BroadcastAsia 2015: Understanding how gamification is improving the social TV experience
The second screen emerged almost five years ago as an important part of the media mix. Since then a number of apps have tried to gamify television, and mostly failed – GetGlue, Zeebox, and Miso to name but a few.
Now that the industry has matured and the second screen has actually become the first screen in many senses (thanks to Netflix HBO Now, Sling TV and others), we're seeing a shift in how gamification is enabling a great social TV experience.
Zack Dugow, the chief executive and founder of Insticator, a social TV gamification platform spoke about how his business has survived and thrived in a post-GetGlue era at BroadcastAsia 2015's social TV day that I chaired in Singapore today.
Found Remote exclusively obtained his full presentation (included below) that details the insights he provided. For example, 84 per cent of owners of mobile devices use them while watching TV; a 100 per cent growth over the last two years. This changed environment has allowed his company to grow a platform that thrives off content partnerships with some of TV's biggest fan sites and a library of trivia content that allows fans to dig deeper into their favorite shows.
"You can't ignore interactive gamified Iniatives, they provide too much value for the advertisers and your content," Dugow told Found Remote. He further described the business value of good gamified experiences paired with TV: "Purchase intent, brand favorability and ad recall all go up double digits when the advertising is attached to a engaging socially competitive experience," he explained.
You can view the full presentation here.
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