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Wanda MeloniGamification in 2012 M2 ResearchTrends in Consumer and Enterprise MarketsPresented: Gamification Summit, San Francisco, June 20 2012

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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

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Market Estimate $3,000 $2,500 $2,000 $1,500Revenue in $1,000,000 $1,000 $500 $- 2011 2012 2013 2014 2015 2016 Source: M2 Research 3

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Growth in 2012Total Market in 2012 = $242 million• Up 150% from 2011• Consumer market – 62%• Enterprise market – 38% 4

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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% 5

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Levels of Engagement Brand / Employer Connection Individual Self-Exploration Social Communal InteractionEngagement levels build a relationship from first contact to community interaction. 7

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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

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Enterprise Gamification 9

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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 10

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Latest Survey Results Features and Metrics 11

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Platform Vendors 12

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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 13

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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 14

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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 15

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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 16

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Backoffice/Analytics • System auditing • Report templates • Customizable reports • Campaign manager interface • Campaign automation • Behavior analysis • In-game purchases • Summary reporting 17

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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 18

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Additional Features • Mobile Platforms • User Groups • Custom Consulting Support • Educational Support • Maintenance Support • Marketing Support 19

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Enterprise Features • Leaderboards • Compliance • Productivity • Training • Social Networking • Competition 20

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Metrics 21

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Engagement MetricsUnique Visits: 100 – 150%Page Views: 100 – 150%Time on Site: 100 – 150% 22

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Loyalty MetricsRepeat Visits: 150 – 200%Referrals: 250+% 23

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Virality MetricsSocial Interactions: 250+%Social Shares: 250+%Recruits: 250+% 24

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Commerce MetricsPurchase: 100-150%Virtual Goods: 100-150% 25

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The Loyalty Chasm Monetization Brand & User Value Retention Capture User Loyalty 26

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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 27

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Thank you! wanda@m2research.comPlease contact us if you would like further information. 28