Online gaming brands inherently understand the power of game science; it is the basis for generating revenue. Surprisingly few, however, have successfully applied the same techniques to marketing activities. In this session Will Stuart-Jones will unpack the challenges that brands such as Foxy Bingo and Stride Gaming often encounter and explain how these organisations have moved from being gamification novices to experts by adding gamification into their player engagement strategies and at all stages of the customer life cycle.
State of the Social Casino Industry – Q4 2017 | Adam KrejcikJessica Tams
Delivered at Casual Connect USA 2018. In this session you will learn about the latest trends and data as it relates to the social casino games industry including: market size, top publishers, revenue by platform, biggest titles, KPIs, marketing expenses, latest M&A activity and sector outlook. A must-attend session for anyone involved or wanting to learn more about the $4B+ social casino games market from one of the industry’s most respected analysts.
Stephan James Clambaneva (Dassault Systemes Design Studio): If Only DaVinci h...AugmentedWorldExpo
A talk from the Design Track at AWE USA 2018 - the World's #1 XR Conference & Expo in Santa Clara, California May 30- June 1, 2018.
Stephan James Clambaneva (Dassault Systemes Design Studio): If Only DaVinci had an Augmented Reality Headset
Is there a way to develop an experience in real time? Designers are poised to enter a new realm where augmented reality (AR) can totally redefine the design process. Are you ready? Stephan Clambaneva, IDSA, director/design business consultant at Dessault Systèmes, will bring you up-to-speed on the latest AR/VR technologies and help you prepare to become an “augmented designer."
http://AugmentedWorldExpo.com
State of the Social Casino Industry – Q4 2017 | Adam KrejcikJessica Tams
Delivered at Casual Connect USA 2018. In this session you will learn about the latest trends and data as it relates to the social casino games industry including: market size, top publishers, revenue by platform, biggest titles, KPIs, marketing expenses, latest M&A activity and sector outlook. A must-attend session for anyone involved or wanting to learn more about the $4B+ social casino games market from one of the industry’s most respected analysts.
Stephan James Clambaneva (Dassault Systemes Design Studio): If Only DaVinci h...AugmentedWorldExpo
A talk from the Design Track at AWE USA 2018 - the World's #1 XR Conference & Expo in Santa Clara, California May 30- June 1, 2018.
Stephan James Clambaneva (Dassault Systemes Design Studio): If Only DaVinci had an Augmented Reality Headset
Is there a way to develop an experience in real time? Designers are poised to enter a new realm where augmented reality (AR) can totally redefine the design process. Are you ready? Stephan Clambaneva, IDSA, director/design business consultant at Dessault Systèmes, will bring you up-to-speed on the latest AR/VR technologies and help you prepare to become an “augmented designer."
http://AugmentedWorldExpo.com
Every year Brighton based business PropellerNet send a selection of their team to the Alps. This acts as a catalyst for innovation and creativity. These slides were created for a Gamification+ meetup where we focused on how to make a workspace more creative and innovative environments.
Unleashing Mobile Superheroes! Creating a Gamified Learning Strategy for the ...Gamification Europe
An exploration of how to incorporate gamification elements throughout workplace training schemes, the positive impacts it can have on learner engagement and how gamification can be implemented in a mobile app. Growth Engineering's project with L’Oréal and how both Juliette and her team realised that the future of gamification is mobile. Best practices that were created through the journey in the gamification world and helped them go from player to professional!
Curiouser and Curiouser! Mystery Boxes and Intrinsic Motivation, Samantha ClarkeGamification Europe
This talk will explain how to develop intrinsic motivation using both epistemic and perceptual curiosity as motivational drivers. We will look at how curiosity plays a part in personal engagement, motivation and memory retention and how this can be fostered using mysterious package experiences combined with narrative, theatrics, puzzle solving and a whole host of interesting stimuli for the use of learning acquisition and behaviour change. Uncover several mysterious packages and play as you learn how this method was adapted into a University study to encourage deeper learning in a post-graduate class. The results are… curious.
