Gamification is a hugely popular trend and is being incorporated in web applications of leading companies such as SAP, Adobe, and Codecademy to improve user engagement, productivity, loyalty, and ROI. How can you make your web application better by learning from great game design? Taige Zhang is a product marketing manager at Kera.io, a Toronto based startup that offers the leading platform for building and deploying in-app tutorials for websites or applications. Before joining Kera, Taige worked as a social gaming product manager in Berlin, Germany. https://www.kera.io/ https://twitter.com/taigear

1. Leveraging Great Game Design
for Web Applications
Toronto B2B Marketers
Taige Zhang
T: @taigeair
E: taige@kera.io
W: www.taigeair.com
Jan 24th, 2013
Wednesday, 20 February, 13

2. Background
Product Marketing Manager at
Kera (Leading platform for
interactive tutorials)
Social Gaming Product Manager
at Plinga (48+ Million MAU)
Analyst at Apple and WPP
Wednesday, 20 February, 13

3. Gamification
Gamification is taking the mechanics of gaming
to non-game activities to change people’s
behavior.
It leverages our natural desire for competition,
achievement, status, reward, self-expression,
altruism, and completion.
It is used to improve user engagement, retention,
and ROI.
Wednesday, 20 February, 13

4. History
Google Trends: Interest over time
PMs start using
gamification in
consumer apps
Badgeville launches
Social games fine
tune game
mechanics
Social Gaming
Gamification
Enterprise Adoption:
Facebook apps
Oracle, SAP, Adobe, EMC,
start using game
Samsung, NBC, Deloitte,
mechanics
Rogers, Bell, and eBay.
http://www.google.com/trends/explore#q=gamification%2C%20social%20gaming&cmpt=q
Wednesday, 20 February, 13

5. Growth
http://gamingbusinessreview.com/wp-content/uploads/2012/05/Gamification-in-2012-M2R3.pdf
Wednesday, 20 February, 13

6. Taking it to the real world
Wednesday, 20 February, 13

7. Consumer Gamification Example
Leverages our natural desire for competition, achievement,
status, reward, self-expression and altruism.
1. Progress bar to encourage completion
2. Badges, trophies and achievements
3. Leader board
4. Customized profile for self-expression
5. Challenges and teamwork activities with other users
6. Explicit missions and goals for users
7. Tracking and rewarding user activities
8. Systems for awarding, redeeming, and exchanging points
http://success.adobe.com/microsites/levelup/index.html
Wednesday, 20 February, 13

8. Enterprise Web Application Example
In late 2011, Salesforce.com acquired social performance platform provider
Rypple, which uses gamification for employee performance and HR.
Wednesday, 20 February, 13

9. Results & Metrics Across Disciplines
http://badgeville.com
Wednesday, 20 February, 13

10. Replicating Success
Wednesday, 20 February, 13

11. Virtuous Cycle of Web Applications
Introduction
User Advancement
Onboarding
App Analytics
Gamification
Wednesday, 20 February, 13

12. Virtuous Tools
Introduction Onboarding Gamification
Switch Video Kera Badgeville
Wednesday, 20 February, 13

13. Continued Learning
https://www.coursera.org/course/gamification
http://www.gsummit.com http://marczewski.me.uk http://www.enterprise-gamification.com
Wednesday, 20 February, 13

14. Resources
To get access to this presentation and
my Gamification Shared Folder
contact me on twitter @taigeair
Thanks!
Wednesday, 20 February, 13