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Octalysis Gamification Workshop for AIG Japan (2015)

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Gamification Author and International Keynote Speaker Yu-kai Chou's workshop for AIG Japan in June 2015.

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Octalysis Gamification Workshop for AIG Japan (2015)

  1. 1. Octalysis Gamification Workshop For:AIG Japan By: Yu-kai Chou
  2. 2. Guild Leader:Yu-kai Chou
  3. 3. Early Pioneer of Gamification for 12 years Founder of Octalysis Group & Behavioral Scientist of Captain Up (Israel Engagement Platform) Regular Keynote Speaker/Lecturer at Stanford University, Accenture, Fidelity, Huawei,TEDx Rated #1 Gamification Guru by World Gamification Congress (2014) and Leaderboarded (2013, 2014)
  4. 4. Games?
  5. 5. Games? Entertainment Software Association (2012)
  6. 6. 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 Source: Entertainment Software Association
  7. 7. What is Gamification? Game Elements Non-Game (Boring) Context
  8. 8. The Magic Kids nowadays have bad work ethics? No Discipline?
  9. 9. The Magic Waking up behind parents’ back 3AM in the morning to level up = AMAZING work ethics
  10. 10. 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
  11. 11. The Magic Gamers call this “grinding.” 
 It’s Fun & Addicting.
  12. 12. The Magic In the real world, this is called Grunt Work. It’s Boring & Torturous.
  13. 13. The Magic If games can get kids to voluntarily do hours of secret grunt work, it can get anyone engaged to anything
  14. 14. The Magic If it is well designed
  15. 15. “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
  16. 16. “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
  17. 17. Example: FoldIt
  18. 18. Example: FoldIt 15Year AIDS Problem solved in 10 Days
  19. 19. Example: Opower
  20. 20. Example: Opower Over 1 Terawatt ($120M) of energy savings
  21. 21. Example:Autodesk
  22. 22. Example:Autodesk Increase Trial Usage by 40% and 
 Conversions by 15%
  23. 23. Every truth passes through 3 stages before it is recognized: The Schopenhauer 
 Truth Hype Cycle @yukaichou / #octalysis / yukai@yukaichou.com
  24. 24. 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
  25. 25. The Schopenhauer 
 Truth Hype Cycle Also, I’m a smart guy! 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. @yukaichou / #octalysis / yukai@yukaichou.com
  26. 26. History Lesson Many Years Ago A Few Years Ago Now
  27. 27. 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...
  28. 28. 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...
  29. 29. 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...
  30. 30. 90+ Gamification Case Studies with ROI Stats http://bit.ly/gameROI Outside Reading
  31. 31. Global Movement Gartner predicts 70% of Fortune 500 will use Gamification by 2015
  32. 32. Except... Gartner also predicts 80% of the gamified apps will fail due to bad design
  33. 33. Agencies and individuals claim to be experts at whatever is the new “Buzzword” The Cause
  34. 34. The Cause Everyone focuses on PBLs (Points, Badges & Leaderboards) Points Badges Leaderboards
  35. 35. The Cause Similar to “Social Media Marketing” 7 years ago
  36. 36. The Cause Similar to “Social Media Marketing” 7 years ago Real SMM is not simply creating a Twitter Profile and Facebook Page
  37. 37. Design Problem Beginning with “game mechanics” instead of the Core Drives
  38. 38. Bad Game Designer We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops! + + + = ????
  39. 39. Bad Game Designer We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops! + + + = ???? ++ + +
  40. 40. 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! ++ + +
  41. 41. Bad Game Designer + + + = ???? In fact,ALL games have “game elements” but most games boring and failures. 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 + + + = ???? 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! ++ + +
  43. 43. Bad Game Designer + + + = ???? Only a few well-designed games achieve winning and addictive status We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops! ++ + +
  44. 44. Good Game Designer How do I want my users to...
