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Gamified Media
Workshop
For: SCS Singapore By: Yu-kai Chou
@yukaichou / #octalysis / yukai@yukaichou.com
Guild Leader:Yu-kai Chou
@yukaichou / #octalysis / yukai@yukaichou.com
Early Pioneer of Gamification for 14 years
Serial Entrepreneur in Gamification
Founder of Octalysis Prime, President of The
...
http://yukaichou.com/books
http://yukaichou.com/books
OctalysisPrime(.com)
Gamification in Media
Day 2
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social
Influence
-Narrative

-El...
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...
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...
Extrinsic Motivation
Reduces:



1) Creativity
2) Selflessness
3) Intellectual Curiosity
Extrinsic Motivation
Enhances:



1) Initial Action
2) Justifying the Action afterwards
3) Efficiency on mundane tasks
Always think about adding
the fun through:



Core Drive 3: Empowerment of Creativity & Feedback
Core Drive 5: Social Influ...
Maslow’s Hierarchy of Needs
Maslow’s Hierarchy of Needs
Core Drive 1:
Epic Meaning & Calling
Core Drive 2:
Development & Accomplishment
Core Drive 3:
...
White Hat Motivation
Black Hat Motivation
Emotional Persuasion
“People want what they can’t have,
they chase what moves away from them,
and they only value that whi...
Our Brain
Is it worthwhile?
Is it new?
Step 1
Step 2Is it familiar?
Is it safe?
Step 2
Is it beneficial?
Does it make sense?
The Boy Is the Toy
http://yukaichou.com/
octalysis-tool
Speed Camera Lottery
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social
Influence
Platform
Context
Content
Engagement
Media Stack
Paper/TV/AR/VR
Timing/Trigger
8 Core Drives
Gameful Interaction
Media Stack
Future of Gamified
Media
1) Storytelling
2) Interactivity
3) Immersiveness
Storytelling
Core Drive 1: 

Epic Meaning & Calling
Storytelling
1984Video
Think DifferentVideo
Believability is Key
Core Drive 3: 

Empowerment of
Creativity & Feedback
Storytelling
Suits Recruits
Core Drive 5: 

Social Influence &
Relatedness
Storytelling
All Eyes On Me
Interactivity
Core Drive 3: 

Empowerment of
Creativity & Feedback
Interactivity
Star Player Game
M&M: Find Red
Core Drive 1: 

Epic Meaning & Calling
Interactivity
Decode Jay-Z
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social
Influence
Core Drive 7: 

Unpredictability &
Curiosity
Interactivity
Precinct 13
Dexter
Dexter
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social
Influence
Core Drive 6: 

Scarcity & Impatience
Interactivity
Chokchok
Core Drive 4: 

Ownership & Possession
Interactivity
Pokemon GO
Steam Trading Cards
Immersiveness
Core Drive 7: 

Unpredictability 

& Curiosity
Immersiveness
Residence
Magic Leap
Windows HoloLens
Breakdown of Octalysis
Prime KickstarterVideo
Octalysis Prime Kickstarter
Octalysis Strategy Dashboard
BUSINESS
METRICS
WIN-STATE
PLAYER
DESIRED
ACTIONSCOMMITS
RESULTS
IM
PACT
FEEDBACK
MECHANICS
P...
Group Exercise
1. Think about all the Desired Actions you want
your audience to do

2.Identify what platform, context to r...
http://yukaichou.com/books
http://yukaichou.com/books
OctalysisPrime(.com)
ThankYou.
Truly.
YukaiChou.com @yukaichou
yukai@octalysisgroup.com
Gamified Marketing & Media Workshop (Octalysis) in Singapore
Gamified Marketing & Media Workshop (Octalysis) in Singapore
Gamified Marketing & Media Workshop (Octalysis) in Singapore
Gamified Marketing & Media Workshop (Octalysis) in Singapore
Gamified Marketing & Media Workshop (Octalysis) in Singapore
Gamified Marketing & Media Workshop (Octalysis) in Singapore
Gamified Marketing & Media Workshop (Octalysis) in Singapore
Gamified Marketing & Media Workshop (Octalysis) in Singapore
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Gamified Marketing & Media Workshop (Octalysis) in Singapore

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Yu-kai Chou explains how to use Octalysis Gamification to improve media.

