• Save
2013: How Gamification changes customer engagement
Upcoming SlideShare
Loading in...5
×
 

2013: How Gamification changes customer engagement

on

  • 5,389 views

Buy the full report here: http://www.uniqloud.com ...

Buy the full report here: http://www.uniqloud.com

"We spend 3 billion hours a week playing videogames. Actually, we should play games 21 billion hours per week" (Jane McGonigal (Research Dir., Institute for the future)

These hours don't go wasted: games can drive creativity, production, behavioural change.
Gamification speaks the digital language of today's consumers, their quest for fast-paced entertainment, achievements and progress.

Is Gamification really a sustainable engagement strategy? Discover answers, strategies and many examples in our report. It saves many hours of your time and many hassles of googling it.

Statistics

Views

Total Views
5,389
Views on SlideShare
4,818
Embed Views
571

Actions

Likes
18
Downloads
0
Comments
0

4 Embeds 571

http://www.scoop.it 449
http://market.thenextweb.com 105
http://thenextweb.com 16
http://www.google.com 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    2013: How Gamification changes customer engagement 2013: How Gamification changes customer engagement Presentation Transcript

    • How Gamification changescustomer engagementApril 2013
    • How Gamification changes customer engagement1.  Definition of Gamification Traditional vs. Casual Gaming, Growth andPenetration of Online Gaming, DNA ofGamification, Consumer behaviour influence2.  Market sizing andmetrics3.  Vendors & Products4.  Case studies5.  How to introduceGamification6.  Impact and Conclusion5 step process/ framework on how tointroduce GamificationGamification market sizing in revenue& market penetration, key metrics tomeasure the Gamification impactMarket segment overview, Shortprofiles of 19 Gamification vendorsand products16 Case studies, covering Gamification across allmajor industries and consumer/enterprise-drivenuse casesValue creation vendor survey,Opportunities, Challenges and RisksTable of Contents
    • Game MechanicsBasic actions, processes, and control mechanisms used togamify an activity¤  Immersion Reality – Visual stimulation immerses playersinto a virtual reality.¤  Points and Levels – Numerical representations makeplayers aware of the progress they have achieved.¤  Challenges/ Quests – Progress is incrementally perceivedby setting a near-term goal. It sustains long-term interestsand participation in order to reach the ultimate goal.¤  Leaderboards and Rankings – Players can trackperformance against other players and feels engaged bycompetition¤  Virtual Goods – Virtual in-game items belong to individualplayers. They are earned for achievements and players canbenefit from them in order to fulfill challenges.1. Game mechanics and dynamics influence people’s behaviouralso in non-gaming contextsDNA of GamificationSources: Accenture, BunchBall, gamification.orgDefinition: Gamification is taking advantage of gaming strategies and mechanisms to change people’s behaviour such asdrive participation and accelerate engagement in non-game contexts.Game DynamicsChallenging, fun, and satisfying emotions that create acompelling and motivating experience¤  Rewards – Virtual or physical benefits given to playersafter achieving certain levels or points.¤  Status – Virtual accomplishments denoted by symbols ofsuccess like badges, tokens and coins are widelyacknowledged and respected within the social community.¤  Self-Expression - Players are given choices to motivatethe sense of engagement and ownership.¤  Competition – Competition with either individual or groupmotivates engagement.¤  Social Connectedness – Link is established via noticeand “Likes” to facilitate engagement.Every startup CEO should understand Gamification, because the gaming is the new normal.--- Bing Gordon (Partner at KPCB)
    • 1. Tools and examples for how to apply Gamificiation mechanicsand dynamics in non-gaming industriesApplications and examples for GamificationSources: Deloitte, MaritzFeedback and Reward¤  Rapid indications of success, both virtual and real¤  Individual’s action may go totally unnoticed orunrewarded in real-world scenarios. Adding feedback canprovide the right reward at the right time to motivateusers.¤  More then 6.5 million people worldwide use this location-based social network to earn virtual points and badgesvia “checking in” at retail locations.¤  Players earn rewards in the form of discount or exclusiveevents.Interface and User Experience¤  Aesthetic design and platform considerations thatenhance fun and ease¤  For business-oriented pages, professional usershave high expectations for both the presentation aswell as the functionality/ service provided¤  Samsung Nation is a website for Samsungenthusiasts to look at new products, provide reviews,socialize and troubleshoot.¤  Each member can complete various games oractivities to earn points and unlock badges featuredon leaderboard. This increases the time spent on siteas well as overall user engagementExample: Foursquare Example: Samsung Electronics Webpage
    • 2. Gamification will be a billion dollar market by 2014 and adoptedby 70% of all top 2000 global businesses.Sources: M2 Research, Harvard Business Review Blog , AdobeMarket Size: based on revenue and number of companies involved¤  Gamification-related revenue reached $0.24 billiondollars in 2012 from platform vendor revenue, agencyand production revenue and internal development.¤  This market size exhibits exponential growth and isestimated to reach $2.8 billion dollars in 2016.¤  Gamification market industry is expected to grow at aCAGR of 5.85% between 2011 and 2016.0.1 0.2420.5220.981.7072.8300.511.522.533.52011 2012 2013 2014 2015 2016billionUSDGamification Market Forecast0%20%40%60%80%2012 2014Global Top 2000 CompaniesInvolvement in Gamification¤  The adoption of Gamification strategies in non-gamingindustries has been increasing significantly.¤  The penetration rate in 2012 is only 20%, but an estimatedfigure shows that 70% of global companies will manage atleast one "gamified" application (innovation or marketing)by the end of 2014.¤  Example: Adobe official website loaded Gamificationstrategy on its Photoshop downloads page integrated withgames, tutorials and free-trial services and finally createda social halo effect for its web traffic and increased thesales figure exponentially.
