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LoyaltyGames highlights convergence of loyalty marketing and gamification

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LoyaltyGames highlights convergence of loyalty marketing and gamification
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The 2014 Loyalty and Gamification World Championships (LoyaltyGames) kicked off this past weekend with over 1,500 registered contestants taking part in the fun.

The LoyaltyGames is the brainchild of Johann Odou, and is a free online competition for students and professionals to test and develop their skills and understanding of Gamification and Loyalty Marketing. Check out the event trailer here.

LoyaltyGames Official Trailer from LoyaltyGames on Vimeo.

Mastering the converging disciplines of Gamification and Loyalty Marketing has become increasingly important for any company or organization wanting to motivate and drive user engagement among customers, employees and their relevant communities. Round One required contestants to answer 120 questions in 120 minutes, material covering two major areas – Loyalty and Gamification. As one of the judges among an international panel, I had the opportunity to review the questions in advance and can attest to the level of difficulty. The test is instructive for anyone participating, but is downright challenging for those who seek to come out on top.

The participants constitute a global audience representing more than 100 countries, and provides evidence of the importance of gamification to marketing professionals worldwide. Professionals made up 58% of the cohort (cf. 42% students) and major representation came from the US, India, Poland, Spain and FIFA World Cup Champions Germany (apparently interested in all sorts of games!).

The results of Round 1 will be emailed out to competitors on July 16 and the top 50% will progress to Round 2, to be held on July 26, 2014. Whereas Round 1 was academic in parts and deliberately skills-based, Round 2 will encourage creativity and free-flowing thinking from competitors, drawing on more real-world examples.

The overall timeline of the LoyaltyGames looks like this:

  1. First round was held over the weekend of July 12
  2. Second round competition will be held weekend of July 26
  3. Finalists will be announced July 28 and will complete a case study as their final hurdle
  4. Winners will be selected August 8
  5. Finals videos to be released August 9

I am excited and honored to serve as a judge for this event. Coming on the heels of work we did for Gabe Zichermann’s GSummit in San Francisco last month, we have some views to share on the convergence of Loyalty Marketing and Gamification. Stay tuned on that subject to Loyalty Truth over the next week.

The Loyalty Games is special in the sense that it is an event created to help the international community develop valuable skills in an emerging area of customer marketing. Even while serving as a judge, I expect to learn from the powerful ideas of the global competitors.

You can stay abreast of the games through this snapshot blog.


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