My keynote from Bizplay 2017: What’s true for people also holds for websites, apps, and services: you never get a second chance to make a first impression. The first few clicks determine what impression users form of you. And no matter how easy to use, your nifty new thingTM has to teach your users how to use it – it has to onboard them. The slightest friction or frustration, and they leave for the next competitor. Bring games to the rescue. For nowhere is this pressure bigger than in freemium online and social games, where the only reason to stay is that users have fun from the first click. In the best games, users don’t even notice they learn. So how do games do that? This keynote will tease out design principles and patterns from games for creating engaging, intuitive onboarding.