Using Gamification in Startups - Now you’re playing with power
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The document discusses the use of gamification in startups to enhance user engagement and retention, emphasizing its potential to drive business success through conversion, virality, and monetization. It outlines key elements of games that can be applied to non-game contexts and highlights the common pitfalls associated with gamification. Furthermore, it provides insights into the effectiveness of gamified approaches in various applications and educational settings, showcasing improved user interaction and participation.
Using Gamification in Startups - Now you’re playing with power
- 1. Using Gamification in Startups - Now you’re playing with power Dudi Peles July 2013
- 2. About Me Founder of Jivy Group, Playful Shark Advisor & Mentor for Startups Teacher: Beit Berl, Kibbutzim Seminar, TAU PhD student: STS @ Bar Ilan Active & founding member in GameIS Blog: www.dudipeles.com Mail: dudipeles@gmail.com
- 3. Let’s look at some successful “startups”
- 4. Sold to Google for $1.1B
- 5. Founded in 2008, Raised $6M on 2010 Most popular site for programmers with over 1.7M registered users
- 6. Raised $5.8M on 2013 20 million pageviews and over 100 million Facebook and Twitter impressions monthly
- 7. Founded on 2011, Raised $12.5M on 2012 Used by over 1M users to learn to code
- 8. On 2011 raised $50 million on a $600 million valuation
- 9. Increased Facebook likes & shares by 92%, twits by 68% in just a few months
- 10. What do they all have in common?
- 11. They apply the basic elements that make games fun and engaging to things that aren’t games
- 12. How do we measure startups success ?
- 13. Let’s dig deeper… Only 2 ways: 1. Users pay 2. Someone else pays (mostly advertisers) How do apps or sites make money ?
- 14. Let’s dig even deeper… Why do users or advertiser pay money ? 3 main reasons: 1. There are lots of users 2. Users spent a lot of time and return 3. There is a service or content worthwhile paying for
- 15. And deeper… Value = (Conversion + Virality) * Retention * Monetization So what's the bottle line? 3 main things to work on: 1. Convert user better, Bring more users 2. More… time on site, page views, returning users 3. Charge more for more
- 16. So what does it have to do with game elements?
- 21. FLOW
- 24. Points, Badges, Discovery, Status, Leaderboards
- 25. Points, Badges, Leaderboard, Goals
- 26. Value FLOW Points Status Leaderboards Badges Progression Goals Discovery Levels Conversion Virality Retention Monetization Make your user do what YOU want him to do
- 27. Now you’re playing with power
- 28. Games can change the world
- 29. There are thousands of failing apps and sites that are doing the same What's the Problem?
- 30. The Problem with games • Most games are bad (4 out of 5 AAA games fails)
- 31. • They end • New content keeps the players, not game mechanics The Problem with good games 60 70 80 85 90
- 32. The Problem with extrinsic motivation Punished by Rewards: The Trouble with Gold Stars (Alfie Kohn 1999)
- 33. Value for User Value for Your Business The Problem with gamification There Be Dragons: Ten Potential Pitfalls of Gamification, by Sebastian Deterding (2011)
- 34. Value for User Value for Your Business Foursquare There Be Dragons: Ten Potential Pitfalls of Gamification, by Sebastian Deterding (2011) We give you points You Check in
- 35. Value for User Value for Your Business Stack overflow There Be Dragons: Ten Potential Pitfalls of Gamification, by Sebastian Deterding (2011) We give you a reputation (and build our content) You answer questions
- 36. • Improve conversion rates • Increase virality • Increase user retention • Increase user monetization • Use the product • Self Improve (learn) • Status / Recognition • Fun Make your users do what you want while giving them what they want Value for User Value for Your Business
- 37. So how do I do exactly that?
- 38. Games are fun
- 39. For the past 40 years game designers turned fun making into science
- 40. Become a game designer or advise with a game designer
- 42. Making things more fun • Mobile Marketing platform • Mobile Recommendation app • Bank site • Diet web site • Resume writing services • TV Rating app • BI systems • Crowd funding site • Sport content site • Social virtual environment app • Navigation app • Programming Course
- 43. Video games Design and Development program in Bait Berl, active since 2005
- 44. Introduction to video games programming
- 45. Introduction to video games programming
- 46. Introduction to video games programming
- 47. Introduction to video games programming
- 48. Introduction to video games programming
- 49. Was it worth it ?
- 50. Students Emersion: Attendance: 68% -> 98% Exercise submitting: 44%* -> 86% Student Mail Interaction: 300% raise * Students needed to submit only 70%, taking this in consideration the 44% will turn to 63%
- 51. Was it more fun ? When asked to pick the 3 most fun courses out of 12, 50% of the students chose the programming course !
- 52. Thank you For any question just mail me: dudipeles@gmail.com