Keynote presentation at Bizplay 2013 at Karlsruhe. In this presentation I show my vision on gamification and how we implement this at Rabobank Netherlands.
22. What does this mean?
(Digital) games are known and normal:
• For every age
• For every demographic
• For every level of income
• At any place
• At any time
24. Literacy shift
Rapid growth of the gaming industry.
Games are becoming part of our every day lives
again.
Users are getting used to the ‘gaming grammar’.
25. Gamification
Applying the game-design thinking to a non-game
context in order to achieve a higher level of user
engagement, change behavior and solve problems.
35. Back to gamification
Applying the game-design thinking to a non-game
context in order to achieve a higher level of user
engagement, change behavior and solve problems.
36. Beter plaatje voor relevanceBeter plaatje voor relevance
Engagement with the system
37. Beter plaatje voor relevanceBeter plaatje voor relevance
Change behavior
39. Gamification & business
The difference between gamification and serious
games:
• Holistic versus adaptive (closer to your company)
• One-time experience versus continious engagement
(a more sustainable experience)
45. The gamification patterns
Progression &
feedback elements
Gamification
Blankstates
Call for action, motivate to fill the blank spots.
Feedback indicators
Instant feedback on the progress of their actions.
Quest Queue
Motivating the user in providing a clear overview of what
activities need to be completed.
Reward
The customer who uses the crosschannel mortgage process
receives a reward in the form of a 450 euro discount.
52. Learning at Rabobank
• Local
branches
• Learning &
Development
• Lean
Competence
Center
• Recruitment
• User Experience
Center
• Innovation
• IT
• HR
• Communications
• Marketing
• Control
53. Activities
• Inspiring
– Inspire colleagues
– Invite them to share and co-create
• Learning
– Learn from ongoing projects
– Combine the fields of (academic)
knowledge
– Collaborating in the enterprise
gamification community
• Advice
– On Gamification/gaming topics
56. CRM Challenge
Teamplay
Teams work together on daily basis to increase
their performance in the challenge.
Progression & feedback
Teams track their performance daily. By setting
clear goals and receiving immediate feedback
they managed to improve continiously.
Reward
The biggest price was the recognition for their
performance. Placing the teams in a spotlight
turned out to be their biggest reward.
57. What have we learned?
Gamification
requires a variance
of competences
Cover your bases!
(goals &
measurement)
Gamification is
motivation design
Gamification starts
with root-cause
solving.
It’s the design
process, not just
the design
elements
Make it
meaningful!
Start & IterateCo-create & share
Don’t be afraid
not to use
gamification!
59. 4 Examples
User Experience Center
• Analyse business requests.
• Implement gamification in UI designs.
• Designers are trained in gamification design
Rabobank Learning
Center
• Use gamification to redesign the educational
programme for employees.
• Learning through engagement.
Lean Competence
Center
• Gamification is used to enhance the adoption
of a ‘culture of continuous improvement’
Application
Development &
Maintaince
• Use gamification as a design principle in the
virtualization of services.