drive customer engagement with gamification

LIGHTNING REWARDS Influence Fan Behaviour

How can Lightning Rewards add value across the business?

Long term vision for the program:

• DATA Aggregate more data from fans & members

• BEHAVIOUR Identify consumption behaviours

• INFLUENCE Incentivise greater engagement

• COMMERCIAL Deliver ROI for commercial partners

Members GA

Ticketholders Local Fans Distant Fans

Transient Fans

Spend extra $20

Bring a mate to the game

Come to your first game

Buy interstate membership

Like us on Facebook

Game Day

Digital Platform

Fanbase Corporate Community Stakeholders

Every business challenge is solved through greater engagement

First year – 6 months trial resulted in 520K actions

71% Video views

52% Dwell Time – Top in NRL

11% UBs

31% IMPS

80% Game day spend – F&B + Merch 9% Member retention rate

Digital Inventory

Game Day Membership

Increased Asset Value

$500K - 600K

Unify the Digital & Game Day fans

Rewards scaled to drive engagement

Change structure in year 2 • Top 40 gamers will be the same year on year • Make entry levels more accessible & attractive • Broaden the appeal – objective is wide engagement • New season has a new points leaderboard, with historical

“Career Earnings” table created

Game Day extension – tangible iteration of benefits

Your Season Ticket

• All regular season home matches loaded onto your membership

Your Payment Method

• Transfer money to your membership card

• Tap your Membership Pass for exclusive in-stadium offers

Your Rewards Pass

• Earn points and be rewarded with one of a kind experiences, merchandise, and in stadium offers

• The card will store loyalty data (eg. No of games attended)

Your Transport Pass

• Use your pass as your travel token

1 2 3 4

“A card/app that allows you to leave your cash and credit cards at home”

MORE THAN JUST A TICKET

Leverage Partner Assets at no cost to the Club

Immediate & tangible activation mechanic for partners Deliver appealing rewards the don’t cost club money Core categories: - FMCG – Coke & CUB in-stadia - Auto - Airline - Tourist destination - Hotel - Inner Sanctum experience - Merchandise

Mobile vs Membership Card – let the fans dictate

Extends through Storm mobile site & team app Facilitate transactions through the app for game day How do we extend this product to general ticketed fans?

The Future – Real time game day consumption feedback

Game Day Automation – Influencing fan consumption

Evolution of Brand Activation

2016 Growth & Development

Grow Game Day Use Drive Digital Reach Centralise Assets

Drive Commercial Engagement

6 Years + 300 deployments

Our service adds a digital motivation layer to enterprise applications so companies can motivate repeatable, revenue producing behaviors while inspiring loyalty, collaboration, innovation and performance.

What we do

ABOUT BADGEVILLE

Taking Customer Engagement to the Next Level with MotivationMetrics™

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Combining Data Leads Greater Insights

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Millionsofnewac-vi-esperdaypercompany

MobileHCM

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Millionsofnewac-vi-esperdaypercompany

MobileHCM

Combining Data Leads Greater Insights

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Millionsofnewac-vi-esperdaypercompany

MobileHCM

Combining Data Leads Greater Insights

All Levels of Organization Demand Insights that Drive Action

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CEO

Line of Business Owner

Program Manager

IT

Increase organization success!

Improve business performance!

Increase program success!

Increase system success!

Each Level Needs Tailored View of Data

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People

Program

Behaviors

What Is MotivationMetrics?•  Self-service analytics and 30+ pre-built visualizations

–  Program: how well is my Gamification program running? –  Performance: are we meeting our KPI targets? –  People: who are our top/bottom performers and teams?

•  MotivateOne™ Data Service –  Data Service: Scheduled Exports / Raw Gamification Data over SFTP –  Enhanced Data Discovery: Enriched BI Dashboards, better predictive algorithms –  Future Service Improvements: API and more!

•  Goal: 3-D insight on rewards, behaviors, and people –  Fine-tune the program, drive cultural change –  Identify key individuals for reward or coaching opportunities –  Access insights anywhere

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Report Classifications and Value

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Adoption

Engagement

Achievements

Program Activities KPI Attainment

Business Impact

Reputation Scorecards

Rankings

Player Detail

Gam

ifica

tion

Perfo

rman

ce

Reco

gniti

on

Badgeville Reports Badgeville MotivationMetrics Dashboards Reports & Dashboards

General: Aggregate performance of the game by users, activities, and rewards. ü  Users: Active Users, Daily Return Rate,

Activities by User, Daily Active / Monthly Active

ü  Activities: Activities by Type, Activities by User, Average Activities by User, Count of Activities Today

ü  Rewards: Rewards and Level Distributions

ü  Retention & Return Rates: Weekly Return Rate, Week 2 Retention

Gamification: Gamification/reward metrics. ü  Adoption:

