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playing the loyalty game (to win)
gabe zichermann
CEO, rmbrME
@gzicherm

http://funwareblog.com
available publications




 access now: manning Q1/10   pre-order: wiley Q1/10
customer loyalty is the “new black”
60 million members     54 million members
12-13 million active   12-13 million active
   14B revenue            12B revenue
1.2 million members
40.5B revenues
What UA & AA know:
Frequent Flyer Programs are MMOGs
funware: the loyalty game


points

leaderboards

challenges

badges & levels

rewards
funware: the loyalty game


points

leaderboards

challenges

badges & levels

rewards


                            CC li...
funware: the loyalty game


points

leaderboards

challenges

badges & levels

rewards
funware: the loyalty game


points

leaderboards

challenges

badges & levels

rewards


                            CC li...
funware: the loyalty game


points

leaderboards

challenges

badges & levels

rewards


                            CC li...
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 n...
prizes = pr
the game’s the thing
conclusion

•customer loyalty is everything

•successful loyalty programs are like MMOGs

•points, leaderboards, challenge...
playing the loyalty game (to win)
gabe zichermann
CEO, rmbrME
@gzicherm

http://funwareblog.com
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Playing the Loyalty Game

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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.

Visit http://funwareblog.com for more information

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Playing the Loyalty Game

  1. 1. playing the loyalty game (to win) gabe zichermann CEO, rmbrME @gzicherm http://funwareblog.com
  2. 2. available publications access now: manning Q1/10 pre-order: wiley Q1/10
  3. 3. customer loyalty is the “new black”
  4. 4. 60 million members 54 million members 12-13 million active 12-13 million active 14B revenue 12B revenue
  5. 5. 1.2 million members 40.5B revenues
  6. 6. What UA & AA know: Frequent Flyer Programs are MMOGs
  7. 7. funware: the loyalty game points leaderboards challenges badges & levels rewards
  8. 8. funware: the loyalty game points leaderboards challenges badges & levels rewards CC license from eyeliam
  9. 9. funware: the loyalty game points leaderboards challenges badges & levels rewards
  10. 10. funware: the loyalty game points leaderboards challenges badges & levels rewards CC license from kalleboo
  11. 11. funware: the loyalty game points leaderboards challenges badges & levels rewards CC license from mab @ flickr
  12. 12. what’s wrong with prizes? nothing...really
  13. 13. what’s wrong with prizes they lose value over time they have asymmetric value their effects are short-lived they are not necessary
  14. 14. prizes = pr
  15. 15. the game’s the thing
  16. 16. conclusion •customer loyalty is everything •successful loyalty programs are like MMOGs •points, leaderboards, challenges, badges are key mechanisms •physical prizes are less important than ever
  17. 17. playing the loyalty game (to win) gabe zichermann CEO, rmbrME @gzicherm http://funwareblog.com

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