Lost in Time: Bringing Digital and Physical Gamification Together Through Nar...Gamification Europe
This talk will aim at outlining the main design principles when designing a digital game that will be played in a physical space by people on their own or in teams. Karen has designed gamification both in historical inner cities and nature preserves/national parks. History and historic narratives linger in everyday spaces that we may see and walk by every day. Interesting buildings, people, spaces and stories are all around us but often we cannot see them, or we don’t know their stories. With digital gamification in physical spaces, we bring these invisible stories and people to life through interactive experiences that bridge the worlds of digital and physical gaming and gamification. Lost in Time is a game designed for the cities of Utrecht and Amsterdam and Karen will use it as a case study to teach us tips and tricks for designing interactive experiences, her design process and learnings of what went well and what went wrong.
Do Androids Play Games? Where Does Gamification Fit in a World of Robots and ...Gamification Europe
Artificial Intelligence (AI) is emerging from the digital ether into our physical world. They are already providing solutions to business through a multitude of smart objects, devices, and machines enabled by the Internet of things (IoT). It is an inevitable future that robots and AI will replace a large part of our current workforce, and this foreseeable future will come sooner than we think.
What role will gamification play in such a future? Clearly, robots won’t need gamification to perform; they don’t even need to be motivated. Will gamification still be relevant in such society? A deeper look into how AI and IoT work will reveal that gamification is still very much needed in such a world. Moreover, it plays a crucial role to ensure the wellbeing of mankind. Come find out how we can co-create a fully automated world where human and machine will peacefully coexist.
Beyond the Medieval Bible Problem: How to Create Re-usable Gamification, Will...Gamification Europe
Tackling a multitude of contexts using game principles, we tend to create unique tailor-made solutions, like handwritten medieval bibles. If our solution also involves technology, we often face massive challenges in scaling up a solution, bringing solutions to market and financing these. In this presentation we will explore these pitfalls but especially the necessity for the quest for reusable components or templates and our recent research and design outcomes in this line of thinking.
Specific ServPoints should be tailored for restaurants in all food service segments. Your ServPoints should be the centerpiece of brand delivery training (guest service) and align with your brand position and marketing initiatives, especially in high-labor-cost conditions.
408-784-7371
Foodservice Consulting + Design
Public Speaking Tips to Help You Be A Strong Leader.pdfPinta Partners
In the realm of effective leadership, a multitude of skills come into play, but one stands out as both crucial and challenging: public speaking.
Public speaking transcends mere eloquence; it serves as the medium through which leaders articulate their vision, inspire action, and foster engagement. For leaders, refining public speaking skills is essential, elevating their ability to influence, persuade, and lead with resolute conviction. Here are some key tips to consider: https://joellandau.com/the-public-speaking-tips-to-help-you-be-a-stronger-leader/
The case study discusses the potential of drone delivery and the challenges that need to be addressed before it becomes widespread.
Key takeaways:
Drone delivery is in its early stages: Amazon's trial in the UK demonstrates the potential for faster deliveries, but it's still limited by regulations and technology.
Regulations are a major hurdle: Safety concerns around drone collisions with airplanes and people have led to restrictions on flight height and location.
Other challenges exist: Who will use drone delivery the most? Is it cost-effective compared to traditional delivery trucks?
Discussion questions:
Managerial challenges: Integrating drones requires planning for new infrastructure, training staff, and navigating regulations. There are also marketing and recruitment considerations specific to this technology.
External forces vary by country: Regulations, consumer acceptance, and infrastructure all differ between countries.
Demographics matter: Younger generations might be more receptive to drone delivery, while older populations might have concerns.
Stakeholders for Amazon: Customers, regulators, aviation authorities, and competitors are all stakeholders. Regulators likely hold the greatest influence as they determine the feasibility of drone delivery.
Org Design is a core skill to be mastered by management for any successful org change.
Org Topologies™ in its essence is a two-dimensional space with 16 distinctive boxes - atomic organizational archetypes. That space helps you to plot your current operating model by positioning individuals, departments, and teams on the map. This will give a profound understanding of the performance of your value-creating organizational ecosystem.
