Gamification

SEPTEMBER 2012
Gamification
The Business of Fun
Getting into the Flow The Fun Way to Engage Gaming Gamification Global Snapshots
also in this issue
Technology Trends Trending Issues
contents
Facts & Figures: We Love to Play.......................................4 Getting into the Flow........................................................................8 The Fun Way to Engage.............................................................12 Gaming Gamification....................................................................22 The Promise and the Fine Print...................................26 Global Snapshots...............................................................................32 BBVA & The Gamification........................................................37 Innovation Forecast...................................................................... 40 In Depth.......................................................................................................44 Sections........................................................................................................48 Technology Trends..................................................................48 Trending Issues..............................................................................52 Gamification & Banking event..........................................59 Innovation at BBVA........................................................................60 Credits............................................................................................................62
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Innovation Edge
We love to play Facts & Figures

Gaming is productive. It produces positive emotion, stronger social relationship, a sense of accomplishment, and for players who are a part of a game community, a chance to build a sense of purpose.
Jane McGonigal, Institute of the Future (IFTF) Director of Game Research & Development
18% 53%
of gamers are under 18 years of age
of gamers are between 18 to 49 years old

The average age of a gamer is 37 years old
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70%
of senior level executives take breaks to play games everyday
72%
of households play computer or video games
29%
of gamers are over 50 years of age
58%
of gamers are men
4
42%
are women
September 2012 | GAMIFICATION 5
65%
of gamers play games socially
47%
play Puzzle, Trivial, Board Games and Card Games
55%
of gamers play on mobile devices
21%
play Action, Strategy, Sports and Role Playing
13%
33%
play Downloadable Games
of gamers say that games is their favorite entertainment activity
11%
play Persistent Multi-Player Universe
19%
of gamers pay to play online
8%
Other types
Sources: Entertainment Software Association | 2011 Sales, Demographic and Usage Data, 2011 PSFK l The Future of Gaming, 2011 Jane McGonigal l Reality is Broken, 2011
Getting into
Fun is Found in the Flow
the Flow
The experience of flow is often described as a spontaneous joy while performing a task. This concept of flow as the gateway to happiness is also the basis of video games. The video game industry understands flow and has accumulated much experience, should we learn from this experience?
ihaly Csikszentmihalyi, one of the leading researcher on the topic of happiness, describes flow as being completely involved in an activity for its own sake. The ego falls away. Time flies. Every action, movement, and thought follows inevitably from the previous one, like playing jazz. Your whole being is involved, and youre using your skills to the utmost. There are 8 major components components of flow:
The experience of flow is often described as a spontaneous joy while performing a task. In the context of sports, athletes sometimes talk about being in the zone; a state where the body and mind are in perfect harmony, and movement becomes effortless.
Sources: Wired |has shown Go with the flow, 1996 http://www.wired.com/wired/archive/4.09/czik_pr.html Gartner | Maverick Investigacin: Motivation, Momentum and Meaning: How Gamification Can Inspire Engagement. October 2011.
A A
challenging activity requiring skill. merging of action and awareness. Clear goals. Direct, immediate feedback. Concentration on the task at hand. A sense of control. A loss of self-consciousness. An altered sense of time.
Managing the Flow

Research has shown that it normally took years, if not decades, of learning the structure of an activity and strengthening the required skills and abilities to experience flow. Otherwise, it required being immersed in a truly spectacular and unusual context. However
According to Psychologist Mihaly Csikszentmihalyi, people feel best when they are at the perfect level of their skills: neither underchallenged (boredrom) nor overchallenged (anxiety and frustration). And, as people learn with time and repetition, challenges have to increase to keep up with growing skills.
Source: Google Tech Talk I Sebastian Deterding, 2011.
Difficulty
ANXIETY FLOW BOREDOM
Skill/Time
8 September 2012 | GAMIFICATION 9
with video games, one can go from zero to flow in 30 seconds. The video game industry understands the concept of flow and has accumulated much experience and knowledge harnessing the power of flow.
Source: Jane McGonigal | Reality is Broken.
Health. Computer and video games serve as useful tools to preserve well-being, heal the injured and train the professionals who respond to medical emergencies.
Social Issues. Nonprofit organizations and issue advocates now view video games as an effective medium for communicating ideas and generating support among young tech-savvy consumers. Workplace. As the generation that grew up with video games enters and assumes leadership positions in the workplace, computer and video games increasingly play a role in business operations.
Source: Entertainment Software Association | Games: Improving What Matters
Harnessing the Flow

By having a shared vision, shared goals, and the right processes, organizations can tap the power of flow and channel it to drive motivation and change behaviors in group settings; ultimately helping people to become more productive and, perhaps even, happier.
Source: Jane McGonigal | Reality is Broken
As the generation who grew up with video games enters and assumes leadership positions in the workplace, computer and video games increasingly play a role in business operations.
Flow Everywhere
Early versions of team based ballgames were played; such as Episkyros (in Greece) and Harpastum (Rome), which later gave rise to Shrovetide Football during the Medieval ages (the forerunner to modern day soccer).
In about 40 years, video games have transformed from a diversion for the few into a mass medium, helping people learn, work, and of course play. According to the Entertainment Software Association, video games can be applied to:
Family Life.
Future of Flow
Research has discovered that superstars (high achieving individuals) are found to have spent more than 10,000 hours of practice before the age of twenty in their respective fields; and top performers (successful, but not superstars) have spent about 8,000 hours. Thanks to video games, Digital Natives are expert problem solvers and collaborators by the age of 21 years (or at least in the virtual world). Typically, they would have amassed well over 10,000 hours of experience of resolving issues as a group. When they enter into the workforce, they enter as experts in collaborative problem solving. All they need is flow! v
Source: Jane McGonigal | Reality is Broken
Games in the family entertainment category are one of the most popular segments of the video game market. Galleries now feature game artwork in a number of exhibits; and entertainment software serves as a new medium for emerging artists. The video game industry is one of the fastest growing sectors in the U.S. economy, continuing to provide jobs to state and local economies across the nation.
Art.
Economy.
In Egypt, a early board game played with dice was found as part of a Backgammon set, dating back to 3,100 BC.
Education. Entertainment software helps impart knowledge, develop life skills and reinforce positive habits in students of all ages.
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Fun Way
to Engage
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The
Gamification is a process of using game thinking and mechanics to engage users. This concept can be applied to both customer facing applications and employee facing applications in the companys business model. Enterprise architects must be ready to manage a variety of player types (achievers, socializers, explorers and killers) and deployment scenarios.
Gamification, What is it?
Key Findings about Gamification

