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GAMIFICATION	
  AND	
  THE	
  POWER	
  OF	
  BOOSTING	
  ENGAGEMENT	
  
STEVE	
  SIMS	
  (VICE	
  PRESIDENT,	
  BEHAVIOR	
  LAB,	
  BADGEVILLE)	
  
@SteveBadge	
  
#EngageSydney	
  
Capgemini	
  ConsulIng	
  and	
  Badgeville	
  have	
  a	
  global	
  partnership	
  
to	
  leverage	
  innovaIve	
  gamificaIon	
  techniques	
  to	
  accelerate	
  
digital	
  transformaIon	
  in	
  major	
  organizaIons	
  by	
  engaging,	
  
rewarding	
  and	
  moIvaIng	
  employees	
  and	
  customers.	
  
	
  
IN	
  AUSTRALIA	
  
To	
  find	
  out	
  how	
  Capgemini	
  and	
  Badgeville	
  can	
  help	
  you	
  realise	
  a	
  
digital	
  advantage	
  through	
  the	
  intelligent	
  applicaIon	
  of	
  
enterprise	
  gamificaIon	
  please	
  contact	
  
mani.thiru@capgemini.com	
  
THE BEHAVIOR PLATFORM
Engage Everywhere
Enterprise Networks facilitate scale
Enterprise!
Social!
Website!
Communities!
Marketing!
CRM!Learning!
Social !
Media!
Game Designers
Behavioral Psychologists
and Loyalty Experts
Technical Experts
Help you integrate and deploy 
into your customer experience
Analyze the strength 
of your program
Data Scientists
World-class team
Full Engagement Suite
Much more than points, badges & leaderboards 
Customized !
Game Mechanics!
Portable !
Reputation Mechanics!
Social !
Mechanics!
Social !
Rewards !
Behavior Analytics !
& Data!
GAMIFICATION
It’s buzzword central, but don’t get lost in the noise
It’s not games
It all starts 
with a question…
How do I get more people to 
do more stuff more often?
IT’S ABOUT MOTIVATING PEOPLE
Helping your customers feel…
Socially Valued
Successful 
Smart 
Structured 
Intrinsic	
  
Rewarded
Extrinsic	
  
Discovering new things &
proving knowledge
Winning & 
besting competition
Earning elevated reputation,
status or prestige 
Finding purpose 
& direction
Getting stuff
they want
WHY THIS WORKS
Engagement techniques leverage key motivators…
How do 
I compare?
Am I being 
recognized? 
Am I making
progress?
Am I 
winning?
What’s my 
status?
ENHANCING WHAT YOU’VE GOT
By layering more engaging experiences on top
of your existing investments
That Reach Your Customers
ENGAGEMENT MECHANICS
Reward users, elevate their status, and give them context
Examples	
  
Game Mechanics

Deliver achievements and instant
recognition for key behaviors
Reputation Mechanics

Elevate user rank, status and expertise
Social Mechanics

Surface behaviors and
achievements in context
Applying 
game mechanics 
to change behavior
RETAIN! CONVERT!ACQUIRE!
THE CUSTOMER CHALLENGE
Three key imperatives that you should map gamification to…
How do I get
more customers?
How do I get them to
spend more money?
How do I keep 
them over time?
AUTODESK’S CHALLENGE
Convert trial users to paid users
Customer Adoption Hurdles
Users were 2x likely to
purchase if they had 
used the trial at least 3x 
during the 30-day trial

C A S E
S T U D Y
AUTODESK MISSIONS
Guide and reward customers to interact with key features
C A S E
S T U D Y
40%
Trial 
Usage
10%
Trial
Downloads
Maximize customer revenue with more engaged audience…
SNEAKPEEQ’S 
CHALLENGE
C A S E
S T U D Y
Business Objectives!
•  Repeat Visits & Retention !
•  Integrate tightly with
Facebook Open Graph!
•  Grow more revenue!
Maximize customer revenue with more engaged audience…
ENGAGEMENT
DRIVES RESULTS
%
I’ll insert stat
40%
Daily
Retention
18%
Conversions
590%
Social
Shares
C A S E
S T U D Y
How do I get started?
It’s about 
behavior management and
business results
AVOID THE G-WORD
Avoid gamification in front of the wrong audiences…
EXAMPLE: MUCH MUSIC
MUCH CLOSER, their social loyalty program
Log In
Share
Comment
 Post
Status
Message
Write 
Review
Reply to
Discussion
Submit
Product
Feedback
Forward to a
Friend
Update 
Record
Sign Up
Create 
Lead
Rate a Product
Visit Daily
Refer a
Friend
Help Answer
a Question
Start a
Discussion
Begin
Tutorial
Finish
Tutorial
$	
  
Add to
Basket
$	
  
Complete
Order
IT’S ABOUT BEHAVIORS
That we can motivate and influence to drive engagement
I want to…
make
progress 
get
recognized
WIN!
know how I
compare
IT’S MORE THAN POINTS, BADGES,
AND LEADERBOARDS 

