amuzo mobile marketing finance summit 2016 presentation

amuzo.com @amuzogames amuzo

LEARNING GAMES AND APPS FOR GEN YMOBILE MARKETING FINANCE SUMMIT 2016

MENTAL WARM UP


Amuzo harnesses thepower of play to engage, educate and inspiremobile audiences around the world

WHAT DO WE DO?


Bournemouth based game development studio

Over one billion app sessions

No.1 apps in 150 countries(97% of all iOS stores)

LEGO® have been our largest client since 2006

WHO IS AMUZO?


Generation Y were born between 1980 and the early 1990s

By 2018 over half the UK working population will be from Generation Y

Millennials love training and development

WE ARE TARGETING GEN Y


DESIRABLE BENEFITS


Source: PWC Millennials at Work report.

22%19%

14%

8%6% 6% 5% 4% 4%3% 3% 2% 2% 2% 1%

25%

20%

15%

10%

5%

0%

Trai

nin

g a

nd

d

evel

op

men

t

Flex

ible

w

orki

ng

ho

urs

Cas

h b

on

use

s

Free

pri

vate

hea

lth

care

Pen

sio

n s

chem

e o

r o

ther

reti

rem

ent f

un

din

g

Gre

ater

ho

liday

allo

wan

ce

Fin

anci

al a

ssis

tan

cew

ith

ho

usi

ng

Co

mp

any

car

Ass

ista

nce

in c

lear

ing

deb

tsin

curr

ed w

hile

stu

dyi

ng

Mat

ern

ity/

Pate

rnit

y b

enefi

ts

Sub

sid

ised

trav

el c

ost

s

Free

ch

ild c

are

Acc

ess

to lo

w in

tere

stlo

ans/

bo

rro

win

g o

pti

on

s

com

mu

nit

y/ch

arit

y w

ork

I’d p

refe

r n

o b

enefi

tsan

d h

igh

er w

ages

Over 91% own a smartphone

82% of time spent on mobile devices is accessing Apps

96% have an account on at least one social network

Engaging and social mobile content is the key to success

HOW DO YOU COMMUNICATE WITH GEN Y?


GAMES & VIDEO vs COMPETING MEDIA


30%

28%

18%

10%

8%

16%

48%

34%

67%

32%

41%

25%

22%

5%

11%

IMM

ERSI

ON

vs

MU

LTI T

ASK

ING IMMERSION

“I don’t think aboutanything else when I’m...”

PlayingGames

WatchingTV/Films

BrowsingInternet

Listening to Music

UsingSocial Media

“I will often be doingsomething else whilst I’m...”

ENGAGEMENTMULTITASKING

2014, Internet Advertising Bureau UK (Gaming Revolution Report)

ENGAGEMENT THEORY


PERIOD OF ENGAGEMENT

RE-ENGAGEMENT CALL TO ACTIONRE-ENGAGEMENTENGAGEMENT RE-ENGAGEMENT CALL TO ACTIONPOINT OF ENGAGEMENT


APP

Offer the following content at the Point of Engagement:

A challenge with measurable success

Content with aesthetic / sensory appeal

A subject / activity of interest

The ability to try again, repeatedly

POINT OF ENGAGEMENT


Improve the Period of Engagement with:

Gaining new or enhanced skills and / or knowledge

Regular feedback on progression (praise)

Direct control / interaction

Social inclusion



What do you think the most requested game feature is in LEGO® Games?

The ability to ‘level up’?

The ability to play together?

The ability to beat your friends?

QUESTION


To maximise Re-Engagement offer:

A reward for returning

The potential completion of a goal / sub goal

The opportunity to ‘be lucky’ during their next experience

Social challenge

RE-ENGAGEMENT


THE CALL TO ACTIONAfter each interaction the player is prompted to act on what they have experienced

Every time they interact, the more obvious the decision to act becomes

The next step in their education is immediately accessible in just one click


ENGAGEMENT THEORY



RE-ENGAGEMENT CALL TO ACTIONRE-ENGAGEMENTENGAGEMENT RE-ENGAGEMENT CALL TO ACTIONPOINT OF ENGAGEMENT


APP

POINT OF ENGAGEMENT

CORE MESSAGE

SELECTOPPONENT

LEARNING GAMES


SELECTOPPONENT

THEMED GAME

POINT OF ENGAGEMENT PERIOD OF ENGAGEMENT

CORE MESSAGE

LEARNING GAMES


THEMED GAME HI-SCORETABLE

READY TOAPPLY YOURNEW SKILLS?


CORE MESSAGE

LEVEL UP /ACHIEVEMENTS

SELECTOPPONENT

LEARNING GAMES


NOOPTIONALLEARNING

SCOREMORE

POINTS

UNLOCKIN-GAME

ADVANTAGE



RE-ENGAGEMENT


CORE MESSAGE


SELECTOPPONENT

LEARNING GAMES


CORE MESSAGE

YES

NOOPTIONALLEARNING

SCOREMORE

POINTS

UNLOCKIN-GAME

ADVANTAGE

PRIMARY

KPIACHIEVED




RE-ENGAGEMENT


SELECTOPPONENT

LEARNING GAMES


TABLE SESSION


Your questions about Learning Games

Applying Engagement Theory in a Comms App

- How to increase User Retention

- How to encourage User Generated Content

- Introducing a ‘Skinner Box’ into the App

- Possible applications


LEARNING GAMES AND APPS FOR GEN YMOBILE MARKETING FINANCE SUMMIT 2016

amuzo mobile marketing finance summit 2016 presentation

Marketing