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RESOURCE INTERACTIVE                                         THINK ABLE	   GAME ON
                                                                             2010




      Game	On:	Game	Mechanics	Give	Brands	a	New	Power	Play




      RESOURCE INTERACTIVE | ©2010 Point of View | Game On                           1
RESOURCE INTERACTIVE                                                                         THINK ABLE	           GAME ON




      Gamification


      Life	has	always	been	a	contest—for	survival,	for	                 Used wisely, gamification represents a perfect
                                                                        example of the “O.P.E.N.” model for building
      dominance,	for	power,	for	recognition.	These	days,	
                                                                        brand devotion among consumers. As we wrote
      we	also	compete	against	our	own	boredom,	seeking	                 in our book,	The Open Brand, being O.P.E.N.
      diversion	even	during	everyday	activities	like	stopping	          means being:
      for	a	latte	or	shopping	for	laundry	detergent.	Enter	
      game	mechanics	(aka	“gamification”),	the	fast-growing	                        On-demand—Delivers	accessible,	
      array	of	activities	that	engage	consumers	online	and	                         self-directed	and	instantly	gratifying	
      off	through	competitions,	rewards,	ego	boosters	and	                          experiences.

      virtual	entertainments.	
                                                                                    Personal—Facilitates	meaningful	
      Foursquare	now	has	over	3 million users	who	have	posted	over	
                                                                                    interaction	with	individuals.
      1OO million checkins.
      	—Softpedia,	August	30th,	2010:	RJMetrics,	July	20th,	2010


      More	than	5OO	million	active	users.	15O million of which
      access	Facebook	through their mobile devices.                                 Engaging—Deepens	attachment	
      —Facebook.com	Statistics,	August,	2010	                                       through	relevant	emotional	
                                                                                    experiences.
      Geolocation	users	are	38% more likely	than	the	average	US	
      online	adult	to	say	that	friends and family ask their opinions	
      before	making	a	purchase	decision.	
      —Forrester,	July	2010,	Location-Based	Social	Networks                         Networked—Taps	the	exponential	
                                                                                    potential	of	individual	consumers	and	
                                                                                    online	communities.




      RESOURCE INTERACTIVE | ©2010 Point of View | Game On                                                                    2
RESOURCE INTERACTIVE                                                                                             THINK ABLE	          GAME ON




      Know	Your	Game	Pieces


      Here’s	our	game	mechanics	play	book	for	winning	
      customer	attention,	affection,	and	loyalty.	

      Game	mechanics	come	in	countless	flavors,	but	the	building	
      blocks	are	the	same:
      	

            	 Points Systems—Spur	desirable	actions	(purchases,	
              referrals,	reviews,	check-ins,	etc.)	with	points	that	can	be	
      redeemed	for	rewards,	status	or	service	upgrades,	badges	or	
                                                                                    	 Goals—The	ultimate	purpose	for	the	games;	goals	are	
                                                                                      often	broken	into	more	attainable	missions	(“earn	super	
                                                                              user	status!”)	to	encourage	escalation	to	higher	levels	of	play	
      other	cool	“must	haves”	(or	for	the	virtual	currency	to	buy	those	      (and	engagement).
      things).	Points	systems	are	often	at	the	heart	of	loyalty	programs	
      such	as	frequent	flyer	programs.	

                                                                                    	
                                                                                    Escalation—The	stepping	stones	to	higher	levels	
                                                                                    of	status,	recognition	and	rewards,	escalation	paths	

            	Scoreboards (aka Leaderboards)—Public	recognition	
             that	showcases	the	top	contributors,	referrers,	point-
      leaders,	etc.,	inspiring	a	competitive	spirit	that	drives	ongoing	
                                                                              seamlessly	inspire	greater	loyalty	and	increased	interaction.


      engagement.
                                                                                    	 Avatars and virtual goods—Celebrations	of	the	self	
                                                                                      and	self-expression,	avatars	and	virtual	goods	allow	
                                                                              online	players	to	re-create	themselves	in	virtual	worlds,	and	

             	
           Badges & Awards—Colorful	status	symbols	users	
           earn	to	announce	their	contributions,	activities,	or	
      accomplishments.
                                                                              surround	themselves	with	digital	reproductions	of	their	favorite	
                                                                              things	(from	favorite	brands).




