Amy Jo Kim

Marketing & Customer Loyalty



14:45 – 15:10

Talk description

Have you ever launched a gamification project and watched your engagement stats go up… only to see them fall off a few weeks later? It’s incredibly frustrating - and all too common. But it doesn’t have to be that way.

There’s no “quick fix” or silver bullet for designing sustained engagement. But there IS a proven, learnable system called Game Thinking that you can use to build deep engagement from the ground up. This system is based on techniques that produced worldwide hits - and it’s now used by Tesla, Google, Netflix, Jam City, Age of Learning and hundreds of startups to develop new products, games and services.

To get started with Game Thinking, you need to first understand three core techniques:

  1. Superfan Habit Stacking
  2. Skill-building Learning Loops
  3. Well-Lit Mastery Path

Come to this session to learn how worldwide hits like Rock Band, The Sims, Netflix, Duolingo and Slack used these Game Thinking techniques to build high-retention products - and you can too. You’ll get practical, actionable tips and hacks to use right away in your work - plus a design framework that’ll improve your outcomes on every project.

Thanks to our day sponsor

About Amy Jo Kim

Named by Fortune as one of the top 10 influential women in games, Amy Jo Kim is a game designer, community architect, and innovation coach. Her design credits include Rock Band, The Sims, eBay, Netflix,, Ultima Online, Covet Fashion, & Happify.

Amy Jo has helped thousands of entrepreneurs & innovators bring their ideas to life through her coaching programs at She pioneered the practice of applying game design to digital services and is well-known for her books Community Building on the Web (2000) and Game Thinking (2018).

In addition to her coaching practice, Amy Jo teaches Game Thinking at Stanford University and the USC School of Cinematic Arts, where she co-founded the game design program. She holds a PhD in Behavioral Neuroscience from the University of Washington and a BA in Experimental Psychology from UCSD.

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