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GSummit SF 2014 - Hands-on Lab: Actionable Gamification: The Octalysis Framework by Yu-kai Chou @yukaichou

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GSummit SF 2014 - Hands-on Lab: Actionable Gamification: The Octalysis Framework by Yu-kai Chou @yukaichou

  1. 1. A Framework for Actionable Gamification
  2. 2. A Framework for Actionable Gamification
  3. 3. Guild Leader: Yu-kai Chou
  4. 4. Early Pioneer of Gamification for 11 years Parter at the Enterprise Gamification Consultancy Original creator of the Octalysis Framework Regular Keynote Speaker/Lecturer at Stanford University, TEDx, Accenture, SxSW Rated a Top 3 Gamification Guru by Leaderboarded
  5. 5. Exercise Think about ONE game you enjoyed playing: Farmville? Candy Crush? Angry Birds? Starcraft? WoW? DOTA? Halo? LoL? Poker? Golf? Majong? Crossword Puzzle? Sudoku?
  6. 6. Think about what made that game fun/enjoyable Exercise We’ll come back to this later.
  7. 7. The Magic Kids nowadays have bad work ethics? No Discipline?
  8. 8. The Magic Waking up behind parents’ back 3AM in the morning to level up = AMAZING work ethics
  9. 9. 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
  10. 10. The Magic Gamers call this “grinding.” It’s Fun & Addicting.
  11. 11. The Magic In the real world, this is called Grunt Work. It’s Boring & Torturous.
  12. 12. The Magic If games can get kids to voluntarily do hours of secret grunt work, it can get anyone engaged to anything
  13. 13. The Magic If it is well designed
  14. 14. “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
  15. 15. “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
  16. 16. 90+ Gamification Case Studies with ROI Stats http://bit.ly/gameROI Outside Reading
  17. 17. Every truth passes through 3 stages before it is recognized: The Schopenhauer Truth Hype Cycle
  18. 18. 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
  19. 19. 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.
  20. 20. History Lesson Many Years Ago A Few Years Ago Now
  21. 21. 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...
  22. 22. 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...
  23. 23. 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...
  24. 24. Global Movement Gartner predicts 70% of Fortune 500 will use Gamification by 2014
  25. 25. Except... Gartner also predicts 80% of the gamified apps will fail due to bad design
  26. 26. Agencies and individuals claim to be experts at whatever is the new “Buzzword” The Cause
  27. 27. The Cause Everyone focuses on PBLs (Points, Badges & Leaderboards)
  28. 28. The Cause Similar to “Social Media Marketing” 4 years ago
  29. 29. The Cause Similar to “Social Media Marketing” 4 years ago Real SMM is not simply creating a Twitter Profile and Facebook Page
  30. 30. The Cause Beginning with “game mechanics” instead of the Core Drives
  31. 31. Bad Game Designer We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops! + + + =????
  32. 32. Bad Game Designer We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops! + + + =???? ++ + +
  33. 33. 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! ++ + +
  34. 34. Bad Game Designer + + + =???? In fact, ALL games have “game elements” but most games suck and are boring. We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops! ++ + +
  35. 35. 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! ++ + +
  36. 36. Bad Game Designer + + + =???? Only a few well-designed games achieve the status of Winning & Addicting We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops! ++ + +
  37. 37. Good Game DesignerHow do I want my users to...
  38. 38. Good Game DesignerHow do I want my users to FEEL? Inspired? Proud? Scared?
  39. 39. 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?
