Date post: | 30-Nov-2014 |
Category: |
Economy & Finance |
Upload: | hugo-najera |
View: | 1,537 times |
Download: | 6 times |
3SEPTEMBER 2012
GamificationThe Business of FunGetting into the Flow
The Fun Way to Engage
Gaming Gamification
Global Snapshots
also in thisissue Technology Trends
Trending Issues
02 Innovation Edge
Facts amp Figures We Love to Play 4
Getting into the Flow 8
The Fun Way to Engage 12
Gaming Gamification 22
The Promise and the ldquoFine Printrdquo 26
Global Snapshots 32
BBVA amp The Gamification 37
Innovation Forecast 40
In Depth44
Sections 48
Technology Trends 48
Trending Issues 52
Gamification amp Banking event59
Innovation at BBVA 60
Credits 62
contents
September 2012 | GAMIFICATION 5 4
ldquoGaming is productive It produces positive emotion stronger social
relationship a sense of accomplishment and for players who are a
part of a game community a chance to build a sense of purposerdquo
18 of gamers are under
18 years of age
29
ldquoWe love to playrdquo Facts amp Figures
70of senior level executives
take breaks to play
games everyday of households
play computer
or video games
53
58 42
72
of gamers are between
18 to 49 years old
The average age of a gameris 37 years old
of gamers are over
50 years of age
of gamers
are men
are women
Jane McGonigal Institute of the Future (IFTF)Director of Game Research amp Development
Ver video
6 September 2012 | GAMIFICATION 7
65
55
33
19
of gamers play
games socially
of gamers play
on mobile devices
of gamers say that
games is their favorite
entertainment activity
of gamers pay
to play online
13play Downloadable Games
21
47play Puzzle Trivial Board
Games and Card Games
play Action Strategy
Sports and Role Playing
Other types
play Persistent Multi-Player
Universe
11
8
Sources Entertainment Software Association | 2011 Sales Demographic and Usage Data 2011PSFK l The Future of Gaming 2011Jane McGonigal l Reality is Broken 2011
September 2012 | GAMIFICATION 9
Fun is Found in the Flow
Mihaly Csikszentmihalyi one of the leading re-
searcher on the topic of happiness describes
flow as ldquobeing completely involved in an activity for
its own sake The ego falls away Time flies Every
action movement and thought follows inevitably
from the previous one like playing jazz Your whole
being is involved and yoursquore using your skills to
the utmostrdquo There are 8 major components com-
ponents of flow
A challenging activity requiring skill A merging of action and awareness Clear goals Direct immediate feedback Concentration on the task at hand A sense of control A loss of self-consciousness An altered sense of time
The experience of flow is often described as ldquoa spon-
taneous joy while performing a taskrdquo In the context
of sports athletes sometimes talk about being in the
zone ldquoa state where the body and mind are in per-
fect harmony and movement becomes effortlessrdquo
Sources Wired |has shown Go with the flow 1996
httpwwwwiredcomwiredarchive409czik_prhtml
Gartner | Maverick Investigacioacuten Motivation Momentum and
Meaning How Gamification Can Inspire Engagement October 2011
Managing the FlowResearch has shown that it normally took years if not
decades of learning the structure of an activity and
strengthening the required skills and abilities to ex-
perience flow Otherwise it required being immersed
in a truly spectacular and unusual context However
Getting into
Diff
icu
lty
SkillTime
FLOW
BOREDOM
ANXIETY
According to Psychologist Mihaly Csikszentmihalyi people feel best when they
are at the perfect level of their skills neither underchallenged (boredrom) nor
overchallenged (anxiety and frustration) And as people learn with time and
repetition challenges have to increase to keep up with growing skills
Source Google Tech Talk I Sebastian Deterding 2011
the FlowThe experience of flow is often
described as ldquoa spontaneous
joy while performing a taskrdquo
This concept of flow as the
gateway to happiness is also
the basis of video games
The video game industry
understands flow and has
accumulated much experience
should we learn from this
experience
8
10 September 2012 | GAMIFICATION 11
Health Computer and video games serve as
useful tools to preserve well-being heal the in-
jured and train the professionals who respond
to medical emergencies
Social Issues Nonprofit organizations and
issue advocates now view video games as an
effective medium for communicating ideas and
generating support among young tech-savvy
consumers
Workplace As the generation that grew up
with video games enters and assumes leader-
ship positions in the workplace computer and
video games increasingly play a role in busi-
ness operations
Source Entertainment Software
Association | Games Improving What Matters
Future of FlowResearch has discovered that ldquosuperstarsrdquo (high
achieving individuals) are found to have spent
more than 10000 hours of practice before the
age of twenty in their respective fields and top
performers (successful but not superstars) have
spent about 8000 hours
Thanks to video games Digital Natives are expert
problem solvers and collaborators by the age of
21 years (or at least in the virtual world) Typically
they would have amassed well over 10000 hours
of experience of resolving issues as a group
When they enter into the workforce they enter as
experts in collaborative problem solving All they
need is flow v
Source Jane McGonigal | Reality is Broken
with video games one can go from zero to flow in 30
seconds The video game industry understands the
concept of flow and has accumulated much experi-
ence and knowledge harnessing the power of flow
Source Jane McGonigal | Reality is Broken
Harnessing the FlowBy having a shared vision shared goals and the
right processes organizations can tap the power of
flow and channel it to drive motivation and change
behaviors in group settings ultimately helping peo-
ple to become more productive and perhaps even
happier
Source Jane McGonigal | Reality is Broken
Flow EverywhereIn about 40 years video games have transformed
from a diversion for the few into a mass medium
helping people learn work and of course play
According to the Entertainment Software Associa-
tion video games can be applied to
Family Life Games in the ldquofamily entertainmentrdquo
category are one of the most popular segments
of the video game market
Art Galleries now feature game artwork in a
number of exhibits and entertainment software
serves as a new medium for emerging artists
Economy The video game industry is one of the
fastest growing sectors in the US economy con-
tinuing to provide jobs to state and local econo-
mies across the nation
Education Entertainment software helps impart
knowledge develop life skills and reinforce posi-
tive habits in students of all ages
Early versions of team based ballgames were played such as Episkyros (in Greece) and Harpastum (Rome) which later gave rise to Shrovetide Football during the Medieval ages (the forerunner to modern day ldquosoccerrdquo)
In Egypt a early board game played with dice was found as part of a Backgammon set dating back to 3100 BC
As the generation who grew up with video games enters and assumes leadership positions in the workplace computer and video games increasingly play a role in business operations
12 September 2012 | GAMIFICATION 13
Gamification is a process of using game thinking and mechanics to engage users This concept can be applied to both customer facing applications and employee facing applications in the companyrsquos business model Enterprise architects must be ready to manage a variety of ldquoplayer typesrdquo (achievers socializers explorers and killers) and deployment scenarios
The
to EngageFun Way
14 September 2012 | GAMIFICATION 15
Gamification What is it
As is the case for an emerging concept defining the
term ldquocorrectlyrdquo is both challenging and elusive -
as it depends on who you talk to platform providers
game designers practitioners industry observers etc
Below a Google Trends snapshot taken on April 2012
shows the historical evolution of Gamification as a
search term According to Gartner ldquogamification has
emerged as a recognizable trend Rarely does an
emerging trend impact so many areas of business
societyrdquo
Key Findings about Gamification Gamification is positioned to become a significant
trend over the next few years
Organizations are increasingly turning to gami-
fication to motivate changed behaviors and
engage internal and external stakeholders
Novelty and hype are driving the current success
of gamification
Success doesnrsquot come easy ldquoDuring four decades
of video game development many games have
failed despite their developers having the best
intentionsrdquo
Sources Gartner | Gamification Primer Life Becomes a Game enero 2011
Gartner | Maverick Research Motivation Momentum and Meaning How
Gamification Can Inspire Engagement October 2011
Gartner | Innovation Insight Gamification Adds Fun and Innovation
to Inspire Engagement December 2011
Some formal definitions
RESEARChER AND GAME DESIGNERldquoThe use of design elements from video games in non-game contexts to make a product service or application more fun engaging motivatingrdquo
Source Sebastian Deterding | Getting ldquoGamificationrdquo Right January 2011
GAMIFICATION PLATFORM PROVIDERldquoWhen used in a business context gamification is the process of integrating game dynamics (and game mechanics) into a website business service online community content portal or marketing campaign in order to drive participation and engagementrdquo
Source Bunchball | Gamification 101 An Introduction to the Use of Game Dynamics to Influence Behavior October 2010
PRACTITIONER (GAMIFICATION INDUSTRY)Gamification is ldquothe process of using game thinking and mechanics to engage usersrdquo
Source Gabe Zichermann | Gamification Innovation and the future 2012
INDUSTRY OBSERVERldquoGamification uses game mechanics such as challenges rules chance rewards and levels to transform daily tasks into playful activitiesrdquo
Source Gartner | Innovation Insight Gamification Adds Fun and Innovation to Inspire Engagement December 2011
Jan 12Jan 11 Apr 11 Jul 11 Oct 11 Apr 12Oct 10
100
80
60
40
20
0
Evolution of the term ldquoGamificationrdquo in Google search
16 September 2012 | GAMIFICATION 17
ldquoGames are the New NormalrdquoDuring the Games for Change Festival an event that
facilitates the creation and distribution of social im-
pact games that serve as critical tools in humanitarian
and educational efforts Al Gore said that ldquoThe gami-
fication trend is really extremely powerfulhellip Games
are the new lsquonormalrsquo for hundreds of millions of users
every month It has been very exciting to me to see
so many ideas that integrate social good and efforts
to make the world a better place into gamesrdquo
The current expectation of Gamification is generating
tremendous buzz everywhere Gartner suggests that
more than 70 of the global 2000 businesses will
Some examples of gamification
MINTMint is a free service which can
aggregate all financial accounts
into one place Users can set a
budget track goals and more
MINDBLOOMMindbloom is a ldquoLife Gamerdquo which
improves the quality of life of the
players in a simple and effective way
NIKENike + FuelBand tracks usersrsquo pro-
gress throughout the day providing
real-time feedback visually
Hype Cycle
Less than 2 years 2-5 years 5-10 years more than 10 years
Imagen recognition
3D printing
Hosted virtualdesktops
E-book readers
Mobile Application Stores
Predictive Analytics
Location-Aware Applications
Speech recognition
Consumerization
Virtual worlds
Wireless power ampSocial Analytics
ldquoBig Datardquo Speech recognition
Biometric Authentication
Methods
Idea management
Mobile robots
Plateau ofProductivity
Slope of EnlightenmentTrough of Disillusionment
Peak ofInflated
Expectations
TechnologyTrigger
Gamification
Exp
ecta
tio
ns
Time
Social TV
Video Analyticsfor customer service
Computer-Brain interface
Quantum computing
Human Augmentation
3D bioprinting
Internet TV
Group buying
Cloud web Platforms
QRcolor code
Machine-to-MachineCommunication services
Private Cloud computing
Cloud computing amp Media tablets
Gesture recognition
Augmented Reality
Virtual Assistants
In-memory Database Management Systems
Mesh Networks Sensor
Source Gartner
apply gamification by 2015 Gamification is believed to
innovate key processes which enhance value proposi-
tions and maximize infrastructure efficiency Whatever
the reason may be it seems that everyone is express-
ing an interest in it including BBVA
Once an obscure search term a short while ago
gamification has now leapt into Gartnerrsquos Hype Cy-
cle for Emerging Technologies 2011 mdash directly into
the Peak of Inflated Expectations However Gartner
also warns their clients to be patient as they believe
that gamification will not reach the Plateau of Pro-
ductivity for another 5 to 10 years
Ver video
Ver video
Ver video
18 September 2012 | GAMIFICATION 19
The Core Issue of Gamification a Closer Look at Game Mechanics and Intrinsic Motivation The current discussion of gamification hinges on a
lively debate between two sides one camp focuses
on game mechanics such as points badges leader-
boards and Incentives and the other camp focuses
internal motivation such as ldquoGame Thinkingrdquo and
motivational design For businesses the arguments
proposed by game mechanics are stirring up excite-
ment as the platform providers are backing up their
talk with great early results Gamification is initially
proving that itrsquos engaging people
GAME MEChANICS POINTS BADGES AND LEADERBOARDSAccording to a leading gamification platform
provider gamification works because game me-
chanics help to drive participation engagement
and loyalty on online properties site or commu-
nity Game mechanics include points levels cha-
llenges virtual goods score boards and gifting
amp charity In theory game mechanics are directly
linked to human desires reward status achieve-
ment self-expression competition and altruism
Although the early results are positive Gartner
warns that gamification is currently driven by
novelty and hype The technology research firm
suggests that the Plateau of Productivity wonrsquot
be reached for another 5 to 10 years Businesses
need to figure out how best apply gamification
in their business models Towards that end con-
sidering the inputs from game thinkers or moti-
vational designers may be beneficial
INTRINSIC MOTIVATION (OR GAME ThINKINGMOTIVATIONAL DESIGN)As a counterpoint to all the current game me-
chanics buzz Sebastian Deterding (researcher
and game designer) offers his take on the whole
gamification thing He advises that to be effective
gamification projects should include key elements
from game thinkingdesign meaning mastery
and autonomy
Meaning Gamified applications have to con-
nect to something that is already meaningful to
the user - or to wrap themselves in a story that
makes them meaningful ldquoThe general lesson
is that to be successful a gamified application
must provide something that is already mean-
ingful to the user in its own rightrdquo
Mastery The experience of being competent
of achieving something Video games donrsquot just
present goals They ensure that a structured flow
of nested goals pulls you through from the long-
term goal (save world rescue princess) to medi-
um-term (kill level boss-monster) and short-term
goals (collect five level coins) Wherever you are in
and whenever you return to a good game there
will always be one next goal that is just within
reachrdquo
Autonomy A free space to play in and some-
thing to play with providing ldquospacerdquo for explora-
tion and expression
Source Sebastian Deterding | Getting ldquoGamificationrdquo RightPrimary desire a particular game mechanic fulfills Other areas that it affects
Reward
Points
Levels
Challenges
VirtualGoods
ScoreBoards
Gifftings amp Charity
StatusArchieve-
mentSelf-
ExpressionCompetition Altruism
human desires
Gam
es m
ech
anic
s
September 2012 | GAMIFICATION 21
Putting Gamification to Work
ldquoWhere games traditionally model the real world or-
ganizations must now take the opportunity for their
real world to emulate gameshellip enterprise architects
must be ready to contribute to gamification strategy
formulation and should try at least one gaming ex-
ercise as part of their enterprise context planning
efforts this yearrdquo
All games when reduced to their core have four de-
fining traitsDeployment Scenarios
(Brian Burke - Gartner)
Gamification designers need to consider the desired results and behaviors
when gamifying Key Processes for the organization
Cooperative
IntrinsicExtrinsic
Competitive
Poker game Players are motivated to maximize their own score to achieve a greater share of the rewards increasing their personal worth effectively taking a larger share of the pie
Fishing boat Players are motivated to maximize to produce the highest possible overall score to maximize the team production effectively creating a larger pie to be split
Beauty Contest Players are motivated to maximize their individual results usually to achieve a higher status
Burning Building Players are motivated to maximize the overall outcome and to maximize the im-pact of game play
Feedback system ldquoThe feedback system
tells players how close they are to achie-
ving the goalhellip Real-time feedback serves as a
promise to the players that the goal is achie-
vable and it provides motivation to keep playingrdquo
Voluntary participation ldquoEveryone who is play-
ing the game knowingly and willingly accepts the
Player Types
(Richard Bartle - Designing Virtual Worlds)
The Player Types are four terms describing generalized behavior in a Multi-user virtual space
Source httpwwwmudcoukrichardhcdshtm httpfrankcaroncomFloggerp=1732 and
httpwwwgamasutracomblogsSteveMallory20120413168507Social_Gaming_and_the_Bartle_Archetypesphp
AchieversDEFINED BYA focus on attaining status and achieving preset goals quickly andor completely
ENGAGED BYAchievements
SocialitesDEFINED BYA focus on socializing and drive to develop a network of friends and contacts
ENGAGED BYNewsfeeds friends list chat
ExplorersDEFINED BYA focus on exploring and drive to discover the unknown
ENGAGED BYObfuscated achievements
KillersDEFINED BYA focus on winning rank and direct peer-to-peer competition
ENGAGED BYLeaderboards ranks
Goal ldquoThe specific outcome that players will work
to achieve It focuses their attention and continually
orients their participation throughout the gameThe
goal provides player with a sense of purposerdquo
Rules The ldquolimitations on how players can achieve
the goal By removing or limiting the obvious ways of
getting to the goal the rules push players to explore
previously uncharted possibilities spaces They un-
leash creativity and foster strategic thinking
goal the rules and the feedback Knowingness esta-
blishes common ground for multiple people to play
togetherrdquo
Source Jane McGonigal | Reality is Broken 2011
In addition understanding player types and de-ployment scenarios can help organizations to think
strategically about gamification and explore the best
application for the companyrsquos business model v
20
September 2012 | GAMIFICATION 23 22
GamificationGaming
Gamification is a hot topic today and
everyone wants to play Playing this game to
win requires the right strategies tactics and
moves Currently organizations are gaming
gamification to understand the possible
advantages while avoiding potential pitfall
along the way Can our hero make it to the
next level
ldquoOrganizations are using gamification internally to recruit train and enhance employee performance They are using it to drive innovation share knowledge and improve employee health Gamification is also helping organizations engage external stakeholders in customer loyalty marketing education and innovation initiatives The target audience of gamification can be any defined group of stakeholders (customers employees or the Web collective)rdquo
Source Brian Burke Gartner | Gamification Primer Life Becomes a Game
We have some interesting data
1 Business ApplicationGamification helps companies to
Increase User Engagement
47Increase Brand Loyalty
22Increase Brand Awareness
15Motivation
9Employee Training
7Source M2 Research
24 September 2012 | GAMIFICATION 25
2 Gamification Platform client Industry BreakdownThe early adopters of gamification come mostly
from entertainment and publishing industries repre-
senting 60 of all companies Financial companies represented 6 of early adopters
Gamification offers significant innovation opportuni-
ties for financial companies especially for employee
facing applications The breakdown of other indus-
tries are presented below
Entertainment 42
Publishers 18
Consumer Goods 15
healthcareWellness 10
Financial 6
Retail 5
Education 3
Telecom 1
Source M2 Research
3 Growth of Gamification
growth in 2012
197
growth in 2011
155
4 Potential MarketSpending on gamification is projected to grow from
$100 million in 2011 to $28 billion dollars in 2016
2000000
1500000
1000000
500000
2012 2013 2014 2015
$ 196000
$ 434000
$ 860000
$ 1600000
Promiseand the ldquoFine Printrdquo
TheGamification despite its name is a se-
rious business opportunity and risk
It may be the ldquosecret saucerdquo to unlocking
value for the organization Given that we
are early stages of this trend it makes
sense that there are a lot of positive
news being generated at this moment
and there arenrsquot a whole lot of negative
stuff Letrsquos take a look at the opportunities
and challenges of gamification
To help clarify Gamification and to best apply it CIBBVA is thinking in business models We are going to use the Business Model Canvas to better understand the business implications of gamification For readers who may not be familiar with the Business Model Canvas a brief back-grounder is provided
ldquoA business model describes the rationale of how an organization creates delivers and captures valuerdquo
A business model can be best described through nine basic building blocks that show the logic of how a company intends to make money The business model is like a blueprint for a strategy to be implemented through organizational structures processes and systems
When done ldquorightrdquo gamification can
offer new ways of engaging an eager
user base and when done ldquowrongrdquo
it can estrange them Itrsquos the next
ldquobig thingrdquo but each organization
needs to explore the opportunities
and risks associated with it But
be warnedhellip read the fine print
ldquogamification is currently driven by
novelty and hyperdquo and filled with
potential pitfalls
26 September 2012 | GAMIFICATION 27
Key Partnerships
Key Resources
Cost Structure
Business OpportunitiesBased on early experiences and ldquoguru talkrdquo it seems
clear that gamification presents opportunities for
both sides of companyrsquos business model both value
(the customer facing business units) and efficiency
(the employeepartner facing business units) More
exploration is needed to test its usefulness in specific
areas of business models such as customer relation-
ships channels key activities key partners etc
Though a ldquowait and seerdquo strategy to assessing busi-
ness opportunities seems prudent it is evident that
gamification offers an immediate opportunity to
showcase BBVArsquos innovation power (if done correctly)
Business RisksThere are some concerns related to gamification
Gartner advises clients that current gamification
applications is ldquomotivated by the novelty of gami-
fication This will wear off as user fatigue sets in
an the sustainability of engagement becomes an
issuerdquo Gamification from a business point of view
has some perceived risks as it is almost impossi-
ble to separate the wheat from the chaff However
there are some significant threats that should be
addressed
Totally green (as in not mature) ldquoBoth in success-
ful models to emulate and in a shortage of people
who understand game design Game design ex-
perience has not intersected with typical business
functions not even ITrdquo
Blockbuster game donrsquot happen that often and
probably less with gamification ldquoTrying to add fun
to an activity that has another purpose is more
difficult still One fact that does seem clear is that
Key Activities
EMPLOYEE BEHAVIOR IMPROVEMENT Surveys suggest low employee engagement Gamification can make work ldquofunrdquo
NEW PRODUCTS AND SERVICES designed by ldquogame thinkingrdquoGamification can become the process for building a comprehensive new digital services platform
Customer Segments
Revenue Streams
Value Propositions Customer Relationships
Channels
Gamification offers customers personalized automated self-service relationships with a high component of co-creation and community
BRANDING AS A VPGood gamification deployments can increase the value of a companyrsquos brand
BUNDLING AS A VP Gamification is ldquobundledrdquo to existing productsservices to enhance the value proposition to customers
Gamification when done
ldquorightrdquo can increase customer
ldquostickinessrdquo at almost
every channel phase
Gen X and Gen Y customers These CSs are already familiar with game dynamics and mechanics Gamification may help to attract and engage new customers
28 September 2012 | GAMIFICATION 29
Key Partnerships Key Activities
Key Resources
Gamification is more of a process than a productUser engagement must be built in at the productservice development level
Cost Structure
simply adding points badges and leader boards is
not going to make engaging with an organization
more funrdquo
No ldquoone size fits allrdquo with gamification Different
people play different games for different reasons
ldquoWhile gamifying some activity may engage part
of the stakeholders it is not likely to appeal to all
stakeholders
Does it make sense for us ldquoIn many corporate
environments the very notion of building lsquofunrsquo into
any activity will be a nonstarter The idea of lsquofunrsquo can
seem very trivializingsuperficialno what grown-
ups do Selling gamification in these organizations
will be very difficultrdquo
Unexpected consequences ldquoTurning an acti-
vity in a game invites players to try to lsquogame the
systemrsquo and may result in unintended conse-
quencesrdquo
More time is needed to better identify the risks
associated with gamification As the technology
enters Trough of Disillusionment in Gartnerrsquos Hype
Cycle the negative version of the fairytale will
soon materialize and begin to dominate as some
companies will painfully learn that all that glitters
isnrsquot gold The golden child might look more like a
whipping boy v
Trial and Error is part of the learning curve Donrsquot put on the ROI hat hellip
Value Propositions
Channels
Customer Segments
Revenue Streams
Customer Relationships
Companies risk taking customers on unnecessary journeys distracting them from the main purpose of giving them what they actually want
Who owns the data Data
ownershipresponsibility
needs to be addressed and for
financial services companies
this may be difficult
30 September 2012 | GAMIFICATION 31
32 September 2012 | GAMIFICATION 33
GlobalSnapshots
Around the world companies and organizations are seriously experimenting with gamification Whether playing a lottery with the speed limit or learning about real estate investments gamification projects are capturing the imagination of people
34 September 2012 | GAMIFICATION 35
SIEMENS A visual FarmVille-style game that allows players to
learn the connections of each part of the plant and
manufacturing process
Ver video
IBM INNOV8 the IBM Business Process Management
(BPM) simulation game gives both IT and business
players a better understanding of how effective BPM
impacts an entire business ecosystem
GOOGLE Google employees get a per diem amount for busi-
ness trips depending on the destinations If they
are above the limit they submit the receipt and get
reimbursed If they are below the per diem they
can use it to save it towards another business trips
(which would have had no budget) or upgrade 1st
class Compliance with the process has shot up to
over 90
SAP Sustainability Quiz The idea was to make beha-
vioral change fun and inform employees about the
success of SAPrsquos sustainability efforts and what steps
they can take themselves In less than a month over
one thousand colleagues played the game many of
them repeatedly
SAP Community Networks (SCN) ldquoThe SCN is
also a good example to introduce you to a couple
of game mechanics Points (as ldquopoints pointsrdquo but
also views of your articlesblogs) leaderboards (list
of top contributors but also exposure of you arti-
cle on the main SDN page) status (mentor badge
goldsilverbronze medal) social interaction (dis-
cussions meetups)rdquo
DELOITTE ldquoConsulting firm Deloitte Touche Tohmatsu Ltd
are incorporating elements of videogames into the
workplace Theyrsquore deploying reward and competi-
tive tactics commonly found in the gaming world
to make tasks such as management training data
entry and brainstorming seem less like workrdquo
SALESFORCE Salesforce Motivation motivates professionals us-
ing proven techniques that sales managers have
always used team competitions leaderboards and
rewards But instead of tracking and managing those
programs manually companies can use cloud-based
applications to ldquoautomaterdquo tasks so that the team
stays focused on the activities and rewards that are
critical
BARCLAYS 56 Sage Street A portal to help teach about mo-
ney finance and banking in an enjoyable way
BANK OF AMERICA Bad Credit Hotel (in collaboration for the US De-
partment of Treasury) Learn about debt manage-
ment credit history and credit scores
COMMONWEALTh BANK Investorville is a virtual world where one can try
hisher luck at investing in rental property without
the risk of buying one
MICROSOFT RibbonHero is an application that encourages MS
Office users to learn more about the different fea-
tures by watching videos and taking short exams
CODEACADEMY Codecademy is a web-based interactive platform
where players can learn to code and are rewarded
with points and badges The players get encouraging
real-time feedback on progress bars and can connect
with their friends and compete against them
VOLKSWAGEN (FUN ThEORY)Speed Camera Lottery ldquoCan we get more people
to obey the speed limit by making it fun to do (The
idea) was so good that Volkswagen together with
The Swedish National Society for Road Safety ac-
tually made this innovative idea a reality in Stock-
holm Sweden The average speed of cars passing
the camera dropped from 32kmh before the experi-
ment to 25kmh afterrdquo (Wired)
Ver video
Walking up the Piano Stairs ldquoCan we get more peo-
ple to take the stairs over the escalator by making it
fun to dordquo The project led to an increase of 66 in
the use of the piano stairs
Ver video
Recycling is Fun At Bottle Bank Arcade recycling
was turned into a fun activity
Ver video
Employee
Facing
Gamification
Customer Facing
Gamification
Projects in
Financial
Services
Customer
Facing
Gamification
Projects
36 September 2012 | GAMIFICATION 37
Other notable companies include
Bigdoor
Crowd Twist
Get Glue
Playgen
SCVNGR
Gamification Platform ProvidersFor organizations who are considering off the shelf
solutions platform providers are offering turnkey so-
lutions for gamification Below we present some of
the leading vendors
BUNChBALLBunchball offers the Nitro gamification platform and
its analytics solution to create customized action-
able and scalable user experiences for consumers
employees and partners Nitro is a scalable and
reliable gamification platform managing over 125
million users and tracking over 15 Billion actions to
date Founded in 2005 Bunchballrsquos investors include
Granite Ventures Triangle Peak Partners Northport
Investments Correlation Ventures and Adobe Sys-
tems Incorporated
BADGEVILLE Founded in 2010 Badgeville draws on techniques
from social gaming traditional loyalty programs and
social networking in its suite of Behavior Lifecycle
Management solutions Built on database techno-
logy Badgevillersquos PaaS (Platform-as-a-Service) is de-
signed to connect user reputation across all of your
digital touch points Badgeville is funded by Norwest
Venture Partners El Dorado Ventures Trinity Ven-
tures and the Webb Investment Network
CROWDTAP Crowdtap is the Influencer Marketing platform ena-
bling leading brands to easily identify activate and
manage their influential consumers for real-time
insights and powerful online and offline peer-to-peer
marketing Crowdtap intends to shift marketing to
a fully collaborative and participatory process be-
tween brands and consumers
CYNERGY According to Cynergy ldquoWe make incredible experi-
ences happenmdashno easy task Great design is criti-
cal but incredible experiences are much more than
just pixelsmdashthey require the artful merging of expert
strategy design excellence and cutting-edge tech-
nology delivered by a single integrated team Thatrsquos
our formulamdashthatrsquos how we make incredible experi-
ences happenrdquo
IACTIONABLE IActionable is a web based (SaaS) gamification
software platform that applies game mechanics
to non-game applications IActionable can be used
to change user interface and user experience and
drive behavior in the form of participation and en-
gagement v
BBVA amp thegamificationWith BBVA Game we have
launched an important Beta
project wich we want to create
an space of interaction with our
on line clients
38
We understand that to generate a fun dialog
with our clients is a challenge Most online us-
ers access our site to check positions and perform
transactions Without a doubt itrsquos quite a challenge
BBVA Game a gamification platform has incorpo-
rated game dynamics as a way to provide additional
value for online banking customers We put together
our best value proposition loyalty programs and
game dynamics which offer the most fun We wanted
to work in teams to create a game that educates our
clients offers stickiness to our clients and offer cross-
selling and upselling opportunities for our business
We will not really know the final results until we learn
from our customers any other pretense would be
rather arrogant
What we do know is that we can use gamification to
get know know our customers better to get closer
to them in an refreshing way to educate them to be
ldquostickyrdquo and of course we can apply this model in
all countries in which we have presence Like BBVA
the concept of gamification is universal
All the team members in various teams who par-
ticipated in bringing BBVA Game to life (Marketing
and Innovation amp Technology) shared one thing in
common We had fun And that is a good sign v
Bernardo Crespo
Head of Digital Marketing and Marketing Lab
BBVA Spain and Portugal
Brian Burke
are leveraging game mechanics to engage customers and financial services companies are no exception This trend is called gamification and while it being used in many different ways the sweet spot is in engaging customers As an early adopter of gamification in the financial services industry BBVA joins a small group of innovators that are turning customers into players and banking into a game The BBVA Game is a leading edge example of using gamification to both engage customers in a fun way while architecting the customer journey Gamification is a win-win for BBVA and its customersrdquo
ldquoCompanies around the world
September 2012 | GAMIFICATION 39
September 2012 | GAMIFICATION 41 40
ForecastInnovationThe early results are in Bunchball a pure gamification platform provider see their customers enjoy the benefits value creation aspects of gamification
An increase of 2x page view Page view per visit increased 60 Unique visitors increased 30 Increase of 100 on time on site An increase of 2x repeat monthly visits 400 ROI (with payback time of as
little as 3 months)
Though the results display initial deploy-
ments numbers itrsquos clear what should
be done with gamification for the short-
term future Just Play See how gamifica-
tion can create or capture value for the
organization
To wrap things up we leave you with
some ldquoGamification Tips from the Prosrdquo
hoping that they may help you better
understand this key topic and perhaps
even help spark some new innovations
in the organization
Gamification Tips from the Pros
SEBASTIAN DETERDING Game designer
ldquoThe most important thing to keep in
mind here is that any good design mdash
game or software mdash hinges on good
designers and design process not on
featuresrdquo
Know your users What motivates
them What is meaningful to them
What keeps them from following
through on their intentions What
kind of games to they like What kind
of community do they prefer Without
user research to figure these things
out you will miss your target audience
Read the Rules Goals and rules create
interesting challenges even can create
meta-games
Sources Sebastian
Deterding Getting Gamifi-
cation Right January 2011
| Sebastian Deterding
Donrsquot Play Games with
Me Pitfalls of Gameful
Design May 2011
Prototype Playtest and Iterate The
core of game design is to build a func-
tional prototype of the rule system as
early as possible to test whether it is
any fun tweak it based on the test re-
sults test it again etc to iterate your
way toward something that is fun and
engaging
Bring in the Data Quantitative
analytics will tell you whether your
point systems donrsquot have loopholes
or exploits or whether you balanced
the difficulty of the goals and mis-
sions you present to the players
ldquoReality ultimately is much more messy
complex random unfair and beyond
our control than gamesrdquo
42 September 2012 | GAMIFICATION 43
Source Gabe Zicher-
mann | Mashable - 7 Win-
ning Examples of Game
Mechanics in Action
Sources Gartner | Gamification Primer Life Becomes a
Game January 2011
Gartner | Maverick Research Motivation Momentum and
Meaning How Gamification Can Inspire Engagement
October 2011
Gartner | Innovation Insight Gamification Adds Fun and
Innovation to Inspire Engagement December 2011
GABE ZIChERMANNGamification expert
ldquoThe initial findings from gamification
specialists are nothing short of astonish-
ing Regardless of your business model
the following seven gamified innovations
should inspire you to strategize via game
analysisrdquo
Make a market (Foursquare) Four-
square proved that location-based
networking wasnrsquot doomed to fail that
simple game mechanics can affect
behavior and that you can engage 10
million customers mdash all while raising
$50 million
Get fit (NextJump) By leveraging the
power of gamification 70 of Next-
Jump employees exercise regularly mdash
enough to save the company millions
in work attendance and insurance
costs over the medium term mdash all the
while making the workplace healthier
and happier
Slow down and smell the money (Volkswagen - Fun Theory) Speed
Camera Lottery idea rewards those
drivers who obey the posted limit by
entering them into a lottery When test-
ed at a checkpoint in Stockholm aver-
age driver speed was reduced by 20
Generate ad revenues (Psych amp NBCUniversal) Club Psych implemented
gamified incentives to raise page
BRIAN BURKE GARTNERTechnology analyst
ldquoThe goal is to inspire deeper more en-
gaged relationships and to motivate
changed behaviors Many organizations
report significantly higher engagement
with gamification But risks abound and
organizations should consider their de-
ployment strategies carefully
Gamification is a business issue that
is enabled by technology mdash business
managers must take the lead in dri-
ving gamification efforts
The application of gamification is very
diverse Focusing on specific goals is
critical to success
Avoid the herd mentality mdash donrsquot imple-
ment a copycat application Most cur-
rent gamified applications are doomed
to fail
Design gamified applications that co-
rrectly position motivation momen-
tum and meaning (M3) to inspire en-
gagement with the audience
Exploit this trend today if you work in
an organization that is willing to take
risks But remember that careful plan-
ning and improvement through itera-
tion are central to every successful im-
plementation of gamification
views by over 130 and
return visits by 40
The resulting rise in
engagement has gener-
ated substantial revenue
for the company bringing
registered user counts from
400000 to nearly 3 million since
the launch of the gamified version
Make research amp evangelism count (Crowdtap) Through the use of gami-
fied virtual rewards the company has
been able to raise average user par-
ticipation by 25 times thus reducing
research costs by 80 or more for key
clients
Save the planet (RecycleBank) RecycleBank utilized game mecha-
nics such as points challenges and
rewards to drive breakthroughs The
project has seen a 16 increase in re-
cycling in Philadelphia where the recy-
cling rate has broken 20 for the first
time in history
Make teaching fun (Ananth Pai) grouped students by learning style
and retooled the curriculum to make
use of off-the-shelf games to teach
reading math and other subjects In
the space of 18 weeks Mr Pairsquos class
went from below third grade average
reading and math levels to mid-fourth
grade v
44 September 2012 | GAMIFICATION 45
MPAA | Theatrical Market Statistics 2012
Alex Osterwalder and Yves Pigneur | Business Model Generation 2009
Daniel Pink | Drive The Surprising Truth About What Motivates Us April 2011
PSFK | The Future of Gaming 2011
Byron Reeves amp J Leighton Read | Total Engagement Using Games and Virtual Worlds to Change the Way People Work and Businesses Compete 2009
Gabe Zichermann | Gamification by Design Implementing Game Mechanics in Web and Mobile Apps August 2011
Gabe Zichermann | Gamification Innovation and the Future (presentation) 2012
Gabe Zichermann amp Joselin Linder | Game-Based Marketing Inspire Customer Loyalty Through Rewards Challenges and Contest 2010
On the WebIan Bogost (Video Game Theorist Critic and Designer)
Bunchball | Gamificationcom
Sebastian Deterding (Game Researcher and Designer) | Coding Conduct Persuasive Design for digital media
Entertainment Software Association | Games Improving What Matters
Gamasutra | Social Gaming and the Bartle Archetype April 13 2012
Gamification of Work
Gamification Research Network
Gaming Business Review | Designing Gamification for the Most Frequent Personality Types September 20 2011
Gaming Business Review | Who Owns Gamification Data February 18 2012
GigaOM | The future of Social Games is Mobile October 2010
Google Insight for Search | Gamification Mashable | 7 Winning Examples of Game Mechanics in Action July 6 2011
Scott Nicholson (MIT Gambit Game Lab) | Because Play Matters
Wired Magazine | Go with the Flow 1996
Wired Magazine | Swedish Speed-Camera Pays Drivers to Slow Down December 6 2010
Gabe Zichermann | The Gamification Blog
A list of links to other useful tools and resources that you may find useful as a supplement to the information offered on the lsquoSimple Bankrsquo report
Books amp PublicationsBunchball | Gamification 101 An Introduction to the Use of Game Dynamics to Influence Behavior October 2010
Tom Chatfield | Fun Inc Why Games are the 21st Centuryrsquos Most Serious Business 2010
Jenova Chen | Flow in Games (and Everything Else) April 2007
Aaron Dignan | Game Frame Using Games as a Strategy for Success 2011
Sebastian Deterding | Getting ldquoGamificationrdquo Right (presentation) January 2011
Entertainment Software Association | 2011 Sales Demographic and Usage Data Essential Facts about the Computer and Video Game Industry 2011
Gartner | Gamification Primer Life Becomes a Game January 2011
Gartner | Innovation Insight Gamification Adds Fun and Innovation to Inspire Engagement December 2011
Gartner | Market Trends Gaming Ecosystem 2011
Gartner | Maverick Research Motivation Momentum and Meaning how Gamification Can Inspire Engagement October 2011
Insight Express | 1Q2012 Digital Consumer Portrait 2011
International Federation of the Phonographic Industry | Recording Industry in Numbers The Recorded Music Market in 2011 March 2012
Jane McGonigal | Reality is Broken Why Games Can Make Us Better and how They Can Change the World 2011
Mihaly Csikszentmihalyi | Flow The Psychology of Optimal Experience 1991
Ralph Koster | A Theory of Fun for Game Design 2005
M2 Research | What is Gamification (presentation) January 2011
46 September 2012 | GAMIFICATION 47
Gamification Experts
In depth
Brian BurkeBrian Burke is an analyst for Gartner specializing in enterprise architecture and IT portfolio management and most recently developing research on the emerging gamification trend His groundbreaking work in the development of federated architectures has been implemented in hundreds of organizations in both the public and private sectors He is also a prominent researcher and speaker in the areas of IT strategy IT organizational structures and businessIT alignment
Jane McGonigalJane McGonigal takes play seriously She studies the power of
games to impact the real-world mdash and she creates games that do just that She is an expert on applying game design and game theory to real work and real business and has consulted and devel-oped internal game workshops for leading technology companies MIT Technology Review named her one of the top 35 innovators changing the world through technology for her role in pioneering the field of alternate reality gaming and Harvard Business Review called her theory of ldquoalternate reality businessrdquo one of the ldquoTop 20 Breakthrough Ideas of 2008rdquo She has a PhD from UC Berkeley in performance studies
Wanda MeloniFounder and president of M2 Research is an industry analyst and market strategist Wanda has a deep understanding of emerging trends in interactive entertainment games and social media Wanda publishes articles and reports that on the market dynamics affecting development and consumer trends In addi-tion to her published works she consults with many of the top companies in the industry providing custom analysis investment strategies strategic positioning and competitive analysis
Gabe ZichermannGabe Zichermann is an entrepreneur author highly rated public speaker and gamification thought leader He is the chair of the Gamification Summit and Workshops and is co-author of the book ldquoGame-Based Marketingrdquo (Wiley 2010) where he makes a compelling case for the use of games and game mechanics in everyday life the web and business
Sebastian Deterding
Sebastian Deterding is a researcher and designer working on user experience persuasive design video games and gamifica-tion His PhD research at the Research Center for Media and Communication at Hamburg University looks into the use of game design to motivate user behavior in non-game contexts Today he speaks and publishes internationally on persuasive design and gamification at events such as reboot republica or Playful and consults game companies on game usability and playability
Other experts include
R Ray Wang Micheal Wu Toby Beresford Dennis Crowley Keith Smith Steven L Johnson Buster Benson Scott Dodson Ian Bogost
48 September 2012 | GAMIFICATION 49
The following section outlines the upcoming technologies that will change everything with predictions on what may come of them in financial industry
The Maps WarEmerging players are consolidating their Maps products and becoming
trusted partners in the Maps solutions landscape A few weeks ago Wikipedia
moved from Google Maps to OpenStreetMap followed by FourSquare Even
Apple launched iPhoto for iOS using OpenStreetMap data for photos with
geolocation tags embedded
IS OPENSTREETMAP A MATURE SOLUTIONOpenStreetMap was founded in July 2004 and it is
defined as a collaborative project to create a free edit-
able map of the world In April 2012 OpenStreetMap
cleared 600000 registered contributors However
not all registered users actually contribute to the
map a minority of individuals contribute the major-
ity of the content (around 3)
High populated areas such as big cities are constant-
ly being updated even at a higher rate than Google
Maps does Low populated areas on the other hand
are not so accurate These areas are currently being
covered by Bing Microsoft Maps solution Despite
Microsoft support certain places may not have ac-
curate information to display Therefore depending
on the needs OpenStreetMaps can be considered a
good approach
AND WhAT ABOUT GOOGLE MAPSGoogle Maps solution is much more than Maps It
is also considered the main advertising platform for
many merchants and functionalities as Street View
add value to final user far beyond geo-localization
But it is no longer free It seems to be quite hard
to make money putting ads on maps so Google
Maps API is limited to 25000 free queries per day
Over that limit it is required to pay Nothing free lasts
forever
Rumors keep growing and it is said that Apple is
working on its own Map solution that will be re-
vealed with the iOS 6 and will include 3D features
We already have a winner the final user
The Maps war is escalating During Applersquos
WWDC in June 2012 the company
announced that the new iOS will no longer
use Google Maps Instead Apple will offer
its own maps solution in the iOS 6 The
new map service along with Siri seems to
offer iOS users more convenience and
solutions (of course shutting out Google)
In fact it looks like Apple wants to extend
the war beyond Maps hellip be careful out
there the titans are clashing
BREAKING NEWS
Technology trends
50 September 2012 | GAMIFICATION 51
According to McKinsey Global Institute big data
can unlock value (high level) for the enterprise
by 1) creating transparency 2) enabling experimen-
tation to discover needs expose variability and im-
prove performance 3) segmenting populations to
customize actions 4) replacingsupporting human
decisions making with automated algorithms and
5) innovating new business models products and
services
RELEVANCE OF BIG DATAOpportunities ndash for example a retail business can
increase operating margins by 60 Early results
show that big data leaders are taking market share
from the laggards suggesting that big data will be-
come a keystone for competitiveness and growth
for the organization
Specifically for the banking sector Citibank has
partnered with IBM (ldquoWatsonrdquo) to use big data for
up-sellingcross-selling opportunities It is stipulated
that they will also use Watson to detect fraud and
analyze customer credit worthiness
The danger (or risk) of big data stems from issues
which will affect all stakeholders namely data pro-
tection and security rights and responsibilities for
using data and accountability and enforcement Ad-
ditionally it is estimated that by 2020 the volume
of data will exceed our capacity for data storage by
more than 21 v
Sources IBM | ldquoUnderstanding Big Datardquo March 2011
McKinsey Global Institute | ldquoBig Datardquo June 2011
World Economic Forum | ldquoRethinking Personal Data
Strengthening Trustrdquo (August 2011)
The Economist | ldquoBig Data Crunching the Numbersrdquo
May 19 2012
2020 346
2005 013
Created
2005 2010 2015 2020
35
30
25
20
15
10
5
0
Storage available Zettabytes = 1 trilion gigabytes
ESTIMATE FORECAST
forecast
OPEN WIDE Global digital information
Source IDC
Striking Gold with Big DataToday the world creates 25 quintillion
bytes of new data ndash everyday 90 of
the worldrsquos data has been created in the
last two years alone In this mountain of
data (both structured and unstructured)
there is gold to be found Companies must
acquire the right tools and processes to
separate the dirt from the gold efficiently
Technology trends
52 September 2012 | GAMIFICATION 53
Innovation at the Core just Copy amp Paste
By using virtualization and replication technolo-
gies banks can create copies of the core system
quickly and provide them to partners in standalone
sandboxes By allowing developers work with a real
core banking environment the pace of innovation
will quicken as developers can test new functionali-
ties without worrying how it will perform when the
product goes live According to ING a full replication
of the core system used to take about 260 days it
now takes less than a day
Source Information Management | May 2012
Core banking platform
New formats
Enterprise 20
Smartphone + Fanatics = Smartphonatics
Smartphonatics are consumers who change their
shopping financial and payment behavior as a
result of owning a smartphone According Aitersquos
Ron Shevlin ldquoThis group is driving the adoption of
mobile payments and banking and setting the bar
for how financial institutions will have to respond
over the next five yearsrdquo 70 of Smartphonatics have used a mobile
device to make a payment 80 of Smartphonatics have used the mobile
banking channel Less than 25 of other consumers have made a
mobile payment About 33 of other consumers have used the
mobile banking channel
Source Aite | May 2012
Everyone wants Mobile Banking including
companies
A recent global survey of treasury executives
suggest that 66 of corporate customers are ready
to use mobile banking which can provide access
to real-time information related to the corporate
environment Customers are willing to pay for
premium services if they can realize efficiencies As
tablets are already part of the C-suite they can boost
adoption by enabling other value added services
Source finextra | May 2012
An analysis of one yearrsquos worth of data of Google
Apps enterprise customers shows us An average user creates 84 DocsSites An average enterprise has 250000 DocsSites
on their domain Compared to on premise solutions the results
are very similar Year over year growth of DocsSites is projected
to be 400 Percentage of DocsSites that are designated
lsquoEverybodyrsquo 55 Percentage of DocsSites that are designated
lsquoPublicrsquo 025 Percentage of Docs Shared Externally 25
Mobile banking
Smartphonatics by Country(Source ACI Worldwide Aite Group)
India
South Africa
Brazil
UAE
China
Italy
Singapore
US
Australia
UK
Sweden
Germany
France
Canada
6042
3734
3127
2420
1816
1110
87
Average Number of External Collaborators 3000
Thinking about the results it seems like enterprise
users have no problems embracing Google Apps
and of course should be mindful of when share
DocsSites with others
Source Forbes | June 2012
When Google Apps go Bighellip What happens
In this section readers will find summaries of the most relevant news of selected topics that have been published over the course of the month based on its relevance to the Banking industry The summaries were prepared by the editorial board Further information is made available for each given topic
Trending issues
54
Good News Bad News
A recent survey shows consumers want to use
mobile wallets and thatrsquos good news However
consumers clearly prefer PayPal Google and Apple
over banks to provide the solutions In fact 8 of 10
consumers in the survey indicated that they would
use mobile wallets if PayPal offered a service
Banks should heed this wake-up call or prepare for
a future without a mobile wallet
Source MarketWatch | June 2012
When it Comes to Social
Women 2 - Men 1
A recent survey of 2000 Britons (commissioned by
British Telecom) discovered that ldquoover half of female
internet users used social networking websites such
as Twitter and Facebook whilst only 34 per cent of
men surveyed admitted to doing so Similarly out of
those surveyed 18 per cent of women believed that
if the internet no longer existed they would miss
social media websites the most This compares to
just seven per cent of menrdquo
Source The Telegraph | May 2012
Mobile payments
Digital Marketing
Crowd finance
Social Media
The ldquoPinrdquo is Mightier than
According to the 2012 Social and Mobile Com-
merce Study (a joint research project by Shoporg
comScore and The Partnering Group) American
consumers follow an average of 93 retail compa-
nies on Pinterest compared to 85 on Twitter and
69 on Facebook For now when it comes to digital
marketing the Pin is mightier
Source Shoporg comScore amp The Partnering Group | June 2012
The Crowd is Growing Crazy
The Crowdfunding Industry Report from
researchers Massolution reveals that
crowdfunding platforms raised almost $15 billion
funding over one million projects in 2011 They also
say that with current trends the already growing
market is set to double in 2012
Source Massolution | June 2012
FUNDER AND FUNDRAISER ACTIVITYPercentage based on sample of 57 and 47 CFPs respectively
89
7
26
4 5
69
1-2 C
AMPAIG
NS
3-5 C
AMPAIG
NS
gt5 CAM
PAIGNS
FUNDERS FUNDRAISERS
Trending issues
56 September 2012 | GAMIFICATION 57
The Internet is Becoming Mobile
By 2017 there will be 5 billion mobile
broadband users three times as
many people as are
using that technology today
With faster mobile network
speeds and global coverage
the mobile internet is poised to
deliver new innovative services as the app
ecosystem will surely find a way to create newer and
or better mobile services According to Ericssonrsquos CEO there is
a ldquoshift in power from the network to the handsetrdquo from connectivity to
apps
Source GigaOm | June 2012
Love at First Bite People just love Applersquos iPad A customer satisfac-
tion polls shows that iPad clearly is heads and
shoulder above its competitors when it comes to
wowing the customers Customers are ldquovery satis-
fiedrdquo with Apple (new) iPad - 81 Apple iPad2 - 71 Samsung Galaxy Tablet - 46 Amazon Kindle Fire - 41 Others - 41
Source Computer World | June 2012
App ecosystem New banking concepts
Join amp enjoy
New Gizmo era
Talk to Bank Voice-enabled search is fast becoming a
differentiator especially with smart devices in the
e-commerce space EasyAsk a natural language
technology company launched Quiri in March 2012
Quiri a virtual personal shopping assistent under-
stands both the intent of the search and has deep
knowledge of the content and products within the
e-commerce site Shoppers can use their iPhone 4S
or Android to verbally search sites for products and
the products they are looking for It is like having
a highly knowledgeable personal shopping
assistant for that one store
Source Sacramento Bee | June 2012
Flashback to EVOKE
Though there is a lot of commercial buzz re-
lated to games and gamification today some
are designed to change the world In 2010 the
World Bank launched the EVOKE a game which
motivate players all over the world to come up
with creative solutions to our most urgent social
problems According to the website ldquoEVOKE is a
ten-week crash course in changing the worldrdquo In
this issue of Innovation Edge we pay homage to
one of the pioneers of gamification
Source World Bank | March 2010
Trending issues
58 September 2012 | GAMIFICATION 59
Connected Cars Solution Market Expected to Exceed $350 million in 5 years
By 2017 according to ABI Research the connected
car market will be about $350 million dollars
growing from $66 million in 2012 Connect Car
solutions include stolen vehicle tracking insurance
telematics infotainment and road user charging
The consumers are asking for a connected lifestyle
and they are asking to be connected to the car
especially the younger consumers
Source ABI | May 2012
Gimme a Hi-Five for health
TldquoFor healthcare delivery wersquore rapidly moving
from a world of inbound patients to a world of in-
bound data The impact of this shift on the health-
care system and how consumers use and act on
health information should not be underestimated
Here are five ways digital apps and smartphones
will transform healthcarerdquo
Improved access to care Improved patient engagement New provider of business models Reduced medicare fraud Improved patient safety
Source Forbes | June 2012
Smart cities + urban mobility
Health
Trending issues
BBVA Innovation Center (Plaza de Santa Baacuterbara 2 Madrid)
13th September | 900ndash1400 h
World renowned experts based on real world ex-
periences would help you ascertain whether or not
gamification is being hyped or is here to stay
Check out the videos and photos of the
event in our web
wwwcentrodeinnovacionbbvacom
Bernardo Crespo Velasco b_crespo
Head of Digital Marketing and Marketing Lab at
BBVA Spain Degree in Management and Econom-
ics from the University of Castilla-La Mancha and the
University of St Andrews He holds a masters in Re-
lational Marketing CRM and e-Commerce at ICEMD
Brian Burke brian_burke
Analyst for Gartner expert in gamification and enter-
prise architecture His groundbreaking work in the
development of federated architectures has been
implemented in hundreds of organizations in both
public and private sectors
Priya Haji priyahaji
CEO and co-founder of SaveUp the first free
rewards program that encourages Americans
to save money and pay down debt while of-
fering a chance to win prizes including a life-
changing $2000000 jackpot Through a fun
and simple approach that employs game me-
chanics SaveUp helps transform the otherwise
mundane activities of savings
Sergio Jimenez gamkt
Sergio Jimenez is an analyst consultant and speak-
er specialized in gamification enthusiastic market-
ing technology and games Mr Jimenez has partici-
pated in numerous projects related to gamification
helping companies of different sectors to introduce
game mechanics in products and service
Gamification amp Banking a passing fad or a serious business
More info
Event
Videos pictures and
all the info
September 2012 | GAMIFICATION 61
We Innovate to GrowBBVA understands innovation as a source of value
creation both for our group and people In order to
effectively manage its development the group relies
on time tested innovation methodologies which were
co-developed with leading experts around the world
The Open Innovation model adopted by the group
attests that BBVA highly values people and talent re-
gardless where they may be and shows the bankrsquos
willingness to lead the transformation of the financial
industry with total openness and without any borders
The BBVA Innovation Center is the focal point for sig-
nificant and disruptive innovation projects
Furthermore the BBVA Innovation Center is a space
to meet a space to share and above all a space listen
and learn from the innovation ecosystem
Being part of an innovation ecosystem allows BBVA to
be near ideas and talent and to facilitate access to the
worldrsquos leading experts It is also a way to share our
collective knowledge with innovation community
wwwcentrodeinnovacionbbvacom
Follow us
wwwfacebookcomcentrodeinnovacionbbva
twittercomcibbva
wwwyoutubecomusercentroinnovacionbbva
wwwslidesharenetCIBBVA
This month events
More info
More info
Innovation at BBVAFor BBVA innovation is a strategic pillar and the BBVA Innovation Center is a major focal point for the grouprsquos effort in this field
CLOUDSTAGE
September 27th BBVA Innova-
tion Center will host the 8th
edition of Cloudstage an event
focused on the cloud This is a
meeting between profession-
als that want to deal with the
possibilities and development
of the cloud computing
KNOWSQUARE
September 25th BBVA Innova-
tion Center will host the event
Knowsqure an online and off
line network board of direc-
tors The aim of this event is
share experiences and knowl-
edge to improve the manage-
ment of companies
Produced by Prodigioso Volcaacuten
(wwwprodigiosovolcancom)
BBVA Innovation Edge is the first corporate magazine focused on innovation Innovation Edge aims to explore new trends and technologies that may impact the financial industry especially retail banking
Each edition features articles analysis and in-depth information about a given trend
WEB Articles and sections are available for free on wwwcentrodeinnovacioncom in both English and Spanish
PDF Our website offers pdf versions of the publications for your reading enjoyment online or offline
APP Innovation Edge is also available in Applersquos App Store All issues will be made available for download at the App Store free of chargerdquo
More info
Are you interested in Innovation Edge Subscribe to our newsletter and be informed of new issuescopyBBVA2012
BBVA Innovation Edge is the result of a collaborative work done by all the people who are involved in innovation at BBVA Group
CONTRIBUTORS TO THIS ISSUE
Mariacutea Pilar Aacutelvarez Garciacutea l Javier Anguiano
Javier Benediacute l Alfonso Bey Navarro
Jaime Bisbal l Reyes Bolumar
Javier Borderiacuteas l Bernardo Crespo
Antonio Garciacutea l Eugenio Garciacutea
Rafael Hernaacutendez l Miguel Aacutengel Intildeesta
Beatriz Lara Bartolomeacute l Carmen Loacutepez
Marcos Marrodaacuten Ciorcia l Luz Martiacuten
Ricardo Martiacuten Manjoacuten l Samuel Martiacuten Valentiacuten
Aacutelvaro Moroacuten l Manolo Moure
Jay Reinemann l Alicia Saacutenchez
Javier Sebastiaacuten l Marcelo Soria
Gustavo Vinacua l Shan Ggu ldquoPhilrdquo Yim
DL AS 2498-2012
No part of this publication can be reproduced or communicate in any form or by any platform electronic o mechanic including photocopying recording o any other system of storage and retrieval without permission of the publisher BBVA
02 Innovation Edge
Facts amp Figures We Love to Play 4
Getting into the Flow 8
The Fun Way to Engage 12
Gaming Gamification 22
The Promise and the ldquoFine Printrdquo 26
Global Snapshots 32
BBVA amp The Gamification 37
Innovation Forecast 40
In Depth44
Sections 48
Technology Trends 48
Trending Issues 52
Gamification amp Banking event59
Innovation at BBVA 60
Credits 62
contents
September 2012 | GAMIFICATION 5 4
ldquoGaming is productive It produces positive emotion stronger social
relationship a sense of accomplishment and for players who are a
part of a game community a chance to build a sense of purposerdquo
18 of gamers are under
18 years of age
29
ldquoWe love to playrdquo Facts amp Figures
70of senior level executives
take breaks to play
games everyday of households
play computer
or video games
53
58 42
72
of gamers are between
18 to 49 years old
The average age of a gameris 37 years old
of gamers are over
50 years of age
of gamers
are men
are women
Jane McGonigal Institute of the Future (IFTF)Director of Game Research amp Development
Ver video
6 September 2012 | GAMIFICATION 7
65
55
33
19
of gamers play
games socially
of gamers play
on mobile devices
of gamers say that
games is their favorite
entertainment activity
of gamers pay
to play online
13play Downloadable Games
21
47play Puzzle Trivial Board
Games and Card Games
play Action Strategy
Sports and Role Playing
Other types
play Persistent Multi-Player
Universe
11
8
Sources Entertainment Software Association | 2011 Sales Demographic and Usage Data 2011PSFK l The Future of Gaming 2011Jane McGonigal l Reality is Broken 2011
September 2012 | GAMIFICATION 9
Fun is Found in the Flow
Mihaly Csikszentmihalyi one of the leading re-
searcher on the topic of happiness describes
flow as ldquobeing completely involved in an activity for
its own sake The ego falls away Time flies Every
action movement and thought follows inevitably
from the previous one like playing jazz Your whole
being is involved and yoursquore using your skills to
the utmostrdquo There are 8 major components com-
ponents of flow
A challenging activity requiring skill A merging of action and awareness Clear goals Direct immediate feedback Concentration on the task at hand A sense of control A loss of self-consciousness An altered sense of time
The experience of flow is often described as ldquoa spon-
taneous joy while performing a taskrdquo In the context
of sports athletes sometimes talk about being in the
zone ldquoa state where the body and mind are in per-
fect harmony and movement becomes effortlessrdquo
Sources Wired |has shown Go with the flow 1996
httpwwwwiredcomwiredarchive409czik_prhtml
Gartner | Maverick Investigacioacuten Motivation Momentum and
Meaning How Gamification Can Inspire Engagement October 2011
Managing the FlowResearch has shown that it normally took years if not
decades of learning the structure of an activity and
strengthening the required skills and abilities to ex-
perience flow Otherwise it required being immersed
in a truly spectacular and unusual context However
Getting into
Diff
icu
lty
SkillTime
FLOW
BOREDOM
ANXIETY
According to Psychologist Mihaly Csikszentmihalyi people feel best when they
are at the perfect level of their skills neither underchallenged (boredrom) nor
overchallenged (anxiety and frustration) And as people learn with time and
repetition challenges have to increase to keep up with growing skills
Source Google Tech Talk I Sebastian Deterding 2011
the FlowThe experience of flow is often
described as ldquoa spontaneous
joy while performing a taskrdquo
This concept of flow as the
gateway to happiness is also
the basis of video games
The video game industry
understands flow and has
accumulated much experience
should we learn from this
experience
8
10 September 2012 | GAMIFICATION 11
Health Computer and video games serve as
useful tools to preserve well-being heal the in-
jured and train the professionals who respond
to medical emergencies
Social Issues Nonprofit organizations and
issue advocates now view video games as an
effective medium for communicating ideas and
generating support among young tech-savvy
consumers
Workplace As the generation that grew up
with video games enters and assumes leader-
ship positions in the workplace computer and
video games increasingly play a role in busi-
ness operations
Source Entertainment Software
Association | Games Improving What Matters
Future of FlowResearch has discovered that ldquosuperstarsrdquo (high
achieving individuals) are found to have spent
more than 10000 hours of practice before the
age of twenty in their respective fields and top
performers (successful but not superstars) have
spent about 8000 hours
Thanks to video games Digital Natives are expert
problem solvers and collaborators by the age of
21 years (or at least in the virtual world) Typically
they would have amassed well over 10000 hours
of experience of resolving issues as a group
When they enter into the workforce they enter as
experts in collaborative problem solving All they
need is flow v
Source Jane McGonigal | Reality is Broken
with video games one can go from zero to flow in 30
seconds The video game industry understands the
concept of flow and has accumulated much experi-
ence and knowledge harnessing the power of flow
Source Jane McGonigal | Reality is Broken
Harnessing the FlowBy having a shared vision shared goals and the
right processes organizations can tap the power of
flow and channel it to drive motivation and change
behaviors in group settings ultimately helping peo-
ple to become more productive and perhaps even
happier
Source Jane McGonigal | Reality is Broken
Flow EverywhereIn about 40 years video games have transformed
from a diversion for the few into a mass medium
helping people learn work and of course play
According to the Entertainment Software Associa-
tion video games can be applied to
Family Life Games in the ldquofamily entertainmentrdquo
category are one of the most popular segments
of the video game market
Art Galleries now feature game artwork in a
number of exhibits and entertainment software
serves as a new medium for emerging artists
Economy The video game industry is one of the
fastest growing sectors in the US economy con-
tinuing to provide jobs to state and local econo-
mies across the nation
Education Entertainment software helps impart
knowledge develop life skills and reinforce posi-
tive habits in students of all ages
Early versions of team based ballgames were played such as Episkyros (in Greece) and Harpastum (Rome) which later gave rise to Shrovetide Football during the Medieval ages (the forerunner to modern day ldquosoccerrdquo)
In Egypt a early board game played with dice was found as part of a Backgammon set dating back to 3100 BC
As the generation who grew up with video games enters and assumes leadership positions in the workplace computer and video games increasingly play a role in business operations
12 September 2012 | GAMIFICATION 13
Gamification is a process of using game thinking and mechanics to engage users This concept can be applied to both customer facing applications and employee facing applications in the companyrsquos business model Enterprise architects must be ready to manage a variety of ldquoplayer typesrdquo (achievers socializers explorers and killers) and deployment scenarios
The
to EngageFun Way
14 September 2012 | GAMIFICATION 15
Gamification What is it
As is the case for an emerging concept defining the
term ldquocorrectlyrdquo is both challenging and elusive -
as it depends on who you talk to platform providers
game designers practitioners industry observers etc
Below a Google Trends snapshot taken on April 2012
shows the historical evolution of Gamification as a
search term According to Gartner ldquogamification has
emerged as a recognizable trend Rarely does an
emerging trend impact so many areas of business
societyrdquo
Key Findings about Gamification Gamification is positioned to become a significant
trend over the next few years
Organizations are increasingly turning to gami-
fication to motivate changed behaviors and
engage internal and external stakeholders
Novelty and hype are driving the current success
of gamification
Success doesnrsquot come easy ldquoDuring four decades
of video game development many games have
failed despite their developers having the best
intentionsrdquo
Sources Gartner | Gamification Primer Life Becomes a Game enero 2011
Gartner | Maverick Research Motivation Momentum and Meaning How
Gamification Can Inspire Engagement October 2011
Gartner | Innovation Insight Gamification Adds Fun and Innovation
to Inspire Engagement December 2011
Some formal definitions
RESEARChER AND GAME DESIGNERldquoThe use of design elements from video games in non-game contexts to make a product service or application more fun engaging motivatingrdquo
Source Sebastian Deterding | Getting ldquoGamificationrdquo Right January 2011
GAMIFICATION PLATFORM PROVIDERldquoWhen used in a business context gamification is the process of integrating game dynamics (and game mechanics) into a website business service online community content portal or marketing campaign in order to drive participation and engagementrdquo
Source Bunchball | Gamification 101 An Introduction to the Use of Game Dynamics to Influence Behavior October 2010
PRACTITIONER (GAMIFICATION INDUSTRY)Gamification is ldquothe process of using game thinking and mechanics to engage usersrdquo
Source Gabe Zichermann | Gamification Innovation and the future 2012
INDUSTRY OBSERVERldquoGamification uses game mechanics such as challenges rules chance rewards and levels to transform daily tasks into playful activitiesrdquo
Source Gartner | Innovation Insight Gamification Adds Fun and Innovation to Inspire Engagement December 2011
Jan 12Jan 11 Apr 11 Jul 11 Oct 11 Apr 12Oct 10
100
80
60
40
20
0
Evolution of the term ldquoGamificationrdquo in Google search
16 September 2012 | GAMIFICATION 17
ldquoGames are the New NormalrdquoDuring the Games for Change Festival an event that
facilitates the creation and distribution of social im-
pact games that serve as critical tools in humanitarian
and educational efforts Al Gore said that ldquoThe gami-
fication trend is really extremely powerfulhellip Games
are the new lsquonormalrsquo for hundreds of millions of users
every month It has been very exciting to me to see
so many ideas that integrate social good and efforts
to make the world a better place into gamesrdquo
The current expectation of Gamification is generating
tremendous buzz everywhere Gartner suggests that
more than 70 of the global 2000 businesses will
Some examples of gamification
MINTMint is a free service which can
aggregate all financial accounts
into one place Users can set a
budget track goals and more
MINDBLOOMMindbloom is a ldquoLife Gamerdquo which
improves the quality of life of the
players in a simple and effective way
NIKENike + FuelBand tracks usersrsquo pro-
gress throughout the day providing
real-time feedback visually
Hype Cycle
Less than 2 years 2-5 years 5-10 years more than 10 years
Imagen recognition
3D printing
Hosted virtualdesktops
E-book readers
Mobile Application Stores
Predictive Analytics
Location-Aware Applications
Speech recognition
Consumerization
Virtual worlds
Wireless power ampSocial Analytics
ldquoBig Datardquo Speech recognition
Biometric Authentication
Methods
Idea management
Mobile robots
Plateau ofProductivity
Slope of EnlightenmentTrough of Disillusionment
Peak ofInflated
Expectations
TechnologyTrigger
Gamification
Exp
ecta
tio
ns
Time
Social TV
Video Analyticsfor customer service
Computer-Brain interface
Quantum computing
Human Augmentation
3D bioprinting
Internet TV
Group buying
Cloud web Platforms
QRcolor code
Machine-to-MachineCommunication services
Private Cloud computing
Cloud computing amp Media tablets
Gesture recognition
Augmented Reality
Virtual Assistants
In-memory Database Management Systems
Mesh Networks Sensor
Source Gartner
apply gamification by 2015 Gamification is believed to
innovate key processes which enhance value proposi-
tions and maximize infrastructure efficiency Whatever
the reason may be it seems that everyone is express-
ing an interest in it including BBVA
Once an obscure search term a short while ago
gamification has now leapt into Gartnerrsquos Hype Cy-
cle for Emerging Technologies 2011 mdash directly into
the Peak of Inflated Expectations However Gartner
also warns their clients to be patient as they believe
that gamification will not reach the Plateau of Pro-
ductivity for another 5 to 10 years
Ver video
Ver video
Ver video
18 September 2012 | GAMIFICATION 19
The Core Issue of Gamification a Closer Look at Game Mechanics and Intrinsic Motivation The current discussion of gamification hinges on a
lively debate between two sides one camp focuses
on game mechanics such as points badges leader-
boards and Incentives and the other camp focuses
internal motivation such as ldquoGame Thinkingrdquo and
motivational design For businesses the arguments
proposed by game mechanics are stirring up excite-
ment as the platform providers are backing up their
talk with great early results Gamification is initially
proving that itrsquos engaging people
GAME MEChANICS POINTS BADGES AND LEADERBOARDSAccording to a leading gamification platform
provider gamification works because game me-
chanics help to drive participation engagement
and loyalty on online properties site or commu-
nity Game mechanics include points levels cha-
llenges virtual goods score boards and gifting
amp charity In theory game mechanics are directly
linked to human desires reward status achieve-
ment self-expression competition and altruism
Although the early results are positive Gartner
warns that gamification is currently driven by
novelty and hype The technology research firm
suggests that the Plateau of Productivity wonrsquot
be reached for another 5 to 10 years Businesses
need to figure out how best apply gamification
in their business models Towards that end con-
sidering the inputs from game thinkers or moti-
vational designers may be beneficial
INTRINSIC MOTIVATION (OR GAME ThINKINGMOTIVATIONAL DESIGN)As a counterpoint to all the current game me-
chanics buzz Sebastian Deterding (researcher
and game designer) offers his take on the whole
gamification thing He advises that to be effective
gamification projects should include key elements
from game thinkingdesign meaning mastery
and autonomy
Meaning Gamified applications have to con-
nect to something that is already meaningful to
the user - or to wrap themselves in a story that
makes them meaningful ldquoThe general lesson
is that to be successful a gamified application
must provide something that is already mean-
ingful to the user in its own rightrdquo
Mastery The experience of being competent
of achieving something Video games donrsquot just
present goals They ensure that a structured flow
of nested goals pulls you through from the long-
term goal (save world rescue princess) to medi-
um-term (kill level boss-monster) and short-term
goals (collect five level coins) Wherever you are in
and whenever you return to a good game there
will always be one next goal that is just within
reachrdquo
Autonomy A free space to play in and some-
thing to play with providing ldquospacerdquo for explora-
tion and expression
Source Sebastian Deterding | Getting ldquoGamificationrdquo RightPrimary desire a particular game mechanic fulfills Other areas that it affects
Reward
Points
Levels
Challenges
VirtualGoods
ScoreBoards
Gifftings amp Charity
StatusArchieve-
mentSelf-
ExpressionCompetition Altruism
human desires
Gam
es m
ech
anic
s
September 2012 | GAMIFICATION 21
Putting Gamification to Work
ldquoWhere games traditionally model the real world or-
ganizations must now take the opportunity for their
real world to emulate gameshellip enterprise architects
must be ready to contribute to gamification strategy
formulation and should try at least one gaming ex-
ercise as part of their enterprise context planning
efforts this yearrdquo
All games when reduced to their core have four de-
fining traitsDeployment Scenarios
(Brian Burke - Gartner)
Gamification designers need to consider the desired results and behaviors
when gamifying Key Processes for the organization
Cooperative
IntrinsicExtrinsic
Competitive
Poker game Players are motivated to maximize their own score to achieve a greater share of the rewards increasing their personal worth effectively taking a larger share of the pie
Fishing boat Players are motivated to maximize to produce the highest possible overall score to maximize the team production effectively creating a larger pie to be split
Beauty Contest Players are motivated to maximize their individual results usually to achieve a higher status
Burning Building Players are motivated to maximize the overall outcome and to maximize the im-pact of game play
Feedback system ldquoThe feedback system
tells players how close they are to achie-
ving the goalhellip Real-time feedback serves as a
promise to the players that the goal is achie-
vable and it provides motivation to keep playingrdquo
Voluntary participation ldquoEveryone who is play-
ing the game knowingly and willingly accepts the
Player Types
(Richard Bartle - Designing Virtual Worlds)
The Player Types are four terms describing generalized behavior in a Multi-user virtual space
Source httpwwwmudcoukrichardhcdshtm httpfrankcaroncomFloggerp=1732 and
httpwwwgamasutracomblogsSteveMallory20120413168507Social_Gaming_and_the_Bartle_Archetypesphp
AchieversDEFINED BYA focus on attaining status and achieving preset goals quickly andor completely
ENGAGED BYAchievements
SocialitesDEFINED BYA focus on socializing and drive to develop a network of friends and contacts
ENGAGED BYNewsfeeds friends list chat
ExplorersDEFINED BYA focus on exploring and drive to discover the unknown
ENGAGED BYObfuscated achievements
KillersDEFINED BYA focus on winning rank and direct peer-to-peer competition
ENGAGED BYLeaderboards ranks
Goal ldquoThe specific outcome that players will work
to achieve It focuses their attention and continually
orients their participation throughout the gameThe
goal provides player with a sense of purposerdquo
Rules The ldquolimitations on how players can achieve
the goal By removing or limiting the obvious ways of
getting to the goal the rules push players to explore
previously uncharted possibilities spaces They un-
leash creativity and foster strategic thinking
goal the rules and the feedback Knowingness esta-
blishes common ground for multiple people to play
togetherrdquo
Source Jane McGonigal | Reality is Broken 2011
In addition understanding player types and de-ployment scenarios can help organizations to think
strategically about gamification and explore the best
application for the companyrsquos business model v
20
September 2012 | GAMIFICATION 23 22
GamificationGaming
Gamification is a hot topic today and
everyone wants to play Playing this game to
win requires the right strategies tactics and
moves Currently organizations are gaming
gamification to understand the possible
advantages while avoiding potential pitfall
along the way Can our hero make it to the
next level
ldquoOrganizations are using gamification internally to recruit train and enhance employee performance They are using it to drive innovation share knowledge and improve employee health Gamification is also helping organizations engage external stakeholders in customer loyalty marketing education and innovation initiatives The target audience of gamification can be any defined group of stakeholders (customers employees or the Web collective)rdquo
Source Brian Burke Gartner | Gamification Primer Life Becomes a Game
We have some interesting data
1 Business ApplicationGamification helps companies to
Increase User Engagement
47Increase Brand Loyalty
22Increase Brand Awareness
15Motivation
9Employee Training
7Source M2 Research
24 September 2012 | GAMIFICATION 25
2 Gamification Platform client Industry BreakdownThe early adopters of gamification come mostly
from entertainment and publishing industries repre-
senting 60 of all companies Financial companies represented 6 of early adopters
Gamification offers significant innovation opportuni-
ties for financial companies especially for employee
facing applications The breakdown of other indus-
tries are presented below
Entertainment 42
Publishers 18
Consumer Goods 15
healthcareWellness 10
Financial 6
Retail 5
Education 3
Telecom 1
Source M2 Research
3 Growth of Gamification
growth in 2012
197
growth in 2011
155
4 Potential MarketSpending on gamification is projected to grow from
$100 million in 2011 to $28 billion dollars in 2016
2000000
1500000
1000000
500000
2012 2013 2014 2015
$ 196000
$ 434000
$ 860000
$ 1600000
Promiseand the ldquoFine Printrdquo
TheGamification despite its name is a se-
rious business opportunity and risk
It may be the ldquosecret saucerdquo to unlocking
value for the organization Given that we
are early stages of this trend it makes
sense that there are a lot of positive
news being generated at this moment
and there arenrsquot a whole lot of negative
stuff Letrsquos take a look at the opportunities
and challenges of gamification
To help clarify Gamification and to best apply it CIBBVA is thinking in business models We are going to use the Business Model Canvas to better understand the business implications of gamification For readers who may not be familiar with the Business Model Canvas a brief back-grounder is provided
ldquoA business model describes the rationale of how an organization creates delivers and captures valuerdquo
A business model can be best described through nine basic building blocks that show the logic of how a company intends to make money The business model is like a blueprint for a strategy to be implemented through organizational structures processes and systems
When done ldquorightrdquo gamification can
offer new ways of engaging an eager
user base and when done ldquowrongrdquo
it can estrange them Itrsquos the next
ldquobig thingrdquo but each organization
needs to explore the opportunities
and risks associated with it But
be warnedhellip read the fine print
ldquogamification is currently driven by
novelty and hyperdquo and filled with
potential pitfalls
26 September 2012 | GAMIFICATION 27
Key Partnerships
Key Resources
Cost Structure
Business OpportunitiesBased on early experiences and ldquoguru talkrdquo it seems
clear that gamification presents opportunities for
both sides of companyrsquos business model both value
(the customer facing business units) and efficiency
(the employeepartner facing business units) More
exploration is needed to test its usefulness in specific
areas of business models such as customer relation-
ships channels key activities key partners etc
Though a ldquowait and seerdquo strategy to assessing busi-
ness opportunities seems prudent it is evident that
gamification offers an immediate opportunity to
showcase BBVArsquos innovation power (if done correctly)
Business RisksThere are some concerns related to gamification
Gartner advises clients that current gamification
applications is ldquomotivated by the novelty of gami-
fication This will wear off as user fatigue sets in
an the sustainability of engagement becomes an
issuerdquo Gamification from a business point of view
has some perceived risks as it is almost impossi-
ble to separate the wheat from the chaff However
there are some significant threats that should be
addressed
Totally green (as in not mature) ldquoBoth in success-
ful models to emulate and in a shortage of people
who understand game design Game design ex-
perience has not intersected with typical business
functions not even ITrdquo
Blockbuster game donrsquot happen that often and
probably less with gamification ldquoTrying to add fun
to an activity that has another purpose is more
difficult still One fact that does seem clear is that
Key Activities
EMPLOYEE BEHAVIOR IMPROVEMENT Surveys suggest low employee engagement Gamification can make work ldquofunrdquo
NEW PRODUCTS AND SERVICES designed by ldquogame thinkingrdquoGamification can become the process for building a comprehensive new digital services platform
Customer Segments
Revenue Streams
Value Propositions Customer Relationships
Channels
Gamification offers customers personalized automated self-service relationships with a high component of co-creation and community
BRANDING AS A VPGood gamification deployments can increase the value of a companyrsquos brand
BUNDLING AS A VP Gamification is ldquobundledrdquo to existing productsservices to enhance the value proposition to customers
Gamification when done
ldquorightrdquo can increase customer
ldquostickinessrdquo at almost
every channel phase
Gen X and Gen Y customers These CSs are already familiar with game dynamics and mechanics Gamification may help to attract and engage new customers
28 September 2012 | GAMIFICATION 29
Key Partnerships Key Activities
Key Resources
Gamification is more of a process than a productUser engagement must be built in at the productservice development level
Cost Structure
simply adding points badges and leader boards is
not going to make engaging with an organization
more funrdquo
No ldquoone size fits allrdquo with gamification Different
people play different games for different reasons
ldquoWhile gamifying some activity may engage part
of the stakeholders it is not likely to appeal to all
stakeholders
Does it make sense for us ldquoIn many corporate
environments the very notion of building lsquofunrsquo into
any activity will be a nonstarter The idea of lsquofunrsquo can
seem very trivializingsuperficialno what grown-
ups do Selling gamification in these organizations
will be very difficultrdquo
Unexpected consequences ldquoTurning an acti-
vity in a game invites players to try to lsquogame the
systemrsquo and may result in unintended conse-
quencesrdquo
More time is needed to better identify the risks
associated with gamification As the technology
enters Trough of Disillusionment in Gartnerrsquos Hype
Cycle the negative version of the fairytale will
soon materialize and begin to dominate as some
companies will painfully learn that all that glitters
isnrsquot gold The golden child might look more like a
whipping boy v
Trial and Error is part of the learning curve Donrsquot put on the ROI hat hellip
Value Propositions
Channels
Customer Segments
Revenue Streams
Customer Relationships
Companies risk taking customers on unnecessary journeys distracting them from the main purpose of giving them what they actually want
Who owns the data Data
ownershipresponsibility
needs to be addressed and for
financial services companies
this may be difficult
30 September 2012 | GAMIFICATION 31
32 September 2012 | GAMIFICATION 33
GlobalSnapshots
Around the world companies and organizations are seriously experimenting with gamification Whether playing a lottery with the speed limit or learning about real estate investments gamification projects are capturing the imagination of people
34 September 2012 | GAMIFICATION 35
SIEMENS A visual FarmVille-style game that allows players to
learn the connections of each part of the plant and
manufacturing process
Ver video
IBM INNOV8 the IBM Business Process Management
(BPM) simulation game gives both IT and business
players a better understanding of how effective BPM
impacts an entire business ecosystem
GOOGLE Google employees get a per diem amount for busi-
ness trips depending on the destinations If they
are above the limit they submit the receipt and get
reimbursed If they are below the per diem they
can use it to save it towards another business trips
(which would have had no budget) or upgrade 1st
class Compliance with the process has shot up to
over 90
SAP Sustainability Quiz The idea was to make beha-
vioral change fun and inform employees about the
success of SAPrsquos sustainability efforts and what steps
they can take themselves In less than a month over
one thousand colleagues played the game many of
them repeatedly
SAP Community Networks (SCN) ldquoThe SCN is
also a good example to introduce you to a couple
of game mechanics Points (as ldquopoints pointsrdquo but
also views of your articlesblogs) leaderboards (list
of top contributors but also exposure of you arti-
cle on the main SDN page) status (mentor badge
goldsilverbronze medal) social interaction (dis-
cussions meetups)rdquo
DELOITTE ldquoConsulting firm Deloitte Touche Tohmatsu Ltd
are incorporating elements of videogames into the
workplace Theyrsquore deploying reward and competi-
tive tactics commonly found in the gaming world
to make tasks such as management training data
entry and brainstorming seem less like workrdquo
SALESFORCE Salesforce Motivation motivates professionals us-
ing proven techniques that sales managers have
always used team competitions leaderboards and
rewards But instead of tracking and managing those
programs manually companies can use cloud-based
applications to ldquoautomaterdquo tasks so that the team
stays focused on the activities and rewards that are
critical
BARCLAYS 56 Sage Street A portal to help teach about mo-
ney finance and banking in an enjoyable way
BANK OF AMERICA Bad Credit Hotel (in collaboration for the US De-
partment of Treasury) Learn about debt manage-
ment credit history and credit scores
COMMONWEALTh BANK Investorville is a virtual world where one can try
hisher luck at investing in rental property without
the risk of buying one
MICROSOFT RibbonHero is an application that encourages MS
Office users to learn more about the different fea-
tures by watching videos and taking short exams
CODEACADEMY Codecademy is a web-based interactive platform
where players can learn to code and are rewarded
with points and badges The players get encouraging
real-time feedback on progress bars and can connect
with their friends and compete against them
VOLKSWAGEN (FUN ThEORY)Speed Camera Lottery ldquoCan we get more people
to obey the speed limit by making it fun to do (The
idea) was so good that Volkswagen together with
The Swedish National Society for Road Safety ac-
tually made this innovative idea a reality in Stock-
holm Sweden The average speed of cars passing
the camera dropped from 32kmh before the experi-
ment to 25kmh afterrdquo (Wired)
Ver video
Walking up the Piano Stairs ldquoCan we get more peo-
ple to take the stairs over the escalator by making it
fun to dordquo The project led to an increase of 66 in
the use of the piano stairs
Ver video
Recycling is Fun At Bottle Bank Arcade recycling
was turned into a fun activity
Ver video
Employee
Facing
Gamification
Customer Facing
Gamification
Projects in
Financial
Services
Customer
Facing
Gamification
Projects
36 September 2012 | GAMIFICATION 37
Other notable companies include
Bigdoor
Crowd Twist
Get Glue
Playgen
SCVNGR
Gamification Platform ProvidersFor organizations who are considering off the shelf
solutions platform providers are offering turnkey so-
lutions for gamification Below we present some of
the leading vendors
BUNChBALLBunchball offers the Nitro gamification platform and
its analytics solution to create customized action-
able and scalable user experiences for consumers
employees and partners Nitro is a scalable and
reliable gamification platform managing over 125
million users and tracking over 15 Billion actions to
date Founded in 2005 Bunchballrsquos investors include
Granite Ventures Triangle Peak Partners Northport
Investments Correlation Ventures and Adobe Sys-
tems Incorporated
BADGEVILLE Founded in 2010 Badgeville draws on techniques
from social gaming traditional loyalty programs and
social networking in its suite of Behavior Lifecycle
Management solutions Built on database techno-
logy Badgevillersquos PaaS (Platform-as-a-Service) is de-
signed to connect user reputation across all of your
digital touch points Badgeville is funded by Norwest
Venture Partners El Dorado Ventures Trinity Ven-
tures and the Webb Investment Network
CROWDTAP Crowdtap is the Influencer Marketing platform ena-
bling leading brands to easily identify activate and
manage their influential consumers for real-time
insights and powerful online and offline peer-to-peer
marketing Crowdtap intends to shift marketing to
a fully collaborative and participatory process be-
tween brands and consumers
CYNERGY According to Cynergy ldquoWe make incredible experi-
ences happenmdashno easy task Great design is criti-
cal but incredible experiences are much more than
just pixelsmdashthey require the artful merging of expert
strategy design excellence and cutting-edge tech-
nology delivered by a single integrated team Thatrsquos
our formulamdashthatrsquos how we make incredible experi-
ences happenrdquo
IACTIONABLE IActionable is a web based (SaaS) gamification
software platform that applies game mechanics
to non-game applications IActionable can be used
to change user interface and user experience and
drive behavior in the form of participation and en-
gagement v
BBVA amp thegamificationWith BBVA Game we have
launched an important Beta
project wich we want to create
an space of interaction with our
on line clients
38
We understand that to generate a fun dialog
with our clients is a challenge Most online us-
ers access our site to check positions and perform
transactions Without a doubt itrsquos quite a challenge
BBVA Game a gamification platform has incorpo-
rated game dynamics as a way to provide additional
value for online banking customers We put together
our best value proposition loyalty programs and
game dynamics which offer the most fun We wanted
to work in teams to create a game that educates our
clients offers stickiness to our clients and offer cross-
selling and upselling opportunities for our business
We will not really know the final results until we learn
from our customers any other pretense would be
rather arrogant
What we do know is that we can use gamification to
get know know our customers better to get closer
to them in an refreshing way to educate them to be
ldquostickyrdquo and of course we can apply this model in
all countries in which we have presence Like BBVA
the concept of gamification is universal
All the team members in various teams who par-
ticipated in bringing BBVA Game to life (Marketing
and Innovation amp Technology) shared one thing in
common We had fun And that is a good sign v
Bernardo Crespo
Head of Digital Marketing and Marketing Lab
BBVA Spain and Portugal
Brian Burke
are leveraging game mechanics to engage customers and financial services companies are no exception This trend is called gamification and while it being used in many different ways the sweet spot is in engaging customers As an early adopter of gamification in the financial services industry BBVA joins a small group of innovators that are turning customers into players and banking into a game The BBVA Game is a leading edge example of using gamification to both engage customers in a fun way while architecting the customer journey Gamification is a win-win for BBVA and its customersrdquo
ldquoCompanies around the world
September 2012 | GAMIFICATION 39
September 2012 | GAMIFICATION 41 40
ForecastInnovationThe early results are in Bunchball a pure gamification platform provider see their customers enjoy the benefits value creation aspects of gamification
An increase of 2x page view Page view per visit increased 60 Unique visitors increased 30 Increase of 100 on time on site An increase of 2x repeat monthly visits 400 ROI (with payback time of as
little as 3 months)
Though the results display initial deploy-
ments numbers itrsquos clear what should
be done with gamification for the short-
term future Just Play See how gamifica-
tion can create or capture value for the
organization
To wrap things up we leave you with
some ldquoGamification Tips from the Prosrdquo
hoping that they may help you better
understand this key topic and perhaps
even help spark some new innovations
in the organization
Gamification Tips from the Pros
SEBASTIAN DETERDING Game designer
ldquoThe most important thing to keep in
mind here is that any good design mdash
game or software mdash hinges on good
designers and design process not on
featuresrdquo
Know your users What motivates
them What is meaningful to them
What keeps them from following
through on their intentions What
kind of games to they like What kind
of community do they prefer Without
user research to figure these things
out you will miss your target audience
Read the Rules Goals and rules create
interesting challenges even can create
meta-games
Sources Sebastian
Deterding Getting Gamifi-
cation Right January 2011
| Sebastian Deterding
Donrsquot Play Games with
Me Pitfalls of Gameful
Design May 2011
Prototype Playtest and Iterate The
core of game design is to build a func-
tional prototype of the rule system as
early as possible to test whether it is
any fun tweak it based on the test re-
sults test it again etc to iterate your
way toward something that is fun and
engaging
Bring in the Data Quantitative
analytics will tell you whether your
point systems donrsquot have loopholes
or exploits or whether you balanced
the difficulty of the goals and mis-
sions you present to the players
ldquoReality ultimately is much more messy
complex random unfair and beyond
our control than gamesrdquo
42 September 2012 | GAMIFICATION 43
Source Gabe Zicher-
mann | Mashable - 7 Win-
ning Examples of Game
Mechanics in Action
Sources Gartner | Gamification Primer Life Becomes a
Game January 2011
Gartner | Maverick Research Motivation Momentum and
Meaning How Gamification Can Inspire Engagement
October 2011
Gartner | Innovation Insight Gamification Adds Fun and
Innovation to Inspire Engagement December 2011
GABE ZIChERMANNGamification expert
ldquoThe initial findings from gamification
specialists are nothing short of astonish-
ing Regardless of your business model
the following seven gamified innovations
should inspire you to strategize via game
analysisrdquo
Make a market (Foursquare) Four-
square proved that location-based
networking wasnrsquot doomed to fail that
simple game mechanics can affect
behavior and that you can engage 10
million customers mdash all while raising
$50 million
Get fit (NextJump) By leveraging the
power of gamification 70 of Next-
Jump employees exercise regularly mdash
enough to save the company millions
in work attendance and insurance
costs over the medium term mdash all the
while making the workplace healthier
and happier
Slow down and smell the money (Volkswagen - Fun Theory) Speed
Camera Lottery idea rewards those
drivers who obey the posted limit by
entering them into a lottery When test-
ed at a checkpoint in Stockholm aver-
age driver speed was reduced by 20
Generate ad revenues (Psych amp NBCUniversal) Club Psych implemented
gamified incentives to raise page
BRIAN BURKE GARTNERTechnology analyst
ldquoThe goal is to inspire deeper more en-
gaged relationships and to motivate
changed behaviors Many organizations
report significantly higher engagement
with gamification But risks abound and
organizations should consider their de-
ployment strategies carefully
Gamification is a business issue that
is enabled by technology mdash business
managers must take the lead in dri-
ving gamification efforts
The application of gamification is very
diverse Focusing on specific goals is
critical to success
Avoid the herd mentality mdash donrsquot imple-
ment a copycat application Most cur-
rent gamified applications are doomed
to fail
Design gamified applications that co-
rrectly position motivation momen-
tum and meaning (M3) to inspire en-
gagement with the audience
Exploit this trend today if you work in
an organization that is willing to take
risks But remember that careful plan-
ning and improvement through itera-
tion are central to every successful im-
plementation of gamification
views by over 130 and
return visits by 40
The resulting rise in
engagement has gener-
ated substantial revenue
for the company bringing
registered user counts from
400000 to nearly 3 million since
the launch of the gamified version
Make research amp evangelism count (Crowdtap) Through the use of gami-
fied virtual rewards the company has
been able to raise average user par-
ticipation by 25 times thus reducing
research costs by 80 or more for key
clients
Save the planet (RecycleBank) RecycleBank utilized game mecha-
nics such as points challenges and
rewards to drive breakthroughs The
project has seen a 16 increase in re-
cycling in Philadelphia where the recy-
cling rate has broken 20 for the first
time in history
Make teaching fun (Ananth Pai) grouped students by learning style
and retooled the curriculum to make
use of off-the-shelf games to teach
reading math and other subjects In
the space of 18 weeks Mr Pairsquos class
went from below third grade average
reading and math levels to mid-fourth
grade v
44 September 2012 | GAMIFICATION 45
MPAA | Theatrical Market Statistics 2012
Alex Osterwalder and Yves Pigneur | Business Model Generation 2009
Daniel Pink | Drive The Surprising Truth About What Motivates Us April 2011
PSFK | The Future of Gaming 2011
Byron Reeves amp J Leighton Read | Total Engagement Using Games and Virtual Worlds to Change the Way People Work and Businesses Compete 2009
Gabe Zichermann | Gamification by Design Implementing Game Mechanics in Web and Mobile Apps August 2011
Gabe Zichermann | Gamification Innovation and the Future (presentation) 2012
Gabe Zichermann amp Joselin Linder | Game-Based Marketing Inspire Customer Loyalty Through Rewards Challenges and Contest 2010
On the WebIan Bogost (Video Game Theorist Critic and Designer)
Bunchball | Gamificationcom
Sebastian Deterding (Game Researcher and Designer) | Coding Conduct Persuasive Design for digital media
Entertainment Software Association | Games Improving What Matters
Gamasutra | Social Gaming and the Bartle Archetype April 13 2012
Gamification of Work
Gamification Research Network
Gaming Business Review | Designing Gamification for the Most Frequent Personality Types September 20 2011
Gaming Business Review | Who Owns Gamification Data February 18 2012
GigaOM | The future of Social Games is Mobile October 2010
Google Insight for Search | Gamification Mashable | 7 Winning Examples of Game Mechanics in Action July 6 2011
Scott Nicholson (MIT Gambit Game Lab) | Because Play Matters
Wired Magazine | Go with the Flow 1996
Wired Magazine | Swedish Speed-Camera Pays Drivers to Slow Down December 6 2010
Gabe Zichermann | The Gamification Blog
A list of links to other useful tools and resources that you may find useful as a supplement to the information offered on the lsquoSimple Bankrsquo report
Books amp PublicationsBunchball | Gamification 101 An Introduction to the Use of Game Dynamics to Influence Behavior October 2010
Tom Chatfield | Fun Inc Why Games are the 21st Centuryrsquos Most Serious Business 2010
Jenova Chen | Flow in Games (and Everything Else) April 2007
Aaron Dignan | Game Frame Using Games as a Strategy for Success 2011
Sebastian Deterding | Getting ldquoGamificationrdquo Right (presentation) January 2011
Entertainment Software Association | 2011 Sales Demographic and Usage Data Essential Facts about the Computer and Video Game Industry 2011
Gartner | Gamification Primer Life Becomes a Game January 2011
Gartner | Innovation Insight Gamification Adds Fun and Innovation to Inspire Engagement December 2011
Gartner | Market Trends Gaming Ecosystem 2011
Gartner | Maverick Research Motivation Momentum and Meaning how Gamification Can Inspire Engagement October 2011
Insight Express | 1Q2012 Digital Consumer Portrait 2011
International Federation of the Phonographic Industry | Recording Industry in Numbers The Recorded Music Market in 2011 March 2012
Jane McGonigal | Reality is Broken Why Games Can Make Us Better and how They Can Change the World 2011
Mihaly Csikszentmihalyi | Flow The Psychology of Optimal Experience 1991
Ralph Koster | A Theory of Fun for Game Design 2005
M2 Research | What is Gamification (presentation) January 2011
46 September 2012 | GAMIFICATION 47
Gamification Experts
In depth
Brian BurkeBrian Burke is an analyst for Gartner specializing in enterprise architecture and IT portfolio management and most recently developing research on the emerging gamification trend His groundbreaking work in the development of federated architectures has been implemented in hundreds of organizations in both the public and private sectors He is also a prominent researcher and speaker in the areas of IT strategy IT organizational structures and businessIT alignment
Jane McGonigalJane McGonigal takes play seriously She studies the power of
games to impact the real-world mdash and she creates games that do just that She is an expert on applying game design and game theory to real work and real business and has consulted and devel-oped internal game workshops for leading technology companies MIT Technology Review named her one of the top 35 innovators changing the world through technology for her role in pioneering the field of alternate reality gaming and Harvard Business Review called her theory of ldquoalternate reality businessrdquo one of the ldquoTop 20 Breakthrough Ideas of 2008rdquo She has a PhD from UC Berkeley in performance studies
Wanda MeloniFounder and president of M2 Research is an industry analyst and market strategist Wanda has a deep understanding of emerging trends in interactive entertainment games and social media Wanda publishes articles and reports that on the market dynamics affecting development and consumer trends In addi-tion to her published works she consults with many of the top companies in the industry providing custom analysis investment strategies strategic positioning and competitive analysis
Gabe ZichermannGabe Zichermann is an entrepreneur author highly rated public speaker and gamification thought leader He is the chair of the Gamification Summit and Workshops and is co-author of the book ldquoGame-Based Marketingrdquo (Wiley 2010) where he makes a compelling case for the use of games and game mechanics in everyday life the web and business
Sebastian Deterding
Sebastian Deterding is a researcher and designer working on user experience persuasive design video games and gamifica-tion His PhD research at the Research Center for Media and Communication at Hamburg University looks into the use of game design to motivate user behavior in non-game contexts Today he speaks and publishes internationally on persuasive design and gamification at events such as reboot republica or Playful and consults game companies on game usability and playability
Other experts include
R Ray Wang Micheal Wu Toby Beresford Dennis Crowley Keith Smith Steven L Johnson Buster Benson Scott Dodson Ian Bogost
48 September 2012 | GAMIFICATION 49
The following section outlines the upcoming technologies that will change everything with predictions on what may come of them in financial industry
The Maps WarEmerging players are consolidating their Maps products and becoming
trusted partners in the Maps solutions landscape A few weeks ago Wikipedia
moved from Google Maps to OpenStreetMap followed by FourSquare Even
Apple launched iPhoto for iOS using OpenStreetMap data for photos with
geolocation tags embedded
IS OPENSTREETMAP A MATURE SOLUTIONOpenStreetMap was founded in July 2004 and it is
defined as a collaborative project to create a free edit-
able map of the world In April 2012 OpenStreetMap
cleared 600000 registered contributors However
not all registered users actually contribute to the
map a minority of individuals contribute the major-
ity of the content (around 3)
High populated areas such as big cities are constant-
ly being updated even at a higher rate than Google
Maps does Low populated areas on the other hand
are not so accurate These areas are currently being
covered by Bing Microsoft Maps solution Despite
Microsoft support certain places may not have ac-
curate information to display Therefore depending
on the needs OpenStreetMaps can be considered a
good approach
AND WhAT ABOUT GOOGLE MAPSGoogle Maps solution is much more than Maps It
is also considered the main advertising platform for
many merchants and functionalities as Street View
add value to final user far beyond geo-localization
But it is no longer free It seems to be quite hard
to make money putting ads on maps so Google
Maps API is limited to 25000 free queries per day
Over that limit it is required to pay Nothing free lasts
forever
Rumors keep growing and it is said that Apple is
working on its own Map solution that will be re-
vealed with the iOS 6 and will include 3D features
We already have a winner the final user
The Maps war is escalating During Applersquos
WWDC in June 2012 the company
announced that the new iOS will no longer
use Google Maps Instead Apple will offer
its own maps solution in the iOS 6 The
new map service along with Siri seems to
offer iOS users more convenience and
solutions (of course shutting out Google)
In fact it looks like Apple wants to extend
the war beyond Maps hellip be careful out
there the titans are clashing
BREAKING NEWS
Technology trends
50 September 2012 | GAMIFICATION 51
According to McKinsey Global Institute big data
can unlock value (high level) for the enterprise
by 1) creating transparency 2) enabling experimen-
tation to discover needs expose variability and im-
prove performance 3) segmenting populations to
customize actions 4) replacingsupporting human
decisions making with automated algorithms and
5) innovating new business models products and
services
RELEVANCE OF BIG DATAOpportunities ndash for example a retail business can
increase operating margins by 60 Early results
show that big data leaders are taking market share
from the laggards suggesting that big data will be-
come a keystone for competitiveness and growth
for the organization
Specifically for the banking sector Citibank has
partnered with IBM (ldquoWatsonrdquo) to use big data for
up-sellingcross-selling opportunities It is stipulated
that they will also use Watson to detect fraud and
analyze customer credit worthiness
The danger (or risk) of big data stems from issues
which will affect all stakeholders namely data pro-
tection and security rights and responsibilities for
using data and accountability and enforcement Ad-
ditionally it is estimated that by 2020 the volume
of data will exceed our capacity for data storage by
more than 21 v
Sources IBM | ldquoUnderstanding Big Datardquo March 2011
McKinsey Global Institute | ldquoBig Datardquo June 2011
World Economic Forum | ldquoRethinking Personal Data
Strengthening Trustrdquo (August 2011)
The Economist | ldquoBig Data Crunching the Numbersrdquo
May 19 2012
2020 346
2005 013
Created
2005 2010 2015 2020
35
30
25
20
15
10
5
0
Storage available Zettabytes = 1 trilion gigabytes
ESTIMATE FORECAST
forecast
OPEN WIDE Global digital information
Source IDC
Striking Gold with Big DataToday the world creates 25 quintillion
bytes of new data ndash everyday 90 of
the worldrsquos data has been created in the
last two years alone In this mountain of
data (both structured and unstructured)
there is gold to be found Companies must
acquire the right tools and processes to
separate the dirt from the gold efficiently
Technology trends
52 September 2012 | GAMIFICATION 53
Innovation at the Core just Copy amp Paste
By using virtualization and replication technolo-
gies banks can create copies of the core system
quickly and provide them to partners in standalone
sandboxes By allowing developers work with a real
core banking environment the pace of innovation
will quicken as developers can test new functionali-
ties without worrying how it will perform when the
product goes live According to ING a full replication
of the core system used to take about 260 days it
now takes less than a day
Source Information Management | May 2012
Core banking platform
New formats
Enterprise 20
Smartphone + Fanatics = Smartphonatics
Smartphonatics are consumers who change their
shopping financial and payment behavior as a
result of owning a smartphone According Aitersquos
Ron Shevlin ldquoThis group is driving the adoption of
mobile payments and banking and setting the bar
for how financial institutions will have to respond
over the next five yearsrdquo 70 of Smartphonatics have used a mobile
device to make a payment 80 of Smartphonatics have used the mobile
banking channel Less than 25 of other consumers have made a
mobile payment About 33 of other consumers have used the
mobile banking channel
Source Aite | May 2012
Everyone wants Mobile Banking including
companies
A recent global survey of treasury executives
suggest that 66 of corporate customers are ready
to use mobile banking which can provide access
to real-time information related to the corporate
environment Customers are willing to pay for
premium services if they can realize efficiencies As
tablets are already part of the C-suite they can boost
adoption by enabling other value added services
Source finextra | May 2012
An analysis of one yearrsquos worth of data of Google
Apps enterprise customers shows us An average user creates 84 DocsSites An average enterprise has 250000 DocsSites
on their domain Compared to on premise solutions the results
are very similar Year over year growth of DocsSites is projected
to be 400 Percentage of DocsSites that are designated
lsquoEverybodyrsquo 55 Percentage of DocsSites that are designated
lsquoPublicrsquo 025 Percentage of Docs Shared Externally 25
Mobile banking
Smartphonatics by Country(Source ACI Worldwide Aite Group)
India
South Africa
Brazil
UAE
China
Italy
Singapore
US
Australia
UK
Sweden
Germany
France
Canada
6042
3734
3127
2420
1816
1110
87
Average Number of External Collaborators 3000
Thinking about the results it seems like enterprise
users have no problems embracing Google Apps
and of course should be mindful of when share
DocsSites with others
Source Forbes | June 2012
When Google Apps go Bighellip What happens
In this section readers will find summaries of the most relevant news of selected topics that have been published over the course of the month based on its relevance to the Banking industry The summaries were prepared by the editorial board Further information is made available for each given topic
Trending issues
54
Good News Bad News
A recent survey shows consumers want to use
mobile wallets and thatrsquos good news However
consumers clearly prefer PayPal Google and Apple
over banks to provide the solutions In fact 8 of 10
consumers in the survey indicated that they would
use mobile wallets if PayPal offered a service
Banks should heed this wake-up call or prepare for
a future without a mobile wallet
Source MarketWatch | June 2012
When it Comes to Social
Women 2 - Men 1
A recent survey of 2000 Britons (commissioned by
British Telecom) discovered that ldquoover half of female
internet users used social networking websites such
as Twitter and Facebook whilst only 34 per cent of
men surveyed admitted to doing so Similarly out of
those surveyed 18 per cent of women believed that
if the internet no longer existed they would miss
social media websites the most This compares to
just seven per cent of menrdquo
Source The Telegraph | May 2012
Mobile payments
Digital Marketing
Crowd finance
Social Media
The ldquoPinrdquo is Mightier than
According to the 2012 Social and Mobile Com-
merce Study (a joint research project by Shoporg
comScore and The Partnering Group) American
consumers follow an average of 93 retail compa-
nies on Pinterest compared to 85 on Twitter and
69 on Facebook For now when it comes to digital
marketing the Pin is mightier
Source Shoporg comScore amp The Partnering Group | June 2012
The Crowd is Growing Crazy
The Crowdfunding Industry Report from
researchers Massolution reveals that
crowdfunding platforms raised almost $15 billion
funding over one million projects in 2011 They also
say that with current trends the already growing
market is set to double in 2012
Source Massolution | June 2012
FUNDER AND FUNDRAISER ACTIVITYPercentage based on sample of 57 and 47 CFPs respectively
89
7
26
4 5
69
1-2 C
AMPAIG
NS
3-5 C
AMPAIG
NS
gt5 CAM
PAIGNS
FUNDERS FUNDRAISERS
Trending issues
56 September 2012 | GAMIFICATION 57
The Internet is Becoming Mobile
By 2017 there will be 5 billion mobile
broadband users three times as
many people as are
using that technology today
With faster mobile network
speeds and global coverage
the mobile internet is poised to
deliver new innovative services as the app
ecosystem will surely find a way to create newer and
or better mobile services According to Ericssonrsquos CEO there is
a ldquoshift in power from the network to the handsetrdquo from connectivity to
apps
Source GigaOm | June 2012
Love at First Bite People just love Applersquos iPad A customer satisfac-
tion polls shows that iPad clearly is heads and
shoulder above its competitors when it comes to
wowing the customers Customers are ldquovery satis-
fiedrdquo with Apple (new) iPad - 81 Apple iPad2 - 71 Samsung Galaxy Tablet - 46 Amazon Kindle Fire - 41 Others - 41
Source Computer World | June 2012
App ecosystem New banking concepts
Join amp enjoy
New Gizmo era
Talk to Bank Voice-enabled search is fast becoming a
differentiator especially with smart devices in the
e-commerce space EasyAsk a natural language
technology company launched Quiri in March 2012
Quiri a virtual personal shopping assistent under-
stands both the intent of the search and has deep
knowledge of the content and products within the
e-commerce site Shoppers can use their iPhone 4S
or Android to verbally search sites for products and
the products they are looking for It is like having
a highly knowledgeable personal shopping
assistant for that one store
Source Sacramento Bee | June 2012
Flashback to EVOKE
Though there is a lot of commercial buzz re-
lated to games and gamification today some
are designed to change the world In 2010 the
World Bank launched the EVOKE a game which
motivate players all over the world to come up
with creative solutions to our most urgent social
problems According to the website ldquoEVOKE is a
ten-week crash course in changing the worldrdquo In
this issue of Innovation Edge we pay homage to
one of the pioneers of gamification
Source World Bank | March 2010
Trending issues
58 September 2012 | GAMIFICATION 59
Connected Cars Solution Market Expected to Exceed $350 million in 5 years
By 2017 according to ABI Research the connected
car market will be about $350 million dollars
growing from $66 million in 2012 Connect Car
solutions include stolen vehicle tracking insurance
telematics infotainment and road user charging
The consumers are asking for a connected lifestyle
and they are asking to be connected to the car
especially the younger consumers
Source ABI | May 2012
Gimme a Hi-Five for health
TldquoFor healthcare delivery wersquore rapidly moving
from a world of inbound patients to a world of in-
bound data The impact of this shift on the health-
care system and how consumers use and act on
health information should not be underestimated
Here are five ways digital apps and smartphones
will transform healthcarerdquo
Improved access to care Improved patient engagement New provider of business models Reduced medicare fraud Improved patient safety
Source Forbes | June 2012
Smart cities + urban mobility
Health
Trending issues
BBVA Innovation Center (Plaza de Santa Baacuterbara 2 Madrid)
13th September | 900ndash1400 h
World renowned experts based on real world ex-
periences would help you ascertain whether or not
gamification is being hyped or is here to stay
Check out the videos and photos of the
event in our web
wwwcentrodeinnovacionbbvacom
Bernardo Crespo Velasco b_crespo
Head of Digital Marketing and Marketing Lab at
BBVA Spain Degree in Management and Econom-
ics from the University of Castilla-La Mancha and the
University of St Andrews He holds a masters in Re-
lational Marketing CRM and e-Commerce at ICEMD
Brian Burke brian_burke
Analyst for Gartner expert in gamification and enter-
prise architecture His groundbreaking work in the
development of federated architectures has been
implemented in hundreds of organizations in both
public and private sectors
Priya Haji priyahaji
CEO and co-founder of SaveUp the first free
rewards program that encourages Americans
to save money and pay down debt while of-
fering a chance to win prizes including a life-
changing $2000000 jackpot Through a fun
and simple approach that employs game me-
chanics SaveUp helps transform the otherwise
mundane activities of savings
Sergio Jimenez gamkt
Sergio Jimenez is an analyst consultant and speak-
er specialized in gamification enthusiastic market-
ing technology and games Mr Jimenez has partici-
pated in numerous projects related to gamification
helping companies of different sectors to introduce
game mechanics in products and service
Gamification amp Banking a passing fad or a serious business
More info
Event
Videos pictures and
all the info
September 2012 | GAMIFICATION 61
We Innovate to GrowBBVA understands innovation as a source of value
creation both for our group and people In order to
effectively manage its development the group relies
on time tested innovation methodologies which were
co-developed with leading experts around the world
The Open Innovation model adopted by the group
attests that BBVA highly values people and talent re-
gardless where they may be and shows the bankrsquos
willingness to lead the transformation of the financial
industry with total openness and without any borders
The BBVA Innovation Center is the focal point for sig-
nificant and disruptive innovation projects
Furthermore the BBVA Innovation Center is a space
to meet a space to share and above all a space listen
and learn from the innovation ecosystem
Being part of an innovation ecosystem allows BBVA to
be near ideas and talent and to facilitate access to the
worldrsquos leading experts It is also a way to share our
collective knowledge with innovation community
wwwcentrodeinnovacionbbvacom
Follow us
wwwfacebookcomcentrodeinnovacionbbva
twittercomcibbva
wwwyoutubecomusercentroinnovacionbbva
wwwslidesharenetCIBBVA
This month events
More info
More info
Innovation at BBVAFor BBVA innovation is a strategic pillar and the BBVA Innovation Center is a major focal point for the grouprsquos effort in this field
CLOUDSTAGE
September 27th BBVA Innova-
tion Center will host the 8th
edition of Cloudstage an event
focused on the cloud This is a
meeting between profession-
als that want to deal with the
possibilities and development
of the cloud computing
KNOWSQUARE
September 25th BBVA Innova-
tion Center will host the event
Knowsqure an online and off
line network board of direc-
tors The aim of this event is
share experiences and knowl-
edge to improve the manage-
ment of companies
Produced by Prodigioso Volcaacuten
(wwwprodigiosovolcancom)
BBVA Innovation Edge is the first corporate magazine focused on innovation Innovation Edge aims to explore new trends and technologies that may impact the financial industry especially retail banking
Each edition features articles analysis and in-depth information about a given trend
WEB Articles and sections are available for free on wwwcentrodeinnovacioncom in both English and Spanish
PDF Our website offers pdf versions of the publications for your reading enjoyment online or offline
APP Innovation Edge is also available in Applersquos App Store All issues will be made available for download at the App Store free of chargerdquo
More info
Are you interested in Innovation Edge Subscribe to our newsletter and be informed of new issuescopyBBVA2012
BBVA Innovation Edge is the result of a collaborative work done by all the people who are involved in innovation at BBVA Group
CONTRIBUTORS TO THIS ISSUE
Mariacutea Pilar Aacutelvarez Garciacutea l Javier Anguiano
Javier Benediacute l Alfonso Bey Navarro
Jaime Bisbal l Reyes Bolumar
Javier Borderiacuteas l Bernardo Crespo
Antonio Garciacutea l Eugenio Garciacutea
Rafael Hernaacutendez l Miguel Aacutengel Intildeesta
Beatriz Lara Bartolomeacute l Carmen Loacutepez
Marcos Marrodaacuten Ciorcia l Luz Martiacuten
Ricardo Martiacuten Manjoacuten l Samuel Martiacuten Valentiacuten
Aacutelvaro Moroacuten l Manolo Moure
Jay Reinemann l Alicia Saacutenchez
Javier Sebastiaacuten l Marcelo Soria
Gustavo Vinacua l Shan Ggu ldquoPhilrdquo Yim
DL AS 2498-2012
No part of this publication can be reproduced or communicate in any form or by any platform electronic o mechanic including photocopying recording o any other system of storage and retrieval without permission of the publisher BBVA
September 2012 | GAMIFICATION 5 4
ldquoGaming is productive It produces positive emotion stronger social
relationship a sense of accomplishment and for players who are a
part of a game community a chance to build a sense of purposerdquo
18 of gamers are under
18 years of age
29
ldquoWe love to playrdquo Facts amp Figures
70of senior level executives
take breaks to play
games everyday of households
play computer
or video games
53
58 42
72
of gamers are between
18 to 49 years old
The average age of a gameris 37 years old
of gamers are over
50 years of age
of gamers
are men
are women
Jane McGonigal Institute of the Future (IFTF)Director of Game Research amp Development
Ver video
6 September 2012 | GAMIFICATION 7
65
55
33
19
of gamers play
games socially
of gamers play
on mobile devices
of gamers say that
games is their favorite
entertainment activity
of gamers pay
to play online
13play Downloadable Games
21
47play Puzzle Trivial Board
Games and Card Games
play Action Strategy
Sports and Role Playing
Other types
play Persistent Multi-Player
Universe
11
8
Sources Entertainment Software Association | 2011 Sales Demographic and Usage Data 2011PSFK l The Future of Gaming 2011Jane McGonigal l Reality is Broken 2011
September 2012 | GAMIFICATION 9
Fun is Found in the Flow
Mihaly Csikszentmihalyi one of the leading re-
searcher on the topic of happiness describes
flow as ldquobeing completely involved in an activity for
its own sake The ego falls away Time flies Every
action movement and thought follows inevitably
from the previous one like playing jazz Your whole
being is involved and yoursquore using your skills to
the utmostrdquo There are 8 major components com-
ponents of flow
A challenging activity requiring skill A merging of action and awareness Clear goals Direct immediate feedback Concentration on the task at hand A sense of control A loss of self-consciousness An altered sense of time
The experience of flow is often described as ldquoa spon-
taneous joy while performing a taskrdquo In the context
of sports athletes sometimes talk about being in the
zone ldquoa state where the body and mind are in per-
fect harmony and movement becomes effortlessrdquo
Sources Wired |has shown Go with the flow 1996
httpwwwwiredcomwiredarchive409czik_prhtml
Gartner | Maverick Investigacioacuten Motivation Momentum and
Meaning How Gamification Can Inspire Engagement October 2011
Managing the FlowResearch has shown that it normally took years if not
decades of learning the structure of an activity and
strengthening the required skills and abilities to ex-
perience flow Otherwise it required being immersed
in a truly spectacular and unusual context However
Getting into
Diff
icu
lty
SkillTime
FLOW
BOREDOM
ANXIETY
According to Psychologist Mihaly Csikszentmihalyi people feel best when they
are at the perfect level of their skills neither underchallenged (boredrom) nor
overchallenged (anxiety and frustration) And as people learn with time and
repetition challenges have to increase to keep up with growing skills
Source Google Tech Talk I Sebastian Deterding 2011
the FlowThe experience of flow is often
described as ldquoa spontaneous
joy while performing a taskrdquo
This concept of flow as the
gateway to happiness is also
the basis of video games
The video game industry
understands flow and has
accumulated much experience
should we learn from this
experience
8
10 September 2012 | GAMIFICATION 11
Health Computer and video games serve as
useful tools to preserve well-being heal the in-
jured and train the professionals who respond
to medical emergencies
Social Issues Nonprofit organizations and
issue advocates now view video games as an
effective medium for communicating ideas and
generating support among young tech-savvy
consumers
Workplace As the generation that grew up
with video games enters and assumes leader-
ship positions in the workplace computer and
video games increasingly play a role in busi-
ness operations
Source Entertainment Software
Association | Games Improving What Matters
Future of FlowResearch has discovered that ldquosuperstarsrdquo (high
achieving individuals) are found to have spent
more than 10000 hours of practice before the
age of twenty in their respective fields and top
performers (successful but not superstars) have
spent about 8000 hours
Thanks to video games Digital Natives are expert
problem solvers and collaborators by the age of
21 years (or at least in the virtual world) Typically
they would have amassed well over 10000 hours
of experience of resolving issues as a group
When they enter into the workforce they enter as
experts in collaborative problem solving All they
need is flow v
Source Jane McGonigal | Reality is Broken
with video games one can go from zero to flow in 30
seconds The video game industry understands the
concept of flow and has accumulated much experi-
ence and knowledge harnessing the power of flow
Source Jane McGonigal | Reality is Broken
Harnessing the FlowBy having a shared vision shared goals and the
right processes organizations can tap the power of
flow and channel it to drive motivation and change
behaviors in group settings ultimately helping peo-
ple to become more productive and perhaps even
happier
Source Jane McGonigal | Reality is Broken
Flow EverywhereIn about 40 years video games have transformed
from a diversion for the few into a mass medium
helping people learn work and of course play
According to the Entertainment Software Associa-
tion video games can be applied to
Family Life Games in the ldquofamily entertainmentrdquo
category are one of the most popular segments
of the video game market
Art Galleries now feature game artwork in a
number of exhibits and entertainment software
serves as a new medium for emerging artists
Economy The video game industry is one of the
fastest growing sectors in the US economy con-
tinuing to provide jobs to state and local econo-
mies across the nation
Education Entertainment software helps impart
knowledge develop life skills and reinforce posi-
tive habits in students of all ages
Early versions of team based ballgames were played such as Episkyros (in Greece) and Harpastum (Rome) which later gave rise to Shrovetide Football during the Medieval ages (the forerunner to modern day ldquosoccerrdquo)
In Egypt a early board game played with dice was found as part of a Backgammon set dating back to 3100 BC
As the generation who grew up with video games enters and assumes leadership positions in the workplace computer and video games increasingly play a role in business operations
12 September 2012 | GAMIFICATION 13
Gamification is a process of using game thinking and mechanics to engage users This concept can be applied to both customer facing applications and employee facing applications in the companyrsquos business model Enterprise architects must be ready to manage a variety of ldquoplayer typesrdquo (achievers socializers explorers and killers) and deployment scenarios
The
to EngageFun Way
14 September 2012 | GAMIFICATION 15
Gamification What is it
As is the case for an emerging concept defining the
term ldquocorrectlyrdquo is both challenging and elusive -
as it depends on who you talk to platform providers
game designers practitioners industry observers etc
Below a Google Trends snapshot taken on April 2012
shows the historical evolution of Gamification as a
search term According to Gartner ldquogamification has
emerged as a recognizable trend Rarely does an
emerging trend impact so many areas of business
societyrdquo
Key Findings about Gamification Gamification is positioned to become a significant
trend over the next few years
Organizations are increasingly turning to gami-
fication to motivate changed behaviors and
engage internal and external stakeholders
Novelty and hype are driving the current success
of gamification
Success doesnrsquot come easy ldquoDuring four decades
of video game development many games have
failed despite their developers having the best
intentionsrdquo
Sources Gartner | Gamification Primer Life Becomes a Game enero 2011
Gartner | Maverick Research Motivation Momentum and Meaning How
Gamification Can Inspire Engagement October 2011
Gartner | Innovation Insight Gamification Adds Fun and Innovation
to Inspire Engagement December 2011
Some formal definitions
RESEARChER AND GAME DESIGNERldquoThe use of design elements from video games in non-game contexts to make a product service or application more fun engaging motivatingrdquo
Source Sebastian Deterding | Getting ldquoGamificationrdquo Right January 2011
GAMIFICATION PLATFORM PROVIDERldquoWhen used in a business context gamification is the process of integrating game dynamics (and game mechanics) into a website business service online community content portal or marketing campaign in order to drive participation and engagementrdquo
Source Bunchball | Gamification 101 An Introduction to the Use of Game Dynamics to Influence Behavior October 2010
PRACTITIONER (GAMIFICATION INDUSTRY)Gamification is ldquothe process of using game thinking and mechanics to engage usersrdquo
Source Gabe Zichermann | Gamification Innovation and the future 2012
INDUSTRY OBSERVERldquoGamification uses game mechanics such as challenges rules chance rewards and levels to transform daily tasks into playful activitiesrdquo
Source Gartner | Innovation Insight Gamification Adds Fun and Innovation to Inspire Engagement December 2011
Jan 12Jan 11 Apr 11 Jul 11 Oct 11 Apr 12Oct 10
100
80
60
40
20
0
Evolution of the term ldquoGamificationrdquo in Google search
16 September 2012 | GAMIFICATION 17
ldquoGames are the New NormalrdquoDuring the Games for Change Festival an event that
facilitates the creation and distribution of social im-
pact games that serve as critical tools in humanitarian
and educational efforts Al Gore said that ldquoThe gami-
fication trend is really extremely powerfulhellip Games
are the new lsquonormalrsquo for hundreds of millions of users
every month It has been very exciting to me to see
so many ideas that integrate social good and efforts
to make the world a better place into gamesrdquo
The current expectation of Gamification is generating
tremendous buzz everywhere Gartner suggests that
more than 70 of the global 2000 businesses will
Some examples of gamification
MINTMint is a free service which can
aggregate all financial accounts
into one place Users can set a
budget track goals and more
MINDBLOOMMindbloom is a ldquoLife Gamerdquo which
improves the quality of life of the
players in a simple and effective way
NIKENike + FuelBand tracks usersrsquo pro-
gress throughout the day providing
real-time feedback visually
Hype Cycle
Less than 2 years 2-5 years 5-10 years more than 10 years
Imagen recognition
3D printing
Hosted virtualdesktops
E-book readers
Mobile Application Stores
Predictive Analytics
Location-Aware Applications
Speech recognition
Consumerization
Virtual worlds
Wireless power ampSocial Analytics
ldquoBig Datardquo Speech recognition
Biometric Authentication
Methods
Idea management
Mobile robots
Plateau ofProductivity
Slope of EnlightenmentTrough of Disillusionment
Peak ofInflated
Expectations
TechnologyTrigger
Gamification
Exp
ecta
tio
ns
Time
Social TV
Video Analyticsfor customer service
Computer-Brain interface
Quantum computing
Human Augmentation
3D bioprinting
Internet TV
Group buying
Cloud web Platforms
QRcolor code
Machine-to-MachineCommunication services
Private Cloud computing
Cloud computing amp Media tablets
Gesture recognition
Augmented Reality
Virtual Assistants
In-memory Database Management Systems
Mesh Networks Sensor
Source Gartner
apply gamification by 2015 Gamification is believed to
innovate key processes which enhance value proposi-
tions and maximize infrastructure efficiency Whatever
the reason may be it seems that everyone is express-
ing an interest in it including BBVA
Once an obscure search term a short while ago
gamification has now leapt into Gartnerrsquos Hype Cy-
cle for Emerging Technologies 2011 mdash directly into
the Peak of Inflated Expectations However Gartner
also warns their clients to be patient as they believe
that gamification will not reach the Plateau of Pro-
ductivity for another 5 to 10 years
Ver video
Ver video
Ver video
18 September 2012 | GAMIFICATION 19
The Core Issue of Gamification a Closer Look at Game Mechanics and Intrinsic Motivation The current discussion of gamification hinges on a
lively debate between two sides one camp focuses
on game mechanics such as points badges leader-
boards and Incentives and the other camp focuses
internal motivation such as ldquoGame Thinkingrdquo and
motivational design For businesses the arguments
proposed by game mechanics are stirring up excite-
ment as the platform providers are backing up their
talk with great early results Gamification is initially
proving that itrsquos engaging people
GAME MEChANICS POINTS BADGES AND LEADERBOARDSAccording to a leading gamification platform
provider gamification works because game me-
chanics help to drive participation engagement
and loyalty on online properties site or commu-
nity Game mechanics include points levels cha-
llenges virtual goods score boards and gifting
amp charity In theory game mechanics are directly
linked to human desires reward status achieve-
ment self-expression competition and altruism
Although the early results are positive Gartner
warns that gamification is currently driven by
novelty and hype The technology research firm
suggests that the Plateau of Productivity wonrsquot
be reached for another 5 to 10 years Businesses
need to figure out how best apply gamification
in their business models Towards that end con-
sidering the inputs from game thinkers or moti-
vational designers may be beneficial
INTRINSIC MOTIVATION (OR GAME ThINKINGMOTIVATIONAL DESIGN)As a counterpoint to all the current game me-
chanics buzz Sebastian Deterding (researcher
and game designer) offers his take on the whole
gamification thing He advises that to be effective
gamification projects should include key elements
from game thinkingdesign meaning mastery
and autonomy
Meaning Gamified applications have to con-
nect to something that is already meaningful to
the user - or to wrap themselves in a story that
makes them meaningful ldquoThe general lesson
is that to be successful a gamified application
must provide something that is already mean-
ingful to the user in its own rightrdquo
Mastery The experience of being competent
of achieving something Video games donrsquot just
present goals They ensure that a structured flow
of nested goals pulls you through from the long-
term goal (save world rescue princess) to medi-
um-term (kill level boss-monster) and short-term
goals (collect five level coins) Wherever you are in
and whenever you return to a good game there
will always be one next goal that is just within
reachrdquo
Autonomy A free space to play in and some-
thing to play with providing ldquospacerdquo for explora-
tion and expression
Source Sebastian Deterding | Getting ldquoGamificationrdquo RightPrimary desire a particular game mechanic fulfills Other areas that it affects
Reward
Points
Levels
Challenges
VirtualGoods
ScoreBoards
Gifftings amp Charity
StatusArchieve-
mentSelf-
ExpressionCompetition Altruism
human desires
Gam
es m
ech
anic
s
September 2012 | GAMIFICATION 21
Putting Gamification to Work
ldquoWhere games traditionally model the real world or-
ganizations must now take the opportunity for their
real world to emulate gameshellip enterprise architects
must be ready to contribute to gamification strategy
formulation and should try at least one gaming ex-
ercise as part of their enterprise context planning
efforts this yearrdquo
All games when reduced to their core have four de-
fining traitsDeployment Scenarios
(Brian Burke - Gartner)
Gamification designers need to consider the desired results and behaviors
when gamifying Key Processes for the organization
Cooperative
IntrinsicExtrinsic
Competitive
Poker game Players are motivated to maximize their own score to achieve a greater share of the rewards increasing their personal worth effectively taking a larger share of the pie
Fishing boat Players are motivated to maximize to produce the highest possible overall score to maximize the team production effectively creating a larger pie to be split
Beauty Contest Players are motivated to maximize their individual results usually to achieve a higher status
Burning Building Players are motivated to maximize the overall outcome and to maximize the im-pact of game play
Feedback system ldquoThe feedback system
tells players how close they are to achie-
ving the goalhellip Real-time feedback serves as a
promise to the players that the goal is achie-
vable and it provides motivation to keep playingrdquo
Voluntary participation ldquoEveryone who is play-
ing the game knowingly and willingly accepts the
Player Types
(Richard Bartle - Designing Virtual Worlds)
The Player Types are four terms describing generalized behavior in a Multi-user virtual space
Source httpwwwmudcoukrichardhcdshtm httpfrankcaroncomFloggerp=1732 and
httpwwwgamasutracomblogsSteveMallory20120413168507Social_Gaming_and_the_Bartle_Archetypesphp
AchieversDEFINED BYA focus on attaining status and achieving preset goals quickly andor completely
ENGAGED BYAchievements
SocialitesDEFINED BYA focus on socializing and drive to develop a network of friends and contacts
ENGAGED BYNewsfeeds friends list chat
ExplorersDEFINED BYA focus on exploring and drive to discover the unknown
ENGAGED BYObfuscated achievements
KillersDEFINED BYA focus on winning rank and direct peer-to-peer competition
ENGAGED BYLeaderboards ranks
Goal ldquoThe specific outcome that players will work
to achieve It focuses their attention and continually
orients their participation throughout the gameThe
goal provides player with a sense of purposerdquo
Rules The ldquolimitations on how players can achieve
the goal By removing or limiting the obvious ways of
getting to the goal the rules push players to explore
previously uncharted possibilities spaces They un-
leash creativity and foster strategic thinking
goal the rules and the feedback Knowingness esta-
blishes common ground for multiple people to play
togetherrdquo
Source Jane McGonigal | Reality is Broken 2011
In addition understanding player types and de-ployment scenarios can help organizations to think
strategically about gamification and explore the best
application for the companyrsquos business model v
20
September 2012 | GAMIFICATION 23 22
GamificationGaming
Gamification is a hot topic today and
everyone wants to play Playing this game to
win requires the right strategies tactics and
moves Currently organizations are gaming
gamification to understand the possible
advantages while avoiding potential pitfall
along the way Can our hero make it to the
next level
