Selling Gamification to Gamers aka Selling Ice to Iceland, Will Stuart-Jones
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Online gaming brands inherently understand the power of game science; it is the basis for generating revenue. Surprisingly few, however, have successfully applied the same techniques to marketing activities. In this session Will Stuart-Jones will unpack the challenges that brands such as Foxy Bingo and Stride Gaming often encounter and explain how these organisations have moved from being gamification novices to experts by adding gamification into their player engagement strategies and at all stages of the customer life cycle.
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Selling Gamification to Gamers aka Selling Ice to Iceland, Will Stuart-Jones
- 1. “SELLING ICE TO ICELAND” Will Stuart-Jones Head of Solutions Consulting Gamification Europe 2018
- 2. 07/12/2018 3radical confidential 2 ‘Player to Professional’
- 3. 07/12/2018 3radical confidential 3 Pivotal Moments?
- 11. $55 billion
- 15. CHALLENGES 07/12/2018 3radical confidential 15 • Obsolete technology • Slow to build • Resource intensive • Simple • Non-reusable • Reliance on cash bonuses
- 16. 07/12/2018 3radical confidential 16 Could 3radcial create something innovative that would cut through the noise?
- 17. 07/12/2018 3radical confidential 17 GAME MECHANICS LIBRARY ‘Audience Engagement Console’ WEB FRAMEWORK FLEXIBLE REWARDS
- 18. 07/12/2018 3radical confidential 18 • Unlikely to win on Day One! • Repeat engagement • Repeat website traffic • Mix of cash/non-cash prizes SOLUTION
- 19. 07/12/2018 3radical confidential 19 Could we encourage players to submit first- party data and wager a little more each day?
- 20. 07/12/2018 3radical confidential 20 • Complete Survey • Wager £10/£20/£50 (Standard) • Wager £20/£40/£100 (VIP) SOLUTION
- 21. 07/12/2018 3radical confidential 21 SOLUTION
- 22. SOLUTION – WAGERING CHALLENGES Foxy Bingo Customer Foxy Bingo Website (with Voco-powered iFrame) Foxy Bingo Customer’s Device 3radical ‘Voco’ (AWS Hosted) MySQL API Server Campaign Management Server Content Management Server Game Reward Event Customer sees a challenge to earn a marketing game bonus (extra dice roll in board game) by wagering £10 on Foxy Bingo in next 24 hours. Customer sees ‘Wager Now’ Challenge Marketing Game Bonus Released GVC Gaming Platform User Wages on Games 1 1 2 2 Customer wagers directly on Foxy Bingo generating wagering data on 888 platform (customer may wager small amounts, e.g. 50p at a time). 3 4 3 Un-aggregated wagering data is sent to 3R as a Kinesis stream, ‘worker’ processes strip unused data and store key wagering data in Elastic Search (keyed on Customer ID). 4 Additional processes aggregate data to determine if threshold has been met (e.g. £10 in 24 hrs), marketing game reward then released (extra dice roll) and details stored in MySQL.
- 23. 07/12/2018 3radical confidential 23 Would it be successful?
- 25. 07/12/2018 3radical confidential 25 What did it mean for Foxy Bingo?
- 26. 07/12/2018 3radical confidential 26 Go Live 30% Increase
- 27. 07/12/2018 3radical confidential 27 30% More Active Players 100% M-o-M Retention
- 28. 07/12/2018 3radical confidential 28 Should we have been surprised?
- 29. We weren’t the only people impressed with the results… 29
- 30. 07/12/2018 3radical confidential 30 The story since then…
- 31. ACQUISITION (AND LAPSED RE-ENGAGEMENT) 07/12/2018 3radical confidential 31 SOCIAL DISPLAY ADS EMAIL IN VENUE SEARCH “Play our great scratch-card game for the chance to win a sign-up bonus of up to $10,000 and an all expenses paid trip to Las Vegas!” 3x
- 32. ACQUISITION (PEER-TO-PEER REFERRALS) 07/12/2018 3radical confidential 32 “Earn a $50 bonus for each person you refer that registers and deposits – each friend will also receive an initial sign-up bonus” EXISTING CUSTOMER REFERRED CUSTOMER “Use my referral link for a great sign-up bonus – refernow.me/PLT/abcxyz”$50 Dollar Bonus $25 Dollar Bonus
- 33. ONBOARDING 33 Following registration you will want players to complete key tasks and move through first time deposit/wager to repeat play behaviour, potentially across multiple propositions. ADD PAYMENT INFO FIRST WAGER FIRST DEPOSIT “You have completed four of the six initial tasks, we’ve released an onboarding bonus! ” CROSS SELL
- 34. 07/12/2018 3radical confidential 34 One final challenge…
- 36. “Have you considered playing this [lower risk] game? Why not take some time to check out these other great things you can do?” RESPONSIBLE GAMING 36 AT RISK CUSTOMER WATCH VIDEO COMPLETE QUIZ VISIT WEBSITE Repeat engagement and longer dwell time allow responsible gaming messages to be presented to players at an appropriate time based on insight to divert players to lower risk games or alternative forms of engagement that to allow players to take an appropriate break.
