SlideShare a Scribd company logo
1 of 50
Download to read offline
Twitter : @BettyAdamou
Author of Games and
Gamification in
Market Research
30th October 2019
Data Collection Update
online conference
Games, Gamification and
Playful Experiences
in Marketing
AdverGames as a growing mode of data collection
October
2019
	
	
Betty Adamou
Research Through Gaming
Sponsors	
Communication	
Gold	
Silver	
October
2019
Making Games for Research, for Brands
www.researchthroughgaming.com
Kim Kardashian
Made $1.6 million revenue
in the first
5 days of its release
Forbes estimates that about
half of Kim’s
$52.5 million earnings in 2016
is said to be
from the game.
Half.
ADVERGAME
BRAND GAME
A game realized and
designed as a
fully-fledged game
from the outset to
promote a product or
service and engage/
inform users.
WHAT IS A MARKETING GAME?VOCABULARY
DUMB WAYS TO DIE
Thank	you!
•  More availability of game engines
•  Widened audiences of entertainment games means
Marketing Games can be played by a varied range of
consumers
•  Insatiable demand from brands to engage users and
collect data: placing pressure on what marketing can
and should do
Newspaper
“Some of Britain’s biggest companies are
ripping up their advertising plans and
rethinking how they communicate with consumers
in a data-driven, digital world”
– much to the detriment of external agencies.
“Every brand old and new,
is rethinking its communications […]
and agencies need to move faster
to stay relevant”
Engagement and
providing experiences is
all-important to brands.
Marketeers need a way to
cut through the noise,
and collect data.
Games can, and have,
offered the answer
GAMES
ARE THE MOST
ENGAGING MEDIUM
OF ALL TIME
In 2017
MOBILE GAMES
accounted for more revenue than
any other form of entertainment, generating
40.6 billion USD worldwide.
In the same year, people spent more money on
ALL TYPES OF GAMES
than they did on movies and music combined
at an estimated revenue of
92 billion USD.	
•  Statisa	(date	and	author	unknown).	Available	from:	www.statista.com/topics/1906/mobile-gaming		
•  Taylor,	George	(2016)	Why	Is	Gaming	More	Popular	Than	Music	and	Film?	Huffington	Post,	23/05.	Available	from:	
www.huffingtonpost.co.uk/george-taylor/why-is-gaming-more-popular-than-music-and-film_b_10095376.html
Dopamine’s impact
includes
improved… 	
Focus Memory Attention
•  Games are Flexible
Digital, AR, VR, analog, text-adventure,
board game, or mixed media
•  AdverGames can be made to suit
literally any budget
Variedmedium
MARMITE: ‘TASTE FACE’
GAMIFIED MARKETING CAMPAIGN
Find out more: www.marmite.co.uk/geneproject
Unilever
CORBYN RUN
AdverGame for Politics
www.corbynrun.com	
www.theguardian.com/politics/2017/jun/06/democracy-theres-an-app-for-that-the-tech-upstarts-trying-to-hack-british-politics
GAMES
OFFER A TWO-WAY
INTERACTION
in a way that traditional advertising doesn’t
1.  Engage users
2.  Promote products/services/people/things
3.  Inform users - why not share information about your company,
brand or product when you have people’s attention?
4.  Content breeds content; well-designed games have a way of
growing exponentially
5.  Create Brand Experiences - games are experiential in their nature, so
for brands looking to provide experiences, games can be a common-
sense approach
6.  Collect consumer information - based on their data as they play
7.  Support sales growth for a brand - or donations, or awareness
8.  Grow your brand - Use data collected in the game to support future
business decisions
Benefits of MARKETING GAMES
The 8 IN 1THE8IN1
GAMES
CANNOT EXIST
WITHOUT DATA
ALL GAMES collect data –they are data collection tools.
They need to collect data for feedback systems to the player,
such as XP points, leaderboard information,
coins or health accumulated, scores and more
‘Engagement has become synonymous
with data collection
and the playing of games has become a
data collection method in itself.
“Play is a data generator.”
- Betty Adamou, Chapter 9,
Games and Gamification in Market Research (2019)
1.  Engage users
2.  Promote products/services/people/things
3.  Inform users - why not share information about your company,
brand or product when you have people’s attention?
4.  Content breeds content; well-designed games have a way of
growing exponentially
5.  Create Brand Experiences - games are experiential in their nature, so
for brands looking to provide experiences, games can be a common-
sense approach
6.  Collect consumer information - based on their data as they play
7.  Support sales growth for a brand - or donations, or awareness
8.  Grow your brand - Use data collected in the game to support future
business decisions
Benefits of MARKETING GAMES
The 8 IN 1THE8IN1
THE
8-IN-1 in action
COVET FASHION
“We (FCUK) joined Covet Fashion
because we thought it was a unique
and different way to reach mobile
consumers.
We’ve been blown away with the
exposure our collections have
received, resulting in significant
mobile traffic and conversions.
It is now one of our top sources of
all e-commerce sales.”
www.techcrunch.com/2013/06/25/crowdstar-covet	
Proclaimed to be
“the future of
mobile fashion marketing.”
Where is the AdverGame
industry going next?
•  More cross-collaboration between brands within a game
environment. As such, a single game can act as a data collection tool
for multiple brands
•  We’ll see more collaboration between marketing teams and game
studios. As such, marketeers will hire more Gamification and Serious
Game experts and designers
•  AdverGames will utilize VR and AR for more immersive, mixed reality
experiences with brands and new ways of collecting data
AdverGames with…
= exciting future for marketing, data & insight
1.  AdverGames are combining marketing with engaging research using
game-based techniques.
WE HAVE AN ENGAGEMENT GAP! This threatens traditional MR
agencies because we’re not using game-based capabilities that
offer this engagement.
2.  This could spell financial disaster for traditional MR as an industry,
as more organizations use AdverGames and gamified marketing
campaigns for data collection, and ignore research agencies
(particularly with the rise of social-media based polls, surveys and
quizzes – essentially, question/answer tools.)
Why should market researchers care?
Check out the views ->
<-Check out the
response
•  Zero extrinsic rewards: no incentives provided
•  High response and completion rates, globally
•  Not only is there no incentive, but participants are
encouraged to take on board other challenges,
voluntarily (e.g. send tweets, donate to a cause, find
out more, download PDFs etc.)
Level up!
So how do we level up?
Pro-tips to level-up traditional surveys and
survive the onset of data-collecting AdverGames –
Make SURVEYS more like GAMES
1.  It must become more engaging, through using
Games and Gamification!
This means understanding of game & gamification design – being
educated and working with SeriousGame and Gamification designers,
experts, and consultants
2.  Use feedback systems as often as you can.
Surveys are typically feedback deserts. With feedback proven to being a
key motivator, all surveys should include some element of feedback to
keep participants engaged.
2 x Pro Tips for Market Researchers
GAMIFIED
University of Surrey
Head of Market Insights and Data
•  Highest - 97% completion rate
(Averaged to about 75% now)
•  70+% ‘start rate’
•  High levels of engagement has
meant we’ve transformed the
ResearchGame to a
lead-capture tool
(where we can collect user information
for further marketing comms)
•  12% opt-in rate
•  Students are also educated about
the University
•  Students have a chance to truly
think about what they want, and
learn about themselves
“I like the quiz and information
I get in the end of it.
Thank you :)”
“It seems interesting
and a good effort from the
uni management team”
“This was really fun!
Not only that but it was accurate too.
It's good to see that you acknowledge
different types of students and have a
way with dealing with each and every
type."
“It was very interesting almost accurate and I had fun doing it lol. Bravo :)”	
“cool! amazing!
Do more!!”
“Thought this survey was very true”
“that quiz was just perfect describe
exactly what i feel and want the only
thing that doesn´t say is that I´m also
looking for academic facilities”
Self-discoverySelf-discovery
“Having to answer such questions
that I have been avoiding in my head
has cleared to me what exactly I want.
I feel more confident.
Adding a few more questions could
improve it some more.”
NO FINANCIAL INCENTIVE
The value has been
invested in the
experience
Get 20% off RRP when
buying through
www.koganpage.com
with special code
GAMIFICATION20
Bonus level
Q&A
betty.adamou@researchthroughgaming.com
Contact
Twitter
@BettyAdamou
@RTG_Ltd
Instagram
@BettyAdamou
@ResearchThroughGaming
Q	&	A	
Betty	Adamou	
Research	Through	Gaming	
	
