This document is a Gamification Strategy that I prepared for a telco firm. Gamification is a competitive tool if deployed effectively. After reading this you should be able to reuse the concepts at your organization for engaging your employees and customers.

1. Insight for more Customer and Employee Engagement
Gamification
Concept Strategy Paper: Anietie Akpan (September 2012)

2. Gamification: Is it just hype?
2
Source: Gartner Hype Cycle

3. What is Gamification?
3
Integrating game dynamics into a
core activity or non-game
environments in order to educate,
change attitude or behavior and
inspire action
Done right – it combines:
•Game mechanics
• Missions
• Tracks
• Awards
•Social Networking
•Social Media
•Reputation Management
•Behavioral Analytics

4. The elements of Game:
4

5. Case example: Nike+
5
Capture Sync Share

6. Nike+ Dashboard
6

7. Mint.com (Financial)
7

8. Verizon Insider
8

9. Gamification vendors
9

10. Companies that are using gamification
10

11. Where can we apply Gamification
11
Customers
Employees
Increased
participation on
websites
Reward Loyalty
through promotions
Identity and engage
Brand advocates
Spur IDEA
Generation
Drive participation
in Training
Improve
performance
through competition
Increase Employee
collaboration

12. Two Use Cases – Customer &
Employee

13. Customer use case – Participation across Products
13
Badges, points
and levels for
visiting pages,
reviewing
products and
assisting others
1
Customer will be
able to win
badges and view a
leaderboard
2
Incentives,
feedback, and
Rewards
3
Recognition and
preferential
treatment at MTN
Stores
4

14. Customer Use case: Measurables
14
Engagement Retention Conversion People
• Frequency
• # of Activities
• Lifetime Value
• Churn Reduction
• SIM Registration
• ARPU
• Subscriber growth
• Active users growth
• Total unique users

15. Employee use case – Nominating Champions
15
Employee
nominates
“STARS” via a
Gamified
Sharepoint Portal
1
Each nomination
earns badges and
employee is
seeing progress
2
Incentives,
feedback, and
Rewards
3
RECOGNITION4

16. G
User
Engagement
Customer
Retention
& Loyalty
Brand
Loyalty and
Awareness
Increased
Revenues
Motivated
Staff
Innovation

17. Post-gamification statistics
17
Client Engagement
Brand Loyalty
Brand Awareness
47%
22%
15%
Source: Gamfiication.org

18. What else can we gamify?
18

19. 19
Roadmap/Next steps for Gamification
Internalize within - IS
Engage Vendors
Implement
Feedback & Progress
Rollout to other SBUs
Game Storming –
with Innovation Hub
SEPT-OCT NOV-DEC FY’13 - TBD

20. 20
Financials
1. TBD

21. Thank You - Questions

22. More: Game Mechanics vs. Human Desires
22
Human Desires
Reward Status Achievement
Self
expression
competition altruism
Points
Levels
Challenges
Virtual Goods
Leaderboards
Gifting &
Charity
Game
Mechanics
Primary desire a particular game mechanics fulfills The other areas it affects
Source: Bunchball