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?

1. Hidden treasure – the greatest value of
behavioural analysis in gamification
Comarch Loyalty Breakfast 7th December 2016

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. Each IT project is a new adventure.
Each gamification is a real treasure hunt, where we can receive
much more than expected results.

4. „The process of using game mechanics and
game thinking in non-gaming contexts to
engage users and solve problems.”
Deterding, 2011

5. Stone-skimming The Witcher III
Game elements:
Goal
Progress
Competition
Title
Game elements:
Storytelling
Challenges
Open world
Mastery

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. Who are we going to engage?
What goals should our gamification achieve?

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. Gather – Analyze – Adjust

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. Hidden treasure

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. 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. 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. 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.

17. Well-designed gamification can achieve defined business goals.
Combined with behavioral analysis, it can enlarge results and
strengthen interaction with target groups.

18. Małgorzata Kendziorek
Gamification Business
Designer
Questions?
More about my work:
https://pl.linkedin.com/in/mkendziorek
http://www.slideshare.net/MagorzataKendziorek