A presentation on mastering key management concepts across projects, products, programs, and portfolios. Whether you're an aspiring manager or looking to enhance your skills, this session will provide you with the knowledge and tools to succeed in various management roles. Learn about the distinct lifecycles, methodologies, and essential skillsets needed to thrive in today's dynamic business environment.
Integrity in leadership builds trust by ensuring consistency between words an...Ram V Chary
Integrity in leadership builds trust by ensuring consistency between words and actions, making leaders reliable and credible. It also ensures ethical decision-making, which fosters a positive organizational culture and promotes long-term success. #RamVChary
Employment PracticesRegulation and Multinational CorporationsRoopaTemkar
Employment PracticesRegulation and Multinational Corporations
Strategic decision making within MNCs constrained or determined by the implementation of laws and codes of practice and by pressure from political actors. Managers in MNCs have to make choices that are shaped by gvmt. intervention and the local economy.
Senior Project and Engineering Leader Jim Smith.pdfJim Smith
I am a Project and Engineering Leader with extensive experience as a Business Operations Leader, Technical Project Manager, Engineering Manager and Operations Experience for Domestic and International companies such as Electrolux, Carrier, and Deutz. I have developed new products using Stage Gate development/MS Project/JIRA, for the pro-duction of Medical Equipment, Large Commercial Refrigeration Systems, Appliances, HVAC, and Diesel engines.
My experience includes:
Managed customized engineered refrigeration system projects with high voltage power panels from quote to ship, coordinating actions between electrical engineering, mechanical design and application engineering, purchasing, production, test, quality assurance and field installation. Managed projects $25k to $1M per project; 4-8 per month. (Hussmann refrigeration)
Successfully developed the $15-20M yearly corporate capital strategy for manufacturing, with the Executive Team and key stakeholders. Created project scope and specifications, business case, ROI, managed project plans with key personnel for nine consumer product manufacturing and distribution sites; to support the company’s strategic sales plan.
Over 15 years of experience managing and developing cost improvement projects with key Stakeholders, site Manufacturing Engineers, Mechanical Engineers, Maintenance, and facility support personnel to optimize pro-duction operations, safety, EHS, and new product development. (BioLab, Deutz, Caire)
Experience working as a Technical Manager developing new products with chemical engineers and packaging engineers to enhance and reduce the cost of retail products. I have led the activities of multiple engineering groups with diverse backgrounds.
Great experience managing the product development of products which utilize complex electrical controls, high voltage power panels, product testing, and commissioning.
Created project scope, business case, ROI for multiple capital projects to support electrotechnical assembly and CPG goods. Identified project cost, risk, success criteria, and performed equipment qualifications. (Carrier, Electrolux, Biolab, Price, Hussmann)
Created detailed projects plans using MS Project, Gant charts in excel, and updated new product development in Jira for stakeholders and project team members including critical path.
Great knowledge of ISO9001, NFPA, OSHA regulations.
User level knowledge of MRP/SAP, MS Project, Powerpoint, Visio, Mastercontrol, JIRA, Power BI and Tableau.
I appreciate your consideration, and look forward to discussing this role with you, and how I can lead your company’s growth and profitability. I can be contacted via LinkedIn via phone or E Mail.
Jim Smith
678-993-7195
jimsmith30024@gmail.com
Enriching engagement with ethical review processesstrikingabalance
New ethics review processes at the University of Bath. Presented at the 8th World Conference on Research Integrity by Filipa Vance, Head of Research Governance and Compliance at the University of Bath. June 2024, Athens
Every year Brighton based business PropellerNet send a selection of their team to the Alps. This acts as a catalyst for innovation and creativity. These slides were created for a Gamification+ meetup where we focused on how to make a workspace more creative and innovative environments.
Unleashing Mobile Superheroes! Creating a Gamified Learning Strategy for the ...Gamification Europe
An exploration of how to incorporate gamification elements throughout workplace training schemes, the positive impacts it can have on learner engagement and how gamification can be implemented in a mobile app. Growth Engineering's project with L’Oréal and how both Juliette and her team realised that the future of gamification is mobile. Best practices that were created through the journey in the gamification world and helped them go from player to professional!
