Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

sfund游戏化讲稿 by Bing Gordon

3,690 views

Published on

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。

  • Be the first to comment

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

×