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Twitter : @BettyAdamou
Author of Games and
Gamification in
Market Research
30th October 2019
Data Collection Update
online...
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 ...
DUMB WAYS TO DIE
Thank	you!
•  More availability of game engines
•  Widened audiences of entertainment games means
Marketing Games can be played by a ...
Newspaper
“Some of Britain’s biggest companies are
ripping up their advertising plans and
rethinking how they communicate with consu...
Engagement and
providing experiences is
all-important to brands.
Marketeers need a way to
cut through the noise,
and colle...
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 worldwid...
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 sui...
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-...
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 compa...
GAMES
CANNOT EXIST
WITHOUT DATA
ALL GAMES collect data –they are data collection tools.
They need to collect data for feed...
‘Engagement has become synonymous
with data collection
and the playing of games has become a
data collection method in its...
1.  Engage users
2.  Promote products/services/people/things
3.  Inform users - why not share information about your compa...
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...
Where is the AdverGame
industry going next?
•  More cross-collaboration between brands within a game
environment. As such,...
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...
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 ...
Level up!
So how do we level up?
Pro-tips to level-up traditional surveys and
survive the onset of data-collecting AdverGa...
1.  It must become more engaging, through using
Games and Gamification!
This means understanding of game & gamification de...
GAMIFIED
University of Surrey
Head of Market Insights and Data
•  Highest - 97% completion rate
(Averaged to about 75% now)
•  70+%...
“I like the quiz and information
I get in the end of it.
Thank you :)”
“It seems interesting
and a good effort from the
un...
Self-discoverySelf-discovery
“Having to answer such questions
that I have been avoiding in my head
has cleared to me what ...
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
@Resea...
Q	&	A	
Betty	Adamou	
Research	Through	Gaming	
	
October
2019
	
	
Ray	Poynter	
Potentiate
Sponsors	
Communication	
Gold	
Silver	
October
2019
Games, Gamification and Playful Experiences in Marketing: AdverGames as a growing mode of data collection – the intersecti...
Games, Gamification and Playful Experiences in Marketing: AdverGames as a growing mode of data collection – the intersecti...
Games, Gamification and Playful Experiences in Marketing: AdverGames as a growing mode of data collection – the intersecti...
Games, Gamification and Playful Experiences in Marketing: AdverGames as a growing mode of data collection – the intersecti...
Games, Gamification and Playful Experiences in Marketing: AdverGames as a growing mode of data collection – the intersecti...
Games, Gamification and Playful Experiences in Marketing: AdverGames as a growing mode of data collection – the intersecti...
Games, Gamification and Playful Experiences in Marketing: AdverGames as a growing mode of data collection – the intersecti...
Games, Gamification and Playful Experiences in Marketing: AdverGames as a growing mode of data collection – the intersecti...
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Games, Gamification and Playful Experiences in Marketing: AdverGames as a growing mode of data collection – the intersection between Branding, Engagement, and Consumer Insight

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According to a recent article, many Fortune 100 companies are “ripping up their advertising plans and rethinking how they communicate with consumers in a data driven, digital world.” Unilever, Adobe, Accenture, GSK, Uber and many others are emphasizing the need for more experiential and digital marketing, and their need for more data.
Game-based marketing ticks all these boxes.

As such, hundreds brands are already crossing the bridge from traditional marketing to game-based marketing en-masse.

Marketing teams globally are making fully-fledged games to cut through the noise and engage users, using gamification for entire marketing campaigns, and utilizing more playful experiences with quizzes to extend the brand experience.
The additional win for marketeers in using playful and game-based techniques is data. And lots of it.
This means that AdverGames, Promo Games, Brand Games, or whatever you might call them, are a triple threat; they’re sticky, they collect data, and allow two-way interaction between brand and consumer in a way no other advertising medium can.

Betty Adamou, expert in using games and gamification for research data collection, unpacks what’s going on in Game-based Marketing with several examples, and forecasts where this industry is growing next, and colliding with traditional market research.

This presentation was delivered by Betty Adamou, CEO & Founder at Research Through Gaming, as part of the 'Data Collection Update' NewMR webinar series. The recording can be found online via NewMR.org

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Games, Gamification and Playful Experiences in Marketing: AdverGames as a growing mode of data collection – the intersection between Branding, Engagement, and Consumer Insight

  1. 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
  2. 2. Sponsors Communication Gold Silver October 2019
  3. 3. Making Games for Research, for Brands www.researchthroughgaming.com
  4. 4. Kim Kardashian
  5. 5. Made $1.6 million revenue in the first 5 days of its release
  6. 6. Forbes estimates that about half of Kim’s $52.5 million earnings in 2016 is said to be from the game. Half.
  7. 7. 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
  8. 8. DUMB WAYS TO DIE Thank you!
  9. 9. •  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
  10. 10. Newspaper
  11. 11. “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”
  12. 12. 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
  13. 13. GAMES ARE THE MOST ENGAGING MEDIUM OF ALL TIME
  14. 14. 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
  15. 15. Dopamine’s impact includes improved… Focus Memory Attention
  16. 16. •  Games are Flexible Digital, AR, VR, analog, text-adventure, board game, or mixed media •  AdverGames can be made to suit literally any budget Variedmedium
  17. 17. MARMITE: ‘TASTE FACE’ GAMIFIED MARKETING CAMPAIGN Find out more: www.marmite.co.uk/geneproject Unilever
  18. 18. 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
  19. 19. GAMES OFFER A TWO-WAY INTERACTION in a way that traditional advertising doesn’t
  20. 20. 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
  21. 21. 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
  22. 22. ‘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)
  23. 23. 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
  24. 24. THE 8-IN-1 in action
  25. 25. COVET FASHION
  26. 26. “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.”
  27. 27. 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
  28. 28. AdverGames with… = exciting future for marketing, data & insight
  29. 29. 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?
  30. 30. Check out the views -> <-Check out the response
  31. 31. •  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.)
  32. 32. 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
  33. 33. 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
  34. 34. GAMIFIED
  35. 35. 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
  36. 36. “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”
  37. 37. 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.”
  38. 38. NO FINANCIAL INCENTIVE The value has been invested in the experience
  39. 39. Get 20% off RRP when buying through www.koganpage.com with special code GAMIFICATION20
  40. 40. Bonus level Q&A betty.adamou@researchthroughgaming.com Contact Twitter @BettyAdamou @RTG_Ltd Instagram @BettyAdamou @ResearchThroughGaming
  41. 41. Q & A Betty Adamou Research Through Gaming October 2019 Ray Poynter Potentiate
  42. 42. Sponsors Communication Gold Silver October 2019

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