Gamification 2012-2017

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Opportunities and Market Outlook for Next Generation Brand/Product Advertising through Embedded Gaming

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March 2012 Gamification 2012 - 2017 Opportunities and Market Outlook for Next Generation Brand/Product Advertising through Embedded Gaming

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Overview: Embedded gaming or "Gamification" is a next generation advertising approach in which gaming elements are integrated into a non-game environment. Gamification represents a promising strategy for public and commercial brands to increase customer activity, build loyalty, broaden reach and monetize assets. Mind Commerce projects Gamification growth to reach $3.6 billion by 2017. It is also estimated that by 2017, 80% of Global 2000 organizations will have gamified applications and/or processes. The goal of Gamification is to maximum user brand/product engagement through facilitation of entertainment in which the user interacts with the brand in a fun/pleasurable manner. One of the keys to success is to assess user behavioral patterns as a pre- cursor to deploying optimal game mechanics that that align user likes, dislikes, expectations and behaviors. Optimal design is based on research into extrinsic motivators, intrinsic values and facilitation of long term engagement. This research includes: • • • • • • • • • Gamification business model analysis In-depth analysis of Gamification solution and dynamics Analysis of thirty two companies involved in Gamificiation Case study analysis of brands capitalizing upon Gamification Analysis of Gamification market trends and market projections 2012 - 2017 Analysis of potential benefit metrics and non-metrics of Gamification for Brands Gamification process analysis including game mechanics, design techniques, and features Guidelines for Brands, Vendors, Service Providers, and Investors to realize optimal success with Gamification Feasibility assessment of Gamification solutions across various industries (education, enterprise, healthcare, education, entertainment) As a complement to this valuable report, Mind Commerce provides Gamification consultancy services including: • • • • • Design a deployment solution with operational support Define ROI measurement & tracking metrics from Gamified solution Develop cross channel marketing solutions identification and implementation Identify the specific Gamification potential for your industry, product or service Identify game mechanics for your product or service that will act as extrinsic motivators Tel/FAX: 1-877-MINDCOM (646-3266) Email: [email protected] www.mindcommerce.com

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Companies in Report: Vendor Platforms: Gamify.it, Badgeville, Bunchball, Bigdoor, CrowdTwist, Cynergy, SpectrumDNA, Reputely, IActionable, Scvngr, Manumatix, Leapfrog, beintoo, Objective Logistics, Rypple, CloudCaptive, Arcaris, Gigya, Gamisfaction, Play Nicely, Punchtab, Keas, RepTivity, Fusion, Badgy, Bulbstorm, Crowd Factory, FanGager, RoarEngine, Hoopla, Kitzy, and Snowfly Brands, Service/Product Providers and others: XboxLive, Foursquare, Gowalla, Getglue, LinkedIn, Salesforce, Mint, Check- points, Shopkick, Hallmark, Starbucks, NIKE, Buffalo Wild Wings, Microsoft, American Airlines, Sundance Film Festival 2011, Nextjump, Speed Camera Lottery, Psych, NBC, Universal, Playboy, CrowqTap, RecylceBank, eBay, Amazon, Debhub, Play- gen, Metycoon, Zynga, Cadbury, TFL Chromaroma, Bunchball, MOGL: Dinning Out, Nissan, Siemens, Hilton, SAP, BMW, Mashable, COCA COLA, Ask.Com, Google, and Facebook Key Findings: • • • • Gamification ranks 4th in Top Digital Marketing Trends for 2012 The Gamification market is anticipated to reach $ 3.6 billion by 2017 Mobile platform gamification is expected to increase by 90% in USA by 2017 For global 2000 organizations ◊ 80% will gamify products or services by 2017 • ◊ 70% will gamify enterprise process by 2017 Select industry metrics: ◊ ◊ The entertainment industry currently holds the lead in Gamification market (45% market position) The education, healthcare and financial sector will increase dramatically but will not overtake entertainment by 2017 Target Audience: • • • • • • • • • Mobile network operators Content providers and intermediaries Digital marketing agency or consultants Internet and mobile based solution providers Brands, advertisers, portals, and media companies Mobile commerce application and service providers Social gaming, mobile gaming and social commerce developers System integrators, consultants, and professional service providers Gamification platform and infrastructure providers (equipment, software, and services) Tel/FAX: 1-877-MINDCOM (646-3266) Email: [email protected] www.mindcommerce.com