    • Key Players FundingUnit(in USD)Verticals Product Descriptionand FeaturesPoints ofIntegrationPricingModelBunchBall12.5millionConsumer,Education,Enterprise,Government,Health, SocialGoods¤  Directly influence user behaviourand optimize how users interactwith the website with BunchBall’sNitro gamification platform¤  Features: API, Live Support,Mobile OptimizedBMConnections,Jive,Salesforce,Sharepoint,Sugar CRMLicensingBadgeville40 millionTechnology,Health, Retail,Media andEntertainment,Education,SocialResponsibility¤  Badgeville’s behaviour platformaims to increase userengagement, loyalty andemployee performance acrossvarious applications.¤  Features: API, Live Support,WidgetsBazaarvoice,Drupal,GetSatisfaction,Jive, Salesforce,SAP, Sharepoint,Tibbr, YammerLicensing,Use-BasedBigDoor 12.6millionConsumer,Education,Enterprise,Health¤  Offer a customizable gamifiedrewards program to increaseuser loyalty and engagement¤  Features: API, Live Support,Mobile OptimizedSocial Networkslike Facebookand Twitter,Social and ThirdParty SystemsLicensing,Use-Based3. Top three full service providersSources: gamification.co, BunchBall, Badgeville, BigDoorGamification Vendors & Services: Full Service Providers (1/7)
    • 4. Gamification extends the influence of the entertainmentindustrySources: GuardianCase studies in Entertainment: MTV (4/16)Company MTV (UK)Situation/Challenge¤  2011 MTV European MusicAwards Live in UK¤  MTV’s UK website and mobileapplicationsGamificationApproach¤  Work with Bunchball¤  Enable log in the website usingFacebook and Twitter accounts¤  Richer website with “Mega FanCompetition” points earningsystem¤  Rich application with morecontent and video integration¤  Integrated, shareable andconnected servicesOutcome Short term (2011/11/06)¤  306,000 people watching the live¤  Highest audience ratingsLong term (year-on-year)¤  158 million votes, up 236%compared to previous year¤  Nearly 500,000 page views, up530% year-on-year¤  Up 159% year-on-year onapplication downloads
    • 4. Customers are inspired and stimulated by challenges andrewards from game mechanics and dynamicsSources: eConsultancyCase studies in Retail/E-Commerce : Teleflora (7/16)Company Teleflora (USA)Situation/Challenge¤  An online florist¤  Goal is to provide innovative andintelligent servicesGamificationApproach¤  Work with Power Review¤  A social loyalty scheme to offerpoints after reviewing,commenting and posting onFacebook, various levels ofbadges and a leaderboard¤  Make users stick to the websiteto obtain inner satisfactionOutcome Long term¤  105% increase of referral trafficfrom Facebook¤  10-fold increase of upload traffic¤  92% of conversion rate
    • The Gamification market overview covers principles, sizing,vendors, use cases, frameworks and impactsAbstractGamification Principles, Applications andConsumer Behavior¤  Social/Casual games are expected to dominant thegames market by 2016¤  Game mechanics and dynamics influence people’sbehavior in non-gaming contexts¤  People are mostly motivated by progress bars andbadges among various Gamification techniquesMarket size and measured metrics¤  Gamification will be a billion dollar market by 2014 andadopted by 70% of all top 2000 global businesses¤  Engagement, loyalty, virality and monetization measurehow active users are in the gamified case, which is thesource to generate actual business value and extendbrand influencesVendors & Services Overview and Case studiesacross various industries¤  Vendor market splits into a number of full serviceproviders and more specialized players assoftware provider and consulting services¤  Gamification has been widely used in bothconsumer-driven and enterprise-driven market torevolutionize the interaction wayIntroduction Framework, Impacts, Challenges & Risks¤  Application of Gamification can be concluded as a linearframework¤  Vendors regard user engagement as the key prospectsto achieve after the use of Gamification¤  Gamification is not perfect with underlying challengesand risksSee full version See full versionSee full versionSee full version
    • The complete market overview contains a 41 page Powerpointpresentation and a comprehensive Excel research sheet¤  41 page Powerpoint/ PDF presentation¤  19 Vendor profiles, 16 Case studies¤  Fully reusable¤  Source URLs are embedded on eachslide¤  Embedded charts with figures easilyaccessiblePresentation¤  Excel sheets for market sizing & growthfigures, segmentation, 50 vendor profiles,36 case studies across all majorindustries, information sources¤  Links URLs to 100+ sources:Whitepapers, Studies, Presentations,News releases, Blogs, Twitter, AcademicpapersResearch sheetBuy the full market overview with flexible license modelsfor individuals, small teams and corporate customers
    • Preview – Full presentation (1/5)22/04/20131How Gamification changescustomer engagementApril 2013How is tablet computing changing consumer behaviour in retail?1.  Definition of Gamification Traditional vs. Casual Gaming, Growth andPenetration of Online Gaming, DNA ofGamification, Consumer behaviour influence2.  Market sizing andmetrics3.  Vendors & Products4.  Case studies5.  How to introduceGamification6.  Impact and Conclusion5 step process/ framework on how tointroduce GamificationGamification market sizing in revenue& market penetration, key metrics tomeasure the Gamification impactMarket segment overview, Shortprofiles of 19 Gamification vendorsand products16 Case studies, covering Gamification across allmajor industries and consumer/enterprise-drivenuse casesValue creation vendor survey,Opportunities, Challenges and RisksTable of Contents1. Origins of Gamification: Social and casual games address anew audience and are radically different from traditional gamesComparison between traditional and social gamesTargetaudienceIndividual players with high passion andloyalty, typically male teenagers andadolescentsCasual players in a social context (e.g. on facebook),the majority of players is typically female andadolescentGamecharacteristicsTop-end graphics & sound. Complexgameplay requires learning curve from playerto get started. Games mostly have a well-defined beginning & endLow-end technical requirements. Simple gameplaymakes it easy to get started. Players fulfill tasks andobtain virtual rewards, game runs endless and isdesigned to be highly addictive.Platform Gaming consoles or high-performance PC Browser or App-based, runs on most computers ormobile devicesMonetization Upfront one time payment for full game,additional payment for extensions, upgradesand multiplayer optionsFree to play (only subscription is required).Monetization via virtual goods that are sold in-game.Payments are small and frequent, used only by afraction of players to make further or faster progressAnalytics Game is well-designed before selling to thegeneral public, no major changes to thegame content (other than fixes/ extensions)Instant feedback drives adaptive game design tooptimize user participation and engagement.Games can be interconnected to create strongerinvolvement.Social/ Casual Online GamesTraditional PCand Console games1. Online/Wireless games capture the majority of the gaming marketand are expected to grow at 16.1% CAGR until 2016 (1/2)Sources: PricewaterhouseCoopers, Flurry!  