Women in Gamification Panel Session: Designing for Inclusion

The gamification industry, just like it’s near relative the game industry, is still largely dominated by men and with those men designing for all. In this panel, we look at designing for inclusion and what women bring to the design process and how they are maybe motivated differently in the workplace. We will discuss challenging stereotypes regarding female players and how to break them. We will also address how we can motivate more ladies to step into the gamification industry. Marigo Raftopoulos will be chairing this panel and will be joined by An Coppens, Melinda Jacobs and Sabrina Bruehwiler.

Cultural Differences in Gamification

This panel session looked at what the different challenges in using gamification are from country to country. Drawing upon the broad international experiences of our speakers from around the world not just in Europe. We addressed differences in motivation between cultures and how you adapt a game to work across multiple countries. Joining us for this exciting panel are Sylvester Arnab, Ahmed Hossam and Jasmin Karatas to share with us their vast experience implementing and teaching gamification in many different cultures.

Designing a Superwoman’s Journey – Gender and Diversity in Gamification

How can I create value in my organisation by designing specifically for women? Since the controversial damsel in distress in Super Mario our perception of females in gaming has evolved. But how does it change our designs and how can we avoid stereotypes? Going through different Gamification concepts, we will explore how to empower females in our designs and its relevance in improving our products and experiences by analysing it through the Octalysis Lens.

Gamified Social Media Performance Coaching at the UN

Engaging senior influencers to change behaviour via an online gamification program is fraught with difficulty. In March 2015 Toby Beresford successfully engaged the head honchos at the United Nations into the UN Social 500. He did this by leveraging 3 years of online gamification experience. Getting it wrong is often the precursor to getting it right. In this session he shares the learnings he’s picked up so you don’t have to suffer the same mistakes!

Ready4Tomorrow: A Gamified 5G Learning Project from Nokia Athens

Nokia’s vision for 2020 is one of a connected world, where 5G Networks, make our lives better and easier. To get there, the company needed to instruct her employees on 5G technologies first. In Nokia Athens, a gamification project was launched, engaging 300 engineers in a game were learning and creation of learning was the main focus. These people are now Ready4Tomorrow.

How to Empower an International Sales Team with Octalysis Gamification

Worldwide, only 13% of employees are “engaged” with their work. In comparison, 24% of the workforce are categorized as “Actively Disengaged”. In the last decade these numbers have not changed. To tackle this Crisis of Engagement, workplace innovation has focused mainly on creating function focused solutions and one-off engagement projects that were often designed with a focus on extrinsic rewards. The impact of most of these activities have been rather short lived. The Octalysis Gamification Framework provides the foundation for a much needed innovative workplace design. We have created a successful approach that, when fully integrated in the company workflow, generates much increased workplace engagement. Happier workers, people, mothers and fathers, are the result, leading to happier families and societies. Join me to find out how we accomplished this in a large international consumer goods company: happier staff, satisfied clients, more productivity, more profit.

How NOT to Run a Gamified Classroom

Using gamification in the classroom is the best thing that can happen to teachers and players. Except in my case for the first 5 semesters where I had to go through trial and error on how to do it. After reading every book in the subject and trying every technique from other teachers around the world, this talk will uncover my findings and how I ended up developing a system for such a task.

Death by Badges: How Superficial Gamification Turned my Project Into Something Else

When gamification came into Rob’s world, he was dipping his toes into creating engaging interactive materials for a business school, but decided to go all in with gamification on that. This talk will discuss how badges helped realize that just stamping points, badges or leaderboards doesn’t make gamification relevant and how this a-ha moment lead to where he is now.

Designing Cooperative Gamification: The Happyformance Case Study

It is essential for us not to be entirely driven by specific technologies. Designing experiences around a specific challenge that we wish to address should be more holistic and pragmatic. Gamification is a very useful tool for informing such design process. This talk will look at gamification as a hybrid approach, which emphasises on digital and physical contexts, game-inspired design thinking as a playful process for innovation and a look into the impact of connected and smart environments that could transform ordinary spaces into playful environments. This talk will specifically focus on educational experiences.

