This document summarizes a presentation on gamification. The speaker, Keith Ng, is the co-founder of Gametize and discusses how gamification can be used to increase audience engagement for brands. He provides several case studies of companies that have successfully used gamification, including Qoo10.sg, Mediacorp Club, FameMark.com, and Standard Chartered Bank. Some lessons from these cases are that extrinsic rewards upfront are important, gamification choice varies by country or region, and employee engagement can be more difficult than consumer engagement. The presentation emphasizes that gamification requires careful design and planning to be effective rather than just adding badges, and should encourage social interaction and keeping rewards fresh.

1. Gamification:
Level Up Audience Engagement
with Fun & Play
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2. 29 August 2013 PAGE 2
Speaker: KEITH NG

3. Who Are We?
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5.  Co-founder and Hustle Ninja of Gametize
gamification sidekicks: SPH, SingTel, DBS, SCB
 Gamification quest began with humans,
dating, and stock markets
 Achievements and Badges Unlocked:
Dutch, SXSW, GSummit, Python, VentureBeat, KillerStartups,
NYT, Angels Gate, Dinner with Reddit founder
About.Me – Keith Ng
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6. Is your Brand Engaging &
Retaining your Consumers
Effectively?
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7. $3 billion was spent on social media marketing, and yet 60% of consumers remained
uninterested by these campaigns (TNS Global, WPP – 2011 Nov).
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8. “Gamification????”
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11. I’ll say yes, but you decide
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Relevance to Gamification?

12. • points and badges
• advertgaming
• edugaming
• serious gaming
• social gaming
• Farmville
• Candycrush
✗
Gamification =
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13. a strategy to add fun,
engagement, and fun designs
to boring activities.
it should also be social.
Gamification =
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14. Gamification for Customer Engagement Isn’t
that New
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15. Why Engage your Customers?
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16. Engaging them to spend
immediately
Engaging them to spend in
future
Engaging them to engage others
to spend
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17. Case Study
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Qoo10.sg / Gmarket.co.kr
Case Study

18. Mediacorp Club
Case Study
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19. FameMark.com
Case Study
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Case Study

20. Diablo 3 Launch in Singapore
Case Study
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Case Study
Diablo 3 Launch in Singapore

22. Tiger Beer (The Big Game)
Case Study
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23. Standard Chartered Bank: Mission Digitization
Case Study
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24. Standard Chartered Bank: Mission Digitization
Interactive Challenges
Competitive Spirit
Instantaneous Feedback
Earning Rewards
Case Study

25. We Learnt And Developed These
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26. Bartle’s Player Types
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35. Lessons & Observations
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36.  Badges/ virtual items are insufficient to engage audience
(Foursquare did not replicate success here)
 Extrinsic rewards upfront are pertinent to the experience
 Choice of channels varies for different countries. Multiple
channels are necessary if targeting multiple regions
 Employee engagement and training are evidently more painful
than consumer engagement (marketers often rely on trivial KPIs
such as Facebook like)
 Gamification can be a big distinctive advantage for now with
little adoption and knowledge (growing gradually though)
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Lessons & Observations

37. How to Make It More Kickass?
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38. Gamification is
not magic
it is a strategy
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39. which like many others,
must be well
designed & planned
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40. otherwise it will backfire

41. Don’t overgive badges

42. Make real fun, and keep them fresh

43. Design games that encourage teamplay

44. Creative Intrinsic and Extrinsic rewards

45. credits to @eliaveris
Insites Consulting
Incentivize well, and people will cheat

46. Brought to you by:
Gamify #likeaboss
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Keith Ng
[E] keith@gametize.com
[T] @keizng
Q&A

47. PAGE 47
SPEAKER : Kim Lee
Managing Creative Director, Kimwillrule
Amsterdam/Singapore
Executive Creative & Digital Director,
Renaissant
September 26, 2013
CREATIVITY ON A DIGITAL
SHOESTRING
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48. PAGE 48
SPEAKER : Henrik Alexander
Head of Brand Advertising (SG &HK),
InMobi
October 31, 2013
SUCCEEDING WITH
ADVERTISING & BRANDING
ON MOBILE DEVICES
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49. PAGE 49
SoLoMo Thursday Gala Night
28 November 2013
29 August 2013

50. PAGE 50
Hope You’ve Heard….
29 August 2013

51. Sponsorship
Contact SoLoMo_Thursday@techsailor.com for more details.
Partners Platinum
Sponsors
Featured
Monthly
Promoters
Voucher
Sponsors
Companies looking
to promote on our
channels.
Large MNCs with
new products to
launch.
Retailers / FMCGFellow Tech
Companies.
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52. Thank You Keith!
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