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Thursday January 20, 2011 -- Day 1: Conference Sessions
| 8:00 -- 9:00
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Registration & Networking
Networking,
Morning Refreshments. Register, meet other attendees.
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| 9:00 --
9:10 |
Opening Remarks
The first symposium focused on Gamification
officially opens.
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| 9:10 --
9:20 |
Overview
What is Gamification?
Gamification is on everyone’s lips these days.
Using game-like mechanics and systems to increase fun and
engagement is a relatively new and expansive topic, subject to
much debate and dialogue. Without a doubt: If
"engagement" is the super metric of the next decade,
then "gamification" is its elixir. What do we mean
by gamification, featuring Wanda Meloni.
Wanda Meloni, Founder & Senior
Analyst, M2 Research
To mark this first-ever conference on an emerging field
that will touch just about every business and social sector,
we are pleased to exclusively unveil the first-ever research
around codifying the size and growth potential for gamified
goods, services and brands. Audience members will
hear Wanda Meloni, M2 Research,
describe for the first time the important findings of this
one-of-a-kind months-long ressearch.
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| 9:30 --
10:00 |
Opening 2011 Keynote
A Long Engagement and a Shotgun Wedding: Why
Engagement is the Power Metric of the Decade
Pageviews and MAU/DAU are dead. In our new, gamified
world, we need a more powerful metric that easily conveys to
advertisers, investors and even consumers, how engaging are
our sites, apps and experiences. In this barnstorming keynote,
Conference Chair and author of "Game Based
Marketing" , Gabe Zichermann,
will share the latest insights from his research on
engagement metrics. Gabe will share the state of the art and
lay out a clear path for you to measure your consumer
engagement to maximize ROI and make the right decisions. Learn
how Zynga and other successful social game design companies
live and breathe metrics, and how you can bring that same
discipline to your engagement marketing and design.
Gabe Zichermann, Chair, The Gamification Summit
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| 10:00 --
10:30 |
Panel
Gamification in the Real
World: Location, Commerce and User Experience
The era of location-based games is here.
Increasingly, marketers have learned that location-based
services provide a fun, immediate and very context-driven
mechanism for customers new and old to interact with their
product, fundamentally changing the way we do business. How
have successful companies tapped into people's everyday,
real-world activities to enable ground-breaking new levels of
user engagement? In this session, panelists will describe key
strategies marketers, strategists and user experience experts
utilize to effectively leverage location-based services as
part of their product plans. This lively and sometimes
contrarian group will describe how game mechanics are involved
in these innovative marketing programs. Hear tangible examples
of how companies have increased engagement using these
location-based services and find out what makes it emotional
and fun? Get an answer for how location-based gamification
contributes to the bottom line in terms of revenues, reach and
overall brand strategy.
Geoff Lewis, CEO, Topguest
Brian Morrisroe, Chief Creative Officer and
Co-Founder, Booyah
Blake Scholl, CEO, Kima Labs
(Barcode Hero)
Evan Tanna, Vice President of Product Management, shopkick
Moderated by Jenn Van Grove, Social Media
Reporter, Mashable
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| 10:30 --
11:00 |
Networking & Refreshments
A brief break followed by a very special case study.
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| 11:00 --
11:30 |
Case Study
USA Networks
Hear how USA Networks has "gamified" its
properties in this in-depth case study.
Jesse Redniss, Vice President,
Digital, USA Network
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| 11:30 --
12:00 |
Afternoon 2011 Keynote
Reality is Broken: Why Games Make Us Better and How
They Can Change the World
More than 174 million Americans are gamers, and the
average young person in the United States will spend ten
thousand hours gaming by the age of 21. According to
world-renowned game designer Jane McGonigal,
the reason for this mass exodus to virtual worlds is that
videogames are increasingly fulfilling genuine human needs. In
this groundbreaking exploration of the power and future of
gaming, McGonigal reveals how we can use the lessons of game
design to fix what is wrong with the real world, boost global
happiness and create engagement that transcends
commerce. Jane McGonigal's work has helped define this
new medium of gamification with a world view that combines
elements of reality and fantasy. She believes that we live
every story we experience and we really do transform ourselves
in this process to become every game we play. Her
insights have been compared to plutonium in that they are
elegant, concise, and pack an enormous amount of force.
Followed by Q & A with Liz Gannes, Senior Editor,
All Things Digital
Jane McGonigal
Liz Gannes
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| 12:30 --
1:30 |
Lunch, Book Signing
Enjoy lunch. Summit keynote speaker
Jane McGonigal's book, "Reality is
Broken: Why Games Make Us Better and How They Can Change the
World", will be available for sale and signing.
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| 1:30 --
2:00 |
Panel
On the Front Line: The
Best and Worst of Gamification
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 will 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.
Amy Jo Kim, Founder, Shufflebrain
Josh Kramer, Founder & Managing Partner,
Leapfrog Builders
Kes Sampanthar, Director of Media, Cynergy Systems
Sebastian Deterding, UX Designer & Researcher,
Coding Conduct
Nicole Lazzaro, CEO, XEODesign
Moderated by Tim Chang, Principal, Norwest
Venture Partners
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2:00
-- 2:30
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Case Study
Bing Rewards
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 will give 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 will share
key metrics and lessons that can be leveraged to create
meaningful, scalable engagement. Audience members will walk
away from this session with kep tips and insider insights
from one of the world’s leading gamification initiatives.