  40. 40. Good Gamification does not start with Game Elements but starts with our Core Drives
  41. 41. The Basics of Octalysis Gamification
  42. 42. Octalysi s Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence -Narrative -Elitism -Humanity Hero -Higher Meaning -Beginners Luck -Free Lunch -Destiny Child -CoCreator -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 -Milestone Unlock -Evergreen Mechanics -General’s Carrot -Real-Time Control -Chain Combos -Instant feedback -Boosters -Blank Fills -Voluntary Autonomy -Choice Perception -Virtual Goods -Build from Scratch -Collection Set -Avatar -Earned Lunch -Learning Curve -Protection -Recruitment -Monitoring -Bragging -Water Cooler -Thank-You Economy -Mentorship -Social Prod -Friending -Social Treasure/Gifting -SeeSaw Bump -Group Quest -Touting -Appointment Dynamics -Fixed Intervals -Dangling -Prize Pacing -Options Pacing -Patient Feedback -Count Down -Throttles -Moats -Glowing Choice -MiniQuests -Visual Storytelling -Easter Eggs -Random Rewards -Obvious Wonder -Rolling Rewards -Mischief -Sudden Rewards -Oracle Effect -Sunk-Cost Tragedy -Progress Loss -FOMO -Evanescence Opportunity -Status Quo Sloth -Scarlet Letter -Visual Grave -Weep Tune
  43. 43. Octalysi s Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence
  44. 44. Octalysi s Meaning Epic Meaning & Calling
  45. 45. Octalysi s Accomplishment Development & Accomplishment
  46. 46. Octalysi s Empowerment Empowerment of Creativity & Feedback
  47. 47. Octalysi s Ownership Ownership & Possession
  48. 48. Octalysi s Social Influence Social Influence & Relatedness
  49. 49. Octalysi sScarcity Scarcity & Impatience
  50. 50. Octalysi sUnpredictability Unpredictability & Curiosity
  51. 51. Octalysi sUnpredictability Unpredictability & Curiosity Skinner Box
  52. 52. Octalysi s Avoidance Loss & Avoidance
  53. 53. Right Brain Left Brain Octalysi s Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence
  54. 54. Right Brain Left Brain Octalysi s Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence Extrinsic (tendency) Intrinsic (tendency)
  55. 55. White Hat Gamification Black Hat Gamification Octalysi s Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence
  56. 56. White Hat Gamification Black Hat Gamification Octalysi s Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence
  57. 57. White Hat Gamification Black Hat Gamification Octalysi s Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence
  58. 58. Self-Submission to Black Hat Gamification Just because it’s called Black Hat doesn’t mean it’s necessarily bad
  59. 59. Octalysi s Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence -Narrative -Elitism -Humanity Hero -Higher Meaning -Beginners Luck -Free Lunch -Destiny Child -CoCreator -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 -Milestone Unlock -Evergreen Mechanics -General’s Carrot -Real-Time Control -Chain Combos -Instant feedback -Boosters -Blank Fills -Voluntary Autonomy -Choice Perception -Virtual Goods -Build from Scratch -Collection Set -Avatar -Earned Lunch -Learning Curve -Protection -Recruitment -Monitoring -Bragging -Water Cooler -Thank-You Economy -Mentorship -Social Prod -Friending -Social Treasure/Gifting -SeeSaw Bump -Group Quest -Touting -Appointment Dynamics -Fixed Intervals -Dangling -Prize Pacing -Options Pacing -Patient Feedback -Count Down -Throttles -Moats -Glowing Choice -MiniQuests -Visual Storytelling -Easter Eggs -Random Rewards -Obvious Wonder -Rolling Rewards -Mischief -Sudden Rewards -Oracle Effect -Sunk-Cost Tragedy -Progress Loss -FOMO -Evanescence Opportunity -Status Quo Sloth -Scarlet Letter -Visual Grave -Weep Tune
  60. 60. -Sharing whatever you want -TONS of Facebook games -Instant feedback of friends “liking” -Friend Invites -Conformity -Social Prod -Social Treasure Group Quests -Touting -Envy -Completed Profile -More friends -Increased likes and comments -Aura Effect -Build from Scratch -Photos/Profiles -Friends -Memories -Protection -Recruitment -Earned lunch -Monitoring -Inner Circles Note: (Early Facebook has HIGH scarcity score with certain universities only) -Glowing Choice -MiniQuests -Refreshing Content -Suspense -Scarlet Letter -Sunk Cost Tragedy Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Octalysis Score: 448 -Elitism -Staying in touch with friends -Stalking Social Influence
