gsummit sf 2014 - personalizing customer engagement through gamification by pamela radford @pamrad36

Personalizing CustomerEngagement Through

Gamification

GSummit SF 2014

EA Sports® FIFa™

Enjoyed by

35M+gamers globally

EASPORTS.com

They engage with EA across many channels

Instagram

Facebook

Twitter

Email

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

How it Works

Acknowledge and Reward Existing Engagement

Leverage Data to motivate Desired Engagement

Test & Optimize

2

1

3

rewardsDigital Items

Sweepstakes

Next year: Physical Items

Game MechanicsFast FeedbackTransparency

GoalsBadges

PointsLeaderboard

Personalize the Customer JourneyEducate select segments

Retain fans by connecting with players’ passions

Boost Advocacy by simplifying content sharing

DriveDeeperEngagement

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

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

Thanks!