GAMIFI

CATION
HOW TO ENHANCE
ENGAGEMENT IN A
CORPORATE CONTEXT
SUMMARY

3 INTRODUCTION: WHY ENGAGE?

4 GAMIFICATION AND ENGAGEMENT

7 5 STEPS TO GAMIFY YOUR COMPANY

9 WHY GAMIFY YOUR TEAM’S ACTIVITIES?

11 CASE: GAMIFICATION TO ENGAGE

CALL CENTER EMPLOYEES
 INTRODUCTION:
WHY ENGAGE?
For us, complex human beings, playing is a good example of how our
cognitive processes can be stimulated through playful aspects, obtaining,
for instance, high learning retention rates.

And who can deny that, when it comes to businesses, good results are
closely linked to a team’s ability to reinvent themselves and learn new
skills? This is why there is so much talk around engagement in the
business context: the more committed professionals are, the greater the
productivity and quality of what is produced.

In this sense, a methodology that is effective in several market niches is

gamification, or the application of game mechanics and design to engage
and motivate people to achieve personal goals in corporate objectives.

In businesses where change management is applied to various purposes,

GAMIFICATION: HOW TO ENHANCE ENGAGEMENT IN A CORPORATE CONTEXT | MJV TECHNOLOGY & INNOVATION. ALL RIGHTS RESERVED.

gamification provides assertive support. They can be implemented from

corporate culture changes, to new software sales and relationships.

The ultimate purpose of the application of this technique can be leveraging

engagement, avoiding material losses, reducing the impact of changes in
the relationship with customers, enhancing earnings through productivity,
among others.

Having a team that is motivated, trained and aligned with business

objectives brings concrete gains and is essential to the business. So, we
present you some initiatives associated with gamification that can take
your business to new levels of empathy and engagement. Enjoy!

3
 GAMIFICATION
AND ENGAGEMENT
“GAMIFICATION IS A DESIGN THAT GIVES GREATER
EMPHASIS TO HUMAN MOTIVATION IN THE PROCESS.”
Yu-kai Chou, gamification “guru”

When we think about gamification, we often focus on the mechanics and

we rarely try to understand what are the motivations behind people’s
actions, that is, their will and other factors that inspire them to accomplish
their tasks.

Through the creation process of game mechanics and how it fits in a

particular context, it is necessary to first understand what brings value to
the people affected. This implies the reformulation of activities in order to
make them more fun and meaningful.
GAMIFICATION: HOW TO ENHANCE ENGAGEMENT IN A CORPORATE CONTEXT | MJV TECHNOLOGY & INNOVATION. ALL RIGHTS RESERVED.

So, it is necessary to completely understand the performance of each

company, each team and individual involved in the operation. In order to
accomplish this research, several different tools are used, such as the
framework, for instance.

CHOU’S: IDENTIFYING CORE DRIVERS

MEANING

REALIZAÇÃO EMPOWERMENT

LEFT SIDE POSSESSION SOCIAL PRESSURE

RIGHT SIDE
OF THE BRAIN OF THE BRAIN

GRACE UNPREDICTABILITY

ANNULMENT

Adapted from Octalysis – complete Gamification framework

4
 This framework is an artifice created by Yu-kai Chou (known as the “guru”
of gamification) to analyze and build strategies for projects, and aims to
reflect the criteria that make it a fun and efficient game. Chou’s Scheme
– a geometric shape of eight sides, each representing a different type of
motivation - has some concerns that every manager should keep in mind
when creating a gamification project.

Eight motivators (or core drivers) between actions linked to the right side
of the brain, such as creativity; and actions related to the left part of the
brain, which is more logical. The top part, called white hat gamification,
brings positive feelings, but not urgency.

For example, a motivator found on the top part is the “Epic Meaning”,
which means accomplishing something larger than life, something that
will influence several other people, but that does not need to be done
immediately. At the bottom, the black hat gamification does not bring such
a good feeling, but is associated with a great sense of urgency, such as
implementing an action because you will lose points, badges or status if
you don’t.

Interestingly, this framework is what allows you to balance these various

GAMIFICATION: HOW TO ENHANCE ENGAGEMENT IN A CORPORATE CONTEXT | MJV TECHNOLOGY & INNOVATION. ALL RIGHTS RESERVED.

motivators to see value in a task. Thus, gamification helps identify the

motivations, or core drivers, that lead people to perform certain activities.
With this, you can understand and create strategic and balanced solutions
in order to ensure continuous motivation.

EXTRINSIC X INTRINSIC MOTIVATIONS

When defining their gamification strategies, companies should consider

promoting a balance between the user’s extrinsic (external) and intrinsic
(internal) motivations. In practice, this means that, if it is based on external
prizes and rewards alone, organizations can end up having a major long-
term challenge. They might end up needing to increase this kind of reward
over time, as people will not seek to improve their actions to gain the same
kind of reward, or they might face a drop in performance after receiving
the prize.

For this reason, it is necessary to understand who are these people and
what motivates them to act. Just as design thinking, gamification must be
centered around the human being, and take into account the behavior as
well as understand people’s contexts, habits and values. This is because
the idea is not to create a simple game, but a business solution that can
positively impact a team’s engagement and productivity.

