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Habit Summit Octalysis Gamification Workshop 2018
This document outlines an Octalysis Gamification workshop given by Yu-kai Chou. It begins with background on gamification and defines it as using game elements in non-game contexts. It then introduces Octalysis, Chou's framework that categorizes core human motivations into 8 drives: meaning, accomplishment, empowerment, ownership, social influence, scarcity, unpredictability, and avoidance. Examples of game mechanics that appeal to each drive are provided. The framework is used to analyze the core drives tapped by popular games and apps. The workshop teaches designing for all player types and engagement phases to create "white hat" gamification that motivates through intrinsic rather than extrinsic means.
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Habit Summit Octalysis Gamification Workshop 2018
- 1. Octalysis Gamification Workshop For: HabitSummit By: Yu-kai Chou @yukaichou / #octalysis /Yukai@OctalysisPrime.com
- 2. Guild Leader:Yu-kai Chou @yukaichou/ #octalysis / yukai@yukaichou.com
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- 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. What is Gamification? GameElements Non-Game (Boring) Context
- 9. Exercise Think about ONEgame you enjoyed playing: Farmville? Candy Crush? Angry Birds? Starcraft? WoW? DOTA? Halo? LoL? Poker? Golf? Majong? Crossword Puzzle? Sudoku?
- 10. Think about whatmade that game fun/ enjoyable Exercise We’ll come back to this later.
- 11. “Human-Focused Design” • Asopposed 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” • Gamingindustry = 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. Global Movement Almost allcontinents and industries are experimenting with Gamification campaigns
- 14. 90+ Gamification Case Studieswith ROI Stats http://bit.ly/gameROI Outside Reading
- 15. Design Problem Beginning with“game mechanics” instead of the Core Drives
- 16. Good Gamification does notstart with Game Elements but starts with our Core Drives
- 17. Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence -Narrative -Elitism -Humanity Hero -Revealed Heart -BeginnersLuck -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
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- 35. White Hat Gamification BlackHat Gamification Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence
- 36. White Hat Gamification BlackHat 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 BlackHat 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 meaningbesides 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 weirdmonster 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
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- 45. Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence -Narrative -Elitism -Humanity Hero -Revealed Heart -BeginnersLuck -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
- 46. Discovery Onboarding ScaffoldingEndgame Design for All 4 Phases Level 2 Octalysis
- 47. Discovery Onboarding ScaffoldingEndgame Design for All 4 Phases Level 2 Octalysis
- 48. Discovery Onboarding ScaffoldingEndgame AchieversExplorersSocializersKillers
- 49. Discovery Onboarding ScaffoldingEndgame AchieversExplorersSocializersKillers
- 50. The Game YouLike 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
- 51. Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence -Narrative -Elitism -Humanity Hero -Revealed Heart -BeginnersLuck -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
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- 59. Maslow’s Hierarchy ofNeeds 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
- 60. White Hat Motivation BlackHat Motivation
- 61. The 8 CoreDrives
- 62. 1) Epic Meaning& Calling Part of something bigger than yourself
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- 67. 2) Development &Accomplishment Feeling Progress and Achievement
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- 75. 3) Empowerment ofCreativity & Feedback The creator inside of us
- 77. Kids who playCard Games like Magic the Gathering need to remember a ton of information
- 78. …more information thanthe periodic table
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- 82. Simple “Gamification” :-( UserPerforms Desired Action User Gets Points User Gets Free Stuff End Please do it again! After X Points
- 83. Simple “Gamification” :-( UserPerforms Desired Action User Gets Points User Gets Badge End Please do it again! After X Points
- 84. Simple Game Kill Monsters GetEXP 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 EXPLevel 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
- 87. CustomizingYour Avatar Makes youfeel more ownership over it as your own identity
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- 91. Exercise • Think aboutwithin 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
- 92. 5) Social Influence& Relatedness What others think can kill you
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- 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
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- 100. 6) Scarcity &Impatience The Grass OnThe Other Side
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- 102. 6) Scarcity &Impatience The Grass OnThe Other Side Mozzy
- 104. 6) Scarcity &Impatience The Grass OnThe Other Side Laurelix
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- 107. 7) Unpredictability &Curiosity What kills the cat
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- 109. Chase Picks Upthe Tab
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- 112. 8) Loss &Avoidance The threat is stronger than the execution
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- 117. Exercise • Think aboutwithin 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
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- 120. Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence -Narrative -Elitism -Humanity Hero -Revealed Heart -BeginnersLuck -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
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- 125. -Emphasize this narrativemore -”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