SoLoMo Thursday - Gamification: Level Up Audience Engagement with Fun & Play

Gamification:Level Up Audience

Engagement with Fun & Play

29 August 2013 PAGE 1

29 August 2013 PAGE 2

Speaker: KEITH NG

Who Are We?

29 August 2013 PAGE 3

29 August 2013 PAGE 4

Co-founder and Hustle Ninja of Gametizegamification sidekicks: SPH, SingTel, DBS, SCB

Gamification quest began with humans, dating, and stock markets

Achievements and Badges Unlocked: Dutch, SXSW, GSummit, Python, VentureBeat, KillerStartups, NYT, Angels Gate, Dinner with Reddit founder

About.Me – Keith Ng

29 August 2013 PAGE 5

Is your Brand Engaging & Retaining your

Consumers Effectively?

29 August 2013 PAGE 6

$3 billion was spent on social media marketing, and yet 60% of consumers remained uninterested by these campaigns (TNS Global, WPP – 2011 Nov).

29 August 2013 PAGE 7

“Gamification????”

29 August 2013 PAGE 8

29 August 2013 PAGE 9

I’ll say yes, but you decide

29 August 2013 PAGE 11

Relevance to Gamification?

• points and badges

• advertgaming• edugaming• serious gaming• social gaming• Farmville• Candycrush

✗Gamification

=

29 August 2013 PAGE 12

a strategy to add fun, engagement, and fun designs to boring activities. it should also be social.

Gamification =

29 August 2013 PAGE 13

Gamification for Customer Engagement Isn’t that New

29 August 2013 PAGE 14

Why Engage your Customers?

29 August 2013 PAGE 15

Engaging them to spend immediately

Engaging them to spend in future

Engaging them to engage others to spend

29 August 2013 PAGE 16

Case Study

29 August 2013 PAGE 17

Qoo10.sg / Gmarket.co.kr

Case Study

Mediacorp Club

Case Study

29 August 2013 PAGE 18

FameMark.com

Case Study

29 August 2013 PAGE 19

Case Study

Diablo 3 Launch in Singapore

Case Study

29 August 2013 PAGE 20

29 August 2013 PAGE 21

Case Study

Diablo 3 Launch in Singapore

Tiger Beer (The Big Game)

Case Study

29 August 2013 PAGE 22

Standard Chartered Bank: Mission Digitization

Case Study

29 August 2013 PAGE 23

Standard Chartered Bank: Mission Digitization

Interactive Challenges

Competitive Spirit

Instantaneous Feedback

Earning Rewards

Case Study

We Learnt And Developed These

29 August 2013 PAGE 25

Bartle’s Player Types

29 August 2013 PAGE 26

29 August 2013 PAGE 27

29 August 2013 PAGE 28

29 August 2013 PAGE 29

29 August 2013 PAGE 31

29 August 2013 PAGE 32

29 August 2013 PAGE 33

Lessons & Observations

29 August 2013 PAGE 35

Badges/ virtual items are insufficient to engage audience(Foursquare did not replicate success here)

Extrinsic rewards upfront are pertinent to the experience

Choice of channels varies for different countries. Multiple channels are necessary if targeting multiple regions

Employee engagement and training are evidently more painful than consumer engagement (marketers often rely on trivial KPIs such as Facebook like)

Gamification can be a big distinctive advantage for now with little adoption and knowledge (growing gradually though)

29 August 2013 PAGE 36

Lessons & Observations

How to Make It More Kickass?

29 August 2013 PAGE 37

Gamification is not magic

it is a strategy

29 August 2013 PAGE 38

which like many others, must be well designed & planned

29 August 2013 PAGE 39

otherwise it will backfire

Don’t overgive badges

Make real fun, and keep them fresh

Design games that encourage teamplay

Creative Intrinsic and Extrinsic rewards

credits to @eliaveris

Insites Consulting

Incentivize well, and people will cheat

Brought to you by:

Gamify #likeaboss

29 August 2013 PAGE 46

Keith Ng[E] keith@gametize.com[T] @keizng

Q&A

PAGE 47

SPEAKER : Kim LeeManaging Creative Director, Kimwillrule Amsterdam/SingaporeExecutive Creative & Digital Director, Renaissant

September 26, 2013

CREATIVITY ON A DIGITAL SHOESTRING

29 August 2013

PAGE 48

SPEAKER : Henrik Alexander Head of Brand Advertising (SG &HK), InMobi

October 31, 2013

SUCCEEDING WITH ADVERTISING & BRANDING ON MOBILE DEVICES

29 August 2013

PAGE 49

SoLoMo Thursday Gala Night 28 November 2013

29 August 2013

PAGE 50

Hope You’ve Heard….

29 August 2013

Sponsorship

Contact SoLoMo_Thursday@techsailor.com for more details.

Partners Platinum Sponsors

Featured Monthly Promoters

VoucherSponsors

Companies looking to promote on our channels.

Large MNCs with new products to launch.

Retailers / FMCGFellow Tech Companies.

PAGE 5129 August 2013

Thank You Keith!

PAGE 5229 August 2013

Brought to you by: