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A Google A Day

The Gamification of Search

MISSION

Google approached Dark Roast Media to design and develop a game integrated with Google Search that would teach users how to conduct searches more effectively and drive affinity with the Google brand.

GOOGLE’S OBJECTIVE

first

FIRST

Google directed us to create a gamified experience that was fun and engaging.

second

SECOND

Google wanted to educate users on its full portfolio of search products, teaching users how to use the tools effectively.

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THIRD

Google asked Dark Roast Media to create a data architecture that allowed them to aggregate and analyze how people seek information.

bonus

BONUS

As an additional market objective, we were asked to leverage the gamified a Google a day product as an acquisition tool for a new and very important product in their portfolio, Google+.

1. FUN & ENGAGING EXPERIENCE

We gamified search by providing a fresh take on trivia with progressive scoring, power-ups, challenges, and unique trivia content.

We designed an underlying game mechanic and reward loops for both daily and long-term game objectives.

We applied classic game design principles to appeal to a wide variety of psychographic profiles.

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2. GOOGLE SEARCH EDUCATION

We created over 20,000 custom trivia questions designed to work with Search and provide additional exposure to Google’s portfolio of ancillary search products including Books, Scholar, News, Image, Video, Patent, Maps, and Finance.

We provided players with Tips & Tricks and Optimal Search Paths for targeted questions to help them learn to use all of Google’s search products more efficiently.

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3. CAPTURING VALUABLE DATA

We leveraged Google’s App Engine and proprietary database, BigTable, allowing us to track billions of queries and analyze aggregate data to understand more about search patterns across various search tools.

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BONUS: ACQUISITION TOOL FOR GOOGLE+

We introduced game challenges by utilizing the native social features elements of Google+ allowing players to challenge others

We designed specific reward loops and flows that incentivized players to convert from to the Google+

We were able to capitalize on the extremely rare opportunity of promoting a Google a day on the world’s most prime digital real-estate: Google.com

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RESULTS

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“Gamification at its best.
Well played, Google. Well Played”-Technorati

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