Post on 28-Jul-2015
Octalysis Gamification Workshop
For: AIG Japan By: Yu-kai Chou
Guild Leader: Yu-kai Chou
Early Pioneer of Gamification for 12 years
Founder of Octalysis Group & Behavioral Scientist of Captain Up (Israel Engagement Platform)
Regular Keynote Speaker/Lecturer at Stanford University, Accenture, Fidelity, Huawei, TEDx
Rated #1 Gamification Guru by World Gamification Congress (2014) and Leaderboarded (2013, 2014)
Games?
Games?
Entertainment Software Association (2012)
Games?
Entertainment Software Association (2012)
Average Gamer: 35 Years Old68% Gamers Over 18 Year Old
47% Gamers are Women More Adult Women than Under 18 Male
Source: Entertainment Software Association
What is Gamification?
Game Elements Non-Game (Boring) Context
The MagicKids nowadays have bad work ethics?
No Discipline?
The MagicWaking up behind parents’ back 3AM in the
morning to level up = AMAZING work ethics
The MagicIn Role-Playing Games (RPG), Leveling up often
involves killing the same monsters in the same stage over and over again for hours or weeks
The MagicGamers call this “grinding.”
It’s Fun & Addicting.
The MagicIn the real world, this is called Grunt
Work. It’s Boring & Torturous.
The MagicIf games can get kids to voluntarily do hours of secret grunt work, it can get anyone engaged to
anything
The Magic
If it is well designed
“Human-Focused Design”• As opposed to “Function Focused Design”
• System that is designed to optimize for the motivations and feelings of the human inside
• ...instead of assuming the people within are robots that will complete the task
vs
“Human-Focused Design”• Gaming industry = first to master Human-Focused Design
• Games have spent decades/centuries mastering how to engage people without a mandated purpose
• Now we are learning from games, hence “Gamification”
vs
Example: FoldIt
Example: FoldIt
15 Year AIDS Problem solved in 10 Days
Example: Opower
Example: Opower
Over 1 Terawatt ($120M) of energy savings
Example: Autodesk
Example: Autodesk
Increase Trial Usage by 40% and Conversions by 15%
Every truth passes through 3 stages before it is recognized:
The Schopenhauer Truth Hype Cycle
@yukaichou / #octalysis / yukai@yukaichou.com
Every truth passes through 3 stages before it is recognized:
I. First, it is ridiculed. II. Second, it is violently opposed. III. Third, it is regarded as self-evident.
The Schopenhauer Truth Hype Cycle
@yukaichou / #octalysis / yukai@yukaichou.com
The Schopenhauer Truth Hype Cycle
Also, I’m a smart guy!
Every truth passes through 3 stages before it is recognized:
I. First, it is ridiculed. II. Second, it is violently opposed. III. Third, it is regarded as self-evident.
@yukaichou / #octalysis / yukai@yukaichou.com
History LessonMany Years Ago A Few Years Ago Now
History LessonMany Years Ago A Few Years Ago Now
DUH! Every organization needs a Talent Strategy!
This Website thing is a fad...where’s the ROI?
Who needs a Website?It’s a distraction to
business!
Just fad-chasing enthusiasts and
conferences talk about Websites...
History LessonMany Years Ago A Few Years Ago Now
DUH! Every organization needs a Website Strategy!
This Social thing is a fad...where’s the ROI?
Who needs Social Media?It’s a distraction to our
employees!
Just fad-chasing enthusiasts and
conferences talk about Social Media...
DUH! Every organization needs a Talent Strategy!
This Website thing is a fad...where’s the ROI?
Who needs a Website?It’s a distraction to
business!
Just fad-chasing enthusiasts and
conferences talk about Websites...
History LessonMany Years Ago A Few Years Ago Now
DUH! Every organization needs a Talent Strategy!
This Website thing is a fad...where’s the ROI?
Who needs a Website?It’s a distraction to
business!
Just fad-chasing enthusiasts and
conferences talk about Websites...
DUH! Every organization needs a Website Strategy!