Gamification
Novelty
and hype are driving the current success of gamification. doesnt come easy. During four decades of video game development, many games have failed despite their developers having the best intentions.
Success
s is the case for an emerging concept, defining the term correctly is both challenging and elusive as it depends on who you talk to: platform providers, game designers, practitioners, industry observers, etc. Below, a Google Trends snapshot taken on April 2012 shows the historical evolution of Gamification as a search term. According to Gartner, gamification has emerged as a recognizable trend. Rarely does an emerging trend impact so many areas of business/ society.
is positioned to become a significant trend over the next few years. are increasingly turning to gamification to motivate changed behaviors, and engage internal and external stakeholders.
Organizations
Sources: Gartner | Gamification Primer: Life Becomes a Game, enero 2011. Gartner | Maverick Research: Motivation, Momentum and Meaning: How Gamification Can Inspire Engagement, October 2011. Gartner | Innovation Insight: Gamification Adds Fun and Innovation to Inspire Engagement, December 2011
Some formal definitions
Researcher and Game Designer

The use of design elements from video games in non-game contexts to make a product, service, or application more fun, engaging, motivating
Source: Sebastian Deterding | Getting Gamification Right, January 2011
Gamification Platform Provider
Evolution of the term Gamification in Google search
When used in a business context, gamification is the process of integrating game dynamics (and game mechanics) into a website, business service, online community, content portal, or marketing campaign in order to drive participation and engagement.
Source: Bunchball | Gamification 101: An Introduction to the Use of Game Dynamics to Influence Behavior, October 2010
100 80 60 40 20 0
Practitioner (Gamification Industry)

Gamification is the process of using game thinking and mechanics to engage users.
Source: Gabe Zichermann | Gamification: Innovation and the future, 2012
Oct 10
Jan 11
Apr 11
Jul 11
Oct 11
Jan 12
Apr 12
MENU
Industry Observer
Gamification uses game mechanics, such as challenges, rules, chance, rewards and levels, to transform daily tasks into playful activities.
Source: Gartner | Innovation Insight: Gamification Adds Fun and Innovation to Inspire Engagement, December 2011
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Some examples of gamification
Games are the New Normal

During the Games for Change Festival, an event that facilitates the creation and distribution of social impact games that serve as critical tools in humanitarian and educational efforts, Al Gore said that The gamification trend is really, extremely powerful Games are the new normal for hundreds of millions of users every month. It has been very exciting to me to see so many ideas that integrate social good and efforts to make the world a better place into games. The current expectation of Gamification is generating tremendous buzz everywhere. Gartner suggests that more than 70% of the global 2000 businesses will apply gamification by 2015. Gamification is believed to innovate key processes which enhance value propositions and maximize infrastructure efficiency. Whatever the reason may be, it seems that everyone is expressing an interest in it, including BBVA. Once an obscure search term a short while ago, gamification has now leapt into Gartners Hype Cycle for Emerging Technologies 2011 directly into the Peak of Inflated Expectations. However, Gartner also warns their clients to be patient, as they believe that gamification will not reach the Plateau of Productivity for another 5 to 10 years.
MINT
Mint is a free service which can aggregate all financial accounts into one place. Users can set a budget, track goals and more.
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Hype Cycle
MINDBLOOM
Mindbloom is a Life Game which improves the quality of life of the players in a simple and effective way.
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Less than 2 years 2-5 years 5-10 years more than 10 years
Internet TV Wireless power & Social Analytics Group buying
Private Cloud computing Augmented Reality Cloud computing & Media tablets Virtual Assistants In-memory Database Management Systems Gesture recognition Machine-to-Machine Communication services Mesh Networks: Sensor Speech recognition Biometric Authentication Methods Mobile Application Stores Idea management QR/color code Consumerization Virtual worlds E-book readers Location-Aware Applications
Gamification
3D printing Imagen, recognition... Mobile robots Big Data
Expectations
Speech recognition Predictive Analytics
Social TV Video Analytics for customer service Computer-Brain interface Quantum computing Human Augmentation 3D bioprinting
NIKE
Nike + FuelBand tracks users progress throughout the day, providing real-time feedback visually.
Cloud web Platforms Hosted virtual desktops
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Technology Trigger
Trough of Peak of Disillusionment Inflated Expectations Time
Slope of Enlightenment
Plateau of Productivity
Source: Gartner
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The Core Issue of Gamification: a Closer Look at Game Mechanics and Intrinsic Motivation
The current discussion of gamification hinges on a lively debate between two sides: one camp focuses on game mechanics, such as points, badges, leaderboards, and Incentives; and the other camp focuses internal motivation, such as Game Thinking and
motivational design. For businesses, the arguments proposed by game mechanics are stirring up excitement as the platform providers are backing up their talk with great early results. Gamification is initially proving that its engaging people.
Game Mechanics: Points, Badges and Leaderboards

According to a leading gamification platform provider, gamification works because game mechanics help to drive participation, engagement and loyalty on online properties, site or community. Game mechanics include points, levels, challenges, virtual goods, score boards, and gifting & charity. In theory, game mechanics are directly
Human desires
Reward Points Levels Status Archievement SelfExpression Competition Altruism
linked to human desires: reward, status, achievement, self-expression, competition, and altruism. Although the early results are positive, Gartner warns that gamification is currently driven by novelty and hype. The technology research firm suggests that the Plateau of Productivity wont be reached for another 5 to 10 years. Businesses need to figure out how best apply gamification in their business models. Towards that end, considering the inputs from game thinkers or motivational designers may be beneficial.
Meaning. Gamified applications have to connect to something that is already meaningful to the user - or to wrap themselves in a story that makes them meaningful. The general lesson is that to be successful a gamified application must provide something that is already meaningful to the user in its own right. The experience of being competent, of achieving something... Video games dont just present goals. They ensure that a structured flow of nested goals pulls you through, from the longterm goal (save world, rescue princess), to medium-term (kill level boss-monster) and short-term goals (collect five level coins). Wherever you are in and whenever you return to a good game, there will always be one next goal that is just within reach.
Mastery.
Games mechanics
Challenges Virtual Goods Score Boards Gifftings & Charity
Intrinsic Motivation (or Game Thinking/Motivational Design)

As a counterpoint to all the current game mechanics buzz, Sebastian Deterding (researcher and game designer) offers his take on the whole gamification thing. He advises that to be effective, gamification projects should include key elements from game thinking/design: meaning, mastery, and autonomy.
Other areas that it affects
Autonomy. A free space to play in and something to play with; providing space for exploration and expression.
Primary desire a particular game mechanic fulfills
Source: Sebastian Deterding | Getting Gamification Right
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Putting Gamification to Work

