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. A Framework for Actionable Gamiļ¬cation For: Accenture By: Yu-kai Chou
- 3. Early Pioneer of Gamiļ¬cation for 10 years Parter at the Enterprise Gamiļ¬cation Consultancy Original creator of the Octalysis Framework Regular Keynote Speaker/Lecturer at Stanford University, Google, Conferences,VC Gatherings Rated a #1 Gamiļ¬cation Guru in the world by UKBased Leaderboarded
- 4. Games?
- 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. 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. Exercise Write it down, and think about what made that game fun/enjoyable Weāll come back to this later.
- 9. What is Gamiļ¬cation? Game Elements Non-Game (Boring) Context
- 10. The Magic Kids nowadays have bad work ethics? No Discipline?
- 11. The Magic Waking up behind parentsā back 3AM in the morning to level up = AMAZING work ethics
- 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. The Magic Gamers call this āgrinding.ā Itās Fun & Addicting.
- 14. The Magic In the real world, this is called Grunt Work. Itās Boring & Torturous.
- 15. The Magic If games can get kids to voluntarily do hours of secret grunt work, it can get anyone engaged to anything
- 16. The Magic If it is well designed
- 18. 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, donāt 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
- 19. āHuman-Focused Designā ā¢ ā¢ As opposed to āFunction Focused Designā ā¢ ...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
- 20. āHuman-Focused Designā ā¢ ā¢ Gaming industry = ļ¬rst to master Human-Focused Design ā¢ Now we are learning from games, hence āGamiļ¬cationā Games have spent decades/centuries mastering how to engage people without a mandated purpose vs
- 21. Example: FoldIt
- 22. Example: FoldIt 15 Year AIDS Problem solved in 10 Days
- 24. Example: SAP Community Network Increase Active Users by 1300% and Activity by 2300%
- 26. Example: Autodesk Increase Trial Usage by 54% and Sales Revenue by 29%
- 27. Outside Reading 90+ Gamiļ¬cation Case Studies with ROI Stats http://bit.ly/gameROI
- 28. The Schopenhauer Truth Hype Cycle Every truth passes through 3 stages before it is recognized:
- 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.
- 30. 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, Iām a smart guy!
- 31. History Lesson Many Years Ago A Few Years Ago Now
- 32. History Lesson Many Years Ago DUH! Every organization needs a Talent Strategy! This Website thing is a fad...whereās the ROI? Who needs a Website? Itās a distraction to business! Just fad-chasing enthusiasts and conferences talk about Websites... A Few Years Ago Now
- 33. 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...whereās the ROI? This Social thing is a fad...whereās the ROI? Who needs a Website? Itās a distraction to business! Who needs Social Media? Itās 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
- 34. 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...whereās the ROI? This Social thing is a fad...whereās the ROI? This Gamiļ¬cation thing is a fad...whereās the ROI? Who needs a Website? Itās a distraction to business! Who needs Social Media? Itās a distraction to our employees! Who needs Gamiļ¬cation? Itās 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 Gamiļ¬cation...
- 35. Global Movement Gartner predicts 70% of Fortune 500 will use Gamiļ¬cation by 2014
- 36. Except... Gartner also predicts 80% of the gamiļ¬ed apps will fail due to bad design
- 37. The Cause Agencies and individuals claim to be experts at whatever is the new āBuzzwordā
- 38. The Cause Everyone focuses on PBLs (Points, Badges & Leaderboards) Points Leaderboards Badges
- 39. The Cause Similar to āSocial Media Marketingā 4 years ago
- 40. The Cause Similar to āSocial Media Marketingā 4 years ago Real SMM is not simply creating a Twitter Proļ¬le and Facebook Page
- 41. The Cause Beginning with āgame mechanicsā instead of the Core Drives
- 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. Bad Game Designer We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops! + + + + + = ???? + +
- 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! + + + + + = ???? + + A game can have all the right āgame elementsā but still be stupid/boring.
- 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! + + + + + = ???? + + In fact, ALL games have āgame elementsā but most games suck and are boring.
- 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! + + + + + = ???? + + Itās naive to think that once you plug game mechanics into your company, it will be successful
- 47. 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
- 48. Good Game Designer How do I want my users to...
- 49. Good Game Designer How do I want my users to FEEL? Inspired? Proud? Scared?
- 50. 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? ? ? ? ?
