Pbbi gamificationlondon 2011_v1


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Ben Salmon, presentation to Digital Marketing London on the

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  • Talk on Gamification -  Leveraging gaming  principals to create a pathway from digital to physical migration Through the use of gamification we will look at key industry trends to understand why game mechanics can make an important difference to your marketing strategy. We will not only review the key principals to gamification, but also look at what mechanisms are crucial to delivering successful consumer migration. Finally we will look at a marketing strategy through the lens of gamification and key considerations, coupled with 3 examples and ideas of how gamification could be used in the real world. 
  • This slide should be used to outline 3 agenda topics of your presentation
  • This slide should be used to outline 3 agenda topics of your presentation
  • This slide should be used to outline 3 agenda topics of your presentation
  • Pbbi gamificationlondon 2011_v1

    1. 1. Leveraging gaming principals to create a pathway from digital to physical migration Digital Marketing London - Gamification Presented by Ben Salmon
    2. 2. Agenda Market Principals Solutions & Ideas
    3. 3. Why now? Amazon (live in 1995) is America's largest online retailer, with nearly three times the Internet sales revenue of the runner up, Staples, Inc. SOURCE: Wiki
    4. 4. Consistency is key . . .
    5. 5. . . . but, not forgetting mobile! “ More users will likely connect to the Internet via mobile devices than desktop PCs within 5 years ” SOURCE: MORGAN STANLEY
    6. 6. A need to leverage consumers . . . SOURCE: Forrester Earned Media Owned media
    7. 7. . . . and consumer experience is fundamental SOURCE: Razorfish (Digital Customer Experience)
    8. 8. Consumers lack loyalty Nearly 50% of new sign ups are lost within 1 st month. Just over 75% would have become inactive after six months And only 17% would be active after 12 months. . SOURCE: Partygaming
    9. 9. Agenda Market Principals Solutions & Ideas
    10. 10. Measuring effectiveness to maintain engagement and growth <ul><li>Recency  – How long ago did they visit? </li></ul><ul><li>Frequency  – How often did they come back? </li></ul><ul><li>Duration  – How long did they stay? </li></ul><ul><li>Virality  – How many people have they told about you? </li></ul><ul><li>Rating  – What did they explicitly say when asked about you? </li></ul>SOURCE: E-score Gabe Zickerman & Econsultancy
    11. 11. What other elements are important? <ul><li>Engaging – it must be appealing and interesting </li></ul><ul><li>Rewarding – gamers must feel they can obtain value or be recognised </li></ul><ul><li>Interactive and social – gamers must have a say, have the ability to interact with others and see overall status/achievements </li></ul><ul><li>Community – gamers must be able recruitment/refer to create awareness and a competitive environment </li></ul>This should not be used as single silo’d approach to consumer engagement, it should compliment as part of the marketing channel mix
    12. 12. Vehicle for offline success <ul><li>Capture data to improve consumer experience, personalise offers and monitor E-score </li></ul><ul><li>Set a goal which the game is focused on – loyalty redemption, education, exploration </li></ul><ul><li>Have an offline theme, what is the core idea? </li></ul><ul><li>Use Loyalty Redemption or Voucher system for personalised incentives and measurement of success </li></ul>
    13. 13. Underpinned by a robust customer strategy
    14. 14. Agenda Market Principals Solutions & Ideas
    15. 15. Bookshop – Education <ul><li>Idea - Create a series of fun educational content. Each chapter is released based on research. Success is rewarded with a complete eBook. </li></ul><ul><li>Goal – Engage the audience to understand popular content to drive consumers in-store for purchases </li></ul><ul><li>Offline theme – A game based application using educational content. Levelling and awards are delivered based on successful answers, speed to complete and chapters are released based on votes. </li></ul><ul><li>Measurement – Creation of unique codes to provide personalised, contextual recommendations for in-store discounts based on speed of completion and taxonomy derived subjects </li></ul>
    16. 16. Photography retailer - Hobbies <ul><li>Idea – Extend existing phone camera or photo editing capabilities to provide information on photography, success is rewarded with tips and additional “features and functions”. </li></ul><ul><li>Goal – Educate the audience on photography and spark their interest in photography to go in store to find out more </li></ul><ul><li>Offline theme – A paparazzi location based game, whereby the best photos are ranked, achievements and levels are unlocked by missions and location specific photographs and tasks. </li></ul><ul><li>Measurement – Provision of discounts for specific photography courses or camera accessories/equipment in store. Use of “in app” functionality dictates recommendation (nearest store and product) and discount/incentive. </li></ul>
    17. 17. Location for offline convenience <ul><li>Idea – Use existing online gaming environment to reward players based on loyalty not churn (i.e. bonus models). Gamers are rewarded through a loyalty card which can be redeemed offline. </li></ul><ul><li>Goal – Create a unique selling point of online to retail migration by allowing online gamers to redeem cash in store </li></ul><ul><li>Offline theme – Using existing online games, continuous play (high E-score) is rewarded through a loyalty card. Loyalty bonuses could be applied at off peak periods or to incentivise re-engagement. </li></ul><ul><li>Measurement – Loyalty card provides individual behavioural data, this can be used to identify potential effective redemption offer and influence playing behaviour </li></ul>
    18. 18. Every connection is a new opportunity ™