Gamifica'on Social Responsibility by SoInterac've

Małgorzata Kendziorek Consul'ng Solu'ons Manager

Katarzyna Kałwak Crea've Director

bussiness

creation

Katarzyna Korecka Junior Researcher & Documentalist

research

Gamifica'on is user-centric.

… and they have a full spectrum of gamifica'on mechanics to achieve that.

badges team challengesawards leaderboardslevels

Gamifica'on designers are focused on users’ ac'vi'es, feelings and their individual progresses…

Gamifica'on tools change user’s behaviors, such as:

learning

work ac'vi'es

habits

lifestyle

FMCG leader — an example for learning

GAMIFICATION MECHANICS

levels

leaderboards

educa'onal tasks

worlds

user profile

individual reputa'on

How gamifica'on influences on learning?

• Storytelling that encourages users to expand their knowledge

• Educa'onal tasks in a form of immersive games

• A leaderboard to strengthen the rivalry between the players

• Knowledge base — a place to check any necessary informa'on (needed to solve the tasks)

SoTower — an example for work ac'vi'es

gamification mechanics

individual reputa'on

user profile

levels

trophies

• Increasing employees engagement • Defining clear goals • Support the rivalry by public

visualiza'on of employee’s achievements

• BeQer iden'fica'on with company’s values and rules

• Healthy compe''on: user’s progress at work is visible for his colleagues

How gamifica'on influences on work ac'vi'es?

ActGood — an example for habits

leaderboards badges

individual reputa'onranks

• Encourage people to type their deeds

• The best posts were appreciated by hearts

• Mechanics similar to Advent Calendar — each day reveals a new good deed

• Compe''on that supports a good will

How gamifica'on influences on habits?

JetBlue — an example for lifestyle

• Traveling around the world and building user’s status as an explorer

• Sharing travel badges in a form of virtual achievements

• Invi'ng friends to True Blue program

• Expending an interac've map of flights

How gamifica'on influences on lifestyle?

But gamifica'on does a lot more than that.

We can’t design gamifica'on projects without a wider context

Each user has some social roles — he is a part of various social circles and he is also a ci'zen of the Earth.

Gamifica'on influences on user’s surroundings:

neighborhood social groupsnatural environment

One must feel responsible for the change as well as the results when using Gamifica2on.

Bernardo Crespo Velasco Digital Transforma'on Leader

@DIVISADERO

Gamifica'on influences not only on behaviors, gamifica'on creates short- and long-term results and affects user’s environment.

Gabe Zicherman’s code of gamifica'on ethics & our exper'se confirm that.

1. I will strive to design systems that help individuals, organiza'ons and socie'es achieve their true poten'al, ac'ng consistently with their values and enlightened interest.

The Code of Gamifica'on Ethics By Gabe Zichermann

2. I will not obfuscate the use of game mechanics with intent to deceive users about the purpose or objec'ves of the system.

The Code of Gamifica'on Ethics By Gabe Zichermann

3. Where prac'cal by law and contract, I will make an effort to share what I’ve learned about mo'va'ng behavior with the community so that others may leverage this understanding to advance society and the state of the art.

The Code of Gamifica'on Ethics By Gabe Zichermann

Conclusion: We can’t focus only on an individual user.

So, how good gamifica'on should look like?

Let’s start with our case, strongly connected with work environment:

Imagine…

• call center employees that sell financial services

• in a highly result-targeted environment

• with a strong rivalry between them • and compe''ve a_tude (both: work &

private life) • also there is a tendency to cri'cize • and dominate peaceful people by

charisma'c employees

Possible consequences of bad-designed gamifica'on may:

• support nega've behaviors and cause team conflicts

• decrease employee turnover rate • influence on nega've atmosphere

and „rat race” a_tude • create emo'onal overload

• we suggested to use educa'onal duels with randomly chosen people — to avoid unhealthy rivalry that decreases self esteem.

• we put an accent on posi've behaviors (nice talk with a client, sugges'ng new ideas, etc.) — to appreciate someone publicly.

Our solu'on

• we also reduced bad and disrup've ways of mo'va'ng employees and focused on fast iden'fica'on on individual strong competences to iden'fy employee that he can find his place in a team.

Our solu'on

We believe that a nega've mind will never give you a posi've life. That’s why our mechanics strengthen the best skills and posi've a_tude to work.

Lead Master

Party StarterThe Best Invoice

Problem Solver

Fast and Furious

Next case. Voluntary spirit and gamifica'on… Together?

Imagine a company…

… that sells sodware. 100 employees — developers, project managers, graphic designers. How to encourage them to take part in voluntary ac'on for kids?

Possible consequences of bad gamifica'on…• lack of engagement • clear goal is missing • too much gamifica'on

mechanics (annoying, disturbing) • not clear rules cause confusion

… and good gamifica'on• employees (players) are divided by

teams • no oppressive mechanics • individual success = team success • team iden'ty supported by emblems • common goal described by clear rules

Let’s see how it worked and what we achieved:

Gamifica'on influences not only on behaviors, gamifica'on creates short- and long-term

results and affects user’s environment.

Thank you for your a\en'on!

/sointeractive

@SoInteractive

/sointeractive