The Good, the Bad & the Ugly

What went wrong, what changed along the way. What lessons learned made a change in the final product and in what way the pilots were affected. A 15 minute talk over a paradigm-shifting breakthrough that brings transparency, accountability and real time peer to peer feedback to the front of corporate life. The story of an alliance forged against performance appraisals, promotions and lack of recognition. Meet NOVA, the groundbreaking solution for self-improvement based on a gamification concept with people at its heart. Get to know the ways of the Pilot project. Why and how.

The Importance of Choice and the Pitfalls of Chance

In his talk – The Importance of Choice and the Pitfalls of Chance – Will will summarise the key learnings from the various projects 3radical have executed, distilling a number of ‘best practices’ that brands should consider if they are looking to gamify their marketing activities. In particular he will illustrate how using choice can lead to dramatic increases in consumer engagement, with a direct link to the bottom line, but that the use chance can be a double-edged sword!

Zero-Cost Gamification: How Can We Do That?

Adam is a passionate about sharing knowledge. He has a training company called Kollektíva in Veszprém, Hungary. Beside that he’s the curator of the local TEDx event, and the president of the local club of Toastmasters International. In all these organizations he always tries to find ways of better engagement, and knowledge sharing. In the last few years Adam turned his attention to gamification, and he seeks methods and frameworks to help small companies and individuals to improve in Hungary. Fortunately there are a growing number of gamification consultants and agencies all around the world. Big companies with very complex systems truly need these consultants’ deepest knowledge when they seek advice and they can afford it as well. But what about small companies, freelancers or teachers with limited options? Without sufficient resources and wide knowledge about gamification, how can individuals or startups gamify their systems or processes? In Hungary the topic of gamification has walked just a few baby steps, but people are craving for new ways to get and sustain attention, especially in education. Adam will bring some truly interesting cases and ideas about how he gamified a university class with zero cost – and how you can do it on your own.

Employee Engagement Experience with Gamification

Ahmed Hossam is The International Gamification Confederation (Gamfed) Ambassador in Egypt, he is a Keynote speaker, Consultant, Designer and Facilitator on Gamification. He is Currently the president of Gamification Egypt and the Founder of Gampact. Ahmed is one of the of the top pioneers in Gamification in the Middle-East, he has been in the “Global Gamification Gurus Power 100” since 2015. In July, 2017 he was Rated #2 in the “Global Gamification Gurus Power 100” based in the United Kingdom. He has helped a variety of companies, from seed stage startups to Fortune 500 companies such as HP, Oracle, Vodafone, AUC, Abudawood and many more… Gamification has been one the most successful strategies for employee engagement using digital and non digital design. In this speech we will see how different companies from Startups to Fortune companies were able to use it effectively to boost employee engagement, and some critical lessons learned.

The Power of Play in Higher Education

Our current educational system is old, outdated and doesn’t reflect reality. It’s plain boring and most students are satisfied with a low (but sufficient) grade. The system doesn’t inspire, doesn’t build grit (in recent research grit seems to be the most important factor to be successful) and students all learn the same thing in large groups. Most young people play games in a virtual world. Within that world they just want to be the best and they learn at high speed. Shouldn’t it be obvious to see if it’s possible to teach those kids by letting them play a serious game? ProtoPlay does just that, we transformed a complete minor into a real life game called ‘ProtoPlay Tycoon’ and the first results are mind blowing. Horst Streck will tell you all about it.