Curiouser and Curiouser! Mystery Boxes and Intrinsic Motivation, Samantha ClarkeGamification Europe
This talk will explain how to develop intrinsic motivation using both epistemic and perceptual curiosity as motivational drivers. We will look at how curiosity plays a part in personal engagement, motivation and memory retention and how this can be fostered using mysterious package experiences combined with narrative, theatrics, puzzle solving and a whole host of interesting stimuli for the use of learning acquisition and behaviour change. Uncover several mysterious packages and play as you learn how this method was adapted into a University study to encourage deeper learning in a post-graduate class. The results are… curious.
Lost in Time: Bringing Digital and Physical Gamification Together Through Nar...Gamification Europe
This talk will aim at outlining the main design principles when designing a digital game that will be played in a physical space by people on their own or in teams. Karen has designed gamification both in historical inner cities and nature preserves/national parks. History and historic narratives linger in everyday spaces that we may see and walk by every day. Interesting buildings, people, spaces and stories are all around us but often we cannot see them, or we don’t know their stories. With digital gamification in physical spaces, we bring these invisible stories and people to life through interactive experiences that bridge the worlds of digital and physical gaming and gamification. Lost in Time is a game designed for the cities of Utrecht and Amsterdam and Karen will use it as a case study to teach us tips and tricks for designing interactive experiences, her design process and learnings of what went well and what went wrong.
Do Androids Play Games? Where Does Gamification Fit in a World of Robots and ...Gamification Europe
Artificial Intelligence (AI) is emerging from the digital ether into our physical world. They are already providing solutions to business through a multitude of smart objects, devices, and machines enabled by the Internet of things (IoT). It is an inevitable future that robots and AI will replace a large part of our current workforce, and this foreseeable future will come sooner than we think.
What role will gamification play in such a future? Clearly, robots won’t need gamification to perform; they don’t even need to be motivated. Will gamification still be relevant in such society? A deeper look into how AI and IoT work will reveal that gamification is still very much needed in such a world. Moreover, it plays a crucial role to ensure the wellbeing of mankind. Come find out how we can co-create a fully automated world where human and machine will peacefully coexist.
Beyond the Medieval Bible Problem: How to Create Re-usable Gamification, Will...Gamification Europe
Tackling a multitude of contexts using game principles, we tend to create unique tailor-made solutions, like handwritten medieval bibles. If our solution also involves technology, we often face massive challenges in scaling up a solution, bringing solutions to market and financing these. In this presentation we will explore these pitfalls but especially the necessity for the quest for reusable components or templates and our recent research and design outcomes in this line of thinking.
Specific ServPoints should be tailored for restaurants in all food service segments. Your ServPoints should be the centerpiece of brand delivery training (guest service) and align with your brand position and marketing initiatives, especially in high-labor-cost conditions.
408-784-7371
Foodservice Consulting + Design
Public Speaking Tips to Help You Be A Strong Leader.pdfPinta Partners
In the realm of effective leadership, a multitude of skills come into play, but one stands out as both crucial and challenging: public speaking.
Public speaking transcends mere eloquence; it serves as the medium through which leaders articulate their vision, inspire action, and foster engagement. For leaders, refining public speaking skills is essential, elevating their ability to influence, persuade, and lead with resolute conviction. Here are some key tips to consider: https://joellandau.com/the-public-speaking-tips-to-help-you-be-a-stronger-leader/
The case study discusses the potential of drone delivery and the challenges that need to be addressed before it becomes widespread.
Key takeaways:
Drone delivery is in its early stages: Amazon's trial in the UK demonstrates the potential for faster deliveries, but it's still limited by regulations and technology.
Regulations are a major hurdle: Safety concerns around drone collisions with airplanes and people have led to restrictions on flight height and location.
Other challenges exist: Who will use drone delivery the most? Is it cost-effective compared to traditional delivery trucks?
Discussion questions:
Managerial challenges: Integrating drones requires planning for new infrastructure, training staff, and navigating regulations. There are also marketing and recruitment considerations specific to this technology.
