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Octalysis Gamification Workshop for Runway
The document discusses gamification and the Octalysis framework for designing gamified systems. It introduces the 8 core drives that should be used to design gamification (meaning, accomplishment, empowerment, ownership, social influence, scarcity, unpredictability, avoidance) rather than just adding game elements. It also discusses white hat versus black hat gamification and provides examples of game mechanics that can satisfy each of the 8 core drives.
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Octalysis Gamification Workshop for Runway
- 1. A Framework for ActionableGamification For: Runway Incubator By: Yu-kai Chou @yukaichou / #octalysis / yukai@yukaichou.com
- 2. Guild Leader:Yu-kai Chou @yukaichou/ #octalysis / yukai@yukaichou.com
- 3. Early Pioneer ofGamification for 11 years Serial Tech Entrepreneur Original creator of the Octalysis Framework Regular Keynote Speaker/Lecturer at Stanford University,TEDx,Accenture, SxSW Rated #1 Gamification Guru at World Gamification Congress in Europe (2014). @yukaichou / #octalysis / yukai@yukaichou.com
- 4. Exercise Think about ONEgame you enjoyed playing: Farmville? Candy Crush? Angry Birds? Starcraft? WoW? DOTA? Halo? LoL? Poker? Golf? Majong? Crossword Puzzle? Sudoku?
- 5. Think about whatmade that game fun/ enjoyable Exercise We’ll come back to this later.
- 6. The Magic Kids nowadayshave bad work ethics? No Discipline? @yukaichou / #octalysis / yukai@yukaichou.com
- 7. The Magic Waking upbehind parents’ back 3AM in the morning to level up = AMAZING work ethics @yukaichou / #octalysis / yukai@yukaichou.com
- 8. The Magic In Role-PlayingGames (RPG), Leveling up often involves killing the same monsters in the same stage over and over again for hours or weeks @yukaichou / #octalysis / yukai@yukaichou.com
- 9. The Magic Gamers callthis “grinding.” It’s Fun & Addicting. @yukaichou / #octalysis / yukai@yukaichou.com
- 10. The Magic In thereal world, this is called Grunt Work. It’s Boring & Torturous.
- 11. The Magic If gamescan get kids to voluntarily do hours of secret grunt work, it can get anyone engaged to anything @yukaichou / #octalysis / yukai@yukaichou.com
- 12. The Magic If itis well designed @yukaichou / #octalysis / yukai@yukaichou.com
- 13. “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 @yukaichou / #octalysis / yukai@yukaichou.com
- 14. “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” vs @yukaichou / #octalysis / yukai@yukaichou.com
- 15. 90+ Gamification Case Studieswith ROI Stats http://bit.ly/gameROI Outside Reading @yukaichou / #octalysis / yukai@yukaichou.com
- 16. Every truth passesthrough 3 stages before it is recognized: ! The Schopenhauer Truth Hype Cycle @yukaichou / #octalysis / yukai@yukaichou.com
- 17. Every truth passesthrough 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
- 18. History Lesson Many YearsAgo A Few Years Ago Now
- 19. History Lesson Many YearsAgo 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...
- 20. History Lesson Many YearsAgo 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...
- 21. History Lesson Many YearsAgo 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...
