What is and isn’t gamification?

1. Tennessee BTA Gamification OverviewJuly, 2013Tom Ruesink, President Ruesink Consulting Group, Inc.

2. What is and isn’t gamification? No Yes “Gamification is the process of using game thinking and game mechanics to solve problems and engage audiences.”

3. Why talk about gamification? Avg 21 yr old spent 10,000 hours gaming By 2015, 70% of Global 2000 companies will have one gamified app (Gartner) 70% By 2016, Over 2.8 Billion USD to be spent by corporations (M2) Drugs!(dopamine)

4. Nike Plus

5. Nike Plus Avatar

6. Is Nike Plus a game? • In a traditional sense? • What do we get in Nike Plus? Badges Levels Avatars Social Layer Challenges Appointments Statistics

7. Fundamental Tenet #1 I want to have MY OWN UNIQUE experience within your system

8. Do frequent flyer programs use gamification? • What do we see? • Status • Points • Levels • Leaderboards

9. 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

11. HOWEVERLooking at a program through a gamification lense doesn’t have to be “high tech” or “high complexity”

12. Gamification Recipe One part sexy Three parts strategic points, leader boards, badges, challenges, scoring, levels, etc What’s the journey of the player, narrative,onboarding strategy, keep them interested, etc

13. Mechanics – Sexy Part 1 Old World Currently 1. Player = User/Consumer. Allowed to customize & express themselves – social interactions.

14. Mechanics – Sexy Part 2 Old World Currently 2. Game Dynamics = Pacing of the game, reward schedules, habit/addicting, appointments to come back, etc.

15. Mechanics – Sexy Part 3 Old World New World 3. Progress = Levels, leader board, badges, points

16. Mechanics – Sexy Part 4 Old World New World 4. Aesthetics = The emotional component…how does the game evoke trust, curiosity, surprise, envy, pride, connection

17. Game Thinking

18. Game Thinking

19. What makes a good game? Journey Flo

20. What makes a good game?

21. 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

22. Supplier to Traveler Status, Access, Power, Stuff They’ve figured out that it isn’t just about the free ticket anymore

23. Fundamental Tenet #2: What motivates? Status / Access / Power / Stuff IN THAT ORDER

24. UA Members Consistently Rate MileagePlus Premier Program As One of the Top 2 Drivers of Purchase

25. 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?

26. Game Thinking:Recognition vs Reward

27. 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

28. Visual Recognition: From the fundraising thermometer to this…

29. Gamification in Travel

30. 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.

31. Where can we find Gamification in travel?

32. Examples in Travel One Number Score Cornerstone

33. Examples in Travel - TravelHero

34. Example of Meetings Applications • Specific tangible behaviors that can be outlined. • Clear beginning and ending – short time frame. • Plug and Play

35. Starting to plug on top of forums and social networking sites

36. The challenge of “The Safari”

37. 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

38. 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

39. Questions & Discussion