How Does We Play Use Gamification to Influence Fan Engagement?

I hope you have enjoyed our first three posts in our five part Gamification series. If you missed them, you can find them here:

1)   We Play’s definition of Gamification

2)   Case Study: Successful Examples

3)   Tailoring Gamification to Your Unique Needs

We used STAMMP as explained in our previous post to determine if gamification was right for us. Our team has extensive experience in social media analytics and metrics research. Since our services were going to revolve around metrics, we understand that any product that is to be designed would need to be structured into algorithms eventually.

Confident that we could transform ideas into code, we look to see if we can provide meaningful choices and motivation for our target audience.

“Our clients are entertainment brands who need to decide what actions to take when engaging with their target audience.”

Our clients are entertainment brands who need to decide what actions to take when engaging with their target audience.

We Play helps brands gain a clearer picture of their target audience and facilitates the communication between the brand and the fan. Our upcoming product under working title ‘Playtime’, aims to serve as an index of the entertainment industry. Our product is unique and ultimately allows our clients to generate significant engagement, retention and loyalty thus leading to ROI. By creating and assisting with meaningful choices and motivation, We Play eliminates potential conflicts by creating a one-of-its kind product.

We Play—The Fan Engagement Agency

Luca Massaro, the founder of We Play is an expert and specialist in social media for the entertainment industry.

“He understands that entertainment marketing is about creating a journey, not just a one-time trip.”

He understands that entertainment marketing is about creating a journey, not just a one-time trip. Fans need to be valued, cared for and nurtured, not exploited. An overnight performance does not turn artists into rockstars and even a couple of years don’t make people legends. In fact, We Play developed it’s own five-stage model to behavior change and loyalty.

To assist on the journey to popularity among your target audience, the five stages of loyalty are insight, awareness, appreciation, action, and advocacy. Insight into the target audience’s behaviors will help construct an outreach campaign that will help your fans gain awareness. Continual interaction through strong community management and content creation will gain appreciation and long-term appreciation thus leads to action – actionable behaviours from your audience.

Positive experiences pre, during and post-interactions will turn actioned users into advocates. In gamification speak, this is recognized as a progression loop—a clear breakdown from the entry level to mastery (think of playing a video game like Call of Duty on rookie and then conquering it to play it on hardcore setting). Another progression loop comes in the form of the five stages of behavior change. They are pre-contemplation, contemplation, preparation, action, and consolidation. These stages have been correlated by We Play to show how behavioural science and marketing go hand in hand in the digital realm.

Gamification and Entertainment

As noted above, we use progression loops to track users, behaviours and actions. However progression loops aren’t where gamification begins and ends. In addition, we need to use what are known as ‘engagement loops’. These are comprised of motivation, feedback, and action. 

Motivation is clear—learn the nature of the fan base to increase ROI.
Feedback comes in the form of metrics and sentiment from fan interaction.
Action is where the gamified system comes in. What actions will lead brands to interact with fans in a fun environment?

The use of algorithms and game elements allows us to help entertainment brands in many ways. We Play enables entertainment brands to:

1)   Gain a clear insight into the performance of their brands against any brand within the entertainment sector (sports team, film, video game or music artist).

2)   Have a clear idea of who their audience is, what they are interested in and how they are influenced.

3)   Spot trends and opportunities, not only showing what happened, but how and why allowing brands to market better and know what stimulates their audience.

4)   Have more control over their products, removing confusion and the complexity of analyzing data.

Tracking plays, views, fans, social interactions, sentiment and other key metrics across the web, We Play helps brands by using this data to create an aggregated peer-index value that serves as a playful index of brand/fan engagement. The peer-index operates on a multi-dimensional leaderboard, providing multiple avenues for healthy competition and alliances between brands. We use game elements to create a collaborative yet fun and competitive space where brands are learning about their respective target audiences.

It’s all there. The entertainment industry could benefit from gamification implementation and being pioneers in this market space, we will discover and showcase the potential in this sector. Although points, leaderboards, and badges won’t suffice, instantaneous numerical and sentimental feedback mixed with various other elements such as challenges, choices, and freedom to “play” will allow brands to express themselves as freely and accurately as possible. We Play aims to accomplish all of this. Ultimately for your fans, you can expect them to be able to interact with entertainment in a completely new and immersive experience in the near future. We are sure you’ll enjoy it.

We Are Excited. We Hope You Are too. It’s Playtime.

Next week, we will talk about ‘Gamification 201: What’s Next in Gamification?’

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