  61. 61. Octalysi s -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
  62. 62. Octalysi s -Saving the world of “Sanctuary” -Diablo II Legacy -Help others -Massive Skill Combinations -Different challenges each stage -Multiplayer Game -Friend gear and hours -Mentoring -Leveling Up -Plot line -4 Difficulties -Skills -Gear -Characters -Items -Auction House -Item Drops -Skill Sets -Storyline -Item Drops -Randomized Maps -Randomized Elites -Repetitive Plot -Item Durability -Bottleneck -Avoid Sunk-Cost Tragedy Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence Octaylsis Score: 284
  63. 63. -Microblogging Wave -Character Limit -Witty/valuable content -Friends on Twitter -Followers -Responses -Companionship -Thank You Economy -Follower Gain -Retweets -Responses -Unique Information -Followers -Information -Fail Whale -Character Limit -Follower Count -Interesting Tweets -Surprising content -Will someone respond? -Quick news -Friend Loss Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social InfluenceOctalysis Score: 267
  64. 64. -Helping a weird monster solve problems Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence Constantly looking for better com and planning boosters “Sweet” “Delicious!” Level tracks and “Boss Stages” 1-3 Stars Defeating Chocolate Quest to accumulate more points and boosters Social Treasure - Liv See friend progress Always waiting for the right gems Seeing levels ahead Countdown timer/moves Balancing Owl Gems Unpredictable Gems Random Combos Avoiding Loss Fear of the chocolate encroaching candy Octalysis Score: 432
  65. 65. “You need a LinkedIn Account” Finding that dream job you are passionate about Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence Better ways to “dress up” your profile and build reputation in communities. Progress Bar “X People saw your profile” Recommendations Endorsements Your life. Your Job. Accumulating more contacts. Social Treasure - Recommendations Social Prodding - Endorsements X People saw my profile Want to see her profile? Upgrade to Premium! Want to connect? Upgrade to Premium! Are recruiters Googling my name and seeing my profile? How many people view my profile? Avoiding Loss of Career Avoiding Bad Reputation Octalysis Score: 294
  66. 66. Octalysis Tool http://yukaichou.com/ octalysis.html
  67. 67. Discovery Onboarding Scaffolding Endgame Design for All 4 Phases Level 2 Octalysis
  68. 68. Discovery Onboarding Scaffolding Endgame Design for All 4 Phases Level 2 Octalysis
  69. 69. Discovery Onboarding Scaffoldin g Endgam e AchieversExplorersSocializer s Killers
  70. 70. Discover y Onboardin g Scaffoldin g Endgam e Achiever s Explorers Socialize rs Killers
  71. 71. 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?
  72. 72. The 8 Core Drives of Octalysis
  73. 73. 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
  74. 74. 1) Epic Meaning & Calling Part of something bigger than yourself
  75. 75. Elitism
  76. 76. Elitism
  77. 77. 2) Development & AccomplishmentFeeling Progress and Achievement
  78. 78. Nike+
  79. 79. Nike+
  80. 80. 3) Empowerment of Creativity & Feedback The creator inside of us
  81. 81. 4) Ownership & PossessionThe more you have, the more you want
  82. 82. Customizing Your AvatarMakes you feel more ownership over it as your own identity
  83. 83. Mcdonald’s Monopoly Game
  84. 84. 5) Social Influence & RelatednessWhat others think can kill you
  85. 85. Game Technique #22: Group Quests
  86. 86. Game Technique #22: Group Quests
  87. 87. Mentorship
  88. 88. Mentorship
  89. 89. 6) Scarcity & Impatience The Grass On The Other Side
  90. 90. 7) Unpredictability & CuriosityWhat kills the cat
  91. 91. The Boy Is the Toy
  92. 92. 8) Loss & AvoidanceThe threat is stronger than the execution
  93. 93. ©2011-2013 Mario Herger. All rights reserved. www.enterprise-gamification.com | www.gamificationcommunity.com 108 Gamification – Zombies Run!
