Gamification - Let's Talk About Data


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

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  • Gamification - Let's Talk About Data

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