Gamification Communications: When Game Playing is Good PR

Looking to add a game to your communications mix? Steve Brenner, CEO of St. Louis-based Next-POV, quarterbacks the ongoing development of Siemens Industry’s Plantville game. Creating a game as a communications tool can be a challenge for a company that traditionally is product focused (like Siemens Industry) and not marketing focused, says Brenner. Yet Plantville is changing Siemens’ culture and has been a boon internally. Here are three tips from Brenner on how to approach gamification for your organization:

  1. Set your game’s objectives: Are you trying to entertain and attract an audience, or share knowledge? The game itself is only a means to an end, says Brenner. The ultimate goal of Plantville is to generate sales leads.

  2. Allow access: Give the development team freedom to gather information about your organization. “We spent three months getting into the heads of plant managers,” says Brenner.

  3. Don’t scrimp on measurement: Besides basic Web site analytics, Siemens gathers metrics on the decisions that players make as they go through the game. If a number of players order a particular Siemens product for the plant, Siemens can concentrate on marketing that product in the real world. 

PR News subscribers can read more about Siemens Industry's Plantville, a gaming hit in the B2B space, in the case study: "Siemens Industry's Online Platform Plantville Proves That Some Games Really Can Be Played at the Office."

Follow Scott Van Camp: @svancamp01

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About Scott Van Camp

Scott Van Camp is editor of PR News, an executive-level, reader-supported publication that helps enhance the business impact of PR. Scott has a rich background in both journalism and PR/marketing. He has more than 15 years of experience as a writer/editor at various consumer and trade publications. Scott was with VNU Business Publications for five years, including stints as managing editor at IQ News and Technology Marketing magazines and senior editor at Brandweek. In the PR/marketing sphere, he has served as corporate communications manager at MarketBridge, a marketing and sales consultancy, and as editorial director for the Chief Marketing Officer (CMO) Council. While at the Council, Scott led several high-profile marketing research projects. He has also operated his own communications and media consulting firm, SVC Communications.

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