October
2019
	
	
Ray	Poynter	
Potentiate
Sponsors	
Communication	
Gold	
Silver	
October
2019

More Related Content

What's hot

Next Generation Insurance Websites- Part 2
Next Generation Insurance Websites- Part 2Next Generation Insurance Websites- Part 2
Next Generation Insurance Websites- Part 2edynamic
 
Big Data, Big Revenue: How Big Data Means Millions for Marketing
Big Data, Big Revenue: How Big Data Means Millions for MarketingBig Data, Big Revenue: How Big Data Means Millions for Marketing
Big Data, Big Revenue: How Big Data Means Millions for MarketingVivastream
 
ASUS Case Study_Digitizing Customer Services
ASUS Case Study_Digitizing Customer Services ASUS Case Study_Digitizing Customer Services
ASUS Case Study_Digitizing Customer Services Lynn Chen
 
Digital marketing best practice - Smart Insights
Digital marketing best practice - Smart InsightsDigital marketing best practice - Smart Insights
Digital marketing best practice - Smart InsightsDave Chaffey
 
customer experience evaluation and modeling - opiniac
customer experience evaluation and modeling - opiniaccustomer experience evaluation and modeling - opiniac
customer experience evaluation and modeling - opiniacZbigniew Nowicki
 
USPS Goes Mobile - 2014 Promotions
USPS Goes Mobile - 2014 PromotionsUSPS Goes Mobile - 2014 Promotions
USPS Goes Mobile - 2014 PromotionsVivastream
 
Mc Kinsey Digitizing Customer Care 2013
Mc Kinsey Digitizing Customer Care 2013Mc Kinsey Digitizing Customer Care 2013
Mc Kinsey Digitizing Customer Care 2013Tim Wirth
 
Digital Marketing Directions 2020
Digital Marketing Directions 2020Digital Marketing Directions 2020
Digital Marketing Directions 2020Tim Peter
 
Agency of the future
Agency of the futureAgency of the future
Agency of the futureNeil Clemmons
 
The Evolution of Digital Transformation
The Evolution of Digital TransformationThe Evolution of Digital Transformation
The Evolution of Digital TransformationSmart Insights
 
Digital strategy canvas
Digital strategy canvas Digital strategy canvas
Digital strategy canvas Wandia Chiuri
 
CUSTOMER ANALYTICS & SEGMENTATION FOR CUSTOMER CENTRIC ORGANIZATION & MARKETI...
CUSTOMER ANALYTICS & SEGMENTATION FOR CUSTOMER CENTRIC ORGANIZATION & MARKETI...CUSTOMER ANALYTICS & SEGMENTATION FOR CUSTOMER CENTRIC ORGANIZATION & MARKETI...
CUSTOMER ANALYTICS & SEGMENTATION FOR CUSTOMER CENTRIC ORGANIZATION & MARKETI...Data Science Thailand
 
'A Journey to the Centre of Customer-centricity' - Jeff Evans
'A Journey to the Centre of Customer-centricity' - Jeff Evans'A Journey to the Centre of Customer-centricity' - Jeff Evans
'A Journey to the Centre of Customer-centricity' - Jeff EvansLemonTree Fundraising
 
Customer Experience ROI
Customer Experience ROICustomer Experience ROI
Customer Experience ROIJ.C. Corrigan
 
Voice Of The Customer 2009
Voice Of The Customer 2009Voice Of The Customer 2009
Voice Of The Customer 2009Paul Greenberg
 
Multichannel Marketing: The Key to Expanding Revenue
Multichannel Marketing: The Key to Expanding RevenueMultichannel Marketing: The Key to Expanding Revenue
Multichannel Marketing: The Key to Expanding RevenueInvoca
 

What's hot (20)

