Start-up Badgeville, which adds gamification features to websites in ecommerce and web publishing, is launching a new product called Social Fabric that aims to move beyond gamification to provide a broad layer of social networking features on websites. CEO Kris Duggan said companies would not be buying gamification but “the ability to drive user behavior.”
What’s the Big Idea?
The idea with Badgeville is, ‘What happened while I was away?’ and, ‘Who was doing stuff that I care about?’ “We’re creating those same kinds of experiences using social and game mechanics.” In essence Badgeville is turning third-party sites into mini-Facebooks, with many of the features of Facebook. Duggan says website owners want more than just “Likes” and shares that simple Facebook’s integration provides.