5
 It is noteworthy that two very strong aspects of motivation for people are
the social issue of the game and the feeling of progressing in a given task.
The latter takes into account that people are technologically connected
all the time, but not with each other. In this regard, games and gamified
solutions that make them interact more end up producing new meanings.

Since the sense of progress brings satisfaction; i.e. to be encouraged to

learn, for example – which tends to be postponed in most cases – and
through the game’s process or task, people recognize they have completed
the steps and therefore they feel comfortable.
GAMIFICATION: HOW TO ENHANCE ENGAGEMENT IN A CORPORATE CONTEXT | MJV TECHNOLOGY & INNOVATION. ALL RIGHTS RESERVED.

6
 5 STEPS TO GAMIFY
YOUR COMPANY
A study by the Gartner Group noted that by 2015, 40% of Fortune 1000
companies have already implemented gamification in at least one
management procedure. Among other factors, the institution stated that,
1
Source: when thinking about a gamification project, it is essential to identify and
The gamification
of business – Brian declare the company’s objectives, as well as analyze if the methodology is
Burke, Forbes, 2013 the best way to achieve these goals

We list some of the strategies that apply gaming techniques to engage

employees and improve business results.

1_ENCOURAGE HEALTHY COMPETITION

Gamification works by encouraging people to develop desired behaviors,

GAMIFICATION: HOW TO ENHANCE ENGAGEMENT IN A CORPORATE CONTEXT | MJV TECHNOLOGY & INNOVATION. ALL RIGHTS RESERVED.

showing a path to mastery, taking the psychological predisposition that we

all have for games into account.

A good way to do this is by creating competition. This is what happens

when the sales team, for example, sets goals and creates rewards for the
vendors, ranking them through effort indicators or sales results.

The competition mechanism reinforces the commitment of the vendors

in the sale, they also want to stand out in the group as excellent
professionals. This can be done in all departments. The more people strive
to be on top of the competition, the better the individual results of the
group, and hence, the business.

2_DISCLOSE RESULTS AND EFFORTS

The only thing more rewarding than overcoming a stage in a game is

being recognized as an excellent player. Thus, when professionals are
publicly recognized for their efforts, which are related to the success of the
organization, the tendency is to keep the level of work and guide others.

7
 3_ENCOURAGE COLLABORATION

Games played in teams usually bring more excitement. A player

encourages the other and helps everyone play their part. Everyone
envisions the end result, the team result. So, it is important for the team
to have collective goals beyond individual goals. Thus, team spirit is
strengthened and everyone goes in the same direction, aiming to achieve
collective goals.

4_INSERT PLAYFUL ASPECTS

Gamification often works best when there is playfulness. Competition

needs to be stimulating in order to overcome challenges, but also for the
relaxation it provides. Think of fun names for the team, with symbols that
define the achievement of goals and symbolic awards.

For example, you can create a competition based on movies, inspiring

teams’ names in Star Wars, Fantastic Four, etc.; the award may be the
“Sales Oscar” (for the commercial sector) or the company could even offer
tickets to a movie.
GAMIFICATION: HOW TO ENHANCE ENGAGEMENT IN A CORPORATE CONTEXT | MJV TECHNOLOGY & INNOVATION. ALL RIGHTS RESERVED.

The more relevant this metaphor for the team, the more people will get
involved. It is important to use psychology in gamified activities, and
always deal with positive feedback (points, badges, status, progression,
etc.) to build motivation.

5_USE TOOLS

This entire process can be done with resources that are available in
the office, such as paper and pencils. Everything will depend on the
gamification level you want, on the time available and people operating
this mechanism. The most popular option these days is the adoption of a
software to serve as a gamification platform for the company.

The advantage lies in the possibility to integrate systems that the

organization is already using to the tool. Thus, the company’s CRM, project
management system or ERP, can communicate with the gamification
platform, facilitating management and balance of this mechanism.

8
 WHY GAMIFY YOUR
TEAM’S ACTIVITIES?
Gamification increases the perception of professional capacity, making
difficult tasks seem simple and fun challenges. Remember: this is not just
a game. What differentiates gamification from common electronic games
is that its purpose covers a completely different goal.

While games are used purely for fun, gamification focuses on using
specific techniques to a broader understanding of internal operational
processes, enabling new knowledge, use of best practices and an increase
in productivity for an individual and for the collectivity.

Gamification is not just represented on a dashboard (panel) that contains

the players’ scores. It involves something much bigger: thinking. Game
mechanics encourage employees to seek knowledge to improve their
techniques, to help achieve the goals and beat the competition as targets.
GAMIFICATION: HOW TO ENHANCE ENGAGEMENT IN A CORPORATE CONTEXT | MJV TECHNOLOGY & INNOVATION. ALL RIGHTS RESERVED.

WHERE TO BEGIN?

It is necessary to ask some questions before gamifying the actions of your

team:

_Why
_ would a game benefit the users of the service?
_What
_ are the business objectives behind this game?
_How
_ will game mechanics make users reach business objectives?

WHO ARE THE PLAYERS?