Next Generation Insurance Websites- Part 2
Next Generation Insurance Websites- Part 2Next Generation Insurance Websites- Part 2
Next Generation Insurance Websites- Part 2
 
Big Data, Big Revenue: How Big Data Means Millions for Marketing
Big Data, Big Revenue: How Big Data Means Millions for MarketingBig Data, Big Revenue: How Big Data Means Millions for Marketing
Big Data, Big Revenue: How Big Data Means Millions for Marketing
 
MICROSOFT
MICROSOFTMICROSOFT
MICROSOFT
 
ASUS Case Study_Digitizing Customer Services
ASUS Case Study_Digitizing Customer Services ASUS Case Study_Digitizing Customer Services
ASUS Case Study_Digitizing Customer Services
 
Digital marketing best practice - Smart Insights
Digital marketing best practice - Smart InsightsDigital marketing best practice - Smart Insights
Digital marketing best practice - Smart Insights
 
customer experience evaluation and modeling - opiniac
customer experience evaluation and modeling - opiniaccustomer experience evaluation and modeling - opiniac
customer experience evaluation and modeling - opiniac
 
USPS Goes Mobile - 2014 Promotions
USPS Goes Mobile - 2014 PromotionsUSPS Goes Mobile - 2014 Promotions
USPS Goes Mobile - 2014 Promotions
 
Mc Kinsey Digitizing Customer Care 2013
Mc Kinsey Digitizing Customer Care 2013Mc Kinsey Digitizing Customer Care 2013
Mc Kinsey Digitizing Customer Care 2013
 
Digital Marketing Directions 2020
Digital Marketing Directions 2020Digital Marketing Directions 2020
Digital Marketing Directions 2020
 
Marketers, make procurement your friend
Marketers, make procurement your friendMarketers, make procurement your friend
Marketers, make procurement your friend
 
Agency of the future
Agency of the futureAgency of the future
Agency of the future
 
The Evolution of Digital Transformation
The Evolution of Digital TransformationThe Evolution of Digital Transformation
The Evolution of Digital Transformation
 
Customer Managed Journeys: Journey Analytics
Customer Managed Journeys: Journey AnalyticsCustomer Managed Journeys: Journey Analytics
Customer Managed Journeys: Journey Analytics
 
Smckc lunch event
Smckc lunch eventSmckc lunch event
Smckc lunch event
 
Digital strategy canvas
Digital strategy canvas Digital strategy canvas
Digital strategy canvas
 
CUSTOMER ANALYTICS & SEGMENTATION FOR CUSTOMER CENTRIC ORGANIZATION & MARKETI...
CUSTOMER ANALYTICS & SEGMENTATION FOR CUSTOMER CENTRIC ORGANIZATION & MARKETI...CUSTOMER ANALYTICS & SEGMENTATION FOR CUSTOMER CENTRIC ORGANIZATION & MARKETI...
CUSTOMER ANALYTICS & SEGMENTATION FOR CUSTOMER CENTRIC ORGANIZATION & MARKETI...
 
'A Journey to the Centre of Customer-centricity' - Jeff Evans
'A Journey to the Centre of Customer-centricity' - Jeff Evans'A Journey to the Centre of Customer-centricity' - Jeff Evans
'A Journey to the Centre of Customer-centricity' - Jeff Evans
 
Customer Experience ROI
Customer Experience ROICustomer Experience ROI
Customer Experience ROI
 
Voice Of The Customer 2009
Voice Of The Customer 2009Voice Of The Customer 2009
Voice Of The Customer 2009
 
Multichannel Marketing: The Key to Expanding Revenue
Multichannel Marketing: The Key to Expanding RevenueMultichannel Marketing: The Key to Expanding Revenue
Multichannel Marketing: The Key to Expanding Revenue
 

Similar to Engaging AdverGames for Data Collection

Gamification: Driving Engagement and Loyalty
Gamification: Driving Engagement and LoyaltyGamification: Driving Engagement and Loyalty
Gamification: Driving Engagement and LoyaltyMichael Goodman
 
The Game of Gamification
The Game of GamificationThe Game of Gamification
The Game of GamificationSignal
 
Healthcare Gamification
Healthcare GamificationHealthcare Gamification
Healthcare GamificationSatyajit Roy
 
360i marketing social
360i marketing social360i marketing social
360i marketing socialAmanda Snyder
 
Social marketing playbook 360i
Social marketing playbook 360iSocial marketing playbook 360i
Social marketing playbook 360iMitya Voskresensky
 
360i Social Marketing Playbook
360i Social Marketing Playbook360i Social Marketing Playbook
360i Social Marketing Playbook...
 
360i Social Marketing Playbook
360i Social Marketing Playbook360i Social Marketing Playbook
360i Social Marketing Playbook360i
 
Major trends and development in social media marketing v2
Major trends and development in social media marketing v2Major trends and development in social media marketing v2
Major trends and development in social media marketing v2Aventis School of Management
 
Gamification strategies
Gamification strategiesGamification strategies
Gamification strategiesPrayukth K V
 
World Travel Market 2015 - How can content strategy help you to tell credible...
World Travel Market 2015 - How can content strategy help you to tell credible...World Travel Market 2015 - How can content strategy help you to tell credible...
World Travel Market 2015 - How can content strategy help you to tell credible...Stickyeyes
 
The Challenges of a Rapidly Changing Local Marketplace
The Challenges of a Rapidly Changing Local MarketplaceThe Challenges of a Rapidly Changing Local Marketplace
The Challenges of a Rapidly Changing Local MarketplaceLocalogy
 
Adobe Report on Audience Intelligence
Adobe Report on Audience Intelligence Adobe Report on Audience Intelligence
Adobe Report on Audience Intelligence Shiv ognito
 
Gamification in banking
Gamification in bankingGamification in banking
Gamification in bankingMarian Hanganu
 
Social Media and Games. Stats, Potentials and Pitfalls
Social Media and Games. Stats, Potentials and PitfallsSocial Media and Games. Stats, Potentials and Pitfalls
Social Media and Games. Stats, Potentials and PitfallsLars Bojen
 