Neal Freeland, Director, Bing
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| 2:30 --
3:00 |
Panel
Beyond Transmedia: Gamifying Major Media Properties
With all the talk about “gamification”,
traditional media companies have jumped on board in unique,
entertaining and innovative ways to gamify their properties
– all with the goal of standing out in a crowded market,
vying for the attention of increasingly fragmented audiences
and deepening the “fun factor” that people
associate with their brands. More and more, traditional media
companies are making bold moves to deliver their content in
new and refreshing ways, many of which involve elements of
gamification. Hear from stakeholders in the new
gamification of media properties movement – tech-focused
content owners and media companies willing to share insight on
their current gamification strategies and various success
stories -- all with an eye on how this blockbuster trend will
reshape our experience of media. Audience members
will hear first-hand how gamification happens at all levels of
traditional media and the forces that will shape our
interactive future.
Manny Anekal, Global Director of Brand Advertising, Zynga
Ian Bogost, Professor, The Georgia Institute
of Technology
Geoff Cook, CEO, myYearbook
Greg Johnson, Vice President, Digital Ventures,
Playboy Enterprises
Jesse Redniss, Vice President, Digital for
USA Network
Moderated by Jay Baage, VP of Content &
Business Development Digital Media Wire
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3:00-3:30 |
Coffee Break
Enjoy some coffee followed by
a media discussion
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| 3:30 --
4:00 |
Case Study
American Gamester: Gamifying the Launch of
Jay-Z's "Decoded"
Rapper Jay-Z’s recently-released memoir
“Decoded” turns reading back into a game for
adults with a new campaign sponsored by Bing and headed by New
York ad agency Droga5. Not relying just on traditional
marketing, pages from the book are printed in secret locations.
This epic scavenger hunt takes place as much online
as it does in the real world. For its part, Bing launched
interactive 3D maps that allows users to search the streets of
New York, L.A., New Orleans, Miami, London (all cities
mentioned in the book) and more, letting users look for clues.
The grand notion is to have players find, “decode”
and assemble the book together online. Interactive design
experts Area/Code designed the gamified elements of this
monumental project. In this in-depth case study of how
they went about gamifying a book online and in real-life,
Area/Code GM and Executive Producer Demetri
Detsaridis discusses this historical marketing campaign.
Demetri Detsaridis, General Manager & Executive
Producer, Area/code
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| 4:00 --
4:30 |
Panel
To Redeem, or not to Redeem: Designing Scalable
Point Systems that Engage and Excite
Points and Virtual Currency are at the heart of
gamification and engagement systems - but what makes a good
point system great, and how do you avoid the biggest pitfalls
of designing virtual economies? Should you focus on big
redeemable point systems or design around experience and skill
points? Do you need to run a dual-point economy as has become
the rage in social gaming circles, or will a great XP system
suffice? When should you partner with big point issuers like
Facebook Credits or Airline Programs, and when should you go
it alone? What critical design and customer service impacts do
point economies create? From the front line of the virtual
economy craze, this panel brings together some of the sharpest
minds - and pencils - for a lively debate around best
practices, pitfalls and achieving perfection.
Noman Ali, CEO, Peanut Labs
Amit Fulay, Product Manager, Google
Mark Michael, Co-founder, EVO Media Group (DevHub)
Caryl Shaw, Live Producer, ngmoco
Samantha Skey, CRO, RecycleBank
Moderated by Dean Takahashi, Lead Write for
GamesBeat, VentureBeat
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| 4:30 --
5:00 |
Lecture
The Elephant in the Room: Managing Legal Risk in
Gamification & Virtual Economies
In this rapidly changing legal and regulatory
environment, new issues are arising weekly, and there's a lot
you need to know to manage risk. From bank secrecy to gift
card laws to the local, national and international stage,
gamification is rewriting the legal landscape. Hear from
James Gatto, Partner at Pillsbury,
Winthrop, 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 Gatto, Partner, Pillsbury Winthorp Shaw LLP
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| 5:00 --
6:00 |
Hot Seat Panel --
Exclusive
Gamification Platform Hot-Seat
So you want to "gamify" your product or
brand, but don't want to spend the time and money building a
platform from scratch? Fortunately, there are some top-notch
gamification platform solutions out there to suit any business
-- and more are coming out by the day. All of these options
make it easier than ever to add gamification services,
allowing you to really focus on boosting that all-important
engagement metric. Choice is good, but as these new
gamification platforms emerge and existing platforms evolve,
how do you decide which one is right for you? In this
panel, we put leading gamification platform companies in the
first-ever Gamification Platform Hot-Seat. Find out first hand
how these platforms differentiate themselves in terms of
overarching features, ease of integration, various cost
structures and other services.
Kris Duggan, CEO, Badgeville
Ryan Elkins, Founder & CEO, IActionable
Rajat Paharia, Founder & Chief Product Officer, Bunchball
Keith Smith, Co-Founder & CEO, BigDoor Media
Investor Panelists
Glenn Entis, Partner, Vanedge Capital
David Feinleib, Partner, Mohr Davidow Ventures
Jay Levy, Principal, Zelkova Ventures
Moderated by Charles Hudson, Co-Founder,
Bionic Panda Games
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| 6:00 --
6:15 |
Closing Remarks
Gabe Zichermann, Chair,
The Gamification Summit
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| 6: --
7:30* |
Cocktails, Networking
Closing remarks followed by cocktails, wine and beer.
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*Our media partner, TechCentralSF, will hold "The Startup Crawl -
Game Edition" starting at 6:30pm! Admission to this fun filled after party is free
for GSummit attendees. Join us as we crawl through several of the
hottest game companies in SF!
Friday, January 21, 2011
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9:30-5:30 | Gamification
Workshop: A Full Day, Hands-On Experience Learning and
Building Gamification into your Product/Service | |
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Amy Jo Kim, CEO, Shufflebrain
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(including) | Tech Talks
by Big Door, BunchBall on Using their APIs for Gamification
Development | |
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