Total global spending on games will expand to $83 billion in 2016, growing at a 7.2% CAGR.!  Online games refer to casual games and social network games. Wireless games specifically refer to casual gamesaided by smartphones and tablets. They are expected to grow at 16.1% CAGR until 2016.!  In 2012, online/wireless games have taken over the dominant place of traditional console/PC games globally andcontinues to increase to an estimated of $45 billion in 2016.1015202530354045502007 2008 2009 2010 2011 2012 2013 2014 2015 2016Spending(bn USD)Global spending on Online/WirelessGames and Console/PC GamesOnline/WirelessConsole/PC16.1% CAGR1.03% CAGRGrowth trajectory of social/casual gaming1. Online/Wireless games capture the majority of the gaming marketand are expected to grow at 16.1% CAGR until 2016 (2/2)Sources: PwC, Flurry!  Different Demographic: Reach broader and wider user base than traditional games!  Always-On: Once connected to the Internet, games can be played by PC or mobile or tablet via downloadedapplications or online websites.!  Virtual Rewards Satisfaction: Players feel intrinsic satisfaction when awarded with badges and virtual status!  Repeat Purchase Model: Players are willing to pay for advanced equipments to leverage rankings in theleaderboard in a continuous cycle.22%32%29%14%3%5%16%49%28%2%0%10%20%30%40%50%60%13-17 18-24 25-34 35-54 55+Time and money spent by age groupon Social and Casual GamesTime spentMoney spentDemographics of the typical casual gamer47%Females53%MalesGender distributionGame MechanicsBasic actions, processes, and control mechanisms used togamify an activity!  Immersion Reality – Visual stimulation immerses playersinto a virtual reality.!  Points and Levels – Numerical representations makeplayers aware of the progress they have achieved.!  Challenges/ Quests – Progress is incrementally perceivedby setting a near-term goal. It sustains long-term interestsand participation in order to reach the ultimate goal.!  Leaderboards and Rankings – Players can trackperformance against other players and feels engaged bycompetition!  Virtual Goods – Virtual in-game items belong to individualplayers. They are earned for achievements and players canbenefit from them in order to fulfill challenges.1. Game mechanics and dynamics influence people’s behaviouralso in non-gaming contextsDNA of GamificationSources: Accenture, BunchBall, gamification.orgDefinition: Gamification is taking advantage of gaming strategies and mechanisms to change people’s behaviour such asdrive participation and accelerate engagement in non-game contexts.Game DynamicsChallenging, fun, and satisfying emotions that create acompelling and motivating experience!  Rewards – Virtual or physical benefits given to playersafter achieving certain levels or points.!  Status – Virtual accomplishments denoted by symbols ofsuccess like badges, tokens and coins are widelyacknowledged and respected within the social community.!  Self-Expression - Players are given choices to motivatethe sense of engagement and ownership.!  Competition – Competition with either individual or groupmotivates engagement.!  Social Connectedness – Link is established via noticeand “Likes” to facilitate engagement.Every startup CEO should understand Gamification, because the gaming is the new normal.--- Bing Gordon (Partner at KPCB)1. People are mostly motivated by progress bars and badgesamong various Gamification techniquesConsumer Behaviour StatisticsSources: University of Cape Town010203040506070Stars Badges ProgressBarsLeaderboards Forum Storyline VisualPercentageof People Motivational impact by Gamification techniqueVery MotivatedModeratelyMotivatedWouldnt AffectMeModeratelyUnmotivatedVeryUnmotivated2.0 1.7 1.5 2.0 2.4 1.8 1.8!  Progress bars and badges are the top two popular Gamificationtechniques. It is interesting to identify that people are more likelyto be motivated by the progress bars, which is a more vivid wayto represent badges, rather than the badge itself.!  Forum and stars are the least two popular techniques that maymotivate people, mainly because of their rather low level ofinteractivity and inner satisfaction.AverageRatingsFrom 1 being “VeryMotivated” to 5 being“Very Unmotivated”.Key takeaways1. Tools and examples for how to apply Gamificiation mechanicsand dynamics in non-gaming industriesApplications and examples for GamificationSources: Deloitte, Maritz, LinkedIn, FacebookProgress Paths!  Narrative guides and challenges that change as theuser progresses!  The call to action is often not as explicit as in real-worldscenarios, but can be added using processes andsystems.!  LinkedIn Profile completeness can be seen as a form ofprogress paths in LinkedIn website, which encourageusers to maintain accurate profile as tasks.!  Status is given based on the amount of data includedsuch as All-Star to stimulate further engagement.Social Connection!  Support and competitive structures that enableplayers to experience wins!  Encourage conversations and dialogs betweenusers. This increases the individual level of interactionand engagement.!  Social games within Facebook are not only thefastest growing industry based on user usercommunication (e.g. sharing game items, sendinglikes or invites)!  The games increase the level of engagement anddrive participation of the whole website.Example: Linkedin Example: Facebook1. Tools and examples for how to apply Gamificiation mechanicsand dynamics in non-gaming industriesApplications and examples for GamificationSources: Deloitte, MaritzFeedback and Reward!  Rapid indications of success, both virtual and real!  Individual’s action may go totally unnoticed orunrewarded in real-world scenarios. Adding feedback canprovide the right reward at the right time to motivateusers.!  More then 6.5 million people worldwide use this location-based social network to earn virtual points and badgesvia “checking in” at retail locations.!  Players earn rewards in the form of discount or exclusiveevents.Interface and User Experience!  Aesthetic design and platform considerations thatenhance fun and ease!  For business-oriented pages, professional usershave high expectations for both the presentation aswell as the functionality/ service provided!  Samsung Nation is a website for Samsungenthusiasts to look at new products, provide reviews,socialize and troubleshoot.!  Each member can complete various games oractivities to earn points and unlock badges featuredon leaderboard. This increases the time spent on siteas well as overall user engagementExample: Foursquare Example: Samsung Electronics Webpage
