Home' Superfunds : Superfunds December 2018 Contents branding and communication challenges involving
a diverse set of internal and external stakeholders.
Their solution was to design Plantville, an online
gaming platform to give the experience of being
a plant manager. Players were challenged to
maintain operation of their plant while improving
productivity, efficiency and facility health. The
online game hit the mark with their target
stakeholders and more. Stories about Plantville
were featured in more than 235 outlets, reaching
more than a million people.
Gamification design elements have structure and
content. Structure consists of points collection,
leader boards, levels of difficulty, badges and
rewards. Content comprises challenges in
progressive stages, stories that are captivating,
avatars or characters players can adopt, time-
constrained tasks and freedom to fail (including
the ability to respawn to try again). Behavioural
science research shows that gamification can instil
behavioural change depending on what the game
is teaching, engaging and motivating. Popular
gamification technology includes game design
tools like Unity and Unreal Engine.
Gamification is also becoming a popular
method to engage with customers as it
encourages participation, engagement and
loyalty. Think of what superannuation members
could be interacting with – the website, the app,
the social media page or all three. Then integrate
game mechanics to draw them in regularly.
There are a handful of superannuation funds
that have some degree of gamification in the
form of retirement calculators where members
can enter financial data, receive a ranking and see
where they are likely to retire. Members can plug
in different numbers to view different results. This
is a start.
Consider gamification when you begin
onboarding members. Can members earn loyalty
points by completing a survey of the onboarding
experience? Perhaps more points are earned
when members visit their account to complete
a task on the website. The points could then be
converted to a tangible reward or even donated
to a charity of their choice.
The use of gamification should always be linked
to the overall fund strategy targeted at member
segments that the funds would like to increase
engagement and interaction with. Consider
the strategic outcome, is this about increasing
membership growth or a preventative strategy
to stop further decline in the member segment?
Also consider how this segment likes to be
communicated with and leverage on technology
to reach out to that segment.
The question of ‘what to gamify?’ should be
answered by your members. Add gamification
to what members care about and something
they value. Otherwise incorporating game-like
mechanics that do not serve an end purpose will
be a complete waste of time.
The future of gaming will invade the corporate
world as technology rapidly advances into
the areas of Virtual Reality (VR) and Artificial
Intelligence (AI). We are likely to see playing
freedom across platforms allowing users to
move device platforms without any gaming
interruptions. Online gaming spectators will
become a norm. As user experience and
functionality continue to enhance, players can
shape, enhance and control their game play.
Social media will become more integrated
into gaming and gaming will require physical
involvement of the participants. Online gaming
will become social.
HIQ Learning Services, a company of IQ
Group Australia has teamed up with its sister
company IQ Business South Africa to incorporate
gamification elements into learning and customer
engagement. In July 2018, in celebration of
Nelson Mandela’s 100th Birthday, IQ Business
South Africa in collaboration with VictoryVR,
developed a virtual experience that allowed users
to stand in Mandela’s shoes. The journey, created
in virtual reality, enabled users to stand on the
hills near Mandela’s childhood home and his
prison cell on Robben Island.
Imagine a VR experience built to teach the next
generation of Australians about superannuation
and retirement, like a ‘choose your own adventure
game’. The choices they make in different
phases of their VR life can lead them to different
retirement scenarios. The time to incorporate
gamification is now. Our future is game ready.
Cynthia Cheong is practice leader for HIQ Learning
Services, a company of IQ Group Australia, and
Adi Stephan is head of learning & development,
IQ Business South Africa
Superfunds December 2018
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