Leveling up with
Gamification
Case Study
Introduction
Japanese video game developer
and publisher Capcom is known
for creating multi-million-selling
franchises such as Mega Man,
Resident Evil, Devil May Cry,
and Street Fighter. Founded in
1983, its games have been
played by thousands of gamers
across the world over the years.
Highlights
Thousands of daily logins on the
Devil May Cry (DmC) mobile app and
collection of valuable, permissionbased identity data on these users
via Social Login
Users continue to engage with the
mobile app’s game elements, logging
in to the app an average of 6.1 times
Over 1 million in game sales in the
first month following the app’s launch
Challenge:
Generate Excitement Around
Franchise Relaunch
To drive engagement and awareness to the relaunch of one of its biggest
franchises, Devil May Cry (DmC), Capcom teamed with Gigya and digital agency
RDA International to create a corresponding mobile app that would push
technological boundaries and create a connected, holistic experience between
the mobile app and console game and extend play time and engagement. With a
plan in place, RDA and Gigya worked together to begin creating a sensational
mobile app that would bridge online and offline worlds by combining some of
the web’s most innovative technologies: social login, gamification and
augmented reality.
Solution:
Pulling Game Elements into
Real-Life Interactions
The resulting DmC mobile app
creates an immersive user
experience that compels users to
take part in daily “real world”
challenges to boost their standing in
the DmC console game by tying
Gigya’s Gamification technology with
“augmented reality” powered by
Aurasma.
The DmC app lets users scan real-world objects to “reveal the truth” behind
specific triggers such as banknotes, stop signs, and logos. Each time an object
is correctly identified and scanned, the app surfaces the game’s themes onto
the user’s mobile screen via augmented reality. Users that successfully
complete the assigned missions--or succeed in finding and scanning the right
objects--score points, which they can redeem in the video game.
Solution:
Deeper Engagement and Authentic Connections
with Social Login and Gamification
Gigya Gamification technology helps
create DmC’s game-like mobile
experience, which ties all of its
marketing vehicles together to
encourage deeper engagement with
the brand. And by allowing users to
easily register and login to the app
using their preferred social identities,
Gigya’s Social Login enables Capcom
to gain a complete, permission-based
view of its users, including their email
addresses, profile information,
influence rankings, and behavior data,
from the moment they register and
sign in to the app.
Solution:
1. User logs in socially
Social Login, Gamification, and
Augmented Reality Boost User Engagement
2. User finds new
missions on DmC site
3. User scans real
world objects to
complete missions and
“reveal the truth”
behind specific triggers
4. User earns virtual
rewards for completing
missions
Results:
Surge in Unique Mobile Users,
Overall Engagement, and Game Sales
Since implementing Gigya’s
technology, Capcom has seen a
significant increase in unique
mobile users that continue to log in
and engage with the app and, most
importantly, seen real ROI, as the
company saw a huge surge in game
sales within the first month of
launching the app.
By the Numbers:
Thousands of daily logins on the Devil May Cry (DmC) mobile app and collection of valuable,
permission-based identity data on these users via Social Login
Users continue to engage with the mobile app’s game elements, logging in to the app an average
of 6.1 times
Over 1 million in game sales in the first month following the app’s launch
About Gigya
Gigya's Customer Identity Management Platform helps more than 700 of the
world’s leading businesses such as Fox, Forbes, and Verizon build better
customer relationships by turning unknown visitors into known, loyal and
engaged customers.
Visit our website to learn more.