ldquoOrganizations are using gamification internally to recruit train and enhance employee performance They are using it to drive innovation share knowledge and improve employee health Gamification is also helping organizations engage external stakeholders in customer loyalty marketing education and innovation initiatives The target audience of gamification can be any defined group of stakeholders (customers employees or the Web collective)rdquo
Source Brian Burke Gartner | Gamification Primer Life Becomes a Game
We have some interesting data
1 Business ApplicationGamification helps companies to
Increase User Engagement
47Increase Brand Loyalty
22Increase Brand Awareness
15Motivation
9Employee Training
7Source M2 Research
24 September 2012 | GAMIFICATION 25
2 Gamification Platform client Industry BreakdownThe early adopters of gamification come mostly
from entertainment and publishing industries repre-
senting 60 of all companies Financial companies represented 6 of early adopters
Gamification offers significant innovation opportuni-
ties for financial companies especially for employee
facing applications The breakdown of other indus-
tries are presented below
Entertainment 42
Publishers 18
Consumer Goods 15
healthcareWellness 10
Financial 6
Retail 5
Education 3
Telecom 1
Source M2 Research
3 Growth of Gamification
growth in 2012
197
growth in 2011
155
4 Potential MarketSpending on gamification is projected to grow from
$100 million in 2011 to $28 billion dollars in 2016
2000000
1500000
1000000
500000
2012 2013 2014 2015
$ 196000
$ 434000
$ 860000
$ 1600000
Promiseand the ldquoFine Printrdquo
TheGamification despite its name is a se-
rious business opportunity and risk
It may be the ldquosecret saucerdquo to unlocking
value for the organization Given that we
are early stages of this trend it makes
sense that there are a lot of positive
news being generated at this moment
and there arenrsquot a whole lot of negative
stuff Letrsquos take a look at the opportunities
and challenges of gamification
To help clarify Gamification and to best apply it CIBBVA is thinking in business models We are going to use the Business Model Canvas to better understand the business implications of gamification For readers who may not be familiar with the Business Model Canvas a brief back-grounder is provided
ldquoA business model describes the rationale of how an organization creates delivers and captures valuerdquo
A business model can be best described through nine basic building blocks that show the logic of how a company intends to make money The business model is like a blueprint for a strategy to be implemented through organizational structures processes and systems
When done ldquorightrdquo gamification can
offer new ways of engaging an eager
user base and when done ldquowrongrdquo
it can estrange them Itrsquos the next
ldquobig thingrdquo but each organization
needs to explore the opportunities
and risks associated with it But
be warnedhellip read the fine print
ldquogamification is currently driven by
novelty and hyperdquo and filled with
potential pitfalls
26 September 2012 | GAMIFICATION 27
Key Partnerships
Key Resources
Cost Structure
Business OpportunitiesBased on early experiences and ldquoguru talkrdquo it seems
clear that gamification presents opportunities for
both sides of companyrsquos business model both value
(the customer facing business units) and efficiency
(the employeepartner facing business units) More
exploration is needed to test its usefulness in specific
areas of business models such as customer relation-
ships channels key activities key partners etc
Though a ldquowait and seerdquo strategy to assessing busi-
ness opportunities seems prudent it is evident that
gamification offers an immediate opportunity to
showcase BBVArsquos innovation power (if done correctly)
Business RisksThere are some concerns related to gamification
Gartner advises clients that current gamification
applications is ldquomotivated by the novelty of gami-
fication This will wear off as user fatigue sets in
an the sustainability of engagement becomes an
issuerdquo Gamification from a business point of view
has some perceived risks as it is almost impossi-
ble to separate the wheat from the chaff However
there are some significant threats that should be
addressed
Totally green (as in not mature) ldquoBoth in success-
ful models to emulate and in a shortage of people
who understand game design Game design ex-
perience has not intersected with typical business
functions not even ITrdquo
Blockbuster game donrsquot happen that often and
probably less with gamification ldquoTrying to add fun
to an activity that has another purpose is more
difficult still One fact that does seem clear is that
Key Activities
EMPLOYEE BEHAVIOR IMPROVEMENT Surveys suggest low employee engagement Gamification can make work ldquofunrdquo
NEW PRODUCTS AND SERVICES designed by ldquogame thinkingrdquoGamification can become the process for building a comprehensive new digital services platform
Customer Segments
Revenue Streams
Value Propositions Customer Relationships
Channels
Gamification offers customers personalized automated self-service relationships with a high component of co-creation and community
BRANDING AS A VPGood gamification deployments can increase the value of a companyrsquos brand
BUNDLING AS A VP Gamification is ldquobundledrdquo to existing productsservices to enhance the value proposition to customers
Gamification when done
ldquorightrdquo can increase customer
ldquostickinessrdquo at almost
every channel phase
Gen X and Gen Y customers These CSs are already familiar with game dynamics and mechanics Gamification may help to attract and engage new customers
28 September 2012 | GAMIFICATION 29
Key Partnerships Key Activities
Key Resources
Gamification is more of a process than a productUser engagement must be built in at the productservice development level
Cost Structure
simply adding points badges and leader boards is
not going to make engaging with an organization
more funrdquo
No ldquoone size fits allrdquo with gamification Different
people play different games for different reasons
ldquoWhile gamifying some activity may engage part
of the stakeholders it is not likely to appeal to all
stakeholders
Does it make sense for us ldquoIn many corporate
environments the very notion of building lsquofunrsquo into
any activity will be a nonstarter The idea of lsquofunrsquo can
seem very trivializingsuperficialno what grown-
ups do Selling gamification in these organizations
will be very difficultrdquo
Unexpected consequences ldquoTurning an acti-
vity in a game invites players to try to lsquogame the
systemrsquo and may result in unintended conse-
quencesrdquo
More time is needed to better identify the risks
associated with gamification As the technology
enters Trough of Disillusionment in Gartnerrsquos Hype
Cycle the negative version of the fairytale will
soon materialize and begin to dominate as some
companies will painfully learn that all that glitters
isnrsquot gold The golden child might look more like a
whipping boy v
Trial and Error is part of the learning curve Donrsquot put on the ROI hat hellip
Value Propositions
Channels
Customer Segments
Revenue Streams
Customer Relationships
Companies risk taking customers on unnecessary journeys distracting them from the main purpose of giving them what they actually want
Who owns the data Data
ownershipresponsibility
needs to be addressed and for
financial services companies
this may be difficult
30 September 2012 | GAMIFICATION 31
32 September 2012 | GAMIFICATION 33
GlobalSnapshots
Around the world companies and organizations are seriously experimenting with gamification Whether playing a lottery with the speed limit or learning about real estate investments gamification projects are capturing the imagination of people
34 September 2012 | GAMIFICATION 35
SIEMENS A visual FarmVille-style game that allows players to
learn the connections of each part of the plant and
manufacturing process
Ver video
IBM INNOV8 the IBM Business Process Management
(BPM) simulation game gives both IT and business
players a better understanding of how effective BPM
impacts an entire business ecosystem
GOOGLE Google employees get a per diem amount for busi-
ness trips depending on the destinations If they
are above the limit they submit the receipt and get
reimbursed If they are below the per diem they
can use it to save it towards another business trips
(which would have had no budget) or upgrade 1st
class Compliance with the process has shot up to
over 90
SAP Sustainability Quiz The idea was to make beha-
vioral change fun and inform employees about the
success of SAPrsquos sustainability efforts and what steps
they can take themselves In less than a month over
one thousand colleagues played the game many of
them repeatedly
SAP Community Networks (SCN) ldquoThe SCN is
also a good example to introduce you to a couple
of game mechanics Points (as ldquopoints pointsrdquo but
also views of your articlesblogs) leaderboards (list
of top contributors but also exposure of you arti-
cle on the main SDN page) status (mentor badge
goldsilverbronze medal) social interaction (dis-
cussions meetups)rdquo
DELOITTE ldquoConsulting firm Deloitte Touche Tohmatsu Ltd
are incorporating elements of videogames into the
workplace Theyrsquore deploying reward and competi-
tive tactics commonly found in the gaming world
to make tasks such as management training data
entry and brainstorming seem less like workrdquo
SALESFORCE Salesforce Motivation motivates professionals us-
ing proven techniques that sales managers have
always used team competitions leaderboards and
rewards But instead of tracking and managing those
programs manually companies can use cloud-based
applications to ldquoautomaterdquo tasks so that the team
stays focused on the activities and rewards that are
critical
BARCLAYS 56 Sage Street A portal to help teach about mo-
ney finance and banking in an enjoyable way
BANK OF AMERICA Bad Credit Hotel (in collaboration for the US De-
partment of Treasury) Learn about debt manage-
ment credit history and credit scores
COMMONWEALTh BANK Investorville is a virtual world where one can try
hisher luck at investing in rental property without
the risk of buying one
MICROSOFT RibbonHero is an application that encourages MS
Office users to learn more about the different fea-
tures by watching videos and taking short exams
CODEACADEMY Codecademy is a web-based interactive platform
where players can learn to code and are rewarded
with points and badges The players get encouraging
real-time feedback on progress bars and can connect
with their friends and compete against them
VOLKSWAGEN (FUN ThEORY)Speed Camera Lottery ldquoCan we get more people
to obey the speed limit by making it fun to do (The
idea) was so good that Volkswagen together with
The Swedish National Society for Road Safety ac-
tually made this innovative idea a reality in Stock-
holm Sweden The average speed of cars passing
the camera dropped from 32kmh before the experi-
ment to 25kmh afterrdquo (Wired)
Ver video
Walking up the Piano Stairs ldquoCan we get more peo-
ple to take the stairs over the escalator by making it
fun to dordquo The project led to an increase of 66 in
the use of the piano stairs
Ver video
Recycling is Fun At Bottle Bank Arcade recycling
was turned into a fun activity
Ver video
Employee
Facing
Gamification
Customer Facing
Gamification
Projects in
Financial
Services
Customer
Facing
Gamification
Projects
36 September 2012 | GAMIFICATION 37
Other notable companies include
Bigdoor
Crowd Twist
Get Glue
Playgen
SCVNGR
Gamification Platform ProvidersFor organizations who are considering off the shelf
solutions platform providers are offering turnkey so-
lutions for gamification Below we present some of
the leading vendors
BUNChBALLBunchball offers the Nitro gamification platform and
its analytics solution to create customized action-
able and scalable user experiences for consumers
employees and partners Nitro is a scalable and
reliable gamification platform managing over 125
million users and tracking over 15 Billion actions to
date Founded in 2005 Bunchballrsquos investors include
Granite Ventures Triangle Peak Partners Northport
Investments Correlation Ventures and Adobe Sys-
tems Incorporated
BADGEVILLE Founded in 2010 Badgeville draws on techniques
from social gaming traditional loyalty programs and
social networking in its suite of Behavior Lifecycle
Management solutions Built on database techno-
logy Badgevillersquos PaaS (Platform-as-a-Service) is de-
signed to connect user reputation across all of your
digital touch points Badgeville is funded by Norwest
Venture Partners El Dorado Ventures Trinity Ven-
tures and the Webb Investment Network
CROWDTAP Crowdtap is the Influencer Marketing platform ena-
bling leading brands to easily identify activate and
manage their influential consumers for real-time
insights and powerful online and offline peer-to-peer
marketing Crowdtap intends to shift marketing to
a fully collaborative and participatory process be-
tween brands and consumers
CYNERGY According to Cynergy ldquoWe make incredible experi-
ences happenmdashno easy task Great design is criti-
cal but incredible experiences are much more than
just pixelsmdashthey require the artful merging of expert
strategy design excellence and cutting-edge tech-
nology delivered by a single integrated team Thatrsquos
our formulamdashthatrsquos how we make incredible experi-
ences happenrdquo
IACTIONABLE IActionable is a web based (SaaS) gamification
software platform that applies game mechanics
to non-game applications IActionable can be used
to change user interface and user experience and
drive behavior in the form of participation and en-
gagement v
BBVA amp thegamificationWith BBVA Game we have
launched an important Beta
project wich we want to create
an space of interaction with our
on line clients
38
We understand that to generate a fun dialog
with our clients is a challenge Most online us-
ers access our site to check positions and perform
transactions Without a doubt itrsquos quite a challenge
BBVA Game a gamification platform has incorpo-
rated game dynamics as a way to provide additional
value for online banking customers We put together
our best value proposition loyalty programs and
game dynamics which offer the most fun We wanted
to work in teams to create a game that educates our
clients offers stickiness to our clients and offer cross-
selling and upselling opportunities for our business
We will not really know the final results until we learn
from our customers any other pretense would be
rather arrogant
What we do know is that we can use gamification to
get know know our customers better to get closer
to them in an refreshing way to educate them to be
ldquostickyrdquo and of course we can apply this model in
all countries in which we have presence Like BBVA
the concept of gamification is universal
All the team members in various teams who par-
ticipated in bringing BBVA Game to life (Marketing
and Innovation amp Technology) shared one thing in
common We had fun And that is a good sign v
Bernardo Crespo
Head of Digital Marketing and Marketing Lab
BBVA Spain and Portugal
Brian Burke
are leveraging game mechanics to engage customers and financial services companies are no exception This trend is called gamification and while it being used in many different ways the sweet spot is in engaging customers As an early adopter of gamification in the financial services industry BBVA joins a small group of innovators that are turning customers into players and banking into a game The BBVA Game is a leading edge example of using gamification to both engage customers in a fun way while architecting the customer journey Gamification is a win-win for BBVA and its customersrdquo
ldquoCompanies around the world
September 2012 | GAMIFICATION 39
September 2012 | GAMIFICATION 41 40
ForecastInnovationThe early results are in Bunchball a pure gamification platform provider see their customers enjoy the benefits value creation aspects of gamification
An increase of 2x page view Page view per visit increased 60 Unique visitors increased 30 Increase of 100 on time on site An increase of 2x repeat monthly visits 400 ROI (with payback time of as
little as 3 months)
Though the results display initial deploy-
ments numbers itrsquos clear what should
be done with gamification for the short-
term future Just Play See how gamifica-
tion can create or capture value for the
organization
To wrap things up we leave you with
some ldquoGamification Tips from the Prosrdquo
hoping that they may help you better
understand this key topic and perhaps
even help spark some new innovations
in the organization
Gamification Tips from the Pros
SEBASTIAN DETERDING Game designer
ldquoThe most important thing to keep in
mind here is that any good design mdash
game or software mdash hinges on good
designers and design process not on
featuresrdquo
Know your users What motivates
them What is meaningful to them
What keeps them from following
through on their intentions What
kind of games to they like What kind
of community do they prefer Without
user research to figure these things
out you will miss your target audience
Read the Rules Goals and rules create
interesting challenges even can create
meta-games
Sources Sebastian
Deterding Getting Gamifi-
cation Right January 2011
| Sebastian Deterding
Donrsquot Play Games with
Me Pitfalls of Gameful
Design May 2011
Prototype Playtest and Iterate The
core of game design is to build a func-
tional prototype of the rule system as
early as possible to test whether it is
any fun tweak it based on the test re-
sults test it again etc to iterate your
way toward something that is fun and
engaging
Bring in the Data Quantitative
analytics will tell you whether your
point systems donrsquot have loopholes
or exploits or whether you balanced
the difficulty of the goals and mis-
sions you present to the players
ldquoReality ultimately is much more messy
complex random unfair and beyond
our control than gamesrdquo
42 September 2012 | GAMIFICATION 43
Source Gabe Zicher-
mann | Mashable - 7 Win-
ning Examples of Game
Mechanics in Action
Sources Gartner | Gamification Primer Life Becomes a
Game January 2011
Gartner | Maverick Research Motivation Momentum and
Meaning How Gamification Can Inspire Engagement
October 2011
Gartner | Innovation Insight Gamification Adds Fun and
Innovation to Inspire Engagement December 2011
GABE ZIChERMANNGamification expert
ldquoThe initial findings from gamification
specialists are nothing short of astonish-
ing Regardless of your business model
the following seven gamified innovations
should inspire you to strategize via game
analysisrdquo
Make a market (Foursquare) Four-
square proved that location-based
networking wasnrsquot doomed to fail that
simple game mechanics can affect
behavior and that you can engage 10
million customers mdash all while raising
$50 million
Get fit (NextJump) By leveraging the
power of gamification 70 of Next-
Jump employees exercise regularly mdash
enough to save the company millions
in work attendance and insurance
costs over the medium term mdash all the
while making the workplace healthier
and happier
Slow down and smell the money (Volkswagen - Fun Theory) Speed
Camera Lottery idea rewards those
drivers who obey the posted limit by
entering them into a lottery When test-
ed at a checkpoint in Stockholm aver-
age driver speed was reduced by 20
Generate ad revenues (Psych amp NBCUniversal) Club Psych implemented
gamified incentives to raise page
BRIAN BURKE GARTNERTechnology analyst
ldquoThe goal is to inspire deeper more en-
gaged relationships and to motivate
changed behaviors Many organizations
report significantly higher engagement
with gamification But risks abound and
organizations should consider their de-
ployment strategies carefully
Gamification is a business issue that
is enabled by technology mdash business
managers must take the lead in dri-
ving gamification efforts
The application of gamification is very
diverse Focusing on specific goals is
critical to success
Avoid the herd mentality mdash donrsquot imple-
ment a copycat application Most cur-
rent gamified applications are doomed
to fail
Design gamified applications that co-
rrectly position motivation momen-
tum and meaning (M3) to inspire en-
gagement with the audience
Exploit this trend today if you work in
an organization that is willing to take
risks But remember that careful plan-
ning and improvement through itera-
tion are central to every successful im-
plementation of gamification
views by over 130 and
return visits by 40
The resulting rise in
engagement has gener-
ated substantial revenue
for the company bringing
registered user counts from
400000 to nearly 3 million since
the launch of the gamified version
Make research amp evangelism count (Crowdtap) Through the use of gami-
fied virtual rewards the company has
been able to raise average user par-
ticipation by 25 times thus reducing
research costs by 80 or more for key
clients
Save the planet (RecycleBank) RecycleBank utilized game mecha-
nics such as points challenges and
rewards to drive breakthroughs The
project has seen a 16 increase in re-
cycling in Philadelphia where the recy-
cling rate has broken 20 for the first
time in history
Make teaching fun (Ananth Pai) grouped students by learning style
and retooled the curriculum to make
use of off-the-shelf games to teach
reading math and other subjects In
the space of 18 weeks Mr Pairsquos class
went from below third grade average
reading and math levels to mid-fourth
grade v
44 September 2012 | GAMIFICATION 45
MPAA | Theatrical Market Statistics 2012
Alex Osterwalder and Yves Pigneur | Business Model Generation 2009
Daniel Pink | Drive The Surprising Truth About What Motivates Us April 2011
PSFK | The Future of Gaming 2011
Byron Reeves amp J Leighton Read | Total Engagement Using Games and Virtual Worlds to Change the Way People Work and Businesses Compete 2009
Gabe Zichermann | Gamification by Design Implementing Game Mechanics in Web and Mobile Apps August 2011
Gabe Zichermann | Gamification Innovation and the Future (presentation) 2012
Gabe Zichermann amp Joselin Linder | Game-Based Marketing Inspire Customer Loyalty Through Rewards Challenges and Contest 2010
On the WebIan Bogost (Video Game Theorist Critic and Designer)
Bunchball | Gamificationcom
Sebastian Deterding (Game Researcher and Designer) | Coding Conduct Persuasive Design for digital media
Entertainment Software Association | Games Improving What Matters
Gamasutra | Social Gaming and the Bartle Archetype April 13 2012
Gamification of Work
Gamification Research Network
Gaming Business Review | Designing Gamification for the Most Frequent Personality Types September 20 2011
Gaming Business Review | Who Owns Gamification Data February 18 2012
GigaOM | The future of Social Games is Mobile October 2010
Google Insight for Search | Gamification Mashable | 7 Winning Examples of Game Mechanics in Action July 6 2011
Scott Nicholson (MIT Gambit Game Lab) | Because Play Matters
Wired Magazine | Go with the Flow 1996
Wired Magazine | Swedish Speed-Camera Pays Drivers to Slow Down December 6 2010
Gabe Zichermann | The Gamification Blog
A list of links to other useful tools and resources that you may find useful as a supplement to the information offered on the lsquoSimple Bankrsquo report
Books amp PublicationsBunchball | Gamification 101 An Introduction to the Use of Game Dynamics to Influence Behavior October 2010
Tom Chatfield | Fun Inc Why Games are the 21st Centuryrsquos Most Serious Business 2010
Jenova Chen | Flow in Games (and Everything Else) April 2007
Aaron Dignan | Game Frame Using Games as a Strategy for Success 2011
Sebastian Deterding | Getting ldquoGamificationrdquo Right (presentation) January 2011
Entertainment Software Association | 2011 Sales Demographic and Usage Data Essential Facts about the Computer and Video Game Industry 2011
Gartner | Gamification Primer Life Becomes a Game January 2011
Gartner | Innovation Insight Gamification Adds Fun and Innovation to Inspire Engagement December 2011
Gartner | Market Trends Gaming Ecosystem 2011
Gartner | Maverick Research Motivation Momentum and Meaning how Gamification Can Inspire Engagement October 2011
Insight Express | 1Q2012 Digital Consumer Portrait 2011
International Federation of the Phonographic Industry | Recording Industry in Numbers The Recorded Music Market in 2011 March 2012
Jane McGonigal | Reality is Broken Why Games Can Make Us Better and how They Can Change the World 2011
Mihaly Csikszentmihalyi | Flow The Psychology of Optimal Experience 1991
Ralph Koster | A Theory of Fun for Game Design 2005
M2 Research | What is Gamification (presentation) January 2011
46 September 2012 | GAMIFICATION 47
Gamification Experts
In depth
Brian BurkeBrian Burke is an analyst for Gartner specializing in enterprise architecture and IT portfolio management and most recently developing research on the emerging gamification trend His groundbreaking work in the development of federated architectures has been implemented in hundreds of organizations in both the public and private sectors He is also a prominent researcher and speaker in the areas of IT strategy IT organizational structures and businessIT alignment
Jane McGonigalJane McGonigal takes play seriously She studies the power of
games to impact the real-world mdash and she creates games that do just that She is an expert on applying game design and game theory to real work and real business and has consulted and devel-oped internal game workshops for leading technology companies MIT Technology Review named her one of the top 35 innovators changing the world through technology for her role in pioneering the field of alternate reality gaming and Harvard Business Review called her theory of ldquoalternate reality businessrdquo one of the ldquoTop 20 Breakthrough Ideas of 2008rdquo She has a PhD from UC Berkeley in performance studies
Wanda MeloniFounder and president of M2 Research is an industry analyst and market strategist Wanda has a deep understanding of emerging trends in interactive entertainment games and social media Wanda publishes articles and reports that on the market dynamics affecting development and consumer trends In addi-tion to her published works she consults with many of the top companies in the industry providing custom analysis investment strategies strategic positioning and competitive analysis
Gabe ZichermannGabe Zichermann is an entrepreneur author highly rated public speaker and gamification thought leader He is the chair of the Gamification Summit and Workshops and is co-author of the book ldquoGame-Based Marketingrdquo (Wiley 2010) where he makes a compelling case for the use of games and game mechanics in everyday life the web and business
Sebastian Deterding
Sebastian Deterding is a researcher and designer working on user experience persuasive design video games and gamifica-tion His PhD research at the Research Center for Media and Communication at Hamburg University looks into the use of game design to motivate user behavior in non-game contexts Today he speaks and publishes internationally on persuasive design and gamification at events such as reboot republica or Playful and consults game companies on game usability and playability
Other experts include
R Ray Wang Micheal Wu Toby Beresford Dennis Crowley Keith Smith Steven L Johnson Buster Benson Scott Dodson Ian Bogost
48 September 2012 | GAMIFICATION 49
The following section outlines the upcoming technologies that will change everything with predictions on what may come of them in financial industry
The Maps WarEmerging players are consolidating their Maps products and becoming
trusted partners in the Maps solutions landscape A few weeks ago Wikipedia
moved from Google Maps to OpenStreetMap followed by FourSquare Even
Apple launched iPhoto for iOS using OpenStreetMap data for photos with
geolocation tags embedded
IS OPENSTREETMAP A MATURE SOLUTIONOpenStreetMap was founded in July 2004 and it is
defined as a collaborative project to create a free edit-
able map of the world In April 2012 OpenStreetMap
cleared 600000 registered contributors However
not all registered users actually contribute to the
map a minority of individuals contribute the major-
ity of the content (around 3)
High populated areas such as big cities are constant-
ly being updated even at a higher rate than Google
Maps does Low populated areas on the other hand
are not so accurate These areas are currently being
covered by Bing Microsoft Maps solution Despite
Microsoft support certain places may not have ac-
curate information to display Therefore depending
on the needs OpenStreetMaps can be considered a
good approach
AND WhAT ABOUT GOOGLE MAPSGoogle Maps solution is much more than Maps It
is also considered the main advertising platform for
many merchants and functionalities as Street View
add value to final user far beyond geo-localization
But it is no longer free It seems to be quite hard
to make money putting ads on maps so Google
Maps API is limited to 25000 free queries per day
Over that limit it is required to pay Nothing free lasts
forever
Rumors keep growing and it is said that Apple is
working on its own Map solution that will be re-
vealed with the iOS 6 and will include 3D features
We already have a winner the final user
The Maps war is escalating During Applersquos
WWDC in June 2012 the company
announced that the new iOS will no longer
use Google Maps Instead Apple will offer
its own maps solution in the iOS 6 The
new map service along with Siri seems to
offer iOS users more convenience and
solutions (of course shutting out Google)
In fact it looks like Apple wants to extend
the war beyond Maps hellip be careful out
there the titans are clashing
BREAKING NEWS
Technology trends
50 September 2012 | GAMIFICATION 51
According to McKinsey Global Institute big data
can unlock value (high level) for the enterprise
by 1) creating transparency 2) enabling experimen-
tation to discover needs expose variability and im-
prove performance 3) segmenting populations to
customize actions 4) replacingsupporting human
decisions making with automated algorithms and
5) innovating new business models products and
services
RELEVANCE OF BIG DATAOpportunities ndash for example a retail business can
increase operating margins by 60 Early results
show that big data leaders are taking market share
from the laggards suggesting that big data will be-
come a keystone for competitiveness and growth
for the organization
Specifically for the banking sector Citibank has
partnered with IBM (ldquoWatsonrdquo) to use big data for
up-sellingcross-selling opportunities It is stipulated
that they will also use Watson to detect fraud and
analyze customer credit worthiness
The danger (or risk) of big data stems from issues
which will affect all stakeholders namely data pro-
tection and security rights and responsibilities for
using data and accountability and enforcement Ad-
ditionally it is estimated that by 2020 the volume
of data will exceed our capacity for data storage by
more than 21 v
Sources IBM | ldquoUnderstanding Big Datardquo March 2011
McKinsey Global Institute | ldquoBig Datardquo June 2011
World Economic Forum | ldquoRethinking Personal Data
Strengthening Trustrdquo (August 2011)
The Economist | ldquoBig Data Crunching the Numbersrdquo
May 19 2012
2020 346
2005 013
Created
2005 2010 2015 2020
35
30
25
20
15
10
5
0
Storage available Zettabytes = 1 trilion gigabytes
ESTIMATE FORECAST
forecast
OPEN WIDE Global digital information
Source IDC
Striking Gold with Big DataToday the world creates 25 quintillion
bytes of new data ndash everyday 90 of
the worldrsquos data has been created in the
last two years alone In this mountain of
data (both structured and unstructured)
there is gold to be found Companies must
acquire the right tools and processes to
separate the dirt from the gold efficiently
Technology trends
52 September 2012 | GAMIFICATION 53
Innovation at the Core just Copy amp Paste
By using virtualization and replication technolo-
gies banks can create copies of the core system
quickly and provide them to partners in standalone
sandboxes By allowing developers work with a real
core banking environment the pace of innovation
will quicken as developers can test new functionali-
ties without worrying how it will perform when the
product goes live According to ING a full replication
of the core system used to take about 260 days it
now takes less than a day
Source Information Management | May 2012
Core banking platform
New formats
Enterprise 20
Smartphone + Fanatics = Smartphonatics
Smartphonatics are consumers who change their
shopping financial and payment behavior as a
result of owning a smartphone According Aitersquos
Ron Shevlin ldquoThis group is driving the adoption of
mobile payments and banking and setting the bar
for how financial institutions will have to respond
over the next five yearsrdquo 70 of Smartphonatics have used a mobile
device to make a payment 80 of Smartphonatics have used the mobile
banking channel Less than 25 of other consumers have made a
mobile payment About 33 of other consumers have used the
mobile banking channel
Source Aite | May 2012
Everyone wants Mobile Banking including
companies
A recent global survey of treasury executives
suggest that 66 of corporate customers are ready
to use mobile banking which can provide access
to real-time information related to the corporate
environment Customers are willing to pay for
premium services if they can realize efficiencies As
tablets are already part of the C-suite they can boost
adoption by enabling other value added services
Source finextra | May 2012
An analysis of one yearrsquos worth of data of Google
Apps enterprise customers shows us An average user creates 84 DocsSites An average enterprise has 250000 DocsSites
on their domain Compared to on premise solutions the results
are very similar Year over year growth of DocsSites is projected
to be 400 Percentage of DocsSites that are designated
lsquoEverybodyrsquo 55 Percentage of DocsSites that are designated
lsquoPublicrsquo 025 Percentage of Docs Shared Externally 25
Mobile banking
Smartphonatics by Country(Source ACI Worldwide Aite Group)
India
South Africa
Brazil
UAE
China
Italy
Singapore
US
Australia
UK
Sweden
Germany
France
Canada
6042
3734
3127
2420
1816
1110
87
Average Number of External Collaborators 3000
Thinking about the results it seems like enterprise
users have no problems embracing Google Apps
and of course should be mindful of when share
DocsSites with others
Source Forbes | June 2012
When Google Apps go Bighellip What happens
In this section readers will find summaries of the most relevant news of selected topics that have been published over the course of the month based on its relevance to the Banking industry The summaries were prepared by the editorial board Further information is made available for each given topic
Trending issues
54
Good News Bad News
A recent survey shows consumers want to use
mobile wallets and thatrsquos good news However
consumers clearly prefer PayPal Google and Apple
over banks to provide the solutions In fact 8 of 10
consumers in the survey indicated that they would
use mobile wallets if PayPal offered a service
Banks should heed this wake-up call or prepare for
a future without a mobile wallet
Source MarketWatch | June 2012
When it Comes to Social
Women 2 - Men 1
A recent survey of 2000 Britons (commissioned by
British Telecom) discovered that ldquoover half of female
internet users used social networking websites such
as Twitter and Facebook whilst only 34 per cent of
men surveyed admitted to doing so Similarly out of
those surveyed 18 per cent of women believed that
if the internet no longer existed they would miss
social media websites the most This compares to
just seven per cent of menrdquo
Source The Telegraph | May 2012
Mobile payments
Digital Marketing
Crowd finance
Social Media
The ldquoPinrdquo is Mightier than
According to the 2012 Social and Mobile Com-
merce Study (a joint research project by Shoporg
comScore and The Partnering Group) American
consumers follow an average of 93 retail compa-
nies on Pinterest compared to 85 on Twitter and
69 on Facebook For now when it comes to digital
marketing the Pin is mightier
Source Shoporg comScore amp The Partnering Group | June 2012
The Crowd is Growing Crazy
The Crowdfunding Industry Report from
researchers Massolution reveals that
crowdfunding platforms raised almost $15 billion
funding over one million projects in 2011 They also
say that with current trends the already growing
market is set to double in 2012
Source Massolution | June 2012
FUNDER AND FUNDRAISER ACTIVITYPercentage based on sample of 57 and 47 CFPs respectively
89
7
26
4 5
69
1-2 C
AMPAIG
NS
3-5 C
AMPAIG
NS
gt5 CAM
PAIGNS
FUNDERS FUNDRAISERS
Trending issues
56 September 2012 | GAMIFICATION 57
The Internet is Becoming Mobile
By 2017 there will be 5 billion mobile
broadband users three times as
many people as are
using that technology today
With faster mobile network
speeds and global coverage
the mobile internet is poised to
deliver new innovative services as the app
ecosystem will surely find a way to create newer and
or better mobile services According to Ericssonrsquos CEO there is
a ldquoshift in power from the network to the handsetrdquo from connectivity to
apps
Source GigaOm | June 2012
Love at First Bite People just love Applersquos iPad A customer satisfac-
tion polls shows that iPad clearly is heads and
shoulder above its competitors when it comes to
wowing the customers Customers are ldquovery satis-
fiedrdquo with Apple (new) iPad - 81 Apple iPad2 - 71 Samsung Galaxy Tablet - 46 Amazon Kindle Fire - 41 Others - 41
Source Computer World | June 2012
App ecosystem New banking concepts
Join amp enjoy
New Gizmo era
Talk to Bank Voice-enabled search is fast becoming a
differentiator especially with smart devices in the
e-commerce space EasyAsk a natural language
technology company launched Quiri in March 2012
Quiri a virtual personal shopping assistent under-
stands both the intent of the search and has deep
knowledge of the content and products within the
e-commerce site Shoppers can use their iPhone 4S
or Android to verbally search sites for products and
the products they are looking for It is like having
a highly knowledgeable personal shopping
assistant for that one store
Source Sacramento Bee | June 2012
Flashback to EVOKE
Though there is a lot of commercial buzz re-
lated to games and gamification today some
are designed to change the world In 2010 the
World Bank launched the EVOKE a game which
motivate players all over the world to come up
with creative solutions to our most urgent social
problems According to the website ldquoEVOKE is a
ten-week crash course in changing the worldrdquo In
this issue of Innovation Edge we pay homage to
one of the pioneers of gamification
Source World Bank | March 2010
Trending issues
58 September 2012 | GAMIFICATION 59
Connected Cars Solution Market Expected to Exceed $350 million in 5 years
By 2017 according to ABI Research the connected
car market will be about $350 million dollars
growing from $66 million in 2012 Connect Car
solutions include stolen vehicle tracking insurance
telematics infotainment and road user charging
The consumers are asking for a connected lifestyle
and they are asking to be connected to the car
especially the younger consumers
Source ABI | May 2012
Gimme a Hi-Five for health
TldquoFor healthcare delivery wersquore rapidly moving
from a world of inbound patients to a world of in-
bound data The impact of this shift on the health-
care system and how consumers use and act on
health information should not be underestimated
Here are five ways digital apps and smartphones
will transform healthcarerdquo
Improved access to care Improved patient engagement New provider of business models Reduced medicare fraud Improved patient safety
Source Forbes | June 2012
Smart cities + urban mobility
Health
Trending issues
BBVA Innovation Center (Plaza de Santa Baacuterbara 2 Madrid)
13th September | 900ndash1400 h
World renowned experts based on real world ex-
periences would help you ascertain whether or not
gamification is being hyped or is here to stay
Check out the videos and photos of the
event in our web
wwwcentrodeinnovacionbbvacom
Bernardo Crespo Velasco b_crespo
Head of Digital Marketing and Marketing Lab at
BBVA Spain Degree in Management and Econom-
ics from the University of Castilla-La Mancha and the
University of St Andrews He holds a masters in Re-
lational Marketing CRM and e-Commerce at ICEMD
Brian Burke brian_burke
Analyst for Gartner expert in gamification and enter-
prise architecture His groundbreaking work in the
development of federated architectures has been
implemented in hundreds of organizations in both
public and private sectors
Priya Haji priyahaji
CEO and co-founder of SaveUp the first free
rewards program that encourages Americans
to save money and pay down debt while of-
fering a chance to win prizes including a life-
changing $2000000 jackpot Through a fun
and simple approach that employs game me-
chanics SaveUp helps transform the otherwise
mundane activities of savings
Sergio Jimenez gamkt
Sergio Jimenez is an analyst consultant and speak-
er specialized in gamification enthusiastic market-
ing technology and games Mr Jimenez has partici-
pated in numerous projects related to gamification
helping companies of different sectors to introduce
game mechanics in products and service
Gamification amp Banking a passing fad or a serious business
More info
Event
Videos pictures and
all the info
September 2012 | GAMIFICATION 61
We Innovate to GrowBBVA understands innovation as a source of value
creation both for our group and people In order to
effectively manage its development the group relies
on time tested innovation methodologies which were
co-developed with leading experts around the world
The Open Innovation model adopted by the group
attests that BBVA highly values people and talent re-
gardless where they may be and shows the bankrsquos
willingness to lead the transformation of the financial
industry with total openness and without any borders
The BBVA Innovation Center is the focal point for sig-
nificant and disruptive innovation projects
Furthermore the BBVA Innovation Center is a space
to meet a space to share and above all a space listen
and learn from the innovation ecosystem
Being part of an innovation ecosystem allows BBVA to
be near ideas and talent and to facilitate access to the
worldrsquos leading experts It is also a way to share our
collective knowledge with innovation community
wwwcentrodeinnovacionbbvacom
Follow us
wwwfacebookcomcentrodeinnovacionbbva
twittercomcibbva
wwwyoutubecomusercentroinnovacionbbva
wwwslidesharenetCIBBVA
This month events
More info
More info
Innovation at BBVAFor BBVA innovation is a strategic pillar and the BBVA Innovation Center is a major focal point for the grouprsquos effort in this field
CLOUDSTAGE
September 27th BBVA Innova-
tion Center will host the 8th
edition of Cloudstage an event
focused on the cloud This is a
meeting between profession-
als that want to deal with the
possibilities and development
of the cloud computing
KNOWSQUARE
September 25th BBVA Innova-
tion Center will host the event
Knowsqure an online and off
line network board of direc-
tors The aim of this event is
share experiences and knowl-
edge to improve the manage-
ment of companies
Produced by Prodigioso Volcaacuten
(wwwprodigiosovolcancom)
BBVA Innovation Edge is the first corporate magazine focused on innovation Innovation Edge aims to explore new trends and technologies that may impact the financial industry especially retail banking
Each edition features articles analysis and in-depth information about a given trend
WEB Articles and sections are available for free on wwwcentrodeinnovacioncom in both English and Spanish
PDF Our website offers pdf versions of the publications for your reading enjoyment online or offline
APP Innovation Edge is also available in Applersquos App Store All issues will be made available for download at the App Store free of chargerdquo
More info
Are you interested in Innovation Edge Subscribe to our newsletter and be informed of new issuescopyBBVA2012
BBVA Innovation Edge is the result of a collaborative work done by all the people who are involved in innovation at BBVA Group
CONTRIBUTORS TO THIS ISSUE
Mariacutea Pilar Aacutelvarez Garciacutea l Javier Anguiano
Javier Benediacute l Alfonso Bey Navarro
Jaime Bisbal l Reyes Bolumar
Javier Borderiacuteas l Bernardo Crespo
Antonio Garciacutea l Eugenio Garciacutea
Rafael Hernaacutendez l Miguel Aacutengel Intildeesta
Beatriz Lara Bartolomeacute l Carmen Loacutepez
Marcos Marrodaacuten Ciorcia l Luz Martiacuten
Ricardo Martiacuten Manjoacuten l Samuel Martiacuten Valentiacuten
Aacutelvaro Moroacuten l Manolo Moure
Jay Reinemann l Alicia Saacutenchez
Javier Sebastiaacuten l Marcelo Soria
Gustavo Vinacua l Shan Ggu ldquoPhilrdquo Yim
DL AS 2498-2012
No part of this publication can be reproduced or communicate in any form or by any platform electronic o mechanic including photocopying recording o any other system of storage and retrieval without permission of the publisher BBVA
6 September 2012 | GAMIFICATION 7
65
55
33
19
of gamers play
games socially
of gamers play
on mobile devices
of gamers say that
games is their favorite
entertainment activity
of gamers pay
to play online
13play Downloadable Games
21
47play Puzzle Trivial Board
Games and Card Games
play Action Strategy
Sports and Role Playing
Other types
play Persistent Multi-Player
Universe
11
8
Sources Entertainment Software Association | 2011 Sales Demographic and Usage Data 2011PSFK l The Future of Gaming 2011Jane McGonigal l Reality is Broken 2011
September 2012 | GAMIFICATION 9
Fun is Found in the Flow
Mihaly Csikszentmihalyi one of the leading re-
searcher on the topic of happiness describes
flow as ldquobeing completely involved in an activity for
its own sake The ego falls away Time flies Every
action movement and thought follows inevitably
from the previous one like playing jazz Your whole
being is involved and yoursquore using your skills to
the utmostrdquo There are 8 major components com-
ponents of flow
A challenging activity requiring skill A merging of action and awareness Clear goals Direct immediate feedback Concentration on the task at hand A sense of control A loss of self-consciousness An altered sense of time
The experience of flow is often described as ldquoa spon-
taneous joy while performing a taskrdquo In the context
of sports athletes sometimes talk about being in the
zone ldquoa state where the body and mind are in per-
fect harmony and movement becomes effortlessrdquo
Sources Wired |has shown Go with the flow 1996
httpwwwwiredcomwiredarchive409czik_prhtml
Gartner | Maverick Investigacioacuten Motivation Momentum and
Meaning How Gamification Can Inspire Engagement October 2011
Managing the FlowResearch has shown that it normally took years if not
decades of learning the structure of an activity and
strengthening the required skills and abilities to ex-
perience flow Otherwise it required being immersed
in a truly spectacular and unusual context However
Getting into
Diff
icu
lty
SkillTime
FLOW
BOREDOM
ANXIETY
According to Psychologist Mihaly Csikszentmihalyi people feel best when they
are at the perfect level of their skills neither underchallenged (boredrom) nor
overchallenged (anxiety and frustration) And as people learn with time and
repetition challenges have to increase to keep up with growing skills
Source Google Tech Talk I Sebastian Deterding 2011
the FlowThe experience of flow is often
described as ldquoa spontaneous
joy while performing a taskrdquo
This concept of flow as the
gateway to happiness is also
the basis of video games
The video game industry
understands flow and has
accumulated much experience
should we learn from this
experience
8
10 September 2012 | GAMIFICATION 11
Health Computer and video games serve as
useful tools to preserve well-being heal the in-
jured and train the professionals who respond
to medical emergencies
Social Issues Nonprofit organizations and
issue advocates now view video games as an
effective medium for communicating ideas and
generating support among young tech-savvy
consumers
Workplace As the generation that grew up
with video games enters and assumes leader-
ship positions in the workplace computer and
video games increasingly play a role in busi-
ness operations
Source Entertainment Software
Association | Games Improving What Matters
Future of FlowResearch has discovered that ldquosuperstarsrdquo (high
achieving individuals) are found to have spent
more than 10000 hours of practice before the
age of twenty in their respective fields and top
performers (successful but not superstars) have
spent about 8000 hours
Thanks to video games Digital Natives are expert
problem solvers and collaborators by the age of
21 years (or at least in the virtual world) Typically
they would have amassed well over 10000 hours
of experience of resolving issues as a group
When they enter into the workforce they enter as
experts in collaborative problem solving All they
need is flow v
Source Jane McGonigal | Reality is Broken
with video games one can go from zero to flow in 30
seconds The video game industry understands the
concept of flow and has accumulated much experi-
ence and knowledge harnessing the power of flow
Source Jane McGonigal | Reality is Broken
Harnessing the FlowBy having a shared vision shared goals and the
right processes organizations can tap the power of
flow and channel it to drive motivation and change
behaviors in group settings ultimately helping peo-
ple to become more productive and perhaps even
happier
Source Jane McGonigal | Reality is Broken
Flow EverywhereIn about 40 years video games have transformed
from a diversion for the few into a mass medium
helping people learn work and of course play
According to the Entertainment Software Associa-
tion video games can be applied to
Family Life Games in the ldquofamily entertainmentrdquo
category are one of the most popular segments
of the video game market
Art Galleries now feature game artwork in a
number of exhibits and entertainment software
serves as a new medium for emerging artists
Economy The video game industry is one of the
fastest growing sectors in the US economy con-
tinuing to provide jobs to state and local econo-
mies across the nation
Education Entertainment software helps impart
knowledge develop life skills and reinforce posi-
tive habits in students of all ages
Early versions of team based ballgames were played such as Episkyros (in Greece) and Harpastum (Rome) which later gave rise to Shrovetide Football during the Medieval ages (the forerunner to modern day ldquosoccerrdquo)
In Egypt a early board game played with dice was found as part of a Backgammon set dating back to 3100 BC
As the generation who grew up with video games enters and assumes leadership positions in the workplace computer and video games increasingly play a role in business operations
12 September 2012 | GAMIFICATION 13
Gamification is a process of using game thinking and mechanics to engage users This concept can be applied to both customer facing applications and employee facing applications in the companyrsquos business model Enterprise architects must be ready to manage a variety of ldquoplayer typesrdquo (achievers socializers explorers and killers) and deployment scenarios
The
to EngageFun Way
14 September 2012 | GAMIFICATION 15
Gamification What is it
As is the case for an emerging concept defining the
term ldquocorrectlyrdquo is both challenging and elusive -
as it depends on who you talk to platform providers
game designers practitioners industry observers etc
Below a Google Trends snapshot taken on April 2012
shows the historical evolution of Gamification as a
search term According to Gartner ldquogamification has
emerged as a recognizable trend Rarely does an
emerging trend impact so many areas of business
societyrdquo
Key Findings about Gamification Gamification is positioned to become a significant
trend over the next few years
Organizations are increasingly turning to gami-
fication to motivate changed behaviors and
engage internal and external stakeholders
Novelty and hype are driving the current success
of gamification
Success doesnrsquot come easy ldquoDuring four decades
of video game development many games have
failed despite their developers having the best
intentionsrdquo
Sources Gartner | Gamification Primer Life Becomes a Game enero 2011
Gartner | Maverick Research Motivation Momentum and Meaning How
Gamification Can Inspire Engagement October 2011
Gartner | Innovation Insight Gamification Adds Fun and Innovation
to Inspire Engagement December 2011
Some formal definitions
RESEARChER AND GAME DESIGNERldquoThe use of design elements from video games in non-game contexts to make a product service or application more fun engaging motivatingrdquo
Source Sebastian Deterding | Getting ldquoGamificationrdquo Right January 2011
GAMIFICATION PLATFORM PROVIDERldquoWhen used in a business context gamification is the process of integrating game dynamics (and game mechanics) into a website business service online community content portal or marketing campaign in order to drive participation and engagementrdquo
Source Bunchball | Gamification 101 An Introduction to the Use of Game Dynamics to Influence Behavior October 2010
PRACTITIONER (GAMIFICATION INDUSTRY)Gamification is ldquothe process of using game thinking and mechanics to engage usersrdquo
Source Gabe Zichermann | Gamification Innovation and the future 2012
INDUSTRY OBSERVERldquoGamification uses game mechanics such as challenges rules chance rewards and levels to transform daily tasks into playful activitiesrdquo
Source Gartner | Innovation Insight Gamification Adds Fun and Innovation to Inspire Engagement December 2011
Jan 12Jan 11 Apr 11 Jul 11 Oct 11 Apr 12Oct 10
100
80
60
40
20
0
Evolution of the term ldquoGamificationrdquo in Google search
16 September 2012 | GAMIFICATION 17
ldquoGames are the New NormalrdquoDuring the Games for Change Festival an event that
facilitates the creation and distribution of social im-
pact games that serve as critical tools in humanitarian
and educational efforts Al Gore said that ldquoThe gami-
fication trend is really extremely powerfulhellip Games
are the new lsquonormalrsquo for hundreds of millions of users
every month It has been very exciting to me to see
so many ideas that integrate social good and efforts
to make the world a better place into gamesrdquo
The current expectation of Gamification is generating
tremendous buzz everywhere Gartner suggests that
more than 70 of the global 2000 businesses will
Some examples of gamification
MINTMint is a free service which can
aggregate all financial accounts
into one place Users can set a
budget track goals and more
MINDBLOOMMindbloom is a ldquoLife Gamerdquo which
improves the quality of life of the
players in a simple and effective way
NIKENike + FuelBand tracks usersrsquo pro-
gress throughout the day providing
real-time feedback visually
Hype Cycle
Less than 2 years 2-5 years 5-10 years more than 10 years
Imagen recognition
3D printing
Hosted virtualdesktops
E-book readers
Mobile Application Stores
Predictive Analytics
Location-Aware Applications
Speech recognition
Consumerization
Virtual worlds
Wireless power ampSocial Analytics
ldquoBig Datardquo Speech recognition
Biometric Authentication
Methods
Idea management
Mobile robots
Plateau ofProductivity
Slope of EnlightenmentTrough of Disillusionment
Peak ofInflated
Expectations
TechnologyTrigger
Gamification
Exp
ecta
tio
ns
Time
Social TV
Video Analyticsfor customer service
Computer-Brain interface
Quantum computing
Human Augmentation
3D bioprinting
Internet TV
Group buying
Cloud web Platforms
QRcolor code
Machine-to-MachineCommunication services
Private Cloud computing
Cloud computing amp Media tablets
Gesture recognition
Augmented Reality
Virtual Assistants
In-memory Database Management Systems
Mesh Networks Sensor
Source Gartner
apply gamification by 2015 Gamification is believed to
innovate key processes which enhance value proposi-
tions and maximize infrastructure efficiency Whatever
the reason may be it seems that everyone is express-
ing an interest in it including BBVA
Once an obscure search term a short while ago
gamification has now leapt into Gartnerrsquos Hype Cy-
cle for Emerging Technologies 2011 mdash directly into
the Peak of Inflated Expectations However Gartner
also warns their clients to be patient as they believe
that gamification will not reach the Plateau of Pro-
ductivity for another 5 to 10 years
Ver video
Ver video
Ver video
18 September 2012 | GAMIFICATION 19
The Core Issue of Gamification a Closer Look at Game Mechanics and Intrinsic Motivation The current discussion of gamification hinges on a
lively debate between two sides one camp focuses
on game mechanics such as points badges leader-
boards and Incentives and the other camp focuses
internal motivation such as ldquoGame Thinkingrdquo and
motivational design For businesses the arguments
proposed by game mechanics are stirring up excite-
ment as the platform providers are backing up their
talk with great early results Gamification is initially
proving that itrsquos engaging people
GAME MEChANICS POINTS BADGES AND LEADERBOARDSAccording to a leading gamification platform
provider gamification works because game me-
chanics help to drive participation engagement
and loyalty on online properties site or commu-
nity Game mechanics include points levels cha-
llenges virtual goods score boards and gifting
amp charity In theory game mechanics are directly
linked to human desires reward status achieve-
ment self-expression competition and altruism
Although the early results are positive Gartner
warns that gamification is currently driven by
novelty and hype The technology research firm
suggests that the Plateau of Productivity wonrsquot
be reached for another 5 to 10 years Businesses
need to figure out how best apply gamification
in their business models Towards that end con-
sidering the inputs from game thinkers or moti-
vational designers may be beneficial
INTRINSIC MOTIVATION (OR GAME ThINKINGMOTIVATIONAL DESIGN)As a counterpoint to all the current game me-
chanics buzz Sebastian Deterding (researcher
and game designer) offers his take on the whole
gamification thing He advises that to be effective
gamification projects should include key elements
from game thinkingdesign meaning mastery
and autonomy
Meaning Gamified applications have to con-
nect to something that is already meaningful to
the user - or to wrap themselves in a story that
makes them meaningful ldquoThe general lesson
is that to be successful a gamified application
must provide something that is already mean-
ingful to the user in its own rightrdquo
Mastery The experience of being competent
of achieving something Video games donrsquot just
present goals They ensure that a structured flow
of nested goals pulls you through from the long-
term goal (save world rescue princess) to medi-
um-term (kill level boss-monster) and short-term
goals (collect five level coins) Wherever you are in
and whenever you return to a good game there
will always be one next goal that is just within
reachrdquo
Autonomy A free space to play in and some-
thing to play with providing ldquospacerdquo for explora-
tion and expression
Source Sebastian Deterding | Getting ldquoGamificationrdquo RightPrimary desire a particular game mechanic fulfills Other areas that it affects
Reward
Points
Levels
Challenges
VirtualGoods
ScoreBoards
Gifftings amp Charity
StatusArchieve-
mentSelf-
ExpressionCompetition Altruism
human desires
Gam
es m
ech
anic
s
September 2012 | GAMIFICATION 21
Putting Gamification to Work
ldquoWhere games traditionally model the real world or-
ganizations must now take the opportunity for their
real world to emulate gameshellip enterprise architects
must be ready to contribute to gamification strategy
formulation and should try at least one gaming ex-
ercise as part of their enterprise context planning
efforts this yearrdquo
All games when reduced to their core have four de-
fining traitsDeployment Scenarios
(Brian Burke - Gartner)
Gamification designers need to consider the desired results and behaviors
when gamifying Key Processes for the organization
Cooperative
IntrinsicExtrinsic
Competitive
Poker game Players are motivated to maximize their own score to achieve a greater share of the rewards increasing their personal worth effectively taking a larger share of the pie
Fishing boat Players are motivated to maximize to produce the highest possible overall score to maximize the team production effectively creating a larger pie to be split
Beauty Contest Players are motivated to maximize their individual results usually to achieve a higher status
Burning Building Players are motivated to maximize the overall outcome and to maximize the im-pact of game play
Feedback system ldquoThe feedback system
tells players how close they are to achie-
ving the goalhellip Real-time feedback serves as a
promise to the players that the goal is achie-
vable and it provides motivation to keep playingrdquo
Voluntary participation ldquoEveryone who is play-
ing the game knowingly and willingly accepts the
Player Types
(Richard Bartle - Designing Virtual Worlds)
The Player Types are four terms describing generalized behavior in a Multi-user virtual space
Source httpwwwmudcoukrichardhcdshtm httpfrankcaroncomFloggerp=1732 and
httpwwwgamasutracomblogsSteveMallory20120413168507Social_Gaming_and_the_Bartle_Archetypesphp
AchieversDEFINED BYA focus on attaining status and achieving preset goals quickly andor completely
ENGAGED BYAchievements
SocialitesDEFINED BYA focus on socializing and drive to develop a network of friends and contacts
ENGAGED BYNewsfeeds friends list chat
ExplorersDEFINED BYA focus on exploring and drive to discover the unknown
ENGAGED BYObfuscated achievements
KillersDEFINED BYA focus on winning rank and direct peer-to-peer competition
ENGAGED BYLeaderboards ranks
Goal ldquoThe specific outcome that players will work
to achieve It focuses their attention and continually
orients their participation throughout the gameThe
goal provides player with a sense of purposerdquo
Rules The ldquolimitations on how players can achieve
the goal By removing or limiting the obvious ways of
getting to the goal the rules push players to explore
previously uncharted possibilities spaces They un-
leash creativity and foster strategic thinking
goal the rules and the feedback Knowingness esta-
blishes common ground for multiple people to play
togetherrdquo
Source Jane McGonigal | Reality is Broken 2011
In addition understanding player types and de-ployment scenarios can help organizations to think
strategically about gamification and explore the best
application for the companyrsquos business model v
20
September 2012 | GAMIFICATION 23 22
GamificationGaming
Gamification is a hot topic today and
everyone wants to play Playing this game to
win requires the right strategies tactics and
moves Currently organizations are gaming
gamification to understand the possible
advantages while avoiding potential pitfall
along the way Can our hero make it to the
next level
ldquoOrganizations are using gamification internally to recruit train and enhance employee performance They are using it to drive innovation share knowledge and improve employee health Gamification is also helping organizations engage external stakeholders in customer loyalty marketing education and innovation initiatives The target audience of gamification can be any defined group of stakeholders (customers employees or the Web collective)rdquo
Source Brian Burke Gartner | Gamification Primer Life Becomes a Game
We have some interesting data
1 Business ApplicationGamification helps companies to
Increase User Engagement
47Increase Brand Loyalty
22Increase Brand Awareness
15Motivation
9Employee Training
7Source M2 Research
24 September 2012 | GAMIFICATION 25
2 Gamification Platform client Industry BreakdownThe early adopters of gamification come mostly
from entertainment and publishing industries repre-
senting 60 of all companies Financial companies represented 6 of early adopters
Gamification offers significant innovation opportuni-
ties for financial companies especially for employee
facing applications The breakdown of other indus-
tries are presented below
Entertainment 42
Publishers 18
Consumer Goods 15
healthcareWellness 10
Financial 6
Retail 5
Education 3
Telecom 1
Source M2 Research
3 Growth of Gamification
growth in 2012
197
growth in 2011
155
4 Potential MarketSpending on gamification is projected to grow from
$100 million in 2011 to $28 billion dollars in 2016
2000000
1500000
1000000
500000
2012 2013 2014 2015
$ 196000
$ 434000
$ 860000
$ 1600000
Promiseand the ldquoFine Printrdquo
TheGamification despite its name is a se-
rious business opportunity and risk
It may be the ldquosecret saucerdquo to unlocking
value for the organization Given that we
are early stages of this trend it makes
sense that there are a lot of positive
news being generated at this moment
and there arenrsquot a whole lot of negative
stuff Letrsquos take a look at the opportunities
and challenges of gamification
To help clarify Gamification and to best apply it CIBBVA is thinking in business models We are going to use the Business Model Canvas to better understand the business implications of gamification For readers who may not be familiar with the Business Model Canvas a brief back-grounder is provided
ldquoA business model describes the rationale of how an organization creates delivers and captures valuerdquo
A business model can be best described through nine basic building blocks that show the logic of how a company intends to make money The business model is like a blueprint for a strategy to be implemented through organizational structures processes and systems
When done ldquorightrdquo gamification can
offer new ways of engaging an eager
user base and when done ldquowrongrdquo
it can estrange them Itrsquos the next
ldquobig thingrdquo but each organization
needs to explore the opportunities
and risks associated with it But
be warnedhellip read the fine print
ldquogamification is currently driven by
novelty and hyperdquo and filled with
potential pitfalls
26 September 2012 | GAMIFICATION 27
Key Partnerships
Key Resources
Cost Structure
Business OpportunitiesBased on early experiences and ldquoguru talkrdquo it seems
clear that gamification presents opportunities for
both sides of companyrsquos business model both value
(the customer facing business units) and efficiency
(the employeepartner facing business units) More
exploration is needed to test its usefulness in specific
areas of business models such as customer relation-
ships channels key activities key partners etc
Though a ldquowait and seerdquo strategy to assessing busi-
ness opportunities seems prudent it is evident that
gamification offers an immediate opportunity to
showcase BBVArsquos innovation power (if done correctly)
Business RisksThere are some concerns related to gamification
Gartner advises clients that current gamification
applications is ldquomotivated by the novelty of gami-
fication This will wear off as user fatigue sets in
an the sustainability of engagement becomes an
issuerdquo Gamification from a business point of view
has some perceived risks as it is almost impossi-
ble to separate the wheat from the chaff However
there are some significant threats that should be
addressed
Totally green (as in not mature) ldquoBoth in success-
ful models to emulate and in a shortage of people
who understand game design Game design ex-
perience has not intersected with typical business
functions not even ITrdquo
Blockbuster game donrsquot happen that often and
probably less with gamification ldquoTrying to add fun
to an activity that has another purpose is more
difficult still One fact that does seem clear is that
Key Activities
EMPLOYEE BEHAVIOR IMPROVEMENT Surveys suggest low employee engagement Gamification can make work ldquofunrdquo
NEW PRODUCTS AND SERVICES designed by ldquogame thinkingrdquoGamification can become the process for building a comprehensive new digital services platform
Customer Segments
Revenue Streams
Value Propositions Customer Relationships
Channels
Gamification offers customers personalized automated self-service relationships with a high component of co-creation and community
BRANDING AS A VPGood gamification deployments can increase the value of a companyrsquos brand
BUNDLING AS A VP Gamification is ldquobundledrdquo to existing productsservices to enhance the value proposition to customers
Gamification when done
ldquorightrdquo can increase customer
ldquostickinessrdquo at almost
every channel phase
Gen X and Gen Y customers These CSs are already familiar with game dynamics and mechanics Gamification may help to attract and engage new customers
28 September 2012 | GAMIFICATION 29
Key Partnerships Key Activities
Key Resources
Gamification is more of a process than a productUser engagement must be built in at the productservice development level
Cost Structure
simply adding points badges and leader boards is
not going to make engaging with an organization
more funrdquo
No ldquoone size fits allrdquo with gamification Different
people play different games for different reasons
ldquoWhile gamifying some activity may engage part
of the stakeholders it is not likely to appeal to all
stakeholders
Does it make sense for us ldquoIn many corporate
environments the very notion of building lsquofunrsquo into
any activity will be a nonstarter The idea of lsquofunrsquo can
seem very trivializingsuperficialno what grown-
ups do Selling gamification in these organizations
will be very difficultrdquo
Unexpected consequences ldquoTurning an acti-
vity in a game invites players to try to lsquogame the
systemrsquo and may result in unintended conse-
quencesrdquo
More time is needed to better identify the risks
associated with gamification As the technology
enters Trough of Disillusionment in Gartnerrsquos Hype
Cycle the negative version of the fairytale will
soon materialize and begin to dominate as some
companies will painfully learn that all that glitters
isnrsquot gold The golden child might look more like a
whipping boy v
Trial and Error is part of the learning curve Donrsquot put on the ROI hat hellip
Value Propositions
Channels
Customer Segments
Revenue Streams
Customer Relationships
Companies risk taking customers on unnecessary journeys distracting them from the main purpose of giving them what they actually want
Who owns the data Data
ownershipresponsibility
needs to be addressed and for
financial services companies
this may be difficult
30 September 2012 | GAMIFICATION 31
32 September 2012 | GAMIFICATION 33
GlobalSnapshots
Around the world companies and organizations are seriously experimenting with gamification Whether playing a lottery with the speed limit or learning about real estate investments gamification projects are capturing the imagination of people
34 September 2012 | GAMIFICATION 35
SIEMENS A visual FarmVille-style game that allows players to
learn the connections of each part of the plant and
manufacturing process
Ver video
IBM INNOV8 the IBM Business Process Management
(BPM) simulation game gives both IT and business
players a better understanding of how effective BPM
impacts an entire business ecosystem
GOOGLE Google employees get a per diem amount for busi-
ness trips depending on the destinations If they
are above the limit they submit the receipt and get
reimbursed If they are below the per diem they
can use it to save it towards another business trips
(which would have had no budget) or upgrade 1st
class Compliance with the process has shot up to
over 90
SAP Sustainability Quiz The idea was to make beha-
vioral change fun and inform employees about the
success of SAPrsquos sustainability efforts and what steps
they can take themselves In less than a month over
one thousand colleagues played the game many of
them repeatedly
SAP Community Networks (SCN) ldquoThe SCN is
also a good example to introduce you to a couple
of game mechanics Points (as ldquopoints pointsrdquo but
also views of your articlesblogs) leaderboards (list
of top contributors but also exposure of you arti-
cle on the main SDN page) status (mentor badge
goldsilverbronze medal) social interaction (dis-
cussions meetups)rdquo
DELOITTE ldquoConsulting firm Deloitte Touche Tohmatsu Ltd
are incorporating elements of videogames into the
workplace Theyrsquore deploying reward and competi-
tive tactics commonly found in the gaming world
to make tasks such as management training data
entry and brainstorming seem less like workrdquo
SALESFORCE Salesforce Motivation motivates professionals us-
ing proven techniques that sales managers have
always used team competitions leaderboards and
rewards But instead of tracking and managing those
programs manually companies can use cloud-based
applications to ldquoautomaterdquo tasks so that the team
stays focused on the activities and rewards that are
critical
BARCLAYS 56 Sage Street A portal to help teach about mo-
ney finance and banking in an enjoyable way
BANK OF AMERICA Bad Credit Hotel (in collaboration for the US De-
partment of Treasury) Learn about debt manage-
ment credit history and credit scores
COMMONWEALTh BANK Investorville is a virtual world where one can try
hisher luck at investing in rental property without
the risk of buying one
MICROSOFT RibbonHero is an application that encourages MS
Office users to learn more about the different fea-
tures by watching videos and taking short exams
CODEACADEMY Codecademy is a web-based interactive platform
where players can learn to code and are rewarded
with points and badges The players get encouraging
real-time feedback on progress bars and can connect
with their friends and compete against them
VOLKSWAGEN (FUN ThEORY)Speed Camera Lottery ldquoCan we get more people
to obey the speed limit by making it fun to do (The
idea) was so good that Volkswagen together with
The Swedish National Society for Road Safety ac-
tually made this innovative idea a reality in Stock-
holm Sweden The average speed of cars passing
the camera dropped from 32kmh before the experi-
ment to 25kmh afterrdquo (Wired)
Ver video
Walking up the Piano Stairs ldquoCan we get more peo-
ple to take the stairs over the escalator by making it
fun to dordquo The project led to an increase of 66 in
the use of the piano stairs
Ver video
Recycling is Fun At Bottle Bank Arcade recycling
was turned into a fun activity
Ver video
Employee
Facing
Gamification
Customer Facing
Gamification
Projects in
Financial
Services
Customer
Facing
Gamification
Projects
36 September 2012 | GAMIFICATION 37
Other notable companies include
Bigdoor
Crowd Twist
Get Glue
Playgen
SCVNGR
Gamification Platform ProvidersFor organizations who are considering off the shelf
solutions platform providers are offering turnkey so-
lutions for gamification Below we present some of
the leading vendors
BUNChBALLBunchball offers the Nitro gamification platform and
its analytics solution to create customized action-
able and scalable user experiences for consumers
employees and partners Nitro is a scalable and
reliable gamification platform managing over 125
million users and tracking over 15 Billion actions to
date Founded in 2005 Bunchballrsquos investors include
Granite Ventures Triangle Peak Partners Northport
Investments Correlation Ventures and Adobe Sys-
tems Incorporated
BADGEVILLE Founded in 2010 Badgeville draws on techniques
from social gaming traditional loyalty programs and
social networking in its suite of Behavior Lifecycle
Management solutions Built on database techno-
logy Badgevillersquos PaaS (Platform-as-a-Service) is de-
signed to connect user reputation across all of your
digital touch points Badgeville is funded by Norwest
Venture Partners El Dorado Ventures Trinity Ven-
tures and the Webb Investment Network
CROWDTAP Crowdtap is the Influencer Marketing platform ena-
bling leading brands to easily identify activate and
manage their influential consumers for real-time
insights and powerful online and offline peer-to-peer
marketing Crowdtap intends to shift marketing to
a fully collaborative and participatory process be-
tween brands and consumers
CYNERGY According to Cynergy ldquoWe make incredible experi-
ences happenmdashno easy task Great design is criti-
cal but incredible experiences are much more than
just pixelsmdashthey require the artful merging of expert
strategy design excellence and cutting-edge tech-
nology delivered by a single integrated team Thatrsquos
our formulamdashthatrsquos how we make incredible experi-
ences happenrdquo
IACTIONABLE IActionable is a web based (SaaS) gamification
software platform that applies game mechanics
to non-game applications IActionable can be used
to change user interface and user experience and
drive behavior in the form of participation and en-
gagement v
BBVA amp thegamificationWith BBVA Game we have
launched an important Beta
project wich we want to create
an space of interaction with our
on line clients
38
We understand that to generate a fun dialog
with our clients is a challenge Most online us-
ers access our site to check positions and perform
transactions Without a doubt itrsquos quite a challenge
BBVA Game a gamification platform has incorpo-
rated game dynamics as a way to provide additional
value for online banking customers We put together
our best value proposition loyalty programs and
game dynamics which offer the most fun We wanted
to work in teams to create a game that educates our
clients offers stickiness to our clients and offer cross-
selling and upselling opportunities for our business
We will not really know the final results until we learn
from our customers any other pretense would be
rather arrogant
What we do know is that we can use gamification to
get know know our customers better to get closer
to them in an refreshing way to educate them to be
ldquostickyrdquo and of course we can apply this model in
all countries in which we have presence Like BBVA
the concept of gamification is universal
All the team members in various teams who par-
ticipated in bringing BBVA Game to life (Marketing
and Innovation amp Technology) shared one thing in
common We had fun And that is a good sign v
Bernardo Crespo
Head of Digital Marketing and Marketing Lab
BBVA Spain and Portugal
Brian Burke
are leveraging game mechanics to engage customers and financial services companies are no exception This trend is called gamification and while it being used in many different ways the sweet spot is in engaging customers As an early adopter of gamification in the financial services industry BBVA joins a small group of innovators that are turning customers into players and banking into a game The BBVA Game is a leading edge example of using gamification to both engage customers in a fun way while architecting the customer journey Gamification is a win-win for BBVA and its customersrdquo
ldquoCompanies around the world
September 2012 | GAMIFICATION 39
September 2012 | GAMIFICATION 41 40
ForecastInnovationThe early results are in Bunchball a pure gamification platform provider see their customers enjoy the benefits value creation aspects of gamification
An increase of 2x page view Page view per visit increased 60 Unique visitors increased 30 Increase of 100 on time on site An increase of 2x repeat monthly visits 400 ROI (with payback time of as
little as 3 months)
Though the results display initial deploy-
ments numbers itrsquos clear what should
be done with gamification for the short-
term future Just Play See how gamifica-
tion can create or capture value for the
organization
To wrap things up we leave you with
some ldquoGamification Tips from the Prosrdquo
hoping that they may help you better
understand this key topic and perhaps
even help spark some new innovations
in the organization
Gamification Tips from the Pros
SEBASTIAN DETERDING Game designer
ldquoThe most important thing to keep in
mind here is that any good design mdash
game or software mdash hinges on good
designers and design process not on
featuresrdquo
Know your users What motivates
them What is meaningful to them
What keeps them from following
through on their intentions What
kind of games to they like What kind
of community do they prefer Without
user research to figure these things
out you will miss your target audience
Read the Rules Goals and rules create
interesting challenges even can create
meta-games
Sources Sebastian
Deterding Getting Gamifi-
cation Right January 2011
| Sebastian Deterding
Donrsquot Play Games with
Me Pitfalls of Gameful
Design May 2011
Prototype Playtest and Iterate The
core of game design is to build a func-
tional prototype of the rule system as
early as possible to test whether it is
any fun tweak it based on the test re-
sults test it again etc to iterate your
way toward something that is fun and
engaging
Bring in the Data Quantitative
analytics will tell you whether your
point systems donrsquot have loopholes
or exploits or whether you balanced
the difficulty of the goals and mis-
sions you present to the players
ldquoReality ultimately is much more messy
complex random unfair and beyond
our control than gamesrdquo
42 September 2012 | GAMIFICATION 43
Source Gabe Zicher-
mann | Mashable - 7 Win-
ning Examples of Game
Mechanics in Action
Sources Gartner | Gamification Primer Life Becomes a
Game January 2011
Gartner | Maverick Research Motivation Momentum and
Meaning How Gamification Can Inspire Engagement
October 2011
Gartner | Innovation Insight Gamification Adds Fun and
Innovation to Inspire Engagement December 2011
GABE ZIChERMANNGamification expert
ldquoThe initial findings from gamification
specialists are nothing short of astonish-
ing Regardless of your business model
the following seven gamified innovations
should inspire you to strategize via game
analysisrdquo
Make a market (Foursquare) Four-
square proved that location-based
networking wasnrsquot doomed to fail that
simple game mechanics can affect
behavior and that you can engage 10
million customers mdash all while raising
$50 million
Get fit (NextJump) By leveraging the
power of gamification 70 of Next-
Jump employees exercise regularly mdash
enough to save the company millions
in work attendance and insurance
costs over the medium term mdash all the
while making the workplace healthier
and happier
Slow down and smell the money (Volkswagen - Fun Theory) Speed
Camera Lottery idea rewards those
drivers who obey the posted limit by
entering them into a lottery When test-
ed at a checkpoint in Stockholm aver-
age driver speed was reduced by 20
Generate ad revenues (Psych amp NBCUniversal) Club Psych implemented
gamified incentives to raise page
BRIAN BURKE GARTNERTechnology analyst
ldquoThe goal is to inspire deeper more en-
gaged relationships and to motivate
changed behaviors Many organizations
report significantly higher engagement
with gamification But risks abound and
organizations should consider their de-
ployment strategies carefully
Gamification is a business issue that
is enabled by technology mdash business
managers must take the lead in dri-
ving gamification efforts
The application of gamification is very
diverse Focusing on specific goals is
critical to success
Avoid the herd mentality mdash donrsquot imple-
ment a copycat application Most cur-
rent gamified applications are doomed
to fail
Design gamified applications that co-
rrectly position motivation momen-
tum and meaning (M3) to inspire en-
gagement with the audience
Exploit this trend today if you work in
an organization that is willing to take
risks But remember that careful plan-
ning and improvement through itera-
tion are central to every successful im-
plementation of gamification
views by over 130 and
return visits by 40
The resulting rise in
engagement has gener-
ated substantial revenue
for the company bringing
registered user counts from
400000 to nearly 3 million since
the launch of the gamified version
Make research amp evangelism count (Crowdtap) Through the use of gami-
fied virtual rewards the company has
been able to raise average user par-
ticipation by 25 times thus reducing
research costs by 80 or more for key
clients
Save the planet (RecycleBank) RecycleBank utilized game mecha-
nics such as points challenges and
rewards to drive breakthroughs The
project has seen a 16 increase in re-
cycling in Philadelphia where the recy-
cling rate has broken 20 for the first
time in history
Make teaching fun (Ananth Pai) grouped students by learning style
and retooled the curriculum to make
use of off-the-shelf games to teach
reading math and other subjects In
the space of 18 weeks Mr Pairsquos class
went from below third grade average
reading and math levels to mid-fourth
grade v
44 September 2012 | GAMIFICATION 45
MPAA | Theatrical Market Statistics 2012
Alex Osterwalder and Yves Pigneur | Business Model Generation 2009
Daniel Pink | Drive The Surprising Truth About What Motivates Us April 2011
PSFK | The Future of Gaming 2011
Byron Reeves amp J Leighton Read | Total Engagement Using Games and Virtual Worlds to Change the Way People Work and Businesses Compete 2009
Gabe Zichermann | Gamification by Design Implementing Game Mechanics in Web and Mobile Apps August 2011
Gabe Zichermann | Gamification Innovation and the Future (presentation) 2012
Gabe Zichermann amp Joselin Linder | Game-Based Marketing Inspire Customer Loyalty Through Rewards Challenges and Contest 2010
On the WebIan Bogost (Video Game Theorist Critic and Designer)
Bunchball | Gamificationcom
Sebastian Deterding (Game Researcher and Designer) | Coding Conduct Persuasive Design for digital media
Entertainment Software Association | Games Improving What Matters
Gamasutra | Social Gaming and the Bartle Archetype April 13 2012
Gamification of Work
Gamification Research Network
Gaming Business Review | Designing Gamification for the Most Frequent Personality Types September 20 2011
Gaming Business Review | Who Owns Gamification Data February 18 2012
GigaOM | The future of Social Games is Mobile October 2010
Google Insight for Search | Gamification Mashable | 7 Winning Examples of Game Mechanics in Action July 6 2011
Scott Nicholson (MIT Gambit Game Lab) | Because Play Matters
Wired Magazine | Go with the Flow 1996
Wired Magazine | Swedish Speed-Camera Pays Drivers to Slow Down December 6 2010
Gabe Zichermann | The Gamification Blog
A list of links to other useful tools and resources that you may find useful as a supplement to the information offered on the lsquoSimple Bankrsquo report
Books amp PublicationsBunchball | Gamification 101 An Introduction to the Use of Game Dynamics to Influence Behavior October 2010
Tom Chatfield | Fun Inc Why Games are the 21st Centuryrsquos Most Serious Business 2010
Jenova Chen | Flow in Games (and Everything Else) April 2007
Aaron Dignan | Game Frame Using Games as a Strategy for Success 2011
Sebastian Deterding | Getting ldquoGamificationrdquo Right (presentation) January 2011
Entertainment Software Association | 2011 Sales Demographic and Usage Data Essential Facts about the Computer and Video Game Industry 2011
Gartner | Gamification Primer Life Becomes a Game January 2011
Gartner | Innovation Insight Gamification Adds Fun and Innovation to Inspire Engagement December 2011
Gartner | Market Trends Gaming Ecosystem 2011
Gartner | Maverick Research Motivation Momentum and Meaning how Gamification Can Inspire Engagement October 2011
Insight Express | 1Q2012 Digital Consumer Portrait 2011
International Federation of the Phonographic Industry | Recording Industry in Numbers The Recorded Music Market in 2011 March 2012
Jane McGonigal | Reality is Broken Why Games Can Make Us Better and how They Can Change the World 2011
Mihaly Csikszentmihalyi | Flow The Psychology of Optimal Experience 1991
Ralph Koster | A Theory of Fun for Game Design 2005
M2 Research | What is Gamification (presentation) January 2011
46 September 2012 | GAMIFICATION 47
Gamification Experts
In depth
Brian BurkeBrian Burke is an analyst for Gartner specializing in enterprise architecture and IT portfolio management and most recently developing research on the emerging gamification trend His groundbreaking work in the development of federated architectures has been implemented in hundreds of organizations in both the public and private sectors He is also a prominent researcher and speaker in the areas of IT strategy IT organizational structures and businessIT alignment
Jane McGonigalJane McGonigal takes play seriously She studies the power of
games to impact the real-world mdash and she creates games that do just that She is an expert on applying game design and game theory to real work and real business and has consulted and devel-oped internal game workshops for leading technology companies MIT Technology Review named her one of the top 35 innovators changing the world through technology for her role in pioneering the field of alternate reality gaming and Harvard Business Review called her theory of ldquoalternate reality businessrdquo one of the ldquoTop 20 Breakthrough Ideas of 2008rdquo She has a PhD from UC Berkeley in performance studies
Wanda MeloniFounder and president of M2 Research is an industry analyst and market strategist Wanda has a deep understanding of emerging trends in interactive entertainment games and social media Wanda publishes articles and reports that on the market dynamics affecting development and consumer trends In addi-tion to her published works she consults with many of the top companies in the industry providing custom analysis investment strategies strategic positioning and competitive analysis
Gabe ZichermannGabe Zichermann is an entrepreneur author highly rated public speaker and gamification thought leader He is the chair of the Gamification Summit and Workshops and is co-author of the book ldquoGame-Based Marketingrdquo (Wiley 2010) where he makes a compelling case for the use of games and game mechanics in everyday life the web and business
Sebastian Deterding
Sebastian Deterding is a researcher and designer working on user experience persuasive design video games and gamifica-tion His PhD research at the Research Center for Media and Communication at Hamburg University looks into the use of game design to motivate user behavior in non-game contexts Today he speaks and publishes internationally on persuasive design and gamification at events such as reboot republica or Playful and consults game companies on game usability and playability
Other experts include
R Ray Wang Micheal Wu Toby Beresford Dennis Crowley Keith Smith Steven L Johnson Buster Benson Scott Dodson Ian Bogost
48 September 2012 | GAMIFICATION 49
The following section outlines the upcoming technologies that will change everything with predictions on what may come of them in financial industry
The Maps WarEmerging players are consolidating their Maps products and becoming
trusted partners in the Maps solutions landscape A few weeks ago Wikipedia
moved from Google Maps to OpenStreetMap followed by FourSquare Even
Apple launched iPhoto for iOS using OpenStreetMap data for photos with
geolocation tags embedded
IS OPENSTREETMAP A MATURE SOLUTIONOpenStreetMap was founded in July 2004 and it is
defined as a collaborative project to create a free edit-
able map of the world In April 2012 OpenStreetMap
cleared 600000 registered contributors However
not all registered users actually contribute to the
map a minority of individuals contribute the major-
ity of the content (around 3)
High populated areas such as big cities are constant-
ly being updated even at a higher rate than Google
Maps does Low populated areas on the other hand
are not so accurate These areas are currently being
covered by Bing Microsoft Maps solution Despite
Microsoft support certain places may not have ac-
curate information to display Therefore depending
on the needs OpenStreetMaps can be considered a
good approach
AND WhAT ABOUT GOOGLE MAPSGoogle Maps solution is much more than Maps It
is also considered the main advertising platform for
many merchants and functionalities as Street View
add value to final user far beyond geo-localization
But it is no longer free It seems to be quite hard
to make money putting ads on maps so Google
Maps API is limited to 25000 free queries per day
Over that limit it is required to pay Nothing free lasts
forever
Rumors keep growing and it is said that Apple is
working on its own Map solution that will be re-
vealed with the iOS 6 and will include 3D features
We already have a winner the final user
The Maps war is escalating During Applersquos
WWDC in June 2012 the company
announced that the new iOS will no longer
use Google Maps Instead Apple will offer
its own maps solution in the iOS 6 The
new map service along with Siri seems to
offer iOS users more convenience and
solutions (of course shutting out Google)
In fact it looks like Apple wants to extend
the war beyond Maps hellip be careful out
there the titans are clashing
BREAKING NEWS
Technology trends
50 September 2012 | GAMIFICATION 51
According to McKinsey Global Institute big data
can unlock value (high level) for the enterprise
by 1) creating transparency 2) enabling experimen-
tation to discover needs expose variability and im-
prove performance 3) segmenting populations to
customize actions 4) replacingsupporting human
decisions making with automated algorithms and
5) innovating new business models products and
services
RELEVANCE OF BIG DATAOpportunities ndash for example a retail business can
increase operating margins by 60 Early results
show that big data leaders are taking market share
from the laggards suggesting that big data will be-
come a keystone for competitiveness and growth
for the organization
Specifically for the banking sector Citibank has
partnered with IBM (ldquoWatsonrdquo) to use big data for
up-sellingcross-selling opportunities It is stipulated
that they will also use Watson to detect fraud and
analyze customer credit worthiness
The danger (or risk) of big data stems from issues
which will affect all stakeholders namely data pro-
tection and security rights and responsibilities for
using data and accountability and enforcement Ad-
ditionally it is estimated that by 2020 the volume
of data will exceed our capacity for data storage by
more than 21 v
Sources IBM | ldquoUnderstanding Big Datardquo March 2011
McKinsey Global Institute | ldquoBig Datardquo June 2011
World Economic Forum | ldquoRethinking Personal Data
Strengthening Trustrdquo (August 2011)
The Economist | ldquoBig Data Crunching the Numbersrdquo
May 19 2012
2020 346
2005 013
Created
2005 2010 2015 2020
35
30
25
20
15
10
5
0
Storage available Zettabytes = 1 trilion gigabytes
ESTIMATE FORECAST
forecast
OPEN WIDE Global digital information
Source IDC
Striking Gold with Big DataToday the world creates 25 quintillion
bytes of new data ndash everyday 90 of
the worldrsquos data has been created in the
last two years alone In this mountain of
data (both structured and unstructured)
there is gold to be found Companies must
acquire the right tools and processes to
separate the dirt from the gold efficiently
Technology trends
52 September 2012 | GAMIFICATION 53
Innovation at the Core just Copy amp Paste
By using virtualization and replication technolo-
gies banks can create copies of the core system
quickly and provide them to partners in standalone
sandboxes By allowing developers work with a real
core banking environment the pace of innovation
will quicken as developers can test new functionali-
ties without worrying how it will perform when the
product goes live According to ING a full replication
of the core system used to take about 260 days it
now takes less than a day
Source Information Management | May 2012
Core banking platform
New formats
Enterprise 20
Smartphone + Fanatics = Smartphonatics
Smartphonatics are consumers who change their
shopping financial and payment behavior as a
result of owning a smartphone According Aitersquos
Ron Shevlin ldquoThis group is driving the adoption of
mobile payments and banking and setting the bar
for how financial institutions will have to respond
over the next five yearsrdquo 70 of Smartphonatics have used a mobile
device to make a payment 80 of Smartphonatics have used the mobile
banking channel Less than 25 of other consumers have made a
mobile payment About 33 of other consumers have used the
mobile banking channel
Source Aite | May 2012
Everyone wants Mobile Banking including
companies
A recent global survey of treasury executives
suggest that 66 of corporate customers are ready
to use mobile banking which can provide access
to real-time information related to the corporate
environment Customers are willing to pay for
premium services if they can realize efficiencies As
tablets are already part of the C-suite they can boost
adoption by enabling other value added services
Source finextra | May 2012
An analysis of one yearrsquos worth of data of Google
Apps enterprise customers shows us An average user creates 84 DocsSites An average enterprise has 250000 DocsSites
on their domain Compared to on premise solutions the results
are very similar Year over year growth of DocsSites is projected
to be 400 Percentage of DocsSites that are designated
lsquoEverybodyrsquo 55 Percentage of DocsSites that are designated
lsquoPublicrsquo 025 Percentage of Docs Shared Externally 25
Mobile banking
Smartphonatics by Country(Source ACI Worldwide Aite Group)
India
South Africa
Brazil
UAE
China
Italy
Singapore
US
Australia
UK
Sweden
Germany
France
Canada
6042
3734
3127
2420
1816
1110
87
Average Number of External Collaborators 3000
Thinking about the results it seems like enterprise
users have no problems embracing Google Apps
and of course should be mindful of when share
DocsSites with others
Source Forbes | June 2012
When Google Apps go Bighellip What happens
In this section readers will find summaries of the most relevant news of selected topics that have been published over the course of the month based on its relevance to the Banking industry The summaries were prepared by the editorial board Further information is made available for each given topic
Trending issues
54
Good News Bad News
A recent survey shows consumers want to use
mobile wallets and thatrsquos good news However
consumers clearly prefer PayPal Google and Apple
over banks to provide the solutions In fact 8 of 10
consumers in the survey indicated that they would
use mobile wallets if PayPal offered a service
Banks should heed this wake-up call or prepare for
a future without a mobile wallet
Source MarketWatch | June 2012
When it Comes to Social
Women 2 - Men 1
A recent survey of 2000 Britons (commissioned by
British Telecom) discovered that ldquoover half of female
internet users used social networking websites such
as Twitter and Facebook whilst only 34 per cent of
men surveyed admitted to doing so Similarly out of
those surveyed 18 per cent of women believed that
if the internet no longer existed they would miss
social media websites the most This compares to
just seven per cent of menrdquo
Source The Telegraph | May 2012
Mobile payments
Digital Marketing
Crowd finance
Social Media
The ldquoPinrdquo is Mightier than
According to the 2012 Social and Mobile Com-
merce Study (a joint research project by Shoporg
comScore and The Partnering Group) American
consumers follow an average of 93 retail compa-
nies on Pinterest compared to 85 on Twitter and
69 on Facebook For now when it comes to digital
marketing the Pin is mightier
Source Shoporg comScore amp The Partnering Group | June 2012
The Crowd is Growing Crazy
The Crowdfunding Industry Report from
researchers Massolution reveals that
crowdfunding platforms raised almost $15 billion
funding over one million projects in 2011 They also
say that with current trends the already growing
market is set to double in 2012
Source Massolution | June 2012
FUNDER AND FUNDRAISER ACTIVITYPercentage based on sample of 57 and 47 CFPs respectively
89
7
26
4 5
69
1-2 C
AMPAIG
NS
3-5 C
AMPAIG
NS
gt5 CAM
PAIGNS
FUNDERS FUNDRAISERS
Trending issues
56 September 2012 | GAMIFICATION 57
The Internet is Becoming Mobile
By 2017 there will be 5 billion mobile
broadband users three times as
many people as are
using that technology today
With faster mobile network
speeds and global coverage
the mobile internet is poised to
deliver new innovative services as the app
ecosystem will surely find a way to create newer and
or better mobile services According to Ericssonrsquos CEO there is
a ldquoshift in power from the network to the handsetrdquo from connectivity to
apps
Source GigaOm | June 2012
Love at First Bite People just love Applersquos iPad A customer satisfac-
tion polls shows that iPad clearly is heads and
shoulder above its competitors when it comes to
wowing the customers Customers are ldquovery satis-
fiedrdquo with Apple (new) iPad - 81 Apple iPad2 - 71 Samsung Galaxy Tablet - 46 Amazon Kindle Fire - 41 Others - 41
Source Computer World | June 2012
App ecosystem New banking concepts
Join amp enjoy
New Gizmo era
Talk to Bank Voice-enabled search is fast becoming a
differentiator especially with smart devices in the
e-commerce space EasyAsk a natural language
technology company launched Quiri in March 2012
Quiri a virtual personal shopping assistent under-
stands both the intent of the search and has deep
knowledge of the content and products within the
e-commerce site Shoppers can use their iPhone 4S
or Android to verbally search sites for products and
the products they are looking for It is like having
a highly knowledgeable personal shopping
assistant for that one store
Source Sacramento Bee | June 2012
Flashback to EVOKE
Though there is a lot of commercial buzz re-
lated to games and gamification today some
are designed to change the world In 2010 the
World Bank launched the EVOKE a game which
motivate players all over the world to come up
with creative solutions to our most urgent social
problems According to the website ldquoEVOKE is a
ten-week crash course in changing the worldrdquo In
this issue of Innovation Edge we pay homage to
one of the pioneers of gamification
Source World Bank | March 2010
Trending issues
58 September 2012 | GAMIFICATION 59
Connected Cars Solution Market Expected to Exceed $350 million in 5 years
By 2017 according to ABI Research the connected
car market will be about $350 million dollars
growing from $66 million in 2012 Connect Car
solutions include stolen vehicle tracking insurance
telematics infotainment and road user charging
The consumers are asking for a connected lifestyle
and they are asking to be connected to the car
especially the younger consumers
Source ABI | May 2012
Gimme a Hi-Five for health
TldquoFor healthcare delivery wersquore rapidly moving
from a world of inbound patients to a world of in-
bound data The impact of this shift on the health-
care system and how consumers use and act on
health information should not be underestimated
Here are five ways digital apps and smartphones
will transform healthcarerdquo
Improved access to care Improved patient engagement New provider of business models Reduced medicare fraud Improved patient safety
Source Forbes | June 2012
Smart cities + urban mobility
Health
Trending issues
BBVA Innovation Center (Plaza de Santa Baacuterbara 2 Madrid)
13th September | 900ndash1400 h
World renowned experts based on real world ex-
periences would help you ascertain whether or not
gamification is being hyped or is here to stay
Check out the videos and photos of the
event in our web
wwwcentrodeinnovacionbbvacom
Bernardo Crespo Velasco b_crespo
Head of Digital Marketing and Marketing Lab at
BBVA Spain Degree in Management and Econom-
ics from the University of Castilla-La Mancha and the
University of St Andrews He holds a masters in Re-
lational Marketing CRM and e-Commerce at ICEMD
Brian Burke brian_burke
Analyst for Gartner expert in gamification and enter-
prise architecture His groundbreaking work in the
development of federated architectures has been
implemented in hundreds of organizations in both
public and private sectors
Priya Haji priyahaji
CEO and co-founder of SaveUp the first free
rewards program that encourages Americans
to save money and pay down debt while of-
fering a chance to win prizes including a life-
changing $2000000 jackpot Through a fun
and simple approach that employs game me-
chanics SaveUp helps transform the otherwise
mundane activities of savings
Sergio Jimenez gamkt
Sergio Jimenez is an analyst consultant and speak-
er specialized in gamification enthusiastic market-
ing technology and games Mr Jimenez has partici-
pated in numerous projects related to gamification
helping companies of different sectors to introduce
game mechanics in products and service
Gamification amp Banking a passing fad or a serious business
More info
Event
Videos pictures and
all the info
September 2012 | GAMIFICATION 61
We Innovate to GrowBBVA understands innovation as a source of value
creation both for our group and people In order to
effectively manage its development the group relies
on time tested innovation methodologies which were
co-developed with leading experts around the world
The Open Innovation model adopted by the group
attests that BBVA highly values people and talent re-
gardless where they may be and shows the bankrsquos
willingness to lead the transformation of the financial
industry with total openness and without any borders
The BBVA Innovation Center is the focal point for sig-
nificant and disruptive innovation projects
Furthermore the BBVA Innovation Center is a space
to meet a space to share and above all a space listen
and learn from the innovation ecosystem
Being part of an innovation ecosystem allows BBVA to
be near ideas and talent and to facilitate access to the
worldrsquos leading experts It is also a way to share our
collective knowledge with innovation community
wwwcentrodeinnovacionbbvacom
Follow us
wwwfacebookcomcentrodeinnovacionbbva
twittercomcibbva
wwwyoutubecomusercentroinnovacionbbva
wwwslidesharenetCIBBVA
This month events
More info
More info
Innovation at BBVAFor BBVA innovation is a strategic pillar and the BBVA Innovation Center is a major focal point for the grouprsquos effort in this field
CLOUDSTAGE
September 27th BBVA Innova-
tion Center will host the 8th
edition of Cloudstage an event
focused on the cloud This is a
meeting between profession-
als that want to deal with the
possibilities and development
of the cloud computing
KNOWSQUARE
September 25th BBVA Innova-
tion Center will host the event
Knowsqure an online and off
line network board of direc-
tors The aim of this event is
share experiences and knowl-
edge to improve the manage-
ment of companies
Produced by Prodigioso Volcaacuten
(wwwprodigiosovolcancom)
BBVA Innovation Edge is the first corporate magazine focused on innovation Innovation Edge aims to explore new trends and technologies that may impact the financial industry especially retail banking
Each edition features articles analysis and in-depth information about a given trend
WEB Articles and sections are available for free on wwwcentrodeinnovacioncom in both English and Spanish
PDF Our website offers pdf versions of the publications for your reading enjoyment online or offline
APP Innovation Edge is also available in Applersquos App Store All issues will be made available for download at the App Store free of chargerdquo
More info
Are you interested in Innovation Edge Subscribe to our newsletter and be informed of new issuescopyBBVA2012
BBVA Innovation Edge is the result of a collaborative work done by all the people who are involved in innovation at BBVA Group
CONTRIBUTORS TO THIS ISSUE
Mariacutea Pilar Aacutelvarez Garciacutea l Javier Anguiano
Javier Benediacute l Alfonso Bey Navarro
Jaime Bisbal l Reyes Bolumar
Javier Borderiacuteas l Bernardo Crespo
Antonio Garciacutea l Eugenio Garciacutea
Rafael Hernaacutendez l Miguel Aacutengel Intildeesta
Beatriz Lara Bartolomeacute l Carmen Loacutepez
Marcos Marrodaacuten Ciorcia l Luz Martiacuten
Ricardo Martiacuten Manjoacuten l Samuel Martiacuten Valentiacuten
Aacutelvaro Moroacuten l Manolo Moure
Jay Reinemann l Alicia Saacutenchez
Javier Sebastiaacuten l Marcelo Soria
Gustavo Vinacua l Shan Ggu ldquoPhilrdquo Yim
DL AS 2498-2012
No part of this publication can be reproduced or communicate in any form or by any platform electronic o mechanic including photocopying recording o any other system of storage and retrieval without permission of the publisher BBVA
September 2012 | GAMIFICATION 9
Fun is Found in the Flow
Mihaly Csikszentmihalyi one of the leading re-
searcher on the topic of happiness describes
flow as ldquobeing completely involved in an activity for
its own sake The ego falls away Time flies Every
action movement and thought follows inevitably
from the previous one like playing jazz Your whole
being is involved and yoursquore using your skills to
the utmostrdquo There are 8 major components com-
ponents of flow
A challenging activity requiring skill A merging of action and awareness Clear goals Direct immediate feedback Concentration on the task at hand A sense of control A loss of self-consciousness An altered sense of time
The experience of flow is often described as ldquoa spon-
taneous joy while performing a taskrdquo In the context
of sports athletes sometimes talk about being in the
zone ldquoa state where the body and mind are in per-
fect harmony and movement becomes effortlessrdquo
Sources Wired |has shown Go with the flow 1996
httpwwwwiredcomwiredarchive409czik_prhtml
Gartner | Maverick Investigacioacuten Motivation Momentum and
Meaning How Gamification Can Inspire Engagement October 2011
Managing the FlowResearch has shown that it normally took years if not
decades of learning the structure of an activity and
strengthening the required skills and abilities to ex-
perience flow Otherwise it required being immersed
in a truly spectacular and unusual context However
Getting into
Diff
icu
lty
SkillTime
FLOW
BOREDOM
ANXIETY
According to Psychologist Mihaly Csikszentmihalyi people feel best when they
are at the perfect level of their skills neither underchallenged (boredrom) nor
overchallenged (anxiety and frustration) And as people learn with time and
repetition challenges have to increase to keep up with growing skills
Source Google Tech Talk I Sebastian Deterding 2011
the FlowThe experience of flow is often
described as ldquoa spontaneous
joy while performing a taskrdquo
This concept of flow as the
gateway to happiness is also
the basis of video games
The video game industry
understands flow and has
accumulated much experience
should we learn from this
experience
8
10 September 2012 | GAMIFICATION 11
Health Computer and video games serve as
useful tools to preserve well-being heal the in-
jured and train the professionals who respond
to medical emergencies
Social Issues Nonprofit organizations and
issue advocates now view video games as an
effective medium for communicating ideas and
generating support among young tech-savvy
consumers
Workplace As the generation that grew up
with video games enters and assumes leader-
ship positions in the workplace computer and
video games increasingly play a role in busi-
ness operations
Source Entertainment Software
Association | Games Improving What Matters
Future of FlowResearch has discovered that ldquosuperstarsrdquo (high
achieving individuals) are found to have spent
more than 10000 hours of practice before the
age of twenty in their respective fields and top
performers (successful but not superstars) have
spent about 8000 hours
Thanks to video games Digital Natives are expert
problem solvers and collaborators by the age of
21 years (or at least in the virtual world) Typically
they would have amassed well over 10000 hours
of experience of resolving issues as a group
When they enter into the workforce they enter as
experts in collaborative problem solving All they
need is flow v
Source Jane McGonigal | Reality is Broken
with video games one can go from zero to flow in 30
seconds The video game industry understands the
concept of flow and has accumulated much experi-
ence and knowledge harnessing the power of flow
Source Jane McGonigal | Reality is Broken
Harnessing the FlowBy having a shared vision shared goals and the
right processes organizations can tap the power of
flow and channel it to drive motivation and change
behaviors in group settings ultimately helping peo-
ple to become more productive and perhaps even
happier
Source Jane McGonigal | Reality is Broken
Flow EverywhereIn about 40 years video games have transformed
from a diversion for the few into a mass medium
helping people learn work and of course play
According to the Entertainment Software Associa-
tion video games can be applied to
Family Life Games in the ldquofamily entertainmentrdquo
category are one of the most popular segments
of the video game market
Art Galleries now feature game artwork in a
number of exhibits and entertainment software
serves as a new medium for emerging artists
Economy The video game industry is one of the
fastest growing sectors in the US economy con-
tinuing to provide jobs to state and local econo-
mies across the nation
Education Entertainment software helps impart
knowledge develop life skills and reinforce posi-
tive habits in students of all ages
Early versions of team based ballgames were played such as Episkyros (in Greece) and Harpastum (Rome) which later gave rise to Shrovetide Football during the Medieval ages (the forerunner to modern day ldquosoccerrdquo)
In Egypt a early board game played with dice was found as part of a Backgammon set dating back to 3100 BC
As the generation who grew up with video games enters and assumes leadership positions in the workplace computer and video games increasingly play a role in business operations
12 September 2012 | GAMIFICATION 13
Gamification is a process of using game thinking and mechanics to engage users This concept can be applied to both customer facing applications and employee facing applications in the companyrsquos business model Enterprise architects must be ready to manage a variety of ldquoplayer typesrdquo (achievers socializers explorers and killers) and deployment scenarios
The
to EngageFun Way
14 September 2012 | GAMIFICATION 15
Gamification What is it
As is the case for an emerging concept defining the
term ldquocorrectlyrdquo is both challenging and elusive -
as it depends on who you talk to platform providers
game designers practitioners industry observers etc
Below a Google Trends snapshot taken on April 2012
shows the historical evolution of Gamification as a
search term According to Gartner ldquogamification has
emerged as a recognizable trend Rarely does an
emerging trend impact so many areas of business
societyrdquo
Key Findings about Gamification Gamification is positioned to become a significant
trend over the next few years
Organizations are increasingly turning to gami-
fication to motivate changed behaviors and
engage internal and external stakeholders
Novelty and hype are driving the current success
of gamification
Success doesnrsquot come easy ldquoDuring four decades
of video game development many games have
failed despite their developers having the best
intentionsrdquo
Sources Gartner | Gamification Primer Life Becomes a Game enero 2011
Gartner | Maverick Research Motivation Momentum and Meaning How
Gamification Can Inspire Engagement October 2011
Gartner | Innovation Insight Gamification Adds Fun and Innovation
to Inspire Engagement December 2011
Some formal definitions
RESEARChER AND GAME DESIGNERldquoThe use of design elements from video games in non-game contexts to make a product service or application more fun engaging motivatingrdquo
Source Sebastian Deterding | Getting ldquoGamificationrdquo Right January 2011
GAMIFICATION PLATFORM PROVIDERldquoWhen used in a business context gamification is the process of integrating game dynamics (and game mechanics) into a website business service online community content portal or marketing campaign in order to drive participation and engagementrdquo
Source Bunchball | Gamification 101 An Introduction to the Use of Game Dynamics to Influence Behavior October 2010
PRACTITIONER (GAMIFICATION INDUSTRY)Gamification is ldquothe process of using game thinking and mechanics to engage usersrdquo
Source Gabe Zichermann | Gamification Innovation and the future 2012
INDUSTRY OBSERVERldquoGamification uses game mechanics such as challenges rules chance rewards and levels to transform daily tasks into playful activitiesrdquo
Source Gartner | Innovation Insight Gamification Adds Fun and Innovation to Inspire Engagement December 2011
Jan 12Jan 11 Apr 11 Jul 11 Oct 11 Apr 12Oct 10
100
80
60
40
20
0
Evolution of the term ldquoGamificationrdquo in Google search
16 September 2012 | GAMIFICATION 17
ldquoGames are the New NormalrdquoDuring the Games for Change Festival an event that
facilitates the creation and distribution of social im-
pact games that serve as critical tools in humanitarian
and educational efforts Al Gore said that ldquoThe gami-
fication trend is really extremely powerfulhellip Games
are the new lsquonormalrsquo for hundreds of millions of users
every month It has been very exciting to me to see
so many ideas that integrate social good and efforts
to make the world a better place into gamesrdquo
The current expectation of Gamification is generating
tremendous buzz everywhere Gartner suggests that
more than 70 of the global 2000 businesses will
Some examples of gamification
MINTMint is a free service which can
aggregate all financial accounts
into one place Users can set a
budget track goals and more
MINDBLOOMMindbloom is a ldquoLife Gamerdquo which
improves the quality of life of the
players in a simple and effective way
NIKENike + FuelBand tracks usersrsquo pro-
gress throughout the day providing
real-time feedback visually
Hype Cycle
Less than 2 years 2-5 years 5-10 years more than 10 years
Imagen recognition
3D printing
Hosted virtualdesktops
E-book readers
Mobile Application Stores
Predictive Analytics
Location-Aware Applications
Speech recognition
Consumerization
Virtual worlds
Wireless power ampSocial Analytics
ldquoBig Datardquo Speech recognition
Biometric Authentication
Methods
Idea management
Mobile robots
Plateau ofProductivity
Slope of EnlightenmentTrough of Disillusionment
Peak ofInflated
Expectations
TechnologyTrigger
Gamification
Exp
ecta
tio
ns
Time
Social TV
Video Analyticsfor customer service
Computer-Brain interface
Quantum computing
Human Augmentation
3D bioprinting
Internet TV
Group buying
Cloud web Platforms
QRcolor code
Machine-to-MachineCommunication services
Private Cloud computing
Cloud computing amp Media tablets
Gesture recognition
Augmented Reality
Virtual Assistants
In-memory Database Management Systems
Mesh Networks Sensor
Source Gartner
apply gamification by 2015 Gamification is believed to
innovate key processes which enhance value proposi-
tions and maximize infrastructure efficiency Whatever
the reason may be it seems that everyone is express-
ing an interest in it including BBVA
Once an obscure search term a short while ago
gamification has now leapt into Gartnerrsquos Hype Cy-
cle for Emerging Technologies 2011 mdash directly into
the Peak of Inflated Expectations However Gartner
also warns their clients to be patient as they believe
that gamification will not reach the Plateau of Pro-
ductivity for another 5 to 10 years
Ver video
Ver video
Ver video
18 September 2012 | GAMIFICATION 19
The Core Issue of Gamification a Closer Look at Game Mechanics and Intrinsic Motivation The current discussion of gamification hinges on a
lively debate between two sides one camp focuses
on game mechanics such as points badges leader-
boards and Incentives and the other camp focuses
internal motivation such as ldquoGame Thinkingrdquo and
motivational design For businesses the arguments
proposed by game mechanics are stirring up excite-
ment as the platform providers are backing up their
talk with great early results Gamification is initially
proving that itrsquos engaging people
GAME MEChANICS POINTS BADGES AND LEADERBOARDSAccording to a leading gamification platform
provider gamification works because game me-
chanics help to drive participation engagement
and loyalty on online properties site or commu-
nity Game mechanics include points levels cha-
llenges virtual goods score boards and gifting
amp charity In theory game mechanics are directly
linked to human desires reward status achieve-
ment self-expression competition and altruism
Although the early results are positive Gartner
warns that gamification is currently driven by
novelty and hype The technology research firm
suggests that the Plateau of Productivity wonrsquot
be reached for another 5 to 10 years Businesses
need to figure out how best apply gamification
in their business models Towards that end con-
sidering the inputs from game thinkers or moti-
vational designers may be beneficial
INTRINSIC MOTIVATION (OR GAME ThINKINGMOTIVATIONAL DESIGN)As a counterpoint to all the current game me-
chanics buzz Sebastian Deterding (researcher
and game designer) offers his take on the whole
gamification thing He advises that to be effective
gamification projects should include key elements
from game thinkingdesign meaning mastery
and autonomy
Meaning Gamified applications have to con-
nect to something that is already meaningful to
the user - or to wrap themselves in a story that
makes them meaningful ldquoThe general lesson
is that to be successful a gamified application
must provide something that is already mean-
ingful to the user in its own rightrdquo
Mastery The experience of being competent
of achieving something Video games donrsquot just
present goals They ensure that a structured flow
of nested goals pulls you through from the long-
term goal (save world rescue princess) to medi-
um-term (kill level boss-monster) and short-term
goals (collect five level coins) Wherever you are in
and whenever you return to a good game there
will always be one next goal that is just within
reachrdquo
Autonomy A free space to play in and some-
thing to play with providing ldquospacerdquo for explora-
tion and expression
Source Sebastian Deterding | Getting ldquoGamificationrdquo RightPrimary desire a particular game mechanic fulfills Other areas that it affects
Reward
Points
Levels
Challenges
VirtualGoods
ScoreBoards
Gifftings amp Charity
StatusArchieve-
mentSelf-
ExpressionCompetition Altruism
human desires
Gam
es m
ech
anic
s
September 2012 | GAMIFICATION 21
Putting Gamification to Work
ldquoWhere games traditionally model the real world or-
ganizations must now take the opportunity for their
real world to emulate gameshellip enterprise architects
must be ready to contribute to gamification strategy
formulation and should try at least one gaming ex-
ercise as part of their enterprise context planning
efforts this yearrdquo
All games when reduced to their core have four de-
fining traitsDeployment Scenarios
(Brian Burke - Gartner)
Gamification designers need to consider the desired results and behaviors
when gamifying Key Processes for the organization
Cooperative
IntrinsicExtrinsic
Competitive
Poker game Players are motivated to maximize their own score to achieve a greater share of the rewards increasing their personal worth effectively taking a larger share of the pie
Fishing boat Players are motivated to maximize to produce the highest possible overall score to maximize the team production effectively creating a larger pie to be split
Beauty Contest Players are motivated to maximize their individual results usually to achieve a higher status
Burning Building Players are motivated to maximize the overall outcome and to maximize the im-pact of game play
Feedback system ldquoThe feedback system
tells players how close they are to achie-
ving the goalhellip Real-time feedback serves as a
promise to the players that the goal is achie-
vable and it provides motivation to keep playingrdquo
Voluntary participation ldquoEveryone who is play-
ing the game knowingly and willingly accepts the
Player Types
(Richard Bartle - Designing Virtual Worlds)
The Player Types are four terms describing generalized behavior in a Multi-user virtual space
Source httpwwwmudcoukrichardhcdshtm httpfrankcaroncomFloggerp=1732 and
httpwwwgamasutracomblogsSteveMallory20120413168507Social_Gaming_and_the_Bartle_Archetypesphp
AchieversDEFINED BYA focus on attaining status and achieving preset goals quickly andor completely
ENGAGED BYAchievements
SocialitesDEFINED BYA focus on socializing and drive to develop a network of friends and contacts
ENGAGED BYNewsfeeds friends list chat
ExplorersDEFINED BYA focus on exploring and drive to discover the unknown
ENGAGED BYObfuscated achievements
KillersDEFINED BYA focus on winning rank and direct peer-to-peer competition
ENGAGED BYLeaderboards ranks
Goal ldquoThe specific outcome that players will work
to achieve It focuses their attention and continually
orients their participation throughout the gameThe
goal provides player with a sense of purposerdquo
Rules The ldquolimitations on how players can achieve
the goal By removing or limiting the obvious ways of
getting to the goal the rules push players to explore
previously uncharted possibilities spaces They un-
leash creativity and foster strategic thinking
goal the rules and the feedback Knowingness esta-
blishes common ground for multiple people to play
togetherrdquo
Source Jane McGonigal | Reality is Broken 2011
In addition understanding player types and de-ployment scenarios can help organizations to think
strategically about gamification and explore the best
application for the companyrsquos business model v
20
September 2012 | GAMIFICATION 23 22
GamificationGaming
Gamification is a hot topic today and
everyone wants to play Playing this game to
win requires the right strategies tactics and
moves Currently organizations are gaming
gamification to understand the possible
advantages while avoiding potential pitfall
along the way Can our hero make it to the
next level
ldquoOrganizations are using gamification internally to recruit train and enhance employee performance They are using it to drive innovation share knowledge and improve employee health Gamification is also helping organizations engage external stakeholders in customer loyalty marketing education and innovation initiatives The target audience of gamification can be any defined group of stakeholders (customers employees or the Web collective)rdquo
Source Brian Burke Gartner | Gamification Primer Life Becomes a Game
We have some interesting data
1 Business ApplicationGamification helps companies to
Increase User Engagement
47Increase Brand Loyalty
22Increase Brand Awareness
15Motivation
9Employee Training
7Source M2 Research
24 September 2012 | GAMIFICATION 25
2 Gamification Platform client Industry BreakdownThe early adopters of gamification come mostly
from entertainment and publishing industries repre-
senting 60 of all companies Financial companies represented 6 of early adopters
Gamification offers significant innovation opportuni-
ties for financial companies especially for employee
facing applications The breakdown of other indus-
tries are presented below
Entertainment 42
Publishers 18
Consumer Goods 15
healthcareWellness 10
Financial 6
Retail 5
Education 3
Telecom 1
Source M2 Research
3 Growth of Gamification
growth in 2012
197
growth in 2011
155
4 Potential MarketSpending on gamification is projected to grow from
$100 million in 2011 to $28 billion dollars in 2016
2000000
1500000
1000000
500000
2012 2013 2014 2015
$ 196000
$ 434000
$ 860000
$ 1600000
Promiseand the ldquoFine Printrdquo
TheGamification despite its name is a se-
rious business opportunity and risk
It may be the ldquosecret saucerdquo to unlocking
value for the organization Given that we
are early stages of this trend it makes
sense that there are a lot of positive
news being generated at this moment
and there arenrsquot a whole lot of negative
stuff Letrsquos take a look at the opportunities
and challenges of gamification
To help clarify Gamification and to best apply it CIBBVA is thinking in business models We are going to use the Business Model Canvas to better understand the business implications of gamification For readers who may not be familiar with the Business Model Canvas a brief back-grounder is provided
ldquoA business model describes the rationale of how an organization creates delivers and captures valuerdquo
A business model can be best described through nine basic building blocks that show the logic of how a company intends to make money The business model is like a blueprint for a strategy to be implemented through organizational structures processes and systems
When done ldquorightrdquo gamification can
offer new ways of engaging an eager
user base and when done ldquowrongrdquo
it can estrange them Itrsquos the next
ldquobig thingrdquo but each organization
needs to explore the opportunities
and risks associated with it But
be warnedhellip read the fine print
ldquogamification is currently driven by
novelty and hyperdquo and filled with
potential pitfalls
26 September 2012 | GAMIFICATION 27
Key Partnerships
Key Resources
Cost Structure
Business OpportunitiesBased on early experiences and ldquoguru talkrdquo it seems
clear that gamification presents opportunities for
both sides of companyrsquos business model both value
(the customer facing business units) and efficiency
(the employeepartner facing business units) More
exploration is needed to test its usefulness in specific
areas of business models such as customer relation-
ships channels key activities key partners etc
Though a ldquowait and seerdquo strategy to assessing busi-
ness opportunities seems prudent it is evident that
gamification offers an immediate opportunity to
showcase BBVArsquos innovation power (if done correctly)
Business RisksThere are some concerns related to gamification
Gartner advises clients that current gamification
applications is ldquomotivated by the novelty of gami-
fication This will wear off as user fatigue sets in
an the sustainability of engagement becomes an
issuerdquo Gamification from a business point of view
has some perceived risks as it is almost impossi-
ble to separate the wheat from the chaff However
there are some significant threats that should be
addressed
Totally green (as in not mature) ldquoBoth in success-
ful models to emulate and in a shortage of people
who understand game design Game design ex-
perience has not intersected with typical business
functions not even ITrdquo
Blockbuster game donrsquot happen that often and
probably less with gamification ldquoTrying to add fun
to an activity that has another purpose is more
difficult still One fact that does seem clear is that
Key Activities
EMPLOYEE BEHAVIOR IMPROVEMENT Surveys suggest low employee engagement Gamification can make work ldquofunrdquo
NEW PRODUCTS AND SERVICES designed by ldquogame thinkingrdquoGamification can become the process for building a comprehensive new digital services platform
Customer Segments
Revenue Streams
Value Propositions Customer Relationships
Channels
Gamification offers customers personalized automated self-service relationships with a high component of co-creation and community
BRANDING AS A VPGood gamification deployments can increase the value of a companyrsquos brand
BUNDLING AS A VP Gamification is ldquobundledrdquo to existing productsservices to enhance the value proposition to customers
Gamification when done
ldquorightrdquo can increase customer
ldquostickinessrdquo at almost
every channel phase
Gen X and Gen Y customers These CSs are already familiar with game dynamics and mechanics Gamification may help to attract and engage new customers
28 September 2012 | GAMIFICATION 29
Key Partnerships Key Activities
Key Resources
Gamification is more of a process than a productUser engagement must be built in at the productservice development level
Cost Structure
simply adding points badges and leader boards is
not going to make engaging with an organization
more funrdquo
No ldquoone size fits allrdquo with gamification Different
people play different games for different reasons
ldquoWhile gamifying some activity may engage part
of the stakeholders it is not likely to appeal to all
stakeholders
Does it make sense for us ldquoIn many corporate
environments the very notion of building lsquofunrsquo into
any activity will be a nonstarter The idea of lsquofunrsquo can
seem very trivializingsuperficialno what grown-
ups do Selling gamification in these organizations
will be very difficultrdquo
Unexpected consequences ldquoTurning an acti-
vity in a game invites players to try to lsquogame the
systemrsquo and may result in unintended conse-
quencesrdquo
More time is needed to better identify the risks
associated with gamification As the technology
enters Trough of Disillusionment in Gartnerrsquos Hype
Cycle the negative version of the fairytale will
soon materialize and begin to dominate as some
companies will painfully learn that all that glitters
isnrsquot gold The golden child might look more like a
whipping boy v
Trial and Error is part of the learning curve Donrsquot put on the ROI hat hellip
Value Propositions
Channels
Customer Segments
Revenue Streams
Customer Relationships
Companies risk taking customers on unnecessary journeys distracting them from the main purpose of giving them what they actually want
Who owns the data Data
ownershipresponsibility
needs to be addressed and for
financial services companies
this may be difficult
30 September 2012 | GAMIFICATION 31
32 September 2012 | GAMIFICATION 33
GlobalSnapshots
Around the world companies and organizations are seriously experimenting with gamification Whether playing a lottery with the speed limit or learning about real estate investments gamification projects are capturing the imagination of people
34 September 2012 | GAMIFICATION 35
SIEMENS A visual FarmVille-style game that allows players to
learn the connections of each part of the plant and
manufacturing process
Ver video
IBM INNOV8 the IBM Business Process Management
(BPM) simulation game gives both IT and business
players a better understanding of how effective BPM
impacts an entire business ecosystem
GOOGLE Google employees get a per diem amount for busi-
ness trips depending on the destinations If they
are above the limit they submit the receipt and get
reimbursed If they are below the per diem they
can use it to save it towards another business trips
(which would have had no budget) or upgrade 1st
class Compliance with the process has shot up to
over 90
SAP Sustainability Quiz The idea was to make beha-
vioral change fun and inform employees about the
success of SAPrsquos sustainability efforts and what steps
they can take themselves In less than a month over
one thousand colleagues played the game many of
them repeatedly
SAP Community Networks (SCN) ldquoThe SCN is
also a good example to introduce you to a couple
of game mechanics Points (as ldquopoints pointsrdquo but
also views of your articlesblogs) leaderboards (list
of top contributors but also exposure of you arti-
cle on the main SDN page) status (mentor badge
goldsilverbronze medal) social interaction (dis-
cussions meetups)rdquo
DELOITTE ldquoConsulting firm Deloitte Touche Tohmatsu Ltd
are incorporating elements of videogames into the
workplace Theyrsquore deploying reward and competi-
tive tactics commonly found in the gaming world
to make tasks such as management training data
entry and brainstorming seem less like workrdquo
SALESFORCE Salesforce Motivation motivates professionals us-
ing proven techniques that sales managers have
always used team competitions leaderboards and
rewards But instead of tracking and managing those
programs manually companies can use cloud-based
applications to ldquoautomaterdquo tasks so that the team
stays focused on the activities and rewards that are
critical
BARCLAYS 56 Sage Street A portal to help teach about mo-
ney finance and banking in an enjoyable way
BANK OF AMERICA Bad Credit Hotel (in collaboration for the US De-
partment of Treasury) Learn about debt manage-
ment credit history and credit scores
COMMONWEALTh BANK Investorville is a virtual world where one can try
hisher luck at investing in rental property without
the risk of buying one
MICROSOFT RibbonHero is an application that encourages MS
Office users to learn more about the different fea-
tures by watching videos and taking short exams
CODEACADEMY Codecademy is a web-based interactive platform
where players can learn to code and are rewarded
with points and badges The players get encouraging
real-time feedback on progress bars and can connect
with their friends and compete against them
VOLKSWAGEN (FUN ThEORY)Speed Camera Lottery ldquoCan we get more people
to obey the speed limit by making it fun to do (The
idea) was so good that Volkswagen together with
The Swedish National Society for Road Safety ac-
tually made this innovative idea a reality in Stock-
holm Sweden The average speed of cars passing
the camera dropped from 32kmh before the experi-
ment to 25kmh afterrdquo (Wired)
Ver video
Walking up the Piano Stairs ldquoCan we get more peo-
ple to take the stairs over the escalator by making it
fun to dordquo The project led to an increase of 66 in
the use of the piano stairs
Ver video
Recycling is Fun At Bottle Bank Arcade recycling
was turned into a fun activity
Ver video
Employee
Facing
Gamification
Customer Facing
Gamification
Projects in
Financial
Services
Customer
Facing
Gamification
Projects
36 September 2012 | GAMIFICATION 37
Other notable companies include
Bigdoor
Crowd Twist
Get Glue
Playgen
SCVNGR
Gamification Platform ProvidersFor organizations who are considering off the shelf
solutions platform providers are offering turnkey so-
lutions for gamification Below we present some of
the leading vendors
BUNChBALLBunchball offers the Nitro gamification platform and
its analytics solution to create customized action-
able and scalable user experiences for consumers
employees and partners Nitro is a scalable and
reliable gamification platform managing over 125
million users and tracking over 15 Billion actions to
date Founded in 2005 Bunchballrsquos investors include
Granite Ventures Triangle Peak Partners Northport
Investments Correlation Ventures and Adobe Sys-
tems Incorporated
BADGEVILLE Founded in 2010 Badgeville draws on techniques
from social gaming traditional loyalty programs and
social networking in its suite of Behavior Lifecycle
Management solutions Built on database techno-
logy Badgevillersquos PaaS (Platform-as-a-Service) is de-
signed to connect user reputation across all of your
digital touch points Badgeville is funded by Norwest
Venture Partners El Dorado Ventures Trinity Ven-
tures and the Webb Investment Network
CROWDTAP Crowdtap is the Influencer Marketing platform ena-
bling leading brands to easily identify activate and
manage their influential consumers for real-time
insights and powerful online and offline peer-to-peer
marketing Crowdtap intends to shift marketing to
a fully collaborative and participatory process be-
tween brands and consumers
CYNERGY According to Cynergy ldquoWe make incredible experi-
ences happenmdashno easy task Great design is criti-
cal but incredible experiences are much more than
just pixelsmdashthey require the artful merging of expert
strategy design excellence and cutting-edge tech-
nology delivered by a single integrated team Thatrsquos
our formulamdashthatrsquos how we make incredible experi-
ences happenrdquo
IACTIONABLE IActionable is a web based (SaaS) gamification
software platform that applies game mechanics
to non-game applications IActionable can be used
to change user interface and user experience and
drive behavior in the form of participation and en-
gagement v
BBVA amp thegamificationWith BBVA Game we have
launched an important Beta
project wich we want to create
an space of interaction with our
on line clients
38
We understand that to generate a fun dialog
with our clients is a challenge Most online us-
ers access our site to check positions and perform
transactions Without a doubt itrsquos quite a challenge
BBVA Game a gamification platform has incorpo-
rated game dynamics as a way to provide additional
value for online banking customers We put together
our best value proposition loyalty programs and
game dynamics which offer the most fun We wanted
to work in teams to create a game that educates our
clients offers stickiness to our clients and offer cross-
selling and upselling opportunities for our business
We will not really know the final results until we learn
from our customers any other pretense would be
rather arrogant
What we do know is that we can use gamification to
get know know our customers better to get closer
to them in an refreshing way to educate them to be
ldquostickyrdquo and of course we can apply this model in
all countries in which we have presence Like BBVA
the concept of gamification is universal
All the team members in various teams who par-
ticipated in bringing BBVA Game to life (Marketing
and Innovation amp Technology) shared one thing in
common We had fun And that is a good sign v
Bernardo Crespo
Head of Digital Marketing and Marketing Lab
BBVA Spain and Portugal
Brian Burke
are leveraging game mechanics to engage customers and financial services companies are no exception This trend is called gamification and while it being used in many different ways the sweet spot is in engaging customers As an early adopter of gamification in the financial services industry BBVA joins a small group of innovators that are turning customers into players and banking into a game The BBVA Game is a leading edge example of using gamification to both engage customers in a fun way while architecting the customer journey Gamification is a win-win for BBVA and its customersrdquo
ldquoCompanies around the world
September 2012 | GAMIFICATION 39
September 2012 | GAMIFICATION 41 40
ForecastInnovationThe early results are in Bunchball a pure gamification platform provider see their customers enjoy the benefits value creation aspects of gamification
An increase of 2x page view Page view per visit increased 60 Unique visitors increased 30 Increase of 100 on time on site An increase of 2x repeat monthly visits 400 ROI (with payback time of as
little as 3 months)
Though the results display initial deploy-
ments numbers itrsquos clear what should
be done with gamification for the short-
term future Just Play See how gamifica-
tion can create or capture value for the
organization
To wrap things up we leave you with
some ldquoGamification Tips from the Prosrdquo
hoping that they may help you better
understand this key topic and perhaps
even help spark some new innovations
in the organization
Gamification Tips from the Pros
SEBASTIAN DETERDING Game designer
ldquoThe most important thing to keep in
mind here is that any good design mdash
game or software mdash hinges on good
designers and design process not on
featuresrdquo
Know your users What motivates
them What is meaningful to them
What keeps them from following
through on their intentions What
kind of games to they like What kind
of community do they prefer Without
user research to figure these things
out you will miss your target audience
Read the Rules Goals and rules create
interesting challenges even can create
meta-games
Sources Sebastian
Deterding Getting Gamifi-
cation Right January 2011
| Sebastian Deterding
Donrsquot Play Games with
Me Pitfalls of Gameful
Design May 2011
Prototype Playtest and Iterate The
core of game design is to build a func-
tional prototype of the rule system as
early as possible to test whether it is
any fun tweak it based on the test re-
sults test it again etc to iterate your
way toward something that is fun and
engaging
Bring in the Data Quantitative
analytics will tell you whether your
point systems donrsquot have loopholes
or exploits or whether you balanced
the difficulty of the goals and mis-
sions you present to the players
ldquoReality ultimately is much more messy
complex random unfair and beyond
our control than gamesrdquo
42 September 2012 | GAMIFICATION 43
Source Gabe Zicher-
mann | Mashable - 7 Win-
ning Examples of Game
Mechanics in Action
Sources Gartner | Gamification Primer Life Becomes a
Game January 2011
Gartner | Maverick Research Motivation Momentum and
Meaning How Gamification Can Inspire Engagement
October 2011
Gartner | Innovation Insight Gamification Adds Fun and
Innovation to Inspire Engagement December 2011
GABE ZIChERMANNGamification expert
ldquoThe initial findings from gamification
specialists are nothing short of astonish-
ing Regardless of your business model
the following seven gamified innovations
should inspire you to strategize via game
analysisrdquo
Make a market (Foursquare) Four-
square proved that location-based
networking wasnrsquot doomed to fail that
simple game mechanics can affect
behavior and that you can engage 10
million customers mdash all while raising
$50 million
Get fit (NextJump) By leveraging the
power of gamification 70 of Next-
Jump employees exercise regularly mdash
enough to save the company millions
in work attendance and insurance
costs over the medium term mdash all the
while making the workplace healthier
and happier
Slow down and smell the money (Volkswagen - Fun Theory) Speed
Camera Lottery idea rewards those
drivers who obey the posted limit by
entering them into a lottery When test-
ed at a checkpoint in Stockholm aver-
age driver speed was reduced by 20
Generate ad revenues (Psych amp NBCUniversal) Club Psych implemented
gamified incentives to raise page
BRIAN BURKE GARTNERTechnology analyst
ldquoThe goal is to inspire deeper more en-
gaged relationships and to motivate
changed behaviors Many organizations
report significantly higher engagement
with gamification But risks abound and
organizations should consider their de-
ployment strategies carefully
Gamification is a business issue that
is enabled by technology mdash business
managers must take the lead in dri-
ving gamification efforts
The application of gamification is very
diverse Focusing on specific goals is
critical to success
Avoid the herd mentality mdash donrsquot imple-
ment a copycat application Most cur-
rent gamified applications are doomed
to fail
Design gamified applications that co-
rrectly position motivation momen-
tum and meaning (M3) to inspire en-
gagement with the audience
Exploit this trend today if you work in
an organization that is willing to take
risks But remember that careful plan-
ning and improvement through itera-
tion are central to every successful im-
plementation of gamification
views by over 130 and
return visits by 40
The resulting rise in
engagement has gener-
ated substantial revenue
for the company bringing
registered user counts from
400000 to nearly 3 million since
the launch of the gamified version
Make research amp evangelism count (Crowdtap) Through the use of gami-
fied virtual rewards the company has
been able to raise average user par-
ticipation by 25 times thus reducing
research costs by 80 or more for key
clients
Save the planet (RecycleBank) RecycleBank utilized game mecha-
nics such as points challenges and
rewards to drive breakthroughs The
project has seen a 16 increase in re-
cycling in Philadelphia where the recy-
cling rate has broken 20 for the first
time in history
Make teaching fun (Ananth Pai) grouped students by learning style
and retooled the curriculum to make
use of off-the-shelf games to teach
reading math and other subjects In
the space of 18 weeks Mr Pairsquos class
went from below third grade average
reading and math levels to mid-fourth
grade v
44 September 2012 | GAMIFICATION 45
MPAA | Theatrical Market Statistics 2012
Alex Osterwalder and Yves Pigneur | Business Model Generation 2009
Daniel Pink | Drive The Surprising Truth About What Motivates Us April 2011
PSFK | The Future of Gaming 2011
