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Hidden treasure – the greatest value of
behavioural analysis in gamification
Comarch Loyalty Breakfast 7th December 2016
44_l
Małgorzata Kendziorek
Gamification Business
Designer
• 7 years in IT
• 3 years in gamification (B2C, B2B,
B2E)
• Busine...
Each IT project is a new adventure.
Each gamification is a real treasure hunt, where we can receive
much more than expected...
„The process of using game mechanics and
game thinking in non-gaming contexts to
engage users and solve problems.”
Deterdi...
Stone-skimming The Witcher III
Game elements:

Goal
Progress
Competition
Title
Game elements:

Storytelling
Challenges
Ope...
Gamification utilizes these game
elements and their potentials to
create similar game-like
experiences in another context.
...
Who are we going to engage?
What goals should our gamification achieve?
Gamification project – a schematic
Starting
point
Analysis
& Concept
Scope
& Mechanics
Development
Go-live &
Maintenance
In...
Gather – Analyze – Adjust
Gather Analyze Adjust
Information about users,
especially their:
• habits
• what motivates them in
the short and long term...
Hidden treasure
Let them compete!
In GA we observed that the leaderboard was
the second most popular part of the application
and the most ...
More accessible
Owing to system statistics and statistics from GA
we observed that users like reading
educational articles...
Game I like
Owing to system statistics and information from
in-app survey, we could identify which tasks
(mechanics, conte...
More social
Owing to system statistics we noticed that virtual
assets like badges are the best features that
encourage use...
Well-designed gamification can achieve defined business goals.
Combined with behavioral analysis, it can enlarge results and...
Małgorzata Kendziorek
Gamification Business
Designer
Questions?
More about my work:
https://pl.linkedin.com/in/mkendziorek
...
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What is gamification and why does it look like a treasure hunt? What tools do you need for hunting and how can game mechanics improve the customer experience?

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Hidden treasure - the greatest value of behavioural analysis in gamification

  1. 1. Hidden treasure – the greatest value of behavioural analysis in gamification Comarch Loyalty Breakfast 7th December 2016
  2. 2. 44_l Małgorzata Kendziorek Gamification Business Designer • 7 years in IT • 3 years in gamification (B2C, B2B, B2E) • Business Gamification Design & consultancy for clients from: Europe, Asia, North & South America • Co-operation with clients from: Europe, Asia, Australia, North & South America
  3. 3. Each IT project is a new adventure. Each gamification is a real treasure hunt, where we can receive much more than expected results.
  4. 4. „The process of using game mechanics and game thinking in non-gaming contexts to engage users and solve problems.” Deterding, 2011
  5. 5. Stone-skimming The Witcher III Game elements:
 Goal Progress Competition Title Game elements:
 Storytelling Challenges Open world Mastery
  6. 6. Gamification utilizes these game elements and their potentials to create similar game-like experiences in another context. League of Legends - 32 million monthly and 12 million daily active players Source: http://leagueoflegends.wikia.com/ wiki/File:Lol_infographic.png Europe, Middle East & Africa - 446 million gamers Source: http:// www.bigfishgames.com/blog/ stats/video-gamers-worldwide/ If all the users of World of Warcraft’s game time was added together it would amount to: 5.9 million years Source: http://neomam.com/blog/8-awe- inspiring-video-game-infographics/
  7. 7. Who are we going to engage? What goals should our gamification achieve?
  8. 8. Gamification project – a schematic Starting point Analysis & Concept Scope & Mechanics Development Go-live & Maintenance Information about users’: habits, motivators, frequency of usage, devices, favourite app features, results, etc. new features, new groups of users, etc.
  9. 9. Gather – Analyze – Adjust
  10. 10. Gather Analyze Adjust Information about users, especially their: • habits • what motivates them in the short and long term • frequency of usage • devices they are using • favourite app features • results • etc. We uses data from: • Google Analytics adjusted for the particular project • System/app statistics • Google play & AppStore statistics Our team includes: • Business Analytics • Creative Gamification Designers • IT Consultants and more That combination results in small changes in the mechanics that may: • improve gamification experience • strengthen interaction between the solution and its users • create more ways of play adjusted to particular users Behavioural analysis
  11. 11. Hidden treasure
  12. 12. Let them compete! In GA we observed that the leaderboard was the second most popular part of the application and the most time-consuming one. In response we increased possibilities of competition between users. Improvements: educational duels Result: frequency of usage of the app increased from a few times per week to a few times per day. Project goal: to make program members use the app at least once or twice per week to build brand awareness.
  13. 13. More accessible Owing to system statistics and statistics from GA we observed that users like reading educational articles. There are also specific rush hour for that activity. Improvements: knowledge base, adjustment of timing for notifications connected with educational articles. Result: number of articles read and time spent on it increased. Project goal: increase open and conversion rate.
  14. 14. Game I like Owing to system statistics and information from in-app survey, we could identify which tasks (mechanics, content) are the most attractive to our users. Improvements: focus on specific mechanics and content in tasks. Result: higher number of attempts to solve a tasks and increased time of a single web session. Project goal: the more people make an attempt to solve a task, the larger the knowledge about product offer they will have, to buy particular products.
  15. 15. More social Owing to system statistics we noticed that virtual assets like badges are the best features that encourage users buy additional products, share information via Social media and more. Improvements: adding more badges, introduction of combo-badges. Result: increase in purchases of particular products and constant high users’ activity on Social media. Project goal: increase in purchases, boost of viral potential, creation of Brand Ambassadors.
  16. 16. Well-designed gamification can achieve defined business goals. Combined with behavioral analysis, it can enlarge results and strengthen interaction with target groups.
  17. 17. Małgorzata Kendziorek Gamification Business Designer Questions? More about my work: https://pl.linkedin.com/in/mkendziorek http://www.slideshare.net/MagorzataKendziorek
  • VietNam25

    Feb. 9, 2020

What is gamification and why does it look like a treasure hunt? What tools do you need for hunting and how can game mechanics improve the customer experience?

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