A Framework for
Actionable Gamification
For: Runway Incubator By: Yu-kai Chou
@yukaichou / #octalysis / yukai@yukaichou.com
Guild Leader:Yu-kai Chou
@yukaichou / #octalysis / yukai@yukaichou.com
Early Pioneer of Gamification for 11 years	

Serial Tech Entrepreneur	

Original creator of the Octalysis Framework	

Regul...
Exercise
Think about ONE game you enjoyed playing:
Farmville? Candy Crush? Angry Birds?
Starcraft? WoW? DOTA? Halo? LoL?
P...
Think about what made that game fun/
enjoyable
Exercise
We’ll come back to this later.
The Magic
Kids nowadays have bad work ethics?	

No Discipline?
@yukaichou / #octalysis / yukai@yukaichou.com
The Magic
Waking up behind parents’ back 3AM in the
morning to level up = AMAZING work ethics
@yukaichou / #octalysis / yu...
The Magic
In Role-Playing Games (RPG), Leveling up often
involves killing the same monsters in the same stage
over and ove...
The Magic
Gamers call this “grinding.” 

It’s Fun & Addicting.
@yukaichou / #octalysis / yukai@yukaichou.com
The Magic
In the real world, this is called Grunt
Work. It’s Boring & Torturous.
The Magic
If games can get kids to voluntarily do hours of
secret grunt work, it can get anyone engaged to
anything
@yukai...
The Magic
If it is well designed
@yukaichou / #octalysis / yukai@yukaichou.com
“Human-Focused Design”
• As opposed to “Function Focused Design”	

• System that is designed to optimize for the
motivatio...
“Human-Focused Design”
• Gaming industry = first to master Human-Focused Design	

• Games have spent decades/centuries mast...
90+ Gamification Case
Studies with ROI Stats
http://bit.ly/gameROI
Outside Reading
@yukaichou / #octalysis / yukai@yukaicho...
Every truth passes through 3 stages before it is
recognized:
!
The Schopenhauer 

Truth Hype Cycle
@yukaichou / #octalysis...
Every truth passes through 3 stages before it is
recognized:
!
I. First, it is ridiculed.
II. Second, it is violently oppo...
History Lesson
Many Years Ago A Few Years Ago Now
History Lesson
Many Years Ago A Few Years Ago Now
!
DUH! Every organization
needs a Talent Strategy!	

!
This Website thin...
History Lesson
Many Years Ago A Few Years Ago Now
!
DUH! Every organization
needs a Website Strategy!	

!
This Social thin...
History Lesson
Many Years Ago A Few Years Ago Now
!
DUH! Every organization
needs a Talent Strategy!	

!
This Website thin...
Global Movement
Gartner predicts 70% of Fortune 500 will use
Gamification by 2014
@yukaichou / #octalysis / yukai@yukaichou...
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
@yukaichou / #octalysis / yukai@y...
The Cause
Everyone focuses on PBLs (Points, Badges &
Leaderboards)
Points
Badges
Leaderboards
@yukaichou / #octalysis / yu...
The Cause
Similar to “Social Media Marketing” 6 years ago
@yukaichou / #octalysis / yukai@yukaichou.com
The Cause
Similar to “Social Media Marketing” 6 years ago
Real SMM is not simply creating a Twitter
Profile and Facebook Pa...
The Cause
Beginning with “game mechanics” instead of
the Core Drives
@yukaichou / #octalysis / yukai@yukaichou.com
Bad Game Designer
We need swords...where can they go? Oh yes, monsters. Of
course! We need cows! And friends that can fert...
Bad Game Designer
We need swords...where can they go? Oh yes, monsters. Of
course! We need cows! And friends that can fert...
Bad Game Designer
+ + + = ????
A game can have all the right “game
elements” but still be stupid/boring.
We need swords......
Bad Game Designer
+ + + = ????
In fact,ALL games have “game elements”
but most games suck and are boring.
We need swords.....
Bad Game Designer
+ + + = ????
It’s naive to think that once you plug game
mechanics into your company, it will be success...
Bad Game Designer
+ + + = ????
Only a few well-designed games achieve
the status of Winning & Addicting
We need swords...w...
Good Game Designer
How do I want my users to...
@yukaichou / #octalysis / yukai@yukaichou.com
Good Game Designer
How do I want my users to FEEL? 