The Hero’s Journey is no Longer Serving Us

Jeff Gomez, CEO of Starlight Runner, is a leading expert in the fields of brand narrative, story world development, creative franchise design, and transmedia storytelling. He specializes in the expansion of entertainment properties, premium brands, and socio-political themes into highly successful multi-platform communications and international campaigns. As a producer accredited by the Producers Guild of America, Jeff also develops the story worlds of films, TV shows, videogames, toys, books, comics, apps, virtual reality projects, and theme park attractions. This deepens engagement and accelerates the development of participative communities, resulting in mass audience approval, brand loyalty, and increased revenues. LinkedIn profile: https://www.linkedin.com/in/jeffgomez/ Twitter profile: https://twitter.com/Jeff_Gomez Wikipedia page: https://en.wikipedia.org/wiki/Jeff_Gomez Starlight Runner: https://www.starlightrunner.com/ Marketers and developers have all been hearing about the power of story to motivate users, but drop-off in box office and TV ratings are signaling a growing disenchantment with standard storytelling tropes. Are we tiring of simple, linear stories that feature male characters, where might makes right? How is the rise of nonlinear, participative narrative impacting our work? In this exclusive talk, Jeff Gomez, one of the world’s most renowned experts on story, unveils a new model of storytelling, which he calls Collective Journey. An evolution of the Campbellian Hero’s Journey model, Gomez claims this new modality explains the seismic changes that have been sweeping the world, from BREXIT to Trump. He also says that those who master Collective Journey storytelling will have the ability to supercharge their user-base, inspiring intense loyalty, shareability, and communal activation. Gomez will specify some of the surprising ways this new model applies to gamification.

The 8 Archetypes of Gamification Failure

Dr Marigo Raftopoulos is a strategic business adviser specializing in innovation using games, gamification and experience design. She is the founder and CEO of Strategic Innovation Lab, and is also a adviser to several technology incubators and technology start-ups. She is also an advisor on the European Commission’s Advanced Digital Gaming and Gamification Program. Marigo works with a wide range of global clients on accelerating innovation using the tools of engagement that are fundamental to game design and gamification. Her focus over the last few years has been on transformation projects applying gamification in the fintech, banking and insurance industries. Marigo holds a PhD in enterprise gamification and has widely published her research on gamification frameworks and methodologies. Her research identified design, taxonomic and capability elements of gamification that have contributed to exemplary project developments. These findings have enhance critical understanding of the effective design and best-practice implementations of enterprise gamification. Every gamification designer will have had as many failures as epic wins. In this talk Marigo will present a discussion on the eight most common types of failure ‘archetypes’ that she has experienced first hand, such as the Orphan, the Academic, the Pigs Might Fly, and the Vendor from Hell. Marigo will also present some tips on how manage these situations in your future projects. This talk is based on a chapter in Marigo’s upcoming book, How Organisation’s Play, and it will the first time that is presented here at Gamification Europe.

Game Mechanics SUCK Without Narrative

Melinda S. Jacobs, M.A. is an entrepreneur and user experience expert specializing in changing behaviour through play and games. She is a co-founder and CEO of her startup in stealth-mode launching beginning of 2018. Together with her awesome team she combines gamification and artificial intelligence to establish a new way of working within a customer service department. Through Subatomic she has consulted corporates and startups on how to create playful experiences that creates engagement and change. In her free time she is an avid reader, beer brewer, and N7 paragon. LinkedIn profile: https://www.linkedin.com/in/melindaja... Twitter profile: @melindajacobs We use “game mechanics” as a short-hand to talk about the design patterns games often use to create amazing engagement. But, too many people look at these mechanics as individual mechanisms that are independent generators and drivers of action, engagement, and value creation. In reality, they’re anything but independent. Mechanics create engagement when they work together to create a coherent system that makes a narrative move from static to interactive, that makes it explorable and responsive. I’ll show you how to approach designing such a system, that facilitates interaction between a user (your hero) and fictional or non-fiction narratives, and how the power of those mechanics you use is drawn from their relationship to the narrative itself.

