How Norway’s DN used gamification to gain 35,000 young, registered users
How Norway’s DN used gamification to gain 35,000 young, registered users
How Norway’s DN used gamification to gain 35,000 young, registered users
By Gwenneth Teo
February 1, 2024
Summary
Marit Tronier Halvorsen, Head of Target Groups at DN Media Group, shared with delegates at WAN-IFRA's Digital Media Asia conference, how they managed to attract a sizeable new audience with a stock market game.
DN tapped into the youth's interest in games to create Fantasy Funds in 2020, an award-winning game that replicates the stock market.
No prior knowledge of investing is required and the game is free to download. As players registered their data, DN got to understand the youth demographic better.
Lastly, DN's articles were incorporated into the game, and social media was used to reach the target group.
After five seasons of the game, it has produced astounding results that have yet to be replicated in other DN initiatives.
There were peaks of users younger than 35 visiting the DN website when new seasons of Fantasy Funds were launched, with DN converting nearly 35,000 players into registered DN readers.
As part of the gameplay, players already receive weekly newsletters, written by DN journalists, that discuss weekly happenings in the game.
Reference
Teo, G. (2024, February 1). How Norway’s DN used gamification to gain 35,000 young, registered users. WAN-IFRA. https://wan-ifra.org/2024/02/how-norways-dn-used-gamification-to-gain-35000-young-registered-users/