Inspired? Proud? Scared?
@yukaichou / #octalysis / yukai@yukaichou.com
Good Game Designer
Hmm, Okay. What game elements do I need in
order to accomplish that goal?
? ? ? ?
How do I want my user...
Good Gamification
!
does not start with
Game Elements
!
but starts with our
Core Drives
The Basics of 

Octalysis Gamification
@yukaichou / #octalysis / yukai@yukaichou.com
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social
Influence
-Narrative

-El...
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
Ownership
Ownership &
Possession
Octalysis
SocialInfluence
Social Influence
& Relatedness
Octalysis
Scarcity
Scarcity & Impatience
Octalysis
Unpredictability
Unpredictability & Curiosity
Octalysis
Unpredictability
Unpredictability & Curiosity
Skinner Box
Octalysis
Avoidance
Loss & Avoidance
Right
Brain
Left
Brain
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social
I...
Right
Brain
Left
Brain
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social
I...
White Hat Gamification
Black Hat Gamification
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishm...
White Hat Gamification
Black Hat Gamification
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishm...
White Hat Gamification
Black Hat Gamification
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishm...
Self-Submission to Black Hat Gamification
Just because it’s called Black Hat
doesn’t mean it’s necessarily bad
@yukaichou /...
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social
Influence
-Narrative

-El...
-Sharing whatever you want	

-TONS of Facebook games

-Instant feedback of friends “liking”
-Friend Invites	

-Conformity	...
Octalysis
-No higher meaning besides being a farmer
-Allows the ability to “paint” with
your farm
-Leaderboard

-Group Far...
Octalysis
-Saving the world of “Sanctuary”

-Diablo II Legacy

-Help others
-Massive Skill Combinations

-Different challe...
-Microblogging Wave
-Character Limit

-Witty/valuable content
-Friends on Twitter	

-Followers

-Responses	

-Companionshi...
-Helping a weird monster solve problems
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
S...
“You need a LinkedIn Account”	

Finding that dream job you are passionate about
Avoidance
Ownership
Empowerment
Meaning
Un...
@yukaichou / #octalysis / yukai@yukaichou.com
Octalysis Tool
http://yukaichou.com/
octalysis-tool
@yukaichou / #octalysis / yukai@yukaichou.com
Discovery Onboarding Scaffolding Endgame
Design for All 4 Phases
Level 2 Octalysis
@yukaichou / #octalysis / yukai@yukaich...
Discovery Onboarding Scaffolding Endgame
Design for All 4 Phases
Level 2 Octalysis
@yukaichou / #octalysis / yukai@yukaich...
Discovery Onboarding Scaffolding Endgame
AchieversExplorersSocializersKillers
Discovery Onboarding Scaffolding Endgame
AchieversExplorersSocializersKillers
The Game You Like
Now that you have learned the basics of
the 8 Core Drives, think about which Core
Drives made the game y...
The 8 Core Drives"
of Octalysis
@yukaichou / #octalysis / yukai@yukaichou.com
Write Down a Problem
1. Something you want to improve

2.Needs to deal with human motivation

3.Could relate to your custo...
1) Epic Meaning & Calling
Part of something bigger than yourself
Pain Squad
Elitism
2) Development & Accomplishment
Feeling Progress and Achievement
@yukaichou / #octalysis / yukai@yukaichou.com
Nike+
@yukaichou / #octalysis / yukai@yukaichou.com
Nike+ lets people see their progress and improvements in
order to FEEL growth and accomplishments. It turns long-
term ben...
@yukaichou / #octalysis / yukai@yukaichou.com
“I overpaid for my product, Suckas!!”
3) Empowerment of Creativity
& Feedback
The creator inside of us
@yukaichou / #octalysis / yukai@yukaichou.com
Starcraft Arena
@yukaichou / #octalysis / yukai@yukaichou.com
Example:Autodesk
Example:Autodesk
Increase Trial Usage by 54% and 