Where games traditionally model the real world, organizations must now take the opportunity for their real world to emulate games enterprise architects must be ready to contribute to gamification strategy formulation and should try at least one gaming exercise as part of their enterprise context planning efforts this year. All games, when reduced to their core, have four defining traits:
Goal.
The specific outcome that players will work to achieve. It focuses their attention and continually orients their participation throughout the game.The goal provides player with a sense of purpose.
The limitations on how players can achieve the goal. By removing or limiting the obvious ways of getting to the goal, the rules push players to explore previously uncharted possibilities spaces. They unleash creativity and foster strategic thinking.
Feedback
system. The feedback system tells players how close they are to achieving the goal Real-time feedback serves as a promise to the players that the goal is achievable, and it provides motivation to keep playing. participation. Everyone who is playing the game knowingly and willingly accepts the
goal, the rules, and the feedback. Knowingness establishes common ground for multiple people to play together.
Source: Jane McGonigal | Reality is Broken, 2011
Rules.
Voluntary
In addition, understanding player types and deployment scenarios can help organizations to think strategically about gamification and explore the best application for the companys business model. v
Deployment Scenarios
(Brian Burke - Gartner)
Player Types
(Richard Bartle - Designing Virtual Worlds)
Gamification designers need to consider the desired results and behaviors when gamifying Key Processes for the organization.
The Player Types are four terms describing generalized behavior in a Multi-user virtual space:
Cooperative
Fishing boat
Players are motivated to maximize to produce the highest possible overall score to maximize the team production, effectively creating a larger pie to be split.
Burning Building
Players are motivated to maximize the overall outcome and to maximize the impact of game play.
Killers
DEFINED BY
A focus on winning, rank, and direct peer-topeer competition.
Achievers
DEFINED BY
A focus on attaining status and achieving preset goals quickly and/or completely.
Socialites
DEFINED BY
A focus on socializing and drive to develop a network of friends and contacts.
Explorers
DEFINED BY
A focus on exploring and drive to discover the unknown.
Extrinsic
Intrinsic
ENGAGED BY
Leaderboards, ranks.
Poker game
Players are motivated to maximize their own score to achieve a greater share of the rewards, increasing their personal worth, effectively taking a larger share of the pie.
ENGAGED BY
Achievements.
ENGAGED BY
Newsfeeds, friends list, chat.
ENGAGED BY
Obfuscated achievements.
Beauty Contest
Players are motivated to maximize their individual results, usually to achieve a higher status.
Source: http://www.mud.co.uk/richard/hcds.htm, http://frankcaron.com/Flogger/?p=1732 and http://www.gamasutra.com/blogs/SteveMallory/20120413/168507/Social_Gaming_and_the_Bartle_Archetypes.php

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Competitive
Organizations are using gamification internally to recruit, train and enhance employee performance. They are using it to drive innovation, share knowledge and improve employee health. Gamification is also helping organizations engage external stakeholders in customer loyalty, marketing, education and innovation initiatives. The target audience of gamification can be any defined group of stakeholders (customers, employees or the Web collective).
Source: Brian Burke, Gartner | Gamification Primer: Life Becomes a Game
Gamification
Gamification is a hot topic today and everyone wants to play. Playing this game to win requires the right strategies, tactics, and moves. Currently, organizations are gaming gamification to understand the possible advantages, while avoiding potential pitfall along the way. Can our hero make it to the next level?
Gaming
We have some interesting data:

1. Business Application Gamification helps companies to:
Increase User Engagement
Increase Brand Loyalty
47% 22%
Motivation
Increase Brand Awareness
15% 9% 7%
Employee Training
Source: M2 Research
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2. Gamification Platform client Industry Breakdown The early adopters of gamification come mostly from entertainment and publishing industries, representing 60% of all companies. Financial companies represented 6% of early adopters. Gamification offers significant innovation opportunities for financial companies, especially for employee facing applications. The breakdown of other industries are presented below:
4. Potential Market Spending on gamification is projected to grow from $100 million in 2011 to $2.8 billion dollars in 2016:
Entertainment 42% Publishers 18% Consumer Goods 15% Healthcare/Wellness 10% Financial 6% Retail 5% Education 3% Telecom 1%
Source: M2 Research
2.000.000
$ 1,600,000
3. Growth of Gamification
1.500.000
$ 860,000
1.000.000 500.000
$ 434,000 $ 196,000
2012 2013 2014 2015
growth in 2011
growth in 2012
155%
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197%
Promise
The
and the Fine Print

When done right, gamification can offer new ways of engaging an eager user base; and when done wrong, it can estrange them. Its the next big thing but each organization needs to explore the opportunities and risks associated with it. But be warned read the fine print: gamification is currently driven by novelty and hype and filled with potential pitfalls.
amification, despite its name, is a serious business opportunity and risk. It may be the secret sauce to unlocking value for the organization. Given that we are early stages of this trend, it makes
sense that there are a lot of positive news being generated at this moment and there arent a whole lot of negative stuff. Lets take a look at the opportunities and challenges of gamification.
To help clarify Gamification and to best apply it, CIBBVA is thinking in business models. We are going to use the Business Model Canvas to better understand the business implications of gamification. For readers who may not be familiar with the Business Model Canvas, a brief backgrounder is provided.
A business model describes the rationale of how an organization creates, delivers, and captures value. A business model can be best described through nine basic building blocks that show the logic of how a company intends to make money. The business model is like a blueprint for a strategy to be implemented through organizational structures, processes, and systems.
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Business Opportunities
Based on early experiences and guru talk, it seems clear that gamification presents opportunities for both sides of companys business model: both value (the customer facing business units) and efficiency (the employee/partner facing business units). More exploration is needed to test its usefulness in specific areas of business models, such as customer relationships, channels, key activities, key partners, etc. Though a wait and see strategy to assessing business opportunities seems prudent, it is evident that gamification offers an immediate opportunity to showcase BBVAs innovation power (if done correctly).
Key Partnerships
Key Activities
Value Propositions
Customer Relationships
Customer Segments
Business Risks
There are some concerns related to gamification. Gartner advises clients that current gamification applications is motivated by the novelty of gamification. This will wear off as user fatigue sets in an the sustainability of engagement becomes an issue. Gamification from a business point of view has some perceived risks, as it is almost impossible to separate the wheat from the chaff. However there are some significant threats that should be addressed:
Totally green (as in not mature). Both in success-
NEW PRODUCTS AND SERVICES designed by game thinking.Gamification can become the process for building a comprehensive new digital services platform.
EMPLOYEE BEHAVIOR IMPROVEMENT.
Key Resources
BUNDLING AS A VP.
Gamification is bundled to existing products/ services to enhance the value proposition to customers.
Good gamification deployments can increase the value of a companys brand.
BRANDING AS A VP.
Gamification offers customers personalized, automated, self-service relationships, with a high component of cocreation and community.
Channels
Surveys suggest low employee engagement. Gamification can make work fun.
ful models to emulate and in a shortage of people who understand game design. Game design experience has not intersected with typical business functions, not even IT.
Blockbuster
done Gamification, when customer right, can increase t stickiness at almos every channel phase.
Revenue Streams
Gen X and Gen Y customers. These CSs are already familiar with game dynamics and mechanics. Gamification may help to attract and engage new customers.
Cost Structure
game dont happen that often, and probably less with gamification. Trying to add fun to an activity that has another purpose is more difficult still. One fact that does seem clear is that
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simply adding points, badges and leader boards is not going to make engaging with an organization more fun.
No one size fits all with gamification. Different
people play different games for different reasons. While gamifying some activity may engage part of the stakeholders, it is not likely to appeal to all stakeholders.
Does
it make sense for us? In many corporate environments, the very notion of building fun into any activity will be a nonstarter. The idea of fun can seem very trivializing/superficial/no what grownups do. Selling gamification in these organizations will be very difficult.
Key Partnerships
Key Activities
Value Propositions
Customer Relationships
Customer Segments
Unexpected
consequences. Turning an activity in a game invites players to try to game the system and may result in unintended consequences.
Gamification is more of a process than a product. User engagement must be built in at the product/ service development level.
Companies risk taking customers on unnecessary journeys, distracting them from the main purpose of giving them what they actually want.
More time is needed to better identify the risks associated with gamification. As the technology enters Trough of Disillusionment in Gartners Hype Cycle, the negative version of the fairytale will soon materialize and begin to dominate as some companies will painfully learn that all that glitters isnt gold. The golden child might look more like a whipping boy. v
Key Resources
Channels
Trial and Error is part of the learning curve. Dont put on the ROI hat
? Data Who owns the data ility ownership/responsib and for d se needs to be addres mpanies, financial services co t. this may be difficul
Cost Structure
Revenue Streams
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Around the world, companies and organizations are seriously experimenting with gamification. Whether playing a lottery with the speed limit or learning about real estate investments, gamification projects are capturing the imagination of people.
Snapshots
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Global
mer o t s u C g Facin ion ficat i m a G cts Proje
Volkswagen (Fun Theory)

