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

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

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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 precursor
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.

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 precursor
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.

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

  1. 1. Gamification 2012 - 2017 Opportunities and Market Outlook for Next Generation Brand/Product Advertising through Embedded Gaming March 2012
  2. 2. 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: info@mindcommerce.com www.mindcommerce.com
  3. 3. 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: info@mindcommerce.com www.mindcommerce.com
  4. 4. Table of Contents: 1.0 EXECUTIVE SUMMARY 11 16.4 BUSINESS VALUE METRICS 1: A COMMUNITY OF 2.0 GAMIFICATION CONCEPT: HOW IT WORKS? 13 MEMBERS OR FANS 59 3.0 HOW GAMIFICATION EVOLVED? 15 16.5 BUSINESS VALUE METRICS 2: BUILDING 4.0 GAMIFICATION: A BUZZWORD, BULLSHIT OR REAL- BRANDS 60 ITY? 18 16.6 BUSINESS VALUE METRICS 3: DRIVING ENGAGE- 5.0 GAMIFICATION IS MORE THAN MERE MARKETING! MENT AND LOYALTY 62 20 16.7 BUSINESS VALUE METRICS 4: MOTIVATING BE- 6.0 GAMIFICATION VS. SERIOUS GAMES 21 HAVIOR 63 7.0 GAME-BASED MARKETING AND GAMIFICA- 17.0 GAMIFICATION: A REAL WORLD DILEMMA 65 TION 23 18.0 GAMIFICATION INDUSTRY ANALYSIS 67 8.0 EMERGING TECHNOLOGY HYPE CYCLE AND GAMI- 18.1 GAMIFICATION APPLICATION SERVICE HORI- FICATION 25 ZON 67 9.0 TOP DIGITAL MARKETING TREND 2012 & GAMIFI- 18.2 INDUSTRY HORIZON 67 CATION 26 18.2.1 ART INDUSTRY 69 10.0 GAMIFICATION PROCESS & BUILDING 18.2.2 COMMERCE INDUSTRY 70 BLOCKS 27 18.2.3 EDUCATION INDUSTRY 71 10.1 GAME DESIGN TECHNIQUE 27 18.2.4 ENTERTAINMENT INDUSTRY 72 10.1.1 5 RULES TO FOLLOW BEFORE GAME DE- 18.2.5 ENVIRONMENT INDUSTRY 72 SIGN 28 18.2.6 DESIGN INDUSTRY 73 10.1.2 GAME DYNAMICS TO USE DURING GAME DE- 18.2.7 GOVERNMENT INDUSTRY 74 SIGN 29 18.2.8 HEALTH INDUSTRY 75 10.2 GAME MECHANICS 35 18.2.9 GAMIFICATION OF LIFE 76 10.2.1 5 COMMONLY USED GAME MECHANICS 36 18.2.10 MARKETING INDUSTRY 77 10.2.2 ATTRIBUTES OF GAME MECHANIC 37 18.2.11 MOBILE INDUSTRY 77 10.3 GAME FEATURE 38 18.2.12 NEWS INDUSTRY 78 11.0 GAMIFICATION BENEFIT ANALYSIS 40 18.2.13 SOCIAL GOODS INDUSTRY 79 11.1 GAMIFICATION METRICS 40 18.2.14 WEBSITE INDUSTRY 80 11.2 GAMIFICATION NON-METRICS 41 18.2.15 WORK INDUSTRY / ENTERPRISE GAMIFICA- 12.0 GAMIFICATION PLATFORM ANALYSIS 42 TION 80 