M2 Research is a market advisory company focused on emerging trends in entertainment, tools and technologies. We provide in depth coverage on mobile, social, demographics, non-gaming applications. Visit us at www.m2research.com.
(in millions)2011 - $1002012 - $2422013 -$5222014 - $9802015 - $1,7072016 - $2,830Source: M2 Research
Market more than double from 2011Revenue 1) platform vendor revenue, 2) agency and production revenue and 3) internal development.Consumer - down from 91% in January 2011 ** $151 million Enterprise - up from 9% in January 2011 **$91 million
Stand outs include:Samsung Nation USA NetworkRecyclebankNikeKaiserDeloitte
M2 Research estimates that at the beginning of 2011 gamification in consumer-driven applications accounted for 91% of the total market. By the end of 2012, consumer applications will account for 62% of the total market, or roughly $151 million.
Enterprise Gamification - up from 9% in January 2011 **$91 million M2 Research expects enterprisegamification to grow exponentially over the next three years, as social networks become intrinsic to the enterpriseexperience.
In June 2012, M2 Research surveyed the top gamification platform vendors. We asked them about the key features of their platforms. The following results represent the companies that stated they have ALL of the features listed. It is important to note that if they didn’t show up on the list as having all the features currently, most have stated that they plan on having the feature support in the future.
M2 Research also surveyed the vendors on the average increase in metrics clients are getting from their platform. Following are the aggregate metrics for each activity.
The Loyalty Chasm exists for each stage of the adoption curve.
Gamification in 2012: Trends in Consumer and Enterprise Markets with Metrics
Wanda MeloniGamification in 2012 M2 ResearchTrends in Consumer and Enterprise MarketsPresented: Gamification Summit, San Francisco, June 20 2012
M2 ResearchM2 Research provides market advisory and research services to a wide range ofclients.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 demographicsOur Services Includes:• Market Reports• Webinars• Industry Newsletters• Customized Market Profiles, Analysis, Demographic Profiles• Consulting With Clients on Marketing, Competitive and Growth Strategies 2
Levels of Engagement Brand / Employer Connection Individual Self-Exploration Social Communal InteractionEngagement levels build a relationship from first contact to community interaction. 7
Consumer GamificationKey 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? 8
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 10
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 14
Engagement Metrics • Top users • Daily activity page views • Daily activity time on site • Challenges completed • Levels earned • Referrals • Repeat visits • New social connections 15
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 16
The Loyalty Chasm Monetization Brand & User Value Retention Capture User Loyalty 26
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 27
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