Tapping into the human psyche
MANIACAL FOCUS ON VALUE
We establish tangible ROI based on your business objectives	
  
Business Objective
Increase Loyalty
	
  	
  	
  
Reviews 
 Repeat Visits
Comments
 Shares
Example behaviors to
support KPIs
100%
 50%
200%
 300%
	
  	
  	
  
25%!20%!
Repeat 
Purchases
Customer 
Advocates
Example KPIs to 
support objective
•  Lifetime customer value
•  Number of advocates
•  Repeat purchases
$	
  
•  Advocates spend 2x as
much as regular customers

•  5x greater lifetime value
(Source: Deloitte)
$	
  
•  The	
  moIvaIon	
  mechanics	
  are	
  separated	
  from	
  the	
  applicaIon	
  
•  Recorded	
  behaviors	
  idenIfy	
  the	
  value	
  of	
  those	
  acIons	
  in	
  
context	
  of	
  the	
  overall	
  objecIve	
  
•  ReporIng	
  and	
  AnalyIcs	
  help	
  IdenIfy	
  paWerns	
  of	
  behavior	
  
THEN MEASURING THE RESULTS
and adjusting the motivations in real time…
Design	
  
Record	
  
Report	
  
Recommend	
  
•  Recommended	
  changes	
  to	
  
the	
  design	
  can	
  be	
  
implemented	
  and	
  
measured	
  for	
  effecIveness	
  
(conInuously)	
  
REQUIRED	
  
Game	
  Mechanics	
   ✔	
  
Portable	
  Reputa;on	
  Mechanics	
   ✔	
  
Social	
  Mechanics	
   ✔	
  
Social	
  Rewards	
   ✔	
  
REQUIRED	
  
Private	
  Cloud	
  &	
  Database	
   ✔	
  
Global	
  Data	
  Center	
   ✔	
  
Mul;-­‐;ered	
  user	
  access	
  	
   ✔	
  
HARDENED SECURITY
ENTERPRISE SCALE
 REQUIRED	
  
Enterprise	
  Networks	
  &	
  Sites	
   ✔	
  
Advanced	
  Metadata	
  Support	
   ✔	
  
Private	
  Customer	
  Community	
  	
   ✔	
  
FULL SUITE OF 
ENGAGEMENT MECHANICS
IT’S AN ENTERPRISE INVESTMENT 

Gamification must delight end users, but satisfy requirements
Helping you find,
size, and catalyse
digital opportunities.
Driving Digital Transformation
The Capgemini Digital Transformation consulting
practice helps organisations find the digital opportunities
within their business. Our team specialises in identifying,
designing, and developing new ventures, innovative
delivery models, and digital transformations to get real
value from the digital economy.
We offer a fresh approach based on collaborative and
iterative design with a focus on targeted outcomes. You
bring your customer and business experience. We bring
perspectives from our understanding of the Australian
and global digital economy and our leadership in
organisation transformation and technology.
Digital Transformation
Think - Design - Develop
Contact Points
Ben Gilchriest
ben.gilchriest@capgemini.com
Jean-Baptiste Vincent
jean-baptiste.vincent@capgemini.com
Mani Thiru
mani.thiru@capgemini.com
Mark Anderson
mark.anderson@capgemini.com

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Gamification and the power of boosting engagement: Steve Sims

