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Game On – SCTEM: Gamification and Travel October, 2012 Tom Ruesink, President Ruesink Consulting Group, Inc. 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.”.
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Game On – SCTEM: Gamification and TravelOctober, 2012Tom Ruesink, President Ruesink Consulting Group, Inc.
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.”
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)
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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
Takeaway: Looking at a program through a gamification doesn’t have to be “high tech” or “high complexity”
Gamification Recipe One part sexy Three parts strategic points, leader boards, badges, challenges, scoring, attaboys, etc 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
What makes a good game? Journey Flo
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 • Advocate, Recommend, Taunt, Show Off, Argue, Comment, Give, Flirt, Like, Explore, Greet, View, Vote, Join • 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? • 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
