gamification

Unifying your Product and Player Data

In a crowded world where many Gaming operators utilise the same suppliers and promotional tools, tying it all together to create a superior customer experience and differentiate your brand is one of the biggest challenges today. 

Gamification can be the ideal way to differentiate yourself and drive higher engagement through a fun and personalised experience - but first, we must unify our data.

In the first part of the Gamification Puzzle, it was necessary to establish a definition of what it means before we can go on to identify and fit together the pieces of the puzzle that is Gamification.   

The First Piece of The Gamification Puzzle

As you might have guessed from the title, the first piece of the Gamification Puzzle is the unification of the masses upon masses of player and product data that you generate from various systems and suppliers into a usable format and under one single point of control.

Unification in of itself creates a 'rock and a hard place' situation for Gaming operators – the need to continually innovate and diversify their portfolio, and be compliant with regional Gaming regulations while presenting a seamless portfolio to their customers. Added to that, products from different suppliers have different features, expose various in-game events and often look entirely different for a customer. To top it off, being able to mix and match games and products across a broad portfolio into a coherent Gamification experience can be daunting or impossible for all but a few.

One of the driving forces behind the creation of CompetitonLabs was the ever-present headache of "how to combine seemingly incompatible products, games". - a Gamification engine that puts innovation back into the hands of operators and game studios by enabling access to rich data and in-game events to construct promotions and offers. 

By utilising a Gamification engine like CompetitionLabs, our partners can stitch together their diverse portfolios into an experience that is unique and compelling to their target customers, and one that is, above all, fun!

Whist we're were mainly talking about a single vertical in this post, the unification of data from all verticals should be of paramount importance. Those that successfully marry all product verticals into one seamless Gamification experience will be the ones that grow and thrive in today's marketplace.  

In the next part of the Gamification Puzzle we will discuss practical Gamification in more detail and provide examples of how CompetitionLabs' comprehensive toolkit can help you to achieve your Gamification objectives; starting with Tournaments – for many the gatekeeper and the first step towards effective Gamification.    

The Gamification Puzzle - Gamifi-what?

'Gamification' - anyone working in online marketing in the last few years will have heard the term. Often touted as "the solution to all Gaming company woes", but what is it?

At the heart of the 'Gamification Puzzle' lies the consolidation of disparate data sets that gaming operators generate. Effective use of this masses of data to inform your promotional, CRM and marketing efforts.  

Throughout this post and subsequent posts, we'll discuss the topic in more detail, including relevant practical examples how of CompetitionLabs can power your efforts to unlock the true potential of your player data to create an engaging experience that both complement and expand your promotional capabilities.

What is this thing we call 'Gamification'?

Finding some consensus can be tricky. The dictionary definition is:

Finding some sort of consensus can be tricky. The dictionary definition is:

The application of typical elements of game playing (e.g. point scoring, competition with others, rules of play) to other areas of activity, typically as an online marketing technique to encourage engagement with a product or service

A broad definition, and one that doesn't highlight the two primary considerations you need to plan for or the levels of detail beneath them.

The Gamification: involving promotional mechanics/competitions, scoring strategies and rulesets that power the players' experience and can delight and surprise them.

The Player Experience: involving the visualisation of the product or task to the customer or player interacts with on your brand

Gamification will use customer, product data (in-game or rich events) to create a promotional mechanic that addresses a specific commercial opportunity or creates an engaging player experience.

On the other end, 'The player experience' can be thought of as the unique brand experience you offer to your customer. It would be best if you were striving to handhold the customer through the task, ensuring that the ask is clear, easy to understand, and where the customer can view their progress at any time and, ideally, in real-time.

While frequently utilised together to create compelling experiences, they can be used to significant effect independently of each other as well.

Done right, Gamification is adding an extra level of enjoyment and engagement to the product or brand experience by applying an engagement element, single & multi-layered promotional mechanics or scoring strategies and displaying a front-end experience that complements the underlying activity in a fun and innovative way. 

In the next post we will discuss unifying your product and player data into one point of action and control - the first part of the puzzle - and how CompetitionLabs opens new promotional opportunities to support both acquisition onboarding and existing customer retention.

CompetitionLabs and Quickspin celebrate 'amazing' one-year anniversary of their gamification partnership

CompetitionLabs and Swedish slot specialists Quickspin are proud to announce the first-year anniversary of their gamification partnership – a year that has seen CompetitionLabs power Quickspin’s Real-time Tournament promotional tool, through its ground-breaking and industry-leading customer engagement and gamification platform, in a joint-mission to revolutionise customer engagement within the iGaming industry.

Initial results have exceeded expectations, with Quickspin commenting that, ‘When running a Tournament, Betsson’s Swedish market saw a 6-fold increase in turnover and game win!’ and ‘Another leading operator increased its GGR well over 100% compared to the same period the month before.’

Both parties will continue to innovate and expand gamification capabilities together over the coming months and beyond.

Erik Gullstrand, Chief Product Officer at Quickspin, commented: “We have found that gamification is an amazing way of increasing customer engagement and we are proud of this partnership with CompetitionLabs. Tournaments sits well with our existing portfolio of world leading games and we look forward to working with CompetitionLabs to extend this seamless experience for customers and operators alike.

Julian Steinwender, CompetitionLabs CPO, had this to say:We are delighted by the phenomenal success our partner, Quickspin, is achieving with our real-time Tournaments tool as part of Quickspin Promote. Our collaboration with Quickspin demonstrates how putting the actual customer at the centre of the engagement puzzle yields immediate benefits; ‘fun’, ‘enjoyment’ and ’engagement’ has a direct correlation with revenue. This is just first generation of gamification - Tournaments are the tip of the iceberg of what our platform can do - and we are looking forward to continuing to push the envelope further in real-time customer engagement technologies, in conjunction with Quickspin.”