    • Preview – Full presentation (2/5) 22/04/201322. Gamification will be a billion dollar market by 2014 and adoptedby 70% of all top 2000 global businesses.Sources: M2 Research, Harvard Business Review Blog , AdobeMarket Size: based on revenue and number of companies involved!  Gamification-related revenue reached $0.24 billiondollars in 2012 from platform vendor revenue, agencyand production revenue and internal development.!  This market size exhibits exponential growth and isestimated to reach $2.8 billion dollars in 2016.!  Gamification market industry is expected to grow at aCAGR of 5.85% between 2011 and 2016.0.1 0.2420.5220.981.7072.8300.511.522.533.52011 2012 2013 2014 2015 2016billionUSDGamification Market Forecast0%20%40%60%80%2012 2014Global Top 2000 CompaniesInvolvement in Gamification!  The adoption of Gamification strategies in non-gamingindustries has been increasing significantly.!  The penetration rate in 2012 is only 20%, but an estimatedfigure shows that 70% of global companies will manage atleast one "gamified" application (innovation or marketing)by the end of 2014.!  Example: Adobe official website loaded Gamificationstrategy on its Photoshop downloads page integrated withgames, tutorials and free-trial services and finally createda social halo effect for its web traffic and increased thesales figure exponentially.2. Engagement, Loyalty, Virality and Monetization are the keyareas to measure when you engage Gamification methodsSources: M2 ResearchMetrics: four categories to measure active user behaviors in a gamified caseEngage Individually Connect SociallyRecognize Brand Create Business ValueEngagement - the action of attracting or involving auser’s attentionKey metrics:!  Number of page views indicates the influence of aparticular website and potential revenue source.!  Number of unique visitors measures the distributionof content to a number of distinct consumers.!  Time spent on site per visitor logs the level ofcustomer engagement.Loyalty- the frequency a user chooses a brand, whichis boosted by social media/ Gamification via digitizedimmediate rewards withKey metrics:!  Number of repeat visitors shows the absolutenumber of loyal users.!  Percentage of returning visitors signifies the relativeproportion of loyal users in terms of total customerbase.!  Number of friend referrals indicates the number ofloyal customers to extend the brand reach.Virality - the willingness of users to talk about a brandthrough social networks, direct contact and word ofmouth. Gamification incentivizes this behaviour.Key metrics:!  Number of Social Media Shares indicates howmuch users actively broadcast a brand.!  Number of followers and the influence to followersdetermine the level of impact of sharing.!  Positive social communications either directly orindirectly may raise the reputation of the brand.Monetization- in Gamification is the conversion ofmoney into virtual forms that enhance social status ofusers.Key metrics:!  Virtual goods sales and general sales revenues.!  Conversion rates imply the attractiveness of virtualgoods and users’ willingness to pay money.!  ARPU (Average Revenue Per User) offers agranular view to track revenue sources and growthon per user basis.Market Segments Aims at Services provided Selected PlayersUniversalFull ServiceProvidersDrive online engagement,measure and influence userbehaviorBuild game mechanics into onlineexperiences and applicationsBadgeville,Bigdoor, BunchballSoftwareMarketing andLoyaltyActivate brand recognitioninfluence, attract and retaincustomersCreate social and mobile-enabledloyalty programs, offer exclusivebenefits and rewardsCrowdTwist,Punchtab,PugPharmSocialNetworksFocusedAmplify social boost, promotebrands, create consistent andlong-term engagementBuild applications within socialnetworks, reward with money-can-not-buy-experienceCrowd Factory,Gigya, ManumatixMobileApplicationsComplete challenges, shareexperiencesOffer customized service, virtualexperiences and rewardsFoursquare,Beintoo, SCVNGRCustomerRelationshipManagementDrive adoption and usageIncrease reputation, word ofmouth, response rate andconversionOffer interactive communicationbetween enterprises and customers,design reward and incentive systemsFusion, BadgyEnterpriseManagementAccessible and time-savingmanagement platforms,improve corporateperformanceDrive performance, amplify teamculture and engage employeesObjectiveLogistics,Work.com, HooplaConsultingConsultingServicesEmpower brand, acceleratethe decision processFacilitate client adoption, elevatebusiness integrationMorsekode, 42Terabytes3. Vendors & Services: The vendor market splits into a number offull service providers and more specialized playersSources: Enterprise-Gamification.com, Uniqloud Excel Research Sheet (over 50 vendors list)Gamification Vendors & Services: OverviewKey Players FundingUnit(in USD)Verticals Product Descriptionand FeaturesPoints ofIntegrationPricingModelBunchBall12.5millionConsumer,Education,Enterprise,Government,Health, SocialGoods!  Directly influence user behaviourand optimize how users interactwith the website with BunchBall’sNitro gamification platform!  Features: API, Live Support,Mobile OptimizedBMConnections,Jive,Salesforce,Sharepoint,Sugar CRMLicensingBadgeville40 millionTechnology,Health, Retail,Media andEntertainment,Education,SocialResponsibility!  Badgeville’s behaviour platformaims to increase userengagement, loyalty andemployee performance acrossvarious applications.!  Features: API, Live Support,WidgetsBazaarvoice,Drupal,GetSatisfaction,Jive, Salesforce,SAP, Sharepoint,Tibbr, YammerLicensing,Use-BasedBigDoor 12.6millionConsumer,Education,Enterprise,Health!  Offer a customizable gamifiedrewards program to increaseuser loyalty and engagement!  