Neal Freeland: The Gamification of Bing Rewards

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The Gamification Summit





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Partner:: Gamification Summit
Location:: Mission Bay Conference Center
San Francisco, CA
Event Date:: 01.20.11
Speaker:: Neal Freeland
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Summary: From its very inception, Microsoft's Bing set out to disrupt the search market, and gamification has always been part of the mix. By thinking about search in fun, new ways, Bing Rewards has had both notable successes and challenges in engaging audiences and making sustainable long-term economics. Most Recently Bing's rewards program gives people opportunities to earn credits -- redeemable for various rewards -- just for searching and exploring Bing.

Bing's Neal Freeland gives an in-depth look into the successes, challenges and history of building a rewards program around non-traditional interactions like search. From their exhaustive analytics, Freeland shares key metrics and lessons that can be leveraged to create meaningful, scalable engagement.
Audience members will walk away from this session with tips and insider insights from one of the world's leading gamification initiatives.

Bio

Neal Freeland

Neal Freeland is Director for Bing, managing engineering teams to build loyalty marketing programs. Previously, he was Vice President for BuddyTV, the #1 independent social media site for TV fans, and Vice President for Zango, where he deployed a $25 million marketing budget leading to a strategic acquisition by blinkx.

Prior to Zango, Neal was Director at Microsoft, where he managed $125 million marketing budget and helped launch Live Search. During his five years at Microsoft, he also held product management positions in MSN and Windows Live. Prior to Microsoft, Neal served as an officer in the U.S. Navy.

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01.: Neal Freeland: The Gamification of Bing Rewards

22 min 32 sec

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Encyclopædia Britannica Article

game theory: Branch of applied mathematics devised to analyze certain situations in which there is an interplay between parties that may have similar, opposed, or mixed interests. Game theory was originally developed by John von Neumann and Oscar Morgenstern in their book The Theory of Games and Economic Behavior (1944). In a typical game, or competition with fixed rules, “players” try to outsmart one another by anticipating the others' decisions, or moves. A solution to a game prescribes the optimal strategy or strategies for each player and predicts the average, or expected, outcome. Until a highly contrived counterexample was devised in 1967, it was thought that every contest had at least one solution. See also decision theory; prisoner's dilemma.; game theory on britannica.com