This Social thing is a fad...where’s the ROI?
Who needs Social Media?It’s a distraction to our
employees!
Just fad-chasing enthusiasts and
conferences talk about Social Media...
DUH! Every organization needs a Social Strategy!
This Gamification thing is a fad...where’s the ROI?
Who needs Gamification?It’s a distraction to our
employees!
Just fad-chasing enthusiasts and
conferences talk about Gamification...
90+ Gamification Case Studies with ROI Stats
http://bit.ly/gameROI
Outside Reading
Global MovementGartner predicts 70% of Fortune 500 will use
Gamification by 2015
Except...Gartner also predicts 80% of the gamified apps
will fail due to bad design
Agencies and individuals claim to be experts at whatever is the new “Buzzword”
The Cause
The CauseEveryone focuses on PBLs (Points, Badges &
Leaderboards)
Points
Badges
Leaderboards
The CauseSimilar to “Social Media Marketing” 7 years ago
The CauseSimilar to “Social Media Marketing” 7 years ago
Real SMM is not simply creating a Twitter Profile and Facebook Page
Design ProblemBeginning with “game mechanics” instead of
the Core Drives
Bad Game Designer
We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops!
+ + + = ????
Bad Game Designer
We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops!
+ + + = ????
++
+ +
Bad Game Designer
+ + + = ????
A game can have all the right “game elements” but still be stupid/boring.
We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops!
++
+ +
Bad Game Designer
+ + + = ????
In fact, ALL games have “game elements” but most games boring and failures.
We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops!
++
+ +
Bad Game Designer
+ + + = ????
It’s naive to think that once you plug game mechanics into your company, it will be successful
We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops!
++
+ +
Bad Game Designer
+ + + = ????
Only a few well-designed games achieve winning and addictive status
We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops!
++
+ +
Good Game DesignerHow do I want my users to...
Good Game DesignerHow do I want my users to FEEL?
Inspired? Proud? Scared?
Good Game Designer
Hmm, Okay. What game elements do I need in order to accomplish that goal?
? ? ? ?
How do I want my users to FEEL? Inspired? Proud? Scared?
Good Gamification does not start with Game Elements
but starts with our Core Drives
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
-Narrative-Elitism -Humanity Hero-Revealed Heart
-Beginners Luck-Free Lunch-Destiny Child-Creationist
-Status Points-Badges (Achievement Symbols) -Fixed Action Rewards (Earned Lunch) -Leaderboard-Progress Bar-Quest Lists-Dessert Oasis-High Five-Crowning-Anticipation Parade-Aura Effect-Step-by-Step Overlay Tutorial-Boss Fights
-Milestone Unlocks-Real-Time Control-Evergreen Combos-Instant feedback-Boosters-Blank Fills-Plant Pickers-Poison Pickers
-Exchangeable Points-Virtual Goods-Build from Scratch-Alfred Effect -Collection Sets-Avatar-Protection-Recruiter Burden-Monitor Attachment
-Brag Button-Water Cooler-Conformity Anchors -Mentorship-Social Prod
-Friending-Social Treasure/Gifting-SeeSaw Bump-Group Quests-Tout Flags
-Appointment Dynamics-Magnetic Caps-Dangling-Prize Pacing-Options Pacing-Last Mile Drive-Count Down Timer-Torture Breaks-Moats-The Big Burn
-Glowing Choice-MiniQuests-Visual Storytelling-Easter Eggs-Random Rewards-Obvious Wonder-Rolling Rewards-Evolved UI-Sudden Rewards-Oracle Effect
-Sunk Cost Prison-Progress Loss-Rightful Heritage-Evanescence Opportunity
-Status Quo Sloth-Scarlet Letter-Visual Grave-FOMO Punch
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
Octalysis
Meaning
Epic Meaning & Calling
Octalysis
Accomplishment
Development & Accomplishment
Octalysis
Empowerment
Empowerment of Creativity & Feedback
Octalysis
Ow
nership
Ownership & Possession
Octalysis
Soci
al In
fluen
ce
Social Influence & Relatedness
OctalysisScarcity
Scarcity & Impatience
OctalysisUnpredictability
Unpredictability & Curiosity
OctalysisUnpredictability
Unpredictability & Curiosity
Skinner Box
Octalysis
Avoidance
Loss & Avoidance
Right Brain
Left Brain Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
Right Brain
Left Brain
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
Extrinsic (tendency) Intrinsic (tendency)
White Hat Gamification
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
Black Hat Gamification
White Hat Gamification
Black Hat Gamification
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
White Hat Gamification
Black Hat Gamification
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
Zynga figured out how to do a lot of Black Hat techniques, which led to great engagement and monetization metrics for each user. But in the long run, users leave when they CAN
because they don’t feel like they are in control over themselves.
