Engagement

Lack of engagement is one of the fundamental challenges faced by businesses today. With so many Apps and Services competing for attention it is easy to get lost in the crowd. We ensure that this is not the case for our partner customers.

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Engagement

Gamification

The games industry has been developing tools to engage and motivate players for decades. We refine and use these outside of their typical domain to create innovative experiences that turn users into players and keep them coming back for more.

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Games

Mobile

Mobile is the platform-of-choice for many and is quickly becoming the dominant platform. It also offers unique opportunities that allow us to create the connected and contemporary experiences that today’s users expect and demand.

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Mobile

NFC

Near Field Communications (NFC) is an emerging technology just waiting to have exciting use-cases built around it. NFC provides a connection to physical objects and spaces to add a completely new dimension to our experiences.

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Context

Creating a new generation of engagement solutions for businesses today and those of tomorrow through the powerful approach of gamification.


Engagement

There are all manner of problems faced by businesses today: loyalty, retention, conversions, productivity, adoption... the list goes on. However, if we take a step backwards and review the situation objectively, it seems clear that the root cause of these problems can be boiled down to one thing - engagement... or to be precise, a lack of it!

There is a lack of engagement with users; a lack of engagement with customers; and a lack of engagement with employees. Without engagement, users will not hesitate to jump to a competing app or service when it comes along; customers will most likely already be shopping around for a better deal; and employees are likely to be suffering from a lack of motivation.

We believe that there is a creative and innovative solution to this problem by utilizing the tried and tested tools and methods that can be found and adopted from the games industry.

NFC

Near Field Communications (NFC) is an emerging technology poised to take off rapidly as it finds its way into more and more mobile devices during 2013 and beyond. Forecasts suggest around 50% of mobile devices will have NFC enabled by 2016; that’s somewhere in the region of 5 billion devices globally.

NFC provides a quick and easy connection between, for example, mobile devices and physical objects and spaces. It is this connectivity to the real-world that is particularly interesting for us and the solutions we are developing. We want to innovate and drive new engagement solutions for our partner customers and to do this we believe we must move beyond the one-dimensional nature of current solutions and have the real-world augment and enhance our digital experiences.

We are very excited about NFC technology and the opportunity it provides for Gamification. We consider NFC as an incremental step towards the IoT era, something else we take an active interest in, and we believe that our efforts today to leverage this emerging technology will benefit us tomorrow once it hits critical mass.

Gamification

There is an inherent and in-built desire for games and gaming. They are fun and engaging and bring joy and happiness to our lives. Games are designed to tap into the psychological drive of satisfying basic human desires such as status and achievement, competition and collaboration.

The tools and methods used in the games industry have been designed and developed over decades [video game industry] with a single and fundamental goal in mind: to engage players as quickly and as deeply as possible.

Gamification is the concept in which these tried and tested tools and methods are taken beyond their original domain to bring similar levels of engagement to other industries and sectors. Here we are talking specifically about game design and theory, and game mechanics.

Gamification itself is not a new concept. Consider loyalty card schemes such as frequent flyer points or hotel chain rewards. These are traditional forms of Gamification with tens of millions of participants globally. Such schemes have served their purpose well in the past but have not been overly engaging and find it hard to compete with contemporary solutions.

When implemented properly, gamified solutions offer similar drivers to those found in the traditional games industry…The satisfaction of reaching a goal and achieving something, which in turn creates positive reinforcement and encouragement to interact further.

Unfortunately, many of the solutions we see reaching the market today place too much emphasis on simple game mechanics (Points, Badges, and Leaderboards) and the providers of these fail to see the significance and importance of adequate game design and theory. We consider those solutions to be shallow and potentially harmful to the reputation of gamification as an industry and as an approach for businesses. We aim to set this straight and ensure that solutions developed in collaboration with GameLayer do not fall into the same trap!

Mobile

Without doubt, mobile is clearly the platform to bet on. It is the platform-of- choice for a growing number of users, both young and old, and mobile device sales now outnumber those of traditional PCs. Mobile will soon be the dominant platform and by 2014 there are expected to be more mobile phones on the planet than there are human beings. Any business serious about succeeding today and in the future, must take mobile seriously.

Our focus on mobile is only partly for the reasons mentioned above. Mobile also opens up unique opportunities not available on other platforms:

Ubiquitous - our mobile devices are with us all the time and are always on. We are continuously open for and in anticipation of communication;

Personal – our mobile devices hold the key to our personal lives. They are full of our photos, our music, and our chat messages and they provide a direct link to our social networking accounts. We build a special relationship with our mobile devices and they are the most ‘personal’ pieces of technology we are likely to own;

Contextual – our mobile devices allow a wealth of contextual information be collected and known about us as users. The obvious examples are location and current weather conditions, however, who we are with and what we are doing at a given time is becoming more-and-more plausible;

Connected – our mobile devices keep us permanently connected to the network, to the cloud and, through emerging technologies such as NFC, to physical objects and spaces;

We believe these opportunities, unique to mobile, offer clear and obvious benefits for Gamification and so we are more than confident in dedicating our full attention to the platform.