Products and services with gamification elements are attracting funding, buzz and loads of marketer interest. Everyone knows they are out there and some work better than others, so what are the real secrets behind their success?
Find out how these innovative companies utilize "crowd-based behavior" to convert online shoppers into actual retail buyers. The panelists for this session lead companies that have broken ground in terms of delivering new and refreshing ways to make e-commerce fun, engaging and profitable. They discuss how various game mechanics are used in their offerings to appeal to different kinds of online shoppers and their motivations around gaming.
Audience members will walk away with a clear understanding of the underlying components of the applied game mechanics as well as tips for how gamification may fit into their overall product plans and strategies.
Timothy Chang, principal at Norwest Venture Partners, focuses on investments in mobile, gaming, digital media, and also leads NVP's investment practice in China and Asia-Pacific. Chang led NVP's investments in and joined the boards of directors of ngmoco, Lumos Labs, Brite Semiconductor and 3jam. He also led NVP's investment in Playdom, a leader in social gaming, and PCH International, a turnkey global supply chain services firm based in Shenzhen. Chang is a board observer working closely with Borqs, deCarta, Double Fusion and Veveo.
Chang began his career in venture capital in 1999 during his time at Stanford Business School as part of the founding team of CTR Ventures K.K., a venture accelerator in Tokyo focused on seed and early-stage mobile consumer applications for the Japanese market.
Chang currently serves on the advisory boards of the Silicon Valley Telecom Council, Dealmaker Media, Digital Hollywood, TiE Wireless SIG, MIT/Stanford VLAB, VC Task Force, and Silicon Valley Chinese Wireless Association. He was also listed on the AlwaysON Hollywood IT List recognizing technology leaders in the entertainment industry, as well as by The Deal as one of five emerging VCs to watch.
Sebastian Deterding is a UX Designer & Researcher at Coding Conduct. He works on user experience, persuasive design, video games, and gamification. His PhD research at the Research Center for Media and Communication at Hamburg University looks into the use of game design to motivate user behavior in non-game contexts.
Prior to this, he worked several years as user experience designer at Europe's largest magazine publisher, Gruner+Jahr, and as program manager at the Federal Agency for Civic Education in Germany.
Deterding was UX project lead of the redesign of one of Germany's five largest news sites, and product manager of Germany's most popular e-democracy application, "Wahl-O-Mat". Today, he speaks and publishes internationally on persuasive design and gamification at events such as reboot, re:publica, or Playful, and consults game companies on game usability and playability.
Amy Jo Kim
Amy Jo Kim is the Founder of Shufflebrain. She is an American author and researcher on the subject of online communities. She is noted for her influential conceptual frameworks into online communities, in particular the Membership Lifecycle that was presented in her 2000 book, Community Building on the Web, a design handbook for networked communities, considered to be a "cult classic" and is available in 7 languages, becoming required reading in game design studios and university classes worldwide.
Josh Kramer is the Founder & Managing Partner of Leapfrog Builders, a boutique consultancy helping consumer media companies, retail brands, and online game publishers leverage the latest approaches to loyalty (in retail) and consumer engagement (in media) to grow revenue and overall LTV. Gamification is a primary tool used by Leapfrog when designing and optimizing digital offerings for CBS, PCH, GSN, and many other clients. Josh has led the development, launch, and operation of cutting-edge online products & platforms to position start-up and high-growth organizations as industry leaders.Josh started his internet career as CTO & co-founder of GoAmerica, a pioneer in wireless web & email in 1994. Since GoAmericaâ€™s IPO in 2000, Josh has held the CEO and other senior leadership roles in product & technology at Live Gamer, Oberon Media, Majesco Entertainment, and Microsoft. Josh lives with his wife and two young children in the Greater New York City.
Nicole Lazzaro is the founder and president of XEODesign Inc. and has been named one of the most influential women in the gaming industry by Fast Company, Forbes and Gamasutra. Nicole's work on user experience and emotion spans over two decades and has worked with some big names such as EA, Ubisoft, D.I.C.E., and The White House. Her research is also some of the most well known, especially her paper - Why We Play Games, which is foundational research for gamification. Follow Nicole on Twitter at @NicoleLazzaro
Kes Sampanthar leads the media strategy team and innovation lab at Cynergy Systems, an award winning concept, design and development agency. He has over 15 years in the software industry moving from academic research in artificial intelligence to developing engaging applications for the media and entertainment industry. He is a game designer and award winning inventor of ThinkCube; an innovation game/tool for businesses. His latest research into game design, neuroscience, behavioral economics and paleoanthropology has lead to his development of a ‘Motivational Design Framework’ that has been used to create engaging experiences for some of the largest web properties; most recently eBay.
Nicole Lazarro, founder of XEODesign, cautions that "gamification can kill" if taken to the extreme. Lazarro cites a recent example of the toll system on the Bay Bridge in San Francisco, where you pay a lower toll if you are traveling off-peak. The unforeseen consequence is that people stop their cars on the bridge to wait for the price to drop, endangering everyone.
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 alsodecision theory; prisoner's dilemma.