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Measuring the Success of Gamification

Nicole Peterson
Wednesday, Sep 14, 2011 at 2:00 PM

So now that you know how to get your game on, let's cover a bit more about the momentum behind gamification and how brands measure success.


gaming kpi image 

More than just fun


Gamification is becoming big business. According to a VentureBeat article, gamification will generate $1.6B by 2015 and is estimated to grow by 150% over the next two years.  Gartner recently added gamification to their hype cycle and estimate that by 2015, 50% of companies that manage innovation processes will have incorporated gaming.


But adding gaming elements to a campaign isn't child's play. There are great ways to do it right and ensure that your customers will engage with you. Resource Interactive has run numerous gamified campaigns and shares some tips for creating a successful game.


Be Aware of your elements


Although gamification is a new concept to all of us, from years of previous experience playing games, consumers have a pretty set list of expectations of what makes a game a game. Know the items that you have at your disposal to gamify a campaign:

  • Points systems
  • Scoreboards
  • Badges or Rewards
  • Goals
  • Escalation (new levels, etc.)
  • Avatars and virtual goods
 

You don't need to use all of the above, but adding at least one (or a small combination) will ensure that folks "play."  Take the time to map out the rewards system and various levels within your games so it's clear to folks when they start playing. Think about ways you can add elements that keep consumers coming back.


The great part about using Microsoft Tag as an entry point for your game is that Device ID lets you track user participation. By tracking the number of times a particular device has scanned, you can measure the "stickiness" and effectiveness of your game. We'll be posting an in-depth how-to article tomorrow on Device ID so you can learn all the ways to use it to the fullest.


Know your audience


Gamification has broken all the rules when it comes to determining what audiences will respond best. It's no longer a safe assumption to just think it's appealing to males ages 18 to 34 and restricted to a PC or console. In fact, a recent study by Flurry showed that the average mobile social gamer is 53% female and 78% are aged 18 to 44. That's a HUGE audience at your disposal.


Game KPI Image


game kpi graphic image 


Jane McGonigal, director of games research and development at the Institute for the Future is an expert in gaming - she points out that worldwide, we spend 3 BILLION hours a week playing computer and video games. And that's just for traditional games - imagine how that number will increase when gamification is pervasive across everyday life experiences.

 

Key Performance Indicators


So how do you know when you've stuck gaming gold? BigDoor, a gaming loyalty platform, recently created Engagement Economy that rewards site visitors with virtual currency from various publishers. Publishers who participated in a private beta found that their participants were 300% more likely to return to the publisher's site than those who don't have any loyalty program and their overall site engagement increased by 30%.  

Below are a few other KPIs to use when evaluating the success of your games. These come from VerticPortals "Social Gaming" white paper.


KPI graphic 

Tag Gets in the Game
 
When looking at the above list, there are numerous ways that Tag can help you enable your campaign to be a measurable success.

  • As we mentioned before, Device ID can be used to track the scan activity of particular devices, helping you to measure the overall number of active and repeat users.
  • The new Tag app for iPhone and Android allow you to immediately share mobile experiences from directly within the app, making it easy for players to let their social networks know about your campaign.
  • Our new Scan Data API will give you reporting on the number of times your mobile experience has been shared through our app.
  • Add Real Time Location elements in to easily to enhance your game, capturing customers in the moment and encouraging game play. Tag can deliver location data of each scan. Check back tomorrow for a tutorial on adding RTL to your Tag campaign 

Tag has been integrated in interesting ways to add a gaming experience. On our Twitter feed, you'll find a Tag that was created by one our followers who tracked the location of each scan – each time a new person scanned the Tag, it "traveled" the distance between the two points. After just a few short days, it traveled 88,000 miles.


Adding a gaming element to your campaign via Tag can be a quick (and addictive) way to engage with your audience. Let us know the ways you have used Tag to gamify your campaigns with your comments below or on Facebook or Twitter.

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