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Gamification for Financial Industry

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This is based on a series of talks Keith (CEO of Gametize) delivered in some conferences/workshops.

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Gamification for Financial Industry

  1. 1. keith@gametize.com | @keizng slideshare.net/gametize RAMP!Reward & Motivation Program: Gamification for Financial Services
  2. 2. Co-founder and Hustle Ninja of Gametize World’s Simplest Gamification Platform (Gametize.com) Also made crazy apps such as Selfiely about.me/keizng http://gametize.com/apphttp://bit.ly/techday14 @keizng
  3. 3. Achievements and Badges Renowned Counterstrike Camper, Reformed Compulsive Gamer Trained in Software Engineering, Business (Finance) Almost zero game design training (self taught) Almost bankrupt, secured USD$200,000 on TV, Angels Gate Nominated top global influencer/innovator in gamification about.me/keizng @keizng http://gametize.com/apphttp://bit.ly/techday14
  4. 4. @keizng
  5. 5. Is your brand engaging and retaining your consumers on social media and mobile? http://gametize.com/apphttp://bit.ly/techday14
  6. 6. Are you looking for solutions to motivate and engage the employees in your enterprise, such as in learning or productivity? http://gametize.com/apphttp://bit.ly/techday14
  7. 7. Maybe they all look like this @keizng
  8. 8. Wow. This is what it should feel like
  9. 9. Let’s get Science to help us get to “Wow” http://gametize.com/apphttp://bit.ly/techday14
  10. 10. http://gametize.com/apphttp://bit.ly/techday14
  11. 11. http://gametize.com/apphttp://bit.ly/techday14
  12. 12. @keizng What motivates us?
  13. 13. @keizng What motivates us? Flow Theory, By Mihaly Csikszentmihalyi
  14. 14. @keizng What motivates us? Flow Theory, By Mihaly Csikszentmihalyi •  One must be involved in an activity with a clear set of goals and progress. This adds direction and structure to the task. •  The task at hand must have clear and immediate feedback. This helps the person negotiate any changing demands and allows them to adjust their performance to maintain the flow state. •  One must have a good balance between the perceived challenges of the task at hand and their own perceived skills. One must have confidence in one's ability to complete the task at hand.
  15. 15. Gf
  16. 16. What is the average age of a gamer?
  17. 17. What exactly makes a game fun? @keizng
  18. 18. Frustration! Sense of Achievement! Challenge! Strategy! Problem Solving! 1. Hard fun! @keizng
  19. 19. Interesting content! Collecting Items! Points and level-ups! Amazement! Happiness! 2. Easy fun! @keizng
  20. 20. Exploration! Escape from thoughts & feelings! Excitement! 3. Altered States! Surprises! Discovery! @keizng
  21. 21. Competition! Teamwork! Social Bonding! Personal Recognition! Sense of Achievement! 4. The People Factor! @keizng
  22. 22. § points and badges § advertgaming § edugaming § serious gaming § social gaming § Farmville § Candy Crush § NOT A GAME DAMMIT gamification = @keizng
  23. 23. gamification = Use of game design and game psychology in non-game settings to engage and motivate target audience for target behaviors. It is a process, but not an end point. Also a rapidly growing market, projected by Gartner at $2Bn @keizng
  24. 24. gamification = A process to engage and motivate your consumers into behaviors that directly or indirectly increase sales. It does not need to be transactional. @keizng
  25. 25. gamification @keizng@keizng = happification;
  26. 26. action motivation feedback @keizng@keizng
  27. 27. http://gametize.com/apphttp://bit.ly/techday14
  28. 28. American Airlines Rewards, achievement, level-ups (elite status) Nike Plus Achievement, level-ups, competition Linked In Level-ups (progress bar) More examples
  29. 29. Hilton Hhonors Points @keizng
  30. 30. Relevance to Financial Industry?
  31. 31. @keizng
  32. 32. Gametize’s 5D Framework
  33. 33. Get your hands dirty! Identify a common problem you face in your work.
  34. 34. Get your hands dirty! Determine your goal: What is the outcome you want to achieve out of gamification?
  35. 35. Get your hands dirty! What are your target behaviours?
  36. 36. Bartle’s Player Types
  37. 37. Get your hands dirty! Profile your target players: Make a list of characteristics of your target group.
  38. 38. G A M E T I S E Generous Rewards (clear path to incentives)! Appealing, Fresh Content (create stickiness)! Maintainability (easy, powerful dashboard to manage) ! Easy, Emotional Experience (make them love it)! Togetherness (create a community)! Intrinsic motivations (understand non-reward benefits)! Social behaviors (create conversations, sharing)! Engagement (create love, loyalty, trust)! KEY ELEMENTS KEY GOALS Gametize’s Design Strategy Methodology
  39. 39. Case Study: Standard Chartered Bank
  40. 40. Corporate Training: $200bn Corporate E-Learning: $26bn % Fortune 500 with E-learning: 41.7% Asian E-Learning market: $11.5bn by ‘16 Mobile Education Products in ‘12: $4.4bn (Elearning! Magazine – May 2013) what you may already know.. And many more awesome mLearning stats.. http://fluency21.com/blog/2013/04/09/20-eye-opening-stats-you-probably-didnt-know-about-mobile-learning/