      RESOURCE INTERACTIVE | ©2010 Point of View | Game On                                                                                        3
RESOURCE INTERACTIVE                                                                                  THINK ABLE	          GAME ON




      Play	For	Keeps


      Brands	that	use	game	mechanics	wisely	offer	more	           Gamification	isn’t	a	one-size-fits-all	playground.	Getting	it	just	
                                                                  right	is	both	an	art	and	a	science	(plus	a	pinch	of	alchemy).	
      than	momentary	entertainment—they	can	inform,	
                                                                  	
      inspire,	enlighten	and	delight	customers	over	the	long	     The Art—Choosing	and	designing	the	right	gaming	features—
      haul.	They	can	turn	average	customers	into	loyal	fans,	     whether	points	or	badges,	status	levels	or	avatars—and	fusing	
      and	transform	already	loyal	customers	into	avid	brand	      them	into	a	seamless	extension	of	your	brand.	
      evangelists,	at	the	ready	to	answer	questions,	convert	     The Science—Functional	implementation	of	the	game	
      their	social	networks	into	customers,	and	tell	the	world	   mechanics	to	ensure	reliability	and	responsiveness,	and	analytics	
      about	new	products	and	features.                            collection	to	support	reporting,	data	mining	and	long-term	
                                                                  strategic	planning.	
      	
                                                                  The Alchemy—The	spark	of	life	that	touches	off	a	firestorm	of	
                                                                  playful	engagement,	from	FourSquare	check-ins	to	Yelp	reviews	
                                                                  to	Second	Life	“private	island”	sales.

                                                                  Get	the	recipe	right,	and	your	customers	cheer.	Get	it	wrong,	
                                                                  and	they	snore.	As	in	most	complex	games,	winning	requires	
                                                                  strategy,	and	the	ability	to	think	a	few	moves	ahead.	




      RESOURCE INTERACTIVE | ©2010 Point of View | Game On                                                                              4
RESOURCE INTERACTIVE                                                                                          THINK ABLE	          GAME ON




      Play	For	Keeps:	The	Key	Steps


      01	     Plan first, play later—Great	gamification	demands	great	
              advance	work.	Take	the	time	to	define	the	levels,	rewards,	
      points	system,	goals,	and	other	game	components	before	you	
                                                                            03	    Don’t toy with your brand—Off-brand	game	
                                                                                   mechanics	can	be	worse	than	no	gamification	at	all.	
                                                                            Game	mechanics	must	be	treated	as	*part*	of	your	brand,	not	
      start	building	your	system.	Think	about	how	to	keep	customers	        an	add-on	for	purely	promotional	purposes.	Gaming	elements	
      coming	back	for	more	(and	different)	experiences;	how	to	inspire	     must	be	relevant,	appropriate,	and	creatively	matched	to	a	
      viral	sharing	and	word-of-mouth;	and	how	the	game	reflects	and	       brand	and	its	audiences,	or	the	brand	will	be	a	big	loser.
      enhances	your	brand’s	value	proposition	and	your	customers’	
      sense	of	brand	stewardship.

                                                                            04	     Pick your team wisely—Partnering	with	the	right	
                                                                                    experts	and	providers	can	make	all	the	difference.	

      02	      Target with care—Your	customers	and	prospects	come	
               in	many	shapes,	sizes,	demographics	and	social	graphs.	
      Target	specific	audiences	with	relevant	experiences	that	fit	their	
                                                                            Resource	Interactive	has	frequently	partnered	with	Bunchball,	
                                                                            an	industry	leader	in	game	mechanics,	because	of	their	wealth	
                                                                            of	experience	in	creating	compelling	and	on-brand	games	that	
      lifestyles	and	interests,	and	be	true	to	the	uniqueness	of	your	      spark	audience	participation.	Bunchball,	in	turn,	enjoys	working	
      customers	or	visitors	(simply	retrofitting	the	same	game	for	         with	Resource	because,	as	Bunchball	founder	Rajat	Paharia	put	
      multiple	audiences	won’t	cut	it).                                     it,	“We	get	to	learn	about	new	channels	by	working	with	them,	
                                                                            and	we	discover	how	to	make	a	game	and	brand	sing	in	that	
                                                                            space.	It’s	a	really	exciting	type	of	partnership.”	




