Webinar with Melbourne Storm, NRL and Badgeville on driving customer engagement and loyalty. Original run date on February 17, 2016.

1. LIGHTNING REWARDSInfluence Fan Behaviour

2. How can Lightning Rewards add value across the business?
Long term vision for the program:
• DATA Aggregate more data from fans & members
• BEHAVIOUR Identify consumption behaviours
• INFLUENCE Incentivise greater engagement
• COMMERCIAL Deliver ROI for commercial partners

3. Members
GA
Ticketholders
Local Fans Distant Fans
Transient
Fans
Spend extra
$20
Bring a mate to
the game
Come to your
first game
Buy interstate
membership
Like us on
Facebook
Game Day
Digital Platform
Fanbase Corporate Community Stakeholders
Every business challenge is solved through greater engagement

4. First year – 6 months trial resulted in 520K actions
71% Video views
52% Dwell Time – Top in NRL
11% UBs
31% IMPS
80% Game day spend – F&B + Merch
9% Member retention rate
Digital Inventory
Game Day Membership
Increased Asset Value
$500K - 600K

6. Unify the Digital & Game Day fans

7. Rewards scaled to drive engagement
Change structure in year 2
• Top 40 gamers will be the same year on year
• Make entry levels more accessible & attractive
• Broaden the appeal – objective is wide engagement
• New season has a new points leaderboard, with historical
“Career Earnings” table created

8. Game Day extension – tangible iteration of benefits
Your Season
Ticket
• All regular season
home matches loaded
onto your membership
Your Payment
Method
• Transfer money to your
membership card
• Tap your Membership
Pass for exclusive in-
stadium offers
Your Rewards
Pass
• Earn points and be
rewarded with one of a
kind experiences,
merchandise, and in
stadium offers
• The card will store
loyalty data (eg. No of
games attended)
Your Transport
Pass
• Use your pass as your
travel token
1 2 3 4
“A card/app that allows you to leave your cash and credit cards at home”
MORE THAN JUST A TICKET

9. Leverage Partner Assets at no cost to the Club
Immediate & tangible activation
mechanic for partners
Deliver appealing rewards the
don’t cost club money
Core categories:
- FMCG – Coke & CUB in-stadia
- Auto
- Airline
- Tourist destination
- Hotel
- Inner Sanctum experience
- Merchandise

10. Mobile vs Membership Card – let the fans dictate
Extends through Storm mobile
site & team app
Facilitate transactions through the
app for game day
How do we extend this product to
general ticketed fans?

11. The Future – Real time game day consumption feedback

12. Game Day Automation – Influencing fan consumption

13. Evolution of Brand Activation

14. 2016 Growth & Development
Grow Game Day UseDrive Digital Reach Centralise Assets
Drive Commercial Engagement

15. 6 Years + 300 deployments
Our service adds a digital motivation layer to enterprise
applications so companies can motivate repeatable, revenue
producing behaviors while inspiring loyalty, collaboration,
innovation and performance.
What we do
ABOUT BADGEVILLE

16. Taking Customer Engagement to the
Next Level with MotivationMetrics™
Badgeville Confidential

17. Combining Data Leads Greater Insights
Badgeville Confidential
Millions of new ac-vi-es per day per company
Mobile
HCM

18. Badgeville Confidential
Millions of new ac-vi-es per day per company
Mobile
HCM
Combining Data Leads Greater Insights

19. Badgeville Confidential
Millions of new ac-vi-es per day per company
Mobile
HCM
Combining Data Leads Greater Insights

20. All Levels of Organization Demand
Insights that Drive Action
Badgeville Confidential
CEO
Line of Business Owner
Program Manager
IT
Increase organization success!
Improve business performance!
Increase program success!
Increase system success!

21. Each Level Needs Tailored View of Data
Badgeville Confidential
People
Program
Behaviors

22. What Is MotivationMetrics?
• Self-service analytics and 30+ pre-built visualizations
– Program: how well is my Gamification program running?
– Performance: are we meeting our KPI targets?
– People: who are our top/bottom performers and teams?
• MotivateOne™ Data Service
– Data Service: Scheduled Exports / Raw Gamification Data over SFTP
– Enhanced Data Discovery: Enriched BI Dashboards, better predictive algorithms
– Future Service Improvements: API and more!
• Goal: 3-D insight on rewards, behaviors, and people
– Fine-tune the program, drive cultural change
– Identify key individuals for reward or coaching opportunities
– Access insights anywhere
Badgeville Confidential

23. Report Classifications and Value
Badgeville Confidential
Adoption
Engagement
Achievements
Program Activities
KPI Attainment
Business Impact
Reputation Scorecards
Rankings
Player Detail
Gamification
Performance
Recognition