Byron Reeves amp J Leighton Read | Total Engagement Using Games and Virtual Worlds to Change the Way People Work and Businesses Compete 2009
Gabe Zichermann | Gamification by Design Implementing Game Mechanics in Web and Mobile Apps August 2011
Gabe Zichermann | Gamification Innovation and the Future (presentation) 2012
Gabe Zichermann amp Joselin Linder | Game-Based Marketing Inspire Customer Loyalty Through Rewards Challenges and Contest 2010
On the WebIan Bogost (Video Game Theorist Critic and Designer)
Bunchball | Gamificationcom
Sebastian Deterding (Game Researcher and Designer) | Coding Conduct Persuasive Design for digital media
Entertainment Software Association | Games Improving What Matters
Gamasutra | Social Gaming and the Bartle Archetype April 13 2012
Gamification of Work
Gamification Research Network
Gaming Business Review | Designing Gamification for the Most Frequent Personality Types September 20 2011
Gaming Business Review | Who Owns Gamification Data February 18 2012
GigaOM | The future of Social Games is Mobile October 2010
Google Insight for Search | Gamification Mashable | 7 Winning Examples of Game Mechanics in Action July 6 2011
Scott Nicholson (MIT Gambit Game Lab) | Because Play Matters
Wired Magazine | Go with the Flow 1996
Wired Magazine | Swedish Speed-Camera Pays Drivers to Slow Down December 6 2010
Gabe Zichermann | The Gamification Blog
A list of links to other useful tools and resources that you may find useful as a supplement to the information offered on the lsquoSimple Bankrsquo report
Books amp PublicationsBunchball | Gamification 101 An Introduction to the Use of Game Dynamics to Influence Behavior October 2010
Tom Chatfield | Fun Inc Why Games are the 21st Centuryrsquos Most Serious Business 2010
Jenova Chen | Flow in Games (and Everything Else) April 2007
Aaron Dignan | Game Frame Using Games as a Strategy for Success 2011
Sebastian Deterding | Getting ldquoGamificationrdquo Right (presentation) January 2011
Entertainment Software Association | 2011 Sales Demographic and Usage Data Essential Facts about the Computer and Video Game Industry 2011
Gartner | Gamification Primer Life Becomes a Game January 2011
Gartner | Innovation Insight Gamification Adds Fun and Innovation to Inspire Engagement December 2011
Gartner | Market Trends Gaming Ecosystem 2011
Gartner | Maverick Research Motivation Momentum and Meaning how Gamification Can Inspire Engagement October 2011
Insight Express | 1Q2012 Digital Consumer Portrait 2011
International Federation of the Phonographic Industry | Recording Industry in Numbers The Recorded Music Market in 2011 March 2012
Jane McGonigal | Reality is Broken Why Games Can Make Us Better and how They Can Change the World 2011
Mihaly Csikszentmihalyi | Flow The Psychology of Optimal Experience 1991
Ralph Koster | A Theory of Fun for Game Design 2005
M2 Research | What is Gamification (presentation) January 2011
46 September 2012 | GAMIFICATION 47
Gamification Experts
In depth
Brian BurkeBrian Burke is an analyst for Gartner specializing in enterprise architecture and IT portfolio management and most recently developing research on the emerging gamification trend His groundbreaking work in the development of federated architectures has been implemented in hundreds of organizations in both the public and private sectors He is also a prominent researcher and speaker in the areas of IT strategy IT organizational structures and businessIT alignment
Jane McGonigalJane McGonigal takes play seriously She studies the power of
games to impact the real-world mdash and she creates games that do just that She is an expert on applying game design and game theory to real work and real business and has consulted and devel-oped internal game workshops for leading technology companies MIT Technology Review named her one of the top 35 innovators changing the world through technology for her role in pioneering the field of alternate reality gaming and Harvard Business Review called her theory of ldquoalternate reality businessrdquo one of the ldquoTop 20 Breakthrough Ideas of 2008rdquo She has a PhD from UC Berkeley in performance studies
Wanda MeloniFounder and president of M2 Research is an industry analyst and market strategist Wanda has a deep understanding of emerging trends in interactive entertainment games and social media Wanda publishes articles and reports that on the market dynamics affecting development and consumer trends In addi-tion to her published works she consults with many of the top companies in the industry providing custom analysis investment strategies strategic positioning and competitive analysis
Gabe ZichermannGabe Zichermann is an entrepreneur author highly rated public speaker and gamification thought leader He is the chair of the Gamification Summit and Workshops and is co-author of the book ldquoGame-Based Marketingrdquo (Wiley 2010) where he makes a compelling case for the use of games and game mechanics in everyday life the web and business
Sebastian Deterding
Sebastian Deterding is a researcher and designer working on user experience persuasive design video games and gamifica-tion His PhD research at the Research Center for Media and Communication at Hamburg University looks into the use of game design to motivate user behavior in non-game contexts Today he speaks and publishes internationally on persuasive design and gamification at events such as reboot republica or Playful and consults game companies on game usability and playability
Other experts include
R Ray Wang Micheal Wu Toby Beresford Dennis Crowley Keith Smith Steven L Johnson Buster Benson Scott Dodson Ian Bogost
48 September 2012 | GAMIFICATION 49
The following section outlines the upcoming technologies that will change everything with predictions on what may come of them in financial industry
The Maps WarEmerging players are consolidating their Maps products and becoming
trusted partners in the Maps solutions landscape A few weeks ago Wikipedia
moved from Google Maps to OpenStreetMap followed by FourSquare Even
Apple launched iPhoto for iOS using OpenStreetMap data for photos with
geolocation tags embedded
IS OPENSTREETMAP A MATURE SOLUTIONOpenStreetMap was founded in July 2004 and it is
defined as a collaborative project to create a free edit-
able map of the world In April 2012 OpenStreetMap
cleared 600000 registered contributors However
not all registered users actually contribute to the
map a minority of individuals contribute the major-
ity of the content (around 3)
High populated areas such as big cities are constant-
ly being updated even at a higher rate than Google
Maps does Low populated areas on the other hand
are not so accurate These areas are currently being
covered by Bing Microsoft Maps solution Despite
Microsoft support certain places may not have ac-
curate information to display Therefore depending
on the needs OpenStreetMaps can be considered a
good approach
AND WhAT ABOUT GOOGLE MAPSGoogle Maps solution is much more than Maps It
is also considered the main advertising platform for
many merchants and functionalities as Street View
add value to final user far beyond geo-localization
But it is no longer free It seems to be quite hard
to make money putting ads on maps so Google
Maps API is limited to 25000 free queries per day
Over that limit it is required to pay Nothing free lasts
forever
Rumors keep growing and it is said that Apple is
working on its own Map solution that will be re-
vealed with the iOS 6 and will include 3D features
We already have a winner the final user
The Maps war is escalating During Applersquos
WWDC in June 2012 the company
announced that the new iOS will no longer
use Google Maps Instead Apple will offer
its own maps solution in the iOS 6 The
new map service along with Siri seems to
offer iOS users more convenience and
solutions (of course shutting out Google)
In fact it looks like Apple wants to extend
the war beyond Maps hellip be careful out
there the titans are clashing
BREAKING NEWS
Technology trends
50 September 2012 | GAMIFICATION 51
According to McKinsey Global Institute big data
can unlock value (high level) for the enterprise
by 1) creating transparency 2) enabling experimen-
tation to discover needs expose variability and im-
prove performance 3) segmenting populations to
customize actions 4) replacingsupporting human
decisions making with automated algorithms and
5) innovating new business models products and
services
RELEVANCE OF BIG DATAOpportunities ndash for example a retail business can
increase operating margins by 60 Early results
show that big data leaders are taking market share
from the laggards suggesting that big data will be-
come a keystone for competitiveness and growth
for the organization
Specifically for the banking sector Citibank has
partnered with IBM (ldquoWatsonrdquo) to use big data for
up-sellingcross-selling opportunities It is stipulated
that they will also use Watson to detect fraud and
analyze customer credit worthiness
The danger (or risk) of big data stems from issues
which will affect all stakeholders namely data pro-
tection and security rights and responsibilities for
using data and accountability and enforcement Ad-
ditionally it is estimated that by 2020 the volume
of data will exceed our capacity for data storage by
more than 21 v
Sources IBM | ldquoUnderstanding Big Datardquo March 2011
McKinsey Global Institute | ldquoBig Datardquo June 2011
World Economic Forum | ldquoRethinking Personal Data
Strengthening Trustrdquo (August 2011)
The Economist | ldquoBig Data Crunching the Numbersrdquo
May 19 2012
2020 346
2005 013
Created
2005 2010 2015 2020
35
30
25
20
15
10
5
0
Storage available Zettabytes = 1 trilion gigabytes
ESTIMATE FORECAST
forecast
OPEN WIDE Global digital information
Source IDC
Striking Gold with Big DataToday the world creates 25 quintillion
bytes of new data ndash everyday 90 of
the worldrsquos data has been created in the
last two years alone In this mountain of
data (both structured and unstructured)
there is gold to be found Companies must
acquire the right tools and processes to
separate the dirt from the gold efficiently
Technology trends
52 September 2012 | GAMIFICATION 53
Innovation at the Core just Copy amp Paste
By using virtualization and replication technolo-
gies banks can create copies of the core system
quickly and provide them to partners in standalone
sandboxes By allowing developers work with a real
core banking environment the pace of innovation
will quicken as developers can test new functionali-
ties without worrying how it will perform when the
product goes live According to ING a full replication
of the core system used to take about 260 days it
now takes less than a day
Source Information Management | May 2012
Core banking platform
New formats
Enterprise 20
Smartphone + Fanatics = Smartphonatics
Smartphonatics are consumers who change their
shopping financial and payment behavior as a
result of owning a smartphone According Aitersquos
Ron Shevlin ldquoThis group is driving the adoption of
mobile payments and banking and setting the bar
for how financial institutions will have to respond
over the next five yearsrdquo 70 of Smartphonatics have used a mobile
device to make a payment 80 of Smartphonatics have used the mobile
banking channel Less than 25 of other consumers have made a
mobile payment About 33 of other consumers have used the
mobile banking channel
Source Aite | May 2012
Everyone wants Mobile Banking including
companies
A recent global survey of treasury executives
suggest that 66 of corporate customers are ready
to use mobile banking which can provide access
to real-time information related to the corporate
environment Customers are willing to pay for
premium services if they can realize efficiencies As
tablets are already part of the C-suite they can boost
adoption by enabling other value added services
Source finextra | May 2012
An analysis of one yearrsquos worth of data of Google
Apps enterprise customers shows us An average user creates 84 DocsSites An average enterprise has 250000 DocsSites
on their domain Compared to on premise solutions the results
are very similar Year over year growth of DocsSites is projected
to be 400 Percentage of DocsSites that are designated
lsquoEverybodyrsquo 55 Percentage of DocsSites that are designated
lsquoPublicrsquo 025 Percentage of Docs Shared Externally 25
Mobile banking
Smartphonatics by Country(Source ACI Worldwide Aite Group)
India
South Africa
Brazil
UAE
China
Italy
Singapore
US
Australia
UK
Sweden
Germany
France
Canada
6042
3734
3127
2420
1816
1110
87
Average Number of External Collaborators 3000
Thinking about the results it seems like enterprise
users have no problems embracing Google Apps
and of course should be mindful of when share
DocsSites with others
Source Forbes | June 2012
When Google Apps go Bighellip What happens
In this section readers will find summaries of the most relevant news of selected topics that have been published over the course of the month based on its relevance to the Banking industry The summaries were prepared by the editorial board Further information is made available for each given topic
Trending issues
54
Good News Bad News
A recent survey shows consumers want to use
mobile wallets and thatrsquos good news However
consumers clearly prefer PayPal Google and Apple
over banks to provide the solutions In fact 8 of 10
consumers in the survey indicated that they would
use mobile wallets if PayPal offered a service
Banks should heed this wake-up call or prepare for
a future without a mobile wallet
Source MarketWatch | June 2012
When it Comes to Social
Women 2 - Men 1
A recent survey of 2000 Britons (commissioned by
British Telecom) discovered that ldquoover half of female
internet users used social networking websites such
as Twitter and Facebook whilst only 34 per cent of
men surveyed admitted to doing so Similarly out of
those surveyed 18 per cent of women believed that
if the internet no longer existed they would miss
social media websites the most This compares to
just seven per cent of menrdquo
Source The Telegraph | May 2012
Mobile payments
Digital Marketing
Crowd finance
Social Media
The ldquoPinrdquo is Mightier than
According to the 2012 Social and Mobile Com-
merce Study (a joint research project by Shoporg
comScore and The Partnering Group) American
consumers follow an average of 93 retail compa-
nies on Pinterest compared to 85 on Twitter and
69 on Facebook For now when it comes to digital
marketing the Pin is mightier
Source Shoporg comScore amp The Partnering Group | June 2012
The Crowd is Growing Crazy
The Crowdfunding Industry Report from
researchers Massolution reveals that
crowdfunding platforms raised almost $15 billion
funding over one million projects in 2011 They also
say that with current trends the already growing
market is set to double in 2012
Source Massolution | June 2012
FUNDER AND FUNDRAISER ACTIVITYPercentage based on sample of 57 and 47 CFPs respectively
89
7
26
4 5
69
1-2 C
AMPAIG
NS
3-5 C
AMPAIG
NS
gt5 CAM
PAIGNS
FUNDERS FUNDRAISERS
Trending issues
56 September 2012 | GAMIFICATION 57
The Internet is Becoming Mobile
By 2017 there will be 5 billion mobile
broadband users three times as
many people as are
using that technology today
With faster mobile network
speeds and global coverage
the mobile internet is poised to
deliver new innovative services as the app
ecosystem will surely find a way to create newer and
or better mobile services According to Ericssonrsquos CEO there is
a ldquoshift in power from the network to the handsetrdquo from connectivity to
apps
Source GigaOm | June 2012
Love at First Bite People just love Applersquos iPad A customer satisfac-
tion polls shows that iPad clearly is heads and
shoulder above its competitors when it comes to
wowing the customers Customers are ldquovery satis-
fiedrdquo with Apple (new) iPad - 81 Apple iPad2 - 71 Samsung Galaxy Tablet - 46 Amazon Kindle Fire - 41 Others - 41
Source Computer World | June 2012
App ecosystem New banking concepts
Join amp enjoy
New Gizmo era
Talk to Bank Voice-enabled search is fast becoming a
differentiator especially with smart devices in the
e-commerce space EasyAsk a natural language
technology company launched Quiri in March 2012
Quiri a virtual personal shopping assistent under-
stands both the intent of the search and has deep
knowledge of the content and products within the
e-commerce site Shoppers can use their iPhone 4S
or Android to verbally search sites for products and
the products they are looking for It is like having
a highly knowledgeable personal shopping
assistant for that one store
Source Sacramento Bee | June 2012
Flashback to EVOKE
Though there is a lot of commercial buzz re-
lated to games and gamification today some
are designed to change the world In 2010 the
World Bank launched the EVOKE a game which
motivate players all over the world to come up
with creative solutions to our most urgent social
problems According to the website ldquoEVOKE is a
ten-week crash course in changing the worldrdquo In
this issue of Innovation Edge we pay homage to
one of the pioneers of gamification
Source World Bank | March 2010
Trending issues
58 September 2012 | GAMIFICATION 59
Connected Cars Solution Market Expected to Exceed $350 million in 5 years
By 2017 according to ABI Research the connected
car market will be about $350 million dollars
growing from $66 million in 2012 Connect Car
solutions include stolen vehicle tracking insurance
telematics infotainment and road user charging
The consumers are asking for a connected lifestyle
and they are asking to be connected to the car
especially the younger consumers
Source ABI | May 2012
Gimme a Hi-Five for health
TldquoFor healthcare delivery wersquore rapidly moving
from a world of inbound patients to a world of in-
bound data The impact of this shift on the health-
care system and how consumers use and act on
health information should not be underestimated
Here are five ways digital apps and smartphones
will transform healthcarerdquo
Improved access to care Improved patient engagement New provider of business models Reduced medicare fraud Improved patient safety
Source Forbes | June 2012
Smart cities + urban mobility
Health
Trending issues
BBVA Innovation Center (Plaza de Santa Baacuterbara 2 Madrid)
13th September | 900ndash1400 h
World renowned experts based on real world ex-
periences would help you ascertain whether or not
gamification is being hyped or is here to stay
Check out the videos and photos of the
event in our web
wwwcentrodeinnovacionbbvacom
Bernardo Crespo Velasco b_crespo
Head of Digital Marketing and Marketing Lab at
BBVA Spain Degree in Management and Econom-
ics from the University of Castilla-La Mancha and the
University of St Andrews He holds a masters in Re-
lational Marketing CRM and e-Commerce at ICEMD
Brian Burke brian_burke
Analyst for Gartner expert in gamification and enter-
prise architecture His groundbreaking work in the
development of federated architectures has been
implemented in hundreds of organizations in both
public and private sectors
Priya Haji priyahaji
CEO and co-founder of SaveUp the first free
rewards program that encourages Americans
to save money and pay down debt while of-
fering a chance to win prizes including a life-
changing $2000000 jackpot Through a fun
and simple approach that employs game me-
chanics SaveUp helps transform the otherwise
mundane activities of savings
Sergio Jimenez gamkt
Sergio Jimenez is an analyst consultant and speak-
er specialized in gamification enthusiastic market-
ing technology and games Mr Jimenez has partici-
pated in numerous projects related to gamification
helping companies of different sectors to introduce
game mechanics in products and service
Gamification amp Banking a passing fad or a serious business
More info
Event
Videos pictures and
all the info
September 2012 | GAMIFICATION 61
We Innovate to GrowBBVA understands innovation as a source of value
creation both for our group and people In order to
effectively manage its development the group relies
on time tested innovation methodologies which were
co-developed with leading experts around the world
The Open Innovation model adopted by the group
attests that BBVA highly values people and talent re-
gardless where they may be and shows the bankrsquos
willingness to lead the transformation of the financial
industry with total openness and without any borders
The BBVA Innovation Center is the focal point for sig-
nificant and disruptive innovation projects
Furthermore the BBVA Innovation Center is a space
to meet a space to share and above all a space listen
and learn from the innovation ecosystem
Being part of an innovation ecosystem allows BBVA to
be near ideas and talent and to facilitate access to the
worldrsquos leading experts It is also a way to share our
collective knowledge with innovation community
wwwcentrodeinnovacionbbvacom
Follow us
wwwfacebookcomcentrodeinnovacionbbva
twittercomcibbva
wwwyoutubecomusercentroinnovacionbbva
wwwslidesharenetCIBBVA
This month events
More info
More info
Innovation at BBVAFor BBVA innovation is a strategic pillar and the BBVA Innovation Center is a major focal point for the grouprsquos effort in this field
CLOUDSTAGE
September 27th BBVA Innova-
tion Center will host the 8th
edition of Cloudstage an event
focused on the cloud This is a
meeting between profession-
als that want to deal with the
possibilities and development
of the cloud computing
KNOWSQUARE
September 25th BBVA Innova-
tion Center will host the event
Knowsqure an online and off
line network board of direc-
tors The aim of this event is
share experiences and knowl-
edge to improve the manage-
ment of companies
Produced by Prodigioso Volcaacuten
(wwwprodigiosovolcancom)
BBVA Innovation Edge is the first corporate magazine focused on innovation Innovation Edge aims to explore new trends and technologies that may impact the financial industry especially retail banking
Each edition features articles analysis and in-depth information about a given trend
WEB Articles and sections are available for free on wwwcentrodeinnovacioncom in both English and Spanish
PDF Our website offers pdf versions of the publications for your reading enjoyment online or offline
APP Innovation Edge is also available in Applersquos App Store All issues will be made available for download at the App Store free of chargerdquo
More info
Are you interested in Innovation Edge Subscribe to our newsletter and be informed of new issuescopyBBVA2012
BBVA Innovation Edge is the result of a collaborative work done by all the people who are involved in innovation at BBVA Group
CONTRIBUTORS TO THIS ISSUE
Mariacutea Pilar Aacutelvarez Garciacutea l Javier Anguiano
Javier Benediacute l Alfonso Bey Navarro
Jaime Bisbal l Reyes Bolumar
Javier Borderiacuteas l Bernardo Crespo
Antonio Garciacutea l Eugenio Garciacutea
Rafael Hernaacutendez l Miguel Aacutengel Intildeesta
Beatriz Lara Bartolomeacute l Carmen Loacutepez
Marcos Marrodaacuten Ciorcia l Luz Martiacuten
Ricardo Martiacuten Manjoacuten l Samuel Martiacuten Valentiacuten
Aacutelvaro Moroacuten l Manolo Moure
Jay Reinemann l Alicia Saacutenchez
Javier Sebastiaacuten l Marcelo Soria
Gustavo Vinacua l Shan Ggu ldquoPhilrdquo Yim
DL AS 2498-2012
No part of this publication can be reproduced or communicate in any form or by any platform electronic o mechanic including photocopying recording o any other system of storage and retrieval without permission of the publisher BBVA
10 September 2012 | GAMIFICATION 11
Health Computer and video games serve as
useful tools to preserve well-being heal the in-
jured and train the professionals who respond
to medical emergencies
Social Issues Nonprofit organizations and
issue advocates now view video games as an
effective medium for communicating ideas and
generating support among young tech-savvy
consumers
Workplace As the generation that grew up
with video games enters and assumes leader-
ship positions in the workplace computer and
video games increasingly play a role in busi-
ness operations
Source Entertainment Software
Association | Games Improving What Matters
Future of FlowResearch has discovered that ldquosuperstarsrdquo (high
achieving individuals) are found to have spent
more than 10000 hours of practice before the
age of twenty in their respective fields and top
performers (successful but not superstars) have
spent about 8000 hours
Thanks to video games Digital Natives are expert
problem solvers and collaborators by the age of
21 years (or at least in the virtual world) Typically
they would have amassed well over 10000 hours
of experience of resolving issues as a group
When they enter into the workforce they enter as
experts in collaborative problem solving All they
need is flow v
Source Jane McGonigal | Reality is Broken
with video games one can go from zero to flow in 30
seconds The video game industry understands the
concept of flow and has accumulated much experi-
ence and knowledge harnessing the power of flow
Source Jane McGonigal | Reality is Broken
Harnessing the FlowBy having a shared vision shared goals and the
right processes organizations can tap the power of
flow and channel it to drive motivation and change
behaviors in group settings ultimately helping peo-
ple to become more productive and perhaps even
happier
Source Jane McGonigal | Reality is Broken
Flow EverywhereIn about 40 years video games have transformed
from a diversion for the few into a mass medium
helping people learn work and of course play
According to the Entertainment Software Associa-
tion video games can be applied to
Family Life Games in the ldquofamily entertainmentrdquo
category are one of the most popular segments
of the video game market
Art Galleries now feature game artwork in a
number of exhibits and entertainment software
serves as a new medium for emerging artists
Economy The video game industry is one of the
fastest growing sectors in the US economy con-
tinuing to provide jobs to state and local econo-
mies across the nation
Education Entertainment software helps impart
knowledge develop life skills and reinforce posi-
tive habits in students of all ages
Early versions of team based ballgames were played such as Episkyros (in Greece) and Harpastum (Rome) which later gave rise to Shrovetide Football during the Medieval ages (the forerunner to modern day ldquosoccerrdquo)
In Egypt a early board game played with dice was found as part of a Backgammon set dating back to 3100 BC
As the generation who grew up with video games enters and assumes leadership positions in the workplace computer and video games increasingly play a role in business operations
12 September 2012 | GAMIFICATION 13
Gamification is a process of using game thinking and mechanics to engage users This concept can be applied to both customer facing applications and employee facing applications in the companyrsquos business model Enterprise architects must be ready to manage a variety of ldquoplayer typesrdquo (achievers socializers explorers and killers) and deployment scenarios
The
to EngageFun Way
14 September 2012 | GAMIFICATION 15
Gamification What is it
As is the case for an emerging concept defining the
term ldquocorrectlyrdquo is both challenging and elusive -
as it depends on who you talk to platform providers
game designers practitioners industry observers etc
Below a Google Trends snapshot taken on April 2012
shows the historical evolution of Gamification as a
search term According to Gartner ldquogamification has
emerged as a recognizable trend Rarely does an
emerging trend impact so many areas of business
societyrdquo
Key Findings about Gamification Gamification is positioned to become a significant
trend over the next few years
Organizations are increasingly turning to gami-
fication to motivate changed behaviors and
engage internal and external stakeholders
Novelty and hype are driving the current success
of gamification
Success doesnrsquot come easy ldquoDuring four decades
of video game development many games have
failed despite their developers having the best
intentionsrdquo
Sources Gartner | Gamification Primer Life Becomes a Game enero 2011
Gartner | Maverick Research Motivation Momentum and Meaning How
Gamification Can Inspire Engagement October 2011
Gartner | Innovation Insight Gamification Adds Fun and Innovation
to Inspire Engagement December 2011
Some formal definitions
RESEARChER AND GAME DESIGNERldquoThe use of design elements from video games in non-game contexts to make a product service or application more fun engaging motivatingrdquo
Source Sebastian Deterding | Getting ldquoGamificationrdquo Right January 2011
GAMIFICATION PLATFORM PROVIDERldquoWhen used in a business context gamification is the process of integrating game dynamics (and game mechanics) into a website business service online community content portal or marketing campaign in order to drive participation and engagementrdquo
Source Bunchball | Gamification 101 An Introduction to the Use of Game Dynamics to Influence Behavior October 2010
PRACTITIONER (GAMIFICATION INDUSTRY)Gamification is ldquothe process of using game thinking and mechanics to engage usersrdquo
Source Gabe Zichermann | Gamification Innovation and the future 2012
INDUSTRY OBSERVERldquoGamification uses game mechanics such as challenges rules chance rewards and levels to transform daily tasks into playful activitiesrdquo
Source Gartner | Innovation Insight Gamification Adds Fun and Innovation to Inspire Engagement December 2011
Jan 12Jan 11 Apr 11 Jul 11 Oct 11 Apr 12Oct 10
100
80
60
40
20
0
Evolution of the term ldquoGamificationrdquo in Google search
16 September 2012 | GAMIFICATION 17
ldquoGames are the New NormalrdquoDuring the Games for Change Festival an event that
facilitates the creation and distribution of social im-
pact games that serve as critical tools in humanitarian
and educational efforts Al Gore said that ldquoThe gami-
fication trend is really extremely powerfulhellip Games
are the new lsquonormalrsquo for hundreds of millions of users
every month It has been very exciting to me to see
so many ideas that integrate social good and efforts
to make the world a better place into gamesrdquo
The current expectation of Gamification is generating
tremendous buzz everywhere Gartner suggests that
more than 70 of the global 2000 businesses will
Some examples of gamification
MINTMint is a free service which can
aggregate all financial accounts
into one place Users can set a
budget track goals and more
MINDBLOOMMindbloom is a ldquoLife Gamerdquo which
improves the quality of life of the
players in a simple and effective way
NIKENike + FuelBand tracks usersrsquo pro-
gress throughout the day providing
real-time feedback visually
Hype Cycle
Less than 2 years 2-5 years 5-10 years more than 10 years
Imagen recognition
3D printing
Hosted virtualdesktops
E-book readers
Mobile Application Stores
Predictive Analytics
Location-Aware Applications
Speech recognition
Consumerization
Virtual worlds
Wireless power ampSocial Analytics
ldquoBig Datardquo Speech recognition
Biometric Authentication
Methods
Idea management
Mobile robots
Plateau ofProductivity
Slope of EnlightenmentTrough of Disillusionment
Peak ofInflated
Expectations
TechnologyTrigger
Gamification
Exp
ecta
tio
ns
Time
Social TV
Video Analyticsfor customer service
Computer-Brain interface
Quantum computing
Human Augmentation
3D bioprinting
Internet TV
Group buying
Cloud web Platforms
QRcolor code
Machine-to-MachineCommunication services
Private Cloud computing
Cloud computing amp Media tablets
Gesture recognition
Augmented Reality
Virtual Assistants
In-memory Database Management Systems
Mesh Networks Sensor
Source Gartner
apply gamification by 2015 Gamification is believed to
innovate key processes which enhance value proposi-
tions and maximize infrastructure efficiency Whatever
the reason may be it seems that everyone is express-
ing an interest in it including BBVA
Once an obscure search term a short while ago
gamification has now leapt into Gartnerrsquos Hype Cy-
cle for Emerging Technologies 2011 mdash directly into
the Peak of Inflated Expectations However Gartner
also warns their clients to be patient as they believe
that gamification will not reach the Plateau of Pro-
ductivity for another 5 to 10 years
Ver video
Ver video
Ver video
18 September 2012 | GAMIFICATION 19
The Core Issue of Gamification a Closer Look at Game Mechanics and Intrinsic Motivation The current discussion of gamification hinges on a
lively debate between two sides one camp focuses
on game mechanics such as points badges leader-
boards and Incentives and the other camp focuses
internal motivation such as ldquoGame Thinkingrdquo and
motivational design For businesses the arguments
proposed by game mechanics are stirring up excite-
ment as the platform providers are backing up their
talk with great early results Gamification is initially
proving that itrsquos engaging people
GAME MEChANICS POINTS BADGES AND LEADERBOARDSAccording to a leading gamification platform
provider gamification works because game me-
chanics help to drive participation engagement
and loyalty on online properties site or commu-
nity Game mechanics include points levels cha-
llenges virtual goods score boards and gifting
amp charity In theory game mechanics are directly
linked to human desires reward status achieve-
ment self-expression competition and altruism
Although the early results are positive Gartner
warns that gamification is currently driven by
novelty and hype The technology research firm
suggests that the Plateau of Productivity wonrsquot
be reached for another 5 to 10 years Businesses
need to figure out how best apply gamification
in their business models Towards that end con-
sidering the inputs from game thinkers or moti-
vational designers may be beneficial
INTRINSIC MOTIVATION (OR GAME ThINKINGMOTIVATIONAL DESIGN)As a counterpoint to all the current game me-
chanics buzz Sebastian Deterding (researcher
and game designer) offers his take on the whole
gamification thing He advises that to be effective
gamification projects should include key elements
from game thinkingdesign meaning mastery
and autonomy
Meaning Gamified applications have to con-
nect to something that is already meaningful to
the user - or to wrap themselves in a story that
makes them meaningful ldquoThe general lesson
is that to be successful a gamified application
must provide something that is already mean-
ingful to the user in its own rightrdquo
Mastery The experience of being competent
of achieving something Video games donrsquot just
present goals They ensure that a structured flow
of nested goals pulls you through from the long-
term goal (save world rescue princess) to medi-
um-term (kill level boss-monster) and short-term
goals (collect five level coins) Wherever you are in
and whenever you return to a good game there
will always be one next goal that is just within
reachrdquo
Autonomy A free space to play in and some-
thing to play with providing ldquospacerdquo for explora-
tion and expression
Source Sebastian Deterding | Getting ldquoGamificationrdquo RightPrimary desire a particular game mechanic fulfills Other areas that it affects
Reward
Points
Levels
Challenges
VirtualGoods
ScoreBoards
Gifftings amp Charity
StatusArchieve-
mentSelf-
ExpressionCompetition Altruism
human desires
Gam
es m
ech
anic
s
September 2012 | GAMIFICATION 21
Putting Gamification to Work
ldquoWhere games traditionally model the real world or-
ganizations must now take the opportunity for their
real world to emulate gameshellip enterprise architects
must be ready to contribute to gamification strategy
formulation and should try at least one gaming ex-
ercise as part of their enterprise context planning
efforts this yearrdquo
All games when reduced to their core have four de-
fining traitsDeployment Scenarios
(Brian Burke - Gartner)
Gamification designers need to consider the desired results and behaviors
when gamifying Key Processes for the organization
Cooperative
IntrinsicExtrinsic
Competitive
Poker game Players are motivated to maximize their own score to achieve a greater share of the rewards increasing their personal worth effectively taking a larger share of the pie
Fishing boat Players are motivated to maximize to produce the highest possible overall score to maximize the team production effectively creating a larger pie to be split
Beauty Contest Players are motivated to maximize their individual results usually to achieve a higher status
Burning Building Players are motivated to maximize the overall outcome and to maximize the im-pact of game play
Feedback system ldquoThe feedback system
tells players how close they are to achie-
ving the goalhellip Real-time feedback serves as a
promise to the players that the goal is achie-
vable and it provides motivation to keep playingrdquo
Voluntary participation ldquoEveryone who is play-
ing the game knowingly and willingly accepts the
Player Types
(Richard Bartle - Designing Virtual Worlds)
The Player Types are four terms describing generalized behavior in a Multi-user virtual space
Source httpwwwmudcoukrichardhcdshtm httpfrankcaroncomFloggerp=1732 and
httpwwwgamasutracomblogsSteveMallory20120413168507Social_Gaming_and_the_Bartle_Archetypesphp
AchieversDEFINED BYA focus on attaining status and achieving preset goals quickly andor completely
ENGAGED BYAchievements
SocialitesDEFINED BYA focus on socializing and drive to develop a network of friends and contacts
ENGAGED BYNewsfeeds friends list chat
ExplorersDEFINED BYA focus on exploring and drive to discover the unknown
ENGAGED BYObfuscated achievements
KillersDEFINED BYA focus on winning rank and direct peer-to-peer competition
ENGAGED BYLeaderboards ranks
Goal ldquoThe specific outcome that players will work
to achieve It focuses their attention and continually
orients their participation throughout the gameThe
goal provides player with a sense of purposerdquo
Rules The ldquolimitations on how players can achieve
the goal By removing or limiting the obvious ways of
getting to the goal the rules push players to explore
previously uncharted possibilities spaces They un-
leash creativity and foster strategic thinking
goal the rules and the feedback Knowingness esta-
blishes common ground for multiple people to play
togetherrdquo
Source Jane McGonigal | Reality is Broken 2011
In addition understanding player types and de-ployment scenarios can help organizations to think
strategically about gamification and explore the best
application for the companyrsquos business model v
20
September 2012 | GAMIFICATION 23 22
GamificationGaming
Gamification is a hot topic today and
everyone wants to play Playing this game to
win requires the right strategies tactics and
moves Currently organizations are gaming
gamification to understand the possible
advantages while avoiding potential pitfall
along the way Can our hero make it to the
next level
ldquoOrganizations are using gamification internally to recruit train and enhance employee performance They are using it to drive innovation share knowledge and improve employee health Gamification is also helping organizations engage external stakeholders in customer loyalty marketing education and innovation initiatives The target audience of gamification can be any defined group of stakeholders (customers employees or the Web collective)rdquo
Source Brian Burke Gartner | Gamification Primer Life Becomes a Game
We have some interesting data
1 Business ApplicationGamification helps companies to
Increase User Engagement
47Increase Brand Loyalty
22Increase Brand Awareness
15Motivation
9Employee Training
7Source M2 Research
24 September 2012 | GAMIFICATION 25
2 Gamification Platform client Industry BreakdownThe early adopters of gamification come mostly
from entertainment and publishing industries repre-
senting 60 of all companies Financial companies represented 6 of early adopters
Gamification offers significant innovation opportuni-
ties for financial companies especially for employee
facing applications The breakdown of other indus-
tries are presented below
Entertainment 42
Publishers 18
Consumer Goods 15
healthcareWellness 10
Financial 6
Retail 5
Education 3
Telecom 1
Source M2 Research
3 Growth of Gamification
growth in 2012
197
growth in 2011
155
4 Potential MarketSpending on gamification is projected to grow from
$100 million in 2011 to $28 billion dollars in 2016
2000000
1500000
1000000
500000
2012 2013 2014 2015
$ 196000
$ 434000
$ 860000
$ 1600000
Promiseand the ldquoFine Printrdquo
TheGamification despite its name is a se-
rious business opportunity and risk
It may be the ldquosecret saucerdquo to unlocking
value for the organization Given that we
are early stages of this trend it makes
sense that there are a lot of positive
news being generated at this moment
and there arenrsquot a whole lot of negative
stuff Letrsquos take a look at the opportunities
and challenges of gamification
To help clarify Gamification and to best apply it CIBBVA is thinking in business models We are going to use the Business Model Canvas to better understand the business implications of gamification For readers who may not be familiar with the Business Model Canvas a brief back-grounder is provided
ldquoA business model describes the rationale of how an organization creates delivers and captures valuerdquo
A business model can be best described through nine basic building blocks that show the logic of how a company intends to make money The business model is like a blueprint for a strategy to be implemented through organizational structures processes and systems
When done ldquorightrdquo gamification can
offer new ways of engaging an eager
user base and when done ldquowrongrdquo
it can estrange them Itrsquos the next
ldquobig thingrdquo but each organization
needs to explore the opportunities
and risks associated with it But
be warnedhellip read the fine print
ldquogamification is currently driven by
novelty and hyperdquo and filled with
potential pitfalls
26 September 2012 | GAMIFICATION 27
Key Partnerships
Key Resources
Cost Structure
Business OpportunitiesBased on early experiences and ldquoguru talkrdquo it seems
clear that gamification presents opportunities for
both sides of companyrsquos business model both value
(the customer facing business units) and efficiency
(the employeepartner facing business units) More
exploration is needed to test its usefulness in specific
areas of business models such as customer relation-
ships channels key activities key partners etc
Though a ldquowait and seerdquo strategy to assessing busi-
ness opportunities seems prudent it is evident that
gamification offers an immediate opportunity to
showcase BBVArsquos innovation power (if done correctly)
Business RisksThere are some concerns related to gamification
Gartner advises clients that current gamification
applications is ldquomotivated by the novelty of gami-
fication This will wear off as user fatigue sets in
an the sustainability of engagement becomes an
issuerdquo Gamification from a business point of view
has some perceived risks as it is almost impossi-
ble to separate the wheat from the chaff However
there are some significant threats that should be
addressed
Totally green (as in not mature) ldquoBoth in success-
ful models to emulate and in a shortage of people
who understand game design Game design ex-
perience has not intersected with typical business
functions not even ITrdquo
Blockbuster game donrsquot happen that often and
probably less with gamification ldquoTrying to add fun
to an activity that has another purpose is more
difficult still One fact that does seem clear is that
Key Activities
EMPLOYEE BEHAVIOR IMPROVEMENT Surveys suggest low employee engagement Gamification can make work ldquofunrdquo
NEW PRODUCTS AND SERVICES designed by ldquogame thinkingrdquoGamification can become the process for building a comprehensive new digital services platform
Customer Segments
Revenue Streams
Value Propositions Customer Relationships
Channels
Gamification offers customers personalized automated self-service relationships with a high component of co-creation and community
BRANDING AS A VPGood gamification deployments can increase the value of a companyrsquos brand
BUNDLING AS A VP Gamification is ldquobundledrdquo to existing productsservices to enhance the value proposition to customers
Gamification when done
ldquorightrdquo can increase customer
ldquostickinessrdquo at almost
every channel phase
Gen X and Gen Y customers These CSs are already familiar with game dynamics and mechanics Gamification may help to attract and engage new customers
28 September 2012 | GAMIFICATION 29
Key Partnerships Key Activities
Key Resources
Gamification is more of a process than a productUser engagement must be built in at the productservice development level
Cost Structure
simply adding points badges and leader boards is
not going to make engaging with an organization
more funrdquo
No ldquoone size fits allrdquo with gamification Different
people play different games for different reasons
ldquoWhile gamifying some activity may engage part
of the stakeholders it is not likely to appeal to all
stakeholders
Does it make sense for us ldquoIn many corporate
environments the very notion of building lsquofunrsquo into
any activity will be a nonstarter The idea of lsquofunrsquo can
seem very trivializingsuperficialno what grown-
ups do Selling gamification in these organizations
will be very difficultrdquo
Unexpected consequences ldquoTurning an acti-
vity in a game invites players to try to lsquogame the
systemrsquo and may result in unintended conse-
quencesrdquo
More time is needed to better identify the risks
associated with gamification As the technology
enters Trough of Disillusionment in Gartnerrsquos Hype
Cycle the negative version of the fairytale will
soon materialize and begin to dominate as some
companies will painfully learn that all that glitters
isnrsquot gold The golden child might look more like a
whipping boy v
Trial and Error is part of the learning curve Donrsquot put on the ROI hat hellip
Value Propositions
Channels
Customer Segments
Revenue Streams
Customer Relationships
Companies risk taking customers on unnecessary journeys distracting them from the main purpose of giving them what they actually want
Who owns the data Data
ownershipresponsibility
needs to be addressed and for
financial services companies
this may be difficult
30 September 2012 | GAMIFICATION 31
32 September 2012 | GAMIFICATION 33
GlobalSnapshots
Around the world companies and organizations are seriously experimenting with gamification Whether playing a lottery with the speed limit or learning about real estate investments gamification projects are capturing the imagination of people
34 September 2012 | GAMIFICATION 35
SIEMENS A visual FarmVille-style game that allows players to
learn the connections of each part of the plant and
manufacturing process
Ver video
IBM INNOV8 the IBM Business Process Management
(BPM) simulation game gives both IT and business
players a better understanding of how effective BPM
impacts an entire business ecosystem
GOOGLE Google employees get a per diem amount for busi-
ness trips depending on the destinations If they
are above the limit they submit the receipt and get
reimbursed If they are below the per diem they
can use it to save it towards another business trips
(which would have had no budget) or upgrade 1st
class Compliance with the process has shot up to
over 90
SAP Sustainability Quiz The idea was to make beha-
vioral change fun and inform employees about the
success of SAPrsquos sustainability efforts and what steps
they can take themselves In less than a month over
one thousand colleagues played the game many of
them repeatedly
SAP Community Networks (SCN) ldquoThe SCN is
also a good example to introduce you to a couple
of game mechanics Points (as ldquopoints pointsrdquo but
also views of your articlesblogs) leaderboards (list
of top contributors but also exposure of you arti-
cle on the main SDN page) status (mentor badge
goldsilverbronze medal) social interaction (dis-
cussions meetups)rdquo
DELOITTE ldquoConsulting firm Deloitte Touche Tohmatsu Ltd
are incorporating elements of videogames into the
workplace Theyrsquore deploying reward and competi-
tive tactics commonly found in the gaming world
to make tasks such as management training data
entry and brainstorming seem less like workrdquo
SALESFORCE Salesforce Motivation motivates professionals us-
ing proven techniques that sales managers have
always used team competitions leaderboards and
rewards But instead of tracking and managing those
programs manually companies can use cloud-based
applications to ldquoautomaterdquo tasks so that the team
stays focused on the activities and rewards that are
critical
BARCLAYS 56 Sage Street A portal to help teach about mo-
ney finance and banking in an enjoyable way
BANK OF AMERICA Bad Credit Hotel (in collaboration for the US De-
partment of Treasury) Learn about debt manage-
ment credit history and credit scores
COMMONWEALTh BANK Investorville is a virtual world where one can try
hisher luck at investing in rental property without
the risk of buying one
MICROSOFT RibbonHero is an application that encourages MS
Office users to learn more about the different fea-
tures by watching videos and taking short exams
CODEACADEMY Codecademy is a web-based interactive platform
where players can learn to code and are rewarded
with points and badges The players get encouraging
real-time feedback on progress bars and can connect
with their friends and compete against them
VOLKSWAGEN (FUN ThEORY)Speed Camera Lottery ldquoCan we get more people
to obey the speed limit by making it fun to do (The
idea) was so good that Volkswagen together with
The Swedish National Society for Road Safety ac-
tually made this innovative idea a reality in Stock-
holm Sweden The average speed of cars passing
the camera dropped from 32kmh before the experi-
ment to 25kmh afterrdquo (Wired)
Ver video
Walking up the Piano Stairs ldquoCan we get more peo-
ple to take the stairs over the escalator by making it
fun to dordquo The project led to an increase of 66 in
the use of the piano stairs
Ver video
Recycling is Fun At Bottle Bank Arcade recycling
was turned into a fun activity
Ver video
Employee
Facing
Gamification
Customer Facing
Gamification
Projects in
Financial
Services
Customer
Facing
Gamification
Projects
36 September 2012 | GAMIFICATION 37
Other notable companies include
Bigdoor
Crowd Twist
Get Glue
Playgen
SCVNGR
Gamification Platform ProvidersFor organizations who are considering off the shelf
solutions platform providers are offering turnkey so-
lutions for gamification Below we present some of
the leading vendors
BUNChBALLBunchball offers the Nitro gamification platform and
its analytics solution to create customized action-
able and scalable user experiences for consumers
employees and partners Nitro is a scalable and
reliable gamification platform managing over 125
million users and tracking over 15 Billion actions to
date Founded in 2005 Bunchballrsquos investors include
Granite Ventures Triangle Peak Partners Northport
Investments Correlation Ventures and Adobe Sys-
tems Incorporated
BADGEVILLE Founded in 2010 Badgeville draws on techniques
from social gaming traditional loyalty programs and
social networking in its suite of Behavior Lifecycle
Management solutions Built on database techno-
logy Badgevillersquos PaaS (Platform-as-a-Service) is de-
signed to connect user reputation across all of your
digital touch points Badgeville is funded by Norwest
Venture Partners El Dorado Ventures Trinity Ven-
tures and the Webb Investment Network
CROWDTAP Crowdtap is the Influencer Marketing platform ena-
bling leading brands to easily identify activate and
manage their influential consumers for real-time
insights and powerful online and offline peer-to-peer
marketing Crowdtap intends to shift marketing to
a fully collaborative and participatory process be-
tween brands and consumers
CYNERGY According to Cynergy ldquoWe make incredible experi-
ences happenmdashno easy task Great design is criti-
cal but incredible experiences are much more than
just pixelsmdashthey require the artful merging of expert
strategy design excellence and cutting-edge tech-
nology delivered by a single integrated team Thatrsquos
our formulamdashthatrsquos how we make incredible experi-
ences happenrdquo
IACTIONABLE IActionable is a web based (SaaS) gamification
software platform that applies game mechanics
to non-game applications IActionable can be used
to change user interface and user experience and
drive behavior in the form of participation and en-
gagement v
BBVA amp thegamificationWith BBVA Game we have
launched an important Beta
project wich we want to create
an space of interaction with our
on line clients
38
We understand that to generate a fun dialog
with our clients is a challenge Most online us-
ers access our site to check positions and perform
transactions Without a doubt itrsquos quite a challenge
BBVA Game a gamification platform has incorpo-
rated game dynamics as a way to provide additional
value for online banking customers We put together
our best value proposition loyalty programs and
game dynamics which offer the most fun We wanted
to work in teams to create a game that educates our
clients offers stickiness to our clients and offer cross-
selling and upselling opportunities for our business
We will not really know the final results until we learn
from our customers any other pretense would be
rather arrogant
What we do know is that we can use gamification to
get know know our customers better to get closer
to them in an refreshing way to educate them to be
ldquostickyrdquo and of course we can apply this model in
all countries in which we have presence Like BBVA
the concept of gamification is universal
All the team members in various teams who par-
ticipated in bringing BBVA Game to life (Marketing
and Innovation amp Technology) shared one thing in
common We had fun And that is a good sign v
Bernardo Crespo
Head of Digital Marketing and Marketing Lab
BBVA Spain and Portugal
Brian Burke
are leveraging game mechanics to engage customers and financial services companies are no exception This trend is called gamification and while it being used in many different ways the sweet spot is in engaging customers As an early adopter of gamification in the financial services industry BBVA joins a small group of innovators that are turning customers into players and banking into a game The BBVA Game is a leading edge example of using gamification to both engage customers in a fun way while architecting the customer journey Gamification is a win-win for BBVA and its customersrdquo
ldquoCompanies around the world
September 2012 | GAMIFICATION 39
September 2012 | GAMIFICATION 41 40
ForecastInnovationThe early results are in Bunchball a pure gamification platform provider see their customers enjoy the benefits value creation aspects of gamification
An increase of 2x page view Page view per visit increased 60 Unique visitors increased 30 Increase of 100 on time on site An increase of 2x repeat monthly visits 400 ROI (with payback time of as
little as 3 months)
Though the results display initial deploy-
ments numbers itrsquos clear what should
be done with gamification for the short-
term future Just Play See how gamifica-
tion can create or capture value for the
organization
To wrap things up we leave you with
some ldquoGamification Tips from the Prosrdquo
hoping that they may help you better
understand this key topic and perhaps
even help spark some new innovations
in the organization
Gamification Tips from the Pros
SEBASTIAN DETERDING Game designer
ldquoThe most important thing to keep in
mind here is that any good design mdash
game or software mdash hinges on good
designers and design process not on
featuresrdquo
Know your users What motivates
them What is meaningful to them
What keeps them from following
through on their intentions What
kind of games to they like What kind
of community do they prefer Without
user research to figure these things
out you will miss your target audience
Read the Rules Goals and rules create
interesting challenges even can create
meta-games
Sources Sebastian
Deterding Getting Gamifi-
cation Right January 2011
| Sebastian Deterding
Donrsquot Play Games with
Me Pitfalls of Gameful
Design May 2011
Prototype Playtest and Iterate The
core of game design is to build a func-
tional prototype of the rule system as
early as possible to test whether it is
any fun tweak it based on the test re-
sults test it again etc to iterate your
way toward something that is fun and
engaging
Bring in the Data Quantitative
analytics will tell you whether your
point systems donrsquot have loopholes
or exploits or whether you balanced
the difficulty of the goals and mis-
sions you present to the players
ldquoReality ultimately is much more messy
complex random unfair and beyond
our control than gamesrdquo
42 September 2012 | GAMIFICATION 43
Source Gabe Zicher-
mann | Mashable - 7 Win-
ning Examples of Game
Mechanics in Action
Sources Gartner | Gamification Primer Life Becomes a
Game January 2011
Gartner | Maverick Research Motivation Momentum and
Meaning How Gamification Can Inspire Engagement
October 2011
Gartner | Innovation Insight Gamification Adds Fun and
Innovation to Inspire Engagement December 2011
GABE ZIChERMANNGamification expert
ldquoThe initial findings from gamification
specialists are nothing short of astonish-
ing Regardless of your business model
the following seven gamified innovations
should inspire you to strategize via game
analysisrdquo
Make a market (Foursquare) Four-
square proved that location-based
networking wasnrsquot doomed to fail that
simple game mechanics can affect
behavior and that you can engage 10
million customers mdash all while raising
$50 million
Get fit (NextJump) By leveraging the
power of gamification 70 of Next-
Jump employees exercise regularly mdash
enough to save the company millions
in work attendance and insurance
costs over the medium term mdash all the
while making the workplace healthier
and happier
Slow down and smell the money (Volkswagen - Fun Theory) Speed
Camera Lottery idea rewards those
drivers who obey the posted limit by
entering them into a lottery When test-
ed at a checkpoint in Stockholm aver-
age driver speed was reduced by 20
Generate ad revenues (Psych amp NBCUniversal) Club Psych implemented
gamified incentives to raise page
BRIAN BURKE GARTNERTechnology analyst
ldquoThe goal is to inspire deeper more en-
gaged relationships and to motivate
changed behaviors Many organizations
report significantly higher engagement
with gamification But risks abound and
organizations should consider their de-
ployment strategies carefully
Gamification is a business issue that
is enabled by technology mdash business
managers must take the lead in dri-
ving gamification efforts
The application of gamification is very
diverse Focusing on specific goals is
critical to success
Avoid the herd mentality mdash donrsquot imple-
ment a copycat application Most cur-
rent gamified applications are doomed
to fail
Design gamified applications that co-
rrectly position motivation momen-
tum and meaning (M3) to inspire en-
gagement with the audience
Exploit this trend today if you work in
an organization that is willing to take
risks But remember that careful plan-
ning and improvement through itera-
tion are central to every successful im-
plementation of gamification
views by over 130 and
return visits by 40
The resulting rise in
engagement has gener-
ated substantial revenue
for the company bringing
registered user counts from
400000 to nearly 3 million since
the launch of the gamified version
Make research amp evangelism count (Crowdtap) Through the use of gami-
fied virtual rewards the company has
been able to raise average user par-
ticipation by 25 times thus reducing
research costs by 80 or more for key
clients
Save the planet (RecycleBank) RecycleBank utilized game mecha-
nics such as points challenges and
rewards to drive breakthroughs The
project has seen a 16 increase in re-
cycling in Philadelphia where the recy-
cling rate has broken 20 for the first
time in history
Make teaching fun (Ananth Pai) grouped students by learning style
and retooled the curriculum to make
use of off-the-shelf games to teach
reading math and other subjects In
the space of 18 weeks Mr Pairsquos class
went from below third grade average
reading and math levels to mid-fourth
grade v
44 September 2012 | GAMIFICATION 45
MPAA | Theatrical Market Statistics 2012
Alex Osterwalder and Yves Pigneur | Business Model Generation 2009
Daniel Pink | Drive The Surprising Truth About What Motivates Us April 2011
PSFK | The Future of Gaming 2011
Byron Reeves amp J Leighton Read | Total Engagement Using Games and Virtual Worlds to Change the Way People Work and Businesses Compete 2009
Gabe Zichermann | Gamification by Design Implementing Game Mechanics in Web and Mobile Apps August 2011
Gabe Zichermann | Gamification Innovation and the Future (presentation) 2012
Gabe Zichermann amp Joselin Linder | Game-Based Marketing Inspire Customer Loyalty Through Rewards Challenges and Contest 2010
On the WebIan Bogost (Video Game Theorist Critic and Designer)
Bunchball | Gamificationcom
Sebastian Deterding (Game Researcher and Designer) | Coding Conduct Persuasive Design for digital media
Entertainment Software Association | Games Improving What Matters
Gamasutra | Social Gaming and the Bartle Archetype April 13 2012
Gamification of Work
Gamification Research Network
Gaming Business Review | Designing Gamification for the Most Frequent Personality Types September 20 2011
Gaming Business Review | Who Owns Gamification Data February 18 2012
GigaOM | The future of Social Games is Mobile October 2010
Google Insight for Search | Gamification Mashable | 7 Winning Examples of Game Mechanics in Action July 6 2011
Scott Nicholson (MIT Gambit Game Lab) | Because Play Matters
Wired Magazine | Go with the Flow 1996
Wired Magazine | Swedish Speed-Camera Pays Drivers to Slow Down December 6 2010
Gabe Zichermann | The Gamification Blog
A list of links to other useful tools and resources that you may find useful as a supplement to the information offered on the lsquoSimple Bankrsquo report
Books amp PublicationsBunchball | Gamification 101 An Introduction to the Use of Game Dynamics to Influence Behavior October 2010
Tom Chatfield | Fun Inc Why Games are the 21st Centuryrsquos Most Serious Business 2010
Jenova Chen | Flow in Games (and Everything Else) April 2007
Aaron Dignan | Game Frame Using Games as a Strategy for Success 2011
Sebastian Deterding | Getting ldquoGamificationrdquo Right (presentation) January 2011
Entertainment Software Association | 2011 Sales Demographic and Usage Data Essential Facts about the Computer and Video Game Industry 2011
Gartner | Gamification Primer Life Becomes a Game January 2011
Gartner | Innovation Insight Gamification Adds Fun and Innovation to Inspire Engagement December 2011
Gartner | Market Trends Gaming Ecosystem 2011
Gartner | Maverick Research Motivation Momentum and Meaning how Gamification Can Inspire Engagement October 2011
Insight Express | 1Q2012 Digital Consumer Portrait 2011
International Federation of the Phonographic Industry | Recording Industry in Numbers The Recorded Music Market in 2011 March 2012
Jane McGonigal | Reality is Broken Why Games Can Make Us Better and how They Can Change the World 2011
Mihaly Csikszentmihalyi | Flow The Psychology of Optimal Experience 1991
Ralph Koster | A Theory of Fun for Game Design 2005
M2 Research | What is Gamification (presentation) January 2011
46 September 2012 | GAMIFICATION 47
Gamification Experts
In depth
Brian BurkeBrian Burke is an analyst for Gartner specializing in enterprise architecture and IT portfolio management and most recently developing research on the emerging gamification trend His groundbreaking work in the development of federated architectures has been implemented in hundreds of organizations in both the public and private sectors He is also a prominent researcher and speaker in the areas of IT strategy IT organizational structures and businessIT alignment
Jane McGonigalJane McGonigal takes play seriously She studies the power of
games to impact the real-world mdash and she creates games that do just that She is an expert on applying game design and game theory to real work and real business and has consulted and devel-oped internal game workshops for leading technology companies MIT Technology Review named her one of the top 35 innovators changing the world through technology for her role in pioneering the field of alternate reality gaming and Harvard Business Review called her theory of ldquoalternate reality businessrdquo one of the ldquoTop 20 Breakthrough Ideas of 2008rdquo She has a PhD from UC Berkeley in performance studies
Wanda MeloniFounder and president of M2 Research is an industry analyst and market strategist Wanda has a deep understanding of emerging trends in interactive entertainment games and social media Wanda publishes articles and reports that on the market dynamics affecting development and consumer trends In addi-tion to her published works she consults with many of the top companies in the industry providing custom analysis investment strategies strategic positioning and competitive analysis
Gabe ZichermannGabe Zichermann is an entrepreneur author highly rated public speaker and gamification thought leader He is the chair of the Gamification Summit and Workshops and is co-author of the book ldquoGame-Based Marketingrdquo (Wiley 2010) where he makes a compelling case for the use of games and game mechanics in everyday life the web and business
Sebastian Deterding
Sebastian Deterding is a researcher and designer working on user experience persuasive design video games and gamifica-tion His PhD research at the Research Center for Media and Communication at Hamburg University looks into the use of game design to motivate user behavior in non-game contexts Today he speaks and publishes internationally on persuasive design and gamification at events such as reboot republica or Playful and consults game companies on game usability and playability
Other experts include
R Ray Wang Micheal Wu Toby Beresford Dennis Crowley Keith Smith Steven L Johnson Buster Benson Scott Dodson Ian Bogost
48 September 2012 | GAMIFICATION 49
The following section outlines the upcoming technologies that will change everything with predictions on what may come of them in financial industry
The Maps WarEmerging players are consolidating their Maps products and becoming
trusted partners in the Maps solutions landscape A few weeks ago Wikipedia
moved from Google Maps to OpenStreetMap followed by FourSquare Even
Apple launched iPhoto for iOS using OpenStreetMap data for photos with
geolocation tags embedded
IS OPENSTREETMAP A MATURE SOLUTIONOpenStreetMap was founded in July 2004 and it is
defined as a collaborative project to create a free edit-
able map of the world In April 2012 OpenStreetMap
cleared 600000 registered contributors However
not all registered users actually contribute to the
map a minority of individuals contribute the major-
ity of the content (around 3)
High populated areas such as big cities are constant-
ly being updated even at a higher rate than Google
Maps does Low populated areas on the other hand
are not so accurate These areas are currently being
covered by Bing Microsoft Maps solution Despite
Microsoft support certain places may not have ac-
curate information to display Therefore depending
on the needs OpenStreetMaps can be considered a
good approach
AND WhAT ABOUT GOOGLE MAPSGoogle Maps solution is much more than Maps It
is also considered the main advertising platform for
many merchants and functionalities as Street View
add value to final user far beyond geo-localization
But it is no longer free It seems to be quite hard
to make money putting ads on maps so Google
Maps API is limited to 25000 free queries per day
Over that limit it is required to pay Nothing free lasts
forever
Rumors keep growing and it is said that Apple is
working on its own Map solution that will be re-
vealed with the iOS 6 and will include 3D features
We already have a winner the final user
The Maps war is escalating During Applersquos
WWDC in June 2012 the company
announced that the new iOS will no longer
use Google Maps Instead Apple will offer
its own maps solution in the iOS 6 The
new map service along with Siri seems to
offer iOS users more convenience and
solutions (of course shutting out Google)
In fact it looks like Apple wants to extend
the war beyond Maps hellip be careful out
there the titans are clashing
BREAKING NEWS
Technology trends
50 September 2012 | GAMIFICATION 51
According to McKinsey Global Institute big data
can unlock value (high level) for the enterprise
by 1) creating transparency 2) enabling experimen-
tation to discover needs expose variability and im-
prove performance 3) segmenting populations to
customize actions 4) replacingsupporting human
decisions making with automated algorithms and
5) innovating new business models products and
services
RELEVANCE OF BIG DATAOpportunities ndash for example a retail business can
increase operating margins by 60 Early results
show that big data leaders are taking market share
from the laggards suggesting that big data will be-
come a keystone for competitiveness and growth
for the organization
Specifically for the banking sector Citibank has
partnered with IBM (ldquoWatsonrdquo) to use big data for
up-sellingcross-selling opportunities It is stipulated
that they will also use Watson to detect fraud and
analyze customer credit worthiness
The danger (or risk) of big data stems from issues
which will affect all stakeholders namely data pro-
tection and security rights and responsibilities for
using data and accountability and enforcement Ad-
ditionally it is estimated that by 2020 the volume
of data will exceed our capacity for data storage by
more than 21 v
Sources IBM | ldquoUnderstanding Big Datardquo March 2011
McKinsey Global Institute | ldquoBig Datardquo June 2011
World Economic Forum | ldquoRethinking Personal Data
Strengthening Trustrdquo (August 2011)
The Economist | ldquoBig Data Crunching the Numbersrdquo
May 19 2012
2020 346
2005 013
Created
2005 2010 2015 2020
35
30
25
20
15
10
5
0
Storage available Zettabytes = 1 trilion gigabytes
ESTIMATE FORECAST
forecast
OPEN WIDE Global digital information
Source IDC
Striking Gold with Big DataToday the world creates 25 quintillion
bytes of new data ndash everyday 90 of
the worldrsquos data has been created in the
last two years alone In this mountain of
data (both structured and unstructured)
there is gold to be found Companies must
acquire the right tools and processes to
separate the dirt from the gold efficiently
Technology trends
52 September 2012 | GAMIFICATION 53
Innovation at the Core just Copy amp Paste
By using virtualization and replication technolo-
gies banks can create copies of the core system
quickly and provide them to partners in standalone
sandboxes By allowing developers work with a real
core banking environment the pace of innovation
will quicken as developers can test new functionali-
ties without worrying how it will perform when the
product goes live According to ING a full replication
of the core system used to take about 260 days it
now takes less than a day
Source Information Management | May 2012
Core banking platform
New formats
Enterprise 20
Smartphone + Fanatics = Smartphonatics
Smartphonatics are consumers who change their
shopping financial and payment behavior as a
result of owning a smartphone According Aitersquos
Ron Shevlin ldquoThis group is driving the adoption of
mobile payments and banking and setting the bar
for how financial institutions will have to respond
over the next five yearsrdquo 70 of Smartphonatics have used a mobile
device to make a payment 80 of Smartphonatics have used the mobile
banking channel Less than 25 of other consumers have made a
mobile payment About 33 of other consumers have used the
mobile banking channel
Source Aite | May 2012
Everyone wants Mobile Banking including
companies
A recent global survey of treasury executives
suggest that 66 of corporate customers are ready
to use mobile banking which can provide access
to real-time information related to the corporate
environment Customers are willing to pay for
premium services if they can realize efficiencies As
tablets are already part of the C-suite they can boost
adoption by enabling other value added services
Source finextra | May 2012
An analysis of one yearrsquos worth of data of Google
Apps enterprise customers shows us An average user creates 84 DocsSites An average enterprise has 250000 DocsSites
on their domain Compared to on premise solutions the results
are very similar Year over year growth of DocsSites is projected
to be 400 Percentage of DocsSites that are designated
lsquoEverybodyrsquo 55 Percentage of DocsSites that are designated
lsquoPublicrsquo 025 Percentage of Docs Shared Externally 25
Mobile banking
Smartphonatics by Country(Source ACI Worldwide Aite Group)
India
South Africa
Brazil
UAE
China
Italy
Singapore
US
Australia
UK
Sweden
Germany
France
Canada
6042
3734
3127
2420
1816
1110
87
Average Number of External Collaborators 3000
Thinking about the results it seems like enterprise
users have no problems embracing Google Apps
and of course should be mindful of when share
DocsSites with others
Source Forbes | June 2012
When Google Apps go Bighellip What happens
In this section readers will find summaries of the most relevant news of selected topics that have been published over the course of the month based on its relevance to the Banking industry The summaries were prepared by the editorial board Further information is made available for each given topic
Trending issues
54
Good News Bad News
A recent survey shows consumers want to use
mobile wallets and thatrsquos good news However
consumers clearly prefer PayPal Google and Apple
over banks to provide the solutions In fact 8 of 10
consumers in the survey indicated that they would
use mobile wallets if PayPal offered a service
Banks should heed this wake-up call or prepare for
a future without a mobile wallet
Source MarketWatch | June 2012
When it Comes to Social
Women 2 - Men 1
A recent survey of 2000 Britons (commissioned by
British Telecom) discovered that ldquoover half of female
internet users used social networking websites such
as Twitter and Facebook whilst only 34 per cent of
men surveyed admitted to doing so Similarly out of
those surveyed 18 per cent of women believed that
if the internet no longer existed they would miss
social media websites the most This compares to
just seven per cent of menrdquo
Source The Telegraph | May 2012
Mobile payments
Digital Marketing
Crowd finance
Social Media
The ldquoPinrdquo is Mightier than
According to the 2012 Social and Mobile Com-
merce Study (a joint research project by Shoporg
comScore and The Partnering Group) American
consumers follow an average of 93 retail compa-
nies on Pinterest compared to 85 on Twitter and
69 on Facebook For now when it comes to digital
marketing the Pin is mightier
Source Shoporg comScore amp The Partnering Group | June 2012
The Crowd is Growing Crazy
The Crowdfunding Industry Report from
researchers Massolution reveals that
crowdfunding platforms raised almost $15 billion
funding over one million projects in 2011 They also
say that with current trends the already growing
market is set to double in 2012
Source Massolution | June 2012
FUNDER AND FUNDRAISER ACTIVITYPercentage based on sample of 57 and 47 CFPs respectively
89
7
26
4 5
69
1-2 C
AMPAIG
NS
3-5 C
AMPAIG
NS
gt5 CAM
PAIGNS
FUNDERS FUNDRAISERS
Trending issues
56 September 2012 | GAMIFICATION 57
The Internet is Becoming Mobile
By 2017 there will be 5 billion mobile
broadband users three times as
many people as are
using that technology today
With faster mobile network
speeds and global coverage
the mobile internet is poised to
deliver new innovative services as the app
ecosystem will surely find a way to create newer and
or better mobile services According to Ericssonrsquos CEO there is
a ldquoshift in power from the network to the handsetrdquo from connectivity to
apps
Source GigaOm | June 2012
Love at First Bite People just love Applersquos iPad A customer satisfac-
tion polls shows that iPad clearly is heads and
shoulder above its competitors when it comes to
wowing the customers Customers are ldquovery satis-
fiedrdquo with Apple (new) iPad - 81 Apple iPad2 - 71 Samsung Galaxy Tablet - 46 Amazon Kindle Fire - 41 Others - 41
Source Computer World | June 2012
App ecosystem New banking concepts
Join amp enjoy
New Gizmo era
Talk to Bank Voice-enabled search is fast becoming a
differentiator especially with smart devices in the
e-commerce space EasyAsk a natural language
technology company launched Quiri in March 2012
Quiri a virtual personal shopping assistent under-
stands both the intent of the search and has deep
knowledge of the content and products within the
e-commerce site Shoppers can use their iPhone 4S
or Android to verbally search sites for products and
the products they are looking for It is like having
a highly knowledgeable personal shopping
assistant for that one store
Source Sacramento Bee | June 2012
Flashback to EVOKE
Though there is a lot of commercial buzz re-
lated to games and gamification today some
are designed to change the world In 2010 the
World Bank launched the EVOKE a game which
motivate players all over the world to come up
with creative solutions to our most urgent social
problems According to the website ldquoEVOKE is a
ten-week crash course in changing the worldrdquo In
this issue of Innovation Edge we pay homage to
one of the pioneers of gamification
Source World Bank | March 2010
Trending issues
58 September 2012 | GAMIFICATION 59
Connected Cars Solution Market Expected to Exceed $350 million in 5 years
By 2017 according to ABI Research the connected
car market will be about $350 million dollars
growing from $66 million in 2012 Connect Car
solutions include stolen vehicle tracking insurance
telematics infotainment and road user charging
The consumers are asking for a connected lifestyle
and they are asking to be connected to the car
especially the younger consumers
Source ABI | May 2012
Gimme a Hi-Five for health
TldquoFor healthcare delivery wersquore rapidly moving
from a world of inbound patients to a world of in-
bound data The impact of this shift on the health-
care system and how consumers use and act on
health information should not be underestimated
Here are five ways digital apps and smartphones
will transform healthcarerdquo
Improved access to care Improved patient engagement New provider of business models Reduced medicare fraud Improved patient safety
Source Forbes | June 2012
Smart cities + urban mobility
Health
Trending issues
BBVA Innovation Center (Plaza de Santa Baacuterbara 2 Madrid)
13th September | 900ndash1400 h
World renowned experts based on real world ex-
periences would help you ascertain whether or not
gamification is being hyped or is here to stay
Check out the videos and photos of the
event in our web
wwwcentrodeinnovacionbbvacom
Bernardo Crespo Velasco b_crespo
Head of Digital Marketing and Marketing Lab at
BBVA Spain Degree in Management and Econom-
ics from the University of Castilla-La Mancha and the
University of St Andrews He holds a masters in Re-
lational Marketing CRM and e-Commerce at ICEMD
Brian Burke brian_burke
Analyst for Gartner expert in gamification and enter-
prise architecture His groundbreaking work in the
development of federated architectures has been
implemented in hundreds of organizations in both
public and private sectors
Priya Haji priyahaji
CEO and co-founder of SaveUp the first free
rewards program that encourages Americans
to save money and pay down debt while of-
fering a chance to win prizes including a life-
changing $2000000 jackpot Through a fun
and simple approach that employs game me-
chanics SaveUp helps transform the otherwise
mundane activities of savings
Sergio Jimenez gamkt
Sergio Jimenez is an analyst consultant and speak-
er specialized in gamification enthusiastic market-
ing technology and games Mr Jimenez has partici-
pated in numerous projects related to gamification
helping companies of different sectors to introduce
game mechanics in products and service
Gamification amp Banking a passing fad or a serious business
More info
Event
Videos pictures and
all the info
September 2012 | GAMIFICATION 61
We Innovate to GrowBBVA understands innovation as a source of value
creation both for our group and people In order to
effectively manage its development the group relies
on time tested innovation methodologies which were
co-developed with leading experts around the world
The Open Innovation model adopted by the group
attests that BBVA highly values people and talent re-
gardless where they may be and shows the bankrsquos
willingness to lead the transformation of the financial
industry with total openness and without any borders
The BBVA Innovation Center is the focal point for sig-
nificant and disruptive innovation projects
Furthermore the BBVA Innovation Center is a space
to meet a space to share and above all a space listen
and learn from the innovation ecosystem
Being part of an innovation ecosystem allows BBVA to
be near ideas and talent and to facilitate access to the
worldrsquos leading experts It is also a way to share our
collective knowledge with innovation community
wwwcentrodeinnovacionbbvacom
Follow us
wwwfacebookcomcentrodeinnovacionbbva
twittercomcibbva
wwwyoutubecomusercentroinnovacionbbva
wwwslidesharenetCIBBVA
This month events
More info
More info
Innovation at BBVAFor BBVA innovation is a strategic pillar and the BBVA Innovation Center is a major focal point for the grouprsquos effort in this field
CLOUDSTAGE
September 27th BBVA Innova-
tion Center will host the 8th
edition of Cloudstage an event
focused on the cloud This is a
meeting between profession-
als that want to deal with the
possibilities and development
of the cloud computing
KNOWSQUARE
September 25th BBVA Innova-
tion Center will host the event
Knowsqure an online and off
line network board of direc-
tors The aim of this event is
share experiences and knowl-
edge to improve the manage-
ment of companies
Produced by Prodigioso Volcaacuten
(wwwprodigiosovolcancom)
BBVA Innovation Edge is the first corporate magazine focused on innovation Innovation Edge aims to explore new trends and technologies that may impact the financial industry especially retail banking
Each edition features articles analysis and in-depth information about a given trend
WEB Articles and sections are available for free on wwwcentrodeinnovacioncom in both English and Spanish
PDF Our website offers pdf versions of the publications for your reading enjoyment online or offline
APP Innovation Edge is also available in Applersquos App Store All issues will be made available for download at the App Store free of chargerdquo
More info
Are you interested in Innovation Edge Subscribe to our newsletter and be informed of new issuescopyBBVA2012
BBVA Innovation Edge is the result of a collaborative work done by all the people who are involved in innovation at BBVA Group
CONTRIBUTORS TO THIS ISSUE
Mariacutea Pilar Aacutelvarez Garciacutea l Javier Anguiano
Javier Benediacute l Alfonso Bey Navarro
Jaime Bisbal l Reyes Bolumar
Javier Borderiacuteas l Bernardo Crespo
Antonio Garciacutea l Eugenio Garciacutea
Rafael Hernaacutendez l Miguel Aacutengel Intildeesta
Beatriz Lara Bartolomeacute l Carmen Loacutepez
Marcos Marrodaacuten Ciorcia l Luz Martiacuten
Ricardo Martiacuten Manjoacuten l Samuel Martiacuten Valentiacuten
Aacutelvaro Moroacuten l Manolo Moure
Jay Reinemann l Alicia Saacutenchez
Javier Sebastiaacuten l Marcelo Soria
Gustavo Vinacua l Shan Ggu ldquoPhilrdquo Yim
DL AS 2498-2012
No part of this publication can be reproduced or communicate in any form or by any platform electronic o mechanic including photocopying recording o any other system of storage and retrieval without permission of the publisher BBVA
12 September 2012 | GAMIFICATION 13
Gamification is a process of using game thinking and mechanics to engage users This concept can be applied to both customer facing applications and employee facing applications in the companyrsquos business model Enterprise architects must be ready to manage a variety of ldquoplayer typesrdquo (achievers socializers explorers and killers) and deployment scenarios
The
to EngageFun Way
14 September 2012 | GAMIFICATION 15
Gamification What is it
As is the case for an emerging concept defining the
term ldquocorrectlyrdquo is both challenging and elusive -
as it depends on who you talk to platform providers
game designers practitioners industry observers etc
Below a Google Trends snapshot taken on April 2012
shows the historical evolution of Gamification as a
search term According to Gartner ldquogamification has
emerged as a recognizable trend Rarely does an
emerging trend impact so many areas of business
societyrdquo
Key Findings about Gamification Gamification is positioned to become a significant
trend over the next few years
Organizations are increasingly turning to gami-
fication to motivate changed behaviors and
engage internal and external stakeholders
Novelty and hype are driving the current success
of gamification
Success doesnrsquot come easy ldquoDuring four decades
of video game development many games have
failed despite their developers having the best
intentionsrdquo
Sources Gartner | Gamification Primer Life Becomes a Game enero 2011
Gartner | Maverick Research Motivation Momentum and Meaning How
Gamification Can Inspire Engagement October 2011
Gartner | Innovation Insight Gamification Adds Fun and Innovation
to Inspire Engagement December 2011
Some formal definitions
RESEARChER AND GAME DESIGNERldquoThe use of design elements from video games in non-game contexts to make a product service or application more fun engaging motivatingrdquo
Source Sebastian Deterding | Getting ldquoGamificationrdquo Right January 2011
GAMIFICATION PLATFORM PROVIDERldquoWhen used in a business context gamification is the process of integrating game dynamics (and game mechanics) into a website business service online community content portal or marketing campaign in order to drive participation and engagementrdquo
Source Bunchball | Gamification 101 An Introduction to the Use of Game Dynamics to Influence Behavior October 2010
PRACTITIONER (GAMIFICATION INDUSTRY)Gamification is ldquothe process of using game thinking and mechanics to engage usersrdquo
Source Gabe Zichermann | Gamification Innovation and the future 2012
INDUSTRY OBSERVERldquoGamification uses game mechanics such as challenges rules chance rewards and levels to transform daily tasks into playful activitiesrdquo
Source Gartner | Innovation Insight Gamification Adds Fun and Innovation to Inspire Engagement December 2011
Jan 12Jan 11 Apr 11 Jul 11 Oct 11 Apr 12Oct 10
100
80
60
40
20
0
Evolution of the term ldquoGamificationrdquo in Google search
16 September 2012 | GAMIFICATION 17
ldquoGames are the New NormalrdquoDuring the Games for Change Festival an event that
facilitates the creation and distribution of social im-
pact games that serve as critical tools in humanitarian
and educational efforts Al Gore said that ldquoThe gami-
fication trend is really extremely powerfulhellip Games
are the new lsquonormalrsquo for hundreds of millions of users
every month It has been very exciting to me to see
so many ideas that integrate social good and efforts
to make the world a better place into gamesrdquo
The current expectation of Gamification is generating
tremendous buzz everywhere Gartner suggests that
more than 70 of the global 2000 businesses will
Some examples of gamification
MINTMint is a free service which can
aggregate all financial accounts
into one place Users can set a
budget track goals and more
MINDBLOOMMindbloom is a ldquoLife Gamerdquo which
improves the quality of life of the
players in a simple and effective way
NIKENike + FuelBand tracks usersrsquo pro-
gress throughout the day providing
real-time feedback visually
Hype Cycle
Less than 2 years 2-5 years 5-10 years more than 10 years
Imagen recognition
3D printing
Hosted virtualdesktops
E-book readers
Mobile Application Stores
Predictive Analytics
Location-Aware Applications
Speech recognition
Consumerization
Virtual worlds
Wireless power ampSocial Analytics
ldquoBig Datardquo Speech recognition
Biometric Authentication
Methods
Idea management
Mobile robots
Plateau ofProductivity
Slope of EnlightenmentTrough of Disillusionment
Peak ofInflated
Expectations
TechnologyTrigger
Gamification
Exp
ecta
tio
ns
Time
Social TV
Video Analyticsfor customer service
Computer-Brain interface
Quantum computing
Human Augmentation
3D bioprinting
Internet TV
Group buying
Cloud web Platforms
QRcolor code
Machine-to-MachineCommunication services
Private Cloud computing
Cloud computing amp Media tablets
Gesture recognition
Augmented Reality
Virtual Assistants
In-memory Database Management Systems
Mesh Networks Sensor
Source Gartner
apply gamification by 2015 Gamification is believed to
innovate key processes which enhance value proposi-
tions and maximize infrastructure efficiency Whatever
the reason may be it seems that everyone is express-
ing an interest in it including BBVA
Once an obscure search term a short while ago
gamification has now leapt into Gartnerrsquos Hype Cy-
cle for Emerging Technologies 2011 mdash directly into
the Peak of Inflated Expectations However Gartner
also warns their clients to be patient as they believe
that gamification will not reach the Plateau of Pro-
ductivity for another 5 to 10 years
Ver video
Ver video
Ver video
18 September 2012 | GAMIFICATION 19
The Core Issue of Gamification a Closer Look at Game Mechanics and Intrinsic Motivation The current discussion of gamification hinges on a
lively debate between two sides one camp focuses
on game mechanics such as points badges leader-
boards and Incentives and the other camp focuses
internal motivation such as ldquoGame Thinkingrdquo and
motivational design For businesses the arguments
proposed by game mechanics are stirring up excite-
ment as the platform providers are backing up their
talk with great early results Gamification is initially
proving that itrsquos engaging people
GAME MEChANICS POINTS BADGES AND LEADERBOARDSAccording to a leading gamification platform
provider gamification works because game me-
chanics help to drive participation engagement
and loyalty on online properties site or commu-
nity Game mechanics include points levels cha-
llenges virtual goods score boards and gifting
amp charity In theory game mechanics are directly
linked to human desires reward status achieve-
ment self-expression competition and altruism
Although the early results are positive Gartner
warns that gamification is currently driven by
novelty and hype The technology research firm
suggests that the Plateau of Productivity wonrsquot
be reached for another 5 to 10 years Businesses
need to figure out how best apply gamification
in their business models Towards that end con-
sidering the inputs from game thinkers or moti-
vational designers may be beneficial
INTRINSIC MOTIVATION (OR GAME ThINKINGMOTIVATIONAL DESIGN)As a counterpoint to all the current game me-
chanics buzz Sebastian Deterding (researcher
and game designer) offers his take on the whole
gamification thing He advises that to be effective
gamification projects should include key elements
from game thinkingdesign meaning mastery
and autonomy
Meaning Gamified applications have to con-
nect to something that is already meaningful to
the user - or to wrap themselves in a story that
makes them meaningful ldquoThe general lesson
is that to be successful a gamified application
must provide something that is already mean-
ingful to the user in its own rightrdquo
Mastery The experience of being competent
of achieving something Video games donrsquot just
present goals They ensure that a structured flow
of nested goals pulls you through from the long-
term goal (save world rescue princess) to medi-
um-term (kill level boss-monster) and short-term
goals (collect five level coins) Wherever you are in
and whenever you return to a good game there
will always be one next goal that is just within
reachrdquo
Autonomy A free space to play in and some-
thing to play with providing ldquospacerdquo for explora-
tion and expression
Source Sebastian Deterding | Getting ldquoGamificationrdquo RightPrimary desire a particular game mechanic fulfills Other areas that it affects
Reward
Points
Levels
Challenges
VirtualGoods
ScoreBoards
Gifftings amp Charity
StatusArchieve-
mentSelf-
ExpressionCompetition Altruism
human desires
Gam
es m
ech
anic
s
September 2012 | GAMIFICATION 21
Putting Gamification to Work
ldquoWhere games traditionally model the real world or-
ganizations must now take the opportunity for their
real world to emulate gameshellip enterprise architects
must be ready to contribute to gamification strategy
formulation and should try at least one gaming ex-
ercise as part of their enterprise context planning
efforts this yearrdquo
All games when reduced to their core have four de-
fining traitsDeployment Scenarios
(Brian Burke - Gartner)
Gamification designers need to consider the desired results and behaviors
when gamifying Key Processes for the organization
Cooperative
IntrinsicExtrinsic
Competitive
Poker game Players are motivated to maximize their own score to achieve a greater share of the rewards increasing their personal worth effectively taking a larger share of the pie
Fishing boat Players are motivated to maximize to produce the highest possible overall score to maximize the team production effectively creating a larger pie to be split
Beauty Contest Players are motivated to maximize their individual results usually to achieve a higher status
Burning Building Players are motivated to maximize the overall outcome and to maximize the im-pact of game play
Feedback system ldquoThe feedback system
tells players how close they are to achie-
ving the goalhellip Real-time feedback serves as a
promise to the players that the goal is achie-
vable and it provides motivation to keep playingrdquo
Voluntary participation ldquoEveryone who is play-
ing the game knowingly and willingly accepts the
Player Types
(Richard Bartle - Designing Virtual Worlds)
The Player Types are four terms describing generalized behavior in a Multi-user virtual space
Source httpwwwmudcoukrichardhcdshtm httpfrankcaroncomFloggerp=1732 and
httpwwwgamasutracomblogsSteveMallory20120413168507Social_Gaming_and_the_Bartle_Archetypesphp
AchieversDEFINED BYA focus on attaining status and achieving preset goals quickly andor completely
ENGAGED BYAchievements
SocialitesDEFINED BYA focus on socializing and drive to develop a network of friends and contacts
ENGAGED BYNewsfeeds friends list chat
ExplorersDEFINED BYA focus on exploring and drive to discover the unknown
ENGAGED BYObfuscated achievements
KillersDEFINED BYA focus on winning rank and direct peer-to-peer competition
ENGAGED BYLeaderboards ranks
Goal ldquoThe specific outcome that players will work
to achieve It focuses their attention and continually
orients their participation throughout the gameThe
goal provides player with a sense of purposerdquo
Rules The ldquolimitations on how players can achieve
the goal By removing or limiting the obvious ways of
getting to the goal the rules push players to explore
previously uncharted possibilities spaces They un-
leash creativity and foster strategic thinking
goal the rules and the feedback Knowingness esta-
blishes common ground for multiple people to play
togetherrdquo
Source Jane McGonigal | Reality is Broken 2011
In addition understanding player types and de-ployment scenarios can help organizations to think
strategically about gamification and explore the best
application for the companyrsquos business model v
20
September 2012 | GAMIFICATION 23 22
GamificationGaming
Gamification is a hot topic today and
everyone wants to play Playing this game to
win requires the right strategies tactics and
moves Currently organizations are gaming
gamification to understand the possible
advantages while avoiding potential pitfall
along the way Can our hero make it to the
next level
ldquoOrganizations are using gamification internally to recruit train and enhance employee performance They are using it to drive innovation share knowledge and improve employee health Gamification is also helping organizations engage external stakeholders in customer loyalty marketing education and innovation initiatives The target audience of gamification can be any defined group of stakeholders (customers employees or the Web collective)rdquo
Source Brian Burke Gartner | Gamification Primer Life Becomes a Game
We have some interesting data
1 Business ApplicationGamification helps companies to
Increase User Engagement
47Increase Brand Loyalty
22Increase Brand Awareness
15Motivation
9Employee Training
7Source M2 Research
24 September 2012 | GAMIFICATION 25
2 Gamification Platform client Industry BreakdownThe early adopters of gamification come mostly
from entertainment and publishing industries repre-
senting 60 of all companies Financial companies represented 6 of early adopters
Gamification offers significant innovation opportuni-
ties for financial companies especially for employee
facing applications The breakdown of other indus-
tries are presented below
Entertainment 42
Publishers 18
Consumer Goods 15
healthcareWellness 10
Financial 6
Retail 5
Education 3
Telecom 1
Source M2 Research
3 Growth of Gamification
growth in 2012
197
growth in 2011
155
4 Potential MarketSpending on gamification is projected to grow from
$100 million in 2011 to $28 billion dollars in 2016
2000000
1500000
1000000
500000
2012 2013 2014 2015
$ 196000
$ 434000
$ 860000
$ 1600000
Promiseand the ldquoFine Printrdquo
TheGamification despite its name is a se-
rious business opportunity and risk
It may be the ldquosecret saucerdquo to unlocking
value for the organization Given that we
are early stages of this trend it makes
sense that there are a lot of positive
news being generated at this moment
and there arenrsquot a whole lot of negative
stuff Letrsquos take a look at the opportunities
and challenges of gamification
To help clarify Gamification and to best apply it CIBBVA is thinking in business models We are going to use the Business Model Canvas to better understand the business implications of gamification For readers who may not be familiar with the Business Model Canvas a brief back-grounder is provided
ldquoA business model describes the rationale of how an organization creates delivers and captures valuerdquo
A business model can be best described through nine basic building blocks that show the logic of how a company intends to make money The business model is like a blueprint for a strategy to be implemented through organizational structures processes and systems
When done ldquorightrdquo gamification can
offer new ways of engaging an eager
user base and when done ldquowrongrdquo
it can estrange them Itrsquos the next
ldquobig thingrdquo but each organization
needs to explore the opportunities
and risks associated with it But
be warnedhellip read the fine print
ldquogamification is currently driven by
novelty and hyperdquo and filled with
potential pitfalls
26 September 2012 | GAMIFICATION 27
Key Partnerships
Key Resources
Cost Structure
Business OpportunitiesBased on early experiences and ldquoguru talkrdquo it seems
clear that gamification presents opportunities for
both sides of companyrsquos business model both value
(the customer facing business units) and efficiency
(the employeepartner facing business units) More
exploration is needed to test its usefulness in specific
areas of business models such as customer relation-
ships channels key activities key partners etc
Though a ldquowait and seerdquo strategy to assessing busi-
ness opportunities seems prudent it is evident that
gamification offers an immediate opportunity to
showcase BBVArsquos innovation power (if done correctly)
Business RisksThere are some concerns related to gamification
Gartner advises clients that current gamification
applications is ldquomotivated by the novelty of gami-
fication This will wear off as user fatigue sets in
an the sustainability of engagement becomes an
issuerdquo Gamification from a business point of view
has some perceived risks as it is almost impossi-
ble to separate the wheat from the chaff However
there are some significant threats that should be
addressed
Totally green (as in not mature) ldquoBoth in success-
ful models to emulate and in a shortage of people
who understand game design Game design ex-
perience has not intersected with typical business
functions not even ITrdquo
Blockbuster game donrsquot happen that often and
probably less with gamification ldquoTrying to add fun
to an activity that has another purpose is more
difficult still One fact that does seem clear is that
Key Activities
EMPLOYEE BEHAVIOR IMPROVEMENT Surveys suggest low employee engagement Gamification can make work ldquofunrdquo
NEW PRODUCTS AND SERVICES designed by ldquogame thinkingrdquoGamification can become the process for building a comprehensive new digital services platform
Customer Segments
Revenue Streams
Value Propositions Customer Relationships
Channels
Gamification offers customers personalized automated self-service relationships with a high component of co-creation and community
BRANDING AS A VPGood gamification deployments can increase the value of a companyrsquos brand
BUNDLING AS A VP Gamification is ldquobundledrdquo to existing productsservices to enhance the value proposition to customers
Gamification when done
ldquorightrdquo can increase customer
ldquostickinessrdquo at almost
every channel phase
Gen X and Gen Y customers These CSs are already familiar with game dynamics and mechanics Gamification may help to attract and engage new customers
28 September 2012 | GAMIFICATION 29
Key Partnerships Key Activities
Key Resources
Gamification is more of a process than a productUser engagement must be built in at the productservice development level
Cost Structure
simply adding points badges and leader boards is
not going to make engaging with an organization
more funrdquo
No ldquoone size fits allrdquo with gamification Different
people play different games for different reasons
ldquoWhile gamifying some activity may engage part
of the stakeholders it is not likely to appeal to all
stakeholders
Does it make sense for us ldquoIn many corporate
environments the very notion of building lsquofunrsquo into
any activity will be a nonstarter The idea of lsquofunrsquo can
seem very trivializingsuperficialno what grown-
ups do Selling gamification in these organizations
will be very difficultrdquo
Unexpected consequences ldquoTurning an acti-
vity in a game invites players to try to lsquogame the
systemrsquo and may result in unintended conse-
quencesrdquo
More time is needed to better identify the risks
associated with gamification As the technology
enters Trough of Disillusionment in Gartnerrsquos Hype
Cycle the negative version of the fairytale will
soon materialize and begin to dominate as some
companies will painfully learn that all that glitters
isnrsquot gold The golden child might look more like a
whipping boy v
Trial and Error is part of the learning curve Donrsquot put on the ROI hat hellip
Value Propositions
Channels
Customer Segments
Revenue Streams
Customer Relationships
Companies risk taking customers on unnecessary journeys distracting them from the main purpose of giving them what they actually want
Who owns the data Data
ownershipresponsibility
needs to be addressed and for
financial services companies
this may be difficult
30 September 2012 | GAMIFICATION 31
32 September 2012 | GAMIFICATION 33
GlobalSnapshots
Around the world companies and organizations are seriously experimenting with gamification Whether playing a lottery with the speed limit or learning about real estate investments gamification projects are capturing the imagination of people
34 September 2012 | GAMIFICATION 35
SIEMENS A visual FarmVille-style game that allows players to
learn the connections of each part of the plant and
manufacturing process
Ver video
IBM INNOV8 the IBM Business Process Management
(BPM) simulation game gives both IT and business
players a better understanding of how effective BPM
impacts an entire business ecosystem
GOOGLE Google employees get a per diem amount for busi-
ness trips depending on the destinations If they
are above the limit they submit the receipt and get
reimbursed If they are below the per diem they
can use it to save it towards another business trips
(which would have had no budget) or upgrade 1st
class Compliance with the process has shot up to
over 90
SAP Sustainability Quiz The idea was to make beha-
vioral change fun and inform employees about the
success of SAPrsquos sustainability efforts and what steps
they can take themselves In less than a month over
one thousand colleagues played the game many of
them repeatedly
SAP Community Networks (SCN) ldquoThe SCN is
also a good example to introduce you to a couple
of game mechanics Points (as ldquopoints pointsrdquo but
also views of your articlesblogs) leaderboards (list
of top contributors but also exposure of you arti-
cle on the main SDN page) status (mentor badge
goldsilverbronze medal) social interaction (dis-
cussions meetups)rdquo
DELOITTE ldquoConsulting firm Deloitte Touche Tohmatsu Ltd
are incorporating elements of videogames into the
workplace Theyrsquore deploying reward and competi-
tive tactics commonly found in the gaming world
to make tasks such as management training data
entry and brainstorming seem less like workrdquo
SALESFORCE Salesforce Motivation motivates professionals us-
ing proven techniques that sales managers have
always used team competitions leaderboards and
rewards But instead of tracking and managing those
programs manually companies can use cloud-based
applications to ldquoautomaterdquo tasks so that the team
stays focused on the activities and rewards that are
critical
BARCLAYS 56 Sage Street A portal to help teach about mo-
ney finance and banking in an enjoyable way
BANK OF AMERICA Bad Credit Hotel (in collaboration for the US De-
partment of Treasury) Learn about debt manage-
ment credit history and credit scores
COMMONWEALTh BANK Investorville is a virtual world where one can try
hisher luck at investing in rental property without
the risk of buying one
MICROSOFT RibbonHero is an application that encourages MS
Office users to learn more about the different fea-
tures by watching videos and taking short exams
CODEACADEMY Codecademy is a web-based interactive platform
where players can learn to code and are rewarded
with points and badges The players get encouraging
real-time feedback on progress bars and can connect
with their friends and compete against them
VOLKSWAGEN (FUN ThEORY)Speed Camera Lottery ldquoCan we get more people
to obey the speed limit by making it fun to do (The
idea) was so good that Volkswagen together with
The Swedish National Society for Road Safety ac-
tually made this innovative idea a reality in Stock-
holm Sweden The average speed of cars passing
the camera dropped from 32kmh before the experi-
ment to 25kmh afterrdquo (Wired)
Ver video
Walking up the Piano Stairs ldquoCan we get more peo-
ple to take the stairs over the escalator by making it
fun to dordquo The project led to an increase of 66 in
the use of the piano stairs
Ver video
Recycling is Fun At Bottle Bank Arcade recycling
was turned into a fun activity
Ver video
Employee
Facing
Gamification
Customer Facing
Gamification
Projects in
Financial
Services
Customer
Facing
Gamification
Projects
36 September 2012 | GAMIFICATION 37
Other notable companies include
Bigdoor
Crowd Twist
Get Glue
Playgen
SCVNGR
Gamification Platform ProvidersFor organizations who are considering off the shelf
solutions platform providers are offering turnkey so-
lutions for gamification Below we present some of
the leading vendors
BUNChBALLBunchball offers the Nitro gamification platform and
its analytics solution to create customized action-
able and scalable user experiences for consumers
employees and partners Nitro is a scalable and
reliable gamification platform managing over 125
million users and tracking over 15 Billion actions to
date Founded in 2005 Bunchballrsquos investors include
Granite Ventures Triangle Peak Partners Northport
Investments Correlation Ventures and Adobe Sys-
tems Incorporated
BADGEVILLE Founded in 2010 Badgeville draws on techniques
from social gaming traditional loyalty programs and
social networking in its suite of Behavior Lifecycle
Management solutions Built on database techno-
logy Badgevillersquos PaaS (Platform-as-a-Service) is de-
signed to connect user reputation across all of your
digital touch points Badgeville is funded by Norwest
Venture Partners El Dorado Ventures Trinity Ven-
tures and the Webb Investment Network
CROWDTAP Crowdtap is the Influencer Marketing platform ena-
bling leading brands to easily identify activate and
manage their influential consumers for real-time
insights and powerful online and offline peer-to-peer
marketing Crowdtap intends to shift marketing to
a fully collaborative and participatory process be-
tween brands and consumers
CYNERGY According to Cynergy ldquoWe make incredible experi-
ences happenmdashno easy task Great design is criti-
cal but incredible experiences are much more than
just pixelsmdashthey require the artful merging of expert
strategy design excellence and cutting-edge tech-
nology delivered by a single integrated team Thatrsquos
our formulamdashthatrsquos how we make incredible experi-
ences happenrdquo
IACTIONABLE IActionable is a web based (SaaS) gamification
software platform that applies game mechanics
to non-game applications IActionable can be used
to change user interface and user experience and
drive behavior in the form of participation and en-
gagement v
BBVA amp thegamificationWith BBVA Game we have
launched an important Beta
project wich we want to create
an space of interaction with our
on line clients
38
We understand that to generate a fun dialog
with our clients is a challenge Most online us-
ers access our site to check positions and perform
transactions Without a doubt itrsquos quite a challenge
BBVA Game a gamification platform has incorpo-
rated game dynamics as a way to provide additional
value for online banking customers We put together
our best value proposition loyalty programs and
game dynamics which offer the most fun We wanted
to work in teams to create a game that educates our
clients offers stickiness to our clients and offer cross-
selling and upselling opportunities for our business
We will not really know the final results until we learn
from our customers any other pretense would be
rather arrogant
What we do know is that we can use gamification to
get know know our customers better to get closer
to them in an refreshing way to educate them to be
ldquostickyrdquo and of course we can apply this model in
all countries in which we have presence Like BBVA
the concept of gamification is universal
All the team members in various teams who par-
ticipated in bringing BBVA Game to life (Marketing
and Innovation amp Technology) shared one thing in
common We had fun And that is a good sign v
Bernardo Crespo
Head of Digital Marketing and Marketing Lab
BBVA Spain and Portugal
Brian Burke
are leveraging game mechanics to engage customers and financial services companies are no exception This trend is called gamification and while it being used in many different ways the sweet spot is in engaging customers As an early adopter of gamification in the financial services industry BBVA joins a small group of innovators that are turning customers into players and banking into a game The BBVA Game is a leading edge example of using gamification to both engage customers in a fun way while architecting the customer journey Gamification is a win-win for BBVA and its customersrdquo
ldquoCompanies around the world
September 2012 | GAMIFICATION 39
September 2012 | GAMIFICATION 41 40
ForecastInnovationThe early results are in Bunchball a pure gamification platform provider see their customers enjoy the benefits value creation aspects of gamification
An increase of 2x page view Page view per visit increased 60 Unique visitors increased 30 Increase of 100 on time on site An increase of 2x repeat monthly visits 400 ROI (with payback time of as
little as 3 months)
Though the results display initial deploy-
ments numbers itrsquos clear what should
be done with gamification for the short-
term future Just Play See how gamifica-
tion can create or capture value for the
organization
To wrap things up we leave you with
some ldquoGamification Tips from the Prosrdquo
hoping that they may help you better
understand this key topic and perhaps
even help spark some new innovations
in the organization
Gamification Tips from the Pros
SEBASTIAN DETERDING Game designer
ldquoThe most important thing to keep in
mind here is that any good design mdash
game or software mdash hinges on good
designers and design process not on
featuresrdquo
Know your users What motivates
them What is meaningful to them
What keeps them from following
through on their intentions What
kind of games to they like What kind
of community do they prefer Without
user research to figure these things
out you will miss your target audience
Read the Rules Goals and rules create
interesting challenges even can create
meta-games
Sources Sebastian
Deterding Getting Gamifi-
cation Right January 2011
| Sebastian Deterding
Donrsquot Play Games with
Me Pitfalls of Gameful
Design May 2011
Prototype Playtest and Iterate The
core of game design is to build a func-
tional prototype of the rule system as
early as possible to test whether it is
any fun tweak it based on the test re-
sults test it again etc to iterate your
way toward something that is fun and
engaging
Bring in the Data Quantitative
analytics will tell you whether your
point systems donrsquot have loopholes
or exploits or whether you balanced
the difficulty of the goals and mis-
sions you present to the players
ldquoReality ultimately is much more messy
complex random unfair and beyond
our control than gamesrdquo
42 September 2012 | GAMIFICATION 43
Source Gabe Zicher-
mann | Mashable - 7 Win-
ning Examples of Game
Mechanics in Action
Sources Gartner | Gamification Primer Life Becomes a
Game January 2011
Gartner | Maverick Research Motivation Momentum and
Meaning How Gamification Can Inspire Engagement
October 2011
Gartner | Innovation Insight Gamification Adds Fun and
Innovation to Inspire Engagement December 2011
GABE ZIChERMANNGamification expert
ldquoThe initial findings from gamification
specialists are nothing short of astonish-
ing Regardless of your business model
the following seven gamified innovations
should inspire you to strategize via game
analysisrdquo
Make a market (Foursquare) Four-
square proved that location-based
networking wasnrsquot doomed to fail that
simple game mechanics can affect
behavior and that you can engage 10
million customers mdash all while raising
$50 million
Get fit (NextJump) By leveraging the
power of gamification 70 of Next-
Jump employees exercise regularly mdash
enough to save the company millions
in work attendance and insurance
costs over the medium term mdash all the
while making the workplace healthier
and happier
Slow down and smell the money (Volkswagen - Fun Theory) Speed
Camera Lottery idea rewards those
drivers who obey the posted limit by
entering them into a lottery When test-
ed at a checkpoint in Stockholm aver-
age driver speed was reduced by 20
Generate ad revenues (Psych amp NBCUniversal) Club Psych implemented
gamified incentives to raise page
BRIAN BURKE GARTNERTechnology analyst
ldquoThe goal is to inspire deeper more en-
gaged relationships and to motivate
changed behaviors Many organizations
report significantly higher engagement
with gamification But risks abound and
organizations should consider their de-
ployment strategies carefully
Gamification is a business issue that
is enabled by technology mdash business
managers must take the lead in dri-
ving gamification efforts
The application of gamification is very
diverse Focusing on specific goals is
critical to success
Avoid the herd mentality mdash donrsquot imple-
ment a copycat application Most cur-
rent gamified applications are doomed
to fail
Design gamified applications that co-
rrectly position motivation momen-
tum and meaning (M3) to inspire en-
gagement with the audience
Exploit this trend today if you work in
an organization that is willing to take
risks But remember that careful plan-
ning and improvement through itera-
tion are central to every successful im-
plementation of gamification
views by over 130 and
return visits by 40
The resulting rise in
engagement has gener-
ated substantial revenue
for the company bringing
registered user counts from
400000 to nearly 3 million since
the launch of the gamified version
Make research amp evangelism count (Crowdtap) Through the use of gami-
fied virtual rewards the company has
been able to raise average user par-
ticipation by 25 times thus reducing
research costs by 80 or more for key
clients
Save the planet (RecycleBank) RecycleBank utilized game mecha-
nics such as points challenges and
rewards to drive breakthroughs The
project has seen a 16 increase in re-
cycling in Philadelphia where the recy-
cling rate has broken 20 for the first
time in history
Make teaching fun (Ananth Pai) grouped students by learning style
and retooled the curriculum to make
use of off-the-shelf games to teach
reading math and other subjects In
the space of 18 weeks Mr Pairsquos class
went from below third grade average
reading and math levels to mid-fourth
grade v
44 September 2012 | GAMIFICATION 45
MPAA | Theatrical Market Statistics 2012
Alex Osterwalder and Yves Pigneur | Business Model Generation 2009
Daniel Pink | Drive The Surprising Truth About What Motivates Us April 2011
PSFK | The Future of Gaming 2011
Byron Reeves amp J Leighton Read | Total Engagement Using Games and Virtual Worlds to Change the Way People Work and Businesses Compete 2009
Gabe Zichermann | Gamification by Design Implementing Game Mechanics in Web and Mobile Apps August 2011
Gabe Zichermann | Gamification Innovation and the Future (presentation) 2012
Gabe Zichermann amp Joselin Linder | Game-Based Marketing Inspire Customer Loyalty Through Rewards Challenges and Contest 2010
On the WebIan Bogost (Video Game Theorist Critic and Designer)
Bunchball | Gamificationcom
Sebastian Deterding (Game Researcher and Designer) | Coding Conduct Persuasive Design for digital media
Entertainment Software Association | Games Improving What Matters
Gamasutra | Social Gaming and the Bartle Archetype April 13 2012
Gamification of Work
Gamification Research Network
Gaming Business Review | Designing Gamification for the Most Frequent Personality Types September 20 2011
Gaming Business Review | Who Owns Gamification Data February 18 2012
GigaOM | The future of Social Games is Mobile October 2010
Google Insight for Search | Gamification Mashable | 7 Winning Examples of Game Mechanics in Action July 6 2011
Scott Nicholson (MIT Gambit Game Lab) | Because Play Matters
Wired Magazine | Go with the Flow 1996
Wired Magazine | Swedish Speed-Camera Pays Drivers to Slow Down December 6 2010
Gabe Zichermann | The Gamification Blog
A list of links to other useful tools and resources that you may find useful as a supplement to the information offered on the lsquoSimple Bankrsquo report
Books amp PublicationsBunchball | Gamification 101 An Introduction to the Use of Game Dynamics to Influence Behavior October 2010
Tom Chatfield | Fun Inc Why Games are the 21st Centuryrsquos Most Serious Business 2010
Jenova Chen | Flow in Games (and Everything Else) April 2007
Aaron Dignan | Game Frame Using Games as a Strategy for Success 2011
Sebastian Deterding | Getting ldquoGamificationrdquo Right (presentation) January 2011
Entertainment Software Association | 2011 Sales Demographic and Usage Data Essential Facts about the Computer and Video Game Industry 2011
Gartner | Gamification Primer Life Becomes a Game January 2011
Gartner | Innovation Insight Gamification Adds Fun and Innovation to Inspire Engagement December 2011
Gartner | Market Trends Gaming Ecosystem 2011
Gartner | Maverick Research Motivation Momentum and Meaning how Gamification Can Inspire Engagement October 2011
Insight Express | 1Q2012 Digital Consumer Portrait 2011
International Federation of the Phonographic Industry | Recording Industry in Numbers The Recorded Music Market in 2011 March 2012
Jane McGonigal | Reality is Broken Why Games Can Make Us Better and how They Can Change the World 2011
Mihaly Csikszentmihalyi | Flow The Psychology of Optimal Experience 1991
Ralph Koster | A Theory of Fun for Game Design 2005
M2 Research | What is Gamification (presentation) January 2011
46 September 2012 | GAMIFICATION 47
Gamification Experts
In depth
Brian BurkeBrian Burke is an analyst for Gartner specializing in enterprise architecture and IT portfolio management and most recently developing research on the emerging gamification trend His groundbreaking work in the development of federated architectures has been implemented in hundreds of organizations in both the public and private sectors He is also a prominent researcher and speaker in the areas of IT strategy IT organizational structures and businessIT alignment
Jane McGonigalJane McGonigal takes play seriously She studies the power of
games to impact the real-world mdash and she creates games that do just that She is an expert on applying game design and game theory to real work and real business and has consulted and devel-oped internal game workshops for leading technology companies MIT Technology Review named her one of the top 35 innovators changing the world through technology for her role in pioneering the field of alternate reality gaming and Harvard Business Review called her theory of ldquoalternate reality businessrdquo one of the ldquoTop 20 Breakthrough Ideas of 2008rdquo She has a PhD from UC Berkeley in performance studies
Wanda MeloniFounder and president of M2 Research is an industry analyst and market strategist Wanda has a deep understanding of emerging trends in interactive entertainment games and social media Wanda publishes articles and reports that on the market dynamics affecting development and consumer trends In addi-tion to her published works she consults with many of the top companies in the industry providing custom analysis investment strategies strategic positioning and competitive analysis
Gabe ZichermannGabe Zichermann is an entrepreneur author highly rated public speaker and gamification thought leader He is the chair of the Gamification Summit and Workshops and is co-author of the book ldquoGame-Based Marketingrdquo (Wiley 2010) where he makes a compelling case for the use of games and game mechanics in everyday life the web and business
Sebastian Deterding
Sebastian Deterding is a researcher and designer working on user experience persuasive design video games and gamifica-tion His PhD research at the Research Center for Media and Communication at Hamburg University looks into the use of game design to motivate user behavior in non-game contexts Today he speaks and publishes internationally on persuasive design and gamification at events such as reboot republica or Playful and consults game companies on game usability and playability
Other experts include
R Ray Wang Micheal Wu Toby Beresford Dennis Crowley Keith Smith Steven L Johnson Buster Benson Scott Dodson Ian Bogost
48 September 2012 | GAMIFICATION 49
The following section outlines the upcoming technologies that will change everything with predictions on what may come of them in financial industry
The Maps WarEmerging players are consolidating their Maps products and becoming
trusted partners in the Maps solutions landscape A few weeks ago Wikipedia
moved from Google Maps to OpenStreetMap followed by FourSquare Even
Apple launched iPhoto for iOS using OpenStreetMap data for photos with
geolocation tags embedded
IS OPENSTREETMAP A MATURE SOLUTIONOpenStreetMap was founded in July 2004 and it is
defined as a collaborative project to create a free edit-
able map of the world In April 2012 OpenStreetMap
cleared 600000 registered contributors However
not all registered users actually contribute to the
map a minority of individuals contribute the major-
ity of the content (around 3)
High populated areas such as big cities are constant-
ly being updated even at a higher rate than Google
Maps does Low populated areas on the other hand
are not so accurate These areas are currently being
covered by Bing Microsoft Maps solution Despite
Microsoft support certain places may not have ac-
curate information to display Therefore depending
on the needs OpenStreetMaps can be considered a
good approach
AND WhAT ABOUT GOOGLE MAPSGoogle Maps solution is much more than Maps It
is also considered the main advertising platform for
many merchants and functionalities as Street View
add value to final user far beyond geo-localization
But it is no longer free It seems to be quite hard
to make money putting ads on maps so Google
Maps API is limited to 25000 free queries per day
Over that limit it is required to pay Nothing free lasts
forever
Rumors keep growing and it is said that Apple is
working on its own Map solution that will be re-
vealed with the iOS 6 and will include 3D features
We already have a winner the final user
The Maps war is escalating During Applersquos
WWDC in June 2012 the company
announced that the new iOS will no longer
use Google Maps Instead Apple will offer
its own maps solution in the iOS 6 The
new map service along with Siri seems to
offer iOS users more convenience and
solutions (of course shutting out Google)
In fact it looks like Apple wants to extend
the war beyond Maps hellip be careful out
there the titans are clashing
BREAKING NEWS
Technology trends
50 September 2012 | GAMIFICATION 51
According to McKinsey Global Institute big data
can unlock value (high level) for the enterprise
by 1) creating transparency 2) enabling experimen-
tation to discover needs expose variability and im-
prove performance 3) segmenting populations to
customize actions 4) replacingsupporting human
decisions making with automated algorithms and
5) innovating new business models products and
services
RELEVANCE OF BIG DATAOpportunities ndash for example a retail business can
increase operating margins by 60 Early results
show that big data leaders are taking market share
from the laggards suggesting that big data will be-
come a keystone for competitiveness and growth
for the organization
Specifically for the banking sector Citibank has
partnered with IBM (ldquoWatsonrdquo) to use big data for
up-sellingcross-selling opportunities It is stipulated
that they will also use Watson to detect fraud and
analyze customer credit worthiness
The danger (or risk) of big data stems from issues
which will affect all stakeholders namely data pro-
tection and security rights and responsibilities for
using data and accountability and enforcement Ad-
ditionally it is estimated that by 2020 the volume
of data will exceed our capacity for data storage by
more than 21 v
Sources IBM | ldquoUnderstanding Big Datardquo March 2011
McKinsey Global Institute | ldquoBig Datardquo June 2011
World Economic Forum | ldquoRethinking Personal Data
Strengthening Trustrdquo (August 2011)
The Economist | ldquoBig Data Crunching the Numbersrdquo
May 19 2012
2020 346
2005 013
Created
2005 2010 2015 2020
35
30
25
20
15
10
5
0
Storage available Zettabytes = 1 trilion gigabytes
ESTIMATE FORECAST
forecast
OPEN WIDE Global digital information
Source IDC
Striking Gold with Big DataToday the world creates 25 quintillion
bytes of new data ndash everyday 90 of
the worldrsquos data has been created in the
last two years alone In this mountain of
data (both structured and unstructured)
there is gold to be found Companies must
acquire the right tools and processes to
separate the dirt from the gold efficiently
Technology trends
52 September 2012 | GAMIFICATION 53
Innovation at the Core just Copy amp Paste
By using virtualization and replication technolo-
gies banks can create copies of the core system
quickly and provide them to partners in standalone
sandboxes By allowing developers work with a real
core banking environment the pace of innovation
will quicken as developers can test new functionali-
ties without worrying how it will perform when the
product goes live According to ING a full replication
of the core system used to take about 260 days it
now takes less than a day
Source Information Management | May 2012
Core banking platform
New formats
Enterprise 20
Smartphone + Fanatics = Smartphonatics
Smartphonatics are consumers who change their
shopping financial and payment behavior as a
result of owning a smartphone According Aitersquos
Ron Shevlin ldquoThis group is driving the adoption of
mobile payments and banking and setting the bar
for how financial institutions will have to respond
over the next five yearsrdquo 70 of Smartphonatics have used a mobile
device to make a payment 80 of Smartphonatics have used the mobile
banking channel Less than 25 of other consumers have made a
mobile payment About 33 of other consumers have used the
mobile banking channel
Source Aite | May 2012
Everyone wants Mobile Banking including
companies
A recent global survey of treasury executives
suggest that 66 of corporate customers are ready
to use mobile banking which can provide access
to real-time information related to the corporate
environment Customers are willing to pay for
premium services if they can realize efficiencies As
tablets are already part of the C-suite they can boost
adoption by enabling other value added services
Source finextra | May 2012
An analysis of one yearrsquos worth of data of Google
Apps enterprise customers shows us An average user creates 84 DocsSites An average enterprise has 250000 DocsSites
on their domain Compared to on premise solutions the results
are very similar Year over year growth of DocsSites is projected
to be 400 Percentage of DocsSites that are designated
lsquoEverybodyrsquo 55 Percentage of DocsSites that are designated
lsquoPublicrsquo 025 Percentage of Docs Shared Externally 25
Mobile banking
Smartphonatics by Country(Source ACI Worldwide Aite Group)
India
South Africa
Brazil
UAE
China
Italy
Singapore
US
Australia
UK
Sweden
Germany
France
Canada
6042
3734
3127
2420
1816
1110
87
Average Number of External Collaborators 3000
Thinking about the results it seems like enterprise
users have no problems embracing Google Apps
and of course should be mindful of when share
DocsSites with others
Source Forbes | June 2012
When Google Apps go Bighellip What happens
In this section readers will find summaries of the most relevant news of selected topics that have been published over the course of the month based on its relevance to the Banking industry The summaries were prepared by the editorial board Further information is made available for each given topic
Trending issues
54
Good News Bad News
A recent survey shows consumers want to use
mobile wallets and thatrsquos good news However
consumers clearly prefer PayPal Google and Apple
over banks to provide the solutions In fact 8 of 10
consumers in the survey indicated that they would
use mobile wallets if PayPal offered a service
Banks should heed this wake-up call or prepare for
a future without a mobile wallet
Source MarketWatch | June 2012
When it Comes to Social
Women 2 - Men 1
A recent survey of 2000 Britons (commissioned by
British Telecom) discovered that ldquoover half of female
internet users used social networking websites such
as Twitter and Facebook whilst only 34 per cent of
men surveyed admitted to doing so Similarly out of
those surveyed 18 per cent of women believed that
if the internet no longer existed they would miss
social media websites the most This compares to
just seven per cent of menrdquo
Source The Telegraph | May 2012
Mobile payments
Digital Marketing
Crowd finance
Social Media
The ldquoPinrdquo is Mightier than
According to the 2012 Social and Mobile Com-
merce Study (a joint research project by Shoporg
comScore and The Partnering Group) American
consumers follow an average of 93 retail compa-
nies on Pinterest compared to 85 on Twitter and
69 on Facebook For now when it comes to digital
marketing the Pin is mightier
Source Shoporg comScore amp The Partnering Group | June 2012
The Crowd is Growing Crazy
The Crowdfunding Industry Report from
researchers Massolution reveals that
crowdfunding platforms raised almost $15 billion
funding over one million projects in 2011 They also
say that with current trends the already growing
market is set to double in 2012
Source Massolution | June 2012
FUNDER AND FUNDRAISER ACTIVITYPercentage based on sample of 57 and 47 CFPs respectively
89
7
26
4 5
69
1-2 C
AMPAIG
NS
3-5 C
AMPAIG
NS
gt5 CAM
PAIGNS
FUNDERS FUNDRAISERS
Trending issues
56 September 2012 | GAMIFICATION 57
The Internet is Becoming Mobile
By 2017 there will be 5 billion mobile
broadband users three times as
many people as are
using that technology today
With faster mobile network
speeds and global coverage
the mobile internet is poised to
deliver new innovative services as the app
ecosystem will surely find a way to create newer and
or better mobile services According to Ericssonrsquos CEO there is
a ldquoshift in power from the network to the handsetrdquo from connectivity to
apps
Source GigaOm | June 2012
Love at First Bite People just love Applersquos iPad A customer satisfac-
tion polls shows that iPad clearly is heads and
shoulder above its competitors when it comes to
wowing the customers Customers are ldquovery satis-
fiedrdquo with Apple (new) iPad - 81 Apple iPad2 - 71 Samsung Galaxy Tablet - 46 Amazon Kindle Fire - 41 Others - 41
Source Computer World | June 2012
App ecosystem New banking concepts
Join amp enjoy
New Gizmo era
Talk to Bank Voice-enabled search is fast becoming a
differentiator especially with smart devices in the
e-commerce space EasyAsk a natural language
technology company launched Quiri in March 2012
Quiri a virtual personal shopping assistent under-
stands both the intent of the search and has deep
knowledge of the content and products within the
e-commerce site Shoppers can use their iPhone 4S
or Android to verbally search sites for products and
the products they are looking for It is like having
a highly knowledgeable personal shopping
assistant for that one store
Source Sacramento Bee | June 2012
Flashback to EVOKE
Though there is a lot of commercial buzz re-
lated to games and gamification today some
are designed to change the world In 2010 the
World Bank launched the EVOKE a game which
motivate players all over the world to come up
with creative solutions to our most urgent social
problems According to the website ldquoEVOKE is a
ten-week crash course in changing the worldrdquo In
this issue of Innovation Edge we pay homage to
one of the pioneers of gamification
Source World Bank | March 2010
Trending issues
58 September 2012 | GAMIFICATION 59
Connected Cars Solution Market Expected to Exceed $350 million in 5 years
By 2017 according to ABI Research the connected
car market will be about $350 million dollars
growing from $66 million in 2012 Connect Car
solutions include stolen vehicle tracking insurance
telematics infotainment and road user charging
The consumers are asking for a connected lifestyle
and they are asking to be connected to the car
especially the younger consumers
Source ABI | May 2012
Gimme a Hi-Five for health
TldquoFor healthcare delivery wersquore rapidly moving
from a world of inbound patients to a world of in-
bound data The impact of this shift on the health-
care system and how consumers use and act on
health information should not be underestimated
Here are five ways digital apps and smartphones
will transform healthcarerdquo
Improved access to care Improved patient engagement New provider of business models Reduced medicare fraud Improved patient safety
Source Forbes | June 2012
Smart cities + urban mobility
Health
Trending issues
BBVA Innovation Center (Plaza de Santa Baacuterbara 2 Madrid)
13th September | 900ndash1400 h
World renowned experts based on real world ex-
periences would help you ascertain whether or not
gamification is being hyped or is here to stay
Check out the videos and photos of the
event in our web
wwwcentrodeinnovacionbbvacom
Bernardo Crespo Velasco b_crespo
Head of Digital Marketing and Marketing Lab at
BBVA Spain Degree in Management and Econom-
ics from the University of Castilla-La Mancha and the
University of St Andrews He holds a masters in Re-
lational Marketing CRM and e-Commerce at ICEMD
Brian Burke brian_burke
Analyst for Gartner expert in gamification and enter-
prise architecture His groundbreaking work in the
development of federated architectures has been
implemented in hundreds of organizations in both
public and private sectors
Priya Haji priyahaji
CEO and co-founder of SaveUp the first free
rewards program that encourages Americans
to save money and pay down debt while of-
fering a chance to win prizes including a life-
changing $2000000 jackpot Through a fun
and simple approach that employs game me-
chanics SaveUp helps transform the otherwise
mundane activities of savings
Sergio Jimenez gamkt
Sergio Jimenez is an analyst consultant and speak-
er specialized in gamification enthusiastic market-
ing technology and games Mr Jimenez has partici-
pated in numerous projects related to gamification
helping companies of different sectors to introduce
game mechanics in products and service
Gamification amp Banking a passing fad or a serious business
More info
Event
Videos pictures and
all the info
September 2012 | GAMIFICATION 61
We Innovate to GrowBBVA understands innovation as a source of value
creation both for our group and people In order to
effectively manage its development the group relies
on time tested innovation methodologies which were
co-developed with leading experts around the world
The Open Innovation model adopted by the group
attests that BBVA highly values people and talent re-
gardless where they may be and shows the bankrsquos
willingness to lead the transformation of the financial
industry with total openness and without any borders
The BBVA Innovation Center is the focal point for sig-
nificant and disruptive innovation projects
Furthermore the BBVA Innovation Center is a space
to meet a space to share and above all a space listen
and learn from the innovation ecosystem
Being part of an innovation ecosystem allows BBVA to
be near ideas and talent and to facilitate access to the
worldrsquos leading experts It is also a way to share our
collective knowledge with innovation community
wwwcentrodeinnovacionbbvacom
Follow us
wwwfacebookcomcentrodeinnovacionbbva
twittercomcibbva
wwwyoutubecomusercentroinnovacionbbva
wwwslidesharenetCIBBVA
This month events
More info
More info
Innovation at BBVAFor BBVA innovation is a strategic pillar and the BBVA Innovation Center is a major focal point for the grouprsquos effort in this field
CLOUDSTAGE
September 27th BBVA Innova-
tion Center will host the 8th
edition of Cloudstage an event
focused on the cloud This is a
meeting between profession-
als that want to deal with the
possibilities and development
of the cloud computing
KNOWSQUARE
September 25th BBVA Innova-
tion Center will host the event
Knowsqure an online and off
line network board of direc-
tors The aim of this event is
share experiences and knowl-
edge to improve the manage-
ment of companies
Produced by Prodigioso Volcaacuten
(wwwprodigiosovolcancom)
BBVA Innovation Edge is the first corporate magazine focused on innovation Innovation Edge aims to explore new trends and technologies that may impact the financial industry especially retail banking
Each edition features articles analysis and in-depth information about a given trend
WEB Articles and sections are available for free on wwwcentrodeinnovacioncom in both English and Spanish
PDF Our website offers pdf versions of the publications for your reading enjoyment online or offline
APP Innovation Edge is also available in Applersquos App Store All issues will be made available for download at the App Store free of chargerdquo
More info
Are you interested in Innovation Edge Subscribe to our newsletter and be informed of new issuescopyBBVA2012
BBVA Innovation Edge is the result of a collaborative work done by all the people who are involved in innovation at BBVA Group
CONTRIBUTORS TO THIS ISSUE
Mariacutea Pilar Aacutelvarez Garciacutea l Javier Anguiano
Javier Benediacute l Alfonso Bey Navarro
Jaime Bisbal l Reyes Bolumar
Javier Borderiacuteas l Bernardo Crespo
Antonio Garciacutea l Eugenio Garciacutea
Rafael Hernaacutendez l Miguel Aacutengel Intildeesta
Beatriz Lara Bartolomeacute l Carmen Loacutepez
Marcos Marrodaacuten Ciorcia l Luz Martiacuten
Ricardo Martiacuten Manjoacuten l Samuel Martiacuten Valentiacuten
Aacutelvaro Moroacuten l Manolo Moure
Jay Reinemann l Alicia Saacutenchez
Javier Sebastiaacuten l Marcelo Soria
Gustavo Vinacua l Shan Ggu ldquoPhilrdquo Yim
DL AS 2498-2012
No part of this publication can be reproduced or communicate in any form or by any platform electronic o mechanic including photocopying recording o any other system of storage and retrieval without permission of the publisher BBVA
14 September 2012 | GAMIFICATION 15
Gamification What is it
As is the case for an emerging concept defining the
term ldquocorrectlyrdquo is both challenging and elusive -
as it depends on who you talk to platform providers
game designers practitioners industry observers etc
Below a Google Trends snapshot taken on April 2012
shows the historical evolution of Gamification as a
search term According to Gartner ldquogamification has
emerged as a recognizable trend Rarely does an
emerging trend impact so many areas of business
societyrdquo
Key Findings about Gamification Gamification is positioned to become a significant
trend over the next few years
Organizations are increasingly turning to gami-
fication to motivate changed behaviors and
engage internal and external stakeholders
Novelty and hype are driving the current success
of gamification
Success doesnrsquot come easy ldquoDuring four decades
of video game development many games have
failed despite their developers having the best
intentionsrdquo
Sources Gartner | Gamification Primer Life Becomes a Game enero 2011
Gartner | Maverick Research Motivation Momentum and Meaning How
Gamification Can Inspire Engagement October 2011
Gartner | Innovation Insight Gamification Adds Fun and Innovation
to Inspire Engagement December 2011
Some formal definitions
RESEARChER AND GAME DESIGNERldquoThe use of design elements from video games in non-game contexts to make a product service or application more fun engaging motivatingrdquo
Source Sebastian Deterding | Getting ldquoGamificationrdquo Right January 2011
GAMIFICATION PLATFORM PROVIDERldquoWhen used in a business context gamification is the process of integrating game dynamics (and game mechanics) into a website business service online community content portal or marketing campaign in order to drive participation and engagementrdquo
Source Bunchball | Gamification 101 An Introduction to the Use of Game Dynamics to Influence Behavior October 2010
PRACTITIONER (GAMIFICATION INDUSTRY)Gamification is ldquothe process of using game thinking and mechanics to engage usersrdquo
Source Gabe Zichermann | Gamification Innovation and the future 2012
INDUSTRY OBSERVERldquoGamification uses game mechanics such as challenges rules chance rewards and levels to transform daily tasks into playful activitiesrdquo
Source Gartner | Innovation Insight Gamification Adds Fun and Innovation to Inspire Engagement December 2011
Jan 12Jan 11 Apr 11 Jul 11 Oct 11 Apr 12Oct 10
100
80
60
40
20
0
Evolution of the term ldquoGamificationrdquo in Google search
16 September 2012 | GAMIFICATION 17
ldquoGames are the New NormalrdquoDuring the Games for Change Festival an event that
facilitates the creation and distribution of social im-
pact games that serve as critical tools in humanitarian
and educational efforts Al Gore said that ldquoThe gami-
fication trend is really extremely powerfulhellip Games
are the new lsquonormalrsquo for hundreds of millions of users
every month It has been very exciting to me to see
so many ideas that integrate social good and efforts
to make the world a better place into gamesrdquo
The current expectation of Gamification is generating
tremendous buzz everywhere Gartner suggests that
more than 70 of the global 2000 businesses will
Some examples of gamification
MINTMint is a free service which can
aggregate all financial accounts
into one place Users can set a
budget track goals and more
MINDBLOOMMindbloom is a ldquoLife Gamerdquo which
improves the quality of life of the
players in a simple and effective way
NIKENike + FuelBand tracks usersrsquo pro-
gress throughout the day providing
real-time feedback visually
Hype Cycle
Less than 2 years 2-5 years 5-10 years more than 10 years
Imagen recognition
3D printing
Hosted virtualdesktops
E-book readers
Mobile Application Stores
Predictive Analytics
Location-Aware Applications
Speech recognition
Consumerization
Virtual worlds
Wireless power ampSocial Analytics
ldquoBig Datardquo Speech recognition
Biometric Authentication
Methods
Idea management
Mobile robots
Plateau ofProductivity
Slope of EnlightenmentTrough of Disillusionment
Peak ofInflated
Expectations
TechnologyTrigger
Gamification
Exp
ecta
tio
ns
Time
Social TV
Video Analyticsfor customer service
Computer-Brain interface
Quantum computing
Human Augmentation
3D bioprinting
Internet TV
Group buying
Cloud web Platforms
QRcolor code
Machine-to-MachineCommunication services
Private Cloud computing
Cloud computing amp Media tablets
Gesture recognition
Augmented Reality
Virtual Assistants
In-memory Database Management Systems
Mesh Networks Sensor
Source Gartner
apply gamification by 2015 Gamification is believed to
innovate key processes which enhance value proposi-
tions and maximize infrastructure efficiency Whatever
the reason may be it seems that everyone is express-
ing an interest in it including BBVA
Once an obscure search term a short while ago
gamification has now leapt into Gartnerrsquos Hype Cy-
cle for Emerging Technologies 2011 mdash directly into
the Peak of Inflated Expectations However Gartner
also warns their clients to be patient as they believe
that gamification will not reach the Plateau of Pro-
ductivity for another 5 to 10 years
Ver video
Ver video
Ver video
18 September 2012 | GAMIFICATION 19
The Core Issue of Gamification a Closer Look at Game Mechanics and Intrinsic Motivation The current discussion of gamification hinges on a
lively debate between two sides one camp focuses
on game mechanics such as points badges leader-
boards and Incentives and the other camp focuses
internal motivation such as ldquoGame Thinkingrdquo and
motivational design For businesses the arguments
proposed by game mechanics are stirring up excite-
ment as the platform providers are backing up their
talk with great early results Gamification is initially
proving that itrsquos engaging people
GAME MEChANICS POINTS BADGES AND LEADERBOARDSAccording to a leading gamification platform
provider gamification works because game me-
chanics help to drive participation engagement
and loyalty on online properties site or commu-
nity Game mechanics include points levels cha-
llenges virtual goods score boards and gifting
amp charity In theory game mechanics are directly
linked to human desires reward status achieve-
ment self-expression competition and altruism
Although the early results are positive Gartner
