Game Mechanics?                                  Let’s Talk About DataDigital Shoreditch, Gamification Workshop - LondonRa...
RAF KEUSTERMANSIndependent ConsultantGlobal Marketing Director Playfish (EA) 2009-2010Marketing Director EMEA Pogo.com (EA...
Gamification: two main schools of thought « Games only work because all the         « Certain game mechanics can workdiffe...
Fact: Everyone Is Super Jealous AboutSocial Games’ Strong User Engagement.        It’s Awesome.
Mythbusting!Mythbusting!  What Social Games Can Teach  Us About User Engagement.  Or not.
• Average social game:  – 60-70% never returns after first game    session  – Only 15-20% still active 30 days after    in...
EA Playfish generated300M+ game installs since2008, only 5.5M DailyActives todayZynga spends $100M onUser Acquisition/year...
And there’s more…• 80,000+ games on Facebook  – Only 200 games with 1M+ MAU  – Of those, < 100 with 20%+ DAU/MAU (playrate...
Even the top studios don’t always get it right…                EA Playfish,                Pirates Ahoy                   ...
But then again….                      again….• 50% of Facebook users play games (300M people)• 150B minutes spent EVERY MO...
So…• The AVERAGE social game is not very good at  keeping users engaged.• Not better/worse than the AVERAGE website.• The ...
Does That MeanGamification is a Fad?
No.• But building games or creating/applying relevant  game mechanics is very, very difficult!   – There’s a reason why su...
Focus on game mechanics that really work• Use Levels to structure content, processes   – Make a registration process (or t...
Btw, If You’re Really Looking For User  Engagement And Great Results…
Raf Keustermansraf.keustermans@gmail.comtwitter.com/raf_keustermans
Upcoming SlideShare
Loading in...5
×

Gamification - Let's Talk About Data

2,255

Published on

Gamification conference 4 May 2011, Digital Shoreditch, London

Published in: Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,255
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Transcript of "Gamification - Let's Talk About Data"

  1. 1. Game Mechanics? Let’s Talk About DataDigital Shoreditch, Gamification Workshop - LondonRaf Keustermans, 4 May 2011
  2. 2. RAF KEUSTERMANSIndependent ConsultantGlobal Marketing Director Playfish (EA) 2009-2010Marketing Director EMEA Pogo.com (EA) 2008-2009Head of Marketing Western Europe Unibet.com 2005-2008Project Manager & Strategic Planner at BBDO, Grey andDuvalGuillaume (Publicis Groupe) 1998-2001 / 2002-2005Co-Founder start-up (Cyganet - online community tools &services) 2001-2002raf.keustermans@gmail.com@raf_keustermans
  3. 3. Gamification: two main schools of thought « Games only work because all the « Certain game mechanics can workdifferent elements TOGETHER make as a STANDALONE solution outside ait an engaging experience; narrative, game environment. Even without a character & level design, art style, narrative, characters, … E.g. using sound, gameplay and game ‘levels’ can be a great solution to mechanics. structure content or processes. You can’t just take one of those Using game mechanics doesn’t meanelement out of it and hope it has the something needs to look or feel like same impact on engagement. » a game.» Main goal : replicate the (perceived?) strong user engagement from (social) games by adding game elements to a non-game business.
  4. 4. Fact: Everyone Is Super Jealous AboutSocial Games’ Strong User Engagement. It’s Awesome.
  5. 5. Mythbusting!Mythbusting! What Social Games Can Teach Us About User Engagement. Or not.
  6. 6. • Average social game: – 60-70% never returns after first game session – Only 15-20% still active 30 days after installing the game – Only 1-2% spends money CHURN!• In 2010, Facebook killed (spammy) re-engagement channels: – Most social games lost 30-40% of their audience within 6 weeks – Even the most ‘sticky’ games need to remind players constantly about their existance
  7. 7. EA Playfish generated300M+ game installs since2008, only 5.5M DailyActives todayZynga spends $100M onUser Acquisition/year tokeep audience numbers atthe same level.
  8. 8. And there’s more…• 80,000+ games on Facebook – Only 200 games with 1M+ MAU – Of those, < 100 with 20%+ DAU/MAU (playrate) those, (playrate) and < 60 are older than 6 months• About 0.07% of social games have real scale AND lasting engagement.
  9. 9. Even the top studios don’t always get it right… EA Playfish, Pirates Ahoy Zynga, Treasure Isle
  10. 10. But then again…. again….• 50% of Facebook users play games (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 games every spend/ year. year. – Wow.• That’s an engaged audience, right?
  11. 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 great at engaging users. users.• Just like the TOP websites. websites.
  12. 12. Does That MeanGamification is a Fad?
  13. 13. No.• But building games or creating/applying relevant game mechanics is very, very difficult! – There’s a reason why successful game producers/designers make £100K+• Game mechanics can’t fix broken businesses – Retention, monetization problems• Most gamification programs are loyalty programs – More value in other areas (structure, feedback cycle)• Stop talking about ‘engagement’, use real metrics – What is the goal, how to measure, what to measure?
  14. 14. Focus on game mechanics that really work• Use Levels to structure content, processes – Make a registration process (or tax form) easier & more fun – Break down stuff in little, chewable bits• Games have rules, rules create order & clarity, a clear path to achieve goals. – ‘What do I need to do to get a promotion, to get better results at school, to improve my fitness? How do I get there?’• Feedback loops (direct/indirect) increase velocity of user feedback – Understand drop-out points, funnel leaks – Fail fast & cheap. Learn. Iterate.
  15. 15. Btw, If You’re Really Looking For User Engagement And Great Results…
  16. 16. Raf Keustermansraf.keustermans@gmail.comtwitter.com/raf_keustermans

×