Saatchi S Gamification Study

Engagement Unleashed:Gamification for Business, Brands, and LoyaltyJune 2011 Please save trees by keeping this document electronic, or recycle.

Methodology • Sample size: 2004 • US residents • 50% male, 50% female • Ages 18–44 • Field Dates: 11-May-11 to 17-May-11 • The survey was administered through Ipsos OTX MediaCT‘s standard survey environment • Respondents were recruited via email from Ipsos OTX MediaCT‘s Sample Community and linked to the survey environment to complete the online survey2

Executive Summary • 50% of the US online population between the ages of 18 and 44 play social games on a daily basis • Males — 54% • Females — 46% • Tablet owners — 66% • Smartphone owners — 53% • Three of the top four reasons why people play social games can be attributed to boredom • ―They help to pass the time when I‘m bored‖ — 57% • ―It gives me something to do when I am in the mood for something mindless‖ — 40% • ―It is a good way to spend time alone‖ — 39% • This trend of gaming to fulfill pockets of boredom is particularly true among females, while males indicated a stronger preference for competition3

Executive Summary • When it comes to specific kinds of social challenges, respondents were most interested in participating in multiplayer gaming and trivia challenges. While not as many people are familiar with scavenger hunts and guessing/probability scenarios, they did express interest in participating in these kinds of challenges • ‗Discounts‘ are the most compelling incentives for winning a challenge, followed by ‗Social Action‘ and ‗Points Towards Loyalty Program‘. Only 1-in-4 said that ‗Status in the Community‘ was a very compelling incentive • Among those interested in social challenges, males and tablet owners are most likely to view these challenges as ways to connect with the local community and make new friends • Heavy social gamers are more likely to be interested in clues-based challenges and are more aware of recent in-game ad campaigns from specific brands • Among those who are currently employed, 18–24 year olds were the group most willing to take a salary reduction to work for a social responsible company. This is evidence of a potential generational divide when it comes to social responsibility in the workplace4

Key Statistics • Among respondents who are employed, approximately half say that they play social games at work during a typical day. Males are more likely to play than females (53% vs. 39%), and Tablet owners are more likely to play than Smartphone owners (68% vs. 54%). Unsurprisingly, heavy social gamers have the highest incidence of social gaming at work (70%), compared to only 34% of light social gamers • Among respondents who are employed, 55% would be interested in working for a company that offers games as a way to increase productivity. The groups with the most interest in this workplace perk are heavy social gamers (74%), heavy app spenders (81%), and males 18–34 (68%) • 71% of smart device owners turn to their smartphone or tablet device when they are bored. This trend is most prevalent among males and females between the ages of 25 and 34 • Approximately 1-in-2 smart device owners (smartphones or tablets) say that they are interested in participating in clues-based challenges against others for a chance to win prizes. Interest in these challenges was most prevalent among males 25–34 (53%) and heavy app spenders (67%) • Among people interested in clues-based challenges, 85% would be willing to play for at least 30 minutes for a chance to win a cash prize of $100. 1-in-4 would be willing to play for at least 3 hours5

Frequency of Social Gaming On average, 50% of people online between the ages of 18–44 play social games on a daily basis. 53% of Smartphone owners play daily 46% 54% Play play daily daily 66% of Tablet owners play daily Q1. How often do you play social games? Social games are online games that you can play on social networks or apps.6

Internet Access & Social Gaming at Work Among Those Employed Internet Access at Work Playing Social Games at Work Im not 3 to 4 5+ sure, 4% hours, 3% hours, 3% 1 to 2 hours, 8% No, I do not have access, 23% 30 minutes Yes, I have to an Never; 53% unlimited hour, 14% access; 49% Yes, but some social Less than 30 networking minutes; sites are 19% blocked, 24 % Q23. Does your employer provide you with access to the Internet during work hours? Q24. In a typical day, how often do you play social games at work? Don‘t worry, we won‘t tell your boss.7

