Amuzo Mobile Marketing Finance Summit 2016 Presentation
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Amuzo is a game development studio based in Bournemouth, UK that creates learning games and apps targeted at Generation Y. Their games have had over 1 billion app sessions and been the #1 apps in 150 countries. They discuss how to effectively engage Generation Y users through mobile apps and games by applying theories of engagement. Their engagement theory model outlines how to hook users at the initial point of engagement, maintain engagement during gameplay, and encourage re-engagement through rewards and goals.
Amuzo Mobile Marketing Finance Summit 2016 Presentation
- 1. amuzo.com @amuzogames amuzo LEARNING GAMES AND APPS FOR GENY MOBILE MARKETING FINANCE SUMMIT 2016
- 2. MENTALWARM UP amuzo.com @amuzogames amuzo
- 8. Amuzo harnesses the power of play to engage, educate and inspire mobile audiences around the world WHAT DOWE DO? amuzo.com @amuzogames amuzo
- 9. Bournemouth based game development studio Over one billion app sessions No.1 apps in 150 countries (97% of all iOS stores) LEGO速 have been our largest client since 2006 WHO IS AMUZO? amuzo.com @amuzogames amuzo
- 10. GenerationY were born between 1980 and the early 1990s By 2018 over half the UK working population will be from GenerationY Millennials love training and development WE ARETARGETING GENY amuzo.com @amuzogames amuzo
- 11. DESIRABLE BENEFITS amuzo.com @amuzogames amuzo Source: PWC Millennials at Work report. 22% 19% 14% 8% 6% 6% 5% 4% 4%3% 3% 2% 2% 2% 1% 25% 20% 15% 10% 5% 0% Trainingand development Flexible workinghours Cashbonuses Freeprivate healthcare Pensionschemeorother retirementfunding Greaterholidayallowance Financialassistance withhousing Companycar Assistanceinclearingdebts incurredwhilestudying Maternity/Paternitybene鍖ts Subsidisedtravelcosts Freechildcare Accesstolowinterest loans/borrowingoptions community/charitywork Idprefernobene鍖ts andhigherwages
- 12. Over 91% own a smartphone 82% of time spent on mobile devices is accessing Apps 96% have an account on at least one social network Engaging and social mobile content is the key to success HOW DOYOU COMMUNICATEWITH GENY? amuzo.com @amuzogames amuzo
- 13. GAMES &VIDEO vs COMPETING MEDIA amuzo.com @amuzogames amuzo 30% 28% 18% 10% 8% 16% 48% 34% 67% 32% 41% 25% 22% 5% 11% IMMERSIONvsMULTITASKING IMMERSION I dont think about anything else when Im... Playing Games Watching TV/Films Browsing Internet Listening to Music Using Social Media I will often be doing something else whilst Im... ENGAGEMENTMULTITASKING 2014, Internet Advertising Bureau UK (Gaming Revolution Report)
- 15. ENGAGEMENTTHEORY amuzo.com @amuzogames amuzo PERIOD OF ENGAGEMENT RE-ENGAGEMENT CALL TO ACTIONRE-ENGAGEMENTENGAGEMENT RE-ENGAGEMENT CALL TO ACTIONPOINT OF ENGAGEMENT PERIOD OF ENGAGEMENT APP
- 16. Offer the following content at the Point of Engagement: A challenge with measurable success Content with aesthetic / sensory appeal A subject / activity of interest The ability to try again, repeatedly POINT OF ENGAGEMENT amuzo.com @amuzogames amuzo
- 19. Improve the Period of Engagement with: Gaining new or enhanced skills and / or knowledge Regular feedback on progression (praise) Direct control / interaction Social inclusion PERIOD OF ENGAGEMENT amuzo.com @amuzogames amuzo
- 20. What do you think the most requested game feature is in LEGO速 Games? The ability tolevel up? The ability to play together? The ability to beat your friends? QUESTION amuzo.com @amuzogames amuzo
- 21. What do you think the most requested game feature is in LEGO速 Games? The ability tolevel up? The ability to play together? The ability to beat your friends? QUESTION amuzo.com @amuzogames amuzo
- 24. To maximise Re-Engagement offer: A reward for returning The potential completion of a goal / sub goal The opportunity tobe luckyduring their next experience Social challenge RE-ENGAGEMENT amuzo.com @amuzogames amuzo
- 26. THE CALLTO ACTION After each interaction the player is prompted to act on what they have experienced Every time they interact, the more obvious the decision to act becomes The next step in their education is immediately accessible in just one click amuzo.com @amuzogames amuzo
- 27. ENGAGEMENTTHEORY amuzo.com @amuzogames amuzo PERIOD OF ENGAGEMENT RE-ENGAGEMENT CALL TO ACTIONRE-ENGAGEMENTENGAGEMENT RE-ENGAGEMENT CALL TO ACTIONPOINT OF ENGAGEMENT PERIOD OF ENGAGEMENT APP
- 28. POINT OF ENGAGEMENT CORE MESSAGE SELECT OPPONENT LEARNING GAMES amuzo.com @amuzogames amuzo
- 30. SELECT OPPONENT THEMED GAME POINT OF ENGAGEMENT PERIOD OF ENGAGEMENT CORE MESSAGE LEARNING GAMES amuzo.com @amuzogames amuzo
- 31. THEMED GAME HI-SCORE TABLE READY TO APPLY YOUR NEW SKILLS? POINT OF ENGAGEMENT PERIOD OF ENGAGEMENT CORE MESSAGE LEVEL UP / ACHIEVEMENTS SELECT OPPONENT LEARNING GAMES amuzo.com @amuzogames amuzo
- 33. NO OPTIONAL LEARNING SCORE MORE POINTS UNLOCK IN-GAME ADVANTAGE THEMED GAME HI-SCORE TABLE READY TO APPLY YOUR NEW SKILLS? RE-ENGAGEMENT POINT OF ENGAGEMENT PERIOD OF ENGAGEMENT CORE MESSAGE LEVEL UP / ACHIEVEMENTS SELECT OPPONENT LEARNING GAMES amuzo.com @amuzogames amuzo
- 34. CORE MESSAGE YES NO OPTIONAL LEARNING SCORE MORE POINTS UNLOCK IN-GAME ADVANTAGE PRIMARY KPIACHIEVED THEMED GAME HI-SCORE TABLE LEVEL UP / ACHIEVEMENTS READY TO APPLY YOUR NEW SKILLS? RE-ENGAGEMENT POINT OF ENGAGEMENT PERIOD OF ENGAGEMENT SELECT OPPONENT LEARNING GAMES amuzo.com @amuzogames amuzo
- 36. TABLE SESSION amuzo.com @amuzogames amuzo Your questions about Learning Games Applying EngagementTheory in a Comms App - How to increase User Retention - How to encourage User Generated Content - Introducing aSkinner Boxinto the App - Possible applications
- 37. amuzo.com @amuzogames amuzo LEARNING GAMES AND APPS FOR GENY MOBILE MARKETING FINANCE SUMMIT 2016