By some key measures, Americans are ready to accept games into some of the most important areas of their lives. In a new study by Saatchi & Saatchi S entitled “Engagement Unleashed: Gamification for Business, Brands and Loyalty,” 55% of Americans said they were interested in working for a company that uses gamification to increase productivity. The study, conducted on behalf of Saatchi S by Ipsos OTX MediaCT, seeks to identify perspectives, attitudes and key drivers to use games as a vehicle for engagement within the employee context and more broadly across the consumer landscape.
According to study data, about half of online Americans are already playing social games during a typical day. Of those employed, 28% of respondents are playing games more than 30 minutes a day while at work. When asked how they would like to hear about a new product, 44% of respondents preferred email communications and 37% would choose some kind of online game experience. Only 3% wanted to be told about new products by TV or radio advertising. Seventy-five percent of smartphone owners are interested in playing a clues-based challenge, and 85% would be interested in playing for at least 30 minutes for the chance of winning a $100 cash prize. Other findings include:
- 27% of those interested in social challenges said they would be very likely to opt in to a social challenge sponsored by a large corporate brand; 64% very likely if it were initiated by friends or family.
- Heavy social gamers are more likely to be interested in clues-based challenges and are more aware of recent in-game ad campaigns from specific brands.
- 58% said it is important for brands to be fun and playful.
Click here to view a more detailed summary of key findings from the study.