According to a recent article, many Fortune 100 companies are “ripping up their advertising plans and rethinking how they communicate with consumers in a data driven, digital world.” Unilever, Adobe, Accenture, GSK, Uber and many others are emphasizing the need for more experiential and digital marketing, and their need for more data. Game-based marketing ticks all these boxes. As such, hundreds brands are already crossing the bridge from traditional marketing to game-based marketing en-masse. Marketing teams globally are making fully-fledged games to cut through the noise and engage users, using gamification for entire marketing campaigns, and utilizing more playful experiences with quizzes to extend the brand experience. The additional win for marketeers in using playful and game-based techniques is data. And lots of it. This means that AdverGames, Promo Games, Brand Games, or whatever you might call them, are a triple threat; they’re sticky, they collect data, and allow two-way interaction between brand and consumer in a way no other advertising medium can. Betty Adamou, expert in using games and gamification for research data collection, unpacks what’s going on in Game-based Marketing with several examples, and forecasts where this industry is growing next, and colliding with traditional market research. This presentation was delivered by Betty Adamou, CEO & Founder at Research Through Gaming, as part of the 'Data Collection Update' NewMR webinar series. The recording can be found online via NewMR.org

1. Twitter : @BettyAdamou
Author of Games and
Gamification in
Market Research
30th October 2019
Data Collection Update
online conference
Games, Gamification and
Playful Experiences
in Marketing
AdverGames as a growing mode of data collection
October
2019
Betty Adamou
Research Through Gaming

2. Sponsors
Communication
Gold
Silver
October
2019

3. Making Games for Research, for Brands
www.researchthroughgaming.com

6. Kim Kardashian

8. Made $1.6 million revenue
in the first
5 days of its release

10. Forbes estimates that about
half of Kim’s
$52.5 million earnings in 2016
is said to be
from the game.
Half.

12. ADVERGAME
BRAND GAME
A game realized and
designed as a
fully-fledged game
from the outset to
promote a product or
service and engage/
inform users.
WHAT IS A MARKETING GAME?VOCABULARY

13. DUMB WAYS TO DIE
Thank you!

14. • More availability of game engines
• Widened audiences of entertainment games means
Marketing Games can be played by a varied range of
consumers
• Insatiable demand from brands to engage users and
collect data: placing pressure on what marketing can
and should do

15. Newspaper

16. “Some of Britain’s biggest companies are
ripping up their advertising plans and
rethinking how they communicate with consumers
in a data-driven, digital world”
– much to the detriment of external agencies.
“Every brand old and new,
is rethinking its communications […]
and agencies need to move faster
to stay relevant”

17. Engagement and
providing experiences is
all-important to brands.
Marketeers need a way to
cut through the noise,
and collect data.
Games can, and have,
offered the answer

18. GAMES
ARE THE MOST
ENGAGING MEDIUM
OF ALL TIME

19. In 2017
MOBILE GAMES
accounted for more revenue than
any other form of entertainment, generating
40.6 billion USD worldwide.
In the same year, people spent more money on
ALL TYPES OF GAMES
than they did on movies and music combined
at an estimated revenue of
92 billion USD.
• Statisa (date and author unknown). Available from: www.statista.com/topics/1906/mobile-gaming
• Taylor, George (2016) Why Is Gaming More Popular Than Music and Film? Huffington Post, 23/05. Available from:
www.huffingtonpost.co.uk/george-taylor/why-is-gaming-more-popular-than-music-and-film_b_10095376.html

20. Dopamine’s impact
includes
improved…
Focus Memory Attention

21. • Games are Flexible
Digital, AR, VR, analog, text-adventure,
board game, or mixed media
• AdverGames can be made to suit
literally any budget
Variedmedium

22. MARMITE: ‘TASTE FACE’
GAMIFIED MARKETING CAMPAIGN
Find out more: www.marmite.co.uk/geneproject
Unilever

23. CORBYN RUN
AdverGame for Politics
www.corbynrun.com
www.theguardian.com/politics/2017/jun/06/democracy-theres-an-app-for-that-the-tech-upstarts-trying-to-hack-british-politics

25. GAMES
OFFER A TWO-WAY
INTERACTION
in a way that traditional advertising doesn’t

26. 1. Engage users
2. Promote products/services/people/things
3. Inform users - why not share information about your company,
brand or product when you have people’s attention?
4. Content breeds content; well-designed games have a way of
growing exponentially
5. Create Brand Experiences - games are experiential in their nature, so
for brands looking to provide experiences, games can be a common-
sense approach
6. Collect consumer information - based on their data as they play
7. Support sales growth for a brand - or donations, or awareness
8. Grow your brand - Use data collected in the game to support future
business decisions
Benefits of MARKETING GAMES
The 8 IN 1THE8IN1

27. GAMES
CANNOT EXIST
WITHOUT DATA
ALL GAMES collect data –they are data collection tools.
They need to collect data for feedback systems to the player,
such as XP points, leaderboard information,
coins or health accumulated, scores and more