warns that gamification is currently driven by
novelty and hype The technology research firm
suggests that the Plateau of Productivity wonrsquot
be reached for another 5 to 10 years Businesses
need to figure out how best apply gamification
in their business models Towards that end con-
sidering the inputs from game thinkers or moti-
vational designers may be beneficial
INTRINSIC MOTIVATION (OR GAME ThINKINGMOTIVATIONAL DESIGN)As a counterpoint to all the current game me-
chanics buzz Sebastian Deterding (researcher
and game designer) offers his take on the whole
gamification thing He advises that to be effective
gamification projects should include key elements
from game thinkingdesign meaning mastery
and autonomy
Meaning Gamified applications have to con-
nect to something that is already meaningful to
the user - or to wrap themselves in a story that
makes them meaningful ldquoThe general lesson
is that to be successful a gamified application
must provide something that is already mean-
ingful to the user in its own rightrdquo
Mastery The experience of being competent
of achieving something Video games donrsquot just
present goals They ensure that a structured flow
of nested goals pulls you through from the long-
term goal (save world rescue princess) to medi-
um-term (kill level boss-monster) and short-term
goals (collect five level coins) Wherever you are in
and whenever you return to a good game there
will always be one next goal that is just within
reachrdquo
Autonomy A free space to play in and some-
thing to play with providing ldquospacerdquo for explora-
tion and expression
Source Sebastian Deterding | Getting ldquoGamificationrdquo RightPrimary desire a particular game mechanic fulfills Other areas that it affects
Reward
Points
Levels
Challenges
VirtualGoods
ScoreBoards
Gifftings amp Charity
StatusArchieve-
mentSelf-
ExpressionCompetition Altruism
human desires
Gam
es m
ech
anic
s
September 2012 | GAMIFICATION 21
Putting Gamification to Work
ldquoWhere games traditionally model the real world or-
ganizations must now take the opportunity for their
real world to emulate gameshellip enterprise architects
must be ready to contribute to gamification strategy
formulation and should try at least one gaming ex-
ercise as part of their enterprise context planning
efforts this yearrdquo
All games when reduced to their core have four de-
fining traitsDeployment Scenarios
(Brian Burke - Gartner)
Gamification designers need to consider the desired results and behaviors
when gamifying Key Processes for the organization
Cooperative
IntrinsicExtrinsic
Competitive
Poker game Players are motivated to maximize their own score to achieve a greater share of the rewards increasing their personal worth effectively taking a larger share of the pie
Fishing boat Players are motivated to maximize to produce the highest possible overall score to maximize the team production effectively creating a larger pie to be split
Beauty Contest Players are motivated to maximize their individual results usually to achieve a higher status
Burning Building Players are motivated to maximize the overall outcome and to maximize the im-pact of game play
Feedback system ldquoThe feedback system
tells players how close they are to achie-
ving the goalhellip Real-time feedback serves as a
promise to the players that the goal is achie-
vable and it provides motivation to keep playingrdquo
Voluntary participation ldquoEveryone who is play-
ing the game knowingly and willingly accepts the
Player Types
(Richard Bartle - Designing Virtual Worlds)
The Player Types are four terms describing generalized behavior in a Multi-user virtual space
Source httpwwwmudcoukrichardhcdshtm httpfrankcaroncomFloggerp=1732 and
httpwwwgamasutracomblogsSteveMallory20120413168507Social_Gaming_and_the_Bartle_Archetypesphp
AchieversDEFINED BYA focus on attaining status and achieving preset goals quickly andor completely
ENGAGED BYAchievements
SocialitesDEFINED BYA focus on socializing and drive to develop a network of friends and contacts
ENGAGED BYNewsfeeds friends list chat
ExplorersDEFINED BYA focus on exploring and drive to discover the unknown
ENGAGED BYObfuscated achievements
KillersDEFINED BYA focus on winning rank and direct peer-to-peer competition
ENGAGED BYLeaderboards ranks
Goal ldquoThe specific outcome that players will work
to achieve It focuses their attention and continually
orients their participation throughout the gameThe
goal provides player with a sense of purposerdquo
Rules The ldquolimitations on how players can achieve
the goal By removing or limiting the obvious ways of
getting to the goal the rules push players to explore
previously uncharted possibilities spaces They un-
leash creativity and foster strategic thinking
goal the rules and the feedback Knowingness esta-
blishes common ground for multiple people to play
togetherrdquo
Source Jane McGonigal | Reality is Broken 2011
In addition understanding player types and de-ployment scenarios can help organizations to think
strategically about gamification and explore the best
application for the companyrsquos business model v
20
September 2012 | GAMIFICATION 23 22
GamificationGaming
Gamification is a hot topic today and
everyone wants to play Playing this game to
win requires the right strategies tactics and
moves Currently organizations are gaming
gamification to understand the possible
advantages while avoiding potential pitfall
along the way Can our hero make it to the
next level
ldquoOrganizations are using gamification internally to recruit train and enhance employee performance They are using it to drive innovation share knowledge and improve employee health Gamification is also helping organizations engage external stakeholders in customer loyalty marketing education and innovation initiatives The target audience of gamification can be any defined group of stakeholders (customers employees or the Web collective)rdquo
Source Brian Burke Gartner | Gamification Primer Life Becomes a Game
We have some interesting data
1 Business ApplicationGamification helps companies to
Increase User Engagement
47Increase Brand Loyalty
22Increase Brand Awareness
15Motivation
9Employee Training
7Source M2 Research
24 September 2012 | GAMIFICATION 25
2 Gamification Platform client Industry BreakdownThe early adopters of gamification come mostly
from entertainment and publishing industries repre-
senting 60 of all companies Financial companies represented 6 of early adopters
Gamification offers significant innovation opportuni-
ties for financial companies especially for employee
facing applications The breakdown of other indus-
tries are presented below
Entertainment 42
Publishers 18
Consumer Goods 15
healthcareWellness 10
Financial 6
Retail 5
Education 3
Telecom 1
Source M2 Research
3 Growth of Gamification
growth in 2012
197
growth in 2011
155
4 Potential MarketSpending on gamification is projected to grow from
$100 million in 2011 to $28 billion dollars in 2016
2000000
1500000
1000000
500000
2012 2013 2014 2015
$ 196000
$ 434000
$ 860000
$ 1600000
Promiseand the ldquoFine Printrdquo
TheGamification despite its name is a se-
rious business opportunity and risk
It may be the ldquosecret saucerdquo to unlocking
value for the organization Given that we
are early stages of this trend it makes
sense that there are a lot of positive
news being generated at this moment
and there arenrsquot a whole lot of negative
stuff Letrsquos take a look at the opportunities
and challenges of gamification
To help clarify Gamification and to best apply it CIBBVA is thinking in business models We are going to use the Business Model Canvas to better understand the business implications of gamification For readers who may not be familiar with the Business Model Canvas a brief back-grounder is provided
ldquoA business model describes the rationale of how an organization creates delivers and captures valuerdquo
A business model can be best described through nine basic building blocks that show the logic of how a company intends to make money The business model is like a blueprint for a strategy to be implemented through organizational structures processes and systems
When done ldquorightrdquo gamification can
offer new ways of engaging an eager
user base and when done ldquowrongrdquo
it can estrange them Itrsquos the next
ldquobig thingrdquo but each organization
needs to explore the opportunities
and risks associated with it But
be warnedhellip read the fine print
ldquogamification is currently driven by
novelty and hyperdquo and filled with
potential pitfalls
26 September 2012 | GAMIFICATION 27
Key Partnerships
Key Resources
Cost Structure
Business OpportunitiesBased on early experiences and ldquoguru talkrdquo it seems
clear that gamification presents opportunities for
both sides of companyrsquos business model both value
(the customer facing business units) and efficiency
(the employeepartner facing business units) More
exploration is needed to test its usefulness in specific
areas of business models such as customer relation-
ships channels key activities key partners etc
Though a ldquowait and seerdquo strategy to assessing busi-
ness opportunities seems prudent it is evident that
gamification offers an immediate opportunity to
showcase BBVArsquos innovation power (if done correctly)
Business RisksThere are some concerns related to gamification
Gartner advises clients that current gamification
applications is ldquomotivated by the novelty of gami-
fication This will wear off as user fatigue sets in
an the sustainability of engagement becomes an
issuerdquo Gamification from a business point of view
has some perceived risks as it is almost impossi-
ble to separate the wheat from the chaff However
there are some significant threats that should be
addressed
Totally green (as in not mature) ldquoBoth in success-
ful models to emulate and in a shortage of people
who understand game design Game design ex-
perience has not intersected with typical business
functions not even ITrdquo
Blockbuster game donrsquot happen that often and
probably less with gamification ldquoTrying to add fun
to an activity that has another purpose is more
difficult still One fact that does seem clear is that
Key Activities
EMPLOYEE BEHAVIOR IMPROVEMENT Surveys suggest low employee engagement Gamification can make work ldquofunrdquo
NEW PRODUCTS AND SERVICES designed by ldquogame thinkingrdquoGamification can become the process for building a comprehensive new digital services platform
Customer Segments
Revenue Streams
Value Propositions Customer Relationships
Channels
Gamification offers customers personalized automated self-service relationships with a high component of co-creation and community
BRANDING AS A VPGood gamification deployments can increase the value of a companyrsquos brand
BUNDLING AS A VP Gamification is ldquobundledrdquo to existing productsservices to enhance the value proposition to customers
Gamification when done
ldquorightrdquo can increase customer
ldquostickinessrdquo at almost
every channel phase
Gen X and Gen Y customers These CSs are already familiar with game dynamics and mechanics Gamification may help to attract and engage new customers
28 September 2012 | GAMIFICATION 29
Key Partnerships Key Activities
Key Resources
Gamification is more of a process than a productUser engagement must be built in at the productservice development level
Cost Structure
simply adding points badges and leader boards is
not going to make engaging with an organization
more funrdquo
No ldquoone size fits allrdquo with gamification Different
people play different games for different reasons
ldquoWhile gamifying some activity may engage part
of the stakeholders it is not likely to appeal to all
stakeholders
Does it make sense for us ldquoIn many corporate
environments the very notion of building lsquofunrsquo into
any activity will be a nonstarter The idea of lsquofunrsquo can
seem very trivializingsuperficialno what grown-
ups do Selling gamification in these organizations
will be very difficultrdquo
Unexpected consequences ldquoTurning an acti-
vity in a game invites players to try to lsquogame the
systemrsquo and may result in unintended conse-
quencesrdquo
More time is needed to better identify the risks
associated with gamification As the technology
enters Trough of Disillusionment in Gartnerrsquos Hype
Cycle the negative version of the fairytale will
soon materialize and begin to dominate as some
companies will painfully learn that all that glitters
isnrsquot gold The golden child might look more like a
whipping boy v
Trial and Error is part of the learning curve Donrsquot put on the ROI hat hellip
Value Propositions
Channels
Customer Segments
Revenue Streams
Customer Relationships
Companies risk taking customers on unnecessary journeys distracting them from the main purpose of giving them what they actually want
Who owns the data Data
ownershipresponsibility
needs to be addressed and for
financial services companies
this may be difficult
30 September 2012 | GAMIFICATION 31
32 September 2012 | GAMIFICATION 33
GlobalSnapshots
Around the world companies and organizations are seriously experimenting with gamification Whether playing a lottery with the speed limit or learning about real estate investments gamification projects are capturing the imagination of people
34 September 2012 | GAMIFICATION 35
SIEMENS A visual FarmVille-style game that allows players to
learn the connections of each part of the plant and
manufacturing process
Ver video
IBM INNOV8 the IBM Business Process Management
(BPM) simulation game gives both IT and business
players a better understanding of how effective BPM
impacts an entire business ecosystem
GOOGLE Google employees get a per diem amount for busi-
ness trips depending on the destinations If they
are above the limit they submit the receipt and get
reimbursed If they are below the per diem they
can use it to save it towards another business trips
(which would have had no budget) or upgrade 1st
class Compliance with the process has shot up to
over 90
SAP Sustainability Quiz The idea was to make beha-
vioral change fun and inform employees about the
success of SAPrsquos sustainability efforts and what steps
they can take themselves In less than a month over
one thousand colleagues played the game many of
them repeatedly
SAP Community Networks (SCN) ldquoThe SCN is
also a good example to introduce you to a couple
of game mechanics Points (as ldquopoints pointsrdquo but
also views of your articlesblogs) leaderboards (list
of top contributors but also exposure of you arti-
cle on the main SDN page) status (mentor badge
goldsilverbronze medal) social interaction (dis-
cussions meetups)rdquo
DELOITTE ldquoConsulting firm Deloitte Touche Tohmatsu Ltd
are incorporating elements of videogames into the
workplace Theyrsquore deploying reward and competi-
tive tactics commonly found in the gaming world
to make tasks such as management training data
entry and brainstorming seem less like workrdquo
SALESFORCE Salesforce Motivation motivates professionals us-
ing proven techniques that sales managers have
always used team competitions leaderboards and
rewards But instead of tracking and managing those
programs manually companies can use cloud-based
applications to ldquoautomaterdquo tasks so that the team
stays focused on the activities and rewards that are
critical
BARCLAYS 56 Sage Street A portal to help teach about mo-
ney finance and banking in an enjoyable way
BANK OF AMERICA Bad Credit Hotel (in collaboration for the US De-
partment of Treasury) Learn about debt manage-
ment credit history and credit scores
COMMONWEALTh BANK Investorville is a virtual world where one can try
hisher luck at investing in rental property without
the risk of buying one
MICROSOFT RibbonHero is an application that encourages MS
Office users to learn more about the different fea-
tures by watching videos and taking short exams
CODEACADEMY Codecademy is a web-based interactive platform
where players can learn to code and are rewarded
with points and badges The players get encouraging
real-time feedback on progress bars and can connect
with their friends and compete against them
VOLKSWAGEN (FUN ThEORY)Speed Camera Lottery ldquoCan we get more people
to obey the speed limit by making it fun to do (The
idea) was so good that Volkswagen together with
The Swedish National Society for Road Safety ac-
tually made this innovative idea a reality in Stock-
holm Sweden The average speed of cars passing
the camera dropped from 32kmh before the experi-
ment to 25kmh afterrdquo (Wired)
Ver video
Walking up the Piano Stairs ldquoCan we get more peo-
ple to take the stairs over the escalator by making it
fun to dordquo The project led to an increase of 66 in
the use of the piano stairs
Ver video
Recycling is Fun At Bottle Bank Arcade recycling
was turned into a fun activity
Ver video
Employee
Facing
Gamification
Customer Facing
Gamification
Projects in
Financial
Services
Customer
Facing
Gamification
Projects
36 September 2012 | GAMIFICATION 37
Other notable companies include
Bigdoor
Crowd Twist
Get Glue
Playgen
SCVNGR
Gamification Platform ProvidersFor organizations who are considering off the shelf
solutions platform providers are offering turnkey so-
lutions for gamification Below we present some of
the leading vendors
BUNChBALLBunchball offers the Nitro gamification platform and
its analytics solution to create customized action-
able and scalable user experiences for consumers
employees and partners Nitro is a scalable and
reliable gamification platform managing over 125
million users and tracking over 15 Billion actions to
date Founded in 2005 Bunchballrsquos investors include
Granite Ventures Triangle Peak Partners Northport
Investments Correlation Ventures and Adobe Sys-
tems Incorporated
BADGEVILLE Founded in 2010 Badgeville draws on techniques
from social gaming traditional loyalty programs and
social networking in its suite of Behavior Lifecycle
Management solutions Built on database techno-
logy Badgevillersquos PaaS (Platform-as-a-Service) is de-
signed to connect user reputation across all of your
digital touch points Badgeville is funded by Norwest
Venture Partners El Dorado Ventures Trinity Ven-
tures and the Webb Investment Network
CROWDTAP Crowdtap is the Influencer Marketing platform ena-
bling leading brands to easily identify activate and
manage their influential consumers for real-time
insights and powerful online and offline peer-to-peer
marketing Crowdtap intends to shift marketing to
a fully collaborative and participatory process be-
tween brands and consumers
CYNERGY According to Cynergy ldquoWe make incredible experi-
ences happenmdashno easy task Great design is criti-
cal but incredible experiences are much more than
just pixelsmdashthey require the artful merging of expert
strategy design excellence and cutting-edge tech-
nology delivered by a single integrated team Thatrsquos
our formulamdashthatrsquos how we make incredible experi-
ences happenrdquo
IACTIONABLE IActionable is a web based (SaaS) gamification
software platform that applies game mechanics
to non-game applications IActionable can be used
to change user interface and user experience and
drive behavior in the form of participation and en-
gagement v
BBVA amp thegamificationWith BBVA Game we have
launched an important Beta
project wich we want to create
an space of interaction with our
on line clients
38
We understand that to generate a fun dialog
with our clients is a challenge Most online us-
ers access our site to check positions and perform
transactions Without a doubt itrsquos quite a challenge
BBVA Game a gamification platform has incorpo-
rated game dynamics as a way to provide additional
value for online banking customers We put together
our best value proposition loyalty programs and
game dynamics which offer the most fun We wanted
to work in teams to create a game that educates our
clients offers stickiness to our clients and offer cross-
selling and upselling opportunities for our business
We will not really know the final results until we learn
from our customers any other pretense would be
rather arrogant
What we do know is that we can use gamification to
get know know our customers better to get closer
to them in an refreshing way to educate them to be
ldquostickyrdquo and of course we can apply this model in
all countries in which we have presence Like BBVA
the concept of gamification is universal
All the team members in various teams who par-
ticipated in bringing BBVA Game to life (Marketing
and Innovation amp Technology) shared one thing in
common We had fun And that is a good sign v
Bernardo Crespo
Head of Digital Marketing and Marketing Lab
BBVA Spain and Portugal
Brian Burke
are leveraging game mechanics to engage customers and financial services companies are no exception This trend is called gamification and while it being used in many different ways the sweet spot is in engaging customers As an early adopter of gamification in the financial services industry BBVA joins a small group of innovators that are turning customers into players and banking into a game The BBVA Game is a leading edge example of using gamification to both engage customers in a fun way while architecting the customer journey Gamification is a win-win for BBVA and its customersrdquo
ldquoCompanies around the world
September 2012 | GAMIFICATION 39
September 2012 | GAMIFICATION 41 40
ForecastInnovationThe early results are in Bunchball a pure gamification platform provider see their customers enjoy the benefits value creation aspects of gamification
An increase of 2x page view Page view per visit increased 60 Unique visitors increased 30 Increase of 100 on time on site An increase of 2x repeat monthly visits 400 ROI (with payback time of as
little as 3 months)
Though the results display initial deploy-
ments numbers itrsquos clear what should
be done with gamification for the short-
term future Just Play See how gamifica-
tion can create or capture value for the
organization
To wrap things up we leave you with
some ldquoGamification Tips from the Prosrdquo
hoping that they may help you better
understand this key topic and perhaps
even help spark some new innovations
in the organization
Gamification Tips from the Pros
SEBASTIAN DETERDING Game designer
ldquoThe most important thing to keep in
mind here is that any good design mdash
game or software mdash hinges on good
designers and design process not on
featuresrdquo
Know your users What motivates
them What is meaningful to them
What keeps them from following
through on their intentions What
kind of games to they like What kind
of community do they prefer Without
user research to figure these things
out you will miss your target audience
Read the Rules Goals and rules create
interesting challenges even can create
meta-games
Sources Sebastian
Deterding Getting Gamifi-
cation Right January 2011
| Sebastian Deterding
Donrsquot Play Games with
Me Pitfalls of Gameful
Design May 2011
Prototype Playtest and Iterate The
core of game design is to build a func-
tional prototype of the rule system as
early as possible to test whether it is
any fun tweak it based on the test re-
sults test it again etc to iterate your
way toward something that is fun and
engaging
Bring in the Data Quantitative
analytics will tell you whether your
point systems donrsquot have loopholes
or exploits or whether you balanced
the difficulty of the goals and mis-
sions you present to the players
ldquoReality ultimately is much more messy
complex random unfair and beyond
our control than gamesrdquo
42 September 2012 | GAMIFICATION 43
Source Gabe Zicher-
mann | Mashable - 7 Win-
ning Examples of Game
Mechanics in Action
Sources Gartner | Gamification Primer Life Becomes a
Game January 2011
Gartner | Maverick Research Motivation Momentum and
Meaning How Gamification Can Inspire Engagement
October 2011
Gartner | Innovation Insight Gamification Adds Fun and
Innovation to Inspire Engagement December 2011
GABE ZIChERMANNGamification expert
ldquoThe initial findings from gamification
specialists are nothing short of astonish-
ing Regardless of your business model
the following seven gamified innovations
should inspire you to strategize via game
analysisrdquo
Make a market (Foursquare) Four-
square proved that location-based
networking wasnrsquot doomed to fail that
simple game mechanics can affect
behavior and that you can engage 10
million customers mdash all while raising
$50 million
Get fit (NextJump) By leveraging the
power of gamification 70 of Next-
Jump employees exercise regularly mdash
enough to save the company millions
in work attendance and insurance
costs over the medium term mdash all the
while making the workplace healthier
and happier
Slow down and smell the money (Volkswagen - Fun Theory) Speed
Camera Lottery idea rewards those
drivers who obey the posted limit by
entering them into a lottery When test-
ed at a checkpoint in Stockholm aver-
age driver speed was reduced by 20
Generate ad revenues (Psych amp NBCUniversal) Club Psych implemented
gamified incentives to raise page
BRIAN BURKE GARTNERTechnology analyst
ldquoThe goal is to inspire deeper more en-
gaged relationships and to motivate
changed behaviors Many organizations
report significantly higher engagement
with gamification But risks abound and
organizations should consider their de-
ployment strategies carefully
Gamification is a business issue that
is enabled by technology mdash business
managers must take the lead in dri-
ving gamification efforts
The application of gamification is very
diverse Focusing on specific goals is
critical to success
Avoid the herd mentality mdash donrsquot imple-
ment a copycat application Most cur-
rent gamified applications are doomed
to fail
Design gamified applications that co-
rrectly position motivation momen-
tum and meaning (M3) to inspire en-
gagement with the audience
Exploit this trend today if you work in
an organization that is willing to take
risks But remember that careful plan-
ning and improvement through itera-
tion are central to every successful im-
plementation of gamification
views by over 130 and
return visits by 40
The resulting rise in
engagement has gener-
ated substantial revenue
for the company bringing
registered user counts from
400000 to nearly 3 million since
the launch of the gamified version
Make research amp evangelism count (Crowdtap) Through the use of gami-
fied virtual rewards the company has
been able to raise average user par-
ticipation by 25 times thus reducing
research costs by 80 or more for key
clients
Save the planet (RecycleBank) RecycleBank utilized game mecha-
nics such as points challenges and
rewards to drive breakthroughs The
project has seen a 16 increase in re-
cycling in Philadelphia where the recy-
cling rate has broken 20 for the first
time in history
Make teaching fun (Ananth Pai) grouped students by learning style
and retooled the curriculum to make
use of off-the-shelf games to teach
reading math and other subjects In
the space of 18 weeks Mr Pairsquos class
went from below third grade average
reading and math levels to mid-fourth
grade v
44 September 2012 | GAMIFICATION 45
MPAA | Theatrical Market Statistics 2012
Alex Osterwalder and Yves Pigneur | Business Model Generation 2009
Daniel Pink | Drive The Surprising Truth About What Motivates Us April 2011
PSFK | The Future of Gaming 2011
Byron Reeves amp J Leighton Read | Total Engagement Using Games and Virtual Worlds to Change the Way People Work and Businesses Compete 2009
Gabe Zichermann | Gamification by Design Implementing Game Mechanics in Web and Mobile Apps August 2011
Gabe Zichermann | Gamification Innovation and the Future (presentation) 2012
Gabe Zichermann amp Joselin Linder | Game-Based Marketing Inspire Customer Loyalty Through Rewards Challenges and Contest 2010
On the WebIan Bogost (Video Game Theorist Critic and Designer)
Bunchball | Gamificationcom
Sebastian Deterding (Game Researcher and Designer) | Coding Conduct Persuasive Design for digital media
Entertainment Software Association | Games Improving What Matters
Gamasutra | Social Gaming and the Bartle Archetype April 13 2012
Gamification of Work
Gamification Research Network
Gaming Business Review | Designing Gamification for the Most Frequent Personality Types September 20 2011
Gaming Business Review | Who Owns Gamification Data February 18 2012
GigaOM | The future of Social Games is Mobile October 2010
Google Insight for Search | Gamification Mashable | 7 Winning Examples of Game Mechanics in Action July 6 2011
Scott Nicholson (MIT Gambit Game Lab) | Because Play Matters
Wired Magazine | Go with the Flow 1996
Wired Magazine | Swedish Speed-Camera Pays Drivers to Slow Down December 6 2010
Gabe Zichermann | The Gamification Blog
A list of links to other useful tools and resources that you may find useful as a supplement to the information offered on the lsquoSimple Bankrsquo report
Books amp PublicationsBunchball | Gamification 101 An Introduction to the Use of Game Dynamics to Influence Behavior October 2010
Tom Chatfield | Fun Inc Why Games are the 21st Centuryrsquos Most Serious Business 2010
Jenova Chen | Flow in Games (and Everything Else) April 2007
Aaron Dignan | Game Frame Using Games as a Strategy for Success 2011
Sebastian Deterding | Getting ldquoGamificationrdquo Right (presentation) January 2011
Entertainment Software Association | 2011 Sales Demographic and Usage Data Essential Facts about the Computer and Video Game Industry 2011
Gartner | Gamification Primer Life Becomes a Game January 2011
Gartner | Innovation Insight Gamification Adds Fun and Innovation to Inspire Engagement December 2011
Gartner | Market Trends Gaming Ecosystem 2011
Gartner | Maverick Research Motivation Momentum and Meaning how Gamification Can Inspire Engagement October 2011
Insight Express | 1Q2012 Digital Consumer Portrait 2011
International Federation of the Phonographic Industry | Recording Industry in Numbers The Recorded Music Market in 2011 March 2012
Jane McGonigal | Reality is Broken Why Games Can Make Us Better and how They Can Change the World 2011
Mihaly Csikszentmihalyi | Flow The Psychology of Optimal Experience 1991
Ralph Koster | A Theory of Fun for Game Design 2005
M2 Research | What is Gamification (presentation) January 2011
46 September 2012 | GAMIFICATION 47
Gamification Experts
In depth
Brian BurkeBrian Burke is an analyst for Gartner specializing in enterprise architecture and IT portfolio management and most recently developing research on the emerging gamification trend His groundbreaking work in the development of federated architectures has been implemented in hundreds of organizations in both the public and private sectors He is also a prominent researcher and speaker in the areas of IT strategy IT organizational structures and businessIT alignment
Jane McGonigalJane McGonigal takes play seriously She studies the power of
games to impact the real-world mdash and she creates games that do just that She is an expert on applying game design and game theory to real work and real business and has consulted and devel-oped internal game workshops for leading technology companies MIT Technology Review named her one of the top 35 innovators changing the world through technology for her role in pioneering the field of alternate reality gaming and Harvard Business Review called her theory of ldquoalternate reality businessrdquo one of the ldquoTop 20 Breakthrough Ideas of 2008rdquo She has a PhD from UC Berkeley in performance studies
Wanda MeloniFounder and president of M2 Research is an industry analyst and market strategist Wanda has a deep understanding of emerging trends in interactive entertainment games and social media Wanda publishes articles and reports that on the market dynamics affecting development and consumer trends In addi-tion to her published works she consults with many of the top companies in the industry providing custom analysis investment strategies strategic positioning and competitive analysis
Gabe ZichermannGabe Zichermann is an entrepreneur author highly rated public speaker and gamification thought leader He is the chair of the Gamification Summit and Workshops and is co-author of the book ldquoGame-Based Marketingrdquo (Wiley 2010) where he makes a compelling case for the use of games and game mechanics in everyday life the web and business
Sebastian Deterding
Sebastian Deterding is a researcher and designer working on user experience persuasive design video games and gamifica-tion His PhD research at the Research Center for Media and Communication at Hamburg University looks into the use of game design to motivate user behavior in non-game contexts Today he speaks and publishes internationally on persuasive design and gamification at events such as reboot republica or Playful and consults game companies on game usability and playability
Other experts include
R Ray Wang Micheal Wu Toby Beresford Dennis Crowley Keith Smith Steven L Johnson Buster Benson Scott Dodson Ian Bogost
48 September 2012 | GAMIFICATION 49
The following section outlines the upcoming technologies that will change everything with predictions on what may come of them in financial industry
The Maps WarEmerging players are consolidating their Maps products and becoming
trusted partners in the Maps solutions landscape A few weeks ago Wikipedia
moved from Google Maps to OpenStreetMap followed by FourSquare Even
Apple launched iPhoto for iOS using OpenStreetMap data for photos with
geolocation tags embedded
IS OPENSTREETMAP A MATURE SOLUTIONOpenStreetMap was founded in July 2004 and it is
defined as a collaborative project to create a free edit-
able map of the world In April 2012 OpenStreetMap
cleared 600000 registered contributors However
not all registered users actually contribute to the
map a minority of individuals contribute the major-
ity of the content (around 3)
High populated areas such as big cities are constant-
ly being updated even at a higher rate than Google
Maps does Low populated areas on the other hand
are not so accurate These areas are currently being
covered by Bing Microsoft Maps solution Despite
Microsoft support certain places may not have ac-
curate information to display Therefore depending
on the needs OpenStreetMaps can be considered a
good approach
AND WhAT ABOUT GOOGLE MAPSGoogle Maps solution is much more than Maps It
is also considered the main advertising platform for
many merchants and functionalities as Street View
add value to final user far beyond geo-localization
But it is no longer free It seems to be quite hard
to make money putting ads on maps so Google
Maps API is limited to 25000 free queries per day
Over that limit it is required to pay Nothing free lasts
forever
Rumors keep growing and it is said that Apple is
working on its own Map solution that will be re-
vealed with the iOS 6 and will include 3D features
We already have a winner the final user
The Maps war is escalating During Applersquos
WWDC in June 2012 the company
announced that the new iOS will no longer
use Google Maps Instead Apple will offer
its own maps solution in the iOS 6 The
new map service along with Siri seems to
offer iOS users more convenience and
solutions (of course shutting out Google)
In fact it looks like Apple wants to extend
the war beyond Maps hellip be careful out
there the titans are clashing
BREAKING NEWS
Technology trends
50 September 2012 | GAMIFICATION 51
According to McKinsey Global Institute big data
can unlock value (high level) for the enterprise
by 1) creating transparency 2) enabling experimen-
tation to discover needs expose variability and im-
prove performance 3) segmenting populations to
customize actions 4) replacingsupporting human
decisions making with automated algorithms and
5) innovating new business models products and
services
RELEVANCE OF BIG DATAOpportunities ndash for example a retail business can
increase operating margins by 60 Early results
show that big data leaders are taking market share
from the laggards suggesting that big data will be-
come a keystone for competitiveness and growth
for the organization
Specifically for the banking sector Citibank has
partnered with IBM (ldquoWatsonrdquo) to use big data for
up-sellingcross-selling opportunities It is stipulated
that they will also use Watson to detect fraud and
analyze customer credit worthiness
The danger (or risk) of big data stems from issues
which will affect all stakeholders namely data pro-
tection and security rights and responsibilities for
using data and accountability and enforcement Ad-
ditionally it is estimated that by 2020 the volume
of data will exceed our capacity for data storage by
more than 21 v
Sources IBM | ldquoUnderstanding Big Datardquo March 2011
McKinsey Global Institute | ldquoBig Datardquo June 2011
World Economic Forum | ldquoRethinking Personal Data
Strengthening Trustrdquo (August 2011)
The Economist | ldquoBig Data Crunching the Numbersrdquo
May 19 2012
2020 346
2005 013
Created
2005 2010 2015 2020
35
30
25
20
15
10
5
0
Storage available Zettabytes = 1 trilion gigabytes
ESTIMATE FORECAST
forecast
OPEN WIDE Global digital information
Source IDC
Striking Gold with Big DataToday the world creates 25 quintillion
bytes of new data ndash everyday 90 of
the worldrsquos data has been created in the
last two years alone In this mountain of
data (both structured and unstructured)
there is gold to be found Companies must
acquire the right tools and processes to
separate the dirt from the gold efficiently
Technology trends
52 September 2012 | GAMIFICATION 53
Innovation at the Core just Copy amp Paste
By using virtualization and replication technolo-
gies banks can create copies of the core system
quickly and provide them to partners in standalone
sandboxes By allowing developers work with a real
core banking environment the pace of innovation
will quicken as developers can test new functionali-
ties without worrying how it will perform when the
product goes live According to ING a full replication
of the core system used to take about 260 days it
now takes less than a day
Source Information Management | May 2012
Core banking platform
New formats
Enterprise 20
Smartphone + Fanatics = Smartphonatics
Smartphonatics are consumers who change their
shopping financial and payment behavior as a
result of owning a smartphone According Aitersquos
Ron Shevlin ldquoThis group is driving the adoption of
mobile payments and banking and setting the bar
for how financial institutions will have to respond
over the next five yearsrdquo 70 of Smartphonatics have used a mobile
device to make a payment 80 of Smartphonatics have used the mobile
banking channel Less than 25 of other consumers have made a
mobile payment About 33 of other consumers have used the
mobile banking channel
Source Aite | May 2012
Everyone wants Mobile Banking including
companies
A recent global survey of treasury executives
suggest that 66 of corporate customers are ready
to use mobile banking which can provide access
to real-time information related to the corporate
environment Customers are willing to pay for
premium services if they can realize efficiencies As
tablets are already part of the C-suite they can boost
adoption by enabling other value added services
Source finextra | May 2012
An analysis of one yearrsquos worth of data of Google
Apps enterprise customers shows us An average user creates 84 DocsSites An average enterprise has 250000 DocsSites
on their domain Compared to on premise solutions the results
are very similar Year over year growth of DocsSites is projected
to be 400 Percentage of DocsSites that are designated
lsquoEverybodyrsquo 55 Percentage of DocsSites that are designated
lsquoPublicrsquo 025 Percentage of Docs Shared Externally 25
Mobile banking
Smartphonatics by Country(Source ACI Worldwide Aite Group)
India
South Africa
Brazil
UAE
China
Italy
Singapore
US
Australia
UK
Sweden
Germany
France
Canada
6042
3734
3127
2420
1816
1110
87
Average Number of External Collaborators 3000
Thinking about the results it seems like enterprise
users have no problems embracing Google Apps
and of course should be mindful of when share
DocsSites with others
Source Forbes | June 2012
When Google Apps go Bighellip What happens
In this section readers will find summaries of the most relevant news of selected topics that have been published over the course of the month based on its relevance to the Banking industry The summaries were prepared by the editorial board Further information is made available for each given topic
Trending issues
54
Good News Bad News
A recent survey shows consumers want to use
mobile wallets and thatrsquos good news However
consumers clearly prefer PayPal Google and Apple
over banks to provide the solutions In fact 8 of 10
consumers in the survey indicated that they would
use mobile wallets if PayPal offered a service
Banks should heed this wake-up call or prepare for
a future without a mobile wallet
Source MarketWatch | June 2012
When it Comes to Social
Women 2 - Men 1
A recent survey of 2000 Britons (commissioned by
British Telecom) discovered that ldquoover half of female
internet users used social networking websites such
as Twitter and Facebook whilst only 34 per cent of
men surveyed admitted to doing so Similarly out of
those surveyed 18 per cent of women believed that
if the internet no longer existed they would miss
social media websites the most This compares to
just seven per cent of menrdquo
Source The Telegraph | May 2012
Mobile payments
Digital Marketing
Crowd finance
Social Media
The ldquoPinrdquo is Mightier than
According to the 2012 Social and Mobile Com-
merce Study (a joint research project by Shoporg
comScore and The Partnering Group) American
consumers follow an average of 93 retail compa-
nies on Pinterest compared to 85 on Twitter and
69 on Facebook For now when it comes to digital
marketing the Pin is mightier
Source Shoporg comScore amp The Partnering Group | June 2012
The Crowd is Growing Crazy
The Crowdfunding Industry Report from
researchers Massolution reveals that
crowdfunding platforms raised almost $15 billion
funding over one million projects in 2011 They also
say that with current trends the already growing
market is set to double in 2012
Source Massolution | June 2012
FUNDER AND FUNDRAISER ACTIVITYPercentage based on sample of 57 and 47 CFPs respectively
89
7
26
4 5
69
1-2 C
AMPAIG
NS
3-5 C
AMPAIG
NS
gt5 CAM
PAIGNS
FUNDERS FUNDRAISERS
Trending issues
56 September 2012 | GAMIFICATION 57
The Internet is Becoming Mobile
By 2017 there will be 5 billion mobile
broadband users three times as
many people as are
using that technology today
With faster mobile network
speeds and global coverage
the mobile internet is poised to
deliver new innovative services as the app
ecosystem will surely find a way to create newer and
or better mobile services According to Ericssonrsquos CEO there is
a ldquoshift in power from the network to the handsetrdquo from connectivity to
apps
Source GigaOm | June 2012
Love at First Bite People just love Applersquos iPad A customer satisfac-
tion polls shows that iPad clearly is heads and
shoulder above its competitors when it comes to
wowing the customers Customers are ldquovery satis-
fiedrdquo with Apple (new) iPad - 81 Apple iPad2 - 71 Samsung Galaxy Tablet - 46 Amazon Kindle Fire - 41 Others - 41
Source Computer World | June 2012
App ecosystem New banking concepts
Join amp enjoy
New Gizmo era
Talk to Bank Voice-enabled search is fast becoming a
differentiator especially with smart devices in the
e-commerce space EasyAsk a natural language
technology company launched Quiri in March 2012
Quiri a virtual personal shopping assistent under-
stands both the intent of the search and has deep
knowledge of the content and products within the
e-commerce site Shoppers can use their iPhone 4S
or Android to verbally search sites for products and
the products they are looking for It is like having
a highly knowledgeable personal shopping
assistant for that one store
Source Sacramento Bee | June 2012
Flashback to EVOKE
Though there is a lot of commercial buzz re-
lated to games and gamification today some
are designed to change the world In 2010 the
World Bank launched the EVOKE a game which
motivate players all over the world to come up
with creative solutions to our most urgent social
problems According to the website ldquoEVOKE is a
ten-week crash course in changing the worldrdquo In
this issue of Innovation Edge we pay homage to
one of the pioneers of gamification
Source World Bank | March 2010
Trending issues
58 September 2012 | GAMIFICATION 59
Connected Cars Solution Market Expected to Exceed $350 million in 5 years
By 2017 according to ABI Research the connected
car market will be about $350 million dollars
growing from $66 million in 2012 Connect Car
solutions include stolen vehicle tracking insurance
telematics infotainment and road user charging
The consumers are asking for a connected lifestyle
and they are asking to be connected to the car
especially the younger consumers
Source ABI | May 2012
Gimme a Hi-Five for health
TldquoFor healthcare delivery wersquore rapidly moving
from a world of inbound patients to a world of in-
bound data The impact of this shift on the health-
care system and how consumers use and act on
health information should not be underestimated
Here are five ways digital apps and smartphones
will transform healthcarerdquo
Improved access to care Improved patient engagement New provider of business models Reduced medicare fraud Improved patient safety
Source Forbes | June 2012
Smart cities + urban mobility
Health
Trending issues
BBVA Innovation Center (Plaza de Santa Baacuterbara 2 Madrid)
13th September | 900ndash1400 h
World renowned experts based on real world ex-
periences would help you ascertain whether or not
gamification is being hyped or is here to stay
Check out the videos and photos of the
event in our web
wwwcentrodeinnovacionbbvacom
Bernardo Crespo Velasco b_crespo
Head of Digital Marketing and Marketing Lab at
BBVA Spain Degree in Management and Econom-
ics from the University of Castilla-La Mancha and the
University of St Andrews He holds a masters in Re-
lational Marketing CRM and e-Commerce at ICEMD
Brian Burke brian_burke
Analyst for Gartner expert in gamification and enter-
prise architecture His groundbreaking work in the
development of federated architectures has been
implemented in hundreds of organizations in both
public and private sectors
Priya Haji priyahaji
CEO and co-founder of SaveUp the first free
rewards program that encourages Americans
to save money and pay down debt while of-
fering a chance to win prizes including a life-
changing $2000000 jackpot Through a fun
and simple approach that employs game me-
chanics SaveUp helps transform the otherwise
mundane activities of savings
Sergio Jimenez gamkt
Sergio Jimenez is an analyst consultant and speak-
er specialized in gamification enthusiastic market-
ing technology and games Mr Jimenez has partici-
pated in numerous projects related to gamification
helping companies of different sectors to introduce
game mechanics in products and service
Gamification amp Banking a passing fad or a serious business
More info
Event
Videos pictures and
all the info
September 2012 | GAMIFICATION 61
We Innovate to GrowBBVA understands innovation as a source of value
creation both for our group and people In order to
effectively manage its development the group relies
on time tested innovation methodologies which were
co-developed with leading experts around the world
The Open Innovation model adopted by the group
attests that BBVA highly values people and talent re-
gardless where they may be and shows the bankrsquos
willingness to lead the transformation of the financial
industry with total openness and without any borders
The BBVA Innovation Center is the focal point for sig-
nificant and disruptive innovation projects
Furthermore the BBVA Innovation Center is a space
to meet a space to share and above all a space listen
and learn from the innovation ecosystem
Being part of an innovation ecosystem allows BBVA to
be near ideas and talent and to facilitate access to the
worldrsquos leading experts It is also a way to share our
collective knowledge with innovation community
wwwcentrodeinnovacionbbvacom
Follow us
wwwfacebookcomcentrodeinnovacionbbva
twittercomcibbva
wwwyoutubecomusercentroinnovacionbbva
wwwslidesharenetCIBBVA
This month events
More info
More info
Innovation at BBVAFor BBVA innovation is a strategic pillar and the BBVA Innovation Center is a major focal point for the grouprsquos effort in this field
CLOUDSTAGE
September 27th BBVA Innova-
tion Center will host the 8th
edition of Cloudstage an event
focused on the cloud This is a
meeting between profession-
als that want to deal with the
possibilities and development
of the cloud computing
KNOWSQUARE
September 25th BBVA Innova-
tion Center will host the event
Knowsqure an online and off
line network board of direc-
tors The aim of this event is
share experiences and knowl-
edge to improve the manage-
ment of companies
Produced by Prodigioso Volcaacuten
(wwwprodigiosovolcancom)
BBVA Innovation Edge is the first corporate magazine focused on innovation Innovation Edge aims to explore new trends and technologies that may impact the financial industry especially retail banking
Each edition features articles analysis and in-depth information about a given trend
WEB Articles and sections are available for free on wwwcentrodeinnovacioncom in both English and Spanish
PDF Our website offers pdf versions of the publications for your reading enjoyment online or offline
APP Innovation Edge is also available in Applersquos App Store All issues will be made available for download at the App Store free of chargerdquo
More info
Are you interested in Innovation Edge Subscribe to our newsletter and be informed of new issuescopyBBVA2012
BBVA Innovation Edge is the result of a collaborative work done by all the people who are involved in innovation at BBVA Group
CONTRIBUTORS TO THIS ISSUE
Mariacutea Pilar Aacutelvarez Garciacutea l Javier Anguiano
Javier Benediacute l Alfonso Bey Navarro
Jaime Bisbal l Reyes Bolumar
Javier Borderiacuteas l Bernardo Crespo
Antonio Garciacutea l Eugenio Garciacutea
Rafael Hernaacutendez l Miguel Aacutengel Intildeesta
Beatriz Lara Bartolomeacute l Carmen Loacutepez
Marcos Marrodaacuten Ciorcia l Luz Martiacuten
Ricardo Martiacuten Manjoacuten l Samuel Martiacuten Valentiacuten
Aacutelvaro Moroacuten l Manolo Moure
Jay Reinemann l Alicia Saacutenchez
Javier Sebastiaacuten l Marcelo Soria
Gustavo Vinacua l Shan Ggu ldquoPhilrdquo Yim
DL AS 2498-2012
No part of this publication can be reproduced or communicate in any form or by any platform electronic o mechanic including photocopying recording o any other system of storage and retrieval without permission of the publisher BBVA
16 September 2012 | GAMIFICATION 17
ldquoGames are the New NormalrdquoDuring the Games for Change Festival an event that
facilitates the creation and distribution of social im-
pact games that serve as critical tools in humanitarian
and educational efforts Al Gore said that ldquoThe gami-
fication trend is really extremely powerfulhellip Games
are the new lsquonormalrsquo for hundreds of millions of users
every month It has been very exciting to me to see
so many ideas that integrate social good and efforts
to make the world a better place into gamesrdquo
The current expectation of Gamification is generating
tremendous buzz everywhere Gartner suggests that
more than 70 of the global 2000 businesses will
Some examples of gamification
MINTMint is a free service which can
aggregate all financial accounts
into one place Users can set a
budget track goals and more
MINDBLOOMMindbloom is a ldquoLife Gamerdquo which
improves the quality of life of the
players in a simple and effective way
NIKENike + FuelBand tracks usersrsquo pro-
gress throughout the day providing
real-time feedback visually
Hype Cycle
Less than 2 years 2-5 years 5-10 years more than 10 years
Imagen recognition
3D printing
Hosted virtualdesktops
E-book readers
Mobile Application Stores
Predictive Analytics
Location-Aware Applications
Speech recognition
Consumerization
Virtual worlds
Wireless power ampSocial Analytics
ldquoBig Datardquo Speech recognition
Biometric Authentication
Methods
Idea management
Mobile robots
Plateau ofProductivity
Slope of EnlightenmentTrough of Disillusionment
Peak ofInflated
Expectations
TechnologyTrigger
Gamification
Exp
ecta
tio
ns
Time
Social TV
Video Analyticsfor customer service
Computer-Brain interface
Quantum computing
Human Augmentation
3D bioprinting
Internet TV
Group buying
Cloud web Platforms
QRcolor code
Machine-to-MachineCommunication services
Private Cloud computing
Cloud computing amp Media tablets
Gesture recognition
Augmented Reality
Virtual Assistants
In-memory Database Management Systems
Mesh Networks Sensor
Source Gartner
apply gamification by 2015 Gamification is believed to
innovate key processes which enhance value proposi-
tions and maximize infrastructure efficiency Whatever
the reason may be it seems that everyone is express-
ing an interest in it including BBVA
Once an obscure search term a short while ago
gamification has now leapt into Gartnerrsquos Hype Cy-
cle for Emerging Technologies 2011 mdash directly into
the Peak of Inflated Expectations However Gartner
also warns their clients to be patient as they believe
that gamification will not reach the Plateau of Pro-
ductivity for another 5 to 10 years
Ver video
Ver video
Ver video
18 September 2012 | GAMIFICATION 19
The Core Issue of Gamification a Closer Look at Game Mechanics and Intrinsic Motivation The current discussion of gamification hinges on a
lively debate between two sides one camp focuses
on game mechanics such as points badges leader-
boards and Incentives and the other camp focuses
internal motivation such as ldquoGame Thinkingrdquo and
motivational design For businesses the arguments
proposed by game mechanics are stirring up excite-
ment as the platform providers are backing up their
talk with great early results Gamification is initially
proving that itrsquos engaging people
GAME MEChANICS POINTS BADGES AND LEADERBOARDSAccording to a leading gamification platform
provider gamification works because game me-
chanics help to drive participation engagement
and loyalty on online properties site or commu-
nity Game mechanics include points levels cha-
llenges virtual goods score boards and gifting
amp charity In theory game mechanics are directly
linked to human desires reward status achieve-
ment self-expression competition and altruism
Although the early results are positive Gartner
warns that gamification is currently driven by
novelty and hype The technology research firm
suggests that the Plateau of Productivity wonrsquot
be reached for another 5 to 10 years Businesses
need to figure out how best apply gamification
in their business models Towards that end con-
sidering the inputs from game thinkers or moti-
vational designers may be beneficial
INTRINSIC MOTIVATION (OR GAME ThINKINGMOTIVATIONAL DESIGN)As a counterpoint to all the current game me-
chanics buzz Sebastian Deterding (researcher
and game designer) offers his take on the whole
gamification thing He advises that to be effective
gamification projects should include key elements
from game thinkingdesign meaning mastery
and autonomy
Meaning Gamified applications have to con-
nect to something that is already meaningful to
the user - or to wrap themselves in a story that
makes them meaningful ldquoThe general lesson
is that to be successful a gamified application
must provide something that is already mean-
ingful to the user in its own rightrdquo
Mastery The experience of being competent
of achieving something Video games donrsquot just
present goals They ensure that a structured flow
of nested goals pulls you through from the long-
term goal (save world rescue princess) to medi-
um-term (kill level boss-monster) and short-term
goals (collect five level coins) Wherever you are in
and whenever you return to a good game there
will always be one next goal that is just within
reachrdquo
Autonomy A free space to play in and some-
thing to play with providing ldquospacerdquo for explora-
tion and expression
Source Sebastian Deterding | Getting ldquoGamificationrdquo RightPrimary desire a particular game mechanic fulfills Other areas that it affects
Reward
Points
Levels
Challenges
VirtualGoods
ScoreBoards
Gifftings amp Charity
StatusArchieve-
mentSelf-
ExpressionCompetition Altruism
human desires
Gam
es m
ech
anic
s
September 2012 | GAMIFICATION 21
Putting Gamification to Work
ldquoWhere games traditionally model the real world or-
ganizations must now take the opportunity for their
real world to emulate gameshellip enterprise architects
must be ready to contribute to gamification strategy
formulation and should try at least one gaming ex-
ercise as part of their enterprise context planning
efforts this yearrdquo
All games when reduced to their core have four de-
fining traitsDeployment Scenarios
(Brian Burke - Gartner)
Gamification designers need to consider the desired results and behaviors
when gamifying Key Processes for the organization
Cooperative
IntrinsicExtrinsic
Competitive
Poker game Players are motivated to maximize their own score to achieve a greater share of the rewards increasing their personal worth effectively taking a larger share of the pie
Fishing boat Players are motivated to maximize to produce the highest possible overall score to maximize the team production effectively creating a larger pie to be split
Beauty Contest Players are motivated to maximize their individual results usually to achieve a higher status
Burning Building Players are motivated to maximize the overall outcome and to maximize the im-pact of game play
Feedback system ldquoThe feedback system
tells players how close they are to achie-
ving the goalhellip Real-time feedback serves as a
promise to the players that the goal is achie-
vable and it provides motivation to keep playingrdquo
Voluntary participation ldquoEveryone who is play-
ing the game knowingly and willingly accepts the
Player Types
(Richard Bartle - Designing Virtual Worlds)
The Player Types are four terms describing generalized behavior in a Multi-user virtual space
Source httpwwwmudcoukrichardhcdshtm httpfrankcaroncomFloggerp=1732 and
httpwwwgamasutracomblogsSteveMallory20120413168507Social_Gaming_and_the_Bartle_Archetypesphp
AchieversDEFINED BYA focus on attaining status and achieving preset goals quickly andor completely
ENGAGED BYAchievements
SocialitesDEFINED BYA focus on socializing and drive to develop a network of friends and contacts
ENGAGED BYNewsfeeds friends list chat
ExplorersDEFINED BYA focus on exploring and drive to discover the unknown
ENGAGED BYObfuscated achievements
KillersDEFINED BYA focus on winning rank and direct peer-to-peer competition
ENGAGED BYLeaderboards ranks
Goal ldquoThe specific outcome that players will work
to achieve It focuses their attention and continually
orients their participation throughout the gameThe
goal provides player with a sense of purposerdquo
Rules The ldquolimitations on how players can achieve
the goal By removing or limiting the obvious ways of
getting to the goal the rules push players to explore
previously uncharted possibilities spaces They un-
leash creativity and foster strategic thinking
goal the rules and the feedback Knowingness esta-
blishes common ground for multiple people to play
togetherrdquo
Source Jane McGonigal | Reality is Broken 2011
In addition understanding player types and de-ployment scenarios can help organizations to think
strategically about gamification and explore the best
application for the companyrsquos business model v
20
September 2012 | GAMIFICATION 23 22
GamificationGaming
Gamification is a hot topic today and
everyone wants to play Playing this game to
win requires the right strategies tactics and
moves Currently organizations are gaming
gamification to understand the possible
advantages while avoiding potential pitfall
along the way Can our hero make it to the
next level
ldquoOrganizations are using gamification internally to recruit train and enhance employee performance They are using it to drive innovation share knowledge and improve employee health Gamification is also helping organizations engage external stakeholders in customer loyalty marketing education and innovation initiatives The target audience of gamification can be any defined group of stakeholders (customers employees or the Web collective)rdquo
Source Brian Burke Gartner | Gamification Primer Life Becomes a Game
We have some interesting data
1 Business ApplicationGamification helps companies to
Increase User Engagement
47Increase Brand Loyalty
22Increase Brand Awareness
15Motivation
9Employee Training
7Source M2 Research
24 September 2012 | GAMIFICATION 25
2 Gamification Platform client Industry BreakdownThe early adopters of gamification come mostly
from entertainment and publishing industries repre-
senting 60 of all companies Financial companies represented 6 of early adopters
Gamification offers significant innovation opportuni-
ties for financial companies especially for employee
facing applications The breakdown of other indus-
tries are presented below
Entertainment 42
Publishers 18
Consumer Goods 15
healthcareWellness 10
Financial 6
Retail 5
Education 3
Telecom 1
Source M2 Research
3 Growth of Gamification
growth in 2012
197
growth in 2011
155
4 Potential MarketSpending on gamification is projected to grow from
$100 million in 2011 to $28 billion dollars in 2016
2000000
1500000
1000000
500000
2012 2013 2014 2015
$ 196000
$ 434000
$ 860000
$ 1600000
Promiseand the ldquoFine Printrdquo
TheGamification despite its name is a se-
rious business opportunity and risk
It may be the ldquosecret saucerdquo to unlocking
value for the organization Given that we
are early stages of this trend it makes
sense that there are a lot of positive
news being generated at this moment
and there arenrsquot a whole lot of negative
stuff Letrsquos take a look at the opportunities
and challenges of gamification
To help clarify Gamification and to best apply it CIBBVA is thinking in business models We are going to use the Business Model Canvas to better understand the business implications of gamification For readers who may not be familiar with the Business Model Canvas a brief back-grounder is provided
ldquoA business model describes the rationale of how an organization creates delivers and captures valuerdquo
A business model can be best described through nine basic building blocks that show the logic of how a company intends to make money The business model is like a blueprint for a strategy to be implemented through organizational structures processes and systems
When done ldquorightrdquo gamification can
offer new ways of engaging an eager
user base and when done ldquowrongrdquo
it can estrange them Itrsquos the next
ldquobig thingrdquo but each organization
needs to explore the opportunities
and risks associated with it But
be warnedhellip read the fine print
ldquogamification is currently driven by
novelty and hyperdquo and filled with
potential pitfalls
26 September 2012 | GAMIFICATION 27
Key Partnerships
Key Resources
Cost Structure
Business OpportunitiesBased on early experiences and ldquoguru talkrdquo it seems
clear that gamification presents opportunities for
both sides of companyrsquos business model both value
(the customer facing business units) and efficiency
(the employeepartner facing business units) More
exploration is needed to test its usefulness in specific
areas of business models such as customer relation-
ships channels key activities key partners etc
Though a ldquowait and seerdquo strategy to assessing busi-
ness opportunities seems prudent it is evident that
gamification offers an immediate opportunity to
showcase BBVArsquos innovation power (if done correctly)
Business RisksThere are some concerns related to gamification
Gartner advises clients that current gamification
applications is ldquomotivated by the novelty of gami-
fication This will wear off as user fatigue sets in
an the sustainability of engagement becomes an
issuerdquo Gamification from a business point of view
has some perceived risks as it is almost impossi-
ble to separate the wheat from the chaff However
there are some significant threats that should be
addressed
Totally green (as in not mature) ldquoBoth in success-
ful models to emulate and in a shortage of people
who understand game design Game design ex-
perience has not intersected with typical business
functions not even ITrdquo
Blockbuster game donrsquot happen that often and
probably less with gamification ldquoTrying to add fun
to an activity that has another purpose is more
difficult still One fact that does seem clear is that
Key Activities
EMPLOYEE BEHAVIOR IMPROVEMENT Surveys suggest low employee engagement Gamification can make work ldquofunrdquo
NEW PRODUCTS AND SERVICES designed by ldquogame thinkingrdquoGamification can become the process for building a comprehensive new digital services platform
Customer Segments
Revenue Streams
Value Propositions Customer Relationships
Channels
Gamification offers customers personalized automated self-service relationships with a high component of co-creation and community
BRANDING AS A VPGood gamification deployments can increase the value of a companyrsquos brand
BUNDLING AS A VP Gamification is ldquobundledrdquo to existing productsservices to enhance the value proposition to customers
Gamification when done
ldquorightrdquo can increase customer
ldquostickinessrdquo at almost
every channel phase
Gen X and Gen Y customers These CSs are already familiar with game dynamics and mechanics Gamification may help to attract and engage new customers
28 September 2012 | GAMIFICATION 29
Key Partnerships Key Activities
Key Resources
Gamification is more of a process than a productUser engagement must be built in at the productservice development level
Cost Structure
simply adding points badges and leader boards is
not going to make engaging with an organization
more funrdquo
No ldquoone size fits allrdquo with gamification Different
people play different games for different reasons
ldquoWhile gamifying some activity may engage part
of the stakeholders it is not likely to appeal to all
stakeholders
Does it make sense for us ldquoIn many corporate
environments the very notion of building lsquofunrsquo into
any activity will be a nonstarter The idea of lsquofunrsquo can
seem very trivializingsuperficialno what grown-
ups do Selling gamification in these organizations
will be very difficultrdquo
Unexpected consequences ldquoTurning an acti-
vity in a game invites players to try to lsquogame the
systemrsquo and may result in unintended conse-
quencesrdquo
More time is needed to better identify the risks
associated with gamification As the technology
enters Trough of Disillusionment in Gartnerrsquos Hype
Cycle the negative version of the fairytale will
soon materialize and begin to dominate as some
companies will painfully learn that all that glitters
isnrsquot gold The golden child might look more like a
whipping boy v
Trial and Error is part of the learning curve Donrsquot put on the ROI hat hellip
Value Propositions
Channels
Customer Segments
Revenue Streams
Customer Relationships
Companies risk taking customers on unnecessary journeys distracting them from the main purpose of giving them what they actually want
Who owns the data Data
ownershipresponsibility
needs to be addressed and for
financial services companies
this may be difficult
30 September 2012 | GAMIFICATION 31
32 September 2012 | GAMIFICATION 33
GlobalSnapshots
Around the world companies and organizations are seriously experimenting with gamification Whether playing a lottery with the speed limit or learning about real estate investments gamification projects are capturing the imagination of people
34 September 2012 | GAMIFICATION 35
SIEMENS A visual FarmVille-style game that allows players to
learn the connections of each part of the plant and
manufacturing process
Ver video
IBM INNOV8 the IBM Business Process Management
(BPM) simulation game gives both IT and business
players a better understanding of how effective BPM
impacts an entire business ecosystem
GOOGLE Google employees get a per diem amount for busi-
ness trips depending on the destinations If they
are above the limit they submit the receipt and get
reimbursed If they are below the per diem they
can use it to save it towards another business trips
(which would have had no budget) or upgrade 1st
class Compliance with the process has shot up to
over 90
SAP Sustainability Quiz The idea was to make beha-
vioral change fun and inform employees about the
success of SAPrsquos sustainability efforts and what steps
they can take themselves In less than a month over
one thousand colleagues played the game many of
them repeatedly
SAP Community Networks (SCN) ldquoThe SCN is
also a good example to introduce you to a couple
of game mechanics Points (as ldquopoints pointsrdquo but
also views of your articlesblogs) leaderboards (list
of top contributors but also exposure of you arti-
cle on the main SDN page) status (mentor badge
goldsilverbronze medal) social interaction (dis-
cussions meetups)rdquo
DELOITTE ldquoConsulting firm Deloitte Touche Tohmatsu Ltd
are incorporating elements of videogames into the
workplace Theyrsquore deploying reward and competi-
tive tactics commonly found in the gaming world
to make tasks such as management training data
entry and brainstorming seem less like workrdquo
SALESFORCE Salesforce Motivation motivates professionals us-
ing proven techniques that sales managers have
always used team competitions leaderboards and
rewards But instead of tracking and managing those
programs manually companies can use cloud-based
applications to ldquoautomaterdquo tasks so that the team
stays focused on the activities and rewards that are
critical
BARCLAYS 56 Sage Street A portal to help teach about mo-
ney finance and banking in an enjoyable way
BANK OF AMERICA Bad Credit Hotel (in collaboration for the US De-
partment of Treasury) Learn about debt manage-
ment credit history and credit scores
COMMONWEALTh BANK Investorville is a virtual world where one can try
hisher luck at investing in rental property without
the risk of buying one
MICROSOFT RibbonHero is an application that encourages MS
Office users to learn more about the different fea-
tures by watching videos and taking short exams
CODEACADEMY Codecademy is a web-based interactive platform
where players can learn to code and are rewarded
with points and badges The players get encouraging
real-time feedback on progress bars and can connect
with their friends and compete against them
VOLKSWAGEN (FUN ThEORY)Speed Camera Lottery ldquoCan we get more people
to obey the speed limit by making it fun to do (The
idea) was so good that Volkswagen together with
The Swedish National Society for Road Safety ac-
tually made this innovative idea a reality in Stock-
holm Sweden The average speed of cars passing
the camera dropped from 32kmh before the experi-
ment to 25kmh afterrdquo (Wired)
Ver video
Walking up the Piano Stairs ldquoCan we get more peo-
ple to take the stairs over the escalator by making it
fun to dordquo The project led to an increase of 66 in
the use of the piano stairs
Ver video
Recycling is Fun At Bottle Bank Arcade recycling
was turned into a fun activity
Ver video
Employee
Facing
Gamification
Customer Facing
Gamification
Projects in
Financial
Services
Customer
Facing
Gamification
Projects
36 September 2012 | GAMIFICATION 37
Other notable companies include
Bigdoor
Crowd Twist
Get Glue
Playgen
SCVNGR
Gamification Platform ProvidersFor organizations who are considering off the shelf
solutions platform providers are offering turnkey so-
lutions for gamification Below we present some of
the leading vendors
BUNChBALLBunchball offers the Nitro gamification platform and
its analytics solution to create customized action-
able and scalable user experiences for consumers
employees and partners Nitro is a scalable and
reliable gamification platform managing over 125
million users and tracking over 15 Billion actions to
date Founded in 2005 Bunchballrsquos investors include
Granite Ventures Triangle Peak Partners Northport
Investments Correlation Ventures and Adobe Sys-
tems Incorporated
BADGEVILLE Founded in 2010 Badgeville draws on techniques
from social gaming traditional loyalty programs and
social networking in its suite of Behavior Lifecycle
Management solutions Built on database techno-
logy Badgevillersquos PaaS (Platform-as-a-Service) is de-
signed to connect user reputation across all of your
digital touch points Badgeville is funded by Norwest
Venture Partners El Dorado Ventures Trinity Ven-
tures and the Webb Investment Network
CROWDTAP Crowdtap is the Influencer Marketing platform ena-
bling leading brands to easily identify activate and
manage their influential consumers for real-time
insights and powerful online and offline peer-to-peer
marketing Crowdtap intends to shift marketing to
a fully collaborative and participatory process be-
tween brands and consumers
CYNERGY According to Cynergy ldquoWe make incredible experi-
ences happenmdashno easy task Great design is criti-
cal but incredible experiences are much more than
just pixelsmdashthey require the artful merging of expert
strategy design excellence and cutting-edge tech-
nology delivered by a single integrated team Thatrsquos
our formulamdashthatrsquos how we make incredible experi-
ences happenrdquo
IACTIONABLE IActionable is a web based (SaaS) gamification
software platform that applies game mechanics
to non-game applications IActionable can be used
to change user interface and user experience and
drive behavior in the form of participation and en-
gagement v
BBVA amp thegamificationWith BBVA Game we have
launched an important Beta
project wich we want to create
an space of interaction with our
on line clients
38
We understand that to generate a fun dialog
with our clients is a challenge Most online us-
ers access our site to check positions and perform
transactions Without a doubt itrsquos quite a challenge
BBVA Game a gamification platform has incorpo-
rated game dynamics as a way to provide additional
value for online banking customers We put together
our best value proposition loyalty programs and
game dynamics which offer the most fun We wanted
to work in teams to create a game that educates our
clients offers stickiness to our clients and offer cross-
selling and upselling opportunities for our business
We will not really know the final results until we learn
from our customers any other pretense would be
rather arrogant
What we do know is that we can use gamification to
get know know our customers better to get closer
to them in an refreshing way to educate them to be
ldquostickyrdquo and of course we can apply this model in
all countries in which we have presence Like BBVA
the concept of gamification is universal
All the team members in various teams who par-
ticipated in bringing BBVA Game to life (Marketing
and Innovation amp Technology) shared one thing in
common We had fun And that is a good sign v
Bernardo Crespo
Head of Digital Marketing and Marketing Lab
BBVA Spain and Portugal
Brian Burke
are leveraging game mechanics to engage customers and financial services companies are no exception This trend is called gamification and while it being used in many different ways the sweet spot is in engaging customers As an early adopter of gamification in the financial services industry BBVA joins a small group of innovators that are turning customers into players and banking into a game The BBVA Game is a leading edge example of using gamification to both engage customers in a fun way while architecting the customer journey Gamification is a win-win for BBVA and its customersrdquo
ldquoCompanies around the world
September 2012 | GAMIFICATION 39
September 2012 | GAMIFICATION 41 40
ForecastInnovationThe early results are in Bunchball a pure gamification platform provider see their customers enjoy the benefits value creation aspects of gamification
An increase of 2x page view Page view per visit increased 60 Unique visitors increased 30 Increase of 100 on time on site An increase of 2x repeat monthly visits 400 ROI (with payback time of as
little as 3 months)
Though the results display initial deploy-
ments numbers itrsquos clear what should
be done with gamification for the short-
term future Just Play See how gamifica-
tion can create or capture value for the
organization
To wrap things up we leave you with
some ldquoGamification Tips from the Prosrdquo
hoping that they may help you better
understand this key topic and perhaps
even help spark some new innovations
in the organization
Gamification Tips from the Pros
SEBASTIAN DETERDING Game designer
ldquoThe most important thing to keep in
mind here is that any good design mdash
game or software mdash hinges on good
designers and design process not on
featuresrdquo
Know your users What motivates
them What is meaningful to them
What keeps them from following
through on their intentions What
kind of games to they like What kind
of community do they prefer Without
user research to figure these things
out you will miss your target audience
Read the Rules Goals and rules create
interesting challenges even can create
meta-games
Sources Sebastian
Deterding Getting Gamifi-
cation Right January 2011
| Sebastian Deterding
Donrsquot Play Games with
Me Pitfalls of Gameful
Design May 2011
Prototype Playtest and Iterate The
core of game design is to build a func-
tional prototype of the rule system as
early as possible to test whether it is
any fun tweak it based on the test re-
sults test it again etc to iterate your
way toward something that is fun and
engaging
Bring in the Data Quantitative
analytics will tell you whether your
point systems donrsquot have loopholes
or exploits or whether you balanced
the difficulty of the goals and mis-
sions you present to the players
ldquoReality ultimately is much more messy
complex random unfair and beyond
our control than gamesrdquo
42 September 2012 | GAMIFICATION 43
Source Gabe Zicher-
mann | Mashable - 7 Win-
ning Examples of Game
Mechanics in Action
Sources Gartner | Gamification Primer Life Becomes a
Game January 2011
Gartner | Maverick Research Motivation Momentum and
Meaning How Gamification Can Inspire Engagement
October 2011
Gartner | Innovation Insight Gamification Adds Fun and
Innovation to Inspire Engagement December 2011
GABE ZIChERMANNGamification expert
ldquoThe initial findings from gamification
specialists are nothing short of astonish-
ing Regardless of your business model
the following seven gamified innovations
should inspire you to strategize via game
analysisrdquo
Make a market (Foursquare) Four-
square proved that location-based
networking wasnrsquot doomed to fail that
simple game mechanics can affect
behavior and that you can engage 10
million customers mdash all while raising
$50 million
Get fit (NextJump) By leveraging the
power of gamification 70 of Next-
Jump employees exercise regularly mdash
enough to save the company millions
in work attendance and insurance
costs over the medium term mdash all the
while making the workplace healthier
and happier
Slow down and smell the money (Volkswagen - Fun Theory) Speed
Camera Lottery idea rewards those
drivers who obey the posted limit by
entering them into a lottery When test-
ed at a checkpoint in Stockholm aver-
age driver speed was reduced by 20
Generate ad revenues (Psych amp NBCUniversal) Club Psych implemented
gamified incentives to raise page
BRIAN BURKE GARTNERTechnology analyst
ldquoThe goal is to inspire deeper more en-
gaged relationships and to motivate
changed behaviors Many organizations
report significantly higher engagement
with gamification But risks abound and
organizations should consider their de-
ployment strategies carefully
Gamification is a business issue that
is enabled by technology mdash business
managers must take the lead in dri-
ving gamification efforts
The application of gamification is very
diverse Focusing on specific goals is
critical to success
Avoid the herd mentality mdash donrsquot imple-
ment a copycat application Most cur-
rent gamified applications are doomed
to fail
Design gamified applications that co-
rrectly position motivation momen-
tum and meaning (M3) to inspire en-
gagement with the audience
Exploit this trend today if you work in
an organization that is willing to take
risks But remember that careful plan-
ning and improvement through itera-
tion are central to every successful im-
plementation of gamification
views by over 130 and
return visits by 40
The resulting rise in
engagement has gener-
ated substantial revenue
for the company bringing
registered user counts from
400000 to nearly 3 million since
the launch of the gamified version
Make research amp evangelism count (Crowdtap) Through the use of gami-
fied virtual rewards the company has
been able to raise average user par-
ticipation by 25 times thus reducing
research costs by 80 or more for key
clients
Save the planet (RecycleBank) RecycleBank utilized game mecha-
nics such as points challenges and
rewards to drive breakthroughs The
project has seen a 16 increase in re-
cycling in Philadelphia where the recy-
cling rate has broken 20 for the first
time in history
Make teaching fun (Ananth Pai) grouped students by learning style
and retooled the curriculum to make
use of off-the-shelf games to teach
reading math and other subjects In
the space of 18 weeks Mr Pairsquos class
went from below third grade average
reading and math levels to mid-fourth
grade v
44 September 2012 | GAMIFICATION 45
MPAA | Theatrical Market Statistics 2012
Alex Osterwalder and Yves Pigneur | Business Model Generation 2009
Daniel Pink | Drive The Surprising Truth About What Motivates Us April 2011
PSFK | The Future of Gaming 2011
Byron Reeves amp J Leighton Read | Total Engagement Using Games and Virtual Worlds to Change the Way People Work and Businesses Compete 2009
Gabe Zichermann | Gamification by Design Implementing Game Mechanics in Web and Mobile Apps August 2011
Gabe Zichermann | Gamification Innovation and the Future (presentation) 2012
Gabe Zichermann amp Joselin Linder | Game-Based Marketing Inspire Customer Loyalty Through Rewards Challenges and Contest 2010
On the WebIan Bogost (Video Game Theorist Critic and Designer)
Bunchball | Gamificationcom
Sebastian Deterding (Game Researcher and Designer) | Coding Conduct Persuasive Design for digital media
Entertainment Software Association | Games Improving What Matters
Gamasutra | Social Gaming and the Bartle Archetype April 13 2012
Gamification of Work
Gamification Research Network
Gaming Business Review | Designing Gamification for the Most Frequent Personality Types September 20 2011
Gaming Business Review | Who Owns Gamification Data February 18 2012
GigaOM | The future of Social Games is Mobile October 2010
Google Insight for Search | Gamification Mashable | 7 Winning Examples of Game Mechanics in Action July 6 2011
Scott Nicholson (MIT Gambit Game Lab) | Because Play Matters
Wired Magazine | Go with the Flow 1996
Wired Magazine | Swedish Speed-Camera Pays Drivers to Slow Down December 6 2010
Gabe Zichermann | The Gamification Blog
A list of links to other useful tools and resources that you may find useful as a supplement to the information offered on the lsquoSimple Bankrsquo report
Books amp PublicationsBunchball | Gamification 101 An Introduction to the Use of Game Dynamics to Influence Behavior October 2010
Tom Chatfield | Fun Inc Why Games are the 21st Centuryrsquos Most Serious Business 2010
Jenova Chen | Flow in Games (and Everything Else) April 2007
Aaron Dignan | Game Frame Using Games as a Strategy for Success 2011
Sebastian Deterding | Getting ldquoGamificationrdquo Right (presentation) January 2011
Entertainment Software Association | 2011 Sales Demographic and Usage Data Essential Facts about the Computer and Video Game Industry 2011
Gartner | Gamification Primer Life Becomes a Game January 2011
Gartner | Innovation Insight Gamification Adds Fun and Innovation to Inspire Engagement December 2011
Gartner | Market Trends Gaming Ecosystem 2011
Gartner | Maverick Research Motivation Momentum and Meaning how Gamification Can Inspire Engagement October 2011
Insight Express | 1Q2012 Digital Consumer Portrait 2011
International Federation of the Phonographic Industry | Recording Industry in Numbers The Recorded Music Market in 2011 March 2012
Jane McGonigal | Reality is Broken Why Games Can Make Us Better and how They Can Change the World 2011
Mihaly Csikszentmihalyi | Flow The Psychology of Optimal Experience 1991
Ralph Koster | A Theory of Fun for Game Design 2005
M2 Research | What is Gamification (presentation) January 2011
46 September 2012 | GAMIFICATION 47
Gamification Experts
In depth
Brian BurkeBrian Burke is an analyst for Gartner specializing in enterprise architecture and IT portfolio management and most recently developing research on the emerging gamification trend His groundbreaking work in the development of federated architectures has been implemented in hundreds of organizations in both the public and private sectors He is also a prominent researcher and speaker in the areas of IT strategy IT organizational structures and businessIT alignment
Jane McGonigalJane McGonigal takes play seriously She studies the power of
games to impact the real-world mdash and she creates games that do just that She is an expert on applying game design and game theory to real work and real business and has consulted and devel-oped internal game workshops for leading technology companies MIT Technology Review named her one of the top 35 innovators changing the world through technology for her role in pioneering the field of alternate reality gaming and Harvard Business Review called her theory of ldquoalternate reality businessrdquo one of the ldquoTop 20 Breakthrough Ideas of 2008rdquo She has a PhD from UC Berkeley in performance studies
Wanda MeloniFounder and president of M2 Research is an industry analyst and market strategist Wanda has a deep understanding of emerging trends in interactive entertainment games and social media Wanda publishes articles and reports that on the market dynamics affecting development and consumer trends In addi-tion to her published works she consults with many of the top companies in the industry providing custom analysis investment strategies strategic positioning and competitive analysis
Gabe ZichermannGabe Zichermann is an entrepreneur author highly rated public speaker and gamification thought leader He is the chair of the Gamification Summit and Workshops and is co-author of the book ldquoGame-Based Marketingrdquo (Wiley 2010) where he makes a compelling case for the use of games and game mechanics in everyday life the web and business
Sebastian Deterding
Sebastian Deterding is a researcher and designer working on user experience persuasive design video games and gamifica-tion His PhD research at the Research Center for Media and Communication at Hamburg University looks into the use of game design to motivate user behavior in non-game contexts Today he speaks and publishes internationally on persuasive design and gamification at events such as reboot republica or Playful and consults game companies on game usability and playability
Other experts include
R Ray Wang Micheal Wu Toby Beresford Dennis Crowley Keith Smith Steven L Johnson Buster Benson Scott Dodson Ian Bogost
48 September 2012 | GAMIFICATION 49
The following section outlines the upcoming technologies that will change everything with predictions on what may come of them in financial industry
The Maps WarEmerging players are consolidating their Maps products and becoming
trusted partners in the Maps solutions landscape A few weeks ago Wikipedia
moved from Google Maps to OpenStreetMap followed by FourSquare Even
Apple launched iPhoto for iOS using OpenStreetMap data for photos with
geolocation tags embedded
IS OPENSTREETMAP A MATURE SOLUTIONOpenStreetMap was founded in July 2004 and it is
defined as a collaborative project to create a free edit-
able map of the world In April 2012 OpenStreetMap
cleared 600000 registered contributors However
not all registered users actually contribute to the
map a minority of individuals contribute the major-
ity of the content (around 3)
High populated areas such as big cities are constant-
ly being updated even at a higher rate than Google
Maps does Low populated areas on the other hand
are not so accurate These areas are currently being
covered by Bing Microsoft Maps solution Despite
Microsoft support certain places may not have ac-
curate information to display Therefore depending
on the needs OpenStreetMaps can be considered a
good approach
AND WhAT ABOUT GOOGLE MAPSGoogle Maps solution is much more than Maps It
is also considered the main advertising platform for
many merchants and functionalities as Street View
add value to final user far beyond geo-localization
But it is no longer free It seems to be quite hard
to make money putting ads on maps so Google
Maps API is limited to 25000 free queries per day
Over that limit it is required to pay Nothing free lasts
forever
Rumors keep growing and it is said that Apple is
working on its own Map solution that will be re-
vealed with the iOS 6 and will include 3D features
We already have a winner the final user
The Maps war is escalating During Applersquos
WWDC in June 2012 the company
announced that the new iOS will no longer
use Google Maps Instead Apple will offer
its own maps solution in the iOS 6 The
new map service along with Siri seems to
offer iOS users more convenience and
solutions (of course shutting out Google)
In fact it looks like Apple wants to extend
the war beyond Maps hellip be careful out
there the titans are clashing
BREAKING NEWS
Technology trends
50 September 2012 | GAMIFICATION 51
According to McKinsey Global Institute big data
can unlock value (high level) for the enterprise
by 1) creating transparency 2) enabling experimen-
tation to discover needs expose variability and im-
prove performance 3) segmenting populations to
customize actions 4) replacingsupporting human
decisions making with automated algorithms and
5) innovating new business models products and
services
RELEVANCE OF BIG DATAOpportunities ndash for example a retail business can
increase operating margins by 60 Early results
show that big data leaders are taking market share
from the laggards suggesting that big data will be-
come a keystone for competitiveness and growth
for the organization
Specifically for the banking sector Citibank has
partnered with IBM (ldquoWatsonrdquo) to use big data for
up-sellingcross-selling opportunities It is stipulated
that they will also use Watson to detect fraud and
analyze customer credit worthiness
The danger (or risk) of big data stems from issues
which will affect all stakeholders namely data pro-
tection and security rights and responsibilities for
using data and accountability and enforcement Ad-
ditionally it is estimated that by 2020 the volume
of data will exceed our capacity for data storage by
more than 21 v
Sources IBM | ldquoUnderstanding Big Datardquo March 2011
McKinsey Global Institute | ldquoBig Datardquo June 2011
World Economic Forum | ldquoRethinking Personal Data
Strengthening Trustrdquo (August 2011)
The Economist | ldquoBig Data Crunching the Numbersrdquo
May 19 2012
2020 346
2005 013
Created
2005 2010 2015 2020
35
30
25
20
15
10
5
0
Storage available Zettabytes = 1 trilion gigabytes
ESTIMATE FORECAST
forecast
OPEN WIDE Global digital information
Source IDC
Striking Gold with Big DataToday the world creates 25 quintillion
bytes of new data ndash everyday 90 of
the worldrsquos data has been created in the
last two years alone In this mountain of
data (both structured and unstructured)
there is gold to be found Companies must
acquire the right tools and processes to
separate the dirt from the gold efficiently
Technology trends
52 September 2012 | GAMIFICATION 53
Innovation at the Core just Copy amp Paste
By using virtualization and replication technolo-
gies banks can create copies of the core system
quickly and provide them to partners in standalone
sandboxes By allowing developers work with a real
core banking environment the pace of innovation
will quicken as developers can test new functionali-
ties without worrying how it will perform when the
product goes live According to ING a full replication
of the core system used to take about 260 days it
now takes less than a day
Source Information Management | May 2012
Core banking platform
New formats
Enterprise 20
Smartphone + Fanatics = Smartphonatics
Smartphonatics are consumers who change their
shopping financial and payment behavior as a
result of owning a smartphone According Aitersquos
Ron Shevlin ldquoThis group is driving the adoption of
mobile payments and banking and setting the bar
for how financial institutions will have to respond
over the next five yearsrdquo 70 of Smartphonatics have used a mobile
device to make a payment 80 of Smartphonatics have used the mobile
banking channel Less than 25 of other consumers have made a
mobile payment About 33 of other consumers have used the
mobile banking channel
Source Aite | May 2012
Everyone wants Mobile Banking including
companies
A recent global survey of treasury executives
suggest that 66 of corporate customers are ready
to use mobile banking which can provide access
to real-time information related to the corporate
environment Customers are willing to pay for
premium services if they can realize efficiencies As
tablets are already part of the C-suite they can boost
adoption by enabling other value added services
Source finextra | May 2012
An analysis of one yearrsquos worth of data of Google
Apps enterprise customers shows us An average user creates 84 DocsSites An average enterprise has 250000 DocsSites
on their domain Compared to on premise solutions the results
are very similar Year over year growth of DocsSites is projected
to be 400 Percentage of DocsSites that are designated
lsquoEverybodyrsquo 55 Percentage of DocsSites that are designated
lsquoPublicrsquo 025 Percentage of Docs Shared Externally 25
Mobile banking
Smartphonatics by Country(Source ACI Worldwide Aite Group)
India
South Africa
Brazil
UAE
China
Italy
Singapore
US
Australia
UK
Sweden
Germany
France
Canada
6042
3734
3127
2420
1816
1110
87
Average Number of External Collaborators 3000
Thinking about the results it seems like enterprise
users have no problems embracing Google Apps
and of course should be mindful of when share
DocsSites with others
Source Forbes | June 2012
When Google Apps go Bighellip What happens
In this section readers will find summaries of the most relevant news of selected topics that have been published over the course of the month based on its relevance to the Banking industry The summaries were prepared by the editorial board Further information is made available for each given topic
Trending issues
54
Good News Bad News
A recent survey shows consumers want to use
mobile wallets and thatrsquos good news However
consumers clearly prefer PayPal Google and Apple
over banks to provide the solutions In fact 8 of 10
consumers in the survey indicated that they would
use mobile wallets if PayPal offered a service
Banks should heed this wake-up call or prepare for
a future without a mobile wallet
Source MarketWatch | June 2012
When it Comes to Social
Women 2 - Men 1
A recent survey of 2000 Britons (commissioned by
British Telecom) discovered that ldquoover half of female
internet users used social networking websites such
as Twitter and Facebook whilst only 34 per cent of
men surveyed admitted to doing so Similarly out of
those surveyed 18 per cent of women believed that
if the internet no longer existed they would miss
social media websites the most This compares to
just seven per cent of menrdquo
Source The Telegraph | May 2012
Mobile payments
Digital Marketing
Crowd finance
Social Media
The ldquoPinrdquo is Mightier than
According to the 2012 Social and Mobile Com-
merce Study (a joint research project by Shoporg
comScore and The Partnering Group) American
consumers follow an average of 93 retail compa-
nies on Pinterest compared to 85 on Twitter and
69 on Facebook For now when it comes to digital
marketing the Pin is mightier
Source Shoporg comScore amp The Partnering Group | June 2012
The Crowd is Growing Crazy
The Crowdfunding Industry Report from
researchers Massolution reveals that
crowdfunding platforms raised almost $15 billion
funding over one million projects in 2011 They also
say that with current trends the already growing
market is set to double in 2012
Source Massolution | June 2012
FUNDER AND FUNDRAISER ACTIVITYPercentage based on sample of 57 and 47 CFPs respectively
89
7
26
4 5
69
1-2 C
AMPAIG
NS
3-5 C
AMPAIG
NS
gt5 CAM
PAIGNS
FUNDERS FUNDRAISERS
Trending issues
56 September 2012 | GAMIFICATION 57
The Internet is Becoming Mobile
By 2017 there will be 5 billion mobile
broadband users three times as
many people as are
using that technology today
With faster mobile network
speeds and global coverage
the mobile internet is poised to
deliver new innovative services as the app
ecosystem will surely find a way to create newer and
or better mobile services According to Ericssonrsquos CEO there is
a ldquoshift in power from the network to the handsetrdquo from connectivity to
apps
Source GigaOm | June 2012
Love at First Bite People just love Applersquos iPad A customer satisfac-
tion polls shows that iPad clearly is heads and
shoulder above its competitors when it comes to
wowing the customers Customers are ldquovery satis-
fiedrdquo with Apple (new) iPad - 81 Apple iPad2 - 71 Samsung Galaxy Tablet - 46 Amazon Kindle Fire - 41 Others - 41
Source Computer World | June 2012
App ecosystem New banking concepts
Join amp enjoy
New Gizmo era
Talk to Bank Voice-enabled search is fast becoming a
differentiator especially with smart devices in the
e-commerce space EasyAsk a natural language
technology company launched Quiri in March 2012
Quiri a virtual personal shopping assistent under-
stands both the intent of the search and has deep
knowledge of the content and products within the
e-commerce site Shoppers can use their iPhone 4S
or Android to verbally search sites for products and
the products they are looking for It is like having
a highly knowledgeable personal shopping
assistant for that one store
Source Sacramento Bee | June 2012
Flashback to EVOKE
Though there is a lot of commercial buzz re-
lated to games and gamification today some
are designed to change the world In 2010 the
World Bank launched the EVOKE a game which
motivate players all over the world to come up
with creative solutions to our most urgent social
problems According to the website ldquoEVOKE is a
ten-week crash course in changing the worldrdquo In
this issue of Innovation Edge we pay homage to
one of the pioneers of gamification
Source World Bank | March 2010
Trending issues
58 September 2012 | GAMIFICATION 59
Connected Cars Solution Market Expected to Exceed $350 million in 5 years
By 2017 according to ABI Research the connected
car market will be about $350 million dollars
growing from $66 million in 2012 Connect Car
solutions include stolen vehicle tracking insurance
telematics infotainment and road user charging
The consumers are asking for a connected lifestyle
and they are asking to be connected to the car
especially the younger consumers
Source ABI | May 2012
Gimme a Hi-Five for health
TldquoFor healthcare delivery wersquore rapidly moving
from a world of inbound patients to a world of in-
bound data The impact of this shift on the health-
care system and how consumers use and act on
health information should not be underestimated
Here are five ways digital apps and smartphones
will transform healthcarerdquo
Improved access to care Improved patient engagement New provider of business models Reduced medicare fraud Improved patient safety
Source Forbes | June 2012
Smart cities + urban mobility
Health
Trending issues
BBVA Innovation Center (Plaza de Santa Baacuterbara 2 Madrid)
13th September | 900ndash1400 h
World renowned experts based on real world ex-
periences would help you ascertain whether or not
gamification is being hyped or is here to stay
Check out the videos and photos of the
event in our web
wwwcentrodeinnovacionbbvacom
Bernardo Crespo Velasco b_crespo
Head of Digital Marketing and Marketing Lab at
BBVA Spain Degree in Management and Econom-
ics from the University of Castilla-La Mancha and the
University of St Andrews He holds a masters in Re-
lational Marketing CRM and e-Commerce at ICEMD
Brian Burke brian_burke
Analyst for Gartner expert in gamification and enter-
prise architecture His groundbreaking work in the
development of federated architectures has been
implemented in hundreds of organizations in both
public and private sectors
Priya Haji priyahaji
CEO and co-founder of SaveUp the first free
rewards program that encourages Americans
to save money and pay down debt while of-
fering a chance to win prizes including a life-
changing $2000000 jackpot Through a fun
and simple approach that employs game me-
chanics SaveUp helps transform the otherwise
mundane activities of savings
Sergio Jimenez gamkt
Sergio Jimenez is an analyst consultant and speak-
er specialized in gamification enthusiastic market-
ing technology and games Mr Jimenez has partici-
pated in numerous projects related to gamification
helping companies of different sectors to introduce
game mechanics in products and service
Gamification amp Banking a passing fad or a serious business
More info
Event
Videos pictures and
all the info
September 2012 | GAMIFICATION 61
We Innovate to GrowBBVA understands innovation as a source of value
creation both for our group and people In order to
effectively manage its development the group relies
on time tested innovation methodologies which were
co-developed with leading experts around the world
The Open Innovation model adopted by the group
attests that BBVA highly values people and talent re-
gardless where they may be and shows the bankrsquos
willingness to lead the transformation of the financial
industry with total openness and without any borders
The BBVA Innovation Center is the focal point for sig-
nificant and disruptive innovation projects
Furthermore the BBVA Innovation Center is a space
to meet a space to share and above all a space listen
and learn from the innovation ecosystem
Being part of an innovation ecosystem allows BBVA to
be near ideas and talent and to facilitate access to the
worldrsquos leading experts It is also a way to share our
collective knowledge with innovation community
wwwcentrodeinnovacionbbvacom
Follow us
wwwfacebookcomcentrodeinnovacionbbva
twittercomcibbva
wwwyoutubecomusercentroinnovacionbbva
wwwslidesharenetCIBBVA
This month events
More info
More info
Innovation at BBVAFor BBVA innovation is a strategic pillar and the BBVA Innovation Center is a major focal point for the grouprsquos effort in this field
CLOUDSTAGE
September 27th BBVA Innova-
tion Center will host the 8th
edition of Cloudstage an event
focused on the cloud This is a
meeting between profession-
als that want to deal with the
possibilities and development
of the cloud computing
KNOWSQUARE
September 25th BBVA Innova-
tion Center will host the event
Knowsqure an online and off
line network board of direc-
tors The aim of this event is
share experiences and knowl-
edge to improve the manage-
ment of companies
Produced by Prodigioso Volcaacuten
(wwwprodigiosovolcancom)
BBVA Innovation Edge is the first corporate magazine focused on innovation Innovation Edge aims to explore new trends and technologies that may impact the financial industry especially retail banking
Each edition features articles analysis and in-depth information about a given trend
WEB Articles and sections are available for free on wwwcentrodeinnovacioncom in both English and Spanish
PDF Our website offers pdf versions of the publications for your reading enjoyment online or offline
APP Innovation Edge is also available in Applersquos App Store All issues will be made available for download at the App Store free of chargerdquo
More info
Are you interested in Innovation Edge Subscribe to our newsletter and be informed of new issuescopyBBVA2012
BBVA Innovation Edge is the result of a collaborative work done by all the people who are involved in innovation at BBVA Group
CONTRIBUTORS TO THIS ISSUE
Mariacutea Pilar Aacutelvarez Garciacutea l Javier Anguiano
Javier Benediacute l Alfonso Bey Navarro
Jaime Bisbal l Reyes Bolumar
Javier Borderiacuteas l Bernardo Crespo
Antonio Garciacutea l Eugenio Garciacutea
Rafael Hernaacutendez l Miguel Aacutengel Intildeesta
Beatriz Lara Bartolomeacute l Carmen Loacutepez
Marcos Marrodaacuten Ciorcia l Luz Martiacuten
Ricardo Martiacuten Manjoacuten l Samuel Martiacuten Valentiacuten
Aacutelvaro Moroacuten l Manolo Moure
Jay Reinemann l Alicia Saacutenchez
Javier Sebastiaacuten l Marcelo Soria
Gustavo Vinacua l Shan Ggu ldquoPhilrdquo Yim
DL AS 2498-2012
No part of this publication can be reproduced or communicate in any form or by any platform electronic o mechanic including photocopying recording o any other system of storage and retrieval without permission of the publisher BBVA
18 September 2012 | GAMIFICATION 19
The Core Issue of Gamification a Closer Look at Game Mechanics and Intrinsic Motivation The current discussion of gamification hinges on a
lively debate between two sides one camp focuses
on game mechanics such as points badges leader-
boards and Incentives and the other camp focuses
internal motivation such as ldquoGame Thinkingrdquo and
motivational design For businesses the arguments
proposed by game mechanics are stirring up excite-
ment as the platform providers are backing up their
talk with great early results Gamification is initially
proving that itrsquos engaging people
GAME MEChANICS POINTS BADGES AND LEADERBOARDSAccording to a leading gamification platform
provider gamification works because game me-
chanics help to drive participation engagement
and loyalty on online properties site or commu-
nity Game mechanics include points levels cha-
llenges virtual goods score boards and gifting
amp charity In theory game mechanics are directly
linked to human desires reward status achieve-
ment self-expression competition and altruism
Although the early results are positive Gartner
warns that gamification is currently driven by
novelty and hype The technology research firm
suggests that the Plateau of Productivity wonrsquot
be reached for another 5 to 10 years Businesses
need to figure out how best apply gamification
in their business models Towards that end con-
sidering the inputs from game thinkers or moti-
vational designers may be beneficial
INTRINSIC MOTIVATION (OR GAME ThINKINGMOTIVATIONAL DESIGN)As a counterpoint to all the current game me-
chanics buzz Sebastian Deterding (researcher
and game designer) offers his take on the whole
gamification thing He advises that to be effective
gamification projects should include key elements
from game thinkingdesign meaning mastery
and autonomy
Meaning Gamified applications have to con-
nect to something that is already meaningful to
the user - or to wrap themselves in a story that
makes them meaningful ldquoThe general lesson
is that to be successful a gamified application
must provide something that is already mean-
ingful to the user in its own rightrdquo
Mastery The experience of being competent
of achieving something Video games donrsquot just
present goals They ensure that a structured flow
of nested goals pulls you through from the long-
term goal (save world rescue princess) to medi-
um-term (kill level boss-monster) and short-term
goals (collect five level coins) Wherever you are in
and whenever you return to a good game there
will always be one next goal that is just within
reachrdquo
Autonomy A free space to play in and some-
thing to play with providing ldquospacerdquo for explora-
tion and expression
Source Sebastian Deterding | Getting ldquoGamificationrdquo RightPrimary desire a particular game mechanic fulfills Other areas that it affects
Reward
Points
Levels
Challenges
VirtualGoods
ScoreBoards
Gifftings amp Charity
StatusArchieve-
mentSelf-
ExpressionCompetition Altruism
human desires
Gam
es m
ech
anic
s
September 2012 | GAMIFICATION 21
Putting Gamification to Work
ldquoWhere games traditionally model the real world or-
ganizations must now take the opportunity for their
real world to emulate gameshellip enterprise architects
must be ready to contribute to gamification strategy
formulation and should try at least one gaming ex-
ercise as part of their enterprise context planning
efforts this yearrdquo
All games when reduced to their core have four de-
fining traitsDeployment Scenarios
(Brian Burke - Gartner)
Gamification designers need to consider the desired results and behaviors
when gamifying Key Processes for the organization
Cooperative
IntrinsicExtrinsic
Competitive
Poker game Players are motivated to maximize their own score to achieve a greater share of the rewards increasing their personal worth effectively taking a larger share of the pie
Fishing boat Players are motivated to maximize to produce the highest possible overall score to maximize the team production effectively creating a larger pie to be split
Beauty Contest Players are motivated to maximize their individual results usually to achieve a higher status
Burning Building Players are motivated to maximize the overall outcome and to maximize the im-pact of game play
Feedback system ldquoThe feedback system
tells players how close they are to achie-
ving the goalhellip Real-time feedback serves as a
promise to the players that the goal is achie-
vable and it provides motivation to keep playingrdquo
Voluntary participation ldquoEveryone who is play-
ing the game knowingly and willingly accepts the
Player Types
(Richard Bartle - Designing Virtual Worlds)
The Player Types are four terms describing generalized behavior in a Multi-user virtual space
Source httpwwwmudcoukrichardhcdshtm httpfrankcaroncomFloggerp=1732 and
httpwwwgamasutracomblogsSteveMallory20120413168507Social_Gaming_and_the_Bartle_Archetypesphp
AchieversDEFINED BYA focus on attaining status and achieving preset goals quickly andor completely
ENGAGED BYAchievements
SocialitesDEFINED BYA focus on socializing and drive to develop a network of friends and contacts
ENGAGED BYNewsfeeds friends list chat
ExplorersDEFINED BYA focus on exploring and drive to discover the unknown
ENGAGED BYObfuscated achievements
KillersDEFINED BYA focus on winning rank and direct peer-to-peer competition
ENGAGED BYLeaderboards ranks
Goal ldquoThe specific outcome that players will work
to achieve It focuses their attention and continually
orients their participation throughout the gameThe
goal provides player with a sense of purposerdquo
Rules The ldquolimitations on how players can achieve
the goal By removing or limiting the obvious ways of
getting to the goal the rules push players to explore
previously uncharted possibilities spaces They un-
leash creativity and foster strategic thinking
goal the rules and the feedback Knowingness esta-
blishes common ground for multiple people to play
togetherrdquo
Source Jane McGonigal | Reality is Broken 2011
In addition understanding player types and de-ployment scenarios can help organizations to think
strategically about gamification and explore the best
application for the companyrsquos business model v
20
September 2012 | GAMIFICATION 23 22
GamificationGaming
Gamification is a hot topic today and
everyone wants to play Playing this game to
win requires the right strategies tactics and
moves Currently organizations are gaming
gamification to understand the possible
advantages while avoiding potential pitfall
along the way Can our hero make it to the
next level
ldquoOrganizations are using gamification internally to recruit train and enhance employee performance They are using it to drive innovation share knowledge and improve employee health Gamification is also helping organizations engage external stakeholders in customer loyalty marketing education and innovation initiatives The target audience of gamification can be any defined group of stakeholders (customers employees or the Web collective)rdquo
Source Brian Burke Gartner | Gamification Primer Life Becomes a Game
We have some interesting data
1 Business ApplicationGamification helps companies to
Increase User Engagement
47Increase Brand Loyalty
22Increase Brand Awareness
15Motivation
9Employee Training
7Source M2 Research
24 September 2012 | GAMIFICATION 25
2 Gamification Platform client Industry BreakdownThe early adopters of gamification come mostly
from entertainment and publishing industries repre-
senting 60 of all companies Financial companies represented 6 of early adopters
Gamification offers significant innovation opportuni-
ties for financial companies especially for employee
facing applications The breakdown of other indus-
tries are presented below
Entertainment 42
Publishers 18
Consumer Goods 15
healthcareWellness 10
Financial 6
Retail 5
Education 3
Telecom 1
Source M2 Research
3 Growth of Gamification
growth in 2012
197
growth in 2011
155
4 Potential MarketSpending on gamification is projected to grow from
$100 million in 2011 to $28 billion dollars in 2016
2000000
1500000
1000000
500000
2012 2013 2014 2015
$ 196000
$ 434000
$ 860000
$ 1600000
Promiseand the ldquoFine Printrdquo
TheGamification despite its name is a se-
rious business opportunity and risk
It may be the ldquosecret saucerdquo to unlocking
value for the organization Given that we
are early stages of this trend it makes
sense that there are a lot of positive
news being generated at this moment
and there arenrsquot a whole lot of negative
stuff Letrsquos take a look at the opportunities
and challenges of gamification
To help clarify Gamification and to best apply it CIBBVA is thinking in business models We are going to use the Business Model Canvas to better understand the business implications of gamification For readers who may not be familiar with the Business Model Canvas a brief back-grounder is provided
ldquoA business model describes the rationale of how an organization creates delivers and captures valuerdquo
A business model can be best described through nine basic building blocks that show the logic of how a company intends to make money The business model is like a blueprint for a strategy to be implemented through organizational structures processes and systems
When done ldquorightrdquo gamification can
offer new ways of engaging an eager
user base and when done ldquowrongrdquo
it can estrange them Itrsquos the next
ldquobig thingrdquo but each organization
needs to explore the opportunities
and risks associated with it But
be warnedhellip read the fine print
ldquogamification is currently driven by
novelty and hyperdquo and filled with
potential pitfalls
26 September 2012 | GAMIFICATION 27
Key Partnerships
Key Resources
Cost Structure
Business OpportunitiesBased on early experiences and ldquoguru talkrdquo it seems
clear that gamification presents opportunities for
both sides of companyrsquos business model both value
(the customer facing business units) and efficiency
(the employeepartner facing business units) More
exploration is needed to test its usefulness in specific
areas of business models such as customer relation-
ships channels key activities key partners etc
Though a ldquowait and seerdquo strategy to assessing busi-
ness opportunities seems prudent it is evident that
gamification offers an immediate opportunity to
showcase BBVArsquos innovation power (if done correctly)
Business RisksThere are some concerns related to gamification
Gartner advises clients that current gamification
applications is ldquomotivated by the novelty of gami-
fication This will wear off as user fatigue sets in
an the sustainability of engagement becomes an
issuerdquo Gamification from a business point of view
has some perceived risks as it is almost impossi-
ble to separate the wheat from the chaff However
there are some significant threats that should be
addressed
Totally green (as in not mature) ldquoBoth in success-
ful models to emulate and in a shortage of people
who understand game design Game design ex-
perience has not intersected with typical business
functions not even ITrdquo
Blockbuster game donrsquot happen that often and
probably less with gamification ldquoTrying to add fun
to an activity that has another purpose is more
difficult still One fact that does seem clear is that
Key Activities
EMPLOYEE BEHAVIOR IMPROVEMENT Surveys suggest low employee engagement Gamification can make work ldquofunrdquo
NEW PRODUCTS AND SERVICES designed by ldquogame thinkingrdquoGamification can become the process for building a comprehensive new digital services platform
Customer Segments
Revenue Streams
Value Propositions Customer Relationships
Channels
Gamification offers customers personalized automated self-service relationships with a high component of co-creation and community
BRANDING AS A VPGood gamification deployments can increase the value of a companyrsquos brand
BUNDLING AS A VP Gamification is ldquobundledrdquo to existing productsservices to enhance the value proposition to customers
Gamification when done
ldquorightrdquo can increase customer
ldquostickinessrdquo at almost
every channel phase
Gen X and Gen Y customers These CSs are already familiar with game dynamics and mechanics Gamification may help to attract and engage new customers
28 September 2012 | GAMIFICATION 29
Key Partnerships Key Activities
Key Resources
Gamification is more of a process than a productUser engagement must be built in at the productservice development level
Cost Structure
simply adding points badges and leader boards is
not going to make engaging with an organization
more funrdquo
No ldquoone size fits allrdquo with gamification Different
people play different games for different reasons
ldquoWhile gamifying some activity may engage part
of the stakeholders it is not likely to appeal to all
stakeholders
Does it make sense for us ldquoIn many corporate
environments the very notion of building lsquofunrsquo into
any activity will be a nonstarter The idea of lsquofunrsquo can
seem very trivializingsuperficialno what grown-
ups do Selling gamification in these organizations
will be very difficultrdquo
Unexpected consequences ldquoTurning an acti-
vity in a game invites players to try to lsquogame the
systemrsquo and may result in unintended conse-
quencesrdquo
More time is needed to better identify the risks
associated with gamification As the technology
enters Trough of Disillusionment in Gartnerrsquos Hype
Cycle the negative version of the fairytale will
soon materialize and begin to dominate as some
companies will painfully learn that all that glitters
isnrsquot gold The golden child might look more like a
whipping boy v
Trial and Error is part of the learning curve Donrsquot put on the ROI hat hellip
Value Propositions
Channels
Customer Segments
Revenue Streams
Customer Relationships
Companies risk taking customers on unnecessary journeys distracting them from the main purpose of giving them what they actually want
Who owns the data Data
ownershipresponsibility
needs to be addressed and for
financial services companies
this may be difficult
30 September 2012 | GAMIFICATION 31
32 September 2012 | GAMIFICATION 33
GlobalSnapshots
Around the world companies and organizations are seriously experimenting with gamification Whether playing a lottery with the speed limit or learning about real estate investments gamification projects are capturing the imagination of people
34 September 2012 | GAMIFICATION 35
SIEMENS A visual FarmVille-style game that allows players to
learn the connections of each part of the plant and
manufacturing process
Ver video
IBM INNOV8 the IBM Business Process Management
(BPM) simulation game gives both IT and business
players a better understanding of how effective BPM
impacts an entire business ecosystem
GOOGLE Google employees get a per diem amount for busi-
ness trips depending on the destinations If they
are above the limit they submit the receipt and get
reimbursed If they are below the per diem they
can use it to save it towards another business trips
(which would have had no budget) or upgrade 1st
class Compliance with the process has shot up to
over 90
SAP Sustainability Quiz The idea was to make beha-
vioral change fun and inform employees about the
success of SAPrsquos sustainability efforts and what steps
they can take themselves In less than a month over
one thousand colleagues played the game many of
them repeatedly
SAP Community Networks (SCN) ldquoThe SCN is
also a good example to introduce you to a couple
of game mechanics Points (as ldquopoints pointsrdquo but
also views of your articlesblogs) leaderboards (list
of top contributors but also exposure of you arti-
cle on the main SDN page) status (mentor badge
goldsilverbronze medal) social interaction (dis-
cussions meetups)rdquo
DELOITTE ldquoConsulting firm Deloitte Touche Tohmatsu Ltd
are incorporating elements of videogames into the
workplace Theyrsquore deploying reward and competi-
tive tactics commonly found in the gaming world
to make tasks such as management training data
entry and brainstorming seem less like workrdquo
SALESFORCE Salesforce Motivation motivates professionals us-
ing proven techniques that sales managers have
always used team competitions leaderboards and
rewards But instead of tracking and managing those
programs manually companies can use cloud-based
applications to ldquoautomaterdquo tasks so that the team
stays focused on the activities and rewards that are
critical
BARCLAYS 56 Sage Street A portal to help teach about mo-
ney finance and banking in an enjoyable way
BANK OF AMERICA Bad Credit Hotel (in collaboration for the US De-
partment of Treasury) Learn about debt manage-
ment credit history and credit scores
COMMONWEALTh BANK Investorville is a virtual world where one can try
hisher luck at investing in rental property without
the risk of buying one
MICROSOFT RibbonHero is an application that encourages MS
Office users to learn more about the different fea-
tures by watching videos and taking short exams
CODEACADEMY Codecademy is a web-based interactive platform
where players can learn to code and are rewarded
with points and badges The players get encouraging
real-time feedback on progress bars and can connect
with their friends and compete against them
VOLKSWAGEN (FUN ThEORY)Speed Camera Lottery ldquoCan we get more people
to obey the speed limit by making it fun to do (The
idea) was so good that Volkswagen together with
The Swedish National Society for Road Safety ac-
tually made this innovative idea a reality in Stock-
holm Sweden The average speed of cars passing
the camera dropped from 32kmh before the experi-
ment to 25kmh afterrdquo (Wired)
Ver video
Walking up the Piano Stairs ldquoCan we get more peo-
ple to take the stairs over the escalator by making it
fun to dordquo The project led to an increase of 66 in
the use of the piano stairs
Ver video
Recycling is Fun At Bottle Bank Arcade recycling
was turned into a fun activity
Ver video
Employee
Facing
Gamification
Customer Facing
Gamification
Projects in
Financial
Services
Customer
Facing
Gamification
Projects
36 September 2012 | GAMIFICATION 37
Other notable companies include
Bigdoor
Crowd Twist
Get Glue
Playgen
SCVNGR
Gamification Platform ProvidersFor organizations who are considering off the shelf
solutions platform providers are offering turnkey so-
lutions for gamification Below we present some of
the leading vendors
BUNChBALLBunchball offers the Nitro gamification platform and
its analytics solution to create customized action-
able and scalable user experiences for consumers
employees and partners Nitro is a scalable and
reliable gamification platform managing over 125
million users and tracking over 15 Billion actions to
date Founded in 2005 Bunchballrsquos investors include
Granite Ventures Triangle Peak Partners Northport
Investments Correlation Ventures and Adobe Sys-
tems Incorporated
BADGEVILLE Founded in 2010 Badgeville draws on techniques
from social gaming traditional loyalty programs and
social networking in its suite of Behavior Lifecycle
Management solutions Built on database techno-
logy Badgevillersquos PaaS (Platform-as-a-Service) is de-
signed to connect user reputation across all of your
digital touch points Badgeville is funded by Norwest
Venture Partners El Dorado Ventures Trinity Ven-
tures and the Webb Investment Network
CROWDTAP Crowdtap is the Influencer Marketing platform ena-
bling leading brands to easily identify activate and
manage their influential consumers for real-time
insights and powerful online and offline peer-to-peer
marketing Crowdtap intends to shift marketing to
a fully collaborative and participatory process be-
tween brands and consumers
CYNERGY According to Cynergy ldquoWe make incredible experi-
ences happenmdashno easy task Great design is criti-
cal but incredible experiences are much more than
just pixelsmdashthey require the artful merging of expert
strategy design excellence and cutting-edge tech-
nology delivered by a single integrated team Thatrsquos
our formulamdashthatrsquos how we make incredible experi-
ences happenrdquo
IACTIONABLE IActionable is a web based (SaaS) gamification
software platform that applies game mechanics
to non-game applications IActionable can be used
to change user interface and user experience and
drive behavior in the form of participation and en-
gagement v
BBVA amp thegamificationWith BBVA Game we have
launched an important Beta
project wich we want to create
an space of interaction with our
on line clients
38
We understand that to generate a fun dialog
with our clients is a challenge Most online us-
ers access our site to check positions and perform
transactions Without a doubt itrsquos quite a challenge
BBVA Game a gamification platform has incorpo-
rated game dynamics as a way to provide additional
value for online banking customers We put together
our best value proposition loyalty programs and
game dynamics which offer the most fun We wanted
to work in teams to create a game that educates our
clients offers stickiness to our clients and offer cross-
selling and upselling opportunities for our business
We will not really know the final results until we learn
from our customers any other pretense would be
rather arrogant
What we do know is that we can use gamification to
get know know our customers better to get closer
to them in an refreshing way to educate them to be
ldquostickyrdquo and of course we can apply this model in
all countries in which we have presence Like BBVA
the concept of gamification is universal
All the team members in various teams who par-
ticipated in bringing BBVA Game to life (Marketing
and Innovation amp Technology) shared one thing in
common We had fun And that is a good sign v
Bernardo Crespo
Head of Digital Marketing and Marketing Lab
BBVA Spain and Portugal
Brian Burke
are leveraging game mechanics to engage customers and financial services companies are no exception This trend is called gamification and while it being used in many different ways the sweet spot is in engaging customers As an early adopter of gamification in the financial services industry BBVA joins a small group of innovators that are turning customers into players and banking into a game The BBVA Game is a leading edge example of using gamification to both engage customers in a fun way while architecting the customer journey Gamification is a win-win for BBVA and its customersrdquo
ldquoCompanies around the world
September 2012 | GAMIFICATION 39
September 2012 | GAMIFICATION 41 40
ForecastInnovationThe early results are in Bunchball a pure gamification platform provider see their customers enjoy the benefits value creation aspects of gamification
An increase of 2x page view Page view per visit increased 60 Unique visitors increased 30 Increase of 100 on time on site An increase of 2x repeat monthly visits 400 ROI (with payback time of as
little as 3 months)
Though the results display initial deploy-
ments numbers itrsquos clear what should
be done with gamification for the short-
term future Just Play See how gamifica-
tion can create or capture value for the
organization
To wrap things up we leave you with
some ldquoGamification Tips from the Prosrdquo
hoping that they may help you better
understand this key topic and perhaps
even help spark some new innovations
in the organization
Gamification Tips from the Pros
SEBASTIAN DETERDING Game designer
ldquoThe most important thing to keep in
mind here is that any good design mdash
game or software mdash hinges on good
designers and design process not on
featuresrdquo
Know your users What motivates
them What is meaningful to them
What keeps them from following
through on their intentions What
kind of games to they like What kind
of community do they prefer Without
user research to figure these things
out you will miss your target audience
Read the Rules Goals and rules create
interesting challenges even can create
meta-games
Sources Sebastian
Deterding Getting Gamifi-
cation Right January 2011
| Sebastian Deterding
Donrsquot Play Games with
Me Pitfalls of Gameful
Design May 2011
Prototype Playtest and Iterate The
core of game design is to build a func-
tional prototype of the rule system as
early as possible to test whether it is
any fun tweak it based on the test re-
sults test it again etc to iterate your
way toward something that is fun and
engaging
Bring in the Data Quantitative
analytics will tell you whether your
point systems donrsquot have loopholes
or exploits or whether you balanced
the difficulty of the goals and mis-
sions you present to the players
ldquoReality ultimately is much more messy
complex random unfair and beyond
our control than gamesrdquo
42 September 2012 | GAMIFICATION 43
Source Gabe Zicher-
mann | Mashable - 7 Win-
ning Examples of Game
Mechanics in Action
Sources Gartner | Gamification Primer Life Becomes a
Game January 2011
Gartner | Maverick Research Motivation Momentum and
Meaning How Gamification Can Inspire Engagement
October 2011
Gartner | Innovation Insight Gamification Adds Fun and
Innovation to Inspire Engagement December 2011
GABE ZIChERMANNGamification expert
ldquoThe initial findings from gamification
specialists are nothing short of astonish-
ing Regardless of your business model
the following seven gamified innovations
should inspire you to strategize via game
analysisrdquo
Make a market (Foursquare) Four-
square proved that location-based
networking wasnrsquot doomed to fail that
simple game mechanics can affect
behavior and that you can engage 10
million customers mdash all while raising
$50 million
Get fit (NextJump) By leveraging the
power of gamification 70 of Next-
Jump employees exercise regularly mdash
enough to save the company millions
in work attendance and insurance
costs over the medium term mdash all the
while making the workplace healthier
and happier
Slow down and smell the money (Volkswagen - Fun Theory) Speed
Camera Lottery idea rewards those
drivers who obey the posted limit by
entering them into a lottery When test-
ed at a checkpoint in Stockholm aver-
age driver speed was reduced by 20
Generate ad revenues (Psych amp NBCUniversal) Club Psych implemented
gamified incentives to raise page
BRIAN BURKE GARTNERTechnology analyst
ldquoThe goal is to inspire deeper more en-
gaged relationships and to motivate
changed behaviors Many organizations
report significantly higher engagement
with gamification But risks abound and
organizations should consider their de-
ployment strategies carefully
Gamification is a business issue that
is enabled by technology mdash business
managers must take the lead in dri-
ving gamification efforts
The application of gamification is very
diverse Focusing on specific goals is
critical to success
Avoid the herd mentality mdash donrsquot imple-
ment a copycat application Most cur-
rent gamified applications are doomed
to fail
Design gamified applications that co-
rrectly position motivation momen-
tum and meaning (M3) to inspire en-
gagement with the audience
Exploit this trend today if you work in
an organization that is willing to take
risks But remember that careful plan-
ning and improvement through itera-
tion are central to every successful im-
plementation of gamification
views by over 130 and
return visits by 40
The resulting rise in
engagement has gener-
ated substantial revenue
for the company bringing
registered user counts from
400000 to nearly 3 million since
the launch of the gamified version
Make research amp evangelism count (Crowdtap) Through the use of gami-
fied virtual rewards the company has
been able to raise average user par-
ticipation by 25 times thus reducing
research costs by 80 or more for key
clients
Save the planet (RecycleBank) RecycleBank utilized game mecha-
nics such as points challenges and
rewards to drive breakthroughs The
project has seen a 16 increase in re-
cycling in Philadelphia where the recy-
cling rate has broken 20 for the first
time in history
Make teaching fun (Ananth Pai) grouped students by learning style
and retooled the curriculum to make
use of off-the-shelf games to teach
reading math and other subjects In
the space of 18 weeks Mr Pairsquos class
went from below third grade average
reading and math levels to mid-fourth
grade v
44 September 2012 | GAMIFICATION 45
MPAA | Theatrical Market Statistics 2012
Alex Osterwalder and Yves Pigneur | Business Model Generation 2009
Daniel Pink | Drive The Surprising Truth About What Motivates Us April 2011
PSFK | The Future of Gaming 2011
Byron Reeves amp J Leighton Read | Total Engagement Using Games and Virtual Worlds to Change the Way People Work and Businesses Compete 2009
Gabe Zichermann | Gamification by Design Implementing Game Mechanics in Web and Mobile Apps August 2011
Gabe Zichermann | Gamification Innovation and the Future (presentation) 2012
Gabe Zichermann amp Joselin Linder | Game-Based Marketing Inspire Customer Loyalty Through Rewards Challenges and Contest 2010
On the WebIan Bogost (Video Game Theorist Critic and Designer)
Bunchball | Gamificationcom
Sebastian Deterding (Game Researcher and Designer) | Coding Conduct Persuasive Design for digital media
Entertainment Software Association | Games Improving What Matters
Gamasutra | Social Gaming and the Bartle Archetype April 13 2012
Gamification of Work
Gamification Research Network
Gaming Business Review | Designing Gamification for the Most Frequent Personality Types September 20 2011
Gaming Business Review | Who Owns Gamification Data February 18 2012
GigaOM | The future of Social Games is Mobile October 2010
Google Insight for Search | Gamification Mashable | 7 Winning Examples of Game Mechanics in Action July 6 2011
Scott Nicholson (MIT Gambit Game Lab) | Because Play Matters
Wired Magazine | Go with the Flow 1996
Wired Magazine | Swedish Speed-Camera Pays Drivers to Slow Down December 6 2010
Gabe Zichermann | The Gamification Blog
A list of links to other useful tools and resources that you may find useful as a supplement to the information offered on the lsquoSimple Bankrsquo report
Books amp PublicationsBunchball | Gamification 101 An Introduction to the Use of Game Dynamics to Influence Behavior October 2010
Tom Chatfield | Fun Inc Why Games are the 21st Centuryrsquos Most Serious Business 2010
Jenova Chen | Flow in Games (and Everything Else) April 2007
Aaron Dignan | Game Frame Using Games as a Strategy for Success 2011
Sebastian Deterding | Getting ldquoGamificationrdquo Right (presentation) January 2011
Entertainment Software Association | 2011 Sales Demographic and Usage Data Essential Facts about the Computer and Video Game Industry 2011
Gartner | Gamification Primer Life Becomes a Game January 2011
Gartner | Innovation Insight Gamification Adds Fun and Innovation to Inspire Engagement December 2011
Gartner | Market Trends Gaming Ecosystem 2011
Gartner | Maverick Research Motivation Momentum and Meaning how Gamification Can Inspire Engagement October 2011
Insight Express | 1Q2012 Digital Consumer Portrait 2011
International Federation of the Phonographic Industry | Recording Industry in Numbers The Recorded Music Market in 2011 March 2012
Jane McGonigal | Reality is Broken Why Games Can Make Us Better and how They Can Change the World 2011
Mihaly Csikszentmihalyi | Flow The Psychology of Optimal Experience 1991
Ralph Koster | A Theory of Fun for Game Design 2005
M2 Research | What is Gamification (presentation) January 2011
46 September 2012 | GAMIFICATION 47
Gamification Experts
In depth
Brian BurkeBrian Burke is an analyst for Gartner specializing in enterprise architecture and IT portfolio management and most recently developing research on the emerging gamification trend His groundbreaking work in the development of federated architectures has been implemented in hundreds of organizations in both the public and private sectors He is also a prominent researcher and speaker in the areas of IT strategy IT organizational structures and businessIT alignment
Jane McGonigalJane McGonigal takes play seriously She studies the power of
games to impact the real-world mdash and she creates games that do just that She is an expert on applying game design and game theory to real work and real business and has consulted and devel-oped internal game workshops for leading technology companies MIT Technology Review named her one of the top 35 innovators changing the world through technology for her role in pioneering the field of alternate reality gaming and Harvard Business Review called her theory of ldquoalternate reality businessrdquo one of the ldquoTop 20 Breakthrough Ideas of 2008rdquo She has a PhD from UC Berkeley in performance studies
Wanda MeloniFounder and president of M2 Research is an industry analyst and market strategist Wanda has a deep understanding of emerging trends in interactive entertainment games and social media Wanda publishes articles and reports that on the market dynamics affecting development and consumer trends In addi-tion to her published works she consults with many of the top companies in the industry providing custom analysis investment strategies strategic positioning and competitive analysis
Gabe ZichermannGabe Zichermann is an entrepreneur author highly rated public speaker and gamification thought leader He is the chair of the Gamification Summit and Workshops and is co-author of the book ldquoGame-Based Marketingrdquo (Wiley 2010) where he makes a compelling case for the use of games and game mechanics in everyday life the web and business
Sebastian Deterding
Sebastian Deterding is a researcher and designer working on user experience persuasive design video games and gamifica-tion His PhD research at the Research Center for Media and Communication at Hamburg University looks into the use of game design to motivate user behavior in non-game contexts Today he speaks and publishes internationally on persuasive design and gamification at events such as reboot republica or Playful and consults game companies on game usability and playability
Other experts include
R Ray Wang Micheal Wu Toby Beresford Dennis Crowley Keith Smith Steven L Johnson Buster Benson Scott Dodson Ian Bogost
48 September 2012 | GAMIFICATION 49
The following section outlines the upcoming technologies that will change everything with predictions on what may come of them in financial industry
The Maps WarEmerging players are consolidating their Maps products and becoming
trusted partners in the Maps solutions landscape A few weeks ago Wikipedia
moved from Google Maps to OpenStreetMap followed by FourSquare Even
Apple launched iPhoto for iOS using OpenStreetMap data for photos with
geolocation tags embedded
IS OPENSTREETMAP A MATURE SOLUTIONOpenStreetMap was founded in July 2004 and it is
defined as a collaborative project to create a free edit-
able map of the world In April 2012 OpenStreetMap
cleared 600000 registered contributors However
not all registered users actually contribute to the
map a minority of individuals contribute the major-
ity of the content (around 3)
High populated areas such as big cities are constant-
ly being updated even at a higher rate than Google
Maps does Low populated areas on the other hand
are not so accurate These areas are currently being
covered by Bing Microsoft Maps solution Despite
Microsoft support certain places may not have ac-
curate information to display Therefore depending
on the needs OpenStreetMaps can be considered a
good approach
AND WhAT ABOUT GOOGLE MAPSGoogle Maps solution is much more than Maps It
is also considered the main advertising platform for
many merchants and functionalities as Street View
add value to final user far beyond geo-localization
But it is no longer free It seems to be quite hard
to make money putting ads on maps so Google
Maps API is limited to 25000 free queries per day
Over that limit it is required to pay Nothing free lasts
forever
Rumors keep growing and it is said that Apple is
working on its own Map solution that will be re-
vealed with the iOS 6 and will include 3D features
We already have a winner the final user
The Maps war is escalating During Applersquos
WWDC in June 2012 the company
announced that the new iOS will no longer
use Google Maps Instead Apple will offer
its own maps solution in the iOS 6 The
new map service along with Siri seems to
offer iOS users more convenience and
solutions (of course shutting out Google)
In fact it looks like Apple wants to extend
the war beyond Maps hellip be careful out
there the titans are clashing
BREAKING NEWS
Technology trends
50 September 2012 | GAMIFICATION 51
According to McKinsey Global Institute big data
can unlock value (high level) for the enterprise
by 1) creating transparency 2) enabling experimen-
tation to discover needs expose variability and im-
prove performance 3) segmenting populations to
customize actions 4) replacingsupporting human
decisions making with automated algorithms and
5) innovating new business models products and
services
RELEVANCE OF BIG DATAOpportunities ndash for example a retail business can
increase operating margins by 60 Early results
show that big data leaders are taking market share
from the laggards suggesting that big data will be-
come a keystone for competitiveness and growth
for the organization
Specifically for the banking sector Citibank has
partnered with IBM (ldquoWatsonrdquo) to use big data for
up-sellingcross-selling opportunities It is stipulated
that they will also use Watson to detect fraud and
analyze customer credit worthiness
The danger (or risk) of big data stems from issues
which will affect all stakeholders namely data pro-
tection and security rights and responsibilities for
using data and accountability and enforcement Ad-
ditionally it is estimated that by 2020 the volume
of data will exceed our capacity for data storage by
more than 21 v
Sources IBM | ldquoUnderstanding Big Datardquo March 2011
McKinsey Global Institute | ldquoBig Datardquo June 2011
World Economic Forum | ldquoRethinking Personal Data
Strengthening Trustrdquo (August 2011)
The Economist | ldquoBig Data Crunching the Numbersrdquo
May 19 2012
2020 346
2005 013
Created
2005 2010 2015 2020
35
30
25
20
15
10
5
0
Storage available Zettabytes = 1 trilion gigabytes
ESTIMATE FORECAST
forecast
OPEN WIDE Global digital information
Source IDC
Striking Gold with Big DataToday the world creates 25 quintillion
bytes of new data ndash everyday 90 of
the worldrsquos data has been created in the
last two years alone In this mountain of
data (both structured and unstructured)
there is gold to be found Companies must
acquire the right tools and processes to
separate the dirt from the gold efficiently
Technology trends
52 September 2012 | GAMIFICATION 53
Innovation at the Core just Copy amp Paste
By using virtualization and replication technolo-
gies banks can create copies of the core system
quickly and provide them to partners in standalone
sandboxes By allowing developers work with a real
core banking environment the pace of innovation
will quicken as developers can test new functionali-
ties without worrying how it will perform when the
product goes live According to ING a full replication
of the core system used to take about 260 days it
now takes less than a day
Source Information Management | May 2012
Core banking platform
New formats
Enterprise 20
Smartphone + Fanatics = Smartphonatics
Smartphonatics are consumers who change their
shopping financial and payment behavior as a
result of owning a smartphone According Aitersquos
Ron Shevlin ldquoThis group is driving the adoption of
mobile payments and banking and setting the bar
for how financial institutions will have to respond
over the next five yearsrdquo 70 of Smartphonatics have used a mobile
device to make a payment 80 of Smartphonatics have used the mobile
banking channel Less than 25 of other consumers have made a
mobile payment About 33 of other consumers have used the
mobile banking channel
Source Aite | May 2012
Everyone wants Mobile Banking including
companies
A recent global survey of treasury executives
suggest that 66 of corporate customers are ready
to use mobile banking which can provide access
to real-time information related to the corporate
environment Customers are willing to pay for
premium services if they can realize efficiencies As
tablets are already part of the C-suite they can boost
adoption by enabling other value added services
Source finextra | May 2012
An analysis of one yearrsquos worth of data of Google
Apps enterprise customers shows us An average user creates 84 DocsSites An average enterprise has 250000 DocsSites
on their domain Compared to on premise solutions the results
are very similar Year over year growth of DocsSites is projected
to be 400 Percentage of DocsSites that are designated
lsquoEverybodyrsquo 55 Percentage of DocsSites that are designated
lsquoPublicrsquo 025 Percentage of Docs Shared Externally 25
Mobile banking
Smartphonatics by Country(Source ACI Worldwide Aite Group)
India
South Africa
Brazil
UAE
China
Italy
Singapore
US
Australia
UK
Sweden
Germany
France
Canada
6042
3734
3127
2420
1816
1110
87
Average Number of External Collaborators 3000
Thinking about the results it seems like enterprise
users have no problems embracing Google Apps
and of course should be mindful of when share
DocsSites with others
Source Forbes | June 2012
When Google Apps go Bighellip What happens
In this section readers will find summaries of the most relevant news of selected topics that have been published over the course of the month based on its relevance to the Banking industry The summaries were prepared by the editorial board Further information is made available for each given topic
Trending issues
54
Good News Bad News
A recent survey shows consumers want to use
mobile wallets and thatrsquos good news However
consumers clearly prefer PayPal Google and Apple
over banks to provide the solutions In fact 8 of 10
consumers in the survey indicated that they would
use mobile wallets if PayPal offered a service
Banks should heed this wake-up call or prepare for
a future without a mobile wallet
Source MarketWatch | June 2012
When it Comes to Social
Women 2 - Men 1
A recent survey of 2000 Britons (commissioned by
British Telecom) discovered that ldquoover half of female
internet users used social networking websites such
as Twitter and Facebook whilst only 34 per cent of
men surveyed admitted to doing so Similarly out of
those surveyed 18 per cent of women believed that
if the internet no longer existed they would miss
social media websites the most This compares to
just seven per cent of menrdquo
Source The Telegraph | May 2012
Mobile payments
Digital Marketing
Crowd finance
Social Media
The ldquoPinrdquo is Mightier than
According to the 2012 Social and Mobile Com-