Designing to FAIL – First Attempts In Learning

With experience in gamification design you will already know that PBL’s are dead as the one size fits all solution for learning. The big question is should you innovate instead? With my experience of over 15 years in commercial practise with some of the world’s biggest brands, I will address the following * How most learning gamification frameworks missed a trick * Designing your methods to avoid madness * Artificial intelligence is it friend or foe? * Block chain technology opportunity or dead-end? * Picking your battles wisely is as important in games as with clients and suppliers An Coppens is the Chief Game Changer at Gamification Nation Ltd, which offers gamification design solutions and an online gamification community. The company is based in London and serving clients worldwide from well-known brands to smaller product focused SME’s. Her solutions are designed to encourage winning behaviours and improve business results in the areas of sales, marketing, HR, learning and productivity. In February 2016 she was recognized at the World HRD congress in Mumbai as a HR tech visionary and in March 2017 she was listed in the elearning top at gold standard globally. In October 2017 one of our client projects is shortlisted in the top 10 educational games awards of TIGA.

Theory vs. Practice in Implementing Successful Gamification

Dr. Michael Wu is the Chief Scientist at Lithium, where he focuses on developing predictive and prescriptive algorithms to extract insights from social big data. His research spans many areas, including customer experience, CRM, online influence, gamification, digital transformation, A.I., etc. His R&D won him the recognition as an Influential Leader by CRM Magazine along with Mark Zuckerberg and other industry giants. Michael believes in knowledge dissemination, and speaks internationally at universities, conferences, and enterprises. His experiences and insights have inspired many global enterprises and are made accessible through “The Science of Social,” and “The Science of Social 2”—two easy-reading e-books. LinkedIn profile: https://www.linkedin.com/in/michaelwu... Twitter profile: @mich8elwu In 2011, Gartner’s identified gamification as an emergent technology in its Hype Cycle report. Yet, the very next year, Gartner published another report stating that “80% of the currently gamified application will fail due to poor design.” In theory, gamification is very simple at the conceptual level. And there is no shortage of easy-to-use tools that can give points, award badges, display leaderboards, run contests, create missions, or technologies that leverage other game mechanics. In practice, however, gamification is very difficult to get right at the implementation level. This abridged workshop will present several tenets of successful gamification that guard against some of the most commonly overlooked pitfalls when implementing gamification. We will examine them thoroughly to understand why they are important and how they will impact your gamification initiatives. After the presentation of each tenet, the attendees will have the opportunity to apply that tenet to a real problem of their choice. Upon completing this hands-on application exercise, the attendees will rotate to report their solution and finding to the entire group. Subsequently, we will host a facilitated discussion focusing on improving upon the team’s finding while addressing any challenges or unanswered questions that might arise.

Don’t Just Use Gamification, Think Hybrid Solutions

Sylvester Arnab is a Professor in Game Science at Coventry University, leading research and innovation at the Disruptive Media Learning Lab (DMLL). With over 10 years research experience in simulation, serious games and gamification combined, his research interests include gameful, playful and persuasive designs that transform ordinary tasks into extraordinary experiences. Sylvester is currently coordinating projects funded by the EU Commission, HEFCE and NEWTON, such as the Horizon 2020 BEACONING project (Beaconing.eu), HEFCE GameChangers (gamify.org.uk) and NEWTON CreativeCulture (mycapsule.my). He is also involved in the H2020 C4Rs project (C4Rs.eu). He currently has over 80 publications and has a portfolio with a total value of in excess of £7 million research funding. Find out more at sylvesterarnab.com LinkedIn profile: https://www.linkedin.com/in/sylvester... Twitter profile: @sarnab75 It is essential for us not to be entirely driven by specific technologies. Designing experiences around a specific challenge that we wish to address should be more holistic and pragmatic. Gamification is a very useful tool for informing such design process. This talk will look at gamification as a hybrid approach, which emphasises on digital and physical contexts, game-inspired design thinking as a playful process for innovation and a look into the impact of connected and smart environments that could transform ordinary spaces into playful environments. This talk will specifically focus on educational experiences.

