open brand summit: dawn wolfe & stephen burke

CONVERTING FREE USERS TO PAIDGAMIFICATION AT AUTODESK

IN-TRIAL MARKETING OBJECTIVE/HYPOTHESIS

• Convert Trial users to purchasers

• Hypothesis: the more engaged the trial user, the higher the likelihood to buy

CHALLENGE

In 3DS Max analysis, trial users who use trial 3+ times are 2X more likely to buy

However, 80% of trial users only open trial once

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GAMIFICATION 101Not necessarily a “game” but leverages game mechanics and psychology to engage trial user.

• Contextualize learning tasks and reward players along the path

• Create engagement

• Incentivizes, taps into competitive nature

• Makes learning our software engaging, supported and fun

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1st GAMIFICATION PILOT

Introduced “gamification” into in-trial marketing with the launch of Undiscovered Territory for 3ds Max Product

Target Audience: special effects graphic designers, game developers

Highlights from data analysis: 

54% increase in trial usage

15% increase in buy clicks

29% increase in channel revenue per trial start

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GAMIFICATION PILOT: HUGE SUCCESS

Highlights from data analysis: 

54% increase in trial usage

15% increase in buy clicks

29% increase in channel revenue per trial start

Won Gartner and Forrester awards…

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SO DOES THIS MEAN GAMIFICATION ONLY WORKS WITH CERTAIN AUDIENCES? NO.• Focus on behavior you are trying to influence

• Understand target audience psychographic

• Do the front end-work homework

• Might be a game, might be leveraging how games motivate

• Awards? Badges? Prizes? Not ?

• How can we entice trialers into engagement?

• What is really making this work? The contextual guided learning? The “game of it”? Prizes?

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GO BACK TO GAMIFICATION 101Not necessarily a “game” but leverages game mechanics and psychology to engage trial user.

• Do the homework to REALLY understand psychographic, not just demographic

• Behavior Analysis

• Contextualize learning tasks and reward players along the path

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CURRENT TEST:STARTING SMALL

• Current Test showing 8% lift

• Next Steps: Link to training module progress

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