      RESOURCE INTERACTIVE | ©2010 Point of View | Game On                                                                                      5
RESOURCE INTERACTIVE                                                                                                    THINK ABLE	                 GAME ON




      Who’s in the game?

      Vail,	Colorado’s	EpicMix:	Sport	as	Game


      The	ultimate	on-demand	experience	in	the	O.P.E.N.	                   Stat Shot: Mobile Web Rising
      playbook	is	also	the	fastest	rising	media	outlet	since	
                                                                             According to Nielsen Media1, by early 2010, there were
      the	Internet:	Mobile.	Thanks	to	smartphones,	gaming	                   60.7 million mobile Web users over the age of 13 in the
      apps	and	location-based	services	such	as	FourSquare,	                  U.S. (up 33% from 2008), with smartphones accounting for
      Gowalla,	MyTown	and	Facebook	Places,	brands	have	                      18% of mobile devices in use (up from 13% in 2008). By
      never	been	more	portable.	Brands	that	merge	mobile	                    mid- 2011, Nielsen predicted a U.S. smartphone user base
                                                                             of 150 million, and growing fast. And smart brands will
      with	real-time	and	real-world	are	taking	the	game	                     have an app for that.
      experience	to	whole	new	heights.
                                                                              2010	Nielsen	Media	Industry	Fact	Sheet,	http://blog.nielsen.com/nielsenwire/
                                                                             1	


      Vail,	Colorado’s	ski	resorts	launched	the	immersive	EpicMix	app	       press/nielsen-fact-sheet-2010.pdf	
      in	2010	to	track	the	exploits	of	skiers	and	boarders	through	an	
      RFID	code	on	their	lift	passes.	Apres	ski,	users	can	relive	their	
      day	by	viewing	maps	and	stats	of	their	runs,	and	collecting	
      unique	pins	for	various	exploits	(and,	of	course,	post	it	all	to	
      Facebook	and	Twitter).

      With	the	free	EpicMix	mobile,	users	can	locate	and	chat	with	
      other	pals	on	the	slopes,	check	real-time	snow,	traffic	and	
      weather	reports,	and	view	their	EpicMix	maps,	stats	and	pin	
      awards	while	they’re	still	on	the	mountain.




      RESOURCE INTERACTIVE | ©2010 Point of View | Game On                                                                                                    6
RESOURCE INTERACTIVE                                                                                                      THINK ABLE	                 GAME ON




      Who’s in the game?

      Cascadian	Farms:	Faux	Berries,	For-real	Customers


      The	Personal	piece	of	the	O.P.E.N.	brand	comes	to	                     Stat Shot : Online Gaming Nips at the Heals
                                                                             of Social Networking
      life	in	the	virtual	world,	where	players	can	recreate	
      their	playspace	in	their	own	image.	The	most	richly	                     Ten percent of U.S. Internet time is now spent on online
      engaging	game	mechanics	are	those	that	take	users	                       games, according to Nielsen NetView. While social
      out	of	their	daily	life	completely,	offering	escapism,	                  networking still reigns supreme at 43 percent, gaming
                                                                               leapfrogged to the number two spot (overtaking personal
      role-playing,	and	new	worlds	to	explore.	Bathing	
                                                                               emailing) in online engagement. Email dropped from 11.5
      avatar-based	participants	in	subtle	(or	even,	not-                       percent to 8.3 percent of user’s online time, while gaming
      so-subtle)	brand	messaging	and	experiential	game	                        showed an upward trend that’s likely to continue2.
      mechanics	can	take	customer	loyalty	to	a	whole	new	
                                                                               	Nielsen	blogpost,	August	2,	2010,	http://blog.nielsen.com/nielsenwire/online_
                                                                               2

      level	of	virtual	play.                                                   mobile/what-americans-do-online-social-media-and-games-dominate-activity/

