life is your playground

About Nicolas Berg

• Serial entrepreneur with 8 start-ups (1984-2000) – e.g. founder of Borsalino 1998 – sold 2000 at 20x multiple to Ringier

• Full time angel investor in 16 start-ups (2000-2006)

– e.g. Investor & Country Manager XING 2004-2010 – IPO with 30x 2006

• Partner at Redalpine Venture Partners (since 2007) – 5 portfolio companies ranked among 13 Swiss top start-ups in 2011

– Co-founder & CEO at Questli, a Brand Gamification App sourced in Russia

• Lecturer, journalist and jury member– Teaching students and entrepreneurs at venturelab.ch since 2006

– Source and contributor for several leading media (Die Welt, Bilanz, bloggers)

– Jury member of business plan & seed money contests (venturekick, Suvorov)

2

Gamification: the next big thing

3

2011 2012 2013 2014 2015 2016

Social Media MarketingGamification

Sources: Gartner, M2 Research

4

Daily media usage

Current media usage:

• 10h per day media usage

• 2h per day internet usage

– Facebook & Youtube

– Mobile internet (increasing)

• 1h gaming (offline/online/mobile)

min/day

Print TV Radio Online Mobile Others0

50100150200250

200520102015

Sources: SevenOne 2010, Gartner, Nokia and others

Mobile and gaming trends for 2015

• 1h Facebook & Youtube

• 1h mobile internet (increasing)

• 1h for gaming (offline/online/mobile)

• 50%+ of gaming on smartphones by 2015

• 50%+ of gaming will be casual by 2015

• 30%+ of game creation crowd-sourced by 2015

5Sources: SevenOne 2010, Gartner, Nokia and others

time gapAdvertising budgets follows user attention

Gamification works

Recognition StatusCompetition

Intrinsic Motivation Learning Edutainment

6

Questli – gamification of branding

Ads

Games

branding

quest

Engaging branding and edutainment in one App

7

How many layers does our euro burger have?

A:

B:

C:

7

11

9

9

Ask the cashier for the secret Questli code.

What is the hit of the week?

A:

B:

C:

Stereo Burger

Toast Hawaii

Euro Burger

Our Slogan:I‘m ........ it

A:

B:

C:

eating

lovin

trying

12

Questli – the pioneer of gamification

• Questli – effective mobile gamification of brand marketing

• Consumers play games about 1 hour a day and the preferred device is a smartphone

• Marketing budgets must follow the trend of consumer attention

We offer you a risk free brand campaign

• 5 min customer attention

• Check-in at Point of Sales

• Edutains with your brand message

• Strong conversion / customer retention

• Rewards loyalty, not bargain hunting

13

Become a gamification marketing pioneer

Three steps for your brand campaign

1. Briefing• Communication goal• Target group• Where? Point of Sales?• Want to collect data? (Email, Facebook like, etc.)

2. Quest competition• High level quest creators propose 10-15 quests• Brand partner chooses quests that fit best with

brand3. Campaign with winner quests

14

Risk free branding compared to display

• CHF 2 per played quest with 5 tasks

• CHF 3 per played quest with 6 to 10 tasks

• CHF 1 extra for player‘s email addresses and check-in at Point-of-Sales

• CHF 5000 setup fee

• Define budget with cost cap option

15

Questli Switzerland • Marketing: Stefan Steiner, Nicolas Berg, Roger Tschallener, Mario GötzMarketing & Business

Roger TschallenerCTO

Nicolas BergCEO

Stefan SteinerCOO

Mario GötzMarketing Manager

Questli RussiaDevelopment

17

• Founder: Danil Koziatnikov• Design: Alex Lapin• iPhone: Sergey Saytsev• Android: Anton Izkovich• Web: Vitalij Tanakov• Mobile Web: Roman Salnikov• Back End: Alexey Ponomarev

Questli AG, Pfingstweidstrasse 60, 8005 Zürich Nicolas Berg <nico@questli.com> + 41 79 431 55 17

Be a pioneer – think Questli

18

... go mobile with your brand

... take advantage of gamification

... become a pioneer – go for Questli

Since ad budgets shall follow user attention...

Appendix

Slides download at http://slideshare.net/nicoberg/

About gamification

• Gamification is the integration of game mechanics and game-thinking in non-game marketing and management environments to boost engagement, loyalty and fun.

• Examples

– Points

– Leaderboard

– Badges

20

Gamification is the next megatrendGartner says:

• Gamification will become as important as Facebook

• Over 50% of innovation processes will include gamification by 2015

M2 Research says:

• Gamification will reach over $2.8 billion in direct spending in the US by 2016

212011 2012 2013 2014 2015 2016

Social Media Marketing

Gamification

Sources: Gartner, M2 Research

WoW type of gamesAddicting at home for hours

QuestliCasual anytime anywhere

Takes hours, days or even weeks to become a successful player

Can be played anytime, anywhere in only 5 to 10 minutes

Most massive multiplayer games include violence

Most quests are funny and educative

Stickiness by group pressure: Don`t leave team alone against attackers

You play and create for your own fame and share with friends

Branding by product placement or display advertising only

Branding by communication of the best crowd-sourced brand quest

Little integration in social media

Sharing quests with friends and try to solve the ones they created

For playing you need a fast computer and high-speed internet

For playing Questli you need only a smartphone or a standard PC

22

Deals (coupons)drives short demand

QuestliDrives long term loyalty

Short term involvement, no loyalty.

Loyal customers due to long term involvement via Quests.

Limited to simple services and smaller promotions.

Any sophisticated message may be delivered to the prospects’ minds.

New customers get better deal than best customers.

The deeper the involvement the better the reward.

Giving away profit without long term benefits.

Rewarding customers based on engagement, which lasts.

Deals are promoted, merchants changes everyday.

Questli promotes brandand the deal.

Attracting customers who will not be willing to pay full price ever again.

Better conversion to pay full price due to education with quests.

23

How many layers does our euro burger have?

Wrong answer please try again!

How many layers does our euro burger have?

Well done!