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A/B testing

A/B testing is a user experience research methodology. A/B tests consist of a randomized experiment with two variants, A and B and is a way to compare two versions of a single variable, typically by testing a subject's response to variant A against variant B, and determining which of the two variants is more effective.


In video gaming parlance, an achievement, also sometimes known as a trophy, badge, award, stamp, medal or challenge, is a meta-goal defined outside a game's parameters. Unlike the game mechanics of quests, missions, tasks, and/or levels that usually define the goals of a game, achievements are more like long term goals that symbolize the accomplishments and merits of the user. Achievements can be used to influence players' behavior, leading them to select certain routes, perform tasks and exhibit behaviors in order to earn achievements that are associated with them.



A conversion occurs when a user completes some predetermined action on your site or within your digital product. Conversions do not have to be tied to monetary goals, and common examples are when a user completes a task, clicks a button or any other goal of interest.

Conversions are recorded as an absolute number and can be thought of as the number of people who perform certain action within your product.



To put it simply and broadly, engagement in a digital context refers to how often and for how long someone interacts with your website, app, or other product.

It is perhaps the most important factor, as ultimately a product's success or failure can depend on how engaging it is. The same for workplaces - if employees don't feel engaged they will start to lose interest, quality will drop, and revenue will decrease.

Engagement and behavior are connected to a person’s level of interest and attention. The more time someone spends engaged with a product, the more invested they are in that product - and the more attention they will tend to give it over time..

Not only does this produce more opportunities for monetization, in ads or payments, but it also increases brand awareness and loyalty.



The implementation of game-mechanics in non-game contexts.

Game mechanics

In tabletop games and video games, game mechanics are the rules that guide the player's moves or actions, as well as the game's response to them. A game's mechanics thus effectively specifies how the game will work for the people who play it.

Game design elements

Game design elements are the basic building blocks of gamification applications. Among these typical game design elements are points, progress bars, badges, leaderboards, performance graphs, meaningful stories, avatars, and teammates.



In many contexts the presence of a leaderboard can elicit the desire to engage in the goals of that leaderboard. Leaderboards can have both positive and negative impacts on motivation, depending on how a user ranks. Finding this balance depends upon a set of factors that we at Insert Coin can help you with! For example: Simply informing a user that he or she got ranked in a leaderboard can be motivating. Ranking anywhere on a specific leaderboard can also be a source of identity, pride and accomplishment.


A game design element. Enables users to gain levels when collecting points and receive a greater sense of progression. In a gamification context this could be a system of customer loyalty levels which unlock more rewards or perks, to give an example.



A game design element that asks players to follow predefined or random sequences of tasks in order to progress and be rewarded. These missions and mission paths may or may not contain a narrative, but are very effective at fulfilling a sense of duty, completion and progression. In gamification, such a mission, or a longer mission path, can be used as an onboarding experience for new employees or users, for example.



User onboarding is the system of actively guiding users to find new value in your product. Onboarding is much more than just showing users how to use your product. In order to make users successful, you need to also show them why they need to use it, and give them the help they need to find value.

(In the context of gamification, a user is a broad definition and could be a customer, employee or school student, for example)



In gamification, a typical example is that points are rewarded to users who perform positive actions and positive behaviours. These points can then be used for a variety of purposes, but mostly as a direct reward and to give a sense of progression.

(In the context of gamification, a user is a broad definition and could be a customer, employee or school student, for example)



Retention rate is a super important barometer of your company’s success. A high retention rate means your customers are happy; they value your product and are providing a sustainable source of revenue.
If you don’t have paying customers, user retention is still an important measurement of how well your product or service is performing.The same goes for employee retention.

A low retention rate means you have a leaky bucket: no matter how many users or employees you add, you’ll keep losing money and wasting time.


Serious games

A serious game (or “applied game”) is a game designed for a primary purpose other than pure entertainment. The "serious" adjective is generally prepended to refer to video games used by industries like defense, education, scientific exploration, health care, emergency management, city planning, engineering, and politics. Unlike gamification, a serious game is more often in the form of a singular game, for example as a playable piece of software - similar to traditional video games.

Sustainable gamification

Current research confirms that gamification has a promising future, but research has also estimated that most gamification solutions will fail due to poor understanding of gamification design and how gamification should be implemented.

Sustainable gamification solutions increase engagement and create long term behavior change, first and foremost by improving the user experience. The goal is always to make users love your product, not to make them focus entirely on gaining points and levels. That’s the difference between empowering users and exploiting them.


User Journey

The different stages of users finding and using a digital product. Can be broken up into Onboarding, Discovery, Core Loop and Mastery. We use this differentiation to understand where to focus our efforts and create efficient gamification in your product.

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