      Oregon’s	organic	Cascadian	Farms	found	a	growing	market	
      for	its	virtual	bounty	among	the	faux	farmers	of	Zynga’s	hugely	
      popular	FarmVille	game.	During	the	summer	of	2010,	gamers	
      used	their	FarmVille	credits	to	plant	more	than	310	million	virtual	
      organic	Cascadian	Farms	blueberries.

      More	than	a	million	FarmVille	farmers	also	friended	Cascadian’s	
      virtual	organic	gardener	on	Facebook,	planting	the	seeds	for	a	
      more	direct	connection	to	the	brand.




      RESOURCE INTERACTIVE | ©2010 Point of View | Game On                                                                                                      7
RESOURCE INTERACTIVE                                                                                       THINK ABLE	         GAME ON




      Who’s in the game?

      HP’s	CampusKarma:	School	Plays


      The	final	word	in	O.P.E.N.	is	“Networked,”	a	                       Rajat Paharia, Founder, Bunchball: Emotional Connections
                                                                          in a Virtual World
      driving	force	in	the	engagement	strategy	for	HP’s
      CampusKarma	campaign.	Resource	Interactive	and	                       “Virtual goods have the same emotional impact as brands
      Bunchball	partnered	to	create	the	campaign,	which	                    in the real world,” notes Bunchball’s founder, Rajat Paharia.
      was	targeted	at	increasing	the	computer	maker’s	                      “[As a consumer], you’re paying for the intangibles of the
                                                                            brand. Same as in the real world, those things matter.There’s
      Facebook	fan	base,	upping	registration	for	the	
                                                                            the emotional angle to the virtual world: It’s a commitment
      education	sales	portal	HP	Academy,	and	sparking	                      to your status and your creativity. People have these multiple
      community,	dialogue	and	word-of-mouth.                                budgets in their heads – the identity budget is worth 10 times
                                                                            more than anything else they’re budgeting for. So, they’re
      The	hugely	successful	campaign	(which	first	ran	for	six	weeks	in	     willing to spend very real money in virtual games to enhance
      late	summer,	2010)	offered	cash	scholarships	and	share-with-a-        their sense of self.”
      friend	computer	prizes,	and	enticed	engagement	with	multiple,	
      point-earning	activities	and	levels	of	play.	CampusKarma	
      surpassed	expectations	by	increasing	the	number	of	HP	
      Academy	Facebook	fans	from	900	to	more	than	24,000	over	a	
      3-month	period,	and	engaging	an	active	player	base	of	800	
      fans	during	the	course	of	the	campaign.	




      RESOURCE INTERACTIVE | ©2010 Point of View | Game On                                                                                   8
RESOURCE INTERACTIVE                                                                            THINK ABLE	          GAME ON




      RI:	Gamification	Futurecast


      We’ve	talked	about	some	of	the	key	trends	and	
      opportunities	we	see	for	brand	gamification	in	its	    01	      “Watch	for	automatic (passive) check-ins and
                                                                      integrated brand experiences,”	says	RI’s	Dan	Shust,	
                                                             who	points	to	EpicMix	as	being	on	this	new	leading	edge.	
      current	state,	but	we	wanted	to	close	with	some	       “Everything	will	be	happening	behind	the	scenes	-	you’ll	sign	
      thoughts	about	where	all	of	this	is	headed,	and	       up	once,	and	your	game	will	follow	you	wherever	you	go.	So,	
                                                             you’ll	earn	points,	badges	and	awards,	go	up	levels,	and	climb	
      how	we’re	continuing	to	help	our	clients	move	the	
                                                             the	leaderboards	without	needing	to	log	on	or	check	in.”	How	
      scoreboard.                                            will	this	happen?	“Consumers	will	be	tracked	invisibly	as	they	
                                                             go	through	their	day,”	Shust	explains,	noting	that	not	only	will	
                                                             their	activities	ring	up	game	rewards	automatically,	but	their	
                                                             movements	will	also	trigger	location-based	ads,	customized	
                                                             offers	and	other	push-not-pull	experiences.	



