Presentation from Rubén Alonso's talk at Gamification World Congress 2014

1. Gamification is not a game
#ClubRoyalGame by Royal Canin1

2. Let’s play 1 minute! 2
So, let’s try this pet-quiz to test your knowledge:
One of our goals is to help you learn how to take
care your pet: Knowledge and Respect.
How the dogs do their business?
• In alignment with the North-South magnetic axis: #ClubRoyalGame1
• Paralleltotheirshadow: #ClubRoyalGame2
• Facing the wind: #ClubRoyalGame3
.

3. Te Gamification market is estimated to grow from $421.3
million in 2013 to $5.502 billion in 2018.
Fuente: marketsandmarkets.com
!
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4. Let’s talk about gamification in a marketing setting:
Take advantage of the format and game mechanics to achieve
behaviour: targets
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5. Target 1
Social media reach…
5

6. Target 2
Build the clients’ loyalty and be in
touch...
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7. Target 3
Build a database: clients and pets
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8. Target 4
Learn how to take care and have fun
with your pet…
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9. Target 5
And, of course, entertain and play…
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10. is Health Nutrition and we believe
in innovation in marketing:
• 2.0 communitys,
• mobile apps,
• social media,
• branded content…
As we also want to increase the
engagement, we decided to add
gamification to our marketing
strategy.
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.
Marketing Strategy

11. We introduce:
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12. 12
We introduce:
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13. Club Royal Game
Club Royal Game is based on 5 main ideas:
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Personalization Sharing
Buying Rewards Playing
.

14. Personalization 14
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15. Sharing 15
.

16. Buying 16
.

17. Rewards 17
.

18. … of course, entertein and playing 18
.

19. Gamification is not a game
Because, in addition to the points, the dynamics,
the platform and the rewards, we should:
• Be part of the MKT plan = Targets
• Generate content to be shared.
• Choose the incentives and manage the deliveries.
• Help and provide assistance to players.
• Keep users interested: engagement.
• ROI: How does gamification add value to the plan?
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20. How does it add value?
Gamification is much more than a simple game, and it
should therefore also add value with:
• Branding.
• Visits.
• Registrations.
• Interactions.
• Sales.
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Gamificación
Benchmark
Gestazion’s platforms
€ 60-80.000

21. Gamification works:
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1 out of 3
visits
register
for the
platform.
9-13 %
of the users
follow the
brand
on social media.
Each user
shares
2.25 content
items on their
social media..
Between
40 % and 60 %
play
every month an
average of
2-3 games.
Time:
8 minutes
as opposed to
the 5 minutes
without
gamification.
Every month
10-17 % users
sign up through a
recommendation.
Each user redeems
3 products.
Gamification Benchmark Gestazion’s platforms

22. Club Royal game: 2 months 22
Visits: 17.802
Registers: 7.368
Interactions: 36.444
Codes: 355
…
.

23. And in the future
New games, mechanics and rewards…
Momentum (Christmas, back to school…).
Personalization according to the users’ interests.
Interactive videos and games.
Market research (surveys).
New social media integrations : Instagram, Pin.
…
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24. Don’t forget:
Gamification is not a game!
24
.

25. And the answer is 25
How the dogs do their business?
• In alignment with the North-South magnetic axis:#ClubRoyalGame1
A study carried out by Czech and German researchers shows that dogs choose the
direction they relieve themselves based on our planet’s magnetic axis, as long as this
axis is stable, that is why they tend to align themselves with the North-South magnetic
axis and avoid the East-West axis. This study confirms that dogs are sensitive to the
Earth’s magnetic field and this helps them orient themselves, just like birds.
.
• Paralleltotheirshadow::#ClubRoyalGame2
• Facing the wind: #ClubRoyalGame3

26. And the winner is... 26
Winner 2 is:
Winner 1 is:
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27. Thank you!
@rub_alonso
Digital Marketing Coordinator Royal Canin
@marcosblanco
Director Ejecutivo de Gestazion.com
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