Speed Camera Lottery Can we get more people to obey the speed limit by making it fun to do? (The idea) was so good that Volkswagen, together with The Swedish National Society for Road Safety, actually made this innovative idea a reality in Stockholm, Sweden. The average speed of cars passing the camera dropped from 32km/h before the experiment to 25km/h after. (Wired).
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SAP
Sustainability Quiz The idea was to make behavioral change fun and inform employees about the success of SAPs sustainability efforts and what steps they can take themselves. In less than a month over one thousand colleagues played the game, many of them repeatedly. SAP Community Networks (SCN) The SCN is also a good example to introduce you to a couple of game mechanics. Points (as points points, but also views of your articles/blogs), leaderboards (list of top contributors, but also exposure of you article on the main SDN page), status (mentor badge, gold/silver/bronze medal), social interaction (discussions, meetups).
Microsoft
RibbonHero is an application that encourages MS Office users to learn more about the different features by watching videos and taking short exams.
Walking up the Piano Stairs Can we get more people to take the stairs over the escalator by making it fun to do? The project led to an increase of 66% in the use of the piano stairs.
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oyee Empl g Facin ion ficat Gami
Codeacademy
Codecademy is a web-based, interactive platform, where players can learn to code and are rewarded with points and badges. The players get encouraging real-time feedback on progress bars and can connect with their friends and compete against them.
Recycling is Fun At Bottle Bank Arcade recycling was turned into a fun activity.
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Siemens
A visual, FarmVille-style game that allows players to learn the connections of each part of the plant and manufacturing process.
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Deloitte
Consulting firm Deloitte Touche Tohmatsu Ltd., are incorporating elements of videogames into the workplace. Theyre deploying reward and competitive tactics commonly found in the gaming world to make tasks such as management training, data entry and brainstorming seem less like work.
acing F r e m Custo ification. Gam cts in Proje ial c Finan es c Servi
IBM Barclays
56 Sage Street. A portal to help teach about money, finance, and banking in an enjoyable way. INNOV8, the IBM Business Process Management (BPM) simulation game, gives both IT and business players a better understanding of how effective BPM impacts an entire business ecosystem.
Salesforce Bank of America

Bad Credit Hotel (in collaboration for the US Department of Treasury). Learn about debt management, credit history, and credit scores.
Google
Google employees get a per diem amount for business trips depending on the destinations. If they are above the limit, they submit the receipt and get reimbursed. If they are below the per diem, they can use it to save it towards another business trips (which would have had no budget) or upgrade 1st class. Compliance with the process has shot up to over 90%.
Commonwealth Bank
Investorville is a virtual world where one can try his/her luck at investing in rental property without the risk of buying one.
Salesforce Motivation motivates professionals using proven techniques that sales managers have always used: team competitions, leaderboards, and rewards. But instead of tracking and managing those programs manually, companies can use cloud-based applications to automate tasks so that the team stays focused on the activities and rewards that are critical.
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Gamification Platform Providers

For organizations who are considering off the shelf solutions, platform providers are offering turnkey solutions for gamification. Below, we present some of the leading vendors:
Cynergy
According to Cynergy, We make incredible experiences happenno easy task. Great design is critical, but incredible experiences are much more than just pixelsthey require the artful merging of expert strategy, design excellence and cutting-edge technology, delivered by a single, integrated team. Thats our formulathats how we make incredible experiences happen.
BBVA & the

With BBVA Game we have launched an important Beta project, wich we want to create an space of interaction with our on line clients.
Bunchball
Bunchball offers the Nitro gamification platform, and its analytics solution, to create customized, actionable and scalable user experiences for consumers, employees and partners. Nitro is a scalable and reliable gamification platform, managing over 125 million users and tracking over 15 Billion actions to date. Founded in 2005, Bunchballs investors include Granite Ventures, Triangle Peak Partners, Northport Investments, Correlation Ventures, and Adobe Systems Incorporated.
gamification
IActionable
IActionable is a web based (SaaS) gamification software platform that applies game mechanics to non-game applications. IActionable can be used to change user interface and user experience and drive behavior in the form of participation and engagement. v
Badgeville
Founded in 2010, Badgeville draws on techniques from social gaming, traditional loyalty programs and social networking in its suite of Behavior Lifecycle Management solutions. Built on database technology, Badgevilles PaaS (Platform-as-a-Service) is designed to connect user reputation across all of your digital touch points. Badgeville is funded by Norwest Venture Partners, El Dorado Ventures, Trinity Ventures and the Webb Investment Network.
Other notable companies include:

Bigdoor Crowd Get
Twist Glue Playgen SCVNGR
Crowdtap
Crowdtap is the Influencer Marketing platform, enabling leading brands to easily identify, activate and manage their influential consumers for real-time insights and powerful online and offline peer-to-peer marketing. Crowdtap intends to shift marketing to a fully collaborative and participatory process between brands and consumers.
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Companies around the world

are leveraging game mechanics to engage customers, and financial services companies are no exception. This trend is called gamification, and while it being used in many different ways, the sweet spot is in engaging customers. As an early adopter of gamification in the financial services industry, BBVA joins a small group of innovators that are turning customers into players and banking into a game. The BBVA Game is a leading edge example of using gamification to both engage customers in a fun way while architecting the customer journey. Gamification is a win-win for BBVA and its customers.
Brian Burke
e understand that to generate a fun dialog with our clients is a challenge. Most online users access our site to check positions and perform transactions. Without a doubt, its quite a challenge BBVA Game, a gamification platform, has incorporated game dynamics as a way to provide additional value for online banking customers. We put together our best value proposition, loyalty programs, and game dynamics which offer the most fun. We wanted to work in teams to create a game that educates our clients, offers stickiness to our clients, and offer crossselling and upselling opportunities for our business. We will not really know the final results until we learn from our customers; any other pretense would be rather arrogant.
What we do know is that we can use gamification to get know know our customers better, to get closer to them in an refreshing way, to educate them, to be sticky, and, of course, we can apply this model in all countries in which we have presence. Like BBVA, the concept of gamification is universal. All the team members in various teams who participated in bringing BBVA Game to life (Marketing and Innovation & Technology) shared one thing in common: We had fun. And that is a good sign. v
Bernardo Crespo, Head of Digital Marketing and Marketing Lab, BBVA Spain and Portugal.
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Forecast
increase of 2x page view. view per visit increased 60%. Unique visitors increased 30%. Increase of 100% on time on site. An increase of 2x repeat monthly visits. 400% ROI (with payback time of as little as 3 months).
Page An
Innovation
Gamification Tips from the Pros

