According to Sullivan, some of the benefits of gaming include increased registration/leads, time spent on site, frequency of visits, page views, CRM follow up and sponsored opportunities. “Surface gamification in a non-obtrusive way on all pages and create actionable feedback loops,” Sullivan noted. “Notifications are effective because they [encourage users to] recognize and respond, reinforce and recommend.” Organizations are using gaming to attract users, grow their databases, monetize traffic and increase customer retention.
For instance, trivia is a great way to provide dynamic activity and community-oriented offers, organizations can drive participation, cross-promote content, expose individual and group activity and highlight individual users. “Trivia encourages users to expand their program knowledge, show their smarts, earn for doing well and display that success,” Sullivan said, noting the concept of Foursquare’s “mayor badge,” which is in many ways a status symbol for users.
Sullivan pointed to the following key metrics that Bunchball clients have seen from gamification in content campaigns:
· 40% increase in unique users
· 30% of visitors registered
· 100% increase in page views
· 85% increase in time on site
· 10X increase in Facebook participation
· 42% increase in ad revenue
· 47% increase in associated sales
· 90% annual renewal rate
