Opportunities and Market Outlook for Next Generation Brand/Product Advertising through Embedded Gaming
March 2012
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 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. 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
Email: info@mindcommerce.com
www.mindcommerce.com
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, Checkpoints, 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, Playgen, 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)
Email: info@mindcommerce.com
www.mindcommerce.com
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 REALITY? 18 5.0 GAMIFICATION IS MORE THAN MERE MARKETING! 20 6.0 GAMIFICATION VS. SERIOUS GAMES 21 7.0 GAME-BASED MARKETING AND GAMIFICATION 23 8.0 EMERGING TECHNOLOGY HYPE CYCLE AND GAMIFICATION 25 9.0 TOP DIGITAL MARKETING TREND 2012 & GAMIFICATION 26 10.0 GAMIFICATION PROCESS & BUILDING BLOCKS 27 10.1 GAME DESIGN TECHNIQUE 27 10.1.1 5 RULES TO FOLLOW BEFORE GAME DESIGN 28 10.1.2 GAME DYNAMICS TO USE DURING GAME DESIGN 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 TIMELINE 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 PLATFORM ANALYSIS 47 13.0 SOCIAL WEB ENGINEERING & GAMIFICATION 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 METRICS 58 16.1 WHO PARTICIPATES IN GAMIFICATION? 58 16.2 TRACKING PARTICIPANT STATISTICS DRIVE PARTICIPATION 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 ENGAGEMENT AND LOYALTY 62 16.7 BUSINESS VALUE METRICS 4: MOTIVATING BEHAVIOR 63 17.0 GAMIFICATION: A REAL WORLD DILEMMA 65 18.0 GAMIFICATION INDUSTRY ANALYSIS 67 18.1 GAMIFICATION APPLICATION SERVICE HORIZON 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 GAMIFICATION 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
Email: info@mindcommerce.com
www.mindcommerce.com
Email: info@mindcommerce.com
www.mindcommerce.com
Email: info@mindcommerce.com
www.mindcommerce.com
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Report Title
Gamification 2012 - 2017: Opportunities and Market Outlook for Next Generation Brand/Product Advertising through Embedded Entertainment
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