sFund Gamification June 30 2011

8/6/2019 sFund Gamification June 30 2011

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Ha c king Ga mific a tionBing Gord on, KPCB

@bingfish @kpc b


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Why Ga mify?


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Ga me pa tterns a re the new norma l

2 -10x imp rovementAcquire Engage Reta in


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Dec a d es of Ga ming


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Acquire


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First Five Sec ond s

I am smartthis is wha t I expec ted .

First Session

This is funwha t I exp ec ted , only bet ter. I know what I am d oinga nd I like it.

Acquire

First Ma tters


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Win first, win fa st

Give them a rea son to return Send invites (if you love it)

Acquire

First Rules


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The Orig ina l Touc h

Pinb a ll Construc tion Set 1983

Acquire


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The New ShelfAcquire


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Acquire

10:1


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The la nd ing sc reenis everything .

Just a s in SEM

Acquire


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Red uc e b ounc e b y 90%Befo re insta ll:

Sketc h wha t youexp ec t to see

Afte r first five sec ond s:

Is this wha t youexpected?

Acquire


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Acquire

Fra mes Are Wine La b els


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Acquire

NASCAR d ra ft meter : 2x

Interfa c e is the Eng ine


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Acquire

Wants a nd fea rs sp inner of Sims 2

Interfa c e Toys Work


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Open style menus of Sim Golf

Acquire

Op t in Comp lexity


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15M no t 1M for Zynga Poker

FB Profiles = Soc ia l

Acquire


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Acquire

70M, not 2M fo r Fa rmville

Friend Ba r Mec hanic


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IncentivesVirtua l good s

Games: imbue va lue in VG

Acquire

Vira lity: The New Ma rketing

InvitesInc ented invites

-- 4 -10x (wa tc h fo r TOS!)Inc ented insta lls +25%


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Acquire

Vira lity: The New Ma rketing


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Ta ke Awa ys10x Touc hab le b ox

90% Bounc e red uc tion I feel smart Win first, w in fa st

2x Interfac e = eng ine

4-10x Viral design

Acquire


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Engage


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Wow!!!1x first two sessions

Good!!1 to 3x first session

Yuck!0x first session

Oh F*# @!Never

Engage

Design Bea ts


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First Suc c essful Time Pressure

Wither Fa c tor

Engage


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Build a Profile: Id entity, c a reer sc ore key.

Engage

Who Are You?


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Ta ke 30 minutes

Engage

Like Going Out


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Tiger Woods Golf: +50%

Engage

Power of Persona liza tion


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Engage

Live Life in Levels


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Show Numb ers

Engage


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I ha ve 600+

2x hours/week 75% fem a le, a verag e ag e 42

Ba d ges Rule

Engage


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Trop hies Ma tter

Engage


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Engage

UGC Text # 1

Aileen C ity is suc h a g rea t p la c e to live . The p a rks a re

b ea utiful a nd the highwa ys a re neve r ja mm ed .

Come to A ilee n City!

Joe City is a towe ring spec ta c le o f glass a nd c onc rete . It is not just a

c ity, it is a n ec ono mic d ynam o!

You ha ve to wa tc h the c itizens to und ersta nd Jennville. They shop ,

the y bustle, their houses a re p erfec t.

1% upload | 25% download


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Co-Op CrushesComp etition 3:1

EngageEngage


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Gifts 30x Bra gs

EngageEngage


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Value w hat you ma ke, va lue w hat you ea rn

Golf c ourses should look ha rd , p lay easy

90% of p layers a re 90% of the way

Constraints a re fun

Exp erts fa il fa st; eve ryone else wins fa st, wins first

Engage

Design Princ ip les


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Retain


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Probabilistic, too.Lessons from the Skinner Box.2 c urrenc ies (La s Vega s)

Retain

Multip le , Pa ra lle l Goa ls


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Will she c ome b ac k? When? Wha t w ill she do in the sec ond session? Will she b e p la ying a mo nth from now ? What will she expec t?

Retain

Look Ahea d


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Resourc e Ma na gement in Fa rmville

Retain

Pinch


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Constra ints & Qua ntity

Retain


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World of Warc ra ft -- 0% c hurn from leve l 35-40, 55-60 (mo unt ,elde r ga me)

Pre-reg iste r a t reta il -- 10-20% of first w eek sa les

Retain

Pre-Announcements Huge


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Retain

Content Up d a tes SellCorrela ted to quality


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Madden You c a n t conve rt the who le fra ternity.

Guilds App ointment ga ming Peer pressure a nd p rivileges Ma rriage s (and d ivorce )

Async hronous: 4x more tha n simulta neous

Soc ia l Ob liga tions Loc k-In

Retain


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Twitter 40% 1 mo nth retention 90%-ish monthly retention if 10

followers

Retain

Fac eb ook 20 friend s 70% long term rete ntion

Ma gic Numb ers


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Virtua l Assets : 3x Fa c tor

Ultima Online House owners - 3 yea rs

Retain


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Metacritic.com

80 - 85 = Top 50 +50 -100% for eac h +5 points

Retain

Qua lity Ma tters

Ma d d en seq uels 2x for high q ua lity Use NPS (Net Promoter Sc ore) % rec ommend - % who w ould nt


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RetainDesign Princ ip les Show numbers

Loo k a hea d

Pinc h

Constraints a re fun

Pre-Announcements

Content upd a tes sell


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Do the Ma th

Retain

Ta ke Awa ys


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20%: Soc ial struc tures: 90% less c hurn for p la yers who a re well-guild ed

15%: Virtua l a ssets 67% less c hurn fo r p la yers who a re well-ca stled

Retain

Ta ke Awa ys

4x: Pinc h and look a head ga me m ec hanic s

100%: Pre-a nnounc e (for a month)

50%: New c ontent, if sa me qua lity a s orig ina l


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Documents

sFund Gamification June 30 2011