gsummit sf 2014 - personalizing customer engagement through gamification by pamela radford @pamrad36
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Personalizing CustomerEngagement Through
Gamification
GSummit SF 2014
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EA Sports® FIFa™
Enjoyed by
35M+gamers globally
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EASPORTS.com
They engage with EA across many channels
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Leverage the power of our highly engaged fan base to drive gameplay and sales referrals
Goal
Prioritize relevant content to distinct gamer segments
Challenge
Utilize a Gamification platform that connects all online touch points to amplify and personalize fan engagement with Recognition and Rewards
Strategy
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How it Works
Acknowledge and Reward Existing Engagement
Leverage Data to motivate Desired Engagement
Test & Optimize
2
1
3
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rewardsDigital Items
Sweepstakes
Next year: Physical Items
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Game MechanicsFast FeedbackTransparency
GoalsBadges
PointsLeaderboard
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Personalize the Customer JourneyEducate select segments
Retain fans by connecting with players’ passions
Boost Advocacy by simplifying content sharing
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DriveDeeperEngagement
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Measuring Success
Discovering More Content
270% Increase in
Page Views
170% Increase in
Time on Site
200% More
Content Shared on
Year 1 KPIs
MeasureFunnel Velocity
Drive incremental
lift at key funnel stages
Increase LTV
Lift Average NPS
Year 2 KPIs
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Key considerations• Responsive Design
• Real-time Data Integration
• Ongoing Feature Support
Platform
• Keep it fresh
• Process Integration
• Editorial Calendar
Content
• Control Groups
• Testing
• Meaningful Metrics
Measurement
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Thanks!