Sales Revenue by 29%
Kids who play Card Games like Magic the Gathering
need to remember a ton of information
…more information than the periodic table
4) Ownership & Possession
The more you have, the more you want
CustomizingYour Avatar
Makes you feel more ownership over it as your own identity
@yukaichou / #octalysis / yukai@yukaicho...
Mcdonald’s Monopoly Game
It feels very awkward when you only have 2
or 3 of the four-season deers, so players
would do a lot to complete their coll...
5) Social Influence & Relatedness
What others think can kill you
Game Technique #22:
Group Quests
@yukaichou / #octalysis / yukai@yukaichou.com
Mentorship
6) Scarcity & Impatience
The Grass OnThe Other Side
@yukaichou / #octalysis / yukai@yukaichou.com
6) Scarcity & Impatience
The Grass OnThe Other Side
Mozzy
6) Scarcity & Impatience
The Grass OnThe Other Side
Laurelix
7) Unpredictability & Curiosity
What kills the cat
Will It Blend?
@yukaichou / #octalysis / yukai@yukaichou.com
@yukaichou / #octalysis / yukai@yukaichou.com
The Boy Is the Toy
@yukaichou / #octalysis / yukai@yukaichou.com
8) Loss & Avoidance
The threat is stronger than the execution
Never Again!!!
©2011-2013 Mario Herger. All rights reserved. www.enterprise-gamification.com | www.gamificationcommunity.com 117
Gamifica...
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social
Influence
Relatedness
Aut...
Speed Camera Lottery
@yukaichou / #octalysis / yukai@yukaichou.com
Speed Camera Lottery
-Narrative

-Elitism

-Humanity Hero
-Beginners Luck	

-Free Lunch	

-Chosen One
-Points

-Badges

-Fixed Action Rewards

...
Applying Knowledge
@yukaichou / #octalysis / yukai@yukaichou.com
Actionable Gamification:"
Strategy Dashboard
@yukaichou / #octalysis / yukai@yukaichou.com
Strategy Dashboard
1. Define: Business Metrics - Game Objective

2.Define: Users - Players

3.Define: Desired Actions - Win-S...
BUSINESS METRICS
1. END RESULTS OF WHAT YOU WANT TO
IMPROVE

2.IN ORDER OF IMPORTANCE

3.NEEDS TO BE QUANTIFIABLE

4.LEADS...
PROCESS
BUSINESS
METRICS
@yukaichou / #octalysis / yukai@yukaichou.com
DEFINE USERS
1. DEMOGRAPHICS

2.WHAT MOTIVATES THEM

3.WHY ARE THEY DOING THE CURRENT
ACTIVITIES (8 CORE DRIVES)

4.WHAT A...
PROCESS
BUSINESS
METRICS
PLAYER
@yukaichou / #octalysis / yukai@yukaichou.com
PROCESS
BUSINESS
METRICS
PLAYER
?
@yukaichou / #octalysis / yukai@yukaichou.com
DEFINE DESIRED
ACTIONS
1. ALL THE LITTLE ACTIONS YOU WANT USERS
TO DO

2.CHRONOLOGICAL ORDER

3.NO ACTION IS TOO TRIVIAL

...
PROCESS
BUSINESS
METRICS
WIN-STATE
PLAYER
DESIRED
ACTIONSCOMMITS
RESULTS
IMPACT
@yukaichou / #octalysis / yukai@yukaichou....
DEFINE Feedback Stats
1. WHAT USERS USE TO KEEP TRACK OF THEIR
PROGRESS TOWARDS WIN-STATE

2.Examples: POINTS, LEVELS, STA...
PROCESS
BUSINESS
METRICS
WIN-STATE
PLAYER
DESIRED
ACTIONSCOMMITS
RESULTS
IMPACT
FEEDBACK
STATS
PROGRESS
TRACKS
@yukaichou ...
DEFINE INCENTIVES
1. Within your power, if you could give users
everything they want, what would it be?

2.“Within your po...
Reward Context
1. Fixed-Action Rewards: Earned Lunch

2.Random Rewards: Mystery Box

3.Sudden Rewards: Easter Egg

4.Rolli...
PROCESS
BUSINESS
METRICS
WIN-STATE
PLAYER
DESIRED
ACTIONSCOMMITS
RESULTS
IMPACT
FEEDBACK
STATS
PROGRESS
TRACKS
INCENTIVES
...
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social
Influence
!
For the excellent understanding and application of
Gamification Core Drives and Motivation
!
Average Joey
!
is awarded th...
Companies I Have Helped
ThankYou.
Truly.
Octalysis.com @yukaichou
yukai@yukaichou.com
Octalysis Gamification Workshop for Runway
Octalysis Gamification Workshop for Runway
Octalysis Gamification Workshop for Runway
Octalysis Gamification Workshop for Runway
Octalysis Gamification Workshop for Runway
Octalysis Gamification Workshop for Runway
Octalysis Gamification Workshop for Runway
Octalysis Gamification Workshop for Runway
Octalysis Gamification Workshop for Runway
Octalysis Gamification Workshop for Runway
Octalysis Gamification Workshop for Runway
Octalysis Gamification Workshop for Runway
Octalysis Gamification Workshop for Runway
Octalysis Gamification Workshop for Runway
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Octalysis Gamification Workshop for Runway

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Workshop by Yu-kai Chou to Runway Incubator in SF 2014.

Published in: Design

Octalysis Gamification Workshop for Runway

  1. 1. A Framework for Actionable Gamification For: Runway Incubator By: Yu-kai Chou @yukaichou / #octalysis / yukai@yukaichou.com
  2. 2. Guild Leader:Yu-kai Chou @yukaichou / #octalysis / yukai@yukaichou.com
  3. 3. Early Pioneer of Gamification for 11 years Serial Tech Entrepreneur Original creator of the Octalysis Framework Regular Keynote Speaker/Lecturer at Stanford University,TEDx,Accenture, SxSW Rated #1 Gamification Guru at World Gamification Congress in Europe (2014). @yukaichou / #octalysis / yukai@yukaichou.com
  4. 4. Exercise Think about ONE game you enjoyed playing: Farmville? Candy Crush? Angry Birds? Starcraft? WoW? DOTA? Halo? LoL? Poker? Golf? Majong? Crossword Puzzle? Sudoku?
  5. 5. Think about what made that game fun/ enjoyable Exercise We’ll come back to this later.
  6. 6. The Magic Kids nowadays have bad work ethics? No Discipline? @yukaichou / #octalysis / yukai@yukaichou.com
  7. 7. The Magic Waking up behind parents’ back 3AM in the morning to level up = AMAZING work ethics @yukaichou / #octalysis / yukai@yukaichou.com
  8. 8. The Magic In Role-Playing Games (RPG), Leveling up often involves killing the same monsters in the same stage over and over again for hours or weeks @yukaichou / #octalysis / yukai@yukaichou.com
  9. 9. The Magic Gamers call this “grinding.” 
 It’s Fun & Addicting. @yukaichou / #octalysis / yukai@yukaichou.com
  10. 10. The Magic In the real world, this is called Grunt Work. It’s Boring & Torturous.
  11. 11. The Magic If games can get kids to voluntarily do hours of secret grunt work, it can get anyone engaged to anything @yukaichou / #octalysis / yukai@yukaichou.com
  12. 12. The Magic If it is well designed @yukaichou / #octalysis / yukai@yukaichou.com
  13. 13. “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 @yukaichou / #octalysis / yukai@yukaichou.com
  14. 14. “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 @yukaichou / #octalysis / yukai@yukaichou.com
  15. 15. 90+ Gamification Case Studies with ROI Stats http://bit.ly/gameROI Outside Reading @yukaichou / #octalysis / yukai@yukaichou.com
  16. 16. Every truth passes through 3 stages before it is recognized: ! The Schopenhauer 
 Truth Hype Cycle @yukaichou / #octalysis / yukai@yukaichou.com
  17. 17. 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
  18. 18. History Lesson Many Years Ago A Few Years Ago Now
  19. 19. History Lesson Many 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...
  20. 20. History Lesson Many 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...
  21. 21. History Lesson Many 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...
  22. 22. Global Movement Gartner predicts 70% of Fortune 500 will use Gamification by 2014 @yukaichou / #octalysis / yukai@yukaichou.com
  23. 23. Except... Gartner also predicts 80% of the gamified apps will fail due to bad design
  24. 24. Agencies and individuals claim to be experts at whatever is the new “Buzzword” The Cause @yukaichou / #octalysis / yukai@yukaichou.com
  25. 25. The Cause Everyone focuses on PBLs (Points, Badges & Leaderboards) Points Badges Leaderboards @yukaichou / #octalysis / yukai@yukaichou.com
  26. 26. The Cause Similar to “Social Media Marketing” 6 years ago @yukaichou / #octalysis / yukai@yukaichou.com
  27. 27. The Cause Similar to “Social Media Marketing” 6 years ago Real SMM is not simply creating a Twitter Profile and Facebook Page
  28. 28. The Cause Beginning with “game mechanics” instead of the Core Drives @yukaichou / #octalysis / yukai@yukaichou.com
  29. 29. Bad Game Designer We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops! + + + = ???? @yukaichou / #octalysis / yukai@yukaichou.com
  30. 30. Bad Game Designer We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops! + + + = ???? ++ + + @yukaichou / #octalysis / yukai@yukaichou.com
