Gamification 2012 - 2017: Opportunities and Market Outlook for Next Generation Brand/Product Advertising through Embedded Gaming

  • 3,556 views
Uploaded on

Embedded gaming or "Gamification" is a next generation advertising approach in which gaming elements are integrated into a …

Embedded gaming or "Gamification" is a next generation advertising approach in which gaming elements are integrated into a
non-game environment.
Gamification represents a promising strategy for public and commercial brands to increase customer activity, build loyalty,
broaden reach and monetize assets.
Mind Commerce projects Gamification growth to reach $3.6 billion by 2017. It is also estimated that by 2017, 80% of Global
2000 organizations will have gamified applications and/or processes.
The goal of Gamification is to maximum user brand/product engagement through facilitation of entertainment in which the user
interacts with the brand in a fun/pleasurable manner. One of the keys to success is to assess user behavioral patterns as a precursor
to deploying optimal game mechanics that that align user likes, dislikes, expectations and behaviors. Optimal design is
based on research into extrinsic motivators, intrinsic values and facilitation of long term engagement.

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
3,556
On Slideshare
0
From Embeds
0
Number of Embeds
4

Actions

Shares
Downloads
272
Comments
3
Likes
11

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Gamification 2012 - 2017 Opportunities and Market Outlook for Next Generation Brand/Product Advertising through Embedded GamingMarch 2012
  • 2. Overview:Embedded gaming or "Gamification" is a next generation advertising approach in which gaming elements are integrated into anon-game environment.Gamification represents a promising strategy for public and commercial brands to increase customer activity, build loyalty,broaden reach and monetize assets.Mind Commerce projects Gamification growth to reach $3.6 billion by 2017. It is also estimated that by 2017, 80% of Global2000 organizations will have gamified applications and/or processes.The goal of Gamification is to maximum user brand/product engagement through facilitation of entertainment in which the userinteracts with the brand in a fun/pleasurable manner. One of the keys to success is to assess user behavioral patterns as a pre-cursor to deploying optimal game mechanics that that align user likes, dislikes, expectations and behaviors. Optimal design isbased on research into extrinsic motivators, intrinsic values and facilitation of long term engagement.This research includes:• Gamification business model analysis• In-depth analysis of Gamification solution and dynamics• Analysis of thirty two companies involved in Gamificiation• Case study analysis of brands capitalizing upon Gamification• Analysis of Gamification market trends and market projections 2012 - 2017• Analysis of potential benefit metrics and non-metrics of Gamification for Brands• Gamification process analysis including game mechanics, design techniques, and features• Guidelines for Brands, Vendors, Service Providers, and Investors to realize optimal success with Gamification• Feasibility assessment of Gamification solutions across various industries (education, enterprise, healthcare, education,entertainment)As a complement to this valuable report, Mind Commerce provides Gamification consultancy services including:• Design a deployment solution with operational support• Define ROI measurement & tracking metrics from Gamified solution• Develop cross channel marketing solutions identification and implementation• Identify the specific Gamification potential for your industry, product or service• Identify game mechanics for your product or service that will act as extrinsic motivators Tel/FAX: 1-877-MINDCOM (646-3266) Email: info@mindcommerce.com www.mindcommerce.com
