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Hac king Gamific a tionBing Gordon, KPCB
@bingfish @kpc b
Why Gamify?
Game pa tterns a re the new norma l
2 -10x improvement
Acquire Engage Retain
Dec ades of Gaming
Acquire
First Five Sec onds
“ I am smart—this is wha t I expec ted .”
First Session
“ This is fun—what I expec ted , only better.”“ I know wha t I am doing—and I like it.”
Acquire
“ First” Ma tters
• Win first, win fast
• Give them a reason to return
• Send invites (if you love it)
Acquire
“ First” Rules
The Orig ina l “ Touc h”
Pinba ll Construc tion Set 1983
Acquire
The New “ Shelf” Acquire
Acquire
10:1
The land ing sc reen is everything .
Just as in SEM…
Acquire
Reduc e bounc e by 90%Before insta ll:
Sketc h wha t you expec t to see…
After first five sec onds:
Is this wha t you expec ted?
Acquire
Acquire
Frames Are Wine Labels
Acquire
NASCAR “ d ra ft meter” : 2x
Interfac e is the Eng ine
Acquire
Wants and fea rs sp inner of Sims 2
Interfac e Toys Work
Open style menus of Sim Golf
Acquire
“ Op t in” Complexity
15M not 1M for Zynga Poker
FB Profiles = Soc ia l
Acquire
Acquire
70M, not 2M for Farmville
Friend Bar Mec hanic
Inc entivesVirtua l goods
Games: imbue va lue in VG
Acquire
Vira lity: The New Marketing
InvitesInc ented invites
-- 4 -10x (wa tc h for TOS!)Inc ented insta lls +25%
Acquire
Vira lity: The New Marketing
Take Aways10x Touc hab le “ box”
90% Bounc e reduc tion» I feel smart» Win first, win fast
2x Interfac e = eng ine
4-10x Vira l design
Acquire
Engage
Wow!!!1x first two sessions
Good!! 1 to 3x first session
Yuc k!0x first session
Oh F*# @!Never
Engage
Design Bea ts
First Suc c essful Time Pressure
Wither Fac tor
Engage
The Most Prec ious Asset
Engage
Identity
Build a Profile: Identity, c a reer sc ore key.
Engage
Who Are You?
Take 30 minutes
Engage
Like Going Out
Tiger Woods Golf: +50%
Engage
Power of Persona liza tion
Engage
Live Life in Levels
Show Numbers
Engage
• I have 600+• 2x hours/ week• 75% fema le, average
age 42
Badges Rule
Engage
Trophies Matter
Engage
Sim City: 20,000 up loaded c ities“ They a ll look the same!”
Yearning for Rec ognition
Engage
Engage
UGC Text # 1
“ Aileen City is suc h a grea t p lac e to live. The parks a re
beautiful and the highways a re never jammed.
Come to Aileen City!”
“ Joe City is a towering spec tac le of g lass and c onc rete. It is not just a
c ity, it is an ec onomic dynamo!”
“ You have to wa tc h the c itizens to understand Jennville. They shop ,
they bustle, their houses a re perfec t.”
1% upload | 25% download
Co-Op Crushes Competition 3:1
EngageEngage
Gifts 30x Brags
EngageEngage
20 - 30% produc tivity ga ins
Party of 5
EngageEngage
• Va lue wha t you make, va lue wha t you earn
• Golf c ourses should look hard , p lay easy
• 90% of p layers a re 90% of the way
• Constra ints a re fun
• Experts fa il fast; everyone else wins fast, wins first
EngageDesign Princ ip les
2x Grea t sec ond sessionViewab le p rofilesBadges, ac hievementsNumbers, sta ts for 10-25%
4x “ Invest” and avoid “ wither”UGC for 25% of p layersSoc ia l ob liga tion for 25% of p layers
EngageTake Aways
Retain
Probab ilistic , too.Lessons from the Skinner Box.2 c urrenc ies (Las Vegas)
Retain
Multip le, Para llel Goa ls
Will she c ome bac k? When?What will she do in the sec ond session?Will she be p laying a month from now?What will she expec t?
Retain
Look Ahead
Resourc e Management in Farmville
Retain
“ Pinc h”
Constra ints & Quantity
Retain
World of Warc ra ft -- 0% c hurn from level 35-40, 55-60 (mount, elder game)
Pre-reg ister a t reta il -- 10-20% of first week sa les
Retain
Pre-Announc ements Huge
Retain
Content Upda tes SellCorrela ted to qua lity
The Sims expansions• 16 expansions, 50M units• 60% ARPU inc rease
Madden Footba ll• 70% repea t if “ game of the year”• 30% repea t purc hase if “ liquid AI is wha t’ s running down their legs”
Content Upda tes Sell
Retain
• Madden– “ You c an’ t c onvert the whole fra ternity.”
• Guilds– Appointment gaming– Peer p ressure and p rivileges– Marriages (and d ivorc e)
• Async hronous: 4x more than simultaneous
Soc ia l Ob liga tions Loc k-In
Retain
Twitter• 40% 1 month retention• 90%-ish monthly retention if 10
followers
Retain
Fac ebook• 20 friends• 70% “ long term” retention
Mag ic Numbers
Virtua l Assets : 3x Fac tor
Ultima Online House owners - 3 years
Retain
Metac ritic .c om• 80 - 85 = Top 50• +50 -100% for eac h +5 points
Retain
Qua lity Matters
Madden sequels• 2x for high qua lity• Use “ NPS” (Net Promoter Sc ore)• % rec ommend - % who wouldn’ t
RetainDesign Princ ip les• Show numbers
• Look ahead
• Pinc h
• Constra ints a re fun
• Pre-Announc ements
• Content upda tes sell
Do the Math
Retain
Take Aways
• 20%: Soc ia l struc tures: – 90% less c hurn for p layers who a re “ well-guilded”
• 15%: Virtua l assets– 67% less c hurn for p layers who a re “ well-c astled ”
Retain
Take Aways
• 4x: Pinc h and “ look ahead” game mec hanic s
• 100%: Pre-announc e (for a month)
• 50%: New c ontent, if same qua lity as orig ina l
“ The best way to keep someone p laying forever is to have them p lay today.”
-- Bing
New Med ia , New Rules