Self-Submission to Black Hat Gamification
Just because it’s called Black Hat doesn’t mean it’s necessarily bad
-Sharing creative content (sentences, photos, videos)-Tons of Facebook games-Instant feedback of friends “liking”-Best way to create a cool profile
-Friending-Anchored Conformity-Social Prodding-Social Treasure-Group Quests-Tout Flags-Envy Cloud
-Completed Profile-More friends-Increased likes and comments-Aura Effect
-IKEA Effect-Photos/Profiles -Friends-Memories-Protector Quest-Recruiter Burden-Monitor Attachment
-Inner Circles-Note: (Early Facebook has HIGH scarcity score with certain universities only)
-Mystery Box-Glowing Choice-Refreshing Content-Easter Eggs
-Scarlet Letter -Sunk Cost Tragedy
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Octalysis Score: 448
-Lack Epic Meaning & Calling-On Facebook for a “Cause”
Social Influence
Octalysis
-No higher meaning besides being a farmer
-Allows the ability to “paint” with your farm
-Leaderboard-Group Farming-Free Social Gifts-Neighbors
-Farm getting Bigger & Better-Difficult badges for sorts of crops-Reward Loops
-Ownership of Farm -Virtual Goods
-Appointment Dynamics-Milestone Unlock -Real-money Only Crops-Free Social Gifts-Season-based Gifts
-Waiting for what’s next in the game
-Avoid plants withering-Avoid losing opportunities-Avoid Sunk-Cost Tragedy
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
Octalysis Score: 414
-Helping a weird monster solve problems
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
Constantly looking for better combos and planning boosters
“Sweet” “Delicious!”Level tracks and “Boss Stages”1-3 StarsDefeating Chocolate
Quest to accumulate more points and boosters
Social Treasure - LivesSee friend progress
Always waiting for the right gemsSeeing levels aheadCountdown timer/movesBalancing Owl Gems
Unpredictable GemsRandom CombosAvoiding Loss
Fear of the chocolate encroaching candy
Octalysis Score: 432
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
-Narrative-Elitism -Humanity Hero-Revealed Heart
-Beginners Luck-Free Lunch-Destiny Child-Creationist
-Status Points-Badges (Achievement Symbols) -Fixed Action Rewards (Earned Lunch) -Leaderboard-Progress Bar-Quest Lists-Dessert Oasis-High Five-Crowning-Anticipation Parade-Aura Effect-Step-by-Step Overlay Tutorial-Boss Fights
-Milestone Unlocks-Real-Time Control-Evergreen Combos-Instant feedback-Boosters-Blank Fills-Plant Pickers-Poison Pickers
-Exchangeable Points-Virtual Goods-Build from Scratch-Alfred Effect -Collection Sets-Avatar-Protection-Recruiter Burden-Monitor Attachment
-Brag Button-Water Cooler-Conformity Anchors -Mentorship-Social Prod
-Friending-Social Treasure/Gifting-SeeSaw Bump-Group Quests-Tout Flags
-Appointment Dynamics-Magnetic Caps-Dangling-Prize Pacing-Options Pacing-Last Mile Drive-Count Down Timer-Torture Breaks-Moats-The Big Burn
-Glowing Choice-MiniQuests-Visual Storytelling-Easter Eggs-Random Rewards-Obvious Wonder-Rolling Rewards-Evolved UI-Sudden Rewards-Oracle Effect
-Sunk Cost Prison-Progress Loss-Rightful Heritage-Evanescence Opportunity
-Status Quo Sloth-Scarlet Letter-Visual Grave-FOMO Punch
Discovery Onboarding Scaffolding Endgame
Design for All 4 PhasesLevel 2 Octalysis
Discovery Onboarding Scaffolding Endgame
Design for All 4 PhasesLevel 2 Octalysis
