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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.
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Gamification in 2012Trends in Consumer and Enterprise Markets
Wanda MeloniM2 Research
Presented: Gamification Summit, San Francisco, June 20 2012
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M2 ResearchM2 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
2011 2012 2013 2014 2015 2016 $-
$500
$1,000
$1,500
$2,000
$2,500
$3,000
Source: M2 Research
Reve
nue
in $
1,00
0,00
0
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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
Entertainment 18%
Media/Publisher17%
Retail 9%
Consumer Goods 10%
Healthcare/Wellness
4%
Enterprise25%
Financial4%
Education 4%
Utility 1%
Government 1% Telecom
5%
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Levels of Engagement
Brand / Employer
Individual
Communal
Connection
Self-Exploration
Social Interaction
Engagement levels build a relationship from first contact to community interaction.
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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?
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Enterprise Gamification
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The Power of Play: Mechanics
GameplayTransparencyInfinityCompetition
CommunicationFeedbackSelf-ExpressionBragging
RewardScoresLeaderboardsPrizes
ViralitySharingSocial networkingReferrals
CreativityStrategySelf-EducationUGC
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Latest Survey Results Features and Metrics
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Platform Vendors
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• 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
Game Mechanics
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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
User Loyalty
Bran
d &
Use
r Val
ue
Monetization
Capture
Retention
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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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