Games As an Incentive to Increase Productivity The large majority of respondents said they were interested in working for a company that used ―gamification‖ as an incentive. Among Those Employed 100% 8% 8% 9% 7% 7% 11% 7% 5% 9% 9% 12% Not interested at all 10% 75% 26% 25% 24% 27% Not very interested 31% 31% 50% 26% 25% 25% Somewhat 24% interested 23% 21% Very interested 25% 32% 36% 35% 35% 25% 27% Extremely interested 0% Overall Males Females 18-24 25-34 35-44 Q25. How interested would you be in working for a company that offered games as a way to increase productivity within the workplace?8

Willingness to Take Salary Reduction Among those who are currently employed, 18–24 year olds were the group most willing to take a salary reduction to work for a socially responsible company. Among Those Employed 100% No 45% 75% 53% 52% 52% 54% 56% 50% Maybe 31% 28% 27% 27% 30% 29% 25% 24% Yes 19% 21% 21% 16% 15% 0% Overall Males Females Age 18-24 Age 25-34 Age 35-44 Q25a. Would you be willing to take a salary reduction to work for a company that was a leader in social responsibility and environmental sustainability?9

Profile of Players of Social Games Played in the Last Month Bejeweled Texas Holdem Monopoly Farmville Blitz Mafia Wars Cityville Poker Café World Frontierville Millionaires Treasure Isle BASE 566 442 352 323 293 243 231 183 151 Mean Age 31.5 32.3 31.8 31.3 32.2 31.2 31.3 31.1 31.0 % Male 56% 44% 72% 61% 72% 43% 60% 60% 53% % Employed 66% 66% 71% 65% 71% 62% 64% 63% 66% % White or 63% 67% 61% 60% 66% 61% 64% 70% 61% Caucasian % Single, Never 43% 37% 43% 46% 39% 43% 45% 48% 42% Married % with Bachelors 32% 33% 36% 34% 30% 30% 29% 30% 33% Degree or Higher Q2. Which of the following social games have you played in the last month?10

Males Play Because of Competition, Females Play Because They Are Bored Among Those Who Play Social Games Ages Ages Ages Smartphone Tablet Overall Males Females 18–24 25–34 35–44 Owners Owners BASE 1566 821 745 326 636 604 755 336 They help to pass the time when I am bored 57% 54% 61% 55% 58% 57% 60% 47% I feel relaxed when playing 45% 44% 46% 40% 44% 48% 46% 48% It gives me something to do when I am in the mood 40% 36% 45% 39% 42% 39% 46% 40% for something mindless It is a good way to spend time alone 39% 36% 41% 40% 38% 39% 41% 43% I like to be challenged 31% 33% 30% 29% 31% 33% 31% 39% I like competing against others 31% 36% 24% 23% 34% 31% 33% 36% It gives me something to do when I have a bad day 28% 28% 28% 33% 28% 26% 30% 28% It gives me something to do with friends 28% 33% 22% 30% 29% 26% 33% 37% I enjoy being a part of an online community 27% 32% 22% 26% 30% 25% 29% 38% I feel mentally stimulated 26% 27% 25% 22% 27% 27% 26% 36% I like to explore new worlds 20% 25% 15% 24% 20% 19% 21% 32% I like to do things I could never do in real life 18% 21% 14% 23% 19% 14% 18% 27% I feel like I am part of the story 15% 17% 13% 19% 15% 13% 16% 27% I like to learn a new set of skills 14% 17% 11% 17% 13% 13% 16% 26% It gives me something to do with my family 13% 15% 12% 13% 15% 12% 16% 23% It is something to do while I am on the go 13% 15% 10% 16% 15% 9% 19% 26% It gives me something to do with kids 10% 10% 11% 7% 10% 13% 11% 18% I like feeling like I am hip compared to other gamers 6% 9% 3% 8% 8% 4% 9% 18% It gives me something to do when I am at a party 5% 7% 3% 5% 6% 4% 6% 15% Q3. Why do you play social games? Please select all that apply.11