                                                             02	    Hand	in	hand	with	automatic	gamification	and	brand	
                                                                    immersion,	we’ll	see	privacy redefined.	To	avoid	a	
                                                             consumer	rebellion	against	persistent	tracking,	brands	will	
                                                             need	to	provide	more	iterative	and	intuitive	tools	that	allow	
                                                             consumers	to	opt-in	and	opt-out	on	the	fly,	and	also	based	on	
                                                             customizable	settings	that	make	it	easier	for	them	to	control	
                                                             when,	where	and	how	they’re	being	tracked	on	a	daily	basis.



                                                             03	     We	also	anticipate	continued	growth	in	social
                                                                     entrepreneurism via gaming—it’s	not	just	good	for	the	
                                                             world,	it’s	a	smart	brand	strategy.	From	virtual	fundraisers	for	
                                                             disaster	victims	(as	held	by	Zynga	and	others)	to	gamification	
                                                             to	inspire	conservation	(as	Google’s PowerMeter	scoreboard	
      	                                                      does),	games	are	increasingly	becoming	a	vehicle	for	doing	
                                                             good	while	having	fun.


      RESOURCE INTERACTIVE | ©2010 Point of View | Game On                                                                       9
RESOURCE INTERACTIVE                                                                                    THINK ABLE	         GAME ON




      The	Final	Word


      JANE	McGONIGAL,	DIRECTOR	OF	GAMES	RESEARCH	AND	DEVELOPMENT,	INSTITUTE	FOR	THE	FUTURE




    “As a planet, we spend 3 billion hours a week
     playing computer and videogames. That’s
     a LOT of time—enough to change our lives,
     and probably save the world (the real world)
     while we’re at it.”                                     As	written	by	McGonigal	in	her	Avantgame	blog.	McGonigal	has	proven	
                                                             that	games	can	be	a	serious	business	by	sparking	attention	and	inspiring	
                                                             change	with	projects	such	as	World	Without	Oil,	in	which	participants	
                                                             role-played	(and	documented	with	1,500	videos,	blogposts,	voicemails	
                                                             and	images)	how	they	would	respond	in	a	major	global	oil	crisis.




      RESOURCE INTERACTIVE | ©2010 Point of View | Game On                                                                               10
RESOURCE INTERACTIVE                                                                      THINK ABLE	   GAME ON




      Want	to	know	more?


      Want	to	know	more	about	how	Resource	Interactive	
      can	help	you	play	for	keeps	with	your	customers?		


      Connect	with	Dan.

                                                             Dan Shust
                                                             Executive Director,
                                                             RI:Lab

                                                             Email: dshust@resource.com
                                                             Phone: 614-621-2888
                                                             Twitter:	@getshust




      RESOURCE INTERACTIVE | ©2010 Point of View | Game On                                                        11

