Engagement as a strategy: Gamification!

Engagement as a strategy:
Gamification!
Why?
If you do build a great experience,
customers tell each other about that.
Word-of-mouth is very powerful
Jeff Bezos
The great thing about technology-driven
companies is that their business model is focused
At customer usage, not at selling products!
Jeff Bezos
If you are competetor focused, you have to wait
until a competitor is doing something.
Being customer focused allows you
to be more pioneering.
Jeff Bezos
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Play
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Play
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Our ambition is to improve financial
happiness globally
Serious Financial Game Platform
Serious gam es powering financial
Institutions to deeply engage their end-users.
Serious Financial Game Platform
Serious gam es powering financial
Institutions to deeply engage their end-users.
Virtual Guardian Angel
to improve m oney m anagem ent
of 10 0 million Am ericans
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Mudah Money Virtual Guardian Angel
Gamified Money Managem ent
to improve the situation
of the 10 0 milion unbanked
In Indonesia ( & AEC))
And therefore we gamify personal finance
with academic behavioral science partners
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Cases
Mudah
Money
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Approach
Objective
•
•
•
•
Mobile strategy
Gamified campaign management
Gamified app
Open innovation platform
•
Mastering mortgage advice
•
•
Executive workshop gamification
Gamification ‘Financieel Fit”
•
Mastering financial health
•
Gamified money management
•
Mastering financial risk
•
Mobile bank Indonesia
•
Mastering
active money management
Who is your strongest competitor?
The future of finance: Virtual Guardian Angels
V2F modellen beperken consumentgedreven innovatie en big data toepassingen
Consumers do what they love!
And that’s NOT personal finance!
Children 3 - 5
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Children 5 - 11
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Children 11 - 18
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Incredible statistics
3.000.000.000
10.000
40
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Children 18 - 88
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Employees 18 - 65
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Money manag ers 18 - 88
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Entrepreneurs 18 - 88
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The world gamifies: apply techniques in your
customer engagement using consumer trends
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Leading global consumer trends
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Trend 1: Mobile
Trend 2: Social
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Trend 3: g amification
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Trend 4: customer driven big data
41%
•
•
•
•
•
18%
34%
Vertrouwde producten
Info kort & bondig
1e alternatief is goed
Geen vergelijkers
Ander laten helpen
•
•
•
•
Convenience seekers
Limited flexibility
10%
•
•
•
•
•
•
Geen interesse in financiën
Weinig kennis van financiën
Schakelt adviseur in
Loyaal aan goede adviseur
No financial knowledge
Informed trust
28%
15%
Zekerheid belangrijke pijler
Vertrouwde producten
Stoppen er veel tijd in
Beslissen rationeel
Gebruiken liever geen adviseur
Bekijken persoonlijke financiën kritisch
Learnings van de voorlopende Engelse markt:
•
Consument beweegt toe naar ‘beste deal’
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•
•
34%
Consument wil alles online kunnen doen
Omnichannel wordt gedomineerd door online
•
•
•
•
•
•
20%
Minst behouden segment
Bovengemiddede fin. kennis
Voor omgeving vaak expert
Oriënteren zich via internet
Open voor ratings en reviews
Veel vertrouwen
Show performance in ‘engagement index ’
Bron: Diederick van Thiel/ Fred van Raaij
Journal of Interactive Marketing, 2014
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And provide deep dives on motivational
customer seg ments
Bron: Diederick van Thiel/ Fred van Raaij
Journal of Interactive Marketing, 2014
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To activate your customers
Motivation
Level of motivation
Internal
External
X
x
Reward I feel after finishing x
the marathon
Motivation, reward
x
Capacity
Skills, tools,
websites
Mental strenght
Clothes
Shoes
Financial knowledge
Financial skills
Tools
PFM software
X
Occasion
=
Behavior
x
Occasion to do something
x
Weather
x
=
Personal record
Life event
= Financial health
Life stage
Family size
Time/ Time perspective
Wealth
Solution: gamified money management
and omni channel advice
Serious
Financial
Games
Gamified
tools &
Services
Convenience
Rigid
Transactional
Data
Motivational
Data
Gamified
Open
Innovatie
No financial knowledge
Trustfull with knowledge
Location based
data
Social Data
Research data
Location
: Hilversum, San Fransisco
Industry
: Gamified Money Managem ent
Founded
: 20 13
: 20 14
Launched
: Gam es as a serious serv ice
Product
Privately owned :
Shareholder
: Ecolog y, Bionda,
s
: $1 million
Investments
: N/A
Revenu
# users
: 50 0 .0 0 0
And monitor their engagment
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Recency
Frequency
Duration
Virality
Rating s
Know ledge
Result:
Rising customer engagment and
NPS scores
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Geïnteresseerd?
www.advicegames.com
[email protected]
@DiedAdviceGames

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