  31. 31. 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! ++ + +
  32. 32. Bad Game Designer + + + = ???? In fact,ALL games have “game elements” but most games suck and are boring. We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops! ++ + +
  33. 33. 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! ++ + +
  34. 34. Bad Game Designer + + + = ???? Only a few well-designed games achieve the status of Winning & Addicting We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops! ++ + +
  35. 35. Good Game Designer How do I want my users to... @yukaichou / #octalysis / yukai@yukaichou.com
  36. 36. Good Game Designer How do I want my users to FEEL? 
 Inspired? Proud? Scared? @yukaichou / #octalysis / yukai@yukaichou.com
  37. 37. 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? @yukaichou / #octalysis / yukai@yukaichou.com
  38. 38. Good Gamification ! does not start with Game Elements ! but starts with our Core Drives
  39. 39. The Basics of 
 Octalysis Gamification @yukaichou / #octalysis / yukai@yukaichou.com
  40. 40. Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence -Narrative
 -Elitism
 -Humanity Hero -Higher Meaning -Beginners Luck -Free Lunch -Destiny Child -CoCreator -Points
 -Badges (Achievement Symbols)
 -Fixed Action Rewards
 -Leaderboard
 -Progress Bar -Quest Lists -Win Prize -High-Five
 -Crowning -LevelUp Symphony -Aura Effect -Step-by-Step Tutorial -Boss Fights -Milestone Unlock -Evergreen Mechanics -General’s Carrot -Real-Time Control -Chain Combos -Instant feedback -Boosters -Blank Fills
 -Voluntary Autonomy -Choice Perception -Virtual Goods -Build from Scratch
 -Collection Set -Avatar
 -Earned Lunch
 -Learning Curve -Protection -Recruitment -Monitoring -Bragging -Water Cooler -Thank-You Economy -Mentorship -Social Prod -Friending -Social Treasure/Gifting -SeeSaw Bump -Group Quest -Touting -Appointment Dynamics -Fixed Intervals -Dangling -Prize Pacing -Options Pacing -Patient Feedback -Count Down -Throttles -Moats -Glowing Choice -MiniQuests
 -Visual Storytelling -Easter Eggs -Random Rewards -Obvious Wonder -Rolling Rewards -Mischief -Sudden Rewards -Oracle Effect -Sunk-Cost Tragedy -Progress Loss -FOMO -Evanescence Opportunity -Status Quo Sloth -Scarlet Letter -Visual Grave -Weep Tune
  41. 41. Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence
  42. 42. Octalysis Meaning Epic Meaning & Calling
  43. 43. Octalysis Accomplishment Development & Accomplishment
  44. 44. Octalysis Empowerment Empowerment of Creativity & Feedback
  45. 45. Octalysis Ownership Ownership & Possession
  46. 46. Octalysis SocialInfluence Social Influence & Relatedness
  47. 47. Octalysis Scarcity Scarcity & Impatience
  48. 48. Octalysis Unpredictability Unpredictability & Curiosity
  49. 49. Octalysis Unpredictability Unpredictability & Curiosity Skinner Box
  50. 50. Octalysis Avoidance Loss & Avoidance
  51. 51. Right Brain Left Brain Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence
  52. 52. Right Brain Left Brain Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence Extrinsic (tendency) Intrinsic (tendency)
  53. 53. White Hat Gamification Black Hat Gamification Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence
  54. 54. White Hat Gamification Black Hat Gamification Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence
  55. 55. 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.
  56. 56. Self-Submission to Black Hat Gamification Just because it’s called Black Hat doesn’t mean it’s necessarily bad @yukaichou / #octalysis / yukai@yukaichou.com
  57. 57. Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence -Narrative
 -Elitism
 -Humanity Hero -Higher Meaning -Beginners Luck -Free Lunch -Destiny Child -CoCreator -Points
 -Badges (Achievement Symbols)
 -Fixed Action Rewards
 -Leaderboard
 -Progress Bar -Quest Lists -Win Prize -High-Five
 -Crowning -LevelUp Symphony -Aura Effect -Step-by-Step Tutorial -Boss Fights -Milestone Unlock -Evergreen Mechanics -General’s Carrot -Real-Time Control -Chain Combos -Instant feedback -Boosters -Blank Fills
