A case study on implementing gamification in recruitment.

1. Prepared by: Winston Loh, Business Development
business@gametize.com
A Case Study on Gamification for
Recruitment:
Robo G

2. The client is a leading mobile network
operator in Singapore and among the
top 30 largest in the world, boasting a
combined mobile subscriber base of 477
million customers.
To hire the best and brightest talent from
Singapore’s local universities and groom
them into high-performing leaders with
global outlooks, they conduct a
Management Associate Program (MAP).
Overview: Robo G
A Case Study on Gamification for Recruitment All Rights Reserved. Gametize.com

3. Robo G was developed for the client’s
Management Associate (MA) Program as
a solution to gamify the recruitment
process of fresh graduates into the MA
Program.
The app was made available on both web
and mobile, allowing for free and easy
access to the game.
Overview: Robo G
A Case Study on Gamification for Recruitment All Rights Reserved. Gametize.com

4. The goal was to generate
awareness about the telco’s
graduate and scholar
programs, whilst providing
an engaging experience
throughout the recruitment
process.
Goal
A Case Study on Gamification for Recruitment All Rights Reserved. Gametize.com

5. Robo G served as a platform to educate
applicants more about the company, its
programs and various digital services,
and to re-orientate their perception of the
company to be more than just a telco.
The platform also guides successful
applicants through the subsequent
interview stages up to their assessment.
Our Solution
A Case Study on Gamification for Recruitment All Rights Reserved. Gametize.com

6. Robo G was comprised of 5 Quests, each giving
players a chance to win a different prize
Our Solution
A Case Study on Gamification for Recruitment All Rights Reserved. Gametize.com
Quest Prize
Welcome Quest $10 Starbucks card
Robo G Bronze Quest 4-port USB hub
Robo G Silver Quest Leather namecard holders
Robo G Gold Quest 4GB thumbdrives
Robo G Platinum Quest iPad Mini

7. Applicants completed text, photo and quiz challenges to earn
points, while learning more about the company.
At the same time, users were also given opportunities to express
themselves while being assessed through their responses.
Our Solution
A Case Study on Gamification for Recruitment All Rights Reserved. Gametize.com

8. Successful applicants for
each quest were emailed
a passcode to access and
attempt the subsequent
quests
Our Solution
A Case Study on Gamification for Recruitment All Rights Reserved. Gametize.com

9. The Results
A Case Study on Gamification for Recruitment All Rights Reserved. Gametize.com

10. User Reception
“Very innovative approach to hiring. Integration of an app to the recruitment
process is unprecedented!” – Alex Neo
“Very efficient, enjoyable and fun” – Lu Yang
“…It was such an interesting and different experience!” – Joanne Wu Qiong
The general response from players was that they agreed that Robo G had
streamlined and repackaged information and recruitment into a uniquely
gamified process, with the presence of both intrinsic and extrinsic rewards
motivating users to complete the respective challenges.
A Case Study on Gamification for Recruitment All Rights Reserved. Gametize.com

11. Goals Achieved
A Case Study on Gamification for Recruitment All Rights Reserved. Gametize.com
1. User Engagement
Players were strongly motivated by the extrinsic incentives (iPad,
job offer) and tended to complete all quests on finishing the
Bronze Quest.
Apart from establishing and maintaining engagement throughout
the recruitment process, Robo G also achieved its secondary goal of
informing and educating its users. The responses received for the
quiz and open-ended challenges were extensive.
2. Inform & Educate

12. Lessons Learnt
A Case Study on Gamification for Recruitment All Rights Reserved. Gametize.com
The simplicity of most of
the challenges proved a
low barrier to entry for
engagement and
participation.Coupled
with the attractive
rewards, this kept users
engaged as they played
through Robo G.
Some players dropped
off atWelcome Quest
due to the effort required
in certain challenges*,
which dampened their
interest
User Engagement
*E.g. taking a photo of themselves at an outlet.
This can be seen as a filter for applicants who lack enough interest in working for the telco

13. Summary & Recommendations
A Case Study on Gamification for Recruitment All Rights Reserved. Gametize.com

14. Summary
A Case Study on Gamification for Recruitment All Rights Reserved. Gametize.com
Robo G proved to be an excellent way to educate and
inform potential recruits about the company.
The responsive feedback of Robo G on the Gametize
platform impressed players with the “efficient and
seamless experience” and contributed to high levels of
interest and engagement.