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Hacking Gamification
Hacking Gamification

Bing Gordon, KPCB

@bingfish

@kpcb

Hacking Gamification Bing Gordon, KPCB @bingfish @kpcb
Why Gamify?

Why Gamify?

Game patterns are the new normal
Game patterns are the new normal

2 -10x improvement

1 Acquire
1
Acquire
2 Engage
2
Engage
3 Retain
3
Retain
Decades of Gaming
Decades of Gaming
Decades of Gaming
Decades of Gaming
Acquire
Acquire
1 First Five Seconds Acquire “I am smart—this is what I expected.” “First” Matters First
1
First Five Seconds
Acquire
“I am smart—this is what I expected.”
“First” Matters
First Session
“This is fun—what I expected, only better.”
“I know what I am doing—and I like it.”
1 Acquire “First” Rules
1
Acquire
“First” Rules

Win first, win fast

Give them a reason to return

Send invites (if you love it)

1 Acquire The Original “Touch”
1
Acquire
The Original “Touch”

Pinball Construction Set 1983

1 The New “Shelf” Acquire
1
The New “Shelf”
Acquire
1 Acquire 10:1
1
Acquire
10:1
1 Acquire 10:1
1 Acquire 10:1
1 Acquire 10:1
1 Acquire Just as in SEM… The landing screen is everything.
1
Acquire
Just as in SEM…
The landing screen
is everything.
1 Acquire Reduce bounce by 90%
1
Acquire
Reduce bounce by
90%

Before install:

Sketch what you expect to see…

After first five seconds:

Is this what you expected?

1 Acquire Frames Are Wine Labels
1
Acquire
Frames Are Wine Labels
1 Acquire Interface is the Engine
1
Acquire
Interface is the Engine

NASCAR “draft meter”: 2x

1 Acquire Interface Toys Work
1
Acquire
Interface Toys Work

Wants and fears spinner of Sims 2

1 Acquire “Opt in” Complexity
1
Acquire
“Opt in” Complexity

Open style menus of Sim Golf

1 Acquire FB Profiles = Social
1
Acquire
FB Profiles = Social

15M not 1M for Zynga Poker

1 Acquire Friend Bar Mechanic
1
Acquire
Friend Bar Mechanic

70M, not 2M for Farmville

1 Acquire Virality: The New Marketing
1
Acquire
Virality: The New Marketing

Incentives

Virtual goods Games: imbue value in VG

Invites

Incented invites

-- 4 -10x (watch for TOS!)

Incented installs +25%

1 Acquire Virality: The New Marketing
1
Acquire
Virality: The New Marketing
1 Take Aways Acquire 10x Touchable “box” 90% Bounce reduction » I feel smart »
1
Take Aways
Acquire
10x
Touchable “box”
90%
Bounce reduction
» I feel smart
» Win first, win fast
2x
Interface = engine
4-10x
Viral design
Engage
Engage
Wow!!! 2 1x first two sessions Engage Good!! 1 to 3x first session
Wow!!!
2
1x first two sessions
Engage
Good!!
1 to 3x first session
Design Beats
Design Beats

Yuck!

0x first session

Oh F*#@!

Never

2 Engage Wither Factor
2
Engage
Wither Factor

First Successful Time Pressure

2 Engage Identity
2
Engage
Identity

The Most Precious Asset

2 Engage Who Are You?
2
Engage
Who Are You?

Build a Profile: Identity, career score key.

2 Engage Like Going Out
2
Engage
Like Going Out

Take 30 minutes

2 Engage Power of Personalization
2
Engage
Power of Personalization

Tiger Woods Golf: +50%

2 Engage Live Life in Levels
2
Engage
Live Life in Levels
2 Engage Show Numbers
2
Engage
Show Numbers
2 Engage Badges Rule • I have 600+ • 2x hours/week • 75% female, average
2
Engage
Badges Rule
• I have 600+
• 2x hours/week
• 75% female, average
age 42
2 Engage Trophies Matter
2
Engage
Trophies Matter
2 Engage Yearning for Recognition
2
Engage
Yearning for Recognition

Sim City: 20,000 uploaded cities “They all look the same!”

2 “Aileen City is such a great place to live. The parks are beautiful and
2
“Aileen City is such a great place to live. The parks are
beautiful and the highways are never jammed.
Come to Aileen City!”
Engage
UGC Text #1
1% upload | 25% download

“Joe City is a towering spectacle of glass and concrete. It is not just a city, it is an economic dynamo!”

