Yu-kai Chou's Workshop for Accenture on Gamification (Octalysis)

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A workshop on Octalysis Gamification for Accenture.

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Yu-kai Chou's Workshop for Accenture on Gamification (Octalysis)

  1. 1. A Framework for Actionable Gamification For: Accenture By: Yu-kai Chou
  2. 2. Guild Leader:Yu-kai Chou
  3. 3. Early Pioneer of Gamification for 10 years Parter at the Enterprise Gamification Consultancy Original creator of the Octalysis Framework Regular Keynote Speaker/Lecturer at Stanford University, Google, Conferences,VC Gatherings Rated a #1 Gamification Guru in the world by UKBased Leaderboarded
  4. 4. Games?
  5. 5. Games? Entertainment Software Association (2012)
  6. 6. Games? Average Gamer: 35 Years Old 68% Gamers Over 18 Year Old 47% Gamers are Women More Adult Women than Under 18 Male Entertainment Software Association (2012) Source: Entertainment Software Association (2012)
  7. 7. Exercise Think about ONE game you enjoyed playing: Farmville? Candy Crush? Angry Birds? Starcraft? WoW? DOTA? Halo? LoL? Poker? Golf? Majong? Crossword Puzzle? Sudoku?
  8. 8. Exercise Write it down, and think about what made that game fun/enjoyable We’ll come back to this later.
  9. 9. What is Gamification? Game Elements Non-Game (Boring) Context
  10. 10. The Magic Kids nowadays have bad work ethics? No Discipline?
  11. 11. The Magic Waking up behind parents’ back 3AM in the morning to level up = AMAZING work ethics
  12. 12. 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
  13. 13. The Magic Gamers call this “grinding.” It’s Fun & Addicting.
  14. 14. The Magic In the real world, this is called Grunt Work. It’s Boring & Torturous.
  15. 15. The Magic If games can get kids to voluntarily do hours of secret grunt work, it can get anyone engaged to anything
  16. 16. The Magic If it is well designed
  17. 17. Game Work Tasks repetitive, but fun repetitive and dull Feedback constantly once a year Goals clear contradictory, vague Path to Mastery clear unclear Rules clear, transparent unclear, in-transparent Information right amount at the right time too much and not enough Failure expected, spectacular, brag about it forbidden, punished, don’t talk about it Status of Users transparent, timely hidden Promotion meritocracy kiss-up-o-cracy Collaboration yes yes Speed/Risk high low Autonomy high mid to low Narrative yes only if you are lucky Obstacles on purpose accidental
  18. 18. “Human-Focused Design” • • As opposed to “Function Focused Design” • ...instead of assuming the people within are robots that will complete the task System that is designed to optimize for the motivations and feelings of the human inside vs
  19. 19. “Human-Focused Design” • • Gaming industry = first to master Human-Focused Design • Now we are learning from games, hence “Gamification” Games have spent decades/centuries mastering how to engage people without a mandated purpose vs
  20. 20. Example: FoldIt
  21. 21. Example: FoldIt 15 Year AIDS Problem solved in 10 Days
  22. 22. Example: SAP Community Network
  23. 23. Example: SAP Community Network Increase Active Users by 1300% and Activity by 2300%
  24. 24. Example: Autodesk
  25. 25. Example: Autodesk Increase Trial Usage by 54% and Sales Revenue by 29%
  26. 26. Outside Reading 90+ Gamification Case Studies with ROI Stats http://bit.ly/gameROI
  27. 27. The Schopenhauer Truth Hype Cycle Every truth passes through 3 stages before it is recognized:
  28. 28. The Schopenhauer Truth Hype Cycle Every truth passes through 3 stages before it is recognized: I. II. III. First, it is ridiculed. Second, it is violently opposed. Third, it is regarded as self-evident.
  29. 29. The Schopenhauer Truth Hype Cycle Every truth passes through 3 stages before it is recognized: I. II. III. First, it is ridiculed. Second, it is violently opposed. Third, it is regarded as self-evident. Also, I’m a smart guy!