How to Design Your Gamification Project

In this workshop, Sabrina Bruehwiler and Vasilis Gkogkidis will help you design a gamification project to solve a problem of your choice. Participants will be organised in teams and will go through the following steps: What do you want to do with gamification? Participants will choose a problem they want to solve with gamification and set a clear goal on what they want to achieve. Brainstorming We explore what we need to keep in mind when designing for gamification. What are the elements we need to think about when we try and create a gamification solution Prototyping Participants will get hands on and make a prototype. Play Testing Teams will be trying each other’s solutions. Feedback will be given on the ideas so everyone can improve their projects. Workshop Outline: What do you want to do with gamification? Gamification case studies – inspiration Brainstorming Prototyping Play testing

Bankrupting Gamification – When a Method Becomes Mythologised

Dr Karen Cham has 23 years experience in human centred digital transformation design; she designs and builds digital artefacts, develops digital production methods, establish digital business, management and migration models, and devises transformational strategies; often simultaneously. Her core expertise is in emotional engagement and behaviour change, using biometric insights to isolate context specific ‘nudge mechanics’. One of the biggest risks for practice based design methodologies, when creating and marketing transferable models, is that when they are adopted outside an understanding of that practice, they can become a tick box exercise for the uninitiated that promises much and doesn’t deliver. Often, the commodification of the model, seen across for example, Design Thinking, Agile and Gamification presents the method as a recipe for success in themselves, as if the art is in the model, not its application. At worst, they are presented as an ideology that demonstrates all the empty semantics of a cult. This risks bankrupting the practices entirely. In design, the outcomes should be better known than the methods, and the practices outstrip the rhetoric, and its marketing.

Playing to Win in the Large $10m to $100m+ Digital Transformation Deals

Mac has over 20 years of experience in the industry having worked with likes of Accenture Interactive, Deloitte Consulting & HCL Digital. Mac brings strong experience in defining and implementing Omni channel digital strategy across the value chain. His work in digital has seen him travelling to over 15 countries/25 cities spanning across Europe, US & Asia while working for clients like Deutsche Bank, USAA, Nestle, M&S, SABMiller, Singapore Airlines, Techdata & Moet Hennessy. Now, Chief Digital officer with Formula2GX, Mac is keen to help others to win their battles in the complex digital ecosystem. The Digital transformation market hit $37.4b in 2016 and overtook traditional IT and BPO outsourcing by over 25%. Both Agencies and Service Integrators are buying each other out to stay relevant with their clients. Examples include Publicis buying out Sapient Nitro and Accenture Digital buying out Fjord & Karmarama. While this is happening at large scale, clients are also directly involved with innovative start-ups who are disrupting the traditional value chain by creating unique propositions that the big players fail to deliver. How can you be part of this game and deliver not just a one-off “WOW” moment to your client but be part of their transformation journey? Mac will share his experiences on what works and what does not including how to find the right opportunities to get to work with clients from $100m+ size businesses to large global $100b+ corporates.

Strategic Use of Gamification in a Technology Startup R&D

With over 20 years in the digital industry and academia, Dr. Jan Storgårds is passionate about applying new emerging technologies to address real world needs by working with early stage technology companies. In his role as Sector Lead for Digital and Creative Industries, and Project Director of REACTOR at Anglia Ruskin University, he contributes to making ARU as a key player in the creative and digital entrepreneurial ecosystem. REACTOR is about harnessing the power of games to create innovative solutions for human problems. A total of £1m is committed to help new and existing business in all sectors to use games technologies and user-based design in creation of innovative products and services, ultimately, developing a new applied games sector in the GCGP region. REACTOR is part-funded by ERDF (European Regional Development Funding). For more information, please visit http://www.anglia.ac.uk/reactor There is a great potential for the use of gamification in disruptive and novel technology product development. In particular, this applies to early stage technology companies that are still in working on their product strategy. However, convincing technology startups to use gamification is not a straightforward task as they often are ‘too busy’ with their current tasks and very focussed on delivering a new product into the market place. In this talk examples of value adding approaches taken with early stage technology startups will be presented.

Gamification Works Because of Science

Gamification is still just a buzzword for some, while for others they’ve already implemented it with powerful effects on their business process. We’ve seen some gamification projects which have a very pretty design but have failed to engage users and others with a very ugly interface but are addictively engaging their users! What is the secret? Let’s analyze these and talk together at this session with Altug. Is gamification really a buzzword or is it a new norm for every product’s service design?