  45. 45. Good Game Designer How do I want my users to FEEL? 
 Inspired? Proud? Scared?
  46. 46. 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?
  47. 47. Good Gamification does not start with Game Elements but starts with our Core Drives
  48. 48. 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
  49. 49. Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence
  50. 50. Octalysis Meaning Epic Meaning & Calling
  51. 51. Octalysis Accomplishment Development & Accomplishment
  52. 52. Octalysis Empowerment Empowerment of Creativity & Feedback
  53. 53. Octalysis Ownership Ownership & Possession
  54. 54. Octalysis SocialInfluence Social Influence & Relatedness
  55. 55. Octalysis Scarcity Scarcity & Impatience
  56. 56. Octalysis Unpredictability Unpredictability & Curiosity
  57. 57. Octalysis Unpredictability Unpredictability & Curiosity Skinner Box
  58. 58. Octalysis Avoidance Loss & Avoidance
  59. 59. Right Brain Left Brain Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence
  60. 60. Right Brain Left Brain Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence Extrinsic (tendency) Intrinsic (tendency)
  61. 61. White Hat Gamification Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence Black Hat Gamification
  62. 62. White Hat Gamification Black Hat Gamification Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence
  63. 63. 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.
  64. 64. Self-Submission to Black Hat Gamification Just because it’s called Black Hat doesn’t mean it’s necessarily bad
  65. 65. -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
  66. 66. 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
  67. 67. -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
  68. 68. http://yukaichou.com/ octalysis-tool
  69. 69. 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
  70. 70. Discovery Onboarding Scaffolding Endgame Design for All 4 Phases Level 2 Octalysis
  71. 71. Discovery Onboarding Scaffolding Endgame Design for All 4 Phases Level 2 Octalysis
  72. 72. Discovery Onboarding Scaffolding Endgame AchieversExplorersSocializersKillers
  73. 73. Discovery Onboarding Scaffolding Endgame AchieversExplorersSocializersKillers
  74. 74. 1) Epic Meaning & Calling Part of something bigger than yourself
  75. 75. World About to End
  76. 76. Pain Squad
  77. 77. Waze
  78. 78. Elitism
  79. 79. 2) Development & Accomplishment Feeling Progress and Achievement
  80. 80. LinkedIn Progress Bar
  81. 81. Nike+
  82. 82. Amazon
  83. 83. Glowing Choice
  84. 84. Empty Achievements
  85. 85. 3) Empowerment of Creativity & Feedback The creator inside of us
  86. 86. Starcraft Arena
  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. Draw Something
  90. 90. Gameable by Design
  91. 91. 4) Ownership & Possession The more you have, the more you want
  92. 92. CustomizingYour Avatar Makes you feel more ownership over it as your own identity
  93. 93. Collection Sets (GT #16)
  94. 94. 5) Social Influence & Relatedness What others think can kill you
  95. 95. Game Technique #22: Group Quests
  96. 96. Mentorship
  97. 97. Social Influence
  98. 98. 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
  99. 99. 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
  100. 100. Amazon
  101. 101. Amazon
  102. 102. 6) Scarcity & Impatience The Grass OnThe Other Side
  103. 103. Scarcity
  104. 104. 6) Scarcity & Impatience The Grass OnThe Other Side Mozzy
  105. 105. 6) Scarcity & Impatience The Grass OnThe Other Side Laurelix
  106. 106. 7) Unpredictability & Curiosity What kills the cat
  107. 107. Easter Eggs
  108. 108. Chase Picks Up the Tab
  109. 109. FourSquare
  110. 110. The Boy Is the Toy
  111. 111. 8) Loss & Avoidance The threat is stronger than the execution
  112. 112. Never Again!!!
  113. 113. Sunk Cost Prison
  114. 114. ©2011-2013 Mario Herger. All rights reserved. www.enterprise-gamification.com | www.gamificationcommunity.com 134 Gamification – Zombies Run!
  115. 115. -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
  116. 116. Speed Camera Lottery
  117. 117. Speed Camera Lottery
  118. 118. ThankYou. Truly. Octalysis.com @yukaichou yukai@OctalysisGroup.com

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