_What
_ is the central problem to be worked on?
_Is
_ the problem relevant for the company?
_Is
_ it aligned to the business goals?
_What
_ is the behavior to be modified?
_In
_ what environment/context does the game fit?
_What
_ is the most appropriate platform for the game?

9
 WHAT ATTRACTS EACH GENDER IN GAMES

men women
_spatial
_ puzzles _dialogue
_ and verbal puzzles
_trial
_ and error _learn
_ through examples
_competition
_ _situations
_ similar to reality
_destruction
_ _providing,
_ caring
_mastery
_ _emotions
_

Adapted from Schell, 2008. The Art of Game Design.

WHAT IS THE GAME’S MISSION?

This is the reason for the game, the main goal of your gamification
initiative. Defining the mission is extremely significant for the game to be
successful and appeal to players. The game’s mission should be:

_specific
_
_measurable
_
GAMIFICATION: HOW TO ENHANCE ENGAGEMENT IN A CORPORATE CONTEXT | MJV TECHNOLOGY & INNOVATION. ALL RIGHTS RESERVED.

_reachable
_
_realistic
_
_solvable
_ within the stipulated time

10
 CASE: GAMIFICATION
TO ENGAGE CALL
CENTER EMPLOYEES

The CoolCenter is a tool developed by MJV to apply game mechanics to a

call center’s operations, trying to minimize problems that are commonly
faced by these companies, such as high turnover, low productivity, high
GAMIFICATION: HOW TO ENHANCE ENGAGEMENT IN A CORPORATE CONTEXT | MJV TECHNOLOGY & INNOVATION. ALL RIGHTS RESERVED.

training costs, among others.

The application of game mechanics to promote people’s engagement

was used by a large insurance company to increase the productivity of
call center attendants and reduce the high turnover rates. Researchers
followed the routine of a company’s service cell to understand the context
in which the various actors involved in decision-making and operation
processes fit.

Attendants and sector managers participated in the process collaboratively

and helped create ideas - aimed to encourage new behaviors related to
competitiveness, proactivity and cooperation. more dynamic electronic
mechanisms to teach and train employees were created and the support
process during the service was redefined, which helped reduce costs.

Researchers used gamification alongside Design Thinking to create

methods to speed up, or even reduce, the number of queries, and keep
the focus on low average time rates for services. So, the attendants’ task
became more engaging and stimulating through healthy competition.

11
 HOW IS THIS GAME PLAYED BY THE ATTENDANT?

It is worth mentioning that the CoolCenter is not supposed to be played

actively. MJV’s concern was not to create a tool that competes with
the matter of the work. In fact, CoolCenter creates scores and gamifies
an attendant’s normal functions, so, if he works well, he will do well in
the game.

What sets the CoolCenter apart is the fact that some behaviors should be
encouraged, such as cooperation and proactivity. These behaviors render
points in the game through missions and challenges, whose purpose is
to make the work’s objective more tangible and make attendants connect
more with the activity it performs.

THE BENEFITS OF THIS TOOL

Results from the gamification experience for call center services

30% 35% 85% 12% 85% 1%
increase in reduction of of approval TMT precision reduction
GAMIFICATION: HOW TO ENHANCE ENGAGEMENT IN A CORPORATE CONTEXT | MJV TECHNOLOGY & INNOVATION. ALL RIGHTS RESERVED.

adherence cases being among those reduction in total

to breaks reopened participating operational
costs

_Possibility
_ for reduction in the costs of training and teaching;
_Increased
_ operator assertiveness;
_Streamlining
_ the service process;
_More
_ efficient monitoring for the quality control area;
_Generation
_ of humanized indicators for services;
_Reduce
_ the average cost per service;
_Reduce
_ turnover, which is a difficult goal to achieve, but MJV
believes it can be achieved indirectly with the CoolCenter.

12
ABOUT MJV

CRAFTING BUSINESS TRANSFORMATIONS THROUGH

DESIGN THINKING AND DIGITAL STRATEGIES

Since 1997, MJV Technology & Innovation has been working with
some of the world’s largest companies on their business challenges.
Based out of offices in Europe, the United States and Latin America,
the consultancy now has a multidisciplinary team of more than
300 members.

MJV is composed of three pillars structured in complete synergy:

BUSINESS INNOVATION  development and implementation of

innovative solutions to reduce costs, increase revenue and generate
new business models.

TECHNOLOGY CONSULTING  development and implementation of

costumized services on Business Intelligence (BI), IT and Internet of
Things (IoT).

DIGITAL STRATEGY  Development and implementation of corporate

strategy and user experience in a way that the digital mindset
becomes intrinsic to the business model.

We believe innovation lies in the alliance of design principles and

technology. For us, empathy, creativity and user centered processes
lead to relevant and impacting solutions that generate real value for
business.

Distinct challenges require diverse approaches. Therefore, we

combine diverse expertise – Design Thinking, Service Design,
Gamification, User Experience, Big Data, Lean Methodology, Internet of
MAURÍCIO VIANNA
Things, among others – in order to transform complex challenges into
Global CEO
innovative solutions.
[email protected]

YSMAR VIANNA
President
[email protected]
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