Magazine article CRM Magazine

Gigya Gets Gamification: Boyd Gaming Uses Social Infrastructure to Nurture Engaged Advocates

Magazine article CRM Magazine

Gigya Gets Gamification: Boyd Gaming Uses Social Infrastructure to Nurture Engaged Advocates

Article excerpt

Since its establishment in 1975, Boyd Gaming has made a name for itself in the gaming and entertainment industry. The company owns and operates 22 gaming properties in eight states and has become one of the most successful casino entertainment companies in the United States, largely because of its ability to offer customers a distinctive gaming experience paired with a keen attention to customer service.

Online, Boyd has created a unique community for its fans, called B Connected. The Web site has more than 700,000 registered users and generates more than 6.1 million log-ins per year. The community also has a mobile and social component.

With a solid casino loyalty program already in place and its cluster of online fans gaining momentum, Boyd turned to social infrastructure provider Gigya to transform its B Connected program into a completely social experience by building on an active customer base and taking advantage of cutting-edge social infrastructure technologies to turn casual players into engaged advocates. With Gigya's help, Boyd set out to develop the first comprehensive social gaming platform linked to a casino loyalty program.

"Our implementation with Boyd Gaming is a great example of the power of tying gamification and other social infrastructure technologies to loyalty programs--both online and offline," Gigya's vice president of client services, Brian Sullivan, explains. "For B Connected Online, users can accrue points for sharing offers and events [with] their social networks from B Connected Online or any of Boyd Gaming's eighteen online properties. This blends Gigya's Share Plugins with our gamification technology, [creating] an incredibly valuable behavior feedback loop that encourages users to take part in activities that are inherently valuable to Boyd Gaming."

Participants can also earn points by completing activities such as linking their site accounts with their social network accounts, booking hotel rooms, and sharing promotions and events with friends.

Gigya has helped Boyd expand its social elements past the realm of the Web site as well. For example, users can earn "social points" when they check in on Foursquare or Facebook at any Boyd Gaming Casino. …

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