Discovery Onboarding Scaffolding Endgame
Ach
ieve
rsEx
plor
ers
Soci
aliz
ers
Kill
ers
Discovery Onboarding Scaffolding Endgame
Ach
ieve
rsEx
plor
ers
Soci
aliz
ers
Kill
ers
1) Epic Meaning & CallingPart of something bigger than yourself
World About to End
Pain Squad
Waze
Elitism
2) Development & AccomplishmentFeeling Progress and Achievement
LinkedIn Progress Bar
Nike+
Amazon
Glowing Choice
Empty Achievements
3) Empowerment of Creativity & FeedbackThe creator inside of us
Starcraft Arena
Kids who play Card Games like Magic the Gathering need to remember a ton of information
…more information than the periodic table
Draw Something
Gameable by Design
4) Ownership & PossessionThe more you have, the more you want
Customizing Your AvatarMakes you feel more ownership over it as your own identity
Collection Sets (GT #16)
5) Social Influence & RelatednessWhat others think can kill you
Game Technique #22: Group Quests
Mentorship
Social Influence
Sign #1 — Social Proof: "Many past visitors have removed the petrified wood from the park, destroying the natural state of the Petrified Forest." (This was accompanied by a picture of park visitors taking pieces of wood.)
Sign #2 — No Social Proof: "Please don't remove the petrified wood from the park, in order to preserve the natural state of the Petrified Forest." (This sign showed a lone visitor stealing a piece of wood with the universal “No” symbol, a red circle with a diagonal line).
Sign #3 — No Sign At All: This test didn't include a sign of any type, serving as the control test for the study.
Petrified Wood Theft
Sign #1 — Social Proof: "Many past visitors have removed the petrified wood from the park, destroying the natural state of the Petrified Forest." (This was accompanied by a picture of park visitors taking pieces of wood.) - 7.9%
Sign #2 — No Social Proof: "Please don't remove the petrified wood from the park, in order to preserve the natural state of the Petrified Forest." (This sign showed a lone visitor stealing a piece of wood with the universal “No” symbol, a red circle with a diagonal line). -1.67%
Sign #3 — No Sign At All: This test didn't include a sign of any type, serving as the control test for the study. - 3%
Petrified Wood Theft
Amazon
Amazon
6) Scarcity & ImpatienceThe Grass On The Other Side
Scarcity
6) Scarcity & ImpatienceThe Grass On The Other Side
Mozzy
6) Scarcity & ImpatienceThe Grass On The Other Side
Laurelix
7) Unpredictability & CuriosityWhat kills the cat
Easter Eggs
Chase Picks Up the Tab
FourSquare
Monday, October 14, 13
The Boy Is the Toy
8) Loss & AvoidanceThe threat is stronger than the execution
Never Again!!!
Sunk Cost Prison
©2011-2013 Mario Herger. All rights reserved. www.enterprise-gamification.com | www.gamificationcommunity.com 134
Gamification – Zombies Run!
-Emphasize this narrative more
-”Accelerwaze” - try to find a route that beats Waze’s estimated ETA
-Carpool matching by preferences type
-Waze Flash Mobs
-Only Wazers of a certain level can choose who they get matched with, or access to flash mob
-Demonstrate more on how Waze is being personalized to user behavior-Show cute graphs with data
-Bigger victory feedback when arrived upon destination
-Avoid sidetracking for detours. -Avoid paying for unnecessarily high-priced gas
Speed Camera Lottery
Speed Camera Lottery