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.