Ha c king Ga m ific a tion      Bing Gord on, KPCB         @b ing fish   @kp c b
Why Ga m ify?
Ga m e p a tterns a re the new norm a l2 -10x im p rovem ent   Acquire        Enga ge          Reta in
Dec a d es of Ga m ing
Acquire
First Five Sec ond s                                 Acquire“ I a m sm a rt—this is w ha t I exp ec ted .”                ...
Acquire             “ First” Rules• Win first, w in fa st• Give them a rea son to return• Send invites (if you love it)
AcquireThe Orig ina l “ Touc h”      Pinb a ll Construc tion Set 1983
The New “ Shelf”   Acquire
Acquire10:1
AcquireJust a s in SEM…The la nd ing sc reenis everything .
AcquireRed uc e b ounc e b y 90%Before insta ll:     After first five sec ond s:Sketc h w ha t you    Is this w ha t youex...
AcquireFra m es Are Wine La b els
AcquireInterfa c e is the Eng ine        NASCAR “ d ra ft m eter” : 2x
AcquireInterfa c e Toys Work    Wa nts a nd fea rs sp inner of Sim s 2
Acquire“ Op t in” Com p lexity     Op en style m enus of Sim Golf
AcquireFB Profiles = Soc ia l     15M not 1M for Zyng a Poker
AcquireFriend Ba r Mec ha nic      70M, not 2M for Fa rm ville
AcquireVira lity: The New Ma rketing               Inc entives Invites               Virtua l g ood s   Inc ented invitesG...
AcquireVira lity: The New Ma rketing
Ta ke Aw a ys                           Acquire      10x     Touc ha b le “ b ox”      90%     Bounc e red uc tion        ...
Enga ge
Wow !!!  1x first tw o sessions   Enga ge  Good !!  1 to 3x first sessionDesig n Bea ts  Yuc k!     0x first session  Oh F...
Enga geWither Fa c tor   First Suc c essful Tim e Pressure
Enga geId entityThe Most Prec ious Asset
Enga ge Who Are You?Build a Profile: Id entity, c a reer sc ore key.
Enga geLike Going Out    Ta ke 30 m inutes
Enga gePow er of Persona liza tion        Tig er Wood s Golf: +50%
Enga geLive Life in Levels
Enga geShow Num b ers
Enga geBa d g es Rule         •   I ha ve 600+         •   2x hours/ w eek         •   75% fem a le, a vera g e           ...
Enga geTrop hies Ma tter
Enga geYea rning for Rec og nition     Sim City: 20,000 up loa d ed c ities        “ They a ll look the sa m e!”
“ Aileen City is suc h a g rea t p la c e to live. The p a rks a re                                                       ...
Enga geCo-Op CrushesCom p etition 3:1
Enga geGifts 30x Bra g s
Enga ge Pa rty of 520 - 30% p rod uc tivity g a ins
Enga geDesig n Princ ip les• Va lue w ha t you m a ke, va lue w ha t you ea rn• Golf c ourses should look ha rd , p la y e...
Enga geTa ke Aw a ys2x   Grea t sec ond session     View a b le p rofiles     Ba d g es, a c hievem ents     Num b ers, st...
Reta in
Reta inMultip le, Pa ra llel Goa ls        Prob a b ilistic , too.        Lessons from the Skinner Box.        2 c urrenc ...
Reta inLook Ahea d   Will she c om e b a c k? When?   Wha t w ill she d o in the sec ond session?   Will she b e p la ying...
Reta in        “ Pinc h”Resourc e Ma na g em ent in Fa rm ville
Reta inConstra ints & Qua ntity
Reta inPre-Announc em ents                   Hug e               World of Wa rc ra ft -- 0% c hurn               from leve...
Reta inContent Up d a tes SellCorrela ted to q ua lity
Reta in     Ma d d en Footb a ll     • 70% rep ea t if “ g a m e of the yea r”     • 30% rep ea t p urc ha se if “ liq uid...
Reta inSoc ia l Ob lig a tions                                 Loc k-In• Ma d d en   – “ You c a n’ t c onvert the w hole ...
Reta in           Ma g ic Num b ersTw itter                               Fa c eb ook•   40% 1 m onth retention           ...
Reta inVirtua l Assets : 3x Fa c tor            Ultim a Online        House ow ners - 3 yea rs
Ma d d en seq uels                                       Reta in• 2x for hig h q ua lity• Use “ NPS” (Net Prom oter Sc ore...
