Launching GTM for LinkedIn Games
Adhitya G adhityaganesh49@gmail.com
Indian Institute of Management Kashipur https://www.linkedin.com/in/adhitya-g-22a45615a/
LinkedIn is a professional networking platform launched in 2003, designed to connect individuals and organizations for career-related
purposes. It allows users to create profiles highlighting their work experience, skills, and education. LinkedIn serves as a space for job
searching, recruitment, and professional development, enabling users to follow companies, join industry-specific groups, and share articles or
posts related to their fields.
Key Metrics Key Services Offered Website & App Traffic
$14.5 billion 58.4 million $26 billion 1.87 Billion 40.08% 12:07 8.48
Annual Revenue in 2022 Companies registered on Microsoft purchased App visits in last Bounce Rate on Average Visit Average Pages per
Linkedin Linkedin month app and website Duration Visit
Sales Navigator Linkedin Recruiter
39,000 59.1% 3
Skills listed on Linkedin, Users on Linkedin are in Registrations on Linkedin Linkedin Learning Portal
72.64% 27.36%
both digital and non- the age range of 25-34 every second
Desktop Visits Mobile Visits
digital
18-25 769.65
200 million 21% 129,000
Highest number of Users of other social Schools across the globe Age Range for Million in Organic
Linkedin users belonging platforms use Linkedin as use Linkedin Linkedin Business Manager Job Search Platform majority of users traffic in 1 month
to United States well Traffic data for the past 6 months, combining both web and application
version of Linkedin
Key Competitors Why Games on Linkedin? Games Available on Linkedin
LinkedIn just launched a bunch of games on its app and website
These games are small brain teasers that can help you get your mind
off work and take small breaks.So in principle, they could help boost
productivity
Playing games and building daily streaks could build new conversations
with your colleagues or new people in your network, inturn increasing
engagament
About Market sizing User Personas Product Features Prioritization Metrics Go-To-Market Pitfalls
Global Professional Networking Market Size Indian Linkedin Market Share Facts Linkedin Global Market Size
As of April 2024, India had 130 million LinkedIn users, making it
$53.23 billion $429.10 billion the second largest user base after the United States. $10.2 billion $13.8 billion
Market sizing in Projected CAGR Projected Market As of March 2024, LinkedIn's share of India's social media Market sizing in Projected CAGR Market sizing in
2023 Growth of 26.1% sizing in 2032 market was about 0.23%, which is relatively low. This share has 2022 Growth of 35.29% 2023
Source:DataIntelo
declined since March 2023. Source:Statista.com
About 59.1% of LinkedIn users in India are between the ages of
Indian Professional Networking Market Size 25 and 34
Linkedin Indian Market Size
Source:Statista
$0.89 billion $1.54 billion $0.2047 billion
78% 61%
Market sizing in Projected CAGR Projected Market Recruiters find their selects Professionals agree they As of 2022, the revenue from Linkedin in the Indian Market is
2022 Growth of 8.59% sizing in 2029 through professional find a suitable job on approximately $0.21 billion, with revenue coming from Premium
networking Networking sites users and also targeted advertisements on the platform.
Source:Statista.com
Source:Statista Source:Napoleoncat
Predicted Revenue Growth of the Professional
Networking Market across the Globe
US has the largest
market share for
Professional
Networking Apps
About Market sizing User Personas Product Features Prioritization Metrics Go-To-Market Pitfalls
Janani B Dharini D
23 years Software Developer 24 years Customer Success
Kashipur Single Chennai Single
Janani is a MBA student with majors in Analytics, from Dharini is a 24-year-old female, with a background in
IIM Kashipur. She used to work as a SAP Developer and Engineering. She is a fun-loving, enthusiastic person who
the role catered to development and client interaction as firmly believes in hard work and work-life balance. Her
well. She is a hard-working professional and loves to job’s nature wants her to be connected with customers
spend her time, by doing productive stuff. She uses and potentials, both online and offline. She uses LinkedIn,
Linkedin to search for jobs and also explore features predominantly to keep herself updated and also to post
catering to her job role. any related articles.