External forces vary by country: Regulations, consumer acceptance, and infrastructure all differ between countries.
Demographics matter: Younger generations might be more receptive to drone delivery, while older populations might have concerns.
Stakeholders for Amazon: Customers, regulators, aviation authorities, and competitors are all stakeholders. Regulators likely hold the greatest influence as they determine the feasibility of drone delivery.
Org Design is a core skill to be mastered by management for any successful org change.
Org Topologies™ in its essence is a two-dimensional space with 16 distinctive boxes - atomic organizational archetypes. That space helps you to plot your current operating model by positioning individuals, departments, and teams on the map. This will give a profound understanding of the performance of your value-creating organizational ecosystem.
A presentation on mastering key management concepts across projects, products, programs, and portfolios. Whether you're an aspiring manager or looking to enhance your skills, this session will provide you with the knowledge and tools to succeed in various management roles. Learn about the distinct lifecycles, methodologies, and essential skillsets needed to thrive in today's dynamic business environment.
Integrity in leadership builds trust by ensuring consistency between words an...Ram V Chary
Integrity in leadership builds trust by ensuring consistency between words and actions, making leaders reliable and credible. It also ensures ethical decision-making, which fosters a positive organizational culture and promotes long-term success. #RamVChary
Employment PracticesRegulation and Multinational CorporationsRoopaTemkar
Employment PracticesRegulation and Multinational Corporations
Strategic decision making within MNCs constrained or determined by the implementation of laws and codes of practice and by pressure from political actors. Managers in MNCs have to make choices that are shaped by gvmt. intervention and the local economy.
Senior Project and Engineering Leader Jim Smith.pdfJim Smith
I am a Project and Engineering Leader with extensive experience as a Business Operations Leader, Technical Project Manager, Engineering Manager and Operations Experience for Domestic and International companies such as Electrolux, Carrier, and Deutz. I have developed new products using Stage Gate development/MS Project/JIRA, for the pro-duction of Medical Equipment, Large Commercial Refrigeration Systems, Appliances, HVAC, and Diesel engines.
My experience includes:
Managed customized engineered refrigeration system projects with high voltage power panels from quote to ship, coordinating actions between electrical engineering, mechanical design and application engineering, purchasing, production, test, quality assurance and field installation. Managed projects $25k to $1M per project; 4-8 per month. (Hussmann refrigeration)
Successfully developed the $15-20M yearly corporate capital strategy for manufacturing, with the Executive Team and key stakeholders. Created project scope and specifications, business case, ROI, managed project plans with key personnel for nine consumer product manufacturing and distribution sites; to support the company’s strategic sales plan.
Over 15 years of experience managing and developing cost improvement projects with key Stakeholders, site Manufacturing Engineers, Mechanical Engineers, Maintenance, and facility support personnel to optimize pro-duction operations, safety, EHS, and new product development. (BioLab, Deutz, Caire)
Experience working as a Technical Manager developing new products with chemical engineers and packaging engineers to enhance and reduce the cost of retail products. I have led the activities of multiple engineering groups with diverse backgrounds.
Great experience managing the product development of products which utilize complex electrical controls, high voltage power panels, product testing, and commissioning.
Created project scope, business case, ROI for multiple capital projects to support electrotechnical assembly and CPG goods. Identified project cost, risk, success criteria, and performed equipment qualifications. (Carrier, Electrolux, Biolab, Price, Hussmann)
Created detailed projects plans using MS Project, Gant charts in excel, and updated new product development in Jira for stakeholders and project team members including critical path.
Great knowledge of ISO9001, NFPA, OSHA regulations.
User level knowledge of MRP/SAP, MS Project, Powerpoint, Visio, Mastercontrol, JIRA, Power BI and Tableau.
I appreciate your consideration, and look forward to discussing this role with you, and how I can lead your company’s growth and profitability. I can be contacted via LinkedIn via phone or E Mail.