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Game On: Gaming Mechanics

  • 1. RESOURCE INTERACTIVE THINK ABLE GAME ON 2010 Game On: Game Mechanics Give Brands a New Power Play RESOURCE INTERACTIVE | ©2010 Point of View | Game On 1
  • 2. RESOURCE INTERACTIVE THINK ABLE GAME ON Gamification Life has always been a contest—for survival, for Used wisely, gamification represents a perfect example of the “O.P.E.N.” model for building dominance, for power, for recognition. These days, brand devotion among consumers. As we wrote we also compete against our own boredom, seeking in our book, The Open Brand, being O.P.E.N. diversion even during everyday activities like stopping means being: for a latte or shopping for laundry detergent. Enter game mechanics (aka “gamification”), the fast-growing On-demand—Delivers accessible, array of activities that engage consumers online and self-directed and instantly gratifying off through competitions, rewards, ego boosters and experiences. virtual entertainments. Personal—Facilitates meaningful Foursquare now has over 3 million users who have posted over interaction with individuals. 1OO million checkins. —Softpedia, August 30th, 2010: RJMetrics, July 20th, 2010 More than 5OO million active users. 15O million of which access Facebook through their mobile devices. Engaging—Deepens attachment —Facebook.com Statistics, August, 2010 through relevant emotional experiences. Geolocation users are 38% more likely than the average US online adult to say that friends and family ask their opinions before making a purchase decision. —Forrester, July 2010, Location-Based Social Networks Networked—Taps the exponential potential of individual consumers and online communities. RESOURCE INTERACTIVE | ©2010 Point of View | Game On 2
  • 3. RESOURCE INTERACTIVE THINK ABLE GAME ON Know Your Game Pieces Here’s our game mechanics play book for winning customer attention, affection, and loyalty. Game mechanics come in countless flavors, but the building blocks are the same: Points Systems—Spur desirable actions (purchases, referrals, reviews, check-ins, etc.) with points that can be redeemed for rewards, status or service upgrades, badges or Goals—The ultimate purpose for the games; goals are often broken into more attainable missions (“earn super user status!”) to encourage escalation to higher levels of play other cool “must haves” (or for the virtual currency to buy those (and engagement). things). Points systems are often at the heart of loyalty programs such as frequent flyer programs. Escalation—The stepping stones to higher levels of status, recognition and rewards, escalation paths Scoreboards (aka Leaderboards)—Public recognition that showcases the top contributors, referrers, point- leaders, etc., inspiring a competitive spirit that drives ongoing seamlessly inspire greater loyalty and increased interaction. engagement. Avatars and virtual goods—Celebrations of the self and self-expression, avatars and virtual goods allow online players to re-create themselves in virtual worlds, and Badges & Awards—Colorful status symbols users earn to announce their contributions, activities, or accomplishments. surround themselves with digital reproductions of their favorite things (from favorite brands). RESOURCE INTERACTIVE | ©2010 Point of View | Game On 3
  • 4. RESOURCE INTERACTIVE THINK ABLE GAME ON Play For Keeps Brands that use game mechanics wisely offer more Gamification isn’t a one-size-fits-all playground. Getting it just right is both an art and a science (plus a pinch of alchemy). than momentary entertainment—they can inform, inspire, enlighten and delight customers over the long The Art—Choosing and designing the right gaming features— haul. They can turn average customers into loyal fans, whether points or badges, status levels or avatars—and fusing and transform already loyal customers into avid brand them into a seamless extension of your brand. evangelists, at the ready to answer questions, convert The Science—Functional implementation of the game their social networks into customers, and tell the world mechanics to ensure reliability and responsiveness, and analytics about new products and features. collection to support reporting, data mining and long-term strategic planning. The Alchemy—The spark of life that touches off a firestorm of playful engagement, from FourSquare check-ins to Yelp reviews to Second Life “private island” sales. Get the recipe right, and your customers cheer. Get it wrong, and they snore. As in most complex games, winning requires strategy, and the ability to think a few moves ahead. RESOURCE INTERACTIVE | ©2010 Point of View | Game On 4
