Hidden treasure – the greatest value of behavioural analysis in gamification

Comarch Loyalty Breakfast 7th December 2016

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Małgorzata KendziorekGamification Business

Designer

• 7 years in IT • 3 years in gamification (B2C, B2B,

B2E) • Business Gamification Design &

consultancy for clients from: Europe, Asia, North & South America

• Co-operation with clients from: Europe, Asia, Australia, North & South America

Each IT project is a new adventure. Each gamification is a real treasure hunt, where we can receive

much more than expected results.

„The process of using game mechanics and game thinking in non-gaming contexts to

engage users and solve problems.”

Deterding, 2011

Stone-skimming The Witcher III

Game elements:

GoalProgress

CompetitionTitle

Game elements:

StorytellingChallengesOpen worldMastery

Gamification utilizes these game elements and their potentials to create similar game-like experiences in another context.

League of Legends - 32 million monthly and 12 million daily active playersSource: http://leagueoflegends.wikia.com/wiki/File:Lol_infographic.png

Europe, Middle East & Africa - 446 million gamersSource: http://www.bigfishgames.com/blog/stats/video-gamers-worldwide/

If all the users of World of Warcraft’s game time was added together it would amount to: 5.9 million yearsSource: http://neomam.com/blog/8-awe-inspiring-video-game-infographics/

Who are we going to engage?

What goals should our gamification achieve?

Gamification project – a schematic

Starting point

Analysis & Concept

Scope & Mechanics Development Go-live &

Maintenance

new features, new groups of users, etc.

Information about users’: habits, motivators, frequency of usage, devices, favourite app features, results, etc.

Gather – Analyze – Adjust

Gather Analyze Adjust

Information about users, especially their: • habits • what motivates them in

the short and long term • frequency of usage • devices they are using • favourite app features • results • etc.

We uses data from: • Google Analytics adjusted

for the particular project • System/app statistics • Google play & AppStore

statistics

Our team includes: • Business Analytics • Creative Gamification

Designers • IT Consultants and more

That combination results in small changes in the mechanics that may: • improve gamification

experience • strengthen interaction

between the solution and its users

• create more ways of play adjusted to particular users

Behavioural analysis

Hidden treasure

Let them compete!

In GA we observed that the leaderboard was the second most popular part of the application and the most time-consuming one. In response we increased possibilities of competition between users.

Improvements: educational duels

Result: frequency of usage of the app increased from a few times per week to a few times per day.

Project goal: to make program members use the app at least once or twice per week to build brand awareness.

More accessible

Owing to system statistics and statistics from GA we observed that users like reading educational articles. There are also specific rush hour for that activity.

Improvements: knowledge base, adjustment of timing for notifications connected with educational articles.

Result: number of articles read and time spent on it increased.

Project goal: increase open and conversion rate.

Game I like

Owing to system statistics and information from in-app survey, we could identify which tasks (mechanics, content) are the most attractive to our users.

Improvements: focus on specific mechanics and content in tasks.

Result: higher number of attempts to solve a tasks and increased time of a single web session.

Project goal: the more people make an attempt to solve a task, the larger the knowledge about product offer they will have, to buy particular products.

More social

Owing to system statistics we noticed that virtual assets like badges are the best features that encourage users buy additional products, share information via Social media and more.

Improvements: adding more badges, introduction of combo-badges.

Result: increase in purchases of particular products and constant high users’ activity on Social media.

Project goal: increase in purchases, boost of viral potential, creation of Brand Ambassadors.

Well-designed gamification can achieve defined business goals. Combined with behavioral analysis, it can enlarge results and

strengthen interaction with target groups.

Małgorzata KendziorekGamification Business

Designer

Questions?More about my work:

https://pl.linkedin.com/in/mkendziorek

http://www.slideshare.net/MagorzataKendziorek