Keynote presentation at Bizplay 2013 at Karlsruhe. In this presentation I show my vision on gamification and how we implement this at Rabobank Netherlands.

1. Gamification and banking
Breaking the lance for gaming in the financial sector
Bizplay 2013 | Maarten Molenaar | Rabobank Netherlands

2. Who am I ?
“You can discover
more about a person
in an hour of play
than in a year of
conversation.”

3. Who am I ?
• Damgloin
• Priest healer
(support role)
• Achiever/free spirit

4. Maarten Molenaar
• Maarten Molenaar
• Manager Gamification Hub
• Rabobank Netherlands
– 10 million customers
– 1.9 million members
– 50.000 employees
– 48 countries
Twitter: @MaartenMA

5. Gamification
Emergence of Gamification:
• Technological drive:cultural shift
• Economical drive:literacy shift

6. Cultural shift – generation Y

7. Growing workforce
25%

8. Digital Natives

9. There is no digital media

10. Ubiquitous in a New Generation

11. Data is like water from the tap

12. New interaction with systems

13. Systems of engagement

14. They don’t care..

15. It is must be relevant

16. Cultural shift
New generation needs game mechanics as an
enabler.
Abundance of data calls for systems of engagement.

17. Literacy shift

18. Average age of a gamer
37

19. Percentage of female players
50%

20. Gaming platforms
55%

21. Global industry turnover

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

23. En what does that mean?

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.

26. What is so special about games?

27. Autonomy

28. Mastery

29. Beter plaatje voor relevanceBeter plaatje voor relevance
Relatedness

30. Progression & feedback
Thomas van Manen - Sogeti

31. Learning
Sebastian Deterding

32. Flow
Flow - Csikszentmihalyi

33. Designing for motivation
Ghosydney.com

34. Nike+

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

38. Beter plaatje voor relevanceBeter plaatje voor relevance
Solve problems

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)

40. Engagement at work

41. Supporting customers

42. Gamification & Rabobank

43. The online mortgage process

44. The gamification solution

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.

46. Gamification is a hype

47. How to get a grip on hypes

48. Learn and understand

49. A Cooperative bank

50. A Cooperative bank

51. A Cooperative bank
Members
Local
Rabobanks
Central Board
Rabobank
Netherlands

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

54. Example: CRM Challenge

55. CRM Challenge
0
0,5
1
1,5
2
2,5
3
3,5
4
FA
FB
V&S
VK
Average
response time
for service
requests:
-50%
Results

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!

58. Implementation

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.

60. Challenges of our own

61. Where does the road lead to ?

62. Focus on elements

63. Balance intrinsic/extrinsic

64. Combining two worlds

65. The PBL paradigm

66. My vision on gamification

67. I need your help!

68. Endgame
Thank you!
Maarten Molenaar
m.a.molenaar@rn.rabobank.nl
Twitter:
@MaartenMA