Features: API, Live Support,Mobile OptimizedSocial Networkslike Facebookand Twitter,Social and ThirdParty SystemsLicensing,Use-Based3. Top three full service providersSources: gamification.co, BunchBall, Badgeville, BigDoorGamification Vendors & Services: Full Service Providers (1/7)Key Players FundingUnit(in USD)Verticals Product Descriptionand FeaturesPoints ofIntegrationPricingModelPuchTab5.2millionConsumer,Education,Enterprise,Government,Health, SocialGoods!  On-demand engagement platformto offer rewards and incentives forusers that share and engage. Ithelps to increase loyalty andextend general social reach!  Features: API, Live Support,Mobile Optimized, WidgetsConstantContact, ExactTargetFreemium,Use-BasedCrowdTwist 6.75millionConsumer,Education,Retail, Sports,Entertainment,Publishing!  Multi-channel platform torecognize and reward customersfor the way they impact the brandin terms of engagement, socialinfluence and spending!  Features: API, Plugins, WidgetsFacebook, Twitterand FoursquareLicensing,Use-BasedPugPharm1 millionConsumer,Education,Enterprise,Government,Health, SocialGoods!  A unifying hub to tap directly intotried-and tested core gaming andsocial interactivity principles tocreate lasting online loyalty andsocial engagement.!  Features: API, Mobile Optimized,WidgetsFacebook,majorwebsites, andmobileapplicationsLicensing,RevenueShare,Use-Based3. Gamification used in marketing and to increase user loyaltySources: gamification.co, PunchTab, CrowdTwist, PugPharmGamification Vendors & Services: Marketing and Loyalty (2/7)Key Players FundingUnit(in USD)Verticals Product Descriptionand FeaturesPoints ofIntegrationPricingModelManumatixN/AConsumer,Retail,Entertainment,Travel!  Low-cost advertising by takingadvantage of rich CRM data totarget customers from awareness,consideration, intent, purchase toloyalty and referral for betterengagement!  Features: API, Mobile OptimizedFacebook andTwitterLicensingGigya44.8millionConsumer,FinancialServices,Travel,Media andEntertainment,Publishing!  One of the leading providers ofsocial infrastructure for businessinvolve 360 user management,social plugins and user rewardincentives!  Features: API, Social and SharePlugins, Widgets, AnalyticsFacebook,Twitter, Linked In,Window Live,Google+Freemium,Licensing,Use-BasedCrowdFactory6.5millionConsumer,Technology,Media andEntertainment,Non-ProfitOrganization!  Optimize multi-channel socialmarketing with social campaignsuite, including person-level dataand social tracking via Like Gate,Share Button and Refer-a-Friend!  Features: API, Social and SharePlugins, WidgetsFacebook,EmailAccounts,LandingPages,BannerAdsFreemium,Licensing,Use-Based3. Effects of Gamification in social networksSources: Manumatix, Gigya, CrowdFactoryGamification Vendors & Services: Social Networks Focused (3/7)Key Players FundingUnit(in USD)Verticals Product Descriptionand FeaturesPoints ofIntegrationPricingModelBeintoo7.55millionConsumer,Retail!  A mobile engagement platform tooffer loyalty program using avirtual currency ‘Bedollars’, whichcan be redeemed from partnerretailers with monetary value!  Features: Mobile Applications,WidgetsApple Store andAndroid StoreFreemium,Use-basedSCVNGR 40.8millionConsumer,Retail!  A mobile-based game of doingchallenges at places. It involvesgoing to places, completingchallenges, sharing with friendsand earning points to unlockbadges!  Features: Mobile Applications,WidgetsApple Store andAndroid StoreFreemium,Use-basedFoursquare71.4millionConsumer,Retail!  Discover and share great placeswith friends and get deals and tipsalong the way with personalizedrecommendation services!  Features: Mobile Applications,WidgetsApple Store,Android Store andBlackberry AppWorldFreemium,Use-based3. Gamification strategies associated within mobile applicationsSources: Beintoo, SCVNGR, FourSquareGamification Vendors & Services: Mobile Applications (4/7)Key Players FundingUnit(in USD)Verticals Product Descriptionand FeaturesPoints ofIntegrationPricingModelBadgy0.6millionConsumer,Enterprise!  SEO tool for social media, helps toquantify social media activities inorder to reach more audience,increase click-through andconversion rates, convert casualfans into email subscribers andattract right fans for the rightreasons!  Features: API, Plugins, WidgetsSocial websitesand mobileapplicationsLicensing,Use-basedGameEffective 1 millionConsumer,Enterprise!  Quick implementation of dynamicgame themes (game-like userexperience) to provide variouscustomer services such as callcenters, contact centers and helpdesk!  Features: API, Live Support,WidgetsAvaya, Genesys,Oracle, RightNow,Salesforce, SAP,SharepointLicensing3. Gamification is used to manage and sustain closer customerrelationshipSources: gamification.co, Badgy, Game EffectiveGamification Vendors & Services: Customer Relationship Management (5/7)3. Companies address the use of Gamification to connect andmotivate employeesSources: Hoopla, Objective Logistics, SalesforceGamification Vendors & Services: Enterprise Management (6/7)Key Players FundingUnit(in USD)Verticals Product Descriptionand FeaturesPoints ofIntegrationPricingModelHoopla.net5.1millionConsumer,Education,Enterprise,Government,Health, SocialGoods!  A system to drive performance andamplify team culture withcustomized services provided.Reach sales goals and establishcloser relationship with employees.!  Features: API, Live Support,WidgetsSalesforceLicensing,Use-BasedObjectiveLogistics 2.3millionRetail,Restaurant!  Provide web-accessible labormanagement platform for automatedperformance-based scheduling,built-in rewards programs, and dataanalytics to motivate staff and drivebusiness!  Features: API, Widgets, MobileOptimizedFacebook,E-mail AccountsLicensing,Use-BasedSalesforceWork.com21 millionEnterprise,Websites,Technology,Fashion,Energy!  Sales performance and salescoaching system with transparentgoals, continuous feedback andmeaningful recognition. Motivatesales people by setting leader-boardand providing real rewards!  Features: API, Widgets, MobileOptimizedOracle, SAP,Microsoft,Google, Twitter,Facebook,AmazonFreemium,Licensing,Use-Based
