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For the Win: What Businesses are Learning from the World of Games
1. FOR
THE
WIN
Kevin Werbach
The Wharton School
werbach@wharton.upenn.edu What Businesses are
Learning from the
Penn Homecoming
World of Games
November 2011
2. A Famous Growth Story
Place a single grain of rice on
the first square of a chessboard.
Double the amount on each
subsequent square.
How many grains in total at
the end of the board?
3. A Famous Growth Story
Place a single grain of rice on
the first square of a chessboard.
Double the amount on each
subsequent square.
How many grains in total at
the end of the board?
18,446,744,073,709,551,615
4. A Famous Games Story
Place a single grain of rice on
the first square of a chessboard.
Double the amount on each
subsequent square.
How many grains in total at
the end of the board?
18,446,744,073,709,551,615
7. Growth
http://blogs.wsj.com/venturecapital/2011/02/26/facebook-groupon-zynga-off-the-chart-revenue/
“Zynga’s profit was also about $400
million in 2010, only its third full year.”
8. (aka “WoW”)
Massively Multiplayer Online Game
11+ million players; >$1 billion annual revenue
34. Digital Allows Feedback Loops
“So we put it in a feature we
can build in a week – it’s a
ghetto build we AB test it, we
flow test it, we put it out to one
percent. We built a data
warehouse with a testing
platform so we’re running
several hundred tests at any
given time for every one of our
games. And no single user has
more than one test.” Mark Pincus
Founder & CEO, Zynga
http://grattisfaction.com/2010/01/ Wharton alumnus
how-zynga-does-customer-development-minimum-viable-product/
35. Put it Together = Monster Growth
Zero to 100 million users in 41 days
44. “Suddenly, gamification is the
hot new business concept, with
many of the world’s most
admired companies signing on.”
- Alex Konrad, Fortune, Oct. 17, 2011
56. points
design
interest curves
competition
narrative
challenges
appointments
rankings
surprise
customization
quests
achievements
avatars
collections
social experiences
etc.
57. analytics
“So we put it in a feature we
can build in a week – it’s a
ghetto build we AB test it, we
flow test it, we put it out to one
percent. We built a data
warehouse with a testing
platform so we’re running
several hundred tests at any
given time for every one of our
games. And no single user has
more than one test.”
http://grattisfaction.com/2010/01/how-zynga-does-customer-development-minimum-viable-product/