Jim Smith
678-993-7195
jimsmith30024@gmail.com
Enriching engagement with ethical review processesstrikingabalance
New ethics review processes at the University of Bath. Presented at the 8th World Conference on Research Integrity by Filipa Vance, Head of Research Governance and Compliance at the University of Bath. June 2024, Athens
Comparing Stability and Sustainability in Agile SystemsRob Healy
Copy of the presentation given at XP2024 based on a research paper.
In this paper we explain wat overwork is and the physical and mental health risks associated with it.
We then explore how overwork relates to system stability and inventory.
Finally there is a call to action for Team Leads / Scrum Masters / Managers to measure and monitor excess work for individual teams.
22. SOLUTION – WAGERING CHALLENGES
Foxy Bingo
Customer
Foxy Bingo Website
(with Voco-powered iFrame)
Foxy Bingo Customer’s Device
3radical ‘Voco’
(AWS Hosted)
MySQL
API Server
Campaign Management Server
Content Management Server
Game Reward
Event
Customer sees a challenge to earn a marketing game bonus (extra dice roll in board game) by wagering £10 on Foxy Bingo in next 24 hours.
Customer sees
‘Wager Now’ Challenge Marketing Game Bonus
Released
GVC Gaming Platform
User Wages on
Games
1
1
2
2 Customer wagers directly on Foxy Bingo generating wagering data on 888 platform (customer may wager small amounts, e.g. 50p at a time).
3
4
3 Un-aggregated wagering data is sent to 3R as a Kinesis stream, ‘worker’ processes strip unused data and store key wagering data in Elastic Search (keyed on Customer ID).
4 Additional processes aggregate data to determine if threshold has been met (e.g. £10 in 24 hrs), marketing game reward then released (extra dice roll) and details stored in MySQL.
31. ACQUISITION (AND LAPSED RE-ENGAGEMENT)
07/12/2018 3radical confidential 31
SOCIAL DISPLAY ADS EMAIL IN VENUE SEARCH
“Play our great scratch-card game for
the chance to win a sign-up bonus of up
to $10,000 and an all expenses paid trip
to Las Vegas!”
3x
32. ACQUISITION (PEER-TO-PEER REFERRALS)
07/12/2018 3radical confidential 32
“Earn a $50 bonus for each person you refer that registers and deposits –
each friend will also receive an initial sign-up bonus”
EXISTING
CUSTOMER
REFERRED
CUSTOMER
“Use my referral link for a great sign-up bonus
– refernow.me/PLT/abcxyz”$50 Dollar Bonus $25 Dollar Bonus
33. ONBOARDING
33
Following registration you will want players to complete key tasks and move through first time deposit/wager
to repeat play behaviour, potentially across multiple propositions.
ADD PAYMENT
INFO
FIRST
WAGER
FIRST
DEPOSIT
“You have completed four of the six initial tasks, we’ve released an onboarding bonus! ”
CROSS
SELL
36. “Have you considered playing this [lower risk] game? Why not take some time to
check out these other great things you can do?”
RESPONSIBLE GAMING
36
AT RISK
CUSTOMER
WATCH VIDEO COMPLETE QUIZ VISIT WEBSITE
Repeat engagement and longer dwell time allow responsible gaming
messages to be presented to players at an appropriate time based on
insight to divert players to lower risk games or alternative forms of
engagement that to allow players to take an appropriate break.
As the theme of this year's conference is moving from 'Player to Professional’…
In the run up the event I have spent a lot of time thinking about what the pivotal moments have been in 3radical's development, as we have followed the same path as many of you as we have strived to bring gamification to the masses.
And in doing so, one particular moment stood out for me… which I'd like to share with you today.
This moment occurred a couple of years back, in 2016…
When 3radical decided to attend a large UK tradeshow known as 'Technology for Marketing'
TFM (as it is also known) is the UK's premier event for showcasing - unsurprisingly - technology designed to help brands execute better and more successful marketing campaigns.
As a relatively new technology company, 3radical were keen to make a big splash at the event and so arranged a large stand, that encouraged people to engage with us using - you've guessed it - a range of game mechanics, such as this giant wheel of fortune.