Familiarity With Social Challenges Most people are at least somewhat familiar with multiplayer and trivia game challenges, but less than 30% are ―Very Familiar‖ with guessing scenarios and scavenger hunt challenges. Among Total Very Familiar Somewhat Familiar Not Familiar at all A multiplayer game challenge with a game you 54% 29% 17% already own A trivia game where you would need to correctly 46% 35% 19% answer a few questions A physical game where you would have to make movements with your smart phone to complete 34% 31% 35% the task A probability or guessing scenario where you 29% 35% 35% could wager points with another player A scavenger hunt where you would need to complete a task (i.e. send a photo) at a specific 27% 36% 36% physical location Q4. You indicated that you own a smart phone or a tablet and you like to play social games. How familiar are you with the following types of game-based ―social challenges‖ that you play on your smart device while in a public place (i.e. restaurant, bar, park, store)?12

Interest in Participating in Social Challenges Though multiplayer and trivia gaming challenges are still at the top, scavenger hunts rank ahead of physical games and guessing scenarios. Among Total Not as familiar, but interested Very Interested Somewhat Interested Not at all Interested A multiplayer game challenge with a game you 49% 34% 17% already own A trivia game where you would need to correctly 45% 39% 16% answer a few questions A scavenger hunt where you would need to complete a task (i.e. send a photo) at a specific 38% 40% 23% physical location A physical game where you would have to make movements with your smart phone to complete 35% 40% 25% the task A probability or guessing scenario where you 35% 42% 24% could wager points with another player Q4A. How interested would you be in participating in the following types of social challenges on your smart device with other people while in a public place (i.e. restaurant, bar, park, store)?13

How Compelling Are the Following Incentives? Discounts are the most compelling incentives for winning a challenge, followed by ‗Social Action‘ and ‗Points Towards Loyalty Program‘. Only 1-in-4 said that ‗Status in the Community‘ was a very compelling incentive. Among Those Interested in Participating in Social Challenges Very Compelling Somewhat Compelling Not Compelling at All A discount on a product or service 57% 37% 6% Social action that directly benefits children 50% 40% 10% Points towards loyalty program (i.e. airline 50% 38% 12% miles, hotel points) Social action that directly benefits the 42% 44% 14% environment Social action that directly benefits the local 42% 47% 11% community Status in the community 26% 40% 34% Q9. You indicated that you might be interested in participating in a social challenge. How compelling are the following incentives to you if you were to win the challenge?14

Likelihood to Opt into Social Challenge if Sponsored by… Among those interested in social challenges, two thirds say they would be very likely to opt in if it was sponsored by friends or family. Only 27% said they would opt in if it was sponsored by a large corporate brand. Among Those Interested in Participating in Social Challenges Very Likely Somewhat Likely Not Likely at All Friends or family 64% 32% 3% Nonprofit group or charity 47% 45% 8% Neighborhood group 37% 53% 10% Local small business 36% 52% 12% Large corporate brand 27% 50% 22% Q11. How likely would you be to opt into a social challenge if it was organized/sponsored by the following types of groups?15

Attitudes Towards Local Social Challenges Among those interested in social challenges, males and Tablet owners are more likely to view these challenges as ways to connect with the local community and make new friends. 27% of Tablet owners say they would rather interact with the community on their smart device than in person. Agree Strongly Ages Ages Ages Smartphone Tablet Overall Males Females 18–24 25–34 35–44 Owners Owners BASE 459 371 170 384 276 604 726 328 Local social challenges seem like a 30% 34% 26% 32% 32% 26% 29% 40% great way to meet new friends I like the idea of using my smart device to get more connected with 30% 34% 25% 31% 32% 26% 29% 38% the local community I would prefer to interact with the community on my smart device than 18% 20% 16% 23% 18% 15% 17% 27% in person I dont particularly care about the community aspect I am most 14% 17% 11% 19% 15% 10% 14% 23% interested in the reward Q12. How much do you agree with each of the following statements about your feelings towards local social challenges?16

