Presentation for iDate 2015, Las Vegas about Gamification, Trends and Insights as they relate to the dating industry

1. Shannon Ong
Founder and CEO The Catch Twitter: OngShannon
Email: shannon@thecatch.co
iDATE 2015
GamificationTrends and Insights

2. Gaming Been Around
Since the Beginning…
Dashboard
Common Leaderboards
all offer
IDENTITY
ACHIEVEMENT
MASTERY
STATUS

3. Classic Motivations
Achievement
Mastery
Status
Identity

4. Gamification….
has introduced us to integrating game
mechanics to drive desired behaviors.

5. “Every startup CEO should
understand gamification, because
the gaming is the new normal”
–Bing Gordon, Partner Kleiner Perkins

6. 1 acquire
2 engage
3 retain
Game Patterns

7. AQUIRE

8. Design means everything,
make it exciting,
Make it easy to
understand
“I want to join and
understand how to play”
Make Something
Visually Beautiful

9. First is Key
“First” is Key
Get them excited about playing a
game first, animate the actions
“I know what I’m doing, and I like it”

10. Build
Excitement
Get them excited about
what to expect when first
logging in
Motivation to earn Status,
Identity

11. Send Invites
VIRALITY
the new
marketing
incentives
invites

12. ENGAGE

13. GiveThem a
Reason to Return
Look ahead and look forward to
whats next when they login
Core Drive: create ownership
and possession

14. Set Expectations
I know what to
expect and it’s
exciting
Core Drive:
Scarcity and
Impatience design

15. EngageThrough
Encouragement
Get Them Excited,
Invite Your Friends,
Give them a little
encouragement
Core Drive:
Empowerment of
creativity and
feedback

16. Build
Excitement
Create a fun hook, make it
exciting
Adding timers help add the
suspense
Core Drive: Scarcity, impatience
design, creativity and feedback

17. RETAIN

18. Lift Engagement
Tinder: Launched My
Moments
Keeping the
engagement alive after
the first connections is
made

19. Stats and
Achievement

20. Power Ups and
Mega Flirts

21. Cards to Collect
Drive: ownership
and possession

22. Incentives

23. La Quinta Gamification Case Study
General slot machine
game that most people are
very familiar with.
Users click the big Spin
Button a large Win-State
action that visually
attracts the user to it), and
they get a chance of
winning points, or
collectables
Source: Yu-Kai Chou: Yu-kai was one of the earliest pioneers in Gamifcation, starting his work in the
industry in 2003 and was Rated 4th on the Top 40 Gamification Gurus by Leaderboarded.

24. La Quinta Results
✤ La Quinta sent out emails to 83,600 potential customers on their email list promoting the
Stay and Play game.
✤ Out of the 83,600 email recipients, 2000 people signed up to the Lucky Diem promotions
program, which is a 2.4% email conversion rate.
✤ Within a three-month period, those 2000 users eventually led to 10,700 new referral
signups, representing a K Factor of 5.3K (Viral Coefficient of 530%). 34% of the users
returned every single day and spent 3.75 minutes on average daily and contributed to
23,000 unique user invites, 10,000 new Facebook Likes and 4,500 new Twitter Followers
for La Quinta.
✤ 14.1% of the users ended up becoming paying customers, with Lucky Diem’s platform
engendering 1,784 new bookings for La Quinta, a 712% sales lift against the control
group. That’s a tremendous win for any established chain or company that is already
extremely successful in their own right.

25. Questions?
Shannon Ong, Founder and CEO
shannon@thecatch.co
OngShannon and DateTheCatch