
la-gamificacion/
You get
48 XPs
USE both SIDES
And yes, THIS IS a suggestion
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50 XPs
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51 XPs
MAKE it EPIC And yes, THIS IS another suggestion
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53 XPs
WELL it WORKS And yes, THIS IS a fact
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54 XPs
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55 XPs
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56 XPs
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57 XPs
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58 XPs
RESPECT powers and
PREFERRED LOCATIONS And yes, WE ARE back to suggestions
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59 XPs
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60 XPs
TRANSMEDIA =
= DIFFERENT
DOORS
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61 XPs
Nuestro primer objetivo
era activar el interés de
los participantes unos
días previos al taller
motivándolos, además, a
investigar y aprender
sobre los productos de
BUFF®. Un personaje
ficticio creado para la
ocasión, un temido
hacker, envía un vídeo
en el que explica que ha
introducido un virus en
el sistema informático de
BUFF® para acabar con
todo el conocimiento
comercial de la empresa.
Una amenaza en toda
regla que obligará a los
empleados a descifrar
un conjunto de retos
que les permitirán dar
con el código de
desinfección y que
sólo podrán resolver si
conocen y profundizan
en el catálogo de los
productos BUFF®.
You get
62 XPs
You get
63 XPs
Meet change + fantastic [not absurd] story +
colleagues back youth + using “weird
communication mechanisms + 8 challenges + 12
behaviors + connect!
You get
64 XPs
You get
65 XPs GRACIAS!
¿INTERESTING?
You get
66 XPs
ACHIEVEMENT UNLOCKED!
Oscar Garcia Pañella, PhD Gamification & Motivational Design
@kokopus_dark
oscar.garciap@cookiebox.org
http://www.cookiebox.es
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