Sebastian Deterding
Game designer The most important thing to keep in mind here is that any good design game or software hinges on good designers and design process, not on features.
Know Prototype, Playtest, and Iterate.
The early results are in. Bunchball, a pure gamification platform provider, see their customers enjoy the benefits value creation aspects of gamification: Though the results display initial deployments numbers, its clear what should be done with gamification for the shortterm future: Just Play! See how gamification can create or capture value for the organization. To wrap things up, we leave you with some Gamification Tips from the Pros, hoping that they may help you better understand this key topic and, perhaps, even help spark some new innovations in the organization.
The core of game design is to build a functional prototype of the rule system as early as possible to test whether it is any fun, tweak it based on the test results, test it again, etc., to iterate your way toward something that is fun and engaging.
Sources: Sebastian Deterding. Getting Gamification Right, January 2011 | Sebastian Deterding Dont Play Games with Me! Pitfalls of Gameful Design, May 2011
your users. What motivates them? What is meaningful to them? What keeps them from following through on their intentions? What kind of games to they like? What kind of community do they prefer? Without user research to figure these things out, you will miss your target audience. Goals and rules create interesting challenges, even can create meta-games.
Bring in the Data. Quantitative analytics will tell you whether your point systems dont have loopholes or exploits, or whether you balanced the difficulty of the goals and missions you present to the players.
Read the Rules.
Reality ultimately is much more messy, complex, random, unfair and beyond our control than games.
40
Brian Burke, Gartner

Technology analyst The goal is to inspire deeper, more engaged relationships and to motivate changed behaviors. Many organizations report significantly higher engagement with gamification. But risks abound, and organizations should consider their deployment strategies carefully.
Gamification
Gabe Zichermann
Gamification expert The initial findings from gamification specialists are nothing short of astonishing. Regardless of your business model, the following seven gamified innovations should inspire you to strategize via game analysis.
Make
views by over 130% and return visits by 40%. The resulting rise in engagement has generated substantial revenue for the company, bringing registered user counts from 400,000 to nearly 3 million since the launch of the gamified version.
Make
is a business issue that is enabled by technology business managers must take the lead in driving gamification efforts. application of gamification is very diverse. Focusing on specific goals is critical to success.
The
a market (Foursquare) Foursquare proved that location-based networking wasnt doomed to fail, that simple game mechanics can affect behavior, and that you can engage 10 million customers all while raising $50 million.
research & evangelism count (Crowdtap). Through the use of gamified, virtual rewards, the company has been able to raise average user participation by 2.5 times, thus reducing research costs by 80% or more for key clients. the planet (RecycleBank). RecycleBank utilized game mechanics such as points, challenges and rewards to drive breakthroughs. The project has seen a 16% increase in recycling in Philadelphia, where the recycling rate has broken 20% for the first time in history.
Get fit (NextJump).
Avoid
the herd mentality dont implement a copycat application. Most current gamified applications are doomed to fail. gamified applications that correctly position motivation, momentum and meaning (M3) to inspire engagement with the audience. this trend today if you work in an organization that is willing to take risks. But remember that careful planning and improvement through iteration are central to every successful implementation of gamification.
Design
By leveraging the power of gamification, 70% of NextJump employees exercise regularly enough to save the company millions in work attendance and insurance costs over the medium term all the while making the workplace healthier and happier. down and smell the money (Volkswagen - Fun Theory). Speed Camera Lottery idea rewards those drivers who obey the posted limit by entering them into a lottery. When tested at a checkpoint in Stockholm, average driver speed was reduced by 20%.
Save
Slow
Make
Exploit
Sources: Gartner | Gamification Primer: Life Becomes a Game, January 2011 Gartner | Maverick Research: Motivation, Momentum and Meaning: How Gamification Can Inspire Engagement, October 2011 Gartner | Innovation Insight: Gamification Adds Fun and Innovation to Inspire Engagement, December 2011
Generate ad revenues (Psych & NBC/
Universal). Club Psych implemented gamified incentives to raise page
teaching fun (Ananth Pai) grouped students by learning style, and retooled the curriculum to make use of off-the-shelf games to teach reading, math and other subjects. In the space of 18 weeks, Mr. Pais class went from below third grade average reading and math levels to mid-fourth grade. v
Source: Gabe Zichermann | Mashable - 7 Winning Examples of Game Mechanics in Action
42
MPAA | Theatrical Market Statistics. 2012. Alex Osterwalder and Yves Pigneur | Business Model Generation. 2009. Daniel Pink | Drive: The Surprising Truth About What Motivates Us. April 2011. PSFK | The Future of Gaming. 2011.
A list of links to other useful tools and resources that you may find useful as a supplement to the information offered on the Simple Bank report.
Byron Reeves & J. Leighton Read | Total Engagement: Using Games and Virtual Worlds to Change the Way People Work and Businesses Compete. 2009. Gabe Zichermann | Gamification by Design: Implementing Game Mechanics in Web and Mobile Apps. August 2011. Gabe Zichermann | Gamification: Innovation and the Future (presentation). 2012. Gabe Zichermann & Joselin Linder | Game-Based Marketing: Inspire Customer Loyalty Through Rewards, Challenges, and Contest. 2010. Gartner | Market Trends: Gaming Ecosystem. 2011. Gaming Business Review | Designing Gamification for the Most Frequent Personality Types. September 20, 2011. Gaming Business Review | Who Owns Gamification Data? February 18, 2012 GigaOM | The future of Social Games is Mobile. October 2010. Google Insight for Search | Gamification. International Federation of the Phonographic Industry | Recording Industry in Numbers: The Recorded Music Market in 2011. March 2012. Jane McGonigal | Reality is Broken: Why Games Can Make Us Better and How They Can Change the World. 2011. Mihaly Csikszentmihalyi | Flow: The Psychology of Optimal Experience. 1991. Ralph Koster | A Theory of Fun for Game Design. 2005. Bunchball | Gamification.com. Sebastian Deterding (Game Researcher and Designer) | Coding Conduct: Persuasive Design for digital media. Entertainment Software Association | Games: Improving What Matters. Gamasutra | Social Gaming and the Bartle Archetype. April 13, 2012. Gamification of Work. M2 Research | What is Gamification? (presentation). January 2011. Gamification Research Network.
Books & Publications

