e-Gate

e-Gate
geniality with technology
Impossibile v isualizzare l'immagine. La memoria del computer potrebbe essere insufficiente per aprire l'immagine oppure l'immagine potrebbe essere danneggiata.
Riav v iare il computer e aprire di nuov o il file. Se v iene v isualizzata di nuov o la x rossa, potrebbe essere necessario eliminare l'immagine e inserirla di nuov o.
Case Study
Workshop, Nov 26th
Gamification: Banking&Emotions
Bernardo Crespo
Twitter: @b_crespo
e-Gate s.r.l.
IAB FORUM 26 Novembre 2014
2
TODAY
x 24
#2
x 3
x 2
e-Gate s.r.l.
Video Views (12 months)
SM Outreach (Banca España)
Increase email ClickOpen
Overall satisfaction BBVA.es
IAB FORUM 26 Novembre 2014
3
TODAY
> 220.000
Registered Users
> 1.5 M
> 1 M
> 1 M
e-Gate s.r.l.
Monthly Page Views
Time spent on game (mins)
Video Views
IAB FORUM 26 Novembre 2014
4
e-Gate s.r.l.
IAB FORUM 26 Novembre 2014
5
Acknowledgment
e-Gate s.r.l.
IAB FORUM 26 Novembre 2014
6
e-Gate s.r.l.
IAB FORUM 26 Novembre 2014
7
Challenges
Biz Req.
Video Tutorials
• Transform biz goals
into user challenges
• Badges & Points
• Leaderboards
+ Quiz
On line transactions,: bank
transfers, bank statements, direct
debit, app access, etc.
Product and services hiring:
deposits, mortgages, loans, etc.
Data qualification
Virality as a challenge
The magic box of new challenges
e-Gate s.r.l.
IAB FORUM 26 Novembre 2014
8
Direct Reward
Sweepstakes
Extrinsic Reward
Football
Tickets
Liga BBVA
Football
matches on
Streaming
e-Gate s.r.l.
NBA trips
NBA Shirts
Smartphone
Tablets
Trip Discount
Vouchers
Movie download
& streaming
IAB FORUM 26 Novembre 2014
9
Timeline
2014
LigaBBVAgame.com
From loyalty to acquisition!
Game Evolution
test & learn
2012
BBVA Game
How to use a banking
transactional banking based
on game mechanics.
Gamification works!
e-Gate s.r.l.
IAB FORUM 26 Novembre 2014
10
Device Map
e-Gate S.r.l.
IAB FORUM 26 NOVEMBRE 2014
Connecting Sponsorship & Biz
Sponsorship
Content
BBVA
game
ventajas
BBVA.es
tráfico rentable
Translating content
into advantages for our
customers
• Digitalization
• Customer
Acquisition
Gamification as a hub
e-Gate s.r.l.
IAB FORUM 26 Novembre 2014
12
LigaBBVAgame.es – smartphone
e-Gate s.r.l.
IAB FORUM 26 Novembre 2014
13
LigaBBVAgame.es – tablet
e-Gate s.r.l.
IAB FORUM 26 Novembre 2014
14
LigaBBVAgame.es – … smiles…
e-Gate s.r.l.
IAB FORUM 26 Novembre 2014
15
LigaBBVAgame.es – … & tears
Anxiety: Freemium approach as a source of acquiring nuew customers
e-Gate s.r.l.
IAB FORUM 26 Novembre 2014
16
23h
> 30k
1/3
e-Gate s.r.l.
IAB FORUM 26 Novembre 2014
17
Learning
e-Gate s.r.l.
IAB FORUM 26 Novembre 2014
18
Gamification: PBL
Points
Badges
End 2010 / Early 2011
Source: Google Trends / “Gamification” /
Leaderboards
http://www.google.es/trends/explore#q=gamification%2C%20&cmpt=q
e-Gate s.r.l.
IAB FORUM 26 Novembre 2014
19
Initial Goal
Gamificación as a powerful way to increase engagement
El reto
1
POINTS
•Digitalization
•
Challenges &
Rewards
Main: Engage actual
users. DIY learning.
2
BADGES
•
Secondary: Acquire
new customers.
e-Gate s.r.l.
3
LEADERBOARDS
IAB FORUM 26 Novembre 2014
20
Gamification for everyone?
66%
e-Gate s.r.l.
33%
IAB FORUM 26 Novembre 2014
21
Gamification for everyone?
(ii)
años
0-20
2%
20-30
19%
30-45
45-59
48%
23%
>60
8%
71%
e-Gate s.r.l.
IAB FORUM 26 Novembre 2014
22
Is about FUN?
Makes the website more
enjoyable…
7,95 / 10
29.767
Keep my curiosity up…
7,40 / 10
29.709
Valuable rewards…
7,13 / 10
29.683
Overall satisfaction
bbva.es…
8,03 / 10
29.672
Satisfaction regarding
Game…
7,24 / 10
29.637
Source:
e-Gate s.r.l.
Opinator – Datos interanuales – abril 2014
IAB FORUM 26 Novembre 2014
23
How to keep the FLOW?
PASIÓN
Source: Adapted from Flow: The Psychology of Optimal Experience , Mihaly Csikszentmihalyi.
e-Gate s.r.l.
IAB FORUM 26 Novembre 2014
24
How to keep the FOW? (ii)
aprox. 80%
automated
direct comms.
e-Gate s.r.l.
IAB FORUM 26 Novembre 2014
25
How to measure Gamification?
No magic formulae!
Game Metrics
Web & Mobile
Metrics
KPIs
e-Gate s.r.l.
IAB FORUM 26 Novembre 2014
Biz Metrics
KSIs
26
How to measure Gamification?
No magic formulae!
Challenges
Rewards
Redemption
Frequency
User activity
Return Frequency
Sections
Video views
Traffic Sources
Virality
Enrolments
Margin
ROI
CTR & Logins
KPIs
KSIs
… and curiosity.
e-Gate s.r.l.
IAB FORUM 26 Novembre 2014
27
One size fits all?
Achievers
Killers
Socializers
Explorers
Source: Adpated from Richard Bartle:
e-Gate s.r.l.
IAB FORUM 26 Novembre 2014
28
One size fits all?
Vídeos
SM Challenges
Hiring
Quiz
MQL & SQL
transactions
goals
loyalty
freinds
accesses
e-Gate s.r.l.
games
IAB FORUM 26 Novembre 2014
29
How to sell it internally?
Biz Metrics
KSIs
e-Gate s.r.l.
IAB FORUM 26 Novembre 2014
30
Is there a game
ending?
e-Gate s.r.l.
IAB FORUM 26 Novembre 2014
31
“Time is a
game played
beautifully
by children.”
Heráclito
e-Gate s.r.l.
IAB FORUM 26 Novembre 2014
32
Madrid, 6 noviembre 2013
Grazie Mille!
Gamification: Emotions & Banking
Bernardo Crespo
Twitter: @b_crespo
Via Avogadro, 4 10121
Torino
[email protected]
Tel 011 2306001
e-Gate s.r.l.
IAB FORUM 26 Novembre 2014
33