Games have been around almost as long as human civilisation. Games, like civilisation, evolved to fit man’s ambitions and meet his needs. Games have recently spawned the field of gamification, a discipline whose practitioners apply game design principles in non-gaming environment to create leverage or stimulate desired actions/responses from target audience. Gamification has found application in several industries – including but not limited to education (to stimulate task completions), medicine (to drive compliance amongst practitioners), trade (to engender loyalty) and several more. This presentation will explore several models applied by practitioners and will zoom in on Octalysis – the eight pronged framework which if well applied, irrespective of industry can help teams craft gamification experiences that not only meet agreed business goals but will do so putting the customer and their wellbeing at the core of all considerations and within the provisions of the law and morality (ethics).
- A broad overview of gamification and the current state of affairs – history, theories, practitioners’ and outsiders’ views, overarching principles, tools & techniques;
- A deep enough understanding of a selection of predominant theories and framework to stimulate interest and further research;
- A wide variety of examples of gamification (using the Octalysis framework as a tool of analysis) as applied to businesses in the wild and differentiating between what is ethical application of gamification and what is not. Examples will include but not limited to the exploration of Discovery’s adoption of gamification in its insure, banking and medical aid portfolios, social media businesses (Facebook, Instagram, Twitter) and governments (China has the most elaborate- but potentially not the most ethical application of gamification embedded its national social score programme).
Oluwakorede Asuni, is a Senior Business Analyst with the MTN Group. He oversees the business analysis team within the mobile financial services business of the MTN’s South Africa operations. He fancies himself a polymath, with research interest spanning ethics of gamification, robotics, AI & ML; new business models for traditional business, human-centred design and participatory governance. In his spare time, he assists start-ups and non-profits on their technology adoption journeys. With over 15 years’ of experience guiding non-profits’, businesses’ and public institutions’ adoption of technology in various capacities, Olu is always keen to explore new tools, technologies and techniques with a view of finding human-centred commercial and impactful use-cases for these.