Hidden treasure – the greatest value of behavioural analysis in gamification
Comarch Loyalty Breakfast 7th December 2016
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Małgorzata KendziorekGamification Business
Designer
• 7 years in IT • 3 years in gamification (B2C, B2B,
B2E) • Business Gamification Design &
consultancy for clients from: Europe, Asia, North & South America
• Co-operation with clients from: Europe, Asia, Australia, North & South America
Each IT project is a new adventure. Each gamification is a real treasure hunt, where we can receive
much more than expected results.
„The process of using game mechanics and game thinking in non-gaming contexts to
engage users and solve problems.”
Deterding, 2011
Stone-skimming The Witcher III
Game elements:
GoalProgress
CompetitionTitle
Game elements:
StorytellingChallengesOpen worldMastery
Gamification utilizes these game elements and their potentials to create similar game-like experiences in another context.
League of Legends - 32 million monthly and 12 million daily active playersSource: http://leagueoflegends.wikia.com/wiki/File:Lol_infographic.png
Europe, Middle East & Africa - 446 million gamersSource: http://www.bigfishgames.com/blog/stats/video-gamers-worldwide/
If all the users of World of Warcraft’s game time was added together it would amount to: 5.9 million yearsSource: http://neomam.com/blog/8-awe-inspiring-video-game-infographics/
Who are we going to engage?
What goals should our gamification achieve?
Gamification project – a schematic
Starting point
Analysis & Concept
Scope & Mechanics Development Go-live &
Maintenance
new features, new groups of users, etc.
Information about users’: habits, motivators, frequency of usage, devices, favourite app features, results, etc.
Gather – Analyze – Adjust
Gather Analyze Adjust
Information about users, especially their: • habits • what motivates them in
the short and long term • frequency of usage • devices they are using • favourite app features • results • etc.
We uses data from: • Google Analytics adjusted
for the particular project • System/app statistics • Google play & AppStore
statistics
Our team includes: • Business Analytics • Creative Gamification
Designers • IT Consultants and more
That combination results in small changes in the mechanics that may: • improve gamification
experience • strengthen interaction
between the solution and its users
• create more ways of play adjusted to particular users
Behavioural analysis
Hidden treasure
Let them compete!
In GA we observed that the leaderboard was the second most popular part of the application and the most time-consuming one. In response we increased possibilities of competition between users.
Improvements: educational duels
Result: frequency of usage of the app increased from a few times per week to a few times per day.
Project goal: to make program members use the app at least once or twice per week to build brand awareness.
More accessible
Owing to system statistics and statistics from GA we observed that users like reading educational articles. There are also specific rush hour for that activity.
Improvements: knowledge base, adjustment of timing for notifications connected with educational articles.
Result: number of articles read and time spent on it increased.
Project goal: increase open and conversion rate.
Game I like
Owing to system statistics and information from in-app survey, we could identify which tasks (mechanics, content) are the most attractive to our users.
Improvements: focus on specific mechanics and content in tasks.
Result: higher number of attempts to solve a tasks and increased time of a single web session.
Project goal: the more people make an attempt to solve a task, the larger the knowledge about product offer they will have, to buy particular products.
More social
Owing to system statistics we noticed that virtual assets like badges are the best features that encourage users buy additional products, share information via Social media and more.
Improvements: adding more badges, introduction of combo-badges.
Result: increase in purchases of particular products and constant high users’ activity on Social media.
Project goal: increase in purchases, boost of viral potential, creation of Brand Ambassadors.
Well-designed gamification can achieve defined business goals. Combined with behavioral analysis, it can enlarge results and
strengthen interaction with target groups.
Małgorzata KendziorekGamification Business
Designer
Questions?More about my work:
https://pl.linkedin.com/in/mkendziorek
http://www.slideshare.net/MagorzataKendziorek