Desig n Princ ip les        Reta in• Show num b ers• Look a hea d• Pinc h• Constra ints a re fun• Pre-Announc em ents• Con...
Reta inTa ke Aw a ys  Do the Ma th
• 4x: Pinc h a nd “ look a hea d ” g a m e m ec ha nic s                                                               Ret...
New Med ia , New Rules“ The b est w a y to keep som eone p la ying    forever is to ha ve them p la y tod a y.”           ...
sfund游戏化讲稿 by Bing Gordon
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sfund游戏化讲稿 by Bing Gordon

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前EA高管、KPCB sFund主管Bing Gordon在今天的sFund游戏化峰会「Gamification Summit」上谈到了游戏化的问题。里面提到了一些游戏化成功的关键,值得任何创业公司借鉴。

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sfund游戏化讲稿 by Bing Gordon

  1. 1. Ha c king Ga m ific a tion Bing Gord on, KPCB @b ing fish @kp c b
  2. 2. Why Ga m ify?
  3. 3. Ga m e p a tterns a re the new norm a l2 -10x im p rovem ent Acquire Enga ge Reta in
  4. 4. Dec a d es of Ga m ing
  5. 5. Acquire
  6. 6. First Five Sec ond s Acquire“ I a m sm a rt—this is w ha t I exp ec ted .” “ First” Ma ttersFirst Session“ This is fun—w ha t I exp ec ted , only b etter.”“ I know w ha t I a m d oing —a nd I like it.”
  7. 7. Acquire “ First” Rules• Win first, w in fa st• Give them a rea son to return• Send invites (if you love it)
  8. 8. AcquireThe Orig ina l “ Touc h” Pinb a ll Construc tion Set 1983
  9. 9. The New “ Shelf” Acquire
  10. 10. Acquire10:1
  11. 11. AcquireJust a s in SEM…The la nd ing sc reenis everything .
  12. 12. AcquireRed uc e b ounc e b y 90%Before insta ll: After first five sec ond s:Sketc h w ha t you Is this w ha t youexp ec t to see… exp ec ted ?
  13. 13. AcquireFra m es Are Wine La b els
  14. 14. AcquireInterfa c e is the Eng ine NASCAR “ d ra ft m eter” : 2x
  15. 15. AcquireInterfa c e Toys Work Wa nts a nd fea rs sp inner of Sim s 2
  16. 16. Acquire“ Op t in” Com p lexity Op en style m enus of Sim Golf
  17. 17. AcquireFB Profiles = Soc ia l 15M not 1M for Zyng a Poker
  18. 18. AcquireFriend Ba r Mec ha nic 70M, not 2M for Fa rm ville
  19. 19. AcquireVira lity: The New Ma rketing Inc entives Invites Virtua l g ood s Inc ented invitesGa m es: im b ue va lue in VG -- 4 -10x (w a tc h for TOS!) Inc ented insta lls +25%
  20. 20. AcquireVira lity: The New Ma rketing
  21. 21. Ta ke Aw a ys Acquire 10x Touc ha b le “ b ox” 90% Bounc e red uc tion » I feel sm a rt » Win first, w in fa st 2x Interfa c e = eng ine 4-10x Vira l d esig n
  22. 22. Enga ge
  23. 23. Wow !!! 1x first tw o sessions Enga ge Good !! 1 to 3x first sessionDesig n Bea ts Yuc k! 0x first session Oh F*# @! Never
  24. 24. Enga geWither Fa c tor First Suc c essful Tim e Pressure
  25. 25. Enga geId entityThe Most Prec ious Asset
  26. 26. Enga ge Who Are You?Build a Profile: Id entity, c a reer sc ore key.
  27. 27. Enga geLike Going Out Ta ke 30 m inutes
  28. 28. Enga gePow er of Persona liza tion Tig er Wood s Golf: +50%
  29. 29. Enga geLive Life in Levels
  30. 30. Enga geShow Num b ers
  31. 31. Enga geBa d g es Rule • I ha ve 600+ • 2x hours/ w eek • 75% fem a le, a vera g e a g e 42
  32. 32. Enga geTrop hies Ma tter
  33. 33. Enga geYea rning for Rec og nition Sim City: 20,000 up loa d ed c ities “ They a ll look the sa m e!”