- 22. Global Movement Gartner predicts70% of Fortune 500 will use Gamification by 2014 @yukaichou / #octalysis / yukai@yukaichou.com
- 23. Except... Gartner also predicts80% of the gamified apps will fail due to bad design
- 24. Agencies and individualsclaim to be experts at whatever is the new “Buzzword” The Cause @yukaichou / #octalysis / yukai@yukaichou.com
- 25. The Cause Everyone focuseson PBLs (Points, Badges & Leaderboards) Points Badges Leaderboards @yukaichou / #octalysis / yukai@yukaichou.com
- 26. The Cause Similar to“Social Media Marketing” 6 years ago @yukaichou / #octalysis / yukai@yukaichou.com
- 27. The Cause Similar to“Social Media Marketing” 6 years ago Real SMM is not simply creating a Twitter Profile and Facebook Page
- 28. The Cause Beginning with“game mechanics” instead of the Core Drives @yukaichou / #octalysis / yukai@yukaichou.com
- 29. Bad Game Designer Weneed swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops! + + + = ???? @yukaichou / #octalysis / yukai@yukaichou.com
- 30. Bad Game Designer Weneed swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops! + + + = ???? ++ + + @yukaichou / #octalysis / yukai@yukaichou.com
- 31. 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! ++ + +
- 32. 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! ++ + +
- 33. 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! ++ + +
- 34. 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! ++ + +
- 35. Good Game Designer Howdo I want my users to... @yukaichou / #octalysis / yukai@yukaichou.com
- 36. Good Game Designer Howdo I want my users to FEEL? Inspired? Proud? Scared? @yukaichou / #octalysis / yukai@yukaichou.com
- 37. 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? @yukaichou / #octalysis / yukai@yukaichou.com
- 38. Good Gamification ! does notstart with Game Elements ! but starts with our Core Drives
- 39. The Basics of Octalysis Gamification @yukaichou / #octalysis / yukai@yukaichou.com
- 40. Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence -Narrative -Elitism -Humanity Hero -Higher Meaning -BeginnersLuck -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
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- 56. White Hat Gamification BlackHat Gamification Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence
- 57. White Hat Gamification BlackHat Gamification Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence
- 58. 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.
- 59. Self-Submission to BlackHat Gamification Just because it’s called Black Hat doesn’t mean it’s necessarily bad @yukaichou / #octalysis / yukai@yukaichou.com
- 60. Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence -Narrative -Elitism -Humanity Hero -Higher Meaning -BeginnersLuck -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
- 61. -Sharing whatever youwant -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
- 62. 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
- 63. Octalysis -Saving the worldof “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
- 64. -Microblogging Wave -Character Limit -Witty/valuablecontent -Friends on Twitter -Followers -Responses -Companionship -ThankYou 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
- 65. -Helping a weirdmonster solve problems Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence Constantly looking for better comb 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 Combos Avoiding Loss Fear of the chocolate encroaching candy Octalysis Score: 432
- 66. “You need aLinkedIn 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
- 67. @yukaichou / #octalysis/ yukai@yukaichou.com
- 68. Octalysis Tool http://yukaichou.com/ octalysis-tool @yukaichou /#octalysis / yukai@yukaichou.com
- 69. Discovery Onboarding ScaffoldingEndgame Design for All 4 Phases Level 2 Octalysis @yukaichou / #octalysis / yukai@yukaichou.com
- 70. Discovery Onboarding ScaffoldingEndgame Design for All 4 Phases Level 2 Octalysis @yukaichou / #octalysis / yukai@yukaichou.com
- 71. Discovery Onboarding ScaffoldingEndgame AchieversExplorersSocializersKillers
- 72. Discovery Onboarding ScaffoldingEndgame AchieversExplorersSocializersKillers
- 73. 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? @yukaichou / #octalysis / yukai@yukaichou.com
- 74. The 8 CoreDrives" of Octalysis @yukaichou / #octalysis / yukai@yukaichou.com
- 75. Write Down aProblem 1. Something you want to improve 2.Needs to deal with human motivation 3.Could relate to your customers, clients, employees, teammates, or yourself
- 76. 1) Epic Meaning& Calling Part of something bigger than yourself
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- 79. 2) Development &Accomplishment Feeling Progress and Achievement @yukaichou / #octalysis / yukai@yukaichou.com
- 80. Nike+ @yukaichou / #octalysis/ yukai@yukaichou.com
- 81. Nike+ lets peoplesee their progress and improvements in order to FEEL growth and accomplishments. It turns long- term benefits into short-term gratification. Nike+ @yukaichou / #octalysis / yukai@yukaichou.com
- 82. @yukaichou / #octalysis/ yukai@yukaichou.com
- 84. “I overpaid formy product, Suckas!!”
