News Analysis: Bunchball Gamifies Salesforce.com And Delivers Simplified Applets

Published on August 24, 2011 by R "Ray" Wang

Two New Products Improve Entry Points for Gamification Adoption

Bunchball, a leading gamification vendor in the Silicon Valley, is best known for its Nitro gamification platform which organizations use to implement game mechanics across social networks, mobile applications, and websites.  Today the solution reaches more than 70 million unique users and creates 2.3 billion actions per month.  Companies such as Comcast, Hasbro, LiveOps, USA Network, and Warner Brothers use the Nitro solution to engage with customers, employees, and partners.

On August 24th, the company announced two new solutions:

  • Nitro for salesforce. Bunchball delivers a solution that works natively in Salesforce.com’s user interface (see Figure 1).  Users will see a new menu item labeled Nitro that provides key elements in gamification: points, badges, levels, leader boards, and real-time feedback mechanisms.  The solution ships at the end of Q3, 2011 and will be made available via AppExchange.

    Point of View (POV):
    Motivation of the sales force represents a key area of opportunity to demonstrate the impact of gamification in the enterprise.  Using techniques that reinforce both monetary and non-monetary incentives, Bunchball can create systems that provide recognition, access, and impact in driving sales team performance.  Users can expect a direct impact to opportunity development, win rates, knowledge transfer, and internal collaboration.

Figure 1.  Nitro For salesforce.com Delivers Key Gamification Elements Such As Leader Boards

  • Nitro Elements. FanBox and GameBox represent two new ways to consume elements of the Nitro Gamification platform.  Bunchball will make both solutions available to customers as of August 24, 2011.  FanBox provides a turnkey rewards system for website owners (see Figure 2).  FanBox prices 125 credits for $50.  Each credit = 1 user action.  GameBox provides owners with free access to social games such as online poker.  GameBox is free to users. Customers can buy additional chips.

    POV:
    FanBox will appeal to organizations who seek ways to improve engagement.  Actions such as clicking, sharing, tweeting, contributing, and watching can be rewarded through a universal points system.  The result – organizations can focus on driving behavior without worrying about the technical aspects of building a rewards system.  If successful, FanBox gives BunchBall the opportunity to aggregate a universal virtual currency for earning and redeeming rewards.  Meanwhile, GameBox’s engagement content delivery system cleverly gives BunchBall an opportunity to aggregate and distribute social gaming content to its customers.  As a cloud delivered solution,  Nitro Elements gives customers logical entry points to take advantage of gamification and progress to the full Nitro platform as their needs expand.

Figure 2. Nitro Elements Provides Brands A Turnkey Approach

Figure 3. Additional Screenshots of Nitro for Salesfore.com and Nitro Elements

The Bottom Line: Enterprise Gamification Will Require More Than Just Turning On The Platform

Intrinsic and extrinsic rewards are nothing new.  While gamification is today’s term du jour, organizations will not be able to resist the power of crafting properly aligned incentives.  Expect most early adopters to embrace gamification in the enterprise by early 2012.

While the technologies to deliver a gamification platform continue to improve, successful gamification will require organizations to rethink their engagement strategy with key stakeholders.   What key actions do you want to incentivize for partners, suppliers, customers, and employees?    How will organizations align these incentives with their business processes?

Companies such as Bunchball and Actionable are leading the way in delivering platforms for the enterprise with their gamification of Salesforce.com.  Expect more models to emerge, especially in multi channel commerce, advertising networks, and even HR.  Training and development, incentive compensation, and employee feedback show great promise for gamification.

Gamification is here to stay and enterprises who get it will gain a strategic advantage in engaging their community of stakeholders.

Your POV.

Designing your gamification models?  What enterprise application will you gamify first? next?  Have you tested out Actionable or the 3B’s (i.e. Badgeville, Bigdoor, and Bunchball?  Ready to here how you can apply the white arts of the 7 Virtues to work?  Add your comments to the blog or reach me via email: R (at) ConstellationRG (dot) com or R (at) SoftwareInsider (dot) com.

Related Resources

20110223 Best Practices: Applying The Seven Deadly Sins To Successful Gamification

20110120 Trends: 5 Engagement Factors For Gamification And The Enterprise

Reprints

Reprints can be purchased through Constellation Research, Inc. To request official reprints in PDF format, please contact sales (at) ConstellationRG (dot) com.

Disclosure

Although we work closely with many mega software vendors, we want you to trust us. For the full disclosure policy, stay tuned for the full client list on the Constellation Research website.

Copyright © 2011 R Wang and Insider Associates, LLC All rights reserved.

  • Hey all –

    I’m the founder and Chief Product Officer at Bunchball, and wanted to respond to your comments.

    1. Tom: Not even Photoshop – Microsoft Paint 🙂 I assure you that the screens are real, and we’ll be demoing them live at Dreamforce on Tuesday August 30th at 5pm PST, and then in our booth during the entire conference. We (meaning I) was putting together screenshots for the press late the night before we announced this, realized I’d messed up a few, and so stitched the Profile and Team Standings page into my existing Opportunity screenshot. You’re correct that the tab that should be highlighted on the Profile page and the Team Standings page is the “Nitro” one on the far right. I made one other screw up but I can’t remember what it is right now. I’m sure you’ll tell me 🙂

    2. Mike: We didn’t remove anything from the Opportunity Page. The “Create New” and “Recent Items” sidebar modules are below ours, you just can’t see them in the screenshot. The SF Administrator can order the sidebar modules any way they want – for the purposes of our screenshot, we put ours on top.

    3. Mike: We’ve been using Salesforce ourselves for 4 years, so are very familiar with it. And the market disagrees with you. Sales managers are looking for ways to drive adoption, engagement, and performance, and have been using things like contests and SPIFs for years. Nitro for Salesforce provides a much more powerful engine for motivating sales staff. Of the final 4 contestants in AppQuest this year (best new Salesforce application), two are focused on using game mechanics to motivate employees: http://developer.force.com/appquest11

    best, – rajat

  • HAHA this is ridiculous. Tom nailed it, obvious photoshop. Beyond that – they removed the ‘create new’ and ‘recent items’ function from the opportunity page!

    As a rep that uses salesforce, I would raise absolute hell if someone tried to implement this gimmicky app. Seriously, how much productivity and efficiency would be lost without these two function?

    It is painfully obvious the people developing this product have absolutely no knowledge of sales or sales force.

  • Hi Tom – that’s a very good question. having seen the real slides, let’s ask the question! =) -Ray

  • The SFDC screenshots are obvious photoshops. Why does the Opportunity tab for Grand Hotels have a user’s profile?

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