  30. 30. History Lesson Many Years Ago A Few Years Ago Now
  31. 31. History Lesson Many Years Ago 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... A Few Years Ago Now
  32. 32. History Lesson Many Years Ago A Few Years Ago DUH! Every organization needs a Talent Strategy! DUH! Every organization needs a Website Strategy! This Website thing is a fad...where’s the ROI? This Social thing is a fad...where’s the ROI? Who needs a Website? It’s a distraction to business! Who needs Social Media? It’s a distraction to our employees! Just fad-chasing enthusiasts and conferences talk about Websites... Just fad-chasing enthusiasts and conferences talk about Social Media... Now
  33. 33. History Lesson Many Years Ago A Few Years Ago Now DUH! Every organization needs a Talent Strategy! DUH! Every organization needs a Website Strategy! DUH! Every organization needs a Social Strategy! This Website thing is a fad...where’s the ROI? This Social thing is a fad...where’s the ROI? This Gamification thing is a fad...where’s the ROI? Who needs a Website? It’s a distraction to business! Who needs Social Media? It’s a distraction to our employees! Who needs Gamification? It’s a distraction to our employees! Just fad-chasing enthusiasts and conferences talk about Websites... Just fad-chasing enthusiasts and conferences talk about Social Media... Just fad-chasing enthusiasts and conferences talk about Gamification...
  34. 34. Global Movement Gartner predicts 70% of Fortune 500 will use Gamification by 2014
  35. 35. Except... Gartner also predicts 80% of the gamified apps will fail due to bad design
  36. 36. The Cause Agencies and individuals claim to be experts at whatever is the new “Buzzword”
  37. 37. The Cause Everyone focuses on PBLs (Points, Badges & Leaderboards) Points Leaderboards Badges
  38. 38. The Cause Similar to “Social Media Marketing” 4 years ago
  39. 39. The Cause Similar to “Social Media Marketing” 4 years ago Real SMM is not simply creating a Twitter Profile and Facebook Page
  40. 40. The Cause Beginning with “game mechanics” instead of the Core Drives
  41. 41. Bad Game Designer We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops! + + + = ????
  42. 42. Bad Game Designer We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops! + + + + + = ???? + +
  43. 43. Bad Game Designer We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops! + + + + + = ???? + + A game can have all the right “game elements” but still be stupid/boring.
  44. 44. Bad Game Designer We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops! + + + + + = ???? + + In fact, ALL games have “game elements” but most games suck and are boring.
  45. 45. Bad Game Designer We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops! + + + + + = ???? + + It’s naive to think that once you plug game mechanics into your company, it will be successful
  46. 46. Bad Game Designer We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops! + + + + + = ???? + + Only a few well-designed games achieve the status of Winning & Addicting
  47. 47. Good Game Designer How do I want my users to...
  48. 48. Good Game Designer How do I want my users to FEEL? Inspired? Proud? Scared?
  49. 49. Good Game Designer How do I want my users to FEEL? Inspired? Proud? Scared? Hmm, Okay. What game elements do I need in order to accomplish that goal? ? ? ? ?