  • 5. RESOURCE INTERACTIVE THINK ABLE GAME ON Play For Keeps: The Key Steps 01 Plan first, play later—Great gamification demands great advance work. Take the time to define the levels, rewards, points system, goals, and other game components before you 03 Don’t toy with your brand—Off-brand game mechanics can be worse than no gamification at all. Game mechanics must be treated as *part* of your brand, not start building your system. Think about how to keep customers an add-on for purely promotional purposes. Gaming elements coming back for more (and different) experiences; how to inspire must be relevant, appropriate, and creatively matched to a viral sharing and word-of-mouth; and how the game reflects and brand and its audiences, or the brand will be a big loser. enhances your brand’s value proposition and your customers’ sense of brand stewardship. 04 Pick your team wisely—Partnering with the right experts and providers can make all the difference. 02 Target with care—Your customers and prospects come in many shapes, sizes, demographics and social graphs. Target specific audiences with relevant experiences that fit their Resource Interactive has frequently partnered with Bunchball, an industry leader in game mechanics, because of their wealth of experience in creating compelling and on-brand games that lifestyles and interests, and be true to the uniqueness of your spark audience participation. Bunchball, in turn, enjoys working customers or visitors (simply retrofitting the same game for with Resource because, as Bunchball founder Rajat Paharia put multiple audiences won’t cut it). it, “We get to learn about new channels by working with them, and we discover how to make a game and brand sing in that space. It’s a really exciting type of partnership.” RESOURCE INTERACTIVE | ©2010 Point of View | Game On 5
  • 6. RESOURCE INTERACTIVE THINK ABLE GAME ON Who’s in the game? Vail, Colorado’s EpicMix: Sport as Game The ultimate on-demand experience in the O.P.E.N. Stat Shot: Mobile Web Rising playbook is also the fastest rising media outlet since According to Nielsen Media1, by early 2010, there were the Internet: Mobile. Thanks to smartphones, gaming 60.7 million mobile Web users over the age of 13 in the apps and location-based services such as FourSquare, U.S. (up 33% from 2008), with smartphones accounting for Gowalla, MyTown and Facebook Places, brands have 18% of mobile devices in use (up from 13% in 2008). By never been more portable. Brands that merge mobile mid- 2011, Nielsen predicted a U.S. smartphone user base of 150 million, and growing fast. And smart brands will with real-time and real-world are taking the game have an app for that. experience to whole new heights. 2010 Nielsen Media Industry Fact Sheet, http://blog.nielsen.com/nielsenwire/ 1 Vail, Colorado’s ski resorts launched the immersive EpicMix app press/nielsen-fact-sheet-2010.pdf in 2010 to track the exploits of skiers and boarders through an RFID code on their lift passes. Apres ski, users can relive their day by viewing maps and stats of their runs, and collecting unique pins for various exploits (and, of course, post it all to Facebook and Twitter). With the free EpicMix mobile, users can locate and chat with other pals on the slopes, check real-time snow, traffic and weather reports, and view their EpicMix maps, stats and pin awards while they’re still on the mountain. RESOURCE INTERACTIVE | ©2010 Point of View | Game On 6
  • 7. RESOURCE INTERACTIVE THINK ABLE GAME ON Who’s in the game? Cascadian Farms: Faux Berries, For-real Customers The Personal piece of the O.P.E.N. brand comes to Stat Shot : Online Gaming Nips at the Heals of Social Networking life in the virtual world, where players can recreate their playspace in their own image. The most richly Ten percent of U.S. Internet time is now spent on online engaging game mechanics are those that take users games, according to Nielsen NetView. While social out of their daily life completely, offering escapism, networking still reigns supreme at 43 percent, gaming leapfrogged to the number two spot (overtaking personal role-playing, and new worlds to explore. Bathing emailing) in online engagement. Email dropped from 11.5 avatar-based participants in subtle (or even, not- percent to 8.3 percent of user’s online time, while gaming so-subtle) brand messaging and experiential game showed an upward trend that’s likely to continue2. mechanics can take customer loyalty to a whole new Nielsen blogpost, August 2, 2010, http://blog.nielsen.com/nielsenwire/online_ 2 level of virtual play. mobile/what-americans-do-online-social-media-and-games-dominate-activity/ Oregon’s organic Cascadian Farms found a growing market for its virtual bounty among the faux farmers of Zynga’s hugely popular FarmVille game. During the summer of 2010, gamers used their FarmVille credits to plant more than 310 million virtual organic Cascadian Farms blueberries. More than a million FarmVille farmers also friended Cascadian’s virtual organic gardener on Facebook, planting the seeds for a more direct connection to the brand. RESOURCE INTERACTIVE | ©2010 Point of View | Game On 7