 -Voluntary Autonomy -Choice Perception -Virtual Goods -Build from Scratch
 -Collection Set -Avatar
 -Earned Lunch
 -Learning Curve -Protection -Recruitment -Monitoring -Bragging -Water Cooler -Thank-You Economy -Mentorship -Social Prod -Friending -Social Treasure/Gifting -SeeSaw Bump -Group Quest -Touting -Appointment Dynamics -Fixed Intervals -Dangling -Prize Pacing -Options Pacing -Patient Feedback -Count Down -Throttles -Moats -Glowing Choice -MiniQuests
 -Visual Storytelling -Easter Eggs -Random Rewards -Obvious Wonder -Rolling Rewards -Mischief -Sudden Rewards -Oracle Effect -Sunk-Cost Tragedy -Progress Loss -FOMO -Evanescence Opportunity -Status Quo Sloth -Scarlet Letter -Visual Grave -Weep Tune
  58. 58. -Sharing whatever you want -TONS of Facebook games
 -Instant feedback of friends “liking” -Friend Invites -Conformity -Social Prod -Social Treasure Group Quests -Touting -Envy -Completed Profile -More friends -Increased likes and comments -Aura Effect -Build from Scratch
 -Photos/Profiles 
 -Friends -Memories -Protection -Recruitment -Earned lunch -Monitoring -Inner Circles Note: (Early Facebook has HIGH scarcity score with certain universities only) 
 -Glowing Choice -MiniQuests
 -Refreshing Content
 -Suspense -Scarlet Letter
 -Sunk Cost Tragedy Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Octalysis Score: 448 -Elitism -Staying in touch with friends -Stalking Social Influence
  59. 59. 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
  60. 60. Octalysis -Saving the world of “Sanctuary”
 -Diablo II Legacy
 -Help others -Massive Skill Combinations
 -Different challenges each stage -Multiplayer Game
 -Friend gear and hours
 -Mentoring -Leveling Up -Plot line
 -4 Difficulties -Skills -Gear -Characters
 -Items -Auction House -Item Drops
 -Skill Sets
 -Storyline
 -Item Drops
 -Randomized Maps
 -Randomized Elites -Repetitive Plot -Item Durability -Bottleneck 
 -Avoid Sunk-Cost Tragedy Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence Octaylsis Score: 284
  61. 61. -Microblogging Wave -Character Limit
 -Witty/valuable content -Friends on Twitter -Followers
 -Responses -Companionship
 -ThankYou Economy -Follower Gain -Retweets -Responses -Unique Information -Followers -Information -Fail Whale
 -Character Limit -Follower Count
 -Interesting Tweets
 -Surprising content
 -Will someone respond?
 -Quick news -Friend Loss Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social InfluenceOctalysis Score: 267
  62. 62. -Helping a weird monster solve problems Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence Constantly looking for better comb and planning boosters “Sweet” “Delicious!” Level tracks and “Boss Stages” 1-3 Stars Defeating Chocolate Quest to accumulate more points and boosters Social Treasure - Lives See friend progress Always waiting for the right gems Seeing levels ahead Countdown timer/moves Balancing Owl Gems Unpredictable Gems Random Combos Avoiding Loss Fear of the chocolate encroaching candy Octalysis Score: 432
  63. 63. “You need a LinkedIn Account” Finding that dream job you are passionate about Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence Better ways to “dress up” your profile and build reputation in communities. Progress Bar “X People saw your profile” Recommendations Endorsements Your life.Your Job. Accumulating more contacts. Social Treasure - Recommendations Social Prodding - Endorsements X People saw my profile Want to see her profile? Upgrade to Premium! Want to connect? Upgrade to Premium! Are recruiters Googling my name and seeing my profile? How many people view my profile? Avoiding Loss of Career Avoiding Bad Reputation Octalysis Score: 294
  64. 64. @yukaichou / #octalysis / yukai@yukaichou.com
  65. 65. Octalysis Tool http://yukaichou.com/ octalysis-tool @yukaichou / #octalysis / yukai@yukaichou.com