24. Badgeville Reports
Badgeville MotivationMetrics
Dashboards
Reports & Dashboards
General: Aggregate performance
of the game by users, activities,
and rewards.
ü Users: Active Users, Daily Return Rate,
Activities by User, Daily Active /
Monthly Active
ü Activities: Activities by Type, Activities
by User, Average Activities by User,
Count of Activities Today
ü Rewards: Rewards and Level
Distributions
ü Retention & Return Rates: Weekly
Return Rate, Week 2 Retention
Gamification: Gamification/reward
metrics.
ü Adoption:
• Registered Users Over Time
• Active/Inactive Users
• % <Period> Active
ü Engagement
• Event Volume
• Average/Median Event Volume per User
• Visit Frequency & Return Rate
ü Achievements
• Points Earned
• Level/Reward Distribution
• Earned Badge Distribution
• Mission / Track Progression
ü Time to Completion / Average Duration
Performance: performance of the
program/organization.
ü Program Activities
• Activity Counts/Distribution
• Social Advocacy Activities
• Activity Correlation
ü Performance against Defined Goals
• Average Activities
• Count Activities
• Max/Min Activities
• Performance against KPIs *
• Use of Extended Attributes *
ü Business Impact
• Activity Lift: Baseline vs. Now
• KPI Performance vs. Goals Overlay *
• Explicit Program ROI *
Recognition: people and team
reputation.
ü Reputation Scorecards
• Players with Badge X
• Team/ Player Achievement vs.
Program Goals (or KPI*)
• Player Engagement (Segmentation)
ü Rankings
• Top to Bottom Player/Team
• Expertise Distribution
ü Player Detail
• Summary by Player, Team, Reward
• Drill-down to Player Details
• History (Activities & Rewards)
• Player distribution by Activity
ü All reports filterable by time period, reward, activity, behavior, mission, or track specified in program.
Advanced Analytics
Advanced Analytics
• Not Available
ü Cohort Analysis
ü Heat Maps
ü Trend Analysis
ü Segmentation by Core Attributes
ü Extended Attribute Support
Custom Reports
Premium Reports *
• Services-Driven One-Offs
• No Portal / Export Only
ü Report Templates, Tailored by Use Case
ü Segmentation by Custom Attributes
ü Customer-Specific KPIs / Goal Overlay
ü Correlations and data blending
ü Mash-Ups with external data
Badgeville Confidential
* Premium reports licensed separately

25. Who Cares? Why?
Badgeville Confidential
Target Audience Challenges and Ques3ons
Sponsor - VP Marke-ng, Chief
Customer Officer
Which fans are most engaged?
Who has tweeted the most and is your best brand
advocate? Who has helped to increase audience size?
Who is your most effective brand advocate?
Which fans are spending the most?
Sponsor - CHRO, VP Talent, L&D How can we improve manager performance?
Are we retaining talent?
Are we hiring the right talent? Do we have right talent
mix?
Sponsor - VP Sales/Service Are they performing the sales ac-ons for their roles? Are my
sales people fully u-lized?
Do I have the right number of sales people in each region?
How are people moving opportuni-es through the pipeline?

26. Who Cares and for What Use Case?
Badgeville Confidential
Target Audience Ques3ons
Manager How do I increase the success of my people? By team? By
individual?
CEO How do I improve the performance of my organiza-on?
Eco buyer How do I increase success of my systems?

27. Melbourne Storm Example
Badgeville Confidential

28. Example Gamification Report
Badgeville Confidential
ACTION
Change program to increase
engagement in Q4
INSIGHT
Engagement drops off in Q4 due
to seasonality
ACTION
Change program to increase
engagement in Q4
ACTION
Change program to increase
engagement in Q4
ACTION
Change program to increase
engagement in Q4

29. Example Performance Report
Badgeville Confidential
ACTION
Change program to increase
engagement in Q4
INSIGHT
Purchase highly correlated with
website activity (e.g. Facebook
like on website, read article)
ACTION
Need to increase number of
people spending time on site,
answering questions
ACTION
Increase points for website
activity

30. Example Reputation Report – Engagement Score
Badgeville Confidential
INSIGHT
Dark green people are most
engaged
ACTION
Recognize these people
separately, give them special
offer to advocate more

31. Example Reputation Report
Badgeville Confidential
INSIGHT
These people are most engaged
ACTION
Recognize these people
separately, give them special
offer to advocate more

32. Example Reputation Report
Badgeville Confidential
ACTION
Reach out to those people
INSIGHT
Those with 0 points are likely to
leave the company within 6
months

33. Across Use Cases, Systems

34. MotivationMetrics
Truly Insight + Action
Badgeville Confidential
Badgeville
Enterprise Plus
Customer Systems

35. Key Takeaways
• What is your digital value? For your customers? As workers?
– Gamification “tells the story” of who’s doing what, when, where and how!
– Must look “beyond the game” to behaviors, top performers and more!
• How do you show ROI? How do you know where to improve?
– Quantify the benefits and successes of your program
– Pinpoint where improvements can be made and what those improvements
should be
• It’s a big deal
– Truly Insight + Action
Badgeville Confidential

36. MotivateOne
MotivationMetrics
Analytics Portal
• Gamification
• Performance
• Recognition
Big Data
Reporting DB
Mashup Data
Export Data
Improved Data Architecture
Badgeville Confidential
Badgeville
Enterprise Plus
Operational
DB
Customer Systems
Customer
DBs / Data
Warehouse
Customer
Reporting /
BI Tools
End User Events
Badgeville
Customer
Platforms &
Applications

37. Thank you!
We appreciate the opportunity to improve your business
Badgeville Confidential

38. Contacts
Ben Dunn
BDunn@melbournestorm.com.au
Karen Hsu
khsu@badgeville.com
Badgeville Confiden-al