  • 3. Companies in Report:Vendor Platforms: Gamify.it, Badgeville, Bunchball, Bigdoor, CrowdTwist, Cynergy, SpectrumDNA, Reputely, IActionable,Scvngr, Manumatix, Leapfrog, beintoo, Objective Logistics, Rypple, CloudCaptive, Arcaris, Gigya, Gamisfaction, Play Nicely,Punchtab, Keas, RepTivity, Fusion, Badgy, Bulbstorm, Crowd Factory, FanGager, RoarEngine, Hoopla, Kitzy, and SnowflyBrands, Service/Product Providers and others: XboxLive, Foursquare, Gowalla, Getglue, LinkedIn, Salesforce, Mint, Check-points, Shopkick, Hallmark, Starbucks, NIKE, Buffalo Wild Wings, Microsoft, American Airlines, Sundance Film Festival 2011,Nextjump, Speed Camera Lottery, Psych, NBC, Universal, Playboy, CrowqTap, RecylceBank, eBay, Amazon, Debhub, Play-gen, Metycoon, Zynga, Cadbury, TFL Chromaroma, Bunchball, MOGL: Dinning Out, Nissan, Siemens, Hilton, SAP, BMW,Mashable, COCA COLA, Ask.Com, Google, and FacebookKey Findings:• Gamification ranks 4th in Top Digital Marketing Trends for 2012• The Gamification market is anticipated to reach $ 3.6 billion by 2017• Mobile platform gamification is expected to increase by 90% in USA by 2017• For global 2000 organizations ◊ 80% will gamify products or services by 2017 ◊ 70% will gamify enterprise process by 2017• Select industry metrics: ◊ The entertainment industry currently holds the lead in Gamification market (45% market position) ◊ The education, healthcare and financial sector will increase dramatically but will not overtake entertainment by 2017Target Audience:• Mobile network operators• Content providers and intermediaries• Digital marketing agency or consultants• Internet and mobile based solution providers• Brands, advertisers, portals, and media companies• Mobile commerce application and service providers• Social gaming, mobile gaming and social commerce developers• System integrators, consultants, and professional service providers• Gamification platform and infrastructure providers (equipment, software, and services) Tel/FAX: 1-877-MINDCOM (646-3266) Email: info@mindcommerce.com www.mindcommerce.com
  • 4. Table of Contents:1.0 EXECUTIVE SUMMARY 11 16.4 BUSINESS VALUE METRICS 1: A COMMUNITY OF2.0 GAMIFICATION CONCEPT: HOW IT WORKS? 13 MEMBERS OR FANS 593.0 HOW GAMIFICATION EVOLVED? 15 16.5 BUSINESS VALUE METRICS 2: BUILDING4.0 GAMIFICATION: A BUZZWORD, BULLSHIT OR REAL- BRANDS 60ITY? 18 16.6 BUSINESS VALUE METRICS 3: DRIVING ENGAGE-5.0 GAMIFICATION IS MORE THAN MERE MARKETING! MENT AND LOYALTY 6220 16.7 BUSINESS VALUE METRICS 4: MOTIVATING BE-6.0 GAMIFICATION VS. SERIOUS GAMES 21 HAVIOR 637.0 GAME-BASED MARKETING AND GAMIFICA- 17.0 GAMIFICATION: A REAL WORLD DILEMMA 65TION 23 18.0 GAMIFICATION INDUSTRY ANALYSIS 678.0 EMERGING TECHNOLOGY HYPE CYCLE AND GAMI- 18.1 GAMIFICATION APPLICATION SERVICE HORI-FICATION 25 ZON 679.0 TOP DIGITAL MARKETING TREND 2012 & GAMIFI- 18.2 INDUSTRY HORIZON 67CATION 26 18.2.1 ART INDUSTRY 6910.0 GAMIFICATION PROCESS & BUILDING 18.2.2 COMMERCE INDUSTRY 