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. Think about what made that game fun/
enjoyable
Exercise
We’ll come back to this later.
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. “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
35. White Hat Gamification
Black Hat Gamification
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social
Influence
36. 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.
37. Self-Submission to Black Hat Gamification
Just because it’s called Black Hat
doesn’t mean it’s necessarily bad
38. -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
39. 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
40. -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
50. 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
82. Simple “Gamification” :-(
User Performs
Desired Action
User Gets Points
User Gets Free
Stuff
End
Please do it again!
After X Points
83. Simple “Gamification” :-(
User Performs
Desired Action
User Gets Points User Gets Badge End
Please do it again!
After X Points
84. 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
85. 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
86. 4) Ownership & Possession
The more you have, the more you want
91. 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
95. 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
96. 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
97. 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
117. 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
125. -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