- 37. 07/12/2018 3radical confidential 37 …that could be huge.
- 38. 07/12/2018 3radical confidential 38 THANK YOU PLEASE CONTACT US AT INFO@3RADICAL.COM
Notas del editor
- As the theme of this year's conference is moving from 'Player to Professional’…
- In the run up the event I have spent a lot of time thinking about what the pivotal moments have been in 3radical's development, as we have followed the same path as many of you as we have strived to bring gamification to the masses. And in doing so, one particular moment stood out for me… which I'd like to share with you today.
- This moment occurred a couple of years back, in 2016…
- When 3radical decided to attend a large UK tradeshow known as 'Technology for Marketing' TFM (as it is also known) is the UK's premier event for showcasing - unsurprisingly - technology designed to help brands execute better and more successful marketing campaigns.
- As a relatively new technology company, 3radical were keen to make a big splash at the event and so arranged a large stand, that encouraged people to engage with us using - you've guessed it - a range of game mechanics, such as this giant wheel of fortune.
- As with any tradeshow during the event we had many interesting conversations with people from all sorts of different industries and backgrounds. And so it was that I found myself talking to a representative of a company called GVC, who specifically worked for one of their major brands - Foxy Bingo.
- For any of you who are not familiar with the Foxy Bingo brand - "Foxy" are a leading gaming operator who run an online gaming site offering bingo and slots among other games…
- At the time of the event, the Foxy brand was represented by a six foot furry fox character who, after a lengthy ad campaign, was revealed as being played by Hollywood A-Lister Heather Graham who, it was rumoured, received a seven-figure sum for work But I digress…
- As I’m sure most of you in the room will appreciate, online bingo, and online gaming in general, is a highly competitive space…
- It is also a highly lucrative industry – in fact is it currently estimated to be worth over $55bn, with that value having doubled since 2009… GVC, who own Foxy Bingo, are one of the largest players in this market, with a turnover of just under $1bn in 2017 – a good analogy is that they are Goliath and we are David in comparison.
- Initially I was somewhat surprised - although 3radical creates gaming mechanics, we do not build 'pay to play' games so I was gearing myself up for what might be an interesting but ultimately fruitless discussion on the stand. After all, what are the chances we, a small gamification software vendor, could successfully sell games to a huge operator like GVC? Surely, it would be like selling ice to Iceland?
- However, as the conversation unfolded it became clear that Foxy Bingo were actually looking for companies that could provide game mechanics to use for marketing purposes and so far hadn’t found any companies that did this… …as a result Foxy Bingo were having to build their own in-house marketing game mechanics, to execute what they referred to as 'Everyone's a Winner' campaigns. These games were being used to either incentivise new customers to sign-up for the first time or re-engage with previously active players.
- The mechanics themselves were relative simple, with either a fixed reward or 'Random Number Generator' linked to a basic mechanic, where players clicked or selected an item from a number of options available - as this clip illustrates. On 'winning' players would invariably earn a cash bonus to then play a Foxy Bingo game, which was also problematic for GVC as the UK government had recently introduce an additional on 'free money' rewards.
- Although these mechanics were proven to be successful, GVC were struggling to maintain and develop these games, for the following reasons: • Many of the games were initially written in Flash, a now obsolete technology • The games often took many months to develop • Securing resources to build them was often difficult - most resources at GVC were focused on developing or implementing pay-to-play games • The mechanics, although good at creating instant engagement, were 'single shot' in nature - there was no way to continue the conversation 'in the moment' contact to encourage players to complete other positive tasks • GVC were also keen to drive repeat engagement with players - if they could encourage players to come back to their site on a daily basis, chances are they would play their online bingo game more often instead of a competitor's. • Finally, GVC were also keen to reduce their reliance on purely cash bonuses
- As a result 3radical set to work with GVC to construct a new type of gamified marketing campaign that would not only cut through the noise of competitor marketing but also significantly extend the scope of the engagement it created with players.
- For those of you that aren’t aware 3radical provide a SAAS platform, Voco, that allows users to create interactive journeys which leverage game science to generate rewarding experiences and true ‘in the moment’ engagement with audiences of all types… As part of that platform we have a number of game mechanics which can be quickly and easily re-skinned and re-purposed for different clients…
- Having looked at the library of available game we jointly chose to implement our 'board game' mechanic. This is the same mechanic that has powered the Gamification Europe app many will have played in the run up to this year’s event… This game was chosen for the following reasons: A. the game's fundamental rules make it difficult to win a prize on Day One (the player's only receive two dice rolls by default). B. by including multiple prizes, consumers had an incentivise to return on daily basis to try and win other often non-cash prizes, such as Foxy Bingo branded merchandise. The aim therefore was to drive additional traffic to the FB website with the goal of also increasing wagering.
