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Wanda Meloni
Gamification in 2012 M2 Research
Trends in Consumer and Enterprise Markets
Presented: Gamification Summit, San Francisco, June 20 2012

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M2 Research
M2 Research provides market advisory and research services to a wide range of
clients.
M2 Research Covers:
• Emerging Trends: mobile, microtransactions, game mechanics
• Technology: emerging tools, new platforms
• Traditional Gaming: consoles and PCs
• Online Gaming: MMOs, virtual worlds, F2P
• Gaming Segmentation: Analysis of gaming profiles and demographics
Our Services Includes:
• Market Reports
• Webinars
• Industry Newsletters
• Customized Market Profiles, Analysis, Demographic Profiles
• Consulting With Clients on Marketing, Competitive and Growth Strategies
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Market Estimate
$3,000
$2,500
$2,000
$1,500
Revenue in $1,000,000
$1,000
$500
$-
2011 2012 2013 2014 2015 2016
Source: M2 Research
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Growth in 2012
Total Market in 2012 = $242 million
• Up 150% from 2011
• Consumer market – 62%
• Enterprise market – 38%
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Industry Segmentation
Government
Education
1% Telecom Entertainment
4% Utility
5% 18%
Financial 1%
4%
Media/Publisher
17%
Enterprise
25%
Retail
Healthcare/Well 9%
Consumer
ness Goods
4% 10%
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Levels of Engagement
Brand / Employer Connection
Individual Self-Exploration
Social
Communal
Interaction
Engagement levels build a relationship from first contact to community interaction.
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Consumer Gamification
Key strategies of consumer gamification in 2012 include:
1. Goal Definition: What are primary and secondary marketing goals? How do
those goals relate to immediate and long-term ROI and how can they be
measured?
2. Target Group Research: What activities are appealing to the targeted group?
3. Reward Research: What prizes are considered attractive by the targeted group?
4. Trend setter vs. Trend follower: Is there value in taking the risk of evolving an
existing trend?
5. Conclusive Brand Integration: How can a brand integrate with the story line
without alienating the user?
6. Captivating Game Play: Can the application provide prolonged entertainment?
7. Design Flexibility: Can the application be fine-tuned to changing user behavior?
8. Key Initiators: How can the application be supported to achieve sustained
engagement?
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Enterprise Gamification
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The Power of Play: Mechanics
Gameplay
Transparency
Infinity
Competition
Virality Creativity
Sharing Strategy
Social networking Self-Education
Referrals UGC
Reward Communication
Scores Feedback
Leaderboards Self-Expression
Prizes Bragging
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Latest Survey Results
Features and Metrics
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Platform Vendors
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Game Mechanics
• Currency system
• Point system
• Badges (global)
• Virtual items (instanced)
• Virtual item economy/scarcity
• Leveling systems
• Leaderboards
• Prizing
• Simple Reward Conditions
• Complex Reward Conditions
• Collection Gameplay/Quests/Challenges
• Competitive Gameplay
• Collaborative Gameplay
• Mini-game extensions/hooks
• Time-sensitive challenges
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Social Features
• User profiles
• Image uploading
• Facebook login support
• Publish to Facebook/Twitter feeds
• System alerts
• Friends list
• User-to-user messaging
• Social match making
• Badge or item sharing/gifting
• Badge or item compatibility matching
• Community-created items
• Community-created challenges/quests
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Engagement Metrics
• Top users
• Daily activity page views
• Daily activity time on site
• Challenges completed
• Levels earned
• Referrals
• Repeat visits
• New social connections
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Brand Integration
• Skinnable/brandable widgets
• User generated content
• Templated meta-games
• Library of mini-games
• External reward linking
• Mobile strategy support
• Contests & promotions (online)
• Contests & promotions (offline)
• Social network integration
• Cross-marketing with corporate partners
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Backoffice/Analytics
• System auditing
• Report templates
• Customizable reports
• Campaign manager interface
• Campaign automation
• Behavior analysis
• In-game purchases
• Summary reporting
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Technical Integration
• Skinnable/brandable widgets
• User generated content
• Templated meta-games
• Library of mini-games
• External reward linking
• Mobile strategy support
• Contests & promotions (online)
• Contests & promotions (offline)
• Social network integration
• Cross-marketing with corporate partners
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Additional Features
• Mobile Platforms
• User Groups
• Custom Consulting Support
• Educational Support
• Maintenance Support
• Marketing Support
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Enterprise Features
• Leaderboards
• Compliance
• Productivity
• Training
• Social Networking
• Competition
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Metrics
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Engagement Metrics
Unique Visits: 100 – 150%
Page Views: 100 – 150%
Time on Site: 100 – 150%
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Loyalty Metrics
Repeat Visits: 150 – 200%
Referrals: 250+%
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Virality Metrics
Social Interactions: 250+%
Social Shares: 250+%
Recruits: 250+%
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Commerce Metrics
Purchase: 100-150%
Virtual Goods: 100-150%
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The Loyalty Chasm
Monetization
Brand & User Value
Retention
Capture
User Loyalty
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Successful Applications
What resonates beyond the hype:
1. Dedicated gamification budgets
2. Audience psychology and behavior research
3. Engagement strategies at the development level
4. An understanding of game theory
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Thank you!
wanda@m2research.com
Please contact us if you would like further
information.
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