Post on 06-May-2015
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
Gamification : Gamification: 5,000 hours of learning
Bernardo CrespoTwitter: @b_crespo
#GWC14
Madrid, 6 noviembre 2013
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
BBVA Game
Setting up a platform to educate customers on how to use our transactional website. And it
works!
2011
2014
3 years of learningYou are
here
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
Our approach
http://youtu.be/OsaJoNYmoeM
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
End 2010 / Beginning 2011
Source: Google Trends / “Gamification” / http://www.google.es/trends/explore#q=gamification%2C%20&cmpt=q
Gamification: PBLPoints
Badges
Leaderboards
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
Our goal
The challenge
• Contribution to our Digitalization goal.
• Main goal. Engagement on actual users.
• Secondary Goal. UserAcquisition.
The use of Gamification techniques as a means to enhance business goals.
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2233
POINTS
BADGES
LEADERBOARDS
Challenges + Rewards
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
Is everyone a gamer?
66% 33%
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
19%
0-20 20-30años
30-45 >6045-59
2% 23%48% 8%
71%
Is everyone a gamer?
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
Is gamification about fun?
Makes bbva.es more enjoyable…
Source: Opinator – YoY April 2014
Keeps my curiosity…
I value your rewards…
Overall satisfaction with bbva.es…
Overall satisfaction with game…
7.95
7.40
7.13
8.03
7.24
29,767
29,709
29,683
29,672
29,637
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
How do we keep the “flow”?
PASSION
Source: Adapted form Flow: The Psychology of Optimal Experience , Mihaly Csikszentmihalyi.
CH
ALL
EN
GE
SKILL
Anxiety
Boredom
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
> 80% automated direct
communications
How do we keep the “flow”?
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
How to measure Gamification?
Game metrics
There is no magic formula.
Web metrics Biz Metrics
KPIs KSIs
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
¿Cómo se mide Gamification?No existe una fórmula mágica
User activity
Return Frequencychallenges
sectionsredemption
User acquisition
Traffic channels
CTR + Logins
rewards
Virality
KPIs KSIs
margin
ROIfrequency
+ a lot of curiosity
Video views
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
One “game” fits all?
Achievers
Source: Adapted form Richard Bartle:
Interacting
Acting
PlayersKillers
ExplorersSocializers
World
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
videos
Hiring new products
Social challenges
data qualificationtransactions
Friends
Quiz
logon
permanency
goals
games
One “game” fits all?
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
How to Sell Gamification To Your CEO?
Biz Metrics
KSIs
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
No way using Gamification awards
Fuente: http://www.gamification.co/2012/10/31/spanish-bank-bbva-embraces-gamification-with-online-game/http://www.forrester.com/Case+Study+BBVA+Drives+Online+Banking+Use+With+Game+Mechanics/fulltext/-/E-RES101441?docid=101441http://my.gartner.com/portal/server.pt?open=512&objID=202&&PageID=5553&mode=2&in_hi_userid=2&cached=true&resId=2355215&ref=AnalystProfile
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
201,639 Game users
> 1 MM Video views
50% Spanish villages playing
BBVA game NOWNOW
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
3x ClickOpen email
2x Overall satisfaction BBVA.es
#2 Bank by Social Media audience. Spain.
24x Video views [first 12 months]
NOW
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
Has this game an ending?
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
Has this game an ending?
“Time is a game played beautifully by children.”
Heráclito
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
There is no ending for emotions
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
BBVA Game
Creamos una plataforma donde enseñamos a mejorar el uso de
BBVA.es entre los clientes BBVA.Gamification funciona!
LigaBBVAgame.com
2011
2014
Usted estáaquí
3 years of learning
Taking advantage of our learning to adapt BBVA game to an acquisition
tool.
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
Gami-acquisition
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
Will see how it works.
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
Bernardo CrespoTwitter: @b_crespo
#GWC14
Thanks a lot /Muchas Gracias.
Gamification: 5,000 hours of learning