  • 1. GAMIFICATION  AND  THE  POWER  OF  BOOSTING  ENGAGEMENT   STEVE  SIMS  (VICE  PRESIDENT,  BEHAVIOR  LAB,  BADGEVILLE)   @SteveBadge   #EngageSydney  
  • 2. Capgemini  ConsulIng  and  Badgeville  have  a  global  partnership   to  leverage  innovaIve  gamificaIon  techniques  to  accelerate   digital  transformaIon  in  major  organizaIons  by  engaging,   rewarding  and  moIvaIng  employees  and  customers.     IN  AUSTRALIA   To  find  out  how  Capgemini  and  Badgeville  can  help  you  realise  a   digital  advantage  through  the  intelligent  applicaIon  of   enterprise  gamificaIon  please  contact   mani.thiru@capgemini.com  
  • 3. THE BEHAVIOR PLATFORM Engage Everywhere Enterprise Networks facilitate scale Enterprise! Social! Website! Communities! Marketing! CRM!Learning! Social ! Media! Game Designers Behavioral Psychologists and Loyalty Experts Technical Experts Help you integrate and deploy into your customer experience Analyze the strength of your program Data Scientists World-class team Full Engagement Suite Much more than points, badges & leaderboards Customized ! Game Mechanics! Portable ! Reputation Mechanics! Social ! Mechanics! Social ! Rewards ! Behavior Analytics ! & Data!
  • 4. GAMIFICATION It’s buzzword central, but don’t get lost in the noise It’s not games
  • 5. It all starts with a question…
  • 6. How do I get more people to do more stuff more often?
  • 7. IT’S ABOUT MOTIVATING PEOPLE Helping your customers feel… Socially Valued Successful Smart Structured Intrinsic   Rewarded Extrinsic   Discovering new things & proving knowledge Winning & besting competition Earning elevated reputation, status or prestige Finding purpose & direction Getting stuff they want
  • 8. WHY THIS WORKS Engagement techniques leverage key motivators… How do I compare? Am I being recognized? Am I making progress? Am I winning? What’s my status?
  • 9. ENHANCING WHAT YOU’VE GOT By layering more engaging experiences on top of your existing investments That Reach Your Customers
  • 10. ENGAGEMENT MECHANICS Reward users, elevate their status, and give them context Examples   Game Mechanics
 Deliver achievements and instant recognition for key behaviors Reputation Mechanics
 Elevate user rank, status and expertise Social Mechanics
 Surface behaviors and achievements in context
  • 11. Applying game mechanics to change behavior
  • 12. RETAIN! CONVERT!ACQUIRE! THE CUSTOMER CHALLENGE Three key imperatives that you should map gamification to… How do I get more customers? How do I get them to spend more money? How do I keep them over time?
  • 13. AUTODESK’S CHALLENGE Convert trial users to paid users Customer Adoption Hurdles Users were 2x likely to purchase if they had used the trial at least 3x during the 30-day trial C A S E S T U D Y
  • 14. AUTODESK MISSIONS Guide and reward customers to interact with key features C A S E S T U D Y 40% Trial Usage 10% Trial Downloads
  • 15. Maximize customer revenue with more engaged audience… SNEAKPEEQ’S CHALLENGE C A S E S T U D Y Business Objectives! •  Repeat Visits & Retention ! •  Integrate tightly with Facebook Open Graph! •  Grow more revenue!
  • 16. Maximize customer revenue with more engaged audience… ENGAGEMENT DRIVES RESULTS % I’ll insert stat 40% Daily Retention 18% Conversions 590% Social Shares C A S E S T U D Y
  • 17. How do I get started?
  • 18. It’s about behavior management and business results AVOID THE G-WORD Avoid gamification in front of the wrong audiences…
  • 19. EXAMPLE: MUCH MUSIC MUCH CLOSER, their social loyalty program
  • 20. Log In Share Comment Post Status Message Write Review Reply to Discussion Submit Product Feedback Forward to a Friend Update Record Sign Up Create Lead Rate a Product Visit Daily Refer a Friend Help Answer a Question Start a Discussion Begin Tutorial Finish Tutorial $   Add to Basket $   Complete Order IT’S ABOUT BEHAVIORS That we can motivate and influence to drive engagement
  • 21. I want to… make progress get recognized WIN! know how I compare IT’S MORE THAN POINTS, BADGES, AND LEADERBOARDS Tapping into the human psyche
  • 22. MANIACAL FOCUS ON VALUE We establish tangible ROI based on your business objectives   Business Objective Increase Loyalty       Reviews Repeat Visits Comments Shares Example behaviors to support KPIs 100% 50% 200% 300%       25%!20%! Repeat Purchases Customer Advocates Example KPIs to support objective •  Lifetime customer value •  Number of advocates •  Repeat purchases $   •  Advocates spend 2x as much as regular customers •  5x greater lifetime value (Source: Deloitte) $  
  • 23. •  The  moIvaIon  mechanics  are  separated  from  the  applicaIon   •  Recorded  behaviors  idenIfy  the  value  of  those  acIons  in   context  of  the  overall  objecIve   •  ReporIng  and  AnalyIcs  help  IdenIfy  paWerns  of  behavior   THEN MEASURING THE RESULTS and adjusting the motivations in real time… Design   Record   Report   Recommend   •  Recommended  changes  to   the  design  can  be   implemented  and   measured  for  effecIveness   (conInuously)  
  • 24. REQUIRED   Game  Mechanics   ✔   Portable  Reputa;on  Mechanics   ✔   Social  Mechanics   ✔   Social  Rewards   ✔   REQUIRED   Private  Cloud  &  Database   ✔   Global  Data  Center   ✔   Mul;-­‐;ered  user  access     ✔   HARDENED SECURITY ENTERPRISE SCALE REQUIRED   Enterprise  Networks  &  Sites   ✔   Advanced  Metadata  Support   ✔   Private  Customer  Community     ✔   FULL SUITE OF ENGAGEMENT MECHANICS IT’S AN ENTERPRISE INVESTMENT Gamification must delight end users, but satisfy requirements
  • 25. Helping you find, size, and catalyse digital opportunities. Driving Digital Transformation The Capgemini Digital Transformation consulting practice helps organisations find the digital opportunities within their business. Our team specialises in identifying, designing, and developing new ventures, innovative delivery models, and digital transformations to get real value from the digital economy. We offer a fresh approach based on collaborative and iterative design with a focus on targeted outcomes. You bring your customer and business experience. We bring perspectives from our understanding of the Australian and global digital economy and our leadership in organisation transformation and technology. Digital Transformation Think - Design - Develop Contact Points Ben Gilchriest ben.gilchriest@capgemini.com Jean-Baptiste Vincent jean-baptiste.vincent@capgemini.com Mani Thiru mani.thiru@capgemini.com Mark Anderson mark.anderson@capgemini.com