- The really clever piece of the project evolved when we began to explore whether the board game could also be used to capture further first party data from players and, ultimately, to encourage consumers to wager a little more each day…
- During the design phase it was therefore suggested that, after engaging with the board game each day, players would presented with a series of incentivised 'next actions'. Each 'next action' would result in the awarding of an additional dice roll. These 'next actions' included tasks to complete a survey and - more importantly from a revenue perspective - to wager specific amounts on Foxy Bingo pay-to-play games. Players were split into two segments, Standard and VIP, each with different 'stretch spend' goals to earn extra dice rolls.
- And this is what it looked like…
- This involved quite a complex integration between the Voco platform and GVC's existing business systems. In particular, 3radical had to apply some 'big data thinking' in order to sum the small amounts that players often wagered - 10p here and 50p there - to determine when a significant threshold, such as an extra £10, had been breached.
- The game was integrated into the Foxy Bingo website as a simple navigation button and then promoted using a small number of social ads and one of the rotating banners on the homepage. And so, in early October, the game was switched on and we all stood back… which was in itself another pivotal moment. Would the game be a success? Would it crash and burn? Would anyone even play it? These were all genuine questions that went through our minds as GVC flicked the switch and the game was launched - after all, although we had had success in the casual dining and financial services industries, online gaming was a whole new ball game (or should that be, board game)…
- Initial results seemed positive - at 3radical we could see a steady stream of players starting to engage with many of them returning to play on multiple days.
- What we lacked however was visibility regarding what these results meant to Foxy Bingo – until one day we received this report by email…
- We've redacted the exact numbers - but what we can share, which is in the public domain, is that Foxy experienced an almost immediate spike in month-on-month numbers that represented a 30% increase in the number of daily active players - that's people actively playing pay-to-play games. Not only that, Foxy Bingo told us subsequently that their player retention numbers had also gone through the roof with an apparent 100% retention of active players between November and December 2017 after any 'self-excluded' customers were filtered out.
- Those numbers are worth repeating - a 30% increase in active players and 100% month-on-month retention of customers.
- But in hindsight should we really have been surprised that this campaign would work - or that GVC were really going to be interested in using gamification to drive consumer engagement? If you think about it, is a bit of a no-brainer. Foxy Bingo's audience were already gamers, hence there were going to be highly receptive to this style of marketing. And GVC already understood that games could be used to generate revenue - after all, that is what their industry is based on.
- Earlier this year this commercial success was also recognised by the IPM, where 3radical were delighted to collect three rewards for the campaign, including ‘Gold’ in the Loyalty category.
- Since this initial success 3radical has landed a number of further gaming brands so that gaming operators now represents one our most important and fastest growing markets. As we have moved from being players to professionals in this space we have increased the number of marketing use-cases where gamification can be used…
- Alongside retention, a number of brands such as Stride Gaming are now using us specifically to drive acquisition and lapsed customer engagement…
- Another key area for gaming companies is peer referrals, where our new ‘Refer-a-Friend’ functionality allows consumers to progressively earn rewards as they refer more friends into a brand.
- Another hot area for gaming operators in on-boarding, as brands look to move new customers as quickly as possible through a range of early life tasks such as adding a payment method, making a deposit and initial playing a specific game… …here we are working with brands to implement our ‘Progress’ and ‘Achievements Wall’ modules to provide a visual representation of these activities.
- There is, however, one final area in where we believe gamification can assist - one which ultimately may prove to be the most important of them all. The ability to communicate 'Responsible Gaming' messaging to those players that need it…
- Because if you are a gaming operator that fails to comply with the guidelines that apply to online gaming, the repercussions can be huge…
- During our engagement with Foxy Bingo – alongside the great previous results – we also discovered that the introducing of the board game significantly increased the average dwell-time on the Foxy Bingo site. This longer dwell-time opens up the potential for gaming operators to present 'at risk' customers with appropriate 'Responsible Gaming' messaging and advice, especially when linked to their improved analytical capabilities for identifying these customers. Advice might include presenting players with incentivised tasks that encourage them to switch to lower risk games (where the rate at which money is wagered is lower) or to take a temporary break from all pay-to-play gaming yet still offer up alternative activities that keep consumers engaged with a brand until the time is right time for them to engage with pay-to-play games again.
- And the value of that could be huge, for both the players themselves and well as the gaming operators.