  50. 50. Good Gamification does not start with Game Elements but starts with our Core Drives
  51. 51. -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 -Virtual Goods -Build from Scratch -Collection Set -Avatar -Earned Lunch -Learning Curve -Protection -Recruitment -Monitoring -Appointment Dynamics -Fixed Intervals -Dangling -Prize Pacing -Options Pacing -Patient Feedback -Count Down -Throttles -Moats -Beginners Luck -Free Lunch -Destiny Child -CoCreator -Narrative -Elitism -Humanity Hero -Higher Meaning Meaning Accomplishment Empowerment Octalysis Social Influence Ownership Scarcity Unpredictability Avoidance -Sunk-Cost Tragedy -Progress Loss -FOMO -Evanescence Opportunity -Milestone Unlock -Evergreen Mechanics -General’s Carrot -Real-Time Control -Chain Combos -Instant feedback -Boosters -Blank Fills -Voluntary Autonomy -Choice Perception -Status Quo Sloth -Scarlet Letter -Visual Grave -Weep Tune -Friending -Social Treasure/Gifting -SeeSaw Bump -Group Quest -Touting -Bragging -Water Cooler -Thank-You Economy -Mentorship -Social Prod -Glowing Choice -MiniQuests -Visual Storytelling -Easter Eggs -Random Rewards -Obvious Wonder -Rolling Rewards -Mischief -Sudden Rewards -Oracle Effect
  52. 52. Meaning Accomplishment Empowerment Octalysis Social Influence Ownership Scarcity Unpredictability Avoidance
  53. 53. Meaning Octalysis Epic Meaning & Calling
  54. 54. Accomplishment Octalysis Development & Accomplishment
  55. 55. Empowerment Octalysis Empowerment of Creativity & Feedback
  56. 56. Ownership Ownership & Possession Octalysis
  57. 57. Octalysis Social Influence Social Influence & Relatedness
  58. 58. Octalysis Scarcity & Impatience Scarcity
  59. 59. Octalysis Unpredictability & Curiosity Unpredictability
  60. 60. Skinner Box Octalysis Unpredictability & Curiosity Unpredictability
  61. 61. Octalysis Loss & Avoidance Avoidance
  62. 62. Meaning Left Brain Accomplishment Empowerment Octalysis Social Influence Ownership Scarcity Unpredictability Avoidance Right Brain
  63. 63. Meaning Left Brain Accomplishment Empowerment Right Brain Octalysis Social Influence Ownership Intrinsic (tendency) Extrinsic (tendency) Scarcity Unpredictability Avoidance
  64. 64. White Hat Gamification Meaning Accomplishment Empowerment Octalysis Social Influence Ownership Scarcity Unpredictability Avoidance Black Hat Gamification
  65. 65. White Hat Gamification Meaning Accomplishment Empowerment Octalysis Social Influence Ownership Scarcity Unpredictability Avoidance Black Hat Gamification
  66. 66. White Hat Gamification Meaning Accomplishment Empowerment Zynga figured out how to do a lot of Black Hat techniques, which led to great engagement and monetization metrics for Social Ownership each user. But in the long run, users leave when they CAN Influence because they don’t feel like they are in control over themselves. Octalysis Scarcity Unpredictability Avoidance Black Hat Gamification
  67. 67. Self-Submission to Black Hat Gamification Just because it’s called Black Hat doesn’t mean it’s necessarily bad
  68. 68. -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 -Virtual Goods -Build from Scratch -Collection Set -Avatar -Earned Lunch -Learning Curve -Protection -Recruitment -Monitoring -Appointment Dynamics -Fixed Intervals -Dangling -Prize Pacing -Options Pacing -Patient Feedback -Count Down -Throttles -Moats -Beginners Luck -Free Lunch -Destiny Child -CoCreator -Narrative -Elitism -Humanity Hero -Higher Meaning Meaning Accomplishment Empowerment Octalysis Social Influence Ownership Scarcity Unpredictability Avoidance -Sunk-Cost Tragedy -Progress Loss -FOMO -Evanescence Opportunity -Milestone Unlock -Evergreen Mechanics -General’s Carrot -Real-Time Control -Chain Combos -Instant feedback -Boosters -Blank Fills -Voluntary Autonomy -Choice Perception -Status Quo Sloth -Scarlet Letter -Visual Grave -Weep Tune -Friending -Social Treasure/Gifting -SeeSaw Bump -Group Quest -Touting -Bragging -Water Cooler -Thank-You Economy -Mentorship -Social Prod -Glowing Choice -MiniQuests -Visual Storytelling -Easter Eggs -Random Rewards -Obvious Wonder -Rolling Rewards -Mischief -Sudden Rewards -Oracle Effect