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Table of Contents: 1.0 EXECUTIVE SUMMARY 11 2.0 GAMIFICATION CONCEPT: HOW IT WORKS? 13 3.0 HOW GAMIFICATION EVOLVED? 15 4.0 GAMIFICATION: A BUZZWORD, BULLSHIT OR REAL- ITY? 18 5.0 GAMIFICATION IS MORE THAN MERE MARKETING! 20 6.0 GAMIFICATION VS. SERIOUS GAMES 21 7.0 GAME-BASED MARKETING AND GAMIFICA- TION 23 8.0 EMERGING TECHNOLOGY HYPE CYCLE AND GAMI- FICATION 25 9.0 TOP DIGITAL MARKETING TREND 2012 & GAMIFI- CATION 26 10.0 GAMIFICATION PROCESS & BUILDING BLOCKS 27 10.1 GAME DESIGN TECHNIQUE 27 10.1.1 5 RULES TO FOLLOW BEFORE GAME DE- SIGN 28 10.1.2 GAME DYNAMICS TO USE DURING GAME DE- SIGN 29 10.2 GAME MECHANICS 35 10.2.1 5 COMMONLY USED GAME MECHANICS 36 10.2.2 ATTRIBUTES OF GAME MECHANIC 37 10.3 GAME FEATURE 38 11.0 GAMIFICATION BENEFIT ANALYSIS 40 11.1 GAMIFICATION METRICS 40 11.2 GAMIFICATION NON-METRICS 41 12.0 GAMIFICATION PLATFORM ANALYSIS 42 12.1 GAMIFICATION PLATFORM DISRUPTION: A TIME- LINE TRACK 43 12.2 12 LEADING GAMIFICATION PLATFORM OF 2012 44 12.3 32 GAMIFICATION PLATFORM METRICS (LEADING 12 + OTHER 20) 44 12.4 GAMIFY VS. BADGEVILLE: COMPARATIVE PLAT- FORM ANALYSIS 47 13.0 SOCIAL WEB ENGINEERING & GAMIFICA- TION 50 14.0 LBSN (LOCATION BASED SOCIAL NETWORKING) AND GAMIFICATION 52 15.0 FCOMMERCE, SOCIAL MEDIA, AND GAMIFICATION 54 16.0 GAMIFICATION BUSINESS VALUE DRIVER MET- RICS 58 16.1 WHO PARTICIPATES IN GAMIFICATION? 58 16.2 TRACKING PARTICIPANT STATISTICS DRIVE PAR- TICIPATION 58 16.3 PARTICIPATION DRIVES BUSINESS VALUE 59 16.4 BUSINESS VALUE METRICS 1: A COMMUNITY OF MEMBERS OR FANS 59 16.5 BUSINESS VALUE METRICS 2: BUILDING BRANDS 60 16.6 BUSINESS VALUE METRICS 3: DRIVING ENGAGE- MENT AND LOYALTY 62 16.7 BUSINESS VALUE METRICS 4: MOTIVATING BE- HAVIOR 63 17.0 GAMIFICATION: A REAL WORLD DILEMMA 65 18.0 GAMIFICATION INDUSTRY ANALYSIS 67 18.1 GAMIFICATION APPLICATION SERVICE HORI- ZON 67 18.2 INDUSTRY HORIZON 67 18.2.1 ART INDUSTRY 69 18.2.2 COMMERCE INDUSTRY 70 18.2.3 EDUCATION INDUSTRY 71 18.2.4 ENTERTAINMENT INDUSTRY 72 18.2.5 ENVIRONMENT INDUSTRY 72 18.2.6 DESIGN INDUSTRY 73 18.2.7 GOVERNMENT INDUSTRY 74 18.2.8 HEALTH INDUSTRY 75 18.2.9 GAMIFICATION OF LIFE 76 18.2.10 MARKETING INDUSTRY 77 18.2.11 MOBILE INDUSTRY 77 18.2.12 NEWS INDUSTRY 78 18.2.13 SOCIAL GOODS INDUSTRY 79 18.2.14 WEBSITE INDUSTRY 80 18.2.15 WORK INDUSTRY / ENTERPRISE GAMIFICA- TION 80 18.2.16 TRANSPORT INDUSTRY 82 18.2.17 TRANSITION INDUSTRY 82 18.2.18 SCIENCE INDUSTRY 82 19.0 BRAND CAPITALIZING GAMIFICATION: A CRITICAL ANALYSIS OF 15 BRANDS 83 19.1 XBOX LIVE 83 19.2 FOURSQUARE 83 19.3 GOWALLA 85 19.4 GETGLUE 87 19.5 LINKEDIN 88 19.6 SALESFORCE 88 19.7 MINT 89 19.8 CHECKPOINTS 89 19.9 SHOPKICK 90 19.10 HALLMARK 91 19.11 STARBUCKS 93 19.12 NIKE 93 19.13 BUFFALO WILD WINGS 93 19.14 MICROSOFT 94 19.15 AMERICAN AIRLINES 94 Tel/FAX: 1-877-MINDCOM (646-3266) Email: [email protected] www.mindcommerce.com

