This Social Innovation Game Plan was produced by Kirill Krayushkin as part of the 4-hour World Vision Case Study completed by the 12 World Finalists of LoyaltyGames 2014, the Loyalty and Gamification World Championships (http://www.theloyaltygames.com). All rights reserved.

1. 2014 WORLD FINALS
Note: All copyright and intellectual property rights remain with the Finalist who authored this submission.
Published by Professional Services Champions League (LoyaltyGames) with the author’s permission.
Finalist: KIRILL KRAYUSHKIN
Country: RUSSIA
This Game Plan was created in 4 hours as part
of the LoyaltyGames 2014 World Finals

2. Global Week of Action
Symbol
+
Wearable accessory, depicting child or mother. Every
Child and Mother accessory of one type could be
connected into one whole accessory (but that isn’t
mandatory for wearing it). Every half has a piece of
code on its back.
Features
• Directly addresses the issue of mother and child
care.
• Could be made as different kind of accessory:
pins, keychains, earrings etc.
• Maintains low cost of production.
• Could be easily integrated in promotions,
trademarking or gamified systems.
• Could be made as unisex accessory – suitable
for every consumer
Portrait of child and mother together
+

3. Gamified application of symbol
• Every buyer automatically become a participant in gamified program.
• She gets a link to website and free app for her phone.
• She can register her accessory on the site by entering small portion of personal information and
code on the back of accessory (or even add a photo of it). If she want she could add multiple codes
(if she bought more than one accessory).
• With that app she can track other users who bought this accessory. But her target is the owners of
other half (for example, if she has a Child half – her task would be to find owners of Mother halves
). It doesn’t matter if other owners has accessories of other types; all that matters is the code.
• When she finds one of that owners she must enter the code combination, that is made of two
codes from those two pieces, and add a photo of pieces combined to get experience points. So
does the other user, who will be prompted by the app to verify the code.
• Those point will cumulate and give user ability to open information about the program, ability to
promote this event in her local area or even some bonuses from retailers – if the budget allow.
• This app will be supplemented with the web-site, where you can also track people, make
appointments or enter the codes.
• App and site will have built-in ads (like Freerice.com) to acquire profit for every user interaction.

4. Partnership and promotions
Partners
• Clothes and accessory retailers.
• Ads-providers in app and on the
website.
Promotions
• On-place engagement by the staff
• Everyday “quests” to promote
interaction
• Involvement of celebrities (and a
chance to meet them in order to
get the piece of code).
• Local meet-ups, organized by the
top players.
• 2015 Milan Expo – great place for
finding partners and engage
customers

5. Possible setback
• How to make people actually wear this
In order to make this accessory wearable by anyone we will make several different
types of them, so everyone who would want to make good deed will not get useless
accessory in return. Also the visual style must be good – but that issue lies on the
shoulders of designers.
• How to engage them into action
With every accessory there must be provided short card with small set of rules and all
necessary addresses included. Interaction could begin even in the store: some
personnel might engage customers to log in on the place and participate to win instant
experience (and get some for themselves).
• How to avoid cheating and point-hoarding
We will make sure that every interaction give profit to fundraisers, so hoarders and
those, who shared information through web, won’t do any substantial harm.

6. Loyalty Program/Game “Make change
happen”
Vision
• This is the online game about the world where the given issue hasn’t been corrected.
• In it’s core it is a simple browser game with two main screens: the Future World and the World Today.
• Every participant can make the changes in the World Today, related to given issue, that affect the Future
World in positive way.
• Every player shares the same experience as the Warrior for the Future. He fights with the Dark Future with
his good deeds.
• The positive effect of the people’s actions is cumulated. Every person that participates impacts the World
in the Future.
• The World Today is the main “battleground”. You can complete quests, connect members to your guild,
complete other guild’s requests and participate in other sorts of activities. Results of those activities will
be simulated on the World in the Future map, making it a better place.
• There is a possibility for user to engage in activities on the different scope level: global, regional and local.
If we can measure every donation the users make we can measure the impact it does.
• If the participant doesn’t want to engage in game he still can participate in the loyalty program, but
without complicated roleplaying elements and world maps. He still will have his PBL’s and benefits which
he could use with his mobile app or special member card. Every player could design and print out this
card to use it in real world.
• We want user feel as a part of something big and powerful, that can change the world – and his every
action counts in that process of changing.
• In order to promote Global Week of Action symbol we will integrate gamified experience of code-
collecting to the World Today map. The owners could get exclusive content and rights for the given week.