  69. 69. -Elitism -Staying in touch with friends -Stalking -Completed Profile -More friends -Increased likes and comments -Aura Effect Meaning Accomplishment Empowerment Ownership Octalysis Score: 448 -Build from Scratch -Photos/Profiles -Friends -Memories -Protection -Recruitment -Earned lunch -Monitoring Scarcity -Sharing whatever you want -TONS of Facebook games -Instant feedback of friends “liking” Social Influence Unpredictability -Friend Invites -Conformity -Social Prod -Social Treasure Group Quests -Touting -Envy Avoidance -Inner Circles Note: (Early Facebook has HIGH scarcity score with certain universities only) -Glowing Choice -MiniQuests -Refreshing Content -Suspense -Scarlet Letter -Sunk Cost Tragedy
  70. 70. -Farm getting Bigger & Better -Difficult badges for sorts of crops -Reward Loops -No higher meaning besides being a farmer -Allows the ability to “paint” with your farm Meaning Accomplishment -Ownership of Farm -Virtual Goods Empowerment -Leaderboard -Group Farming -Free Social Gifts -Neighbors Octalysis Social Influence Ownership Octalysis Score: 414 Scarcity Unpredictability Avoidance -Waiting for what’s next in the game -Appointment Dynamics -Milestone Unlock -Real-money Only Crops -Free Social Gifts -Season-based Gifts -Avoid plants withering -Avoid losing opportunities -Avoid Sunk-Cost Tragedy
  71. 71. -Saving the world of “Sanctuary” -Diablo II Legacy -Help others -Leveling Up -Plot line -4 Difficulties -Skills -Gear -Massive Skill Combinations -Different challenges each stage Meaning Accomplishment -Characters -Items -Auction House Empowerment Octalysis -Multiplayer Game -Friend gear and hours -Mentoring Social Influence Ownership Octaylsis Score: 284 Scarcity Unpredictability Avoidance -Item Drops -Skill Sets -Storyline -Item Drops -Randomized Maps -Randomized Elites -Repetitive Plot -Item Durability -Bottleneck -Avoid Sunk-Cost Tragedy
  72. 72. -Follower Gain -Retweets -Responses -Unique Information -Microblogging Wave -Character Limit -Witty/valuable content Meaning Accomplishment -Followers -Information Empowerment Ownership Octalysis Score: 267 Scarcity -Friends on Twitter -Followers -Responses -Companionship -Thank You Economy Social Influence Unpredictability Avoidance -Fail Whale -Character Limit -Follower Count -Interesting Tweets -Surprising content -Will someone respond? -Quick news -Friend Loss
  73. 73. Outside Activity Octalysis Manipulation Tool http://yukaichou.com/ octalysis.html
  74. 74. Level 2 Octalysis Design for All 4 Phases Discovery Onboarding Scaffolding Endgame
  75. 75. Level 2 Octalysis Design for All 4 Phases Discovery Onboarding Scaffolding Endgame
  76. 76. Killers Socializers Explorers Achievers Discovery Onboarding Scaffolding Endgame
  77. 77. Killers Socializers Explorers Achievers Discovery Onboarding Scaffolding Endgame
  78. 78. 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?
  79. 79. 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
  80. 80. 1) Epic Meaning & Calling Part of something bigger than yourself
  81. 81. Elitism
  82. 82. Elitism People see themselves as “Apple People” and will do whatever Apple People “should” do. They will do it until they feel that Apple is no longer a vision worth believing in (think 1984 ad: not about specs but on ideals)
  83. 83. 2) Development & Accomplishment Feeling Progress and Achievement
  84. 84. Nike+
  85. 85. Nike+ Nike+ lets people see their progress and improvements in order to FEEL growth and accomplishments. It turns longterm benefits into short-term gratification.
  86. 86. When you buy something on eBay, you didn’t just buy something - you WON!! Maybe you overpaid, but at least you beat those 10 other bastards that were bidding against you
  87. 87. Most people forget that another one of Twitter’s innovations is the one-way follow. Because it is one-way, it feels like more of an accomplishment when people follow you (and you don’t follow back).
