On Wednesday, April 17, 2013 in East Palo Alto at DLA Piper, SVForum presented “E-Commerce & Gamification.” Benjamin Hautefeuille, Co-Chair for SIG eCommerce, introduced Kris Duggan, CEO & co-founder of Badgeville and Carlos Diaz, co-founder of Kwarter. They discussed social media using game mechanics to encourage the desired user behavior like customer loyalty or contact center productivity. The result can be amusing or annoying, but not all gamification is trivial. In the protein folding game FoldIt, the public predicted protein configuration of an AIDS enzyme, which had stumped scientists for 15 years, in 3 weeks. While the phrase gamification has peaked, the demand for a user interface that is easier (and possibly fun) to use will continue.
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