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Table of Contents (cont.): 20.0 GAMIFICATION CASE ANALYSIS 95 20.1 FOURSQUARE 95 20.2 GOWALLA 96 20.3 SUNDANCE FILM FESTIVAL 2011 97 20.4 NEXTJUMP: GET FIT 99 20.5 SPEED CAMERA LOTTERY 100 20.6 PSYCH & NBC/UNIVERSAL AND PLAYBOY 100 20.7 CROWDTAP: MAKE RESEARCH & EVANGELISM COUNT 101 20.8 RECYCLEBANK: SAVE THE PLANET 102 20.9 FARMVILLE 102 20.10 EBAY 103 20.11 DEVHUB 104 20.12 PLAYGEN'S METYCOON 105 20.13 GETGLUE 106 20.14 CADBURY: SPOTS AND STRIPES 106 20.15 TFL: CHROMAROMA 107 20.16 FREQUENT FLYER PROGRAMS 108 20.17 STARBUCKS 108 20.18 NIKE+ 108 20.19 BUNCHBALL 109 20.20 MOGL: DINING OUT 109 20.21 ENTERPRISE GAMIFICATION: NISSAN'S "ECO MODE" DASHBOARD 111 20.22 ENTERPRISE GAMIFICATION: SIEMENS PLANT- VILLE AND HILTON'S EMBASSY SUITES 111 20.23 ENTERPRISE GAMIFICATION: SAP 112 20.24 BMW: "THE ULTIMATE DRIVE" APP 112 20.25 BADGEVILLE 112 20.26 MASHABLE: NEWS GAMIFICATION 114 20.27 COKE FREESTYLE 116 20.28 SIX FLAGS PARKS AND ASK.COM 117 20.29 SALESFORCE.COM 118 20.30 ZYNGA'S PRIVACY VILLE 120 20.31 GOOGLE 121 20.32 FACEBOOK 122 21.0 GAMIFICATION TREND 2012 124 21.1 ON GOOGLE SEARCH 124 21.2 NEW MARKETING STRATEGY 124 21.3 HEALTH GAMIFICATION AND MEDICAL MARKETING GETS HIGH MOMENTUM 124 21.4 GAMIFICATION AS MEANS TO OVERCOME COM- MUTER BLUES 126 21.5 BANKS USING GAMIFICATION 127 21.6 ENVIRONMENT AND ENERGY MARKETING ON TOP TREND 129 21.7 EDUCATION GETTING GAMIFIED 130 21.8 YOUTH DEVELOPMENT WITH GAMIFICA- TION 131 21.9 RESTAURANT LOYALTY PROGRAM GETTING POPULARITY 132 21.10 GAMIFICATION IS IN SUPER BOWL CON- TEST 132 21.11 GAMIFY TV: ENTERTAINMENT INDUSTRY PEAK 132 21.12 BAZAARVOICE AND BADGEVILLE PARTNER- SHIP 134 22.0 GAMIFICATION BUSINESS MODEL 135 22.1 QUESTIONS BEFORE BUSINESS MODEL 136 22.2 GENERIC MODEL 136 22.3 RYPPLE FREEMIUM MODEL 138 22.4 REVENUE CHARGING MODEL 139 23.0 GAMIFICATION: 12 MONTH TREND ANALYSIS OF 2011 141 23.1 JANUARY: REALITY GETS BETTER 141 23.2 FEBRUARY: HEALTH SETS THE PACE 141 23.3 MARCH, APRIL & MAY: SPRING SHOOTS 141 23.4 JUNE & JULY: SUMMER OF FUNDING 141 23.5 AUGUST: GOING DEEP 142 23.6 SEPTEMBER: MATURING 142 23.7 OCTOBER & NOVEMBER: GAMIFICATION GOES MAINSTREAM 142 23.8 DECEMBER: A LOOK TO THE FUTURE 142 24.0 GAMIFICATION TREND PREDICTION 2012 143 24.1 GAMIFICATION GROWS UP 143 24.2 FOCUS ON BUSINESS RESULTS 143 24.3 GAMIFICATION SPREADS ACROSS ALL INDUS- TRIES 143 24.4 USER REPUTATION ACROSS ALL DIGITAL TOUCH- POINTS 143 24.5 TRAINING COMPLIANCE GETS GAMIFIED 144 24.6 EMPLOYEE RECOGNITION ALSO GETS GAMI- FIED 144 24.7 GAMIFICATION GETS SOCIAL 144 24.8 GAMIFICATION CONSULTING IS A BIG BUSI- NESS 144 24.9 THE ANALYTICS INDUSTRY IS DISRUPTED BY GAMIFICATION 144 24.10 BADGEVILLE WILL CONTINUE ITS REIGN AS THE LEADER IN GAMIFICATION 145 24.11 HIGH-END HANDHELD CONSOLE GAMING MARKET MAY EMBRACE GAMIFICATION 145 25.0 GAMIFICATION MARKET PROJECTION 2012 - 2017 146 25.1 GAMIFICATION MARKET VALUE IN SPENDING 2012- 2017 146 25.2 GAMIFICATION: US VS. OTHER MARKET 2012 - 2017 146 Tel/FAX: 1-877-MINDCOM (646-3266) Email: [email protected] www.mindcommerce.com

