Gamification

Tuesday, February 15, 2011

Game designers have known for years how to incent and motivate participation.  They do it through a process called Gamification. You need to drive consumer participation, because participation is what builds lasting relationships, brand affinity, and brand loyalty. There is no better model for driving participation than the lean-forward, drive to achieve that’s embodied in gaming. The Gamification track at Engage provides details on how to incorporate gamification into your product development and marketing strategy.

This Track takes place in Room 6

8:00 – 9:30
Registration and Badge Pickup

Keynote: Designing Games for Maximum Appeal: How Zynga Engages 60 Million Players a Day

February 15, 2011, 9:30 –  10:30 amRoom 3
Brian Reynolds, Chief Game Designer, Zynga

During this presentation, Brian Reynolds, Chief Game Designer, Zynga will cover how games are designed to be the most engaging and social for consumers. This includes gameplay mechanics, social features and he will also cover in-game integrations with major brands and how those are incorporated in to games to create new sources of engagement. Just three years old, Zynga is the world’s largest social game developer with more than 360 million monthly active users and 65 million daily active users. A nineteen-year industry veteran, Brian Reynolds is recognized as one of the industry’s most talented and productive game designers.

10:30 – 11:00
Break – Network with fellow attendees and view exciting demos in the exhibit halls.

11:00 – 12:00
Let’s Play: Driving User Behavior with Game Mechanics
Status, achievement, reward, competition, self-expression: by addressing these fundamental human needs and desires, designers can make experiences both compelling and satisfying. Game designers, in particular, have known for years how to incent and motivate players by addressing these needs through the use of mechanics like points, levels, leaderboards, virtual goods, challenges, and real-time feedback. We’ll cover the migration of these mechanics out of the gaming world and into the world at large, including destination sites, devices, productivity applications, and corporate intranets. And then we’ll cover how they can be used in conjunction with the principles of behavioral economics – the biases and shortcuts that human beings have in their decision-making processes, that cause them to make irrational, but predictable decisions.
Rajat Paharia, Founder and CEO, Bunchball

12:00 – 1:00 pm
Lunch – Network with fellow attendees and view exciting demos in the exhibit halls.

1:00 –  2:00 pm
Putting Gamification in your Product Strategy
Every marketer strives to have their product or service stand out from the crowd. In this session you will hear from several innovative companies that are doing just that. Gamification is being used to make investing more of an adventure, ordering food more rewarding and traditional media more entertaining.
Sally Wood, Co-Founder and VP of Marketing and Business Development, Kapitall
Mike Saunders, President and Founder, Dotmenu
Patrick Murck, Head of Business Development and Legal, BigDoor
Vincent Beerman, Director of Development, Spectrum DNA

2:00 – 2:30 pm
Break – Network with fellow attendees and view exciting demos in the exhibit halls.

2:30 – 3:00 pm
Engagement – the New Metric: How to Measure & Grow It
How do you measure and grow engagement? As users flock to social media and social games, web managers need new strategies for user loyalty. Badgeville, an award-winning Social Rewards & Analytics Platform, works with dozens of customers in entertainment, retail / ecommerce, publishing, health, education and other verticals to grow engagement. Badgeville CEO Kris Duggan will discuss how to measure and grow engagement using cutting-edge techniques from social loyalty, game mechanics and social media. Kris will present case studies from Badgeville customers Philly.com and Active.com to discuss how the introduction of social rewards has increased registrations, time on site, return visits, and unique business objectives for each customer. The session will also highlight the importance of analytics in a social rewards program, and how to use analytics to measure the health of your community and social rewards platform.
Kris Duggan, CEO, Badgeville

3:00 – 3:30 pm
Keeping it Legal: Understanding the Risks with Gamification and Virtual Offers
In this rapidly changing legal and regulatory environment, new issues arise weekly, and there’s a lot you need to know to manage risk. Hear from James Gatto, Partner at Pillsbury, Winthrop, Shaw, Pittman and one of the world’s leading experts on this topic.  He will share his expert knowledge of the latest risks, opportunities and strategies to manage virtual goods, economies and communities in our gamified world.
James G. Gatto, Social Media, Entertainment and Technology Team Leader, Pillsbury Winthrop Shaw Pittman LLP

3:30 – 3:45 pm
Break – Network with fellow attendees and view exciting demos in the exhibit halls.

3:45 – 4:45 pm
Build vs Buy: Understanding the Platforms and Technologies
This doesn’t look so hard, we’ll have some of our developers knock it out in a couple months. Unfortunately it’s not that simple and striking out on your own can be more expensive than using a proven provider.
•    How do the current technologies vary?  (i.e. Ajax, JavaScript, Widgets, etc)
•    What are the limitations to the current technolgies.
•    How well do existing technologies integrate into websites?
Rajat Paharia, Founder and CEO, Bunchball
Keith Smith, Co-founder and CEO BigDoor
Kris Duggan, CEO, Badgeville

4:45 – 6:00 pm
OpenMarketNetworking Reception
View exciting demos and have a drink in the demo area. Sponsored by
sponsored by OpenMarket.

This track concludes on day one.  Please view other tracks and sessions to attend on day two.