Bunchball | Gamification 101: An Introduction to the Use of Game Dynamics to Influence Behavior. October 2010. Tom Chatfield | Fun Inc. Why Games are the 21st Centurys Most Serious Business. 2010. Jenova Chen | Flow in Games (and Everything Else). April 2007. Aaron Dignan | Game Frame: Using Games as a Strategy for Success. 2011. Sebastian Deterding | Getting Gamification Right (presentation). January 2011. Entertainment Software Association | 2011 Sales, Demographic and Usage Data: Essential Facts about the Computer and Video Game Industry. 2011. Gartner | Gamification Primer: Life Becomes a Game. January 2011. Gartner | Innovation Insight: Gamification Adds Fun and Innovation to Inspire Engagement. December 2011.
44
Gartner | Maverick Research: Motivation, Momentum and Meaning: How Gamification Can Inspire Engagement. October 2011. Insight Express | 1Q2012 Digital Consumer Portrait. 2011.
On the Web
Ian Bogost (Video Game Theorist, Critic and Designer).
Mashable | 7 Winning Examples of Game Mechanics in Action. July 6, 2011. Scott Nicholson (MIT Gambit Game Lab) | Because Play Matters. Wired Magazine | Go with the Flow. 1996. Wired Magazine | Swedish Speed-Camera Pays Drivers to Slow Down. December 6, 2010. Gabe Zichermann | The Gamification Blog.
In depth
Gamification
Jane McGonigal
Jane McGonigal takes play seriously. She studies the power of games to impact the real-world and she creates games that do just that. She is an expert on applying game design and game theory to real work and real business, and has consulted and developed internal game workshops for leading technology companies. MIT Technology Review named her one of the top 35 innovators changing the world through technology, for her role in pioneering the field of alternate reality gaming, and Harvard Business Review called her theory of alternate reality business one of the Top 20 Breakthrough Ideas of 2008. She has a PhD from UC Berkeley in performance studies.
Experts
Brian Burke
Brian Burke is an analyst for Gartner, specializing in enterprise architecture and IT portfolio management, and most recently developing research on the emerging gamification trend. His groundbreaking work in the development of federated architectures has been implemented in hundreds of organizations in both the public and private sectors. He is also a prominent researcher and speaker in the areas of IT strategy, IT organizational structures and business/IT alignment.
Wanda Meloni
Founder and president of M2 Research, is an industry analyst and market strategist. Wanda has a deep understanding of emerging trends in interactive entertainment, games, and social media. Wanda publishes articles and reports that on the market dynamics affecting development and consumer trends. In addition to her published works, she consults with many of the top companies in the industry, providing custom analysis, investment strategies, strategic positioning and competitive analysis.
Sebastian Deterding
Sebastian Deterding is a researcher and designer working on user experience, persuasive design, video games, and gamification. His PhD research at the Research Center for Media and Communication at Hamburg University looks into the use of game design to motivate user behavior in non-game contexts. Today, he speaks and publishes internationally on persuasive design and gamification at events such as reboot, re:publica, or Playful, and consults game companies on game usability and playability.
Gabe Zichermann
Gabe Zichermann is an entrepreneur, author, highly rated public speaker and gamification thought leader. He is the chair of the Gamification Summit and Workshops, and is co-author of the book Game-Based Marketing (Wiley, 2010) where he makes a compelling case for the use of games and game mechanics in everyday life, the web and business.
Other experts include:

R Ray Wang, Micheal Wu, Toby Beresford, Dennis Crowley, Keith Smith, Steven L. Johnson, Buster Benson, Scott Dodson, Ian Bogost
46
Technology trends
The following section outlines the upcoming technologies that will change everything, with predictions on what may come of them in financial industry.
And what about Google Maps?

Google Maps solution is much more than Maps. It is also considered the main advertising platform for many merchants, and functionalities as Street View add value to final user far beyond geo-localization. But it is no longer free. It seems to be quite hard to make money putting ads on maps, so Google Maps API is limited to 25,000 free queries per day. Over that limit, it is required to pay. Nothing free lasts forever. Rumors keep growing and it is said that Apple is working on its own Map solution that will be revealed with the iOS 6 and will include 3D features. We already have a winner: the final user.
The Maps War

Emerging players are consolidating their Maps products and becoming trusted partners in the Maps solutions landscape. A few weeks ago Wikipedia moved from Google Maps to OpenStreetMap, followed by FourSquare. Even Apple launched iPhoto for iOS using OpenStreetMap data for photos with geolocation tags embedded.
BREAKING NEWS
Is OpenStreetMap a mature solution?
OpenStreetMap was founded in July 2004 and it is defined as a collaborative project to create a free editable map of the world. In April 2012, OpenStreetMap cleared 600,000 registered contributors. However, not all registered users actually contribute to the map: a minority of individuals contribute the majority of the content (around 3%). High populated areas such as big cities are constantly being updated, even at a higher rate than Google Maps does. Low populated areas, on the other hand, are not so accurate. These areas are currently being covered by Bing, Microsoft Maps solution. Despite Microsoft support, certain places may not have accurate information to display. Therefore, depending on the needs, OpenStreetMaps can be considered a good approach. The Maps war is escalating. During Apples WWDC in June 2012, the company announced that the new iOS will no longer use Google Maps. Instead, Apple will offer its own maps solution in the iOS 6. The new map service, along with Siri, seems to offer iOS users more convenience and solutions (of course, shutting out Google). In fact, it looks like Apple wants to extend the war beyond Maps be careful out there, the titans are clashing.
48
Technology trends
Striking Gold with Big Data

Today, the world creates 2.5 quintillion bytes of new data everyday! 90% of the worlds data has been created in the last two years alone. In this mountain of data (both structured and unstructured), there is gold to be found. Companies must acquire the right tools and processes to separate the dirt from the gold efficiently.
ccording to McKinsey Global Institute, big data can unlock value (high level) for the enterprise by: 1) creating transparency; 2) enabling experimentation to discover needs, expose variability, and improve performance; 3) segmenting populations to customize actions; 4) replacing/supporting human decisions making with automated algorithms; and 5) innovating new business models, products, and services.
up-selling/cross-selling opportunities. It is stipulated that they will also use Watson to detect fraud and analyze customer credit worthiness. The danger (or risk) of big data stems from issues which will affect all stakeholders, namely: data protection and security, rights and responsibilities for using data, and accountability and enforcement. Additionally, it is estimated that by 2020, the volume of data will exceed our capacity for data storage by more than 2:1. v
Sources: IBM | Understanding Big Data, March 2011 McKinsey Global Institute | Big Data, June 2011 World Economic Forum | Rethinking Personal Data: Strengthening Trust (August 2011) The Economist | Big Data: Crunching the Numbers, May 19, 2012
Relevance of Big Data

Opportunities for example, a retail business can increase operating margins by 60%. Early results show that big data leaders are taking market share from the laggards; suggesting that big data will become a keystone for competitiveness and growth for the organization. Specifically for the banking sector, Citibank has partnered with IBM (Watson) to use big data for
OPEN WIDE Global digital information