Goals Goals
1. Career Advancement: By keeping her profile updated, engaging with industry content, 1. Job search: She wants to predominantly use the platform for searching better
and building connections, she increases her visibility for career growth. opportunities and network with like-minded individuals.
2. Learning and Staying Updated: By following industry experts, companies, and 2. Professional News: She also uses Linkedin to get in touch with industry related
professional groups, she can stay updated with the latest trends and developments in her field. news and also see any trending topics for the day.
3. Networking: LinkedIn offers her a platform to connect with industry professionals, 3. Post Content: She also likes to post content on Linkedin quite regularly in the aim
colleagues, mentors, and potential clients. of sharing knowledge and gathering insights from fellow connections.
Pain Points Pain Points
1. Unsolicited Messages: She often receives irrelevant connection requests, promotional 1. Manage Notifications: She feels the notifications are very broad and she also feels
messages, or sales pitches, which can be intrusive and time-consuming for her to manage. that she needs options to customize and tailor-make the notifications that she receives.
2. Cost of Premium Features: She feels that advanced functionalities, such as in-depth 2. Linkedin Premium: She feels that many features offered by Linkedin Premium
analytics, extended search capabilities, and direct messaging to non-connections, often require should be a part of the free version, because she feels they are typical.
her to have a paid subscription.
3. Misinformation on the platform: Sometimes she has seen news or posts that
3. Overemphasis on Endorsements: She feels that skill endorsements and are not true or misleading. She feels there should be more stringent regulations on the
recommendations on her profile might not accurately reflect her abilities, as they can be given platform for these posts.
without thorough validation.
About Market sizing User Personas Product Features Prioritization Metrics Go-To-Market Pitfalls
Product Feature #1
ProRank
Feature Description: Feature Working:
This feature aims to bring in more individual specific results, Once every game is completed, you will see a
apart from the results representing the company/school we work “See Results” button at the bottom of the same
for. This feature covers individuals from our connections who screen. Once you click on the button, you will
play the game and are willing to share it to the audience that see the first screen of the wireframe, showing
they are playing the game you the individual leaderboard. On further
clicking, you will be navigated to the list of
individual players.
Feature Advantages: Success Metrics:
Personalized Motivation: Individual leaderboards drive User Participation Rate: Track the
personal accountability and competition. percentage of active users engaging with the
Recognition of Personal Achievement: Individual individual leaderboard feature.
leaderboards highlight personal accomplishments and skills, Daily/Weekly Active Users (DAU/WAU):
allowing users to showcase their achievements and Measure the number of unique users
distinguish themselves in their field, which is essential for interacting with the leaderboard daily or
personal branding. weekly
Enhanced Skill Development: By seeing how they rank Time Spent on Feature: Monitor the average
individually, users can better identify their strengths and time users spend on games with Landing Screen Leaderboard
weaknesses. This promotes continuous improvement as leaderboards.
individuals work to enhance specific skills relevant to their Frequency of Game Play: Track how often
professional growth. users are playing games after the introduction
of individual leaderboards
About Market sizing User Personas Product Features Prioritization Metrics Go-To-Market Pitfalls
Product Feature #2
Network Battle
Feature Description:
This feature aims to increase competitiveness among the players using any of
the three games. Trends have shown when including a competitive sphere for
games, the engagement increases to a great extent. That was the basic idea
behind bringing this feature.
Feature Advantages:
1. Enhanced User Engagement
By introducing a competitive element, users are more likely to participate actively in
the games. Competitiveness drives motivation and encourages frequent play, which
keeps users engaged with the platform.
2. Increased Game Participation Landing Screen Invite Screen Final Screen
The competitive aspect attracts more players, including those who may not have
engaged otherwise. This broader participation helps in fostering a more dynamic
Feature Working: Success Metrics:
and active gaming community on LinkedIn.
You will be seeing a “Challenge???” Active Participation Rate: Number of people
3. Higher User Retention
button on the landing page. In the next engaging with the feature.
