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Habit Summit Octalysis Gamification Workshop 2018

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My 3 Hour Talk/Workshop at the Habit Summit

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Habit Summit Octalysis Gamification Workshop 2018

  1. 1. Octalysis Gamification Workshop For: Habit Summit By: Yu-kai Chou @yukaichou / #octalysis /Yukai@OctalysisPrime.com
  2. 2. Guild Leader:Yu-kai Chou @yukaichou / #octalysis / yukai@yukaichou.com
  3. 3. http://yukaichou.com/books
  4. 4. http://yukaichou.com/books OctalysisPrime(.com)
  5. 5. Games?
  6. 6. Games? Entertainment Software Association (2012)
  7. 7. Games? Entertainment Software Association (2012) Average Gamer: 35Years Old 68% Gamers Over 18Year Old 47% Gamers are Women More Adult Women than Under 18 Male
  8. 8. What is Gamification? Game Elements Non-Game (Boring) Context
  9. 9. Exercise Think about ONE game you enjoyed playing: Farmville? Candy Crush? Angry Birds? Starcraft? WoW? DOTA? Halo? LoL? Poker? Golf? Majong? Crossword Puzzle? Sudoku?
  10. 10. Think about what made that game fun/ enjoyable Exercise We’ll come back to this later.
  11. 11. “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
  12. 12. “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” @yukaichou / #octalysis / yukai@yukaichou.com vs
  13. 13. Global Movement Almost all continents and industries are experimenting with Gamification campaigns
  14. 14. 90+ Gamification Case Studies with ROI Stats http://bit.ly/gameROI Outside Reading
  15. 15. Design Problem Beginning with “game mechanics” instead of the Core Drives
  16. 16. Good Gamification does not start with Game Elements but starts with our Core Drives
  17. 17. 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
  18. 18. Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence
  19. 19. Octalysis Meaning Epic Meaning & Calling
  20. 20. Octalysis Accomplishment Development & Accomplishment
  21. 21. Octalysis Empowerment Empowerment of Creativity & Feedback
  22. 22. Octalysis Ownership Ownership & Possession
  23. 23. Octalysis SocialInfluence Social Influence & Relatedness
  24. 24. Octalysis Scarcity Scarcity & Impatience
  25. 25. Octalysis Unpredictability Unpredictability & Curiosity
  26. 26. Octalysis Unpredictability Unpredictability & Curiosity Skinner Box
  27. 27. Octalysis Avoidance Loss & Avoidance
  28. 28. Right Brain Left Brain Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence
  29. 29. Right Brain Left Brain Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence Extrinsic (tendency) Intrinsic (tendency)
  30. 30. White Hat Gamification Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence Black Hat Gamification
  31. 31. White Hat Gamification Black Hat Gamification Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence
  32. 32. 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.
  33. 33. Self-Submission to Black Hat Gamification Just because it’s called Black Hat doesn’t mean it’s necessarily bad
  34. 34. -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
  35. 35. 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
  36. 36. -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 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 CombosAvoiding Loss Fear of the chocolate encroaching candy Octalysis Score: 432
  37. 37. http://yukaichou.com/ octalysis-tool
  38. 38. 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
  39. 39. Discovery Onboarding Scaffolding Endgame Design for All 4 Phases Level 2 Octalysis
  40. 40. Discovery Onboarding Scaffolding Endgame Design for All 4 Phases Level 2 Octalysis
  41. 41. Discovery Onboarding Scaffolding Endgame AchieversExplorersSocializersKillers
  42. 42. Discovery Onboarding Scaffolding Endgame AchieversExplorersSocializersKillers
  43. 43. 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? Practice Creating an Octalysis Chart for It
