gamification

Miguel Angel Santos, Hooptap’s CEO, Gamifies his Presentation in Revolution TV

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“Whoever answers the question about my presentation at the end, will get 50 euros! So if you are not quite interested, maybe you will want to listen.”

This is how Miguel Angel Santos started his presentation about strengthening the second screen through gamification in Revolution TV.  This event gathered 28 TV experts in Madrid the 22nd of January. Experts talked about binge watching, new television models, social TV, augmented reality… and gave their view about the future of television.

Miguel Ángel talked about how TV advertising income has decreased and how brands are adopting new personalized and hypersegmented strategies. Moreover he talked consumer trends when watching TV:

  • 85% of people already use second screen functions at least once a month (Pew)
  • 69% tweets TV content (Nielsen)
  • 29% of the episodes receive audience from tweets (Nielsen)

Therefore, users are already using the second screen, and efforts should be aimed to enhancing the content in the second screen. The question is HOW?

foto present

As we have said recently on previous posts, we think the answer is gamification, because the audience is already playing with their smartphones: Users spend almost half the time they spend with apps playing (Nielsen). Hence, it is time to make the TV content more fun by making it playable.  

Miguel Ángel talked that it wasn’t an easy process and that it’s not always possible to gamify content “For example, gamifying Sunday’s mass will not be possible” he added.

Oh! I almost forgot… no one guessed the answer, but at least they liked the initiative, or so they tweeted!

Photograph: Twitter @liusmipedrero

Gamification Will Strengthen the Second Screen

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Mechanics and game psychology can be applied through the second screen.

The use of the second screen or social TV has been established as a technological trend to consider. Spectators consume TV content while they are using a mobile device more often to comment, give their opinion or share what they are watching.

Some people consider the use of the second screen as a distraction or a threat to the TV industry, but it is a global trend that spectators are adopting and, therefore, it doesn’t seem a good idea to fight against it. However, it does seem a good idea to use the channel of the second screen, the mobile device, to transform this threat into an opportunity.

TV’s can make the most of the mobile channel through gaming, an activity that already fills 43% of the time that users spend in apps. This way, spectators can start to consume TV content in a different way, interacting with the content, winning points, playing games, enjoying exclusive content and living an enhanced viewing experience.

Gamification allows the content to be playable. The spectator doesn’t only consume content, but he interacts, creates and shares this content. Quizzes, games and social media are the main focus for the app users, especially during commercial breaks. So, why not integrating these game mechanics in the actual content and motivate the audience by making them participate?

For TV channels, the opportunity is bigger in their main business: advertising. Previous experiences show that users’ attention increases considerably during commercials when the brand is also present simultaneously in a mobile device. Through gamification, this type of impacts are non-intrusive, interactive, fun and reward the user. Definitely, a new environment of reciprocal relations is created; this environment is beneficial for the audience, television and the advertisers.

Therefore, it looks like gamification is the right tool to enhance the second screen and improve the viewing experience. This infographic explains how.

Gamifying_the_Second_Screen

 

The 6 types of second screen consumer

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As we have stated in other posts, the second screen phenomenon is now an established trend. Spectators use their mobile devices while watching TV, to share, interact and discover content. However, people do it differently. Let’s see the 6 types of second screen consumers:

1.       The enthusiastic one: Media and TV lover: he uses the second screen to share his opinions about TV content in TV show’s webs or second screen apps.

2.       The communicator: Shares his opinion in social media. He often has an emotional tone.

3.       The bridge: Its usually a man and doesn’t channel-surf very often, so he uses the second screen between shows.

4.       The knowledge collector: Composed of working mothers which search information to save time.

5.       The young mind: MIllenials between 14 and 19 years old who use the second screen to chat with their friends while they consume TV content.

6.       The occasional one: women over 50 who use the second screen occasionally to prevent boredom between shows.

Source Marketing Directo

Picture: amctv.com

2014′s Digital Environment Forecast

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Luís Maram and El Alkimista have put together a White Paper in which marketers and specialists have given their opinion about what will be the future of the digital environment next year.

Hooptap’s CEO, Miguel Ángel Santos, has given his point of view which has been collected in this White Paper:

“For users, the most important thing is the content. We can observe this trend as people consume content wherever they are and whenever they want, without being chained to any media. We also see this trend because content marketing is becoming more and more popular and an important means to generate and retain audience.

Therefore, I think 2014 can be the year of Transmedia. Now, more than ever, content generators need to adapt their stories to different media, and create new experiences for each one of them.

transmedia

This happens for example in TV, as the Social TV phenomena is allowing to create a different experience around its content in social media, through the second screen.

In this sense, I am convinced that Gamification will become a great tool to create these types of experiences, as applying game psychology and game mechanics to motivate and incentivize an audience will be, without doubt, great help to meet any interaction goal.

2014 can also be the year when mobile marketing ends up surpassing traditional advertising, focusing mobile devices on content consumption and serving as a connection between every media to generate transmedia experiences. ”

If you want to download the full paper in Spanish,  you can find it here.

 

Picture: Freidora.mx

 

Gamifying Metro Stations: Free Pass if you Squat 30 Times.