A competitive environment encourages users to return and continue playing to
page, you can send invites to connections Time Spent on Feature: Increase the time
maintain or improve their standings. This can lead to improved retention rates as
who are online. You can also compete spent in playing the game.
users are motivated to stay engaged over time.
with multiple players at the same time, Improvement in Game Metrics : Overall
which is indicated on the third screen. improvement in game specific metrics for all
the three individual games.
About Market sizing User Personas Product Features Prioritization Metrics Go-To-Market Pitfalls
Product Feature #3
Mind Map
Feature Description:
The core aim for this feature is personalization. Once the game is done,
along with the 2 previous features, we are aiming to provide a “Mind-map”,
on how a specific player could have played the game and also give a
related adjective to the player. This is purely aimed to get more personal
with the user playing the game. as this will definitely increase the
engagement for the games and in return to the platform.
Feature Advantages:
Actionable Insights: By offering specific suggestions on alternative strategies
or decisions, users can learn and apply new tactics in future games, fostering
continuous improvement and skill development.
Landing Screen Summary Screen
Increased Engagement: The addition of a related adjective adds a fun and Feature Working: Success Metrics:
unique element to the feedback, making the experience more enjoyable and Feature Adoption: Track the percentage of
memorable for users. This can lead to higher engagement and return rates. Post-playing, you will see the time spent
users who interact with the "Mind-map"
and a link to take you to the next screen, feature.
Motivational Boost: Personalized feedback and the creative touch of assigning where you will see the summary of your Frequency of Use: Measure how often users
an adjective can motivate players to improve their performance and participate game strategy and the relative adjective revisit and engage with the "Mind-map"
for your game play. feature.
more actively in the games. Behavioral Changes: Assess if users are
applying the suggested strategies or changes
in their gameplay.
About Market sizing User Personas Product Features Prioritization Metrics Go-To-Market Pitfalls
Prioritization using R.I.C.E framework
RICE SCORE = Reach * Impact * Confidence
Effort
Reach
Reach Impact
Impact Confidence
Confidence Effort
Effort
Features How many users will use How much does this How sure are we about the How long will this RICE SCORE Priority of feature
this feature at a given feature affect other effect and score we strategy take to
time? users? achieve? implement?
ProRank 8 7 8 6 74.66 3rd
Network 8 9 8 7 82.28 2nd
Battle
MindMap 9 6 7 4 94.5 1st
About Market sizing User Personas Product Features Prioritization Metrics Go-To-Market Pitfalls
Network Battle ProRank MindMap
Participation Rate: User Engagement Rate: User Engagement Rate:
Measure the number of users actively Track the number of users interacting with Track the number of users accessing and using
participating in competitive leaderboards and individual-specific results versus general results. the "Mind-map" feature after completing a game.
challenges. Track how this compares to pre- Measure engagement through clicks, shares, and
launch engagement levels. comments.
Engagement Metrics: Adoption Rate: Personalization Feedback:
Analyze metrics such as frequency of gameplay, Monitor the percentage of users who opt to view and Collect qualitative and quantitative feedback on
session length, and interaction with competitive share individual-specific results compared to those who the relevance and usefulness of the
elements like leaderboards and challenges. use standard results. personalized "Mind-map" insights and related
adjectives.
Social Sharing: Connection Growth: Engagement and Repeat Usage:
Evaluate the number of shares and mentions Assess the growth in connections and network Measure how the personalized "Mind-map"
related to leaderboard rankings and competitive expansion due to increased sharing of individual- affects repeat usage of the games and overall
achievements on LinkedIn and other social specific results. user engagement. Track how often users return
platforms. to play games based on the insights provided.
User Retention: Feedback and Satisfaction: Impact on Platform Engagement:
Collect user feedback through surveys and in-app Analyze overall engagement metrics on LinkedIn,
Monitor retention rates and how participation in including time spent on the platform and interactions
feedback forms to gauge satisfaction with the
competitive features impacts overall user with other features, to assess the impact of the
personalized results and their impact on user
retention and activity on LinkedIn. personalized insights on user activity.
experience.
