Gametize's 5D Framework & Scorecard
Let's begin with this basic checklist...
(Though if you are already a Gametize 5D ninja, just skip this altogether and go straight to Gametize Scorecard below).
1. Define your Problem
2. Determine your goals
3. Decide target behaviours and emotions
4. Describe & profile your players
5. Design your mechanics and process

1. Define the problem

Examples of Problem Statements:
-
Retention of knowledge is 10% after every workshop.
Root causes: The digital platform is disengaging, and there are no followups - E-learning completion is 30% and the dropout rate is high
- Job candidates still don't know much about our company in the interviews
-
Awareness on diversity is rock bottom in my company
There are no conversations, and people don't know their biases -
Nobody is talking about my brand, and a lot of money is spent on advertising
We have loyal customers but they are't talking about us - We are spending too much time generating our own content for marketing
2. Determine your goals

Examples of Goals:
- Retention of knowledge is 50% after every workshop
- E-learning completion is 70% and the dropout rate is significantly decreased
- 9/10 job candidates know our company well before the interview
- 9/10 employees in the company say they are interested in promoting diversity
- There are 1,000 mentions of my brand on social media on a daily basis
- 90% of our content is now generated by our customers
3. Decide your target behaviors and emotions

Examples of Target Behaviors:
- Users are doing challenges to compete with each other
- Users are collaborating to help each other get past the level
- Users are having conversations about diversity offline, and taking selfies to promote the awareness
- Job candidates can answer quizzes to learn more about the company
- Customers are posting reviews about the product, good or bad
- Customers are referring other customers

Examples of Target Emotions:
- "This is a rewarding game where I can win surprise prizes!"
- "I never thought this new skill I'm learning is so useful!"
- "The company makes me feel recognized and exclusive"
- "I could actually improve other people's lives by contributing in this game"
- "I know much more about myself now"
4. Describe and profile your players
- Why did Tony join the company? Why not other competitors? What sets this company apart?
- What does Tony look forward in his daily tasks, and what motivates Toni in life generally?
- What games does Tony play, on desktop or more the phone?
- Why does Tony play these games? To compete, to socialize, to explore, or to earn a sense of accomplishment?
- Which websites does Tony visit in his free time, and what content does he consume?
- What apps does Tony use on a daily basis, and on a weekly basis?
- Is there a reward Tony wants that “money can’t buy” in the company? e.g. lunch with CEO?
- What rewards that “money can buy” would motivate Tony? e.g. Movie tickets? Coffee Vouchers? Books?
- What may lead to Tony leaving the company? Lack of recognition? Lack of opportunities?
- If Tony can design a game of his own, what would it be?
- If Tony can meet anyone in the company, who will it be?
- How often does Tony get to learn new things in his work? Does he enjoy learning? If yes, why? If not, why?

Killer
Defined by:
A focus on winning, rank, and direct peer-to-peer competition
Engaged by:
Leaderboards, Ranks

Achievers
Defined by:
A focus on attaining status and achievement present goals quickly and/or completely
Engaged by:
Achievements, Badges

Socializers
Defined by:
A focus on socializing and a drive to develop a network of friends and contacts
Engaged by:
Community, Interaction

Explorers
Defined by:
A focus on exploring and a drive to discover the unknown
Engaged by:
Obscure Achievements, Compelling Story
(We’ve based this off Richard Bartle’s Taxonomy of Player Types, which you can read more about here.)

Examples of Profiles:
- Alice is a Killer who enjoys competition
- Billy is motivated by socializing and being in a community
- Charlie likes discovering content and learning new life hacks
- Alice uses Instagram everyday to post new photos of her healthy lifestyle
- Billy loves discounts, even though he is a high-income earner
Want to learn your Player Type? Take our personality quiz!
*Side note: Do not proceed if you haven’t tackled these questions. Otherwise, well done! Now that you have these pieces of information, let’s go on to design the Gametize experience, based on the following scorecard. You don’t have to hit a perfect score, but these are questions that you should keep in mind.
5. Design your gamification strategy

Visual style & Narrative
Gametize Scorecard
The Gametize scorecard is designed to measure the success of your gamification strategy. Score each of the questions out of 10, with 10 being the best score.

Step 1: Use the 5D Framework
- Has the problem been defined, or an overall objective been identified? E.g. lack of motivation for training, implementing a long-term loyalty and contest platform
- Have the goals been determined? E.g. Increased knowledge, interests, conversion of sales
- Have the target behaviors been decided? E.g. Players will do quizzes weekly, encourage each other, work together as a group to complete challenges
- Have the players been described & profiled? E.g. Unmotivated, avid mobile user, likes & dislikes

Step 2: Game Structure & Elements
- How clear are the objectives of the games for the players? __/10 (Do players know what to expect? Do they know what the rewards are?)
- How attractive are the rewards to the described players (monetary or non-monetary? __/10 (For Enterprises, avoidance of penalties can be a form of rewards, too, e.g. do a dance in front of the office)
- Are there any “wow factors” or surprise discovery of rewards in place? __/10 (If so, are your players somewhat aware, and how easy can the early rewards be discovered?)
- How focused are the games? __/10 (Is the game too broad? Are the challenges/theme specific and consistent?)

Step 3: Challenges
- Will there be fresh challenges rolled out? If so, is the schedule well-designed? __/10 (Also, are the players aware of new challenges periodically?)
- Are the challenges relevant to the objectives/goals/problem (i.e. not random)? __/10
- Are the challenges easy to understand? __/10
- Is there a good number of challenges? (i.e. not too little or too much) __/10

Step 4: Feedback & Competition
- How clear and frequent are the feedbacks? __/10
- Are the feedbacks relevant to the objective/goals? __/10
What can the 5D Framework & Scorecard be used for?
- Employee orientation & onboarding
- Conferences and exhibitions
- Talent acquisition (i.e. recruitment)
- Encouraging employees to recycle more
- Encouraging employees to adopt healthier lifestyles
- Quiz nights (ask us more about this!)
Happy gamifying!
This post was contributed by Keith Ng, Prapim Chutaprutikorn, and Max Ang.
Max Ang was a Business Development Mentee at Gametize in 2014. He loves reading, especially on themes that deal with the modern society. A sporty person who enjoys runs in the morning and rock climbing on the weekends.