•  Registered Users Over Time •  Active/Inactive Users •  % <Period> Active

ü  Engagement •  Event Volume •  Average/Median Event Volume per User •  Visit Frequency & Return Rate

ü  Achievements •  Points Earned •  Level/Reward Distribution •  Earned Badge Distribution •  Mission / Track Progression

ü  Time to Completion / Average Duration

Performance: performance of the program/organization. ü  Program Activities

•  Activity Counts/Distribution •  Social Advocacy Activities •  Activity Correlation

ü  Performance against Defined Goals •  Average Activities •  Count Activities •  Max/Min Activities •  Performance against KPIs * •  Use of Extended Attributes *

ü  Business Impact •  Activity Lift: Baseline vs. Now •  KPI Performance vs. Goals Overlay * •  Explicit Program ROI *

Recognition: people and team reputation. ü  Reputation Scorecards

•  Players with Badge X •  Team/ Player Achievement vs.

Program Goals (or KPI*) •  Player Engagement (Segmentation)

ü  Rankings •  Top to Bottom Player/Team •  Expertise Distribution

ü  Player Detail •  Summary by Player, Team, Reward •  Drill-down to Player Details •  History (Activities & Rewards) •  Player distribution by Activity

ü  All reports filterable by time period, reward, activity, behavior, mission, or track specified in program.

Advanced Analytics Advanced Analytics •  Not Available ü  Cohort Analysis

ü  Heat Maps ü  Trend Analysis

ü  Segmentation by Core Attributes ü  Extended Attribute Support

Custom Reports Premium Reports * •  Services-Driven One-Offs •  No Portal / Export Only

ü  Report Templates, Tailored by Use Case ü  Segmentation by Custom Attributes ü  Customer-Specific KPIs / Goal Overlay

ü  Correlations and data blending ü  Mash-Ups with external data

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Who Cares? Why?

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TargetAudience ChallengesandQues3ons

Sponsor-VPMarke-ng,ChiefCustomerOfficer

Which fans are most engaged? Who has tweeted the most and is your best brand advocate? Who has helped to increase audience size? Who is your most effective brand advocate? Which fans are spending the most?

Sponsor-CHRO,VPTalent,L&D How can we improve manager performance? Are we retaining talent? Are we hiring the right talent? Do we have right talent mix?

Sponsor-VPSales/Service Aretheyperformingthesalesac-onsfortheirroles?Aremysalespeoplefullyu-lized?DoIhavetherightnumberofsalespeopleineachregion?Howarepeoplemovingopportuni-esthroughthepipeline?

Who Cares and for What Use Case?

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TargetAudience Ques3ons

Manager HowdoIincreasethesuccessofmypeople?Byteam?Byindividual?

CEO HowdoIimprovetheperformanceofmyorganiza-on?

Ecobuyer HowdoIincreasesuccessofmysystems?

Melbourne Storm Example

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Example Gamification Report

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ACTIONChange program to increase engagement in Q4

INSIGHT Engagement drops off in Q4 due to seasonality

ACTIONChange program to increase engagement in Q4

ACTIONChange program to increase engagement in Q4ACTIONChange program to increase engagement in Q4

Example Performance Report

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ACTIONChange program to increase engagement in Q4

INSIGHT Purchase highly correlated with website activity (e.g. Facebook like on website, read article)

ACTIONNeed to increase number of people spending time on site, answering questions

ACTION Increase points for website activity

Example Reputation Report – Engagement Score

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INSIGHT Dark green people are most engaged

ACTION Recognize these people separately, give them special offer to advocate more

Example Reputation Report

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INSIGHT These people are most engaged

ACTION Recognize these people separately, give them special offer to advocate more

Example Reputation Report

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ACTIONReach out to those people

INSIGHT Those with 0 points are likely to leave the company within 6 months

Across Use Cases, Systems

MotivationMetrics

Truly Insight + Action

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Badgeville Enterprise Plus

Customer Systems

Key Takeaways•  What is your digital value? For your customers? As workers?

–  Gamification “tells the story” of who’s doing what, when, where and how! –  Must look “beyond the game” to behaviors, top performers and more!

•  How do you show ROI? How do you know where to improve? –  Quantify the benefits and successes of your program –  Pinpoint where improvements can be made and what those improvements

should be

•  It’s a big deal –  Truly Insight + Action

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MotivateOne MotivationMetrics Analytics Portal

•  Gamification •  Performance •  Recognition

Big Data Reporting DB

MashupData

ExportData

Improved Data Architecture

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Badgeville Enterprise Plus

Operational DB

Customer Systems

Customer DBs / Data Warehouse

Customer Reporting /

BI Tools

EndUserEvents

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Customer Platforms & Applications

Thank you!We appreciate the opportunity to improve your business

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Contacts

Ben Dunn BDunn@melbournestorm.com.au Karen Hsu khsu@badgeville.com

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