What is Gamification? - Wanda Meloni - M2 reseach
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Transcript of What is Gamification? - Wanda Meloni - M2 reseach
Gamification - LEVEL 1
Presented at Gamification Summit by Wanda Meloni, January 20, 2011M2 Research
M2 Research Overview
Company Overview
M2 Research Covers:• Content Creation• Games and Entertainment• User/Consumer Segmentation: Profiles and Demographics• Emerging Trends: Mobile, Microtransactions, Cloud• Technology: Platforms, Tools, Production Pipelines
Our Analysis Includes : • Market Reports, Newsletters, and Briefs• Industry Surveys• Customized Market Profiles and Analysis• Assist Clients with Marketing, Competitive and Growth Strategies
M2’sView of MarketsIndustrial Consumer
Source: M2 Research
Consumer Engagement and Loyalty
Customize products, collect points, spend on more products
Gamification Today
Nissan Leaf
Devhub EpicWin
MaxMara
Huffington Post
Mint.com
Gamification Survey – Level 1
Source: M2 Research
Survey Findings
M2 Industry Study -Vendors
BadgevilleBig Door MediaBunchballCynergyGamifySpectrumDNAReputelyLeapfrog BuildersiActionableSCVNGRManumatix
Gamification Features
Source: M2 Research
What are your clients currently asking for with game mechanics?
Gamification Adoption Cycle
Source: M2 Research
Education Feature Definition Implementation Completed0%
5%
10%
15%
20%
25%
30%
35%
40%
What is the current breakdown of your clients on the gamification adoption curve?
Gamification Industries
How does your client base currently break down by industry?
Source: M2 ResearchEnter-
tainment Publisher Consumer
Goods Healthcare Financial Retail Education Telecom
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Source: M2 Research
Gamification Business Models
Fixed Fee 24%
Subscription 55%
Percent of Revenue 7%
Other 14%
How do you charge for your service?
Gamification Market Size
2010 2011 2012 2013 2014 2015 2016$0
$1
$2
$3
$4
$5
$6
$7
$8
$9
$10 Social Media Marketing
Gamification
Spending on Social Media Marketing and Gamification
(in billions)
Source: M2 Research
3% 5% 6%10% 16%
23%
31%
Additional Survey Findings
1. Gamification projects – almost entirely from marketing
2. 80% are completely focused on gamification
3. Average growth rate for next 2 years – 150%
4. Investment in market still a big play for 2011/2012
Source: M2 Research
Level 1 - Observations
1. Need to move beyond a pure marketing play:• Gamification budgets – almost entirely from marketing• Engagement must be built in at product development level
2. Done properly requires understanding:• Game mechanics• Real-time data analysis and social networks
3. There is risk:• Trial and error is part of learning curve• Keep “player” in mind when building
4. There are skeptics (but):• Emerging markets always require education• Build products responsibly
Co-op FTW
Help us discover and define the market
Metrics? How do we measure this?
The sky might be the limit
What is the potential opportunity for ROI?