In late May, a small team at AMP launched a ‘Mystery-gami’ game. It was an experiment in gamification for all involved – a first for AMP internally – and with little expectation of its success.
The game ran for a little over a week, originally set out as a way to engage staff to join in the week-long AMP-led event Amplify Festival. But it surpassed all predictions. In just 10 days it had reached 900+ players, generated 40,000 touches, and seen engagement across multiple locations of the business – nationally and internationally.
Project lead, Developer Mark Morgan tells us about the game in his own words:
“I learnt so much about gamification and how powerful it is. I recognised gamification is everywhere and part of us. In my mind, reading a book is a good analogy for a game. The reward is finding out the ending, a chapter mark is akin to getting a badge. It marks your progress. We used the same principles.”
“Our game idea was to finish the mystery-gami by working out the mystery puzzle. Every badge you got earned you a fold in the puzzle. All nine badges, you completed the puzzle.
“We designed it so that the final badge could only be earned on Expo day – the final day of Amplify Festival – so that we wouldn’t have people completing the game too quickly. Six people completed the game in total. It was important to make the game fit to the theme of Amplify – origami was a perfect fit to transformation.”
How we did it
“The idea is that there is something for everyone in the game. Using the Octalysis model of the core drivers for successful gamification we tried to match our scoring opportunities in the game to cover all of the core drives. This helps our game to have appeal to all players.
“There are four types of player – ‘killers’ who just want to win at any cost are the ones to watch out for. You have to be careful of them, they can get so far ahead in the game that it puts others off. That’s a theory of course, but it really became true. We had 5-6 ‘killers’ in our game.
The Amplify team took part in a brain storming session with the Amplify Festival speaker and gamification expert Marigo Raftapoulos (watch her session here) which kicked things off.
The excitement builds
“Promotion of the game was minimal. But even before any comms had gone out, people had picked it up from the app and website.
“The game only came out on Tuesday before Amplify Festival. From the Wednesday, people were already asking ‘how we can get more points?’ We started a quiz to give people the opportunity to get more points.
“That was my first indication that people were really motivated.”
“Our leaderboard throughout the competition was dominated by an employee who worked in Parramatta [outer Sydney]. She couldn’t make it to the event – until the Thursday, but still managed to keep in the top five of the leaderboard through the website, tweeting, submitting comments.
“And a guy in NZ – he couldn’t attend. He watched the puzzle being made and completed it and sent through his solution in a photograph. I was quite amazed.
“We designed it so people engaged with content – for the quiz, people had to read all of our website interviews with speakers to answer the questions. People got more points for things they physically had to do – like taking a photograph –to build the engagement.
“A lot of our participants were people highly engaged in Amplify Festival, those taking part in lots of activity – like our speaker buddies, our tweeters and those participating in Idea Frontier [internal idea sourcing platform]. What you see when you look at the leaderboard is people who weren’t passionate about a game – they were passionate about Amplify Festival.”
Mark’s key drivers of success
1) People playing, word of mouth – someone playing could talk to their friends.
2) Game was easy to play – and easy to get on board with. App was slick.
3) Based on framework. Design of game around player types. Badges. People who love playing computer games attracted by points and bages.Even gave me a sense of satisfaction seeing badge popping up
4) It wasn’t about reward, the prize was just a ticket to our closing party. But it’s important people also get recognised.
5) It’s human nature – you see a leaderboard, someone I know above me, it’s competition to get feedback.
6) Make sure you cater for the killers – the most determined players. Keep them happy, whilst not scaring off new players.
Gamification in numbers:
- 40,000 touches (checking in, doing anything in the app, RFID, website)
- Top 100 players scored between 175 and 1,213.
- 900 players scored more than 10 points
- Six people completed the game.
- 64 completed the quiz
- 21 self-taken photographs (‘selfies’) submitted
- 118 pictures
- 120 comments
- 160 tweets
- Total cost under $6k