- 51. Good Gamiļ¬cation does not start with Game Elements but starts with our Core Drives
- 52. -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 Inļ¬uence Ownership Scarcity Unpredictability Avoidance -Sunk-Cost Tragedy -Progress Loss -FOMO -Evanescence Opportunity -Milestone Unlock -Evergreen Mechanics -Generalās 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
- 54. Meaning Octalysis Epic Meaning & Calling
- 56. Empowerment Octalysis Empowerment of Creativity & Feedback
- 58. Octalysis Social Inļ¬uence Social Inļ¬uence & Relatedness
- 61. Skinner Box Octalysis Unpredictability & Curiosity Unpredictability
- 65. White Hat Gamiļ¬cation Meaning Accomplishment Empowerment Octalysis Social Inļ¬uence Ownership Scarcity Unpredictability Avoidance Black Hat Gamiļ¬cation
- 66. White Hat Gamiļ¬cation Meaning Accomplishment Empowerment Octalysis Social Inļ¬uence Ownership Scarcity Unpredictability Avoidance Black Hat Gamiļ¬cation
- 67. White Hat Gamiļ¬cation Meaning Accomplishment Empowerment Zynga ļ¬gured 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 Inļ¬uence because they donāt feel like they are in control over themselves. Octalysis Scarcity Unpredictability Avoidance Black Hat Gamiļ¬cation
- 68. Self-Submission to Black Hat Gamiļ¬cation Just because itās called Black Hat doesnāt mean itās necessarily bad
- 69. -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 Inļ¬uence Ownership Scarcity Unpredictability Avoidance -Sunk-Cost Tragedy -Progress Loss -FOMO -Evanescence Opportunity -Milestone Unlock -Evergreen Mechanics -Generalās 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
- 70. -Elitism -Staying in touch with friends -Stalking -Completed Proļ¬le -More friends -Increased likes and comments -Aura Effect Meaning Accomplishment Empowerment Ownership Octalysis Score: 448 -Build from Scratch -Photos/Proļ¬les -Friends -Memories -Protection -Recruitment -Earned lunch -Monitoring Scarcity -Sharing whatever you want -TONS of Facebook games -Instant feedback of friends ālikingā Social Inļ¬uence 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
- 71. -Farm getting Bigger & Better -Difļ¬cult badges for sorts of crops -Reward Loops -No higher meaning besides being a farmer -Allows the ability to āpaintā with your farm Meaning Accomplishment -Ownership of Farm -Virtual Goods Empowerment -Leaderboard -Group Farming -Free Social Gifts -Neighbors Octalysis Social Inļ¬uence Ownership Octalysis Score: 414 Scarcity Unpredictability Avoidance -Waiting for whatās 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
- 72. -Saving the world of āSanctuaryā -Diablo II Legacy -Help others -Leveling Up -Plot line -4 Difļ¬culties -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 Inļ¬uence 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
- 73. -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 Inļ¬uence Unpredictability Avoidance -Fail Whale -Character Limit -Follower Count -Interesting Tweets -Surprising content -Will someone respond? -Quick news -Friend Loss
- 74. Outside Activity Octalysis Manipulation Tool http://yukaichou.com/ octalysis.html
- 75. Level 2 Octalysis Design for All 4 Phases Discovery Onboarding Scaffolding Endgame
- 76. Level 2 Octalysis Design for All 4 Phases Discovery Onboarding Scaffolding Endgame
- 79. 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?
- 80. 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
- 81. 1) Epic Meaning & Calling Part of something bigger than yourself
- 82. Elitism
- 83. Elitism People see themselves as āApple Peopleā and will do whatever Apple People āshouldā 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)
- 84. 2) Development & Accomplishment Feeling Progress and Achievement
- 85. Nike+
- 86. Nike+ Nike+ lets people see their progress and improvements in order to FEEL growth and accomplishments. It turns longterm beneļ¬ts into short-term gratiļ¬cation.
- 88. When you buy something on eBay, you didnāt just buy something - you WON!! Maybe you overpaid, but at least you beat those 10 other bastards that were bidding against you
- 90. Most people forget that another one of Twitterās innovations is the one-way follow. Because it is one-way, it feels like more of an accomplishment when people follow you (and you donāt follow back).
- 91. 3) Empowerment of Creativity & Feedback The creator inside of us
- 94. Chevrolet Volt: 53% reduction in speeding cars
- 95. Chevrolet Volt: 53% reduction in speeding cars Users FEEL empowered to control the situation and see feedback immediately
- 96. Piano Staircase: 66% more people used staircase
- 97. 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
- 98. 4) Ownership & Possession The more you have, the more you want
- 99. Customizing Your Avatar Makes you feel more ownership over it as your own identity
- 102. 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
- 103. 5) Social Inļ¬uence & Relatedness What others think can kill you
- 104. Game Technique #22: Group Quests
- 105. 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
- 106. Mentorship
- 107. 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
- 108. Social Standing
- 109. Social Standing Call Center: 15% call time reduced, 8-12% increased sales
- 110. 6) Scarcity & Impatience The Grass On The Other Side
- 112. 7) Unpredictability & Curiosity What kills the cat
- 117. The Boy Is the Toy
- 119. 8) Loss & Avoidance The threat is stronger than the execution
- 121. Gamification ā Zombies Run! Ā©2011-2013 Mario Herger. All rights reserved. www.enterprise-gamification.com | www.gamificationcommunity.com 121
- 122. Applying Knowledge
- 123. Gamiļ¬cation Dashboard 1. Deļ¬ne: Business Metrics - Game Objective 2.Deļ¬ne: Users - Players 3.Deļ¬ne: Desired Actions - Win-State 4.Deļ¬ne: User Metrics - Stats 5.Deļ¬ne: Incentives - Carrots
- 124. Speed Camera Lottery
- 125. Speed Camera Lottery
- 126. -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 -Generalās 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
- 127. Next Steps: Advanced 1-Day Octalysis Workshop Prerequisite: taken intro Octalysis workshop. Complete actionable process through Level 1-3 Octalysis. Mario Hergerās 2-Day Enterprise Gamiļ¬cation Workshop Competition, ROI Process, Gamiļ¬cation Budgeting and Implementation, Legal Risks & Compliance, Cheating etc. Book: āActionable Gamiļ¬cation - Beyond Points, Badges, and Leaderboardsā Coming Q1 2014
- 128. Mario Ā Herger Marigo Ā Ra7opoulos Yu-Āākai Ā Chou Roman Ā Rackwitz
- 129. Companies Ā we Ā have Ā worked Ā with