Personalizing Customer
Engagement Through Gamification
GSummit SF 2014
EA Sports® FIFa™
Enjoyed by
35M+gamers globally
EASPORTS.com
They engage with EA across many channels
Instagram
Facebook
Twitter
Email
Leverage the power of our highly engaged fan
base to drive gameplay and sales referrals
Goal
Prioritize relevant content t...
How it Works
Acknowledge and Reward
Existing Engagement
Leverage Data to motivate
Desired Engagement
Test & Optimize
2
1
3
rewards
Digital Items
Sweepstakes
Next year:
Physical Items
Game Mechanics
Fast Feedback
Transparency
Goals
Badges
Points
Leaderboard
Personalize the Customer Journey
Educate select segments
Retain fans by connecting
with players’ passions
Boost Advocacy b...
Drive
Deeper
Engagement
Measuring Success
Discovering
More Content
270%
Increase in
Page
Views
170%
Increase in
Time on
Site
200%
More
Content
Sha...
Key considerations
• Responsive Design
• Real-time Data
Integration
• Ongoing Feature
Support
Platform
• Keep it fresh
• P...
Thanks!
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GSummit SF 2014 - Personalizing Customer Engagement Through Gamification by Pamela Radford @pamrad36

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  • Intro
    First, a little about GEM – We develop and manage the engagement and monetization programs that leverage EA’s FREE media inventory across mobile, desktop and console. Our vision is to Create meaningful and profitable long-term relationships with EA gamers by deploying communications that are responsive to their behavior.


  • ENTER: EA Sports FIFA, and the challenge of building strong, lasting relationships with gamers, across the world, and at scale
  • Lots of content, but each year primarily targeted at our largest audience, core players who play each year.

    How do we surface content for new to franchise, lapsed more than 2 years, casual gamers?

  • Who better than to share the excitement of FIFA than our fans! If you’ve ever spent time on Reddit… They tell the story better than we ever could – so how do we motivate our fans to tell “our” story and to reach New to Franchise, US players, and the lapsing lovers?
    Mention Bunchball
  • On the site today you’ll find the ability to earn Credits, Leaderboard, and Reward Store
  • GSummit SF 2014 - Personalizing Customer Engagement Through Gamification by Pamela Radford @pamrad36

    1. 1. Personalizing Customer Engagement Through Gamification GSummit SF 2014
    2. 2. EA Sports® FIFa™ Enjoyed by 35M+gamers globally
    3. 3. EASPORTS.com They engage with EA across many channels Instagram Facebook Twitter Email
    4. 4. Leverage the power of our highly engaged fan base to drive gameplay and sales referrals Goal Prioritize relevant content to distinct gamer segments Challenge Utilize a Gamification platform that connects all online touch points to amplify and personalize fan engagement with Recognition and Rewards Strategy
    5. 5. How it Works Acknowledge and Reward Existing Engagement Leverage Data to motivate Desired Engagement Test & Optimize 2 1 3
    6. 6. rewards Digital Items Sweepstakes Next year: Physical Items
    7. 7. Game Mechanics Fast Feedback Transparency Goals Badges Points Leaderboard
    8. 8. Personalize the Customer Journey Educate select segments Retain fans by connecting with players’ passions Boost Advocacy by simplifying content sharing
    9. 9. Drive Deeper Engagement
    10. 10. Measuring Success Discovering More Content 270% Increase in Page Views 170% Increase in Time on Site 200% More Content Shared on Year 1 KPIs Measure Funnel Velocity Drive incremental lift at key funnel stages Increase LTV Lift Average NPS Year 2 KPIs
    11. 11. Key considerations • Responsive Design • Real-time Data Integration • Ongoing Feature Support Platform • Keep it fresh • Process Integration • Editorial Calendar Content • Control Groups • Testing • Meaningful Metrics Measurement
    12. 12. Thanks!
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