About Market sizing User Personas Product Features Prioritization Metrics Go-To-Market Pitfalls
Pre-Launch Phase Launch Phase Post-Launch Phase
Market Research and User Feedback: Official Launch Event: Performance Tracking and Optimization:
Conduct surveys and focus groups to gather Host a virtual launch event to unveil the new Monitor user engagement, feedback, and
insights on user preferences and pain points features. Include live demonstrations of the performance metrics closely. Analyze the
related to game features and competitive individual-specific results, competitive elements, impact of the new features on user activity
elements. Use this feedback to refine the
and personalized "Mind-map" insights. Engage key and make iterative improvements based on
features, ensuring they meet user expectations
influencers and industry leaders to amplify the real-time data and user feedback.
and enhance engagement.
event's reach.
Feature Teasers and Announcements: Feature Integration and Promotion: User Success Stories and Case Studies:
Build anticipation by releasing teaser content Integrate the new features prominently into Share success stories and case studies
and sneak peeks of the new features on LinkedIn’s mobile app and website. Utilize banner highlighting how users have benefited from the
LinkedIn's official channels and through ads, notifications, and updates on the LinkedIn new features. Use these stories in marketing
targeted email campaigns. Highlight the feed to ensure maximum visibility. Promote the materials to showcase the value and effectiveness
personalized elements and competitive aspects competitive leaderboards and personalized game of the features.
to generate buzz and excitement. insights to drive user engagement.
Internal Testing and Beta Launch: Collaborative Campaigns: Ongoing Engagement and Updates:
Initiate an internal beta testing phase with Integrate the new features prominently into Regularly update users on new enhancements,
select users from different industries and LinkedIn’s mobile app and website. Utilize banner additional features, or upcoming events related to
roles. Collect feedback to address any ads, notifications, and updates on the LinkedIn the games. Continue to foster engagement by
feed to ensure maximum visibility. Promote the offering new challenges, personalized content, and
issues and make necessary adjustments
competitive leaderboards and personalized game competitive events to keep the momentum going.
before the full launch.
insights to drive user engagement.
About Market sizing User Personas Product Features Prioritization Metrics Go-To-Market Pitfalls
Network Battle ProRank MindMap
Privacy Concerns: User Stress and Pressure: Complexity and Usability:
Users may feel uncomfortable with their individual Leaderboards can create stress or pressure The "Mind-map" feature might be perceived as
game results being shared or visible to their among users, potentially leading to negative complex or difficult to understand, leading to a
connections, leading to privacy concerns or experiences, particularly if users feel they are lack of user adoption or engagement with the
reluctance to use the feature. consistently falling behind. personalized insights.
Data Accuracy and Relevance: Gamification Fatigue: Relevance of Adjectives:
If the results are not accurately reflecting user Overemphasis on competitive elements may lead to The adjectives assigned to users might not
performance or are perceived as irrelevant, it gamification fatigue, where users become disinterested accurately reflect their gameplay or might be
could lead to dissatisfaction and decreased or disengaged due to excessive competition or perceived perceived as generic, leading to dissatisfaction
engagement. unfairness. with the feedback provided.
Overemphasis on Competition: Unbalanced Competition: Overloading Users with Information:
Focusing too much on individual results might Providing too much information or detailed
If the leaderboards are not well-balanced or if there are
lead to a competitive atmosphere that could deter analysis in the "Mind-map" could overwhelm
disparities in how users can achieve high scores, it
users who prefer a more collaborative or casual users, making the feature less useful or
could result in frustration or a sense of inequality
experience. engaging.
among players.
User Overload:
Misalignment with User Preferences: Integration Challenges:
Combining multiple features might lead to There is a risk that the combined features may not Ensuring seamless integration of all features
information overload, where users feel align with all users' preferences or expectations, (individual-specific results, leaderboards, and
overwhelmed by the abundance of data, leading to disengagement or negative feedback if the personalized "Mind-map") without technical issues or
feedback, and competitive elements. inconsistencies can be challenging.
features are not well-received.
About Market sizing User Personas Product Features Prioritization Metrics Go-To-Market Pitfalls
