© 2013 Autodesk

Converting Free Users to Paid: Gamification at Autodesk

Dawn Wolfe: Director, Digital Marketing, AutodeskStephen Burke: VP of Mobile and Managing Director, Resource

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

Not 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

Gamification 101

1st Gamification Pilot

Highlights from data analysis: 54% increase in trial usage15% increase in buy clicks29% increase in channel revenue per trial start

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

Target Audience: special effects graphic designers, game developers

Gamification Pilot: Huge SuccessHighlights from data analysis: 54% increase in trial usage15% increase in buy clicks29% increase in channel revenue per trial start

Won Gartner and Forrester awards…

Gamification: AutoCAD Design SuiteBuilding off the success of the 3ds Max game, we launched “Apocalypse Trigger” with our core market...Goal: entice core market to explore Suite vs. only Hero Product

http://viewstream-media.com/autodesk/apocalypse-switch/final_v3.html

The Missions…

The Learning Experience

Data set

ADS Gamification Results

Nowhere near the results we saw with our other pilot….

Saw a decrease in product usage

What can we learn from this?

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?

Not 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

Go Back to Gamification 101

Current Test: Starting Small

Progress bar

Current Test showing 8% lift

Next Steps: Link to training module progress

Q&A