12.1 GAMIFICATION PLATFORM DISRUPTION: A TIME- 18.2.16 TRANSPORT INDUSTRY 82 LINE TRACK 43 18.2.17 TRANSITION INDUSTRY 82 12.2 12 LEADING GAMIFICATION PLATFORM OF 18.2.18 SCIENCE INDUSTRY 82 2012 44 19.0 BRAND CAPITALIZING GAMIFICATION: A CRITICAL 12.3 32 GAMIFICATION PLATFORM METRICS (LEADING ANALYSIS OF 15 BRANDS 83 12 + OTHER 20) 44 19.1 XBOX LIVE 83 12.4 GAMIFY VS. BADGEVILLE: COMPARATIVE PLAT- 19.2 FOURSQUARE 83 FORM ANALYSIS 47 19.3 GOWALLA 85 13.0 SOCIAL WEB ENGINEERING & GAMIFICA- 19.4 GETGLUE 87 TION 50 19.5 LINKEDIN 88 14.0 LBSN (LOCATION BASED SOCIAL NETWORKING) 19.6 SALESFORCE 88 AND GAMIFICATION 52 19.7 MINT 89 15.0 FCOMMERCE, SOCIAL MEDIA, AND GAMIFICATION 19.8 CHECKPOINTS 89 54 19.9 SHOPKICK 90 16.0 GAMIFICATION BUSINESS VALUE DRIVER MET- 19.10 HALLMARK 91 RICS 58 19.11 STARBUCKS 93 16.1 WHO PARTICIPATES IN GAMIFICATION? 58 19.12 NIKE 93 16.2 TRACKING PARTICIPANT STATISTICS DRIVE PAR- 19.13 BUFFALO WILD WINGS 93 TICIPATION 58 19.14 MICROSOFT 94 16.3 PARTICIPATION DRIVES BUSINESS VALUE 59 19.15 AMERICAN AIRLINES 94 Tel/FAX: 1-877-MINDCOM (646-3266) Email: info@mindcommerce.com www.mindcommerce.com
  5. 5. Table of Contents (cont.): 20.0 GAMIFICATION CASE ANALYSIS 95 21.9 RESTAURANT LOYALTY PROGRAM GETTING 20.1 FOURSQUARE 95 POPULARITY 132 20.2 GOWALLA 96 21.10 GAMIFICATION IS IN SUPER BOWL CON- 20.3 SUNDANCE FILM FESTIVAL 2011 97 TEST 132 20.4 NEXTJUMP: GET FIT 99 21.11 GAMIFY TV: ENTERTAINMENT INDUSTRY 20.5 SPEED CAMERA LOTTERY 100 PEAK 132 20.6 PSYCH & NBC/UNIVERSAL AND PLAYBOY 100 21.12 BAZAARVOICE AND BADGEVILLE PARTNER- 20.7 CROWDTAP: MAKE RESEARCH & EVANGELISM SHIP 134 COUNT 101 22.0 GAMIFICATION BUSINESS MODEL 135 20.8 RECYCLEBANK: SAVE THE PLANET 102 22.1 QUESTIONS BEFORE BUSINESS MODEL 136 20.9 FARMVILLE 102 22.2 GENERIC MODEL 136 20.10 EBAY 103 22.3 RYPPLE FREEMIUM MODEL 138 20.11 DEVHUB 104 22.4 REVENUE CHARGING MODEL 139 20.12 PLAYGEN'S METYCOON 105 23.0 GAMIFICATION: 12 MONTH TREND ANALYSIS OF 20.13 GETGLUE 106 2011 141 20.14 CADBURY: SPOTS AND STRIPES 106 23.1 JANUARY: REALITY GETS BETTER 141 20.15 TFL: CHROMAROMA 107 23.2 FEBRUARY: HEALTH SETS THE PACE 141 20.16 FREQUENT FLYER PROGRAMS 108 23.3 MARCH, APRIL & MAY: SPRING SHOOTS 141 20.17 STARBUCKS 108 23.4 JUNE & JULY: SUMMER OF FUNDING 141 20.18 NIKE+ 108 23.5 AUGUST: GOING DEEP 142 20.19 BUNCHBALL 109 23.6 SEPTEMBER: MATURING 142 20.20 MOGL: DINING OUT 109 23.7 OCTOBER & NOVEMBER: GAMIFICATION GOES 20.21 ENTERPRISE GAMIFICATION: NISSAN'S "ECO MAINSTREAM 142 MODE" DASHBOARD 111 23.8 DECEMBER: A LOOK TO THE FUTURE 