Leveraging great game design for web applications (#torontob2b talk)


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Gamification is a hugely popular trend and is being incorporated in web applications of leading companies such as SAP, Adobe, and Codecademy to improve user engagement, productivity, loyalty, and ROI. How can you make your web application better by learning from great game design?

Taige Zhang is a product marketing manager at Kera.io, a Toronto based startup that offers the leading platform for building and deploying in-app tutorials for websites or applications. Before joining Kera, Taige worked as a social gaming product manager in Berlin, Germany.


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Leveraging great game design for web applications (#torontob2b talk)

  1. 1. Leveraging Great Game Design for Web Applications Toronto B2B Marketers Taige Zhang T: @taigeair E: taige@kera.io W: www.taigeair.com Jan 24th, 2013Wednesday, 20 February, 13
  2. 2. Background Product Marketing Manager at Kera (Leading platform for interactive tutorials) Social Gaming Product Manager at Plinga (48+ Million MAU) Analyst at Apple and WPPWednesday, 20 February, 13
  3. 3. Gamification Gamification is taking the mechanics of gaming to non-game activities to change people’s behavior. It leverages our natural desire for competition, achievement, status, reward, self-expression, altruism, and completion. It is used to improve user engagement, retention, and ROI.Wednesday, 20 February, 13
  4. 4. History Google Trends: Interest over time PMs start using gamification in consumer apps Badgeville launches Social games fine tune game mechanics Social Gaming Gamification Enterprise Adoption: Facebook apps Oracle, SAP, Adobe, EMC, start using game Samsung, NBC, Deloitte, mechanics Rogers, Bell, and eBay. http://www.google.com/trends/explore#q=gamification%2C%20social%20gaming&cmpt=qWednesday, 20 February, 13
  5. 5. Growth http://gamingbusinessreview.com/wp-content/uploads/2012/05/Gamification-in-2012-M2R3.pdfWednesday, 20 February, 13
  6. 6. Taking it to the real worldWednesday, 20 February, 13
  7. 7. Consumer Gamification Example Leverages our natural desire for competition, achievement, status, reward, self-expression and altruism. 1. Progress bar to encourage completion 2. Badges, trophies and achievements 3. Leader board 4. Customized profile for self-expression 5. Challenges and teamwork activities with other users 6. Explicit missions and goals for users 7. Tracking and rewarding user activities 8. Systems for awarding, redeeming, and exchanging points http://success.adobe.com/microsites/levelup/index.htmlWednesday, 20 February, 13
  8. 8. Enterprise Web Application Example In late 2011, Salesforce.com acquired social performance platform provider Rypple, which uses gamification for employee performance and HR.Wednesday, 20 February, 13
  9. 9. Results & Metrics Across Disciplines http://badgeville.comWednesday, 20 February, 13
  10. 10. Replicating SuccessWednesday, 20 February, 13
  11. 11. Virtuous Cycle of Web Applications Introduction User Advancement Onboarding App Analytics GamificationWednesday, 20 February, 13
  12. 12. Virtuous Tools Introduction Onboarding Gamification Switch Video Kera BadgevilleWednesday, 20 February, 13
  13. 13. Continued Learning https://www.coursera.org/course/gamification http://www.gsummit.com http://marczewski.me.uk http://www.enterprise-gamification.comWednesday, 20 February, 13
  14. 14. Resources To get access to this presentation and my Gamification Shared Folder contact me on twitter @taigeair Thanks!Wednesday, 20 February, 13