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I'm looking for case studies of startups that properly used game mechanics to drive user engagement and growth of their user base.

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If by "case studies" you mean formal, written analyses this answer probably won't be of much help. If you're just looking for examples, the mobile / location-based social networking space is proving to be an interesting proving ground for game tactics. In particular, compare & contrast:

  • Google Latitude: no discernible game
  • Foursquare: lightweight game where users earn badges & mayorships for checking in at places
  • Gowalla: started out with a game where people could pick-up and drop virtual items at places. Later versions of the service don't seem to highlight this.
  • MyTown: almost all gameplay, with little / no real-world value (IMO).

Newcomers to the space like Burbn are also adding elements of accruing points & leveling up, although it's unclear to what end.

This is a look at one space - I'm sure there are many other good examples, as well.

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Good follow-up article about how Farmville uses game mechanics to engage users. philmichaelson.com/user-generated-content/… BTW - did this answer your question? It's always helpful to leave follow-up comments / select an answer. Thanks. – Joe May 28 '10 at 19:29

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