Hacking Gamification to Acquire, Engage and Retain Users
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1) Game patterns can significantly improve user acquisition, engagement, and retention - potentially doubling or increasing 10 times for each. 2) User acquisition relies on positive first impressions - designing for an excellent first 5 seconds and first session. Interface is also important to engage users and drive virality. 3) Engagement benefits from identity/profile building, badges/achievements, numbers/stats, social features, and challenging but achievable goals. User-generated content increases engagement for some users. 3) Retention is improved through parallel long-term and short-term goals, resource management, constraints, content updates, virtual assets, social structures like guilds, and pre-announcing future features or
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Hacking Gamification to Acquire, Engage and Retain Users
- 1. Hacking Gamification Bing Gordon, KPCB @bingfish @kpcb
- 2. Why Gamify?
- 3. Game patterns are the new normal 2 -10x improvement 1 2 3 Acquire Engage Retain
- 6. Acquire
- 7. First Five Seconds “I am smart—this is what I expected.” 1 Acquire “First” Matters First Session “This is fun—what I expected, only better.” “I know what I am doing—and I like it.”
- 8. 1 Acquire “First” Rules • Win first, win fast • Give them a reason to return • Send invites (if you love it)
- 9. 1 Acquire The Original “Touch” Pinball Construction Set 1983
- 10. The New “Shelf” 1 Acquire
- 11. 1 Acquire 10:1
- 12. Just as in SEM… 1 Acquire The landing screen is everything.
- 13. 1 Acquire Reduce bounce by 90% Before install: After first five seconds: Sketch what you Is this what you expect to see… expected?
- 14. 1 Acquire Frames Are Wine Labels
- 15. 1 Acquire Interface is the Engine NASCAR “draft meter”: 2x
- 16. 1 Acquire Interface Toys Work Wants and fears spinner of Sims 2
- 17. 1 Acquire “Opt in” Complexity Open style menus of Sim Golf
- 18. 1 Acquire FB Profiles = Social 15M not 1M for Zynga Poker
- 19. 1 Acquire Friend Bar Mechanic 70M, not 2M for Farmville
- 20. 1 Acquire Virality: The New Marketing Incentives Invites Virtual goods Incented invites Games: imbue value in VG -- 4 -10x (watch for TOS!) Incented installs +25%
- 21. 1 Acquire Virality: The New Marketing
- 22. Take Aways 1 Acquire 10x Touchable “box” 90% Bounce reduction » I feel smart » Win first, win fast 2x Interface = engine 4-10x Viral design
- 23. Engage
- 24. Wow!!! 1x first two sessions Good!! 1 to 3x first session 2 Engage Design Beats Yuck! 0x first session Oh F*#@! Never
- 25. 2 Engage Wither Factor First Successful Time Pressure
- 26. 2 Engage Identity The Most Precious Asset
- 27. 2 Engage Who Are You? Build a Profile: Identity, career score key.
- 28. 2 Engage Like Going Out Take 30 minutes
- 29. 2 Engage Power of Personalization Tiger Woods Golf: +50%
- 30. 2 Engage Live Life in Levels
- 31. 2 Engage Show Numbers
- 32. 2 Engage Badges Rule • I have 600+ • 2x hours/week • 75% female, average age 42
- 33. 2 Engage Trophies Matter
- 34. 2 Engage Yearning for Recognition Sim City: 20,000 uploaded cities “They all look the same!”
- 35. “Aileen City is such a great place to live. The parks are beautiful and the highways are never jammed. Come to Aileen City!” 2 Engage UGC Text #1 1% upload | 25% download “Joe City is a towering spectacle of glass and concrete. It is not just a city, it is an economic dynamo!” “You have to watch the citizens to understand Jennville. They shop, they bustle, their houses are perfect.”
- 36. 2 Engage Co-Op Crushes Competition 3:1
- 37. 2 Engage Gifts 30x Brags
- 38. 2 Engage Party of 5 20 - 30% productivity gains
- 39. Design Principles • Value what you make, value what you earn 2 Engage • Golf courses should look hard, play easy • 90% of players are 90% of the way • Constraints are fun • Experts fail fast; everyone else wins fast, wins first
- 40. Take Aways 2x Great second session 2 Engage 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
- 41. Retain
- 42. 3 Retain Multiple, Parallel Goals Probabilistic, too. Lessons from the Skinner Box. 2 currencies (Las Vegas)
- 43. 3 Retain Look Ahead 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?
- 44. 3 Retain “Pinch” Resource Management in Farmville
- 45. 3 Retain Constraints & Quantity
- 46. 3 Retain Pre-Announcements Huge World of Warcraft -- 0% churn from level 35-40, 55-60 (mount, elder game) Pre-register at retail -- 10-20% of first week sales
- 47. 3 Retain Content Updates Sell Correlated to quality
- 48. Madden Football • 70% repeat if “game of the year” • 30% repeat purchase if “liquid AI is what’s running down their legs” 3Retain Content Updates Sell The Sims expansions • 16 expansions, 50M units • 60% ARPU increase
- 49. 3 Retain Social Obligations Lock-In • Madden – “You can’t convert the whole fraternity.” • Guilds – Appointment gaming – Peer pressure and privileges – Marriages (and divorce) • Asynchronous: 4x more than simultaneous
- 50. 3Retain Magic Numbers Twitter Facebook • 40% 1 month retention • 20 friends • 90%-ish monthly retention if 10 • 70% “long term” retention followers
- 51. 3 Retain Virtual Assets : 3x Factor Ultima Online House owners - 3 years
- 52. Madden sequels • 2x for high quality • Use “NPS” (Net Promoter Score) • % recommend - % who wouldn’t 3 Retain Quality Matters Metacritic.com • 80 - 85 = Top 50 • +50 -100% for each +5 points
- 53. Design Principles • Show numbers 3 Retain • Look ahead • Pinch • Constraints are fun • Pre-Announcements • Content updates sell
- 54. 3 Retain Take Aways Do the Math
- 55. 3 • 4x: Pinch and “look ahead” game mechanics Retain • 100%: Pre-announce (for a month) • 50%: New content, if same quality as original 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”
- 56. New Media, New Rules “The best way to keep someone playing forever is to have them play today.” -- Bing