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Social Games, Gamification & Social Loyalty, Digital Atlanta 2011

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Social Games, Gamification & Social Loyalty, Digital Atlanta 2011

  1. 1. Social Games, Gamification & Loyalty Rob Kischuk @rkischuk [email_address]
  2. 2. Some Background 1.25 Million Facebook Players 125k “Likes” Social Loyalty Platform 125,000 Kids
  3. 3. Do Social Games Still Matter?
  4. 4. 90% of new Zynga game players come from another Zynga game <ul><li>Requires Retention </li></ul><ul><li>Requires Loyalty </li></ul><ul><li>Feeding the “whales” (Top 2% of users) </li></ul>
  5. 5. How do you “Feed the 2% Whales”? <ul><li>Frequent Content Updates </li></ul><ul><li>Content only available to highly-active users </li></ul><ul><li>Encourage activation of their friends </li></ul>
  6. 6. Branded Casual Games
  7. 7. “Simple” Games
  8. 8. Takeaways From Social Games <ul><li>People want to know “what to do next” </li></ul><ul><li>Active users re-engage passive users </li></ul><ul><li>Reciprocity </li></ul>
  9. 9. Gamification <ul><li>“ is the infusion of game mechanics , game design techniques and/or game style into anything.” </li></ul>
  10. 11. Building Blocks of Gamification
  11. 16. Quilted Northern / Twitter <ul><li>10 Weeks </li></ul><ul><li>Mention #cleanQuiz </li></ul><ul><li>Digital Badge </li></ul><ul><li>Chance to win 1 year supply of toilet paper </li></ul>
  12. 17. Results <ul><li>700% follower boost </li></ul><ul><li>315k reach </li></ul><ul><li>Authentic conversations, residual growth </li></ul>2% 10% 20%
  13. 18. What’s after badges? “ We don’t need no Stinking Badges”
  14. 20. DNA of Social Loyalty <ul><li>Closest to the user wins </li></ul><ul><li>Use each platform natively </li></ul><ul><ul><li>Twitter, Facebook, Email, Google+, etc </li></ul></ul><ul><li>Design for Re-engagement </li></ul><ul><li>Rewards matter </li></ul>
  15. 21. Thanks! Questions? Rob Kischuk [email_address] http://bad .gy facebook. com/BadgyApp