Last week, we hosted a couple of customers old and new at our own gamification conference in Munich during the Oktoberfest. The event was a great success, as measured by a word of mouth poll performed in the closing hours of the Tent Session.
The team came up with a nice combination of topics including gamification SoLoMo, gamified user profile design, several case studies and two of my own presentations. I started out the event with a nice summary of the current happenings in the gamification space.
After the event I looked back at the deck on the state of the industry and decided that current gamification trends deserve their own post on the blog. The read might be a bit obvious to the advanced reader although even then it provides a good organization of directions as they become clear in the current information overload.
1. Of the shelf engines – There are many vendors now that offer standardized feature gamification products. This is a good thing because it is driving the cost of doing business down (because sales is simplified). It also gives a clearer picture in each project what directions are possible. It is better known than ever before what works and what doesn’t.
2. Loyalty out of the box – Out and about, a couple of startups came up with a completely disruptive model of dealing with customer loyalty and engagement which are changing the existing business space dramatically. PunchTab, for one, is an example of technology that allows small business to compete with large scale loyalty programs with an interesting enough offer for it to be viable in the eye of the consumer. Now, large loyalty programs should be beginning to worry about their position because a robust loyalty scheme is a) slowly becoming outdated and b) easily matched in offer by a local provider of the same product or service. The end effect of this disruption will need to be a much more locally contextualized view of the loyalty program member and a local component that includes a geographically contextualized offering at the least.
3. Mobile – Since every day more of the Internet is consumed from mobile devices, the geographical context of existing offers also becomes increasingly important and offers need to focus around the mobile device experience (push it to the consumer, just like any other smartphone notification, in real time).
4. Event-driven marketing – All information that the consumer is willing to provide, that can be used to personalized their offer, should be used, in real time. Walk into a store, receive offer for that store. Walk into the store during holiday season, that offer better include the holiday season component. A simple example, already implemented by some, will become ever more important because the days that the consumer could be drowned in advertising spend and be convinced to buy on that basis are slowly coming to an end. The consumer now requires interactive marketing, one that responds to their every action. Event-driven.
For those thinking about gamification and engagement in a business-2-employee setting, all of these thoughts apply. I’ll leave you to think about how :).
Zofia Wozniak, Thanks for the photos.