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Ha c king Ga m ific a tion

Bing Gord on, KPCB


@b ing fish @kp c b

Why Ga m ify?

Ga m e p a tterns a re the new norm a l

2 -10x im p rovem ent


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Dec a d es of Ga m ing

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First Five Sec ond s

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I a m sm a rtthis is w ha t I exp ec ted .

First Ma tters
First Session

This is funw ha t I exp ec ted , only b etter. I know w ha t I a m d oing a nd I like it.

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First Rules
Win first, w in fa st Give them a rea son to return Send invites (if you love it)

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The Orig ina l Touc h

Pinb a ll Construc tion Set 1983

The New Shelf

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10:1

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Just a s in SEM

The la nd ing sc reen is everything .

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Red uc e b ounc e b y 90%


Before insta ll: After first five sec ond s:

Sketc h w ha t you exp ec t to see

Is this w ha t you exp ec ted ?

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Fra m es Are Wine La b els

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Interfa c e is the Eng ine


NASCAR d ra ft m eter : 2x

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Interfa c e Toys Work

Wa nts a nd fea rs sp inner of Sim s 2

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Op t in Com p lexity

Op en style m enus of Sim Golf

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FB Profiles = Soc ia l
15M not 1M for Zyng a Poker

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Friend Ba r Mec ha nic


70M, not 2M for Fa rm ville

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Vira lity: The New Ma rketing


Inc entives Invites
Virtua l g ood s Ga m es: im b ue va lue in VG Inc ented invites
-- 4 -10x (w a tc h for TOS!)

Inc ented insta lls +25%

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Vira lity: The New Ma rketing

Ta ke Aw a ys
10x 90% Touc ha b le b ox
I feel sm a rt Win first, w in fa st

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Bounc e red uc tion

2x 4-10x

Interfa c e = eng ine Vira l d esig n

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Wow !!!
1x first tw o sessions Enga ge

Good !!
1 to 3x first session

Desig n Bea ts
Yuc k!
0x first session

Oh F*# @!
Never

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Wither Fa c tor
First Suc c essful Tim e Pressure

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Id entity

The Most Prec ious Asset

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Who Are You?

Build a Profile: Id entity, c a reer sc ore key.

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Like Going Out


Ta ke 30 m inutes

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Pow er of Persona liza tion

Tig er Wood s Golf: +50%

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Live Life in Levels

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Show Num b ers

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Ba d g es Rule
I ha ve 600+ 2x hours/ w eek 75% fem a le, a vera g e a g e 42

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Trop hies Ma tter

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Yea rning for Rec og nition

Sim City: 20,000 up loa d ed c ities They a ll look the sa m e!

Aileen City 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 hig hw a ys a re never ja m m ed . Com e to Aileen City!

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UGC
c ity, it is a n ec onom ic d yna m o!

Text # 1

1% upload | 25% download


Joe City is a tow ering sp ec ta c le of g la ss a nd c onc rete. It is not just a

You ha ve to w a tc h the c itizens to und ersta nd Jennville. They shop , they b ustle, their houses a re p erfec t.

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Co-Op Crushes Com p etition 3:1

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Gifts 30x Bra g s

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Pa rty of 5
20 - 30% p rod uc tivity g a ins

Desig n Princ ip les


Va lue w ha t you m a ke, va lue w ha t you ea rn Golf c ourses should look ha rd , p la y ea sy 90% of p la yers a re 90% of the w a y Constra ints a re fun

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Exp erts fa il fa st; everyone else w ins fa st, w ins first

Ta ke Aw a ys
2x Grea t sec ond session View a b le p rofiles Ba d g es, a c hievem ents Num b ers, sta ts for 10-25% 4x Invest a nd a void w ither UGC for 25% of p la yers Soc ia l ob lig a tion for 25% of p la yers

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Reta in

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Multip le, Pa ra llel Goa ls


Prob a b ilistic , too. Lessons from the Skinner Box. 2 c urrenc ies (La s Veg a s)

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Look Ahea d
Will she c om e b a c k? When? Wha t w ill she d o in the sec ond session? Will she b e p la ying a m onth from now ? Wha t w ill she exp ec t?

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Pinc h

Resourc e Ma na g em ent in Fa rm ville

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Constra ints & Qua ntity

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Pre-Announc em ents

Hug e

World of Wa rc ra ft -- 0% c hurn from level 35-40, 55-60 (m ount, eld er g a m e) Pre-reg ister a t reta il -- 10-20% of first w eek sa les

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Content Up d a tes Sell


Correla ted to q ua lity

Reta in Ma d d en Footb a ll
70% rep ea t if g a m e of the yea r 30% rep ea t p urc ha se if liq uid AI is w ha t s running d ow n their leg s

Content Up d a tes Sell


The Sim s exp a nsions
16 exp a nsions, 50M units 60% ARPU inc rea se

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Soc ia l Ob lig a tions


Ma d d en
You c a n t c onvert the w hole fra ternity.

Loc k-In

Guild s
Ap p ointm ent g a m ing Peer p ressure a nd p rivileg es Ma rria g es (a nd d ivorc e)

Async hronous: 4x m ore tha n sim ulta neous

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Ma g ic Num b ers
Tw itter
40% 1 m onth retention 90%-ish m onthly retention if 10 follow ers

Fa c eb ook
20 friend s 70% long term retention

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Virtua l Assets : 3x Fa c tor

Ultim a Online House ow ners - 3 yea rs

Ma d d en seq uels 2x for hig h q ua lity Use NPS (Net Prom oter Sc ore) % rec om m end - % w ho w ould n t

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Qua lity Ma tters


Meta c ritic .c om
80 - 85 = Top 50 +50 -100% for ea c h +5 p oints

Desig n Princ ip les


Show num b ers Look a hea d Pinc h Constra ints a re fun Pre-Announc em ents Content up d a tes sell

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Ta ke Aw a ys
Do the Ma th

4x: Pinc h a nd look a hea d g a m e m ec ha nic s

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100%: Pre-a nnounc e (for a m onth) 50%: New c ontent, if sa m e q ua lity a s orig ina l

Ta ke Aw a ys
20%: Soc ia l struc tures: 90% less c hurn for p la yers w ho a re w ell-g uild ed 15%: Virtua l a ssets 67% less c hurn for p la yers w ho a re w ell-c a stled

New Med ia , New Rules


The b est w a y to keep som eone p la ying forever is to ha ve them p la y tod a y. -- Bing

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