  • 8. RESOURCE INTERACTIVE THINK ABLE GAME ON Who’s in the game? HP’s CampusKarma: School Plays The final word in O.P.E.N. is “Networked,” a Rajat Paharia, Founder, Bunchball: Emotional Connections in a Virtual World driving force in the engagement strategy for HP’s CampusKarma campaign. Resource Interactive and “Virtual goods have the same emotional impact as brands Bunchball partnered to create the campaign, which in the real world,” notes Bunchball’s founder, Rajat Paharia. was targeted at increasing the computer maker’s “[As a consumer], you’re paying for the intangibles of the brand. Same as in the real world, those things matter.There’s Facebook fan base, upping registration for the the emotional angle to the virtual world: It’s a commitment education sales portal HP Academy, and sparking to your status and your creativity. People have these multiple community, dialogue and word-of-mouth. budgets in their heads – the identity budget is worth 10 times more than anything else they’re budgeting for. So, they’re The hugely successful campaign (which first ran for six weeks in willing to spend very real money in virtual games to enhance late summer, 2010) offered cash scholarships and share-with-a- their sense of self.” friend computer prizes, and enticed engagement with multiple, point-earning activities and levels of play. CampusKarma surpassed expectations by increasing the number of HP Academy Facebook fans from 900 to more than 24,000 over a 3-month period, and engaging an active player base of 800 fans during the course of the campaign. RESOURCE INTERACTIVE | ©2010 Point of View | Game On 8
  • 9. RESOURCE INTERACTIVE THINK ABLE GAME ON RI: Gamification Futurecast We’ve talked about some of the key trends and opportunities we see for brand gamification in its 01 “Watch for automatic (passive) check-ins and integrated brand experiences,” says RI’s Dan Shust, who points to EpicMix as being on this new leading edge. current state, but we wanted to close with some “Everything will be happening behind the scenes - you’ll sign thoughts about where all of this is headed, and up once, and your game will follow you wherever you go. So, you’ll earn points, badges and awards, go up levels, and climb how we’re continuing to help our clients move the the leaderboards without needing to log on or check in.” How scoreboard. will this happen? “Consumers will be tracked invisibly as they go through their day,” Shust explains, noting that not only will their activities ring up game rewards automatically, but their movements will also trigger location-based ads, customized offers and other push-not-pull experiences. 02 Hand in hand with automatic gamification and brand immersion, we’ll see privacy redefined. To avoid a consumer rebellion against persistent tracking, brands will need to provide more iterative and intuitive tools that allow consumers to opt-in and opt-out on the fly, and also based on customizable settings that make it easier for them to control when, where and how they’re being tracked on a daily basis. 03 We also anticipate continued growth in social entrepreneurism via gaming—it’s not just good for the world, it’s a smart brand strategy. From virtual fundraisers for disaster victims (as held by Zynga and others) to gamification to inspire conservation (as Google’s PowerMeter scoreboard does), games are increasingly becoming a vehicle for doing good while having fun. RESOURCE INTERACTIVE | ©2010 Point of View | Game On 9
  • 10. RESOURCE INTERACTIVE THINK ABLE GAME ON The Final Word JANE McGONIGAL, DIRECTOR OF GAMES RESEARCH AND DEVELOPMENT, INSTITUTE FOR THE FUTURE “As a planet, we spend 3 billion hours a week playing computer and videogames. That’s a LOT of time—enough to change our lives, and probably save the world (the real world) while we’re at it.” As written by McGonigal in her Avantgame blog. McGonigal has proven that games can be a serious business by sparking attention and inspiring change with projects such as World Without Oil, in which participants role-played (and documented with 1,500 videos, blogposts, voicemails and images) how they would respond in a major global oil crisis. RESOURCE INTERACTIVE | ©2010 Point of View | Game On 10
  • 11. RESOURCE INTERACTIVE THINK ABLE GAME ON Want to know more? Want to know more about how Resource Interactive can help you play for keeps with your customers? Connect with Dan. Dan Shust Executive Director, RI:Lab Email: dshust@resource.com Phone: 614-621-2888 Twitter: @getshust RESOURCE INTERACTIVE | ©2010 Point of View | Game On 11