Social Media Games. Stats, Potentials and Pitfalls
Social Media Games. Stats, Potentials and PitfallsSocial Media Games. Stats, Potentials and Pitfalls
Social Media Games. Stats, Potentials and PitfallsLars Bojen
 

Similar to Engaging AdverGames for Data Collection (20)

Gamification: Driving Engagement and Loyalty
Gamification: Driving Engagement and LoyaltyGamification: Driving Engagement and Loyalty
Gamification: Driving Engagement and Loyalty
 
Gamification Intro for Content Strategy
Gamification Intro for Content StrategyGamification Intro for Content Strategy
Gamification Intro for Content Strategy
 
The Game of Gamification
The Game of GamificationThe Game of Gamification
The Game of Gamification
 
Healthcare Gamification
Healthcare GamificationHealthcare Gamification
Healthcare Gamification
 
360
360360
360
 
360i marketing social
360i marketing social360i marketing social
360i marketing social
 
Social marketing playbook 360i
Social marketing playbook 360iSocial marketing playbook 360i
Social marketing playbook 360i
 
360i Social Marketing Playbook
360i Social Marketing Playbook360i Social Marketing Playbook
360i Social Marketing Playbook
 
360i Social Marketing Playbook
360i Social Marketing Playbook360i Social Marketing Playbook
360i Social Marketing Playbook
 
Marketing Analytics: 5 Things Every CMO Should Know
Marketing Analytics: 5 Things Every CMO Should KnowMarketing Analytics: 5 Things Every CMO Should Know
Marketing Analytics: 5 Things Every CMO Should Know
 
Major trends and development in social media marketing v2
Major trends and development in social media marketing v2Major trends and development in social media marketing v2
Major trends and development in social media marketing v2
 
Gamification strategies
Gamification strategiesGamification strategies
Gamification strategies
 
World Travel Market 2015 - How can content strategy help you to tell credible...
World Travel Market 2015 - How can content strategy help you to tell credible...World Travel Market 2015 - How can content strategy help you to tell credible...
World Travel Market 2015 - How can content strategy help you to tell credible...
 
The Challenges of a Rapidly Changing Local Marketplace
The Challenges of a Rapidly Changing Local MarketplaceThe Challenges of a Rapidly Changing Local Marketplace
The Challenges of a Rapidly Changing Local Marketplace
 
Adobe Report on Audience Intelligence
Adobe Report on Audience Intelligence Adobe Report on Audience Intelligence
Adobe Report on Audience Intelligence
 
Gamification in banking
Gamification in bankingGamification in banking
Gamification in banking
 
Social Media and Games. Stats, Potentials and Pitfalls
Social Media and Games. Stats, Potentials and PitfallsSocial Media and Games. Stats, Potentials and Pitfalls
Social Media and Games. Stats, Potentials and Pitfalls
 
Social Media Games. Stats, Potentials and Pitfalls
Social Media Games. Stats, Potentials and PitfallsSocial Media Games. Stats, Potentials and Pitfalls
Social Media Games. Stats, Potentials and Pitfalls
 
Social media strategy
Social media strategySocial media strategy
Social media strategy
 
A Short History of Digital Marketing
A Short History of Digital MarketingA Short History of Digital Marketing
A Short History of Digital Marketing
 

More from Ray Poynter

The State of AI in Insights and Research 2024: Results and Findings
The State of AI in Insights and Research 2024: Results and FindingsThe State of AI in Insights and Research 2024: Results and Findings
The State of AI in Insights and Research 2024: Results and FindingsRay Poynter
 
ResearchWiseAI - an artificial intelligence driven research data analysis tool
ResearchWiseAI - an artificial intelligence driven research data analysis toolResearchWiseAI - an artificial intelligence driven research data analysis tool
ResearchWiseAI - an artificial intelligence driven research data analysis toolRay Poynter
 
AI-powered interviewing: Best practices from Yasna
AI-powered interviewing: Best practices from YasnaAI-powered interviewing: Best practices from Yasna
AI-powered interviewing: Best practices from YasnaRay Poynter
 
Artificial Intelligence and Qual: The Story So Far
Artificial Intelligence and Qual: The Story So FarArtificial Intelligence and Qual: The Story So Far
Artificial Intelligence and Qual: The Story So FarRay Poynter
 
State of Research Insights in Q1, 2024 from NewMR
State of Research Insights in Q1, 2024 from NewMRState of Research Insights in Q1, 2024 from NewMR
State of Research Insights in Q1, 2024 from NewMRRay Poynter
 
Sudden Death of Beliefs
Sudden Death of BeliefsSudden Death of Beliefs
Sudden Death of BeliefsRay Poynter
 
Uncovering Consumers’ Hidden Narratives
Uncovering Consumers’ Hidden NarrativesUncovering Consumers’ Hidden Narratives
Uncovering Consumers’ Hidden NarrativesRay Poynter
 
Narrative Exploration of New Categories at Mondelēz
Narrative Exploration of New Categories at MondelēzNarrative Exploration of New Categories at Mondelēz
Narrative Exploration of New Categories at MondelēzRay Poynter
 
The Future in Focus
The Future in FocusThe Future in Focus
The Future in FocusRay Poynter
 
The Future in Focus
The Future in FocusThe Future in Focus
The Future in FocusRay Poynter
 
The State of Insights – September 2023
The State of Insights – September 2023The State of Insights – September 2023
The State of Insights – September 2023Ray Poynter
 
Research Thinking in the age of AI
Research Thinking in the age of AIResearch Thinking in the age of AI
Research Thinking in the age of AIRay Poynter
 
How might AI impact Research and Insights over the next two years?
How might AI impact Research and Insights over the next two years?How might AI impact Research and Insights over the next two years?
How might AI impact Research and Insights over the next two years?Ray Poynter
 
From Words to Wisdom: Unleashing the Potential of Language Models for Human-C...
From Words to Wisdom: Unleashing the Potential of Language Models for Human-C...From Words to Wisdom: Unleashing the Potential of Language Models for Human-C...
From Words to Wisdom: Unleashing the Potential of Language Models for Human-C...Ray Poynter
 