  94. 94. Octalysi s Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence Relatedness Autonomy Competence
  95. 95. Speed Camera Lottery
  96. 96. Speed Camera Lottery
  97. 97. -Narrative -Elitism -Humanity Hero -Beginners Luck -Free Lunch -Chosen One -Points -Badges -Fixed Action Rewards -Leaderboard -Progress Bar -Quest Lists -Win Prize -High-Five -Crowning -LevelUp Symphony -Aura Effect -Juicy Feedback -Boss Fights -Milestone Unlock -General’s Carrot -Real-Time Control -Chain Combos -Instant feedback -Boosters -Blank Fills -Step-by-Step Tutorial -Virtual Goods -Build from Scratch -Collection Set -Dangling -Earned Lunch -Learning Curve -Protection -Recruitment -Monitoring -Avatar -Bragging -Must Marketing -Thank-You Economy -Mentorship -Social Prod -Friend Invites -Social Treasure/Gifting -Envy -Group Quest -Touting -Appointment Dynamics -Fixed Intervals -Prize Pacing -Options Pacing -Patient Feedback -Count Down -Throttles -Moats -Glowing Choice -MiniQuest -Visual Storytelling -Easter Eggs -Random Rewards -Sudden Tips -Rolling Rewards -Mischief -Sudden Rewards -Suspense Octalysi s Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Pressure -Sunk-Cost Tragedy -Lost Progress -Guilting -Grounded -Scarlet Letter -Visual Grave -Weep Tune
  98. 98. Applying Knowledge
  99. 99. Actionable Gamification: Strategy Dashboard
  100. 100. Strategy Dashboard 1.Define: Business Metrics - Game Objective 2.Define: Users - Players 3.Define: Desired Actions - Win-State 4.Define: User Stats - Feedback 5.Define: Incentives - Drives
  101. 101. BUSINESS METRICS 1.END RESULTS OF WHAT YOU WANT TO IMPROVE 2.IN ORDER OF IMPORTANCE 3.NEEDS TO BE QUANTIFIABLE 4.LEADS TO GAME OBJECTIVE
  102. 102. PROCESS BUSINESS METRICS
  103. 103. DEFINE USERS 1.DEMOGRAPHICS 2.WHAT MOTIVATES THEM 3.WHY ARE THEY DOING THE CURRENT ACTIVITIES (8 CORE DRIVES) 4.WHAT ARE ANTI-CORE DRIVES? (REASONS WHY THEY DON’T DO THE DESIRED ACTIONS)
  104. 104. PROCESS BUSINESS METRICS PLAYER
  105. 105. PROCESS BUSINESS METRICS PLAYER ?
  106. 106. DEFINE DESIRED ACTIONS 1.ALL THE LITTLE ACTIONS YOU WANT USERS TO DO 2.CHRONOLOGICAL ORDER 3.NO ACTION IS TOO TRIVIAL 4.LEADS TO WIN-STATES
  107. 107. PROCESS BUSINESS METRICS WIN-STATE PLAYER DESIRED ACTIONS RESULTS
  108. 108. DEFINE Feedback Stats 1.WHAT USERS USE TO KEEP TRACK OF THEIR PROGRESS TOWARDS WIN-STATE 2.Examples: POINTS, LEVELS, STAGES, TROPHIES, AVATARS 3.SHOULD REEMPHASIZE ON THE CORE DRIVES
  109. 109. PROCESS BUSINESS METRICS WIN-STATE PLAYER DESIRED ACTIONS RESULTS FEEDBACK STATS
  110. 110. DEFINE INCENTIVES 1.Within your power, if you could give users everything they want, what would it be? 2.“Within your power” is important to define 3. Rewards, 8 Core Drives, or SAPS 4.Strategically place them in different Win- States
  111. 111. Reward Context 1.Fixed-Action Rewards: Earned Lunch 2.Random Rewards: Mystery Box 3.Sudden Rewards: Easter Egg 4.Rolling Rewards: Lottery 5.Social Treasure: Gifting 6.Prize Pacing: Collection Set
  112. 112. PROCESS BUSINESS METRICS WIN-STATE PLAYER DESIRED ACTIONS RESULTS FEEDBACK STATS INCENTIVES EMBEDDED
  113. 113. For the excellent understanding and application of Gamification Core Drives and Motivation Average Joey is awarded this certificate in honor of achieving THE OCTALYSIS FRAMEWORK - LEVEL ONE standards and conditions for mastery Yu-kai Chou Octalysis Certificate of Completion
  114. 114. Mario Herger Yu-kai Chou Roman RackwitzMarigo Raftopoulos
  115. 115. Companies we have worked with
  116. 116. Thank You. Truly.

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