Created Storage available Zettabytes = 1 trilion gigabytes 35
ESTIMATE FORECAST
2005 : 0.13
30 25
2020: 34.6
forecast
20 15 10 5 0
2005
Source: IDC
2010
2015
2020
50
Trending issues
In this section, readers will find summaries of the most relevant news of selected topics that have been published over the course of the month based on its relevance to the Banking industry. The summaries were prepared by the editorial board. Further information is made available for each given topic.
New formats
Smartphone + Fanatics = Smartphonatics

Smartphonatics are consumers who change their shopping, financial, and payment behavior as a result of owning a smartphone. According Aites Ron Shevlin, This group is driving the adoption of mobile payments and banking, and setting the bar for how financial institutions will have to respond over the next five years. 70% of Smartphonatics have used a mobile device to make a payment. 80% of Smartphonatics have used the mobile banking channel. Less than 25% of other consumers have made a mobile payment. About 33% of other consumers have used the mobile banking channel.
Source: Aite | May 2012
Core banking platform
Smartphonatics by Country
(Source. ACI Worldwide. Aite Group)
Innovation at the Core: just Copy & Paste

By using virtualization and replication technologies, banks can create copies of the core system quickly and provide them to partners in standalone sandboxes. By allowing developers work with a real core banking environment, the pace of innovation will quicken as developers can test new functionalities without worrying how it will perform, when the product goes live. According to ING, a full replication of the core system used to take about 260 days; it now takes less than a day.
Source: Information Management | May 2012
India South Africa Brazil U.A.E China Italy Singapore U.S Australia U.K Sweden Germany France Canada
60% 42% 37% 34% 31% 27% 24% 20% 18% 16% 11% 10% 8% 7%
Mobile banking
Enterprise 2.0
Everyone wants Mobile Banking, including companies

A recent global survey of treasury executives suggest that 66% of corporate customers are ready to use mobile banking, which can provide access to real-time information related to the corporate environment. Customers are willing to pay for premium services, if they can realize efficiencies. As tablets are already part of the C-suite, they can boost adoption by enabling other value added services.
Source: finextra | May 2012
52
When Google Apps go Big What happens?

An analysis of one years worth of data of Google Apps enterprise customers shows us: An average user creates 84 Docs/Sites. An average enterprise has 250,000 Docs/Sites on their domain. Compared to on premise solutions, the results are very similar. Year over year growth of Docs/Sites is projected to be 400%. Percentage of Docs/Sites that are designated Everybody: 5.5%. Percentage of Docs/Sites that are designated Public: 0.25%. Percentage of Docs Shared Externally: 2.5%.
Average Number of External Collaborators: 3,000. Thinking about the results, it seems like enterprise users have no problems embracing Google Apps; and, of course, should be mindful of when share Docs/Sites with others.
Source: Forbes | June 2012
Trending issues
Mobile payments Crowd finance
Good News, Bad News

A recent survey shows consumers want to use mobile wallets, and thats good news. However, consumers clearly prefer PayPal, Google and Apple over banks to provide the solutions. In fact, 8 of 10 consumers in the survey indicated that they would use mobile wallets, if PayPal offered a service. Banks should heed this wake-up call or prepare for a future without a mobile wallet.
Source: MarketWatch | June 2012
FUNDER AND FUNDRAISER ACTIVITY

Percentage based on sample of 57 and 47 CFPs, respectively
The Crowd is Growing Crazy

The Crowdfunding Industry Report from researchers, Massolution, reveals that crowdfunding platforms raised almost $1.5 billion, funding over one million projects in 2011. They also say that, with current trends, the already growing market is set to double in 2012.
Source: Massolution | June 2012
89%
69%
26% 7% 4%
S GN
5%
S
GN
PA I
PA I
CA
CA
1-2
Social Media
FUNDERS
FUNDRAISERS
When it Comes to Social... Women 2 - Men 1

A recent survey of 2,000 Britons (commissioned by British Telecom) discovered that over half of female internet users used social networking websites such as Twitter and Facebook, whilst only 34 per cent of men surveyed admitted to doing so. Similarly, out of those surveyed, 18 per cent of women believed that, if the internet no longer existed, they would miss social media websites the most. This compares to just seven per cent of men.
Source: The Telegraph | May 2012
Digital Marketing
The Pin is Mightier than...

According to the 2012 Social and Mobile Commerce Study (a joint research project by Shop.org, comScore and The Partnering Group), American consumers follow an average of 9.3 retail companies on Pinterest, compared to 8.5 on Twitter and 6.9 on Facebook. For now, when it comes to digital marketing, the Pin is mightier.
Source: Shop.org, comScore & The Partnering Group | June 2012
54
>5
3-
CA
PA I
GN
Trending issues
App ecosystem New banking concepts
The Internet is Becoming Mobile

By 2017, there will be 5 billion mobile broadband users, three times as many people as are using that technology today. With faster mobile network speeds and global coverage, the mobile internet is poised to deliver new innovative services, as the app ecosystem will surely find a way to create newer and/ or better mobile services. According to Ericssons CEO, there is a shift in power from the network to the handset, from connectivity to apps.
Source: GigaOm | June 2012
Talk to Bank
Voice-enabled search is fast becoming a differentiator, especially with smart devices in the e-commerce space. EasyAsk, a natural language technology company, launched Quiri in March 2012. Quiri, a virtual personal shopping assistent, understands both the intent of the search and has deep knowledge of the content and products within the e-commerce site. Shoppers can use their iPhone 4S or Android to verbally search sites for products and the products they are looking for. It is like having a highly knowledgeable, personal shopping assistant for that one store.
Source: Sacramento Bee | June 2012
New Gizmo era
Love at First Bite

People just love Apples iPad. A customer satisfaction polls shows that iPad clearly is heads and shoulder above its competitors when it comes to wowing the customers. Customers are very satisfied with: Apple (new) iPad - 81% Apple iPad2 - 71% Samsung Galaxy Tablet - 46% Amazon Kindle Fire - 41% Others - 41%
Source: Computer World | June 2012
Join & enjoy
Flashback to EVOKE
Though there is a lot of commercial buzz related to games and gamification today, some are designed to change the world. In 2010, the World Bank launched the EVOKE, a game which motivate players all over the world to come up with creative solutions to our most urgent social problems. According to the website, EVOKE is a ten-week crash course in changing the world. In this issue of Innovation Edge, we pay homage to one of the pioneers of gamification.
Source: World Bank | March 2010
56
Trending issues
Smart cities + urban mobility
Event
Gamification & Banking: a passing fad or a serious business?
World renowned experts, based on real world experiences, would help you ascertain whether or not gamification is being hyped or is here to stay. Bernardo Crespo Velasco @b_crespo Head of Digital Marketing and Marketing Lab at BBVA Spain. Degree in Management and Economics from the University of Castilla-La Mancha and the University of St. Andrews. He holds a masters in Relational Marketing, CRM and e-Commerce at ICEMD. Brian Burke @brian_burke Analyst for Gartner, expert in gamification and enterprise architecture. His groundbreaking work in the development of federated architectures has been implemented in hundreds of organizations in both public and private sectors. Priya Haji @priyahaji
More info
Connected Cars Solution Market Expected to Exceed $350 million in 5 years

By 2017, according to ABI Research, the connected car market will be about $350 million dollars; growing from $66 million in 2012. Connect Car solutions include stolen vehicle tracking, insurance telematics, infotainment, and road user charging. The consumers are asking for a connected lifestyle and they are asking to be connected to the car, especially the younger consumers.
Source: ABI | May 2012
13th September | 9.0014.00 h.

