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Emma Axam | Will Stuart-Jones
3radical
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“Brands that strategically adopt gamification can achieve
unprecedented levels of engagement – and leave their competitors out in
the cold.”
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Games? I run a serious business…
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Games = Gamification
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Gamification is the use of game thinking and game mechanics in non-game contexts to engage users in solving problems and increase
users' self contributions.
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The application of typical elements of game playing to other areas of activity, often as an
online marketing technique to encourage engagement with a product or service.
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Game Mechanics?
Badges
Rewards
Points Leaderboards Statuses
Progress Bars
Level Ups
High Scores
Challenges
Competitions
Competitions
Notifications
Achievement
Reputation
Currency
Missions/Quests
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Gamification is exciting because it promises to make
the hard stuff in life fun!
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So, it is just used in marketing, right?
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Wrong!
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How enterprises play - Marigo Raftopoulos
• Customer loyalty – 18% • Marketing, sales and promotions – 16% • Education, training and recruitment – 18% • Innovation and problem solving – 19% • Community good or development – 12% • Staff morale, motivation & productivity – 15%
Identified 17 ‘primary purposes’ - condensed into six:
…if your clients have these needs consider gamification!
Analysis of 304 enterprise case studies (April 2105)
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How enterprises play - Marigo Raftopoulos
• Internal staff – 19% • Customers, clients or patients – 33% • Suppliers – 1% • Industry or community specific – 9% • General market or public – 37%
The study also identified five key audiences:
…so gamification can be both internal and external facing.
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So, gamification is a challenge with a reward
attached to it?
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Sometimes!
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How enterprises play - Marigo Raftopoulos
• Territory acquisition • Social • Prediction • Spatial navigation • Survival • Destruction
The study identified 12 key types of gameplay:
…points/badges etc. for task completion dominates.
• Building • Collection • Chasing or evading • Racing • Trading • Puzzle or problem-solving
– 57% !
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Does it work?
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Yes!
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Increase Engagement
Drive!Traffic!
Reward!Purchase!
Deliver!Value!
Encourage!
Identify Prospects
Create Awareness
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“Show me the money!”
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84%
Played a game after a location-based push - DBS Bank
DBS Bank
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From 0 - 12,000
email addresses and engaged players in 3 weeks, with promotions in just 4 locations - Dell Singapore
Dell
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36%
Made a purchase compared to 5% with a 'normal’ offers app - 313 Shopping Mall
Lend Lease
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What do the analysts say?
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By offering rewards for user actions, marketers will find that consumers are more likely to engage
with their brand -- visit the site more often, register, linger, come back, and invite friends.
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“ To drive positive brand engagement
though gamification, know who your audience is and what it finds valuable… your strategy won't
be "sticky" unless the interactions are valuable to the user.”
- Jennifer Wise, Forrester
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Where can I find out more?
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• How enterprises play Marigo Raftopoulos • Gamification: they key to mobile engagement Pete Jenkins • Download one of our ‘Little Books…’ from 3radical.com
Where can I find out more?
Find out more or follow us:
www.3radical.com | #3radicalTweets
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