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Shannon OngFounder and CEO The Catch Twitter: OngShannon
Email: [email protected]
iDATE 2015 Gamification Trends and Insights
Gaming Been Around Since the Beginning…
Dashboard Common Leaderboardsall offer
IDENTITYACHIEVEMENTMASTERY STATUS
Classic Motivations
Achievement
Mastery
Status
Identity
Gamification….has introduced us to integrating game mechanics to drive desired behaviors.
“Every startup CEO should understand gamification, because
the gaming is the new normal”
–Bing Gordon, Partner Kleiner Perkins
1 acquire2 engage3 retain
Game Patterns
AQUIRE
Design means everything, make it exciting,
Make it easy to understand
“I want to join and understand how to play”
Make Something Visually Beautiful
First is Key
“First” is Key
Get them excited about playing a game first, animate the actions
“I know what I’m doing, and I like it”
Build Excitement
Get them excited about what to expect when first logging in
Motivation to earn Status, Identity
Send Invites
VIRALITYthe new marketing incentivesinvites
ENGAGE
Give Them a Reason to Return
Look ahead and look forward to whats next when they login
Core Drive: create ownership and possession
Set Expectations
I know what to expect and it’s exciting
Core Drive: Scarcity and Impatience design
Engage Through Encouragement
Get Them Excited, Invite Your Friends, Give them a little encouragement
Core Drive: Empowerment of creativity and feedback
Build Excitement
Create a fun hook, make it exciting
Adding timers help add the suspense
Core Drive: Scarcity, impatience design, creativity and feedback
RETAIN
Lift Engagement
Tinder: Launched My Moments
Keeping the engagement alive after the first connections is made
Stats and Achievement
Power Ups and Mega Flirts
Cards to Collect
Drive: ownership and possession
Incentives
La Quinta Gamification Case Study
General slot machine game that most people are very familiar with.
Users click the big Spin Button a large Win-State action that visually attracts the user to it), and they get a chance of winning points, or collectables
Source: Yu-Kai Chou: Yu-kai was one of the earliest pioneers in Gamifcation, starting his work in the industry in 2003 and was Rated 4th on the Top 40 Gamification Gurus by Leaderboarded.
La Quinta Results
✤ La Quinta sent out emails to 83,600 potential customers on their email list promoting the Stay and Play game.
✤ Out of the 83,600 email recipients, 2000 people signed up to the Lucky Diem promotions program, which is a 2.4% email conversion rate.
✤ Within a three-month period, those 2000 users eventually led to 10,700 new referral signups, representing a K Factor of 5.3K (Viral Coefficient of 530%). 34% of the users returned every single day and spent 3.75 minutes on average daily and contributed to 23,000 unique user invites, 10,000 new Facebook Likes and 4,500 new Twitter Followers for La Quinta.
✤ 14.1% of the users ended up becoming paying customers, with Lucky Diem’s platform engendering 1,784 new bookings for La Quinta, a 712% sales lift against the control group. That’s a tremendous win for any established chain or company that is already extremely successful in their own right.
Questions?
Shannon Ong, Founder and CEO
OngShannon and DateTheCatch
