Gamification in 2012: Trends in Consumer and Enterprise Markets with Metrics
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M2 Research is a market advisory company focused on emerging trends in entertainment, tools and technologies. We provide in depth coverage on mobile, social, demographics, non-gaming applications. Visit us at www.m2research.com.
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Gamification in 2012: Trends in Consumer and Enterprise Markets with Metrics
- 1. Wanda Meloni Gamification in 2012 M2 Research Trends in Consumer and Enterprise Markets Presented: Gamification Summit, San Francisco, June 20 2012
- 2. M2 Research M2 Research provides market advisory and research services to a wide range of clients. M2 Research Covers: • Emerging Trends: mobile, microtransactions, game mechanics • Technology: emerging tools, new platforms • Traditional Gaming: consoles and PCs • Online Gaming: MMOs, virtual worlds, F2P • Gaming Segmentation: Analysis of gaming profiles and demographics Our Services Includes: • Market Reports • Webinars • Industry Newsletters • Customized Market Profiles, Analysis, Demographic Profiles • Consulting With Clients on Marketing, Competitive and Growth Strategies 2
- 3. Market Estimate $3,000 $2,500 $2,000 $1,500 Revenue in $1,000,000 $1,000 $500 $- 2011 2012 2013 2014 2015 2016 Source: M2 Research 3
- 4. Growth in 2012 Total Market in 2012 = $242 million • Up 150% from 2011 • Consumer market – 62% • Enterprise market – 38% 4
- 5. Industry Segmentation Government Education 1% Telecom Entertainment 4% Utility 5% 18% Financial 1% 4% Media/Publisher 17% Enterprise 25% Retail Healthcare/Well 9% Consumer ness Goods 4% 10% 5
- 6. 6
- 7. Levels of Engagement Brand / Employer Connection Individual Self-Exploration Social Communal Interaction Engagement levels build a relationship from first contact to community interaction. 7
- 8. Consumer Gamification Key strategies of consumer gamification in 2012 include: 1. Goal Definition: What are primary and secondary marketing goals? How do those goals relate to immediate and long-term ROI and how can they be measured? 2. Target Group Research: What activities are appealing to the targeted group? 3. Reward Research: What prizes are considered attractive by the targeted group? 4. Trend setter vs. Trend follower: Is there value in taking the risk of evolving an existing trend? 5. Conclusive Brand Integration: How can a brand integrate with the story line without alienating the user? 6. Captivating Game Play: Can the application provide prolonged entertainment? 7. Design Flexibility: Can the application be fine-tuned to changing user behavior? 8. Key Initiators: How can the application be supported to achieve sustained engagement? 8
- 10. The Power of Play: Mechanics Gameplay Transparency Infinity Competition Virality Creativity Sharing Strategy Social networking Self-Education Referrals UGC Reward Communication Scores Feedback Leaderboards Self-Expression Prizes Bragging 10
- 11. Latest Survey Results Features and Metrics 11
- 12. Platform Vendors 12
- 13. Game Mechanics • Currency system • Point system • Badges (global) • Virtual items (instanced) • Virtual item economy/scarcity • Leveling systems • Leaderboards • Prizing • Simple Reward Conditions • Complex Reward Conditions • Collection Gameplay/Quests/Challenges • Competitive Gameplay • Collaborative Gameplay • Mini-game extensions/hooks • Time-sensitive challenges 13
- 14. Social Features • User profiles • Image uploading • Facebook login support • Publish to Facebook/Twitter feeds • System alerts • Friends list • User-to-user messaging • Social match making • Badge or item sharing/gifting • Badge or item compatibility matching • Community-created items • Community-created challenges/quests 14
- 15. Engagement Metrics • Top users • Daily activity page views • Daily activity time on site • Challenges completed • Levels earned • Referrals • Repeat visits • New social connections 15
- 16. Brand Integration • Skinnable/brandable widgets • User generated content • Templated meta-games • Library of mini-games • External reward linking • Mobile strategy support • Contests & promotions (online) • Contests & promotions (offline) • Social network integration • Cross-marketing with corporate partners 16
- 17. Backoffice/Analytics • System auditing • Report templates • Customizable reports • Campaign manager interface • Campaign automation • Behavior analysis • In-game purchases • Summary reporting 17
- 18. Technical Integration • Skinnable/brandable widgets • User generated content • Templated meta-games • Library of mini-games • External reward linking • Mobile strategy support • Contests & promotions (online) • Contests & promotions (offline) • Social network integration • Cross-marketing with corporate partners 18
- 19. Additional Features • Mobile Platforms • User Groups • Custom Consulting Support • Educational Support • Maintenance Support • Marketing Support 19
- 20. Enterprise Features • Leaderboards • Compliance • Productivity • Training • Social Networking • Competition 20
- 21. Metrics 21
- 22. Engagement Metrics Unique Visits: 100 – 150% Page Views: 100 – 150% Time on Site: 100 – 150% 22
- 23. Loyalty Metrics Repeat Visits: 150 – 200% Referrals: 250+% 23
- 24. Virality Metrics Social Interactions: 250+% Social Shares: 250+% Recruits: 250+% 24
- 25. Commerce Metrics Purchase: 100-150% Virtual Goods: 100-150% 25
- 26. The Loyalty Chasm Monetization Brand & User Value Retention Capture User Loyalty 26
- 27. Successful Applications What resonates beyond the hype: 1. Dedicated gamification budgets 2. Audience psychology and behavior research 3. Engagement strategies at the development level 4. An understanding of game theory 27
- 28. Thank you! wanda@m2research.com Please contact us if you would like further information. 28
Editor's Notes
- (in millions)2011 - $1002012 - $2422013 -$5222014 - $9802015 - $1,7072016 - $2,830Source: M2 Research
- Market more than double from 2011Revenue 1) platform vendor revenue, 2) agency and production revenue and 3) internal development.Consumer - down from 91% in January 2011 ** $151 million Enterprise - up from 9% in January 2011 **$91 million
- Stand outs include:Samsung Nation USA NetworkRecyclebankNikeKaiserDeloitte
- M2 Research estimates that at the beginning of 2011 gamification in consumer-driven applications accounted for 91% of the total market. By the end of 2012, consumer applications will account for 62% of the total market, or roughly $151 million.
- Enterprise Gamification - up from 9% in January 2011 **$91 million M2 Research expects enterprisegamification to grow exponentially over the next three years, as social networks become intrinsic to the enterpriseexperience.
- In June 2012, M2 Research surveyed the top gamification platform vendors. We asked them about the key features of their platforms. The following results represent the companies that stated they have ALL of the features listed. It is important to note that if they didn’t show up on the list as having all the features currently, most have stated that they plan on having the feature support in the future.
- M2 Research also surveyed the vendors on the average increase in metrics clients are getting from their platform. Following are the aggregate metrics for each activity.
- The Loyalty Chasm exists for each stage of the adoption curve.