“You have to watch the citizens to understand Jennville. They shop, they bustle, their houses are perfect.”

2 Engage Engage Co-Op Crushes Competition 3:1
2
Engage
Engage
Co-Op Crushes
Competition 3:1
2 Engage Engage Gifts 30x Brags
2
Engage
Engage
Gifts 30x Brags
2 Engage Engage Party of 5
2
Engage
Engage
Party of 5

20 - 30% productivity gains

2 Engage Design Principles • Value what you make, value what you earn
2
Engage
Design Principles
• Value what you make, value what you earn

Golf courses should look hard, play easy

90% of players are 90% of the way

Constraints are fun

Experts fail fast; everyone else wins fast, wins first

2 Engage Take Aways
2
Engage
Take Aways

2x Great second session Viewable profiles Badges, achievements Numbers, stats for 10-25%

4x “Invest” and avoid “wither” UGC for 25% of players Social obligation for 25% of players

Retain
Retain
3 Retain
3
Retain
Multiple, Parallel Goals
Multiple, Parallel Goals

Probabilistic, too. Lessons from the Skinner Box. 2 currencies (Las Vegas)

3 Retain Look Ahead
3
Retain
Look Ahead
3 Retain Look Ahead Will she come back? When? What will she do in the second

Will she come back? When? What will she do in the second session? Will she be playing a month from now? What will she expect?

3 Retain “Pinch”
3
Retain
“Pinch”

Resource Management in Farmville

3 Retain Constraints & Quantity
3
Retain
Constraints & Quantity
3 Retain
3
Retain
Pre-Announcements Huge World of Warcraft -- 0% churn from level 35-40, 55-60 (mount, elder game)
Pre-Announcements Huge
World of Warcraft -- 0% churn
from level 35-40, 55-60 (mount,
elder game)

Pre-register at retail -- 10-20% of first week sales

3 Retain Content Updates Sell Correlated to quality
3
Retain
Content Updates Sell
Correlated to quality
3 Retain Madden Football • 70% repeat if “game of the year” • 30% repeat
3
Retain
Madden Football
• 70% repeat if “game of the year”
• 30% repeat purchase if “liquid AI is
what’s running down their legs”
Content Updates Sell
Content Updates Sell
is what’s running down their legs” Content Updates Sell The Sims expansions • 16 expansions, 50M

The Sims expansions

16 expansions, 50M units

60% ARPU increase

3 Retain Social Obligations Lock-In
3
Retain
Social Obligations Lock-In

Madden

“You can’t convert the whole fraternity.”

Guilds

Appointment gaming

Peer pressure and privileges

Marriages (and divorce)

Asynchronous: 4x more than simultaneous

3 Retain
3
Retain
Magic Numbers
Magic Numbers

Twitter

40% 1 month retention

90%-ish monthly retention if 10 followers

Facebook

20 friends

70% “long term” retention

3 Retain Virtual Assets : 3x Factor
3
Retain
Virtual Assets : 3x Factor

Ultima Online House owners - 3 years

3 Madden sequels Retain • 2x for high quality • Use “NPS” (Net Promoter Score)
3
Madden sequels
Retain
• 2x for high quality
• Use “NPS” (Net Promoter Score)
• % recommend - % who wouldn’t
Quality Matters
Quality Matters
Score) • % recommend - % who wouldn’t Quality Matters Metacritic.com • 80 - 85 =

Metacritic.com

80 - 85 = Top 50

+50 -100% for each +5 points

Design Principles 3 Retain • Show numbers
Design Principles
3
Retain
• Show numbers

Look ahead

Pinch

Constraints are fun

Pre-Announcements

Content updates sell

3 Retain Take Aways
3
Retain
Take Aways

Do the Math

• 4x: Pinch and “look ahead” game mechanics 3 Retain • 100%: Pre-announce (for a
• 4x: Pinch and “look ahead” game mechanics
3
Retain
• 100%: Pre-announce (for a month)
• 50%: New content, if same quality as original
Take Aways

20%: Social structures:

90% less churn for players who are “well-guilded”

15%: Virtual assets

67% less churn for players who are “well-castled”

New Media, New Rules
New Media, New Rules

“The best way to keep someone playing forever is to have them play today.” -- Bing

Real World Gamification
Real World Gamification
Real World Gamification
Real World Gamification