sfund gamification june 30 2011
TRANSCRIPT
-
8/6/2019 sFund Gamification June 30 2011
1/56
Ha c king Ga mific a tionBing Gord on, KPCB
@bingfish @kpc b
-
8/6/2019 sFund Gamification June 30 2011
2/56
Why Ga mify?
-
8/6/2019 sFund Gamification June 30 2011
3/56
Ga me pa tterns a re the new norma l
2 -10x imp rovementAcquire Engage Reta in
-
8/6/2019 sFund Gamification June 30 2011
4/56
-
8/6/2019 sFund Gamification June 30 2011
5/56
Dec a d es of Ga ming
-
8/6/2019 sFund Gamification June 30 2011
6/56
Acquire
-
8/6/2019 sFund Gamification June 30 2011
7/56
First Five Sec ond s
I am smartthis is wha t I expec ted .
First Session
This is funwha t I exp ec ted , only bet ter. I know what I am d oinga nd I like it.
Acquire
First Ma tters
-
8/6/2019 sFund Gamification June 30 2011
8/56
Win first, win fa st
Give them a rea son to return Send invites (if you love it)
Acquire
First Rules
-
8/6/2019 sFund Gamification June 30 2011
9/56
The Orig ina l Touc h
Pinb a ll Construc tion Set 1983
Acquire
-
8/6/2019 sFund Gamification June 30 2011
10/56
The New ShelfAcquire
-
8/6/2019 sFund Gamification June 30 2011
11/56
Acquire
10:1
-
8/6/2019 sFund Gamification June 30 2011
12/56
The la nd ing sc reenis everything .
Just a s in SEM
Acquire
-
8/6/2019 sFund Gamification June 30 2011
13/56
Red uc e b ounc e b y 90%Befo re insta ll:
Sketc h wha t youexp ec t to see
Afte r first five sec ond s:
Is this wha t youexpected?
Acquire
-
8/6/2019 sFund Gamification June 30 2011
14/56
Acquire
Fra mes Are Wine La b els
-
8/6/2019 sFund Gamification June 30 2011
15/56
Acquire
NASCAR d ra ft meter : 2x
Interfa c e is the Eng ine
-
8/6/2019 sFund Gamification June 30 2011
16/56
Acquire
Wants a nd fea rs sp inner of Sims 2
Interfa c e Toys Work
-
8/6/2019 sFund Gamification June 30 2011
17/56
Open style menus of Sim Golf
Acquire
Op t in Comp lexity
-
8/6/2019 sFund Gamification June 30 2011
18/56
15M no t 1M for Zynga Poker
FB Profiles = Soc ia l
Acquire
-
8/6/2019 sFund Gamification June 30 2011
19/56
Acquire
70M, not 2M fo r Fa rmville
Friend Ba r Mec hanic
-
8/6/2019 sFund Gamification June 30 2011
20/56
IncentivesVirtua l good s
Games: imbue va lue in VG
Acquire
Vira lity: The New Ma rketing
InvitesInc ented invites
-- 4 -10x (wa tc h fo r TOS!)Inc ented insta lls +25%
-
8/6/2019 sFund Gamification June 30 2011
21/56
Acquire
Vira lity: The New Ma rketing
-
8/6/2019 sFund Gamification June 30 2011
22/56
Ta ke Awa ys10x Touc hab le b ox
90% Bounc e red uc tion I feel smart Win first, w in fa st
2x Interfac e = eng ine
4-10x Viral design
Acquire
-
8/6/2019 sFund Gamification June 30 2011
23/56
Engage
-
8/6/2019 sFund Gamification June 30 2011
24/56
Wow!!!1x first two sessions
Good!!1 to 3x first session
Yuck!0x first session
Oh F*# @!Never
Engage
Design Bea ts
-
8/6/2019 sFund Gamification June 30 2011
25/56
First Suc c essful Time Pressure
Wither Fa c tor
Engage
-
8/6/2019 sFund Gamification June 30 2011
26/56
-
8/6/2019 sFund Gamification June 30 2011
27/56
Build a Profile: Id entity, c a reer sc ore key.
Engage
Who Are You?
-
8/6/2019 sFund Gamification June 30 2011
28/56
Ta ke 30 minutes
Engage
Like Going Out
-
8/6/2019 sFund Gamification June 30 2011
29/56
Tiger Woods Golf: +50%
Engage
Power of Persona liza tion
-
8/6/2019 sFund Gamification June 30 2011
30/56
Engage
Live Life in Levels
-
8/6/2019 sFund Gamification June 30 2011
31/56
Show Numb ers
Engage
-
8/6/2019 sFund Gamification June 30 2011
32/56
I ha ve 600+
2x hours/week 75% fem a le, a verag e ag e 42
Ba d ges Rule
Engage
-
8/6/2019 sFund Gamification June 30 2011
33/56
Trop hies Ma tter
Engage
-
8/6/2019 sFund Gamification June 30 2011
34/56
-
8/6/2019 sFund Gamification June 30 2011
35/56
Engage
UGC Text # 1
Aileen C ity is suc h a g rea t p la c e to live . The p a rks a re
b ea utiful a nd the highwa ys a re neve r ja mm ed .