  88. 88. 3) Empowerment of Creativity & Feedback The creator inside of us
  89. 89. Chevrolet Volt: 53% reduction in speeding cars
  90. 90. Chevrolet Volt: 53% reduction in speeding cars Users FEEL empowered to control the situation and see feedback immediately
  91. 91. Piano Staircase: 66% more people used staircase
  92. 92. Piano Staircase: 66% more people used staircase Users will use the stairs more if they can use their creativity to create music and hear immediate feedback
  93. 93. 4) Ownership & Possession The more you have, the more you want
  94. 94. Customizing Your Avatar Makes you feel more ownership over it as your own identity
  95. 95. Mcdonald’s Monopoly Game
  96. 96. 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
  97. 97. 5) Social Influence & Relatedness What others think can kill you
  98. 98. Game Technique #22: Group Quests
  99. 99. Game Technique #22: Group Quests Group Quests have been in games for a long time (think guilds in WoW), but it was only adopted into companies like Groupon and Kickstarter in recent years
  100. 100. Mentorship
  101. 101. Mentorship Because I was assigned a mentor, who gave me a bunch of free stuff and invested his time to help me level, I felt bad quitting the game so stayed on for much longer
  102. 102. Social Standing
  103. 103. Social Standing Call Center: 15% call time reduced, 8-12% increased sales
  104. 104. 6) Scarcity & Impatience The Grass On The Other Side
  105. 105. 7) Unpredictability & Curiosity What kills the cat
  106. 106. The Boy Is the Toy
  107. 107. 8) Loss & Avoidance The threat is stronger than the execution
  108. 108. Gamification – Zombies Run! ©2011-2013 Mario Herger. All rights reserved. www.enterprise-gamification.com | www.gamificationcommunity.com 121
  109. 109. Applying Knowledge
  110. 110. Gamification Dashboard 1. Define: Business Metrics - Game Objective 2.Define: Users - Players 3.Define: Desired Actions - Win-State 4.Define: User Metrics - Stats 5.Define: Incentives - Carrots
  111. 111. Speed Camera Lottery
  112. 112. Speed Camera Lottery
  113. 113. -Points -Badges -Fixed Action Rewards -Leaderboard -Progress Bar -Quest Lists -Win Prize -High-Five -Crowning -LevelUp Symphony -Aura Effect -Juicy Feedback -Boss Fights -Virtual Goods -Build from Scratch -Collection Set -Dangling -Earned Lunch -Learning Curve -Protection -Recruitment -Monitoring -Avatar -Appointment Dynamics -Fixed Intervals -Prize Pacing -Options Pacing -Patient Feedback -Count Down -Throttles -Moats -Narrative -Elitism -Humanity Hero -Beginners Luck -Free Lunch -Chosen One -Milestone Unlock -General’s Carrot -Real-Time Control -Chain Combos -Instant feedback -Boosters -Blank Fills -Step-by-Step Tutorial Meaning Accomplishment Empowerment Octalysis Social Pressure Ownership Scarcity Unpredictability Avoidance -Sunk-Cost Tragedy -Lost Progress -Guilting -Grounded -Scarlet Letter -Visual Grave -Weep Tune -Friend Invites -Social Treasure/Gifting -Envy -Group Quest -Touting -Bragging -Must Marketing -Thank-You Economy -Mentorship -Social Prod -Glowing Choice -MiniQuest -Visual Storytelling -Easter Eggs -Random Rewards -Sudden Tips -Rolling Rewards -Mischief -Sudden Rewards -Suspense
  114. 114. Next Steps: Advanced 1-Day Octalysis Workshop Prerequisite: taken intro Octalysis workshop. Complete actionable process through Level 1-3 Octalysis. Mario Herger’s 2-Day Enterprise Gamification Workshop Competition, ROI Process, Gamification Budgeting and Implementation, Legal Risks & Compliance, Cheating etc. Book: “Actionable Gamification - Beyond Points, Badges, and Leaderboards” Coming Q1 2014
  115. 115. Mario  Herger Marigo  Ra7opoulos Yu-­‐kai  Chou Roman  Rackwitz
  116. 116. Companies  we  have  worked  with
  117. 117. Thank You. Truly. Octalysis.com Enterprise-Gamification.com yukai@yukaichou.com

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