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Keith Ng - Gamification in Asia: Opportunities and Lessons
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Keith Ng - Gamification in Asia: Opportunities and Lessons

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Asia is the world's largest and most populous continent -- and also a source for much of our global gaming culture. But how is gamification taking hold across diverse countries, ages and industries? …

Asia is the world's largest and most populous continent -- and also a source for much of our global gaming culture. But how is gamification taking hold across diverse countries, ages and industries? What unique and interesting design patterns can we extrapolate and learn from? Join Gametize founder Keith Ng as he brings out a handful of the most interesting gamification examples from Asia, along with concrete lessons on what we can learn from them.

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  • 1. Gamification in Asia: Opportunities and Lessonskeith ng, co-founder & ceo  
  • 2. “who are we?”@keizng | @gametize
  • 3. Twitter Game§  Simply tweet anything and mention@keizng or @gametize with #gsummit§  Each tweet/RT is a chance (5 max each).§  5 lucky winners will get US$1,000 worth ofcredits on GameMaki.com§  Best tweet will get win a white-label mobile app powered byGameMaki worth US$10,000§  No Twitter!? Drop keith@gametize.com a note– that’s one chance!
  • 4. “Gamification in Asia?”@keizng | @gametize
  • 5. Why do you care about Asia?You are in a global company, and wantto engage the workforce in AsiaYou want to/already have customers inAsia, and you want to engage themLet’s keep to China, Korea, Vietnam, and Singapore@keizng | @gametize
  • 6. Why should you care about Asia?By 2011, there were 485 million Internet users in China,spending 1.3 billion hours in total on the Internet dailyOver 100 million gamers in China thatbrands can engage through gamification*Source: Emre Tunchilek, December 9, 2012, “The Great Wall of Gamification: RapidEmergence of a Viral Concept in China”China will account for half of the world’s onlineand mobile game market by 2014@keizng | @gametize
  • 7. Opportunities in AsiaMobile marketing budget to grow150% by 2013§  16.5% of mobile users spent over$100 in app stores§  68% of Taiwanese have used cellphones in a toilet- Solid Revenue Prospects, 2013@keizng | @gametizeSingapore set to be world’s second-biggest gaming huband overtake Las Vegas with US$5.7 billion revenue in 2011 - CNA“Employee Tech-based learningis leap-frogging moretraditional distance learningmethods, and is enabled by astrong engagement insocial media and one of thehighest usages of mobileSmartphones, Tablets andMini-Tablets in the world”- Cegos, 2012Spend on private tutoringJapan: US$12 Billion (2010)Singapore : US$680million (2008)
  • 8. @keizng | @gametize
  • 9. @keizng | @gametizeRelevance to Gamification?I’ll say yes, but you decide
  • 10. “Ok, does it work in Asia then?”@keizng | @gametize
  • 11. @keizng | @gametizeQoo10.sg / Gmarket.co.krCase Study
  • 12. @keizng | @gametizeMediacorp ClubCase Study
  • 13. @keizng | @gametizeFameMark.comCase Study
  • 14. @keizng | @gametizeDiablo 3 Launch in SingaporeCase Study
  • 15. @keizng | @gametizeDiablo 3 Launch in SingaporeCase Study
  • 16. @keizng | @gametizeTiger Beer (The Big Game)Case Study
  • 17. @keizng | @gametizeStandard Chartered Bank: Mission DigitizationCase Study
  • 18. Standard Chartered Bank: Mission DigitizationCase StudyInteractive Challenges !Competitive Spirit!Instantaneous Feedback!Earning Rewards!@keizng | @gametize
  • 19. Some lessons/observations§  Badges/ virtual items are insufficient to engage audience(Foursquare did not replicate success here)§  Extrinsic rewards upfront are pertinent to the experience§  Choice of channels varies for different countries. Multiplechannels are necessary if targeting multiple regions§  Employee engagement and training are evidently more painfulthan consumer engagement (marketers often rely on immatureKPIs such as Facebook like)§  Gamification can be a big distinctive advantage for now withlittle adoption and knowledge (growing gradually though)@keizng | @gametize
  • 20. @keizng | @gametizeWe learnt and developed these
  • 21. Twitter Game§  Simply tweet anything and mention@keizng or @gametize with #gsummit§  5 lucky winners will get US$1,000 worth ofcredits on GameMaki.com§  Best tweet will get win a white-label mobile app powered byGameMaki worth US$10,000§  No Twitter!? Drop keith@gametize.com a note– that’s one chance!@keizng

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