  66. 66. Discovery Onboarding Scaffolding Endgame Design for All 4 Phases Level 2 Octalysis @yukaichou / #octalysis / yukai@yukaichou.com
  67. 67. Discovery Onboarding Scaffolding Endgame Design for All 4 Phases Level 2 Octalysis @yukaichou / #octalysis / yukai@yukaichou.com
  68. 68. Discovery Onboarding Scaffolding Endgame AchieversExplorersSocializersKillers
  69. 69. Discovery Onboarding Scaffolding Endgame AchieversExplorersSocializersKillers
  70. 70. The Game You Like Now that you have learned the basics of the 8 Core Drives, think about which Core Drives made the game you enjoy fun? @yukaichou / #octalysis / yukai@yukaichou.com
  71. 71. The 8 Core Drives" of Octalysis @yukaichou / #octalysis / yukai@yukaichou.com
  72. 72. Write Down a Problem 1. Something you want to improve 2.Needs to deal with human motivation 3.Could relate to your customers, clients, employees, teammates, or yourself
  73. 73. 1) Epic Meaning & Calling Part of something bigger than yourself
  74. 74. Pain Squad
  75. 75. Elitism
  76. 76. 2) Development & Accomplishment Feeling Progress and Achievement @yukaichou / #octalysis / yukai@yukaichou.com
  77. 77. Nike+ @yukaichou / #octalysis / yukai@yukaichou.com
  78. 78. Nike+ lets people see their progress and improvements in order to FEEL growth and accomplishments. It turns long- term benefits into short-term gratification. Nike+ @yukaichou / #octalysis / yukai@yukaichou.com
  79. 79. @yukaichou / #octalysis / yukai@yukaichou.com
  80. 80. “I overpaid for my product, Suckas!!”
  81. 81. 3) Empowerment of Creativity & Feedback The creator inside of us
  82. 82. @yukaichou / #octalysis / yukai@yukaichou.com
  83. 83. Starcraft Arena
  84. 84. @yukaichou / #octalysis / yukai@yukaichou.com
  85. 85. Example:Autodesk
  86. 86. Example:Autodesk Increase Trial Usage by 54% and 
 Sales Revenue by 29%
  87. 87. Kids who play Card Games like Magic the Gathering need to remember a ton of information
  88. 88. …more information than the periodic table
  89. 89. 4) Ownership & Possession The more you have, the more you want
  90. 90. CustomizingYour Avatar Makes you feel more ownership over it as your own identity @yukaichou / #octalysis / yukai@yukaichou.com
  91. 91. Mcdonald’s Monopoly Game
  92. 92. It feels very awkward when you only have 2 or 3 of the four-season deers, so players would do a lot to complete their collection instead of waiting for another 36 months for the right season
  93. 93. 5) Social Influence & Relatedness What others think can kill you
  94. 94. Game Technique #22: Group Quests @yukaichou / #octalysis / yukai@yukaichou.com
  95. 95. Mentorship
  96. 96. 6) Scarcity & Impatience The Grass OnThe Other Side @yukaichou / #octalysis / yukai@yukaichou.com
  97. 97. 6) Scarcity & Impatience The Grass OnThe Other Side Mozzy
  98. 98. 6) Scarcity & Impatience The Grass OnThe Other Side Laurelix
  99. 99. 7) Unpredictability & Curiosity What kills the cat
  100. 100. Will It Blend?
  101. 101. @yukaichou / #octalysis / yukai@yukaichou.com
  102. 102. @yukaichou / #octalysis / yukai@yukaichou.com
  103. 103. The Boy Is the Toy @yukaichou / #octalysis / yukai@yukaichou.com
  104. 104. 8) Loss & Avoidance The threat is stronger than the execution
  105. 105. Never Again!!!
  106. 106. ©2011-2013 Mario Herger. All rights reserved. www.enterprise-gamification.com | www.gamificationcommunity.com 117 Gamification – Zombies Run!
  107. 107. Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence Relatedness Autonomy Competence
  108. 108. Speed Camera Lottery @yukaichou / #octalysis / yukai@yukaichou.com
  109. 109. Speed Camera Lottery
  110. 110. -Narrative
 -Elitism
 -Humanity Hero -Beginners Luck -Free Lunch -Chosen One -Points
 -Badges
 -Fixed Action Rewards
 -Leaderboard
 -Progress Bar -Quest Lists -Win Prize -High-Five
 -Crowning -LevelUp Symphony -Aura Effect -Juicy Feedback -Boss Fights -Milestone Unlock -General’s Carrot -Real-Time Control -Chain Combos -Instant feedback -Boosters -Blank Fills