As with any tradeshow during the event we had many interesting conversations with people from all sorts of different industries and backgrounds.
And so it was that I found myself talking to a representative of a company called GVC, who specifically worked for one of their major brands - Foxy Bingo.
For any of you who are not familiar with the Foxy Bingo brand - "Foxy" are a leading gaming operator who run an online gaming site offering bingo and slots among other games…
At the time of the event, the Foxy brand was represented by a six foot furry fox character who, after a lengthy ad campaign, was revealed as being played by Hollywood A-Lister Heather Graham who, it was rumoured, received a seven-figure sum for work
But I digress…
As I’m sure most of you in the room will appreciate, online bingo, and online gaming in general, is a highly competitive space…
It is also a highly lucrative industry – in fact is it currently estimated to be worth over $55bn, with that value having doubled since 2009…
GVC, who own Foxy Bingo, are one of the largest players in this market, with a turnover of just under $1bn in 2017 – a good analogy is that they are Goliath and we are David in comparison.
Initially I was somewhat surprised - although 3radical creates gaming mechanics, we do not build 'pay to play' games so I was gearing myself up for what might be an interesting but ultimately fruitless discussion on the stand.
After all, what are the chances we, a small gamification software vendor, could successfully sell games to a huge operator like GVC?
Surely, it would be like selling ice to Iceland?
However, as the conversation unfolded it became clear that Foxy Bingo were actually looking for companies that could provide game mechanics to use for marketing purposes and so far hadn’t found any companies that did this…
…as a result Foxy Bingo were having to build their own in-house marketing game mechanics, to execute what they referred to as 'Everyone's a Winner' campaigns.
These games were being used to either incentivise new customers to sign-up for the first time or re-engage with previously active players.
The mechanics themselves were relative simple, with either a fixed reward or 'Random Number Generator' linked to a basic mechanic, where players clicked or selected an item from a number of options available - as this clip illustrates.
On 'winning' players would invariably earn a cash bonus to then play a Foxy Bingo game, which was also problematic for GVC as the UK government had recently introduce an additional on 'free money' rewards.
Although these mechanics were proven to be successful, GVC were struggling to maintain and develop these games, for the following reasons:
• Many of the games were initially written in Flash, a now obsolete technology
• The games often took many months to develop
• Securing resources to build them was often difficult - most resources at GVC were focused on developing or implementing pay-to-play games
• The mechanics, although good at creating instant engagement, were 'single shot' in nature - there was no way to continue the conversation 'in the moment' contact to encourage players to complete other positive tasks
• GVC were also keen to drive repeat engagement with players - if they could encourage players to come back to their site on a daily basis, chances are they would play their online bingo game more often instead of a competitor's.
• Finally, GVC were also keen to reduce their reliance on purely cash bonuses
As a result 3radical set to work with GVC to construct a new type of gamified marketing campaign that would not only cut through the noise of competitor marketing but also significantly extend the scope of the engagement it created with players.
For those of you that aren’t aware 3radical provide a SAAS platform, Voco, that allows users to create interactive journeys which leverage game science to generate rewarding experiences and true ‘in the moment’ engagement with audiences of all types…
As part of that platform we have a number of game mechanics which can be quickly and easily re-skinned and re-purposed for different clients…
Having looked at the library of available game we jointly chose to implement our 'board game' mechanic.
This is the same mechanic that has powered the Gamification Europe app many will have played in the run up to this year’s event…
This game was chosen for the following reasons:
A. the game's fundamental rules make it difficult to win a prize on Day One (the player's only receive two dice rolls by default).
B. by including multiple prizes, consumers had an incentivise to return on daily basis to try and win other often non-cash prizes, such as Foxy Bingo branded merchandise.
The aim therefore was to drive additional traffic to the FB website with the goal of also increasing wagering.
The really clever piece of the project evolved when we began to explore whether the board game could also be used to capture further first party data from players and, ultimately, to encourage consumers to wager a little more each day…
During the design phase it was therefore suggested that, after engaging with the board game each day, players would presented with a series of incentivised 'next actions'.
