Game On

1
Game On SCTEM Gamification and
TravelOctober, 2012Tom Ruesink, President
Ruesink Consulting Group, Inc.
2
What is and isnt gamification?
No
Yes
Gamification is the process of using game
thinking and game mechanics to solve problems and
engage audiences.
3
Why talk about gamification?
Avg 21 yr old spent 10,000 hours gaming
By 2015, 70 of Global 2000 companies will have
one gamified app (Gartner)
70
By 2016, Over 2.8 Billion USD to be spent by
corporations (M2)
Drugs!(dopamine)
4
Nike Plus
5
Nike Plus Avatar
6
Is Nike Plus a game?

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

7
Fundamental Tenet 1
I want to have MY OWN UNIQUE experience
within your system
8
Do frequent flyer programs use gamification?

• What do we see?
• Status
• Points
• Levels
• Leaderboards

9
What about these?

• Linked In Progress Bar Scores profile
  completeness

• Facebook Likes, Twitter Retweets Followers
  Not enough to just add content or share - scored

10
Takeaway Looking at a program through a
gamification doesnt have to be high tech or
high complexity
11
Gamification Recipe

• One part sexy

Three parts strategic
points, leader boards, badges, challenges,
scoring, attaboys, etc
Whats the journey of the player,
narrative,onboarding strategy, keep them
interested, etc
12
Mechanics Sexy Part 1
Old World
Currently
1. Player User/Consumer. Allowed to customize
express themselves social interactions.
13
Mechanics Sexy Part 2
Currently
Old World
2. Game Dynamics Pacing of the game, reward
schedules, habit/addicting, appointments to come
back, etc.
14
Mechanics Sexy Part 3
Old World
New World
3. Progress Levels, leaderboard, badges,
points
15
Mechanics Sexy Part 4
Old World
New World
4. Aesthetics The emotional componenthow does
the game evoke trust, curiosity, surprise, envy,
pride, connection
16
Applying gamification techniques
17
Applying gamification techniques
18
What makes a good game?
Journey
Flo
19
What makes a good game?
20
Supplier to corporation/college

• Way too many contract terms no control over
  most
• Complexity forces corporations into 3rd party
  analytics
• No ongoing narrative organization doesnt know
  progress
• Not clearly articulating/measuring steps to
  share, not just share
• Biasing strategy ratings
• Organic v Intentional Share
• Rational Partner Airfare
• Inventory assumptions
• 10 Key Markets

21
Supplier to Traveler
Status, Access, Power, Stuff
Theyve figured out that it isnt just about the
free ticket anymore
22
Fundamental Tenet 2
Status / Access / Power / Stuff IN THAT ORDER
23
Corporation/college to traveler

• Only time I hear from travel program is
  exception/negative
• Travel isnt hard Corporations havent made the
  story compelling. We spit information and
  policy.
• How does my travel compliance help the company?
• Would I join the travel program if it was
  optional?
• Never onboarded
• Empower Do what I want?

24
Looking at your program through the eyes of a
game designer

• Canonical Stories (who), groupings of players?
• Top 5 actions want the player to take
• Advocate, Recommend, Taunt, Show Off, Argue,
  Comment, Give, Flirt, Like, Explore, Greet, View,
  Vote, Join
• Objective statements what behaviors do I want
  from my players?
• Levels/Progress how will I show progress and
  status?
• Customization how will I allow the user to
  customize?
• Onboarding What are the first 30 to 60 seconds
  like?
• Action, Reward, Action, Action, Reward
• Rewards What are all the touch points where we
  can say good job and thank you?

25
Recognition That Doesnt Cost Much
Remember Status / Power / Access / Stuff

• Thank you letters/notes when they reach a level
  or accomplish something
• Picture or placement on a portal page
• Donations to charity in their name
• Early access to events, tickets
• Access to executives - webinars
• Badges
• Decorations of their avatar / points or karma
  points

26
Exercise Partner Off

• Think of every possible action or accomplishment
  that you could possibly congratulate a traveler
  or department for. Make a list.
• Now add every possible action or accomplishment
  that you could congratulate an employee for.
• Brainstorm list of potential fun badges/badge
  names
• Brainstorm list of potential rewards that dont
  cost money (remember status, access, power, stuff)

27
What pieces of gamification exist today in
corporate travel programs or companies?

• Gamifying the Enterprise
• Most common application that companies would be
  familiar with is HR/Wellness Challenges.
• Sabre had PSP (Sustainability) challenges.
• Virtual meeting rooms, virtual campuses (avatar
  representations) Sun
• SAP, Salesforce common apps having platforms
  built in
• Microsoft Ribbon Hero
• Scoring the Transaction Digestible Outputs
• Cornerstones C3, TravelGPA, Coca-Cola custom
  dashboard
• Other
• SERKO points leaderboard self booking
  Asia/Australia
• Xilinx working with Bunchball to create
  employee portal including travel
• Large computer company working with platform
  provider to create agent awareness
  contests/education
• GetThere Travel Hero

28
What help is out there to add/enhance your
program with program

• Platforms Bunchball, Badgeville, Big Door
• Consultancies AIMIA, Maritz, Dopamine
• Meetings Applications QuickMobile, Goosechase,
  Scavngr
• Interactive Newsletters Jive

29
Fully Gamified PlatformsExamples The Office
Front Page
30
Examples The Office, Drill-in Page
31
Providing meaningful value for points
32
The Office - Self-expression matters to people
33
Examples Real Housewives of Atlanta Front Page
34
Examples Real Housewives of Atlanta Drill-In
35
Examples NFL Fan Rewards
36
Examples ChamillionaireChamillionaire.com
37
Meetings Apps Platforms
38
Employee Travel Portal - Today
39
Sample Portal Tomorrow
40
Sample Onboarding Experience
41
Employee Profile
42
Questions Discussion