How Gamification Can Engage Users and Boost Business
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If your brand isn't using gamification you can be sure your competitors are! In this presentation we look at how enterprises are deploying gamification and some of the amazing results they are achieving.
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How Gamification Can Engage Users and Boost Business
- 1. Emma Axam | Will Stuart-Jones 3radical ?
- 2. !! “Brands that strategically adopt gamification can achieve unprecedented levels of engagement – and leave their competitors out in the cold.”
- 3. !! Games? I run a serious business…
- 5. !! Gamification is the use of game thinking and game mechanics in non-game contexts to engage users in solving problems and increase users' self contributions.
- 6. !! The application of typical elements of game playing to other areas of activity, often as an online marketing technique to encourage engagement with a product or service.
- 7. !! Game Mechanics? Badges Rewards Points LeaderboardsStatuses Progress Bars Level Ups High Scores Challenges Competitions Competitions Notifications Achievement Reputation Currency Missions/Quests
- 8. !! Gamification is exciting because it promises to make the hard stuff in life fun!
- 9. !! So, it is just used in marketing, right?
- 10. !! Wrong!
- 11. !! How enterprises play - Marigo Raftopoulos • Customer loyalty – 18% • Marketing, sales and promotions – 16% • Education, training and recruitment – 18% • Innovation and problem solving – 19% • Community good or development – 12% • Staff morale, motivation & productivity – 15% Identified 17 ‘primary purposes’ - condensed into six: …if your clients have these needs consider gamification! Analysis of 304 enterprise case studies (April 2105)
- 12. !! How enterprises play - Marigo Raftopoulos • Internal staff – 19% • Customers, clients or patients – 33% • Suppliers – 1% • Industry or community specific – 9% • General market or public – 37% The study also identified five key audiences: …so gamification can be both internal and external facing.
- 13. !! So, gamification is a challenge with a reward attached to it?
- 14. !! Sometimes!
- 15. !! How enterprises play - Marigo Raftopoulos • Territory acquisition • Social • Prediction • Spatial navigation • Survival • Destruction The study identified 12 key types of gameplay: …points/badges etc. for task completion dominates. • Building • Collection • Chasing or evading • Racing • Trading • Puzzle or problem-solving – 57% !
- 16. !! Does it work?
- 17. !! Yes!
- 18. !!
- 20. !!
- 22. !!
- 23. !! “Show me the money!”
- 24. !! 84% Played a game after a location-based push - DBS Bank DBS Bank
- 25. !! From 0 - 12,000 email addresses and engaged players in 3 weeks, with promotions in just 4 locations - Dell Singapore Dell
- 26. !! 36% Made a purchase compared to 5% with a 'normal’ offers app - 313 Shopping Mall Lend Lease
- 27. !! What do the analysts say?
- 28. !! By offering rewards for user actions, marketers will find that consumers are more likely to engage with their brand -- visit the site more often, register, linger, come back, and invite friends.
- 29. !! “ To drive positive brand engagement though gamification, know who your audience is and what it finds valuable… your strategy won't be "sticky" unless the interactions are valuable to the user.” - Jennifer Wise, Forrester
- 30. !! Where can I find out more?
- 31. !! • How enterprises play Marigo Raftopoulos • Gamification: they key to mobile engagement Pete Jenkins • Download one of our ‘Little Books…’ from 3radical.com Where can I find out more?
- 32. Find out more or follow us: www.3radical.com | #3radicalTweets