- 86. 3) Empowerment ofCreativity & Feedback The creator inside of us
- 87. @yukaichou / #octalysis/ yukai@yukaichou.com
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- 89. @yukaichou / #octalysis/ yukai@yukaichou.com
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- 91. Example:Autodesk Increase Trial Usageby 54% and Sales Revenue by 29%
- 92. Kids who playCard Games like Magic the Gathering need to remember a ton of information
- 93. …more information thanthe periodic table
- 94. 4) Ownership &Possession The more you have, the more you want
- 95. CustomizingYour Avatar Makes youfeel more ownership over it as your own identity @yukaichou / #octalysis / yukai@yukaichou.com
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- 98. It feels veryawkward 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
- 99. 5) Social Influence& Relatedness What others think can kill you
- 100. Game Technique #22: GroupQuests @yukaichou / #octalysis / yukai@yukaichou.com
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- 102. 6) Scarcity &Impatience The Grass OnThe Other Side @yukaichou / #octalysis / yukai@yukaichou.com
- 103. 6) Scarcity &Impatience The Grass OnThe Other Side Mozzy
- 105. 6) Scarcity &Impatience The Grass OnThe Other Side Laurelix
- 106. 7) Unpredictability &Curiosity What kills the cat
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- 109. @yukaichou / #octalysis/ yukai@yukaichou.com
- 110. @yukaichou / #octalysis/ yukai@yukaichou.com
- 113. The Boy Isthe Toy @yukaichou / #octalysis / yukai@yukaichou.com
- 115. 8) Loss &Avoidance The threat is stronger than the execution
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- 117. ©2011-2013 Mario Herger.All rights reserved. www.enterprise-gamification.com | www.gamificationcommunity.com 117 Gamification – Zombies Run!
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- 122. Speed Camera Lottery @yukaichou/ #octalysis / yukai@yukaichou.com
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- 124. -Narrative -Elitism -Humanity Hero -Beginners Luck -FreeLunch -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 Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Pressure -Sunk-Cost Tragedy -Lost Progress -Guilting -Grounded -Scarlet Letter -Visual Grave -Weep Tune
- 125. Applying Knowledge @yukaichou /#octalysis / yukai@yukaichou.com
- 126. Actionable Gamification:" Strategy Dashboard @yukaichou/ #octalysis / yukai@yukaichou.com
- 127. 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 @yukaichou / #octalysis / yukai@yukaichou.com
- 128. BUSINESS METRICS 1. ENDRESULTS OF WHAT YOU WANT TO IMPROVE 2.IN ORDER OF IMPORTANCE 3.NEEDS TO BE QUANTIFIABLE 4.LEADS TO GAME OBJECTIVE @yukaichou / #octalysis / yukai@yukaichou.com
- 129. PROCESS BUSINESS METRICS @yukaichou / #octalysis/ yukai@yukaichou.com
- 130. DEFINE USERS 1. DEMOGRAPHICS 2.WHATMOTIVATES 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) @yukaichou / #octalysis / yukai@yukaichou.com
- 131. PROCESS BUSINESS METRICS PLAYER @yukaichou / #octalysis/ yukai@yukaichou.com
- 132. PROCESS BUSINESS METRICS PLAYER ? @yukaichou / #octalysis/ yukai@yukaichou.com
- 133. DEFINE DESIRED ACTIONS 1. ALLTHE LITTLE ACTIONS YOU WANT USERS TO DO 2.CHRONOLOGICAL ORDER 3.NO ACTION IS TOO TRIVIAL 4.LEADS TO WIN-STATES @yukaichou / #octalysis / yukai@yukaichou.com
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- 135. 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 @yukaichou / #octalysis / yukai@yukaichou.com
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- 137. DEFINE INCENTIVES 1. Withinyour 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 @yukaichou / #octalysis / yukai@yukaichou.com
- 138. Reward Context 1. Fixed-ActionRewards: 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 @yukaichou / #octalysis / yukai@yukaichou.com
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- 141. ! For the excellentunderstanding 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
- 142. Companies I HaveHelped
- 143.