1.
Gamification 2012 - 2017
Opportunities and Market Outlook for
Next Generation Brand/Product
Advertising through Embedded Gaming
March 2012

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.
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.
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.
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.
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.
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