TOI’s ‘phyigital’ game attracts young readers to print newspaper

Combining physical and digital

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TOI
Times Housie Plus Photo: Times of India

Covid-19 induced lockdown and movement restrictions that began at the end of March in India have led to increase in popularity of eGame versions of classic games like ludo and housie. As a means to leverage this surge in popularity, India’s English newspaper, Times of India (TOI), created a unique ‘phyigital’ version of the housie called Times Housie Plus, just ahead of Dussera and Diwali.

TOI added a twist to the classic age-old game housie by reinterpreting it with digital gamification codes like live games, social badges, referral codes, a leaderboard, and pop trivia quizzes.

Writing in a blog on INMA’s website, Sumeli Chatterjee and Alexander Valladares of TOI said that Times Housie Plus piqued the interest of youth with its gamification cues and personalized messages, thus successfully recruiting new readers — many of whom were younger than 30 years of age.

How it worked

To play the game, readers needed to solve trivia questions appearing in the TOI newspaper every day for the 22 days running up to the festival, arriving at the numerical answers. These trivia questions could be linked to topical news stories, number puzzles, city trivia, or even brain teasers. These numbers needed to be entered on the readers’ unique digital Times Housie Plus ticket, which was available on the game website.

The readers needed to register with their own mobile number, which was OTP and reCaptcha validated to weed out bots. Players could claim prizes across categories like top/middle/bottom rows and full housie.

There were daily prizes and vouchers up for grabs by guessing the right answers to the questions printed in the newspaper. Basically, the more someone read the daily newspaper, the higher their chances were to win prizes. TOI readers could win home appliances or shopping vouchers to prep their homes for the festive season.

Impact statistics

According to Chatterjee and Valladares, the game successfully strengthened the daily readership of the print newspaper with 95% of registered players logging in to play the phygital game. The game registration skew was highest among young adults; almost 60% of the players were aged 30 years or younger. Almost 20% of the database were new subscribers of newspapers who shared a willingness to subscribe after registering for this game. Most importantly, the game backend provided TOI data to understand the daily reading habits that could be analyzed by age, gender, and city.

Cross-referencing the game login details and prize claim timings, Times Housie Plus gave us valuable reader analytics data, especially related to timing and frequency of newspaper readership, Chatterjee and Valladares wrote. The game also enabled newspaper advocacy by readers, and more than 15% of the players invited their friends and family through referral codes and social shares.

The game UX was personalized so TOI could send customized messages to reader cohorts to engage them more with game updates, news stories, and/or subscription offers. The game was audited by process validators to remove any biases or glitches and ensure data privacy norms were met.

“Thus, the popular game of numbers was reinterpreted with a new twist that combined the physical (print newspaper) with the digital (online gameplay) that helped TOI strengthen the youth connect of the newspaper during the festival season,” said Chatterjee and Valladares.

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

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