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Innovation Infusion: Gamification
Marco Ryan
18 April 2013
My Contrex Experience
Copyright © 2012 Accenture. All rights reserved. 2
People would break their routines for a bit of fun
What is Gamification
Copyright © 2012 Accenture. All rights reserved. 3
Gamification distills the essence that makes games so
compelling, and applies it to non-game contexts to
achieve practical outcomes.
Addictive
Games
Compelling Essence
Non-Game
Context
Practical
Outcome
Why is It Relevant to Business
Copyright © 2012 Accenture. All rights reserved. 4
Gamification can achieve real and practical business outcomes, often through
approaches that are novel and more effective than traditional means.
Selected Business Outcomes Gamification Can Drive
• Brand Perception
• Brand Attachment
• Product Differentiation
• Usage Patterns
• Demand Generation
• Customer Insight
Customer Employee
• Productivity
• Education
• Employee Engagement
• Job Satisfaction
• Knowledge Sharing
• Collaboration
FMCG
Coca-Cola Happiness Refill
Copyright © 2012 Accenture. All rights reserved. 5
When you seek happiness go to Coca-Cola
Consumer Electronics
Samsung Nation
Copyright © 2012 Accenture. All rights reserved. 6
Driving engagement and advocacy with gamification
… it didn’t happen
accidentally
Out-selling the iPhone
References:
Samsung Nation website: http://www.samsung.com/us/samsungnation/
Outselling iPhone comment: http://mashable.com/2012/07/27/samsung-surpasses-iphone-shipments/
F&B
My Starbucks Ideas
Copyright © 2012 Accenture. All rights reserved. 7
Customer ideation through voting and leader boards
70,000 ideas
… in just the first year
3 million visits
References:
http://mystarbucksidea.force.com
http://www.socialmedia.org/blog/case-studies/my-starbucks-idea-generates-70000-ideas-in-its-first-year/
http://www.casestudiesonline.com/tag/mystarbucksidea-com/
At Accenture, we do not just preach Gamification; we
practice it
Copyright © 2012 Accenture. All rights reserved. 8
Gamifying for employees…
Collaboration
Knowledge Management
Strategic Initiative Adoption
Health & Fitness
Leadership Introduction
Corporate Social Responsibility
People.Accenture
Knowledge Exchange
Value Pursuit Game
Steptacular
Spot the Leader
Eco Challenge
10 Tips for Getting Started
Copyright © 2012 Accenture. All rights reserved. 9
Choose a Sticky
Problem
Different People,
Different Games
Understand Your
Objectives 1 2 3
Solved with
a game in 3 weeks
Baffling scientist for
15 years
Gap Free Jeans
Giveaway Event
10,000 pairs of jeans!
Check-in…
using Facebook Places
1 day of amazing
traffic
Sustained behaviour
Facilitate, Not Override, Existing Motivations
10 Tips for Getting Started
Copyright © 2012 Accenture. All rights reserved. 10
Gamification is a
Spectrum 4 5
Not a Game
Game
Like a Game
Nike+
Windows Solitaire
Disney’s Electronic Whip
Laundry Room
Efficiency Worker
1027 Kristina Lopez 105%
0912 Elvita Santiago 90%
10 Tips for Getting Started
Copyright © 2012 Accenture. All rights reserved. 11
Don’t Reinvent the
Wheel
Remember the
Clobber’s Children
Walk Before You
Run 6 7 8
Platform Providers
Design
+ Business
Objective
Programme
Design
Game
Design
Player
Analysis
Surprises from pilots…
Don’t need prizes to
motivate participation…
... but people don’t
play just because it’s
a game
Collaboration
Knowledge Management
Strategic Initiative Adoption
Health & Fitness
Leadership Introduction
People.Accenture
Knowledge Exchange
Value Pursuit Game
Steptacular
Spot the Leader
gamifying for employees…
Facilitate, Not Override, Existing Motivations
10 Tips for Getting Started
Copyright © 2012 Accenture. All rights reserved. 12
Make It Fun! 9 10
+ +
Doctor
≠
Stetho-
scope
Grown
Man Lab Coat
No Medical
Degree
10pt!
Gamification
≠
Points Leader-
boards
Badges
No Fun!
+ +
Boss offered $10 to workers to guess who would be fired next
“If the name in your envelope has the right answer, you will win
$10 CASH. … And no fair picking Mike Miller from (the
Rockingham Road store). He was fired at around 11:30 a.m. today
for wearing a hat and talking on his cell phone. Good luck!!!!!!!!!!”
Employees walked out on a convenience store
owner in Iowa after he introduced the contest.