ChatGPT for Social Media Listening: practical application with YouScan’s Insi...
ChatGPT for Social Media Listening: practical application with YouScan’s Insi...ChatGPT for Social Media Listening: practical application with YouScan’s Insi...
ChatGPT for Social Media Listening: practical application with YouScan’s Insi...Ray Poynter
 
Using Generative AI to Assess the Quality of Open-Ended Responses in Surveys
Using Generative AI to Assess the Quality of Open-Ended Responses in SurveysUsing Generative AI to Assess the Quality of Open-Ended Responses in Surveys
Using Generative AI to Assess the Quality of Open-Ended Responses in SurveysRay Poynter
 
Exploring the future of verbatim coding with ChatGPT
Exploring the future of verbatim coding with ChatGPTExploring the future of verbatim coding with ChatGPT
Exploring the future of verbatim coding with ChatGPTRay Poynter
 
Using Generative AI to bring Qualitative Capabilities to Quantitative Surveys
Using Generative AI to bring Qualitative Capabilities to Quantitative SurveysUsing Generative AI to bring Qualitative Capabilities to Quantitative Surveys
Using Generative AI to bring Qualitative Capabilities to Quantitative SurveysRay Poynter
 
How AI / ChatGPT Drives Business Growth
How AI / ChatGPT Drives Business GrowthHow AI / ChatGPT Drives Business Growth
How AI / ChatGPT Drives Business GrowthRay Poynter
 
Tech for tech’s sake? Learnings from experiments with AI in consumer research
Tech for tech’s sake? Learnings from experiments with AI in consumer researchTech for tech’s sake? Learnings from experiments with AI in consumer research
Tech for tech’s sake? Learnings from experiments with AI in consumer researchRay Poynter
 

More from Ray Poynter (20)

The State of AI in Insights and Research 2024: Results and Findings
The State of AI in Insights and Research 2024: Results and FindingsThe State of AI in Insights and Research 2024: Results and Findings
The State of AI in Insights and Research 2024: Results and Findings
 
ResearchWiseAI - an artificial intelligence driven research data analysis tool
ResearchWiseAI - an artificial intelligence driven research data analysis toolResearchWiseAI - an artificial intelligence driven research data analysis tool
ResearchWiseAI - an artificial intelligence driven research data analysis tool
 
AI-powered interviewing: Best practices from Yasna
AI-powered interviewing: Best practices from YasnaAI-powered interviewing: Best practices from Yasna
AI-powered interviewing: Best practices from Yasna
 
Artificial Intelligence and Qual: The Story So Far
Artificial Intelligence and Qual: The Story So FarArtificial Intelligence and Qual: The Story So Far
Artificial Intelligence and Qual: The Story So Far
 
State of Research Insights in Q1, 2024 from NewMR
State of Research Insights in Q1, 2024 from NewMRState of Research Insights in Q1, 2024 from NewMR
State of Research Insights in Q1, 2024 from NewMR
 
Sudden Death of Beliefs
Sudden Death of BeliefsSudden Death of Beliefs
Sudden Death of Beliefs
 
Uncovering Consumers’ Hidden Narratives
Uncovering Consumers’ Hidden NarrativesUncovering Consumers’ Hidden Narratives
Uncovering Consumers’ Hidden Narratives
 
Narrative Exploration of New Categories at Mondelēz
Narrative Exploration of New Categories at MondelēzNarrative Exploration of New Categories at Mondelēz
Narrative Exploration of New Categories at Mondelēz
 
The Future in Focus
The Future in FocusThe Future in Focus
The Future in Focus
 
The Future in Focus
The Future in FocusThe Future in Focus
The Future in Focus
 
The State of Insights – September 2023
The State of Insights – September 2023The State of Insights – September 2023
The State of Insights – September 2023
 
Research Thinking in the age of AI
Research Thinking in the age of AIResearch Thinking in the age of AI
Research Thinking in the age of AI
 
How might AI impact Research and Insights over the next two years?
How might AI impact Research and Insights over the next two years?How might AI impact Research and Insights over the next two years?
How might AI impact Research and Insights over the next two years?
 
From Words to Wisdom: Unleashing the Potential of Language Models for Human-C...
From Words to Wisdom: Unleashing the Potential of Language Models for Human-C...From Words to Wisdom: Unleashing the Potential of Language Models for Human-C...
From Words to Wisdom: Unleashing the Potential of Language Models for Human-C...
 
ChatGPT for Social Media Listening: practical application with YouScan’s Insi...
ChatGPT for Social Media Listening: practical application with YouScan’s Insi...ChatGPT for Social Media Listening: practical application with YouScan’s Insi...
ChatGPT for Social Media Listening: practical application with YouScan’s Insi...
 
Using Generative AI to Assess the Quality of Open-Ended Responses in Surveys
Using Generative AI to Assess the Quality of Open-Ended Responses in SurveysUsing Generative AI to Assess the Quality of Open-Ended Responses in Surveys
Using Generative AI to Assess the Quality of Open-Ended Responses in Surveys
 
Exploring the future of verbatim coding with ChatGPT
Exploring the future of verbatim coding with ChatGPTExploring the future of verbatim coding with ChatGPT
Exploring the future of verbatim coding with ChatGPT
 
Using Generative AI to bring Qualitative Capabilities to Quantitative Surveys
Using Generative AI to bring Qualitative Capabilities to Quantitative SurveysUsing Generative AI to bring Qualitative Capabilities to Quantitative Surveys
Using Generative AI to bring Qualitative Capabilities to Quantitative Surveys
 
How AI / ChatGPT Drives Business Growth
How AI / ChatGPT Drives Business GrowthHow AI / ChatGPT Drives Business Growth
How AI / ChatGPT Drives Business Growth
 
Tech for tech’s sake? Learnings from experiments with AI in consumer research
Tech for tech’s sake? Learnings from experiments with AI in consumer researchTech for tech’s sake? Learnings from experiments with AI in consumer research
Tech for tech’s sake? Learnings from experiments with AI in consumer research
 