    • Preview – Full presentation (3/5) 22/04/20133Key Players FundingUnit(in USD)Verticals Product Descriptionand FeaturesPoints ofIntegrationPricingModel42 TerabytesN/AConsumer,Education,Enterprise,Government,Health, SocialGoods!  A content and strategy firmoffering a full suite ofprofessional and creativeconsulting services targeted insocial rewards platforms andGamification initiatives.!  Features: API, Plugins, WidgetsFacebook,Twitter,Badgeville,Bunchball,GigyaDeliverablesBasedMorsekodeN/AConsumer,Education,Enterprise,Government,Health, SocialGoods!  Offer creative ideas to helpbusinesses developstrategically and connectbrands to social networks in aninteractive manner.!  Features: Widgets, MobileOptimizedJive, Oracle,Salesforce,SAP, YammerSharepointDeliverablesBased3. Ideas and business models integrated with Gamification helpcompanies grow strategicallySources: 42 Terabytes, MorsekodeGamification Vendors & Services: Consulting Services (7/7)4. Case studies: Gamification has been widely used in consumer-driven and enterprise-driven marketsSources: Uniqloud Excel Research Sheet (over 40 case studies)Overview: Case studies“Companies of all shapes and sizes have begun to use games to revolutionize the way they interact withcustomers and employees, becoming more competitive and more profitable as a result.”---David Edery (CEO Spry Fox), Ethan Mollick (Wharton Business School Professor)GamificationCategories Industries Case StudiesConsumer-drivenMediaAllkpop (South Korea)Savannah Now (USA)EntertainmentBig Brother (Sweden)MTV (UK)EducationBeat the GMAT (USA)MathLand (USA)Retail / E-CommerceTeleflora (USA)Buffalo Wild Wings (USA)Health CareAstraZeneca (UK)Zamzee (USA)Enterprise-drivenFinancial SectorAll State (USA)Commonwealth Bank of Australia(Australia)EnterpriseEMC (USA)Deloitte (USA)GovernmentUK’s DepartmentScottish Water (UK)4. Media industry uses Gamification to attract readersSources: SEOMOZCase studies in Media: Allkpop (1/16)Company Allkpop (South Korea)Situation/Challenge!  A news website for the Koreanpop music industryGamificationApproach!  Work with Badgeville!  Offer points for postingcomments, sharing contents andusing badges as rewards!  Increase reader engagement andloyaltyOutcome Short-term (first week)!  36% rise in comments!  24% more pages viewedLong term!  4 million monthly readers!  75 million monthly pageviews!  1 million Facebook fans!  450,000 Twitter followers4. Media industry uses Gamification to attract readersSources: BigdoorCase studies in Media: Savannah Now (2/16)Company Savannah Now (USA)Situation/Challenge!  A community website to help builda stronger community inSavannahGamificationApproach!  Work with Bigdoor!  Provide Savannah Bucks afteranswering trivia question, whichcan be redeemed from localbusiness!  Introduce readers to newcontents in new sections anddrive user participationOutcome Medium term (first three months)!  Over 2,900 reader registration!  Twice as likely to return the sitewithin the month!  Three times as likely to performactions like watching videos andsharing content4. Gamification extends the influence of the entertainmentindustrySources: BigdoorCase studies in Entertainment: Big Brother (3/16)Company Big Brother (Sweden)Situation/Challenge!  A Swedish television network,running a reality TV show formatGamificationApproach!  Work with Bigdoor!  Create “Superfans RewardsProgram” to reward user withspecial privileges and hot rewardsafter viewing, and participating!  Drive customer engagement andmore traffic to the websiteOutcome Short term (first 24 hours)!  Over 6,000 people registeredLong term (six weeks)!  365% lift in user loyalty!  1,000% increase in userengagement4. Gamification extends the influence of the entertainmentindustrySources: GuardianCase studies in Entertainment: MTV (4/16)Company MTV (UK)Situation/Challenge!  2011 MTV European MusicAwards Live in UK!  MTV’s UK website and mobileapplicationsGamificationApproach!  Work with Bunchball!  Enable log in the website usingFacebook and Twitter accounts!  Richer website with “Mega FanCompetition” points earningsystem!  Rich application with morecontent and video integration!  Integrated, shareable andconnected servicesOutcome Short term (2011/11/06)!  306,000 people watching the live!  Highest audience ratingsLong term (year-on-year)!  158 million votes, up 236%compared to previous year!  Nearly 500,000 page views, up530% year-on-year!  Up 159% year-on-year onapplication downloads4. Gamification is used to motivate people and increase theefficiencies of learningSources: Fast CompanyCase studies in Education: Beat the GMAT (5/16)Company Beat the GMAT(USA)Situation/Challenge!  Largest online community forstudents preparing for MBAprograms, MBAWatch.comGamificationApproach!  Work with Badgeville!  Badgeville’s platform enablesstudents to receive badges foractivites, comment & sharecontent, gain betterunderstanding of materials incomparison to other applicants!  Incentivized user participationand social sharingOutcome Short term!  Increase of 1,500 comments!  More than 900 members followedtheir favorite schools each monthLong term (year-on-year)!  Increase pages-per-visit by 195%!  Increase time users spent on siteby 370%4. Gamification is used to motivate people and increase theefficiencies of learningSources: Fast CompanyCase studies in Education: Mathland (6/16)Company MathLand (USA)Situation/Challenge!  Launched by a special-educationhigh school math teacher,targeted for students withextreme emotional issuesGamificationApproach!  A gamified high-school mathprogram, using a simple gradingsystem with levels, rewardedpoints and visual tracking system(storyline)!  Avatar board for record keeping!  Increase class participation withbadgesOutcome Long term (year-on-year)!  17% improvement in statewideassessment!  Attendance increased by 13% inthe first two years!  Test result moved upwards by22% at the end of year three4. Customers are inspired and stimulated by challenges andrewards from game mechanics and dynamicsSources: eConsultancyCase studies in Retail/E-Commerce : Teleflora (7/16)Company Teleflora(USA)Situation/Challenge!  An online florist - provideinnovative and intelligent servicesGamificationApproach!  Work with Power Review!  A social loyalty scheme to offerpoints after reviewing,commenting and posting onFacebook, various levels ofbadges and a leaderboard!  Make user stick to the website toobtain inner-satisfactionOutcome Long term!  105% increase of referral trafficfrom Facebook!  10-fold increase of upload traffic!  92% of conversion rate