28. ‘Engagement has become synonymous
with data collection
and the playing of games has become a
data collection method in itself.
“Play is a data generator.”
- Betty Adamou, Chapter 9,
Games and Gamification in Market Research (2019)

29. 1. Engage users
2. Promote products/services/people/things
3. Inform users - why not share information about your company,
brand or product when you have people’s attention?
4. Content breeds content; well-designed games have a way of
growing exponentially
5. Create Brand Experiences - games are experiential in their nature, so
for brands looking to provide experiences, games can be a common-
sense approach
6. Collect consumer information - based on their data as they play
7. Support sales growth for a brand - or donations, or awareness
8. Grow your brand - Use data collected in the game to support future
business decisions
Benefits of MARKETING GAMES
The 8 IN 1THE8IN1

30. THE
8-IN-1 in action

31. COVET FASHION

32. “We (FCUK) joined Covet Fashion
because we thought it was a unique
and different way to reach mobile
consumers.
We’ve been blown away with the
exposure our collections have
received, resulting in significant
mobile traffic and conversions.
It is now one of our top sources of
all e-commerce sales.”
www.techcrunch.com/2013/06/25/crowdstar-covet
Proclaimed to be
“the future of
mobile fashion marketing.”

33. Where is the AdverGame
industry going next?
• More cross-collaboration between brands within a game
environment. As such, a single game can act as a data collection tool
for multiple brands
• We’ll see more collaboration between marketing teams and game
studios. As such, marketeers will hire more Gamification and Serious
Game experts and designers
• AdverGames will utilize VR and AR for more immersive, mixed reality
experiences with brands and new ways of collecting data

34. AdverGames with…
= exciting future for marketing, data & insight

35. 1. AdverGames are combining marketing with engaging research using
game-based techniques.
WE HAVE AN ENGAGEMENT GAP! This threatens traditional MR
agencies because we’re not using game-based capabilities that
offer this engagement.
2. This could spell financial disaster for traditional MR as an industry,
as more organizations use AdverGames and gamified marketing
campaigns for data collection, and ignore research agencies
(particularly with the rise of social-media based polls, surveys and
quizzes – essentially, question/answer tools.)
Why should market researchers care?

37. Check out the views ->
<-Check out the
response

38. • Zero extrinsic rewards: no incentives provided
• High response and completion rates, globally
• Not only is there no incentive, but participants are
encouraged to take on board other challenges,
voluntarily (e.g. send tweets, donate to a cause, find
out more, download PDFs etc.)

39. Level up!
So how do we level up?
Pro-tips to level-up traditional surveys and
survive the onset of data-collecting AdverGames –
Make SURVEYS more like GAMES

40. 1. It must become more engaging, through using
Games and Gamification!
This means understanding of game & gamification design – being
educated and working with SeriousGame and Gamification designers,
experts, and consultants
2. Use feedback systems as often as you can.
Surveys are typically feedback deserts. With feedback proven to being a
key motivator, all surveys should include some element of feedback to
keep participants engaged.
2 x Pro Tips for Market Researchers

41. GAMIFIED

42. University of Surrey
Head of Market Insights and Data
• Highest - 97% completion rate
(Averaged to about 75% now)
• 70+% ‘start rate’
• High levels of engagement has
meant we’ve transformed the
ResearchGame to a
lead-capture tool
(where we can collect user information
for further marketing comms)
• 12% opt-in rate
• Students are also educated about
the University
• Students have a chance to truly
think about what they want, and
learn about themselves

43. “I like the quiz and information
I get in the end of it.
Thank you :)”
“It seems interesting
and a good effort from the
uni management team”
“This was really fun!
Not only that but it was accurate too.
It's good to see that you acknowledge
different types of students and have a
way with dealing with each and every
type."
“It was very interesting almost accurate and I had fun doing it lol. Bravo :)”
“cool! amazing!
Do more!!”
“Thought this survey was very true”
“that quiz was just perfect describe
exactly what i feel and want the only
thing that doesn´t say is that I´m also
looking for academic facilities”

44. Self-discoverySelf-discovery
“Having to answer such questions
that I have been avoiding in my head
has cleared to me what exactly I want.
I feel more confident.
Adding a few more questions could
improve it some more.”

45. NO FINANCIAL INCENTIVE
The value has been
invested in the
experience

46. Get 20% off RRP when
buying through
www.koganpage.com
with special code
GAMIFICATION20

48. Bonus level
Q&A
betty.adamou@researchthroughgaming.com
Contact
Twitter
@BettyAdamou
@RTG_Ltd
Instagram
@BettyAdamou
@ResearchThroughGaming

49. Q & A
Betty Adamou
Research Through Gaming
October
2019
Ray Poynter
Potentiate

50. Sponsors
Communication
Gold
Silver
October
2019