70BLOCKS 27 18.2.3 EDUCATION INDUSTRY 7110.1 GAME DESIGN TECHNIQUE 27 18.2.4 ENTERTAINMENT INDUSTRY 7210.1.1 5 RULES TO FOLLOW BEFORE GAME DE- 18.2.5 ENVIRONMENT INDUSTRY 72SIGN 28 18.2.6 DESIGN INDUSTRY 7310.1.2 GAME DYNAMICS TO USE DURING GAME DE- 18.2.7 GOVERNMENT INDUSTRY 74SIGN 29 18.2.8 HEALTH INDUSTRY 7510.2 GAME MECHANICS 35 18.2.9 GAMIFICATION OF LIFE 7610.2.1 5 COMMONLY USED GAME MECHANICS 36 18.2.10 MARKETING INDUSTRY 7710.2.2 ATTRIBUTES OF GAME MECHANIC 37 18.2.11 MOBILE INDUSTRY 7710.3 GAME FEATURE 38 18.2.12 NEWS INDUSTRY 7811.0 GAMIFICATION BENEFIT ANALYSIS 40 18.2.13 SOCIAL GOODS INDUSTRY 7911.1 GAMIFICATION METRICS 40 18.2.14 WEBSITE INDUSTRY 8011.2 GAMIFICATION NON-METRICS 41 18.2.15 WORK INDUSTRY / ENTERPRISE GAMIFICA-12.0 GAMIFICATION PLATFORM ANALYSIS 42 TION 8012.1 GAMIFICATION PLATFORM DISRUPTION: A TIME- 18.2.16 TRANSPORT INDUSTRY 82LINE TRACK 43 18.2.17 TRANSITION INDUSTRY 8212.2 12 LEADING GAMIFICATION PLATFORM OF 18.2.18 SCIENCE INDUSTRY 822012 44 19.0 BRAND CAPITALIZING GAMIFICATION: A CRITICAL12.3 32 GAMIFICATION PLATFORM METRICS (LEADING ANALYSIS OF 15 BRANDS 8312 + OTHER 20) 44 19.1 XBOX LIVE 8312.4 GAMIFY VS. BADGEVILLE: COMPARATIVE PLAT- 19.2 FOURSQUARE 83FORM ANALYSIS 47 19.3 GOWALLA 8513.0 SOCIAL WEB ENGINEERING & GAMIFICA- 19.4 GETGLUE 87TION 50 19.5 LINKEDIN 8814.0 LBSN (LOCATION BASED SOCIAL NETWORKING) 19.6 SALESFORCE 88AND GAMIFICATION 52 19.7 MINT 8915.0 FCOMMERCE, SOCIAL MEDIA, AND GAMIFICATION 19.8 CHECKPOINTS 8954 19.9 SHOPKICK 9016.0 GAMIFICATION BUSINESS VALUE DRIVER MET- 19.10 HALLMARK 91RICS 58 19.11 STARBUCKS 9316.1 WHO PARTICIPATES IN GAMIFICATION? 58 19.12 NIKE 9316.2 TRACKING PARTICIPANT STATISTICS DRIVE PAR- 19.13 BUFFALO WILD WINGS 93TICIPATION 58 19.14 MICROSOFT 9416.3 PARTICIPATION DRIVES BUSINESS VALUE 59 19.15 AMERICAN AIRLINES 94 Tel/FAX: 1-877-MINDCOM (646-3266) Email: info@mindcommerce.com www.mindcommerce.com
  • 5. Table of Contents (cont.):20.0 GAMIFICATION CASE ANALYSIS 95 21.9 RESTAURANT LOYALTY PROGRAM GETTING20.1 FOURSQUARE 95 POPULARITY 13220.2 GOWALLA 96 21.10 GAMIFICATION IS IN SUPER BOWL CON-20.3 SUNDANCE FILM FESTIVAL 2011 97 TEST 13220.4 NEXTJUMP: GET FIT 99 21.11 GAMIFY TV: ENTERTAINMENT INDUSTRY20.5 SPEED CAMERA LOTTERY 100 PEAK 13220.6 PSYCH & NBC/UNIVERSAL AND PLAYBOY 100 21.12 BAZAARVOICE AND BADGEVILLE PARTNER-20.7 CROWDTAP: MAKE RESEARCH & EVANGELISM SHIP 134COUNT 101 22.0 GAMIFICATION BUSINESS MODEL 13520.8 RECYCLEBANK: SAVE THE PLANET 102 22.1 QUESTIONS BEFORE BUSINESS MODEL 13620.9 FARMVILLE 102 22.2 GENERIC MODEL 13620.10 EBAY 103 22.3 RYPPLE FREEMIUM MODEL 13820.11 DEVHUB 104 22.4 REVENUE CHARGING MODEL 13920.12 PLAYGENS METYCOON 105 23.0 GAMIFICATION: 12 MONTH TREND ANALYSIS OF20.13 GETGLUE 106 2011 14120.14 CADBURY: SPOTS AND STRIPES 106 23.1 JANUARY: REALITY GETS BETTER 14120.15 TFL: CHROMAROMA 107 23.2 FEBRUARY: HEALTH SETS THE PACE 14120.16 FREQUENT FLYER PROGRAMS 108 23.3 MARCH, APRIL & MAY: SPRING SHOOTS 14120.17 STARBUCKS 108 23.4 JUNE & JULY: SUMMER OF FUNDING 14120.18 NIKE+ 108 23.5 AUGUST: GOING DEEP 14220.19 BUNCHBALL 109 23.6 SEPTEMBER: MATURING 14220.20 MOGL: DINING OUT 109 23.7 OCTOBER & NOVEMBER: GAMIFICATION GOES20.21 ENTERPRISE GAMIFICATION: NISSANS "ECO MAINSTREAM 142MODE" DASHBOARD 111 23.8 DECEMBER: A LOOK TO THE FUTURE 14220.22 ENTERPRISE GAMIFICATION: SIEMENS PLANT- 24.0 GAMIFICATION TREND PREDICTION 2012 143VILLE AND HILTONS EMBASSY SUITES 111 24.1 GAMIFICATION GROWS