merce Study (a joint research project by Shoporg
comScore and The Partnering Group) American
consumers follow an average of 93 retail compa-
nies on Pinterest compared to 85 on Twitter and
69 on Facebook For now when it comes to digital
marketing the Pin is mightier
Source Shoporg comScore amp The Partnering Group | June 2012
The Crowd is Growing Crazy
The Crowdfunding Industry Report from
researchers Massolution reveals that
crowdfunding platforms raised almost $15 billion
funding over one million projects in 2011 They also
say that with current trends the already growing
market is set to double in 2012
Source Massolution | June 2012
FUNDER AND FUNDRAISER ACTIVITYPercentage based on sample of 57 and 47 CFPs respectively
89
7
26
4 5
69
1-2 C
AMPAIG
NS
3-5 C
AMPAIG
NS
gt5 CAM
PAIGNS
FUNDERS FUNDRAISERS
Trending issues
56 September 2012 | GAMIFICATION 57
The Internet is Becoming Mobile
By 2017 there will be 5 billion mobile
broadband users three times as
many people as are
using that technology today
With faster mobile network
speeds and global coverage
the mobile internet is poised to
deliver new innovative services as the app
ecosystem will surely find a way to create newer and
or better mobile services According to Ericssonrsquos CEO there is
a ldquoshift in power from the network to the handsetrdquo from connectivity to
apps
Source GigaOm | June 2012
Love at First Bite People just love Applersquos iPad A customer satisfac-
tion polls shows that iPad clearly is heads and
shoulder above its competitors when it comes to
wowing the customers Customers are ldquovery satis-
fiedrdquo with Apple (new) iPad - 81 Apple iPad2 - 71 Samsung Galaxy Tablet - 46 Amazon Kindle Fire - 41 Others - 41
Source Computer World | June 2012
App ecosystem New banking concepts
Join amp enjoy
New Gizmo era
Talk to Bank Voice-enabled search is fast becoming a
differentiator especially with smart devices in the
e-commerce space EasyAsk a natural language
technology company launched Quiri in March 2012
Quiri a virtual personal shopping assistent under-
stands both the intent of the search and has deep
knowledge of the content and products within the
e-commerce site Shoppers can use their iPhone 4S
or Android to verbally search sites for products and
the products they are looking for It is like having
a highly knowledgeable personal shopping
assistant for that one store
Source Sacramento Bee | June 2012
Flashback to EVOKE
Though there is a lot of commercial buzz re-
lated to games and gamification today some
are designed to change the world In 2010 the
World Bank launched the EVOKE a game which
motivate players all over the world to come up
with creative solutions to our most urgent social
problems According to the website ldquoEVOKE is a
ten-week crash course in changing the worldrdquo In
this issue of Innovation Edge we pay homage to
one of the pioneers of gamification
Source World Bank | March 2010
Trending issues
58 September 2012 | GAMIFICATION 59
Connected Cars Solution Market Expected to Exceed $350 million in 5 years
By 2017 according to ABI Research the connected
car market will be about $350 million dollars
growing from $66 million in 2012 Connect Car
solutions include stolen vehicle tracking insurance
telematics infotainment and road user charging
The consumers are asking for a connected lifestyle
and they are asking to be connected to the car
especially the younger consumers
Source ABI | May 2012
Gimme a Hi-Five for health
TldquoFor healthcare delivery wersquore rapidly moving
from a world of inbound patients to a world of in-
bound data The impact of this shift on the health-
care system and how consumers use and act on
health information should not be underestimated
Here are five ways digital apps and smartphones
will transform healthcarerdquo
Improved access to care Improved patient engagement New provider of business models Reduced medicare fraud Improved patient safety
Source Forbes | June 2012
Smart cities + urban mobility
Health
Trending issues
BBVA Innovation Center (Plaza de Santa Baacuterbara 2 Madrid)
13th September | 900ndash1400 h
World renowned experts based on real world ex-
periences would help you ascertain whether or not
gamification is being hyped or is here to stay
Check out the videos and photos of the
event in our web
wwwcentrodeinnovacionbbvacom
Bernardo Crespo Velasco b_crespo
Head of Digital Marketing and Marketing Lab at
BBVA Spain Degree in Management and Econom-
ics from the University of Castilla-La Mancha and the
University of St Andrews He holds a masters in Re-
lational Marketing CRM and e-Commerce at ICEMD
Brian Burke brian_burke
Analyst for Gartner expert in gamification and enter-
prise architecture His groundbreaking work in the
development of federated architectures has been
implemented in hundreds of organizations in both
public and private sectors
Priya Haji priyahaji
CEO and co-founder of SaveUp the first free
rewards program that encourages Americans
to save money and pay down debt while of-
fering a chance to win prizes including a life-
changing $2000000 jackpot Through a fun
and simple approach that employs game me-
chanics SaveUp helps transform the otherwise
mundane activities of savings
Sergio Jimenez gamkt
Sergio Jimenez is an analyst consultant and speak-
er specialized in gamification enthusiastic market-
ing technology and games Mr Jimenez has partici-
pated in numerous projects related to gamification
helping companies of different sectors to introduce
game mechanics in products and service
Gamification amp Banking a passing fad or a serious business
More info
Event
Videos pictures and
all the info
September 2012 | GAMIFICATION 61
We Innovate to GrowBBVA understands innovation as a source of value
creation both for our group and people In order to
effectively manage its development the group relies
on time tested innovation methodologies which were
co-developed with leading experts around the world
The Open Innovation model adopted by the group
attests that BBVA highly values people and talent re-
gardless where they may be and shows the bankrsquos
willingness to lead the transformation of the financial
industry with total openness and without any borders
The BBVA Innovation Center is the focal point for sig-
nificant and disruptive innovation projects
Furthermore the BBVA Innovation Center is a space
to meet a space to share and above all a space listen
and learn from the innovation ecosystem
Being part of an innovation ecosystem allows BBVA to
be near ideas and talent and to facilitate access to the
worldrsquos leading experts It is also a way to share our
collective knowledge with innovation community
wwwcentrodeinnovacionbbvacom
Follow us
wwwfacebookcomcentrodeinnovacionbbva
twittercomcibbva
wwwyoutubecomusercentroinnovacionbbva
wwwslidesharenetCIBBVA
This month events
More info
More info
Innovation at BBVAFor BBVA innovation is a strategic pillar and the BBVA Innovation Center is a major focal point for the grouprsquos effort in this field
CLOUDSTAGE
September 27th BBVA Innova-
tion Center will host the 8th
edition of Cloudstage an event
focused on the cloud This is a
meeting between profession-
als that want to deal with the
possibilities and development
of the cloud computing
KNOWSQUARE
September 25th BBVA Innova-
tion Center will host the event
Knowsqure an online and off
line network board of direc-
tors The aim of this event is
share experiences and knowl-
edge to improve the manage-
ment of companies
Produced by Prodigioso Volcaacuten
(wwwprodigiosovolcancom)
BBVA Innovation Edge is the first corporate magazine focused on innovation Innovation Edge aims to explore new trends and technologies that may impact the financial industry especially retail banking
Each edition features articles analysis and in-depth information about a given trend
WEB Articles and sections are available for free on wwwcentrodeinnovacioncom in both English and Spanish
PDF Our website offers pdf versions of the publications for your reading enjoyment online or offline
APP Innovation Edge is also available in Applersquos App Store All issues will be made available for download at the App Store free of chargerdquo
More info
Are you interested in Innovation Edge Subscribe to our newsletter and be informed of new issuescopyBBVA2012
BBVA Innovation Edge is the result of a collaborative work done by all the people who are involved in innovation at BBVA Group
CONTRIBUTORS TO THIS ISSUE
Mariacutea Pilar Aacutelvarez Garciacutea l Javier Anguiano
Javier Benediacute l Alfonso Bey Navarro
Jaime Bisbal l Reyes Bolumar
Javier Borderiacuteas l Bernardo Crespo
Antonio Garciacutea l Eugenio Garciacutea
Rafael Hernaacutendez l Miguel Aacutengel Intildeesta
Beatriz Lara Bartolomeacute l Carmen Loacutepez
Marcos Marrodaacuten Ciorcia l Luz Martiacuten
Ricardo Martiacuten Manjoacuten l Samuel Martiacuten Valentiacuten
Aacutelvaro Moroacuten l Manolo Moure
Jay Reinemann l Alicia Saacutenchez
Javier Sebastiaacuten l Marcelo Soria
Gustavo Vinacua l Shan Ggu ldquoPhilrdquo Yim
DL AS 2498-2012
No part of this publication can be reproduced or communicate in any form or by any platform electronic o mechanic including photocopying recording o any other system of storage and retrieval without permission of the publisher BBVA
September 2012 | GAMIFICATION 21
Putting Gamification to Work
ldquoWhere games traditionally model the real world or-
ganizations must now take the opportunity for their
real world to emulate gameshellip enterprise architects
must be ready to contribute to gamification strategy
formulation and should try at least one gaming ex-
ercise as part of their enterprise context planning
efforts this yearrdquo
All games when reduced to their core have four de-
fining traitsDeployment Scenarios
(Brian Burke - Gartner)
Gamification designers need to consider the desired results and behaviors
when gamifying Key Processes for the organization
Cooperative
IntrinsicExtrinsic
Competitive
Poker game Players are motivated to maximize their own score to achieve a greater share of the rewards increasing their personal worth effectively taking a larger share of the pie
Fishing boat Players are motivated to maximize to produce the highest possible overall score to maximize the team production effectively creating a larger pie to be split
Beauty Contest Players are motivated to maximize their individual results usually to achieve a higher status
Burning Building Players are motivated to maximize the overall outcome and to maximize the im-pact of game play
Feedback system ldquoThe feedback system
tells players how close they are to achie-
ving the goalhellip Real-time feedback serves as a
promise to the players that the goal is achie-
vable and it provides motivation to keep playingrdquo
Voluntary participation ldquoEveryone who is play-
ing the game knowingly and willingly accepts the
Player Types
(Richard Bartle - Designing Virtual Worlds)
The Player Types are four terms describing generalized behavior in a Multi-user virtual space
Source httpwwwmudcoukrichardhcdshtm httpfrankcaroncomFloggerp=1732 and
httpwwwgamasutracomblogsSteveMallory20120413168507Social_Gaming_and_the_Bartle_Archetypesphp
AchieversDEFINED BYA focus on attaining status and achieving preset goals quickly andor completely
ENGAGED BYAchievements
SocialitesDEFINED BYA focus on socializing and drive to develop a network of friends and contacts
ENGAGED BYNewsfeeds friends list chat
ExplorersDEFINED BYA focus on exploring and drive to discover the unknown
ENGAGED BYObfuscated achievements
KillersDEFINED BYA focus on winning rank and direct peer-to-peer competition
ENGAGED BYLeaderboards ranks
Goal ldquoThe specific outcome that players will work
to achieve It focuses their attention and continually
orients their participation throughout the gameThe
goal provides player with a sense of purposerdquo
Rules The ldquolimitations on how players can achieve
the goal By removing or limiting the obvious ways of
getting to the goal the rules push players to explore
previously uncharted possibilities spaces They un-
leash creativity and foster strategic thinking
goal the rules and the feedback Knowingness esta-
blishes common ground for multiple people to play
togetherrdquo
Source Jane McGonigal | Reality is Broken 2011
In addition understanding player types and de-ployment scenarios can help organizations to think
strategically about gamification and explore the best
application for the companyrsquos business model v
20
September 2012 | GAMIFICATION 23 22
GamificationGaming
Gamification is a hot topic today and
everyone wants to play Playing this game to
win requires the right strategies tactics and
moves Currently organizations are gaming
gamification to understand the possible
advantages while avoiding potential pitfall
along the way Can our hero make it to the
next level
ldquoOrganizations are using gamification internally to recruit train and enhance employee performance They are using it to drive innovation share knowledge and improve employee health Gamification is also helping organizations engage external stakeholders in customer loyalty marketing education and innovation initiatives The target audience of gamification can be any defined group of stakeholders (customers employees or the Web collective)rdquo
Source Brian Burke Gartner | Gamification Primer Life Becomes a Game
We have some interesting data
1 Business ApplicationGamification helps companies to
Increase User Engagement
47Increase Brand Loyalty
22Increase Brand Awareness
15Motivation
9Employee Training
7Source M2 Research
24 September 2012 | GAMIFICATION 25
2 Gamification Platform client Industry BreakdownThe early adopters of gamification come mostly
from entertainment and publishing industries repre-
senting 60 of all companies Financial companies represented 6 of early adopters
Gamification offers significant innovation opportuni-
ties for financial companies especially for employee
facing applications The breakdown of other indus-
tries are presented below
Entertainment 42
Publishers 18
Consumer Goods 15
healthcareWellness 10
Financial 6
Retail 5
Education 3
Telecom 1
Source M2 Research
3 Growth of Gamification
growth in 2012
197
growth in 2011
155
4 Potential MarketSpending on gamification is projected to grow from
$100 million in 2011 to $28 billion dollars in 2016
2000000
1500000
1000000
500000
2012 2013 2014 2015
$ 196000
$ 434000
$ 860000
$ 1600000
Promiseand the ldquoFine Printrdquo
TheGamification despite its name is a se-
rious business opportunity and risk
It may be the ldquosecret saucerdquo to unlocking
value for the organization Given that we
are early stages of this trend it makes
sense that there are a lot of positive
news being generated at this moment
and there arenrsquot a whole lot of negative
stuff Letrsquos take a look at the opportunities
and challenges of gamification
To help clarify Gamification and to best apply it CIBBVA is thinking in business models We are going to use the Business Model Canvas to better understand the business implications of gamification For readers who may not be familiar with the Business Model Canvas a brief back-grounder is provided
ldquoA business model describes the rationale of how an organization creates delivers and captures valuerdquo
A business model can be best described through nine basic building blocks that show the logic of how a company intends to make money The business model is like a blueprint for a strategy to be implemented through organizational structures processes and systems
When done ldquorightrdquo gamification can
offer new ways of engaging an eager
user base and when done ldquowrongrdquo
it can estrange them Itrsquos the next
ldquobig thingrdquo but each organization
needs to explore the opportunities
and risks associated with it But
be warnedhellip read the fine print
ldquogamification is currently driven by
novelty and hyperdquo and filled with
potential pitfalls
26 September 2012 | GAMIFICATION 27
Key Partnerships
Key Resources
Cost Structure
Business OpportunitiesBased on early experiences and ldquoguru talkrdquo it seems
clear that gamification presents opportunities for
both sides of companyrsquos business model both value
(the customer facing business units) and efficiency
(the employeepartner facing business units) More
exploration is needed to test its usefulness in specific
areas of business models such as customer relation-
ships channels key activities key partners etc
Though a ldquowait and seerdquo strategy to assessing busi-
ness opportunities seems prudent it is evident that
gamification offers an immediate opportunity to
showcase BBVArsquos innovation power (if done correctly)
Business RisksThere are some concerns related to gamification
Gartner advises clients that current gamification
applications is ldquomotivated by the novelty of gami-
fication This will wear off as user fatigue sets in
an the sustainability of engagement becomes an
issuerdquo Gamification from a business point of view
has some perceived risks as it is almost impossi-
ble to separate the wheat from the chaff However
there are some significant threats that should be
addressed
Totally green (as in not mature) ldquoBoth in success-
ful models to emulate and in a shortage of people
who understand game design Game design ex-
perience has not intersected with typical business
functions not even ITrdquo
Blockbuster game donrsquot happen that often and
probably less with gamification ldquoTrying to add fun
to an activity that has another purpose is more
difficult still One fact that does seem clear is that
Key Activities
EMPLOYEE BEHAVIOR IMPROVEMENT Surveys suggest low employee engagement Gamification can make work ldquofunrdquo
NEW PRODUCTS AND SERVICES designed by ldquogame thinkingrdquoGamification can become the process for building a comprehensive new digital services platform
Customer Segments
Revenue Streams
Value Propositions Customer Relationships
Channels
Gamification offers customers personalized automated self-service relationships with a high component of co-creation and community
BRANDING AS A VPGood gamification deployments can increase the value of a companyrsquos brand
BUNDLING AS A VP Gamification is ldquobundledrdquo to existing productsservices to enhance the value proposition to customers
Gamification when done
ldquorightrdquo can increase customer
ldquostickinessrdquo at almost
every channel phase
Gen X and Gen Y customers These CSs are already familiar with game dynamics and mechanics Gamification may help to attract and engage new customers
28 September 2012 | GAMIFICATION 29
Key Partnerships Key Activities
Key Resources
Gamification is more of a process than a productUser engagement must be built in at the productservice development level
Cost Structure
simply adding points badges and leader boards is
not going to make engaging with an organization
more funrdquo
No ldquoone size fits allrdquo with gamification Different
people play different games for different reasons
ldquoWhile gamifying some activity may engage part
of the stakeholders it is not likely to appeal to all
stakeholders
Does it make sense for us ldquoIn many corporate
environments the very notion of building lsquofunrsquo into
any activity will be a nonstarter The idea of lsquofunrsquo can
seem very trivializingsuperficialno what grown-
ups do Selling gamification in these organizations
will be very difficultrdquo
Unexpected consequences ldquoTurning an acti-
vity in a game invites players to try to lsquogame the
systemrsquo and may result in unintended conse-
quencesrdquo
More time is needed to better identify the risks
associated with gamification As the technology
enters Trough of Disillusionment in Gartnerrsquos Hype
Cycle the negative version of the fairytale will
soon materialize and begin to dominate as some
companies will painfully learn that all that glitters
isnrsquot gold The golden child might look more like a
whipping boy v
Trial and Error is part of the learning curve Donrsquot put on the ROI hat hellip
Value Propositions
Channels
Customer Segments
Revenue Streams
Customer Relationships
Companies risk taking customers on unnecessary journeys distracting them from the main purpose of giving them what they actually want
Who owns the data Data
ownershipresponsibility
needs to be addressed and for
financial services companies
this may be difficult
30 September 2012 | GAMIFICATION 31
32 September 2012 | GAMIFICATION 33
GlobalSnapshots
Around the world companies and organizations are seriously experimenting with gamification Whether playing a lottery with the speed limit or learning about real estate investments gamification projects are capturing the imagination of people
34 September 2012 | GAMIFICATION 35
SIEMENS A visual FarmVille-style game that allows players to
learn the connections of each part of the plant and
manufacturing process
Ver video
IBM INNOV8 the IBM Business Process Management
(BPM) simulation game gives both IT and business
players a better understanding of how effective BPM
impacts an entire business ecosystem
GOOGLE Google employees get a per diem amount for busi-
ness trips depending on the destinations If they
are above the limit they submit the receipt and get
reimbursed If they are below the per diem they
can use it to save it towards another business trips
(which would have had no budget) or upgrade 1st
class Compliance with the process has shot up to
over 90
SAP Sustainability Quiz The idea was to make beha-
vioral change fun and inform employees about the
success of SAPrsquos sustainability efforts and what steps
they can take themselves In less than a month over
one thousand colleagues played the game many of
them repeatedly
SAP Community Networks (SCN) ldquoThe SCN is
also a good example to introduce you to a couple
of game mechanics Points (as ldquopoints pointsrdquo but
also views of your articlesblogs) leaderboards (list
of top contributors but also exposure of you arti-
cle on the main SDN page) status (mentor badge
goldsilverbronze medal) social interaction (dis-
cussions meetups)rdquo
DELOITTE ldquoConsulting firm Deloitte Touche Tohmatsu Ltd
are incorporating elements of videogames into the
workplace Theyrsquore deploying reward and competi-
tive tactics commonly found in the gaming world
to make tasks such as management training data
entry and brainstorming seem less like workrdquo
SALESFORCE Salesforce Motivation motivates professionals us-
ing proven techniques that sales managers have
always used team competitions leaderboards and
rewards But instead of tracking and managing those
programs manually companies can use cloud-based
applications to ldquoautomaterdquo tasks so that the team
stays focused on the activities and rewards that are
critical
BARCLAYS 56 Sage Street A portal to help teach about mo-
ney finance and banking in an enjoyable way
BANK OF AMERICA Bad Credit Hotel (in collaboration for the US De-
partment of Treasury) Learn about debt manage-
ment credit history and credit scores
COMMONWEALTh BANK Investorville is a virtual world where one can try
hisher luck at investing in rental property without
the risk of buying one
MICROSOFT RibbonHero is an application that encourages MS
Office users to learn more about the different fea-
tures by watching videos and taking short exams
CODEACADEMY Codecademy is a web-based interactive platform
where players can learn to code and are rewarded
with points and badges The players get encouraging
real-time feedback on progress bars and can connect
with their friends and compete against them
VOLKSWAGEN (FUN ThEORY)Speed Camera Lottery ldquoCan we get more people
to obey the speed limit by making it fun to do (The
idea) was so good that Volkswagen together with
The Swedish National Society for Road Safety ac-
tually made this innovative idea a reality in Stock-
holm Sweden The average speed of cars passing
the camera dropped from 32kmh before the experi-
ment to 25kmh afterrdquo (Wired)
Ver video
Walking up the Piano Stairs ldquoCan we get more peo-
ple to take the stairs over the escalator by making it
fun to dordquo The project led to an increase of 66 in
the use of the piano stairs
Ver video
Recycling is Fun At Bottle Bank Arcade recycling
was turned into a fun activity
Ver video
Employee
Facing
Gamification
Customer Facing
Gamification
Projects in
Financial
Services
Customer
Facing
Gamification
Projects
36 September 2012 | GAMIFICATION 37
Other notable companies include
Bigdoor
Crowd Twist
Get Glue
Playgen
SCVNGR
Gamification Platform ProvidersFor organizations who are considering off the shelf
solutions platform providers are offering turnkey so-
lutions for gamification Below we present some of
the leading vendors
BUNChBALLBunchball offers the Nitro gamification platform and
its analytics solution to create customized action-
able and scalable user experiences for consumers
employees and partners Nitro is a scalable and
reliable gamification platform managing over 125
million users and tracking over 15 Billion actions to
date Founded in 2005 Bunchballrsquos investors include
Granite Ventures Triangle Peak Partners Northport
Investments Correlation Ventures and Adobe Sys-
tems Incorporated
BADGEVILLE Founded in 2010 Badgeville draws on techniques
from social gaming traditional loyalty programs and
social networking in its suite of Behavior Lifecycle
Management solutions Built on database techno-
logy Badgevillersquos PaaS (Platform-as-a-Service) is de-
signed to connect user reputation across all of your
digital touch points Badgeville is funded by Norwest
Venture Partners El Dorado Ventures Trinity Ven-
tures and the Webb Investment Network
CROWDTAP Crowdtap is the Influencer Marketing platform ena-
bling leading brands to easily identify activate and
manage their influential consumers for real-time
insights and powerful online and offline peer-to-peer
marketing Crowdtap intends to shift marketing to
a fully collaborative and participatory process be-
tween brands and consumers
CYNERGY According to Cynergy ldquoWe make incredible experi-
ences happenmdashno easy task Great design is criti-
cal but incredible experiences are much more than
just pixelsmdashthey require the artful merging of expert
strategy design excellence and cutting-edge tech-
nology delivered by a single integrated team Thatrsquos
our formulamdashthatrsquos how we make incredible experi-
ences happenrdquo
IACTIONABLE IActionable is a web based (SaaS) gamification
software platform that applies game mechanics
to non-game applications IActionable can be used
to change user interface and user experience and
drive behavior in the form of participation and en-
gagement v
BBVA amp thegamificationWith BBVA Game we have
launched an important Beta
project wich we want to create
an space of interaction with our
on line clients
38
We understand that to generate a fun dialog
with our clients is a challenge Most online us-
ers access our site to check positions and perform
transactions Without a doubt itrsquos quite a challenge
BBVA Game a gamification platform has incorpo-
rated game dynamics as a way to provide additional
value for online banking customers We put together
our best value proposition loyalty programs and
game dynamics which offer the most fun We wanted
to work in teams to create a game that educates our
clients offers stickiness to our clients and offer cross-
selling and upselling opportunities for our business
We will not really know the final results until we learn
from our customers any other pretense would be
rather arrogant
What we do know is that we can use gamification to
get know know our customers better to get closer
to them in an refreshing way to educate them to be
ldquostickyrdquo and of course we can apply this model in
all countries in which we have presence Like BBVA
the concept of gamification is universal
All the team members in various teams who par-
ticipated in bringing BBVA Game to life (Marketing
and Innovation amp Technology) shared one thing in
common We had fun And that is a good sign v
Bernardo Crespo
Head of Digital Marketing and Marketing Lab
BBVA Spain and Portugal
Brian Burke
are leveraging game mechanics to engage customers and financial services companies are no exception This trend is called gamification and while it being used in many different ways the sweet spot is in engaging customers As an early adopter of gamification in the financial services industry BBVA joins a small group of innovators that are turning customers into players and banking into a game The BBVA Game is a leading edge example of using gamification to both engage customers in a fun way while architecting the customer journey Gamification is a win-win for BBVA and its customersrdquo
ldquoCompanies around the world
September 2012 | GAMIFICATION 39
September 2012 | GAMIFICATION 41 40
ForecastInnovationThe early results are in Bunchball a pure gamification platform provider see their customers enjoy the benefits value creation aspects of gamification
An increase of 2x page view Page view per visit increased 60 Unique visitors increased 30 Increase of 100 on time on site An increase of 2x repeat monthly visits 400 ROI (with payback time of as
little as 3 months)
Though the results display initial deploy-
ments numbers itrsquos clear what should
be done with gamification for the short-
term future Just Play See how gamifica-
tion can create or capture value for the
organization
To wrap things up we leave you with
some ldquoGamification Tips from the Prosrdquo
hoping that they may help you better
understand this key topic and perhaps
even help spark some new innovations
in the organization
Gamification Tips from the Pros
SEBASTIAN DETERDING Game designer
ldquoThe most important thing to keep in
mind here is that any good design mdash
game or software mdash hinges on good
designers and design process not on
featuresrdquo
Know your users What motivates
them What is meaningful to them
What keeps them from following
through on their intentions What
kind of games to they like What kind
of community do they prefer Without
user research to figure these things
out you will miss your target audience
Read the Rules Goals and rules create
interesting challenges even can create
meta-games
Sources Sebastian
Deterding Getting Gamifi-
cation Right January 2011
| Sebastian Deterding
Donrsquot Play Games with
Me Pitfalls of Gameful
Design May 2011
Prototype Playtest and Iterate The
core of game design is to build a func-
tional prototype of the rule system as
early as possible to test whether it is
any fun tweak it based on the test re-
sults test it again etc to iterate your
way toward something that is fun and
engaging
Bring in the Data Quantitative
analytics will tell you whether your
point systems donrsquot have loopholes
or exploits or whether you balanced
the difficulty of the goals and mis-
sions you present to the players
ldquoReality ultimately is much more messy
complex random unfair and beyond
our control than gamesrdquo
42 September 2012 | GAMIFICATION 43
Source Gabe Zicher-
mann | Mashable - 7 Win-
ning Examples of Game
Mechanics in Action
Sources Gartner | Gamification Primer Life Becomes a
Game January 2011
Gartner | Maverick Research Motivation Momentum and
Meaning How Gamification Can Inspire Engagement
October 2011
Gartner | Innovation Insight Gamification Adds Fun and
Innovation to Inspire Engagement December 2011
GABE ZIChERMANNGamification expert
ldquoThe initial findings from gamification
specialists are nothing short of astonish-
ing Regardless of your business model
the following seven gamified innovations
should inspire you to strategize via game
analysisrdquo
Make a market (Foursquare) Four-
square proved that location-based
networking wasnrsquot doomed to fail that
simple game mechanics can affect
behavior and that you can engage 10
million customers mdash all while raising
$50 million
Get fit (NextJump) By leveraging the
power of gamification 70 of Next-
Jump employees exercise regularly mdash
enough to save the company millions
in work attendance and insurance
costs over the medium term mdash all the
while making the workplace healthier
and happier
Slow down and smell the money (Volkswagen - Fun Theory) Speed
Camera Lottery idea rewards those
drivers who obey the posted limit by
entering them into a lottery When test-
ed at a checkpoint in Stockholm aver-
age driver speed was reduced by 20
Generate ad revenues (Psych amp NBCUniversal) Club Psych implemented
gamified incentives to raise page
BRIAN BURKE GARTNERTechnology analyst
ldquoThe goal is to inspire deeper more en-
gaged relationships and to motivate
changed behaviors Many organizations
report significantly higher engagement
with gamification But risks abound and
organizations should consider their de-
ployment strategies carefully
Gamification is a business issue that
is enabled by technology mdash business
managers must take the lead in dri-
ving gamification efforts
The application of gamification is very
diverse Focusing on specific goals is
critical to success
Avoid the herd mentality mdash donrsquot imple-
ment a copycat application Most cur-
rent gamified applications are doomed
to fail
Design gamified applications that co-
rrectly position motivation momen-
tum and meaning (M3) to inspire en-
gagement with the audience
Exploit this trend today if you work in
an organization that is willing to take
risks But remember that careful plan-
ning and improvement through itera-
tion are central to every successful im-
plementation of gamification
views by over 130 and
return visits by 40
The resulting rise in
engagement has gener-
ated substantial revenue
for the company bringing
registered user counts from
400000 to nearly 3 million since
the launch of the gamified version
Make research amp evangelism count (Crowdtap) Through the use of gami-
fied virtual rewards the company has
been able to raise average user par-
ticipation by 25 times thus reducing
research costs by 80 or more for key
clients
Save the planet (RecycleBank) RecycleBank utilized game mecha-
nics such as points challenges and
rewards to drive breakthroughs The
project has seen a 16 increase in re-
cycling in Philadelphia where the recy-
cling rate has broken 20 for the first
time in history
Make teaching fun (Ananth Pai) grouped students by learning style
and retooled the curriculum to make
use of off-the-shelf games to teach
reading math and other subjects In
the space of 18 weeks Mr Pairsquos class
went from below third grade average
reading and math levels to mid-fourth
grade v
44 September 2012 | GAMIFICATION 45
MPAA | Theatrical Market Statistics 2012
Alex Osterwalder and Yves Pigneur | Business Model Generation 2009
Daniel Pink | Drive The Surprising Truth About What Motivates Us April 2011
PSFK | The Future of Gaming 2011
Byron Reeves amp J Leighton Read | Total Engagement Using Games and Virtual Worlds to Change the Way People Work and Businesses Compete 2009
Gabe Zichermann | Gamification by Design Implementing Game Mechanics in Web and Mobile Apps August 2011
Gabe Zichermann | Gamification Innovation and the Future (presentation) 2012
Gabe Zichermann amp Joselin Linder | Game-Based Marketing Inspire Customer Loyalty Through Rewards Challenges and Contest 2010
On the WebIan Bogost (Video Game Theorist Critic and Designer)
Bunchball | Gamificationcom
Sebastian Deterding (Game Researcher and Designer) | Coding Conduct Persuasive Design for digital media
Entertainment Software Association | Games Improving What Matters
Gamasutra | Social Gaming and the Bartle Archetype April 13 2012
Gamification of Work
Gamification Research Network
Gaming Business Review | Designing Gamification for the Most Frequent Personality Types September 20 2011
Gaming Business Review | Who Owns Gamification Data February 18 2012
GigaOM | The future of Social Games is Mobile October 2010
Google Insight for Search | Gamification Mashable | 7 Winning Examples of Game Mechanics in Action July 6 2011
Scott Nicholson (MIT Gambit Game Lab) | Because Play Matters
Wired Magazine | Go with the Flow 1996
Wired Magazine | Swedish Speed-Camera Pays Drivers to Slow Down December 6 2010
Gabe Zichermann | The Gamification Blog
A list of links to other useful tools and resources that you may find useful as a supplement to the information offered on the lsquoSimple Bankrsquo report
Books amp PublicationsBunchball | Gamification 101 An Introduction to the Use of Game Dynamics to Influence Behavior October 2010
Tom Chatfield | Fun Inc Why Games are the 21st Centuryrsquos Most Serious Business 2010
Jenova Chen | Flow in Games (and Everything Else) April 2007
Aaron Dignan | Game Frame Using Games as a Strategy for Success 2011
Sebastian Deterding | Getting ldquoGamificationrdquo Right (presentation) January 2011
Entertainment Software Association | 2011 Sales Demographic and Usage Data Essential Facts about the Computer and Video Game Industry 2011
Gartner | Gamification Primer Life Becomes a Game January 2011
Gartner | Innovation Insight Gamification Adds Fun and Innovation to Inspire Engagement December 2011
Gartner | Market Trends Gaming Ecosystem 2011
Gartner | Maverick Research Motivation Momentum and Meaning how Gamification Can Inspire Engagement October 2011
Insight Express | 1Q2012 Digital Consumer Portrait 2011
International Federation of the Phonographic Industry | Recording Industry in Numbers The Recorded Music Market in 2011 March 2012
Jane McGonigal | Reality is Broken Why Games Can Make Us Better and how They Can Change the World 2011
Mihaly Csikszentmihalyi | Flow The Psychology of Optimal Experience 1991
Ralph Koster | A Theory of Fun for Game Design 2005
M2 Research | What is Gamification (presentation) January 2011
46 September 2012 | GAMIFICATION 47
Gamification Experts
In depth
Brian BurkeBrian Burke is an analyst for Gartner specializing in enterprise architecture and IT portfolio management and most recently developing research on the emerging gamification trend His groundbreaking work in the development of federated architectures has been implemented in hundreds of organizations in both the public and private sectors He is also a prominent researcher and speaker in the areas of IT strategy IT organizational structures and businessIT alignment
Jane McGonigalJane McGonigal takes play seriously She studies the power of
games to impact the real-world mdash and she creates games that do just that She is an expert on applying game design and game theory to real work and real business and has consulted and devel-oped internal game workshops for leading technology companies MIT Technology Review named her one of the top 35 innovators changing the world through technology for her role in pioneering the field of alternate reality gaming and Harvard Business Review called her theory of ldquoalternate reality businessrdquo one of the ldquoTop 20 Breakthrough Ideas of 2008rdquo She has a PhD from UC Berkeley in performance studies
Wanda MeloniFounder and president of M2 Research is an industry analyst and market strategist Wanda has a deep understanding of emerging trends in interactive entertainment games and social media Wanda publishes articles and reports that on the market dynamics affecting development and consumer trends In addi-tion to her published works she consults with many of the top companies in the industry providing custom analysis investment strategies strategic positioning and competitive analysis
Gabe ZichermannGabe Zichermann is an entrepreneur author highly rated public speaker and gamification thought leader He is the chair of the Gamification Summit and Workshops and is co-author of the book ldquoGame-Based Marketingrdquo (Wiley 2010) where he makes a compelling case for the use of games and game mechanics in everyday life the web and business
Sebastian Deterding
Sebastian Deterding is a researcher and designer working on user experience persuasive design video games and gamifica-tion His PhD research at the Research Center for Media and Communication at Hamburg University looks into the use of game design to motivate user behavior in non-game contexts Today he speaks and publishes internationally on persuasive design and gamification at events such as reboot republica or Playful and consults game companies on game usability and playability
Other experts include
R Ray Wang Micheal Wu Toby Beresford Dennis Crowley Keith Smith Steven L Johnson Buster Benson Scott Dodson Ian Bogost
48 September 2012 | GAMIFICATION 49
The following section outlines the upcoming technologies that will change everything with predictions on what may come of them in financial industry
The Maps WarEmerging players are consolidating their Maps products and becoming
trusted partners in the Maps solutions landscape A few weeks ago Wikipedia
moved from Google Maps to OpenStreetMap followed by FourSquare Even
Apple launched iPhoto for iOS using OpenStreetMap data for photos with
geolocation tags embedded
IS OPENSTREETMAP A MATURE SOLUTIONOpenStreetMap was founded in July 2004 and it is
defined as a collaborative project to create a free edit-
able map of the world In April 2012 OpenStreetMap
cleared 600000 registered contributors However
not all registered users actually contribute to the
map a minority of individuals contribute the major-
ity of the content (around 3)
High populated areas such as big cities are constant-
ly being updated even at a higher rate than Google
Maps does Low populated areas on the other hand
are not so accurate These areas are currently being
covered by Bing Microsoft Maps solution Despite
Microsoft support certain places may not have ac-
curate information to display Therefore depending
on the needs OpenStreetMaps can be considered a
good approach
AND WhAT ABOUT GOOGLE MAPSGoogle Maps solution is much more than Maps It
is also considered the main advertising platform for
many merchants and functionalities as Street View
add value to final user far beyond geo-localization
But it is no longer free It seems to be quite hard
to make money putting ads on maps so Google
Maps API is limited to 25000 free queries per day
Over that limit it is required to pay Nothing free lasts
forever
Rumors keep growing and it is said that Apple is
working on its own Map solution that will be re-
vealed with the iOS 6 and will include 3D features
We already have a winner the final user
The Maps war is escalating During Applersquos
WWDC in June 2012 the company
announced that the new iOS will no longer
use Google Maps Instead Apple will offer
its own maps solution in the iOS 6 The
new map service along with Siri seems to
offer iOS users more convenience and
solutions (of course shutting out Google)
In fact it looks like Apple wants to extend
the war beyond Maps hellip be careful out
there the titans are clashing
BREAKING NEWS
Technology trends
50 September 2012 | GAMIFICATION 51
According to McKinsey Global Institute big data
can unlock value (high level) for the enterprise
by 1) creating transparency 2) enabling experimen-
tation to discover needs expose variability and im-
prove performance 3) segmenting populations to
customize actions 4) replacingsupporting human
decisions making with automated algorithms and
5) innovating new business models products and
services
RELEVANCE OF BIG DATAOpportunities ndash for example a retail business can
increase operating margins by 60 Early results
show that big data leaders are taking market share
from the laggards suggesting that big data will be-
come a keystone for competitiveness and growth
for the organization
Specifically for the banking sector Citibank has
partnered with IBM (ldquoWatsonrdquo) to use big data for
up-sellingcross-selling opportunities It is stipulated
that they will also use Watson to detect fraud and
analyze customer credit worthiness
The danger (or risk) of big data stems from issues
which will affect all stakeholders namely data pro-
tection and security rights and responsibilities for
using data and accountability and enforcement Ad-
ditionally it is estimated that by 2020 the volume
of data will exceed our capacity for data storage by
more than 21 v
Sources IBM | ldquoUnderstanding Big Datardquo March 2011
McKinsey Global Institute | ldquoBig Datardquo June 2011
World Economic Forum | ldquoRethinking Personal Data
Strengthening Trustrdquo (August 2011)
The Economist | ldquoBig Data Crunching the Numbersrdquo
May 19 2012
2020 346
2005 013
Created
2005 2010 2015 2020
35
30
25
20
15
10
5
0
Storage available Zettabytes = 1 trilion gigabytes
ESTIMATE FORECAST
forecast
OPEN WIDE Global digital information
Source IDC
Striking Gold with Big DataToday the world creates 25 quintillion
bytes of new data ndash everyday 90 of
the worldrsquos data has been created in the
last two years alone In this mountain of
data (both structured and unstructured)
there is gold to be found Companies must
acquire the right tools and processes to
separate the dirt from the gold efficiently
Technology trends
52 September 2012 | GAMIFICATION 53
Innovation at the Core just Copy amp Paste
By using virtualization and replication technolo-
gies banks can create copies of the core system
quickly and provide them to partners in standalone
sandboxes By allowing developers work with a real
core banking environment the pace of innovation
will quicken as developers can test new functionali-
ties without worrying how it will perform when the
product goes live According to ING a full replication
of the core system used to take about 260 days it
now takes less than a day
Source Information Management | May 2012
Core banking platform
New formats
Enterprise 20
Smartphone + Fanatics = Smartphonatics
Smartphonatics are consumers who change their
shopping financial and payment behavior as a
result of owning a smartphone According Aitersquos
Ron Shevlin ldquoThis group is driving the adoption of
mobile payments and banking and setting the bar
for how financial institutions will have to respond
over the next five yearsrdquo 70 of Smartphonatics have used a mobile
device to make a payment 80 of Smartphonatics have used the mobile
banking channel Less than 25 of other consumers have made a
mobile payment About 33 of other consumers have used the
mobile banking channel
Source Aite | May 2012
Everyone wants Mobile Banking including
companies
A recent global survey of treasury executives
suggest that 66 of corporate customers are ready
to use mobile banking which can provide access
to real-time information related to the corporate
environment Customers are willing to pay for
premium services if they can realize efficiencies As
tablets are already part of the C-suite they can boost
adoption by enabling other value added services
Source finextra | May 2012
An analysis of one yearrsquos worth of data of Google
Apps enterprise customers shows us An average user creates 84 DocsSites An average enterprise has 250000 DocsSites
on their domain Compared to on premise solutions the results
are very similar Year over year growth of DocsSites is projected
to be 400 Percentage of DocsSites that are designated
lsquoEverybodyrsquo 55 Percentage of DocsSites that are designated
lsquoPublicrsquo 025 Percentage of Docs Shared Externally 25
Mobile banking
Smartphonatics by Country(Source ACI Worldwide Aite Group)
India
South Africa
Brazil
UAE
China
Italy
Singapore
US
Australia
UK
Sweden
Germany
France
Canada
6042
3734
3127
2420
1816
1110
87
Average Number of External Collaborators 3000
Thinking about the results it seems like enterprise
users have no problems embracing Google Apps
and of course should be mindful of when share
DocsSites with others
Source Forbes | June 2012
When Google Apps go Bighellip What happens
In this section readers will find summaries of the most relevant news of selected topics that have been published over the course of the month based on its relevance to the Banking industry The summaries were prepared by the editorial board Further information is made available for each given topic
Trending issues
54
Good News Bad News
A recent survey shows consumers want to use
mobile wallets and thatrsquos good news However
consumers clearly prefer PayPal Google and Apple
over banks to provide the solutions In fact 8 of 10
consumers in the survey indicated that they would
use mobile wallets if PayPal offered a service
Banks should heed this wake-up call or prepare for
a future without a mobile wallet
Source MarketWatch | June 2012
When it Comes to Social
Women 2 - Men 1
A recent survey of 2000 Britons (commissioned by
British Telecom) discovered that ldquoover half of female
internet users used social networking websites such
as Twitter and Facebook whilst only 34 per cent of
men surveyed admitted to doing so Similarly out of
those surveyed 18 per cent of women believed that
if the internet no longer existed they would miss
social media websites the most This compares to
just seven per cent of menrdquo
Source The Telegraph | May 2012
Mobile payments
Digital Marketing
Crowd finance
Social Media
The ldquoPinrdquo is Mightier than
According to the 2012 Social and Mobile Com-
merce Study (a joint research project by Shoporg
comScore and The Partnering Group) American
consumers follow an average of 93 retail compa-
nies on Pinterest compared to 85 on Twitter and
69 on Facebook For now when it comes to digital
marketing the Pin is mightier
Source Shoporg comScore amp The Partnering Group | June 2012
The Crowd is Growing Crazy
The Crowdfunding Industry Report from
researchers Massolution reveals that
crowdfunding platforms raised almost $15 billion
funding over one million projects in 2011 They also
say that with current trends the already growing
market is set to double in 2012
Source Massolution | June 2012
FUNDER AND FUNDRAISER ACTIVITYPercentage based on sample of 57 and 47 CFPs respectively
89
7
26
4 5
69
1-2 C
AMPAIG
NS
3-5 C
AMPAIG
NS
gt5 CAM
PAIGNS
FUNDERS FUNDRAISERS
Trending issues
56 September 2012 | GAMIFICATION 57
The Internet is Becoming Mobile
By 2017 there will be 5 billion mobile
broadband users three times as
many people as are
using that technology today
With faster mobile network
speeds and global coverage
the mobile internet is poised to
deliver new innovative services as the app
ecosystem will surely find a way to create newer and
or better mobile services According to Ericssonrsquos CEO there is
a ldquoshift in power from the network to the handsetrdquo from connectivity to
apps
Source GigaOm | June 2012
Love at First Bite People just love Applersquos iPad A customer satisfac-
tion polls shows that iPad clearly is heads and
shoulder above its competitors when it comes to
wowing the customers Customers are ldquovery satis-
fiedrdquo with Apple (new) iPad - 81 Apple iPad2 - 71 Samsung Galaxy Tablet - 46 Amazon Kindle Fire - 41 Others - 41
Source Computer World | June 2012
App ecosystem New banking concepts
Join amp enjoy
New Gizmo era
Talk to Bank Voice-enabled search is fast becoming a
differentiator especially with smart devices in the
e-commerce space EasyAsk a natural language
technology company launched Quiri in March 2012
Quiri a virtual personal shopping assistent under-
stands both the intent of the search and has deep
knowledge of the content and products within the
e-commerce site Shoppers can use their iPhone 4S
or Android to verbally search sites for products and
the products they are looking for It is like having
a highly knowledgeable personal shopping
assistant for that one store
Source Sacramento Bee | June 2012
Flashback to EVOKE
Though there is a lot of commercial buzz re-
lated to games and gamification today some
are designed to change the world In 2010 the
World Bank launched the EVOKE a game which
motivate players all over the world to come up
with creative solutions to our most urgent social
problems According to the website ldquoEVOKE is a
ten-week crash course in changing the worldrdquo In
this issue of Innovation Edge we pay homage to
one of the pioneers of gamification
Source World Bank | March 2010
Trending issues
58 September 2012 | GAMIFICATION 59
Connected Cars Solution Market Expected to Exceed $350 million in 5 years
By 2017 according to ABI Research the connected
car market will be about $350 million dollars
growing from $66 million in 2012 Connect Car
solutions include stolen vehicle tracking insurance
telematics infotainment and road user charging
The consumers are asking for a connected lifestyle
and they are asking to be connected to the car
especially the younger consumers
Source ABI | May 2012
Gimme a Hi-Five for health
TldquoFor healthcare delivery wersquore rapidly moving
from a world of inbound patients to a world of in-
bound data The impact of this shift on the health-
care system and how consumers use and act on
health information should not be underestimated
Here are five ways digital apps and smartphones
will transform healthcarerdquo
Improved access to care Improved patient engagement New provider of business models Reduced medicare fraud Improved patient safety
Source Forbes | June 2012
Smart cities + urban mobility
Health
Trending issues
BBVA Innovation Center (Plaza de Santa Baacuterbara 2 Madrid)
13th September | 900ndash1400 h
World renowned experts based on real world ex-
periences would help you ascertain whether or not
gamification is being hyped or is here to stay
Check out the videos and photos of the
event in our web
wwwcentrodeinnovacionbbvacom
Bernardo Crespo Velasco b_crespo
Head of Digital Marketing and Marketing Lab at
BBVA Spain Degree in Management and Econom-
ics from the University of Castilla-La Mancha and the
University of St Andrews He holds a masters in Re-
lational Marketing CRM and e-Commerce at ICEMD
Brian Burke brian_burke
Analyst for Gartner expert in gamification and enter-
prise architecture His groundbreaking work in the
development of federated architectures has been
implemented in hundreds of organizations in both
public and private sectors
Priya Haji priyahaji
CEO and co-founder of SaveUp the first free
rewards program that encourages Americans
to save money and pay down debt while of-
fering a chance to win prizes including a life-
changing $2000000 jackpot Through a fun
and simple approach that employs game me-
chanics SaveUp helps transform the otherwise
mundane activities of savings
Sergio Jimenez gamkt
Sergio Jimenez is an analyst consultant and speak-
er specialized in gamification enthusiastic market-
ing technology and games Mr Jimenez has partici-
pated in numerous projects related to gamification
helping companies of different sectors to introduce
game mechanics in products and service
Gamification amp Banking a passing fad or a serious business
More info
Event
Videos pictures and
all the info
September 2012 | GAMIFICATION 61
We Innovate to GrowBBVA understands innovation as a source of value
creation both for our group and people In order to
effectively manage its development the group relies
on time tested innovation methodologies which were
co-developed with leading experts around the world
The Open Innovation model adopted by the group
attests that BBVA highly values people and talent re-
gardless where they may be and shows the bankrsquos
willingness to lead the transformation of the financial
industry with total openness and without any borders
The BBVA Innovation Center is the focal point for sig-
nificant and disruptive innovation projects
Furthermore the BBVA Innovation Center is a space
to meet a space to share and above all a space listen
and learn from the innovation ecosystem
Being part of an innovation ecosystem allows BBVA to
be near ideas and talent and to facilitate access to the
worldrsquos leading experts It is also a way to share our
collective knowledge with innovation community
wwwcentrodeinnovacionbbvacom
Follow us
wwwfacebookcomcentrodeinnovacionbbva
twittercomcibbva
wwwyoutubecomusercentroinnovacionbbva
wwwslidesharenetCIBBVA
This month events
More info
More info
Innovation at BBVAFor BBVA innovation is a strategic pillar and the BBVA Innovation Center is a major focal point for the grouprsquos effort in this field
CLOUDSTAGE
September 27th BBVA Innova-
tion Center will host the 8th
edition of Cloudstage an event
focused on the cloud This is a
meeting between profession-
als that want to deal with the
possibilities and development
of the cloud computing
KNOWSQUARE
September 25th BBVA Innova-
tion Center will host the event
Knowsqure an online and off
line network board of direc-
tors The aim of this event is
share experiences and knowl-
edge to improve the manage-
ment of companies
Produced by Prodigioso Volcaacuten
(wwwprodigiosovolcancom)
BBVA Innovation Edge is the first corporate magazine focused on innovation Innovation Edge aims to explore new trends and technologies that may impact the financial industry especially retail banking
Each edition features articles analysis and in-depth information about a given trend
WEB Articles and sections are available for free on wwwcentrodeinnovacioncom in both English and Spanish
PDF Our website offers pdf versions of the publications for your reading enjoyment online or offline
APP Innovation Edge is also available in Applersquos App Store All issues will be made available for download at the App Store free of chargerdquo
More info
Are you interested in Innovation Edge Subscribe to our newsletter and be informed of new issuescopyBBVA2012
BBVA Innovation Edge is the result of a collaborative work done by all the people who are involved in innovation at BBVA Group
CONTRIBUTORS TO THIS ISSUE
Mariacutea Pilar Aacutelvarez Garciacutea l Javier Anguiano
Javier Benediacute l Alfonso Bey Navarro
Jaime Bisbal l Reyes Bolumar
Javier Borderiacuteas l Bernardo Crespo
Antonio Garciacutea l Eugenio Garciacutea
Rafael Hernaacutendez l Miguel Aacutengel Intildeesta
Beatriz Lara Bartolomeacute l Carmen Loacutepez
Marcos Marrodaacuten Ciorcia l Luz Martiacuten
Ricardo Martiacuten Manjoacuten l Samuel Martiacuten Valentiacuten
Aacutelvaro Moroacuten l Manolo Moure
Jay Reinemann l Alicia Saacutenchez
Javier Sebastiaacuten l Marcelo Soria
Gustavo Vinacua l Shan Ggu ldquoPhilrdquo Yim
DL AS 2498-2012
No part of this publication can be reproduced or communicate in any form or by any platform electronic o mechanic including photocopying recording o any other system of storage and retrieval without permission of the publisher BBVA
September 2012 | GAMIFICATION 23 22
GamificationGaming
Gamification is a hot topic today and
everyone wants to play Playing this game to
win requires the right strategies tactics and
moves Currently organizations are gaming
gamification to understand the possible
advantages while avoiding potential pitfall
along the way Can our hero make it to the
next level
ldquoOrganizations are using gamification internally to recruit train and enhance employee performance They are using it to drive innovation share knowledge and improve employee health Gamification is also helping organizations engage external stakeholders in customer loyalty marketing education and innovation initiatives The target audience of gamification can be any defined group of stakeholders (customers employees or the Web collective)rdquo
Source Brian Burke Gartner | Gamification Primer Life Becomes a Game
We have some interesting data
1 Business ApplicationGamification helps companies to
Increase User Engagement
47Increase Brand Loyalty
22Increase Brand Awareness
15Motivation
9Employee Training
7Source M2 Research
24 September 2012 | GAMIFICATION 25
2 Gamification Platform client Industry BreakdownThe early adopters of gamification come mostly
from entertainment and publishing industries repre-
senting 60 of all companies Financial companies represented 6 of early adopters
Gamification offers significant innovation opportuni-
ties for financial companies especially for employee
facing applications The breakdown of other indus-
tries are presented below
Entertainment 42
Publishers 18
Consumer Goods 15
healthcareWellness 10
Financial 6
Retail 5
Education 3
Telecom 1
Source M2 Research
3 Growth of Gamification
growth in 2012
197
growth in 2011
155
4 Potential MarketSpending on gamification is projected to grow from
$100 million in 2011 to $28 billion dollars in 2016
2000000
1500000
1000000
500000
2012 2013 2014 2015
$ 196000
$ 434000
$ 860000
$ 1600000
Promiseand the ldquoFine Printrdquo
TheGamification despite its name is a se-
rious business opportunity and risk
It may be the ldquosecret saucerdquo to unlocking
value for the organization Given that we
are early stages of this trend it makes
sense that there are a lot of positive
news being generated at this moment
and there arenrsquot a whole lot of negative
stuff Letrsquos take a look at the opportunities
and challenges of gamification
To help clarify Gamification and to best apply it CIBBVA is thinking in business models We are going to use the Business Model Canvas to better understand the business implications of gamification For readers who may not be familiar with the Business Model Canvas a brief back-grounder is provided
ldquoA business model describes the rationale of how an organization creates delivers and captures valuerdquo
A business model can be best described through nine basic building blocks that show the logic of how a company intends to make money The business model is like a blueprint for a strategy to be implemented through organizational structures processes and systems
When done ldquorightrdquo gamification can
offer new ways of engaging an eager
user base and when done ldquowrongrdquo
it can estrange them Itrsquos the next
ldquobig thingrdquo but each organization
needs to explore the opportunities
and risks associated with it But
be warnedhellip read the fine print
ldquogamification is currently driven by
novelty and hyperdquo and filled with
potential pitfalls
26 September 2012 | GAMIFICATION 27
Key Partnerships
Key Resources
Cost Structure
Business OpportunitiesBased on early experiences and ldquoguru talkrdquo it seems
clear that gamification presents opportunities for
both sides of companyrsquos business model both value
(the customer facing business units) and efficiency
(the employeepartner facing business units) More
exploration is needed to test its usefulness in specific
areas of business models such as customer relation-
ships channels key activities key partners etc
Though a ldquowait and seerdquo strategy to assessing busi-
ness opportunities seems prudent it is evident that
gamification offers an immediate opportunity to
showcase BBVArsquos innovation power (if done correctly)
Business RisksThere are some concerns related to gamification
Gartner advises clients that current gamification
applications is ldquomotivated by the novelty of gami-
fication This will wear off as user fatigue sets in
an the sustainability of engagement becomes an
issuerdquo Gamification from a business point of view
has some perceived risks as it is almost impossi-
ble to separate the wheat from the chaff However
there are some significant threats that should be
addressed
Totally green (as in not mature) ldquoBoth in success-
ful models to emulate and in a shortage of people
who understand game design Game design ex-
perience has not intersected with typical business
functions not even ITrdquo
Blockbuster game donrsquot happen that often and
probably less with gamification ldquoTrying to add fun
to an activity that has another purpose is more
difficult still One fact that does seem clear is that
Key Activities
EMPLOYEE BEHAVIOR IMPROVEMENT Surveys suggest low employee engagement Gamification can make work ldquofunrdquo
NEW PRODUCTS AND SERVICES designed by ldquogame thinkingrdquoGamification can become the process for building a comprehensive new digital services platform
Customer Segments
Revenue Streams
Value Propositions Customer Relationships
Channels
Gamification offers customers personalized automated self-service relationships with a high component of co-creation and community
BRANDING AS A VPGood gamification deployments can increase the value of a companyrsquos brand
BUNDLING AS A VP Gamification is ldquobundledrdquo to existing productsservices to enhance the value proposition to customers
Gamification when done
ldquorightrdquo can increase customer
ldquostickinessrdquo at almost
every channel phase
Gen X and Gen Y customers These CSs are already familiar with game dynamics and mechanics Gamification may help to attract and engage new customers
28 September 2012 | GAMIFICATION 29
Key Partnerships Key Activities
Key Resources
Gamification is more of a process than a productUser engagement must be built in at the productservice development level
Cost Structure
simply adding points badges and leader boards is
not going to make engaging with an organization
more funrdquo
No ldquoone size fits allrdquo with gamification Different
people play different games for different reasons
ldquoWhile gamifying some activity may engage part
of the stakeholders it is not likely to appeal to all
stakeholders
Does it make sense for us ldquoIn many corporate
environments the very notion of building lsquofunrsquo into
any activity will be a nonstarter The idea of lsquofunrsquo can
seem very trivializingsuperficialno what grown-
ups do Selling gamification in these organizations
will be very difficultrdquo
Unexpected consequences ldquoTurning an acti-
vity in a game invites players to try to lsquogame the
systemrsquo and may result in unintended conse-
quencesrdquo
More time is needed to better identify the risks
associated with gamification As the technology
enters Trough of Disillusionment in Gartnerrsquos Hype
Cycle the negative version of the fairytale will
soon materialize and begin to dominate as some
companies will painfully learn that all that glitters
isnrsquot gold The golden child might look more like a
whipping boy v
Trial and Error is part of the learning curve Donrsquot put on the ROI hat hellip
Value Propositions
Channels
Customer Segments
Revenue Streams
Customer Relationships
Companies risk taking customers on unnecessary journeys distracting them from the main purpose of giving them what they actually want
Who owns the data Data
ownershipresponsibility
needs to be addressed and for
financial services companies
this may be difficult
30 September 2012 | GAMIFICATION 31
32 September 2012 | GAMIFICATION 33
GlobalSnapshots
Around the world companies and organizations are seriously experimenting with gamification Whether playing a lottery with the speed limit or learning about real estate investments gamification projects are capturing the imagination of people
34 September 2012 | GAMIFICATION 35
SIEMENS A visual FarmVille-style game that allows players to
learn the connections of each part of the plant and
manufacturing process
Ver video
IBM INNOV8 the IBM Business Process Management
(BPM) simulation game gives both IT and business
players a better understanding of how effective BPM
impacts an entire business ecosystem
GOOGLE Google employees get a per diem amount for busi-
ness trips depending on the destinations If they
are above the limit they submit the receipt and get
reimbursed If they are below the per diem they
can use it to save it towards another business trips
(which would have had no budget) or upgrade 1st
class Compliance with the process has shot up to
over 90
SAP Sustainability Quiz The idea was to make beha-
vioral change fun and inform employees about the
success of SAPrsquos sustainability efforts and what steps
they can take themselves In less than a month over
one thousand colleagues played the game many of
them repeatedly
SAP Community Networks (SCN) ldquoThe SCN is
also a good example to introduce you to a couple
of game mechanics Points (as ldquopoints pointsrdquo but
also views of your articlesblogs) leaderboards (list
of top contributors but also exposure of you arti-
cle on the main SDN page) status (mentor badge
goldsilverbronze medal) social interaction (dis-
cussions meetups)rdquo
DELOITTE ldquoConsulting firm Deloitte Touche Tohmatsu Ltd
are incorporating elements of videogames into the
workplace Theyrsquore deploying reward and competi-
tive tactics commonly found in the gaming world
to make tasks such as management training data
entry and brainstorming seem less like workrdquo
SALESFORCE Salesforce Motivation motivates professionals us-
ing proven techniques that sales managers have
always used team competitions leaderboards and
rewards But instead of tracking and managing those
programs manually companies can use cloud-based
applications to ldquoautomaterdquo tasks so that the team
stays focused on the activities and rewards that are
critical
BARCLAYS 56 Sage Street A portal to help teach about mo-
ney finance and banking in an enjoyable way
BANK OF AMERICA Bad Credit Hotel (in collaboration for the US De-
partment of Treasury) Learn about debt manage-
ment credit history and credit scores
COMMONWEALTh BANK Investorville is a virtual world where one can try
hisher luck at investing in rental property without
the risk of buying one
MICROSOFT RibbonHero is an application that encourages MS
Office users to learn more about the different fea-
tures by watching videos and taking short exams
CODEACADEMY Codecademy is a web-based interactive platform
where players can learn to code and are rewarded
with points and badges The players get encouraging
real-time feedback on progress bars and can connect
with their friends and compete against them
VOLKSWAGEN (FUN ThEORY)Speed Camera Lottery ldquoCan we get more people
to obey the speed limit by making it fun to do (The
idea) was so good that Volkswagen together with
The Swedish National Society for Road Safety ac-
tually made this innovative idea a reality in Stock-
holm Sweden The average speed of cars passing
the camera dropped from 32kmh before the experi-
ment to 25kmh afterrdquo (Wired)
Ver video
Walking up the Piano Stairs ldquoCan we get more peo-
ple to take the stairs over the escalator by making it
fun to dordquo The project led to an increase of 66 in
the use of the piano stairs
Ver video
Recycling is Fun At Bottle Bank Arcade recycling
was turned into a fun activity
Ver video
Employee
Facing
Gamification
Customer Facing
Gamification
Projects in
Financial
Services
Customer
Facing
Gamification
Projects
36 September 2012 | GAMIFICATION 37
Other notable companies include
Bigdoor
Crowd Twist
Get Glue
Playgen
SCVNGR
Gamification Platform ProvidersFor organizations who are considering off the shelf
solutions platform providers are offering turnkey so-
lutions for gamification Below we present some of
the leading vendors
BUNChBALLBunchball offers the Nitro gamification platform and
its analytics solution to create customized action-
able and scalable user experiences for consumers
employees and partners Nitro is a scalable and
reliable gamification platform managing over 125
million users and tracking over 15 Billion actions to
date Founded in 2005 Bunchballrsquos investors include
Granite Ventures Triangle Peak Partners Northport
Investments Correlation Ventures and Adobe Sys-
tems Incorporated
BADGEVILLE Founded in 2010 Badgeville draws on techniques
from social gaming traditional loyalty programs and
social networking in its suite of Behavior Lifecycle
Management solutions Built on database techno-
logy Badgevillersquos PaaS (Platform-as-a-Service) is de-
signed to connect user reputation across all of your
digital touch points Badgeville is funded by Norwest
Venture Partners El Dorado Ventures Trinity Ven-
tures and the Webb Investment Network
CROWDTAP Crowdtap is the Influencer Marketing platform ena-
bling leading brands to easily identify activate and
manage their influential consumers for real-time
insights and powerful online and offline peer-to-peer
marketing Crowdtap intends to shift marketing to
a fully collaborative and participatory process be-
tween brands and consumers
CYNERGY According to Cynergy ldquoWe make incredible experi-
ences happenmdashno easy task Great design is criti-
cal but incredible experiences are much more than
just pixelsmdashthey require the artful merging of expert
strategy design excellence and cutting-edge tech-
nology delivered by a single integrated team Thatrsquos
our formulamdashthatrsquos how we make incredible experi-
ences happenrdquo
IACTIONABLE IActionable is a web based (SaaS) gamification
software platform that applies game mechanics
to non-game applications IActionable can be used
to change user interface and user experience and
drive behavior in the form of participation and en-
gagement v
BBVA amp thegamificationWith BBVA Game we have
launched an important Beta
project wich we want to create
an space of interaction with our
on line clients
38
We understand that to generate a fun dialog
with our clients is a challenge Most online us-
ers access our site to check positions and perform
transactions Without a doubt itrsquos quite a challenge
BBVA Game a gamification platform has incorpo-
rated game dynamics as a way to provide additional
value for online banking customers We put together
our best value proposition loyalty programs and
game dynamics which offer the most fun We wanted
to work in teams to create a game that educates our
clients offers stickiness to our clients and offer cross-
selling and upselling opportunities for our business
We will not really know the final results until we learn
from our customers any other pretense would be
rather arrogant
What we do know is that we can use gamification to
get know know our customers better to get closer
to them in an refreshing way to educate them to be
ldquostickyrdquo and of course we can apply this model in
all countries in which we have presence Like BBVA
the concept of gamification is universal
All the team members in various teams who par-
ticipated in bringing BBVA Game to life (Marketing
and Innovation amp Technology) shared one thing in
common We had fun And that is a good sign v
Bernardo Crespo
Head of Digital Marketing and Marketing Lab
BBVA Spain and Portugal
Brian Burke
are leveraging game mechanics to engage customers and financial services companies are no exception This trend is called gamification and while it being used in many different ways the sweet spot is in engaging customers As an early adopter of gamification in the financial services industry BBVA joins a small group of innovators that are turning customers into players and banking into a game The BBVA Game is a leading edge example of using gamification to both engage customers in a fun way while architecting the customer journey Gamification is a win-win for BBVA and its customersrdquo
ldquoCompanies around the world
September 2012 | GAMIFICATION 39
September 2012 | GAMIFICATION 41 40
ForecastInnovationThe early results are in Bunchball a pure gamification platform provider see their customers enjoy the benefits value creation aspects of gamification
An increase of 2x page view Page view per visit increased 60 Unique visitors increased 30 Increase of 100 on time on site An increase of 2x repeat monthly visits 400 ROI (with payback time of as
little as 3 months)
Though the results display initial deploy-
ments numbers itrsquos clear what should
be done with gamification for the short-
term future Just Play See how gamifica-
tion can create or capture value for the
organization
To wrap things up we leave you with
some ldquoGamification Tips from the Prosrdquo
hoping that they may help you better
understand this key topic and perhaps
even help spark some new innovations
in the organization
Gamification Tips from the Pros
SEBASTIAN DETERDING Game designer
ldquoThe most important thing to keep in
mind here is that any good design mdash
game or software mdash hinges on good
designers and design process not on
featuresrdquo
Know your users What motivates
them What is meaningful to them
What keeps them from following
through on their intentions What
kind of games to they like What kind
of community do they prefer Without
user research to figure these things
out you will miss your target audience
Read the Rules Goals and rules create
interesting challenges even can create
meta-games
Sources Sebastian
Deterding Getting Gamifi-
cation Right January 2011
| Sebastian Deterding
Donrsquot Play Games with
Me Pitfalls of Gameful
Design May 2011
Prototype Playtest and Iterate The
core of game design is to build a func-
tional prototype of the rule system as
early as possible to test whether it is
any fun tweak it based on the test re-
sults test it again etc to iterate your
way toward something that is fun and
engaging
Bring in the Data Quantitative
analytics will tell you whether your
point systems donrsquot have loopholes
or exploits or whether you balanced
the difficulty of the goals and mis-
sions you present to the players
ldquoReality ultimately is much more messy
complex random unfair and beyond
our control than gamesrdquo
42 September 2012 | GAMIFICATION 43
Source Gabe Zicher-
mann | Mashable - 7 Win-
ning Examples of Game
Mechanics in Action
Sources Gartner | Gamification Primer Life Becomes a
Game January 2011
Gartner | Maverick Research Motivation Momentum and
Meaning How Gamification Can Inspire Engagement
October 2011
Gartner | Innovation Insight Gamification Adds Fun and
Innovation to Inspire Engagement December 2011
GABE ZIChERMANNGamification expert
ldquoThe initial findings from gamification
specialists are nothing short of astonish-
ing Regardless of your business model
the following seven gamified innovations
should inspire you to strategize via game
analysisrdquo
Make a market (Foursquare) Four-
square proved that location-based
networking wasnrsquot doomed to fail that
simple game mechanics can affect
behavior and that you can engage 10
million customers mdash all while raising
$50 million
Get fit (NextJump) By leveraging the
power of gamification 70 of Next-
Jump employees exercise regularly mdash
enough to save the company millions
in work attendance and insurance
costs over the medium term mdash all the
while making the workplace healthier
and happier
Slow down and smell the money (Volkswagen - Fun Theory) Speed
Camera Lottery idea rewards those
drivers who obey the posted limit by
entering them into a lottery When test-
ed at a checkpoint in Stockholm aver-
age driver speed was reduced by 20
Generate ad revenues (Psych amp NBCUniversal) Club Psych implemented
gamified incentives to raise page
BRIAN BURKE GARTNERTechnology analyst
ldquoThe goal is to inspire deeper more en-
gaged relationships and to motivate
changed behaviors Many organizations
report significantly higher engagement
with gamification But risks abound and
organizations should consider their de-
ployment strategies carefully
Gamification is a business issue that
is enabled by technology mdash business
managers must take the lead in dri-
ving gamification efforts
The application of gamification is very
diverse Focusing on specific goals is
critical to success
Avoid the herd mentality mdash donrsquot imple-
ment a copycat application Most cur-
rent gamified applications are doomed
to fail
Design gamified applications that co-
rrectly position motivation momen-
tum and meaning (M3) to inspire en-
gagement with the audience
Exploit this trend today if you work in
an organization that is willing to take
risks But remember that careful plan-
ning and improvement through itera-
tion are central to every successful im-
plementation of gamification
views by over 130 and
return visits by 40
The resulting rise in
engagement has gener-
ated substantial revenue
for the company bringing
registered user counts from
400000 to nearly 3 million since
the launch of the gamified version
Make research amp evangelism count (Crowdtap) Through the use of gami-
fied virtual rewards the company has
been able to raise average user par-
ticipation by 25 times thus reducing
research costs by 80 or more for key
clients
Save the planet (RecycleBank) RecycleBank utilized game mecha-
nics such as points challenges and
rewards to drive breakthroughs The
project has seen a 16 increase in re-
cycling in Philadelphia where the recy-
cling rate has broken 20 for the first
time in history
Make teaching fun (Ananth Pai) grouped students by learning style
and retooled the curriculum to make
use of off-the-shelf games to teach
reading math and other subjects In
the space of 18 weeks Mr Pairsquos class
went from below third grade average
reading and math levels to mid-fourth
grade v
44 September 2012 | GAMIFICATION 45
MPAA | Theatrical Market Statistics 2012
Alex Osterwalder and Yves Pigneur | Business Model Generation 2009
Daniel Pink | Drive The Surprising Truth About What Motivates Us April 2011
PSFK | The Future of Gaming 2011
Byron Reeves amp J Leighton Read | Total Engagement Using Games and Virtual Worlds to Change the Way People Work and Businesses Compete 2009
Gabe Zichermann | Gamification by Design Implementing Game Mechanics in Web and Mobile Apps August 2011
Gabe Zichermann | Gamification Innovation and the Future (presentation) 2012
Gabe Zichermann amp Joselin Linder | Game-Based Marketing Inspire Customer Loyalty Through Rewards Challenges and Contest 2010
On the WebIan Bogost (Video Game Theorist Critic and Designer)
Bunchball | Gamificationcom
Sebastian Deterding (Game Researcher and Designer) | Coding Conduct Persuasive Design for digital media
Entertainment Software Association | Games Improving What Matters
Gamasutra | Social Gaming and the Bartle Archetype April 13 2012
Gamification of Work
Gamification Research Network
Gaming Business Review | Designing Gamification for the Most Frequent Personality Types September 20 2011
Gaming Business Review | Who Owns Gamification Data February 18 2012
GigaOM | The future of Social Games is Mobile October 2010
Google Insight for Search | Gamification Mashable | 7 Winning Examples of Game Mechanics in Action July 6 2011
Scott Nicholson (MIT Gambit Game Lab) | Because Play Matters
Wired Magazine | Go with the Flow 1996
Wired Magazine | Swedish Speed-Camera Pays Drivers to Slow Down December 6 2010
Gabe Zichermann | The Gamification Blog
A list of links to other useful tools and resources that you may find useful as a supplement to the information offered on the lsquoSimple Bankrsquo report
Books amp PublicationsBunchball | Gamification 101 An Introduction to the Use of Game Dynamics to Influence Behavior October 2010
Tom Chatfield | Fun Inc Why Games are the 21st Centuryrsquos Most Serious Business 2010
Jenova Chen | Flow in Games (and Everything Else) April 2007
Aaron Dignan | Game Frame Using Games as a Strategy for Success 2011
Sebastian Deterding | Getting ldquoGamificationrdquo Right (presentation) January 2011
Entertainment Software Association | 2011 Sales Demographic and Usage Data Essential Facts about the Computer and Video Game Industry 2011
Gartner | Gamification Primer Life Becomes a Game January 2011
Gartner | Innovation Insight Gamification Adds Fun and Innovation to Inspire Engagement December 2011
Gartner | Market Trends Gaming Ecosystem 2011
Gartner | Maverick Research Motivation Momentum and Meaning how Gamification Can Inspire Engagement October 2011
Insight Express | 1Q2012 Digital Consumer Portrait 2011
International Federation of the Phonographic Industry | Recording Industry in Numbers The Recorded Music Market in 2011 March 2012
Jane McGonigal | Reality is Broken Why Games Can Make Us Better and how They Can Change the World 2011
Mihaly Csikszentmihalyi | Flow The Psychology of Optimal Experience 1991
Ralph Koster | A Theory of Fun for Game Design 2005
M2 Research | What is Gamification (presentation) January 2011
46 September 2012 | GAMIFICATION 47
Gamification Experts
In depth
Brian BurkeBrian Burke is an analyst for Gartner specializing in enterprise architecture and IT portfolio management and most recently developing research on the emerging gamification trend His groundbreaking work in the development of federated architectures has been implemented in hundreds of organizations in both the public and private sectors He is also a prominent researcher and speaker in the areas of IT strategy IT organizational structures and businessIT alignment
Jane McGonigalJane McGonigal takes play seriously She studies the power of
games to impact the real-world mdash and she creates games that do just that She is an expert on applying game design and game theory to real work and real business and has consulted and devel-oped internal game workshops for leading technology companies MIT Technology Review named her one of the top 35 innovators changing the world through technology for her role in pioneering the field of alternate reality gaming and Harvard Business Review called her theory of ldquoalternate reality businessrdquo one of the ldquoTop 20 Breakthrough Ideas of 2008rdquo She has a PhD from UC Berkeley in performance studies
Wanda MeloniFounder and president of M2 Research is an industry analyst and market strategist Wanda has a deep understanding of emerging trends in interactive entertainment games and social media Wanda publishes articles and reports that on the market dynamics affecting development and consumer trends In addi-tion to her published works she consults with many of the top companies in the industry providing custom analysis investment strategies strategic positioning and competitive analysis
Gabe ZichermannGabe Zichermann is an entrepreneur author highly rated public speaker and gamification thought leader He is the chair of the Gamification Summit and Workshops and is co-author of the book ldquoGame-Based Marketingrdquo (Wiley 2010) where he makes a compelling case for the use of games and game mechanics in everyday life the web and business
Sebastian Deterding
Sebastian Deterding is a researcher and designer working on user experience persuasive design video games and gamifica-tion His PhD research at the Research Center for Media and Communication at Hamburg University looks into the use of game design to motivate user behavior in non-game contexts Today he speaks and publishes internationally on persuasive design and gamification at events such as reboot republica or Playful and consults game companies on game usability and playability
Other experts include
R Ray Wang Micheal Wu Toby Beresford Dennis Crowley Keith Smith Steven L Johnson Buster Benson Scott Dodson Ian Bogost
48 September 2012 | GAMIFICATION 49
The following section outlines the upcoming technologies that will change everything with predictions on what may come of them in financial industry
The Maps WarEmerging players are consolidating their Maps products and becoming
trusted partners in the Maps solutions landscape A few weeks ago Wikipedia
moved from Google Maps to OpenStreetMap followed by FourSquare Even
Apple launched iPhoto for iOS using OpenStreetMap data for photos with
geolocation tags embedded
IS OPENSTREETMAP A MATURE SOLUTIONOpenStreetMap was founded in July 2004 and it is
defined as a collaborative project to create a free edit-
able map of the world In April 2012 OpenStreetMap
cleared 600000 registered contributors However
not all registered users actually contribute to the
map a minority of individuals contribute the major-
ity of the content (around 3)
High populated areas such as big cities are constant-
ly being updated even at a higher rate than Google
Maps does Low populated areas on the other hand
are not so accurate These areas are currently being
covered by Bing Microsoft Maps solution Despite
Microsoft support certain places may not have ac-
curate information to display Therefore depending
on the needs OpenStreetMaps can be considered a
good approach
AND WhAT ABOUT GOOGLE MAPSGoogle Maps solution is much more than Maps It
is also considered the main advertising platform for
many merchants and functionalities as Street View
add value to final user far beyond geo-localization
But it is no longer free It seems to be quite hard
to make money putting ads on maps so Google
Maps API is limited to 25000 free queries per day
Over that limit it is required to pay Nothing free lasts
forever
Rumors keep growing and it is said that Apple is
working on its own Map solution that will be re-
vealed with the iOS 6 and will include 3D features
We already have a winner the final user
The Maps war is escalating During Applersquos
WWDC in June 2012 the company
announced that the new iOS will no longer
use Google Maps Instead Apple will offer
its own maps solution in the iOS 6 The
new map service along with Siri seems to
offer iOS users more convenience and
solutions (of course shutting out Google)
In fact it looks like Apple wants to extend
the war beyond Maps hellip be careful out
there the titans are clashing
BREAKING NEWS
Technology trends
50 September 2012 | GAMIFICATION 51
According to McKinsey Global Institute big data
can unlock value (high level) for the enterprise
by 1) creating transparency 2) enabling experimen-
tation to discover needs expose variability and im-
prove performance 3) segmenting populations to
customize actions 4) replacingsupporting human
decisions making with automated algorithms and
5) innovating new business models products and
services
RELEVANCE OF BIG DATAOpportunities ndash for example a retail business can
increase operating margins by 60 Early results
show that big data leaders are taking market share
from the laggards suggesting that big data will be-
come a keystone for competitiveness and growth
for the organization
Specifically for the banking sector Citibank has
partnered with IBM (ldquoWatsonrdquo) to use big data for
up-sellingcross-selling opportunities It is stipulated
that they will also use Watson to detect fraud and
analyze customer credit worthiness
The danger (or risk) of big data stems from issues
which will affect all stakeholders namely data pro-
tection and security rights and responsibilities for
using data and accountability and enforcement Ad-
ditionally it is estimated that by 2020 the volume
of data will exceed our capacity for data storage by
more than 21 v
Sources IBM | ldquoUnderstanding Big Datardquo March 2011
McKinsey Global Institute | ldquoBig Datardquo June 2011
World Economic Forum | ldquoRethinking Personal Data
Strengthening Trustrdquo (August 2011)
The Economist | ldquoBig Data Crunching the Numbersrdquo
May 19 2012
2020 346
2005 013
Created
2005 2010 2015 2020
35
30
25
20
15
10
5
0
Storage available Zettabytes = 1 trilion gigabytes
ESTIMATE FORECAST
forecast
OPEN WIDE Global digital information
Source IDC
Striking Gold with Big DataToday the world creates 25 quintillion
bytes of new data ndash everyday 90 of
the worldrsquos data has been created in the
last two years alone In this mountain of
data (both structured and unstructured)
there is gold to be found Companies must
acquire the right tools and processes to
separate the dirt from the gold efficiently
Technology trends
52 September 2012 | GAMIFICATION 53
Innovation at the Core just Copy amp Paste
By using virtualization and replication technolo-
gies banks can create copies of the core system
quickly and provide them to partners in standalone
sandboxes By allowing developers work with a real
core banking environment the pace of innovation
will quicken as developers can test new functionali-
ties without worrying how it will perform when the
product goes live According to ING a full replication
of the core system used to take about 260 days it
now takes less than a day
Source Information Management | May 2012
Core banking platform
New formats
Enterprise 20
Smartphone + Fanatics = Smartphonatics
Smartphonatics are consumers who change their
shopping financial and payment behavior as a
result of owning a smartphone According Aitersquos
Ron Shevlin ldquoThis group is driving the adoption of
mobile payments and banking and setting the bar
for how financial institutions will have to respond
over the next five yearsrdquo 70 of Smartphonatics have used a mobile
device to make a payment 80 of Smartphonatics have used the mobile
banking channel Less than 25 of other consumers have made a
mobile payment About 33 of other consumers have used the
mobile banking channel
Source Aite | May 2012
Everyone wants Mobile Banking including
companies
A recent global survey of treasury executives
suggest that 66 of corporate customers are ready
to use mobile banking which can provide access
to real-time information related to the corporate
environment Customers are willing to pay for
premium services if they can realize efficiencies As
tablets are already part of the C-suite they can boost
adoption by enabling other value added services
Source finextra | May 2012
An analysis of one yearrsquos worth of data of Google
Apps enterprise customers shows us An average user creates 84 DocsSites An average enterprise has 250000 DocsSites
on their domain Compared to on premise solutions the results
are very similar Year over year growth of DocsSites is projected
to be 400 Percentage of DocsSites that are designated
lsquoEverybodyrsquo 55 Percentage of DocsSites that are designated
lsquoPublicrsquo 025 Percentage of Docs Shared Externally 25
Mobile banking
Smartphonatics by Country(Source ACI Worldwide Aite Group)
India
South Africa
Brazil
UAE
China
Italy
Singapore
US
Australia
UK
Sweden
Germany
France
Canada
6042
3734
3127
2420
1816
1110
87
Average Number of External Collaborators 3000
Thinking about the results it seems like enterprise
users have no problems embracing Google Apps
and of course should be mindful of when share
DocsSites with others
Source Forbes | June 2012
When Google Apps go Bighellip What happens
In this section readers will find summaries of the most relevant news of selected topics that have been published over the course of the month based on its relevance to the Banking industry The summaries were prepared by the editorial board Further information is made available for each given topic
Trending issues
54
Good News Bad News
A recent survey shows consumers want to use
mobile wallets and thatrsquos good news However
consumers clearly prefer PayPal Google and Apple
over banks to provide the solutions In fact 8 of 10
consumers in the survey indicated that they would
use mobile wallets if PayPal offered a service
Banks should heed this wake-up call or prepare for
a future without a mobile wallet
Source MarketWatch | June 2012
When it Comes to Social
Women 2 - Men 1
A recent survey of 2000 Britons (commissioned by
British Telecom) discovered that ldquoover half of female
internet users used social networking websites such
as Twitter and Facebook whilst only 34 per cent of
men surveyed admitted to doing so Similarly out of
those surveyed 18 per cent of women believed that
if the internet no longer existed they would miss
social media websites the most This compares to
just seven per cent of menrdquo
Source The Telegraph | May 2012
Mobile payments
Digital Marketing
Crowd finance
Social Media
The ldquoPinrdquo is Mightier than
According to the 2012 Social and Mobile Com-
merce Study (a joint research project by Shoporg
comScore and The Partnering Group) American
consumers follow an average of 93 retail compa-
nies on Pinterest compared to 85 on Twitter and
69 on Facebook For now when it comes to digital
marketing the Pin is mightier
Source Shoporg comScore amp The Partnering Group | June 2012
The Crowd is Growing Crazy
The Crowdfunding Industry Report from
researchers Massolution reveals that
crowdfunding platforms raised almost $15 billion
funding over one million projects in 2011 They also
say that with current trends the already growing
market is set to double in 2012
Source Massolution | June 2012
FUNDER AND FUNDRAISER ACTIVITYPercentage based on sample of 57 and 47 CFPs respectively
89
7
26
4 5
69
1-2 C
AMPAIG
NS
3-5 C
AMPAIG
NS
gt5 CAM
PAIGNS
FUNDERS FUNDRAISERS
Trending issues
56 September 2012 | GAMIFICATION 57
The Internet is Becoming Mobile
By 2017 there will be 5 billion mobile
broadband users three times as
many people as are
using that technology today
With faster mobile network
speeds and global coverage
the mobile internet is poised to
deliver new innovative services as the app
ecosystem will surely find a way to create newer and
or better mobile services According to Ericssonrsquos CEO there is
a ldquoshift in power from the network to the handsetrdquo from connectivity to
apps
Source GigaOm | June 2012
Love at First Bite People just love Applersquos iPad A customer satisfac-
tion polls shows that iPad clearly is heads and
shoulder above its competitors when it comes to
wowing the customers Customers are ldquovery satis-
fiedrdquo with Apple (new) iPad - 81 Apple iPad2 - 71 Samsung Galaxy Tablet - 46 Amazon Kindle Fire - 41 Others - 41
Source Computer World | June 2012
App ecosystem New banking concepts
Join amp enjoy
New Gizmo era
Talk to Bank Voice-enabled search is fast becoming a
differentiator especially with smart devices in the
e-commerce space EasyAsk a natural language
technology company launched Quiri in March 2012
Quiri a virtual personal shopping assistent under-
stands both the intent of the search and has deep
knowledge of the content and products within the
e-commerce site Shoppers can use their iPhone 4S
or Android to verbally search sites for products and
the products they are looking for It is like having
a highly knowledgeable personal shopping
assistant for that one store
Source Sacramento Bee | June 2012
Flashback to EVOKE
Though there is a lot of commercial buzz re-
lated to games and gamification today some
are designed to change the world In 2010 the
World Bank launched the EVOKE a game which
motivate players all over the world to come up
with creative solutions to our most urgent social
problems According to the website ldquoEVOKE is a
ten-week crash course in changing the worldrdquo In
this issue of Innovation Edge we pay homage to
one of the pioneers of gamification
Source World Bank | March 2010
Trending issues
58 September 2012 | GAMIFICATION 59
Connected Cars Solution Market Expected to Exceed $350 million in 5 years
By 2017 according to ABI Research the connected
car market will be about $350 million dollars
growing from $66 million in 2012 Connect Car
solutions include stolen vehicle tracking insurance
telematics infotainment and road user charging
The consumers are asking for a connected lifestyle
and they are asking to be connected to the car
especially the younger consumers
Source ABI | May 2012
Gimme a Hi-Five for health
TldquoFor healthcare delivery wersquore rapidly moving
from a world of inbound patients to a world of in-
bound data The impact of this shift on the health-
care system and how consumers use and act on
health information should not be underestimated
Here are five ways digital apps and smartphones
will transform healthcarerdquo
Improved access to care Improved patient engagement New provider of business models Reduced medicare fraud Improved patient safety
Source Forbes | June 2012
Smart cities + urban mobility
Health
Trending issues
BBVA Innovation Center (Plaza de Santa Baacuterbara 2 Madrid)
13th September | 900ndash1400 h
World renowned experts based on real world ex-
periences would help you ascertain whether or not
gamification is being hyped or is here to stay
Check out the videos and photos of the
event in our web
wwwcentrodeinnovacionbbvacom
Bernardo Crespo Velasco b_crespo
Head of Digital Marketing and Marketing Lab at
BBVA Spain Degree in Management and Econom-
ics from the University of Castilla-La Mancha and the
University of St Andrews He holds a masters in Re-
lational Marketing CRM and e-Commerce at ICEMD
Brian Burke brian_burke
Analyst for Gartner expert in gamification and enter-
prise architecture His groundbreaking work in the
development of federated architectures has been
implemented in hundreds of organizations in both
public and private sectors
Priya Haji priyahaji
CEO and co-founder of SaveUp the first free
rewards program that encourages Americans
to save money and pay down debt while of-
fering a chance to win prizes including a life-
changing $2000000 jackpot Through a fun
and simple approach that employs game me-
chanics SaveUp helps transform the otherwise
mundane activities of savings
Sergio Jimenez gamkt
Sergio Jimenez is an analyst consultant and speak-
er specialized in gamification enthusiastic market-
ing technology and games Mr Jimenez has partici-
pated in numerous projects related to gamification
helping companies of different sectors to introduce
game mechanics in products and service
Gamification amp Banking a passing fad or a serious business
More info
Event
Videos pictures and
all the info
September 2012 | GAMIFICATION 61
We Innovate to GrowBBVA understands innovation as a source of value
creation both for our group and people In order to
effectively manage its development the group relies
on time tested innovation methodologies which were
co-developed with leading experts around the world
The Open Innovation model adopted by the group
attests that BBVA highly values people and talent re-
gardless where they may be and shows the bankrsquos
willingness to lead the transformation of the financial
industry with total openness and without any borders
The BBVA Innovation Center is the focal point for sig-
nificant and disruptive innovation projects
Furthermore the BBVA Innovation Center is a space
to meet a space to share and above all a space listen
and learn from the innovation ecosystem
Being part of an innovation ecosystem allows BBVA to
be near ideas and talent and to facilitate access to the
worldrsquos leading experts It is also a way to share our
collective knowledge with innovation community
wwwcentrodeinnovacionbbvacom
Follow us
wwwfacebookcomcentrodeinnovacionbbva
twittercomcibbva
wwwyoutubecomusercentroinnovacionbbva
wwwslidesharenetCIBBVA
This month events
More info
More info
Innovation at BBVAFor BBVA innovation is a strategic pillar and the BBVA Innovation Center is a major focal point for the grouprsquos effort in this field
CLOUDSTAGE
September 27th BBVA Innova-
tion Center will host the 8th
edition of Cloudstage an event
focused on the cloud This is a
meeting between profession-
als that want to deal with the
possibilities and development
of the cloud computing
KNOWSQUARE
September 25th BBVA Innova-
tion Center will host the event
Knowsqure an online and off
line network board of direc-
tors The aim of this event is
share experiences and knowl-
edge to improve the manage-
ment of companies
Produced by Prodigioso Volcaacuten
(wwwprodigiosovolcancom)
BBVA Innovation Edge is the first corporate magazine focused on innovation Innovation Edge aims to explore new trends and technologies that may impact the financial industry especially retail banking
Each edition features articles analysis and in-depth information about a given trend
WEB Articles and sections are available for free on wwwcentrodeinnovacioncom in both English and Spanish
PDF Our website offers pdf versions of the publications for your reading enjoyment online or offline
APP Innovation Edge is also available in Applersquos App Store All issues will be made available for download at the App Store free of chargerdquo
More info
Are you interested in Innovation Edge Subscribe to our newsletter and be informed of new issuescopyBBVA2012
BBVA Innovation Edge is the result of a collaborative work done by all the people who are involved in innovation at BBVA Group
CONTRIBUTORS TO THIS ISSUE
Mariacutea Pilar Aacutelvarez Garciacutea l Javier Anguiano
Javier Benediacute l Alfonso Bey Navarro
Jaime Bisbal l Reyes Bolumar
Javier Borderiacuteas l Bernardo Crespo
Antonio Garciacutea l Eugenio Garciacutea
Rafael Hernaacutendez l Miguel Aacutengel Intildeesta
Beatriz Lara Bartolomeacute l Carmen Loacutepez
Marcos Marrodaacuten Ciorcia l Luz Martiacuten
Ricardo Martiacuten Manjoacuten l Samuel Martiacuten Valentiacuten
Aacutelvaro Moroacuten l Manolo Moure
Jay Reinemann l Alicia Saacutenchez
Javier Sebastiaacuten l Marcelo Soria
Gustavo Vinacua l Shan Ggu ldquoPhilrdquo Yim
DL AS 2498-2012
No part of this publication can be reproduced or communicate in any form or by any platform electronic o mechanic including photocopying recording o any other system of storage and retrieval without permission of the publisher BBVA
24 September 2012 | GAMIFICATION 25
2 Gamification Platform client Industry BreakdownThe early adopters of gamification come mostly
from entertainment and publishing industries repre-
senting 60 of all companies Financial companies represented 6 of early adopters
Gamification offers significant innovation opportuni-
ties for financial companies especially for employee
facing applications The breakdown of other indus-
tries are presented below
Entertainment 42
Publishers 18
Consumer Goods 15
healthcareWellness 10
Financial 6
Retail 5
Education 3
Telecom 1
Source M2 Research
3 Growth of Gamification
growth in 2012
197
growth in 2011
155
4 Potential MarketSpending on gamification is projected to grow from
$100 million in 2011 to $28 billion dollars in 2016
2000000
1500000
1000000
500000
2012 2013 2014 2015
$ 196000
$ 434000
$ 860000
$ 1600000
Promiseand the ldquoFine Printrdquo
TheGamification despite its name is a se-
rious business opportunity and risk
It may be the ldquosecret saucerdquo to unlocking
value for the organization Given that we
are early stages of this trend it makes
sense that there are a lot of positive
news being generated at this moment
and there arenrsquot a whole lot of negative
stuff Letrsquos take a look at the opportunities
and challenges of gamification
To help clarify Gamification and to best apply it CIBBVA is thinking in business models We are going to use the Business Model Canvas to better understand the business implications of gamification For readers who may not be familiar with the Business Model Canvas a brief back-grounder is provided
ldquoA business model describes the rationale of how an organization creates delivers and captures valuerdquo
A business model can be best described through nine basic building blocks that show the logic of how a company intends to make money The business model is like a blueprint for a strategy to be implemented through organizational structures processes and systems
When done ldquorightrdquo gamification can
offer new ways of engaging an eager
user base and when done ldquowrongrdquo
it can estrange them Itrsquos the next
ldquobig thingrdquo but each organization
needs to explore the opportunities
and risks associated with it But
be warnedhellip read the fine print
ldquogamification is currently driven by
novelty and hyperdquo and filled with
potential pitfalls
26 September 2012 | GAMIFICATION 27
Key Partnerships
Key Resources
Cost Structure
Business OpportunitiesBased on early experiences and ldquoguru talkrdquo it seems
clear that gamification presents opportunities for
both sides of companyrsquos business model both value
(the customer facing business units) and efficiency
(the employeepartner facing business units) More
exploration is needed to test its usefulness in specific
areas of business models such as customer relation-
ships channels key activities key partners etc
Though a ldquowait and seerdquo strategy to assessing busi-
ness opportunities seems prudent it is evident that
gamification offers an immediate opportunity to
showcase BBVArsquos innovation power (if done correctly)
Business RisksThere are some concerns related to gamification
Gartner advises clients that current gamification
applications is ldquomotivated by the novelty of gami-
fication This will wear off as user fatigue sets in
an the sustainability of engagement becomes an
issuerdquo Gamification from a business point of view
has some perceived risks as it is almost impossi-
ble to separate the wheat from the chaff However
there are some significant threats that should be
addressed
Totally green (as in not mature) ldquoBoth in success-
ful models to emulate and in a shortage of people
who understand game design Game design ex-
perience has not intersected with typical business
functions not even ITrdquo
Blockbuster game donrsquot happen that often and
probably less with gamification ldquoTrying to add fun
to an activity that has another purpose is more
difficult still One fact that does seem clear is that
Key Activities
EMPLOYEE BEHAVIOR IMPROVEMENT Surveys suggest low employee engagement Gamification can make work ldquofunrdquo
NEW PRODUCTS AND SERVICES designed by ldquogame thinkingrdquoGamification can become the process for building a comprehensive new digital services platform
Customer Segments
Revenue Streams
Value Propositions Customer Relationships
Channels
Gamification offers customers personalized automated self-service relationships with a high component of co-creation and community
BRANDING AS A VPGood gamification deployments can increase the value of a companyrsquos brand
BUNDLING AS A VP Gamification is ldquobundledrdquo to existing productsservices to enhance the value proposition to customers
Gamification when done
ldquorightrdquo can increase customer
ldquostickinessrdquo at almost
every channel phase
Gen X and Gen Y customers These CSs are already familiar with game dynamics and mechanics Gamification may help to attract and engage new customers
28 September 2012 | GAMIFICATION 29
Key Partnerships Key Activities
Key Resources
Gamification is more of a process than a productUser engagement must be built in at the productservice development level
Cost Structure
simply adding points badges and leader boards is
not going to make engaging with an organization
more funrdquo
No ldquoone size fits allrdquo with gamification Different
people play different games for different reasons
ldquoWhile gamifying some activity may engage part
of the stakeholders it is not likely to appeal to all
stakeholders
Does it make sense for us ldquoIn many corporate
environments the very notion of building lsquofunrsquo into
any activity will be a nonstarter The idea of lsquofunrsquo can
seem very trivializingsuperficialno what grown-
ups do Selling gamification in these organizations
will be very difficultrdquo
Unexpected consequences ldquoTurning an acti-
vity in a game invites players to try to lsquogame the
systemrsquo and may result in unintended conse-
quencesrdquo
More time is needed to better identify the risks
associated with gamification As the technology
enters Trough of Disillusionment in Gartnerrsquos Hype
Cycle the negative version of the fairytale will
soon materialize and begin to dominate as some
companies will painfully learn that all that glitters
isnrsquot gold The golden child might look more like a
whipping boy v
Trial and Error is part of the learning curve Donrsquot put on the ROI hat hellip
Value Propositions
Channels
Customer Segments
Revenue Streams
Customer Relationships
Companies risk taking customers on unnecessary journeys distracting them from the main purpose of giving them what they actually want
Who owns the data Data
ownershipresponsibility
needs to be addressed and for
financial services companies
this may be difficult
30 September 2012 | GAMIFICATION 31
32 September 2012 | GAMIFICATION 33
GlobalSnapshots
Around the world companies and organizations are seriously experimenting with gamification Whether playing a lottery with the speed limit or learning about real estate investments gamification projects are capturing the imagination of people
34 September 2012 | GAMIFICATION 35
SIEMENS A visual FarmVille-style game that allows players to
learn the connections of each part of the plant and
manufacturing process
Ver video
IBM INNOV8 the IBM Business Process Management
(BPM) simulation game gives both IT and business
players a better understanding of how effective BPM
impacts an entire business ecosystem
GOOGLE Google employees get a per diem amount for busi-
ness trips depending on the destinations If they
are above the limit they submit the receipt and get
reimbursed If they are below the per diem they
can use it to save it towards another business trips
(which would have had no budget) or upgrade 1st
class Compliance with the process has shot up to
over 90
SAP Sustainability Quiz The idea was to make beha-
vioral change fun and inform employees about the
success of SAPrsquos sustainability efforts and what steps
they can take themselves In less than a month over
one thousand colleagues played the game many of
them repeatedly
SAP Community Networks (SCN) ldquoThe SCN is
also a good example to introduce you to a couple
of game mechanics Points (as ldquopoints pointsrdquo but
also views of your articlesblogs) leaderboards (list
of top contributors but also exposure of you arti-
cle on the main SDN page) status (mentor badge
goldsilverbronze medal) social interaction (dis-
cussions meetups)rdquo
DELOITTE ldquoConsulting firm Deloitte Touche Tohmatsu Ltd
are incorporating elements of videogames into the
workplace Theyrsquore deploying reward and competi-
tive tactics commonly found in the gaming world
to make tasks such as management training data
entry and brainstorming seem less like workrdquo
SALESFORCE Salesforce Motivation motivates professionals us-
ing proven techniques that sales managers have
always used team competitions leaderboards and
rewards But instead of tracking and managing those
programs manually companies can use cloud-based
applications to ldquoautomaterdquo tasks so that the team
stays focused on the activities and rewards that are
critical
BARCLAYS 56 Sage Street A portal to help teach about mo-
ney finance and banking in an enjoyable way
BANK OF AMERICA Bad Credit Hotel (in collaboration for the US De-
partment of Treasury) Learn about debt manage-
ment credit history and credit scores
COMMONWEALTh BANK Investorville is a virtual world where one can try
hisher luck at investing in rental property without
the risk of buying one
MICROSOFT RibbonHero is an application that encourages MS
Office users to learn more about the different fea-
tures by watching videos and taking short exams
CODEACADEMY Codecademy is a web-based interactive platform
where players can learn to code and are rewarded
with points and badges The players get encouraging
real-time feedback on progress bars and can connect
with their friends and compete against them
VOLKSWAGEN (FUN ThEORY)Speed Camera Lottery ldquoCan we get more people
to obey the speed limit by making it fun to do (The
idea) was so good that Volkswagen together with
The Swedish National Society for Road Safety ac-
tually made this innovative idea a reality in Stock-
holm Sweden The average speed of cars passing
the camera dropped from 32kmh before the experi-
ment to 25kmh afterrdquo (Wired)
Ver video
Walking up the Piano Stairs ldquoCan we get more peo-
ple to take the stairs over the escalator by making it
fun to dordquo The project led to an increase of 66 in
the use of the piano stairs
Ver video
Recycling is Fun At Bottle Bank Arcade recycling
was turned into a fun activity
Ver video
Employee
Facing
Gamification
Customer Facing
Gamification
Projects in
Financial
Services
Customer
Facing
Gamification
Projects
36 September 2012 | GAMIFICATION 37
Other notable companies include
Bigdoor
Crowd Twist
Get Glue
Playgen
SCVNGR
Gamification Platform ProvidersFor organizations who are considering off the shelf
solutions platform providers are offering turnkey so-
lutions for gamification Below we present some of
the leading vendors
BUNChBALLBunchball offers the Nitro gamification platform and
its analytics solution to create customized action-
able and scalable user experiences for consumers
employees and partners Nitro is a scalable and
reliable gamification platform managing over 125
million users and tracking over 15 Billion actions to
date Founded in 2005 Bunchballrsquos investors include
Granite Ventures Triangle Peak Partners Northport
Investments Correlation Ventures and Adobe Sys-
tems Incorporated
BADGEVILLE Founded in 2010 Badgeville draws on techniques
from social gaming traditional loyalty programs and
social networking in its suite of Behavior Lifecycle
Management solutions Built on database techno-
logy Badgevillersquos PaaS (Platform-as-a-Service) is de-
signed to connect user reputation across all of your
digital touch points Badgeville is funded by Norwest
Venture Partners El Dorado Ventures Trinity Ven-
tures and the Webb Investment Network
CROWDTAP Crowdtap is the Influencer Marketing platform ena-
bling leading brands to easily identify activate and
manage their influential consumers for real-time
insights and powerful online and offline peer-to-peer
marketing Crowdtap intends to shift marketing to
a fully collaborative and participatory process be-
tween brands and consumers
CYNERGY According to Cynergy ldquoWe make incredible experi-
ences happenmdashno easy task Great design is criti-
cal but incredible experiences are much more than
just pixelsmdashthey require the artful merging of expert
strategy design excellence and cutting-edge tech-
nology delivered by a single integrated team Thatrsquos
our formulamdashthatrsquos how we make incredible experi-
ences happenrdquo
IACTIONABLE IActionable is a web based (SaaS) gamification
software platform that applies game mechanics
to non-game applications IActionable can be used
to change user interface and user experience and
drive behavior in the form of participation and en-
gagement v
BBVA amp thegamificationWith BBVA Game we have
launched an important Beta
project wich we want to create
an space of interaction with our
on line clients
38
We understand that to generate a fun dialog
with our clients is a challenge Most online us-
ers access our site to check positions and perform
transactions Without a doubt itrsquos quite a challenge
BBVA Game a gamification platform has incorpo-
rated game dynamics as a way to provide additional
value for online banking customers We put together
our best value proposition loyalty programs and
game dynamics which offer the most fun We wanted
to work in teams to create a game that educates our
clients offers stickiness to our clients and offer cross-
selling and upselling opportunities for our business
We will not really know the final results until we learn
from our customers any other pretense would be
rather arrogant
What we do know is that we can use gamification to
get know know our customers better to get closer
to them in an refreshing way to educate them to be
ldquostickyrdquo and of course we can apply this model in
all countries in which we have presence Like BBVA
the concept of gamification is universal
All the team members in various teams who par-
ticipated in bringing BBVA Game to life (Marketing
and Innovation amp Technology) shared one thing in
common We had fun And that is a good sign v
Bernardo Crespo
Head of Digital Marketing and Marketing Lab
BBVA Spain and Portugal
Brian Burke
are leveraging game mechanics to engage customers and financial services companies are no exception This trend is called gamification and while it being used in many different ways the sweet spot is in engaging customers As an early adopter of gamification in the financial services industry BBVA joins a small group of innovators that are turning customers into players and banking into a game The BBVA Game is a leading edge example of using gamification to both engage customers in a fun way while architecting the customer journey Gamification is a win-win for BBVA and its customersrdquo
ldquoCompanies around the world
September 2012 | GAMIFICATION 39
September 2012 | GAMIFICATION 41 40
ForecastInnovationThe early results are in Bunchball a pure gamification platform provider see their customers enjoy the benefits value creation aspects of gamification
An increase of 2x page view Page view per visit increased 60 Unique visitors increased 30 Increase of 100 on time on site An increase of 2x repeat monthly visits 400 ROI (with payback time of as
little as 3 months)
Though the results display initial deploy-
ments numbers itrsquos clear what should
be done with gamification for the short-
term future Just Play See how gamifica-
tion can create or capture value for the
organization
To wrap things up we leave you with
some ldquoGamification Tips from the Prosrdquo
hoping that they may help you better
understand this key topic and perhaps
even help spark some new innovations
in the organization
Gamification Tips from the Pros
SEBASTIAN DETERDING Game designer
ldquoThe most important thing to keep in
mind here is that any good design mdash
game or software mdash hinges on good
designers and design process not on
featuresrdquo
Know your users What motivates
them What is meaningful to them
What keeps them from following
through on their intentions What
kind of games to they like What kind
of community do they prefer Without
user research to figure these things
out you will miss your target audience
Read the Rules Goals and rules create
interesting challenges even can create
meta-games
Sources Sebastian
Deterding Getting Gamifi-
cation Right January 2011
| Sebastian Deterding
Donrsquot Play Games with
Me Pitfalls of Gameful
Design May 2011
Prototype Playtest and Iterate The
core of game design is to build a func-
tional prototype of the rule system as
early as possible to test whether it is
any fun tweak it based on the test re-
sults test it again etc to iterate your
way toward something that is fun and
engaging
Bring in the Data Quantitative
analytics will tell you whether your
point systems donrsquot have loopholes
or exploits or whether you balanced
the difficulty of the goals and mis-
sions you present to the players
ldquoReality ultimately is much more messy
complex random unfair and beyond
our control than gamesrdquo
42 September 2012 | GAMIFICATION 43
Source Gabe Zicher-
mann | Mashable - 7 Win-
ning Examples of Game
Mechanics in Action
Sources Gartner | Gamification Primer Life Becomes a
Game January 2011
Gartner | Maverick Research Motivation Momentum and
Meaning How Gamification Can Inspire Engagement
October 2011
Gartner | Innovation Insight Gamification Adds Fun and
Innovation to Inspire Engagement December 2011
GABE ZIChERMANNGamification expert
ldquoThe initial findings from gamification
specialists are nothing short of astonish-
ing Regardless of your business model
the following seven gamified innovations
should inspire you to strategize via game
analysisrdquo
Make a market (Foursquare) Four-
square proved that location-based
networking wasnrsquot doomed to fail that
simple game mechanics can affect
behavior and that you can engage 10
million customers mdash all while raising
$50 million
Get fit (NextJump) By leveraging the
power of gamification 70 of Next-
Jump employees exercise regularly mdash
enough to save the company millions
in work attendance and insurance
costs over the medium term mdash all the
while making the workplace healthier
and happier
Slow down and smell the money (Volkswagen - Fun Theory) Speed
Camera Lottery idea rewards those
drivers who obey the posted limit by
entering them into a lottery When test-
ed at a checkpoint in Stockholm aver-
age driver speed was reduced by 20
Generate ad revenues (Psych amp NBCUniversal) Club Psych implemented
gamified incentives to raise page
BRIAN BURKE GARTNERTechnology analyst
ldquoThe goal is to inspire deeper more en-
gaged relationships and to motivate
changed behaviors Many organizations
report significantly higher engagement
with gamification But risks abound and
organizations should consider their de-
ployment strategies carefully
Gamification is a business issue that
is enabled by technology mdash business
managers must take the lead in dri-
ving gamification efforts
The application of gamification is very
diverse Focusing on specific goals is
critical to success
Avoid the herd mentality mdash donrsquot imple-
ment a copycat application Most cur-
rent gamified applications are doomed
to fail
Design gamified applications that co-
rrectly position motivation momen-
tum and meaning (M3) to inspire en-
gagement with the audience
Exploit this trend today if you work in
an organization that is willing to take
risks But remember that careful plan-
ning and improvement through itera-
tion are central to every successful im-
plementation of gamification
views by over 130 and
return visits by 40
The resulting rise in
engagement has gener-
ated substantial revenue
for the company bringing
registered user counts from
400000 to nearly 3 million since
the launch of the gamified version
Make research amp evangelism count (Crowdtap) Through the use of gami-
fied virtual rewards the company has
been able to raise average user par-
ticipation by 25 times thus reducing
research costs by 80 or more for key
clients
Save the planet (RecycleBank) RecycleBank utilized game mecha-
nics such as points challenges and
rewards to drive breakthroughs The
project has seen a 16 increase in re-
cycling in Philadelphia where the recy-
cling rate has broken 20 for the first
time in history
Make teaching fun (Ananth Pai) grouped students by learning style
and retooled the curriculum to make
use of off-the-shelf games to teach
reading math and other subjects In
the space of 18 weeks Mr Pairsquos class
went from below third grade average
reading and math levels to mid-fourth
grade v
44 September 2012 | GAMIFICATION 45
MPAA | Theatrical Market Statistics 2012
Alex Osterwalder and Yves Pigneur | Business Model Generation 2009
Daniel Pink | Drive The Surprising Truth About What Motivates Us April 2011
PSFK | The Future of Gaming 2011
Byron Reeves amp J Leighton Read | Total Engagement Using Games and Virtual Worlds to Change the Way People Work and Businesses Compete 2009
Gabe Zichermann | Gamification by Design Implementing Game Mechanics in Web and Mobile Apps August 2011
Gabe Zichermann | Gamification Innovation and the Future (presentation) 2012
Gabe Zichermann amp Joselin Linder | Game-Based Marketing Inspire Customer Loyalty Through Rewards Challenges and Contest 2010
On the WebIan Bogost (Video Game Theorist Critic and Designer)
Bunchball | Gamificationcom
Sebastian Deterding (Game Researcher and Designer) | Coding Conduct Persuasive Design for digital media
Entertainment Software Association | Games Improving What Matters
Gamasutra | Social Gaming and the Bartle Archetype April 13 2012
Gamification of Work
Gamification Research Network
Gaming Business Review | Designing Gamification for the Most Frequent Personality Types September 20 2011
Gaming Business Review | Who Owns Gamification Data February 18 2012
GigaOM | The future of Social Games is Mobile October 2010
Google Insight for Search | Gamification Mashable | 7 Winning Examples of Game Mechanics in Action July 6 2011
Scott Nicholson (MIT Gambit Game Lab) | Because Play Matters
Wired Magazine | Go with the Flow 1996
Wired Magazine | Swedish Speed-Camera Pays Drivers to Slow Down December 6 2010
Gabe Zichermann | The Gamification Blog
A list of links to other useful tools and resources that you may find useful as a supplement to the information offered on the lsquoSimple Bankrsquo report
Books amp PublicationsBunchball | Gamification 101 An Introduction to the Use of Game Dynamics to Influence Behavior October 2010
Tom Chatfield | Fun Inc Why Games are the 21st Centuryrsquos Most Serious Business 2010
Jenova Chen | Flow in Games (and Everything Else) April 2007
Aaron Dignan | Game Frame Using Games as a Strategy for Success 2011
Sebastian Deterding | Getting ldquoGamificationrdquo Right (presentation) January 2011
Entertainment Software Association | 2011 Sales Demographic and Usage Data Essential Facts about the Computer and Video Game Industry 2011
Gartner | Gamification Primer Life Becomes a Game January 2011
Gartner | Innovation Insight Gamification Adds Fun and Innovation to Inspire Engagement December 2011
Gartner | Market Trends Gaming Ecosystem 2011
Gartner | Maverick Research Motivation Momentum and Meaning how Gamification Can Inspire Engagement October 2011
Insight Express | 1Q2012 Digital Consumer Portrait 2011
International Federation of the Phonographic Industry | Recording Industry in Numbers The Recorded Music Market in 2011 March 2012
Jane McGonigal | Reality is Broken Why Games Can Make Us Better and how They Can Change the World 2011
Mihaly Csikszentmihalyi | Flow The Psychology of Optimal Experience 1991
Ralph Koster | A Theory of Fun for Game Design 2005
M2 Research | What is Gamification (presentation) January 2011
46 September 2012 | GAMIFICATION 47
Gamification Experts
In depth
Brian BurkeBrian Burke is an analyst for Gartner specializing in enterprise architecture and IT portfolio management and most recently developing research on the emerging gamification trend His groundbreaking work in the development of federated architectures has been implemented in hundreds of organizations in both the public and private sectors He is also a prominent researcher and speaker in the areas of IT strategy IT organizational structures and businessIT alignment
Jane McGonigalJane McGonigal takes play seriously She studies the power of
games to impact the real-world mdash and she creates games that do just that She is an expert on applying game design and game theory to real work and real business and has consulted and devel-oped internal game workshops for leading technology companies MIT Technology Review named her one of the top 35 innovators changing the world through technology for her role in pioneering the field of alternate reality gaming and Harvard Business Review called her theory of ldquoalternate reality businessrdquo one of the ldquoTop 20 Breakthrough Ideas of 2008rdquo She has a PhD from UC Berkeley in performance studies
Wanda MeloniFounder and president of M2 Research is an industry analyst and market strategist Wanda has a deep understanding of emerging trends in interactive entertainment games and social media Wanda publishes articles and reports that on the market dynamics affecting development and consumer trends In addi-tion to her published works she consults with many of the top companies in the industry providing custom analysis investment strategies strategic positioning and competitive analysis
Gabe ZichermannGabe Zichermann is an entrepreneur author highly rated public speaker and gamification thought leader He is the chair of the Gamification Summit and Workshops and is co-author of the book ldquoGame-Based Marketingrdquo (Wiley 2010) where he makes a compelling case for the use of games and game mechanics in everyday life the web and business
Sebastian Deterding
Sebastian Deterding is a researcher and designer working on user experience persuasive design video games and gamifica-tion His PhD research at the Research Center for Media and Communication at Hamburg University looks into the use of game design to motivate user behavior in non-game contexts Today he speaks and publishes internationally on persuasive design and gamification at events such as reboot republica or Playful and consults game companies on game usability and playability
Other experts include
R Ray Wang Micheal Wu Toby Beresford Dennis Crowley Keith Smith Steven L Johnson Buster Benson Scott Dodson Ian Bogost
48 September 2012 | GAMIFICATION 49
The following section outlines the upcoming technologies that will change everything with predictions on what may come of them in financial industry
The Maps WarEmerging players are consolidating their Maps products and becoming
trusted partners in the Maps solutions landscape A few weeks ago Wikipedia
moved from Google Maps to OpenStreetMap followed by FourSquare Even
Apple launched iPhoto for iOS using OpenStreetMap data for photos with
geolocation tags embedded
IS OPENSTREETMAP A MATURE SOLUTIONOpenStreetMap was founded in July 2004 and it is
defined as a collaborative project to create a free edit-
able map of the world In April 2012 OpenStreetMap
cleared 600000 registered contributors However
not all registered users actually contribute to the
map a minority of individuals contribute the major-
ity of the content (around 3)
High populated areas such as big cities are constant-
ly being updated even at a higher rate than Google
Maps does Low populated areas on the other hand
are not so accurate These areas are currently being
covered by Bing Microsoft Maps solution Despite
Microsoft support certain places may not have ac-
curate information to display Therefore depending
on the needs OpenStreetMaps can be considered a
good approach
AND WhAT ABOUT GOOGLE MAPSGoogle Maps solution is much more than Maps It
is also considered the main advertising platform for
many merchants and functionalities as Street View
add value to final user far beyond geo-localization
But it is no longer free It seems to be quite hard
to make money putting ads on maps so Google
Maps API is limited to 25000 free queries per day
Over that limit it is required to pay Nothing free lasts
forever
Rumors keep growing and it is said that Apple is
working on its own Map solution that will be re-
vealed with the iOS 6 and will include 3D features
We already have a winner the final user
The Maps war is escalating During Applersquos
WWDC in June 2012 the company
announced that the new iOS will no longer
use Google Maps Instead Apple will offer
its own maps solution in the iOS 6 The
new map service along with Siri seems to
offer iOS users more convenience and
solutions (of course shutting out Google)
In fact it looks like Apple wants to extend
the war beyond Maps hellip be careful out
there the titans are clashing
BREAKING NEWS
Technology trends
50 September 2012 | GAMIFICATION 51
According to McKinsey Global Institute big data
can unlock value (high level) for the enterprise
by 1) creating transparency 2) enabling experimen-
tation to discover needs expose variability and im-
prove performance 3) segmenting populations to
customize actions 4) replacingsupporting human
decisions making with automated algorithms and
5) innovating new business models products and
services
RELEVANCE OF BIG DATAOpportunities ndash for example a retail business can
increase operating margins by 60 Early results
show that big data leaders are taking market share
from the laggards suggesting that big data will be-
come a keystone for competitiveness and growth
for the organization
Specifically for the banking sector Citibank has
partnered with IBM (ldquoWatsonrdquo) to use big data for
up-sellingcross-selling opportunities It is stipulated
that they will also use Watson to detect fraud and
analyze customer credit worthiness
The danger (or risk) of big data stems from issues
which will affect all stakeholders namely data pro-
tection and security rights and responsibilities for
using data and accountability and enforcement Ad-
ditionally it is estimated that by 2020 the volume
of data will exceed our capacity for data storage by
more than 21 v
Sources IBM | ldquoUnderstanding Big Datardquo March 2011
McKinsey Global Institute | ldquoBig Datardquo June 2011
World Economic Forum | ldquoRethinking Personal Data
Strengthening Trustrdquo (August 2011)
The Economist | ldquoBig Data Crunching the Numbersrdquo
May 19 2012
2020 346
2005 013
Created
2005 2010 2015 2020
35
30
25
20
15
10
5
0
Storage available Zettabytes = 1 trilion gigabytes
ESTIMATE FORECAST
forecast
OPEN WIDE Global digital information
Source IDC
Striking Gold with Big DataToday the world creates 25 quintillion
bytes of new data ndash everyday 90 of
the worldrsquos data has been created in the
last two years alone In this mountain of
data (both structured and unstructured)
there is gold to be found Companies must
acquire the right tools and processes to
separate the dirt from the gold efficiently
Technology trends
52 September 2012 | GAMIFICATION 53
Innovation at the Core just Copy amp Paste
By using virtualization and replication technolo-
gies banks can create copies of the core system
quickly and provide them to partners in standalone
sandboxes By allowing developers work with a real
core banking environment the pace of innovation
will quicken as developers can test new functionali-
ties without worrying how it will perform when the
product goes live According to ING a full replication
of the core system used to take about 260 days it
now takes less than a day
Source Information Management | May 2012
Core banking platform
New formats
Enterprise 20
Smartphone + Fanatics = Smartphonatics
Smartphonatics are consumers who change their
shopping financial and payment behavior as a
result of owning a smartphone According Aitersquos
Ron Shevlin ldquoThis group is driving the adoption of
mobile payments and banking and setting the bar
for how financial institutions will have to respond
over the next five yearsrdquo 70 of Smartphonatics have used a mobile
device to make a payment 80 of Smartphonatics have used the mobile
banking channel Less than 25 of other consumers have made a
mobile payment About 33 of other consumers have used the
mobile banking channel
Source Aite | May 2012
Everyone wants Mobile Banking including
companies
A recent global survey of treasury executives
suggest that 66 of corporate customers are ready
to use mobile banking which can provide access
to real-time information related to the corporate
environment Customers are willing to pay for
premium services if they can realize efficiencies As
tablets are already part of the C-suite they can boost
adoption by enabling other value added services
Source finextra | May 2012
An analysis of one yearrsquos worth of data of Google
Apps enterprise customers shows us An average user creates 84 DocsSites An average enterprise has 250000 DocsSites
on their domain Compared to on premise solutions the results
are very similar Year over year growth of DocsSites is projected
to be 400 Percentage of DocsSites that are designated
lsquoEverybodyrsquo 55 Percentage of DocsSites that are designated
lsquoPublicrsquo 025 Percentage of Docs Shared Externally 25
Mobile banking
Smartphonatics by Country(Source ACI Worldwide Aite Group)
India
South Africa
Brazil
UAE
China
Italy
Singapore
US
Australia
UK
Sweden
Germany
France
Canada
6042
3734
3127
2420
1816
1110
87
Average Number of External Collaborators 3000
Thinking about the results it seems like enterprise
users have no problems embracing Google Apps
and of course should be mindful of when share
DocsSites with others
Source Forbes | June 2012
When Google Apps go Bighellip What happens
In this section readers will find summaries of the most relevant news of selected topics that have been published over the course of the month based on its relevance to the Banking industry The summaries were prepared by the editorial board Further information is made available for each given topic
Trending issues
54
Good News Bad News
A recent survey shows consumers want to use
mobile wallets and thatrsquos good news However
consumers clearly prefer PayPal Google and Apple
over banks to provide the solutions In fact 8 of 10
consumers in the survey indicated that they would
use mobile wallets if PayPal offered a service
Banks should heed this wake-up call or prepare for
a future without a mobile wallet
Source MarketWatch | June 2012
When it Comes to Social
Women 2 - Men 1
A recent survey of 2000 Britons (commissioned by
British Telecom) discovered that ldquoover half of female
internet users used social networking websites such
as Twitter and Facebook whilst only 34 per cent of
men surveyed admitted to doing so Similarly out of
those surveyed 18 per cent of women believed that
if the internet no longer existed they would miss
social media websites the most This compares to
just seven per cent of menrdquo
Source The Telegraph | May 2012
Mobile payments
Digital Marketing
Crowd finance
Social Media
The ldquoPinrdquo is Mightier than
According to the 2012 Social and Mobile Com-
merce Study (a joint research project by Shoporg
comScore and The Partnering Group) American
consumers follow an average of 93 retail compa-
nies on Pinterest compared to 85 on Twitter and
69 on Facebook For now when it comes to digital
marketing the Pin is mightier
Source Shoporg comScore amp The Partnering Group | June 2012
The Crowd is Growing Crazy
The Crowdfunding Industry Report from
researchers Massolution reveals that
crowdfunding platforms raised almost $15 billion
funding over one million projects in 2011 They also
say that with current trends the already growing
market is set to double in 2012
Source Massolution | June 2012
FUNDER AND FUNDRAISER ACTIVITYPercentage based on sample of 57 and 47 CFPs respectively
89
7
26
4 5
69
1-2 C
AMPAIG
NS
3-5 C
AMPAIG
NS
gt5 CAM
PAIGNS
FUNDERS FUNDRAISERS
Trending issues
56 September 2012 | GAMIFICATION 57
The Internet is Becoming Mobile
By 2017 there will be 5 billion mobile
broadband users three times as
many people as are
using that technology today
With faster mobile network
speeds and global coverage
the mobile internet is poised to
deliver new innovative services as the app
ecosystem will surely find a way to create newer and
or better mobile services According to Ericssonrsquos CEO there is
a ldquoshift in power from the network to the handsetrdquo from connectivity to
apps
Source GigaOm | June 2012
Love at First Bite People just love Applersquos iPad A customer satisfac-
tion polls shows that iPad clearly is heads and
shoulder above its competitors when it comes to
wowing the customers Customers are ldquovery satis-
fiedrdquo with Apple (new) iPad - 81 Apple iPad2 - 71 Samsung Galaxy Tablet - 46 Amazon Kindle Fire - 41 Others - 41
Source Computer World | June 2012
App ecosystem New banking concepts
Join amp enjoy
New Gizmo era
Talk to Bank Voice-enabled search is fast becoming a
differentiator especially with smart devices in the
e-commerce space EasyAsk a natural language
technology company launched Quiri in March 2012
Quiri a virtual personal shopping assistent under-
stands both the intent of the search and has deep
knowledge of the content and products within the
e-commerce site Shoppers can use their iPhone 4S
or Android to verbally search sites for products and
the products they are looking for It is like having
a highly knowledgeable personal shopping
assistant for that one store
Source Sacramento Bee | June 2012
Flashback to EVOKE
Though there is a lot of commercial buzz re-
lated to games and gamification today some
are designed to change the world In 2010 the
World Bank launched the EVOKE a game which
motivate players all over the world to come up
with creative solutions to our most urgent social
problems According to the website ldquoEVOKE is a
ten-week crash course in changing the worldrdquo In
this issue of Innovation Edge we pay homage to
one of the pioneers of gamification
Source World Bank | March 2010
Trending issues
58 September 2012 | GAMIFICATION 59
Connected Cars Solution Market Expected to Exceed $350 million in 5 years
By 2017 according to ABI Research the connected
car market will be about $350 million dollars
growing from $66 million in 2012 Connect Car
solutions include stolen vehicle tracking insurance
telematics infotainment and road user charging
The consumers are asking for a connected lifestyle
and they are asking to be connected to the car
especially the younger consumers
Source ABI | May 2012
Gimme a Hi-Five for health
TldquoFor healthcare delivery wersquore rapidly moving
from a world of inbound patients to a world of in-
bound data The impact of this shift on the health-
care system and how consumers use and act on
health information should not be underestimated
Here are five ways digital apps and smartphones
will transform healthcarerdquo
Improved access to care Improved patient engagement New provider of business models Reduced medicare fraud Improved patient safety
Source Forbes | June 2012
Smart cities + urban mobility
Health
Trending issues
BBVA Innovation Center (Plaza de Santa Baacuterbara 2 Madrid)
13th September | 900ndash1400 h
World renowned experts based on real world ex-
periences would help you ascertain whether or not
gamification is being hyped or is here to stay
Check out the videos and photos of the
event in our web
wwwcentrodeinnovacionbbvacom
Bernardo Crespo Velasco b_crespo
Head of Digital Marketing and Marketing Lab at
BBVA Spain Degree in Management and Econom-
ics from the University of Castilla-La Mancha and the
University of St Andrews He holds a masters in Re-
lational Marketing CRM and e-Commerce at ICEMD
Brian Burke brian_burke
Analyst for Gartner expert in gamification and enter-
prise architecture His groundbreaking work in the
development of federated architectures has been
implemented in hundreds of organizations in both
public and private sectors
Priya Haji priyahaji
CEO and co-founder of SaveUp the first free
rewards program that encourages Americans
to save money and pay down debt while of-
fering a chance to win prizes including a life-
changing $2000000 jackpot Through a fun
and simple approach that employs game me-
chanics SaveUp helps transform the otherwise
mundane activities of savings
Sergio Jimenez gamkt
Sergio Jimenez is an analyst consultant and speak-
er specialized in gamification enthusiastic market-
ing technology and games Mr Jimenez has partici-
pated in numerous projects related to gamification
helping companies of different sectors to introduce
game mechanics in products and service
Gamification amp Banking a passing fad or a serious business
More info
Event
Videos pictures and
all the info
September 2012 | GAMIFICATION 61
We Innovate to GrowBBVA understands innovation as a source of value
creation both for our group and people In order to
effectively manage its development the group relies
on time tested innovation methodologies which were
co-developed with leading experts around the world
The Open Innovation model adopted by the group
attests that BBVA highly values people and talent re-
gardless where they may be and shows the bankrsquos
willingness to lead the transformation of the financial
industry with total openness and without any borders
The BBVA Innovation Center is the focal point for sig-
nificant and disruptive innovation projects
Furthermore the BBVA Innovation Center is a space
to meet a space to share and above all a space listen
and learn from the innovation ecosystem
Being part of an innovation ecosystem allows BBVA to
be near ideas and talent and to facilitate access to the
worldrsquos leading experts It is also a way to share our
collective knowledge with innovation community
wwwcentrodeinnovacionbbvacom
Follow us
wwwfacebookcomcentrodeinnovacionbbva
twittercomcibbva
wwwyoutubecomusercentroinnovacionbbva
wwwslidesharenetCIBBVA
This month events
More info
More info
Innovation at BBVAFor BBVA innovation is a strategic pillar and the BBVA Innovation Center is a major focal point for the grouprsquos effort in this field
CLOUDSTAGE
September 27th BBVA Innova-
tion Center will host the 8th
edition of Cloudstage an event
focused on the cloud This is a
meeting between profession-
als that want to deal with the
possibilities and development
of the cloud computing
KNOWSQUARE
September 25th BBVA Innova-
tion Center will host the event
Knowsqure an online and off
line network board of direc-
tors The aim of this event is
share experiences and knowl-
edge to improve the manage-
ment of companies
Produced by Prodigioso Volcaacuten
(wwwprodigiosovolcancom)
BBVA Innovation Edge is the first corporate magazine focused on innovation Innovation Edge aims to explore new trends and technologies that may impact the financial industry especially retail banking
Each edition features articles analysis and in-depth information about a given trend
WEB Articles and sections are available for free on wwwcentrodeinnovacioncom in both English and Spanish
PDF Our website offers pdf versions of the publications for your reading enjoyment online or offline
APP Innovation Edge is also available in Applersquos App Store All issues will be made available for download at the App Store free of chargerdquo
More info
Are you interested in Innovation Edge Subscribe to our newsletter and be informed of new issuescopyBBVA2012
BBVA Innovation Edge is the result of a collaborative work done by all the people who are involved in innovation at BBVA Group
CONTRIBUTORS TO THIS ISSUE
Mariacutea Pilar Aacutelvarez Garciacutea l Javier Anguiano
Javier Benediacute l Alfonso Bey Navarro
Jaime Bisbal l Reyes Bolumar
Javier Borderiacuteas l Bernardo Crespo
Antonio Garciacutea l Eugenio Garciacutea
Rafael Hernaacutendez l Miguel Aacutengel Intildeesta
Beatriz Lara Bartolomeacute l Carmen Loacutepez
Marcos Marrodaacuten Ciorcia l Luz Martiacuten
Ricardo Martiacuten Manjoacuten l Samuel Martiacuten Valentiacuten
Aacutelvaro Moroacuten l Manolo Moure
Jay Reinemann l Alicia Saacutenchez
Javier Sebastiaacuten l Marcelo Soria
Gustavo Vinacua l Shan Ggu ldquoPhilrdquo Yim