Recently uploaded

How to Make a Duplicate of Your Odoo 17 Database
How to Make a Duplicate of Your Odoo 17 DatabaseHow to Make a Duplicate of Your Odoo 17 Database
How to Make a Duplicate of Your Odoo 17 DatabaseCeline George
 
INTRODUCTION TO CATHOLIC CHRISTOLOGY.pptx
INTRODUCTION TO CATHOLIC CHRISTOLOGY.pptxINTRODUCTION TO CATHOLIC CHRISTOLOGY.pptx
INTRODUCTION TO CATHOLIC CHRISTOLOGY.pptxHumphrey A Beña
 
DIFFERENT BASKETRY IN THE PHILIPPINES PPT.pptx
DIFFERENT BASKETRY IN THE PHILIPPINES PPT.pptxDIFFERENT BASKETRY IN THE PHILIPPINES PPT.pptx
DIFFERENT BASKETRY IN THE PHILIPPINES PPT.pptxMichelleTuguinay1
 
ROLES IN A STAGE PRODUCTION in arts.pptx
ROLES IN A STAGE PRODUCTION in arts.pptxROLES IN A STAGE PRODUCTION in arts.pptx
ROLES IN A STAGE PRODUCTION in arts.pptxVanesaIglesias10
 
ESP 4-EDITED.pdfmmcncncncmcmmnmnmncnmncmnnjvnnv
ESP 4-EDITED.pdfmmcncncncmcmmnmnmncnmncmnnjvnnvESP 4-EDITED.pdfmmcncncncmcmmnmnmncnmncmnnjvnnv
ESP 4-EDITED.pdfmmcncncncmcmmnmnmncnmncmnnjvnnvRicaMaeCastro1
 
Reading and Writing Skills 11 quarter 4 melc 1
Reading and Writing Skills 11 quarter 4 melc 1Reading and Writing Skills 11 quarter 4 melc 1
Reading and Writing Skills 11 quarter 4 melc 1GloryAnnCastre1
 
Blowin' in the Wind of Caste_ Bob Dylan's Song as a Catalyst for Social Justi...
Blowin' in the Wind of Caste_ Bob Dylan's Song as a Catalyst for Social Justi...Blowin' in the Wind of Caste_ Bob Dylan's Song as a Catalyst for Social Justi...
Blowin' in the Wind of Caste_ Bob Dylan's Song as a Catalyst for Social Justi...DhatriParmar
 
Active Learning Strategies (in short ALS).pdf
Active Learning Strategies (in short ALS).pdfActive Learning Strategies (in short ALS).pdf
Active Learning Strategies (in short ALS).pdfPatidar M
 
Q-Factor HISPOL Quiz-6th April 2024, Quiz Club NITW
Q-Factor HISPOL Quiz-6th April 2024, Quiz Club NITWQ-Factor HISPOL Quiz-6th April 2024, Quiz Club NITW
Q-Factor HISPOL Quiz-6th April 2024, Quiz Club NITWQuiz Club NITW
 
Textual Evidence in Reading and Writing of SHS
Textual Evidence in Reading and Writing of SHSTextual Evidence in Reading and Writing of SHS
Textual Evidence in Reading and Writing of SHSMae Pangan
 
Concurrency Control in Database Management system
Concurrency Control in Database Management systemConcurrency Control in Database Management system
Concurrency Control in Database Management systemChristalin Nelson
 
Q4-PPT-Music9_Lesson-1-Romantic-Opera.pptx
Q4-PPT-Music9_Lesson-1-Romantic-Opera.pptxQ4-PPT-Music9_Lesson-1-Romantic-Opera.pptx
Q4-PPT-Music9_Lesson-1-Romantic-Opera.pptxlancelewisportillo
 
Scientific Writing :Research Discourse
Scientific  Writing :Research  DiscourseScientific  Writing :Research  Discourse
Scientific Writing :Research DiscourseAnita GoswamiGiri
 
Mythology Quiz-4th April 2024, Quiz Club NITW
Mythology Quiz-4th April 2024, Quiz Club NITWMythology Quiz-4th April 2024, Quiz Club NITW
Mythology Quiz-4th April 2024, Quiz Club NITWQuiz Club NITW
 
Grade Three -ELLNA-REVIEWER-ENGLISH.pptx
Grade Three -ELLNA-REVIEWER-ENGLISH.pptxGrade Three -ELLNA-REVIEWER-ENGLISH.pptx
Grade Three -ELLNA-REVIEWER-ENGLISH.pptxkarenfajardo43
 
ICS2208 Lecture6 Notes for SL spaces.pdf
ICS2208 Lecture6 Notes for SL spaces.pdfICS2208 Lecture6 Notes for SL spaces.pdf
ICS2208 Lecture6 Notes for SL spaces.pdfVanessa Camilleri
 
week 1 cookery 8 fourth - quarter .pptx
week 1 cookery 8  fourth  -  quarter .pptxweek 1 cookery 8  fourth  -  quarter .pptx
week 1 cookery 8 fourth - quarter .pptxJonalynLegaspi2
 

Recently uploaded (20)

How to Make a Duplicate of Your Odoo 17 Database
How to Make a Duplicate of Your Odoo 17 DatabaseHow to Make a Duplicate of Your Odoo 17 Database
How to Make a Duplicate of Your Odoo 17 Database
 
INTRODUCTION TO CATHOLIC CHRISTOLOGY.pptx
INTRODUCTION TO CATHOLIC CHRISTOLOGY.pptxINTRODUCTION TO CATHOLIC CHRISTOLOGY.pptx
INTRODUCTION TO CATHOLIC CHRISTOLOGY.pptx
 
DIFFERENT BASKETRY IN THE PHILIPPINES PPT.pptx
DIFFERENT BASKETRY IN THE PHILIPPINES PPT.pptxDIFFERENT BASKETRY IN THE PHILIPPINES PPT.pptx
DIFFERENT BASKETRY IN THE PHILIPPINES PPT.pptx
 
ROLES IN A STAGE PRODUCTION in arts.pptx
ROLES IN A STAGE PRODUCTION in arts.pptxROLES IN A STAGE PRODUCTION in arts.pptx
ROLES IN A STAGE PRODUCTION in arts.pptx
 
