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Autodesk
Gamification in Customer Engagement
Prepared By
Manu Melwin Joy
Assistant Professor
SCMS School of Technology and Management
Kerala, India.
Phone – 9744551114
Mail – manu_melwinjoy@yahoo.com
Kindly restrict the use of slides for personal purpose.
Please seek permission to reproduce the same in public forms and presentations.
Undiscovered Territory
Undiscovered Territory
• For software company
Autodesk, the 30-day
software trial period
offered to customers
is critical.
Undiscovered Territory
• Trials are a key part of the
customer’s purchase
decision and account for a
significant percentage of
the company’s website
traffic.
Undiscovered Territory
• Commercial designers are
largely unfamiliar with 3D
techniques, used in video
game design, so the trial
was intended to show
them the possibilities the
software offered.
Undiscovered Territory
• Autodesk knew the longer users
stayed with the trial, the more
likely they were to license the
software. But 3D modeling is
difficult to master, especially
through traditional tutorial
instruction, and many of these
commercial users got frustrated
and quit.
Undiscovered Territory
• So when the 2013 version of
the Autodesk(r) 3ds Max(r)
software released, the
company turned to digital
marketing agency Resource
to create a fresh and
innovative way to increase
trial conversion.
Undiscovered Territory
• Known for consumer research
and innovation, Resource
developed an online game
called “Undiscovered
Territory” that took
customers on an entertaining
and educational journey.
Undiscovered Territory
• The result was a significant
increase in trial downloads
and usage and the
campaign earned a
Forrester B2B Groundswell
Award.
Undiscovered Territory
• The result was a significant
increase in trial downloads
and usage and the
campaign earned a
Forrester B2B Groundswell
Award.
The Apocalypse Trigger
• Autodesk offered a free
trial of their expensive
3D modeling software
program to commercial
software designers.
The Apocalypse Trigger
The Apocalypse Trigger
• Commercial designers are
largely unfamiliar with 3D
techniques, used in video
game design, so the trial
was intended to show
them the possibilities the
software offered.
The Apocalypse Trigger
• Autodesk knew the
longer users stayed with
the trial, the more likely
they were to license the
software.
The Apocalypse Trigger
• But 3D modeling is difficult
to master, especially
through traditional tutorial
instruction, and many of
these commercial users
got frustrated and quit.
The Apocalypse Trigger
• Gamifeye explains how
Autodesk then redesigned
the software trial as a game,
called The Apocalypse
Trigger,using a fun theme ─
solve the “Mystery of the
Missing Gems”.
The Apocalypse Trigger
• The missions take you around
the world to different
examples of famous
architecture that the user
must then create 3D models
of in order to find the gems
and win the game.
The Apocalypse Trigger
• The interactive levels and
elaborate imagery appeal to
this visual audience and
have helped them learn the
Autodesk software.
The Apocalypse Trigger
• The results: Trial time
increased by 40% and
conversion from trial to
license holders increased by
15%.
Autodesk - Gamification in customer engagement  - Manu Melwin Joy

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Autodesk - Gamification in customer engagement - Manu Melwin Joy

  • 2. Prepared By Manu Melwin Joy Assistant Professor SCMS School of Technology and Management Kerala, India. Phone – 9744551114 Mail – manu_melwinjoy@yahoo.com Kindly restrict the use of slides for personal purpose. Please seek permission to reproduce the same in public forms and presentations.
  • 4. Undiscovered Territory • For software company Autodesk, the 30-day software trial period offered to customers is critical.
  • 5. Undiscovered Territory • Trials are a key part of the customer’s purchase decision and account for a significant percentage of the company’s website traffic.
  • 6. Undiscovered Territory • Commercial designers are largely unfamiliar with 3D techniques, used in video game design, so the trial was intended to show them the possibilities the software offered.
  • 7. Undiscovered Territory • Autodesk knew the longer users stayed with the trial, the more likely they were to license the software. But 3D modeling is difficult to master, especially through traditional tutorial instruction, and many of these commercial users got frustrated and quit.
  • 8. Undiscovered Territory • So when the 2013 version of the Autodesk(r) 3ds Max(r) software released, the company turned to digital marketing agency Resource to create a fresh and innovative way to increase trial conversion.
  • 9. Undiscovered Territory • Known for consumer research and innovation, Resource developed an online game called “Undiscovered Territory” that took customers on an entertaining and educational journey.
  • 10. Undiscovered Territory • The result was a significant increase in trial downloads and usage and the campaign earned a Forrester B2B Groundswell Award.
  • 11. Undiscovered Territory • The result was a significant increase in trial downloads and usage and the campaign earned a Forrester B2B Groundswell Award.
  • 12. The Apocalypse Trigger • Autodesk offered a free trial of their expensive 3D modeling software program to commercial software designers.
  • 14.
  • 15. The Apocalypse Trigger • Commercial designers are largely unfamiliar with 3D techniques, used in video game design, so the trial was intended to show them the possibilities the software offered.
  • 16. The Apocalypse Trigger • Autodesk knew the longer users stayed with the trial, the more likely they were to license the software.
  • 17. The Apocalypse Trigger • But 3D modeling is difficult to master, especially through traditional tutorial instruction, and many of these commercial users got frustrated and quit.
  • 18. The Apocalypse Trigger • Gamifeye explains how Autodesk then redesigned the software trial as a game, called The Apocalypse Trigger,using a fun theme ─ solve the “Mystery of the Missing Gems”.
  • 19. The Apocalypse Trigger • The missions take you around the world to different examples of famous architecture that the user must then create 3D models of in order to find the gems and win the game.
  • 20. The Apocalypse Trigger • The interactive levels and elaborate imagery appeal to this visual audience and have helped them learn the Autodesk software.
  • 21. The Apocalypse Trigger • The results: Trial time increased by 40% and conversion from trial to license holders increased by 15%.