Gamification - Let's Talk About Data

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Presentation from the Gamification conference, 4 May 2011, Digital Shoreditch London

Presentation from the Gamification conference, 4 May 2011, Digital Shoreditch London

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  • 1. Game Mechanics? Let’s Talk About Data
    Digital Shoreditch, Gamification Workshop - London
    Raf Keustermans, 4 May 2011
  • 2. RAF KEUSTERMANSIndependent ConsultantGlobal Marketing DirectorPlayfish (EA) 2009-2010Marketing Director EMEA Pogo.com (EA) 2008-2009Head of Marketing Western Europe Unibet.com 2005-2008Project Manager & StrategicPlanneratBBDO, Grey and DuvalGuillaume (Publicis Groupe) 1998-2001 / 2002-2005Co-Founder start-up (Cyganet - online communitytools & services) 2001-2002raf.keustermans@gmail.com@raf_keustermans
  • 3. Gamification: two main schools of thought
    « Certain gamemechanicscanwork as a STANDALONE solution outside a gameenvironment. Evenwithout a narrative, characters, … E.g. using ‘levels’ canbe a great solution to structure content or processes.
    Usinggamemechanicsdoesn’tmeansomethingneeds to look or feellike a game.»
    « Gamesonlyworkbecause all the differentelements TOGETHER makeit an engagingexperience; narrative, character & level design, art style, sound, gameplay and gamemechanics.
    You can’tjusttake one of thoseelementout of it and hopeit has the same impact on engagement. »
    Main goal : replicate the (perceived?) strong user engagement from (social) games by addinggameelements to a non-game business.
  • 4. Fact: Everyone Is Super Jealous About Social Games’ Strong User Engagement.
    It’sAwesome.
  • 5. Mythbusting!
    What Social Games Can Teach Us About User Engagement.
    Or not.
  • 6. Average social game:
    60-70% neverreturnsafter first game session
    Only 15-20% still active 30 daysafterinstalling the game
    Only 1-2% spends money
    In 2010, Facebook killed (spammy) re-engagementchannels:
    Most social gameslost 30-40% of their audience within 6 weeks
    Even the most ‘sticky’ gamesneed to remindplayersconstantly about theirexistance
    CHURN!
  • 7. EA Playfish generated 300M+ game installs since 2008, only 5.5M Daily Actives today
    Zynga spends $100M on User Acquisition/year to keep audience numbers at the same level.
  • 8. And there’s more…
    80,000+ games on Facebook
    Only 200 gameswith 1M+ MAU
    Of those, < 100 with 20%+ DAU/MAU (playrate) and < 60 are olderthan 6 months
    About 0.07% of social games have real scale AND lasting engagement.
  • 9. Even the top studios don’talwaysgetit right…
    EA Playfish,
    Pirates Ahoy
    Zynga,
    Treasure Isle
  • 10. But thenagain….
    50% of Facebook usersplaygames (300M people)
    150B minutes spent EVERY MONTH on social games
    That’s an average of 10 minutes for everyone on the planet!
    Or 3,4M years are spend/wasted on social gameseveryyear.
    Wow.
    That’s an engaged audience, right?
  • 11. So…
    The AVERAGE social game is not very good at keeping users engaged.
    Not better/worse than the AVERAGE website.
    The TOP social games are greatatengagingusers.
    Just like the TOP websites.
  • 12. Does That MeanGamificationis a Fad?
  • 13. No.
    But building games or creating/applying relevant gamemechanicsisvery, verydifficult!
    There’s a reasonwhysuccessfulgameproducers/designers make £100K+
    Game mechanicscan’tfixbroken businesses
    Retention, monetizationproblems
    Most gamification programs are loyalty programs
    More value in other areas (structure, feedback cycle)
    Stop talking about ‘engagement’, use real metrics
    Whatis the goal, how to measure, what to measure?
  • 14. Focus on gamemechanicsthatreallywork
    Use Levels to structure content, processes
    Make a registration process (or taxform) easier & more fun
    Break down stuff in little, chewable bits
    Games have rules, rulescreateorder& clarity, a clearpath to achieve goals.
    ‘What do I need to do to get a promotion, to getbetterresultsatschool, to improvemy fitness? How do I getthere?’
    Feedback loops (direct/indirect) increasevelocity of user feedback
    Understand drop-out points, funnelleaks
    Fail fast & cheap. Learn. Iterate.
  • 15. Btw, If You’reReallyLookingFor User Engagement And Great Results…
  • 16. Raf Keustermans
    raf.keustermans@gmail.com
    twitter.com/raf_keustermans