Leveraging Great Game Design for Web Applications
Taige Zhang T: @taigeairE: [email protected]: www.taigeair.com
Jan 24th, 2013
Toronto B2B Marketers
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Background
Product Marketing Manager at Kera (Leading platform for interactive tutorials)
Social Gaming Product Manager at Plinga (48+ Million MAU)
Analyst at Apple and WPP
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Gami!cation
Gami!cation is taking the mechanics of gaming to non-game activities to change people’s behavior.
It leverages our natural desire for competition, achievement, status, reward, self-expression, altruism, and completion.
It is used to improve user engagement, retention, and ROI.
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History
PMs start using gami!cation in consumer apps
Social games !ne tune game mechanics
Facebook apps start using game
mechanics
Badgeville launches
Enterprise Adoption: Oracle, SAP, Adobe, EMC, Samsung, NBC, Deloitte, Rogers, Bell, and eBay.
Google Trends: Interest over time
Social Gaming
Gami!cation
http://www.google.com/trends/explore#q=gami!cation%2C%20social%20gaming&cmpt=q
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Growth
http://gamingbusinessreview.com/wp-content/uploads/2012/05/Gami!cation-in-2012-M2R3.pdf
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Taking it to the real world
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Leverages our natural desire for competition, achievement, status, reward, self-expression and altruism.
1. Progress bar to encourage completion2. Badges, trophies and achievements3. Leader board4. Customized pro!le for self-expression5. Challenges and teamwork activities with other users6. Explicit missions and goals for users7. Tracking and rewarding user activities8. Systems for awarding, redeeming, and exchanging points
http://success.adobe.com/microsites/levelup/index.html
Consumer Gami!cation Example
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Enterprise Web Application Example
In late 2011, Salesforce.com acquired social performance platform provider Rypple, which uses gami!cation for employee performance and HR.
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Results & Metrics Across Disciplines
http://badgeville.com
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Replicating Success
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User Advancement
Virtuous Cycle of Web Applications Introduction
App Analytics
Onboarding
Gami!cation
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Virtuous Tools
Switch Video Kera BadgevilleIntroduction Onboarding Gami!cation
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Continued Learning
http://marczewski.me.uk
https://www.coursera.org/course/gami!cation
http://www.gsummit.com http://www.enterprise-gami!cation.com
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To get access to this presentation and my Gami!cation Shared Folder contact me on twitter @taigeair
Thanks!
Resources
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