Interest in Participating in Clues-Based Challenge Heavy social gamers are significantly more interested in participating in clues-based challenges than light social gamers. Among Smart Device Owners 100% 19% 20% 25% 25% 23% 34% No 75% 23% 25% 30% 30% 31% 50% 35% Maybe 58% 55% 25% 47% 45% 44% 32% Yes 0% Overall Smartphone Tablet Owners Heavy Social Medium Social Light Social Owners Gamers Gamers Gamers Q13. Would you be interested in participating in a clues-based challenge with your smart device (like a scavenger hunt) to compete with others to find hidden treasures or win prizes?17

Time Willing to Spend for the Chance to Win a Cash Prize of $100 How long would you spend to play a clues-based challenge with the chance to a prize of around $100? Among Those Interested in Participating in Clues-based Challenge Up to 5 hours 11% 3 to 4 hours 12% 1 to 2 hours 34% 30 minutes to an 29% hour Less than 30 minutes 15% 0% 5% 10% 15% 20% 25% 30% 35% 40% Q14. How long would you spend to play a clues-based challenge for the chance to win a prize of around $100?18

Brand Messaging & Communication If a brand were to communicate about a new product, how would you like to hear about it? Commercials /ads on Nothing, 1% TV/radio; Other, 3% 3% 58% Attend an say it is event in person; 12% important for brands Receive email updates; to be fun and playful 44% Play an online game; 37% Q20. Thinking about your experience with brand promotions and advertisements, how important is it for the communication to be fun and playful? Q21. If a brand were to communicate about a product, how would you to prefer to hear about it?19

Awareness of In-Game Brand Advertising Heavy social gamers are also more likely to be aware of in-game ad placements from recent campaigns. Heavy Social Gamers Medium Social Gamers Light Social Gamers 40% 30% 20% 10% 0% DreamWorks Coca-Cola freecreditreport.co McDonalds Old Navy Microsoft At&t (EA) H&M Green Giant 7-11 Trident Ford Farmers Insurance Toyota BlockBuster Volvo MTV Networks eMusic Electronic Arts Cheerios Jamba Juice Digiorno realArcade m Flycell State Farm Q18. Do you recall seeing any of these brands while playing social games recently? Please select all that apply.20

Feelings Towards the Brand After Seeing Ads… While Green Giant did not have strong awareness, 70% of those aware said they had a positive view of the advertising. This is tied to a campaign where Farmville players could earn cash by purchasing Green Giant products. Negative Neutral Positive 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Q19. What was your feeling towards seeing the brand while playing a social game?21

Definitions • Social games are defined as online games that you can play on social networks or apps • Social challenges are defined as game-based challenges as that you play on your smart device while in a public place • Smart device is defined as a Smartphone or Tablet • Social Gaming Frequency • Heavy social gamers = 10+ hours social gaming in a typical week • Medium social gamers = 3–10 hours social gaming in a typical week • Light social gamers = less than 3 hours social gaming in a typical week • App Spending Habits • Heavy App spenders = $20+ spent on Apps during last 12 months • Medium App spenders = $5 to $19.99 spent on Apps • Light App spenders = Less than $1 to $4.99 spent on Apps22

Appendix

Demographics Total Smartphone owners Tablet owners Mean Age 31.7 31.2 31.5 Gender Male 50% 53% 61% Female 50% 47% 39% Ethnicity White or Caucasian 67% 65% 60% Hispanic — NET 11% 12% 14% Asian/Pacific Islander 8% 9% 14% Black or African-American 7% 8% 6% Native American, Alaska Native, Aleutian 3% 3% 3% Other 3% 3% 3% Education Level Less than high school education 6% 3% 4% High school diploma, but not college 21% 15% 15% Some college but no degree 30% 29% 26% College degree 32% 40% 38% Masters degree or above 11% 13% 18% Marital Status Single 44% 40% 42% Living with domestic/romantic partner 25% 27% 29% Married 22% 25% 23% Widowed 0 – 1% Separated/ Divorced 8% 7% 5%24

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Saatchi S Gamification Study

by Saatchi & Saatchi S on Jun 08, 2011

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