 -Step-by-Step Tutorial -Virtual Goods -Build from Scratch
 -Collection Set -Dangling
 -Earned Lunch
 -Learning Curve -Protection -Recruitment -Monitoring -Avatar -Bragging -Must Marketing -Thank-You Economy -Mentorship -Social Prod -Friend Invites -Social Treasure/Gifting -Envy -Group Quest -Touting -Appointment Dynamics -Fixed Intervals -Prize Pacing -Options Pacing -Patient Feedback -Count Down -Throttles -Moats -Glowing Choice -MiniQuest
 -Visual Storytelling -Easter Eggs -Random Rewards -Sudden Tips -Rolling Rewards -Mischief -Sudden Rewards -Suspense Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Pressure -Sunk-Cost Tragedy -Lost Progress -Guilting -Grounded -Scarlet Letter -Visual Grave -Weep Tune
  111. 111. Applying Knowledge @yukaichou / #octalysis / yukai@yukaichou.com
  112. 112. Actionable Gamification:" Strategy Dashboard @yukaichou / #octalysis / yukai@yukaichou.com
  113. 113. Strategy Dashboard 1. Define: Business Metrics - Game Objective 2.Define: Users - Players 3.Define: Desired Actions - Win-State 4.Define: User Stats - Feedback 5.Define: Incentives - Drives @yukaichou / #octalysis / yukai@yukaichou.com
  114. 114. BUSINESS METRICS 1. END RESULTS OF WHAT YOU WANT TO IMPROVE 2.IN ORDER OF IMPORTANCE 3.NEEDS TO BE QUANTIFIABLE 4.LEADS TO GAME OBJECTIVE @yukaichou / #octalysis / yukai@yukaichou.com
  115. 115. PROCESS BUSINESS METRICS @yukaichou / #octalysis / yukai@yukaichou.com
  116. 116. DEFINE USERS 1. DEMOGRAPHICS 2.WHAT MOTIVATES THEM 3.WHY ARE THEY DOING THE CURRENT ACTIVITIES (8 CORE DRIVES) 4.WHAT ARE ANTI-CORE DRIVES? (REASONS WHY THEY DON’T DO THE DESIRED ACTIONS) @yukaichou / #octalysis / yukai@yukaichou.com
  117. 117. PROCESS BUSINESS METRICS PLAYER @yukaichou / #octalysis / yukai@yukaichou.com
  118. 118. PROCESS BUSINESS METRICS PLAYER ? @yukaichou / #octalysis / yukai@yukaichou.com
  119. 119. DEFINE DESIRED ACTIONS 1. ALL THE LITTLE ACTIONS YOU WANT USERS TO DO 2.CHRONOLOGICAL ORDER 3.NO ACTION IS TOO TRIVIAL 4.LEADS TO WIN-STATES @yukaichou / #octalysis / yukai@yukaichou.com
  120. 120. PROCESS BUSINESS METRICS WIN-STATE PLAYER DESIRED ACTIONSCOMMITS RESULTS IMPACT @yukaichou / #octalysis / yukai@yukaichou.com
  121. 121. DEFINE Feedback Stats 1. WHAT USERS USE TO KEEP TRACK OF THEIR PROGRESS TOWARDS WIN-STATE 2.Examples: POINTS, LEVELS, STAGES, TROPHIES, AVATARS 3.SHOULD REEMPHASIZE ON THE CORE DRIVES @yukaichou / #octalysis / yukai@yukaichou.com
  122. 122. PROCESS BUSINESS METRICS WIN-STATE PLAYER DESIRED ACTIONSCOMMITS RESULTS IMPACT FEEDBACK STATS PROGRESS TRACKS @yukaichou / #octalysis / yukai@yukaichou.com
  123. 123. DEFINE INCENTIVES 1. Within your power, if you could give users everything they want, what would it be? 2.“Within your power” is important to define 3. Rewards, 8 Core Drives, or SAPS 4.Strategically place them in different Win- States @yukaichou / #octalysis / yukai@yukaichou.com
  124. 124. Reward Context 1. Fixed-Action Rewards: Earned Lunch 2.Random Rewards: Mystery Box 3.Sudden Rewards: Easter Egg 4.Rolling Rewards: Lottery 5.Social Treasure: Gifting 6.Prize Pacing: Collection Set @yukaichou / #octalysis / yukai@yukaichou.com
  125. 125. PROCESS BUSINESS METRICS WIN-STATE PLAYER DESIRED ACTIONSCOMMITS RESULTS IMPACT FEEDBACK STATS PROGRESS TRACKS INCENTIVES EMBEDDED @yukaichou / #octalysis / yukai@yukaichou.com
  126. 126. Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence
  127. 127. ! For the excellent understanding and application of Gamification Core Drives and Motivation ! Average Joey ! is awarded this certificate in honor of achieving ! THE OCTALYSIS FRAMEWORK - LEVEL ONE ! standards and conditions for mastery Yu-kai Chou Octalysis Certificate of Completion
  128. 128. Companies I Have Helped
  129. 129. ThankYou. Truly. Octalysis.com @yukaichou yukai@yukaichou.com
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