The document summarizes a meeting on gamification held by Innovation Pioneers. It discusses using points and rewards to improve meeting quality and share ideas. The vision is to build innovation capabilities through networking. The goal is to spread knowledge and tools to enable greater innovation effectiveness. Gamification concepts were presented for a fictional burger chain called Pioneering Burgers to engage customers, improve employee performance and health/wellness. CGI's approach to gamification involves defining objectives, behaviors, players and activity cycles to include fun and choose appropriate tools. Successful gamification provides effective social engagement loops.

1. © CGI Group Inc. CONFIDENTIAL
Innovation Pioneers Tank Meeting:
Gamification
Nacka Strand, Stockholm
22 May 2013

2. Today is a game!
Points and rewards can be earned for demonstrating behaviour that improves the
quality and results of our meeting, ideas about how to improve CGI models, ideas to
develop the Innovation pioneers network.
You are a part of the a team and you will understand ”some” of the rules during our
workshop.
OUR VISION is to build innovation capabilities through joint development and
networking between top representatives from the innovation community.
OUR MISSION is to aggregate, produce and develop methodologies, processes, tools
and experiences to enable increased innovation capabilities within the represented
organizations as well as for society.
OUR GOAL is to spread knowledge, tools and insights around innovation, and
thereby contribute to greater effectiveness, better performance and further growth in
members' firms.
Through an expanded network of contacts and joint projects, we share information,
experiences, methods and tools with each other
2

3. Resources
This presentation contains a selection of materials from different
authorities on the subject of Gamification. Particularly recommended is
the work by:
Sebastian Deterding http://codingconduct.cc/
Amy Jo Kim http://amyjokim.com/
Kevin Werbach http://gamifyforthewin.com/
Check out http://gamification.org/wiki/Gamification_Presentations for a
good selection of work by these and other authors.
If you have some more time on your hands, Kevin Werbach developed
an online course on Gamification for the Coursera online learning
platform: https://www.coursera.org/course/gamification. The course
syllabus also contains a lot of references to additional useful resources.
3

4. © CGI Group Inc. CONFIDENTIAL
Introduction to Gamification
Innovation Pioneers Tank Meeting: Gamification
22 May 2013

5. The obligatory question: What is Gamification?
“…the use of game design elements in non-game contexts"
- Deterding et al
“…a business strategy which applies game design techniques to non-
game experiences to drive user behavior.”
- Gamification Wiki
”…the concept that you can apply the basic elements that make games
fun and engaging to things that typically aren’t considered a game.”
- The Gamification Encyclopedia
”…the process of using game thinking and mechanics to solve problems
and engage audiences”
- Gabe Zichermann
5

6. The obligatory question: What is Gamification?
“…the use of game design elements in non-game contexts"
- Deterding et al
“…a business strategy which applies game design techniques to non-
game experiences to drive user behavior.”
- Gamification Wiki
”…the concept that you can apply the basic elements that make games
fun and engaging to things that typically aren’t considered a game.”
- The Gamification Encyclopedia
”…the process of using game thinking and mechanics to solve
problems and engage audiences”
- Gabe Zichermann
6

7. The obligatory question: What is Gamification?
use
business strategy
concept
process
7
non-game contexts
non-game experiences
things not considered a game
fun
engagement
drive user behavior
solve problems
engage audiences
game design
elements
game design
techniques
game thinking
game mechanics

8. 8
Eurobonus
Prius, Leaf, Volt
LinkedIn

11. 11

13. Gamification trend has fueled growth of a lively
market of specialized service vendors
13

14. “80 percent of current gamified
applications will fail to meet
business objectives primarily
because of poor design.”
- Gartner 2012
”By 2015, more than 50% of
businesses will gamify their
innovation processes!”
- Gartner 2012

15. Gamification is NOT…
…about just adding game components (e.g. badges) to a site
…solely about rewards
…about making everything into a game
15
…novelty is not engagement
…competition is not for everyone
…people naturally try to ”game the game”
Also…

16. DÅLIG/TVEKSAM EXEMPEL 1
16

17. 17
Successful gamification requires linking game
elements on different levels of abstraction
GAME DYNAMICS
GAME MECHANICS
GAME COMPONENTS
Adapted from Werbach & Hunter (2012)
Points
Quests
Teams
Virtual goods
Levels
Leaderboards
Content unlocking
Badges
Boss fights
Achievements
Rewards
Turns
Competition
Challenges
Cooperation
Feedback
RelationshipsEmotions
Narrative ProgressionBig-picture aspects to consider
and manage, but which you never
directly enter into the game
Basic processes that drive action
forward and generate player
engagement
Specific instantiations of mechanics
and dynamics; lowest level game
element that help realize dynamics

18. © CGI Group Inc. CONFIDENTIAL
Gamification in practice:
Case introduction and workshop part 1
Innovation Pioneers Tank Meeting: Gamification
22 May 2013

19. Case: Pioneering Burgers

20. 20
Pioneering Burgers is a family-owned national chain of hamburger restaurants founded by
Donald Maxander in 1978. Their best selling product is the signature Crunch Burger along
with various milk shakes and side orders. Their target audience is broad but with a particular
focus on young people and families with children.
Mission
Making the best burgers and delivering the most appealing fast food experience in the world
Vision
A sustainable company in a sustainable society
Current challenges
• After having grown rapidly in Sweden, the company is now expanding internationally
• Sales figures have shown a decline in the customer segment ”families with children”
• Customer surveys indicate a shift in the younger generation’s view on fast food restaurants,
largely based on sustainability values
• Taking the next step in the company’s already ambitious environmental program: Reaching
outside the firm’s direct influence and engaging stakeholders all along the value chain
• Unclear how to proactively address the negative aspects of health related issues in fast
food
• Attract and retain future managers (that fulfill and spread the company’s values of
Customer focus, Collaboration, Humbleness, Openness, Courage, Innovation)

