Yesterday Valencia welcomed the Gamification World Congress that I follow virtually through #GWC2012. BBVA, Iberia, Ligeresa, Axe, Wayra, ESADE, GlaxoSmithKline, Macmillan, Gamisfaction, Nomaders, Blaffin were among the companies presenting success stories on gaming.

It has been proved that people remember things easily when an emotion is created. The marketing expectations around Gamification techniques have a lot to do with Neuromarketing theories. There are a lot of expectations on internal enterprise Gamification. In the public Web some sectors are taking the lead on following the trend. The Gartner Analyst Brian Burke opened another Gamification recent event in Madrid remembering that “Gamification is mostly about Engagement”, and this can be applied both to customers or employees.

Gamification and Banking

The experience of the Spanish Financial Group BBVA that just launched BBVA Game was also presented a week ago at the BBVA Innovation Centre during the event “Gamification & Banking: a fad or a serious business?” .

One of the objectives of the BBVA Game was to double the name of registered users. “People like the efficiency of the online channel want to keep a one-to-one contact with the brand”-explained Bernardo Crespo. Another interested data coming out the BBVA presentation was that “only 20% of Spanish users –out of the total holders of Bank Accounts in the country- is familiar with the use of a Web Site to consult their bank accounts”, the project aims also to reverse this situation helping people to learn making a heavy use of the Video in the gaming context. In general Banking presenters seem to agree that Gamification techniques are helping to increase the time spent on the Web.

Gamification and Health

Using Gamification techniques for chronic illness rehabilitation was another topic of the World Congress. Here you can find some ideas and experiences What can games do for the health (In Spanish) I have personally started my own mental-health gaming project at http://www.lumosity.com/

Gamification in the Enterprise

I really recommend Reading this excellent post of Ultan ÓBroin my Introduction to Gamification and Applications. Employee´s motivation and learning are experiencing a 360º turn and it looks than some of us will become soon the Dragon of the year instead of the Employee of the Year.

Using Web 2.0 Tools for Gamification Projects 

What type of tools do we need for a quick-win Gamification project? To certain extend Gamification can be considered an evolution of the participative Web. Badging, avatars, points and awards, leader boards, progress charts, virtual currencies, gifting and giving challenges and quests are common components and elements. The Web is offering new development frameworks to that purpose as this Avatar Framework from Paypal or Badgeville to include in web applications. Besides, tools to create communities around a game are required to comment, share and vote players as well as for an efficient multimedia management. Due to its entirely open architecture, its community features, and its multimedia and imaging solutions is were I see WebCenter as a tool helping brands to success.

Link to Sources & Recommended Readings

YouTube Video of BBVAGame presentation

Where To Apply Gamification In Your Incentive

Jim Calhoun Cancer Challenge Ride and Walkh

For my Spanish Readers

El aburrimiento es el enemigo número uno del éxito