  41. 41. E-Learning Completion: 30-40% MOOC Dropout Rate (estimated): ~90% “People don’t have time to learn, don’t know where to learn, and don’t want to learn” - Frustrated Client what you don’t like hearing..
  42. 42. “We have met the enemy, and he is Powerpoint” http://www.nytimes.com/2010/04/27/world/27powerpoint.html?_r=3
  43. 43. LEARN! COLLECT! COMPETE! Gain knowledge and experience through challenges! Collect points and badges to level up! Pit your score against other countries and global peers!
  44. 44. THE GAMIFIED LEARNING EXPERIENCE! Scaffolded Challenges! Competitive Spirit! Instantaneous Feedback! Earning Rewards!
  45. 45. Product!
  46. 46. Product!
  47. 47. >10,000 employees, 1 million challenge completions! Product!
  48. 48. Analytics! Create! Content! Organize!1! 2! 3!4! Backend
  49. 49. Case Study: DBS
  50. 50. Leadership and Team Building (LTB) is a core module offered as part of the business program in the Singapore Management University (SMU). To solve the problem of engagement in LTB beyond the classroom, the Gametize platform to produce GameLead, a gamified experience to make learning much more engaging, exciting and easy for 177 students in a pilot run.   GameLead was made available on both web and mobile to be played by students wherever, whenever! GameLead Case Study A Case Study on Gamification and Learning All Rights Reserved. Gametize.com
  51. 51. Games were segregated according to LTB classes, students will only see their designated classes, while administrators can access all 4 games. A Case Study on Gamification and Learning All Rights Reserved. Gametize.com A Game for Each Class
  52. 52. New quests unlocked weekly A Case Study on Gamification and Learning All Rights Reserved. Gametize.com
  53. 53. A series of simple challenges, from photos, quizzes, and videos prompted students to reflect on and apply what they have learnt in class Challenges within each Quest A Case Study on Gamification and Learning All Rights Reserved. Gametize.com
  54. 54. Challenges within each Quest A Case Study on Gamification and Learning All Rights Reserved. Gametize.com An activity feed enabled students to view submissions by other classmates and vote, which increase the points of the submission
  55. 55. Students can also log their in-class participation for points here Class Participation Quest A Case Study on Gamification and Learning All Rights Reserved. Gametize.com
  56. 56. Gamification was also used to collect student feedback on the GameLead experience Gathering Feedback and Sentiments A Case Study on Gamification and Learning All Rights Reserved. Gametize.com
  57. 57. Gathering Feedback and Sentiments A Case Study on Gamification and Learning All Rights Reserved. Gametize.com We were able to extract sentiments that help us understand our users’ pain in using GameLead, some of which are negative
  58. 58. Gathering Feedback and Sentiments A Case Study on Gamification and Learning All Rights Reserved. Gametize.com We also discovered what the students enjoyed about GameLead that can help with future executions
  59. 59. Verdict and Results A Case Study on Gamification and Learning All Rights Reserved. Gametize.com
  60. 60. A Case Study on Gamification and Learning All Rights Reserved. Gametize.com Verdict: Successfully Gametized
  61. 61. A Case Study on Gamification and Learning All Rights Reserved. Gametize.com Verdict: Successfully Gametized
  62. 62. A Case Study on Gamification and Learning All Rights Reserved. Gametize.com Verdict: Successfully Gametized
  63. 63. Focus on the problem, objective, and data At a glance, it is easy to dismiss due to a handful negative reviews. However, GameLead was designed to solve the problem of engaging students beyond the classroom, and the objective was to provide a seamless and engaging experience through gamification. The success should then be measured based on the overall data in relation to these questions, in this case, showing GameLead’s effectiveness. Iterative Development and Improvement Gamification in education is a fairly new concept, especially with the use of digital technologies. An iterative approach to improving GameLead based on the data is key to its continued success. The unfavorable sentiments, though not necessary relevant, (e.g. minority users do not want to be engaged outside of classroom) should be reviewed and considered. Conclusion for GameLead A Case Study on Gamification and Learning All Rights Reserved. Gametize.com
  64. 64. gamification is not magic. it is a strategy, which like many others, must be well- designed and planned. there are no rules to fun. http://gametize.com/apphttp://bit.ly/techday14
  65. 65. otherwise it will backfire!
  66. 66. Real Intrinsic motivators
  67. 67. Don’t overgive rewards
  68. 68. Make real fun, and keep them fresh
  69. 69. credits to
  70. 70. create emotions tell a story
  71. 71. “The opposite of play is not work. It is depression” - Dr Stuart Brown
  72. 72. Get your hands dirty! Design your game.
  73. 73. Create games where your players can: Upload a photo Write a comment Answer a quiz Make a prediction Scan a QR code Fill in the blank Enter a secret passcode http://gametize.com/apphttp://bit.ly/techday14
  74. 74. keith@gametize.com | @keizng
 slideshare.net/keizng
 slideshare.net/gametize

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