    • Preview – Full presentation (4/5) 22/04/201344. Customers are inspired and stimulated by challenges andrewards from game mechanics and dynamicsSources: MashableCase studies in Retail/E-Commerce : Buffalo Wild Wings (8/16)CompanyBuffalo Wild Wings(USA)Situation/Challenge!  First national SCVNGRpromotion campaignGamificationApproach!  Work with SCVNGR!  Provide more than a location-based services: Deliver brandand consumer goals!  Set up custom challenges andoffer rewards to thrive oncompetition within the community!  Boost repeat visits and deepercustomer engagementOutcome Short term (3 weeks)!  More than 30,000 playersLong term (First 3 months)!  184,000 unique players!  1/3 players returned to play again!  100 million social impressions viaFacebook and Twitter!  Increase in participation by 500%4. Gamification can be a unprecedented tool to increase people’sawareness of healthSources: ALittleBitCase studies in Healthcare: AstraZeneca (9/16)Company AstraZeneca (Italy)Situation/Challenge!  “Go To Jupiter” is an e-learninggame for agents about a newmedicineGamificationApproach!  Work with ALittleBit!  Learn the features of a newmedicine and earn points afteranswering questions and playinggames to improve game ranking!  Engage agents better, build theirunderstanding of features bothcost-effectively and efficientlyOutcome Long term (First 3 months)!  97% usage rates!  Most of the agents use theplatform outside their workingtime!  95% of the users completed eachteaching session4. Gamification can be a unprecedented tool to increase people’sawareness of healthSources: BunchballCase studies in Healthcare: Zamzee (10/16)Company Zamzee (USA)Situation/Challenge!  A motivational website to recordphysical activity. Data ismonitored by a activity meter andrecorded in a personal profile!  Inspire kids and teenagers toparticipate and stay motivatedGamificationApproach!  Work with Bunchball!  Introduce a combination ofextrinsic and intrinsic rewards toinitiate and sustain behaviorchangeOutcome Long term (6 months)!  59% increase in moderate-to-vigorous physical activity!  27% increase among overweightparticipants!  103% increase among girls!  Positive impact on biological riskfactors with heart disease anddiabetes4. Gamification offers mechanisms financial institutions to attractpotential customersSources: PCAdvisorCase studies in Financial Sector: Allstate (11/16)Company Allstate (USA)Situation/Challenge!  Second largest personal linesinsurer in US!  Solicit innovative ideas fromemployees and drive closerrelationship with the companyGamificationApproach!  Pick challenges that excite andresonate with employees!  Involve suggestions for featuresinto company’s mobile app!  Reward is the personalsatisfaction after solving aninteresting problemOutcome Long term!  Saved $18 million a year afterchanging the process!  More than 1 million visits the tooland more than 5,000 ideasgenerated4. Gamification offers mechanisms financial institutions to attractpotential customersSources: InvestorDailyCase studies in Financial Sector: Commonwealth Bank of Australia (12/16)CompanyCommonwealth Bank ofAustralia (Australia)Situation/Challenge!  Engage customers withinvestment simulation!  Integrated online game“Investorville” simulates ongoingcosts in property investmentGamificationApproach!  Tool combines data insights withreal-time exposure to the market!  Rich visual gaming environmentwith custom defined targets,levels and instant feedback!  Keep people engaged, let themshare, learn and grow expertisetogetherOutcome Short term (6 weeks)!  56,600 visitors, 13,660registrants and 34 home loanapplications!  600 loans generated4. Many enterprises use Gamification platform to drive employees’performance and engage customersSources: BadgevilleCase studies in Enterprise: EMC (13/16)Company EMC (USA)Situation/Challenge!  Grow EMC Community Network!  Motivate and reward socialactivityGamificationApproach!  Work with Badgeville!  Connect users in a virtualcommunity and reward them withpoints and status aftercommenting and posting inFacebook!  Drive user engagement andextend brand influenceOutcome Short term!  12% increase in page views!  10% more unique visitors!  41% increase in videos watchedand 19% increase in filesdownloadLong term!  20% increase in total activity!  9% increase in engagement4. Many enterprises use Gamification platform to drive employees’performance and engage customersSources: Harvard Business ReviewCase studies in Enterprise: Deloitte (14/16)Company Deloitte(USA)Situation/Challenge!  Gamify the Deloitte LeadershipAcademyGamificationApproach!  Train employees and clients byembedding missions, badges andleaderboards in video lecturesand in-depth courses!  Addictive and competitiveplatform to interact with peerswhile learning and getting insidethe organizationOutcome Medium term (3 months)!  46.6% / 36.3% daily/ weeklyincrease in number of users thatreturn to the site!  An average of 3 badges peractive user!  One user has earned the badgewhich is expected to take 12months to achieve4. Gamification is seen as an efficient and stimulating way togather innovative ideas in a decentralized mannerSources: GartnerCase studies in Government: Department for Work and Pensions (15/16)CompanyDepartment for Work andPensions (UK)Situation/Challenge!  Decentralize innovation andgenerate ideas from 120,000people across the organizationGamificationApproach!  Create an online ideamanagement platform, based ona game called “Idea Street“!  Social collaboration platform withgame mechanics!  Stimulate wide range ofinnovation and acceleratefeedback cycle, using points,leader boards and a “buzz index”Outcome Long term (18 months)!  4,500 users generated 1,400ideas!  63 ideas forwarded toimplementation4. Gamification is seen as an efficient and stimulating way togather innovative ideas in a decentralized mannerSources: Stefano MizzellaCase studies in Government: Scottish Water (16/16)Company Scottish Water (UK)Situation/Challenge!  Create an “Innovation Pool” andgather ideas for improvementfrom employees!  Extend and amplify employeesparticipation in company’screative processGamificationApproach!  A platform that allows employeesto get involved with innovationand provides reward mechanisms!  Leaderboard, social voting andcommunication platform!  Virtual rewards for topcontributorsOutcome Long term (9 months)!  750 users generated over 330new ideas!  7 ideas have been validated andimplemented!  On average 10 posts daily