UP 14320.23 ENTERPRISE GAMIFICATION: SAP 112 24.2 FOCUS ON BUSINESS RESULTS 14320.24 BMW: "THE ULTIMATE DRIVE" APP 112 24.3 GAMIFICATION SPREADS ACROSS ALL INDUS-20.25 BADGEVILLE 112 TRIES 14320.26 MASHABLE: NEWS GAMIFICATION 114 24.4 USER REPUTATION ACROSS ALL DIGITAL TOUCH-20.27 COKE FREESTYLE 116 POINTS 14320.28 SIX FLAGS PARKS AND ASK.COM 117 24.5 TRAINING COMPLIANCE GETS GAMIFIED 14420.29 SALESFORCE.COM 118 24.6 EMPLOYEE RECOGNITION ALSO GETS GAMI-20.30 ZYNGAS PRIVACY VILLE 120 FIED 14420.31 GOOGLE 121 24.7 GAMIFICATION GETS SOCIAL 14420.32 FACEBOOK 122 24.8 GAMIFICATION CONSULTING IS A BIG BUSI-21.0 GAMIFICATION TREND 2012 124 NESS 14421.1 ON GOOGLE SEARCH 124 24.9 THE ANALYTICS INDUSTRY IS DISRUPTED BY21.2 NEW MARKETING STRATEGY 124 GAMIFICATION 14421.3 HEALTH GAMIFICATION AND MEDICAL MARKETING 24.10 BADGEVILLE WILL CONTINUE ITS REIGN AS THEGETS HIGH MOMENTUM 124 LEADER IN GAMIFICATION 14521.4 GAMIFICATION AS MEANS TO OVERCOME COM- 24.11 HIGH-END HANDHELD CONSOLE GAMING MARKETMUTER BLUES 126 MAY EMBRACE GAMIFICATION 14521.5 BANKS USING GAMIFICATION 127 25.0 GAMIFICATION MARKET PROJECTION 2012 -21.6 ENVIRONMENT AND ENERGY MARKETING ON TOP 2017 146TREND 129 25.1 GAMIFICATION MARKET VALUE IN SPENDING 2012-21.7 EDUCATION GETTING GAMIFIED 130 2017 14621.8 YOUTH DEVELOPMENT WITH GAMIFICA- 25.2 GAMIFICATION: US VS. OTHER MARKET 2012 -TION 131 2017 146 Tel/FAX: 1-877-MINDCOM (646-3266) Email: info@mindcommerce.com www.mindcommerce.com
  • 6. Table of Contents (cont.):25.3 GAMIFICATION: INTERNET VS. MOBILE PLATFORM2012 -2017 14825.4 WEB SERVICE VS. IN-APP VS. IN-GAME GAMIFICA-TION 2012 - 2017 14825.5 INDUSTRY-WISE GAMIFICATION 2012 -2017 14925.6 GAMIFICATION ADOPTION CURVE BY INDUSTRY2012 - 2017 15025.7 INDUSTRY OBJECTIVE WITH GAMIFICATION 2012 -2017 15125.8 GAMIFY SERVICE ADOPTION BY GLOBAL 2000 OR-GANIZATION 2012 - 2017 15225.9 SOCIAL MEDIA MARKETING VS. GAMIFICATIONSPENDING 2012 - 2017 15225.10 AVERAGE VENDOR CHARGE FOR GAMIFICATION2012 - 2017 15325.11 Y2D VENDOR REVENUE GROWTH PROJECTION2012 - 2017 15425.12 GAMIFICATION USER STATISTICS 2012 -2017 15425.13 AVERAGE OUTCOME OF USING GAMIFICA-TION 15525.14 SOCIAL GAMER VS. GAMIFICATION USER 2012 -2017 15525.15 SPENDING ON GAMIFICATION START-UP 2011 -2017 15625.16 IN-GAME AD VS. GAMIFICATION SPENDING 2012 -2017 15725.17 ENTERPRISE GAMIFICATION ADOPTION 2012 -2017 15726.0 CONCLUSIONS AND RECOMMENDATIONS 15926.1 RECOMMENDATION FOR BRANDS 16026.2 RECOMMENDATION FOR VENDORS AND CON-SULTANT 16026.3 RECOMMENDATION FOR INCUMBENTS AND IN-VESTORS 161 Tel/FAX: 1-877-MINDCOM (646-3266) Email: info@mindcommerce.com www.mindcommerce.com
  • 7. Order Form Report Title Gamification 2012 - 2017: Opportunities and Market Outlook for Next Generation Brand/Product Advertising through Embedded Entertainment License Type Single User License ………….....$ 1,995 USD Company-wide License……$ 4,995 USD Team License (2-5 people) …… $ 2,865 USD Other Licensing options available: Contact Mind Commerce Family/Surname First Name Position Company Address Country Post Code FAX Telephone Email Order Type Order by FAX at 1 877 646 3266 Card Number Expiration Date (MM/YY) CV Code Cardholder’s name Signature Billing Address Postcode Country Signature Date Online Ordering Customers can order online by visiting report web page: www.mindcommerce.com/Publications/Gamification_2012-2017.phpTel/FAX: 1-877-MINDCOM (646-3266) Email: info@mindcommerce.com www.mindcommerce.com