  44. 44. 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
  45. 45. Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence Relatedness Autonomy Competence Purpose
  46. 46. Maslow’s Hierarchy of Needs
  47. 47. 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
  48. 48. White Hat Motivation Black Hat Motivation
  49. 49. The 8 Core Drives
  50. 50. 1) Epic Meaning & Calling Part of something bigger than yourself
  51. 51. World About to End
  52. 52. Waze
  53. 53. Elitism
  54. 54. 2) Development & Accomplishment Feeling Progress and Achievement
  55. 55. LinkedIn Progress Bar
  56. 56. Amazon
  57. 57. Glowing Choice
  58. 58. Empty Achievements
  59. 59. 3) Empowerment of Creativity & Feedback The creator inside of us
  60. 60. Kids who play Card Games like Magic the Gathering need to remember a ton of information
  61. 61. …more information than the periodic table
  62. 62. SAPS (Zichermann) 1.Status 2.Access 3.Power 4.Stuff
  63. 63. Best Reward: Boosters (CD3)
  64. 64. Best Reward: Boosters (CD3)
  65. 65. Simple “Gamification” :-( User Performs Desired Action User Gets Points User Gets Free Stuff End Please do it again! After X Points
  66. 66. Simple “Gamification” :-( User Performs Desired Action User Gets Points User Gets Badge End Please do it again! After X Points
  67. 67. Simple Game Kill Monsters Get EXP Level Up Become Stronger Boost After certain EXP Get Gold Get Treasure Chest/Loot Get Gear Look Cooler After certain Gold Random ly Earn End
  68. 68. Bandwagon Streak Emotion-Tag InterestingVideos Get EXP Level Up Increase Emotion Tag Limit Boost After certain EXP Get Emotion Tags End If people same-tag within X Hours Extend Emotion Tag Hours Ifpeople sam e-tag w ithin X Hours Boost If people same-tag with X Hours Get High Level Frame
  69. 69. 4) Ownership & Possession The more you have, the more you want
  70. 70. CustomizingYour Avatar Makes you feel more ownership over it as your own identity
  71. 71. Collection Sets (GT #16)
  72. 72. Pokemon GO
  73. 73. Exercise • Think about within your project, are there components of 
 CD1: Epic Meaning & Calling
 CD2: Development & Accomplishment
 CD3: Empowerment of Creativity & Feedback
 CD4: Ownership & Possession • Think about two ideas to add the Core Drives above to your project
  74. 74. 5) Social Influence & Relatedness What others think can kill you
  75. 75. Game Technique #22: Group Quests
  76. 76. OPower
  77. 77. 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
  78. 78. 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). -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
  79. 79. 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
  80. 80. Amazon
  81. 81. Amazon
  82. 82. 6) Scarcity & Impatience The Grass OnThe Other Side
  83. 83. Scarcity
  84. 84. 6) Scarcity & Impatience The Grass OnThe Other Side Mozzy
  85. 85. 6) Scarcity & Impatience The Grass OnThe Other Side Laurelix
  86. 86. eMart
  87. 87. Magnetic Cap
  88. 88. 7) Unpredictability & Curiosity What kills the cat
  89. 89. Easter Eggs
  90. 90. Chase Picks Up the Tab
  91. 91. FourSquare
  92. 92. 8) Loss & Avoidance The threat is stronger than the execution
  93. 93. Never Again!!!
  94. 94. Sunk Cost Prison
  95. 95. Rightful Heritage
  96. 96. Exercise • Think about within your project, are there components of 
 CD5: Social Influence & Relatedness
 CD6: Scarcity & Impatience
 CD7: Unpredictability & Curiosity
 CD8: Loss & Avoidance • Think about two ideas to add the Core Drives above to your project
  97. 97. Speed Camera Lottery
  98. 98. Speed Camera Lottery
  99. 99. 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
  100. 100. http://yukaichou.com/books
  101. 101. http://yukaichou.com/books OctalysisPrime(.com)
  102. 102. ThankYou. Truly. YukaiChou.com @yukaichou yukai@octalysisgroup.com
  103. 103. -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

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