Hacking Gamification
Uploaded by
Kleiner Perkins Caufield & ByersHacking Gamification
Uploaded by
Kleiner Perkins Caufield & ByersHacking Gamification
Bing Gordon, KPCB
@bingfish @kpcb
Why Gamify?
Game patterns are the new normal
2 -10x improvement
Acquire
1 2 3
Engage
Retain
Decades of Gaming
Acquire
First Five Seconds
Acquire
I am smartthis is what I expected.
First Matters
First Session
This is funwhat I expected, only better. I know what I am doingand I like it.
Acquire
First Rules
Win first, win fast Give them a reason to return Send invites (if you love it)
Acquire
The Original Touch
Pinball Construction Set 1983
The New Shelf
Acquire
Acquire
10:1
Acquire
Just as in SEM
The landing screen is everything.
Acquire
Reduce bounce by
90%
Before install: After first five seconds:
Sketch what you expect to see
Is this what you expected?
Acquire
Frames Are Wine Labels
Acquire
Interface is the Engine
NASCAR draft meter: 2x
Acquire
Interface Toys Work
Wants and fears spinner of Sims 2
Acquire
Opt in Complexity
Open style menus of Sim Golf
Acquire
FB Profiles = Social
15M not 1M for Zynga Poker
Acquire
Friend Bar Mechanic
70M, not 2M for Farmville
Acquire
Virality: The New Marketing
Incentives
Virtual goods Games: imbue value in VG
Invites
Incented invites
-- 4 -10x (watch for TOS!)
Incented installs +25%
Acquire
Virality: The New Marketing
Take Aways
10x 90% Touchable box
I feel smart Win first, win fast
Acquire
Bounce reduction
2x 4-10x
Interface = engine Viral design
Engage
Wow!!!
1x first two sessions
Engage
Good!!
1 to 3x first session
Design Beats
Yuck!
0x first session
Oh F*#@!
Never
Engage
Wither Factor
First Successful Time Pressure
Engage
Identity
The Most Precious Asset
Engage
Who Are You?
Build a Profile: Identity, career score key.
Engage
Like Going Out
Take 30 minutes
Engage
Power of Personalization
Tiger Woods Golf: +50%
Engage
Live Life in Levels
Engage
Show Numbers
Engage
Badges Rule
I have 600+ 2x hours/week 75% female, average age 42
Engage
Trophies Matter
Engage
Yearning for Recognition
Sim City: 20,000 uploaded cities They all look the same!
Aileen City is such a great place to live. The parks are beautiful and the highways are never jammed. Come to Aileen City!
Engage
UGC
city, it is an economic dynamo!
Text #1
1% upload | 25% download
Joe City is a towering spectacle of glass and concrete. It is not just a
You have to watch the citizens to understand Jennville. They shop, they bustle, their houses are perfect.
Engage
Co-Op Crushes Competition 3:1
Engage
Gifts 30x Brags
Engage
Party of 5
20 - 30% productivity gains
Design Principles
Value what you make, value what you earn Golf courses should look hard, play easy 90% of players are 90% of the way Constraints are fun
Engage
Experts fail fast; everyone else wins fast, wins first
Take Aways
2x Great second session Viewable profiles Badges, achievements Numbers, stats for 10-25% 4x Invest and avoid wither UGC for 25% of players Social obligation for 25% of players
Engage
Retain
3
Probabilistic, too. Lessons from the Skinner Box. 2 currencies (Las Vegas)
Retain
Multiple, Parallel Goals
3
Look Ahead
Retain
Will she come back? When? What will she do in the second session? Will she be playing a month from now? What will she expect?
3
Pinch
Resource Management in Farmville
Retain
Retain
Constraints & Quantity
3
Pre-Announcements
World of Warcraft -- 0% churn from level 35-40, 55-60 (mount, elder game) Pre-register at retail -- 10-20% of first week sales
Retain
Huge
3
Content Updates Sell
Correlated to quality
Retain
Madden Football
70% repeat if game of the year 30% repeat purchase if liquid AI is whats running down their legs
3
The Sims expansions
16 expansions, 50M units 60% ARPU increase
Retain
Content Updates Sell
3
Social Obligations
Madden
You cant convert the whole fraternity.
Retain
Lock-In
Guilds
Appointment gaming Peer pressure and privileges Marriages (and divorce)
Asynchronous: 4x more than simultaneous
3
Magic Numbers
Twitter
40% 1 month retention 90%-ish monthly retention if 10 followers
Retain
Facebook
20 friends 70% long term retention
3
Virtual Assets : 3x Factor
Ultima Online House owners - 3 years
Retain
Madden sequels 2x for high quality Use NPS (Net Promoter Score) % recommend - % who wouldnt
Retain
Quality Matters
Metacritic.com
80 - 85 = Top 50 +50 -100% for each +5 points
Design Principles
Show numbers Look ahead Pinch Constraints are fun Pre-Announcements Content updates sell
Retain
3
Take Aways
Do the Math
Retain
4x: Pinch and look ahead game mechanics 100%: Pre-announce (for a month) 50%: New content, if same quality as original
Retain
Take Aways
20%: Social structures: 90% less churn for players who are well-guilded 15%: Virtual assets 67% less churn for players who are well-castled
New Media, New Rules
The best way to keep someone playing forever is to have them play today. -- Bing