Bing, Google, Zynga, and Playboy touted the use of game mechanics in online campaigns at the first Gamification Summit.
Gamification may be one of the most buzzed-about words of 2011, but is it really ready to do the heavy lifting for online marketing?
That was one of the big questions at the first Gamification Summit in San Francisco recently, where speakers including Bing, Google, Farmville-creator Zynga and even Playboy touted the use of game mechanics for everything from enhancing online campaigns and loyalty programs to encouraging more green living and better work environments.
The challenge for many of the several hundred summit attendees is not only to get brands to better understand the game playing audience, but also to realize that gamification takes a lot more than simply adding polls, badges and a leader board to an online site. "Right now too many people look at gamification as a loyalty program on steroids" said Amy Jo Kim, founder of Shufflebrain.
Virtually all of the successful campaigns touted during the two-day event involve major media and television brands. For instance, Microsoft's Bing uses a points-driven rewards program to encourage consumers to do more with its search engine.
Rajat Paharia, founder of Bunchball, said that's in part because many media brands are already involved in games in one way or another, so adding game elements to marketing efforts is no big stretch. "Media and entertainment are arguably the industries being most disrupted by the Internet, and therefore having to think the hardest about how to engage their customers and elicit business value out of them" he said.
Paharia suggested the breadth of the audience now playing games is making it easier to pitch traditional marketers on gamification programs. "We've done campaigns with consumer package goods companies, because all we have to do is point out there are [millions of] people who are hungry for rewards, competition, status and self expression and they can participate in that" he said.
A 2010 Entertainment Software Association survey found 69 percent of US households play some form of interactive game.
The growth of gamification also requires brands to move beyond page view-based metrics for determining ROI, added Jesse Redniss, VP of digital for USA Network, which has worked with advertisers including Ford Fusion in gamification programs surrounding TV series such as “Psych” and "White Collar."
"The smarter companies are taking a 360 degree approach, where they buy on-air on USA as well as participate in the digital space," Redniss explained."For them success involves multiple metrics, including the number of uniques, the number of people that go from our program into their site and, most importantly, the time of engagement. Ford, for example, has tagged every single interaction players have with their car and they can see those interactions last about 8 1/2 minutes and that’s a much better ROI than a banner on a website."
Bunchball's Paharia noted that in order to drive the business, gamification companies also need to show that it's not just about the game, it’s about the brand and its message. “Trivializing the message by slapping a badge on it is something that every brand manager is worried about,” he said.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
David Ward is a veteran freelance journalist based in San Diego, who currently focuses on online marketing, digital entertainment and the growth on new consumer technologies such as 3D in the home.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT
October 23, 2014
1:00pm ET/10:00am PT