DL AS 2498-2012
No part of this publication can be reproduced or communicate in any form or by any platform electronic o mechanic including photocopying recording o any other system of storage and retrieval without permission of the publisher BBVA
Promiseand the ldquoFine Printrdquo
TheGamification despite its name is a se-
rious business opportunity and risk
It may be the ldquosecret saucerdquo to unlocking
value for the organization Given that we
are early stages of this trend it makes
sense that there are a lot of positive
news being generated at this moment
and there arenrsquot a whole lot of negative
stuff Letrsquos take a look at the opportunities
and challenges of gamification
To help clarify Gamification and to best apply it CIBBVA is thinking in business models We are going to use the Business Model Canvas to better understand the business implications of gamification For readers who may not be familiar with the Business Model Canvas a brief back-grounder is provided
ldquoA business model describes the rationale of how an organization creates delivers and captures valuerdquo
A business model can be best described through nine basic building blocks that show the logic of how a company intends to make money The business model is like a blueprint for a strategy to be implemented through organizational structures processes and systems
When done ldquorightrdquo gamification can
offer new ways of engaging an eager
user base and when done ldquowrongrdquo
it can estrange them Itrsquos the next
ldquobig thingrdquo but each organization
needs to explore the opportunities
and risks associated with it But
be warnedhellip read the fine print
ldquogamification is currently driven by
novelty and hyperdquo and filled with
potential pitfalls
26 September 2012 | GAMIFICATION 27
Key Partnerships
Key Resources
Cost Structure
Business OpportunitiesBased on early experiences and ldquoguru talkrdquo it seems
clear that gamification presents opportunities for
both sides of companyrsquos business model both value
(the customer facing business units) and efficiency
(the employeepartner facing business units) More
exploration is needed to test its usefulness in specific
areas of business models such as customer relation-
ships channels key activities key partners etc
Though a ldquowait and seerdquo strategy to assessing busi-
ness opportunities seems prudent it is evident that
gamification offers an immediate opportunity to
showcase BBVArsquos innovation power (if done correctly)
Business RisksThere are some concerns related to gamification
Gartner advises clients that current gamification
applications is ldquomotivated by the novelty of gami-
fication This will wear off as user fatigue sets in
an the sustainability of engagement becomes an
issuerdquo Gamification from a business point of view
has some perceived risks as it is almost impossi-
ble to separate the wheat from the chaff However
there are some significant threats that should be
addressed
Totally green (as in not mature) ldquoBoth in success-
ful models to emulate and in a shortage of people
who understand game design Game design ex-
perience has not intersected with typical business
functions not even ITrdquo
Blockbuster game donrsquot happen that often and
probably less with gamification ldquoTrying to add fun
to an activity that has another purpose is more
difficult still One fact that does seem clear is that
Key Activities
EMPLOYEE BEHAVIOR IMPROVEMENT Surveys suggest low employee engagement Gamification can make work ldquofunrdquo
NEW PRODUCTS AND SERVICES designed by ldquogame thinkingrdquoGamification can become the process for building a comprehensive new digital services platform
Customer Segments
Revenue Streams
Value Propositions Customer Relationships
Channels
Gamification offers customers personalized automated self-service relationships with a high component of co-creation and community
BRANDING AS A VPGood gamification deployments can increase the value of a companyrsquos brand
BUNDLING AS A VP Gamification is ldquobundledrdquo to existing productsservices to enhance the value proposition to customers
Gamification when done
ldquorightrdquo can increase customer
ldquostickinessrdquo at almost
every channel phase
Gen X and Gen Y customers These CSs are already familiar with game dynamics and mechanics Gamification may help to attract and engage new customers
28 September 2012 | GAMIFICATION 29
Key Partnerships Key Activities
Key Resources
Gamification is more of a process than a productUser engagement must be built in at the productservice development level
Cost Structure
simply adding points badges and leader boards is
not going to make engaging with an organization
more funrdquo
No ldquoone size fits allrdquo with gamification Different
people play different games for different reasons
ldquoWhile gamifying some activity may engage part
of the stakeholders it is not likely to appeal to all
stakeholders
Does it make sense for us ldquoIn many corporate
environments the very notion of building lsquofunrsquo into
any activity will be a nonstarter The idea of lsquofunrsquo can
seem very trivializingsuperficialno what grown-
ups do Selling gamification in these organizations
will be very difficultrdquo
Unexpected consequences ldquoTurning an acti-
vity in a game invites players to try to lsquogame the
systemrsquo and may result in unintended conse-
quencesrdquo
More time is needed to better identify the risks
associated with gamification As the technology
enters Trough of Disillusionment in Gartnerrsquos Hype
Cycle the negative version of the fairytale will
soon materialize and begin to dominate as some
companies will painfully learn that all that glitters
isnrsquot gold The golden child might look more like a
whipping boy v
Trial and Error is part of the learning curve Donrsquot put on the ROI hat hellip
Value Propositions
Channels
Customer Segments
Revenue Streams
Customer Relationships
Companies risk taking customers on unnecessary journeys distracting them from the main purpose of giving them what they actually want
Who owns the data Data
ownershipresponsibility
needs to be addressed and for
financial services companies
this may be difficult
30 September 2012 | GAMIFICATION 31
32 September 2012 | GAMIFICATION 33
GlobalSnapshots
Around the world companies and organizations are seriously experimenting with gamification Whether playing a lottery with the speed limit or learning about real estate investments gamification projects are capturing the imagination of people
34 September 2012 | GAMIFICATION 35
SIEMENS A visual FarmVille-style game that allows players to
learn the connections of each part of the plant and
manufacturing process
Ver video
IBM INNOV8 the IBM Business Process Management
(BPM) simulation game gives both IT and business
players a better understanding of how effective BPM
impacts an entire business ecosystem
GOOGLE Google employees get a per diem amount for busi-
ness trips depending on the destinations If they
are above the limit they submit the receipt and get
reimbursed If they are below the per diem they
can use it to save it towards another business trips
(which would have had no budget) or upgrade 1st
class Compliance with the process has shot up to
over 90
SAP Sustainability Quiz The idea was to make beha-
vioral change fun and inform employees about the
success of SAPrsquos sustainability efforts and what steps
they can take themselves In less than a month over
one thousand colleagues played the game many of
them repeatedly
SAP Community Networks (SCN) ldquoThe SCN is
also a good example to introduce you to a couple
of game mechanics Points (as ldquopoints pointsrdquo but
also views of your articlesblogs) leaderboards (list
of top contributors but also exposure of you arti-
cle on the main SDN page) status (mentor badge
goldsilverbronze medal) social interaction (dis-
cussions meetups)rdquo
DELOITTE ldquoConsulting firm Deloitte Touche Tohmatsu Ltd
are incorporating elements of videogames into the
workplace Theyrsquore deploying reward and competi-
tive tactics commonly found in the gaming world
to make tasks such as management training data
entry and brainstorming seem less like workrdquo
SALESFORCE Salesforce Motivation motivates professionals us-
ing proven techniques that sales managers have
always used team competitions leaderboards and
rewards But instead of tracking and managing those
programs manually companies can use cloud-based
applications to ldquoautomaterdquo tasks so that the team
stays focused on the activities and rewards that are
critical
BARCLAYS 56 Sage Street A portal to help teach about mo-
ney finance and banking in an enjoyable way
BANK OF AMERICA Bad Credit Hotel (in collaboration for the US De-
partment of Treasury) Learn about debt manage-
ment credit history and credit scores
COMMONWEALTh BANK Investorville is a virtual world where one can try
hisher luck at investing in rental property without
the risk of buying one
MICROSOFT RibbonHero is an application that encourages MS
Office users to learn more about the different fea-
tures by watching videos and taking short exams
CODEACADEMY Codecademy is a web-based interactive platform
where players can learn to code and are rewarded
with points and badges The players get encouraging
real-time feedback on progress bars and can connect
with their friends and compete against them
VOLKSWAGEN (FUN ThEORY)Speed Camera Lottery ldquoCan we get more people
to obey the speed limit by making it fun to do (The
idea) was so good that Volkswagen together with
The Swedish National Society for Road Safety ac-
tually made this innovative idea a reality in Stock-
holm Sweden The average speed of cars passing
the camera dropped from 32kmh before the experi-
ment to 25kmh afterrdquo (Wired)
Ver video
Walking up the Piano Stairs ldquoCan we get more peo-
ple to take the stairs over the escalator by making it
fun to dordquo The project led to an increase of 66 in
the use of the piano stairs
Ver video
Recycling is Fun At Bottle Bank Arcade recycling
was turned into a fun activity
Ver video
Employee
Facing
Gamification
Customer Facing
Gamification
Projects in
Financial
Services
Customer
Facing
Gamification
Projects
36 September 2012 | GAMIFICATION 37
Other notable companies include
Bigdoor
Crowd Twist
Get Glue
Playgen
SCVNGR
Gamification Platform ProvidersFor organizations who are considering off the shelf
solutions platform providers are offering turnkey so-
lutions for gamification Below we present some of
the leading vendors
BUNChBALLBunchball offers the Nitro gamification platform and
its analytics solution to create customized action-
able and scalable user experiences for consumers
employees and partners Nitro is a scalable and
reliable gamification platform managing over 125
million users and tracking over 15 Billion actions to
date Founded in 2005 Bunchballrsquos investors include
Granite Ventures Triangle Peak Partners Northport
Investments Correlation Ventures and Adobe Sys-
tems Incorporated
BADGEVILLE Founded in 2010 Badgeville draws on techniques
from social gaming traditional loyalty programs and
social networking in its suite of Behavior Lifecycle
Management solutions Built on database techno-
logy Badgevillersquos PaaS (Platform-as-a-Service) is de-
signed to connect user reputation across all of your
digital touch points Badgeville is funded by Norwest
Venture Partners El Dorado Ventures Trinity Ven-
tures and the Webb Investment Network
CROWDTAP Crowdtap is the Influencer Marketing platform ena-
bling leading brands to easily identify activate and
manage their influential consumers for real-time
insights and powerful online and offline peer-to-peer
marketing Crowdtap intends to shift marketing to
a fully collaborative and participatory process be-
tween brands and consumers
CYNERGY According to Cynergy ldquoWe make incredible experi-
ences happenmdashno easy task Great design is criti-
cal but incredible experiences are much more than
just pixelsmdashthey require the artful merging of expert
strategy design excellence and cutting-edge tech-
nology delivered by a single integrated team Thatrsquos
our formulamdashthatrsquos how we make incredible experi-
ences happenrdquo
IACTIONABLE IActionable is a web based (SaaS) gamification
software platform that applies game mechanics
to non-game applications IActionable can be used
to change user interface and user experience and
drive behavior in the form of participation and en-
gagement v
BBVA amp thegamificationWith BBVA Game we have
launched an important Beta
project wich we want to create
an space of interaction with our
on line clients
38
We understand that to generate a fun dialog
with our clients is a challenge Most online us-
ers access our site to check positions and perform
transactions Without a doubt itrsquos quite a challenge
BBVA Game a gamification platform has incorpo-
rated game dynamics as a way to provide additional
value for online banking customers We put together
our best value proposition loyalty programs and
game dynamics which offer the most fun We wanted
to work in teams to create a game that educates our
clients offers stickiness to our clients and offer cross-
selling and upselling opportunities for our business
We will not really know the final results until we learn
from our customers any other pretense would be
rather arrogant
What we do know is that we can use gamification to
get know know our customers better to get closer
to them in an refreshing way to educate them to be
ldquostickyrdquo and of course we can apply this model in
all countries in which we have presence Like BBVA
the concept of gamification is universal
All the team members in various teams who par-
ticipated in bringing BBVA Game to life (Marketing
and Innovation amp Technology) shared one thing in
common We had fun And that is a good sign v
Bernardo Crespo
Head of Digital Marketing and Marketing Lab
BBVA Spain and Portugal
Brian Burke
are leveraging game mechanics to engage customers and financial services companies are no exception This trend is called gamification and while it being used in many different ways the sweet spot is in engaging customers As an early adopter of gamification in the financial services industry BBVA joins a small group of innovators that are turning customers into players and banking into a game The BBVA Game is a leading edge example of using gamification to both engage customers in a fun way while architecting the customer journey Gamification is a win-win for BBVA and its customersrdquo
ldquoCompanies around the world
September 2012 | GAMIFICATION 39
September 2012 | GAMIFICATION 41 40
ForecastInnovationThe early results are in Bunchball a pure gamification platform provider see their customers enjoy the benefits value creation aspects of gamification
An increase of 2x page view Page view per visit increased 60 Unique visitors increased 30 Increase of 100 on time on site An increase of 2x repeat monthly visits 400 ROI (with payback time of as
little as 3 months)
Though the results display initial deploy-
ments numbers itrsquos clear what should
be done with gamification for the short-
term future Just Play See how gamifica-
tion can create or capture value for the
organization
To wrap things up we leave you with
some ldquoGamification Tips from the Prosrdquo
hoping that they may help you better
understand this key topic and perhaps
even help spark some new innovations
in the organization
Gamification Tips from the Pros
SEBASTIAN DETERDING Game designer
ldquoThe most important thing to keep in
mind here is that any good design mdash
game or software mdash hinges on good
designers and design process not on
featuresrdquo
Know your users What motivates
them What is meaningful to them
What keeps them from following
through on their intentions What
kind of games to they like What kind
of community do they prefer Without
user research to figure these things
out you will miss your target audience
Read the Rules Goals and rules create
interesting challenges even can create
meta-games
Sources Sebastian
Deterding Getting Gamifi-
cation Right January 2011
| Sebastian Deterding
Donrsquot Play Games with
Me Pitfalls of Gameful
Design May 2011
Prototype Playtest and Iterate The
core of game design is to build a func-
tional prototype of the rule system as
early as possible to test whether it is
any fun tweak it based on the test re-
sults test it again etc to iterate your
way toward something that is fun and
engaging
Bring in the Data Quantitative
analytics will tell you whether your
point systems donrsquot have loopholes
or exploits or whether you balanced
the difficulty of the goals and mis-
sions you present to the players
ldquoReality ultimately is much more messy
complex random unfair and beyond
our control than gamesrdquo
42 September 2012 | GAMIFICATION 43
Source Gabe Zicher-
mann | Mashable - 7 Win-
ning Examples of Game
Mechanics in Action
Sources Gartner | Gamification Primer Life Becomes a
Game January 2011
Gartner | Maverick Research Motivation Momentum and
Meaning How Gamification Can Inspire Engagement
October 2011
Gartner | Innovation Insight Gamification Adds Fun and
Innovation to Inspire Engagement December 2011
GABE ZIChERMANNGamification expert
ldquoThe initial findings from gamification
specialists are nothing short of astonish-
ing Regardless of your business model
the following seven gamified innovations
should inspire you to strategize via game
analysisrdquo
Make a market (Foursquare) Four-
square proved that location-based
networking wasnrsquot doomed to fail that
simple game mechanics can affect
behavior and that you can engage 10
million customers mdash all while raising
$50 million
Get fit (NextJump) By leveraging the
power of gamification 70 of Next-
Jump employees exercise regularly mdash
enough to save the company millions
in work attendance and insurance
costs over the medium term mdash all the
while making the workplace healthier
and happier
Slow down and smell the money (Volkswagen - Fun Theory) Speed
Camera Lottery idea rewards those
drivers who obey the posted limit by
entering them into a lottery When test-
ed at a checkpoint in Stockholm aver-
age driver speed was reduced by 20
Generate ad revenues (Psych amp NBCUniversal) Club Psych implemented
gamified incentives to raise page
BRIAN BURKE GARTNERTechnology analyst
ldquoThe goal is to inspire deeper more en-
gaged relationships and to motivate
changed behaviors Many organizations
report significantly higher engagement
with gamification But risks abound and
organizations should consider their de-
ployment strategies carefully
Gamification is a business issue that
is enabled by technology mdash business
managers must take the lead in dri-
ving gamification efforts
The application of gamification is very
diverse Focusing on specific goals is
critical to success
Avoid the herd mentality mdash donrsquot imple-
ment a copycat application Most cur-
rent gamified applications are doomed
to fail
Design gamified applications that co-
rrectly position motivation momen-
tum and meaning (M3) to inspire en-
gagement with the audience
Exploit this trend today if you work in
an organization that is willing to take
risks But remember that careful plan-
ning and improvement through itera-
tion are central to every successful im-
plementation of gamification
views by over 130 and
return visits by 40
The resulting rise in
engagement has gener-
ated substantial revenue
for the company bringing
registered user counts from
400000 to nearly 3 million since
the launch of the gamified version
Make research amp evangelism count (Crowdtap) Through the use of gami-
fied virtual rewards the company has
been able to raise average user par-
ticipation by 25 times thus reducing
research costs by 80 or more for key
clients
Save the planet (RecycleBank) RecycleBank utilized game mecha-
nics such as points challenges and
rewards to drive breakthroughs The
project has seen a 16 increase in re-
cycling in Philadelphia where the recy-
cling rate has broken 20 for the first
time in history
Make teaching fun (Ananth Pai) grouped students by learning style
and retooled the curriculum to make
use of off-the-shelf games to teach
reading math and other subjects In
the space of 18 weeks Mr Pairsquos class
went from below third grade average
reading and math levels to mid-fourth
grade v
44 September 2012 | GAMIFICATION 45
MPAA | Theatrical Market Statistics 2012
Alex Osterwalder and Yves Pigneur | Business Model Generation 2009
Daniel Pink | Drive The Surprising Truth About What Motivates Us April 2011
PSFK | The Future of Gaming 2011
Byron Reeves amp J Leighton Read | Total Engagement Using Games and Virtual Worlds to Change the Way People Work and Businesses Compete 2009
Gabe Zichermann | Gamification by Design Implementing Game Mechanics in Web and Mobile Apps August 2011
Gabe Zichermann | Gamification Innovation and the Future (presentation) 2012
Gabe Zichermann amp Joselin Linder | Game-Based Marketing Inspire Customer Loyalty Through Rewards Challenges and Contest 2010
On the WebIan Bogost (Video Game Theorist Critic and Designer)
Bunchball | Gamificationcom
Sebastian Deterding (Game Researcher and Designer) | Coding Conduct Persuasive Design for digital media
Entertainment Software Association | Games Improving What Matters
Gamasutra | Social Gaming and the Bartle Archetype April 13 2012
Gamification of Work
Gamification Research Network
Gaming Business Review | Designing Gamification for the Most Frequent Personality Types September 20 2011
Gaming Business Review | Who Owns Gamification Data February 18 2012
GigaOM | The future of Social Games is Mobile October 2010
Google Insight for Search | Gamification Mashable | 7 Winning Examples of Game Mechanics in Action July 6 2011
Scott Nicholson (MIT Gambit Game Lab) | Because Play Matters
Wired Magazine | Go with the Flow 1996
Wired Magazine | Swedish Speed-Camera Pays Drivers to Slow Down December 6 2010
Gabe Zichermann | The Gamification Blog
A list of links to other useful tools and resources that you may find useful as a supplement to the information offered on the lsquoSimple Bankrsquo report
Books amp PublicationsBunchball | Gamification 101 An Introduction to the Use of Game Dynamics to Influence Behavior October 2010
Tom Chatfield | Fun Inc Why Games are the 21st Centuryrsquos Most Serious Business 2010
Jenova Chen | Flow in Games (and Everything Else) April 2007
Aaron Dignan | Game Frame Using Games as a Strategy for Success 2011
Sebastian Deterding | Getting ldquoGamificationrdquo Right (presentation) January 2011
Entertainment Software Association | 2011 Sales Demographic and Usage Data Essential Facts about the Computer and Video Game Industry 2011
Gartner | Gamification Primer Life Becomes a Game January 2011
Gartner | Innovation Insight Gamification Adds Fun and Innovation to Inspire Engagement December 2011
Gartner | Market Trends Gaming Ecosystem 2011
Gartner | Maverick Research Motivation Momentum and Meaning how Gamification Can Inspire Engagement October 2011
Insight Express | 1Q2012 Digital Consumer Portrait 2011
International Federation of the Phonographic Industry | Recording Industry in Numbers The Recorded Music Market in 2011 March 2012
Jane McGonigal | Reality is Broken Why Games Can Make Us Better and how They Can Change the World 2011
Mihaly Csikszentmihalyi | Flow The Psychology of Optimal Experience 1991
Ralph Koster | A Theory of Fun for Game Design 2005
M2 Research | What is Gamification (presentation) January 2011
46 September 2012 | GAMIFICATION 47
Gamification Experts
In depth
Brian BurkeBrian Burke is an analyst for Gartner specializing in enterprise architecture and IT portfolio management and most recently developing research on the emerging gamification trend His groundbreaking work in the development of federated architectures has been implemented in hundreds of organizations in both the public and private sectors He is also a prominent researcher and speaker in the areas of IT strategy IT organizational structures and businessIT alignment
Jane McGonigalJane McGonigal takes play seriously She studies the power of
games to impact the real-world mdash and she creates games that do just that She is an expert on applying game design and game theory to real work and real business and has consulted and devel-oped internal game workshops for leading technology companies MIT Technology Review named her one of the top 35 innovators changing the world through technology for her role in pioneering the field of alternate reality gaming and Harvard Business Review called her theory of ldquoalternate reality businessrdquo one of the ldquoTop 20 Breakthrough Ideas of 2008rdquo She has a PhD from UC Berkeley in performance studies
Wanda MeloniFounder and president of M2 Research is an industry analyst and market strategist Wanda has a deep understanding of emerging trends in interactive entertainment games and social media Wanda publishes articles and reports that on the market dynamics affecting development and consumer trends In addi-tion to her published works she consults with many of the top companies in the industry providing custom analysis investment strategies strategic positioning and competitive analysis
Gabe ZichermannGabe Zichermann is an entrepreneur author highly rated public speaker and gamification thought leader He is the chair of the Gamification Summit and Workshops and is co-author of the book ldquoGame-Based Marketingrdquo (Wiley 2010) where he makes a compelling case for the use of games and game mechanics in everyday life the web and business
Sebastian Deterding
Sebastian Deterding is a researcher and designer working on user experience persuasive design video games and gamifica-tion His PhD research at the Research Center for Media and Communication at Hamburg University looks into the use of game design to motivate user behavior in non-game contexts Today he speaks and publishes internationally on persuasive design and gamification at events such as reboot republica or Playful and consults game companies on game usability and playability
Other experts include
R Ray Wang Micheal Wu Toby Beresford Dennis Crowley Keith Smith Steven L Johnson Buster Benson Scott Dodson Ian Bogost
48 September 2012 | GAMIFICATION 49
The following section outlines the upcoming technologies that will change everything with predictions on what may come of them in financial industry
The Maps WarEmerging players are consolidating their Maps products and becoming
trusted partners in the Maps solutions landscape A few weeks ago Wikipedia
moved from Google Maps to OpenStreetMap followed by FourSquare Even
Apple launched iPhoto for iOS using OpenStreetMap data for photos with
geolocation tags embedded
IS OPENSTREETMAP A MATURE SOLUTIONOpenStreetMap was founded in July 2004 and it is
defined as a collaborative project to create a free edit-
able map of the world In April 2012 OpenStreetMap
cleared 600000 registered contributors However
not all registered users actually contribute to the
map a minority of individuals contribute the major-
ity of the content (around 3)
High populated areas such as big cities are constant-
ly being updated even at a higher rate than Google
Maps does Low populated areas on the other hand
are not so accurate These areas are currently being
covered by Bing Microsoft Maps solution Despite
Microsoft support certain places may not have ac-
curate information to display Therefore depending
on the needs OpenStreetMaps can be considered a
good approach
AND WhAT ABOUT GOOGLE MAPSGoogle Maps solution is much more than Maps It
is also considered the main advertising platform for
many merchants and functionalities as Street View
add value to final user far beyond geo-localization
But it is no longer free It seems to be quite hard
to make money putting ads on maps so Google
Maps API is limited to 25000 free queries per day
Over that limit it is required to pay Nothing free lasts
forever
Rumors keep growing and it is said that Apple is
working on its own Map solution that will be re-
vealed with the iOS 6 and will include 3D features
We already have a winner the final user
The Maps war is escalating During Applersquos
WWDC in June 2012 the company
announced that the new iOS will no longer
use Google Maps Instead Apple will offer
its own maps solution in the iOS 6 The
new map service along with Siri seems to
offer iOS users more convenience and
solutions (of course shutting out Google)
In fact it looks like Apple wants to extend
the war beyond Maps hellip be careful out
there the titans are clashing
BREAKING NEWS
Technology trends
50 September 2012 | GAMIFICATION 51
According to McKinsey Global Institute big data
can unlock value (high level) for the enterprise
by 1) creating transparency 2) enabling experimen-
tation to discover needs expose variability and im-
prove performance 3) segmenting populations to
customize actions 4) replacingsupporting human
decisions making with automated algorithms and
5) innovating new business models products and
services
RELEVANCE OF BIG DATAOpportunities ndash for example a retail business can
increase operating margins by 60 Early results
show that big data leaders are taking market share
from the laggards suggesting that big data will be-
come a keystone for competitiveness and growth
for the organization
Specifically for the banking sector Citibank has
partnered with IBM (ldquoWatsonrdquo) to use big data for
up-sellingcross-selling opportunities It is stipulated
that they will also use Watson to detect fraud and
analyze customer credit worthiness
The danger (or risk) of big data stems from issues
which will affect all stakeholders namely data pro-
tection and security rights and responsibilities for
using data and accountability and enforcement Ad-
ditionally it is estimated that by 2020 the volume
of data will exceed our capacity for data storage by
more than 21 v
Sources IBM | ldquoUnderstanding Big Datardquo March 2011
McKinsey Global Institute | ldquoBig Datardquo June 2011
World Economic Forum | ldquoRethinking Personal Data
Strengthening Trustrdquo (August 2011)
The Economist | ldquoBig Data Crunching the Numbersrdquo
May 19 2012
2020 346
2005 013
Created
2005 2010 2015 2020
35
30
25
20
15
10
5
0
Storage available Zettabytes = 1 trilion gigabytes
ESTIMATE FORECAST
forecast
OPEN WIDE Global digital information
Source IDC
Striking Gold with Big DataToday the world creates 25 quintillion
bytes of new data ndash everyday 90 of
the worldrsquos data has been created in the
last two years alone In this mountain of
data (both structured and unstructured)
there is gold to be found Companies must
acquire the right tools and processes to
separate the dirt from the gold efficiently
Technology trends
52 September 2012 | GAMIFICATION 53
Innovation at the Core just Copy amp Paste
By using virtualization and replication technolo-
gies banks can create copies of the core system
quickly and provide them to partners in standalone
sandboxes By allowing developers work with a real
core banking environment the pace of innovation
will quicken as developers can test new functionali-
ties without worrying how it will perform when the
product goes live According to ING a full replication
of the core system used to take about 260 days it
now takes less than a day
Source Information Management | May 2012
Core banking platform
New formats
Enterprise 20
Smartphone + Fanatics = Smartphonatics
Smartphonatics are consumers who change their
shopping financial and payment behavior as a
result of owning a smartphone According Aitersquos
Ron Shevlin ldquoThis group is driving the adoption of
mobile payments and banking and setting the bar
for how financial institutions will have to respond
over the next five yearsrdquo 70 of Smartphonatics have used a mobile
device to make a payment 80 of Smartphonatics have used the mobile
banking channel Less than 25 of other consumers have made a
mobile payment About 33 of other consumers have used the
mobile banking channel
Source Aite | May 2012
Everyone wants Mobile Banking including
companies
A recent global survey of treasury executives
suggest that 66 of corporate customers are ready
to use mobile banking which can provide access
to real-time information related to the corporate
environment Customers are willing to pay for
premium services if they can realize efficiencies As
tablets are already part of the C-suite they can boost
adoption by enabling other value added services
Source finextra | May 2012
An analysis of one yearrsquos worth of data of Google
Apps enterprise customers shows us An average user creates 84 DocsSites An average enterprise has 250000 DocsSites
on their domain Compared to on premise solutions the results
are very similar Year over year growth of DocsSites is projected
to be 400 Percentage of DocsSites that are designated
lsquoEverybodyrsquo 55 Percentage of DocsSites that are designated
lsquoPublicrsquo 025 Percentage of Docs Shared Externally 25
Mobile banking
Smartphonatics by Country(Source ACI Worldwide Aite Group)
India
South Africa
Brazil
UAE
China
Italy
Singapore
US
Australia
UK
Sweden
Germany
France
Canada
6042
3734
3127
2420
1816
1110
87
Average Number of External Collaborators 3000
Thinking about the results it seems like enterprise
users have no problems embracing Google Apps
and of course should be mindful of when share
DocsSites with others
Source Forbes | June 2012
When Google Apps go Bighellip What happens
In this section readers will find summaries of the most relevant news of selected topics that have been published over the course of the month based on its relevance to the Banking industry The summaries were prepared by the editorial board Further information is made available for each given topic
Trending issues
54
Good News Bad News
A recent survey shows consumers want to use
mobile wallets and thatrsquos good news However
consumers clearly prefer PayPal Google and Apple
over banks to provide the solutions In fact 8 of 10
consumers in the survey indicated that they would
use mobile wallets if PayPal offered a service
Banks should heed this wake-up call or prepare for
a future without a mobile wallet
Source MarketWatch | June 2012
When it Comes to Social
Women 2 - Men 1
A recent survey of 2000 Britons (commissioned by
British Telecom) discovered that ldquoover half of female
internet users used social networking websites such
as Twitter and Facebook whilst only 34 per cent of
men surveyed admitted to doing so Similarly out of
those surveyed 18 per cent of women believed that
if the internet no longer existed they would miss
social media websites the most This compares to
just seven per cent of menrdquo
Source The Telegraph | May 2012
Mobile payments
Digital Marketing
Crowd finance
Social Media
The ldquoPinrdquo is Mightier than
According to the 2012 Social and Mobile Com-
merce Study (a joint research project by Shoporg
comScore and The Partnering Group) American
consumers follow an average of 93 retail compa-
nies on Pinterest compared to 85 on Twitter and
69 on Facebook For now when it comes to digital
marketing the Pin is mightier
Source Shoporg comScore amp The Partnering Group | June 2012
The Crowd is Growing Crazy
The Crowdfunding Industry Report from
researchers Massolution reveals that
crowdfunding platforms raised almost $15 billion
funding over one million projects in 2011 They also
say that with current trends the already growing
market is set to double in 2012
Source Massolution | June 2012
FUNDER AND FUNDRAISER ACTIVITYPercentage based on sample of 57 and 47 CFPs respectively
89
7
26
4 5
69
1-2 C
AMPAIG
NS
3-5 C
AMPAIG
NS
gt5 CAM
PAIGNS
FUNDERS FUNDRAISERS
Trending issues
56 September 2012 | GAMIFICATION 57
The Internet is Becoming Mobile
By 2017 there will be 5 billion mobile
broadband users three times as
many people as are
using that technology today
With faster mobile network
speeds and global coverage
the mobile internet is poised to
deliver new innovative services as the app
ecosystem will surely find a way to create newer and
or better mobile services According to Ericssonrsquos CEO there is
a ldquoshift in power from the network to the handsetrdquo from connectivity to
apps
Source GigaOm | June 2012
Love at First Bite People just love Applersquos iPad A customer satisfac-
tion polls shows that iPad clearly is heads and
shoulder above its competitors when it comes to
wowing the customers Customers are ldquovery satis-
fiedrdquo with Apple (new) iPad - 81 Apple iPad2 - 71 Samsung Galaxy Tablet - 46 Amazon Kindle Fire - 41 Others - 41
Source Computer World | June 2012
App ecosystem New banking concepts
Join amp enjoy
New Gizmo era
Talk to Bank Voice-enabled search is fast becoming a
differentiator especially with smart devices in the
e-commerce space EasyAsk a natural language
technology company launched Quiri in March 2012
Quiri a virtual personal shopping assistent under-
stands both the intent of the search and has deep
knowledge of the content and products within the
e-commerce site Shoppers can use their iPhone 4S
or Android to verbally search sites for products and
the products they are looking for It is like having
a highly knowledgeable personal shopping
assistant for that one store
Source Sacramento Bee | June 2012
Flashback to EVOKE
Though there is a lot of commercial buzz re-
lated to games and gamification today some
are designed to change the world In 2010 the
World Bank launched the EVOKE a game which
motivate players all over the world to come up
with creative solutions to our most urgent social
problems According to the website ldquoEVOKE is a
ten-week crash course in changing the worldrdquo In
this issue of Innovation Edge we pay homage to
one of the pioneers of gamification
Source World Bank | March 2010
Trending issues
58 September 2012 | GAMIFICATION 59
Connected Cars Solution Market Expected to Exceed $350 million in 5 years
By 2017 according to ABI Research the connected
car market will be about $350 million dollars
growing from $66 million in 2012 Connect Car
solutions include stolen vehicle tracking insurance
telematics infotainment and road user charging
The consumers are asking for a connected lifestyle
and they are asking to be connected to the car
especially the younger consumers
Source ABI | May 2012
Gimme a Hi-Five for health
TldquoFor healthcare delivery wersquore rapidly moving
from a world of inbound patients to a world of in-
bound data The impact of this shift on the health-
care system and how consumers use and act on
health information should not be underestimated
Here are five ways digital apps and smartphones
will transform healthcarerdquo
Improved access to care Improved patient engagement New provider of business models Reduced medicare fraud Improved patient safety
Source Forbes | June 2012
Smart cities + urban mobility
Health
Trending issues
BBVA Innovation Center (Plaza de Santa Baacuterbara 2 Madrid)
13th September | 900ndash1400 h
World renowned experts based on real world ex-
periences would help you ascertain whether or not
gamification is being hyped or is here to stay
Check out the videos and photos of the
event in our web
wwwcentrodeinnovacionbbvacom
Bernardo Crespo Velasco b_crespo
Head of Digital Marketing and Marketing Lab at
BBVA Spain Degree in Management and Econom-
ics from the University of Castilla-La Mancha and the
University of St Andrews He holds a masters in Re-
lational Marketing CRM and e-Commerce at ICEMD
Brian Burke brian_burke
Analyst for Gartner expert in gamification and enter-
prise architecture His groundbreaking work in the
development of federated architectures has been
implemented in hundreds of organizations in both
public and private sectors
Priya Haji priyahaji
CEO and co-founder of SaveUp the first free
rewards program that encourages Americans
to save money and pay down debt while of-
fering a chance to win prizes including a life-
changing $2000000 jackpot Through a fun
and simple approach that employs game me-
chanics SaveUp helps transform the otherwise
mundane activities of savings
Sergio Jimenez gamkt
Sergio Jimenez is an analyst consultant and speak-
er specialized in gamification enthusiastic market-
ing technology and games Mr Jimenez has partici-
pated in numerous projects related to gamification
helping companies of different sectors to introduce
game mechanics in products and service
Gamification amp Banking a passing fad or a serious business
More info
Event
Videos pictures and
all the info
September 2012 | GAMIFICATION 61
We Innovate to GrowBBVA understands innovation as a source of value
creation both for our group and people In order to
effectively manage its development the group relies
on time tested innovation methodologies which were
co-developed with leading experts around the world
The Open Innovation model adopted by the group
attests that BBVA highly values people and talent re-
gardless where they may be and shows the bankrsquos
willingness to lead the transformation of the financial
industry with total openness and without any borders
The BBVA Innovation Center is the focal point for sig-
nificant and disruptive innovation projects
Furthermore the BBVA Innovation Center is a space
to meet a space to share and above all a space listen
and learn from the innovation ecosystem
Being part of an innovation ecosystem allows BBVA to
be near ideas and talent and to facilitate access to the
worldrsquos leading experts It is also a way to share our
collective knowledge with innovation community
wwwcentrodeinnovacionbbvacom
Follow us
wwwfacebookcomcentrodeinnovacionbbva
twittercomcibbva
wwwyoutubecomusercentroinnovacionbbva
wwwslidesharenetCIBBVA
This month events
More info
More info
Innovation at BBVAFor BBVA innovation is a strategic pillar and the BBVA Innovation Center is a major focal point for the grouprsquos effort in this field
CLOUDSTAGE
September 27th BBVA Innova-
tion Center will host the 8th
edition of Cloudstage an event
focused on the cloud This is a
meeting between profession-
als that want to deal with the
possibilities and development
of the cloud computing
KNOWSQUARE
September 25th BBVA Innova-
tion Center will host the event
Knowsqure an online and off
line network board of direc-
tors The aim of this event is
share experiences and knowl-
edge to improve the manage-
ment of companies
Produced by Prodigioso Volcaacuten
(wwwprodigiosovolcancom)
BBVA Innovation Edge is the first corporate magazine focused on innovation Innovation Edge aims to explore new trends and technologies that may impact the financial industry especially retail banking
Each edition features articles analysis and in-depth information about a given trend
WEB Articles and sections are available for free on wwwcentrodeinnovacioncom in both English and Spanish
PDF Our website offers pdf versions of the publications for your reading enjoyment online or offline
APP Innovation Edge is also available in Applersquos App Store All issues will be made available for download at the App Store free of chargerdquo
More info
Are you interested in Innovation Edge Subscribe to our newsletter and be informed of new issuescopyBBVA2012
BBVA Innovation Edge is the result of a collaborative work done by all the people who are involved in innovation at BBVA Group
CONTRIBUTORS TO THIS ISSUE
Mariacutea Pilar Aacutelvarez Garciacutea l Javier Anguiano
Javier Benediacute l Alfonso Bey Navarro
Jaime Bisbal l Reyes Bolumar
Javier Borderiacuteas l Bernardo Crespo
Antonio Garciacutea l Eugenio Garciacutea
Rafael Hernaacutendez l Miguel Aacutengel Intildeesta
Beatriz Lara Bartolomeacute l Carmen Loacutepez
Marcos Marrodaacuten Ciorcia l Luz Martiacuten
Ricardo Martiacuten Manjoacuten l Samuel Martiacuten Valentiacuten
Aacutelvaro Moroacuten l Manolo Moure
Jay Reinemann l Alicia Saacutenchez
Javier Sebastiaacuten l Marcelo Soria
Gustavo Vinacua l Shan Ggu ldquoPhilrdquo Yim
DL AS 2498-2012
No part of this publication can be reproduced or communicate in any form or by any platform electronic o mechanic including photocopying recording o any other system of storage and retrieval without permission of the publisher BBVA
Key Partnerships
Key Resources
Cost Structure
Business OpportunitiesBased on early experiences and ldquoguru talkrdquo it seems
clear that gamification presents opportunities for
both sides of companyrsquos business model both value
(the customer facing business units) and efficiency
(the employeepartner facing business units) More
exploration is needed to test its usefulness in specific
areas of business models such as customer relation-
ships channels key activities key partners etc
Though a ldquowait and seerdquo strategy to assessing busi-
ness opportunities seems prudent it is evident that
gamification offers an immediate opportunity to
showcase BBVArsquos innovation power (if done correctly)
Business RisksThere are some concerns related to gamification
Gartner advises clients that current gamification
applications is ldquomotivated by the novelty of gami-
fication This will wear off as user fatigue sets in
an the sustainability of engagement becomes an
issuerdquo Gamification from a business point of view
has some perceived risks as it is almost impossi-
ble to separate the wheat from the chaff However
there are some significant threats that should be
addressed
Totally green (as in not mature) ldquoBoth in success-
ful models to emulate and in a shortage of people
who understand game design Game design ex-
perience has not intersected with typical business
functions not even ITrdquo
Blockbuster game donrsquot happen that often and
probably less with gamification ldquoTrying to add fun
to an activity that has another purpose is more
difficult still One fact that does seem clear is that
Key Activities
EMPLOYEE BEHAVIOR IMPROVEMENT Surveys suggest low employee engagement Gamification can make work ldquofunrdquo
NEW PRODUCTS AND SERVICES designed by ldquogame thinkingrdquoGamification can become the process for building a comprehensive new digital services platform
Customer Segments
Revenue Streams
Value Propositions Customer Relationships
Channels
Gamification offers customers personalized automated self-service relationships with a high component of co-creation and community
BRANDING AS A VPGood gamification deployments can increase the value of a companyrsquos brand
BUNDLING AS A VP Gamification is ldquobundledrdquo to existing productsservices to enhance the value proposition to customers
Gamification when done
ldquorightrdquo can increase customer
ldquostickinessrdquo at almost
every channel phase
Gen X and Gen Y customers These CSs are already familiar with game dynamics and mechanics Gamification may help to attract and engage new customers
28 September 2012 | GAMIFICATION 29
Key Partnerships Key Activities
Key Resources
Gamification is more of a process than a productUser engagement must be built in at the productservice development level
Cost Structure
simply adding points badges and leader boards is
not going to make engaging with an organization
more funrdquo
No ldquoone size fits allrdquo with gamification Different
people play different games for different reasons
ldquoWhile gamifying some activity may engage part
of the stakeholders it is not likely to appeal to all
stakeholders
Does it make sense for us ldquoIn many corporate
environments the very notion of building lsquofunrsquo into
any activity will be a nonstarter The idea of lsquofunrsquo can
seem very trivializingsuperficialno what grown-
ups do Selling gamification in these organizations
will be very difficultrdquo
Unexpected consequences ldquoTurning an acti-
vity in a game invites players to try to lsquogame the
systemrsquo and may result in unintended conse-
quencesrdquo
More time is needed to better identify the risks
associated with gamification As the technology
enters Trough of Disillusionment in Gartnerrsquos Hype
Cycle the negative version of the fairytale will
soon materialize and begin to dominate as some
companies will painfully learn that all that glitters
isnrsquot gold The golden child might look more like a
whipping boy v
Trial and Error is part of the learning curve Donrsquot put on the ROI hat hellip
Value Propositions
Channels
Customer Segments
Revenue Streams
Customer Relationships
Companies risk taking customers on unnecessary journeys distracting them from the main purpose of giving them what they actually want
Who owns the data Data
ownershipresponsibility
needs to be addressed and for
financial services companies
this may be difficult
30 September 2012 | GAMIFICATION 31
32 September 2012 | GAMIFICATION 33
GlobalSnapshots
Around the world companies and organizations are seriously experimenting with gamification Whether playing a lottery with the speed limit or learning about real estate investments gamification projects are capturing the imagination of people
34 September 2012 | GAMIFICATION 35
SIEMENS A visual FarmVille-style game that allows players to
learn the connections of each part of the plant and
manufacturing process
Ver video
IBM INNOV8 the IBM Business Process Management
(BPM) simulation game gives both IT and business
players a better understanding of how effective BPM
impacts an entire business ecosystem
GOOGLE Google employees get a per diem amount for busi-
ness trips depending on the destinations If they
are above the limit they submit the receipt and get
reimbursed If they are below the per diem they
can use it to save it towards another business trips
(which would have had no budget) or upgrade 1st
class Compliance with the process has shot up to
over 90
SAP Sustainability Quiz The idea was to make beha-
vioral change fun and inform employees about the
success of SAPrsquos sustainability efforts and what steps
they can take themselves In less than a month over
one thousand colleagues played the game many of
them repeatedly
SAP Community Networks (SCN) ldquoThe SCN is
also a good example to introduce you to a couple
of game mechanics Points (as ldquopoints pointsrdquo but
also views of your articlesblogs) leaderboards (list
of top contributors but also exposure of you arti-
cle on the main SDN page) status (mentor badge
goldsilverbronze medal) social interaction (dis-
cussions meetups)rdquo
DELOITTE ldquoConsulting firm Deloitte Touche Tohmatsu Ltd
are incorporating elements of videogames into the
workplace Theyrsquore deploying reward and competi-
tive tactics commonly found in the gaming world
to make tasks such as management training data
entry and brainstorming seem less like workrdquo
SALESFORCE Salesforce Motivation motivates professionals us-
ing proven techniques that sales managers have
always used team competitions leaderboards and
rewards But instead of tracking and managing those
programs manually companies can use cloud-based
applications to ldquoautomaterdquo tasks so that the team
stays focused on the activities and rewards that are
critical
BARCLAYS 56 Sage Street A portal to help teach about mo-
ney finance and banking in an enjoyable way
BANK OF AMERICA Bad Credit Hotel (in collaboration for the US De-
partment of Treasury) Learn about debt manage-
ment credit history and credit scores
COMMONWEALTh BANK Investorville is a virtual world where one can try
hisher luck at investing in rental property without
the risk of buying one
MICROSOFT RibbonHero is an application that encourages MS
Office users to learn more about the different fea-
tures by watching videos and taking short exams
CODEACADEMY Codecademy is a web-based interactive platform
where players can learn to code and are rewarded
with points and badges The players get encouraging
real-time feedback on progress bars and can connect
with their friends and compete against them
VOLKSWAGEN (FUN ThEORY)Speed Camera Lottery ldquoCan we get more people
to obey the speed limit by making it fun to do (The
idea) was so good that Volkswagen together with
The Swedish National Society for Road Safety ac-
tually made this innovative idea a reality in Stock-
holm Sweden The average speed of cars passing
the camera dropped from 32kmh before the experi-
ment to 25kmh afterrdquo (Wired)
Ver video
Walking up the Piano Stairs ldquoCan we get more peo-
ple to take the stairs over the escalator by making it
fun to dordquo The project led to an increase of 66 in
the use of the piano stairs
Ver video
Recycling is Fun At Bottle Bank Arcade recycling
was turned into a fun activity
Ver video
Employee
Facing
Gamification
Customer Facing
Gamification
Projects in
Financial
Services
Customer
Facing
Gamification
Projects
36 September 2012 | GAMIFICATION 37
Other notable companies include
Bigdoor
Crowd Twist
Get Glue
Playgen
SCVNGR
Gamification Platform ProvidersFor organizations who are considering off the shelf
solutions platform providers are offering turnkey so-
lutions for gamification Below we present some of
the leading vendors
BUNChBALLBunchball offers the Nitro gamification platform and
its analytics solution to create customized action-
able and scalable user experiences for consumers
employees and partners Nitro is a scalable and
reliable gamification platform managing over 125
million users and tracking over 15 Billion actions to
date Founded in 2005 Bunchballrsquos investors include
Granite Ventures Triangle Peak Partners Northport
Investments Correlation Ventures and Adobe Sys-
tems Incorporated
BADGEVILLE Founded in 2010 Badgeville draws on techniques
from social gaming traditional loyalty programs and
social networking in its suite of Behavior Lifecycle
Management solutions Built on database techno-
logy Badgevillersquos PaaS (Platform-as-a-Service) is de-
signed to connect user reputation across all of your
digital touch points Badgeville is funded by Norwest
Venture Partners El Dorado Ventures Trinity Ven-
tures and the Webb Investment Network
CROWDTAP Crowdtap is the Influencer Marketing platform ena-
bling leading brands to easily identify activate and
manage their influential consumers for real-time
insights and powerful online and offline peer-to-peer
marketing Crowdtap intends to shift marketing to
a fully collaborative and participatory process be-
tween brands and consumers
CYNERGY According to Cynergy ldquoWe make incredible experi-
ences happenmdashno easy task Great design is criti-
cal but incredible experiences are much more than
just pixelsmdashthey require the artful merging of expert
strategy design excellence and cutting-edge tech-
nology delivered by a single integrated team Thatrsquos
our formulamdashthatrsquos how we make incredible experi-
ences happenrdquo
IACTIONABLE IActionable is a web based (SaaS) gamification
software platform that applies game mechanics
to non-game applications IActionable can be used
to change user interface and user experience and
drive behavior in the form of participation and en-
gagement v
BBVA amp thegamificationWith BBVA Game we have
launched an important Beta
project wich we want to create
an space of interaction with our
on line clients
38
We understand that to generate a fun dialog
with our clients is a challenge Most online us-
ers access our site to check positions and perform
transactions Without a doubt itrsquos quite a challenge
BBVA Game a gamification platform has incorpo-
rated game dynamics as a way to provide additional
value for online banking customers We put together
our best value proposition loyalty programs and
game dynamics which offer the most fun We wanted
to work in teams to create a game that educates our
clients offers stickiness to our clients and offer cross-
selling and upselling opportunities for our business
We will not really know the final results until we learn
from our customers any other pretense would be
rather arrogant
What we do know is that we can use gamification to
get know know our customers better to get closer
to them in an refreshing way to educate them to be
ldquostickyrdquo and of course we can apply this model in
all countries in which we have presence Like BBVA
the concept of gamification is universal
All the team members in various teams who par-
ticipated in bringing BBVA Game to life (Marketing
and Innovation amp Technology) shared one thing in
common We had fun And that is a good sign v
Bernardo Crespo
Head of Digital Marketing and Marketing Lab
BBVA Spain and Portugal
Brian Burke
are leveraging game mechanics to engage customers and financial services companies are no exception This trend is called gamification and while it being used in many different ways the sweet spot is in engaging customers As an early adopter of gamification in the financial services industry BBVA joins a small group of innovators that are turning customers into players and banking into a game The BBVA Game is a leading edge example of using gamification to both engage customers in a fun way while architecting the customer journey Gamification is a win-win for BBVA and its customersrdquo
ldquoCompanies around the world
September 2012 | GAMIFICATION 39
September 2012 | GAMIFICATION 41 40
ForecastInnovationThe early results are in Bunchball a pure gamification platform provider see their customers enjoy the benefits value creation aspects of gamification
An increase of 2x page view Page view per visit increased 60 Unique visitors increased 30 Increase of 100 on time on site An increase of 2x repeat monthly visits 400 ROI (with payback time of as
little as 3 months)
Though the results display initial deploy-
ments numbers itrsquos clear what should
be done with gamification for the short-
term future Just Play See how gamifica-
tion can create or capture value for the
organization
To wrap things up we leave you with
some ldquoGamification Tips from the Prosrdquo
hoping that they may help you better
understand this key topic and perhaps
even help spark some new innovations
in the organization
Gamification Tips from the Pros
SEBASTIAN DETERDING Game designer
ldquoThe most important thing to keep in
mind here is that any good design mdash
game or software mdash hinges on good
designers and design process not on
featuresrdquo
Know your users What motivates
them What is meaningful to them
What keeps them from following
through on their intentions What
kind of games to they like What kind
of community do they prefer Without
user research to figure these things
out you will miss your target audience
Read the Rules Goals and rules create
interesting challenges even can create
meta-games
Sources Sebastian
Deterding Getting Gamifi-
cation Right January 2011
| Sebastian Deterding
Donrsquot Play Games with
Me Pitfalls of Gameful
Design May 2011
Prototype Playtest and Iterate The
core of game design is to build a func-
tional prototype of the rule system as
early as possible to test whether it is
any fun tweak it based on the test re-
sults test it again etc to iterate your
way toward something that is fun and
engaging
Bring in the Data Quantitative
analytics will tell you whether your
point systems donrsquot have loopholes
or exploits or whether you balanced
the difficulty of the goals and mis-
sions you present to the players
ldquoReality ultimately is much more messy
complex random unfair and beyond
our control than gamesrdquo
42 September 2012 | GAMIFICATION 43
Source Gabe Zicher-
mann | Mashable - 7 Win-
ning Examples of Game
Mechanics in Action
Sources Gartner | Gamification Primer Life Becomes a
Game January 2011
Gartner | Maverick Research Motivation Momentum and
Meaning How Gamification Can Inspire Engagement
October 2011
Gartner | Innovation Insight Gamification Adds Fun and
Innovation to Inspire Engagement December 2011
GABE ZIChERMANNGamification expert
ldquoThe initial findings from gamification
specialists are nothing short of astonish-
ing Regardless of your business model
the following seven gamified innovations
should inspire you to strategize via game
analysisrdquo
Make a market (Foursquare) Four-
square proved that location-based
networking wasnrsquot doomed to fail that
simple game mechanics can affect
behavior and that you can engage 10
million customers mdash all while raising
$50 million
Get fit (NextJump) By leveraging the
power of gamification 70 of Next-
Jump employees exercise regularly mdash
enough to save the company millions
in work attendance and insurance
costs over the medium term mdash all the
while making the workplace healthier
and happier
Slow down and smell the money (Volkswagen - Fun Theory) Speed
Camera Lottery idea rewards those
drivers who obey the posted limit by
entering them into a lottery When test-
ed at a checkpoint in Stockholm aver-
age driver speed was reduced by 20
Generate ad revenues (Psych amp NBCUniversal) Club Psych implemented
gamified incentives to raise page
BRIAN BURKE GARTNERTechnology analyst
ldquoThe goal is to inspire deeper more en-
gaged relationships and to motivate
changed behaviors Many organizations
report significantly higher engagement
with gamification But risks abound and
organizations should consider their de-
ployment strategies carefully
Gamification is a business issue that
is enabled by technology mdash business
managers must take the lead in dri-
ving gamification efforts
The application of gamification is very
diverse Focusing on specific goals is
critical to success
Avoid the herd mentality mdash donrsquot imple-
ment a copycat application Most cur-
rent gamified applications are doomed
to fail
Design gamified applications that co-
rrectly position motivation momen-
tum and meaning (M3) to inspire en-
gagement with the audience
Exploit this trend today if you work in
an organization that is willing to take
risks But remember that careful plan-
ning and improvement through itera-
tion are central to every successful im-
plementation of gamification
views by over 130 and
return visits by 40
The resulting rise in
engagement has gener-
ated substantial revenue
for the company bringing
registered user counts from
400000 to nearly 3 million since
the launch of the gamified version
Make research amp evangelism count (Crowdtap) Through the use of gami-
fied virtual rewards the company has
been able to raise average user par-
ticipation by 25 times thus reducing
research costs by 80 or more for key
clients
Save the planet (RecycleBank) RecycleBank utilized game mecha-
nics such as points challenges and
rewards to drive breakthroughs The
project has seen a 16 increase in re-
cycling in Philadelphia where the recy-
cling rate has broken 20 for the first
time in history
Make teaching fun (Ananth Pai) grouped students by learning style
and retooled the curriculum to make
use of off-the-shelf games to teach
reading math and other subjects In
the space of 18 weeks Mr Pairsquos class
went from below third grade average
reading and math levels to mid-fourth
grade v
44 September 2012 | GAMIFICATION 45
MPAA | Theatrical Market Statistics 2012
Alex Osterwalder and Yves Pigneur | Business Model Generation 2009
Daniel Pink | Drive The Surprising Truth About What Motivates Us April 2011
PSFK | The Future of Gaming 2011
Byron Reeves amp J Leighton Read | Total Engagement Using Games and Virtual Worlds to Change the Way People Work and Businesses Compete 2009
Gabe Zichermann | Gamification by Design Implementing Game Mechanics in Web and Mobile Apps August 2011
Gabe Zichermann | Gamification Innovation and the Future (presentation) 2012
Gabe Zichermann amp Joselin Linder | Game-Based Marketing Inspire Customer Loyalty Through Rewards Challenges and Contest 2010
On the WebIan Bogost (Video Game Theorist Critic and Designer)
Bunchball | Gamificationcom
Sebastian Deterding (Game Researcher and Designer) | Coding Conduct Persuasive Design for digital media
Entertainment Software Association | Games Improving What Matters
Gamasutra | Social Gaming and the Bartle Archetype April 13 2012
Gamification of Work
Gamification Research Network
Gaming Business Review | Designing Gamification for the Most Frequent Personality Types September 20 2011
Gaming Business Review | Who Owns Gamification Data February 18 2012
GigaOM | The future of Social Games is Mobile October 2010
Google Insight for Search | Gamification Mashable | 7 Winning Examples of Game Mechanics in Action July 6 2011
Scott Nicholson (MIT Gambit Game Lab) | Because Play Matters
Wired Magazine | Go with the Flow 1996
Wired Magazine | Swedish Speed-Camera Pays Drivers to Slow Down December 6 2010
Gabe Zichermann | The Gamification Blog
A list of links to other useful tools and resources that you may find useful as a supplement to the information offered on the lsquoSimple Bankrsquo report
Books amp PublicationsBunchball | Gamification 101 An Introduction to the Use of Game Dynamics to Influence Behavior October 2010
Tom Chatfield | Fun Inc Why Games are the 21st Centuryrsquos Most Serious Business 2010
Jenova Chen | Flow in Games (and Everything Else) April 2007
Aaron Dignan | Game Frame Using Games as a Strategy for Success 2011
Sebastian Deterding | Getting ldquoGamificationrdquo Right (presentation) January 2011
Entertainment Software Association | 2011 Sales Demographic and Usage Data Essential Facts about the Computer and Video Game Industry 2011
Gartner | Gamification Primer Life Becomes a Game January 2011
Gartner | Innovation Insight Gamification Adds Fun and Innovation to Inspire Engagement December 2011
Gartner | Market Trends Gaming Ecosystem 2011
Gartner | Maverick Research Motivation Momentum and Meaning how Gamification Can Inspire Engagement October 2011
Insight Express | 1Q2012 Digital Consumer Portrait 2011
International Federation of the Phonographic Industry | Recording Industry in Numbers The Recorded Music Market in 2011 March 2012
Jane McGonigal | Reality is Broken Why Games Can Make Us Better and how They Can Change the World 2011
Mihaly Csikszentmihalyi | Flow The Psychology of Optimal Experience 1991
Ralph Koster | A Theory of Fun for Game Design 2005
M2 Research | What is Gamification (presentation) January 2011
46 September 2012 | GAMIFICATION 47
Gamification Experts
In depth
Brian BurkeBrian Burke is an analyst for Gartner specializing in enterprise architecture and IT portfolio management and most recently developing research on the emerging gamification trend His groundbreaking work in the development of federated architectures has been implemented in hundreds of organizations in both the public and private sectors He is also a prominent researcher and speaker in the areas of IT strategy IT organizational structures and businessIT alignment
Jane McGonigalJane McGonigal takes play seriously She studies the power of
games to impact the real-world mdash and she creates games that do just that She is an expert on applying game design and game theory to real work and real business and has consulted and devel-oped internal game workshops for leading technology companies MIT Technology Review named her one of the top 35 innovators changing the world through technology for her role in pioneering the field of alternate reality gaming and Harvard Business Review called her theory of ldquoalternate reality businessrdquo one of the ldquoTop 20 Breakthrough Ideas of 2008rdquo She has a PhD from UC Berkeley in performance studies
Wanda MeloniFounder and president of M2 Research is an industry analyst and market strategist Wanda has a deep understanding of emerging trends in interactive entertainment games and social media Wanda publishes articles and reports that on the market dynamics affecting development and consumer trends In addi-tion to her published works she consults with many of the top companies in the industry providing custom analysis investment strategies strategic positioning and competitive analysis
Gabe ZichermannGabe Zichermann is an entrepreneur author highly rated public speaker and gamification thought leader He is the chair of the Gamification Summit and Workshops and is co-author of the book ldquoGame-Based Marketingrdquo (Wiley 2010) where he makes a compelling case for the use of games and game mechanics in everyday life the web and business
Sebastian Deterding
Sebastian Deterding is a researcher and designer working on user experience persuasive design video games and gamifica-tion His PhD research at the Research Center for Media and Communication at Hamburg University looks into the use of game design to motivate user behavior in non-game contexts Today he speaks and publishes internationally on persuasive design and gamification at events such as reboot republica or Playful and consults game companies on game usability and playability
Other experts include
R Ray Wang Micheal Wu Toby Beresford Dennis Crowley Keith Smith Steven L Johnson Buster Benson Scott Dodson Ian Bogost
48 September 2012 | GAMIFICATION 49
The following section outlines the upcoming technologies that will change everything with predictions on what may come of them in financial industry
The Maps WarEmerging players are consolidating their Maps products and becoming
trusted partners in the Maps solutions landscape A few weeks ago Wikipedia
moved from Google Maps to OpenStreetMap followed by FourSquare Even
Apple launched iPhoto for iOS using OpenStreetMap data for photos with
geolocation tags embedded
IS OPENSTREETMAP A MATURE SOLUTIONOpenStreetMap was founded in July 2004 and it is
defined as a collaborative project to create a free edit-
able map of the world In April 2012 OpenStreetMap
cleared 600000 registered contributors However
not all registered users actually contribute to the
map a minority of individuals contribute the major-
ity of the content (around 3)
High populated areas such as big cities are constant-
ly being updated even at a higher rate than Google
Maps does Low populated areas on the other hand
are not so accurate These areas are currently being
covered by Bing Microsoft Maps solution Despite
Microsoft support certain places may not have ac-
curate information to display Therefore depending
on the needs OpenStreetMaps can be considered a
good approach
AND WhAT ABOUT GOOGLE MAPSGoogle Maps solution is much more than Maps It
is also considered the main advertising platform for
many merchants and functionalities as Street View
add value to final user far beyond geo-localization
But it is no longer free It seems to be quite hard
to make money putting ads on maps so Google
Maps API is limited to 25000 free queries per day
Over that limit it is required to pay Nothing free lasts
forever
Rumors keep growing and it is said that Apple is
working on its own Map solution that will be re-
vealed with the iOS 6 and will include 3D features
We already have a winner the final user
The Maps war is escalating During Applersquos
WWDC in June 2012 the company
announced that the new iOS will no longer
use Google Maps Instead Apple will offer
its own maps solution in the iOS 6 The
new map service along with Siri seems to
offer iOS users more convenience and
solutions (of course shutting out Google)
In fact it looks like Apple wants to extend
the war beyond Maps hellip be careful out
there the titans are clashing
BREAKING NEWS
Technology trends
50 September 2012 | GAMIFICATION 51
According to McKinsey Global Institute big data
can unlock value (high level) for the enterprise
by 1) creating transparency 2) enabling experimen-
tation to discover needs expose variability and im-
prove performance 3) segmenting populations to
customize actions 4) replacingsupporting human
decisions making with automated algorithms and
5) innovating new business models products and
services
RELEVANCE OF BIG DATAOpportunities ndash for example a retail business can
increase operating margins by 60 Early results
show that big data leaders are taking market share
from the laggards suggesting that big data will be-
come a keystone for competitiveness and growth
for the organization
Specifically for the banking sector Citibank has
partnered with IBM (ldquoWatsonrdquo) to use big data for
up-sellingcross-selling opportunities It is stipulated
that they will also use Watson to detect fraud and
analyze customer credit worthiness
The danger (or risk) of big data stems from issues
which will affect all stakeholders namely data pro-
tection and security rights and responsibilities for
using data and accountability and enforcement Ad-
ditionally it is estimated that by 2020 the volume
of data will exceed our capacity for data storage by
more than 21 v
Sources IBM | ldquoUnderstanding Big Datardquo March 2011
McKinsey Global Institute | ldquoBig Datardquo June 2011
World Economic Forum | ldquoRethinking Personal Data
Strengthening Trustrdquo (August 2011)
The Economist | ldquoBig Data Crunching the Numbersrdquo
May 19 2012
2020 346
2005 013
Created
2005 2010 2015 2020
35
30
25
20
15
10
5
0
Storage available Zettabytes = 1 trilion gigabytes
ESTIMATE FORECAST
forecast
OPEN WIDE Global digital information
Source IDC
Striking Gold with Big DataToday the world creates 25 quintillion
bytes of new data ndash everyday 90 of
the worldrsquos data has been created in the
last two years alone In this mountain of
data (both structured and unstructured)
there is gold to be found Companies must
acquire the right tools and processes to
separate the dirt from the gold efficiently
Technology trends
52 September 2012 | GAMIFICATION 53
Innovation at the Core just Copy amp Paste
By using virtualization and replication technolo-
gies banks can create copies of the core system
quickly and provide them to partners in standalone
sandboxes By allowing developers work with a real
core banking environment the pace of innovation
will quicken as developers can test new functionali-
ties without worrying how it will perform when the
product goes live According to ING a full replication
of the core system used to take about 260 days it
now takes less than a day
Source Information Management | May 2012
Core banking platform
New formats
Enterprise 20
Smartphone + Fanatics = Smartphonatics
Smartphonatics are consumers who change their
shopping financial and payment behavior as a
result of owning a smartphone According Aitersquos
Ron Shevlin ldquoThis group is driving the adoption of
mobile payments and banking and setting the bar
for how financial institutions will have to respond
over the next five yearsrdquo 70 of Smartphonatics have used a mobile
device to make a payment 80 of Smartphonatics have used the mobile
banking channel Less than 25 of other consumers have made a
mobile payment About 33 of other consumers have used the
mobile banking channel
Source Aite | May 2012
Everyone wants Mobile Banking including
companies
A recent global survey of treasury executives
suggest that 66 of corporate customers are ready
to use mobile banking which can provide access
to real-time information related to the corporate
environment Customers are willing to pay for
premium services if they can realize efficiencies As
tablets are already part of the C-suite they can boost
adoption by enabling other value added services
Source finextra | May 2012
An analysis of one yearrsquos worth of data of Google
Apps enterprise customers shows us An average user creates 84 DocsSites An average enterprise has 250000 DocsSites
on their domain Compared to on premise solutions the results
are very similar Year over year growth of DocsSites is projected
to be 400 Percentage of DocsSites that are designated
lsquoEverybodyrsquo 55 Percentage of DocsSites that are designated
lsquoPublicrsquo 025 Percentage of Docs Shared Externally 25
Mobile banking
Smartphonatics by Country(Source ACI Worldwide Aite Group)
India
South Africa
Brazil
UAE
China
Italy
Singapore
US
Australia
UK
Sweden
Germany
France
Canada
6042
3734
3127
2420
1816
1110
87
Average Number of External Collaborators 3000
Thinking about the results it seems like enterprise
users have no problems embracing Google Apps
and of course should be mindful of when share
DocsSites with others
Source Forbes | June 2012
When Google Apps go Bighellip What happens
In this section readers will find summaries of the most relevant news of selected topics that have been published over the course of the month based on its relevance to the Banking industry The summaries were prepared by the editorial board Further information is made available for each given topic
Trending issues
54
Good News Bad News
A recent survey shows consumers want to use
mobile wallets and thatrsquos good news However
consumers clearly prefer PayPal Google and Apple
over banks to provide the solutions In fact 8 of 10
consumers in the survey indicated that they would
use mobile wallets if PayPal offered a service
Banks should heed this wake-up call or prepare for
a future without a mobile wallet
Source MarketWatch | June 2012
When it Comes to Social
Women 2 - Men 1
A recent survey of 2000 Britons (commissioned by
British Telecom) discovered that ldquoover half of female
internet users used social networking websites such
as Twitter and Facebook whilst only 34 per cent of
men surveyed admitted to doing so Similarly out of
those surveyed 18 per cent of women believed that
if the internet no longer existed they would miss
social media websites the most This compares to
just seven per cent of menrdquo
Source The Telegraph | May 2012
Mobile payments
Digital Marketing
Crowd finance
Social Media
The ldquoPinrdquo is Mightier than
According to the 2012 Social and Mobile Com-
merce Study (a joint research project by Shoporg
comScore and The Partnering Group) American
consumers follow an average of 93 retail compa-
nies on Pinterest compared to 85 on Twitter and
69 on Facebook For now when it comes to digital
marketing the Pin is mightier
Source Shoporg comScore amp The Partnering Group | June 2012
The Crowd is Growing Crazy
The Crowdfunding Industry Report from
researchers Massolution reveals that
crowdfunding platforms raised almost $15 billion
funding over one million projects in 2011 They also
say that with current trends the already growing
market is set to double in 2012
Source Massolution | June 2012
FUNDER AND FUNDRAISER ACTIVITYPercentage based on sample of 57 and 47 CFPs respectively
89
7
26
4 5
69
1-2 C
AMPAIG
NS
3-5 C
AMPAIG
NS
gt5 CAM
PAIGNS
FUNDERS FUNDRAISERS
Trending issues
56 September 2012 | GAMIFICATION 57
The Internet is Becoming Mobile
By 2017 there will be 5 billion mobile
broadband users three times as
many people as are
using that technology today
With faster mobile network
speeds and global coverage
the mobile internet is poised to
deliver new innovative services as the app
ecosystem will surely find a way to create newer and
or better mobile services According to Ericssonrsquos CEO there is
a ldquoshift in power from the network to the handsetrdquo from connectivity to
apps
Source GigaOm | June 2012
Love at First Bite People just love Applersquos iPad A customer satisfac-
tion polls shows that iPad clearly is heads and
shoulder above its competitors when it comes to
wowing the customers Customers are ldquovery satis-
fiedrdquo with Apple (new) iPad - 81 Apple iPad2 - 71 Samsung Galaxy Tablet - 46 Amazon Kindle Fire - 41 Others - 41
Source Computer World | June 2012
App ecosystem New banking concepts
Join amp enjoy
New Gizmo era
Talk to Bank Voice-enabled search is fast becoming a
differentiator especially with smart devices in the
e-commerce space EasyAsk a natural language
technology company launched Quiri in March 2012
Quiri a virtual personal shopping assistent under-
stands both the intent of the search and has deep
knowledge of the content and products within the
e-commerce site Shoppers can use their iPhone 4S
or Android to verbally search sites for products and
the products they are looking for It is like having
a highly knowledgeable personal shopping
assistant for that one store
Source Sacramento Bee | June 2012
Flashback to EVOKE
Though there is a lot of commercial buzz re-
lated to games and gamification today some
are designed to change the world In 2010 the
World Bank launched the EVOKE a game which
motivate players all over the world to come up
with creative solutions to our most urgent social
problems According to the website ldquoEVOKE is a
ten-week crash course in changing the worldrdquo In
this issue of Innovation Edge we pay homage to
one of the pioneers of gamification
Source World Bank | March 2010
Trending issues
58 September 2012 | GAMIFICATION 59
Connected Cars Solution Market Expected to Exceed $350 million in 5 years
By 2017 according to ABI Research the connected
car market will be about $350 million dollars
growing from $66 million in 2012 Connect Car
solutions include stolen vehicle tracking insurance
telematics infotainment and road user charging
The consumers are asking for a connected lifestyle
and they are asking to be connected to the car
especially the younger consumers
Source ABI | May 2012
Gimme a Hi-Five for health
TldquoFor healthcare delivery wersquore rapidly moving
from a world of inbound patients to a world of in-
bound data The impact of this shift on the health-
care system and how consumers use and act on
health information should not be underestimated
Here are five ways digital apps and smartphones
will transform healthcarerdquo
Improved access to care Improved patient engagement New provider of business models Reduced medicare fraud Improved patient safety
Source Forbes | June 2012
Smart cities + urban mobility
Health
Trending issues
BBVA Innovation Center (Plaza de Santa Baacuterbara 2 Madrid)
13th September | 900ndash1400 h
World renowned experts based on real world ex-
periences would help you ascertain whether or not
gamification is being hyped or is here to stay
Check out the videos and photos of the
event in our web
wwwcentrodeinnovacionbbvacom
Bernardo Crespo Velasco b_crespo
Head of Digital Marketing and Marketing Lab at
BBVA Spain Degree in Management and Econom-
ics from the University of Castilla-La Mancha and the
University of St Andrews He holds a masters in Re-
lational Marketing CRM and e-Commerce at ICEMD
Brian Burke brian_burke
Analyst for Gartner expert in gamification and enter-
prise architecture His groundbreaking work in the
development of federated architectures has been
implemented in hundreds of organizations in both
public and private sectors
Priya Haji priyahaji
CEO and co-founder of SaveUp the first free
rewards program that encourages Americans
to save money and pay down debt while of-
fering a chance to win prizes including a life-
changing $2000000 jackpot Through a fun
and simple approach that employs game me-
chanics SaveUp helps transform the otherwise
mundane activities of savings
Sergio Jimenez gamkt
Sergio Jimenez is an analyst consultant and speak-
er specialized in gamification enthusiastic market-
ing technology and games Mr Jimenez has partici-
pated in numerous projects related to gamification
helping companies of different sectors to introduce
game mechanics in products and service
Gamification amp Banking a passing fad or a serious business
More info
Event
Videos pictures and
all the info
September 2012 | GAMIFICATION 61
We Innovate to GrowBBVA understands innovation as a source of value
creation both for our group and people In order to
effectively manage its development the group relies
on time tested innovation methodologies which were
co-developed with leading experts around the world
The Open Innovation model adopted by the group
attests that BBVA highly values people and talent re-
gardless where they may be and shows the bankrsquos
willingness to lead the transformation of the financial
industry with total openness and without any borders
The BBVA Innovation Center is the focal point for sig-
nificant and disruptive innovation projects
Furthermore the BBVA Innovation Center is a space
to meet a space to share and above all a space listen
and learn from the innovation ecosystem
Being part of an innovation ecosystem allows BBVA to
be near ideas and talent and to facilitate access to the
worldrsquos leading experts It is also a way to share our
collective knowledge with innovation community
wwwcentrodeinnovacionbbvacom
Follow us
wwwfacebookcomcentrodeinnovacionbbva
twittercomcibbva
wwwyoutubecomusercentroinnovacionbbva
wwwslidesharenetCIBBVA
This month events
More info
More info
Innovation at BBVAFor BBVA innovation is a strategic pillar and the BBVA Innovation Center is a major focal point for the grouprsquos effort in this field
CLOUDSTAGE
September 27th BBVA Innova-
tion Center will host the 8th
edition of Cloudstage an event
focused on the cloud This is a
meeting between profession-
als that want to deal with the
possibilities and development
of the cloud computing
KNOWSQUARE
September 25th BBVA Innova-
tion Center will host the event
Knowsqure an online and off
line network board of direc-
tors The aim of this event is
share experiences and knowl-
edge to improve the manage-
ment of companies
Produced by Prodigioso Volcaacuten
(wwwprodigiosovolcancom)
BBVA Innovation Edge is the first corporate magazine focused on innovation Innovation Edge aims to explore new trends and technologies that may impact the financial industry especially retail banking
Each edition features articles analysis and in-depth information about a given trend
WEB Articles and sections are available for free on wwwcentrodeinnovacioncom in both English and Spanish
PDF Our website offers pdf versions of the publications for your reading enjoyment online or offline
APP Innovation Edge is also available in Applersquos App Store All issues will be made available for download at the App Store free of chargerdquo
More info
Are you interested in Innovation Edge Subscribe to our newsletter and be informed of new issuescopyBBVA2012
BBVA Innovation Edge is the result of a collaborative work done by all the people who are involved in innovation at BBVA Group
CONTRIBUTORS TO THIS ISSUE
Mariacutea Pilar Aacutelvarez Garciacutea l Javier Anguiano
Javier Benediacute l Alfonso Bey Navarro
Jaime Bisbal l Reyes Bolumar
Javier Borderiacuteas l Bernardo Crespo
Antonio Garciacutea l Eugenio Garciacutea
Rafael Hernaacutendez l Miguel Aacutengel Intildeesta
Beatriz Lara Bartolomeacute l Carmen Loacutepez
Marcos Marrodaacuten Ciorcia l Luz Martiacuten
Ricardo Martiacuten Manjoacuten l Samuel Martiacuten Valentiacuten
Aacutelvaro Moroacuten l Manolo Moure
Jay Reinemann l Alicia Saacutenchez
Javier Sebastiaacuten l Marcelo Soria
Gustavo Vinacua l Shan Ggu ldquoPhilrdquo Yim
DL AS 2498-2012
No part of this publication can be reproduced or communicate in any form or by any platform electronic o mechanic including photocopying recording o any other system of storage and retrieval without permission of the publisher BBVA
Key Partnerships Key Activities
Key Resources
Gamification is more of a process than a productUser engagement must be built in at the productservice development level
Cost Structure
simply adding points badges and leader boards is
not going to make engaging with an organization
more funrdquo
No ldquoone size fits allrdquo with gamification Different
people play different games for different reasons
ldquoWhile gamifying some activity may engage part
of the stakeholders it is not likely to appeal to all
stakeholders
Does it make sense for us ldquoIn many corporate
environments the very notion of building lsquofunrsquo into
any activity will be a nonstarter The idea of lsquofunrsquo can
seem very trivializingsuperficialno what grown-
ups do Selling gamification in these organizations
will be very difficultrdquo
Unexpected consequences ldquoTurning an acti-
vity in a game invites players to try to lsquogame the
systemrsquo and may result in unintended conse-
quencesrdquo
More time is needed to better identify the risks
associated with gamification As the technology
enters Trough of Disillusionment in Gartnerrsquos Hype
Cycle the negative version of the fairytale will
soon materialize and begin to dominate as some
companies will painfully learn that all that glitters
isnrsquot gold The golden child might look more like a
whipping boy v
Trial and Error is part of the learning curve Donrsquot put on the ROI hat hellip
Value Propositions
Channels
Customer Segments
Revenue Streams
Customer Relationships
Companies risk taking customers on unnecessary journeys distracting them from the main purpose of giving them what they actually want
Who owns the data Data
ownershipresponsibility
needs to be addressed and for
financial services companies
this may be difficult
30 September 2012 | GAMIFICATION 31
32 September 2012 | GAMIFICATION 33
GlobalSnapshots
Around the world companies and organizations are seriously experimenting with gamification Whether playing a lottery with the speed limit or learning about real estate investments gamification projects are capturing the imagination of people
34 September 2012 | GAMIFICATION 35
SIEMENS A visual FarmVille-style game that allows players to
learn the connections of each part of the plant and
manufacturing process
Ver video
IBM INNOV8 the IBM Business Process Management
(BPM) simulation game gives both IT and business
players a better understanding of how effective BPM
impacts an entire business ecosystem
GOOGLE Google employees get a per diem amount for busi-
ness trips depending on the destinations If they
are above the limit they submit the receipt and get
reimbursed If they are below the per diem they
can use it to save it towards another business trips
(which would have had no budget) or upgrade 1st
class Compliance with the process has shot up to
over 90
SAP Sustainability Quiz The idea was to make beha-
vioral change fun and inform employees about the
success of SAPrsquos sustainability efforts and what steps
they can take themselves In less than a month over
one thousand colleagues played the game many of
them repeatedly
SAP Community Networks (SCN) ldquoThe SCN is
also a good example to introduce you to a couple
of game mechanics Points (as ldquopoints pointsrdquo but
also views of your articlesblogs) leaderboards (list
of top contributors but also exposure of you arti-
cle on the main SDN page) status (mentor badge
goldsilverbronze medal) social interaction (dis-
cussions meetups)rdquo
DELOITTE ldquoConsulting firm Deloitte Touche Tohmatsu Ltd
are incorporating elements of videogames into the
workplace Theyrsquore deploying reward and competi-
tive tactics commonly found in the gaming world
to make tasks such as management training data
entry and brainstorming seem less like workrdquo
SALESFORCE Salesforce Motivation motivates professionals us-
ing proven techniques that sales managers have
always used team competitions leaderboards and
rewards But instead of tracking and managing those
programs manually companies can use cloud-based
applications to ldquoautomaterdquo tasks so that the team
stays focused on the activities and rewards that are
critical
BARCLAYS 56 Sage Street A portal to help teach about mo-
ney finance and banking in an enjoyable way
BANK OF AMERICA Bad Credit Hotel (in collaboration for the US De-
partment of Treasury) Learn about debt manage-
ment credit history and credit scores
COMMONWEALTh BANK Investorville is a virtual world where one can try
hisher luck at investing in rental property without
the risk of buying one
MICROSOFT RibbonHero is an application that encourages MS
Office users to learn more about the different fea-
tures by watching videos and taking short exams
CODEACADEMY Codecademy is a web-based interactive platform
where players can learn to code and are rewarded
with points and badges The players get encouraging
real-time feedback on progress bars and can connect
with their friends and compete against them
VOLKSWAGEN (FUN ThEORY)Speed Camera Lottery ldquoCan we get more people
to obey the speed limit by making it fun to do (The
idea) was so good that Volkswagen together with
The Swedish National Society for Road Safety ac-
tually made this innovative idea a reality in Stock-
holm Sweden The average speed of cars passing
the camera dropped from 32kmh before the experi-
ment to 25kmh afterrdquo (Wired)
Ver video
Walking up the Piano Stairs ldquoCan we get more peo-
ple to take the stairs over the escalator by making it
fun to dordquo The project led to an increase of 66 in
the use of the piano stairs
Ver video
Recycling is Fun At Bottle Bank Arcade recycling
was turned into a fun activity
Ver video
Employee
Facing
Gamification
Customer Facing
Gamification
Projects in
Financial
Services
Customer
Facing
Gamification
Projects
36 September 2012 | GAMIFICATION 37
Other notable companies include
Bigdoor
Crowd Twist
Get Glue
Playgen
SCVNGR
Gamification Platform ProvidersFor organizations who are considering off the shelf
solutions platform providers are offering turnkey so-
lutions for gamification Below we present some of
the leading vendors
BUNChBALLBunchball offers the Nitro gamification platform and
its analytics solution to create customized action-
able and scalable user experiences for consumers
employees and partners Nitro is a scalable and
reliable gamification platform managing over 125
million users and tracking over 15 Billion actions to
date Founded in 2005 Bunchballrsquos investors include
Granite Ventures Triangle Peak Partners Northport
Investments Correlation Ventures and Adobe Sys-
tems Incorporated
BADGEVILLE Founded in 2010 Badgeville draws on techniques
from social gaming traditional loyalty programs and
social networking in its suite of Behavior Lifecycle
Management solutions Built on database techno-
logy Badgevillersquos PaaS (Platform-as-a-Service) is de-
signed to connect user reputation across all of your
digital touch points Badgeville is funded by Norwest
Venture Partners El Dorado Ventures Trinity Ven-
tures and the Webb Investment Network
CROWDTAP Crowdtap is the Influencer Marketing platform ena-
bling leading brands to easily identify activate and
manage their influential consumers for real-time
insights and powerful online and offline peer-to-peer
marketing Crowdtap intends to shift marketing to
a fully collaborative and participatory process be-
tween brands and consumers
CYNERGY According to Cynergy ldquoWe make incredible experi-
ences happenmdashno easy task Great design is criti-
cal but incredible experiences are much more than
just pixelsmdashthey require the artful merging of expert
strategy design excellence and cutting-edge tech-
nology delivered by a single integrated team Thatrsquos
our formulamdashthatrsquos how we make incredible experi-
ences happenrdquo
IACTIONABLE IActionable is a web based (SaaS) gamification
software platform that applies game mechanics
to non-game applications IActionable can be used
to change user interface and user experience and
drive behavior in the form of participation and en-
gagement v
BBVA amp thegamificationWith BBVA Game we have
launched an important Beta
project wich we want to create
an space of interaction with our
on line clients
38
We understand that to generate a fun dialog
with our clients is a challenge Most online us-
ers access our site to check positions and perform
transactions Without a doubt itrsquos quite a challenge
BBVA Game a gamification platform has incorpo-
rated game dynamics as a way to provide additional
value for online banking customers We put together
our best value proposition loyalty programs and
game dynamics which offer the most fun We wanted
to work in teams to create a game that educates our
clients offers stickiness to our clients and offer cross-
selling and upselling opportunities for our business
We will not really know the final results until we learn
from our customers any other pretense would be
rather arrogant
What we do know is that we can use gamification to
get know know our customers better to get closer
to them in an refreshing way to educate them to be
ldquostickyrdquo and of course we can apply this model in
all countries in which we have presence Like BBVA
the concept of gamification is universal
All the team members in various teams who par-
ticipated in bringing BBVA Game to life (Marketing
and Innovation amp Technology) shared one thing in
common We had fun And that is a good sign v
Bernardo Crespo
Head of Digital Marketing and Marketing Lab
BBVA Spain and Portugal
Brian Burke
are leveraging game mechanics to engage customers and financial services companies are no exception This trend is called gamification and while it being used in many different ways the sweet spot is in engaging customers As an early adopter of gamification in the financial services industry BBVA joins a small group of innovators that are turning customers into players and banking into a game The BBVA Game is a leading edge example of using gamification to both engage customers in a fun way while architecting the customer journey Gamification is a win-win for BBVA and its customersrdquo
ldquoCompanies around the world
September 2012 | GAMIFICATION 39
September 2012 | GAMIFICATION 41 40
ForecastInnovationThe early results are in Bunchball a pure gamification platform provider see their customers enjoy the benefits value creation aspects of gamification
An increase of 2x page view Page view per visit increased 60 Unique visitors increased 30 Increase of 100 on time on site An increase of 2x repeat monthly visits 400 ROI (with payback time of as
little as 3 months)
Though the results display initial deploy-
ments numbers itrsquos clear what should
be done with gamification for the short-
term future Just Play See how gamifica-
tion can create or capture value for the
organization
To wrap things up we leave you with
some ldquoGamification Tips from the Prosrdquo
hoping that they may help you better
understand this key topic and perhaps
even help spark some new innovations
in the organization
Gamification Tips from the Pros
SEBASTIAN DETERDING Game designer
ldquoThe most important thing to keep in
mind here is that any good design mdash
game or software mdash hinges on good
designers and design process not on
featuresrdquo
Know your users What motivates
them What is meaningful to them
What keeps them from following
through on their intentions What
kind of games to they like What kind
of community do they prefer Without
user research to figure these things
out you will miss your target audience
Read the Rules Goals and rules create
interesting challenges even can create
meta-games
Sources Sebastian
Deterding Getting Gamifi-
cation Right January 2011
| Sebastian Deterding
Donrsquot Play Games with
Me Pitfalls of Gameful
Design May 2011
Prototype Playtest and Iterate The
core of game design is to build a func-
tional prototype of the rule system as
early as possible to test whether it is
any fun tweak it based on the test re-
sults test it again etc to iterate your
way toward something that is fun and
engaging
Bring in the Data Quantitative
analytics will tell you whether your
point systems donrsquot have loopholes
or exploits or whether you balanced
the difficulty of the goals and mis-
sions you present to the players
ldquoReality ultimately is much more messy
complex random unfair and beyond
our control than gamesrdquo
42 September 2012 | GAMIFICATION 43
Source Gabe Zicher-
mann | Mashable - 7 Win-
ning Examples of Game
Mechanics in Action
Sources Gartner | Gamification Primer Life Becomes a
Game January 2011
Gartner | Maverick Research Motivation Momentum and
Meaning How Gamification Can Inspire Engagement
October 2011
Gartner | Innovation Insight Gamification Adds Fun and
Innovation to Inspire Engagement December 2011
GABE ZIChERMANNGamification expert
ldquoThe initial findings from gamification
specialists are nothing short of astonish-
ing Regardless of your business model
the following seven gamified innovations
should inspire you to strategize via game
analysisrdquo
Make a market (Foursquare) Four-
square proved that location-based
networking wasnrsquot doomed to fail that
simple game mechanics can affect
behavior and that you can engage 10
million customers mdash all while raising
$50 million
Get fit (NextJump) By leveraging the
power of gamification 70 of Next-
Jump employees exercise regularly mdash
enough to save the company millions
in work attendance and insurance
costs over the medium term mdash all the
while making the workplace healthier
and happier
Slow down and smell the money (Volkswagen - Fun Theory) Speed
Camera Lottery idea rewards those
drivers who obey the posted limit by
entering them into a lottery When test-
ed at a checkpoint in Stockholm aver-
age driver speed was reduced by 20
Generate ad revenues (Psych amp NBCUniversal) Club Psych implemented
gamified incentives to raise page
BRIAN BURKE GARTNERTechnology analyst
ldquoThe goal is to inspire deeper more en-
gaged relationships and to motivate
changed behaviors Many organizations
report significantly higher engagement
with gamification But risks abound and
organizations should consider their de-
ployment strategies carefully
Gamification is a business issue that
is enabled by technology mdash business
managers must take the lead in dri-
ving gamification efforts
The application of gamification is very
diverse Focusing on specific goals is
critical to success
Avoid the herd mentality mdash donrsquot imple-
ment a copycat application Most cur-
rent gamified applications are doomed
to fail
Design gamified applications that co-
rrectly position motivation momen-
tum and meaning (M3) to inspire en-
gagement with the audience
Exploit this trend today if you work in
an organization that is willing to take
risks But remember that careful plan-
ning and improvement through itera-
tion are central to every successful im-
plementation of gamification
views by over 130 and
return visits by 40
The resulting rise in
engagement has gener-
ated substantial revenue
for the company bringing
registered user counts from
400000 to nearly 3 million since
the launch of the gamified version
Make research amp evangelism count (Crowdtap) Through the use of gami-
fied virtual rewards the company has
been able to raise average user par-
ticipation by 25 times thus reducing
research costs by 80 or more for key
clients
Save the planet (RecycleBank) RecycleBank utilized game mecha-
nics such as points challenges and
rewards to drive breakthroughs The
project has seen a 16 increase in re-
cycling in Philadelphia where the recy-
cling rate has broken 20 for the first
time in history
Make teaching fun (Ananth Pai) grouped students by learning style
and retooled the curriculum to make
use of off-the-shelf games to teach
reading math and other subjects In
the space of 18 weeks Mr Pairsquos class
went from below third grade average
reading and math levels to mid-fourth
grade v
44 September 2012 | GAMIFICATION 45
MPAA | Theatrical Market Statistics 2012
Alex Osterwalder and Yves Pigneur | Business Model Generation 2009
Daniel Pink | Drive The Surprising Truth About What Motivates Us April 2011
PSFK | The Future of Gaming 2011
Byron Reeves amp J Leighton Read | Total Engagement Using Games and Virtual Worlds to Change the Way People Work and Businesses Compete 2009
Gabe Zichermann | Gamification by Design Implementing Game Mechanics in Web and Mobile Apps August 2011
Gabe Zichermann | Gamification Innovation and the Future (presentation) 2012
Gabe Zichermann amp Joselin Linder | Game-Based Marketing Inspire Customer Loyalty Through Rewards Challenges and Contest 2010
On the WebIan Bogost (Video Game Theorist Critic and Designer)
Bunchball | Gamificationcom
Sebastian Deterding (Game Researcher and Designer) | Coding Conduct Persuasive Design for digital media
Entertainment Software Association | Games Improving What Matters
Gamasutra | Social Gaming and the Bartle Archetype April 13 2012
Gamification of Work
Gamification Research Network
Gaming Business Review | Designing Gamification for the Most Frequent Personality Types September 20 2011
Gaming Business Review | Who Owns Gamification Data February 18 2012
GigaOM | The future of Social Games is Mobile October 2010
Google Insight for Search | Gamification Mashable | 7 Winning Examples of Game Mechanics in Action July 6 2011
Scott Nicholson (MIT Gambit Game Lab) | Because Play Matters
Wired Magazine | Go with the Flow 1996
Wired Magazine | Swedish Speed-Camera Pays Drivers to Slow Down December 6 2010
Gabe Zichermann | The Gamification Blog
A list of links to other useful tools and resources that you may find useful as a supplement to the information offered on the lsquoSimple Bankrsquo report
Books amp PublicationsBunchball | Gamification 101 An Introduction to the Use of Game Dynamics to Influence Behavior October 2010
Tom Chatfield | Fun Inc Why Games are the 21st Centuryrsquos Most Serious Business 2010
Jenova Chen | Flow in Games (and Everything Else) April 2007
Aaron Dignan | Game Frame Using Games as a Strategy for Success 2011
Sebastian Deterding | Getting ldquoGamificationrdquo Right (presentation) January 2011
Entertainment Software Association | 2011 Sales Demographic and Usage Data Essential Facts about the Computer and Video Game Industry 2011
Gartner | Gamification Primer Life Becomes a Game January 2011
Gartner | Innovation Insight Gamification Adds Fun and Innovation to Inspire Engagement December 2011
Gartner | Market Trends Gaming Ecosystem 2011
Gartner | Maverick Research Motivation Momentum and Meaning how Gamification Can Inspire Engagement October 2011
Insight Express | 1Q2012 Digital Consumer Portrait 2011
International Federation of the Phonographic Industry | Recording Industry in Numbers The Recorded Music Market in 2011 March 2012
Jane McGonigal | Reality is Broken Why Games Can Make Us Better and how They Can Change the World 2011
Mihaly Csikszentmihalyi | Flow The Psychology of Optimal Experience 1991
Ralph Koster | A Theory of Fun for Game Design 2005
M2 Research | What is Gamification (presentation) January 2011
46 September 2012 | GAMIFICATION 47
Gamification Experts
In depth
Brian BurkeBrian Burke is an analyst for Gartner specializing in enterprise architecture and IT portfolio management and most recently developing research on the emerging gamification trend His groundbreaking work in the development of federated architectures has been implemented in hundreds of organizations in both the public and private sectors He is also a prominent researcher and speaker in the areas of IT strategy IT organizational structures and businessIT alignment
Jane McGonigalJane McGonigal takes play seriously She studies the power of
games to impact the real-world mdash and she creates games that do just that She is an expert on applying game design and game theory to real work and real business and has consulted and devel-oped internal game workshops for leading technology companies MIT Technology Review named her one of the top 35 innovators changing the world through technology for her role in pioneering the field of alternate reality gaming and Harvard Business Review called her theory of ldquoalternate reality businessrdquo one of the ldquoTop 20 Breakthrough Ideas of 2008rdquo She has a PhD from UC Berkeley in performance studies
Wanda MeloniFounder and president of M2 Research is an industry analyst and market strategist Wanda has a deep understanding of emerging trends in interactive entertainment games and social media Wanda publishes articles and reports that on the market dynamics affecting development and consumer trends In addi-tion to her published works she consults with many of the top companies in the industry providing custom analysis investment strategies strategic positioning and competitive analysis
Gabe ZichermannGabe Zichermann is an entrepreneur author highly rated public speaker and gamification thought leader He is the chair of the Gamification Summit and Workshops and is co-author of the book ldquoGame-Based Marketingrdquo (Wiley 2010) where he makes a compelling case for the use of games and game mechanics in everyday life the web and business
Sebastian Deterding
Sebastian Deterding is a researcher and designer working on user experience persuasive design video games and gamifica-tion His PhD research at the Research Center for Media and Communication at Hamburg University looks into the use of game design to motivate user behavior in non-game contexts Today he speaks and publishes internationally on persuasive design and gamification at events such as reboot republica or Playful and consults game companies on game usability and playability
Other experts include
R Ray Wang Micheal Wu Toby Beresford Dennis Crowley Keith Smith Steven L Johnson Buster Benson Scott Dodson Ian Bogost
48 September 2012 | GAMIFICATION 49
The following section outlines the upcoming technologies that will change everything with predictions on what may come of them in financial industry
The Maps WarEmerging players are consolidating their Maps products and becoming
trusted partners in the Maps solutions landscape A few weeks ago Wikipedia
moved from Google Maps to OpenStreetMap followed by FourSquare Even
Apple launched iPhoto for iOS using OpenStreetMap data for photos with
geolocation tags embedded
IS OPENSTREETMAP A MATURE SOLUTIONOpenStreetMap was founded in July 2004 and it is
defined as a collaborative project to create a free edit-
able map of the world In April 2012 OpenStreetMap
cleared 600000 registered contributors However
not all registered users actually contribute to the
map a minority of individuals contribute the major-
ity of the content (around 3)
High populated areas such as big cities are constant-
ly being updated even at a higher rate than Google
Maps does Low populated areas on the other hand
are not so accurate These areas are currently being
covered by Bing Microsoft Maps solution Despite
Microsoft support certain places may not have ac-
curate information to display Therefore depending
on the needs OpenStreetMaps can be considered a
good approach
AND WhAT ABOUT GOOGLE MAPSGoogle Maps solution is much more than Maps It
is also considered the main advertising platform for
many merchants and functionalities as Street View
add value to final user far beyond geo-localization
But it is no longer free It seems to be quite hard
to make money putting ads on maps so Google
Maps API is limited to 25000 free queries per day
Over that limit it is required to pay Nothing free lasts
forever
Rumors keep growing and it is said that Apple is
working on its own Map solution that will be re-
vealed with the iOS 6 and will include 3D features
We already have a winner the final user
The Maps war is escalating During Applersquos
WWDC in June 2012 the company
announced that the new iOS will no longer
use Google Maps Instead Apple will offer
its own maps solution in the iOS 6 The
new map service along with Siri seems to
offer iOS users more convenience and
solutions (of course shutting out Google)
In fact it looks like Apple wants to extend
the war beyond Maps hellip be careful out
there the titans are clashing
BREAKING NEWS
Technology trends
50 September 2012 | GAMIFICATION 51
According to McKinsey Global Institute big data
can unlock value (high level) for the enterprise
by 1) creating transparency 2) enabling experimen-
tation to discover needs expose variability and im-
prove performance 3) segmenting populations to
customize actions 4) replacingsupporting human
decisions making with automated algorithms and
5) innovating new business models products and
services
RELEVANCE OF BIG DATAOpportunities ndash for example a retail business can
increase operating margins by 60 Early results
show that big data leaders are taking market share
from the laggards suggesting that big data will be-
come a keystone for competitiveness and growth
for the organization
Specifically for the banking sector Citibank has
partnered with IBM (ldquoWatsonrdquo) to use big data for
up-sellingcross-selling opportunities It is stipulated
that they will also use Watson to detect fraud and
analyze customer credit worthiness
The danger (or risk) of big data stems from issues
which will affect all stakeholders namely data pro-
tection and security rights and responsibilities for
using data and accountability and enforcement Ad-
ditionally it is estimated that by 2020 the volume
of data will exceed our capacity for data storage by
more than 21 v
Sources IBM | ldquoUnderstanding Big Datardquo March 2011
McKinsey Global Institute | ldquoBig Datardquo June 2011
World Economic Forum | ldquoRethinking Personal Data
Strengthening Trustrdquo (August 2011)
The Economist | ldquoBig Data Crunching the Numbersrdquo
May 19 2012
2020 346
2005 013
Created
2005 2010 2015 2020
35
30
25
20
15
10
5
0
Storage available Zettabytes = 1 trilion gigabytes
ESTIMATE FORECAST
forecast
OPEN WIDE Global digital information
Source IDC
Striking Gold with Big DataToday the world creates 25 quintillion
bytes of new data ndash everyday 90 of
the worldrsquos data has been created in the
last two years alone In this mountain of
data (both structured and unstructured)
there is gold to be found Companies must
acquire the right tools and processes to
separate the dirt from the gold efficiently
Technology trends
52 September 2012 | GAMIFICATION 53
Innovation at the Core just Copy amp Paste
By using virtualization and replication technolo-
gies banks can create copies of the core system
quickly and provide them to partners in standalone
sandboxes By allowing developers work with a real
core banking environment the pace of innovation
will quicken as developers can test new functionali-
ties without worrying how it will perform when the
product goes live According to ING a full replication
of the core system used to take about 260 days it
now takes less than a day
Source Information Management | May 2012
Core banking platform
New formats
Enterprise 20
Smartphone + Fanatics = Smartphonatics
Smartphonatics are consumers who change their
shopping financial and payment behavior as a
result of owning a smartphone According Aitersquos
Ron Shevlin ldquoThis group is driving the adoption of
mobile payments and banking and setting the bar
for how financial institutions will have to respond
over the next five yearsrdquo 70 of Smartphonatics have used a mobile
device to make a payment 80 of Smartphonatics have used the mobile
banking channel Less than 25 of other consumers have made a
mobile payment About 33 of other consumers have used the
mobile banking channel
Source Aite | May 2012
Everyone wants Mobile Banking including
companies
A recent global survey of treasury executives
suggest that 66 of corporate customers are ready
to use mobile banking which can provide access
to real-time information related to the corporate
environment Customers are willing to pay for
premium services if they can realize efficiencies As
tablets are already part of the C-suite they can boost
adoption by enabling other value added services
Source finextra | May 2012
An analysis of one yearrsquos worth of data of Google
Apps enterprise customers shows us An average user creates 84 DocsSites An average enterprise has 250000 DocsSites
on their domain Compared to on premise solutions the results
are very similar Year over year growth of DocsSites is projected
to be 400 Percentage of DocsSites that are designated
lsquoEverybodyrsquo 55 Percentage of DocsSites that are designated
lsquoPublicrsquo 025 Percentage of Docs Shared Externally 25
Mobile banking
Smartphonatics by Country(Source ACI Worldwide Aite Group)
India
South Africa
Brazil
UAE
China
Italy
Singapore
US
Australia
UK
Sweden
Germany
France
Canada
6042
3734
3127
2420
1816
1110
87
Average Number of External Collaborators 3000
Thinking about the results it seems like enterprise
users have no problems embracing Google Apps
and of course should be mindful of when share
DocsSites with others
Source Forbes | June 2012
When Google Apps go Bighellip What happens
In this section readers will find summaries of the most relevant news of selected topics that have been published over the course of the month based on its relevance to the Banking industry The summaries were prepared by the editorial board Further information is made available for each given topic
Trending issues
54
Good News Bad News
A recent survey shows consumers want to use
mobile wallets and thatrsquos good news However
consumers clearly prefer PayPal Google and Apple
over banks to provide the solutions In fact 8 of 10
consumers in the survey indicated that they would
use mobile wallets if PayPal offered a service
Banks should heed this wake-up call or prepare for
a future without a mobile wallet
Source MarketWatch | June 2012
When it Comes to Social
Women 2 - Men 1
A recent survey of 2000 Britons (commissioned by
British Telecom) discovered that ldquoover half of female
internet users used social networking websites such
as Twitter and Facebook whilst only 34 per cent of
men surveyed admitted to doing so Similarly out of
those surveyed 18 per cent of women believed that
if the internet no longer existed they would miss
social media websites the most This compares to
just seven per cent of menrdquo
Source The Telegraph | May 2012
Mobile payments
Digital Marketing
Crowd finance
Social Media
The ldquoPinrdquo is Mightier than
According to the 2012 Social and Mobile Com-
merce Study (a joint research project by Shoporg
comScore and The Partnering Group) American
consumers follow an average of 93 retail compa-
nies on Pinterest compared to 85 on Twitter and
69 on Facebook For now when it comes to digital
marketing the Pin is mightier
Source Shoporg comScore amp The Partnering Group | June 2012
The Crowd is Growing Crazy
The Crowdfunding Industry Report from
researchers Massolution reveals that
crowdfunding platforms raised almost $15 billion
funding over one million projects in 2011 They also
say that with current trends the already growing
market is set to double in 2012
Source Massolution | June 2012
FUNDER AND FUNDRAISER ACTIVITYPercentage based on sample of 57 and 47 CFPs respectively
89
7
26
4 5
69
1-2 C
AMPAIG
NS
3-5 C
AMPAIG
NS
gt5 CAM
PAIGNS
FUNDERS FUNDRAISERS
Trending issues
56 September 2012 | GAMIFICATION 57
The Internet is Becoming Mobile
By 2017 there will be 5 billion mobile
broadband users three times as
many people as are
using that technology today
With faster mobile network
speeds and global coverage
the mobile internet is poised to
deliver new innovative services as the app
ecosystem will surely find a way to create newer and
or better mobile services According to Ericssonrsquos CEO there is
a ldquoshift in power from the network to the handsetrdquo from connectivity to
apps
Source GigaOm | June 2012
Love at First Bite People just love Applersquos iPad A customer satisfac-
tion polls shows that iPad clearly is heads and
shoulder above its competitors when it comes to
wowing the customers Customers are ldquovery satis-
fiedrdquo with Apple (new) iPad - 81 Apple iPad2 - 71 Samsung Galaxy Tablet - 46 Amazon Kindle Fire - 41 Others - 41
Source Computer World | June 2012
App ecosystem New banking concepts
Join amp enjoy
New Gizmo era
Talk to Bank Voice-enabled search is fast becoming a
differentiator especially with smart devices in the
e-commerce space EasyAsk a natural language
technology company launched Quiri in March 2012
Quiri a virtual personal shopping assistent under-
stands both the intent of the search and has deep
knowledge of the content and products within the
e-commerce site Shoppers can use their iPhone 4S
or Android to verbally search sites for products and
the products they are looking for It is like having
a highly knowledgeable personal shopping
assistant for that one store
Source Sacramento Bee | June 2012
Flashback to EVOKE
Though there is a lot of commercial buzz re-
lated to games and gamification today some
are designed to change the world In 2010 the
World Bank launched the EVOKE a game which
motivate players all over the world to come up
with creative solutions to our most urgent social
problems According to the website ldquoEVOKE is a
ten-week crash course in changing the worldrdquo In
this issue of Innovation Edge we pay homage to
one of the pioneers of gamification
Source World Bank | March 2010
Trending issues
58 September 2012 | GAMIFICATION 59
Connected Cars Solution Market Expected to Exceed $350 million in 5 years
By 2017 according to ABI Research the connected
car market will be about $350 million dollars
growing from $66 million in 2012 Connect Car
solutions include stolen vehicle tracking insurance
telematics infotainment and road user charging
The consumers are asking for a connected lifestyle
and they are asking to be connected to the car
especially the younger consumers
Source ABI | May 2012
Gimme a Hi-Five for health
TldquoFor healthcare delivery wersquore rapidly moving
from a world of inbound patients to a world of in-
bound data The impact of this shift on the health-
care system and how consumers use and act on
health information should not be underestimated
Here are five ways digital apps and smartphones
will transform healthcarerdquo
Improved access to care Improved patient engagement New provider of business models Reduced medicare fraud Improved patient safety
Source Forbes | June 2012
Smart cities + urban mobility
Health
Trending issues
BBVA Innovation Center (Plaza de Santa Baacuterbara 2 Madrid)
13th September | 900ndash1400 h
World renowned experts based on real world ex-
periences would help you ascertain whether or not
gamification is being hyped or is here to stay
Check out the videos and photos of the
event in our web
wwwcentrodeinnovacionbbvacom
Bernardo Crespo Velasco b_crespo
Head of Digital Marketing and Marketing Lab at
BBVA Spain Degree in Management and Econom-
ics from the University of Castilla-La Mancha and the
University of St Andrews He holds a masters in Re-
lational Marketing CRM and e-Commerce at ICEMD
Brian Burke brian_burke
Analyst for Gartner expert in gamification and enter-
prise architecture His groundbreaking work in the
development of federated architectures has been
implemented in hundreds of organizations in both
public and private sectors
Priya Haji priyahaji
CEO and co-founder of SaveUp the first free
rewards program that encourages Americans
to save money and pay down debt while of-
fering a chance to win prizes including a life-
changing $2000000 jackpot Through a fun
and simple approach that employs game me-
chanics SaveUp helps transform the otherwise
mundane activities of savings
Sergio Jimenez gamkt
Sergio Jimenez is an analyst consultant and speak-
er specialized in gamification enthusiastic market-
ing technology and games Mr Jimenez has partici-
pated in numerous projects related to gamification
helping companies of different sectors to introduce
game mechanics in products and service
Gamification amp Banking a passing fad or a serious business
More info
Event
Videos pictures and
all the info
September 2012 | GAMIFICATION 61
We Innovate to GrowBBVA understands innovation as a source of value
creation both for our group and people In order to
effectively manage its development the group relies
on time tested innovation methodologies which were
co-developed with leading experts around the world
The Open Innovation model adopted by the group
attests that BBVA highly values people and talent re-
gardless where they may be and shows the bankrsquos
willingness to lead the transformation of the financial
industry with total openness and without any borders
The BBVA Innovation Center is the focal point for sig-
nificant and disruptive innovation projects
Furthermore the BBVA Innovation Center is a space
to meet a space to share and above all a space listen
and learn from the innovation ecosystem
Being part of an innovation ecosystem allows BBVA to
be near ideas and talent and to facilitate access to the
worldrsquos leading experts It is also a way to share our
collective knowledge with innovation community
wwwcentrodeinnovacionbbvacom
Follow us
wwwfacebookcomcentrodeinnovacionbbva
twittercomcibbva
wwwyoutubecomusercentroinnovacionbbva
wwwslidesharenetCIBBVA
This month events
More info
More info
Innovation at BBVAFor BBVA innovation is a strategic pillar and the BBVA Innovation Center is a major focal point for the grouprsquos effort in this field
CLOUDSTAGE
September 27th BBVA Innova-
tion Center will host the 8th
edition of Cloudstage an event
focused on the cloud This is a
meeting between profession-
als that want to deal with the
possibilities and development
of the cloud computing
KNOWSQUARE
September 25th BBVA Innova-
tion Center will host the event
Knowsqure an online and off
line network board of direc-
tors The aim of this event is
share experiences and knowl-
edge to improve the manage-
ment of companies
Produced by Prodigioso Volcaacuten
(wwwprodigiosovolcancom)
BBVA Innovation Edge is the first corporate magazine focused on innovation Innovation Edge aims to explore new trends and technologies that may impact the financial industry especially retail banking
Each edition features articles analysis and in-depth information about a given trend
WEB Articles and sections are available for free on wwwcentrodeinnovacioncom in both English and Spanish
PDF Our website offers pdf versions of the publications for your reading enjoyment online or offline
APP Innovation Edge is also available in Applersquos App Store All issues will be made available for download at the App Store free of chargerdquo
More info
Are you interested in Innovation Edge Subscribe to our newsletter and be informed of new issuescopyBBVA2012
BBVA Innovation Edge is the result of a collaborative work done by all the people who are involved in innovation at BBVA Group
CONTRIBUTORS TO THIS ISSUE
Mariacutea Pilar Aacutelvarez Garciacutea l Javier Anguiano
Javier Benediacute l Alfonso Bey Navarro
Jaime Bisbal l Reyes Bolumar
Javier Borderiacuteas l Bernardo Crespo
Antonio Garciacutea l Eugenio Garciacutea
Rafael Hernaacutendez l Miguel Aacutengel Intildeesta
Beatriz Lara Bartolomeacute l Carmen Loacutepez
Marcos Marrodaacuten Ciorcia l Luz Martiacuten
Ricardo Martiacuten Manjoacuten l Samuel Martiacuten Valentiacuten
Aacutelvaro Moroacuten l Manolo Moure
Jay Reinemann l Alicia Saacutenchez
Javier Sebastiaacuten l Marcelo Soria
Gustavo Vinacua l Shan Ggu ldquoPhilrdquo Yim
DL AS 2498-2012
No part of this publication can be reproduced or communicate in any form or by any platform electronic o mechanic including photocopying recording o any other system of storage and retrieval without permission of the publisher BBVA
32 September 2012 | GAMIFICATION 33
GlobalSnapshots
Around the world companies and organizations are seriously experimenting with gamification Whether playing a lottery with the speed limit or learning about real estate investments gamification projects are capturing the imagination of people
34 September 2012 | GAMIFICATION 35
SIEMENS A visual FarmVille-style game that allows players to
learn the connections of each part of the plant and
manufacturing process
Ver video
IBM INNOV8 the IBM Business Process Management
(BPM) simulation game gives both IT and business
players a better understanding of how effective BPM
impacts an entire business ecosystem
GOOGLE Google employees get a per diem amount for busi-
ness trips depending on the destinations If they
are above the limit they submit the receipt and get
reimbursed If they are below the per diem they
can use it to save it towards another business trips
(which would have had no budget) or upgrade 1st
class Compliance with the process has shot up to
over 90
SAP Sustainability Quiz The idea was to make beha-
vioral change fun and inform employees about the
success of SAPrsquos sustainability efforts and what steps
they can take themselves In less than a month over
one thousand colleagues played the game many of
them repeatedly
SAP Community Networks (SCN) ldquoThe SCN is
also a good example to introduce you to a couple
of game mechanics Points (as ldquopoints pointsrdquo but
also views of your articlesblogs) leaderboards (list
of top contributors but also exposure of you arti-
cle on the main SDN page) status (mentor badge
goldsilverbronze medal) social interaction (dis-
cussions meetups)rdquo
DELOITTE ldquoConsulting firm Deloitte Touche Tohmatsu Ltd
are incorporating elements of videogames into the
workplace Theyrsquore deploying reward and competi-
tive tactics commonly found in the gaming world
to make tasks such as management training data
entry and brainstorming seem less like workrdquo
SALESFORCE Salesforce Motivation motivates professionals us-
ing proven techniques that sales managers have
always used team competitions leaderboards and
rewards But instead of tracking and managing those
programs manually companies can use cloud-based
applications to ldquoautomaterdquo tasks so that the team
stays focused on the activities and rewards that are
critical
BARCLAYS 56 Sage Street A portal to help teach about mo-
ney finance and banking in an enjoyable way
BANK OF AMERICA Bad Credit Hotel (in collaboration for the US De-
partment of Treasury) Learn about debt manage-
ment credit history and credit scores
COMMONWEALTh BANK Investorville is a virtual world where one can try
hisher luck at investing in rental property without
the risk of buying one
MICROSOFT RibbonHero is an application that encourages MS
Office users to learn more about the different fea-
tures by watching videos and taking short exams
CODEACADEMY Codecademy is a web-based interactive platform
where players can learn to code and are rewarded
with points and badges The players get encouraging
real-time feedback on progress bars and can connect
with their friends and compete against them
VOLKSWAGEN (FUN ThEORY)Speed Camera Lottery ldquoCan we get more people
to obey the speed limit by making it fun to do (The
idea) was so good that Volkswagen together with
The Swedish National Society for Road Safety ac-
tually made this innovative idea a reality in Stock-
holm Sweden The average speed of cars passing
the camera dropped from 32kmh before the experi-
ment to 25kmh afterrdquo (Wired)
Ver video
Walking up the Piano Stairs ldquoCan we get more peo-
ple to take the stairs over the escalator by making it
fun to dordquo The project led to an increase of 66 in
the use of the piano stairs
Ver video
Recycling is Fun At Bottle Bank Arcade recycling
was turned into a fun activity
Ver video
Employee
Facing
Gamification
Customer Facing
Gamification
Projects in
Financial
Services
Customer
Facing
Gamification
Projects
36 September 2012 | GAMIFICATION 37
Other notable companies include
Bigdoor
Crowd Twist
Get Glue
Playgen
SCVNGR
Gamification Platform ProvidersFor organizations who are considering off the shelf
solutions platform providers are offering turnkey so-
lutions for gamification Below we present some of
the leading vendors
BUNChBALLBunchball offers the Nitro gamification platform and
its analytics solution to create customized action-
able and scalable user experiences for consumers
employees and partners Nitro is a scalable and
reliable gamification platform managing over 125
million users and tracking over 15 Billion actions to
date Founded in 2005 Bunchballrsquos investors include
Granite Ventures Triangle Peak Partners Northport
Investments Correlation Ventures and Adobe Sys-
tems Incorporated
BADGEVILLE Founded in 2010 Badgeville draws on techniques
from social gaming traditional loyalty programs and
social networking in its suite of Behavior Lifecycle
Management solutions Built on database techno-
logy Badgevillersquos PaaS (Platform-as-a-Service) is de-
signed to connect user reputation across all of your
digital touch points Badgeville is funded by Norwest
Venture Partners El Dorado Ventures Trinity Ven-
tures and the Webb Investment Network
CROWDTAP Crowdtap is the Influencer Marketing platform ena-
bling leading brands to easily identify activate and
manage their influential consumers for real-time
insights and powerful online and offline peer-to-peer
marketing Crowdtap intends to shift marketing to
a fully collaborative and participatory process be-
tween brands and consumers
CYNERGY According to Cynergy ldquoWe make incredible experi-
ences happenmdashno easy task Great design is criti-
cal but incredible experiences are much more than
just pixelsmdashthey require the artful merging of expert
strategy design excellence and cutting-edge tech-
nology delivered by a single integrated team Thatrsquos
our formulamdashthatrsquos how we make incredible experi-
ences happenrdquo
IACTIONABLE IActionable is a web based (SaaS) gamification
software platform that applies game mechanics
to non-game applications IActionable can be used
to change user interface and user experience and
drive behavior in the form of participation and en-
gagement v
BBVA amp thegamificationWith BBVA Game we have
launched an important Beta
project wich we want to create
an space of interaction with our
on line clients
38
We understand that to generate a fun dialog
with our clients is a challenge Most online us-
ers access our site to check positions and perform
transactions Without a doubt itrsquos quite a challenge
BBVA Game a gamification platform has incorpo-
rated game dynamics as a way to provide additional
value for online banking customers We put together
our best value proposition loyalty programs and
game dynamics which offer the most fun We wanted
to work in teams to create a game that educates our
clients offers stickiness to our clients and offer cross-
selling and upselling opportunities for our business
We will not really know the final results until we learn
from our customers any other pretense would be
rather arrogant
What we do know is that we can use gamification to
get know know our customers better to get closer
to them in an refreshing way to educate them to be
ldquostickyrdquo and of course we can apply this model in
all countries in which we have presence Like BBVA
the concept of gamification is universal
All the team members in various teams who par-
ticipated in bringing BBVA Game to life (Marketing
and Innovation amp Technology) shared one thing in
common We had fun And that is a good sign v
Bernardo Crespo
Head of Digital Marketing and Marketing Lab
BBVA Spain and Portugal
Brian Burke
are leveraging game mechanics to engage customers and financial services companies are no exception This trend is called gamification and while it being used in many different ways the sweet spot is in engaging customers As an early adopter of gamification in the financial services industry BBVA joins a small group of innovators that are turning customers into players and banking into a game The BBVA Game is a leading edge example of using gamification to both engage customers in a fun way while architecting the customer journey Gamification is a win-win for BBVA and its customersrdquo
ldquoCompanies around the world
September 2012 | GAMIFICATION 39
September 2012 | GAMIFICATION 41 40
ForecastInnovationThe early results are in Bunchball a pure gamification platform provider see their customers enjoy the benefits value creation aspects of gamification
An increase of 2x page view Page view per visit increased 60 Unique visitors increased 30 Increase of 100 on time on site An increase of 2x repeat monthly visits 400 ROI (with payback time of as
little as 3 months)
Though the results display initial deploy-
ments numbers itrsquos clear what should
be done with gamification for the short-
term future Just Play See how gamifica-
tion can create or capture value for the
organization
To wrap things up we leave you with
some ldquoGamification Tips from the Prosrdquo
hoping that they may help you better
understand this key topic and perhaps
even help spark some new innovations
in the organization
Gamification Tips from the Pros
SEBASTIAN DETERDING Game designer
ldquoThe most important thing to keep in
mind here is that any good design mdash
game or software mdash hinges on good
designers and design process not on
featuresrdquo
Know your users What motivates
them What is meaningful to them
What keeps them from following
through on their intentions What
kind of games to they like What kind
of community do they prefer Without
user research to figure these things
out you will miss your target audience
Read the Rules Goals and rules create
interesting challenges even can create
meta-games
Sources Sebastian
Deterding Getting Gamifi-
cation Right January 2011
| Sebastian Deterding
Donrsquot Play Games with
Me Pitfalls of Gameful
Design May 2011
Prototype Playtest and Iterate The
core of game design is to build a func-
tional prototype of the rule system as
early as possible to test whether it is
any fun tweak it based on the test re-
sults test it again etc to iterate your
way toward something that is fun and
engaging
Bring in the Data Quantitative
analytics will tell you whether your
point systems donrsquot have loopholes
or exploits or whether you balanced
the difficulty of the goals and mis-
sions you present to the players
ldquoReality ultimately is much more messy
complex random unfair and beyond
our control than gamesrdquo
42 September 2012 | GAMIFICATION 43
Source Gabe Zicher-
mann | Mashable - 7 Win-
ning Examples of Game
Mechanics in Action
Sources Gartner | Gamification Primer Life Becomes a
Game January 2011
Gartner | Maverick Research Motivation Momentum and
Meaning How Gamification Can Inspire Engagement
October 2011
Gartner | Innovation Insight Gamification Adds Fun and
Innovation to Inspire Engagement December 2011
GABE ZIChERMANNGamification expert
ldquoThe initial findings from gamification
specialists are nothing short of astonish-
ing Regardless of your business model
the following seven gamified innovations
should inspire you to strategize via game
analysisrdquo
Make a market (Foursquare) Four-
square proved that location-based
networking wasnrsquot doomed to fail that
simple game mechanics can affect
behavior and that you can engage 10
million customers mdash all while raising
$50 million
Get fit (NextJump) By leveraging the
power of gamification 70 of Next-
Jump employees exercise regularly mdash
enough to save the company millions
in work attendance and insurance
costs over the medium term mdash all the
while making the workplace healthier
and happier
Slow down and smell the money (Volkswagen - Fun Theory) Speed
Camera Lottery idea rewards those
drivers who obey the posted limit by
entering them into a lottery When test-
ed at a checkpoint in Stockholm aver-
age driver speed was reduced by 20
Generate ad revenues (Psych amp NBCUniversal) Club Psych implemented
gamified incentives to raise page
BRIAN BURKE GARTNERTechnology analyst
ldquoThe goal is to inspire deeper more en-
gaged relationships and to motivate
changed behaviors Many organizations
report significantly higher engagement
with gamification But risks abound and
organizations should consider their de-
ployment strategies carefully
Gamification is a business issue that
is enabled by technology mdash business
managers must take the lead in dri-
ving gamification efforts
The application of gamification is very
diverse Focusing on specific goals is
critical to success
Avoid the herd mentality mdash donrsquot imple-
ment a copycat application Most cur-
rent gamified applications are doomed
to fail
Design gamified applications that co-
rrectly position motivation momen-
tum and meaning (M3) to inspire en-
gagement with the audience
Exploit this trend today if you work in
an organization that is willing to take
risks But remember that careful plan-
ning and improvement through itera-
tion are central to every successful im-
plementation of gamification
views by over 130 and
return visits by 40
The resulting rise in
engagement has gener-
ated substantial revenue
for the company bringing
registered user counts from
400000 to nearly 3 million since
the launch of the gamified version
Make research amp evangelism count (Crowdtap) Through the use of gami-
fied virtual rewards the company has
been able to raise average user par-
ticipation by 25 times thus reducing
research costs by 80 or more for key
clients
Save the planet (RecycleBank) RecycleBank utilized game mecha-
nics such as points challenges and
rewards to drive breakthroughs The
project has seen a 16 increase in re-
cycling in Philadelphia where the recy-
cling rate has broken 20 for the first
time in history
Make teaching fun (Ananth Pai) grouped students by learning style
and retooled the curriculum to make
use of off-the-shelf games to teach
reading math and other subjects In
the space of 18 weeks Mr Pairsquos class
went from below third grade average
reading and math levels to mid-fourth
grade v
44 September 2012 | GAMIFICATION 45
MPAA | Theatrical Market Statistics 2012
Alex Osterwalder and Yves Pigneur | Business Model Generation 2009
Daniel Pink | Drive The Surprising Truth About What Motivates Us April 2011
PSFK | The Future of Gaming 2011
Byron Reeves amp J Leighton Read | Total Engagement Using Games and Virtual Worlds to Change the Way People Work and Businesses Compete 2009
Gabe Zichermann | Gamification by Design Implementing Game Mechanics in Web and Mobile Apps August 2011
Gabe Zichermann | Gamification Innovation and the Future (presentation) 2012
Gabe Zichermann amp Joselin Linder | Game-Based Marketing Inspire Customer Loyalty Through Rewards Challenges and Contest 2010
On the WebIan Bogost (Video Game Theorist Critic and Designer)
Bunchball | Gamificationcom
Sebastian Deterding (Game Researcher and Designer) | Coding Conduct Persuasive Design for digital media
Entertainment Software Association | Games Improving What Matters
Gamasutra | Social Gaming and the Bartle Archetype April 13 2012
Gamification of Work
Gamification Research Network
Gaming Business Review | Designing Gamification for the Most Frequent Personality Types September 20 2011
Gaming Business Review | Who Owns Gamification Data February 18 2012
GigaOM | The future of Social Games is Mobile October 2010
Google Insight for Search | Gamification Mashable | 7 Winning Examples of Game Mechanics in Action July 6 2011
Scott Nicholson (MIT Gambit Game Lab) | Because Play Matters
Wired Magazine | Go with the Flow 1996
Wired Magazine | Swedish Speed-Camera Pays Drivers to Slow Down December 6 2010
Gabe Zichermann | The Gamification Blog
A list of links to other useful tools and resources that you may find useful as a supplement to the information offered on the lsquoSimple Bankrsquo report
Books amp PublicationsBunchball | Gamification 101 An Introduction to the Use of Game Dynamics to Influence Behavior October 2010
Tom Chatfield | Fun Inc Why Games are the 21st Centuryrsquos Most Serious Business 2010
Jenova Chen | Flow in Games (and Everything Else) April 2007
Aaron Dignan | Game Frame Using Games as a Strategy for Success 2011
Sebastian Deterding | Getting ldquoGamificationrdquo Right (presentation) January 2011
Entertainment Software Association | 2011 Sales Demographic and Usage Data Essential Facts about the Computer and Video Game Industry 2011
Gartner | Gamification Primer Life Becomes a Game January 2011
Gartner | Innovation Insight Gamification Adds Fun and Innovation to Inspire Engagement December 2011
Gartner | Market Trends Gaming Ecosystem 2011
Gartner | Maverick Research Motivation Momentum and Meaning how Gamification Can Inspire Engagement October 2011
Insight Express | 1Q2012 Digital Consumer Portrait 2011
International Federation of the Phonographic Industry | Recording Industry in Numbers The Recorded Music Market in 2011 March 2012
Jane McGonigal | Reality is Broken Why Games Can Make Us Better and how They Can Change the World 2011
Mihaly Csikszentmihalyi | Flow The Psychology of Optimal Experience 1991
Ralph Koster | A Theory of Fun for Game Design 2005
M2 Research | What is Gamification (presentation) January 2011
46 September 2012 | GAMIFICATION 47
Gamification Experts
In depth
Brian BurkeBrian Burke is an analyst for Gartner specializing in enterprise architecture and IT portfolio management and most recently developing research on the emerging gamification trend His groundbreaking work in the development of federated architectures has been implemented in hundreds of organizations in both the public and private sectors He is also a prominent researcher and speaker in the areas of IT strategy IT organizational structures and businessIT alignment
Jane McGonigalJane McGonigal takes play seriously She studies the power of
games to impact the real-world mdash and she creates games that do just that She is an expert on applying game design and game theory to real work and real business and has consulted and devel-oped internal game workshops for leading technology companies MIT Technology Review named her one of the top 35 innovators changing the world through technology for her role in pioneering the field of alternate reality gaming and Harvard Business Review called her theory of ldquoalternate reality businessrdquo one of the ldquoTop 20 Breakthrough Ideas of 2008rdquo She has a PhD from UC Berkeley in performance studies
Wanda MeloniFounder and president of M2 Research is an industry analyst and market strategist Wanda has a deep understanding of emerging trends in interactive entertainment games and social media Wanda publishes articles and reports that on the market dynamics affecting development and consumer trends In addi-tion to her published works she consults with many of the top companies in the industry providing custom analysis investment strategies strategic positioning and competitive analysis
Gabe ZichermannGabe Zichermann is an entrepreneur author highly rated public speaker and gamification thought leader He is the chair of the Gamification Summit and Workshops and is co-author of the book ldquoGame-Based Marketingrdquo (Wiley 2010) where he makes a compelling case for the use of games and game mechanics in everyday life the web and business
Sebastian Deterding
Sebastian Deterding is a researcher and designer working on user experience persuasive design video games and gamifica-tion His PhD research at the Research Center for Media and Communication at Hamburg University looks into the use of game design to motivate user behavior in non-game contexts Today he speaks and publishes internationally on persuasive design and gamification at events such as reboot republica or Playful and consults game companies on game usability and playability
Other experts include
R Ray Wang Micheal Wu Toby Beresford Dennis Crowley Keith Smith Steven L Johnson Buster Benson Scott Dodson Ian Bogost
48 September 2012 | GAMIFICATION 49
The following section outlines the upcoming technologies that will change everything with predictions on what may come of them in financial industry
The Maps WarEmerging players are consolidating their Maps products and becoming
trusted partners in the Maps solutions landscape A few weeks ago Wikipedia
moved from Google Maps to OpenStreetMap followed by FourSquare Even
Apple launched iPhoto for iOS using OpenStreetMap data for photos with
geolocation tags embedded
IS OPENSTREETMAP A MATURE SOLUTIONOpenStreetMap was founded in July 2004 and it is
defined as a collaborative project to create a free edit-
able map of the world In April 2012 OpenStreetMap
cleared 600000 registered contributors However
not all registered users actually contribute to the
map a minority of individuals contribute the major-
ity of the content (around 3)
High populated areas such as big cities are constant-
ly being updated even at a higher rate than Google
Maps does Low populated areas on the other hand
are not so accurate These areas are currently being
covered by Bing Microsoft Maps solution Despite
Microsoft support certain places may not have ac-
curate information to display Therefore depending
on the needs OpenStreetMaps can be considered a
good approach
AND WhAT ABOUT GOOGLE MAPSGoogle Maps solution is much more than Maps It
is also considered the main advertising platform for
many merchants and functionalities as Street View
add value to final user far beyond geo-localization
But it is no longer free It seems to be quite hard
to make money putting ads on maps so Google
Maps API is limited to 25000 free queries per day
Over that limit it is required to pay Nothing free lasts
forever
Rumors keep growing and it is said that Apple is
working on its own Map solution that will be re-
vealed with the iOS 6 and will include 3D features
We already have a winner the final user
The Maps war is escalating During Applersquos
WWDC in June 2012 the company
announced that the new iOS will no longer
use Google Maps Instead Apple will offer
its own maps solution in the iOS 6 The
new map service along with Siri seems to
offer iOS users more convenience and
solutions (of course shutting out Google)
In fact it looks like Apple wants to extend
the war beyond Maps hellip be careful out
