April 3, 2026
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Autodesk

undiscovered territory autodesk

Case Study: Autodesk’s Great Tutorial Game to Convert Trial Users

Ivan Kuo02 mins

For software company Autodesk, the 30-day software trial period offered to customers is critical. Trials are a key part of the customer’s purchase decision and account for a significant percentage of the company’s website traffic. So when the 2013 version of the Autodesk(r) 3ds Max(r) software released, the company turned to digital marketing agency Resource to create a fresh and innovative way to increase trial conversion. Known for consumer research and innovation, Resource developed an online game called “Undiscovered Territory” that took customers on an entertaining and educational journey. The result was a significant increase in trial downloads and usage and the campaign earned a Forrester B2B Groundswell Award.

In this session from GSummit SF 2013, Dan Shust, VP of ResourceLAB at Resource and Dawn Wolfe, Sr. Manager of Integrated Marketing Programs at Autodesk will share insights on what made “Undiscovered Territory” such a hit and why gamification is a marketing approach they will continue to use in the future.

Be sure to also subscribe to our YouTube channel to get the latest videos from GSummit SF 2013 as they’re released. You can also download a copy of this presentation by downloading it here.

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Top Talks for Marketing Gamification at GSummit 2013 SF

Ivan Kuo54 mins

The gamification of marketing is an undoubtedly powerful tool at our disposal and it’s definitely needed now more than ever, according to a recent study. But how can the average organization employ some of these tactics and most importantly, how will anyone know that marketing gamification even works? Luckily, you won’t have to reinvent the test-drive or make people dance in front of a vending machine to find out.

GSummit SF 2013 will have many great sessions dedicated to marketing gamification and here are my top talks you won’t want to miss.

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GSummit SF 2013 Speaker List Now Available – Early Bird Discount Ending Tomorrow

Ivan Kuo04 mins

Last month, the legendary Jesse Schell was added to the GSummit speaker roster and as of today, the full GSummit speaker list is now available for viewing. The full list may be available now but there are some more surprises and secrets that will be revealed in the next three months as we count down to GSummit SF this April 16 – 18.

This GSummit speaker list is proving to be very strong and features thought leaders from newly-attending companies such as Autodesk, Mckinsey, and Gametize to talk about how gamification is changing loyalty, consulting, and in other regions of the world.

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