Published in: Marketing
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Gamified Marketing & Media Workshop (Octalysis) in Singapore

  1. 1. Gamified Media Workshop For: SCS Singapore 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 14 years Serial Entrepreneur in Gamification Founder of Octalysis Prime, President of The Octalysis Group Regular Keynote Speaker/Lecturer at Stanford University, Google, LEGO,Accenture, BCG,TEDx Work featured in Forbes,Wall Street Journal, PBS Rated #1 in “Top 100 Gamification Gurus” in 2014 and “Gamification Guru of theYear” in 2015 @yukaichou / #octalysis / yukai@yukaichou.com
  4. 4. http://yukaichou.com/books
  5. 5. http://yukaichou.com/books OctalysisPrime(.com)
  6. 6. Gamification in Media Day 2
  7. 7. 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
  8. 8. Right Brain Left Brain Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence Extrinsic (tendency) Intrinsic (tendency)
  9. 9. Right Brain Left Brain Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence Extrinsic (tendency) Intrinsic (tendency) Money Points Badges Goals Milestones Rewards
  10. 10. Right Brain Left Brain Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence Results Oriented Experience Oriented
  11. 11. Right Brain Left Brain Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence
  12. 12. Extrinsic Motivation Reduces:
 
 1) Creativity 2) Selflessness 3) Intellectual Curiosity
  13. 13. Extrinsic Motivation Enhances:
 
 1) Initial Action 2) Justifying the Action afterwards 3) Efficiency on mundane tasks
  14. 14. Always think about adding the fun through:
 
 Core Drive 3: Empowerment of Creativity & Feedback Core Drive 5: Social Influence & Relatedness Core Drive 7: Unpredictability & Curiosity
  15. 15. Maslow’s Hierarchy of Needs
  16. 16. Maslow’s Hierarchy of Needs Core Drive 1: Epic Meaning & Calling Core Drive 2: Development & Accomplishment Core Drive 3: Empowerment of Creativity & Feedback Core Drive 5: Social Influence & Relatedness Core Drive 4: Ownership & Possession Core Drive 8: Loss & Avoidance Core Drive 7: Unpredictability & Curiosity Core Drive 6: Scarcity & Impatience
  17. 17. White Hat Motivation Black Hat Motivation
  18. 18. Emotional Persuasion “People want what they can’t have, they chase what moves away from them, and they only value that which they pay for.”  “Attention will be given when information novelty is high and will drift away when information novelty is low.” – Oren Klaff
  19. 19. Our Brain
  20. 20. Is it worthwhile? Is it new? Step 1
  21. 21. Step 2Is it familiar? Is it safe?
  22. 22. Step 2 Is it beneficial? Does it make sense?
  23. 23. The Boy Is the Toy
  24. 24. http://yukaichou.com/ octalysis-tool
  25. 25. Speed Camera Lottery
  26. 26. Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence
  27. 27. Platform Context Content Engagement Media Stack
  28. 28. Paper/TV/AR/VR Timing/Trigger 8 Core Drives Gameful Interaction Media Stack
  29. 29. Future of Gamified Media 1) Storytelling 2) Interactivity 3) Immersiveness
  30. 30. Storytelling
  31. 31. Core Drive 1: 
 Epic Meaning & Calling Storytelling
  32. 32. 1984Video
  33. 33. Think DifferentVideo
  34. 34. Believability is Key
  35. 35. Core Drive 3: 
 Empowerment of Creativity & Feedback Storytelling
  36. 36. Suits Recruits
  37. 37. Core Drive 5: 
 Social Influence & Relatedness Storytelling
  38. 38. All Eyes On Me
  39. 39. Interactivity
  40. 40. Core Drive 3: 
 Empowerment of Creativity & Feedback Interactivity
  41. 41. Star Player Game
  42. 42. M&M: Find Red
  43. 43. Core Drive 1: 
 Epic Meaning & Calling Interactivity
  44. 44. Decode Jay-Z
  45. 45. Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence
  46. 46. Core Drive 7: 
 Unpredictability & Curiosity Interactivity
  47. 47. Precinct 13
  48. 48. Dexter
  49. 49. Dexter
  50. 50. Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence
  51. 51. Core Drive 6: 
 Scarcity & Impatience Interactivity
  52. 52. Chokchok
  53. 53. Core Drive 4: 
 Ownership & Possession Interactivity
  54. 54. Pokemon GO
  55. 55. Steam Trading Cards
  56. 56. Immersiveness
  57. 57. Core Drive 7: 
 Unpredictability 
 & Curiosity Immersiveness
  58. 58. Residence
  59. 59. Magic Leap
  60. 60. Windows HoloLens
  61. 61. Breakdown of Octalysis Prime KickstarterVideo
  62. 62. Octalysis Prime Kickstarter
  63. 63. Octalysis Strategy Dashboard BUSINESS METRICS WIN-STATE PLAYER DESIRED ACTIONSCOMMITS RESULTS IM PACT FEEDBACK MECHANICS PROGRESS TRACKS EMBEDDED TRIGGERS REWARDS
  64. 64. Group Exercise 1. Think about all the Desired Actions you want your audience to do 2.Identify what platform, context to reach them 3.Use the Octalysis to brainstorm around the Desired Actions and identify the Core Drives 4.Share with your group your solution and elect 1 to share
  65. 65. http://yukaichou.com/books
  66. 66. http://yukaichou.com/books OctalysisPrime(.com)
  67. 67. ThankYou. Truly. YukaiChou.com @yukaichou yukai@octalysisgroup.com

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