Game On – SCTEM: Gamification and Travel

October, 2012

Tom Ruesink, President Ruesink Consulting Group, Inc.

What is and isn’t gamification?

Yes

“Gamification is the process of using game thinking and game mechanics to solve problems and engage audiences.”

No

Why talk about gamification?

Avg 21 yr old spent 10,000 hours gaming

By 2016, Over 2.8 Billion USD to be spent by corporations (M2)

By 2015, 70% of Global 2000 companies will have one gamified app (Gartner)

Drugs!(dopamine)

70%

NikePlus

NikePlusAvatar

Is Nike Plus a game?

• In a traditional sense?

• What do we get in Nike Plus?Badges Levels AvatarsSocial Layer Challenges AppointmentsStatistics

Fundamental Tenet #1

I want to haveMY OWN UNIQUEexperience withinyour system

Do frequent flyer programs use gamification?

• What do we see?– Status– Points– Levels– Leaderboards

What about these?

Linked In Progress Bar: Scores profile completeness

Facebook Likes, Twitter Retweets & Followers: Not enough to just add content or share - scored

Takeaway: Looking at a program through a gamification doesn’t have to be “high tech” or “high

complexity”

Gamification Recipe

One part sexyThree parts strategic

points, leader boards, badges, challenges, scoring, attaboys, etc

What’s the journey of the player, narrative,onboarding strategy, keep them interested, etc

Mechanics – Sexy Part 1

1. Player = User/Consumer. Allowed to customize & express themselves – social interactions.

Old World Currently

2. Game Dynamics = Pacing of the game, reward schedules, habit/addicting, appointments to come back, etc.

CurrentlyOld World

Mechanics – Sexy Part 2

Mechanics – Sexy Part 3

3. Progress = Levels, leaderboard, badges, points

Old World New World

Mechanics – Sexy Part 4Old World New World

4. Aesthetics = The emotional component…how does the game evoke trust, curiosity, surprise, envy, pride, connection

Applying gamification techniques

Applying gamification techniques

What makes a good game?

Flo Journey

What makes a good game?

Supplier to corporation/college

•Way too many contract terms – no control over most

• Complexity forces corporations into 3rd party analytics

•No ongoing narrative – organization doesn’t know progress

•Not clearly articulating/measuring steps to share, not just share:

• Biasing strategy ratings• Organic v Intentional Share• Rational Partner Airfare• Inventory assumptions• 10 Key Markets

Supplier to Traveler

Status, Access, Power, Stuff

They’ve figured out that it isn’t just about the free ticket anymore

Fundamental Tenet #2

Status / Access /Power / Stuff

IN THAT ORDER

Corporation/college to traveler

•Only time I hear from travel program is exception/negative

•Travel isn’t hard – Corporations haven’t made the story compelling. We spit information and policy.

•How does my travel compliance help the company?

•Would I join the travel program if it was optional?

•Never onboarded

•Empower = Do what I want?

Looking at your program through the eyes of a game designer

• Canonical Stories (who), groupings of players?• Top 5 actions want the player to take

• Advocate, Recommend, Taunt, Show Off, Argue, Comment, Give, Flirt, Like, Explore, Greet, View, Vote, Join

• Objective statements – what behaviors do I want from my players?• Levels/Progress – how will I show progress and status?• Customization – how will I allow the user to customize?• Onboarding – What are the first 30 to 60 seconds like?

– Action, Reward, Action, Action, Reward

• Rewards: What are all the touch points where we can say good job and thank you?

Recognition That Doesn’t Cost Much

• Thank you letters/notes when they reach a level or accomplish something

• Picture or placement on a portal page• Donations to charity in their name• Early access to events, tickets• Access to executives - webinars• Badges• Decorations of their avatar / points or karma points

Remember: Status / Power / Access / Stuff

Exercise – Partner Off• Think of every possible action or accomplishment that you could

possibly congratulate a traveler or department for. Make a list. – Now add every possible action or accomplishment that you could

congratulate an employee for.

• Brainstorm list of potential fun badges/badge names

• Brainstorm list of potential rewards that don’t cost money (remember status, access, power, stuff)

What pieces of gamification exist today in corporate travel programs or companies?

• Gamifying the Enterprise: – Most common application that companies would be familiar with is HR/Wellness

Challenges. – Sabre had PSP (Sustainability) challenges.– Virtual meeting rooms, virtual campuses (avatar representations) – Sun– SAP, Salesforce – common apps having platforms built in– Microsoft – Ribbon Hero

• Scoring the Transaction – Digestible Outputs– Cornerstone’s C3, TravelGPA, Coca-Cola custom dashboard

• Other– SERKO – points & leaderboard – self booking Asia/Australia– Xilinx – working with Bunchball to create employee portal including travel– Large computer company – working with platform provider to create agent

awareness contests/education– GetThere – Travel Hero

What help is out there to add/enhance your program with program

• Platforms: Bunchball, Badgeville, Big Door• Consultancies: AIMIA, Maritz, Dopamine• Meetings Applications: QuickMobile,

Goosechase, Scavngr• Interactive Newsletters: Jive

Fully Gamified Platforms…Examples – The Office Front Page

Examples – The Office, Drill-in Page

Providing meaningful value for points

The Office - Self-expression matters to people

Examples – Real Housewives of Atlanta Front Page

Examples – Real Housewives of Atlanta Drill-In

Examples – NFL Fan Rewards

Examples – Chamillionaire

Chamillionaire.com

Meetings Apps & Platforms

Employee Travel Portal - Today

Sample Portal Tomorrow

Sample Onboarding Experience

Employee Profile

Questions & Discussion