October 4, 2013

How Yelp is using gamification right — and screwing it up, too

Nicole-Tony
Nicole Lazzaro and Tony Ventrice at yesterday’s Social Media Breakfast Club (Photo by JD Lasica).

Other startups & companies can learn from its successes, missteps

Target audience: UX/user experience experts, gamification specialists, marketing professionals, startups, businesses, nonprofits.

JD LasicaYesterday we hosted our 19th Social Media Breakfast Club gathering in the SF East Bay, with Nicole Lazzaro and Tony Ventrice talking about business use of gamification.

Ventrice, a senior game designer at Badgeville, offered examples of what he considered good and bad uses of gamification by brands such as Yelp, so I thought I’d share his thoughts and offer my own take. This is not meant as a jab at Yelp, which has done brilliant work in the geolocation space. Instead, it’s offered as a bit of guidance to startups and companies trying to make smart use of gamification – a term everyone, it seems, dislikes. Continue reading