Gamification, Virality and Retention in Educational Online Platform

Abstract

Abstract-The paper describes gamification, virality and retention in the freemium educational online platform with 40,000 users as an example. Relationships between virality and retention parameters as measurable metrics are calculated and discussed using real examples. Virality and monetization can be both competing and complementary mechanisms for the system growth. The K-growth factor, which combines both virality and retention, is proposed as the metrics of the overall freemium system performance in terms of the user base growth. This approach can be tested using a small number of users to assess the system potential performance. If the K-growth factor is less than one, the product needs further development. If the Kgrowth factor is greater than one, the system retains existing and attracts new users, thus a large scale market launch can be successful.User attraction and retention mechanics are discussed based on the peer-to-peer online language training platform, which utilizes freemium business model. Key system metrics are derived to assess the future commercial potential and making decisions to either fund an advertising campaign, or continue with project technical improvements. The paper can be of interest to venture capitalists as a method to assess freemium projects.

E-Learning Collaborative System for Practicing Foreign Languages with Native Speakers

“…Gamifincation is needed to keep the user short term and long term attention, making sure that s/he will come back and continue to use the system in the future [31]. The following attributes are utilized.…”

“…Detailed description of the system gamification, virality and user retention is a subject of a separate publication [31]. Based in the conducted market analysis, the users demanded system monetization [32], which has been implemented.…”