ESP 4-EDITED.pdfmmcncncncmcmmnmnmncnmncmnnjvnnv
ESP 4-EDITED.pdfmmcncncncmcmmnmnmncnmncmnnjvnnvESP 4-EDITED.pdfmmcncncncmcmmnmnmncnmncmnnjvnnv
ESP 4-EDITED.pdfmmcncncncmcmmnmnmncnmncmnnjvnnv
 
Reading and Writing Skills 11 quarter 4 melc 1
Reading and Writing Skills 11 quarter 4 melc 1Reading and Writing Skills 11 quarter 4 melc 1
Reading and Writing Skills 11 quarter 4 melc 1
 
Blowin' in the Wind of Caste_ Bob Dylan's Song as a Catalyst for Social Justi...
Blowin' in the Wind of Caste_ Bob Dylan's Song as a Catalyst for Social Justi...Blowin' in the Wind of Caste_ Bob Dylan's Song as a Catalyst for Social Justi...
Blowin' in the Wind of Caste_ Bob Dylan's Song as a Catalyst for Social Justi...
 
Active Learning Strategies (in short ALS).pdf
Active Learning Strategies (in short ALS).pdfActive Learning Strategies (in short ALS).pdf
Active Learning Strategies (in short ALS).pdf
 
Q-Factor HISPOL Quiz-6th April 2024, Quiz Club NITW
Q-Factor HISPOL Quiz-6th April 2024, Quiz Club NITWQ-Factor HISPOL Quiz-6th April 2024, Quiz Club NITW
Q-Factor HISPOL Quiz-6th April 2024, Quiz Club NITW
 
prashanth updated resume 2024 for Teaching Profession
prashanth updated resume 2024 for Teaching Professionprashanth updated resume 2024 for Teaching Profession
prashanth updated resume 2024 for Teaching Profession
 
Textual Evidence in Reading and Writing of SHS
Textual Evidence in Reading and Writing of SHSTextual Evidence in Reading and Writing of SHS
Textual Evidence in Reading and Writing of SHS
 
Paradigm shift in nursing research by RS MEHTA
Paradigm shift in nursing research by RS MEHTAParadigm shift in nursing research by RS MEHTA
Paradigm shift in nursing research by RS MEHTA
 
Concurrency Control in Database Management system
Concurrency Control in Database Management systemConcurrency Control in Database Management system
Concurrency Control in Database Management system
 
Q4-PPT-Music9_Lesson-1-Romantic-Opera.pptx
Q4-PPT-Music9_Lesson-1-Romantic-Opera.pptxQ4-PPT-Music9_Lesson-1-Romantic-Opera.pptx
Q4-PPT-Music9_Lesson-1-Romantic-Opera.pptx
 
Faculty Profile prashantha K EEE dept Sri Sairam college of Engineering
Faculty Profile prashantha K EEE dept Sri Sairam college of EngineeringFaculty Profile prashantha K EEE dept Sri Sairam college of Engineering
Faculty Profile prashantha K EEE dept Sri Sairam college of Engineering
 
Scientific Writing :Research Discourse
Scientific  Writing :Research  DiscourseScientific  Writing :Research  Discourse
Scientific Writing :Research Discourse
 
Mythology Quiz-4th April 2024, Quiz Club NITW
Mythology Quiz-4th April 2024, Quiz Club NITWMythology Quiz-4th April 2024, Quiz Club NITW
Mythology Quiz-4th April 2024, Quiz Club NITW
 
Grade Three -ELLNA-REVIEWER-ENGLISH.pptx
Grade Three -ELLNA-REVIEWER-ENGLISH.pptxGrade Three -ELLNA-REVIEWER-ENGLISH.pptx
Grade Three -ELLNA-REVIEWER-ENGLISH.pptx
 
ICS2208 Lecture6 Notes for SL spaces.pdf
ICS2208 Lecture6 Notes for SL spaces.pdfICS2208 Lecture6 Notes for SL spaces.pdf
ICS2208 Lecture6 Notes for SL spaces.pdf
 
week 1 cookery 8 fourth - quarter .pptx
week 1 cookery 8  fourth  -  quarter .pptxweek 1 cookery 8  fourth  -  quarter .pptx
week 1 cookery 8 fourth - quarter .pptx
 