there the titans are clashing
BREAKING NEWS
Technology trends
50 September 2012 | GAMIFICATION 51
According to McKinsey Global Institute big data
can unlock value (high level) for the enterprise
by 1) creating transparency 2) enabling experimen-
tation to discover needs expose variability and im-
prove performance 3) segmenting populations to
customize actions 4) replacingsupporting human
decisions making with automated algorithms and
5) innovating new business models products and
services
RELEVANCE OF BIG DATAOpportunities ndash for example a retail business can
increase operating margins by 60 Early results
show that big data leaders are taking market share
from the laggards suggesting that big data will be-
come a keystone for competitiveness and growth
for the organization
Specifically for the banking sector Citibank has
partnered with IBM (ldquoWatsonrdquo) to use big data for
up-sellingcross-selling opportunities It is stipulated
that they will also use Watson to detect fraud and
analyze customer credit worthiness
The danger (or risk) of big data stems from issues
which will affect all stakeholders namely data pro-
tection and security rights and responsibilities for
using data and accountability and enforcement Ad-
ditionally it is estimated that by 2020 the volume
of data will exceed our capacity for data storage by
more than 21 v
Sources IBM | ldquoUnderstanding Big Datardquo March 2011
McKinsey Global Institute | ldquoBig Datardquo June 2011
World Economic Forum | ldquoRethinking Personal Data
Strengthening Trustrdquo (August 2011)
The Economist | ldquoBig Data Crunching the Numbersrdquo
May 19 2012
2020 346
2005 013
Created
2005 2010 2015 2020
35
30
25
20
15
10
5
0
Storage available Zettabytes = 1 trilion gigabytes
ESTIMATE FORECAST
forecast
OPEN WIDE Global digital information
Source IDC
Striking Gold with Big DataToday the world creates 25 quintillion
bytes of new data ndash everyday 90 of
the worldrsquos data has been created in the
last two years alone In this mountain of
data (both structured and unstructured)
there is gold to be found Companies must
acquire the right tools and processes to
separate the dirt from the gold efficiently
Technology trends
52 September 2012 | GAMIFICATION 53
Innovation at the Core just Copy amp Paste
By using virtualization and replication technolo-
gies banks can create copies of the core system
quickly and provide them to partners in standalone
sandboxes By allowing developers work with a real
core banking environment the pace of innovation
will quicken as developers can test new functionali-
ties without worrying how it will perform when the
product goes live According to ING a full replication
of the core system used to take about 260 days it
now takes less than a day
Source Information Management | May 2012
Core banking platform
New formats
Enterprise 20
Smartphone + Fanatics = Smartphonatics
Smartphonatics are consumers who change their
shopping financial and payment behavior as a
result of owning a smartphone According Aitersquos
Ron Shevlin ldquoThis group is driving the adoption of
mobile payments and banking and setting the bar
for how financial institutions will have to respond
over the next five yearsrdquo 70 of Smartphonatics have used a mobile
device to make a payment 80 of Smartphonatics have used the mobile
banking channel Less than 25 of other consumers have made a
mobile payment About 33 of other consumers have used the
mobile banking channel
Source Aite | May 2012
Everyone wants Mobile Banking including
companies
A recent global survey of treasury executives
suggest that 66 of corporate customers are ready
to use mobile banking which can provide access
to real-time information related to the corporate
environment Customers are willing to pay for
premium services if they can realize efficiencies As
tablets are already part of the C-suite they can boost
adoption by enabling other value added services
Source finextra | May 2012
An analysis of one yearrsquos worth of data of Google
Apps enterprise customers shows us An average user creates 84 DocsSites An average enterprise has 250000 DocsSites
on their domain Compared to on premise solutions the results
are very similar Year over year growth of DocsSites is projected
to be 400 Percentage of DocsSites that are designated
lsquoEverybodyrsquo 55 Percentage of DocsSites that are designated
lsquoPublicrsquo 025 Percentage of Docs Shared Externally 25
Mobile banking
Smartphonatics by Country(Source ACI Worldwide Aite Group)
India
South Africa
Brazil
UAE
China
Italy
Singapore
US
Australia
UK
Sweden
Germany
France
Canada
6042
3734
3127
2420
1816
1110
87
Average Number of External Collaborators 3000
Thinking about the results it seems like enterprise
users have no problems embracing Google Apps
and of course should be mindful of when share
DocsSites with others
Source Forbes | June 2012
When Google Apps go Bighellip What happens
In this section readers will find summaries of the most relevant news of selected topics that have been published over the course of the month based on its relevance to the Banking industry The summaries were prepared by the editorial board Further information is made available for each given topic
Trending issues
54
Good News Bad News
A recent survey shows consumers want to use
mobile wallets and thatrsquos good news However
consumers clearly prefer PayPal Google and Apple
over banks to provide the solutions In fact 8 of 10
consumers in the survey indicated that they would
use mobile wallets if PayPal offered a service
Banks should heed this wake-up call or prepare for
a future without a mobile wallet
Source MarketWatch | June 2012
When it Comes to Social
Women 2 - Men 1
A recent survey of 2000 Britons (commissioned by
British Telecom) discovered that ldquoover half of female
internet users used social networking websites such
as Twitter and Facebook whilst only 34 per cent of
men surveyed admitted to doing so Similarly out of
those surveyed 18 per cent of women believed that
if the internet no longer existed they would miss
social media websites the most This compares to
just seven per cent of menrdquo
Source The Telegraph | May 2012
Mobile payments
Digital Marketing
Crowd finance
Social Media
The ldquoPinrdquo is Mightier than
According to the 2012 Social and Mobile Com-
merce Study (a joint research project by Shoporg
comScore and The Partnering Group) American
consumers follow an average of 93 retail compa-
nies on Pinterest compared to 85 on Twitter and
69 on Facebook For now when it comes to digital
marketing the Pin is mightier
Source Shoporg comScore amp The Partnering Group | June 2012
The Crowd is Growing Crazy
The Crowdfunding Industry Report from
researchers Massolution reveals that
crowdfunding platforms raised almost $15 billion
funding over one million projects in 2011 They also
say that with current trends the already growing
market is set to double in 2012
Source Massolution | June 2012
FUNDER AND FUNDRAISER ACTIVITYPercentage based on sample of 57 and 47 CFPs respectively
89
7
26
4 5
69
1-2 C
AMPAIG
NS
3-5 C
AMPAIG
NS
gt5 CAM
PAIGNS
FUNDERS FUNDRAISERS
Trending issues
56 September 2012 | GAMIFICATION 57
The Internet is Becoming Mobile
By 2017 there will be 5 billion mobile
broadband users three times as
many people as are
using that technology today
With faster mobile network
speeds and global coverage
the mobile internet is poised to
deliver new innovative services as the app
ecosystem will surely find a way to create newer and
or better mobile services According to Ericssonrsquos CEO there is
a ldquoshift in power from the network to the handsetrdquo from connectivity to
apps
Source GigaOm | June 2012
Love at First Bite People just love Applersquos iPad A customer satisfac-
tion polls shows that iPad clearly is heads and
shoulder above its competitors when it comes to
wowing the customers Customers are ldquovery satis-
fiedrdquo with Apple (new) iPad - 81 Apple iPad2 - 71 Samsung Galaxy Tablet - 46 Amazon Kindle Fire - 41 Others - 41
Source Computer World | June 2012
App ecosystem New banking concepts
Join amp enjoy
New Gizmo era
Talk to Bank Voice-enabled search is fast becoming a
differentiator especially with smart devices in the
e-commerce space EasyAsk a natural language
technology company launched Quiri in March 2012
Quiri a virtual personal shopping assistent under-
stands both the intent of the search and has deep
knowledge of the content and products within the
e-commerce site Shoppers can use their iPhone 4S
or Android to verbally search sites for products and
the products they are looking for It is like having
a highly knowledgeable personal shopping
assistant for that one store
Source Sacramento Bee | June 2012
Flashback to EVOKE
Though there is a lot of commercial buzz re-
lated to games and gamification today some
are designed to change the world In 2010 the
World Bank launched the EVOKE a game which
motivate players all over the world to come up
with creative solutions to our most urgent social
problems According to the website ldquoEVOKE is a
ten-week crash course in changing the worldrdquo In
this issue of Innovation Edge we pay homage to
one of the pioneers of gamification
Source World Bank | March 2010
Trending issues
58 September 2012 | GAMIFICATION 59
Connected Cars Solution Market Expected to Exceed $350 million in 5 years
By 2017 according to ABI Research the connected
car market will be about $350 million dollars
growing from $66 million in 2012 Connect Car
solutions include stolen vehicle tracking insurance
telematics infotainment and road user charging
The consumers are asking for a connected lifestyle
and they are asking to be connected to the car
especially the younger consumers
Source ABI | May 2012
Gimme a Hi-Five for health
TldquoFor healthcare delivery wersquore rapidly moving
from a world of inbound patients to a world of in-
bound data The impact of this shift on the health-
care system and how consumers use and act on
health information should not be underestimated
Here are five ways digital apps and smartphones
will transform healthcarerdquo
Improved access to care Improved patient engagement New provider of business models Reduced medicare fraud Improved patient safety
Source Forbes | June 2012
Smart cities + urban mobility
Health
Trending issues
BBVA Innovation Center (Plaza de Santa Baacuterbara 2 Madrid)
13th September | 900ndash1400 h
World renowned experts based on real world ex-
periences would help you ascertain whether or not
gamification is being hyped or is here to stay
Check out the videos and photos of the
event in our web
wwwcentrodeinnovacionbbvacom
Bernardo Crespo Velasco b_crespo
Head of Digital Marketing and Marketing Lab at
BBVA Spain Degree in Management and Econom-
ics from the University of Castilla-La Mancha and the
University of St Andrews He holds a masters in Re-
lational Marketing CRM and e-Commerce at ICEMD
Brian Burke brian_burke
Analyst for Gartner expert in gamification and enter-
prise architecture His groundbreaking work in the
development of federated architectures has been
implemented in hundreds of organizations in both
public and private sectors
Priya Haji priyahaji
CEO and co-founder of SaveUp the first free
rewards program that encourages Americans
to save money and pay down debt while of-
fering a chance to win prizes including a life-
changing $2000000 jackpot Through a fun
and simple approach that employs game me-
chanics SaveUp helps transform the otherwise
mundane activities of savings
Sergio Jimenez gamkt
Sergio Jimenez is an analyst consultant and speak-
er specialized in gamification enthusiastic market-
ing technology and games Mr Jimenez has partici-
pated in numerous projects related to gamification
helping companies of different sectors to introduce
game mechanics in products and service
Gamification amp Banking a passing fad or a serious business
More info
Event
Videos pictures and
all the info
September 2012 | GAMIFICATION 61
We Innovate to GrowBBVA understands innovation as a source of value
creation both for our group and people In order to
effectively manage its development the group relies
on time tested innovation methodologies which were
co-developed with leading experts around the world
The Open Innovation model adopted by the group
attests that BBVA highly values people and talent re-
gardless where they may be and shows the bankrsquos
willingness to lead the transformation of the financial
industry with total openness and without any borders
The BBVA Innovation Center is the focal point for sig-
nificant and disruptive innovation projects
Furthermore the BBVA Innovation Center is a space
to meet a space to share and above all a space listen
and learn from the innovation ecosystem
Being part of an innovation ecosystem allows BBVA to
be near ideas and talent and to facilitate access to the
worldrsquos leading experts It is also a way to share our
collective knowledge with innovation community
wwwcentrodeinnovacionbbvacom
Follow us
wwwfacebookcomcentrodeinnovacionbbva
twittercomcibbva
wwwyoutubecomusercentroinnovacionbbva
wwwslidesharenetCIBBVA
This month events
More info
More info
Innovation at BBVAFor BBVA innovation is a strategic pillar and the BBVA Innovation Center is a major focal point for the grouprsquos effort in this field
CLOUDSTAGE
September 27th BBVA Innova-
tion Center will host the 8th
edition of Cloudstage an event
focused on the cloud This is a
meeting between profession-
als that want to deal with the
possibilities and development
of the cloud computing
KNOWSQUARE
September 25th BBVA Innova-
tion Center will host the event
Knowsqure an online and off
line network board of direc-
tors The aim of this event is
share experiences and knowl-
edge to improve the manage-
ment of companies
Produced by Prodigioso Volcaacuten
(wwwprodigiosovolcancom)
BBVA Innovation Edge is the first corporate magazine focused on innovation Innovation Edge aims to explore new trends and technologies that may impact the financial industry especially retail banking
Each edition features articles analysis and in-depth information about a given trend
WEB Articles and sections are available for free on wwwcentrodeinnovacioncom in both English and Spanish
PDF Our website offers pdf versions of the publications for your reading enjoyment online or offline
APP Innovation Edge is also available in Applersquos App Store All issues will be made available for download at the App Store free of chargerdquo
More info
Are you interested in Innovation Edge Subscribe to our newsletter and be informed of new issuescopyBBVA2012
BBVA Innovation Edge is the result of a collaborative work done by all the people who are involved in innovation at BBVA Group
CONTRIBUTORS TO THIS ISSUE
Mariacutea Pilar Aacutelvarez Garciacutea l Javier Anguiano
Javier Benediacute l Alfonso Bey Navarro
Jaime Bisbal l Reyes Bolumar
Javier Borderiacuteas l Bernardo Crespo
Antonio Garciacutea l Eugenio Garciacutea
Rafael Hernaacutendez l Miguel Aacutengel Intildeesta
Beatriz Lara Bartolomeacute l Carmen Loacutepez
Marcos Marrodaacuten Ciorcia l Luz Martiacuten
Ricardo Martiacuten Manjoacuten l Samuel Martiacuten Valentiacuten
Aacutelvaro Moroacuten l Manolo Moure
Jay Reinemann l Alicia Saacutenchez
Javier Sebastiaacuten l Marcelo Soria
Gustavo Vinacua l Shan Ggu ldquoPhilrdquo Yim
DL AS 2498-2012
No part of this publication can be reproduced or communicate in any form or by any platform electronic o mechanic including photocopying recording o any other system of storage and retrieval without permission of the publisher BBVA
34 September 2012 | GAMIFICATION 35
SIEMENS A visual FarmVille-style game that allows players to
learn the connections of each part of the plant and
manufacturing process
Ver video
IBM INNOV8 the IBM Business Process Management
(BPM) simulation game gives both IT and business
players a better understanding of how effective BPM
impacts an entire business ecosystem
GOOGLE Google employees get a per diem amount for busi-
ness trips depending on the destinations If they
are above the limit they submit the receipt and get
reimbursed If they are below the per diem they
can use it to save it towards another business trips
(which would have had no budget) or upgrade 1st
class Compliance with the process has shot up to
over 90
SAP Sustainability Quiz The idea was to make beha-
vioral change fun and inform employees about the
success of SAPrsquos sustainability efforts and what steps
they can take themselves In less than a month over
one thousand colleagues played the game many of
them repeatedly
SAP Community Networks (SCN) ldquoThe SCN is
also a good example to introduce you to a couple
of game mechanics Points (as ldquopoints pointsrdquo but
also views of your articlesblogs) leaderboards (list
of top contributors but also exposure of you arti-
cle on the main SDN page) status (mentor badge
goldsilverbronze medal) social interaction (dis-
cussions meetups)rdquo
DELOITTE ldquoConsulting firm Deloitte Touche Tohmatsu Ltd
are incorporating elements of videogames into the
workplace Theyrsquore deploying reward and competi-
tive tactics commonly found in the gaming world
to make tasks such as management training data
entry and brainstorming seem less like workrdquo
SALESFORCE Salesforce Motivation motivates professionals us-
ing proven techniques that sales managers have
always used team competitions leaderboards and
rewards But instead of tracking and managing those
programs manually companies can use cloud-based
applications to ldquoautomaterdquo tasks so that the team
stays focused on the activities and rewards that are
critical
BARCLAYS 56 Sage Street A portal to help teach about mo-
ney finance and banking in an enjoyable way
BANK OF AMERICA Bad Credit Hotel (in collaboration for the US De-
partment of Treasury) Learn about debt manage-
ment credit history and credit scores
COMMONWEALTh BANK Investorville is a virtual world where one can try
hisher luck at investing in rental property without
the risk of buying one
MICROSOFT RibbonHero is an application that encourages MS
Office users to learn more about the different fea-
tures by watching videos and taking short exams
CODEACADEMY Codecademy is a web-based interactive platform
where players can learn to code and are rewarded
with points and badges The players get encouraging
real-time feedback on progress bars and can connect
with their friends and compete against them
VOLKSWAGEN (FUN ThEORY)Speed Camera Lottery ldquoCan we get more people
to obey the speed limit by making it fun to do (The
idea) was so good that Volkswagen together with
The Swedish National Society for Road Safety ac-
tually made this innovative idea a reality in Stock-
holm Sweden The average speed of cars passing
the camera dropped from 32kmh before the experi-
ment to 25kmh afterrdquo (Wired)
Ver video
Walking up the Piano Stairs ldquoCan we get more peo-
ple to take the stairs over the escalator by making it
fun to dordquo The project led to an increase of 66 in
the use of the piano stairs
Ver video
Recycling is Fun At Bottle Bank Arcade recycling
was turned into a fun activity
Ver video
Employee
Facing
Gamification
Customer Facing
Gamification
Projects in
Financial
Services
Customer
Facing
Gamification
Projects
36 September 2012 | GAMIFICATION 37
Other notable companies include
Bigdoor
Crowd Twist
Get Glue
Playgen
SCVNGR
Gamification Platform ProvidersFor organizations who are considering off the shelf
solutions platform providers are offering turnkey so-
lutions for gamification Below we present some of
the leading vendors
BUNChBALLBunchball offers the Nitro gamification platform and
its analytics solution to create customized action-
able and scalable user experiences for consumers
employees and partners Nitro is a scalable and
reliable gamification platform managing over 125
million users and tracking over 15 Billion actions to
date Founded in 2005 Bunchballrsquos investors include
Granite Ventures Triangle Peak Partners Northport
Investments Correlation Ventures and Adobe Sys-
tems Incorporated
BADGEVILLE Founded in 2010 Badgeville draws on techniques
from social gaming traditional loyalty programs and
social networking in its suite of Behavior Lifecycle
Management solutions Built on database techno-
logy Badgevillersquos PaaS (Platform-as-a-Service) is de-
signed to connect user reputation across all of your
digital touch points Badgeville is funded by Norwest
Venture Partners El Dorado Ventures Trinity Ven-
tures and the Webb Investment Network
CROWDTAP Crowdtap is the Influencer Marketing platform ena-
bling leading brands to easily identify activate and
manage their influential consumers for real-time
insights and powerful online and offline peer-to-peer
marketing Crowdtap intends to shift marketing to
a fully collaborative and participatory process be-
tween brands and consumers
CYNERGY According to Cynergy ldquoWe make incredible experi-
ences happenmdashno easy task Great design is criti-
cal but incredible experiences are much more than
just pixelsmdashthey require the artful merging of expert
strategy design excellence and cutting-edge tech-
nology delivered by a single integrated team Thatrsquos
our formulamdashthatrsquos how we make incredible experi-
ences happenrdquo
IACTIONABLE IActionable is a web based (SaaS) gamification
software platform that applies game mechanics
to non-game applications IActionable can be used
to change user interface and user experience and
drive behavior in the form of participation and en-
gagement v
BBVA amp thegamificationWith BBVA Game we have
launched an important Beta
project wich we want to create
an space of interaction with our
on line clients
38
We understand that to generate a fun dialog
with our clients is a challenge Most online us-
ers access our site to check positions and perform
transactions Without a doubt itrsquos quite a challenge
BBVA Game a gamification platform has incorpo-
rated game dynamics as a way to provide additional
value for online banking customers We put together
our best value proposition loyalty programs and
game dynamics which offer the most fun We wanted
to work in teams to create a game that educates our
clients offers stickiness to our clients and offer cross-
selling and upselling opportunities for our business
We will not really know the final results until we learn
from our customers any other pretense would be
rather arrogant
What we do know is that we can use gamification to
get know know our customers better to get closer
to them in an refreshing way to educate them to be
ldquostickyrdquo and of course we can apply this model in
all countries in which we have presence Like BBVA
the concept of gamification is universal
All the team members in various teams who par-
ticipated in bringing BBVA Game to life (Marketing
and Innovation amp Technology) shared one thing in
common We had fun And that is a good sign v
Bernardo Crespo
Head of Digital Marketing and Marketing Lab
BBVA Spain and Portugal
Brian Burke
are leveraging game mechanics to engage customers and financial services companies are no exception This trend is called gamification and while it being used in many different ways the sweet spot is in engaging customers As an early adopter of gamification in the financial services industry BBVA joins a small group of innovators that are turning customers into players and banking into a game The BBVA Game is a leading edge example of using gamification to both engage customers in a fun way while architecting the customer journey Gamification is a win-win for BBVA and its customersrdquo
ldquoCompanies around the world
September 2012 | GAMIFICATION 39
September 2012 | GAMIFICATION 41 40
ForecastInnovationThe early results are in Bunchball a pure gamification platform provider see their customers enjoy the benefits value creation aspects of gamification
An increase of 2x page view Page view per visit increased 60 Unique visitors increased 30 Increase of 100 on time on site An increase of 2x repeat monthly visits 400 ROI (with payback time of as
little as 3 months)
Though the results display initial deploy-
ments numbers itrsquos clear what should
be done with gamification for the short-
term future Just Play See how gamifica-
tion can create or capture value for the
organization
To wrap things up we leave you with
some ldquoGamification Tips from the Prosrdquo
hoping that they may help you better
understand this key topic and perhaps
even help spark some new innovations
in the organization
Gamification Tips from the Pros
SEBASTIAN DETERDING Game designer
ldquoThe most important thing to keep in
mind here is that any good design mdash
game or software mdash hinges on good
designers and design process not on
featuresrdquo
Know your users What motivates
them What is meaningful to them
What keeps them from following
through on their intentions What
kind of games to they like What kind
of community do they prefer Without
user research to figure these things
out you will miss your target audience
Read the Rules Goals and rules create
interesting challenges even can create
meta-games
Sources Sebastian
Deterding Getting Gamifi-
cation Right January 2011
| Sebastian Deterding
Donrsquot Play Games with
Me Pitfalls of Gameful
Design May 2011
Prototype Playtest and Iterate The
core of game design is to build a func-
tional prototype of the rule system as
early as possible to test whether it is
any fun tweak it based on the test re-
sults test it again etc to iterate your
way toward something that is fun and
engaging
Bring in the Data Quantitative
analytics will tell you whether your
point systems donrsquot have loopholes
or exploits or whether you balanced
the difficulty of the goals and mis-
sions you present to the players
ldquoReality ultimately is much more messy
complex random unfair and beyond
our control than gamesrdquo
42 September 2012 | GAMIFICATION 43
Source Gabe Zicher-
mann | Mashable - 7 Win-
ning Examples of Game
Mechanics in Action
Sources Gartner | Gamification Primer Life Becomes a
Game January 2011
Gartner | Maverick Research Motivation Momentum and
Meaning How Gamification Can Inspire Engagement
October 2011
Gartner | Innovation Insight Gamification Adds Fun and
Innovation to Inspire Engagement December 2011
GABE ZIChERMANNGamification expert
ldquoThe initial findings from gamification
specialists are nothing short of astonish-
ing Regardless of your business model
the following seven gamified innovations
should inspire you to strategize via game
analysisrdquo
Make a market (Foursquare) Four-
square proved that location-based
networking wasnrsquot doomed to fail that
simple game mechanics can affect
behavior and that you can engage 10
million customers mdash all while raising
$50 million
Get fit (NextJump) By leveraging the
power of gamification 70 of Next-
Jump employees exercise regularly mdash
enough to save the company millions
in work attendance and insurance
costs over the medium term mdash all the
while making the workplace healthier
and happier
Slow down and smell the money (Volkswagen - Fun Theory) Speed
Camera Lottery idea rewards those
drivers who obey the posted limit by
entering them into a lottery When test-
ed at a checkpoint in Stockholm aver-
age driver speed was reduced by 20
Generate ad revenues (Psych amp NBCUniversal) Club Psych implemented
gamified incentives to raise page
BRIAN BURKE GARTNERTechnology analyst
ldquoThe goal is to inspire deeper more en-
gaged relationships and to motivate
changed behaviors Many organizations
report significantly higher engagement
with gamification But risks abound and
organizations should consider their de-
ployment strategies carefully
Gamification is a business issue that
is enabled by technology mdash business
managers must take the lead in dri-
ving gamification efforts
The application of gamification is very
diverse Focusing on specific goals is
critical to success
Avoid the herd mentality mdash donrsquot imple-
ment a copycat application Most cur-
rent gamified applications are doomed
to fail
Design gamified applications that co-
rrectly position motivation momen-
tum and meaning (M3) to inspire en-
gagement with the audience
Exploit this trend today if you work in
an organization that is willing to take
risks But remember that careful plan-
ning and improvement through itera-
tion are central to every successful im-
plementation of gamification
views by over 130 and
return visits by 40
The resulting rise in
engagement has gener-
ated substantial revenue
for the company bringing
registered user counts from
400000 to nearly 3 million since
the launch of the gamified version
Make research amp evangelism count (Crowdtap) Through the use of gami-
fied virtual rewards the company has
been able to raise average user par-
ticipation by 25 times thus reducing
research costs by 80 or more for key
clients
Save the planet (RecycleBank) RecycleBank utilized game mecha-
nics such as points challenges and
rewards to drive breakthroughs The
project has seen a 16 increase in re-
cycling in Philadelphia where the recy-
cling rate has broken 20 for the first
time in history
Make teaching fun (Ananth Pai) grouped students by learning style
and retooled the curriculum to make
use of off-the-shelf games to teach
reading math and other subjects In
the space of 18 weeks Mr Pairsquos class
went from below third grade average
reading and math levels to mid-fourth
grade v
44 September 2012 | GAMIFICATION 45
MPAA | Theatrical Market Statistics 2012
Alex Osterwalder and Yves Pigneur | Business Model Generation 2009
Daniel Pink | Drive The Surprising Truth About What Motivates Us April 2011
PSFK | The Future of Gaming 2011
Byron Reeves amp J Leighton Read | Total Engagement Using Games and Virtual Worlds to Change the Way People Work and Businesses Compete 2009
Gabe Zichermann | Gamification by Design Implementing Game Mechanics in Web and Mobile Apps August 2011
Gabe Zichermann | Gamification Innovation and the Future (presentation) 2012
Gabe Zichermann amp Joselin Linder | Game-Based Marketing Inspire Customer Loyalty Through Rewards Challenges and Contest 2010
On the WebIan Bogost (Video Game Theorist Critic and Designer)
Bunchball | Gamificationcom
Sebastian Deterding (Game Researcher and Designer) | Coding Conduct Persuasive Design for digital media
Entertainment Software Association | Games Improving What Matters
Gamasutra | Social Gaming and the Bartle Archetype April 13 2012
Gamification of Work
Gamification Research Network
Gaming Business Review | Designing Gamification for the Most Frequent Personality Types September 20 2011
Gaming Business Review | Who Owns Gamification Data February 18 2012
GigaOM | The future of Social Games is Mobile October 2010
Google Insight for Search | Gamification Mashable | 7 Winning Examples of Game Mechanics in Action July 6 2011
Scott Nicholson (MIT Gambit Game Lab) | Because Play Matters
Wired Magazine | Go with the Flow 1996
Wired Magazine | Swedish Speed-Camera Pays Drivers to Slow Down December 6 2010
Gabe Zichermann | The Gamification Blog
A list of links to other useful tools and resources that you may find useful as a supplement to the information offered on the lsquoSimple Bankrsquo report
Books amp PublicationsBunchball | Gamification 101 An Introduction to the Use of Game Dynamics to Influence Behavior October 2010
Tom Chatfield | Fun Inc Why Games are the 21st Centuryrsquos Most Serious Business 2010
Jenova Chen | Flow in Games (and Everything Else) April 2007
Aaron Dignan | Game Frame Using Games as a Strategy for Success 2011
Sebastian Deterding | Getting ldquoGamificationrdquo Right (presentation) January 2011
Entertainment Software Association | 2011 Sales Demographic and Usage Data Essential Facts about the Computer and Video Game Industry 2011
Gartner | Gamification Primer Life Becomes a Game January 2011
Gartner | Innovation Insight Gamification Adds Fun and Innovation to Inspire Engagement December 2011
Gartner | Market Trends Gaming Ecosystem 2011
Gartner | Maverick Research Motivation Momentum and Meaning how Gamification Can Inspire Engagement October 2011
Insight Express | 1Q2012 Digital Consumer Portrait 2011
International Federation of the Phonographic Industry | Recording Industry in Numbers The Recorded Music Market in 2011 March 2012
Jane McGonigal | Reality is Broken Why Games Can Make Us Better and how They Can Change the World 2011
Mihaly Csikszentmihalyi | Flow The Psychology of Optimal Experience 1991
Ralph Koster | A Theory of Fun for Game Design 2005
M2 Research | What is Gamification (presentation) January 2011
46 September 2012 | GAMIFICATION 47
Gamification Experts
In depth
Brian BurkeBrian Burke is an analyst for Gartner specializing in enterprise architecture and IT portfolio management and most recently developing research on the emerging gamification trend His groundbreaking work in the development of federated architectures has been implemented in hundreds of organizations in both the public and private sectors He is also a prominent researcher and speaker in the areas of IT strategy IT organizational structures and businessIT alignment
Jane McGonigalJane McGonigal takes play seriously She studies the power of
games to impact the real-world mdash and she creates games that do just that She is an expert on applying game design and game theory to real work and real business and has consulted and devel-oped internal game workshops for leading technology companies MIT Technology Review named her one of the top 35 innovators changing the world through technology for her role in pioneering the field of alternate reality gaming and Harvard Business Review called her theory of ldquoalternate reality businessrdquo one of the ldquoTop 20 Breakthrough Ideas of 2008rdquo She has a PhD from UC Berkeley in performance studies
Wanda MeloniFounder and president of M2 Research is an industry analyst and market strategist Wanda has a deep understanding of emerging trends in interactive entertainment games and social media Wanda publishes articles and reports that on the market dynamics affecting development and consumer trends In addi-tion to her published works she consults with many of the top companies in the industry providing custom analysis investment strategies strategic positioning and competitive analysis
Gabe ZichermannGabe Zichermann is an entrepreneur author highly rated public speaker and gamification thought leader He is the chair of the Gamification Summit and Workshops and is co-author of the book ldquoGame-Based Marketingrdquo (Wiley 2010) where he makes a compelling case for the use of games and game mechanics in everyday life the web and business
Sebastian Deterding
Sebastian Deterding is a researcher and designer working on user experience persuasive design video games and gamifica-tion His PhD research at the Research Center for Media and Communication at Hamburg University looks into the use of game design to motivate user behavior in non-game contexts Today he speaks and publishes internationally on persuasive design and gamification at events such as reboot republica or Playful and consults game companies on game usability and playability
Other experts include
R Ray Wang Micheal Wu Toby Beresford Dennis Crowley Keith Smith Steven L Johnson Buster Benson Scott Dodson Ian Bogost
48 September 2012 | GAMIFICATION 49
The following section outlines the upcoming technologies that will change everything with predictions on what may come of them in financial industry
The Maps WarEmerging players are consolidating their Maps products and becoming
trusted partners in the Maps solutions landscape A few weeks ago Wikipedia
moved from Google Maps to OpenStreetMap followed by FourSquare Even
Apple launched iPhoto for iOS using OpenStreetMap data for photos with
geolocation tags embedded
IS OPENSTREETMAP A MATURE SOLUTIONOpenStreetMap was founded in July 2004 and it is
defined as a collaborative project to create a free edit-
able map of the world In April 2012 OpenStreetMap
cleared 600000 registered contributors However
not all registered users actually contribute to the
map a minority of individuals contribute the major-
ity of the content (around 3)
High populated areas such as big cities are constant-
ly being updated even at a higher rate than Google
Maps does Low populated areas on the other hand
are not so accurate These areas are currently being
covered by Bing Microsoft Maps solution Despite
Microsoft support certain places may not have ac-
curate information to display Therefore depending
on the needs OpenStreetMaps can be considered a
good approach
AND WhAT ABOUT GOOGLE MAPSGoogle Maps solution is much more than Maps It
is also considered the main advertising platform for
many merchants and functionalities as Street View
add value to final user far beyond geo-localization
But it is no longer free It seems to be quite hard
to make money putting ads on maps so Google
Maps API is limited to 25000 free queries per day
Over that limit it is required to pay Nothing free lasts
forever
Rumors keep growing and it is said that Apple is
working on its own Map solution that will be re-
vealed with the iOS 6 and will include 3D features
We already have a winner the final user
The Maps war is escalating During Applersquos
WWDC in June 2012 the company
announced that the new iOS will no longer
use Google Maps Instead Apple will offer
its own maps solution in the iOS 6 The
new map service along with Siri seems to
offer iOS users more convenience and
solutions (of course shutting out Google)
In fact it looks like Apple wants to extend
the war beyond Maps hellip be careful out
there the titans are clashing
BREAKING NEWS
Technology trends
50 September 2012 | GAMIFICATION 51
According to McKinsey Global Institute big data
can unlock value (high level) for the enterprise
by 1) creating transparency 2) enabling experimen-
tation to discover needs expose variability and im-
prove performance 3) segmenting populations to
customize actions 4) replacingsupporting human
decisions making with automated algorithms and
5) innovating new business models products and
services
RELEVANCE OF BIG DATAOpportunities ndash for example a retail business can
increase operating margins by 60 Early results
show that big data leaders are taking market share
from the laggards suggesting that big data will be-
come a keystone for competitiveness and growth
for the organization
Specifically for the banking sector Citibank has
partnered with IBM (ldquoWatsonrdquo) to use big data for
up-sellingcross-selling opportunities It is stipulated
that they will also use Watson to detect fraud and
analyze customer credit worthiness
The danger (or risk) of big data stems from issues
which will affect all stakeholders namely data pro-
tection and security rights and responsibilities for
using data and accountability and enforcement Ad-
ditionally it is estimated that by 2020 the volume
of data will exceed our capacity for data storage by
more than 21 v
Sources IBM | ldquoUnderstanding Big Datardquo March 2011
McKinsey Global Institute | ldquoBig Datardquo June 2011
World Economic Forum | ldquoRethinking Personal Data
Strengthening Trustrdquo (August 2011)
The Economist | ldquoBig Data Crunching the Numbersrdquo
May 19 2012
2020 346
2005 013
Created
2005 2010 2015 2020
35
30
25
20
15
10
5
0
Storage available Zettabytes = 1 trilion gigabytes
ESTIMATE FORECAST
forecast
OPEN WIDE Global digital information
Source IDC
Striking Gold with Big DataToday the world creates 25 quintillion
bytes of new data ndash everyday 90 of
the worldrsquos data has been created in the
last two years alone In this mountain of
data (both structured and unstructured)
there is gold to be found Companies must
acquire the right tools and processes to
separate the dirt from the gold efficiently
Technology trends
52 September 2012 | GAMIFICATION 53
Innovation at the Core just Copy amp Paste
By using virtualization and replication technolo-
gies banks can create copies of the core system
quickly and provide them to partners in standalone
sandboxes By allowing developers work with a real
core banking environment the pace of innovation
will quicken as developers can test new functionali-
ties without worrying how it will perform when the
product goes live According to ING a full replication
of the core system used to take about 260 days it
now takes less than a day
Source Information Management | May 2012
Core banking platform
New formats
Enterprise 20
Smartphone + Fanatics = Smartphonatics
Smartphonatics are consumers who change their
shopping financial and payment behavior as a
result of owning a smartphone According Aitersquos
Ron Shevlin ldquoThis group is driving the adoption of
mobile payments and banking and setting the bar
for how financial institutions will have to respond
over the next five yearsrdquo 70 of Smartphonatics have used a mobile
device to make a payment 80 of Smartphonatics have used the mobile
banking channel Less than 25 of other consumers have made a
mobile payment About 33 of other consumers have used the
mobile banking channel
Source Aite | May 2012
Everyone wants Mobile Banking including
companies
A recent global survey of treasury executives
suggest that 66 of corporate customers are ready
to use mobile banking which can provide access
to real-time information related to the corporate
environment Customers are willing to pay for
premium services if they can realize efficiencies As
tablets are already part of the C-suite they can boost
adoption by enabling other value added services
Source finextra | May 2012
An analysis of one yearrsquos worth of data of Google
Apps enterprise customers shows us An average user creates 84 DocsSites An average enterprise has 250000 DocsSites
on their domain Compared to on premise solutions the results
are very similar Year over year growth of DocsSites is projected
to be 400 Percentage of DocsSites that are designated
lsquoEverybodyrsquo 55 Percentage of DocsSites that are designated
lsquoPublicrsquo 025 Percentage of Docs Shared Externally 25
Mobile banking
Smartphonatics by Country(Source ACI Worldwide Aite Group)
India
South Africa
Brazil
UAE
China
Italy
Singapore
US
Australia
UK
Sweden
Germany
France
Canada
6042
3734
3127
2420
1816
1110
87
Average Number of External Collaborators 3000
Thinking about the results it seems like enterprise
users have no problems embracing Google Apps
and of course should be mindful of when share
DocsSites with others
Source Forbes | June 2012
When Google Apps go Bighellip What happens
In this section readers will find summaries of the most relevant news of selected topics that have been published over the course of the month based on its relevance to the Banking industry The summaries were prepared by the editorial board Further information is made available for each given topic
Trending issues
54
Good News Bad News
A recent survey shows consumers want to use
mobile wallets and thatrsquos good news However
consumers clearly prefer PayPal Google and Apple
over banks to provide the solutions In fact 8 of 10
consumers in the survey indicated that they would
use mobile wallets if PayPal offered a service
Banks should heed this wake-up call or prepare for
a future without a mobile wallet
Source MarketWatch | June 2012
When it Comes to Social
Women 2 - Men 1
A recent survey of 2000 Britons (commissioned by
British Telecom) discovered that ldquoover half of female
internet users used social networking websites such
as Twitter and Facebook whilst only 34 per cent of
men surveyed admitted to doing so Similarly out of
those surveyed 18 per cent of women believed that
if the internet no longer existed they would miss
social media websites the most This compares to
just seven per cent of menrdquo
Source The Telegraph | May 2012
Mobile payments
Digital Marketing
Crowd finance
Social Media
The ldquoPinrdquo is Mightier than
According to the 2012 Social and Mobile Com-
merce Study (a joint research project by Shoporg
comScore and The Partnering Group) American
consumers follow an average of 93 retail compa-
nies on Pinterest compared to 85 on Twitter and
69 on Facebook For now when it comes to digital
marketing the Pin is mightier
Source Shoporg comScore amp The Partnering Group | June 2012
The Crowd is Growing Crazy
The Crowdfunding Industry Report from
researchers Massolution reveals that
crowdfunding platforms raised almost $15 billion
funding over one million projects in 2011 They also
say that with current trends the already growing
market is set to double in 2012
Source Massolution | June 2012
FUNDER AND FUNDRAISER ACTIVITYPercentage based on sample of 57 and 47 CFPs respectively
89
7
26
4 5
69
1-2 C
AMPAIG
NS
3-5 C
AMPAIG
NS
gt5 CAM
PAIGNS
FUNDERS FUNDRAISERS
Trending issues
56 September 2012 | GAMIFICATION 57
The Internet is Becoming Mobile
By 2017 there will be 5 billion mobile
broadband users three times as
many people as are
using that technology today
With faster mobile network
speeds and global coverage
the mobile internet is poised to
deliver new innovative services as the app
ecosystem will surely find a way to create newer and
or better mobile services According to Ericssonrsquos CEO there is
a ldquoshift in power from the network to the handsetrdquo from connectivity to
apps
Source GigaOm | June 2012
Love at First Bite People just love Applersquos iPad A customer satisfac-
tion polls shows that iPad clearly is heads and
shoulder above its competitors when it comes to
wowing the customers Customers are ldquovery satis-
fiedrdquo with Apple (new) iPad - 81 Apple iPad2 - 71 Samsung Galaxy Tablet - 46 Amazon Kindle Fire - 41 Others - 41
Source Computer World | June 2012
App ecosystem New banking concepts
Join amp enjoy
New Gizmo era
Talk to Bank Voice-enabled search is fast becoming a
differentiator especially with smart devices in the
e-commerce space EasyAsk a natural language
technology company launched Quiri in March 2012
Quiri a virtual personal shopping assistent under-
stands both the intent of the search and has deep
knowledge of the content and products within the
e-commerce site Shoppers can use their iPhone 4S
or Android to verbally search sites for products and
the products they are looking for It is like having
a highly knowledgeable personal shopping
assistant for that one store
Source Sacramento Bee | June 2012
Flashback to EVOKE
Though there is a lot of commercial buzz re-
lated to games and gamification today some
are designed to change the world In 2010 the
World Bank launched the EVOKE a game which
motivate players all over the world to come up
with creative solutions to our most urgent social
problems According to the website ldquoEVOKE is a
ten-week crash course in changing the worldrdquo In
this issue of Innovation Edge we pay homage to
one of the pioneers of gamification
Source World Bank | March 2010
Trending issues
58 September 2012 | GAMIFICATION 59
Connected Cars Solution Market Expected to Exceed $350 million in 5 years
By 2017 according to ABI Research the connected
car market will be about $350 million dollars
growing from $66 million in 2012 Connect Car
solutions include stolen vehicle tracking insurance
telematics infotainment and road user charging
The consumers are asking for a connected lifestyle
and they are asking to be connected to the car
especially the younger consumers
Source ABI | May 2012
Gimme a Hi-Five for health
TldquoFor healthcare delivery wersquore rapidly moving
from a world of inbound patients to a world of in-
bound data The impact of this shift on the health-
care system and how consumers use and act on
health information should not be underestimated
Here are five ways digital apps and smartphones
will transform healthcarerdquo
Improved access to care Improved patient engagement New provider of business models Reduced medicare fraud Improved patient safety
Source Forbes | June 2012
Smart cities + urban mobility
Health
Trending issues
BBVA Innovation Center (Plaza de Santa Baacuterbara 2 Madrid)
13th September | 900ndash1400 h
World renowned experts based on real world ex-
periences would help you ascertain whether or not
gamification is being hyped or is here to stay
Check out the videos and photos of the
event in our web
wwwcentrodeinnovacionbbvacom
Bernardo Crespo Velasco b_crespo
Head of Digital Marketing and Marketing Lab at
BBVA Spain Degree in Management and Econom-
ics from the University of Castilla-La Mancha and the
University of St Andrews He holds a masters in Re-
lational Marketing CRM and e-Commerce at ICEMD
Brian Burke brian_burke
Analyst for Gartner expert in gamification and enter-
prise architecture His groundbreaking work in the
development of federated architectures has been
implemented in hundreds of organizations in both
public and private sectors
Priya Haji priyahaji
CEO and co-founder of SaveUp the first free
rewards program that encourages Americans
to save money and pay down debt while of-
fering a chance to win prizes including a life-
changing $2000000 jackpot Through a fun
and simple approach that employs game me-
chanics SaveUp helps transform the otherwise
mundane activities of savings
Sergio Jimenez gamkt
Sergio Jimenez is an analyst consultant and speak-
er specialized in gamification enthusiastic market-
ing technology and games Mr Jimenez has partici-
pated in numerous projects related to gamification
helping companies of different sectors to introduce
game mechanics in products and service
Gamification amp Banking a passing fad or a serious business
More info
Event
Videos pictures and
all the info
September 2012 | GAMIFICATION 61
We Innovate to GrowBBVA understands innovation as a source of value
creation both for our group and people In order to
effectively manage its development the group relies
on time tested innovation methodologies which were
co-developed with leading experts around the world
The Open Innovation model adopted by the group
attests that BBVA highly values people and talent re-
gardless where they may be and shows the bankrsquos
willingness to lead the transformation of the financial
industry with total openness and without any borders
The BBVA Innovation Center is the focal point for sig-
nificant and disruptive innovation projects
Furthermore the BBVA Innovation Center is a space
to meet a space to share and above all a space listen
and learn from the innovation ecosystem
Being part of an innovation ecosystem allows BBVA to
be near ideas and talent and to facilitate access to the
worldrsquos leading experts It is also a way to share our
collective knowledge with innovation community
wwwcentrodeinnovacionbbvacom
Follow us
wwwfacebookcomcentrodeinnovacionbbva
twittercomcibbva
wwwyoutubecomusercentroinnovacionbbva
wwwslidesharenetCIBBVA
This month events
More info
More info
Innovation at BBVAFor BBVA innovation is a strategic pillar and the BBVA Innovation Center is a major focal point for the grouprsquos effort in this field
CLOUDSTAGE
September 27th BBVA Innova-
tion Center will host the 8th
edition of Cloudstage an event
focused on the cloud This is a
meeting between profession-
als that want to deal with the
possibilities and development
of the cloud computing
KNOWSQUARE
September 25th BBVA Innova-
tion Center will host the event
Knowsqure an online and off
line network board of direc-
tors The aim of this event is
share experiences and knowl-
edge to improve the manage-
ment of companies
Produced by Prodigioso Volcaacuten
(wwwprodigiosovolcancom)
BBVA Innovation Edge is the first corporate magazine focused on innovation Innovation Edge aims to explore new trends and technologies that may impact the financial industry especially retail banking
Each edition features articles analysis and in-depth information about a given trend
WEB Articles and sections are available for free on wwwcentrodeinnovacioncom in both English and Spanish
PDF Our website offers pdf versions of the publications for your reading enjoyment online or offline
APP Innovation Edge is also available in Applersquos App Store All issues will be made available for download at the App Store free of chargerdquo
More info
Are you interested in Innovation Edge Subscribe to our newsletter and be informed of new issuescopyBBVA2012
BBVA Innovation Edge is the result of a collaborative work done by all the people who are involved in innovation at BBVA Group
CONTRIBUTORS TO THIS ISSUE
Mariacutea Pilar Aacutelvarez Garciacutea l Javier Anguiano
Javier Benediacute l Alfonso Bey Navarro
Jaime Bisbal l Reyes Bolumar
Javier Borderiacuteas l Bernardo Crespo
Antonio Garciacutea l Eugenio Garciacutea
Rafael Hernaacutendez l Miguel Aacutengel Intildeesta
Beatriz Lara Bartolomeacute l Carmen Loacutepez
Marcos Marrodaacuten Ciorcia l Luz Martiacuten
Ricardo Martiacuten Manjoacuten l Samuel Martiacuten Valentiacuten
Aacutelvaro Moroacuten l Manolo Moure
Jay Reinemann l Alicia Saacutenchez
Javier Sebastiaacuten l Marcelo Soria
Gustavo Vinacua l Shan Ggu ldquoPhilrdquo Yim
DL AS 2498-2012
No part of this publication can be reproduced or communicate in any form or by any platform electronic o mechanic including photocopying recording o any other system of storage and retrieval without permission of the publisher BBVA
36 September 2012 | GAMIFICATION 37
Other notable companies include
Bigdoor
Crowd Twist
Get Glue
Playgen
SCVNGR
Gamification Platform ProvidersFor organizations who are considering off the shelf
solutions platform providers are offering turnkey so-
lutions for gamification Below we present some of
the leading vendors
BUNChBALLBunchball offers the Nitro gamification platform and
its analytics solution to create customized action-
able and scalable user experiences for consumers
employees and partners Nitro is a scalable and
reliable gamification platform managing over 125
million users and tracking over 15 Billion actions to
date Founded in 2005 Bunchballrsquos investors include
Granite Ventures Triangle Peak Partners Northport
Investments Correlation Ventures and Adobe Sys-
tems Incorporated
BADGEVILLE Founded in 2010 Badgeville draws on techniques
from social gaming traditional loyalty programs and
social networking in its suite of Behavior Lifecycle
Management solutions Built on database techno-
logy Badgevillersquos PaaS (Platform-as-a-Service) is de-
signed to connect user reputation across all of your
digital touch points Badgeville is funded by Norwest
Venture Partners El Dorado Ventures Trinity Ven-
tures and the Webb Investment Network
CROWDTAP Crowdtap is the Influencer Marketing platform ena-
bling leading brands to easily identify activate and
manage their influential consumers for real-time
insights and powerful online and offline peer-to-peer
marketing Crowdtap intends to shift marketing to
a fully collaborative and participatory process be-
tween brands and consumers
CYNERGY According to Cynergy ldquoWe make incredible experi-
ences happenmdashno easy task Great design is criti-
cal but incredible experiences are much more than
just pixelsmdashthey require the artful merging of expert
strategy design excellence and cutting-edge tech-
nology delivered by a single integrated team Thatrsquos
our formulamdashthatrsquos how we make incredible experi-
ences happenrdquo
IACTIONABLE IActionable is a web based (SaaS) gamification
software platform that applies game mechanics
to non-game applications IActionable can be used
to change user interface and user experience and
drive behavior in the form of participation and en-
gagement v
BBVA amp thegamificationWith BBVA Game we have
launched an important Beta
project wich we want to create
an space of interaction with our
on line clients
38
We understand that to generate a fun dialog
with our clients is a challenge Most online us-
ers access our site to check positions and perform
transactions Without a doubt itrsquos quite a challenge
BBVA Game a gamification platform has incorpo-
rated game dynamics as a way to provide additional
value for online banking customers We put together
our best value proposition loyalty programs and
game dynamics which offer the most fun We wanted
to work in teams to create a game that educates our
clients offers stickiness to our clients and offer cross-
selling and upselling opportunities for our business
We will not really know the final results until we learn
from our customers any other pretense would be
rather arrogant
What we do know is that we can use gamification to
get know know our customers better to get closer
to them in an refreshing way to educate them to be
ldquostickyrdquo and of course we can apply this model in
all countries in which we have presence Like BBVA
the concept of gamification is universal
All the team members in various teams who par-
ticipated in bringing BBVA Game to life (Marketing
and Innovation amp Technology) shared one thing in
common We had fun And that is a good sign v
Bernardo Crespo
Head of Digital Marketing and Marketing Lab
BBVA Spain and Portugal
Brian Burke
are leveraging game mechanics to engage customers and financial services companies are no exception This trend is called gamification and while it being used in many different ways the sweet spot is in engaging customers As an early adopter of gamification in the financial services industry BBVA joins a small group of innovators that are turning customers into players and banking into a game The BBVA Game is a leading edge example of using gamification to both engage customers in a fun way while architecting the customer journey Gamification is a win-win for BBVA and its customersrdquo
ldquoCompanies around the world
September 2012 | GAMIFICATION 39
September 2012 | GAMIFICATION 41 40
ForecastInnovationThe early results are in Bunchball a pure gamification platform provider see their customers enjoy the benefits value creation aspects of gamification
An increase of 2x page view Page view per visit increased 60 Unique visitors increased 30 Increase of 100 on time on site An increase of 2x repeat monthly visits 400 ROI (with payback time of as
little as 3 months)
Though the results display initial deploy-
ments numbers itrsquos clear what should
be done with gamification for the short-
term future Just Play See how gamifica-
tion can create or capture value for the
organization
To wrap things up we leave you with
some ldquoGamification Tips from the Prosrdquo
hoping that they may help you better
understand this key topic and perhaps
even help spark some new innovations
in the organization
Gamification Tips from the Pros
SEBASTIAN DETERDING Game designer
ldquoThe most important thing to keep in
mind here is that any good design mdash
game or software mdash hinges on good
designers and design process not on
featuresrdquo
Know your users What motivates
them What is meaningful to them
What keeps them from following
through on their intentions What
kind of games to they like What kind
of community do they prefer Without
user research to figure these things
out you will miss your target audience
Read the Rules Goals and rules create
interesting challenges even can create
meta-games
Sources Sebastian
Deterding Getting Gamifi-
cation Right January 2011
| Sebastian Deterding
Donrsquot Play Games with
Me Pitfalls of Gameful
Design May 2011
Prototype Playtest and Iterate The
core of game design is to build a func-
tional prototype of the rule system as
early as possible to test whether it is
any fun tweak it based on the test re-
sults test it again etc to iterate your
way toward something that is fun and
engaging
Bring in the Data Quantitative
analytics will tell you whether your
point systems donrsquot have loopholes
or exploits or whether you balanced
the difficulty of the goals and mis-
sions you present to the players
ldquoReality ultimately is much more messy
complex random unfair and beyond
our control than gamesrdquo
42 September 2012 | GAMIFICATION 43
Source Gabe Zicher-
mann | Mashable - 7 Win-
ning Examples of Game
Mechanics in Action
Sources Gartner | Gamification Primer Life Becomes a
Game January 2011
Gartner | Maverick Research Motivation Momentum and
Meaning How Gamification Can Inspire Engagement
October 2011
Gartner | Innovation Insight Gamification Adds Fun and
Innovation to Inspire Engagement December 2011
GABE ZIChERMANNGamification expert
ldquoThe initial findings from gamification
specialists are nothing short of astonish-
ing Regardless of your business model
the following seven gamified innovations
should inspire you to strategize via game
analysisrdquo
Make a market (Foursquare) Four-
square proved that location-based
networking wasnrsquot doomed to fail that
simple game mechanics can affect
behavior and that you can engage 10
million customers mdash all while raising
$50 million
Get fit (NextJump) By leveraging the
power of gamification 70 of Next-
Jump employees exercise regularly mdash
enough to save the company millions
in work attendance and insurance
costs over the medium term mdash all the
while making the workplace healthier
and happier
Slow down and smell the money (Volkswagen - Fun Theory) Speed
Camera Lottery idea rewards those
drivers who obey the posted limit by
entering them into a lottery When test-
ed at a checkpoint in Stockholm aver-
age driver speed was reduced by 20
Generate ad revenues (Psych amp NBCUniversal) Club Psych implemented
gamified incentives to raise page
BRIAN BURKE GARTNERTechnology analyst
ldquoThe goal is to inspire deeper more en-
gaged relationships and to motivate
changed behaviors Many organizations
report significantly higher engagement
with gamification But risks abound and
organizations should consider their de-
ployment strategies carefully
Gamification is a business issue that
is enabled by technology mdash business
managers must take the lead in dri-
ving gamification efforts
The application of gamification is very
diverse Focusing on specific goals is
critical to success
Avoid the herd mentality mdash donrsquot imple-
ment a copycat application Most cur-
rent gamified applications are doomed
to fail
Design gamified applications that co-
rrectly position motivation momen-
tum and meaning (M3) to inspire en-
gagement with the audience
Exploit this trend today if you work in
an organization that is willing to take
risks But remember that careful plan-
ning and improvement through itera-
tion are central to every successful im-
plementation of gamification
views by over 130 and
return visits by 40
The resulting rise in
engagement has gener-
ated substantial revenue
for the company bringing
registered user counts from
400000 to nearly 3 million since
the launch of the gamified version
Make research amp evangelism count (Crowdtap) Through the use of gami-
fied virtual rewards the company has
been able to raise average user par-
ticipation by 25 times thus reducing
research costs by 80 or more for key
clients
Save the planet (RecycleBank) RecycleBank utilized game mecha-
nics such as points challenges and
rewards to drive breakthroughs The
project has seen a 16 increase in re-
cycling in Philadelphia where the recy-
cling rate has broken 20 for the first
time in history
Make teaching fun (Ananth Pai) grouped students by learning style
and retooled the curriculum to make
use of off-the-shelf games to teach
reading math and other subjects In
the space of 18 weeks Mr Pairsquos class
went from below third grade average
reading and math levels to mid-fourth
grade v
44 September 2012 | GAMIFICATION 45
MPAA | Theatrical Market Statistics 2012
Alex Osterwalder and Yves Pigneur | Business Model Generation 2009
Daniel Pink | Drive The Surprising Truth About What Motivates Us April 2011
PSFK | The Future of Gaming 2011
Byron Reeves amp J Leighton Read | Total Engagement Using Games and Virtual Worlds to Change the Way People Work and Businesses Compete 2009
Gabe Zichermann | Gamification by Design Implementing Game Mechanics in Web and Mobile Apps August 2011
Gabe Zichermann | Gamification Innovation and the Future (presentation) 2012
Gabe Zichermann amp Joselin Linder | Game-Based Marketing Inspire Customer Loyalty Through Rewards Challenges and Contest 2010
On the WebIan Bogost (Video Game Theorist Critic and Designer)
Bunchball | Gamificationcom
Sebastian Deterding (Game Researcher and Designer) | Coding Conduct Persuasive Design for digital media
Entertainment Software Association | Games Improving What Matters
Gamasutra | Social Gaming and the Bartle Archetype April 13 2012
Gamification of Work
Gamification Research Network
Gaming Business Review | Designing Gamification for the Most Frequent Personality Types September 20 2011
Gaming Business Review | Who Owns Gamification Data February 18 2012
GigaOM | The future of Social Games is Mobile October 2010
Google Insight for Search | Gamification Mashable | 7 Winning Examples of Game Mechanics in Action July 6 2011
Scott Nicholson (MIT Gambit Game Lab) | Because Play Matters
Wired Magazine | Go with the Flow 1996
Wired Magazine | Swedish Speed-Camera Pays Drivers to Slow Down December 6 2010
Gabe Zichermann | The Gamification Blog
A list of links to other useful tools and resources that you may find useful as a supplement to the information offered on the lsquoSimple Bankrsquo report
Books amp PublicationsBunchball | Gamification 101 An Introduction to the Use of Game Dynamics to Influence Behavior October 2010
Tom Chatfield | Fun Inc Why Games are the 21st Centuryrsquos Most Serious Business 2010
Jenova Chen | Flow in Games (and Everything Else) April 2007
Aaron Dignan | Game Frame Using Games as a Strategy for Success 2011
Sebastian Deterding | Getting ldquoGamificationrdquo Right (presentation) January 2011
Entertainment Software Association | 2011 Sales Demographic and Usage Data Essential Facts about the Computer and Video Game Industry 2011
Gartner | Gamification Primer Life Becomes a Game January 2011
Gartner | Innovation Insight Gamification Adds Fun and Innovation to Inspire Engagement December 2011
Gartner | Market Trends Gaming Ecosystem 2011
Gartner | Maverick Research Motivation Momentum and Meaning how Gamification Can Inspire Engagement October 2011
Insight Express | 1Q2012 Digital Consumer Portrait 2011
International Federation of the Phonographic Industry | Recording Industry in Numbers The Recorded Music Market in 2011 March 2012
Jane McGonigal | Reality is Broken Why Games Can Make Us Better and how They Can Change the World 2011
Mihaly Csikszentmihalyi | Flow The Psychology of Optimal Experience 1991
Ralph Koster | A Theory of Fun for Game Design 2005
M2 Research | What is Gamification (presentation) January 2011
46 September 2012 | GAMIFICATION 47
Gamification Experts
In depth
Brian BurkeBrian Burke is an analyst for Gartner specializing in enterprise architecture and IT portfolio management and most recently developing research on the emerging gamification trend His groundbreaking work in the development of federated architectures has been implemented in hundreds of organizations in both the public and private sectors He is also a prominent researcher and speaker in the areas of IT strategy IT organizational structures and businessIT alignment
Jane McGonigalJane McGonigal takes play seriously She studies the power of
games to impact the real-world mdash and she creates games that do just that She is an expert on applying game design and game theory to real work and real business and has consulted and devel-oped internal game workshops for leading technology companies MIT Technology Review named her one of the top 35 innovators changing the world through technology for her role in pioneering the field of alternate reality gaming and Harvard Business Review called her theory of ldquoalternate reality businessrdquo one of the ldquoTop 20 Breakthrough Ideas of 2008rdquo She has a PhD from UC Berkeley in performance studies
Wanda MeloniFounder and president of M2 Research is an industry analyst and market strategist Wanda has a deep understanding of emerging trends in interactive entertainment games and social media Wanda publishes articles and reports that on the market dynamics affecting development and consumer trends In addi-tion to her published works she consults with many of the top companies in the industry providing custom analysis investment strategies strategic positioning and competitive analysis
Gabe ZichermannGabe Zichermann is an entrepreneur author highly rated public speaker and gamification thought leader He is the chair of the Gamification Summit and Workshops and is co-author of the book ldquoGame-Based Marketingrdquo (Wiley 2010) where he makes a compelling case for the use of games and game mechanics in everyday life the web and business
Sebastian Deterding
Sebastian Deterding is a researcher and designer working on user experience persuasive design video games and gamifica-tion His PhD research at the Research Center for Media and Communication at Hamburg University looks into the use of game design to motivate user behavior in non-game contexts Today he speaks and publishes internationally on persuasive design and gamification at events such as reboot republica or Playful and consults game companies on game usability and playability
Other experts include
R Ray Wang Micheal Wu Toby Beresford Dennis Crowley Keith Smith Steven L Johnson Buster Benson Scott Dodson Ian Bogost
48 September 2012 | GAMIFICATION 49
The following section outlines the upcoming technologies that will change everything with predictions on what may come of them in financial industry
The Maps WarEmerging players are consolidating their Maps products and becoming
trusted partners in the Maps solutions landscape A few weeks ago Wikipedia
moved from Google Maps to OpenStreetMap followed by FourSquare Even
Apple launched iPhoto for iOS using OpenStreetMap data for photos with
geolocation tags embedded
IS OPENSTREETMAP A MATURE SOLUTIONOpenStreetMap was founded in July 2004 and it is
defined as a collaborative project to create a free edit-
able map of the world In April 2012 OpenStreetMap
cleared 600000 registered contributors However
not all registered users actually contribute to the
map a minority of individuals contribute the major-
ity of the content (around 3)
High populated areas such as big cities are constant-
ly being updated even at a higher rate than Google
Maps does Low populated areas on the other hand
are not so accurate These areas are currently being
covered by Bing Microsoft Maps solution Despite
Microsoft support certain places may not have ac-
curate information to display Therefore depending
on the needs OpenStreetMaps can be considered a
good approach
AND WhAT ABOUT GOOGLE MAPSGoogle Maps solution is much more than Maps It
is also considered the main advertising platform for
many merchants and functionalities as Street View
add value to final user far beyond geo-localization
But it is no longer free It seems to be quite hard
to make money putting ads on maps so Google
Maps API is limited to 25000 free queries per day
Over that limit it is required to pay Nothing free lasts
forever
Rumors keep growing and it is said that Apple is
working on its own Map solution that will be re-
vealed with the iOS 6 and will include 3D features
We already have a winner the final user
The Maps war is escalating During Applersquos
WWDC in June 2012 the company
announced that the new iOS will no longer
use Google Maps Instead Apple will offer
its own maps solution in the iOS 6 The
new map service along with Siri seems to
offer iOS users more convenience and
solutions (of course shutting out Google)
In fact it looks like Apple wants to extend
the war beyond Maps hellip be careful out
there the titans are clashing
BREAKING NEWS
Technology trends
50 September 2012 | GAMIFICATION 51
According to McKinsey Global Institute big data
can unlock value (high level) for the enterprise
by 1) creating transparency 2) enabling experimen-
tation to discover needs expose variability and im-
prove performance 3) segmenting populations to
customize actions 4) replacingsupporting human
decisions making with automated algorithms and
5) innovating new business models products and
services
RELEVANCE OF BIG DATAOpportunities ndash for example a retail business can
increase operating margins by 60 Early results
show that big data leaders are taking market share
from the laggards suggesting that big data will be-
come a keystone for competitiveness and growth
for the organization
Specifically for the banking sector Citibank has
partnered with IBM (ldquoWatsonrdquo) to use big data for
up-sellingcross-selling opportunities It is stipulated
that they will also use Watson to detect fraud and
analyze customer credit worthiness
The danger (or risk) of big data stems from issues
which will affect all stakeholders namely data pro-
tection and security rights and responsibilities for
using data and accountability and enforcement Ad-
ditionally it is estimated that by 2020 the volume
of data will exceed our capacity for data storage by
more than 21 v
Sources IBM | ldquoUnderstanding Big Datardquo March 2011
McKinsey Global Institute | ldquoBig Datardquo June 2011
World Economic Forum | ldquoRethinking Personal Data
Strengthening Trustrdquo (August 2011)
The Economist | ldquoBig Data Crunching the Numbersrdquo
May 19 2012
2020 346
2005 013
Created
2005 2010 2015 2020
35
30
25
20
15
10
5
0
Storage available Zettabytes = 1 trilion gigabytes
ESTIMATE FORECAST
forecast
OPEN WIDE Global digital information
Source IDC
Striking Gold with Big DataToday the world creates 25 quintillion
bytes of new data ndash everyday 90 of
the worldrsquos data has been created in the
last two years alone In this mountain of
data (both structured and unstructured)
there is gold to be found Companies must
acquire the right tools and processes to
separate the dirt from the gold efficiently
Technology trends
52 September 2012 | GAMIFICATION 53
Innovation at the Core just Copy amp Paste
By using virtualization and replication technolo-
gies banks can create copies of the core system
quickly and provide them to partners in standalone
sandboxes By allowing developers work with a real
core banking environment the pace of innovation
will quicken as developers can test new functionali-
ties without worrying how it will perform when the
product goes live According to ING a full replication
of the core system used to take about 260 days it
now takes less than a day
Source Information Management | May 2012
Core banking platform
New formats
Enterprise 20
Smartphone + Fanatics = Smartphonatics
Smartphonatics are consumers who change their
shopping financial and payment behavior as a
result of owning a smartphone According Aitersquos
Ron Shevlin ldquoThis group is driving the adoption of
mobile payments and banking and setting the bar
for how financial institutions will have to respond
over the next five yearsrdquo 70 of Smartphonatics have used a mobile
device to make a payment 80 of Smartphonatics have used the mobile
banking channel Less than 25 of other consumers have made a
mobile payment About 33 of other consumers have used the
mobile banking channel
Source Aite | May 2012
Everyone wants Mobile Banking including
companies
A recent global survey of treasury executives
suggest that 66 of corporate customers are ready
to use mobile banking which can provide access
to real-time information related to the corporate
environment Customers are willing to pay for
premium services if they can realize efficiencies As
tablets are already part of the C-suite they can boost
adoption by enabling other value added services
Source finextra | May 2012
An analysis of one yearrsquos worth of data of Google
Apps enterprise customers shows us An average user creates 84 DocsSites An average enterprise has 250000 DocsSites
on their domain Compared to on premise solutions the results
are very similar Year over year growth of DocsSites is projected
to be 400 Percentage of DocsSites that are designated
lsquoEverybodyrsquo 55 Percentage of DocsSites that are designated
lsquoPublicrsquo 025 Percentage of Docs Shared Externally 25
Mobile banking
Smartphonatics by Country(Source ACI Worldwide Aite Group)
India
South Africa
Brazil
UAE
China
Italy
Singapore
US
Australia
UK
Sweden
Germany
France
Canada
6042
3734
3127
2420
1816
1110
87
Average Number of External Collaborators 3000
Thinking about the results it seems like enterprise
users have no problems embracing Google Apps
and of course should be mindful of when share
DocsSites with others
Source Forbes | June 2012
When Google Apps go Bighellip What happens
In this section readers will find summaries of the most relevant news of selected topics that have been published over the course of the month based on its relevance to the Banking industry The summaries were prepared by the editorial board Further information is made available for each given topic
Trending issues
54
Good News Bad News
A recent survey shows consumers want to use
mobile wallets and thatrsquos good news However
consumers clearly prefer PayPal Google and Apple
over banks to provide the solutions In fact 8 of 10
consumers in the survey indicated that they would
use mobile wallets if PayPal offered a service
Banks should heed this wake-up call or prepare for
a future without a mobile wallet
Source MarketWatch | June 2012
When it Comes to Social
Women 2 - Men 1
A recent survey of 2000 Britons (commissioned by
British Telecom) discovered that ldquoover half of female
internet users used social networking websites such
as Twitter and Facebook whilst only 34 per cent of
men surveyed admitted to doing so Similarly out of
those surveyed 18 per cent of women believed that
if the internet no longer existed they would miss
social media websites the most This compares to
just seven per cent of menrdquo
Source The Telegraph | May 2012
Mobile payments
Digital Marketing
Crowd finance
Social Media
The ldquoPinrdquo is Mightier than
According to the 2012 Social and Mobile Com-
merce Study (a joint research project by Shoporg
comScore and The Partnering Group) American
consumers follow an average of 93 retail compa-
nies on Pinterest compared to 85 on Twitter and
69 on Facebook For now when it comes to digital
marketing the Pin is mightier
Source Shoporg comScore amp The Partnering Group | June 2012
The Crowd is Growing Crazy
The Crowdfunding Industry Report from
researchers Massolution reveals that
crowdfunding platforms raised almost $15 billion
funding over one million projects in 2011 They also
say that with current trends the already growing
market is set to double in 2012
Source Massolution | June 2012
FUNDER AND FUNDRAISER ACTIVITYPercentage based on sample of 57 and 47 CFPs respectively
89
7
26
4 5
69
1-2 C
AMPAIG
NS
3-5 C
AMPAIG
NS
gt5 CAM
PAIGNS
FUNDERS FUNDRAISERS
Trending issues
56 September 2012 | GAMIFICATION 57
The Internet is Becoming Mobile
By 2017 there will be 5 billion mobile
broadband users three times as
many people as are
using that technology today
With faster mobile network
speeds and global coverage
the mobile internet is poised to
deliver new innovative services as the app
ecosystem will surely find a way to create newer and
or better mobile services According to Ericssonrsquos CEO there is
a ldquoshift in power from the network to the handsetrdquo from connectivity to
apps
Source GigaOm | June 2012
Love at First Bite People just love Applersquos iPad A customer satisfac-
tion polls shows that iPad clearly is heads and
shoulder above its competitors when it comes to
wowing the customers Customers are ldquovery satis-
fiedrdquo with Apple (new) iPad - 81 Apple iPad2 - 71 Samsung Galaxy Tablet - 46 Amazon Kindle Fire - 41 Others - 41
Source Computer World | June 2012
App ecosystem New banking concepts
Join amp enjoy
New Gizmo era
Talk to Bank Voice-enabled search is fast becoming a
differentiator especially with smart devices in the
e-commerce space EasyAsk a natural language
technology company launched Quiri in March 2012
Quiri a virtual personal shopping assistent under-
stands both the intent of the search and has deep
knowledge of the content and products within the
e-commerce site Shoppers can use their iPhone 4S
or Android to verbally search sites for products and
the products they are looking for It is like having
a highly knowledgeable personal shopping
assistant for that one store
Source Sacramento Bee | June 2012
Flashback to EVOKE
Though there is a lot of commercial buzz re-
lated to games and gamification today some
are designed to change the world In 2010 the
World Bank launched the EVOKE a game which
motivate players all over the world to come up
with creative solutions to our most urgent social
problems According to the website ldquoEVOKE is a
ten-week crash course in changing the worldrdquo In
this issue of Innovation Edge we pay homage to
one of the pioneers of gamification
Source World Bank | March 2010
Trending issues
58 September 2012 | GAMIFICATION 59
Connected Cars Solution Market Expected to Exceed $350 million in 5 years
By 2017 according to ABI Research the connected
car market will be about $350 million dollars
growing from $66 million in 2012 Connect Car
solutions include stolen vehicle tracking insurance
telematics infotainment and road user charging
The consumers are asking for a connected lifestyle
and they are asking to be connected to the car
especially the younger consumers
Source ABI | May 2012
Gimme a Hi-Five for health
TldquoFor healthcare delivery wersquore rapidly moving
from a world of inbound patients to a world of in-
bound data The impact of this shift on the health-
care system and how consumers use and act on
health information should not be underestimated
Here are five ways digital apps and smartphones
will transform healthcarerdquo
Improved access to care Improved patient engagement New provider of business models Reduced medicare fraud Improved patient safety
Source Forbes | June 2012
Smart cities + urban mobility
Health
Trending issues
BBVA Innovation Center (Plaza de Santa Baacuterbara 2 Madrid)
13th September | 900ndash1400 h
World renowned experts based on real world ex-
periences would help you ascertain whether or not
gamification is being hyped or is here to stay
Check out the videos and photos of the
event in our web
wwwcentrodeinnovacionbbvacom
Bernardo Crespo Velasco b_crespo
Head of Digital Marketing and Marketing Lab at
BBVA Spain Degree in Management and Econom-
ics from the University of Castilla-La Mancha and the
University of St Andrews He holds a masters in Re-
lational Marketing CRM and e-Commerce at ICEMD
Brian Burke brian_burke
Analyst for Gartner expert in gamification and enter-
prise architecture His groundbreaking work in the
development of federated architectures has been
implemented in hundreds of organizations in both
public and private sectors
Priya Haji priyahaji
CEO and co-founder of SaveUp the first free
rewards program that encourages Americans
to save money and pay down debt while of-
fering a chance to win prizes including a life-
changing $2000000 jackpot Through a fun
and simple approach that employs game me-
chanics SaveUp helps transform the otherwise
mundane activities of savings
Sergio Jimenez gamkt
Sergio Jimenez is an analyst consultant and speak-
er specialized in gamification enthusiastic market-
ing technology and games Mr Jimenez has partici-
pated in numerous projects related to gamification
helping companies of different sectors to introduce
game mechanics in products and service
Gamification amp Banking a passing fad or a serious business
More info
Event
Videos pictures and
all the info
September 2012 | GAMIFICATION 61
We Innovate to GrowBBVA understands innovation as a source of value
creation both for our group and people In order to
effectively manage its development the group relies
on time tested innovation methodologies which were
co-developed with leading experts around the world
The Open Innovation model adopted by the group
attests that BBVA highly values people and talent re-
gardless where they may be and shows the bankrsquos
willingness to lead the transformation of the financial
industry with total openness and without any borders
The BBVA Innovation Center is the focal point for sig-
nificant and disruptive innovation projects
Furthermore the BBVA Innovation Center is a space
to meet a space to share and above all a space listen
and learn from the innovation ecosystem
Being part of an innovation ecosystem allows BBVA to
be near ideas and talent and to facilitate access to the
worldrsquos leading experts It is also a way to share our
collective knowledge with innovation community
wwwcentrodeinnovacionbbvacom
Follow us
wwwfacebookcomcentrodeinnovacionbbva
twittercomcibbva
wwwyoutubecomusercentroinnovacionbbva
wwwslidesharenetCIBBVA
This month events
More info
More info
Innovation at BBVAFor BBVA innovation is a strategic pillar and the BBVA Innovation Center is a major focal point for the grouprsquos effort in this field
CLOUDSTAGE
September 27th BBVA Innova-
tion Center will host the 8th
edition of Cloudstage an event
focused on the cloud This is a
meeting between profession-
als that want to deal with the
possibilities and development
of the cloud computing
KNOWSQUARE
September 25th BBVA Innova-
tion Center will host the event
Knowsqure an online and off
line network board of direc-
tors The aim of this event is
share experiences and knowl-
edge to improve the manage-
ment of companies
Produced by Prodigioso Volcaacuten
(wwwprodigiosovolcancom)
BBVA Innovation Edge is the first corporate magazine focused on innovation Innovation Edge aims to explore new trends and technologies that may impact the financial industry especially retail banking
Each edition features articles analysis and in-depth information about a given trend
WEB Articles and sections are available for free on wwwcentrodeinnovacioncom in both English and Spanish
PDF Our website offers pdf versions of the publications for your reading enjoyment online or offline
APP Innovation Edge is also available in Applersquos App Store All issues will be made available for download at the App Store free of chargerdquo
More info
Are you interested in Innovation Edge Subscribe to our newsletter and be informed of new issuescopyBBVA2012
BBVA Innovation Edge is the result of a collaborative work done by all the people who are involved in innovation at BBVA Group
CONTRIBUTORS TO THIS ISSUE
Mariacutea Pilar Aacutelvarez Garciacutea l Javier Anguiano
Javier Benediacute l Alfonso Bey Navarro
Jaime Bisbal l Reyes Bolumar
Javier Borderiacuteas l Bernardo Crespo
Antonio Garciacutea l Eugenio Garciacutea
Rafael Hernaacutendez l Miguel Aacutengel Intildeesta
Beatriz Lara Bartolomeacute l Carmen Loacutepez
Marcos Marrodaacuten Ciorcia l Luz Martiacuten
Ricardo Martiacuten Manjoacuten l Samuel Martiacuten Valentiacuten
Aacutelvaro Moroacuten l Manolo Moure
Jay Reinemann l Alicia Saacutenchez
Javier Sebastiaacuten l Marcelo Soria
Gustavo Vinacua l Shan Ggu ldquoPhilrdquo Yim
DL AS 2498-2012
No part of this publication can be reproduced or communicate in any form or by any platform electronic o mechanic including photocopying recording o any other system of storage and retrieval without permission of the publisher BBVA
38
We understand that to generate a fun dialog
with our clients is a challenge Most online us-
ers access our site to check positions and perform
transactions Without a doubt itrsquos quite a challenge
BBVA Game a gamification platform has incorpo-
rated game dynamics as a way to provide additional
value for online banking customers We put together
our best value proposition loyalty programs and
game dynamics which offer the most fun We wanted
to work in teams to create a game that educates our
clients offers stickiness to our clients and offer cross-
selling and upselling opportunities for our business
We will not really know the final results until we learn
from our customers any other pretense would be
rather arrogant
What we do know is that we can use gamification to
get know know our customers better to get closer
to them in an refreshing way to educate them to be
ldquostickyrdquo and of course we can apply this model in
all countries in which we have presence Like BBVA
the concept of gamification is universal
All the team members in various teams who par-
ticipated in bringing BBVA Game to life (Marketing
and Innovation amp Technology) shared one thing in
common We had fun And that is a good sign v
Bernardo Crespo
Head of Digital Marketing and Marketing Lab
BBVA Spain and Portugal
Brian Burke
are leveraging game mechanics to engage customers and financial services companies are no exception This trend is called gamification and while it being used in many different ways the sweet spot is in engaging customers As an early adopter of gamification in the financial services industry BBVA joins a small group of innovators that are turning customers into players and banking into a game The BBVA Game is a leading edge example of using gamification to both engage customers in a fun way while architecting the customer journey Gamification is a win-win for BBVA and its customersrdquo
ldquoCompanies around the world
September 2012 | GAMIFICATION 39
September 2012 | GAMIFICATION 41 40
ForecastInnovationThe early results are in Bunchball a pure gamification platform provider see their customers enjoy the benefits value creation aspects of gamification
An increase of 2x page view Page view per visit increased 60 Unique visitors increased 30 Increase of 100 on time on site An increase of 2x repeat monthly visits 400 ROI (with payback time of as
little as 3 months)
Though the results display initial deploy-
ments numbers itrsquos clear what should
be done with gamification for the short-
term future Just Play See how gamifica-
tion can create or capture value for the
organization
To wrap things up we leave you with
some ldquoGamification Tips from the Prosrdquo
hoping that they may help you better
understand this key topic and perhaps
even help spark some new innovations
in the organization
Gamification Tips from the Pros
SEBASTIAN DETERDING Game designer
ldquoThe most important thing to keep in
mind here is that any good design mdash
game or software mdash hinges on good
designers and design process not on
featuresrdquo
Know your users What motivates
them What is meaningful to them
What keeps them from following
through on their intentions What
kind of games to they like What kind
of community do they prefer Without
user research to figure these things
out you will miss your target audience
Read the Rules Goals and rules create
interesting challenges even can create
meta-games
Sources Sebastian
Deterding Getting Gamifi-
cation Right January 2011
| Sebastian Deterding
Donrsquot Play Games with
Me Pitfalls of Gameful
Design May 2011
Prototype Playtest and Iterate The
core of game design is to build a func-
tional prototype of the rule system as
early as possible to test whether it is
any fun tweak it based on the test re-
sults test it again etc to iterate your
way toward something that is fun and
engaging
Bring in the Data Quantitative
analytics will tell you whether your
point systems donrsquot have loopholes
or exploits or whether you balanced
the difficulty of the goals and mis-
sions you present to the players
ldquoReality ultimately is much more messy
complex random unfair and beyond
our control than gamesrdquo
42 September 2012 | GAMIFICATION 43
Source Gabe Zicher-
mann | Mashable - 7 Win-
ning Examples of Game
Mechanics in Action
Sources Gartner | Gamification Primer Life Becomes a
Game January 2011
Gartner | Maverick Research Motivation Momentum and
Meaning How Gamification Can Inspire Engagement
October 2011
Gartner | Innovation Insight Gamification Adds Fun and
Innovation to Inspire Engagement December 2011
GABE ZIChERMANNGamification expert
ldquoThe initial findings from gamification
specialists are nothing short of astonish-
ing Regardless of your business model
the following seven gamified innovations
should inspire you to strategize via game
analysisrdquo
Make a market (Foursquare) Four-
square proved that location-based
networking wasnrsquot doomed to fail that
simple game mechanics can affect
behavior and that you can engage 10
million customers mdash all while raising
$50 million
Get fit (NextJump) By leveraging the
power of gamification 70 of Next-
Jump employees exercise regularly mdash
enough to save the company millions
in work attendance and insurance
costs over the medium term mdash all the
while making the workplace healthier
and happier
Slow down and smell the money (Volkswagen - Fun Theory) Speed
Camera Lottery idea rewards those
drivers who obey the posted limit by
entering them into a lottery When test-
ed at a checkpoint in Stockholm aver-
age driver speed was reduced by 20
Generate ad revenues (Psych amp NBCUniversal) Club Psych implemented
gamified incentives to raise page
BRIAN BURKE GARTNERTechnology analyst
ldquoThe goal is to inspire deeper more en-
gaged relationships and to motivate
changed behaviors Many organizations
report significantly higher engagement
with gamification But risks abound and
organizations should consider their de-
ployment strategies carefully
Gamification is a business issue that
is enabled by technology mdash business
managers must take the lead in dri-
ving gamification efforts
The application of gamification is very
diverse Focusing on specific goals is
critical to success
Avoid the herd mentality mdash donrsquot imple-
ment a copycat application Most cur-
rent gamified applications are doomed
to fail
Design gamified applications that co-
rrectly position motivation momen-
tum and meaning (M3) to inspire en-
gagement with the audience
Exploit this trend today if you work in
an organization that is willing to take
risks But remember that careful plan-
ning and improvement through itera-
tion are central to every successful im-
plementation of gamification
views by over 130 and
return visits by 40
The resulting rise in
engagement has gener-
ated substantial revenue
for the company bringing
registered user counts from
400000 to nearly 3 million since
the launch of the gamified version
Make research amp evangelism count (Crowdtap) Through the use of gami-
fied virtual rewards the company has
been able to raise average user par-
ticipation by 25 times thus reducing
research costs by 80 or more for key
clients
Save the planet (RecycleBank) RecycleBank utilized game mecha-
nics such as points challenges and
rewards to drive breakthroughs The
project has seen a 16 increase in re-
cycling in Philadelphia where the recy-
cling rate has broken 20 for the first
time in history
Make teaching fun (Ananth Pai) grouped students by learning style
and retooled the curriculum to make
use of off-the-shelf games to teach
reading math and other subjects In
the space of 18 weeks Mr Pairsquos class
went from below third grade average
reading and math levels to mid-fourth
grade v
44 September 2012 | GAMIFICATION 45
MPAA | Theatrical Market Statistics 2012
Alex Osterwalder and Yves Pigneur | Business Model Generation 2009
Daniel Pink | Drive The Surprising Truth About What Motivates Us April 2011
PSFK | The Future of Gaming 2011
Byron Reeves amp J Leighton Read | Total Engagement Using Games and Virtual Worlds to Change the Way People Work and Businesses Compete 2009
Gabe Zichermann | Gamification by Design Implementing Game Mechanics in Web and Mobile Apps August 2011
Gabe Zichermann | Gamification Innovation and the Future (presentation) 2012
Gabe Zichermann amp Joselin Linder | Game-Based Marketing Inspire Customer Loyalty Through Rewards Challenges and Contest 2010
On the WebIan Bogost (Video Game Theorist Critic and Designer)
Bunchball | Gamificationcom
Sebastian Deterding (Game Researcher and Designer) | Coding Conduct Persuasive Design for digital media
Entertainment Software Association | Games Improving What Matters
Gamasutra | Social Gaming and the Bartle Archetype April 13 2012
Gamification of Work
Gamification Research Network
Gaming Business Review | Designing Gamification for the Most Frequent Personality Types September 20 2011
Gaming Business Review | Who Owns Gamification Data February 18 2012
GigaOM | The future of Social Games is Mobile October 2010
Google Insight for Search | Gamification Mashable | 7 Winning Examples of Game Mechanics in Action July 6 2011
Scott Nicholson (MIT Gambit Game Lab) | Because Play Matters
Wired Magazine | Go with the Flow 1996
Wired Magazine | Swedish Speed-Camera Pays Drivers to Slow Down December 6 2010
Gabe Zichermann | The Gamification Blog
A list of links to other useful tools and resources that you may find useful as a supplement to the information offered on the lsquoSimple Bankrsquo report
Books amp PublicationsBunchball | Gamification 101 An Introduction to the Use of Game Dynamics to Influence Behavior October 2010
Tom Chatfield | Fun Inc Why Games are the 21st Centuryrsquos Most Serious Business 2010
Jenova Chen | Flow in Games (and Everything Else) April 2007
Aaron Dignan | Game Frame Using Games as a Strategy for Success 2011
Sebastian Deterding | Getting ldquoGamificationrdquo Right (presentation) January 2011
Entertainment Software Association | 2011 Sales Demographic and Usage Data Essential Facts about the Computer and Video Game Industry 2011
Gartner | Gamification Primer Life Becomes a Game January 2011
Gartner | Innovation Insight Gamification Adds Fun and Innovation to Inspire Engagement December 2011
Gartner | Market Trends Gaming Ecosystem 2011
Gartner | Maverick Research Motivation Momentum and Meaning how Gamification Can Inspire Engagement October 2011
Insight Express | 1Q2012 Digital Consumer Portrait 2011
International Federation of the Phonographic Industry | Recording Industry in Numbers The Recorded Music Market in 2011 March 2012
Jane McGonigal | Reality is Broken Why Games Can Make Us Better and how They Can Change the World 2011
Mihaly Csikszentmihalyi | Flow The Psychology of Optimal Experience 1991
Ralph Koster | A Theory of Fun for Game Design 2005
M2 Research | What is Gamification (presentation) January 2011
46 September 2012 | GAMIFICATION 47
Gamification Experts
In depth
Brian BurkeBrian Burke is an analyst for Gartner specializing in enterprise architecture and IT portfolio management and most recently developing research on the emerging gamification trend His groundbreaking work in the development of federated architectures has been implemented in hundreds of organizations in both the public and private sectors He is also a prominent researcher and speaker in the areas of IT strategy IT organizational structures and businessIT alignment
Jane McGonigalJane McGonigal takes play seriously She studies the power of
games to impact the real-world mdash and she creates games that do just that She is an expert on applying game design and game theory to real work and real business and has consulted and devel-oped internal game workshops for leading technology companies MIT Technology Review named her one of the top 35 innovators changing the world through technology for her role in pioneering the field of alternate reality gaming and Harvard Business Review called her theory of ldquoalternate reality businessrdquo one of the ldquoTop 20 Breakthrough Ideas of 2008rdquo She has a PhD from UC Berkeley in performance studies
Wanda MeloniFounder and president of M2 Research is an industry analyst and market strategist Wanda has a deep understanding of emerging trends in interactive entertainment games and social media Wanda publishes articles and reports that on the market dynamics affecting development and consumer trends In addi-tion to her published works she consults with many of the top companies in the industry providing custom analysis investment strategies strategic positioning and competitive analysis
Gabe ZichermannGabe Zichermann is an entrepreneur author highly rated public speaker and gamification thought leader He is the chair of the Gamification Summit and Workshops and is co-author of the book ldquoGame-Based Marketingrdquo (Wiley 2010) where he makes a compelling case for the use of games and game mechanics in everyday life the web and business
Sebastian Deterding
Sebastian Deterding is a researcher and designer working on user experience persuasive design video games and gamifica-tion His PhD research at the Research Center for Media and Communication at Hamburg University looks into the use of game design to motivate user behavior in non-game contexts Today he speaks and publishes internationally on persuasive design and gamification at events such as reboot republica or Playful and consults game companies on game usability and playability
Other experts include
R Ray Wang Micheal Wu Toby Beresford Dennis Crowley Keith Smith Steven L Johnson Buster Benson Scott Dodson Ian Bogost
48 September 2012 | GAMIFICATION 49
The following section outlines the upcoming technologies that will change everything with predictions on what may come of them in financial industry
The Maps WarEmerging players are consolidating their Maps products and becoming
trusted partners in the Maps solutions landscape A few weeks ago Wikipedia
moved from Google Maps to OpenStreetMap followed by FourSquare Even
Apple launched iPhoto for iOS using OpenStreetMap data for photos with
geolocation tags embedded
IS OPENSTREETMAP A MATURE SOLUTIONOpenStreetMap was founded in July 2004 and it is
defined as a collaborative project to create a free edit-
able map of the world In April 2012 OpenStreetMap
cleared 600000 registered contributors However
not all registered users actually contribute to the
map a minority of individuals contribute the major-
ity of the content (around 3)
High populated areas such as big cities are constant-
ly being updated even at a higher rate than Google
Maps does Low populated areas on the other hand
are not so accurate These areas are currently being
covered by Bing Microsoft Maps solution Despite
Microsoft support certain places may not have ac-
curate information to display Therefore depending
on the needs OpenStreetMaps can be considered a
good approach
AND WhAT ABOUT GOOGLE MAPSGoogle Maps solution is much more than Maps It
is also considered the main advertising platform for
many merchants and functionalities as Street View
add value to final user far beyond geo-localization
But it is no longer free It seems to be quite hard
to make money putting ads on maps so Google
Maps API is limited to 25000 free queries per day
Over that limit it is required to pay Nothing free lasts
forever
Rumors keep growing and it is said that Apple is
working on its own Map solution that will be re-
vealed with the iOS 6 and will include 3D features
We already have a winner the final user
The Maps war is escalating During Applersquos
WWDC in June 2012 the company
announced that the new iOS will no longer
use Google Maps Instead Apple will offer
its own maps solution in the iOS 6 The
new map service along with Siri seems to
offer iOS users more convenience and
solutions (of course shutting out Google)
In fact it looks like Apple wants to extend
the war beyond Maps hellip be careful out
there the titans are clashing
BREAKING NEWS
Technology trends
50 September 2012 | GAMIFICATION 51
According to McKinsey Global Institute big data
can unlock value (high level) for the enterprise
by 1) creating transparency 2) enabling experimen-
tation to discover needs expose variability and im-
prove performance 3) segmenting populations to
customize actions 4) replacingsupporting human
decisions making with automated algorithms and
5) innovating new business models products and
services
RELEVANCE OF BIG DATAOpportunities ndash for example a retail business can
increase operating margins by 60 Early results
show that big data leaders are taking market share
from the laggards suggesting that big data will be-
come a keystone for competitiveness and growth
for the organization
Specifically for the banking sector Citibank has
partnered with IBM (ldquoWatsonrdquo) to use big data for
up-sellingcross-selling opportunities It is stipulated
that they will also use Watson to detect fraud and
analyze customer credit worthiness
The danger (or risk) of big data stems from issues
which will affect all stakeholders namely data pro-
tection and security rights and responsibilities for
using data and accountability and enforcement Ad-
ditionally it is estimated that by 2020 the volume
of data will exceed our capacity for data storage by
more than 21 v
Sources IBM | ldquoUnderstanding Big Datardquo March 2011
McKinsey Global Institute | ldquoBig Datardquo June 2011
World Economic Forum | ldquoRethinking Personal Data
Strengthening Trustrdquo (August 2011)
The Economist | ldquoBig Data Crunching the Numbersrdquo
May 19 2012
2020 346
2005 013
Created
2005 2010 2015 2020
35
30
25
20
15
10
5
0
Storage available Zettabytes = 1 trilion gigabytes
ESTIMATE FORECAST
forecast
OPEN WIDE Global digital information
Source IDC
Striking Gold with Big DataToday the world creates 25 quintillion
bytes of new data ndash everyday 90 of
the worldrsquos data has been created in the
last two years alone In this mountain of
data (both structured and unstructured)
there is gold to be found Companies must
acquire the right tools and processes to
separate the dirt from the gold efficiently
Technology trends
52 September 2012 | GAMIFICATION 53
Innovation at the Core just Copy amp Paste
By using virtualization and replication technolo-
gies banks can create copies of the core system
quickly and provide them to partners in standalone
sandboxes By allowing developers work with a real
core banking environment the pace of innovation
will quicken as developers can test new functionali-
ties without worrying how it will perform when the
product goes live According to ING a full replication
of the core system used to take about 260 days it
now takes less than a day
Source Information Management | May 2012
Core banking platform
New formats
Enterprise 20
Smartphone + Fanatics = Smartphonatics
Smartphonatics are consumers who change their
shopping financial and payment behavior as a
result of owning a smartphone According Aitersquos
Ron Shevlin ldquoThis group is driving the adoption of
mobile payments and banking and setting the bar
for how financial institutions will have to respond
over the next five yearsrdquo 70 of Smartphonatics have used a mobile
device to make a payment 80 of Smartphonatics have used the mobile
banking channel Less than 25 of other consumers have made a
mobile payment About 33 of other consumers have used the
mobile banking channel
Source Aite | May 2012
Everyone wants Mobile Banking including
companies
A recent global survey of treasury executives
suggest that 66 of corporate customers are ready
to use mobile banking which can provide access
to real-time information related to the corporate
environment Customers are willing to pay for
premium services if they can realize efficiencies As
tablets are already part of the C-suite they can boost
adoption by enabling other value added services
Source finextra | May 2012
An analysis of one yearrsquos worth of data of Google
Apps enterprise customers shows us An average user creates 84 DocsSites An average enterprise has 250000 DocsSites
on their domain Compared to on premise solutions the results
are very similar Year over year growth of DocsSites is projected
to be 400 Percentage of DocsSites that are designated
lsquoEverybodyrsquo 55 Percentage of DocsSites that are designated
lsquoPublicrsquo 025 Percentage of Docs Shared Externally 25
Mobile banking
Smartphonatics by Country(Source ACI Worldwide Aite Group)
India
South Africa
Brazil
UAE
China
Italy
Singapore
US
Australia
UK
Sweden
Germany
France
Canada
6042
3734
3127
2420
1816
1110
87
Average Number of External Collaborators 3000
Thinking about the results it seems like enterprise
users have no problems embracing Google Apps
and of course should be mindful of when share
DocsSites with others
Source Forbes | June 2012
When Google Apps go Bighellip What happens
In this section readers will find summaries of the most relevant news of selected topics that have been published over the course of the month based on its relevance to the Banking industry The summaries were prepared by the editorial board Further information is made available for each given topic
Trending issues
54
Good News Bad News
A recent survey shows consumers want to use
mobile wallets and thatrsquos good news However
consumers clearly prefer PayPal Google and Apple
over banks to provide the solutions In fact 8 of 10
consumers in the survey indicated that they would
use mobile wallets if PayPal offered a service
Banks should heed this wake-up call or prepare for
a future without a mobile wallet
Source MarketWatch | June 2012
When it Comes to Social
Women 2 - Men 1
A recent survey of 2000 Britons (commissioned by
British Telecom) discovered that ldquoover half of female
internet users used social networking websites such
as Twitter and Facebook whilst only 34 per cent of
men surveyed admitted to doing so Similarly out of
those surveyed 18 per cent of women believed that
if the internet no longer existed they would miss
social media websites the most This compares to
just seven per cent of menrdquo
Source The Telegraph | May 2012
Mobile payments
Digital Marketing
Crowd finance
Social Media
The ldquoPinrdquo is Mightier than
According to the 2012 Social and Mobile Com-
merce Study (a joint research project by Shoporg
comScore and The Partnering Group) American
consumers follow an average of 93 retail compa-
nies on Pinterest compared to 85 on Twitter and
69 on Facebook For now when it comes to digital
marketing the Pin is mightier
Source Shoporg comScore amp The Partnering Group | June 2012
The Crowd is Growing Crazy
The Crowdfunding Industry Report from
researchers Massolution reveals that
crowdfunding platforms raised almost $15 billion
funding over one million projects in 2011 They also
say that with current trends the already growing
market is set to double in 2012
Source Massolution | June 2012
FUNDER AND FUNDRAISER ACTIVITYPercentage based on sample of 57 and 47 CFPs respectively
89
7
26
4 5
69
1-2 C
AMPAIG
NS
3-5 C
AMPAIG
NS
gt5 CAM
PAIGNS
FUNDERS FUNDRAISERS
Trending issues
56 September 2012 | GAMIFICATION 57
The Internet is Becoming Mobile
By 2017 there will be 5 billion mobile
broadband users three times as
many people as are
using that technology today
With faster mobile network
speeds and global coverage
the mobile internet is poised to
deliver new innovative services as the app
ecosystem will surely find a way to create newer and
or better mobile services According to Ericssonrsquos CEO there is
a ldquoshift in power from the network to the handsetrdquo from connectivity to
apps
Source GigaOm | June 2012
Love at First Bite People just love Applersquos iPad A customer satisfac-
tion polls shows that iPad clearly is heads and
shoulder above its competitors when it comes to
wowing the customers Customers are ldquovery satis-
fiedrdquo with Apple (new) iPad - 81 Apple iPad2 - 71 Samsung Galaxy Tablet - 46 Amazon Kindle Fire - 41 Others - 41
Source Computer World | June 2012
App ecosystem New banking concepts
Join amp enjoy
New Gizmo era
Talk to Bank Voice-enabled search is fast becoming a
differentiator especially with smart devices in the
e-commerce space EasyAsk a natural language
technology company launched Quiri in March 2012
Quiri a virtual personal shopping assistent under-
stands both the intent of the search and has deep
knowledge of the content and products within the
e-commerce site Shoppers can use their iPhone 4S
or Android to verbally search sites for products and
the products they are looking for It is like having
a highly knowledgeable personal shopping
assistant for that one store
Source Sacramento Bee | June 2012
Flashback to EVOKE
Though there is a lot of commercial buzz re-
lated to games and gamification today some
are designed to change the world In 2010 the
World Bank launched the EVOKE a game which
motivate players all over the world to come up
with creative solutions to our most urgent social
problems According to the website ldquoEVOKE is a
ten-week crash course in changing the worldrdquo In
this issue of Innovation Edge we pay homage to
one of the pioneers of gamification
Source World Bank | March 2010
Trending issues
58 September 2012 | GAMIFICATION 59
Connected Cars Solution Market Expected to Exceed $350 million in 5 years
By 2017 according to ABI Research the connected
car market will be about $350 million dollars
growing from $66 million in 2012 Connect Car
solutions include stolen vehicle tracking insurance
telematics infotainment and road user charging
The consumers are asking for a connected lifestyle
and they are asking to be connected to the car
especially the younger consumers
Source ABI | May 2012
Gimme a Hi-Five for health
TldquoFor healthcare delivery wersquore rapidly moving
from a world of inbound patients to a world of in-
bound data The impact of this shift on the health-
care system and how consumers use and act on
health information should not be underestimated
Here are five ways digital apps and smartphones
will transform healthcarerdquo
Improved access to care Improved patient engagement New provider of business models Reduced medicare fraud Improved patient safety
Source Forbes | June 2012
Smart cities + urban mobility
Health
Trending issues
BBVA Innovation Center (Plaza de Santa Baacuterbara 2 Madrid)
13th September | 900ndash1400 h
World renowned experts based on real world ex-
periences would help you ascertain whether or not
gamification is being hyped or is here to stay
Check out the videos and photos of the
event in our web
wwwcentrodeinnovacionbbvacom
Bernardo Crespo Velasco b_crespo
Head of Digital Marketing and Marketing Lab at
BBVA Spain Degree in Management and Econom-
ics from the University of Castilla-La Mancha and the
University of St Andrews He holds a masters in Re-
lational Marketing CRM and e-Commerce at ICEMD
Brian Burke brian_burke
Analyst for Gartner expert in gamification and enter-
prise architecture His groundbreaking work in the
development of federated architectures has been
implemented in hundreds of organizations in both
public and private sectors
Priya Haji priyahaji
CEO and co-founder of SaveUp the first free
rewards program that encourages Americans
to save money and pay down debt while of-
fering a chance to win prizes including a life-
changing $2000000 jackpot Through a fun
and simple approach that employs game me-
chanics SaveUp helps transform the otherwise
mundane activities of savings
Sergio Jimenez gamkt
Sergio Jimenez is an analyst consultant and speak-
er specialized in gamification enthusiastic market-
ing technology and games Mr Jimenez has partici-
pated in numerous projects related to gamification
helping companies of different sectors to introduce
game mechanics in products and service
Gamification amp Banking a passing fad or a serious business
More info
Event
Videos pictures and
all the info
September 2012 | GAMIFICATION 61
We Innovate to GrowBBVA understands innovation as a source of value
creation both for our group and people In order to
effectively manage its development the group relies
on time tested innovation methodologies which were
co-developed with leading experts around the world
The Open Innovation model adopted by the group
attests that BBVA highly values people and talent re-
gardless where they may be and shows the bankrsquos
willingness to lead the transformation of the financial
industry with total openness and without any borders
The BBVA Innovation Center is the focal point for sig-
nificant and disruptive innovation projects
Furthermore the BBVA Innovation Center is a space
to meet a space to share and above all a space listen
and learn from the innovation ecosystem
Being part of an innovation ecosystem allows BBVA to
be near ideas and talent and to facilitate access to the
worldrsquos leading experts It is also a way to share our
collective knowledge with innovation community
wwwcentrodeinnovacionbbvacom
Follow us
wwwfacebookcomcentrodeinnovacionbbva
twittercomcibbva
wwwyoutubecomusercentroinnovacionbbva
wwwslidesharenetCIBBVA
This month events
More info
More info
Innovation at BBVAFor BBVA innovation is a strategic pillar and the BBVA Innovation Center is a major focal point for the grouprsquos effort in this field
CLOUDSTAGE
September 27th BBVA Innova-
tion Center will host the 8th
edition of Cloudstage an event
focused on the cloud This is a
meeting between profession-
als that want to deal with the
possibilities and development
of the cloud computing
KNOWSQUARE
September 25th BBVA Innova-
tion Center will host the event
Knowsqure an online and off
line network board of direc-
tors The aim of this event is
share experiences and knowl-
edge to improve the manage-
ment of companies
Produced by Prodigioso Volcaacuten
(wwwprodigiosovolcancom)
BBVA Innovation Edge is the first corporate magazine focused on innovation Innovation Edge aims to explore new trends and technologies that may impact the financial industry especially retail banking
Each edition features articles analysis and in-depth information about a given trend
WEB Articles and sections are available for free on wwwcentrodeinnovacioncom in both English and Spanish
PDF Our website offers pdf versions of the publications for your reading enjoyment online or offline
APP Innovation Edge is also available in Applersquos App Store All issues will be made available for download at the App Store free of chargerdquo
More info
Are you interested in Innovation Edge Subscribe to our newsletter and be informed of new issuescopyBBVA2012
BBVA Innovation Edge is the result of a collaborative work done by all the people who are involved in innovation at BBVA Group
CONTRIBUTORS TO THIS ISSUE
Mariacutea Pilar Aacutelvarez Garciacutea l Javier Anguiano
Javier Benediacute l Alfonso Bey Navarro
Jaime Bisbal l Reyes Bolumar
Javier Borderiacuteas l Bernardo Crespo
Antonio Garciacutea l Eugenio Garciacutea
Rafael Hernaacutendez l Miguel Aacutengel Intildeesta
Beatriz Lara Bartolomeacute l Carmen Loacutepez
Marcos Marrodaacuten Ciorcia l Luz Martiacuten
Ricardo Martiacuten Manjoacuten l Samuel Martiacuten Valentiacuten
Aacutelvaro Moroacuten l Manolo Moure
Jay Reinemann l Alicia Saacutenchez
Javier Sebastiaacuten l Marcelo Soria
Gustavo Vinacua l Shan Ggu ldquoPhilrdquo Yim
DL AS 2498-2012
No part of this publication can be reproduced or communicate in any form or by any platform electronic o mechanic including photocopying recording o any other system of storage and retrieval without permission of the publisher BBVA
September 2012 | GAMIFICATION 41 40
ForecastInnovationThe early results are in Bunchball a pure gamification platform provider see their customers enjoy the benefits value creation aspects of gamification
An increase of 2x page view Page view per visit increased 60 Unique visitors increased 30 Increase of 100 on time on site An increase of 2x repeat monthly visits 400 ROI (with payback time of as
little as 3 months)
Though the results display initial deploy-
ments numbers itrsquos clear what should
be done with gamification for the short-
term future Just Play See how gamifica-
tion can create or capture value for the
organization
To wrap things up we leave you with
some ldquoGamification Tips from the Prosrdquo
hoping that they may help you better
understand this key topic and perhaps
even help spark some new innovations
in the organization
Gamification Tips from the Pros
SEBASTIAN DETERDING Game designer
ldquoThe most important thing to keep in
mind here is that any good design mdash
game or software mdash hinges on good
designers and design process not on
featuresrdquo
Know your users What motivates
them What is meaningful to them
What keeps them from following
through on their intentions What
kind of games to they like What kind
of community do they prefer Without
user research to figure these things
out you will miss your target audience
Read the Rules Goals and rules create
interesting challenges even can create
meta-games
Sources Sebastian
Deterding Getting Gamifi-
cation Right January 2011
| Sebastian Deterding
Donrsquot Play Games with
Me Pitfalls of Gameful
Design May 2011
Prototype Playtest and Iterate The
core of game design is to build a func-
tional prototype of the rule system as
early as possible to test whether it is
any fun tweak it based on the test re-
sults test it again etc to iterate your
way toward something that is fun and
engaging
Bring in the Data Quantitative
analytics will tell you whether your
point systems donrsquot have loopholes
or exploits or whether you balanced
the difficulty of the goals and mis-
sions you present to the players
ldquoReality ultimately is much more messy
complex random unfair and beyond
our control than gamesrdquo
42 September 2012 | GAMIFICATION 43
Source Gabe Zicher-
mann | Mashable - 7 Win-
ning Examples of Game
Mechanics in Action
Sources Gartner | Gamification Primer Life Becomes a
Game January 2011
Gartner | Maverick Research Motivation Momentum and
Meaning How Gamification Can Inspire Engagement
October 2011
Gartner | Innovation Insight Gamification Adds Fun and
Innovation to Inspire Engagement December 2011
GABE ZIChERMANNGamification expert
ldquoThe initial findings from gamification
specialists are nothing short of astonish-
ing Regardless of your business model
the following seven gamified innovations
should inspire you to strategize via game
analysisrdquo
Make a market (Foursquare) Four-
square proved that location-based
networking wasnrsquot doomed to fail that
simple game mechanics can affect
behavior and that you can engage 10
million customers mdash all while raising
$50 million
Get fit (NextJump) By leveraging the
power of gamification 70 of Next-
Jump employees exercise regularly mdash
enough to save the company millions
in work attendance and insurance
costs over the medium term mdash all the
while making the workplace healthier
and happier
Slow down and smell the money (Volkswagen - Fun Theory) Speed
Camera Lottery idea rewards those
drivers who obey the posted limit by
entering them into a lottery When test-
ed at a checkpoint in Stockholm aver-
age driver speed was reduced by 20
Generate ad revenues (Psych amp NBCUniversal) Club Psych implemented
gamified incentives to raise page
BRIAN BURKE GARTNERTechnology analyst
ldquoThe goal is to inspire deeper more en-
gaged relationships and to motivate
changed behaviors Many organizations
report significantly higher engagement
with gamification But risks abound and
organizations should consider their de-
ployment strategies carefully
Gamification is a business issue that
is enabled by technology mdash business
managers must take the lead in dri-
ving gamification efforts
The application of gamification is very
diverse Focusing on specific goals is
critical to success
Avoid the herd mentality mdash donrsquot imple-
ment a copycat application Most cur-
rent gamified applications are doomed
to fail
Design gamified applications that co-
rrectly position motivation momen-
tum and meaning (M3) to inspire en-
gagement with the audience
Exploit this trend today if you work in
an organization that is willing to take
risks But remember that careful plan-
ning and improvement through itera-
tion are central to every successful im-
plementation of gamification
views by over 130 and
return visits by 40
The resulting rise in
engagement has gener-
ated substantial revenue
for the company bringing
registered user counts from
400000 to nearly 3 million since
the launch of the gamified version
Make research amp evangelism count (Crowdtap) Through the use of gami-
fied virtual rewards the company has
been able to raise average user par-
ticipation by 25 times thus reducing
research costs by 80 or more for key
clients
Save the planet (RecycleBank) RecycleBank utilized game mecha-
nics such as points challenges and
rewards to drive breakthroughs The
project has seen a 16 increase in re-
cycling in Philadelphia where the recy-
cling rate has broken 20 for the first
time in history
Make teaching fun (Ananth Pai) grouped students by learning style
and retooled the curriculum to make
use of off-the-shelf games to teach
reading math and other subjects In
the space of 18 weeks Mr Pairsquos class
went from below third grade average
reading and math levels to mid-fourth
grade v
44 September 2012 | GAMIFICATION 45
MPAA | Theatrical Market Statistics 2012
Alex Osterwalder and Yves Pigneur | Business Model Generation 2009
Daniel Pink | Drive The Surprising Truth About What Motivates Us April 2011
PSFK | The Future of Gaming 2011
Byron Reeves amp J Leighton Read | Total Engagement Using Games and Virtual Worlds to Change the Way People Work and Businesses Compete 2009
Gabe Zichermann | Gamification by Design Implementing Game Mechanics in Web and Mobile Apps August 2011
Gabe Zichermann | Gamification Innovation and the Future (presentation) 2012
Gabe Zichermann amp Joselin Linder | Game-Based Marketing Inspire Customer Loyalty Through Rewards Challenges and Contest 2010
On the WebIan Bogost (Video Game Theorist Critic and Designer)
Bunchball | Gamificationcom
Sebastian Deterding (Game Researcher and Designer) | Coding Conduct Persuasive Design for digital media
Entertainment Software Association | Games Improving What Matters
Gamasutra | Social Gaming and the Bartle Archetype April 13 2012
Gamification of Work
Gamification Research Network
Gaming Business Review | Designing Gamification for the Most Frequent Personality Types September 20 2011
Gaming Business Review | Who Owns Gamification Data February 18 2012
GigaOM | The future of Social Games is Mobile October 2010
Google Insight for Search | Gamification Mashable | 7 Winning Examples of Game Mechanics in Action July 6 2011
Scott Nicholson (MIT Gambit Game Lab) | Because Play Matters
Wired Magazine | Go with the Flow 1996
Wired Magazine | Swedish Speed-Camera Pays Drivers to Slow Down December 6 2010
Gabe Zichermann | The Gamification Blog
A list of links to other useful tools and resources that you may find useful as a supplement to the information offered on the lsquoSimple Bankrsquo report
Books amp PublicationsBunchball | Gamification 101 An Introduction to the Use of Game Dynamics to Influence Behavior October 2010
Tom Chatfield | Fun Inc Why Games are the 21st Centuryrsquos Most Serious Business 2010
Jenova Chen | Flow in Games (and Everything Else) April 2007
Aaron Dignan | Game Frame Using Games as a Strategy for Success 2011
Sebastian Deterding | Getting ldquoGamificationrdquo Right (presentation) January 2011
Entertainment Software Association | 2011 Sales Demographic and Usage Data Essential Facts about the Computer and Video Game Industry 2011
Gartner | Gamification Primer Life Becomes a Game January 2011
Gartner | Innovation Insight Gamification Adds Fun and Innovation to Inspire Engagement December 2011
Gartner | Market Trends Gaming Ecosystem 2011
Gartner | Maverick Research Motivation Momentum and Meaning how Gamification Can Inspire Engagement October 2011
Insight Express | 1Q2012 Digital Consumer Portrait 2011
International Federation of the Phonographic Industry | Recording Industry in Numbers The Recorded Music Market in 2011 March 2012
Jane McGonigal | Reality is Broken Why Games Can Make Us Better and how They Can Change the World 2011
Mihaly Csikszentmihalyi | Flow The Psychology of Optimal Experience 1991
Ralph Koster | A Theory of Fun for Game Design 2005
M2 Research | What is Gamification (presentation) January 2011
46 September 2012 | GAMIFICATION 47
Gamification Experts
In depth
Brian BurkeBrian Burke is an analyst for Gartner specializing in enterprise architecture and IT portfolio management and most recently developing research on the emerging gamification trend His groundbreaking work in the development of federated architectures has been implemented in hundreds of organizations in both the public and private sectors He is also a prominent researcher and speaker in the areas of IT strategy IT organizational structures and businessIT alignment
Jane McGonigalJane McGonigal takes play seriously She studies the power of
games to impact the real-world mdash and she creates games that do just that She is an expert on applying game design and game theory to real work and real business and has consulted and devel-oped internal game workshops for leading technology companies MIT Technology Review named her one of the top 35 innovators changing the world through technology for her role in pioneering the field of alternate reality gaming and Harvard Business Review called her theory of ldquoalternate reality businessrdquo one of the ldquoTop 20 Breakthrough Ideas of 2008rdquo She has a PhD from UC Berkeley in performance studies
Wanda MeloniFounder and president of M2 Research is an industry analyst and market strategist Wanda has a deep understanding of emerging trends in interactive entertainment games and social media Wanda publishes articles and reports that on the market dynamics affecting development and consumer trends In addi-tion to her published works she consults with many of the top companies in the industry providing custom analysis investment strategies strategic positioning and competitive analysis
Gabe ZichermannGabe Zichermann is an entrepreneur author highly rated public speaker and gamification thought leader He is the chair of the Gamification Summit and Workshops and is co-author of the book ldquoGame-Based Marketingrdquo (Wiley 2010) where he makes a compelling case for the use of games and game mechanics in everyday life the web and business
Sebastian Deterding
Sebastian Deterding is a researcher and designer working on user experience persuasive design video games and gamifica-tion His PhD research at the Research Center for Media and Communication at Hamburg University looks into the use of game design to motivate user behavior in non-game contexts Today he speaks and publishes internationally on persuasive design and gamification at events such as reboot republica or Playful and consults game companies on game usability and playability
Other experts include
R Ray Wang Micheal Wu Toby Beresford Dennis Crowley Keith Smith Steven L Johnson Buster Benson Scott Dodson Ian Bogost
48 September 2012 | GAMIFICATION 49
The following section outlines the upcoming technologies that will change everything with predictions on what may come of them in financial industry
The Maps WarEmerging players are consolidating their Maps products and becoming
trusted partners in the Maps solutions landscape A few weeks ago Wikipedia
moved from Google Maps to OpenStreetMap followed by FourSquare Even
Apple launched iPhoto for iOS using OpenStreetMap data for photos with
geolocation tags embedded
IS OPENSTREETMAP A MATURE SOLUTIONOpenStreetMap was founded in July 2004 and it is
defined as a collaborative project to create a free edit-
able map of the world In April 2012 OpenStreetMap
cleared 600000 registered contributors However
not all registered users actually contribute to the
map a minority of individuals contribute the major-
ity of the content (around 3)
High populated areas such as big cities are constant-
ly being updated even at a higher rate than Google
Maps does Low populated areas on the other hand
are not so accurate These areas are currently being
covered by Bing Microsoft Maps solution Despite
Microsoft support certain places may not have ac-
curate information to display Therefore depending
on the needs OpenStreetMaps can be considered a
good approach
AND WhAT ABOUT GOOGLE MAPSGoogle Maps solution is much more than Maps It
is also considered the main advertising platform for
many merchants and functionalities as Street View
add value to final user far beyond geo-localization
But it is no longer free It seems to be quite hard
to make money putting ads on maps so Google
Maps API is limited to 25000 free queries per day
Over that limit it is required to pay Nothing free lasts
forever
Rumors keep growing and it is said that Apple is
working on its own Map solution that will be re-
vealed with the iOS 6 and will include 3D features
We already have a winner the final user
The Maps war is escalating During Applersquos
WWDC in June 2012 the company
announced that the new iOS will no longer
use Google Maps Instead Apple will offer
its own maps solution in the iOS 6 The
new map service along with Siri seems to
offer iOS users more convenience and
solutions (of course shutting out Google)
In fact it looks like Apple wants to extend
the war beyond Maps hellip be careful out
there the titans are clashing
BREAKING NEWS
Technology trends
50 September 2012 | GAMIFICATION 51
According to McKinsey Global Institute big data
can unlock value (high level) for the enterprise
by 1) creating transparency 2) enabling experimen-
tation to discover needs expose variability and im-
prove performance 3) segmenting populations to
customize actions 4) replacingsupporting human
decisions making with automated algorithms and
5) innovating new business models products and
services
RELEVANCE OF BIG DATAOpportunities ndash for example a retail business can
increase operating margins by 60 Early results
show that big data leaders are taking market share
from the laggards suggesting that big data will be-
come a keystone for competitiveness and growth
for the organization
Specifically for the banking sector Citibank has
partnered with IBM (ldquoWatsonrdquo) to use big data for
up-sellingcross-selling opportunities It is stipulated
that they will also use Watson to detect fraud and
analyze customer credit worthiness
The danger (or risk) of big data stems from issues
which will affect all stakeholders namely data pro-
tection and security rights and responsibilities for
using data and accountability and enforcement Ad-
ditionally it is estimated that by 2020 the volume
of data will exceed our capacity for data storage by
more than 21 v
Sources IBM | ldquoUnderstanding Big Datardquo March 2011
McKinsey Global Institute | ldquoBig Datardquo June 2011
World Economic Forum | ldquoRethinking Personal Data
Strengthening Trustrdquo (August 2011)
The Economist | ldquoBig Data Crunching the Numbersrdquo
May 19 2012
2020 346
2005 013
Created
2005 2010 2015 2020
35
30
25
20
15
10
5
0
Storage available Zettabytes = 1 trilion gigabytes
ESTIMATE FORECAST
forecast
OPEN WIDE Global digital information
Source IDC
Striking Gold with Big DataToday the world creates 25 quintillion
bytes of new data ndash everyday 90 of
the worldrsquos data has been created in the
last two years alone In this mountain of
data (both structured and unstructured)
there is gold to be found Companies must
acquire the right tools and processes to
separate the dirt from the gold efficiently
Technology trends
52 September 2012 | GAMIFICATION 53
Innovation at the Core just Copy amp Paste
By using virtualization and replication technolo-
gies banks can create copies of the core system
quickly and provide them to partners in standalone
sandboxes By allowing developers work with a real
core banking environment the pace of innovation
will quicken as developers can test new functionali-
ties without worrying how it will perform when the
product goes live According to ING a full replication
of the core system used to take about 260 days it
now takes less than a day
Source Information Management | May 2012
Core banking platform
New formats
Enterprise 20
Smartphone + Fanatics = Smartphonatics
Smartphonatics are consumers who change their
shopping financial and payment behavior as a
result of owning a smartphone According Aitersquos
Ron Shevlin ldquoThis group is driving the adoption of
mobile payments and banking and setting the bar
for how financial institutions will have to respond
over the next five yearsrdquo 70 of Smartphonatics have used a mobile
device to make a payment 80 of Smartphonatics have used the mobile
banking channel Less than 25 of other consumers have made a
mobile payment About 33 of other consumers have used the
mobile banking channel
Source Aite | May 2012
Everyone wants Mobile Banking including
companies
A recent global survey of treasury executives
suggest that 66 of corporate customers are ready
to use mobile banking which can provide access
to real-time information related to the corporate
environment Customers are willing to pay for
premium services if they can realize efficiencies As
tablets are already part of the C-suite they can boost
adoption by enabling other value added services
Source finextra | May 2012
An analysis of one yearrsquos worth of data of Google
Apps enterprise customers shows us An average user creates 84 DocsSites An average enterprise has 250000 DocsSites
on their domain Compared to on premise solutions the results
are very similar Year over year growth of DocsSites is projected
to be 400 Percentage of DocsSites that are designated
lsquoEverybodyrsquo 55 Percentage of DocsSites that are designated
lsquoPublicrsquo 025 Percentage of Docs Shared Externally 25
Mobile banking
Smartphonatics by Country(Source ACI Worldwide Aite Group)
India
South Africa
Brazil
UAE
China
Italy
Singapore
US
Australia
UK
Sweden
Germany
France
Canada
6042
3734
3127
2420
1816
1110
87
Average Number of External Collaborators 3000
Thinking about the results it seems like enterprise
users have no problems embracing Google Apps
and of course should be mindful of when share
DocsSites with others
Source Forbes | June 2012
When Google Apps go Bighellip What happens
In this section readers will find summaries of the most relevant news of selected topics that have been published over the course of the month based on its relevance to the Banking industry The summaries were prepared by the editorial board Further information is made available for each given topic
Trending issues
54
Good News Bad News
A recent survey shows consumers want to use
mobile wallets and thatrsquos good news However
consumers clearly prefer PayPal Google and Apple
over banks to provide the solutions In fact 8 of 10
consumers in the survey indicated that they would
use mobile wallets if PayPal offered a service
Banks should heed this wake-up call or prepare for
a future without a mobile wallet
Source MarketWatch | June 2012
When it Comes to Social
Women 2 - Men 1
A recent survey of 2000 Britons (commissioned by
British Telecom) discovered that ldquoover half of female
internet users used social networking websites such
as Twitter and Facebook whilst only 34 per cent of
men surveyed admitted to doing so Similarly out of
those surveyed 18 per cent of women believed that
if the internet no longer existed they would miss
social media websites the most This compares to
just seven per cent of menrdquo
Source The Telegraph | May 2012
Mobile payments
Digital Marketing
Crowd finance
Social Media
The ldquoPinrdquo is Mightier than
According to the 2012 Social and Mobile Com-
merce Study (a joint research project by Shoporg
comScore and The Partnering Group) American
consumers follow an average of 93 retail compa-
nies on Pinterest compared to 85 on Twitter and
69 on Facebook For now when it comes to digital
marketing the Pin is mightier
Source Shoporg comScore amp The Partnering Group | June 2012
The Crowd is Growing Crazy
The Crowdfunding Industry Report from
researchers Massolution reveals that
crowdfunding platforms raised almost $15 billion
funding over one million projects in 2011 They also
say that with current trends the already growing
market is set to double in 2012
Source Massolution | June 2012
FUNDER AND FUNDRAISER ACTIVITYPercentage based on sample of 57 and 47 CFPs respectively
89
7
26
4 5
69
1-2 C
AMPAIG
NS
3-5 C
AMPAIG
NS
gt5 CAM
PAIGNS
FUNDERS FUNDRAISERS
Trending issues
56 September 2012 | GAMIFICATION 57
The Internet is Becoming Mobile
By 2017 there will be 5 billion mobile
broadband users three times as
many people as are
using that technology today
With faster mobile network
speeds and global coverage
the mobile internet is poised to
deliver new innovative services as the app
ecosystem will surely find a way to create newer and
or better mobile services According to Ericssonrsquos CEO there is
a ldquoshift in power from the network to the handsetrdquo from connectivity to
apps
Source GigaOm | June 2012
Love at First Bite People just love Applersquos iPad A customer satisfac-
tion polls shows that iPad clearly is heads and
shoulder above its competitors when it comes to
wowing the customers Customers are ldquovery satis-
fiedrdquo with Apple (new) iPad - 81 Apple iPad2 - 71 Samsung Galaxy Tablet - 46 Amazon Kindle Fire - 41 Others - 41
Source Computer World | June 2012
App ecosystem New banking concepts
Join amp enjoy
New Gizmo era
Talk to Bank Voice-enabled search is fast becoming a
differentiator especially with smart devices in the
e-commerce space EasyAsk a natural language
technology company launched Quiri in March 2012
Quiri a virtual personal shopping assistent under-
stands both the intent of the search and has deep
knowledge of the content and products within the
e-commerce site Shoppers can use their iPhone 4S
or Android to verbally search sites for products and
the products they are looking for It is like having
a highly knowledgeable personal shopping
assistant for that one store
Source Sacramento Bee | June 2012
Flashback to EVOKE
Though there is a lot of commercial buzz re-
lated to games and gamification today some
are designed to change the world In 2010 the
World Bank launched the EVOKE a game which
motivate players all over the world to come up
with creative solutions to our most urgent social
problems According to the website ldquoEVOKE is a
ten-week crash course in changing the worldrdquo In
this issue of Innovation Edge we pay homage to
one of the pioneers of gamification
Source World Bank | March 2010
Trending issues
58 September 2012 | GAMIFICATION 59
Connected Cars Solution Market Expected to Exceed $350 million in 5 years
By 2017 according to ABI Research the connected
car market will be about $350 million dollars
growing from $66 million in 2012 Connect Car
solutions include stolen vehicle tracking insurance
telematics infotainment and road user charging
The consumers are asking for a connected lifestyle
and they are asking to be connected to the car
especially the younger consumers
Source ABI | May 2012
Gimme a Hi-Five for health
TldquoFor healthcare delivery wersquore rapidly moving
from a world of inbound patients to a world of in-
bound data The impact of this shift on the health-
care system and how consumers use and act on
health information should not be underestimated
Here are five ways digital apps and smartphones
will transform healthcarerdquo
Improved access to care Improved patient engagement New provider of business models Reduced medicare fraud Improved patient safety
Source Forbes | June 2012
Smart cities + urban mobility
Health
Trending issues
BBVA Innovation Center (Plaza de Santa Baacuterbara 2 Madrid)
13th September | 900ndash1400 h
World renowned experts based on real world ex-
periences would help you ascertain whether or not
gamification is being hyped or is here to stay
Check out the videos and photos of the
event in our web
wwwcentrodeinnovacionbbvacom
Bernardo Crespo Velasco b_crespo
Head of Digital Marketing and Marketing Lab at
BBVA Spain Degree in Management and Econom-
ics from the University of Castilla-La Mancha and the
University of St Andrews He holds a masters in Re-
lational Marketing CRM and e-Commerce at ICEMD
Brian Burke brian_burke
Analyst for Gartner expert in gamification and enter-
prise architecture His groundbreaking work in the
development of federated architectures has been
implemented in hundreds of organizations in both
public and private sectors
Priya Haji priyahaji
CEO and co-founder of SaveUp the first free
rewards program that encourages Americans
to save money and pay down debt while of-
fering a chance to win prizes including a life-
changing $2000000 jackpot Through a fun
and simple approach that employs game me-
chanics SaveUp helps transform the otherwise
mundane activities of savings
Sergio Jimenez gamkt
Sergio Jimenez is an analyst consultant and speak-
er specialized in gamification enthusiastic market-
ing technology and games Mr Jimenez has partici-
pated in numerous projects related to gamification
helping companies of different sectors to introduce
game mechanics in products and service
Gamification amp Banking a passing fad or a serious business
More info
Event
Videos pictures and
all the info
September 2012 | GAMIFICATION 61
We Innovate to GrowBBVA understands innovation as a source of value
creation both for our group and people In order to
effectively manage its development the group relies
on time tested innovation methodologies which were
co-developed with leading experts around the world
The Open Innovation model adopted by the group
attests that BBVA highly values people and talent re-
gardless where they may be and shows the bankrsquos
willingness to lead the transformation of the financial
industry with total openness and without any borders
The BBVA Innovation Center is the focal point for sig-
nificant and disruptive innovation projects
Furthermore the BBVA Innovation Center is a space
to meet a space to share and above all a space listen
and learn from the innovation ecosystem
Being part of an innovation ecosystem allows BBVA to
be near ideas and talent and to facilitate access to the
worldrsquos leading experts It is also a way to share our
collective knowledge with innovation community
wwwcentrodeinnovacionbbvacom
Follow us
wwwfacebookcomcentrodeinnovacionbbva
twittercomcibbva
wwwyoutubecomusercentroinnovacionbbva
wwwslidesharenetCIBBVA
This month events
More info
More info
Innovation at BBVAFor BBVA innovation is a strategic pillar and the BBVA Innovation Center is a major focal point for the grouprsquos effort in this field
CLOUDSTAGE
September 27th BBVA Innova-
tion Center will host the 8th
edition of Cloudstage an event
focused on the cloud This is a
meeting between profession-
als that want to deal with the
possibilities and development
of the cloud computing
KNOWSQUARE
September 25th BBVA Innova-
tion Center will host the event
Knowsqure an online and off
line network board of direc-
tors The aim of this event is
share experiences and knowl-
edge to improve the manage-
ment of companies
Produced by Prodigioso Volcaacuten
(wwwprodigiosovolcancom)
BBVA Innovation Edge is the first corporate magazine focused on innovation Innovation Edge aims to explore new trends and technologies that may impact the financial industry especially retail banking
Each edition features articles analysis and in-depth information about a given trend
WEB Articles and sections are available for free on wwwcentrodeinnovacioncom in both English and Spanish
PDF Our website offers pdf versions of the publications for your reading enjoyment online or offline
APP Innovation Edge is also available in Applersquos App Store All issues will be made available for download at the App Store free of chargerdquo
More info
Are you interested in Innovation Edge Subscribe to our newsletter and be informed of new issuescopyBBVA2012
BBVA Innovation Edge is the result of a collaborative work done by all the people who are involved in innovation at BBVA Group
CONTRIBUTORS TO THIS ISSUE
Mariacutea Pilar Aacutelvarez Garciacutea l Javier Anguiano
Javier Benediacute l Alfonso Bey Navarro
Jaime Bisbal l Reyes Bolumar
Javier Borderiacuteas l Bernardo Crespo
Antonio Garciacutea l Eugenio Garciacutea
Rafael Hernaacutendez l Miguel Aacutengel Intildeesta
Beatriz Lara Bartolomeacute l Carmen Loacutepez
Marcos Marrodaacuten Ciorcia l Luz Martiacuten
Ricardo Martiacuten Manjoacuten l Samuel Martiacuten Valentiacuten
Aacutelvaro Moroacuten l Manolo Moure
Jay Reinemann l Alicia Saacutenchez
Javier Sebastiaacuten l Marcelo Soria
Gustavo Vinacua l Shan Ggu ldquoPhilrdquo Yim
DL AS 2498-2012
No part of this publication can be reproduced or communicate in any form or by any platform electronic o mechanic including photocopying recording o any other system of storage and retrieval without permission of the publisher BBVA
42 September 2012 | GAMIFICATION 43
Source Gabe Zicher-
mann | Mashable - 7 Win-
ning Examples of Game
Mechanics in Action
Sources Gartner | Gamification Primer Life Becomes a
Game January 2011
Gartner | Maverick Research Motivation Momentum and
Meaning How Gamification Can Inspire Engagement
October 2011
Gartner | Innovation Insight Gamification Adds Fun and
Innovation to Inspire Engagement December 2011
GABE ZIChERMANNGamification expert
