2006 Connect began marketing online bingo via partnership – pay-to-play games of chance via direct to consumer transactional wallet2008 IPC Inspire acquired Mousebreaker – the UK’s leading casual gaming site targeting men – free-to-play games of skill with an ad modelBetween then and 2010 both teams worked independently until both realised the importance and scale of involvement of women in gamingwhile 50% of an online gaming audience are women, 72% of paying players are women, with the core demographic being 35+ mass marketAnd casual gaming and social gaming converged/emerged to become the fastest form of me-time our core audience were turning toWith a market estimated to turn over around £1 billion in revenueStrategically, gaming offers is a complimentary me-time product to magazines that allows IPC to maintain and grow its audience reachWhile offering an additional revenue stream to advertising
We’ll talk a lot about segmentation - gamer types was the first key learning for us which we apply across everything we do.People behave in different ways. Different people are motivated in different ways. According to a guy named Bartle , there are four main player types, each of which needs to be catered for when designing a game experience. Explorers(9% of users) Explorers want to go where no one else has gone and know what no one else knowsKillers make up 1% of the community. It’s all about “beating” another humanAchievers (10% of users) want elite status, and to show it off. Socialisers(80% of users) It doesn’t matter what they do as long as they do it with friends. They are non-confrontational and support and nourish the other player types Everyone is a bit of each one… with bias
And rewards don’t have to be financial.Effective rewards cost very little but are highly valued by users. From our magazine experience we knew that lots of low value prizes worked better than fewer large value ones.But we were excited to learn that status is probably the most effective reward along with other virtual items that can be shown off in social environemnts. Access to restricted features, options Power is in terms of community moderators; voting to change content or shape future games and promosStuff, both material (e.g. cash prizes) and virtual (e.g. FarmVille seeds). Material stuff is costly to provide, whereas virtual goods are often free.
EPILOGUE: Acknowledgements & References AcknowledgementsA big thank you to the folks at Evly.com for their tireless efforts in helping to set up and run our experiment, especially: Maike Schulze Amy Abrahams Mehul Sangham Eran Eyal Eric Edelstein Also, a big thank you to the people who agreed to be interviewed by us, including: Gavin Marshall Danny Day Tom Ewing Finally, thank you to the following for your great feedback and advice on earlier drafts of this paper: Butch Rice Lesley van der Walt Philip Collier
Gamification Feelgood games
Agenda What is Feelgood games? Core principles ARM yourself Audience segmentation 6 powers of persuasion Customer relationship management How these are being applied Questions
Commercial proposition“Feelgood games is a new, high quality games portal targeting 25-44 mass market women with free and paid for games of chance and skill delivering advertising and direct to consumer transactional revenues”
6 powers of persuasion1. Social proof2. Reciprocity3. Consistency & commitment4. Likeability5. Authority6. Scarcity
Social proof In a world of increasing choices we rely on each others feedback People look to others for their lead Particularly friends
Reciprocity You scratch my back I’ll scratch yours If someone gives you something, you are like to reciprocate
Consistency and Commitment We all want to be consistent We all respond favourably to consistency It is easier to say yes to people you can rely on
Likeability You are more likely to say yes to people you like We often like people like us
Authority Trust and credibility People will do what someone in authority tells them Tell people what you want them to do!
Scarcity Creating demand is very powerful Only 20 left 50% off TODAY For a limited time only Create a reason for doing something right now
6 powers of persuasion1. Social proof2. Reciprocity3. Consistency & commitment4. Likeability5. Authority6. Scarcity … winning formulas use at least two powers at anyone time!
Customer relationship managementTarget Prospect customer Active customer advocate re-activated
CRM - campaign activity Welcome programme Segmentation examples Review current habits of consumers, provide tailored comms Refer a friend • Based on value • Identify patterns with spend, timings, frequency Lifetime value Cross and Up sell • Game plays Pending lapsed • When do they tend to “drop off” • Active player days Lapsed and Winback • Product uptake • Deposit behaviour - First time, average value, frequencyThere are many ways to communicate to your customer segmentsEmail examples
Daily loop mechanics Commitment Create events where people commit to an action Collaboration and reciprocation Give people actions that need reciprocating Rewards and achievement Tell people what you want them to do Reward positive behaviour
Status Access Power StuffShowing off is very important… Make sure people can see how good you are
Consumer proposition “Feelgood games is the new, exciting, games site featuring the worlds favourite games, that rewards you for having fun” “Play FREE games, get REAL rewards”
Unique selling point1. At the end of each game play, your time is rewarded through the assignment of a score, feelies or trophies A product sample, consumer offer or a tangible gift2. The player then has the option of keeping the reward for themselves or gifting the reward to their friends or family
Reward System Summary This is THE HEART of Feelgood games. It uses; Social proof Reciprocity scarcity and plays on; Authority Likeability Consistency and it drives; 1. Sign ups 2. Viral acquisition 3. Retention 4. Monetisation
We try to apply to all communications Social proof, likeability, authority, scarcity
The importance of Social (proof) People keep going to places if their friends are there And until their friends turn up, Liz, Jenny and Sue prove that people like them are there
Welcoming players to Feelgood gamesThe Welcome process for Feelgood games is completed within 14 days ofregistrationThere are 4 emails designed to manage a customer through the first few weeksof their FGG life increasing brand engagement and direct responseWe promote key games, ask customers to become advocates and cross sell toour high margin products such as Bingo. 14 days
Phase 1 registered player commsRegistered customers receive 3 email per week, sent Tuesday’s,Thursday’s and Saturday’s Game challenge Game launch Meet the winners
On-site messaging – the softer sellMessages from Sue Event based on-site messaging Personalised welcome Game play hints and tips Follow up on problem reporting Personal challenges and quests Cross and Up sell Retention offers VIP programme Super user groups Game and usability testing Advocates Ongoing data segmentation
Daily loop mechanics Reward system Daily draw Trophies and points Facebook challenges Progress bar
CONCLUSIONSSegment your audience… Focus on retention… Use at least 2 methods of persuasion… Social proof Reciprocity Consistency Likeability Authority Scarcity Reward commitment… With real and virtual stuff… Not forgetting status and ego!