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Tel/FAX: 1-877-MINDCOM (646-3266) Email: [email protected] www.mindcommerce.com Table of Contents (cont.): 25.3 GAMIFICATION: INTERNET VS. MOBILE PLATFORM 2012 -2017 148 25.4 WEB SERVICE VS. IN-APP VS. IN-GAME GAMIFICA- TION 2012 - 2017 148 25.5 INDUSTRY-WISE GAMIFICATION 2012 - 2017 149 25.6 GAMIFICATION ADOPTION CURVE BY INDUSTRY 2012 - 2017 150 25.7 INDUSTRY OBJECTIVE WITH GAMIFICATION 2012 - 2017 151 25.8 GAMIFY SERVICE ADOPTION BY GLOBAL 2000 OR- GANIZATION 2012 - 2017 152 25.9 SOCIAL MEDIA MARKETING VS. GAMIFICATION SPENDING 2012 - 2017 152 25.10 AVERAGE VENDOR CHARGE FOR GAMIFICATION 2012 - 2017 153 25.11 Y2D VENDOR REVENUE GROWTH PROJECTION 2012 - 2017 154 25.12 GAMIFICATION USER STATISTICS 2012 - 2017 154 25.13 AVERAGE OUTCOME OF USING GAMIFICA- TION 155 25.14 SOCIAL GAMER VS. GAMIFICATION USER 2012 - 2017 155 25.15 SPENDING ON GAMIFICATION START-UP 2011 - 2017 156 25.16 IN-GAME AD VS. GAMIFICATION SPENDING 2012 - 2017 157 25.17 ENTERPRISE GAMIFICATION ADOPTION 2012 - 2017 157 26.0 CONCLUSIONS AND RECOMMENDATIONS 159 26.1 RECOMMENDATION FOR BRANDS 160 26.2 RECOMMENDATION FOR VENDORS AND CON- SULTANT 160 26.3 RECOMMENDATION FOR INCUMBENTS AND IN- VESTORS 161

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Order Form Report Title Gamification 2012 - 2017: Opportunities and Market Outlook for Next Generation Brand/Product Advertising through Embedded Entertainment License Type First Name Company Family/Surname Position Address FAX Country Telephone Post Code Email Expiration Date (MM/YY) Cardholder’s name Billing Address Postcode CV Code Signature Country Date Order Type Order by FAX at 1 877 646 3266 Card Number Signature Online Ordering Customers can order online by visiting report web page: www.mindcommerce.com/Publications/Gamification_2012-2017.php Tel/FAX: 1-877-MINDCOM (646-3266) Email: [email protected] www.mindcommerce.com Single User License …………..... $ 1,995 USD Team License (2-5 people) …… $ 2,865 USD Company-wide License…… $ 4,995 USD Other Licensing options available: Contact Mind Commerce