what is gamification? - wanda meloni - m2 reseach
DESCRIPTION
Gamification is on everyone’s lips these days. Using game-like mechanics and systems to increase fun and engagement is a relatively new and expansive topic, subject to much debate and dialogue. Without a doubt: If "engagement" is the super metric of the next decade, then "gamification" is its elixir. What do we mean by gamification, featuring Wanda Meloni. To mark this first-ever conference on an emerging field that will touch just about every business and social sector, we are pleased to exclusively unveil the first-ever research around codifying the size and growth potential for gamified goods, services and brands. Audience members will hear Wanda Meloni, M2 Research, describe for the first time the important findings of this one-of-a-kind months-long ressearch.TRANSCRIPT
Gamification - LEVEL 1
Presented at Gamification Summit by Wanda Meloni, January 20, 2011M2 Research
M2 Research Overview
Company Overview
M2 Research Covers:• Content Creation• Games and Entertainment• User/Consumer Segmentation: Profiles and Demographics• Emerging Trends: Mobile, Microtransactions, Cloud• Technology: Platforms, Tools, Production Pipelines
Our Analysis Includes : • Market Reports, Newsletters, and Briefs• Industry Surveys• Customized Market Profiles and Analysis• Assist Clients with Marketing, Competitive and Growth Strategies
M2’sView of MarketsIndustrial Consumer
Source: M2 Research
Consumer Engagement and Loyalty
Customize products, collect points, spend on more products
Gamification Today
Nissan Leaf
Devhub EpicWin
MaxMara
Huffington Post
Mint.com
Gamification Survey – Level 1
Source: M2 Research
Survey Findings
M2 Industry Study -Vendors
BadgevilleBig Door MediaBunchballCynergyGamifySpectrumDNAReputelyLeapfrog BuildersiActionableSCVNGRManumatix
Gamification Features
Source: M2 Research
What are your clients currently asking for with game mechanics?
Gamification Adoption Cycle
Source: M2 Research
Education Feature Definition Implementation Completed0%
5%
10%
15%
20%
25%
30%
35%
40%
What is the current breakdown of your clients on the gamification adoption curve?
Gamification Industries
How does your client base currently break down by industry?
Source: M2 ResearchEnter-
tainment Publisher Consumer
Goods Healthcare Financial Retail Education Telecom
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Source: M2 Research
Gamification Business Models
Fixed Fee 24%
Subscription 55%
Percent of Revenue 7%
Other 14%
How do you charge for your service?
Gamification Market Size
2010 2011 2012 2013 2014 2015 2016$0
$1
$2
$3
$4
$5
$6
$7
$8
$9
$10 Social Media Marketing
Gamification
Spending on Social Media Marketing and Gamification
(in billions)
Source: M2 Research
3% 5% 6%10% 16%
23%
31%
Additional Survey Findings
1. Gamification projects – almost entirely from marketing
2. 80% are completely focused on gamification
3. Average growth rate for next 2 years – 150%
4. Investment in market still a big play for 2011/2012
Source: M2 Research
Level 1 - Observations
1. Need to move beyond a pure marketing play:• Gamification budgets – almost entirely from marketing• Engagement must be built in at product development level
2. Done properly requires understanding:• Game mechanics• Real-time data analysis and social networks
3. There is risk:• Trial and error is part of learning curve• Keep “player” in mind when building
4. There are skeptics (but):• Emerging markets always require education• Build products responsibly
Co-op FTW
Help us discover and define the market
Metrics? How do we measure this?
The sky might be the limit
What is the potential opportunity for ROI?
