Gamification & Digital Strategy #GWC15 2015 Gamification World Congress Bernardo Crespo

#GWC15:
Gamification | Digital Transformation
nov 2015
#GWC15
@b_crespo
Gamiﬁcation &
Digital Strategy.
Bernardo Crespo
@b_crespo
https://www.linkedin.com/in/bernardocrespo
#GCW15
11 nov, 2015.

#GWC15:
nov 2015
#GWC15
@b_crespo
Back in 2012…

#GWC15:
nov 2015
#GWC15
@b_crespo
… I bump into gamiﬁcation
BBVA Game
Gamified platform to learn users
how to use their website in a
self-assisted way.
Gamification works!
LigaBBVAgame.com
Taking advantage of previous learning on
gamification, Acquisition is the new focus,
Game as a biz facilitator from BBVA
corporate territories.
2012
2014
Evolution BBVA Game
Challenges for employees, young
customers, …. Biz challenges, social
media challenges, branch challenges
(Digital Signage), … test & learn dynamics

#GWC15:
nov 2015
#GWC15
@b_crespo
Just happened to be acknowledged.

#GWC15:
nov 2015
#GWC15
@b_crespo
BBVA Game
Gamified platform to learn users
how to use their website in a
self-assisted way.
Gamification works!
LigaBBVAgame.com
Taking advantage of previous
learning on gamification, Acquisition
is the new focus, Game as a biz
facilitator from BBVA corporate
territories.
2012
Evolution BBVA Game
Challenges for employees, young
customers, …. Biz challenges, social
media challenges, branch challenges
(Digital Signage), … test & learn dynamics
2014
Self-Criticism

#GWC15:
nov 2015
#GWC15
@b_crespo
7
SE7EN
Gamification:
Deadly sins

#GWC15:
nov 2015
#GWC15
@b_crespo
SE7EN gamiﬁcation deadly sins
1.  Lust
•  Envy
•  Greed
•  Sloth
•  Wrath
•  Pride
•  Gluttony
It turned us on!
… we thought it was as easy as try
the same formula all over again
and again.
Competitive approach is nearly
over.

#GWC15:
nov 2015
#GWC15
@b_crespo
… We got jealous!…
We started to get any new piece
of mechanics without testing if
they were appropriate for our
approach.
Not all mechanics are suitable
for every approach.
1.  Lust
2.  Envy
•  Greed
•  Sloth
•  Wrath
•  Pride
•  Gluttony

#GWC15:
nov 2015
#GWC15
@b_crespo
My PRECIOUS! …
The same energy that take us to
pioneer a worldwide gamiﬁed
initiative became indeed our biggest
weakness in the growing stage.
There is a team to intrapreneur and
another kind of team to make it
bigger.
1.  Lust
2.  Envy
3.  Greed
•  Sloth
•  Wrath
•  Pride
•  Gluttony

#GWC15:
nov 2015
#GWC15
@b_crespo
Need to change everything from
scratch? …
We never took game typologies
into account to learn on user
motivation.
Couldn't be bothered to ask for
advice.
1.  Lust
2.  Envy
3.  Greed
4.  Sloth
•  Wrath
•  Pride
•  Gluttony

#GWC15:
nov 2015
#GWC15
@b_crespo
Damn it! …
When we decide to change from
loyalty to acquisition, engagement
cooled off.
We thought it was due to football
seasonality and it didn`t have
anything to do with that.
Keep learning. Try to avoid judging.
1.  Lust
2.  Envy
3.  Greed
4.  Sloth
5.  Wrath
•  Pride
•  Gluttony

#GWC15:
nov 2015
#GWC15
@b_crespo
... This cannot be happening
to me! ...
We think that what made us
evolve the game one day,
would be a continuous source
of learning.
Maybe the source was exhausted or we lost
freshness in listening?
1.  Lust
2.  Envy
3.  Greed
4.  Sloth
5.  Wrath
6.  Pride
•  Gluttony

#GWC15:
nov 2015
#GWC15
@b_crespo
… One segment, next, next, …
Too much segmentation caused us
indigestion.
We’d created a huge and hardly
manageable creature.
Less is more.
1.  Lust
2.  Envy
3.  Greed
4.  Sloth
5.  Wrath
6.  Pride
7.  Gluttony

#GWC15:
nov 2015
#GWC15
@b_crespo
The holy grail of
Gamiﬁcation is to unlock
the secret of
engagement and
motivation.

#GWC15:
nov 2015
#GWC15
@b_crespo
Who’s holding that
secret?.

#GWC15:
nov 2015
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@b_crespo
4.000 b.C.
CUNEIFORM
WRITING
Up to 1.000 a.C.
SCRIPTO
CONITUA
1.440
PRINTING PRESS/
GUTTEMBERG
1.950
BROADCASTING
1.980
WWW
html protocol
Tim Berners-Lee
2.003
SOCIAL MEDIA
Enriched Oral
Tradition?
Let me tell a (hi)story…
Source of inspiration: The Shallows: What the Internet Is Doing to Our Brains by Nicholas Carr
BEGINNING
ORAL TRADITION
HISTORY OF COMMUNICATION: Adapted from Nicholas Carr

#GWC15:
nov 2015
#GWC15
@b_crespo
Is Conversation the "New Black”?
•  Social Media and Gaming are bringing the topic of interaction
on a global scale.
•  Games are the #1 category in terms of downloads on mobile
apps.
•  Mobile apps have overcome webs regarding the overall time
spent on digital according to KPBC (Mary Meeker, May 27, 2015).
•  MOBA (Multiplayer Online Battle Arena) is beating audience of
traditional sports (US Gaming Trends 2015 – Adobe Digital Index).

#GWC15:
nov 2015
#GWC15
@b_crespo
Games and Neuroplasticity
Source: Excerpt from “Enhanced functional connectivity and increased grey matter volume of insula related to action video game playing “ - http://www.nature.com/articles/srep09763#f3

#GWC15:
nov 2015
#GWC15
@b_crespo
Emotions can be measured.
Source: Affdex SDK - Capture people’s emotion reactions on mobile devices in real-time. http://www.affectiva.com/technology/

#GWC15:
nov 2015
#GWC15
@b_crespo
Frameworks deal with Activation and
user Engagement…
Source of inspiration: The Shallows: What the Internet Is Doing to Our Brains by Nicholas Carr

#GWC15:
nov 2015
#GWC15
@b_crespo
…What about
DISengagement?.

#GWC15:
nov 2015
#GWC15
@b_crespo
Amplifying the Digital Scope…
Source : @b_crespo BLOG | Quantum Markethink – Bridging the Gap on Your Digital Strategy
STRATEGICDEFINITION
CONTENT
STRATEGY
SEO
SOCIAL
MEDIA
EMAIL
WEB,
MOBILE,
APPS
[UX,
engagement]
CRO /
Performance
PAID
MEDIA
earned own paid

#GWC15:
nov 2015
#GWC15
@b_crespo
… Digital Scope of Gamiﬁcation.
DEFINICIÓNESTRATEGICAOPTIMIZACIÓN/EJECUCIÓN
CONTENT
STRATEGY
SEO
SOCIAL
MEDIA
EMAIL
WEB,
MOBILE,
APPS
[UX,
engagement]
CRO /
Performance
PAID
MEDIA
earned own paid
CAMPAIGN OPTIMIZATION
TESTING & PERSONALIZATION
CRM INTEGRATION
AdTech ANALYTICS
#Gamiﬁcation
AUDIENCE MODELLING
WEB & MOBILE ANALYTICS
VoC
CEM ANALYTICSSEO AUDIT
SOCIAL & CONTENT ANALYTICS

#GWC15:
nov 2015
#GWC15
@b_crespo
…What about lack of
Motivation?.

#GWC15:
nov 2015
#GWC15
@b_crespo
Missionaries and cannibals problem
Source: Missionaries & Cannibals game solution – YouTube Mayank Shekhar

#GWC15:
nov 2015
#GWC15
@b_crespo
Over-usage of game mechanics?
•  Segment your users by game typologies ex ante is a hassle.
•  Initial approach, although scientifically pre-tested, is hard to
evolve (design, CMS, plot limitations, etc.).
•  We usually end up pushing forward the initial approach to
exhaustion.
•  Might be the reason why 80% of users disengage after the
ﬁrst weeks?

#GWC15:
nov 2015
#GWC15
@b_crespo
Over-usage of game mechanics leads to
Killing the goose that laid the
golden eggs.

#GWC15:
nov 2015
#GWC15
@b_crespo
GSR
Gamiﬁcation Social
Responsability.

#GWC15:
nov 2015
#GWC15
@b_crespo
GSR
GSR in practice means:
•  Search for advise by Gamiﬁcation professionals when applying
game dynamics and mechanics to solve a business problem.
•  Generate a degree of sensitivity on game designers about the
consequences of short-term loss of neural connections.
•  Accepting that users’ attention and curiosity may be
diminished by the lack of effort in performing tasks enhanced by
the use of game mechanics.
In turn, feel responsible for the change as well as the results
when using Gamiﬁcation.

#GWC15:
nov 2015
#GWC15
@b_crespo
7 Takeaways
#Gamiﬁcation
#DigitalStrategy
#Neuroscience
#DigitalTransformation

#GWC15:
nov 2015
#GWC15
@b_crespo
1
If we know that engagement with a
purpose is the key issue,
Why not using Gamification with
the scope of the Digital Strategy
as a whole?

#GWC15:
nov 2015
#GWC15
@b_crespo
2
If intrinsic rewards sustain
engagement in the long run,
Why not applying the focus on
dynamics from earned to paid
media?

#GWC15:
nov 2015
#GWC15
@b_crespo
3
Gamification engages people on
emotional level,
Why not using powerful digital
analytics to keep track on
emotional engagement?.

#GWC15:
nov 2015
#GWC15
@b_crespo
4
If Gamification is about player-
centric design,
Why not using digital audiences to
segment players by goals and
ambitions on the go?

#GWC15:
nov 2015
#GWC15
@b_crespo
5
If evolving the initial approach is
hard to accomplish,
Why don’t we use testing and
personalization tools to optimize
the game?

#GWC15:
nov 2015
#GWC15
@b_crespo
6
If Gamification is a source of
structural change,
Shouldn’t we be responsible
for the change we are
facilitating to people?

#GWC15:
nov 2015
#GWC15
@b_crespo
7
Over usage of amification
mechanics might take you to
the dark side of the force.

#GWC15:
nov 2015
#GWC15
@b_crespo
Bernardo Crespo
@b_crespo
https://www.linkedin.com/in/bernardocrespo
#GCW15
11 nov, 2015.
Gamiﬁcation &
Digital Strategy
:-)
THANKS!

Gamification & Digital Strategy #GWC15 2015 Gamification World Congress Bernardo Crespo

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