BBVA Innovation Center (Plaza de Santa Brbara 2. Madrid)
Health
Gimme a Hi-Five for health

TFor healthcare delivery, were rapidly moving from a world of inbound patients to a world of inbound data. The impact of this shift on the healthcare system and how consumers use and act on health information should not be underestimated. Here are five ways digital apps and smartphones will transform healthcare: Improved access to care. Improved patient engagement. New provider of business models. Reduced medicare fraud. Improved patient safety.
Videos, pictures and all the info
CEO and co-founder of SaveUp, the first free rewards program that encourages Americans to save money and pay down debt, while offering a chance to win prizes, including a lifechanging $2,000,000 jackpot. Through a fun and simple approach that employs game mechanics, SaveUp helps transform the otherwise mundane activities of savings. Sergio Jimenez @gamkt Sergio Jimenez is an analyst, consultant and speaker specialized in gamification, enthusiastic marketing, technology and games. Mr. Jimenez has participated in numerous projects related to gamification, helping companies of different sectors to introduce game mechanics in products and service.
Source: Forbes | June 2012
Check out the videos and photos of the event in our web www.centrodeinnovacionbbva.com
58
Innovation
at BBVA
For BBVA, innovation is a strategic pillar and the BBVA Innovation Center is a major focal point for the groups effort in this field.
We Innovate to Grow
BBVA understands innovation as a source of value creation, both for our group and people. In order to effectively manage its development, the group relies on time tested innovation methodologies, which were co-developed with leading experts around the world. The Open Innovation model adopted by the group attests that BBVA highly values people and talent, regardless where they may be; and shows the banks willingness to lead the transformation of the financial industry, with total openness and without any borders. The BBVA Innovation Center is the focal point for significant and disruptive innovation projects. Furthermore, the BBVA Innovation Center is a space to meet, a space to share, and, above all, a space listen and learn from the innovation ecosystem. Being part of an innovation ecosystem allows BBVA to be near ideas and talent and to facilitate access to the worlds leading experts. It is also a way to share our collective knowledge with innovation community.
More info
This month events:

CLOUDSTAGE
September 27th, BBVA Innovation Center will host the 8th edition of, Cloudstage, an event focused on the cloud. This is a meeting between professionals that want to deal with the possibilities and development of the cloud computing.
More info
KNOWSQUARE
September 25th BBVA Innovation Center will host the event Knowsqure, an online and off line network board of directors. The aim of this event is share experiences and knowledge to improve the management of companies.
www.centrodeinnovacionbbva.com
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www.facebook.com/centrodeinnovacionbbva twitter.com/cibbva www.youtube.com/user/centroinnovacionbbva www.slideshare.net/CIBBVA
BBVA Innovation Edge is the result of a collaborative work done by all the people who are involved in innovation at BBVA Group.
CONTRIBUTORS TO THIS ISSUE:
BBVA Innovation Edge is the first corporate magazine focused on innovation. Innovation Edge aims to explore new trends and technologies that may impact the financial industry, especially retail banking. Each edition features articles, analysis and in-depth information about a given trend. WEB: Articles and sections are available for free on www.centrodeinnovacion.com in both English and Spanish. PDF: Our website offers .pdf versions of the publications for your reading enjoyment, online or offline. APP: Innovation Edge is also available in Apples App Store. All issues will be made available for download at the App Store, free of charge.
Mara Pilar lvarez Garca l Javier Anguiano Javier Bened l Alfonso Bey Navarro Jaime Bisbal l Reyes Bolumar Javier Borderas l Bernardo Crespo Antonio Garca l Eugenio Garca Rafael Hernndez l Miguel ngel Iesta Beatriz Lara Bartolom l Carmen Lpez Marcos Marrodn Ciorcia l Luz Martn Ricardo Martn Manjn l Samuel Martn Valentn lvaro Morn l Manolo Moure Jay Reinemann l Alicia Snchez Javier Sebastin l Marcelo Soria Gustavo Vinacua l Shan Ggu Phil Yim
More info
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SEPTEMBER 2012

also in this issue

Technology Trends Trending Issues

We love to play Facts & Figures

of gamers are under 18 years of age

of gamers are between 18 to 49 years old

of households play computer or video games

of gamers are over 50 years of age

September 2012 | GAMIFICATION 7

Fun is Found in the Flow

Managing the Flow

ANXIETY FLOW BOREDOM

Harnessing the Flow

September 2012 | GAMIFICATION 13

Gamification, What is it?

Key Findings about Gamification

Some formal definitions

Researcher and Game Designer

Gamification Platform Provider

Evolution of the term Gamification in Google search

Practitioner (Gamification Industry)

September 2012 | GAMIFICATION 15

Some examples of gamification

Games are the New Normal

Internet TV Wireless power & Social Analytics Group buying

Speech recognition Predictive Analytics

Cloud web Platforms Hosted virtual desktops

Trough of Peak of Disillusionment Inflated Expectations Time

September 2012 | GAMIFICATION 17

Game Mechanics: Points, Badges and Leaderboards

Challenges Virtual Goods Score Boards Gifftings & Charity

Intrinsic Motivation (or Game Thinking/Motivational Design)

Primary desire a particular game mechanic fulfills

Source: Sebastian Deterding | Getting Gamification Right

September 2012 | GAMIFICATION 19

Putting Gamification to Work

Source: http://www.mud.co.uk/richard/hcds.htm, http://frankcaron.com/Flogger/?p=1732 and http://www.gamasutra.com/blogs/SteveMallory/20120413/168507/Social_Gaming_and_the_Bartle_Archetypes.php

We have some interesting data:

Increase User Engagement

Increase Brand Loyalty

Increase Brand Awareness

September 2012 | GAMIFICATION 23

and the Fine Print

September 2012 | GAMIFICATION 27

September 2012 | GAMIFICATION 31

mer o t s u C g Facin ion ficat i m a G cts Proje

Volkswagen (Fun Theory)

oyee Empl g Facin ion ficat Gami

acing F r e m Custo ification. Gam cts in Proje ial c Finan es c Servi

Salesforce Bank of America

September 2012 | GAMIFICATION 35

Gamification Platform Providers

BBVA & the

Other notable companies include:

Twist Glue Playgen SCVNGR

September 2012 | GAMIFICATION 37

Companies around the world

September 2012 | GAMIFICATION 39

Gamification Tips from the Pros

Read the Rules.

September 2012 | GAMIFICATION 41

Brian Burke, Gartner

Get fit (NextJump).