Prezentacja naszego Consulting Solutions Managera, Małgorzaty Kendziorek z tegorocznej (2015) konferencji Game Industry Conference.

1. F I R E B A L L S , N E C R O M A N C Y & M & M ’ S
— H O W T O D O G A M I F I C AT I O N ?
M A Ł G O R Z A TA K E N D Z I O R E K , S O I N T E R A C T I V E

2. Van Halen is an American band famous not only for its music, but also for
putting one additional point in their contract. A point that covers…

3. …a bowl of M&M’s without the brown ones. It’s their idea on how to check
whether every part of electronic equipment has been prepared carefully.
That story and the process of creation of gamification have a lot in
common:
We have to pay attention to every single detail.
Make sure everything is well-prepared.
It needs mutual understanding and engagement from both sides.

4. # G A M I F I C AT I O N
# R E A L - T I M E
# I O T
# B E H AV I O U R
# C L O U D
# S T O RY T E L L I N G
# C R E AT I V E C O N C E P T S
# G A M E D E S I G N
# C H A L L E N G E
# F E E D B A C K
# F U N
# F R I E N D S
# A U T O M A G I C

5. SoInteractive is a
software house
specializing in
gamification and
Internet of Things.
We have developed
or currently
developing projects
for countries that you
can see in the
graphic.

6. How far can we go with
gamification?

7. Badges - a
gamification part
of JetBlue’s
TrueBlue loyalty
program.
progress is
awarded
user received
badges
showed on an
interactive map

8. Users share their interactive
map and badges via
Facebook and Twitter.
Also, one of our users sent
us this funny poem. He
suggested that he and JB
are a perfect couple. We
created the one and only
badge.
Only for him.
Only once.
Only to appreciate his
effort.

9. Let’s look at statistics of TrueBlue Badges after the first year:
Over 2.8 million additional loyalty portal page views generated,
00:03:22 average time of one web session,
Record partner over 200% new transaction activations,
Over 1.6 million badges awarded,
Over 200,000 active users,
Over 1.6 million Facebook impressions of branded content.

10. In our another gamification project, we asked our users about their
feelings and received such effects:
75% of target group registered to the program,
85% of all users are active users,
71% of users evaluated brand activities as positive or very positive.

11. Easy, right?
What can go wrong?

12. According to Gartner’s study
80% of gamification projects
risk failure due to
bad design

13. Myths

14. Myth 1: there is no need to
ask questions
The most crucial thing is to gather as much information as possible. Also, it’s
good to confront every stage of our concept with the reality that are users’ needs.

15. Myth 2: every gamification works
Every gamification should be thought gamification.

16. Myth 3: gamification concepts are universal
F I N A N C E & B A N K I N G
B 2 E G A M I F I C AT I O N
M A I N G O A L : S A L E M O R E
M A I N F E AT U R E S : P E R S O N A L TA S K S , D A I LY
L E A D E R B O A R D , 1 - 1 C O M P E T I T I O N
D E S I R E D I N T E R A C T I O N F R E Q U E N C Y:
E V E RY D AY
B A S E O F G A M I F I C AT I O N : C O M P E T I T I O N
M A I N G O A L :
S U P P O R T C H A N G E P R O C E S S
M A I N F E AT U R E S : T E A M TA S K S , B A D G E S ,
P O I N T S & L E V E L S
D E S I R E D I N T E R A C T I O N F R E Q U E N C Y:
O N C E A W E E K
B A S E O F G A M I F I C AT I O N :
C O L L A B O R AT I O N
Similar lead, but different goals. Different goals need different tools. Thus
there is no such thing as a universal concept ready to use in every case.

17. Myth 4: it’s only an
addition of leaderboard,
badges and progress bar
What user can find in this feature?
Why user should use it?
What is the benefit of using it?
What is the correlation with the rest of features?
Game elements are needed but they should be tools
that support main scenario, not the opposite.

18. Myth 5: few actions and user will be
motivated all the time
Sport clothes company
Gamification to educate employees
Seasons: autumn/winter & spring/summer
Additional motivators: games,
extra rewards, challenges
What motivation will the user have after such “big motivators”?
What purpose the user will have to go back to the application within six months?
A gamification script should have answers for all those questions.

19. The Secret
Recipe

20. Strong technical base After few first deployments we
decided that we need the universal
solution. We created a gamification
engine that is a strong base of our
implementations.

21. Be inspired to inspire others
choose the conditions that suit us the best (Necropolis)
choose the strategy (Necromancy)
choose tools needed to achieve success (best heroes, Dead Man's Boots)

22. E LV I S H W I Z A R D
B E F O R E T H AT: W I Z A R D ' S A P P R E N T I C E
S P E C I A L I T Y: F I R E M A G I C
M A I N S P E L L : F I R E B A L L
T E A M L E A D E R
S E N I O R P H P D E V E L O P E R
W E B A P P L I C AT I O N S
S Y M F O N Y F R A M E W O R K
Play games, get inspired by games and introduce them into
a totally real context.

23. Look into the future
Everything we are creating should be created with a few
years forward in mind.

24. Cooperation
with a client
Everyone you will ever meet
knows something you don’t.
Bill Nye, The Science guy
Knowledge and empathy are
not enough.
It’s better to ask questions to
confirm our thoughts than not to
ask them at all.

25. Subtle leading the user
Leading the user through the game script should be as
subtle as Google’s logo change from 2014.

26. A motivated user is a
returning user
User enters the system one month
after registration,
User had a few weeks of sick leave or
went for delegation,
User changed department,
User came after a “big event” ,
User uses the app during work,
User uses the app on smartphone,
Engagement loop should reach every user in
every possible moment of his/her interaction with
our solution.

27. The only way to do great
work is to love what you do.
Steve Jobs
It’s crucial to love what you
do. So if we can share our
enthusiasm and motivate you
a little bit, we are happy.
At the end of my presentation
I wish you all to be motivated
in what you are doing.

28. T H A N K Y O U !
WA N T T O TA L K ? F I N D M E :
@ M K E N D Z I O R E K
/ M K E N D Z I O R E K
/ M K E N D Z I O R E K