142 20.22 ENTERPRISE GAMIFICATION: SIEMENS PLANT- 24.0 GAMIFICATION TREND PREDICTION 2012 143 VILLE AND HILTON'S EMBASSY SUITES 111 24.1 GAMIFICATION GROWS UP 143 20.23 ENTERPRISE GAMIFICATION: SAP 112 24.2 FOCUS ON BUSINESS RESULTS 143 20.24 BMW: "THE ULTIMATE DRIVE" APP 112 24.3 GAMIFICATION SPREADS ACROSS ALL INDUS- 20.25 BADGEVILLE 112 TRIES 143 20.26 MASHABLE: NEWS GAMIFICATION 114 24.4 USER REPUTATION ACROSS ALL DIGITAL TOUCH- 20.27 COKE FREESTYLE 116 POINTS 143 20.28 SIX FLAGS PARKS AND ASK.COM 117 24.5 TRAINING COMPLIANCE GETS GAMIFIED 144 20.29 SALESFORCE.COM 118 24.6 EMPLOYEE RECOGNITION ALSO GETS GAMI- 20.30 ZYNGA'S PRIVACY VILLE 120 FIED 144 20.31 GOOGLE 121 24.7 GAMIFICATION GETS SOCIAL 144 20.32 FACEBOOK 122 24.8 GAMIFICATION CONSULTING IS A BIG BUSI- 21.0 GAMIFICATION TREND 2012 124 NESS 144 21.1 ON GOOGLE SEARCH 124 24.9 THE ANALYTICS INDUSTRY IS DISRUPTED BY 21.2 NEW MARKETING STRATEGY 124 GAMIFICATION 144 21.3 HEALTH GAMIFICATION AND MEDICAL MARKETING 24.10 BADGEVILLE WILL CONTINUE ITS REIGN AS THE GETS HIGH MOMENTUM 124 LEADER IN GAMIFICATION 145 21.4 GAMIFICATION AS MEANS TO OVERCOME COM- 24.11 HIGH-END HANDHELD CONSOLE GAMING MARKET MUTER BLUES 126 MAY EMBRACE GAMIFICATION 145 21.5 BANKS USING GAMIFICATION 127 25.0 GAMIFICATION MARKET PROJECTION 2012 - 21.6 ENVIRONMENT AND ENERGY MARKETING ON TOP 2017 146 TREND 129 25.1 GAMIFICATION MARKET VALUE IN SPENDING 2012- 21.7 EDUCATION GETTING GAMIFIED 130 2017 146 21.8 YOUTH DEVELOPMENT WITH GAMIFICA- 25.2 GAMIFICATION: US VS. OTHER MARKET 2012 - TION 131 2017 146 Tel/FAX: 1-877-MINDCOM (646-3266) Email: info@mindcommerce.com www.mindcommerce.com
  6. 6. 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 Tel/FAX: 1-877-MINDCOM (646-3266) Email: info@mindcommerce.com www.mindcommerce.com
  7. 7. Order Form Report Title Gamification 2012 - 2017: Opportunities and Market Outlook for Next Generation Brand/Product Advertising through Embedded Entertainment License Type Single User License ………….....$ 1,995 USD Company-wide License……$ 4,995 USD Team License (2-5 people) …… $ 2,865 USD Other Licensing options available: Contact Mind Commerce Family/Surname First Name Position Company Address Country Post Code FAX Telephone Email Order Type Order by FAX at 1 877 646 3266 Card Number Expiration Date (MM/YY) CV Code Cardholder’s name Signature Billing Address Postcode Country Signature Date 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: info@mindcommerce.com www.mindcommerce.com

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