21. Workshop assignment 1:
Help Pioneering Burgers to leverage gamification
• Founder and CEO Donald Maxander has visited a FREDx conference
on Gamification and is interested in applying the concept to his
business
• He is not sure yet for what purpose it will be most effective. He is now
asking you for help to explore the potential of gamification by
developing concepts targeting several business objective areas.
21

22. 22
Solve problemsDevelop skillsDesign behaviors
Customer Engagement
Green/Energy
Employee Performance
Health/Wellness
Knowledge Management
Product/Service Innovation
Team Green
Team Blue
Team Orange
Team Yellow
Team Pink
Team Purple

23. How would you apply gamification?
You have 2 minutes to present a high-level gamification concept to Mr.
Maxander.
• Describe the idea – how would you apply gamification?
• Describe the potential value for the business objective area
• Describe how it aligns with the company’s mission, vision and values
23

24. © CGI Group Inc. CONFIDENTIAL
CGI and gamification
Innovation Pioneers Tank Meeting: Gamification
22 May 2013

25. Using gamification elements to stimulate internal
knowledge sharing
25

26. Customer case: STR EcoDriving apps use gamification
elements to incentivize ecofriendly driving style
26
”Our cooperation with CGI makes STRs
EcoDriving programme unique. With CGIs help,
our traffic schools can offer private individuals as
well as companies the opportunity to track and
follow-up the fuel efficiency and environmental
impact of their driving style.
Håkan Björklund, CEO STR

27. 27
Customer case: Together with Zeeno CGI helped
Scania change driving habits of drivers permanently
Saving 10% of fuel
(fuel consumption accounts for 40% of
heavy goods vehicle operation costs)

28. CGI’s approach to the gamification process
28
Define business objectives
• List and rank objectives; delete ‘mechanics’ (means to an end)
• Justify objectives
Describe target behaviours
• Concrete and specific: Visit your restaurant, share information, etc.
• Develop metrics for success
Identify and describe players
Describe their relationship to you. What motivates them?
Segmentation?
Define activity cycles
Define engagement loops and progression stairs
Motivation > Action > Feedback > Motivation > etc
Include the fun factor
Challenges and puzzles, trying new experiences,
interaction with others.
Define the appropriate tools
Choose how to implement point systems, leaderboards,
badges, achievements, etc with the appropriate tools,
e.g. using web or mobile platforms.

29. The player journey: guiding players to mastery,
step by step
29
Source: Amy Jo Kim (2010)

30. Successful games offer effective social
engagement loops
30
Visible progress/reward
Points/stats/awards/messages
Player re-engagement
Task/mission/game/quiz
Motivating emotion
Fun/delight/pride/curiosity
(Social) call to action
Customize/share/help/complete
Source: Amy Jo Kim (2010)

31. Guiding players to mastery using a social
engagement loop at each stage of the player journey
31
Newbie
Regular
Enthusiast
Source: Amy Jo Kim (2010)

32. © CGI Group Inc. CONFIDENTIAL
Gamification in practice:
Workshop part 2
Innovation Pioneers Tank Meeting: Gamification
22 May 2013

33. Taking gamification at Pioneering Burgers to the
next level
Mr. Maxander has presented his ideas for gamifying the business to the
board of directors. The board is skeptic and is suspecting a new
management-fad that will not lead to results. To prove them wrong,
Mr. Maxander appoints you to lead the development of the company’s
gamification campaign.
Refine and set up a structure using the 6-step gamification approach for
your gamification concept. This should allow Mr. Maxander to
• fully understand and feel in control of the game’s design
• quantify, report and follow-up on the business results
You will have 6 minutes to present and are free to use any technique to
demonstrate your design and convince Mr. Maxander of the brilliance of
your gamification concept.
33

34. Some additional
gamification concepts
References to more resources see slide 3

35. Customers
Marketing
Loyalty
Feedback loops
Employees
Training
Performance
Knowledge
Recruiting
Health
Products
Product
Innovation
Crowdsourced
Design
Processes
Design
Innovation
Process
Streamlining
Adapted from Gartner (2012)
Examples of business applications

36. Bartle: 4 standard gamer profiles that determine
a gamer’s social actions
36
KILLERS
SOCIALIZERS
ACHIEVERS
EXPLORERS
ACTING
INTERACTING
PLAYERS WORLD
Harass
Hack
Cheat
Heckle
Taunt
Tease
Like
Help
Comment
Give
Greet
Share
Express
View Explore
Rate
ReviewCurate
Vote
Win
Create
Challenge
Show off
Compare
Source: Amy Jo Kim (2010)

37. ”Flow”
Anxiety
BoredomApathy
Skills
Challenge
HighLow
High
Low
Check out Mihaly Csikszentmihalyi’s talk on his concept of “flow”:
http://www.ted.com/talks/mihaly_csikszentmihalyi_on_flow.html
Good games balance skill and challenge

38. 38
How game mechanics appeal to primary human
desires
Human Desires
Game
Mechanics
Reward Status Achievement
Self
expression
Competition Altruism
Points
Levels
Challenges
Virtual goods
Leaderboard
Gifting &
Charity
Source: Bunchball Gamification 101 (2010)
http://www.bunchball.com/sites/default/files/downloads/gamification101.pdf