Engaging AdverGames for Data Collection

  • 1. Twitter : @BettyAdamou Author of Games and Gamification in Market Research 30th October 2019 Data Collection Update online conference Games, Gamification and Playful Experiences in Marketing AdverGames as a growing mode of data collection October 2019 Betty Adamou Research Through Gaming
  • 3. Making Games for Research, for Brands www.researchthroughgaming.com
  • 4.
  • 5.
  • 7.
  • 8. Made $1.6 million revenue in the first 5 days of its release
  • 9.
  • 10. Forbes estimates that about half of Kim’s $52.5 million earnings in 2016 is said to be from the game. Half.
  • 11.
  • 12. ADVERGAME BRAND GAME A game realized and designed as a fully-fledged game from the outset to promote a product or service and engage/ inform users. WHAT IS A MARKETING GAME?VOCABULARY
  • 13. DUMB WAYS TO DIE Thank you!
  • 14. •  More availability of game engines •  Widened audiences of entertainment games means Marketing Games can be played by a varied range of consumers •  Insatiable demand from brands to engage users and collect data: placing pressure on what marketing can and should do
  • 16. “Some of Britain’s biggest companies are ripping up their advertising plans and rethinking how they communicate with consumers in a data-driven, digital world” – much to the detriment of external agencies. “Every brand old and new, is rethinking its communications […] and agencies need to move faster to stay relevant”
  • 17. Engagement and providing experiences is all-important to brands. Marketeers need a way to cut through the noise, and collect data. Games can, and have, offered the answer
  • 18. GAMES ARE THE MOST ENGAGING MEDIUM OF ALL TIME
  • 19. In 2017 MOBILE GAMES accounted for more revenue than any other form of entertainment, generating 40.6 billion USD worldwide. In the same year, people spent more money on ALL TYPES OF GAMES than they did on movies and music combined at an estimated revenue of 92 billion USD. •  Statisa (date and author unknown). Available from: www.statista.com/topics/1906/mobile-gaming •  Taylor, George (2016) Why Is Gaming More Popular Than Music and Film? Huffington Post, 23/05. Available from: www.huffingtonpost.co.uk/george-taylor/why-is-gaming-more-popular-than-music-and-film_b_10095376.html
  • 21. •  Games are Flexible Digital, AR, VR, analog, text-adventure, board game, or mixed media •  AdverGames can be made to suit literally any budget Variedmedium
  • 22. MARMITE: ‘TASTE FACE’ GAMIFIED MARKETING CAMPAIGN Find out more: www.marmite.co.uk/geneproject Unilever
  • 23. CORBYN RUN AdverGame for Politics www.corbynrun.com www.theguardian.com/politics/2017/jun/06/democracy-theres-an-app-for-that-the-tech-upstarts-trying-to-hack-british-politics
  • 24.
  • 25. GAMES OFFER A TWO-WAY INTERACTION in a way that traditional advertising doesn’t
  • 26. 1.  Engage users 2.  Promote products/services/people/things 3.  Inform users - why not share information about your company, brand or product when you have people’s attention? 4.  Content breeds content; well-designed games have a way of growing exponentially 5.  Create Brand Experiences - games are experiential in their nature, so for brands looking to provide experiences, games can be a common- sense approach 6.  Collect consumer information - based on their data as they play 7.  Support sales growth for a brand - or donations, or awareness 8.  Grow your brand - Use data collected in the game to support future business decisions Benefits of MARKETING GAMES The 8 IN 1THE8IN1
  • 27. GAMES CANNOT EXIST WITHOUT DATA ALL GAMES collect data –they are data collection tools. They need to collect data for feedback systems to the player, such as XP points, leaderboard information, coins or health accumulated, scores and more
  • 28. ‘Engagement has become synonymous with data collection and the playing of games has become a data collection method in itself. “Play is a data generator.” - Betty Adamou, Chapter 9, Games and Gamification in Market Research (2019)
  • 29. 1.  Engage users 2.  Promote products/services/people/things 3.  Inform users - why not share information about your company, brand or product when you have people’s attention? 4.  Content breeds content; well-designed games have a way of growing exponentially 5.  Create Brand Experiences - games are experiential in their nature, so for brands looking to provide experiences, games can be a common- sense approach 6.  Collect consumer information - based on their data as they play 7.  Support sales growth for a brand - or donations, or awareness 8.  Grow your brand - Use data collected in the game to support future business decisions Benefits of MARKETING GAMES The 8 IN 1THE8IN1
  • 32. “We (FCUK) joined Covet Fashion because we thought it was a unique and different way to reach mobile consumers. We’ve been blown away with the exposure our collections have received, resulting in significant mobile traffic and conversions. It is now one of our top sources of all e-commerce sales.” www.techcrunch.com/2013/06/25/crowdstar-covet Proclaimed to be “the future of mobile fashion marketing.”
  • 33. Where is the AdverGame industry going next? •  More cross-collaboration between brands within a game environment. As such, a single game can act as a data collection tool for multiple brands •  We’ll see more collaboration between marketing teams and game studios. As such, marketeers will hire more Gamification and Serious Game experts and designers •  AdverGames will utilize VR and AR for more immersive, mixed reality experiences with brands and new ways of collecting data
  • 34. AdverGames with… = exciting future for marketing, data & insight
  • 35. 1.  AdverGames are combining marketing with engaging research using game-based techniques. WE HAVE AN ENGAGEMENT GAP! This threatens traditional MR agencies because we’re not using game-based capabilities that offer this engagement. 2.  This could spell financial disaster for traditional MR as an industry, as more organizations use AdverGames and gamified marketing campaigns for data collection, and ignore research agencies (particularly with the rise of social-media based polls, surveys and quizzes – essentially, question/answer tools.) Why should market researchers care?
  • 36.
  • 37. Check out the views -> <-Check out the response
  • 38. •  Zero extrinsic rewards: no incentives provided •  High response and completion rates, globally •  Not only is there no incentive, but participants are encouraged to take on board other challenges, voluntarily (e.g. send tweets, donate to a cause, find out more, download PDFs etc.)
  • 39. Level up! So how do we level up? Pro-tips to level-up traditional surveys and survive the onset of data-collecting AdverGames – Make SURVEYS more like GAMES
  • 40. 1.  It must become more engaging, through using Games and Gamification! This means understanding of game & gamification design – being educated and working with SeriousGame and Gamification designers, experts, and consultants 2.  Use feedback systems as often as you can. Surveys are typically feedback deserts. With feedback proven to being a key motivator, all surveys should include some element of feedback to keep participants engaged. 2 x Pro Tips for Market Researchers
  • 42. University of Surrey Head of Market Insights and Data •  Highest - 97% completion rate (Averaged to about 75% now) •  70+% ‘start rate’ •  High levels of engagement has meant we’ve transformed the ResearchGame to a lead-capture tool (where we can collect user information for further marketing comms) •  12% opt-in rate •  Students are also educated about the University •  Students have a chance to truly think about what they want, and learn about themselves
  • 43. “I like the quiz and information I get in the end of it. Thank you :)” “It seems interesting and a good effort from the uni management team” “This was really fun! Not only that but it was accurate too. It's good to see that you acknowledge different types of students and have a way with dealing with each and every type." “It was very interesting almost accurate and I had fun doing it lol. Bravo :)” “cool! amazing! Do more!!” “Thought this survey was very true” “that quiz was just perfect describe exactly what i feel and want the only thing that doesn´t say is that I´m also looking for academic facilities”
  • 44. Self-discoverySelf-discovery “Having to answer such questions that I have been avoiding in my head has cleared to me what exactly I want. I feel more confident. Adding a few more questions could improve it some more.”
  • 45. NO FINANCIAL INCENTIVE The value has been invested in the experience
  • 46. Get 20% off RRP when buying through www.koganpage.com with special code GAMIFICATION20
  • 47.