ldquoThe initial findings from gamification
specialists are nothing short of astonish-
ing Regardless of your business model
the following seven gamified innovations
should inspire you to strategize via game
analysisrdquo
Make a market (Foursquare) Four-
square proved that location-based
networking wasnrsquot doomed to fail that
simple game mechanics can affect
behavior and that you can engage 10
million customers mdash all while raising
$50 million
Get fit (NextJump) By leveraging the
power of gamification 70 of Next-
Jump employees exercise regularly mdash
enough to save the company millions
in work attendance and insurance
costs over the medium term mdash all the
while making the workplace healthier
and happier
Slow down and smell the money (Volkswagen - Fun Theory) Speed
Camera Lottery idea rewards those
drivers who obey the posted limit by
entering them into a lottery When test-
ed at a checkpoint in Stockholm aver-
age driver speed was reduced by 20
Generate ad revenues (Psych amp NBCUniversal) Club Psych implemented
gamified incentives to raise page
BRIAN BURKE GARTNERTechnology analyst
ldquoThe goal is to inspire deeper more en-
gaged relationships and to motivate
changed behaviors Many organizations
report significantly higher engagement
with gamification But risks abound and
organizations should consider their de-
ployment strategies carefully
Gamification is a business issue that
is enabled by technology mdash business
managers must take the lead in dri-
ving gamification efforts
The application of gamification is very
diverse Focusing on specific goals is
critical to success
Avoid the herd mentality mdash donrsquot imple-
ment a copycat application Most cur-
rent gamified applications are doomed
to fail
Design gamified applications that co-
rrectly position motivation momen-
tum and meaning (M3) to inspire en-
gagement with the audience
Exploit this trend today if you work in
an organization that is willing to take
risks But remember that careful plan-
ning and improvement through itera-
tion are central to every successful im-
plementation of gamification
views by over 130 and
return visits by 40
The resulting rise in
engagement has gener-
ated substantial revenue
for the company bringing
registered user counts from
400000 to nearly 3 million since
the launch of the gamified version
Make research amp evangelism count (Crowdtap) Through the use of gami-
fied virtual rewards the company has
been able to raise average user par-
ticipation by 25 times thus reducing
research costs by 80 or more for key
clients
Save the planet (RecycleBank) RecycleBank utilized game mecha-
nics such as points challenges and
rewards to drive breakthroughs The
project has seen a 16 increase in re-
cycling in Philadelphia where the recy-
cling rate has broken 20 for the first
time in history
Make teaching fun (Ananth Pai) grouped students by learning style
and retooled the curriculum to make
use of off-the-shelf games to teach
reading math and other subjects In
the space of 18 weeks Mr Pairsquos class
went from below third grade average
reading and math levels to mid-fourth
grade v
44 September 2012 | GAMIFICATION 45
MPAA | Theatrical Market Statistics 2012
Alex Osterwalder and Yves Pigneur | Business Model Generation 2009
Daniel Pink | Drive The Surprising Truth About What Motivates Us April 2011
PSFK | The Future of Gaming 2011
Byron Reeves amp J Leighton Read | Total Engagement Using Games and Virtual Worlds to Change the Way People Work and Businesses Compete 2009
Gabe Zichermann | Gamification by Design Implementing Game Mechanics in Web and Mobile Apps August 2011
Gabe Zichermann | Gamification Innovation and the Future (presentation) 2012
Gabe Zichermann amp Joselin Linder | Game-Based Marketing Inspire Customer Loyalty Through Rewards Challenges and Contest 2010
On the WebIan Bogost (Video Game Theorist Critic and Designer)
Bunchball | Gamificationcom
Sebastian Deterding (Game Researcher and Designer) | Coding Conduct Persuasive Design for digital media
Entertainment Software Association | Games Improving What Matters
Gamasutra | Social Gaming and the Bartle Archetype April 13 2012
Gamification of Work
Gamification Research Network
Gaming Business Review | Designing Gamification for the Most Frequent Personality Types September 20 2011
Gaming Business Review | Who Owns Gamification Data February 18 2012
GigaOM | The future of Social Games is Mobile October 2010
Google Insight for Search | Gamification Mashable | 7 Winning Examples of Game Mechanics in Action July 6 2011
Scott Nicholson (MIT Gambit Game Lab) | Because Play Matters
Wired Magazine | Go with the Flow 1996
Wired Magazine | Swedish Speed-Camera Pays Drivers to Slow Down December 6 2010
Gabe Zichermann | The Gamification Blog
A list of links to other useful tools and resources that you may find useful as a supplement to the information offered on the lsquoSimple Bankrsquo report
Books amp PublicationsBunchball | Gamification 101 An Introduction to the Use of Game Dynamics to Influence Behavior October 2010
Tom Chatfield | Fun Inc Why Games are the 21st Centuryrsquos Most Serious Business 2010
Jenova Chen | Flow in Games (and Everything Else) April 2007
Aaron Dignan | Game Frame Using Games as a Strategy for Success 2011
Sebastian Deterding | Getting ldquoGamificationrdquo Right (presentation) January 2011
Entertainment Software Association | 2011 Sales Demographic and Usage Data Essential Facts about the Computer and Video Game Industry 2011
Gartner | Gamification Primer Life Becomes a Game January 2011
Gartner | Innovation Insight Gamification Adds Fun and Innovation to Inspire Engagement December 2011
Gartner | Market Trends Gaming Ecosystem 2011
Gartner | Maverick Research Motivation Momentum and Meaning how Gamification Can Inspire Engagement October 2011
Insight Express | 1Q2012 Digital Consumer Portrait 2011
International Federation of the Phonographic Industry | Recording Industry in Numbers The Recorded Music Market in 2011 March 2012
Jane McGonigal | Reality is Broken Why Games Can Make Us Better and how They Can Change the World 2011
Mihaly Csikszentmihalyi | Flow The Psychology of Optimal Experience 1991
Ralph Koster | A Theory of Fun for Game Design 2005
M2 Research | What is Gamification (presentation) January 2011
46 September 2012 | GAMIFICATION 47
Gamification Experts
In depth
Brian BurkeBrian Burke is an analyst for Gartner specializing in enterprise architecture and IT portfolio management and most recently developing research on the emerging gamification trend His groundbreaking work in the development of federated architectures has been implemented in hundreds of organizations in both the public and private sectors He is also a prominent researcher and speaker in the areas of IT strategy IT organizational structures and businessIT alignment
Jane McGonigalJane McGonigal takes play seriously She studies the power of
games to impact the real-world mdash and she creates games that do just that She is an expert on applying game design and game theory to real work and real business and has consulted and devel-oped internal game workshops for leading technology companies MIT Technology Review named her one of the top 35 innovators changing the world through technology for her role in pioneering the field of alternate reality gaming and Harvard Business Review called her theory of ldquoalternate reality businessrdquo one of the ldquoTop 20 Breakthrough Ideas of 2008rdquo She has a PhD from UC Berkeley in performance studies
Wanda MeloniFounder and president of M2 Research is an industry analyst and market strategist Wanda has a deep understanding of emerging trends in interactive entertainment games and social media Wanda publishes articles and reports that on the market dynamics affecting development and consumer trends In addi-tion to her published works she consults with many of the top companies in the industry providing custom analysis investment strategies strategic positioning and competitive analysis
Gabe ZichermannGabe Zichermann is an entrepreneur author highly rated public speaker and gamification thought leader He is the chair of the Gamification Summit and Workshops and is co-author of the book ldquoGame-Based Marketingrdquo (Wiley 2010) where he makes a compelling case for the use of games and game mechanics in everyday life the web and business
Sebastian Deterding
Sebastian Deterding is a researcher and designer working on user experience persuasive design video games and gamifica-tion His PhD research at the Research Center for Media and Communication at Hamburg University looks into the use of game design to motivate user behavior in non-game contexts Today he speaks and publishes internationally on persuasive design and gamification at events such as reboot republica or Playful and consults game companies on game usability and playability
Other experts include
R Ray Wang Micheal Wu Toby Beresford Dennis Crowley Keith Smith Steven L Johnson Buster Benson Scott Dodson Ian Bogost
48 September 2012 | GAMIFICATION 49
The following section outlines the upcoming technologies that will change everything with predictions on what may come of them in financial industry
The Maps WarEmerging players are consolidating their Maps products and becoming
trusted partners in the Maps solutions landscape A few weeks ago Wikipedia
moved from Google Maps to OpenStreetMap followed by FourSquare Even
Apple launched iPhoto for iOS using OpenStreetMap data for photos with
geolocation tags embedded
IS OPENSTREETMAP A MATURE SOLUTIONOpenStreetMap was founded in July 2004 and it is
defined as a collaborative project to create a free edit-
able map of the world In April 2012 OpenStreetMap
cleared 600000 registered contributors However
not all registered users actually contribute to the
map a minority of individuals contribute the major-
ity of the content (around 3)
High populated areas such as big cities are constant-
ly being updated even at a higher rate than Google
Maps does Low populated areas on the other hand
are not so accurate These areas are currently being
covered by Bing Microsoft Maps solution Despite
Microsoft support certain places may not have ac-
curate information to display Therefore depending
on the needs OpenStreetMaps can be considered a
good approach
AND WhAT ABOUT GOOGLE MAPSGoogle Maps solution is much more than Maps It
is also considered the main advertising platform for
many merchants and functionalities as Street View
add value to final user far beyond geo-localization
But it is no longer free It seems to be quite hard
to make money putting ads on maps so Google
Maps API is limited to 25000 free queries per day
Over that limit it is required to pay Nothing free lasts
forever
Rumors keep growing and it is said that Apple is
working on its own Map solution that will be re-
vealed with the iOS 6 and will include 3D features
We already have a winner the final user
The Maps war is escalating During Applersquos
WWDC in June 2012 the company
announced that the new iOS will no longer
use Google Maps Instead Apple will offer
its own maps solution in the iOS 6 The
new map service along with Siri seems to
offer iOS users more convenience and
solutions (of course shutting out Google)
In fact it looks like Apple wants to extend
the war beyond Maps hellip be careful out
there the titans are clashing
BREAKING NEWS
Technology trends
50 September 2012 | GAMIFICATION 51
According to McKinsey Global Institute big data
can unlock value (high level) for the enterprise
by 1) creating transparency 2) enabling experimen-
tation to discover needs expose variability and im-
prove performance 3) segmenting populations to
customize actions 4) replacingsupporting human
decisions making with automated algorithms and
5) innovating new business models products and
services
RELEVANCE OF BIG DATAOpportunities ndash for example a retail business can
increase operating margins by 60 Early results
show that big data leaders are taking market share
from the laggards suggesting that big data will be-
come a keystone for competitiveness and growth
for the organization
Specifically for the banking sector Citibank has
partnered with IBM (ldquoWatsonrdquo) to use big data for
up-sellingcross-selling opportunities It is stipulated
that they will also use Watson to detect fraud and
analyze customer credit worthiness
The danger (or risk) of big data stems from issues
which will affect all stakeholders namely data pro-
tection and security rights and responsibilities for
using data and accountability and enforcement Ad-
ditionally it is estimated that by 2020 the volume
of data will exceed our capacity for data storage by
more than 21 v
Sources IBM | ldquoUnderstanding Big Datardquo March 2011
McKinsey Global Institute | ldquoBig Datardquo June 2011
World Economic Forum | ldquoRethinking Personal Data
Strengthening Trustrdquo (August 2011)
The Economist | ldquoBig Data Crunching the Numbersrdquo
May 19 2012
2020 346
2005 013
Created
2005 2010 2015 2020
35
30
25
20
15
10
5
0
Storage available Zettabytes = 1 trilion gigabytes
ESTIMATE FORECAST
forecast
OPEN WIDE Global digital information
Source IDC
Striking Gold with Big DataToday the world creates 25 quintillion
bytes of new data ndash everyday 90 of
the worldrsquos data has been created in the
last two years alone In this mountain of
data (both structured and unstructured)
there is gold to be found Companies must
acquire the right tools and processes to
separate the dirt from the gold efficiently
Technology trends
52 September 2012 | GAMIFICATION 53
Innovation at the Core just Copy amp Paste
By using virtualization and replication technolo-
gies banks can create copies of the core system
quickly and provide them to partners in standalone
sandboxes By allowing developers work with a real
core banking environment the pace of innovation
will quicken as developers can test new functionali-
ties without worrying how it will perform when the
product goes live According to ING a full replication
of the core system used to take about 260 days it
now takes less than a day
Source Information Management | May 2012
Core banking platform
New formats
Enterprise 20
Smartphone + Fanatics = Smartphonatics
Smartphonatics are consumers who change their
shopping financial and payment behavior as a
result of owning a smartphone According Aitersquos
Ron Shevlin ldquoThis group is driving the adoption of
mobile payments and banking and setting the bar
for how financial institutions will have to respond
over the next five yearsrdquo 70 of Smartphonatics have used a mobile
device to make a payment 80 of Smartphonatics have used the mobile
banking channel Less than 25 of other consumers have made a
mobile payment About 33 of other consumers have used the
mobile banking channel
Source Aite | May 2012
Everyone wants Mobile Banking including
companies
A recent global survey of treasury executives
suggest that 66 of corporate customers are ready
to use mobile banking which can provide access
to real-time information related to the corporate
environment Customers are willing to pay for
premium services if they can realize efficiencies As
tablets are already part of the C-suite they can boost
adoption by enabling other value added services
Source finextra | May 2012
An analysis of one yearrsquos worth of data of Google
Apps enterprise customers shows us An average user creates 84 DocsSites An average enterprise has 250000 DocsSites
on their domain Compared to on premise solutions the results
are very similar Year over year growth of DocsSites is projected
to be 400 Percentage of DocsSites that are designated
lsquoEverybodyrsquo 55 Percentage of DocsSites that are designated
lsquoPublicrsquo 025 Percentage of Docs Shared Externally 25
Mobile banking
Smartphonatics by Country(Source ACI Worldwide Aite Group)
India
South Africa
Brazil
UAE
China
Italy
Singapore
US
Australia
UK
Sweden
Germany
France
Canada
6042
3734
3127
2420
1816
1110
87
Average Number of External Collaborators 3000
Thinking about the results it seems like enterprise
users have no problems embracing Google Apps
and of course should be mindful of when share
DocsSites with others
Source Forbes | June 2012
When Google Apps go Bighellip What happens
In this section readers will find summaries of the most relevant news of selected topics that have been published over the course of the month based on its relevance to the Banking industry The summaries were prepared by the editorial board Further information is made available for each given topic
Trending issues
54
Good News Bad News
A recent survey shows consumers want to use
mobile wallets and thatrsquos good news However
consumers clearly prefer PayPal Google and Apple
over banks to provide the solutions In fact 8 of 10
consumers in the survey indicated that they would
use mobile wallets if PayPal offered a service
Banks should heed this wake-up call or prepare for
a future without a mobile wallet
Source MarketWatch | June 2012
When it Comes to Social
Women 2 - Men 1
A recent survey of 2000 Britons (commissioned by
British Telecom) discovered that ldquoover half of female
internet users used social networking websites such
as Twitter and Facebook whilst only 34 per cent of
men surveyed admitted to doing so Similarly out of
those surveyed 18 per cent of women believed that
if the internet no longer existed they would miss
social media websites the most This compares to
just seven per cent of menrdquo
Source The Telegraph | May 2012
Mobile payments
Digital Marketing
Crowd finance
Social Media
The ldquoPinrdquo is Mightier than
According to the 2012 Social and Mobile Com-
merce Study (a joint research project by Shoporg
comScore and The Partnering Group) American
consumers follow an average of 93 retail compa-
nies on Pinterest compared to 85 on Twitter and
69 on Facebook For now when it comes to digital
marketing the Pin is mightier
Source Shoporg comScore amp The Partnering Group | June 2012
The Crowd is Growing Crazy
The Crowdfunding Industry Report from
researchers Massolution reveals that
crowdfunding platforms raised almost $15 billion
funding over one million projects in 2011 They also
say that with current trends the already growing
market is set to double in 2012
Source Massolution | June 2012
FUNDER AND FUNDRAISER ACTIVITYPercentage based on sample of 57 and 47 CFPs respectively
89
7
26
4 5
69
1-2 C
AMPAIG
NS
3-5 C
AMPAIG
NS
gt5 CAM
PAIGNS
FUNDERS FUNDRAISERS
Trending issues
56 September 2012 | GAMIFICATION 57
The Internet is Becoming Mobile
By 2017 there will be 5 billion mobile
broadband users three times as
many people as are
using that technology today
With faster mobile network
speeds and global coverage
the mobile internet is poised to
deliver new innovative services as the app
ecosystem will surely find a way to create newer and
or better mobile services According to Ericssonrsquos CEO there is
a ldquoshift in power from the network to the handsetrdquo from connectivity to
apps
Source GigaOm | June 2012
Love at First Bite People just love Applersquos iPad A customer satisfac-
tion polls shows that iPad clearly is heads and
shoulder above its competitors when it comes to
wowing the customers Customers are ldquovery satis-
fiedrdquo with Apple (new) iPad - 81 Apple iPad2 - 71 Samsung Galaxy Tablet - 46 Amazon Kindle Fire - 41 Others - 41
Source Computer World | June 2012
App ecosystem New banking concepts
Join amp enjoy
New Gizmo era
Talk to Bank Voice-enabled search is fast becoming a
differentiator especially with smart devices in the
e-commerce space EasyAsk a natural language
technology company launched Quiri in March 2012
Quiri a virtual personal shopping assistent under-
stands both the intent of the search and has deep
knowledge of the content and products within the
e-commerce site Shoppers can use their iPhone 4S
or Android to verbally search sites for products and
the products they are looking for It is like having
a highly knowledgeable personal shopping
assistant for that one store
Source Sacramento Bee | June 2012
Flashback to EVOKE
Though there is a lot of commercial buzz re-
lated to games and gamification today some
are designed to change the world In 2010 the
World Bank launched the EVOKE a game which
motivate players all over the world to come up
with creative solutions to our most urgent social
problems According to the website ldquoEVOKE is a
ten-week crash course in changing the worldrdquo In
this issue of Innovation Edge we pay homage to
one of the pioneers of gamification
Source World Bank | March 2010
Trending issues
58 September 2012 | GAMIFICATION 59
Connected Cars Solution Market Expected to Exceed $350 million in 5 years
By 2017 according to ABI Research the connected
car market will be about $350 million dollars
growing from $66 million in 2012 Connect Car
solutions include stolen vehicle tracking insurance
telematics infotainment and road user charging
The consumers are asking for a connected lifestyle
and they are asking to be connected to the car
especially the younger consumers
Source ABI | May 2012
Gimme a Hi-Five for health
TldquoFor healthcare delivery wersquore rapidly moving
from a world of inbound patients to a world of in-
bound data The impact of this shift on the health-
care system and how consumers use and act on
health information should not be underestimated
Here are five ways digital apps and smartphones
will transform healthcarerdquo
Improved access to care Improved patient engagement New provider of business models Reduced medicare fraud Improved patient safety
Source Forbes | June 2012
Smart cities + urban mobility
Health
Trending issues
BBVA Innovation Center (Plaza de Santa Baacuterbara 2 Madrid)
13th September | 900ndash1400 h
World renowned experts based on real world ex-
periences would help you ascertain whether or not
gamification is being hyped or is here to stay
Check out the videos and photos of the
event in our web
wwwcentrodeinnovacionbbvacom
Bernardo Crespo Velasco b_crespo
Head of Digital Marketing and Marketing Lab at
BBVA Spain Degree in Management and Econom-
ics from the University of Castilla-La Mancha and the
University of St Andrews He holds a masters in Re-
lational Marketing CRM and e-Commerce at ICEMD
Brian Burke brian_burke
Analyst for Gartner expert in gamification and enter-
prise architecture His groundbreaking work in the
development of federated architectures has been
implemented in hundreds of organizations in both
public and private sectors
Priya Haji priyahaji
CEO and co-founder of SaveUp the first free
rewards program that encourages Americans
to save money and pay down debt while of-
fering a chance to win prizes including a life-
changing $2000000 jackpot Through a fun
and simple approach that employs game me-
chanics SaveUp helps transform the otherwise
mundane activities of savings
Sergio Jimenez gamkt
Sergio Jimenez is an analyst consultant and speak-
er specialized in gamification enthusiastic market-
ing technology and games Mr Jimenez has partici-
pated in numerous projects related to gamification
helping companies of different sectors to introduce
game mechanics in products and service
Gamification amp Banking a passing fad or a serious business
More info
Event
Videos pictures and
all the info
September 2012 | GAMIFICATION 61
We Innovate to GrowBBVA understands innovation as a source of value
creation both for our group and people In order to
effectively manage its development the group relies
on time tested innovation methodologies which were
co-developed with leading experts around the world
The Open Innovation model adopted by the group
attests that BBVA highly values people and talent re-
gardless where they may be and shows the bankrsquos
willingness to lead the transformation of the financial
industry with total openness and without any borders
The BBVA Innovation Center is the focal point for sig-
nificant and disruptive innovation projects
Furthermore the BBVA Innovation Center is a space
to meet a space to share and above all a space listen
and learn from the innovation ecosystem
Being part of an innovation ecosystem allows BBVA to
be near ideas and talent and to facilitate access to the
worldrsquos leading experts It is also a way to share our
collective knowledge with innovation community
wwwcentrodeinnovacionbbvacom
Follow us
wwwfacebookcomcentrodeinnovacionbbva
twittercomcibbva
wwwyoutubecomusercentroinnovacionbbva
wwwslidesharenetCIBBVA
This month events
More info
More info
Innovation at BBVAFor BBVA innovation is a strategic pillar and the BBVA Innovation Center is a major focal point for the grouprsquos effort in this field
CLOUDSTAGE
September 27th BBVA Innova-
tion Center will host the 8th
edition of Cloudstage an event
focused on the cloud This is a
meeting between profession-
als that want to deal with the
possibilities and development
of the cloud computing
KNOWSQUARE
September 25th BBVA Innova-
tion Center will host the event
Knowsqure an online and off
line network board of direc-
tors The aim of this event is
share experiences and knowl-
edge to improve the manage-
ment of companies
Produced by Prodigioso Volcaacuten
(wwwprodigiosovolcancom)
BBVA Innovation Edge is the first corporate magazine focused on innovation Innovation Edge aims to explore new trends and technologies that may impact the financial industry especially retail banking
Each edition features articles analysis and in-depth information about a given trend
WEB Articles and sections are available for free on wwwcentrodeinnovacioncom in both English and Spanish
PDF Our website offers pdf versions of the publications for your reading enjoyment online or offline
APP Innovation Edge is also available in Applersquos App Store All issues will be made available for download at the App Store free of chargerdquo
More info
Are you interested in Innovation Edge Subscribe to our newsletter and be informed of new issuescopyBBVA2012
BBVA Innovation Edge is the result of a collaborative work done by all the people who are involved in innovation at BBVA Group
CONTRIBUTORS TO THIS ISSUE
Mariacutea Pilar Aacutelvarez Garciacutea l Javier Anguiano
Javier Benediacute l Alfonso Bey Navarro
Jaime Bisbal l Reyes Bolumar
Javier Borderiacuteas l Bernardo Crespo
Antonio Garciacutea l Eugenio Garciacutea
Rafael Hernaacutendez l Miguel Aacutengel Intildeesta
Beatriz Lara Bartolomeacute l Carmen Loacutepez
Marcos Marrodaacuten Ciorcia l Luz Martiacuten
Ricardo Martiacuten Manjoacuten l Samuel Martiacuten Valentiacuten
Aacutelvaro Moroacuten l Manolo Moure
Jay Reinemann l Alicia Saacutenchez
Javier Sebastiaacuten l Marcelo Soria
Gustavo Vinacua l Shan Ggu ldquoPhilrdquo Yim
DL AS 2498-2012
No part of this publication can be reproduced or communicate in any form or by any platform electronic o mechanic including photocopying recording o any other system of storage and retrieval without permission of the publisher BBVA
44 September 2012 | GAMIFICATION 45
MPAA | Theatrical Market Statistics 2012
Alex Osterwalder and Yves Pigneur | Business Model Generation 2009
Daniel Pink | Drive The Surprising Truth About What Motivates Us April 2011
PSFK | The Future of Gaming 2011
Byron Reeves amp J Leighton Read | Total Engagement Using Games and Virtual Worlds to Change the Way People Work and Businesses Compete 2009
Gabe Zichermann | Gamification by Design Implementing Game Mechanics in Web and Mobile Apps August 2011
Gabe Zichermann | Gamification Innovation and the Future (presentation) 2012
Gabe Zichermann amp Joselin Linder | Game-Based Marketing Inspire Customer Loyalty Through Rewards Challenges and Contest 2010
On the WebIan Bogost (Video Game Theorist Critic and Designer)
Bunchball | Gamificationcom
Sebastian Deterding (Game Researcher and Designer) | Coding Conduct Persuasive Design for digital media
Entertainment Software Association | Games Improving What Matters
Gamasutra | Social Gaming and the Bartle Archetype April 13 2012
Gamification of Work
Gamification Research Network
Gaming Business Review | Designing Gamification for the Most Frequent Personality Types September 20 2011
Gaming Business Review | Who Owns Gamification Data February 18 2012
GigaOM | The future of Social Games is Mobile October 2010
Google Insight for Search | Gamification Mashable | 7 Winning Examples of Game Mechanics in Action July 6 2011
Scott Nicholson (MIT Gambit Game Lab) | Because Play Matters
Wired Magazine | Go with the Flow 1996
Wired Magazine | Swedish Speed-Camera Pays Drivers to Slow Down December 6 2010
Gabe Zichermann | The Gamification Blog
A list of links to other useful tools and resources that you may find useful as a supplement to the information offered on the lsquoSimple Bankrsquo report
Books amp PublicationsBunchball | Gamification 101 An Introduction to the Use of Game Dynamics to Influence Behavior October 2010
Tom Chatfield | Fun Inc Why Games are the 21st Centuryrsquos Most Serious Business 2010
Jenova Chen | Flow in Games (and Everything Else) April 2007
Aaron Dignan | Game Frame Using Games as a Strategy for Success 2011
Sebastian Deterding | Getting ldquoGamificationrdquo Right (presentation) January 2011
Entertainment Software Association | 2011 Sales Demographic and Usage Data Essential Facts about the Computer and Video Game Industry 2011
Gartner | Gamification Primer Life Becomes a Game January 2011
Gartner | Innovation Insight Gamification Adds Fun and Innovation to Inspire Engagement December 2011
Gartner | Market Trends Gaming Ecosystem 2011
Gartner | Maverick Research Motivation Momentum and Meaning how Gamification Can Inspire Engagement October 2011
Insight Express | 1Q2012 Digital Consumer Portrait 2011
International Federation of the Phonographic Industry | Recording Industry in Numbers The Recorded Music Market in 2011 March 2012
Jane McGonigal | Reality is Broken Why Games Can Make Us Better and how They Can Change the World 2011
Mihaly Csikszentmihalyi | Flow The Psychology of Optimal Experience 1991
Ralph Koster | A Theory of Fun for Game Design 2005
M2 Research | What is Gamification (presentation) January 2011
46 September 2012 | GAMIFICATION 47
Gamification Experts
In depth
Brian BurkeBrian Burke is an analyst for Gartner specializing in enterprise architecture and IT portfolio management and most recently developing research on the emerging gamification trend His groundbreaking work in the development of federated architectures has been implemented in hundreds of organizations in both the public and private sectors He is also a prominent researcher and speaker in the areas of IT strategy IT organizational structures and businessIT alignment
Jane McGonigalJane McGonigal takes play seriously She studies the power of
games to impact the real-world mdash and she creates games that do just that She is an expert on applying game design and game theory to real work and real business and has consulted and devel-oped internal game workshops for leading technology companies MIT Technology Review named her one of the top 35 innovators changing the world through technology for her role in pioneering the field of alternate reality gaming and Harvard Business Review called her theory of ldquoalternate reality businessrdquo one of the ldquoTop 20 Breakthrough Ideas of 2008rdquo She has a PhD from UC Berkeley in performance studies
Wanda MeloniFounder and president of M2 Research is an industry analyst and market strategist Wanda has a deep understanding of emerging trends in interactive entertainment games and social media Wanda publishes articles and reports that on the market dynamics affecting development and consumer trends In addi-tion to her published works she consults with many of the top companies in the industry providing custom analysis investment strategies strategic positioning and competitive analysis
Gabe ZichermannGabe Zichermann is an entrepreneur author highly rated public speaker and gamification thought leader He is the chair of the Gamification Summit and Workshops and is co-author of the book ldquoGame-Based Marketingrdquo (Wiley 2010) where he makes a compelling case for the use of games and game mechanics in everyday life the web and business
Sebastian Deterding
Sebastian Deterding is a researcher and designer working on user experience persuasive design video games and gamifica-tion His PhD research at the Research Center for Media and Communication at Hamburg University looks into the use of game design to motivate user behavior in non-game contexts Today he speaks and publishes internationally on persuasive design and gamification at events such as reboot republica or Playful and consults game companies on game usability and playability
Other experts include
R Ray Wang Micheal Wu Toby Beresford Dennis Crowley Keith Smith Steven L Johnson Buster Benson Scott Dodson Ian Bogost
48 September 2012 | GAMIFICATION 49
The following section outlines the upcoming technologies that will change everything with predictions on what may come of them in financial industry
The Maps WarEmerging players are consolidating their Maps products and becoming
trusted partners in the Maps solutions landscape A few weeks ago Wikipedia
moved from Google Maps to OpenStreetMap followed by FourSquare Even
Apple launched iPhoto for iOS using OpenStreetMap data for photos with
geolocation tags embedded
IS OPENSTREETMAP A MATURE SOLUTIONOpenStreetMap was founded in July 2004 and it is
defined as a collaborative project to create a free edit-
able map of the world In April 2012 OpenStreetMap
cleared 600000 registered contributors However
not all registered users actually contribute to the
map a minority of individuals contribute the major-
ity of the content (around 3)
High populated areas such as big cities are constant-
ly being updated even at a higher rate than Google
Maps does Low populated areas on the other hand
are not so accurate These areas are currently being
covered by Bing Microsoft Maps solution Despite
Microsoft support certain places may not have ac-
curate information to display Therefore depending
on the needs OpenStreetMaps can be considered a
good approach
AND WhAT ABOUT GOOGLE MAPSGoogle Maps solution is much more than Maps It
is also considered the main advertising platform for
many merchants and functionalities as Street View
add value to final user far beyond geo-localization
But it is no longer free It seems to be quite hard
to make money putting ads on maps so Google
Maps API is limited to 25000 free queries per day
Over that limit it is required to pay Nothing free lasts
forever
Rumors keep growing and it is said that Apple is
working on its own Map solution that will be re-
vealed with the iOS 6 and will include 3D features
We already have a winner the final user
The Maps war is escalating During Applersquos
WWDC in June 2012 the company
announced that the new iOS will no longer
use Google Maps Instead Apple will offer
its own maps solution in the iOS 6 The
new map service along with Siri seems to
offer iOS users more convenience and
solutions (of course shutting out Google)
In fact it looks like Apple wants to extend
the war beyond Maps hellip be careful out
there the titans are clashing
BREAKING NEWS
Technology trends
50 September 2012 | GAMIFICATION 51
According to McKinsey Global Institute big data
can unlock value (high level) for the enterprise
by 1) creating transparency 2) enabling experimen-
tation to discover needs expose variability and im-
prove performance 3) segmenting populations to
customize actions 4) replacingsupporting human
decisions making with automated algorithms and
5) innovating new business models products and
services
RELEVANCE OF BIG DATAOpportunities ndash for example a retail business can
increase operating margins by 60 Early results
show that big data leaders are taking market share
from the laggards suggesting that big data will be-
come a keystone for competitiveness and growth
for the organization
Specifically for the banking sector Citibank has
partnered with IBM (ldquoWatsonrdquo) to use big data for
up-sellingcross-selling opportunities It is stipulated
that they will also use Watson to detect fraud and
analyze customer credit worthiness
The danger (or risk) of big data stems from issues
which will affect all stakeholders namely data pro-
tection and security rights and responsibilities for
using data and accountability and enforcement Ad-
ditionally it is estimated that by 2020 the volume
of data will exceed our capacity for data storage by
more than 21 v
Sources IBM | ldquoUnderstanding Big Datardquo March 2011
McKinsey Global Institute | ldquoBig Datardquo June 2011
World Economic Forum | ldquoRethinking Personal Data
Strengthening Trustrdquo (August 2011)
The Economist | ldquoBig Data Crunching the Numbersrdquo
May 19 2012
2020 346
2005 013
Created
2005 2010 2015 2020
35
30
25
20
15
10
5
0
Storage available Zettabytes = 1 trilion gigabytes
ESTIMATE FORECAST
forecast
OPEN WIDE Global digital information
Source IDC
Striking Gold with Big DataToday the world creates 25 quintillion
bytes of new data ndash everyday 90 of
the worldrsquos data has been created in the
last two years alone In this mountain of
data (both structured and unstructured)
there is gold to be found Companies must
acquire the right tools and processes to
separate the dirt from the gold efficiently
Technology trends
52 September 2012 | GAMIFICATION 53
Innovation at the Core just Copy amp Paste
By using virtualization and replication technolo-
gies banks can create copies of the core system
quickly and provide them to partners in standalone
sandboxes By allowing developers work with a real
core banking environment the pace of innovation
will quicken as developers can test new functionali-
ties without worrying how it will perform when the
product goes live According to ING a full replication
of the core system used to take about 260 days it
now takes less than a day
Source Information Management | May 2012
Core banking platform
New formats
Enterprise 20
Smartphone + Fanatics = Smartphonatics
Smartphonatics are consumers who change their
shopping financial and payment behavior as a
result of owning a smartphone According Aitersquos
Ron Shevlin ldquoThis group is driving the adoption of
mobile payments and banking and setting the bar
for how financial institutions will have to respond
over the next five yearsrdquo 70 of Smartphonatics have used a mobile
device to make a payment 80 of Smartphonatics have used the mobile
banking channel Less than 25 of other consumers have made a
mobile payment About 33 of other consumers have used the
mobile banking channel
Source Aite | May 2012
Everyone wants Mobile Banking including
companies
A recent global survey of treasury executives
suggest that 66 of corporate customers are ready
to use mobile banking which can provide access
to real-time information related to the corporate
environment Customers are willing to pay for
premium services if they can realize efficiencies As
tablets are already part of the C-suite they can boost
adoption by enabling other value added services
Source finextra | May 2012
An analysis of one yearrsquos worth of data of Google
Apps enterprise customers shows us An average user creates 84 DocsSites An average enterprise has 250000 DocsSites
on their domain Compared to on premise solutions the results
are very similar Year over year growth of DocsSites is projected
to be 400 Percentage of DocsSites that are designated
lsquoEverybodyrsquo 55 Percentage of DocsSites that are designated
lsquoPublicrsquo 025 Percentage of Docs Shared Externally 25
Mobile banking
Smartphonatics by Country(Source ACI Worldwide Aite Group)
India
South Africa
Brazil
UAE
China
Italy
Singapore
US
Australia
UK
Sweden
Germany
France
Canada
6042
3734
3127
2420
1816
1110
87
Average Number of External Collaborators 3000
Thinking about the results it seems like enterprise
users have no problems embracing Google Apps
and of course should be mindful of when share
DocsSites with others
Source Forbes | June 2012
When Google Apps go Bighellip What happens
In this section readers will find summaries of the most relevant news of selected topics that have been published over the course of the month based on its relevance to the Banking industry The summaries were prepared by the editorial board Further information is made available for each given topic
Trending issues
54
Good News Bad News
A recent survey shows consumers want to use
mobile wallets and thatrsquos good news However
consumers clearly prefer PayPal Google and Apple
over banks to provide the solutions In fact 8 of 10
consumers in the survey indicated that they would
use mobile wallets if PayPal offered a service
Banks should heed this wake-up call or prepare for
a future without a mobile wallet
Source MarketWatch | June 2012
When it Comes to Social
Women 2 - Men 1
A recent survey of 2000 Britons (commissioned by
British Telecom) discovered that ldquoover half of female
internet users used social networking websites such
as Twitter and Facebook whilst only 34 per cent of
men surveyed admitted to doing so Similarly out of
those surveyed 18 per cent of women believed that
if the internet no longer existed they would miss
social media websites the most This compares to
just seven per cent of menrdquo
Source The Telegraph | May 2012
Mobile payments
Digital Marketing
Crowd finance
Social Media
The ldquoPinrdquo is Mightier than
According to the 2012 Social and Mobile Com-
merce Study (a joint research project by Shoporg
comScore and The Partnering Group) American
consumers follow an average of 93 retail compa-
nies on Pinterest compared to 85 on Twitter and
69 on Facebook For now when it comes to digital
marketing the Pin is mightier
Source Shoporg comScore amp The Partnering Group | June 2012
The Crowd is Growing Crazy
The Crowdfunding Industry Report from
researchers Massolution reveals that
crowdfunding platforms raised almost $15 billion
funding over one million projects in 2011 They also
say that with current trends the already growing
market is set to double in 2012
Source Massolution | June 2012
FUNDER AND FUNDRAISER ACTIVITYPercentage based on sample of 57 and 47 CFPs respectively
89
7
26
4 5
69
1-2 C
AMPAIG
NS
3-5 C
AMPAIG
NS
gt5 CAM
PAIGNS
FUNDERS FUNDRAISERS
Trending issues
56 September 2012 | GAMIFICATION 57
The Internet is Becoming Mobile
By 2017 there will be 5 billion mobile
broadband users three times as
many people as are
using that technology today
With faster mobile network
speeds and global coverage
the mobile internet is poised to
deliver new innovative services as the app
ecosystem will surely find a way to create newer and
or better mobile services According to Ericssonrsquos CEO there is
a ldquoshift in power from the network to the handsetrdquo from connectivity to
apps
Source GigaOm | June 2012
Love at First Bite People just love Applersquos iPad A customer satisfac-
tion polls shows that iPad clearly is heads and
shoulder above its competitors when it comes to
wowing the customers Customers are ldquovery satis-
fiedrdquo with Apple (new) iPad - 81 Apple iPad2 - 71 Samsung Galaxy Tablet - 46 Amazon Kindle Fire - 41 Others - 41
Source Computer World | June 2012
App ecosystem New banking concepts
Join amp enjoy
New Gizmo era
Talk to Bank Voice-enabled search is fast becoming a
differentiator especially with smart devices in the
e-commerce space EasyAsk a natural language
technology company launched Quiri in March 2012
Quiri a virtual personal shopping assistent under-
stands both the intent of the search and has deep
knowledge of the content and products within the
e-commerce site Shoppers can use their iPhone 4S
or Android to verbally search sites for products and
the products they are looking for It is like having
a highly knowledgeable personal shopping
assistant for that one store
Source Sacramento Bee | June 2012
Flashback to EVOKE
Though there is a lot of commercial buzz re-
lated to games and gamification today some
are designed to change the world In 2010 the
World Bank launched the EVOKE a game which
motivate players all over the world to come up
with creative solutions to our most urgent social
problems According to the website ldquoEVOKE is a
ten-week crash course in changing the worldrdquo In
this issue of Innovation Edge we pay homage to
one of the pioneers of gamification
Source World Bank | March 2010
Trending issues
58 September 2012 | GAMIFICATION 59
Connected Cars Solution Market Expected to Exceed $350 million in 5 years
By 2017 according to ABI Research the connected
car market will be about $350 million dollars
growing from $66 million in 2012 Connect Car
solutions include stolen vehicle tracking insurance
telematics infotainment and road user charging
The consumers are asking for a connected lifestyle
and they are asking to be connected to the car
especially the younger consumers
Source ABI | May 2012
Gimme a Hi-Five for health
TldquoFor healthcare delivery wersquore rapidly moving
from a world of inbound patients to a world of in-
bound data The impact of this shift on the health-
care system and how consumers use and act on
health information should not be underestimated
Here are five ways digital apps and smartphones
will transform healthcarerdquo
Improved access to care Improved patient engagement New provider of business models Reduced medicare fraud Improved patient safety
Source Forbes | June 2012
Smart cities + urban mobility
Health
Trending issues
BBVA Innovation Center (Plaza de Santa Baacuterbara 2 Madrid)
13th September | 900ndash1400 h
World renowned experts based on real world ex-
periences would help you ascertain whether or not
gamification is being hyped or is here to stay
Check out the videos and photos of the
event in our web
wwwcentrodeinnovacionbbvacom
Bernardo Crespo Velasco b_crespo
Head of Digital Marketing and Marketing Lab at
BBVA Spain Degree in Management and Econom-
ics from the University of Castilla-La Mancha and the
University of St Andrews He holds a masters in Re-
lational Marketing CRM and e-Commerce at ICEMD
Brian Burke brian_burke
Analyst for Gartner expert in gamification and enter-
prise architecture His groundbreaking work in the
development of federated architectures has been
implemented in hundreds of organizations in both
public and private sectors
Priya Haji priyahaji
CEO and co-founder of SaveUp the first free
rewards program that encourages Americans
to save money and pay down debt while of-
fering a chance to win prizes including a life-
changing $2000000 jackpot Through a fun
and simple approach that employs game me-
chanics SaveUp helps transform the otherwise
mundane activities of savings
Sergio Jimenez gamkt
Sergio Jimenez is an analyst consultant and speak-
er specialized in gamification enthusiastic market-
ing technology and games Mr Jimenez has partici-
pated in numerous projects related to gamification
helping companies of different sectors to introduce
game mechanics in products and service
Gamification amp Banking a passing fad or a serious business
More info
Event
Videos pictures and
all the info
September 2012 | GAMIFICATION 61
We Innovate to GrowBBVA understands innovation as a source of value
creation both for our group and people In order to
effectively manage its development the group relies
on time tested innovation methodologies which were
co-developed with leading experts around the world
The Open Innovation model adopted by the group
attests that BBVA highly values people and talent re-
gardless where they may be and shows the bankrsquos
willingness to lead the transformation of the financial
industry with total openness and without any borders
The BBVA Innovation Center is the focal point for sig-
nificant and disruptive innovation projects
Furthermore the BBVA Innovation Center is a space
to meet a space to share and above all a space listen
and learn from the innovation ecosystem
Being part of an innovation ecosystem allows BBVA to
be near ideas and talent and to facilitate access to the
worldrsquos leading experts It is also a way to share our
collective knowledge with innovation community
wwwcentrodeinnovacionbbvacom
Follow us
wwwfacebookcomcentrodeinnovacionbbva
twittercomcibbva
wwwyoutubecomusercentroinnovacionbbva
wwwslidesharenetCIBBVA
This month events
More info
More info
Innovation at BBVAFor BBVA innovation is a strategic pillar and the BBVA Innovation Center is a major focal point for the grouprsquos effort in this field
CLOUDSTAGE
September 27th BBVA Innova-
tion Center will host the 8th
edition of Cloudstage an event
focused on the cloud This is a
meeting between profession-
als that want to deal with the
possibilities and development
of the cloud computing
KNOWSQUARE
September 25th BBVA Innova-
tion Center will host the event
Knowsqure an online and off
line network board of direc-
tors The aim of this event is
share experiences and knowl-
edge to improve the manage-
ment of companies
Produced by Prodigioso Volcaacuten
(wwwprodigiosovolcancom)
BBVA Innovation Edge is the first corporate magazine focused on innovation Innovation Edge aims to explore new trends and technologies that may impact the financial industry especially retail banking
Each edition features articles analysis and in-depth information about a given trend
WEB Articles and sections are available for free on wwwcentrodeinnovacioncom in both English and Spanish
PDF Our website offers pdf versions of the publications for your reading enjoyment online or offline
APP Innovation Edge is also available in Applersquos App Store All issues will be made available for download at the App Store free of chargerdquo
More info
Are you interested in Innovation Edge Subscribe to our newsletter and be informed of new issuescopyBBVA2012
BBVA Innovation Edge is the result of a collaborative work done by all the people who are involved in innovation at BBVA Group
CONTRIBUTORS TO THIS ISSUE
Mariacutea Pilar Aacutelvarez Garciacutea l Javier Anguiano
Javier Benediacute l Alfonso Bey Navarro
Jaime Bisbal l Reyes Bolumar
Javier Borderiacuteas l Bernardo Crespo
Antonio Garciacutea l Eugenio Garciacutea
Rafael Hernaacutendez l Miguel Aacutengel Intildeesta
Beatriz Lara Bartolomeacute l Carmen Loacutepez
Marcos Marrodaacuten Ciorcia l Luz Martiacuten
Ricardo Martiacuten Manjoacuten l Samuel Martiacuten Valentiacuten
Aacutelvaro Moroacuten l Manolo Moure
Jay Reinemann l Alicia Saacutenchez
Javier Sebastiaacuten l Marcelo Soria
Gustavo Vinacua l Shan Ggu ldquoPhilrdquo Yim
DL AS 2498-2012
No part of this publication can be reproduced or communicate in any form or by any platform electronic o mechanic including photocopying recording o any other system of storage and retrieval without permission of the publisher BBVA
46 September 2012 | GAMIFICATION 47
Gamification Experts
In depth
Brian BurkeBrian Burke is an analyst for Gartner specializing in enterprise architecture and IT portfolio management and most recently developing research on the emerging gamification trend His groundbreaking work in the development of federated architectures has been implemented in hundreds of organizations in both the public and private sectors He is also a prominent researcher and speaker in the areas of IT strategy IT organizational structures and businessIT alignment
Jane McGonigalJane McGonigal takes play seriously She studies the power of
games to impact the real-world mdash and she creates games that do just that She is an expert on applying game design and game theory to real work and real business and has consulted and devel-oped internal game workshops for leading technology companies MIT Technology Review named her one of the top 35 innovators changing the world through technology for her role in pioneering the field of alternate reality gaming and Harvard Business Review called her theory of ldquoalternate reality businessrdquo one of the ldquoTop 20 Breakthrough Ideas of 2008rdquo She has a PhD from UC Berkeley in performance studies
Wanda MeloniFounder and president of M2 Research is an industry analyst and market strategist Wanda has a deep understanding of emerging trends in interactive entertainment games and social media Wanda publishes articles and reports that on the market dynamics affecting development and consumer trends In addi-tion to her published works she consults with many of the top companies in the industry providing custom analysis investment strategies strategic positioning and competitive analysis
Gabe ZichermannGabe Zichermann is an entrepreneur author highly rated public speaker and gamification thought leader He is the chair of the Gamification Summit and Workshops and is co-author of the book ldquoGame-Based Marketingrdquo (Wiley 2010) where he makes a compelling case for the use of games and game mechanics in everyday life the web and business
Sebastian Deterding
Sebastian Deterding is a researcher and designer working on user experience persuasive design video games and gamifica-tion His PhD research at the Research Center for Media and Communication at Hamburg University looks into the use of game design to motivate user behavior in non-game contexts Today he speaks and publishes internationally on persuasive design and gamification at events such as reboot republica or Playful and consults game companies on game usability and playability
Other experts include
R Ray Wang Micheal Wu Toby Beresford Dennis Crowley Keith Smith Steven L Johnson Buster Benson Scott Dodson Ian Bogost
48 September 2012 | GAMIFICATION 49
The following section outlines the upcoming technologies that will change everything with predictions on what may come of them in financial industry
The Maps WarEmerging players are consolidating their Maps products and becoming
trusted partners in the Maps solutions landscape A few weeks ago Wikipedia
moved from Google Maps to OpenStreetMap followed by FourSquare Even
Apple launched iPhoto for iOS using OpenStreetMap data for photos with
geolocation tags embedded
IS OPENSTREETMAP A MATURE SOLUTIONOpenStreetMap was founded in July 2004 and it is
defined as a collaborative project to create a free edit-
able map of the world In April 2012 OpenStreetMap
cleared 600000 registered contributors However
not all registered users actually contribute to the
map a minority of individuals contribute the major-
ity of the content (around 3)
High populated areas such as big cities are constant-
ly being updated even at a higher rate than Google
Maps does Low populated areas on the other hand
are not so accurate These areas are currently being
covered by Bing Microsoft Maps solution Despite
Microsoft support certain places may not have ac-
curate information to display Therefore depending
on the needs OpenStreetMaps can be considered a
good approach
AND WhAT ABOUT GOOGLE MAPSGoogle Maps solution is much more than Maps It
is also considered the main advertising platform for
many merchants and functionalities as Street View
add value to final user far beyond geo-localization
But it is no longer free It seems to be quite hard
to make money putting ads on maps so Google
Maps API is limited to 25000 free queries per day
Over that limit it is required to pay Nothing free lasts
forever
Rumors keep growing and it is said that Apple is
working on its own Map solution that will be re-
vealed with the iOS 6 and will include 3D features
We already have a winner the final user
The Maps war is escalating During Applersquos
WWDC in June 2012 the company
announced that the new iOS will no longer
use Google Maps Instead Apple will offer
its own maps solution in the iOS 6 The
new map service along with Siri seems to
offer iOS users more convenience and
solutions (of course shutting out Google)
In fact it looks like Apple wants to extend
the war beyond Maps hellip be careful out
there the titans are clashing
BREAKING NEWS
Technology trends
50 September 2012 | GAMIFICATION 51
According to McKinsey Global Institute big data
can unlock value (high level) for the enterprise
by 1) creating transparency 2) enabling experimen-
tation to discover needs expose variability and im-
prove performance 3) segmenting populations to
customize actions 4) replacingsupporting human
decisions making with automated algorithms and
5) innovating new business models products and
services
RELEVANCE OF BIG DATAOpportunities ndash for example a retail business can
increase operating margins by 60 Early results
show that big data leaders are taking market share
from the laggards suggesting that big data will be-
come a keystone for competitiveness and growth
for the organization
Specifically for the banking sector Citibank has
partnered with IBM (ldquoWatsonrdquo) to use big data for
up-sellingcross-selling opportunities It is stipulated
that they will also use Watson to detect fraud and
analyze customer credit worthiness
The danger (or risk) of big data stems from issues
which will affect all stakeholders namely data pro-
tection and security rights and responsibilities for
using data and accountability and enforcement Ad-
ditionally it is estimated that by 2020 the volume
of data will exceed our capacity for data storage by
more than 21 v
Sources IBM | ldquoUnderstanding Big Datardquo March 2011
McKinsey Global Institute | ldquoBig Datardquo June 2011
World Economic Forum | ldquoRethinking Personal Data
Strengthening Trustrdquo (August 2011)
The Economist | ldquoBig Data Crunching the Numbersrdquo
May 19 2012
2020 346
2005 013
Created
2005 2010 2015 2020
35
30
25
20
15
10
5
0
Storage available Zettabytes = 1 trilion gigabytes
ESTIMATE FORECAST
forecast
OPEN WIDE Global digital information
Source IDC
Striking Gold with Big DataToday the world creates 25 quintillion
bytes of new data ndash everyday 90 of
the worldrsquos data has been created in the
last two years alone In this mountain of
data (both structured and unstructured)
there is gold to be found Companies must
acquire the right tools and processes to
separate the dirt from the gold efficiently
Technology trends
52 September 2012 | GAMIFICATION 53
Innovation at the Core just Copy amp Paste
By using virtualization and replication technolo-
gies banks can create copies of the core system
quickly and provide them to partners in standalone
sandboxes By allowing developers work with a real
core banking environment the pace of innovation
will quicken as developers can test new functionali-
ties without worrying how it will perform when the
product goes live According to ING a full replication
of the core system used to take about 260 days it
now takes less than a day
Source Information Management | May 2012
Core banking platform
New formats
Enterprise 20
Smartphone + Fanatics = Smartphonatics
Smartphonatics are consumers who change their
shopping financial and payment behavior as a
result of owning a smartphone According Aitersquos
Ron Shevlin ldquoThis group is driving the adoption of
mobile payments and banking and setting the bar
for how financial institutions will have to respond
over the next five yearsrdquo 70 of Smartphonatics have used a mobile
device to make a payment 80 of Smartphonatics have used the mobile
banking channel Less than 25 of other consumers have made a
mobile payment About 33 of other consumers have used the
mobile banking channel
Source Aite | May 2012
Everyone wants Mobile Banking including
companies
A recent global survey of treasury executives
suggest that 66 of corporate customers are ready
to use mobile banking which can provide access
to real-time information related to the corporate
environment Customers are willing to pay for
premium services if they can realize efficiencies As
tablets are already part of the C-suite they can boost
adoption by enabling other value added services
Source finextra | May 2012
An analysis of one yearrsquos worth of data of Google
Apps enterprise customers shows us An average user creates 84 DocsSites An average enterprise has 250000 DocsSites
on their domain Compared to on premise solutions the results
are very similar Year over year growth of DocsSites is projected
to be 400 Percentage of DocsSites that are designated
lsquoEverybodyrsquo 55 Percentage of DocsSites that are designated
lsquoPublicrsquo 025 Percentage of Docs Shared Externally 25
Mobile banking
Smartphonatics by Country(Source ACI Worldwide Aite Group)
India
South Africa
Brazil
UAE
China
Italy
Singapore
US
Australia
UK
Sweden
Germany
France
Canada
6042
3734
3127
2420
1816
1110
87
Average Number of External Collaborators 3000
Thinking about the results it seems like enterprise
users have no problems embracing Google Apps
and of course should be mindful of when share
DocsSites with others
Source Forbes | June 2012
When Google Apps go Bighellip What happens
In this section readers will find summaries of the most relevant news of selected topics that have been published over the course of the month based on its relevance to the Banking industry The summaries were prepared by the editorial board Further information is made available for each given topic
Trending issues
54
Good News Bad News
A recent survey shows consumers want to use
mobile wallets and thatrsquos good news However
consumers clearly prefer PayPal Google and Apple
over banks to provide the solutions In fact 8 of 10
consumers in the survey indicated that they would
use mobile wallets if PayPal offered a service
Banks should heed this wake-up call or prepare for
a future without a mobile wallet
Source MarketWatch | June 2012
When it Comes to Social
Women 2 - Men 1
A recent survey of 2000 Britons (commissioned by
British Telecom) discovered that ldquoover half of female
internet users used social networking websites such
as Twitter and Facebook whilst only 34 per cent of
men surveyed admitted to doing so Similarly out of
those surveyed 18 per cent of women believed that
if the internet no longer existed they would miss
social media websites the most This compares to
just seven per cent of menrdquo
Source The Telegraph | May 2012
Mobile payments
Digital Marketing
Crowd finance
Social Media
The ldquoPinrdquo is Mightier than
According to the 2012 Social and Mobile Com-
merce Study (a joint research project by Shoporg
comScore and The Partnering Group) American
consumers follow an average of 93 retail compa-
nies on Pinterest compared to 85 on Twitter and
69 on Facebook For now when it comes to digital
marketing the Pin is mightier
Source Shoporg comScore amp The Partnering Group | June 2012
The Crowd is Growing Crazy
The Crowdfunding Industry Report from
researchers Massolution reveals that
crowdfunding platforms raised almost $15 billion
funding over one million projects in 2011 They also
say that with current trends the already growing
market is set to double in 2012
Source Massolution | June 2012
FUNDER AND FUNDRAISER ACTIVITYPercentage based on sample of 57 and 47 CFPs respectively
89
7
26
4 5
69
1-2 C
AMPAIG
NS
3-5 C
AMPAIG
NS
gt5 CAM
PAIGNS
FUNDERS FUNDRAISERS
Trending issues
56 September 2012 | GAMIFICATION 57
The Internet is Becoming Mobile
By 2017 there will be 5 billion mobile
broadband users three times as
many people as are
using that technology today
With faster mobile network
speeds and global coverage
the mobile internet is poised to
deliver new innovative services as the app
ecosystem will surely find a way to create newer and
or better mobile services According to Ericssonrsquos CEO there is
a ldquoshift in power from the network to the handsetrdquo from connectivity to
apps
Source GigaOm | June 2012
Love at First Bite People just love Applersquos iPad A customer satisfac-
tion polls shows that iPad clearly is heads and
shoulder above its competitors when it comes to
wowing the customers Customers are ldquovery satis-
fiedrdquo with Apple (new) iPad - 81 Apple iPad2 - 71 Samsung Galaxy Tablet - 46 Amazon Kindle Fire - 41 Others - 41
Source Computer World | June 2012
App ecosystem New banking concepts
Join amp enjoy
New Gizmo era
Talk to Bank Voice-enabled search is fast becoming a
differentiator especially with smart devices in the
e-commerce space EasyAsk a natural language
technology company launched Quiri in March 2012
Quiri a virtual personal shopping assistent under-
stands both the intent of the search and has deep
knowledge of the content and products within the
e-commerce site Shoppers can use their iPhone 4S
or Android to verbally search sites for products and
the products they are looking for It is like having
a highly knowledgeable personal shopping
assistant for that one store
Source Sacramento Bee | June 2012
Flashback to EVOKE
Though there is a lot of commercial buzz re-
lated to games and gamification today some
are designed to change the world In 2010 the
World Bank launched the EVOKE a game which
motivate players all over the world to come up
with creative solutions to our most urgent social
problems According to the website ldquoEVOKE is a
ten-week crash course in changing the worldrdquo In
this issue of Innovation Edge we pay homage to
one of the pioneers of gamification
Source World Bank | March 2010
Trending issues
58 September 2012 | GAMIFICATION 59
Connected Cars Solution Market Expected to Exceed $350 million in 5 years
By 2017 according to ABI Research the connected
car market will be about $350 million dollars
growing from $66 million in 2012 Connect Car
solutions include stolen vehicle tracking insurance
telematics infotainment and road user charging
The consumers are asking for a connected lifestyle
and they are asking to be connected to the car
especially the younger consumers
Source ABI | May 2012
Gimme a Hi-Five for health
TldquoFor healthcare delivery wersquore rapidly moving
from a world of inbound patients to a world of in-
bound data The impact of this shift on the health-
care system and how consumers use and act on
health information should not be underestimated
Here are five ways digital apps and smartphones
will transform healthcarerdquo
Improved access to care Improved patient engagement New provider of business models Reduced medicare fraud Improved patient safety
Source Forbes | June 2012
Smart cities + urban mobility
Health
Trending issues
BBVA Innovation Center (Plaza de Santa Baacuterbara 2 Madrid)
13th September | 900ndash1400 h
World renowned experts based on real world ex-
periences would help you ascertain whether or not
gamification is being hyped or is here to stay
Check out the videos and photos of the
event in our web
wwwcentrodeinnovacionbbvacom
Bernardo Crespo Velasco b_crespo
Head of Digital Marketing and Marketing Lab at
BBVA Spain Degree in Management and Econom-
ics from the University of Castilla-La Mancha and the
University of St Andrews He holds a masters in Re-
lational Marketing CRM and e-Commerce at ICEMD
Brian Burke brian_burke
Analyst for Gartner expert in gamification and enter-
prise architecture His groundbreaking work in the
development of federated architectures has been
implemented in hundreds of organizations in both
public and private sectors
Priya Haji priyahaji
CEO and co-founder of SaveUp the first free
rewards program that encourages Americans
to save money and pay down debt while of-
fering a chance to win prizes including a life-
changing $2000000 jackpot Through a fun
and simple approach that employs game me-
chanics SaveUp helps transform the otherwise
mundane activities of savings
Sergio Jimenez gamkt
Sergio Jimenez is an analyst consultant and speak-
er specialized in gamification enthusiastic market-
ing technology and games Mr Jimenez has partici-
pated in numerous projects related to gamification
helping companies of different sectors to introduce
game mechanics in products and service
Gamification amp Banking a passing fad or a serious business
More info
Event
Videos pictures and
all the info
September 2012 | GAMIFICATION 61
We Innovate to GrowBBVA understands innovation as a source of value
creation both for our group and people In order to
effectively manage its development the group relies
on time tested innovation methodologies which were
co-developed with leading experts around the world
The Open Innovation model adopted by the group
attests that BBVA highly values people and talent re-
gardless where they may be and shows the bankrsquos
willingness to lead the transformation of the financial
industry with total openness and without any borders
The BBVA Innovation Center is the focal point for sig-
nificant and disruptive innovation projects
Furthermore the BBVA Innovation Center is a space
to meet a space to share and above all a space listen
and learn from the innovation ecosystem
Being part of an innovation ecosystem allows BBVA to
be near ideas and talent and to facilitate access to the
worldrsquos leading experts It is also a way to share our
collective knowledge with innovation community
wwwcentrodeinnovacionbbvacom
Follow us
wwwfacebookcomcentrodeinnovacionbbva
twittercomcibbva
wwwyoutubecomusercentroinnovacionbbva
wwwslidesharenetCIBBVA
This month events
More info
More info
Innovation at BBVAFor BBVA innovation is a strategic pillar and the BBVA Innovation Center is a major focal point for the grouprsquos effort in this field
CLOUDSTAGE
September 27th BBVA Innova-
tion Center will host the 8th
edition of Cloudstage an event
focused on the cloud This is a
meeting between profession-
als that want to deal with the
possibilities and development
of the cloud computing
KNOWSQUARE
September 25th BBVA Innova-
tion Center will host the event
Knowsqure an online and off
line network board of direc-
tors The aim of this event is
share experiences and knowl-
edge to improve the manage-
ment of companies
Produced by Prodigioso Volcaacuten
(wwwprodigiosovolcancom)
BBVA Innovation Edge is the first corporate magazine focused on innovation Innovation Edge aims to explore new trends and technologies that may impact the financial industry especially retail banking
Each edition features articles analysis and in-depth information about a given trend
WEB Articles and sections are available for free on wwwcentrodeinnovacioncom in both English and Spanish
PDF Our website offers pdf versions of the publications for your reading enjoyment online or offline
APP Innovation Edge is also available in Applersquos App Store All issues will be made available for download at the App Store free of chargerdquo
More info
Are you interested in Innovation Edge Subscribe to our newsletter and be informed of new issuescopyBBVA2012
BBVA Innovation Edge is the result of a collaborative work done by all the people who are involved in innovation at BBVA Group
CONTRIBUTORS TO THIS ISSUE
Mariacutea Pilar Aacutelvarez Garciacutea l Javier Anguiano
Javier Benediacute l Alfonso Bey Navarro
Jaime Bisbal l Reyes Bolumar
Javier Borderiacuteas l Bernardo Crespo
Antonio Garciacutea l Eugenio Garciacutea
Rafael Hernaacutendez l Miguel Aacutengel Intildeesta
Beatriz Lara Bartolomeacute l Carmen Loacutepez
Marcos Marrodaacuten Ciorcia l Luz Martiacuten
Ricardo Martiacuten Manjoacuten l Samuel Martiacuten Valentiacuten
Aacutelvaro Moroacuten l Manolo Moure
Jay Reinemann l Alicia Saacutenchez
Javier Sebastiaacuten l Marcelo Soria
Gustavo Vinacua l Shan Ggu ldquoPhilrdquo Yim
DL AS 2498-2012
No part of this publication can be reproduced or communicate in any form or by any platform electronic o mechanic including photocopying recording o any other system of storage and retrieval without permission of the publisher BBVA
48 September 2012 | GAMIFICATION 49
The following section outlines the upcoming technologies that will change everything with predictions on what may come of them in financial industry
The Maps WarEmerging players are consolidating their Maps products and becoming
trusted partners in the Maps solutions landscape A few weeks ago Wikipedia
moved from Google Maps to OpenStreetMap followed by FourSquare Even
Apple launched iPhoto for iOS using OpenStreetMap data for photos with
geolocation tags embedded
IS OPENSTREETMAP A MATURE SOLUTIONOpenStreetMap was founded in July 2004 and it is
defined as a collaborative project to create a free edit-
able map of the world In April 2012 OpenStreetMap
cleared 600000 registered contributors However
not all registered users actually contribute to the
map a minority of individuals contribute the major-
ity of the content (around 3)
High populated areas such as big cities are constant-
ly being updated even at a higher rate than Google
Maps does Low populated areas on the other hand
are not so accurate These areas are currently being
covered by Bing Microsoft Maps solution Despite
Microsoft support certain places may not have ac-
curate information to display Therefore depending
on the needs OpenStreetMaps can be considered a
good approach
AND WhAT ABOUT GOOGLE MAPSGoogle Maps solution is much more than Maps It
is also considered the main advertising platform for
many merchants and functionalities as Street View
add value to final user far beyond geo-localization
But it is no longer free It seems to be quite hard
to make money putting ads on maps so Google
Maps API is limited to 25000 free queries per day
Over that limit it is required to pay Nothing free lasts
forever
Rumors keep growing and it is said that Apple is
working on its own Map solution that will be re-
vealed with the iOS 6 and will include 3D features
We already have a winner the final user
The Maps war is escalating During Applersquos
WWDC in June 2012 the company
announced that the new iOS will no longer
use Google Maps Instead Apple will offer
its own maps solution in the iOS 6 The
new map service along with Siri seems to
offer iOS users more convenience and
solutions (of course shutting out Google)
In fact it looks like Apple wants to extend
the war beyond Maps hellip be careful out
there the titans are clashing
BREAKING NEWS
Technology trends
50 September 2012 | GAMIFICATION 51
According to McKinsey Global Institute big data
can unlock value (high level) for the enterprise
by 1) creating transparency 2) enabling experimen-
tation to discover needs expose variability and im-
prove performance 3) segmenting populations to
customize actions 4) replacingsupporting human
decisions making with automated algorithms and
5) innovating new business models products and
services
RELEVANCE OF BIG DATAOpportunities ndash for example a retail business can
increase operating margins by 60 Early results
show that big data leaders are taking market share
from the laggards suggesting that big data will be-
come a keystone for competitiveness and growth
for the organization
Specifically for the banking sector Citibank has
partnered with IBM (ldquoWatsonrdquo) to use big data for
up-sellingcross-selling opportunities It is stipulated
that they will also use Watson to detect fraud and
analyze customer credit worthiness
The danger (or risk) of big data stems from issues
which will affect all stakeholders namely data pro-
tection and security rights and responsibilities for
using data and accountability and enforcement Ad-
ditionally it is estimated that by 2020 the volume
of data will exceed our capacity for data storage by
more than 21 v
Sources IBM | ldquoUnderstanding Big Datardquo March 2011
McKinsey Global Institute | ldquoBig Datardquo June 2011
World Economic Forum | ldquoRethinking Personal Data
Strengthening Trustrdquo (August 2011)
The Economist | ldquoBig Data Crunching the Numbersrdquo
May 19 2012
2020 346
2005 013
Created
2005 2010 2015 2020
35
30
25
20
15
10
5
0
Storage available Zettabytes = 1 trilion gigabytes
ESTIMATE FORECAST
forecast
OPEN WIDE Global digital information
Source IDC
Striking Gold with Big DataToday the world creates 25 quintillion
bytes of new data ndash everyday 90 of
the worldrsquos data has been created in the
last two years alone In this mountain of
data (both structured and unstructured)
there is gold to be found Companies must
acquire the right tools and processes to
separate the dirt from the gold efficiently
Technology trends
52 September 2012 | GAMIFICATION 53
Innovation at the Core just Copy amp Paste
By using virtualization and replication technolo-
gies banks can create copies of the core system
quickly and provide them to partners in standalone
sandboxes By allowing developers work with a real
core banking environment the pace of innovation
will quicken as developers can test new functionali-
ties without worrying how it will perform when the
product goes live According to ING a full replication
of the core system used to take about 260 days it
now takes less than a day
Source Information Management | May 2012
Core banking platform
New formats
Enterprise 20
Smartphone + Fanatics = Smartphonatics
Smartphonatics are consumers who change their
shopping financial and payment behavior as a
result of owning a smartphone According Aitersquos
Ron Shevlin ldquoThis group is driving the adoption of
mobile payments and banking and setting the bar
for how financial institutions will have to respond
over the next five yearsrdquo 70 of Smartphonatics have used a mobile
device to make a payment 80 of Smartphonatics have used the mobile
banking channel Less than 25 of other consumers have made a
mobile payment About 33 of other consumers have used the
mobile banking channel
Source Aite | May 2012
Everyone wants Mobile Banking including
companies
A recent global survey of treasury executives
suggest that 66 of corporate customers are ready
to use mobile banking which can provide access
to real-time information related to the corporate
environment Customers are willing to pay for
premium services if they can realize efficiencies As
tablets are already part of the C-suite they can boost
adoption by enabling other value added services
Source finextra | May 2012
An analysis of one yearrsquos worth of data of Google
Apps enterprise customers shows us An average user creates 84 DocsSites An average enterprise has 250000 DocsSites
on their domain Compared to on premise solutions the results
are very similar Year over year growth of DocsSites is projected
to be 400 Percentage of DocsSites that are designated
lsquoEverybodyrsquo 55 Percentage of DocsSites that are designated
lsquoPublicrsquo 025 Percentage of Docs Shared Externally 25
Mobile banking
Smartphonatics by Country(Source ACI Worldwide Aite Group)
India
South Africa
Brazil
UAE
China
Italy
Singapore
US
Australia
UK
Sweden
Germany
France
Canada
6042
3734
3127
2420
1816
1110
87
Average Number of External Collaborators 3000
Thinking about the results it seems like enterprise
users have no problems embracing Google Apps
and of course should be mindful of when share
DocsSites with others
Source Forbes | June 2012
When Google Apps go Bighellip What happens
In this section readers will find summaries of the most relevant news of selected topics that have been published over the course of the month based on its relevance to the Banking industry The summaries were prepared by the editorial board Further information is made available for each given topic
Trending issues
54
Good News Bad News
A recent survey shows consumers want to use
mobile wallets and thatrsquos good news However
consumers clearly prefer PayPal Google and Apple
over banks to provide the solutions In fact 8 of 10
consumers in the survey indicated that they would
use mobile wallets if PayPal offered a service
Banks should heed this wake-up call or prepare for
a future without a mobile wallet
Source MarketWatch | June 2012
When it Comes to Social
Women 2 - Men 1
A recent survey of 2000 Britons (commissioned by
British Telecom) discovered that ldquoover half of female
internet users used social networking websites such
as Twitter and Facebook whilst only 34 per cent of
men surveyed admitted to doing so Similarly out of
those surveyed 18 per cent of women believed that
if the internet no longer existed they would miss
social media websites the most This compares to
just seven per cent of menrdquo
Source The Telegraph | May 2012
Mobile payments
Digital Marketing
Crowd finance
Social Media
The ldquoPinrdquo is Mightier than
According to the 2012 Social and Mobile Com-
merce Study (a joint research project by Shoporg
comScore and The Partnering Group) American
consumers follow an average of 93 retail compa-
nies on Pinterest compared to 85 on Twitter and
69 on Facebook For now when it comes to digital
marketing the Pin is mightier
Source Shoporg comScore amp The Partnering Group | June 2012
The Crowd is Growing Crazy
The Crowdfunding Industry Report from
researchers Massolution reveals that
crowdfunding platforms raised almost $15 billion
funding over one million projects in 2011 They also
say that with current trends the already growing
market is set to double in 2012
Source Massolution | June 2012
FUNDER AND FUNDRAISER ACTIVITYPercentage based on sample of 57 and 47 CFPs respectively
89
7
26
4 5
69
1-2 C
AMPAIG
NS
3-5 C
AMPAIG
NS
gt5 CAM
PAIGNS
FUNDERS FUNDRAISERS
Trending issues
56 September 2012 | GAMIFICATION 57
The Internet is Becoming Mobile
By 2017 there will be 5 billion mobile
broadband users three times as
many people as are
using that technology today
With faster mobile network
speeds and global coverage
the mobile internet is poised to
deliver new innovative services as the app
ecosystem will surely find a way to create newer and
or better mobile services According to Ericssonrsquos CEO there is
a ldquoshift in power from the network to the handsetrdquo from connectivity to
apps
Source GigaOm | June 2012
Love at First Bite People just love Applersquos iPad A customer satisfac-
tion polls shows that iPad clearly is heads and
shoulder above its competitors when it comes to
wowing the customers Customers are ldquovery satis-
fiedrdquo with Apple (new) iPad - 81 Apple iPad2 - 71 Samsung Galaxy Tablet - 46 Amazon Kindle Fire - 41 Others - 41
Source Computer World | June 2012
App ecosystem New banking concepts
Join amp enjoy
New Gizmo era
Talk to Bank Voice-enabled search is fast becoming a
differentiator especially with smart devices in the
e-commerce space EasyAsk a natural language
technology company launched Quiri in March 2012
Quiri a virtual personal shopping assistent under-
stands both the intent of the search and has deep
knowledge of the content and products within the
e-commerce site Shoppers can use their iPhone 4S
or Android to verbally search sites for products and
the products they are looking for It is like having
a highly knowledgeable personal shopping
assistant for that one store
Source Sacramento Bee | June 2012
Flashback to EVOKE
Though there is a lot of commercial buzz re-
lated to games and gamification today some
are designed to change the world In 2010 the
World Bank launched the EVOKE a game which
motivate players all over the world to come up
with creative solutions to our most urgent social
problems According to the website ldquoEVOKE is a
ten-week crash course in changing the worldrdquo In
this issue of Innovation Edge we pay homage to
one of the pioneers of gamification
Source World Bank | March 2010
Trending issues
58 September 2012 | GAMIFICATION 59
Connected Cars Solution Market Expected to Exceed $350 million in 5 years
By 2017 according to ABI Research the connected
car market will be about $350 million dollars
growing from $66 million in 2012 Connect Car
solutions include stolen vehicle tracking insurance
telematics infotainment and road user charging
The consumers are asking for a connected lifestyle
and they are asking to be connected to the car
especially the younger consumers
Source ABI | May 2012
Gimme a Hi-Five for health
TldquoFor healthcare delivery wersquore rapidly moving
from a world of inbound patients to a world of in-
bound data The impact of this shift on the health-
care system and how consumers use and act on
health information should not be underestimated
Here are five ways digital apps and smartphones
will transform healthcarerdquo
Improved access to care Improved patient engagement New provider of business models Reduced medicare fraud Improved patient safety
Source Forbes | June 2012
Smart cities + urban mobility
Health
Trending issues
BBVA Innovation Center (Plaza de Santa Baacuterbara 2 Madrid)
13th September | 900ndash1400 h
World renowned experts based on real world ex-
periences would help you ascertain whether or not
gamification is being hyped or is here to stay
Check out the videos and photos of the
event in our web
wwwcentrodeinnovacionbbvacom
Bernardo Crespo Velasco b_crespo
Head of Digital Marketing and Marketing Lab at
BBVA Spain Degree in Management and Econom-
ics from the University of Castilla-La Mancha and the
University of St Andrews He holds a masters in Re-
lational Marketing CRM and e-Commerce at ICEMD
Brian Burke brian_burke
Analyst for Gartner expert in gamification and enter-
prise architecture His groundbreaking work in the
development of federated architectures has been
implemented in hundreds of organizations in both
public and private sectors
Priya Haji priyahaji
CEO and co-founder of SaveUp the first free
rewards program that encourages Americans
to save money and pay down debt while of-
fering a chance to win prizes including a life-
changing $2000000 jackpot Through a fun
and simple approach that employs game me-
chanics SaveUp helps transform the otherwise
mundane activities of savings
Sergio Jimenez gamkt
Sergio Jimenez is an analyst consultant and speak-
er specialized in gamification enthusiastic market-
ing technology and games Mr Jimenez has partici-
pated in numerous projects related to gamification
helping companies of different sectors to introduce
game mechanics in products and service
Gamification amp Banking a passing fad or a serious business
More info
Event
Videos pictures and
all the info
September 2012 | GAMIFICATION 61
We Innovate to GrowBBVA understands innovation as a source of value
creation both for our group and people In order to
effectively manage its development the group relies
on time tested innovation methodologies which were
co-developed with leading experts around the world
The Open Innovation model adopted by the group
attests that BBVA highly values people and talent re-
gardless where they may be and shows the bankrsquos
willingness to lead the transformation of the financial
industry with total openness and without any borders
The BBVA Innovation Center is the focal point for sig-
nificant and disruptive innovation projects
Furthermore the BBVA Innovation Center is a space
to meet a space to share and above all a space listen
and learn from the innovation ecosystem
Being part of an innovation ecosystem allows BBVA to
be near ideas and talent and to facilitate access to the
worldrsquos leading experts It is also a way to share our
collective knowledge with innovation community
wwwcentrodeinnovacionbbvacom
Follow us
wwwfacebookcomcentrodeinnovacionbbva
twittercomcibbva
wwwyoutubecomusercentroinnovacionbbva
wwwslidesharenetCIBBVA
This month events
More info
More info
Innovation at BBVAFor BBVA innovation is a strategic pillar and the BBVA Innovation Center is a major focal point for the grouprsquos effort in this field
CLOUDSTAGE
September 27th BBVA Innova-
tion Center will host the 8th
edition of Cloudstage an event
focused on the cloud This is a
meeting between profession-
als that want to deal with the
possibilities and development
of the cloud computing
KNOWSQUARE
September 25th BBVA Innova-
tion Center will host the event
Knowsqure an online and off
line network board of direc-
tors The aim of this event is
share experiences and knowl-
edge to improve the manage-
ment of companies
Produced by Prodigioso Volcaacuten
(wwwprodigiosovolcancom)
BBVA Innovation Edge is the first corporate magazine focused on innovation Innovation Edge aims to explore new trends and technologies that may impact the financial industry especially retail banking
Each edition features articles analysis and in-depth information about a given trend
WEB Articles and sections are available for free on wwwcentrodeinnovacioncom in both English and Spanish
PDF Our website offers pdf versions of the publications for your reading enjoyment online or offline
APP Innovation Edge is also available in Applersquos App Store All issues will be made available for download at the App Store free of chargerdquo
More info
Are you interested in Innovation Edge Subscribe to our newsletter and be informed of new issuescopyBBVA2012
BBVA Innovation Edge is the result of a collaborative work done by all the people who are involved in innovation at BBVA Group
CONTRIBUTORS TO THIS ISSUE
Mariacutea Pilar Aacutelvarez Garciacutea l Javier Anguiano
Javier Benediacute l Alfonso Bey Navarro
Jaime Bisbal l Reyes Bolumar
Javier Borderiacuteas l Bernardo Crespo
Antonio Garciacutea l Eugenio Garciacutea
Rafael Hernaacutendez l Miguel Aacutengel Intildeesta
Beatriz Lara Bartolomeacute l Carmen Loacutepez
Marcos Marrodaacuten Ciorcia l Luz Martiacuten
Ricardo Martiacuten Manjoacuten l Samuel Martiacuten Valentiacuten
Aacutelvaro Moroacuten l Manolo Moure
Jay Reinemann l Alicia Saacutenchez
Javier Sebastiaacuten l Marcelo Soria
Gustavo Vinacua l Shan Ggu ldquoPhilrdquo Yim
DL AS 2498-2012
No part of this publication can be reproduced or communicate in any form or by any platform electronic o mechanic including photocopying recording o any other system of storage and retrieval without permission of the publisher BBVA
50 September 2012 | GAMIFICATION 51
According to McKinsey Global Institute big data
can unlock value (high level) for the enterprise
by 1) creating transparency 2) enabling experimen-
tation to discover needs expose variability and im-
prove performance 3) segmenting populations to
customize actions 4) replacingsupporting human
decisions making with automated algorithms and
5) innovating new business models products and
services
RELEVANCE OF BIG DATAOpportunities ndash for example a retail business can
increase operating margins by 60 Early results
show that big data leaders are taking market share
from the laggards suggesting that big data will be-
come a keystone for competitiveness and growth
for the organization
Specifically for the banking sector Citibank has
partnered with IBM (ldquoWatsonrdquo) to use big data for
up-sellingcross-selling opportunities It is stipulated
that they will also use Watson to detect fraud and
analyze customer credit worthiness
The danger (or risk) of big data stems from issues
which will affect all stakeholders namely data pro-
tection and security rights and responsibilities for
using data and accountability and enforcement Ad-
ditionally it is estimated that by 2020 the volume
of data will exceed our capacity for data storage by
more than 21 v
Sources IBM | ldquoUnderstanding Big Datardquo March 2011
McKinsey Global Institute | ldquoBig Datardquo June 2011
World Economic Forum | ldquoRethinking Personal Data
Strengthening Trustrdquo (August 2011)
The Economist | ldquoBig Data Crunching the Numbersrdquo
May 19 2012
2020 346
2005 013
Created
2005 2010 2015 2020
35
30
25
20
15
10
5
0
Storage available Zettabytes = 1 trilion gigabytes
ESTIMATE FORECAST
forecast
OPEN WIDE Global digital information
Source IDC
Striking Gold with Big DataToday the world creates 25 quintillion
bytes of new data ndash everyday 90 of
the worldrsquos data has been created in the
last two years alone In this mountain of
data (both structured and unstructured)
there is gold to be found Companies must
acquire the right tools and processes to
separate the dirt from the gold efficiently
Technology trends
52 September 2012 | GAMIFICATION 53
Innovation at the Core just Copy amp Paste
By using virtualization and replication technolo-
gies banks can create copies of the core system
quickly and provide them to partners in standalone
sandboxes By allowing developers work with a real
core banking environment the pace of innovation
will quicken as developers can test new functionali-
ties without worrying how it will perform when the
product goes live According to ING a full replication
of the core system used to take about 260 days it
now takes less than a day
Source Information Management | May 2012
Core banking platform
New formats
Enterprise 20
Smartphone + Fanatics = Smartphonatics
Smartphonatics are consumers who change their
shopping financial and payment behavior as a
result of owning a smartphone According Aitersquos
Ron Shevlin ldquoThis group is driving the adoption of
mobile payments and banking and setting the bar
for how financial institutions will have to respond
over the next five yearsrdquo 70 of Smartphonatics have used a mobile
device to make a payment 80 of Smartphonatics have used the mobile
banking channel Less than 25 of other consumers have made a
mobile payment About 33 of other consumers have used the
mobile banking channel
Source Aite | May 2012
Everyone wants Mobile Banking including
companies
A recent global survey of treasury executives
suggest that 66 of corporate customers are ready
to use mobile banking which can provide access
to real-time information related to the corporate
environment Customers are willing to pay for
premium services if they can realize efficiencies As
tablets are already part of the C-suite they can boost
adoption by enabling other value added services
Source finextra | May 2012
An analysis of one yearrsquos worth of data of Google
Apps enterprise customers shows us An average user creates 84 DocsSites An average enterprise has 250000 DocsSites
on their domain Compared to on premise solutions the results
are very similar Year over year growth of DocsSites is projected
to be 400 Percentage of DocsSites that are designated
lsquoEverybodyrsquo 55 Percentage of DocsSites that are designated
lsquoPublicrsquo 025 Percentage of Docs Shared Externally 25
Mobile banking
Smartphonatics by Country(Source ACI Worldwide Aite Group)
India
South Africa
Brazil
UAE
China
Italy
Singapore
US
Australia
UK
Sweden
Germany
France
Canada
6042
3734
3127
2420
1816
1110
87
Average Number of External Collaborators 3000
Thinking about the results it seems like enterprise
users have no problems embracing Google Apps
and of course should be mindful of when share
DocsSites with others
Source Forbes | June 2012
When Google Apps go Bighellip What happens
In this section readers will find summaries of the most relevant news of selected topics that have been published over the course of the month based on its relevance to the Banking industry The summaries were prepared by the editorial board Further information is made available for each given topic
Trending issues
54
Good News Bad News
A recent survey shows consumers want to use
mobile wallets and thatrsquos good news However
consumers clearly prefer PayPal Google and Apple
over banks to provide the solutions In fact 8 of 10
consumers in the survey indicated that they would
use mobile wallets if PayPal offered a service
Banks should heed this wake-up call or prepare for
a future without a mobile wallet
Source MarketWatch | June 2012
When it Comes to Social
Women 2 - Men 1
A recent survey of 2000 Britons (commissioned by
British Telecom) discovered that ldquoover half of female
internet users used social networking websites such
as Twitter and Facebook whilst only 34 per cent of
men surveyed admitted to doing so Similarly out of
those surveyed 18 per cent of women believed that
if the internet no longer existed they would miss
social media websites the most This compares to
just seven per cent of menrdquo
Source The Telegraph | May 2012
Mobile payments
Digital Marketing
Crowd finance
Social Media
The ldquoPinrdquo is Mightier than
According to the 2012 Social and Mobile Com-
merce Study (a joint research project by Shoporg
comScore and The Partnering Group) American
consumers follow an average of 93 retail compa-
nies on Pinterest compared to 85 on Twitter and
69 on Facebook For now when it comes to digital
marketing the Pin is mightier
Source Shoporg comScore amp The Partnering Group | June 2012
The Crowd is Growing Crazy
The Crowdfunding Industry Report from
researchers Massolution reveals that
crowdfunding platforms raised almost $15 billion
funding over one million projects in 2011 They also
say that with current trends the already growing
market is set to double in 2012
Source Massolution | June 2012
FUNDER AND FUNDRAISER ACTIVITYPercentage based on sample of 57 and 47 CFPs respectively
89
7
26
4 5
69
1-2 C
AMPAIG
NS
3-5 C
AMPAIG
NS
gt5 CAM
PAIGNS
FUNDERS FUNDRAISERS
Trending issues
56 September 2012 | GAMIFICATION 57
The Internet is Becoming Mobile
By 2017 there will be 5 billion mobile
broadband users three times as
many people as are
using that technology today
With faster mobile network
speeds and global coverage
the mobile internet is poised to
deliver new innovative services as the app
ecosystem will surely find a way to create newer and
or better mobile services According to Ericssonrsquos CEO there is
a ldquoshift in power from the network to the handsetrdquo from connectivity to
apps
Source GigaOm | June 2012
Love at First Bite People just love Applersquos iPad A customer satisfac-
tion polls shows that iPad clearly is heads and
shoulder above its competitors when it comes to
wowing the customers Customers are ldquovery satis-
fiedrdquo with Apple (new) iPad - 81 Apple iPad2 - 71 Samsung Galaxy Tablet - 46 Amazon Kindle Fire - 41 Others - 41
Source Computer World | June 2012
App ecosystem New banking concepts
Join amp enjoy
New Gizmo era
Talk to Bank Voice-enabled search is fast becoming a
differentiator especially with smart devices in the
e-commerce space EasyAsk a natural language
technology company launched Quiri in March 2012
Quiri a virtual personal shopping assistent under-
stands both the intent of the search and has deep
knowledge of the content and products within the
e-commerce site Shoppers can use their iPhone 4S
or Android to verbally search sites for products and
the products they are looking for It is like having
a highly knowledgeable personal shopping
assistant for that one store
Source Sacramento Bee | June 2012
Flashback to EVOKE
Though there is a lot of commercial buzz re-
lated to games and gamification today some
are designed to change the world In 2010 the
World Bank launched the EVOKE a game which
motivate players all over the world to come up
with creative solutions to our most urgent social
problems According to the website ldquoEVOKE is a
ten-week crash course in changing the worldrdquo In
this issue of Innovation Edge we pay homage to
one of the pioneers of gamification
Source World Bank | March 2010
Trending issues
58 September 2012 | GAMIFICATION 59
Connected Cars Solution Market Expected to Exceed $350 million in 5 years
By 2017 according to ABI Research the connected
car market will be about $350 million dollars
growing from $66 million in 2012 Connect Car
solutions include stolen vehicle tracking insurance
telematics infotainment and road user charging
The consumers are asking for a connected lifestyle
and they are asking to be connected to the car
especially the younger consumers
Source ABI | May 2012
Gimme a Hi-Five for health
TldquoFor healthcare delivery wersquore rapidly moving
from a world of inbound patients to a world of in-
bound data The impact of this shift on the health-
care system and how consumers use and act on
health information should not be underestimated
Here are five ways digital apps and smartphones
will transform healthcarerdquo
Improved access to care Improved patient engagement New provider of business models Reduced medicare fraud Improved patient safety
Source Forbes | June 2012
Smart cities + urban mobility
Health
Trending issues
BBVA Innovation Center (Plaza de Santa Baacuterbara 2 Madrid)
13th September | 900ndash1400 h
World renowned experts based on real world ex-
periences would help you ascertain whether or not
gamification is being hyped or is here to stay
Check out the videos and photos of the
event in our web
wwwcentrodeinnovacionbbvacom
Bernardo Crespo Velasco b_crespo
Head of Digital Marketing and Marketing Lab at
BBVA Spain Degree in Management and Econom-
ics from the University of Castilla-La Mancha and the
University of St Andrews He holds a masters in Re-
lational Marketing CRM and e-Commerce at ICEMD
Brian Burke brian_burke
Analyst for Gartner expert in gamification and enter-
prise architecture His groundbreaking work in the
development of federated architectures has been
implemented in hundreds of organizations in both
public and private sectors
Priya Haji priyahaji
CEO and co-founder of SaveUp the first free
rewards program that encourages Americans
to save money and pay down debt while of-
fering a chance to win prizes including a life-
changing $2000000 jackpot Through a fun
and simple approach that employs game me-
chanics SaveUp helps transform the otherwise
mundane activities of savings
Sergio Jimenez gamkt
Sergio Jimenez is an analyst consultant and speak-
er specialized in gamification enthusiastic market-
ing technology and games Mr Jimenez has partici-
pated in numerous projects related to gamification
helping companies of different sectors to introduce
game mechanics in products and service
Gamification amp Banking a passing fad or a serious business
More info
Event
Videos pictures and
all the info
September 2012 | GAMIFICATION 61
We Innovate to GrowBBVA understands innovation as a source of value
creation both for our group and people In order to
effectively manage its development the group relies
on time tested innovation methodologies which were
co-developed with leading experts around the world
The Open Innovation model adopted by the group
attests that BBVA highly values people and talent re-
gardless where they may be and shows the bankrsquos
willingness to lead the transformation of the financial
industry with total openness and without any borders
The BBVA Innovation Center is the focal point for sig-
nificant and disruptive innovation projects
Furthermore the BBVA Innovation Center is a space
to meet a space to share and above all a space listen
and learn from the innovation ecosystem
Being part of an innovation ecosystem allows BBVA to
be near ideas and talent and to facilitate access to the
worldrsquos leading experts It is also a way to share our
collective knowledge with innovation community
wwwcentrodeinnovacionbbvacom
Follow us
wwwfacebookcomcentrodeinnovacionbbva
twittercomcibbva
wwwyoutubecomusercentroinnovacionbbva
wwwslidesharenetCIBBVA
This month events
More info
More info
Innovation at BBVAFor BBVA innovation is a strategic pillar and the BBVA Innovation Center is a major focal point for the grouprsquos effort in this field
CLOUDSTAGE
September 27th BBVA Innova-
tion Center will host the 8th
edition of Cloudstage an event
focused on the cloud This is a
meeting between profession-
als that want to deal with the
possibilities and development
of the cloud computing
KNOWSQUARE
September 25th BBVA Innova-
tion Center will host the event
Knowsqure an online and off
line network board of direc-
tors The aim of this event is
share experiences and knowl-
edge to improve the manage-
ment of companies
Produced by Prodigioso Volcaacuten
(wwwprodigiosovolcancom)
BBVA Innovation Edge is the first corporate magazine focused on innovation Innovation Edge aims to explore new trends and technologies that may impact the financial industry especially retail banking
Each edition features articles analysis and in-depth information about a given trend
WEB Articles and sections are available for free on wwwcentrodeinnovacioncom in both English and Spanish
PDF Our website offers pdf versions of the publications for your reading enjoyment online or offline
APP Innovation Edge is also available in Applersquos App Store All issues will be made available for download at the App Store free of chargerdquo
More info
Are you interested in Innovation Edge Subscribe to our newsletter and be informed of new issuescopyBBVA2012
BBVA Innovation Edge is the result of a collaborative work done by all the people who are involved in innovation at BBVA Group
CONTRIBUTORS TO THIS ISSUE
Mariacutea Pilar Aacutelvarez Garciacutea l Javier Anguiano
Javier Benediacute l Alfonso Bey Navarro
Jaime Bisbal l Reyes Bolumar
Javier Borderiacuteas l Bernardo Crespo
Antonio Garciacutea l Eugenio Garciacutea
Rafael Hernaacutendez l Miguel Aacutengel Intildeesta
Beatriz Lara Bartolomeacute l Carmen Loacutepez
Marcos Marrodaacuten Ciorcia l Luz Martiacuten
Ricardo Martiacuten Manjoacuten l Samuel Martiacuten Valentiacuten
Aacutelvaro Moroacuten l Manolo Moure
Jay Reinemann l Alicia Saacutenchez
Javier Sebastiaacuten l Marcelo Soria
Gustavo Vinacua l Shan Ggu ldquoPhilrdquo Yim
DL AS 2498-2012
No part of this publication can be reproduced or communicate in any form or by any platform electronic o mechanic including photocopying recording o any other system of storage and retrieval without permission of the publisher BBVA
52 September 2012 | GAMIFICATION 53
Innovation at the Core just Copy amp Paste
By using virtualization and replication technolo-
gies banks can create copies of the core system
quickly and provide them to partners in standalone
sandboxes By allowing developers work with a real
core banking environment the pace of innovation
will quicken as developers can test new functionali-
ties without worrying how it will perform when the
product goes live According to ING a full replication
of the core system used to take about 260 days it
now takes less than a day
Source Information Management | May 2012
Core banking platform
New formats
Enterprise 20
Smartphone + Fanatics = Smartphonatics
Smartphonatics are consumers who change their
shopping financial and payment behavior as a
result of owning a smartphone According Aitersquos
Ron Shevlin ldquoThis group is driving the adoption of
mobile payments and banking and setting the bar
for how financial institutions will have to respond
over the next five yearsrdquo 70 of Smartphonatics have used a mobile
device to make a payment 80 of Smartphonatics have used the mobile
banking channel Less than 25 of other consumers have made a
mobile payment About 33 of other consumers have used the
mobile banking channel
Source Aite | May 2012
Everyone wants Mobile Banking including
companies
A recent global survey of treasury executives
suggest that 66 of corporate customers are ready
to use mobile banking which can provide access
to real-time information related to the corporate
environment Customers are willing to pay for
premium services if they can realize efficiencies As
tablets are already part of the C-suite they can boost
adoption by enabling other value added services
Source finextra | May 2012
An analysis of one yearrsquos worth of data of Google
Apps enterprise customers shows us An average user creates 84 DocsSites An average enterprise has 250000 DocsSites
on their domain Compared to on premise solutions the results
are very similar Year over year growth of DocsSites is projected
to be 400 Percentage of DocsSites that are designated
lsquoEverybodyrsquo 55 Percentage of DocsSites that are designated
lsquoPublicrsquo 025 Percentage of Docs Shared Externally 25
Mobile banking
Smartphonatics by Country(Source ACI Worldwide Aite Group)
India
South Africa
Brazil
UAE
China
Italy
Singapore
US
Australia
UK
Sweden
Germany
France
Canada
6042
3734
3127
2420
1816
1110
87
Average Number of External Collaborators 3000
Thinking about the results it seems like enterprise
users have no problems embracing Google Apps
and of course should be mindful of when share
DocsSites with others
Source Forbes | June 2012
When Google Apps go Bighellip What happens
In this section readers will find summaries of the most relevant news of selected topics that have been published over the course of the month based on its relevance to the Banking industry The summaries were prepared by the editorial board Further information is made available for each given topic
Trending issues
54
Good News Bad News
A recent survey shows consumers want to use
mobile wallets and thatrsquos good news However
consumers clearly prefer PayPal Google and Apple
over banks to provide the solutions In fact 8 of 10
consumers in the survey indicated that they would
use mobile wallets if PayPal offered a service
Banks should heed this wake-up call or prepare for
a future without a mobile wallet
Source MarketWatch | June 2012
When it Comes to Social
Women 2 - Men 1
A recent survey of 2000 Britons (commissioned by
British Telecom) discovered that ldquoover half of female
internet users used social networking websites such
as Twitter and Facebook whilst only 34 per cent of
men surveyed admitted to doing so Similarly out of
those surveyed 18 per cent of women believed that
if the internet no longer existed they would miss
social media websites the most This compares to
just seven per cent of menrdquo
Source The Telegraph | May 2012
Mobile payments
Digital Marketing
Crowd finance
Social Media
The ldquoPinrdquo is Mightier than
According to the 2012 Social and Mobile Com-
merce Study (a joint research project by Shoporg
comScore and The Partnering Group) American
consumers follow an average of 93 retail compa-
nies on Pinterest compared to 85 on Twitter and
69 on Facebook For now when it comes to digital
marketing the Pin is mightier
Source Shoporg comScore amp The Partnering Group | June 2012
The Crowd is Growing Crazy
The Crowdfunding Industry Report from
researchers Massolution reveals that
crowdfunding platforms raised almost $15 billion
funding over one million projects in 2011 They also
say that with current trends the already growing
market is set to double in 2012
Source Massolution | June 2012
FUNDER AND FUNDRAISER ACTIVITYPercentage based on sample of 57 and 47 CFPs respectively
89
7
26
4 5
69
1-2 C
AMPAIG
NS
3-5 C
AMPAIG
NS
gt5 CAM
PAIGNS
FUNDERS FUNDRAISERS
Trending issues
56 September 2012 | GAMIFICATION 57
The Internet is Becoming Mobile
By 2017 there will be 5 billion mobile
broadband users three times as
many people as are
using that technology today
With faster mobile network
speeds and global coverage
the mobile internet is poised to
deliver new innovative services as the app
ecosystem will surely find a way to create newer and
or better mobile services According to Ericssonrsquos CEO there is
a ldquoshift in power from the network to the handsetrdquo from connectivity to
apps
Source GigaOm | June 2012
Love at First Bite People just love Applersquos iPad A customer satisfac-
tion polls shows that iPad clearly is heads and
shoulder above its competitors when it comes to
wowing the customers Customers are ldquovery satis-
fiedrdquo with Apple (new) iPad - 81 Apple iPad2 - 71 Samsung Galaxy Tablet - 46 Amazon Kindle Fire - 41 Others - 41
Source Computer World | June 2012
App ecosystem New banking concepts
Join amp enjoy
New Gizmo era
Talk to Bank Voice-enabled search is fast becoming a
differentiator especially with smart devices in the
e-commerce space EasyAsk a natural language
technology company launched Quiri in March 2012
Quiri a virtual personal shopping assistent under-
stands both the intent of the search and has deep
knowledge of the content and products within the
e-commerce site Shoppers can use their iPhone 4S
or Android to verbally search sites for products and
the products they are looking for It is like having
a highly knowledgeable personal shopping
assistant for that one store
Source Sacramento Bee | June 2012
Flashback to EVOKE
Though there is a lot of commercial buzz re-
lated to games and gamification today some
are designed to change the world In 2010 the
World Bank launched the EVOKE a game which
motivate players all over the world to come up
with creative solutions to our most urgent social
problems According to the website ldquoEVOKE is a
ten-week crash course in changing the worldrdquo In
this issue of Innovation Edge we pay homage to
one of the pioneers of gamification
Source World Bank | March 2010
Trending issues
58 September 2012 | GAMIFICATION 59
Connected Cars Solution Market Expected to Exceed $350 million in 5 years
By 2017 according to ABI Research the connected
car market will be about $350 million dollars
growing from $66 million in 2012 Connect Car
solutions include stolen vehicle tracking insurance
telematics infotainment and road user charging
The consumers are asking for a connected lifestyle
and they are asking to be connected to the car
especially the younger consumers
Source ABI | May 2012
Gimme a Hi-Five for health
TldquoFor healthcare delivery wersquore rapidly moving
from a world of inbound patients to a world of in-
bound data The impact of this shift on the health-
care system and how consumers use and act on
health information should not be underestimated
Here are five ways digital apps and smartphones
will transform healthcarerdquo
Improved access to care Improved patient engagement New provider of business models Reduced medicare fraud Improved patient safety
Source Forbes | June 2012
Smart cities + urban mobility
Health
Trending issues
BBVA Innovation Center (Plaza de Santa Baacuterbara 2 Madrid)
13th September | 900ndash1400 h
World renowned experts based on real world ex-
periences would help you ascertain whether or not
gamification is being hyped or is here to stay
Check out the videos and photos of the
event in our web
wwwcentrodeinnovacionbbvacom
Bernardo Crespo Velasco b_crespo
Head of Digital Marketing and Marketing Lab at
BBVA Spain Degree in Management and Econom-
ics from the University of Castilla-La Mancha and the
University of St Andrews He holds a masters in Re-
lational Marketing CRM and e-Commerce at ICEMD
Brian Burke brian_burke
Analyst for Gartner expert in gamification and enter-
prise architecture His groundbreaking work in the
development of federated architectures has been
implemented in hundreds of organizations in both
public and private sectors
Priya Haji priyahaji
CEO and co-founder of SaveUp the first free
rewards program that encourages Americans
to save money and pay down debt while of-
fering a chance to win prizes including a life-
changing $2000000 jackpot Through a fun
and simple approach that employs game me-
chanics SaveUp helps transform the otherwise
mundane activities of savings
Sergio Jimenez gamkt
Sergio Jimenez is an analyst consultant and speak-
er specialized in gamification enthusiastic market-
ing technology and games Mr Jimenez has partici-
pated in numerous projects related to gamification
helping companies of different sectors to introduce
game mechanics in products and service
Gamification amp Banking a passing fad or a serious business
More info
Event
Videos pictures and
all the info
September 2012 | GAMIFICATION 61
We Innovate to GrowBBVA understands innovation as a source of value
creation both for our group and people In order to
effectively manage its development the group relies
on time tested innovation methodologies which were
co-developed with leading experts around the world
The Open Innovation model adopted by the group
attests that BBVA highly values people and talent re-
gardless where they may be and shows the bankrsquos
willingness to lead the transformation of the financial
industry with total openness and without any borders
The BBVA Innovation Center is the focal point for sig-
nificant and disruptive innovation projects
Furthermore the BBVA Innovation Center is a space
to meet a space to share and above all a space listen
and learn from the innovation ecosystem
Being part of an innovation ecosystem allows BBVA to
be near ideas and talent and to facilitate access to the
worldrsquos leading experts It is also a way to share our
collective knowledge with innovation community
wwwcentrodeinnovacionbbvacom
Follow us
wwwfacebookcomcentrodeinnovacionbbva
twittercomcibbva
wwwyoutubecomusercentroinnovacionbbva
wwwslidesharenetCIBBVA
This month events
More info
More info
Innovation at BBVAFor BBVA innovation is a strategic pillar and the BBVA Innovation Center is a major focal point for the grouprsquos effort in this field
CLOUDSTAGE
September 27th BBVA Innova-
tion Center will host the 8th
edition of Cloudstage an event
focused on the cloud This is a
meeting between profession-
als that want to deal with the
possibilities and development
of the cloud computing
KNOWSQUARE
September 25th BBVA Innova-
tion Center will host the event
Knowsqure an online and off
line network board of direc-
tors The aim of this event is
share experiences and knowl-
edge to improve the manage-
ment of companies
Produced by Prodigioso Volcaacuten
(wwwprodigiosovolcancom)
BBVA Innovation Edge is the first corporate magazine focused on innovation Innovation Edge aims to explore new trends and technologies that may impact the financial industry especially retail banking
Each edition features articles analysis and in-depth information about a given trend
WEB Articles and sections are available for free on wwwcentrodeinnovacioncom in both English and Spanish
PDF Our website offers pdf versions of the publications for your reading enjoyment online or offline
APP Innovation Edge is also available in Applersquos App Store All issues will be made available for download at the App Store free of chargerdquo
More info
Are you interested in Innovation Edge Subscribe to our newsletter and be informed of new issuescopyBBVA2012
BBVA Innovation Edge is the result of a collaborative work done by all the people who are involved in innovation at BBVA Group
CONTRIBUTORS TO THIS ISSUE
Mariacutea Pilar Aacutelvarez Garciacutea l Javier Anguiano
Javier Benediacute l Alfonso Bey Navarro
Jaime Bisbal l Reyes Bolumar
Javier Borderiacuteas l Bernardo Crespo
Antonio Garciacutea l Eugenio Garciacutea
Rafael Hernaacutendez l Miguel Aacutengel Intildeesta
Beatriz Lara Bartolomeacute l Carmen Loacutepez
Marcos Marrodaacuten Ciorcia l Luz Martiacuten
Ricardo Martiacuten Manjoacuten l Samuel Martiacuten Valentiacuten
Aacutelvaro Moroacuten l Manolo Moure
Jay Reinemann l Alicia Saacutenchez
Javier Sebastiaacuten l Marcelo Soria
Gustavo Vinacua l Shan Ggu ldquoPhilrdquo Yim
DL AS 2498-2012
No part of this publication can be reproduced or communicate in any form or by any platform electronic o mechanic including photocopying recording o any other system of storage and retrieval without permission of the publisher BBVA
54
Good News Bad News
A recent survey shows consumers want to use
mobile wallets and thatrsquos good news However
consumers clearly prefer PayPal Google and Apple
over banks to provide the solutions In fact 8 of 10
consumers in the survey indicated that they would
use mobile wallets if PayPal offered a service
Banks should heed this wake-up call or prepare for
a future without a mobile wallet
Source MarketWatch | June 2012
When it Comes to Social
Women 2 - Men 1
A recent survey of 2000 Britons (commissioned by
British Telecom) discovered that ldquoover half of female
internet users used social networking websites such
as Twitter and Facebook whilst only 34 per cent of
men surveyed admitted to doing so Similarly out of
those surveyed 18 per cent of women believed that
if the internet no longer existed they would miss
social media websites the most This compares to
just seven per cent of menrdquo
Source The Telegraph | May 2012
Mobile payments
Digital Marketing
Crowd finance
Social Media
The ldquoPinrdquo is Mightier than
According to the 2012 Social and Mobile Com-
merce Study (a joint research project by Shoporg
comScore and The Partnering Group) American
consumers follow an average of 93 retail compa-
nies on Pinterest compared to 85 on Twitter and
69 on Facebook For now when it comes to digital
marketing the Pin is mightier
Source Shoporg comScore amp The Partnering Group | June 2012
The Crowd is Growing Crazy
The Crowdfunding Industry Report from
researchers Massolution reveals that
crowdfunding platforms raised almost $15 billion
funding over one million projects in 2011 They also
say that with current trends the already growing
market is set to double in 2012
Source Massolution | June 2012
FUNDER AND FUNDRAISER ACTIVITYPercentage based on sample of 57 and 47 CFPs respectively
89
7
26
4 5
69
1-2 C
AMPAIG
NS
3-5 C
AMPAIG
NS
gt5 CAM
PAIGNS
FUNDERS FUNDRAISERS
Trending issues
56 September 2012 | GAMIFICATION 57
The Internet is Becoming Mobile
By 2017 there will be 5 billion mobile
broadband users three times as
many people as are
using that technology today
With faster mobile network
speeds and global coverage
the mobile internet is poised to
deliver new innovative services as the app
ecosystem will surely find a way to create newer and
or better mobile services According to Ericssonrsquos CEO there is
a ldquoshift in power from the network to the handsetrdquo from connectivity to
apps
Source GigaOm | June 2012
Love at First Bite People just love Applersquos iPad A customer satisfac-
tion polls shows that iPad clearly is heads and
shoulder above its competitors when it comes to
wowing the customers Customers are ldquovery satis-
fiedrdquo with Apple (new) iPad - 81 Apple iPad2 - 71 Samsung Galaxy Tablet - 46 Amazon Kindle Fire - 41 Others - 41
Source Computer World | June 2012
App ecosystem New banking concepts
Join amp enjoy
New Gizmo era
Talk to Bank Voice-enabled search is fast becoming a
differentiator especially with smart devices in the
e-commerce space EasyAsk a natural language
technology company launched Quiri in March 2012
Quiri a virtual personal shopping assistent under-
stands both the intent of the search and has deep
knowledge of the content and products within the
e-commerce site Shoppers can use their iPhone 4S
or Android to verbally search sites for products and
the products they are looking for It is like having
a highly knowledgeable personal shopping
assistant for that one store
Source Sacramento Bee | June 2012
Flashback to EVOKE
Though there is a lot of commercial buzz re-
lated to games and gamification today some
are designed to change the world In 2010 the
World Bank launched the EVOKE a game which
motivate players all over the world to come up
with creative solutions to our most urgent social
problems According to the website ldquoEVOKE is a
ten-week crash course in changing the worldrdquo In
this issue of Innovation Edge we pay homage to
one of the pioneers of gamification
Source World Bank | March 2010
Trending issues
58 September 2012 | GAMIFICATION 59
Connected Cars Solution Market Expected to Exceed $350 million in 5 years
By 2017 according to ABI Research the connected
car market will be about $350 million dollars
growing from $66 million in 2012 Connect Car
solutions include stolen vehicle tracking insurance
telematics infotainment and road user charging
The consumers are asking for a connected lifestyle
and they are asking to be connected to the car
especially the younger consumers
Source ABI | May 2012
Gimme a Hi-Five for health
TldquoFor healthcare delivery wersquore rapidly moving
from a world of inbound patients to a world of in-
bound data The impact of this shift on the health-
care system and how consumers use and act on
health information should not be underestimated
Here are five ways digital apps and smartphones
will transform healthcarerdquo
Improved access to care Improved patient engagement New provider of business models Reduced medicare fraud Improved patient safety
Source Forbes | June 2012
Smart cities + urban mobility
Health
Trending issues
BBVA Innovation Center (Plaza de Santa Baacuterbara 2 Madrid)
13th September | 900ndash1400 h
World renowned experts based on real world ex-
periences would help you ascertain whether or not
gamification is being hyped or is here to stay
Check out the videos and photos of the
event in our web
wwwcentrodeinnovacionbbvacom
Bernardo Crespo Velasco b_crespo
Head of Digital Marketing and Marketing Lab at
BBVA Spain Degree in Management and Econom-
ics from the University of Castilla-La Mancha and the
University of St Andrews He holds a masters in Re-
lational Marketing CRM and e-Commerce at ICEMD
Brian Burke brian_burke
Analyst for Gartner expert in gamification and enter-
prise architecture His groundbreaking work in the
development of federated architectures has been
implemented in hundreds of organizations in both
public and private sectors
Priya Haji priyahaji
CEO and co-founder of SaveUp the first free
rewards program that encourages Americans
to save money and pay down debt while of-
fering a chance to win prizes including a life-
changing $2000000 jackpot Through a fun
and simple approach that employs game me-
chanics SaveUp helps transform the otherwise
mundane activities of savings
Sergio Jimenez gamkt
Sergio Jimenez is an analyst consultant and speak-
er specialized in gamification enthusiastic market-
ing technology and games Mr Jimenez has partici-
pated in numerous projects related to gamification
helping companies of different sectors to introduce
game mechanics in products and service
Gamification amp Banking a passing fad or a serious business
More info
Event
Videos pictures and
all the info
September 2012 | GAMIFICATION 61
We Innovate to GrowBBVA understands innovation as a source of value
creation both for our group and people In order to
effectively manage its development the group relies
on time tested innovation methodologies which were
co-developed with leading experts around the world
The Open Innovation model adopted by the group
attests that BBVA highly values people and talent re-
gardless where they may be and shows the bankrsquos
willingness to lead the transformation of the financial
industry with total openness and without any borders
The BBVA Innovation Center is the focal point for sig-
nificant and disruptive innovation projects
Furthermore the BBVA Innovation Center is a space
to meet a space to share and above all a space listen
and learn from the innovation ecosystem
Being part of an innovation ecosystem allows BBVA to
be near ideas and talent and to facilitate access to the
worldrsquos leading experts It is also a way to share our
collective knowledge with innovation community
wwwcentrodeinnovacionbbvacom
Follow us
wwwfacebookcomcentrodeinnovacionbbva
twittercomcibbva
wwwyoutubecomusercentroinnovacionbbva
wwwslidesharenetCIBBVA
This month events
More info
More info
Innovation at BBVAFor BBVA innovation is a strategic pillar and the BBVA Innovation Center is a major focal point for the grouprsquos effort in this field
CLOUDSTAGE
September 27th BBVA Innova-
tion Center will host the 8th
edition of Cloudstage an event
focused on the cloud This is a
meeting between profession-
als that want to deal with the
possibilities and development
of the cloud computing
KNOWSQUARE
September 25th BBVA Innova-
tion Center will host the event
Knowsqure an online and off
line network board of direc-
tors The aim of this event is
share experiences and knowl-
edge to improve the manage-
ment of companies
Produced by Prodigioso Volcaacuten
(wwwprodigiosovolcancom)
BBVA Innovation Edge is the first corporate magazine focused on innovation Innovation Edge aims to explore new trends and technologies that may impact the financial industry especially retail banking
Each edition features articles analysis and in-depth information about a given trend
WEB Articles and sections are available for free on wwwcentrodeinnovacioncom in both English and Spanish
PDF Our website offers pdf versions of the publications for your reading enjoyment online or offline
APP Innovation Edge is also available in Applersquos App Store All issues will be made available for download at the App Store free of chargerdquo
More info
Are you interested in Innovation Edge Subscribe to our newsletter and be informed of new issuescopyBBVA2012
BBVA Innovation Edge is the result of a collaborative work done by all the people who are involved in innovation at BBVA Group
CONTRIBUTORS TO THIS ISSUE
Mariacutea Pilar Aacutelvarez Garciacutea l Javier Anguiano
Javier Benediacute l Alfonso Bey Navarro
Jaime Bisbal l Reyes Bolumar
Javier Borderiacuteas l Bernardo Crespo
Antonio Garciacutea l Eugenio Garciacutea
Rafael Hernaacutendez l Miguel Aacutengel Intildeesta
Beatriz Lara Bartolomeacute l Carmen Loacutepez
Marcos Marrodaacuten Ciorcia l Luz Martiacuten
Ricardo Martiacuten Manjoacuten l Samuel Martiacuten Valentiacuten
Aacutelvaro Moroacuten l Manolo Moure
Jay Reinemann l Alicia Saacutenchez
Javier Sebastiaacuten l Marcelo Soria
Gustavo Vinacua l Shan Ggu ldquoPhilrdquo Yim
DL AS 2498-2012
No part of this publication can be reproduced or communicate in any form or by any platform electronic o mechanic including photocopying recording o any other system of storage and retrieval without permission of the publisher BBVA
56 September 2012 | GAMIFICATION 57
The Internet is Becoming Mobile
By 2017 there will be 5 billion mobile
broadband users three times as
many people as are
using that technology today
With faster mobile network
speeds and global coverage
the mobile internet is poised to
deliver new innovative services as the app
ecosystem will surely find a way to create newer and
or better mobile services According to Ericssonrsquos CEO there is
a ldquoshift in power from the network to the handsetrdquo from connectivity to
apps
Source GigaOm | June 2012
Love at First Bite People just love Applersquos iPad A customer satisfac-
tion polls shows that iPad clearly is heads and
shoulder above its competitors when it comes to
wowing the customers Customers are ldquovery satis-
fiedrdquo with Apple (new) iPad - 81 Apple iPad2 - 71 Samsung Galaxy Tablet - 46 Amazon Kindle Fire - 41 Others - 41
Source Computer World | June 2012
App ecosystem New banking concepts
Join amp enjoy
New Gizmo era
Talk to Bank Voice-enabled search is fast becoming a
differentiator especially with smart devices in the
e-commerce space EasyAsk a natural language
technology company launched Quiri in March 2012
Quiri a virtual personal shopping assistent under-
stands both the intent of the search and has deep
knowledge of the content and products within the
e-commerce site Shoppers can use their iPhone 4S
or Android to verbally search sites for products and
the products they are looking for It is like having
a highly knowledgeable personal shopping
assistant for that one store
Source Sacramento Bee | June 2012
Flashback to EVOKE
Though there is a lot of commercial buzz re-
lated to games and gamification today some
are designed to change the world In 2010 the
World Bank launched the EVOKE a game which
motivate players all over the world to come up
with creative solutions to our most urgent social
problems According to the website ldquoEVOKE is a
ten-week crash course in changing the worldrdquo In
this issue of Innovation Edge we pay homage to
one of the pioneers of gamification
Source World Bank | March 2010
Trending issues
58 September 2012 | GAMIFICATION 59
Connected Cars Solution Market Expected to Exceed $350 million in 5 years
By 2017 according to ABI Research the connected
car market will be about $350 million dollars
growing from $66 million in 2012 Connect Car
solutions include stolen vehicle tracking insurance
telematics infotainment and road user charging
The consumers are asking for a connected lifestyle
and they are asking to be connected to the car
especially the younger consumers
Source ABI | May 2012
Gimme a Hi-Five for health
TldquoFor healthcare delivery wersquore rapidly moving
from a world of inbound patients to a world of in-
bound data The impact of this shift on the health-
care system and how consumers use and act on
health information should not be underestimated
Here are five ways digital apps and smartphones
will transform healthcarerdquo
Improved access to care Improved patient engagement New provider of business models Reduced medicare fraud Improved patient safety
Source Forbes | June 2012
Smart cities + urban mobility
Health
Trending issues
BBVA Innovation Center (Plaza de Santa Baacuterbara 2 Madrid)
13th September | 900ndash1400 h
World renowned experts based on real world ex-
periences would help you ascertain whether or not
gamification is being hyped or is here to stay
Check out the videos and photos of the
event in our web
wwwcentrodeinnovacionbbvacom
Bernardo Crespo Velasco b_crespo
Head of Digital Marketing and Marketing Lab at
BBVA Spain Degree in Management and Econom-
ics from the University of Castilla-La Mancha and the
University of St Andrews He holds a masters in Re-
lational Marketing CRM and e-Commerce at ICEMD
Brian Burke brian_burke
Analyst for Gartner expert in gamification and enter-
prise architecture His groundbreaking work in the
development of federated architectures has been
implemented in hundreds of organizations in both
public and private sectors
Priya Haji priyahaji
CEO and co-founder of SaveUp the first free
rewards program that encourages Americans
to save money and pay down debt while of-
fering a chance to win prizes including a life-
changing $2000000 jackpot Through a fun
and simple approach that employs game me-
chanics SaveUp helps transform the otherwise
mundane activities of savings
Sergio Jimenez gamkt
Sergio Jimenez is an analyst consultant and speak-
er specialized in gamification enthusiastic market-
ing technology and games Mr Jimenez has partici-
pated in numerous projects related to gamification
helping companies of different sectors to introduce
game mechanics in products and service
Gamification amp Banking a passing fad or a serious business
More info
Event
Videos pictures and
all the info
September 2012 | GAMIFICATION 61
We Innovate to GrowBBVA understands innovation as a source of value
creation both for our group and people In order to
effectively manage its development the group relies
on time tested innovation methodologies which were
co-developed with leading experts around the world
The Open Innovation model adopted by the group
attests that BBVA highly values people and talent re-
gardless where they may be and shows the bankrsquos
willingness to lead the transformation of the financial
industry with total openness and without any borders
The BBVA Innovation Center is the focal point for sig-
nificant and disruptive innovation projects
Furthermore the BBVA Innovation Center is a space
to meet a space to share and above all a space listen
and learn from the innovation ecosystem
Being part of an innovation ecosystem allows BBVA to
be near ideas and talent and to facilitate access to the
worldrsquos leading experts It is also a way to share our
collective knowledge with innovation community
wwwcentrodeinnovacionbbvacom
Follow us
wwwfacebookcomcentrodeinnovacionbbva
twittercomcibbva
wwwyoutubecomusercentroinnovacionbbva
wwwslidesharenetCIBBVA
This month events
More info
More info
Innovation at BBVAFor BBVA innovation is a strategic pillar and the BBVA Innovation Center is a major focal point for the grouprsquos effort in this field
CLOUDSTAGE
September 27th BBVA Innova-
tion Center will host the 8th
edition of Cloudstage an event
focused on the cloud This is a
meeting between profession-
als that want to deal with the
possibilities and development
of the cloud computing
KNOWSQUARE
September 25th BBVA Innova-
tion Center will host the event
Knowsqure an online and off
line network board of direc-
tors The aim of this event is
share experiences and knowl-
edge to improve the manage-
ment of companies
Produced by Prodigioso Volcaacuten
(wwwprodigiosovolcancom)
BBVA Innovation Edge is the first corporate magazine focused on innovation Innovation Edge aims to explore new trends and technologies that may impact the financial industry especially retail banking
Each edition features articles analysis and in-depth information about a given trend
WEB Articles and sections are available for free on wwwcentrodeinnovacioncom in both English and Spanish
PDF Our website offers pdf versions of the publications for your reading enjoyment online or offline
APP Innovation Edge is also available in Applersquos App Store All issues will be made available for download at the App Store free of chargerdquo
More info
Are you interested in Innovation Edge Subscribe to our newsletter and be informed of new issuescopyBBVA2012
BBVA Innovation Edge is the result of a collaborative work done by all the people who are involved in innovation at BBVA Group
CONTRIBUTORS TO THIS ISSUE
Mariacutea Pilar Aacutelvarez Garciacutea l Javier Anguiano
Javier Benediacute l Alfonso Bey Navarro
Jaime Bisbal l Reyes Bolumar
Javier Borderiacuteas l Bernardo Crespo
Antonio Garciacutea l Eugenio Garciacutea
Rafael Hernaacutendez l Miguel Aacutengel Intildeesta
Beatriz Lara Bartolomeacute l Carmen Loacutepez
Marcos Marrodaacuten Ciorcia l Luz Martiacuten
Ricardo Martiacuten Manjoacuten l Samuel Martiacuten Valentiacuten
Aacutelvaro Moroacuten l Manolo Moure
Jay Reinemann l Alicia Saacutenchez
Javier Sebastiaacuten l Marcelo Soria
Gustavo Vinacua l Shan Ggu ldquoPhilrdquo Yim
DL AS 2498-2012
No part of this publication can be reproduced or communicate in any form or by any platform electronic o mechanic including photocopying recording o any other system of storage and retrieval without permission of the publisher BBVA
58 September 2012 | GAMIFICATION 59
Connected Cars Solution Market Expected to Exceed $350 million in 5 years
By 2017 according to ABI Research the connected
car market will be about $350 million dollars
growing from $66 million in 2012 Connect Car
solutions include stolen vehicle tracking insurance
telematics infotainment and road user charging
The consumers are asking for a connected lifestyle
and they are asking to be connected to the car
especially the younger consumers
Source ABI | May 2012
Gimme a Hi-Five for health
TldquoFor healthcare delivery wersquore rapidly moving
from a world of inbound patients to a world of in-
bound data The impact of this shift on the health-
care system and how consumers use and act on
health information should not be underestimated
Here are five ways digital apps and smartphones
will transform healthcarerdquo
Improved access to care Improved patient engagement New provider of business models Reduced medicare fraud Improved patient safety
Source Forbes | June 2012
Smart cities + urban mobility
Health
Trending issues
BBVA Innovation Center (Plaza de Santa Baacuterbara 2 Madrid)
13th September | 900ndash1400 h
World renowned experts based on real world ex-
periences would help you ascertain whether or not
gamification is being hyped or is here to stay
Check out the videos and photos of the
event in our web
wwwcentrodeinnovacionbbvacom
Bernardo Crespo Velasco b_crespo
Head of Digital Marketing and Marketing Lab at
BBVA Spain Degree in Management and Econom-
ics from the University of Castilla-La Mancha and the
University of St Andrews He holds a masters in Re-
lational Marketing CRM and e-Commerce at ICEMD
Brian Burke brian_burke
Analyst for Gartner expert in gamification and enter-
prise architecture His groundbreaking work in the
development of federated architectures has been
implemented in hundreds of organizations in both
public and private sectors
Priya Haji priyahaji
CEO and co-founder of SaveUp the first free
rewards program that encourages Americans
to save money and pay down debt while of-
fering a chance to win prizes including a life-
changing $2000000 jackpot Through a fun
and simple approach that employs game me-
chanics SaveUp helps transform the otherwise
mundane activities of savings
Sergio Jimenez gamkt
Sergio Jimenez is an analyst consultant and speak-
er specialized in gamification enthusiastic market-
ing technology and games Mr Jimenez has partici-
pated in numerous projects related to gamification
helping companies of different sectors to introduce
game mechanics in products and service
Gamification amp Banking a passing fad or a serious business
More info
Event
Videos pictures and
all the info
September 2012 | GAMIFICATION 61
We Innovate to GrowBBVA understands innovation as a source of value
creation both for our group and people In order to
effectively manage its development the group relies
on time tested innovation methodologies which were
co-developed with leading experts around the world
The Open Innovation model adopted by the group
attests that BBVA highly values people and talent re-
gardless where they may be and shows the bankrsquos
willingness to lead the transformation of the financial
industry with total openness and without any borders
The BBVA Innovation Center is the focal point for sig-
nificant and disruptive innovation projects
Furthermore the BBVA Innovation Center is a space
to meet a space to share and above all a space listen
and learn from the innovation ecosystem
Being part of an innovation ecosystem allows BBVA to
be near ideas and talent and to facilitate access to the
worldrsquos leading experts It is also a way to share our
collective knowledge with innovation community
wwwcentrodeinnovacionbbvacom
Follow us
wwwfacebookcomcentrodeinnovacionbbva
twittercomcibbva
wwwyoutubecomusercentroinnovacionbbva
wwwslidesharenetCIBBVA
This month events
More info
More info
Innovation at BBVAFor BBVA innovation is a strategic pillar and the BBVA Innovation Center is a major focal point for the grouprsquos effort in this field
CLOUDSTAGE
September 27th BBVA Innova-
tion Center will host the 8th
edition of Cloudstage an event
focused on the cloud This is a
meeting between profession-
als that want to deal with the
possibilities and development
of the cloud computing
KNOWSQUARE
September 25th BBVA Innova-
tion Center will host the event
Knowsqure an online and off
line network board of direc-
tors The aim of this event is
share experiences and knowl-
edge to improve the manage-
ment of companies
Produced by Prodigioso Volcaacuten
(wwwprodigiosovolcancom)
BBVA Innovation Edge is the first corporate magazine focused on innovation Innovation Edge aims to explore new trends and technologies that may impact the financial industry especially retail banking
Each edition features articles analysis and in-depth information about a given trend
WEB Articles and sections are available for free on wwwcentrodeinnovacioncom in both English and Spanish
PDF Our website offers pdf versions of the publications for your reading enjoyment online or offline
APP Innovation Edge is also available in Applersquos App Store All issues will be made available for download at the App Store free of chargerdquo
More info
Are you interested in Innovation Edge Subscribe to our newsletter and be informed of new issuescopyBBVA2012
BBVA Innovation Edge is the result of a collaborative work done by all the people who are involved in innovation at BBVA Group
CONTRIBUTORS TO THIS ISSUE
Mariacutea Pilar Aacutelvarez Garciacutea l Javier Anguiano
Javier Benediacute l Alfonso Bey Navarro
Jaime Bisbal l Reyes Bolumar
Javier Borderiacuteas l Bernardo Crespo
Antonio Garciacutea l Eugenio Garciacutea
Rafael Hernaacutendez l Miguel Aacutengel Intildeesta
Beatriz Lara Bartolomeacute l Carmen Loacutepez
Marcos Marrodaacuten Ciorcia l Luz Martiacuten
Ricardo Martiacuten Manjoacuten l Samuel Martiacuten Valentiacuten
Aacutelvaro Moroacuten l Manolo Moure
Jay Reinemann l Alicia Saacutenchez
Javier Sebastiaacuten l Marcelo Soria
Gustavo Vinacua l Shan Ggu ldquoPhilrdquo Yim
DL AS 2498-2012
No part of this publication can be reproduced or communicate in any form or by any platform electronic o mechanic including photocopying recording o any other system of storage and retrieval without permission of the publisher BBVA
September 2012 | GAMIFICATION 61
We Innovate to GrowBBVA understands innovation as a source of value
creation both for our group and people In order to
effectively manage its development the group relies
on time tested innovation methodologies which were
co-developed with leading experts around the world
The Open Innovation model adopted by the group
attests that BBVA highly values people and talent re-
gardless where they may be and shows the bankrsquos
willingness to lead the transformation of the financial
industry with total openness and without any borders
The BBVA Innovation Center is the focal point for sig-
nificant and disruptive innovation projects
Furthermore the BBVA Innovation Center is a space
to meet a space to share and above all a space listen
and learn from the innovation ecosystem
Being part of an innovation ecosystem allows BBVA to
be near ideas and talent and to facilitate access to the
worldrsquos leading experts It is also a way to share our
collective knowledge with innovation community
wwwcentrodeinnovacionbbvacom
Follow us
wwwfacebookcomcentrodeinnovacionbbva
twittercomcibbva
wwwyoutubecomusercentroinnovacionbbva
wwwslidesharenetCIBBVA
This month events
More info
More info
Innovation at BBVAFor BBVA innovation is a strategic pillar and the BBVA Innovation Center is a major focal point for the grouprsquos effort in this field
CLOUDSTAGE
September 27th BBVA Innova-
tion Center will host the 8th
edition of Cloudstage an event
focused on the cloud This is a
meeting between profession-
als that want to deal with the
possibilities and development
of the cloud computing
KNOWSQUARE
September 25th BBVA Innova-
tion Center will host the event
Knowsqure an online and off
line network board of direc-
tors The aim of this event is
share experiences and knowl-
edge to improve the manage-
ment of companies
Produced by Prodigioso Volcaacuten
(wwwprodigiosovolcancom)
BBVA Innovation Edge is the first corporate magazine focused on innovation Innovation Edge aims to explore new trends and technologies that may impact the financial industry especially retail banking
Each edition features articles analysis and in-depth information about a given trend
WEB Articles and sections are available for free on wwwcentrodeinnovacioncom in both English and Spanish
PDF Our website offers pdf versions of the publications for your reading enjoyment online or offline
APP Innovation Edge is also available in Applersquos App Store All issues will be made available for download at the App Store free of chargerdquo
More info
Are you interested in Innovation Edge Subscribe to our newsletter and be informed of new issuescopyBBVA2012
BBVA Innovation Edge is the result of a collaborative work done by all the people who are involved in innovation at BBVA Group
CONTRIBUTORS TO THIS ISSUE
Mariacutea Pilar Aacutelvarez Garciacutea l Javier Anguiano
Javier Benediacute l Alfonso Bey Navarro
Jaime Bisbal l Reyes Bolumar
Javier Borderiacuteas l Bernardo Crespo
Antonio Garciacutea l Eugenio Garciacutea
Rafael Hernaacutendez l Miguel Aacutengel Intildeesta
Beatriz Lara Bartolomeacute l Carmen Loacutepez
Marcos Marrodaacuten Ciorcia l Luz Martiacuten
Ricardo Martiacuten Manjoacuten l Samuel Martiacuten Valentiacuten
Aacutelvaro Moroacuten l Manolo Moure
Jay Reinemann l Alicia Saacutenchez
Javier Sebastiaacuten l Marcelo Soria
Gustavo Vinacua l Shan Ggu ldquoPhilrdquo Yim
DL AS 2498-2012
No part of this publication can be reproduced or communicate in any form or by any platform electronic o mechanic including photocopying recording o any other system of storage and retrieval without permission of the publisher BBVA
Produced by Prodigioso Volcaacuten
(wwwprodigiosovolcancom)
BBVA Innovation Edge is the first corporate magazine focused on innovation Innovation Edge aims to explore new trends and technologies that may impact the financial industry especially retail banking
Each edition features articles analysis and in-depth information about a given trend
WEB Articles and sections are available for free on wwwcentrodeinnovacioncom in both English and Spanish
PDF Our website offers pdf versions of the publications for your reading enjoyment online or offline
APP Innovation Edge is also available in Applersquos App Store All issues will be made available for download at the App Store free of chargerdquo
More info
Are you interested in Innovation Edge Subscribe to our newsletter and be informed of new issuescopyBBVA2012
BBVA Innovation Edge is the result of a collaborative work done by all the people who are involved in innovation at BBVA Group
CONTRIBUTORS TO THIS ISSUE
Mariacutea Pilar Aacutelvarez Garciacutea l Javier Anguiano
Javier Benediacute l Alfonso Bey Navarro
Jaime Bisbal l Reyes Bolumar
Javier Borderiacuteas l Bernardo Crespo
Antonio Garciacutea l Eugenio Garciacutea
Rafael Hernaacutendez l Miguel Aacutengel Intildeesta
Beatriz Lara Bartolomeacute l Carmen Loacutepez
Marcos Marrodaacuten Ciorcia l Luz Martiacuten
Ricardo Martiacuten Manjoacuten l Samuel Martiacuten Valentiacuten
Aacutelvaro Moroacuten l Manolo Moure
Jay Reinemann l Alicia Saacutenchez
Javier Sebastiaacuten l Marcelo Soria
Gustavo Vinacua l Shan Ggu ldquoPhilrdquo Yim
DL AS 2498-2012
No part of this publication can be reproduced or communicate in any form or by any platform electronic o mechanic including photocopying recording o any other system of storage and retrieval without permission of the publisher BBVA