{"id":6506,"date":"2011-05-28T10:36:40","date_gmt":"2011-05-28T10:36:40","guid":{"rendered":"https:\/\/www.upstreamsystems.com\/press\/press-releases\/upstream-launches-real-time-personalisation-on-its-gamification-engine-to-drive-consumer-engagement-over-mobile\/"},"modified":"2011-05-28T10:36:40","modified_gmt":"2011-05-28T10:36:40","slug":"upstream-launches-real-time-personalisation-on-its-gamification-engine-to-drive-consumer-engagement-over-mobile","status":"publish","type":"press_release","link":"https:\/\/www.upstreamsystems.com\/pt-br\/press\/press-releases\/upstream-launches-real-time-personalisation-on-its-gamification-engine-to-drive-consumer-engagement-over-mobile\/","title":{"rendered":"Upstream launches real-time personalisation on its \u2018Gamification Engine\u2019 to drive consumer engagement over mobile"},"content":{"rendered":"

London, UK and San Francisco, USA \u2013 25, May 2011 \u2013\u00a0<\/strong>Upstream, the global mobile marketing solutions provider, today announced the addition of new features to the gamification engine that forms an integral part of its Marketing Technology Platform (MINT) technology platform. With gamification, Upstream is able to dramatically increase levels of responsiveness, engagement and enjoyment, transforming the mobile marketing experience to benefit both the mobile consumer and the marketer.<\/p>\n

Upstream\u2019s gamification engine\u2019s new, real-time personalisation features deliver key insights into interactions as they happen, enabling the platform to tailor campaigns so that their frequency, progress and content are driven by highly targeted mobile consumer segments, making it ultimately more rewarding and enjoyable for them.<\/p>\n

\u201cThe new capabilities will enable Upstream to customize our gaming engine in very sophisticated ways to help carriers and brands drive the highest possible engagement and value from their mobile campaigns,\u201d says Guy Krief, Vice-President, Innovation, Upstream.<\/p>\n

Gamification on MINT combines game mechanics \u2013 which include points; rules; countdowns; ratio, repeat and interval bonuses; levels; penalties; challenges; viral mechanics; virtual goods; digital and physical prizes \u2013 with game dynamics \u2013 which include rewards; urgency; reinforcement; pride; appointment; status-building; competition and achievement \u2013 to provide a powerful engine that drives high responsiveness, engagement and enjoyment of the mobile experience.<\/p>\n

\u201cGamification is an essential part of mobile marketing and we\u2019ve been using game-like techniques in our campaigns for mobile operators and brands long before the creation of the word,\u201d continues Krief. \u201cEvery interaction on mobile must reward the consumer or it is likely to be ignored.\u201d<\/p>\n

Upstream\u2019s MINT platform has delivered campaigns to more than 500 million consumers for top-tier carriers and brands around the world, increasing customer responsiveness by as much as 400 per cent. Game dynamics introduce the concept of rewards that can take many forms, whether it is correctly answering all the questions in a quiz; getting free entertainment content; a status announcement or winning bonuses, points and even large cash prizes.<\/p>\n

\u201cWe\u2019ve proved with operators all over the world, that combining the intensely personal nature of the mobile medium with the engagement and loyalty that Upstream\u2019s gamification engine engenders creates a very powerful marketing tool,\u201d says Krief.<\/p>\n

\u201cWith Upstream we identified new consumer sectors to target and employ the MINT platform, with the best gamification techniques built-in, to engage and incentivize our subscribers, increasing customer satisfaction and brand loyalty.\u2019<\/p>\n

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\u201cAny mobile marketing interaction must provoke engagement and drive emotional value for the mobile consumer. Upstream\u2019s sophisticated, personalized gamification delivers just that capability in real-time,\u201d says Egisto Benelli, Consumer Market VAS Director, Telecom Italia.<\/p>\n

About Upstream\u2019s Marketing Technology Platform (MINT)<\/div>\n

Upstream MINT provides the following mobile marketing technology modules:<\/p>\n

Optimized Communications<\/strong>\u00a0\u2013 Activation of all mobile channels<\/p>\n