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Gamification is a hugely popular trend and is being incorporated in web applications of leading companies such as SAP, Adobe, and Codecademy to improve user engagement, productivity, loyalty, and ROI. How can you make your web application better by learning from great game design? Taige Zhang is a product marketing manager at Kera.io, a Toronto based startup that offers the leading platform for building and deploying in-app tutorials for websites or applications. Before joining Kera, Taige worked as a social gaming product manager in Berlin, Germany. https://www.kera.io/ https://twitter.com/taigear
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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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