  34. 34. “ Aileen City is suc h a g rea t p la c e to live. The p a rks a re Enga geb ea utiful a nd the hig hw a ys a re never ja m m ed .Com e to Aileen City!” UGC Text # 1 1% upload | 25% download“ Joe City is a tow ering sp ec ta c le of g la ss a nd c onc rete. It is not just ac ity, it is a n ec onom ic d yna m o!”“ You ha ve to w a tc h the c itizens to und ersta nd Jennville. They shop ,they b ustle, their houses a re p erfec t.”
  35. 35. Enga geCo-Op CrushesCom p etition 3:1
  36. 36. Enga geGifts 30x Bra g s
  37. 37. Enga ge Pa rty of 520 - 30% p rod uc tivity g a ins
  38. 38. Enga geDesig n Princ ip les• Va lue w ha t you m a ke, va lue w ha t you ea rn• Golf c ourses should look ha rd , p la y ea sy• 90% of p la yers a re 90% of the w a y• Constra ints a re fun• Exp erts fa il fa st; everyone else w ins fa st, w ins first
  39. 39. Enga geTa ke Aw a ys2x Grea t sec ond session View a b le p rofiles Ba d g es, a c hievem ents Num b ers, sta ts for 10-25%4x “ Invest” a nd a void “ w ither” UGC for 25% of p la yers Soc ia l ob lig a tion for 25% of p la yers
  40. 40. Reta in
  41. 41. Reta inMultip le, Pa ra llel Goa ls Prob a b ilistic , too. Lessons from the Skinner Box. 2 c urrenc ies (La s Veg a s)
  42. 42. Reta inLook Ahea d Will she c om e b a c k? When? Wha t w ill she d o in the sec ond session? Will she b e p la ying a m onth from now ? Wha t w ill she exp ec t?
  43. 43. Reta in “ Pinc h”Resourc e Ma na g em ent in Fa rm ville
  44. 44. Reta inConstra ints & Qua ntity
  45. 45. Reta inPre-Announc em ents Hug e World of Wa rc ra ft -- 0% c hurn from level 35-40, 55-60 (m ount, eld er g a m e) Pre-reg ister a t reta il -- 10-20% of first w eek sa les
  46. 46. Reta inContent Up d a tes SellCorrela ted to q ua lity
  47. 47. Reta in Ma d d en Footb a ll • 70% rep ea t if “ g a m e of the yea r” • 30% rep ea t p urc ha se if “ liq uid AI is w ha t’ s running d ow n their leg s”Content Up d a tes Sell The Sim s exp a nsions • 16 exp a nsions, 50M units • 60% ARPU inc rea se
  48. 48. Reta inSoc ia l Ob lig a tions Loc k-In• Ma d d en – “ You c a n’ t c onvert the w hole fra ternity.”• Guild s – Ap p ointm ent g a m ing – Peer p ressure a nd p rivileg es – Ma rria g es (a nd d ivorc e)• Async hronous: 4x m ore tha n sim ulta neous
  49. 49. Reta in Ma g ic Num b ersTw itter Fa c eb ook• 40% 1 m onth retention • 20 friend s• 90%-ish m onthly retention if 10 • 70% “ long term ” retention follow ers
  50. 50. Reta inVirtua l Assets : 3x Fa c tor Ultim a Online House ow ners - 3 yea rs
  51. 51. Ma d d en seq uels Reta in• 2x for hig h q ua lity• Use “ NPS” (Net Prom oter Sc ore)• % rec om m end - % w ho w ould n’ t Qua lity Ma tters Meta c ritic .c om • 80 - 85 = Top 50 • +50 -100% for ea c h +5 p oints
  52. 52. Desig n Princ ip les Reta in• Show num b ers• Look a hea d• Pinc h• Constra ints a re fun• Pre-Announc em ents• Content up d a tes sell
  53. 53. Reta inTa ke Aw a ys Do the Ma th
  54. 54. • 4x: Pinc h a nd “ look a hea d ” g a m e m ec ha nic s Reta in• 100%: Pre-a nnounc e (for a m onth)• 50%: New c ontent, if sa m e q ua lity a s orig ina l Ta ke Aw a ys• 20%: Soc ia l struc tures: – 90% less c hurn for p la yers w ho a re “ w ell-g uild ed ”• 15%: Virtua l a ssets – 67% less c hurn for p la yers w ho a re “ w ell-c a stled ”
  55. 55. New Med ia , New Rules“ The b est w a y to keep som eone p la ying forever is to ha ve them p la y tod a y.” -- Bing

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