playing the loyalty game gabe zichermann CEO, rmbrME @gzicherm http://funwareblog.com (to win)
Playing the Loyalty Game
Jan 15, 2015
This is a presentation I gave at Engage Expo on 9/24 in San Jose. It covers some of the topics in my upcoming book "Game Based Marketing" - the definitive tome on the use of games in marketing initiatives.
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Transcript
playing the loyalty game
gabe zichermannCEO, rmbrME@gzicherm
http://funwareblog.com
(to win)
available publications
pre-order: wiley Q1/10access now: manning Q1/10
customer loyalty is the “new black”
60 million members12-13 million active
14B revenue
54 million members12-13 million active
12B revenue
1.2 million members 40.5B revenues
What UA & AA know:Frequent Flyer Programs are MMOGs
points
leaderboards
challenges
badges & levels
rewards
funware: the loyalty game
points
leaderboards
challenges
badges & levels
rewards
funware: the loyalty game
CC license from eyeliam
points
leaderboards
challenges
badges & levels
rewards
funware: the loyalty game
points
leaderboards
challenges
badges & levels
rewards
funware: the loyalty game
CC license from kalleboo
points
leaderboards
challenges
badges & levels
rewards
funware: the loyalty game
CC license from mab @ flickr
what’s wrong with prizes? nothing...really
what’s wrong with prizes
they lose value over time
they have asymmetric value
their effects are short-lived
they are not necessary
prizes = pr
the game’s the thing
•customer loyalty is everything
•successful loyalty programs are like MMOGs
•points, leaderboards, challenges, badges are key mechanisms
•physical prizes are less important than ever
conclusion
playing the loyalty game
gabe zichermannCEO, rmbrME@gzicherm
http://funwareblog.com
(to win)
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