    • Preview – Full presentation (5/5) 22/04/201355. Without clear objectives and methodology, Gamificiation won’tlikely yield the desired outcomesSources: Deloitte, Cognizant5 Step framework to introduce Gamification in non-gaming industriesSteps Key Questions Approaches1. Identify theobjectiveWhat are you trying toaccomplish?A clear objective can formulate the effective business path and determinewhether Gamification really contributes to core processesWho is the audience? Consider different types of players involved (socializes, achievers,explorers and killers) and set corresponding strategies to motivate them2. Establishthe missionWhat are the missionsrelated to the objective?A set of related tasks performed by users are the different level of missionand rewards are offered for each completed mission3. GamingComponentsWhat gaming componentsto involve?Any Gamification program have to decide proper set of components to beinvolved during the process such as badges, challenges, leaderboards, etcHow to integrate? Keep in mind who the potential players are and their interests to completemission and preferences to virtual recognitions4. Design theSolutionHow does your designmaintain authenticity?From user interface to player’s journey, from connections to rewards, theentire process should be designed with clear win conditions and benefitsWho should help? Multi-disciplinary team includes business-line managers, social scientists,marketers, programmers, game designers and data analytics.How do I track thebehavioral data?Technology providers offer platforms and solutions or manual processes ifrapid feedback could be provided5. Measureresults andimproveprocessHow will you trackeffectiveness?Meaningful analysis of the data results such as return on investmentbeyond total cost spent, relationship between engagement and profitWhat is your plan forupdating and creating newcontent?Learn from gathered data and add new content into business areas tomake existing initiatives larger in scope and keep users engaged for a longtime6. Vendors regard User Engagement as the key prospect toachieve from GamificationSources: M2 ResearchVendor survey: Value creation by Gamification23%33%44%0 015%22%47%7%9%0%5%10%15%20%25%30%35%40%45%50%BrandAwarenessBrandLoyaltyUserEngagementTraining MotivationPercentage ofExpectationsGamification Vendor Survey in 2010 and 20112010 Survey Results2011 Survey ResultsFive Major Impacts of Gamificiation1. Brand AwarenessThe extend to which a brand is correctlyrecognized and associated by customers2. Brand LoyaltyThe frequency that a customer buysproducts from the same brand3. User EngagementThe interaction between customers and aspecific brand4. TrainingTransform traditional training program intoa story-telling video game experience withprogress-based scoring and rewards5. MotivationConnect and encourage employees andusers to achieve the pre-set objectives byproviding badges and rewards!  Top impact: Almost half of the vendors regarded User Engagement asthe most significant prospect to achieve in both 2010 and 2011.!  Medium impact: Brand Awareness and Brand Loyalty went down about30% respectively regarding importance in 2011 compared to 2010.!  Low impact: Training and Motivation gained better valuation in 2011 forthe implementation of Gamification.7. Gamification is still a combination of opportunities andunderlying challengesSources: Tembo Social, PwCOpportunities!  Social Recognition (esteem, praise, respect) are fundamental human needs. Theyare necessary motivational factors when striving for growth.!  Competitive Marketing drives a new stage of marketing. With Gamification, it offers atargeted and focused way to avoid scatter-shooting and increase virality.!  Real-time Performance Feedback is achieved by acknowledging the small everydaywins, fueling participation and deep connection.Challenges!  Set a real challenging goal to achieve the desired level of engagement and providedesired outcomes.!  Particular emphasis on high-performance winners, which may influence the wayenterprise selects staffing and vendors.!  Company structure may impede innovation and gamifying processes to blockdesired results.Opportunities and Challenges7. Gamification is not perfect and may be used improperly in thegrey and hopeless wasteland of businessSources: University of Pennsylvania“Pointsification”!  Points and badges are mere accomplishments in the Gamification strategy that have no intrinsic value to the userin the real world.!  Project-based Learning is just the surface level mechanics, what matters are the core simple but beneficial rewardsystems.“Exploitationware”!  Ian Bogost blamed Gamification as Exploitationware as it is invented by consultants to “pursue services that havequestionable expertise and use in the grey and hopeless wasteland of big business”!  Undermine the nature of economic and social exchange and replace real incentives with fictional oneGaming the Game!  Players may do things against the original objective of the game such as cheating so as to achieve higher pointsand gain more rewardLegal Issues!  Privacy, how to deal with the substantial amount of players’ personal identifiable info!  Deceptive Marketing, a deceptive practice if the gamified system is not clearly designed to the market!  Intellectual Property, the legal value of virtual goods and users’ legal claim rightOperational Issues!  Paid Endorsements, how to avoid illegal and improper recommendation points!  Virtual Currency service provider must register as a bank to engage activities involving transfer between realmoney and virtual currency!  Gambling and how to regulate gambling in the gamified systemRisksThe Gamification market overview covers principles, sizing,vendors, use cases, frameworks and impactsAbstractGamification Principles, Applications andConsumer Behavior!  Social/Casual games are expected to dominant thegames market by 2016!  Game mechanics and dynamics influence people’sbehavior in non-gaming contexts!  People are mostly motivated by progress bars andbadges among various Gamification techniquesMarket size and measured metrics!  Gamification will be a billion dollar market by 2014 andadopted by 70% of all top 2000 global businesses!  Engagement, loyalty, virality and monetization measurehow active users are in the gamified case, which is thesource to generate actual business value and extendbrand influencesVendors & Services Overview and Case studiesacross various industries!  Vendor market splits into a number of full serviceproviders and more specialized players assoftware provider and consulting services!  Gamification has been widely used in bothconsumer-driven and enterprise-driven market torevolutionize the interaction wayIntroduction Framework, Impacts, Challenges & Risks!  Application of Gamification can be concluded as a linearframework!  Vendors regard user engagement as the key prospectsto achieve after the use of Gamification!  Gamification is not perfect with underlying challengesand risks
    • Preview – Research sheet: Market sizing
    • Preview – Research sheet: Supplementary figures
    • Preview – Research sheet: Vendors
    • Preview – Research sheet: Case Studies
    • Preview – Research sheet: Information Sources