7. Goals of the project
• To engage participants in charitable
interactions.
• To promote awareness of the given issue.
• To create the communities of helpful citizens.
• To provide existing supporters with tangible
and intangible incentives.

8. Players
Everyone with the minor computer skills, 18+
years old. Achievers, socializers and explorers.
Goals
Primary: to complete daily quest, local quest or
your own quest
Secondary goal is strongly connected with the
primary. If you complete this primary goal , you
will improve the World of Future.

9. Core loop
1. Players enters the game
2. Player receives quests/feedback from his “clanmates”.
3. Player completes quests.
4. Player sees the impact on the global level, gains experience and items.
5. Player repeats this loop as long as he wants.
6. Player logs out.
Other different activities include:
• Making his own quests;
• Exploring both world maps;
• Contacting other players, sharing quests and completing them;
• Activating promotional bonuses;
• Exploring the information about given issues;
• Making and managing news.

10. Mechanics and dynamics
• Experience and leveling up, badges, local and global tops, guilds are simple
mechanics that are well known and do not need additional explanation, so
almost everyone could be engaged very quickly.
• The more player is engaged in the activity – the more he could do. From the
certain levels he can organize the community, create global quests and be
engaged in other high-level activity.
• We will guide players with the quests and events. Those would be different in
every other region of map. Everyone could make their own quests and
complete them, adding the points to region and changing the Future World.
This will resolve the issue of autonomy
• Quests will include creating and sharing news, donating, bringing friends to
the game and so on. They won’t need everyday participation.
• By providing the immediate feedback on the Future Map we could show the
user that his actions matter. Also we could provide some additional feedback
by the communities, personal letters of appreciation etc. which could be
collected by the players.

11. Loyalty Mechanics
• Gifting will be conducted with promotional accessories and partnership programs;
intangible incentives will include letters of recognition, leaderboards, appearance
in local community news etc.
• By making their own quests people could suggest the areas of possible
improvement in the program. After moderation those quests could become global.
• Users could share posts and engage their friends to participate for the additional
bonuses.
• With every level comes the responsibility: high-level users have much more
possible actions than low-level participants.
All existing supporters after registration will gain additional boost in level based on
their record – so they won’t need to start all over again. Also they could help to
maintain the critical mass of players in order to engage newcomers with active
environment.

12. Player profile
• Level and experience;
• Inventory (in-game items and real-life incentives);
• Badges;
• Current player groups;
• Current stats;
• Current quests and suggested activities.
*If user will want to engage only in Loyalty Program, he would see this screen as his main.

13. Strategy
• Create Loyalty Program part – with quests and
incentives. Create supporting mobile
application. Launch it with the existing
supporters.
• Create the main game.
• “Soft lauch” it on the small fraction of users in
order to analyze data and define set of rules
for different regions.
• Big worldwide launch with appropriate rules.

14. Implementation and resources
• For the given task we will need strong team of programmers, game
designers and artists to create a complicated system of interaction.
• Also there is a need of creating simulation of changes in the Future World.
This simulation must be believable and as accurate as possible given the
scope.
• The main game will be situated on the web-site, where users could track
statistics, check other teams/regions/countries and appraise the changes
on the Future World map.
• There should be mobile app on the Android, Windows Mobile and iOS,
that complements the main gameplay. It helps user to track down in-game
activities, manage them and use loyalty benefits in real world.

15. Marketing and support
• It is necessary to make the game adjustable for different regions. For example, in
Middle Class Emerging economies we should provide more emphasis on the local
and regional impact (because developing countries are tend to be self-oriented),
make adjustments in quest system and provide more real-life incentives.
• We could market this game as a simulation game with impact on real world.
“Everyone could become a hero”.
• We can promote the game by web-sites on serious games and gamification, by
using partners, retailers and app stores.
• We could place small ads on the game page to monetize users interactions. For
that ads we could provide the small interface place labeled as “Charity window:
every ads you see helps the world”.

16. Data analysis
Main parameters are:
• Response metric: Retention for week (percent of players returned every week).
• Value metrics: ARPU, ARPPU, donations;
• Every activity tracking: Shares/person, Letters wrough/person, Quests
completed/person, Quests created / person, Referrals/person and so on.
• Efficiency metric (if marketing will be included): cost per acquisition.
This tracking must be provided on local, regional and world level. Players must be
dividable by groups in order to see trends.
For the Global Week of Action we should place the new parameters “Player with
code”, “Codes per player”, “Donated by player with codes” to track the impact of the
gamified program.

17. Thank you for reading!

18. Winners announced during Finals Live Stream
9am (PDT) Saturday August 9, 2014
www.theloyaltygames.com