Each 'next action' would result in the awarding of an additional dice roll.
These 'next actions' included tasks to complete a survey and - more importantly from a revenue perspective - to wager specific amounts on Foxy Bingo pay-to-play games.
Players were split into two segments, Standard and VIP, each with different 'stretch spend' goals to earn extra dice rolls.
And this is what it looked like…
This involved quite a complex integration between the Voco platform and GVC's existing business systems.
In particular, 3radical had to apply some 'big data thinking' in order to sum the small amounts that players often wagered - 10p here and 50p there - to determine when a significant threshold, such as an extra £10, had been breached.
The game was integrated into the Foxy Bingo website as a simple navigation button and then promoted using a small number of social ads and one of the rotating banners on the homepage.
And so, in early October, the game was switched on and we all stood back… which was in itself another pivotal moment.
Would the game be a success? Would it crash and burn? Would anyone even play it?
These were all genuine questions that went through our minds as GVC flicked the switch and the game was launched - after all, although we had had success in the casual dining and financial services industries, online gaming was a whole new ball game (or should that be, board game)…
Initial results seemed positive - at 3radical we could see a steady stream of players starting to engage with many of them returning to play on multiple days.
What we lacked however was visibility regarding what these results meant to Foxy Bingo – until one day we received this report by email…
We've redacted the exact numbers - but what we can share, which is in the public domain, is that Foxy experienced an almost immediate spike in month-on-month numbers that represented a 30% increase in the number of daily active players - that's people actively playing pay-to-play games.
Not only that, Foxy Bingo told us subsequently that their player retention numbers had also gone through the roof with an apparent 100% retention of active players between November and December 2017 after any 'self-excluded' customers were filtered out.
Those numbers are worth repeating - a 30% increase in active players and 100% month-on-month retention of customers.
But in hindsight should we really have been surprised that this campaign would work - or that GVC were really going to be interested in using gamification to drive consumer engagement?
If you think about it, is a bit of a no-brainer.
Foxy Bingo's audience were already gamers, hence there were going to be highly receptive to this style of marketing.
And GVC already understood that games could be used to generate revenue - after all, that is what their industry is based on.
Earlier this year this commercial success was also recognised by the IPM, where 3radical were delighted to collect three rewards for the campaign, including ‘Gold’ in the Loyalty category.
Since this initial success 3radical has landed a number of further gaming brands so that gaming operators now represents one our most important and fastest growing markets.
As we have moved from being players to professionals in this space we have increased the number of marketing use-cases where gamification can be used…
Alongside retention, a number of brands such as Stride Gaming are now using us specifically to drive acquisition and lapsed customer engagement…
Another key area for gaming companies is peer referrals, where our new ‘Refer-a-Friend’ functionality allows consumers to progressively earn rewards as they refer more friends into a brand.
Another hot area for gaming operators in on-boarding, as brands look to move new customers as quickly as possible through a range of early life tasks such as adding a payment method, making a deposit and initial playing a specific game…
…here we are working with brands to implement our ‘Progress’ and ‘Achievements Wall’ modules to provide a visual representation of these activities.
There is, however, one final area in where we believe gamification can assist - one which ultimately may prove to be the most important of them all.
The ability to communicate 'Responsible Gaming' messaging to those players that need it…
Because if you are a gaming operator that fails to comply with the guidelines that apply to online gaming, the repercussions can be huge…
During our engagement with Foxy Bingo – alongside the great previous results – we also discovered that the introducing of the board game significantly increased the average dwell-time on the Foxy Bingo site.
This longer dwell-time opens up the potential for gaming operators to present 'at risk' customers with appropriate 'Responsible Gaming' messaging and advice, especially when linked to their improved analytical capabilities for identifying these customers.
Advice might include presenting players with incentivised tasks that encourage them to switch to lower risk games (where the rate at which money is wagered is lower) or to take a temporary break from all pay-to-play gaming yet still offer up alternative activities that keep consumers engaged with a brand until the time is right time for them to engage with pay-to-play games again.
And the value of that could be huge, for both the players themselves and well as the gaming operators.