social games, gamification & social loyalty, digital atlanta 2011

@Badgy@rkischuk

#DigATL#DigATL_Gamification

Social Games, Gamification &

Loyalty

Rob Kischuk@rkischuk

rob@bad.gy

@Badgy@rkischuk

#DigATL#DigATL_Gamification

1.25 Million Facebook Players125k “Likes”

Social Loyalty Platform125,000 Kids

Some Background

@Badgy@rkischuk

#DigATL#DigATL_Gamification

Do Social Games Still Matter?

@Badgy@rkischuk

#DigATL#DigATL_Gamification

90% of new Zynga game players come from another

Zynga game•Requires Retention

•Requires Loyalty

•Feeding the “whales” (Top 2% of users)

@Badgy@rkischuk

#DigATL#DigATL_Gamification

How do you “Feed the 2% Whales”?

•Frequent Content Updates

•Content only available to highly-active users

•Encourage activation of their friends

@Badgy@rkischuk

#DigATL#DigATL_Gamification

Branded Casual Games

@Badgy@rkischuk

#DigATL#DigATL_Gamification

“Simple” Games

@Badgy@rkischuk

#DigATL#DigATL_Gamification

Takeaways From Social Games

•People want to know “what to do next”

•Active users re-engage passive users

•Reciprocity

@Badgy@rkischuk

#DigATL#DigATL_Gamification

Gamification

“is the infusion of game mechanics,

game design techniques and/or game style into

anything.”

@Badgy@rkischuk

#DigATL#DigATL_Gamification

@Badgy@rkischuk

#DigATL#DigATL_Gamification

Building Blocks of Gamification

@Badgy@rkischuk

#DigATL#DigATL_Gamification

@Badgy@rkischuk

#DigATL#DigATL_Gamification

@Badgy@rkischuk

#DigATL#DigATL_Gamification

@Badgy@rkischuk

#DigATL#DigATL_Gamification

@Badgy@rkischuk

#DigATL#DigATL_Gamification

Quilted Northern / Twitter

•10 Weeks

•Mention #cleanQuiz

•Digital Badge

•Chance to win 1 year supply of toilet paper

@Badgy@rkischuk

#DigATL#DigATL_Gamification

Results

•700% follower boost

•315k reach

•Authentic conversations, residual growth2%

10%

20%

@Badgy@rkischuk

#DigATL#DigATL_Gamification

What’s after badges?

“We don’t need no Stinking Badges”

@Badgy@rkischuk

#DigATL#DigATL_Gamification

@Badgy@rkischuk

#DigATL#DigATL_Gamification

DNA of Social Loyalty

•Closest to the user wins

•Use each platform natively

•Twitter, Facebook, Email, Google+, etc

•Design for Re-engagement

•Rewards matter

@Badgy@rkischuk

#DigATL#DigATL_Gamification

Thanks! Questions?

Rob Kischuk

rob@bad.gyhttp://bad.gy

facebook.com/BadgyApp