Gamification and bankingBreaking the lance for gaming in the financial sector

Bizplay 2013 | Maarten Molenaar | Rabobank Netherlands

Who am I ?

You can discover more about a person in an hour of play than in a year of conversation.

Who am I ?

Damgloin

Priest healer (support role)

Achiever/free spirit

Maarten Molenaar

Maarten Molenaar Manager Gamification Hub Rabobank Netherlands

10 million customers

1.9 million members

50.000 employees

48 countries

Twitter: @MaartenMA

Gamification

Emergence of Gamification:

Technological drive: cultural shift Economical drive: literacy shift

Cultural shift generation Y

Growing workforce

25%

Digital Natives

There is no digital media

Ubiquitous in a New Generation

Data is like water from the tap

New interaction with systems

Systems of engagement

They dont care..

It is must be relevant

Cultural shift

New generation needs game mechanics as an enabler.

Abundance of data calls for systems of engagement.

Literacy shift

Average age of a gamer

37

Percentage of female players

50%

Gaming platforms

55%

Global industry turnover

What does this mean?

(Digital) games are known and normal: For every age For every demographic For every level of income At any place At any time

En what does that mean?

Literacy shift

Rapid growth of the gaming industry.

Games are becoming part of our every day lives again.

Users are getting used to the gaming grammar.

Gamification

Applying the game-design thinking to a non-gamecontext in order to achieve a higher level of userengagement, change behavior and solve problems.

What is so special about games?

Autonomy

Mastery

Beter plaatje voor relevanceBeter plaatje voor relevance

Relatedness

Progression & feedback

Thomas van Manen - Sogeti

Learning

Sebastian Deterding

Flow

Flow - Csikszentmihalyi

Designing for motivation

Ghosydney.com

Nike+

Back to gamification

Applying the game-design thinking to a non-gamecontext in order to achieve a higher level of userengagement, change behavior and solve problems.

Beter plaatje voor relevanceBeter plaatje voor relevance

Engagement with the system

Beter plaatje voor relevanceBeter plaatje voor relevance

Change behavior

Beter plaatje voor relevanceBeter plaatje voor relevance

Solve problems

Gamification & business

The difference between gamification and serious games:

Holistic versus adaptive (closer to your company) One-time experience versus continious engagement

(a more sustainable experience)

Engagement at work

Supporting customers

Gamification & Rabobank

The online mortgage process

The gamification solution

The gamification patterns

Progression &

feedback elements

Gamification

Blankstates

Call for action, motivate to fill the blank spots.

Feedback indicators

Instant feedback on the progress of their actions.

Quest Queue

Motivating the user in providing a clear overview of what

activities need to be completed.

Reward

The customer who uses the crosschannel mortgage process

receives a reward in the form of a 450 euro discount.

Gamification is a hype

How to get a grip on hypes

Learn and understand

A Cooperative bank

A Cooperative bank

A Cooperative bank

Members

Local

Rabobanks

Central Board

Rabobank

Netherlands

Learning at Rabobank

Local branches

Learning & Development

Lean Competence Center

Recruitment

User Experience Center

Innovation IT HR Communications Marketing Control

Activities

Inspiring Inspire colleagues Invite them to share and co-create

Learning Learn from ongoing projects Combine the fields of (academic)

knowledge Collaborating in the enterprise

gamification community

Advice On Gamification/gaming topics

Example: CRM Challenge

CRM Challenge

0

0,5

1

1,5

2

2,5

3

3,5

4

FA

FB

V&S

VK

Average

response time

for service

requests:

-50%

Results

CRM Challenge

Teamplay

Teams work together on daily basis to increase

their performance in the challenge.

Progression & feedback

Teams track their performance daily. By setting

clear goals and receiving immediate feedback

they managed to improve continiously.

Reward

The biggest price was the recognition for their

performance. Placing the teams in a spotlight

turned out to be their biggest reward.

What have we learned?

Gamification

requires a variance

of competences

Cover your bases!

(goals &

measurement)

Gamification is

motivation design

Gamification starts

with root-cause

solving.

Its the design

process, not just

the design

elements

Make it

meaningful!Start & IterateCo-create & share

Dont be afraid

not to use

gamification!

Implementation

4 Examples

User Experience Center Analyse business requests. Implement gamification in UI designs. Designers are trained in gamification design

Rabobank Learning Center

Use gamification to redesign the educationalprogramme for employees.

Learning through engagement.

Lean Competence Center

Gamification is used to enhance the adoption of a culture of continuous improvement

Application Development & Maintaince

Use gamification as a design principle in the virtualization of services.

Challenges of our own

Where does the road lead to ?

Focus on elements

Balance intrinsic/extrinsic

Combining two worlds

The PBL paradigm

My vision on gamification

I need your help!

Endgame

Thank you!

Maarten Molenaar

m.a.molenaar@rn.rabobank.nl

Twitter:

@MaartenMA