SourceMedia Introduces Gamification at Banking Conference, Achieves 40% Participation Rate
'SuperBanker' Fosters Networking, Educates Bankers About Gamification's Potential
(firmenpresse) - NEW YORK, NY -- (Marketwire) -- 03/23/12 -- SourceMedia introduced gamification to audience members and marketing clients at a banking conference this week, with the launch of "SuperBanker," a Web-based mobile game that delivered event-related content and fostered professional networking.
SourceMedia, a business-to-business media company and the parent of American Banker, partnered with EMI Strategic Marketing to develop the SuperBanker gaming application, which was actively played by more than 40% of the 500-plus attendees at the 17th Annual Best Practices in Retail Financial Services Symposium in Boca Raton, Florida.
Gamification is the latest in a series of innovations that SourceMedia has brought to its conference business, as part of its mission to progressively deepen engagement of audiences and marketing clients across the financial and technology markets it serves. While mobile applications, e-books, and social media are standard elements of the company's live events toolkit, providing event content and enabling networking, SuperBanker is the company's first gamification initiative.
SourceMedia and EMI plan to roll out the game, or a version of it, at other banking conferences this year. SourceMedia is also testing three other game technologies at conferences in the mortgage, payments and employee benefits industries.
The game was developed in partnership with EMI Strategic Marketing, which specializes in strategies and programs that activate and engage through human and digital channels. In addition to driving participation at the event, SuperBanker aimed to illustrate how game dynamics can create powerful consumer and employee engagement.
To compete in the SuperBanker game, banking industry executives first selected an avatar and then answered trivia questions about the event and the industry to earn points and collect badges. Questions were developed by American Banker editorial and events staff, along with the event's featured speakers and presenters. The game incentivized players to meet other attendees, and connect with exhibitors in their booths. Prizes included the coveted "SuperBanker Cup," along with game T-shirts, gift certificates, mobile devices, a weekend stay at the resort hosting the conference, and a grand prize of $1,000 donation to a charity of the winner's choice.
Attendees accessed "SuperBanker" primarily via their mobile devices, utilizing a new American Banker Events app as a portal to the Web-based game. The app, for iPhone, Android and mobile Web users, brought the conference to attendees' fingertips, allowing them to create personal schedules, direct-message other attendees, and rate individual sessions and speakers in real time. The app also "pushed" notifications reminding attendees of event activities and last-minute room and location changes.
"We are constantly striving to improve onsite experience at our professional events," said John DelMauro, SVP of SourceMedia's Conferences & Events division. "The SuperBanker game created a memorable buzz and energy at the conference and encouraged attendees to meet each other and meet our exhibitors -- underscoring the primary value proposition of a live event."
"We're seeing an increasing number of clients ask us to create customized games for both consumer and employee engagement, but this is the first time we've worked with a client to apply gamification to enhance attendee experience and exhibitor value in a conference setting," said Campbell Edlund, President of EMI.
The game winner was Arturo Pastor, manager of distribution channels for Banco Credito de Peru, the largest bank in Peru. Pastor, playing under the screen name "Supercan," earned 878 points: 700 from attendee meetings, 160 from trivia questions, and 18 from exhibitor meetings. "I love the game. It gave me a good reason to go up to people and talk to them," said Susan deFreese, aka "Sunshine," SVP and Chief Compliance Officer at Old Florida National Bank, who was the second-place winner. "I would like to take this back to my bank and use it for training sessions."
The Best Practices in Retail Financial Services Symposium, held March 11th to 13th, set records this week with more than 500 participants and 25 percent growth over last year's conference.
EMI Strategic Marketing is a relationship marketing agency specializing in the integration of direct, digital and human channels to drive sustainable profitable growth. For more than 20 years, EMI has developed and executed marketing strategies and programs for clients in the banking, insurance, investment and technology industries.
SourceMedia, an Investcorp company, is a business to business media company serving the financial industry and the related fields of professional services and technology. SourceMedia offers its clients and subscribers professional information services -- both print and digital -- industry-standard data applications, in-depth seminars and conferences, research, and specialized marketing services.
Ying Wong
Senior Director
Human Resources
SourceMedia
212-803-8787
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Datum: 23.03.2012 - 18:59 Uhr
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News-ID 127990
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