Come to A ilee n City!
Joe City is a towe ring spec ta c le o f glass a nd c onc rete . It is not just a
c ity, it is a n ec ono mic d ynam o!
You ha ve to wa tc h the c itizens to und ersta nd Jennville. They shop ,
the y bustle, their houses a re p erfec t.
1% upload | 25% download
-
8/6/2019 sFund Gamification June 30 2011
36/56
Co-Op CrushesComp etition 3:1
EngageEngage
-
8/6/2019 sFund Gamification June 30 2011
37/56
Gifts 30x Bra gs
EngageEngage
-
8/6/2019 sFund Gamification June 30 2011
38/56
-
8/6/2019 sFund Gamification June 30 2011
39/56
Value w hat you ma ke, va lue w hat you ea rn
Golf c ourses should look ha rd , p lay easy
90% of p layers a re 90% of the way
Constraints a re fun
Exp erts fa il fa st; eve ryone else wins fa st, wins first
Engage
Design Princ ip les
-
8/6/2019 sFund Gamification June 30 2011
40/56
-
8/6/2019 sFund Gamification June 30 2011
41/56
Retain
-
8/6/2019 sFund Gamification June 30 2011
42/56
Probabilistic, too.Lessons from the Skinner Box.2 c urrenc ies (La s Vega s)
Retain
Multip le , Pa ra lle l Goa ls
-
8/6/2019 sFund Gamification June 30 2011
43/56
Will she c ome b ac k? When? Wha t w ill she do in the sec ond session? Will she b e p la ying a mo nth from now ? What will she expec t?
Retain
Look Ahea d
-
8/6/2019 sFund Gamification June 30 2011
44/56
Resourc e Ma na gement in Fa rmville
Retain
Pinch
-
8/6/2019 sFund Gamification June 30 2011
45/56
Constra ints & Qua ntity
Retain
-
8/6/2019 sFund Gamification June 30 2011
46/56
World of Warc ra ft -- 0% c hurn from leve l 35-40, 55-60 (mo unt ,elde r ga me)
Pre-reg iste r a t reta il -- 10-20% of first w eek sa les
Retain
Pre-Announcements Huge
-
8/6/2019 sFund Gamification June 30 2011
47/56
Retain
Content Up d a tes SellCorrela ted to quality
-
8/6/2019 sFund Gamification June 30 2011
48/56
-
8/6/2019 sFund Gamification June 30 2011
49/56
Madden You c a n t conve rt the who le fra ternity.
Guilds App ointment ga ming Peer pressure a nd p rivileges Ma rriage s (and d ivorce )
Async hronous: 4x more tha n simulta neous
Soc ia l Ob liga tions Loc k-In
Retain
-
8/6/2019 sFund Gamification June 30 2011
50/56
Twitter 40% 1 mo nth retention 90%-ish monthly retention if 10
followers
Retain
Fac eb ook 20 friend s 70% long term rete ntion
Ma gic Numb ers
-
8/6/2019 sFund Gamification June 30 2011
51/56
Virtua l Assets : 3x Fa c tor
Ultima Online House owners - 3 yea rs
Retain
-
8/6/2019 sFund Gamification June 30 2011
52/56
Metacritic.com
80 - 85 = Top 50 +50 -100% for eac h +5 points
Retain
Qua lity Ma tters
Ma d d en seq uels 2x for high q ua lity Use NPS (Net Promoter Sc ore) % rec ommend - % who w ould nt
-
8/6/2019 sFund Gamification June 30 2011
53/56
RetainDesign Princ ip les Show numbers
Loo k a hea d
Pinc h
Constraints a re fun
Pre-Announcements
Content upd a tes sell
-
8/6/2019 sFund Gamification June 30 2011
54/56
Do the Ma th
Retain
Ta ke Awa ys
-
8/6/2019 sFund Gamification June 30 2011
55/56
20%: Soc ial struc tures: 90% less c hurn for p la yers who a re well-guild ed
15%: Virtua l a ssets 67% less c hurn fo r p la yers who a re well-ca stled
Retain
Ta ke Awa ys
4x: Pinc h and look a head ga me m ec hanic s
100%: Pre-a nnounc e (for a month)
50%: New c ontent, if sa me qua lity a s orig ina l
-
8/6/2019 sFund Gamification June 30 2011
56/56