Posted by | gamification | One Comment

The XXII Olympic Winter Games have a new and fun initiative, to make people exercise and reward them for it. They have placed free ticket machines in Moscow metro stations, the only thing you have to do to get one, is squad 30 times…30 times!! Perhaps, you think 30 is too much, but think about it for a moment, you are being rewarded for 2 minutes of exercise, I think it’s worth it, don’t you?

 

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The machines have a webcam installed to check the user is doing the squats and releases a free ticket, worth $0,90, when the user has completed the squads.

This initiative is a part of the Olympic Change campaign runned by the Russian Olympic Committee and VISA, and wants to motivate people to exercise.  The committee is looking for local easy to implement ideas to make citizens more active.

So, if you can think of an initiative to gamify daily actions and reward citizens for doing exercise you can submit it, the top winner will be taken to see the Sochi 2014 Olympic Winter Games!!

Source: Gamification CO

 

A close look to the Second Screen

Posted by | second screen | One Comment

Long story short: the Second Screen refers to the additional devices (smartphones, tablets…) the spectator uses when viewing TV. Said like this, it may seem more of a distraction from the TV content but it is probably the best method of enhancing the TV viewing experience. The_Second_Screen_Fallacy_Sept_20131-IMAGEN-1The Audience interacts:

The audience can play and participate in the shows they are viewing, by voting, answering the questions from the show in real time and even participating in the content creation. In this way, the audience is engaged with the TV content and therefore changes from a passive experience to active participation.

Scroll and Shop:

What is known as T-Commerce is online shopping driven by TV viewing. According to IPG Media Lab + Magna Global the key to build a shoppable experience lies in making it simple and seamless. However, it’s also possible to synchronize TV ads with direct shopping channels during the commercial breaks in the second screen platforms.

The_Second_Screen_Fallacy_Sept_20131-IMAGEN-2

The social dimension:

In 2013, they were 2.8 million TV-related tweets per day, people like to share what they see, and this is a must-do in the second screen.  Also, Ad targeting can be accomplished through Twitter: uses video fingerprinting to identify when people have tweeted and when TV ads have been aired so they can retarget them with promoted tweets.

Conclusions:

  • As users can be easily distracted, multiscreen approaches are key to create a full TV experience.
  • Second screen is an opportunity to target consumers.
  • Games can maintain viewers tuned in.

Source: IPG Media Lab + Magna Global

Hooptap succeeds engaging kids TV audience

Posted by | gamification, Hooptap experience, news | 3 Comments

Clan, the Children’s TV channel from the Spanish public television Radio Televisión Española (RTVE), has carried out a campaign to engage its audience this summer with Hooptap’s collaboration.

The app has allowed the children to enjoy and participate in a special contest during July and August. This contest enabled the kids to win prizes and to interact actively with the channel’s content.

Desafío Clan has achieved the following results: 200,000 children have played more than 70,000 games each day and more than 3,000,000 games during the entire contest period. Also, it was the number one app in the App Store in Spain in the kids and the education categories one day after its launch. These results confirmed RTVE campaign’s success.

Gamification on the road!

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Volkswagen has launched a new Android App called Smiledrive which tracks the route of your journey, the time you take and the weather. Moreover, drivers can share their journey with others.

But even better, the app turns your ride into a game! It rewards the driver with achievements if they complete long drives, late nights or taking the car out on holiday.

Eventhough this app is especially targeted to VW car owners, other drivers can have it too. Users will have to share their journey on SmileDrive instead of the traditional social media like Facebook or Twitter.

 

More information: The Verge

Startups based on Gamification look for niche markets

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Every day more gamification startups are created, and these look for new market niches to be able to grow. Companies are looking for new technologies and new methods in order to increase visibility and therefore, they must accept gamification is a reality.

The use of gamification can help to establish a stronger relationship with their public. Some companies have used these techniques to attract consumers, spectators and partners through games, awards, prizes and shared content.

Some examples of companies that use gamification in business are  Topstep, Trader or Yappem.

It is forseen that the gamification business grows during the next five years, as it is proving to be one of the most important tools in current businesses.

Source: Gamification.co

Photograph: Mashable

 

Gamification: How to play it right

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gamifica

The idea of Gamifying products or services aroused when business realized that in order to obtain customer retention it wasn’t enough with traditional loyalty programs. They needed to motivate through other ways.

Many important companies are currently applying these techniques. Microsoft has developed a new tool in which users learn new MS applications and they win prizes during the interactive process.

Exchange 4 media points out some elements companies have to be aware of if they want to use gamification properly.

  • It is a long term approach; it has to create a long term habit amongst its users.
  • It’s important to be aware of its complexity: it is not only games and awards, gamifications is a way of strengthening the brand’s relationship with its customers in a fun and interactive environment.
  • Sensitive content: Not all content a company has can be gamified.
  • Make it simple: Implement easy tool that don’t stress the user.
  • Integrate social media: Include the possibility of sharing prizes and awards to increase visibility.
  • A correct use of gamification, based on these key points, can help us having great profit.

 

More information: Exchange 4 media

Photograph: Marketing Ponce