octalysis gamification workshop for runway
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A Framework for Actionable GamificationFor: Runway Incubator By: Yu-kai Chou
@yukaichou / #octalysis / yukai@yukaichou.com
Early Pioneer of Gamification 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
ExerciseThink about ONE game you enjoyed playing:
Farmville? Candy Crush? Angry Birds? Starcraft? WoW? DOTA? Halo? LoL?
Poker? Golf? Majong? Crossword Puzzle? Sudoku?
Think about what made that game fun/enjoyable
Exercise
We’ll come back to this later.
The MagicKids nowadays have bad work ethics?
No Discipline?
@yukaichou / #octalysis / yukai@yukaichou.com
The MagicWaking up behind parents’ back 3AM in the
morning to level up = AMAZING work ethics
@yukaichou / #octalysis / yukai@yukaichou.com
The MagicIn Role-Playing Games (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
The MagicGamers call this “grinding.”
It’s Fun & Addicting.
@yukaichou / #octalysis / yukai@yukaichou.com
The MagicIn the real world, this is called Grunt
Work. It’s Boring & Torturous.
The MagicIf games can get kids to voluntarily do hours of secret grunt work, it can get anyone engaged to
anything
@yukaichou / #octalysis / yukai@yukaichou.com
The Magic
If it is well designed
@yukaichou / #octalysis / yukai@yukaichou.com
“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
@yukaichou / #octalysis / yukai@yukaichou.com
“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
@yukaichou / #octalysis / yukai@yukaichou.com
90+ Gamification Case Studies with ROI Stats
http://bit.ly/gameROI
Outside Reading
@yukaichou / #octalysis / yukai@yukaichou.com
Every truth passes through 3 stages before it is recognized:
!
The Schopenhauer Truth Hype Cycle
@yukaichou / #octalysis / yukai@yukaichou.com
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
History LessonMany Years Ago A Few Years Ago Now
History LessonMany 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...
History LessonMany 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...
History LessonMany 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...
Global MovementGartner predicts 70% of Fortune 500 will use
Gamification by 2014
@yukaichou / #octalysis / yukai@yukaichou.com
Except...Gartner also predicts 80% of the gamified apps
will fail due to bad design
Agencies and individuals claim to be experts at whatever is the new “Buzzword”
The Cause
@yukaichou / #octalysis / yukai@yukaichou.com
The CauseEveryone focuses on PBLs (Points, Badges &
Leaderboards)
Points
Badges
Leaderboards
@yukaichou / #octalysis / yukai@yukaichou.com
The CauseSimilar to “Social Media Marketing” 6 years ago
@yukaichou / #octalysis / yukai@yukaichou.com
The CauseSimilar to “Social Media Marketing” 6 years ago
Real SMM is not simply creating a Twitter Profile and Facebook Page
The CauseBeginning with “game mechanics” instead of
the Core Drives
@yukaichou / #octalysis / yukai@yukaichou.com
Bad Game Designer
We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops!
+ + + = ????
@yukaichou / #octalysis / yukai@yukaichou.com
Bad Game Designer
We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops!
+ + + = ????
++
+ +
@yukaichou / #octalysis / yukai@yukaichou.com
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!
++
+ +
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!
++
+ +
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!
++
+ +
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!
++
+ +
Good Game DesignerHow do I want my users to...
@yukaichou / #octalysis / yukai@yukaichou.com
Good Game DesignerHow do I want my users to FEEL?
Inspired? Proud? Scared?
@yukaichou / #octalysis / yukai@yukaichou.com
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
Good Gamification !
does not start with Game Elements
!
but starts with our Core Drives
The Basics of Octalysis Gamification
@yukaichou / #octalysis / yukai@yukaichou.com
Octalysis
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
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
Octalysis
Meaning
Epic Meaning & Calling
Octalysis
Accomplishment
Development & Accomplishment
Octalysis
Empowerment
Empowerment of Creativity & Feedback
Octalysis
Ow
nership
Ownership & Possession
Octalysis
Soci
al In
fluen
ce
Social Influence & Relatedness
OctalysisScarcity
Scarcity & Impatience
OctalysisUnpredictability
Unpredictability & Curiosity
OctalysisUnpredictability
Unpredictability & Curiosity
Skinner Box
Octalysis
Avoidance
Loss & Avoidance
Right Brain
Left Brain
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
Right Brain
Left Brain
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
Extrinsic (tendency) Intrinsic (tendency)
White Hat Gamification
Black Hat Gamification
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
White Hat Gamification
Black Hat Gamification
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
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.
Self-Submission to Black Hat Gamification
Just because it’s called Black Hat doesn’t mean it’s necessarily bad
@yukaichou / #octalysis / yukai@yukaichou.com
Octalysis
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
-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
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
Octalysis
-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
-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 Influence
Octalysis Score: 267
-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 Combos
Avoiding Loss Fear of the chocolate encroaching candy
Octalysis Score: 432
“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
Octalysis Tool
http://yukaichou.com/octalysis-tool
@yukaichou / #octalysis / yukai@yukaichou.com
Discovery Onboarding Scaffolding Endgame
Design for All 4 PhasesLevel 2 Octalysis
@yukaichou / #octalysis / yukai@yukaichou.com
Discovery Onboarding Scaffolding Endgame
Design for All 4 PhasesLevel 2 Octalysis
@yukaichou / #octalysis / yukai@yukaichou.com
Discovery Onboarding Scaffolding Endgame
Ach
ieve
rsEx
plor
ers
Soci
aliz
ers
Kill
ers
Discovery Onboarding Scaffolding Endgame
Ach
ieve
rsEx
plor
ers
Soci
aliz
ers
Kill
ers
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?
@yukaichou / #octalysis / yukai@yukaichou.com
The 8 Core Drives"of Octalysis
@yukaichou / #octalysis / yukai@yukaichou.com
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
1) Epic Meaning & CallingPart of something bigger than yourself
Pain Squad
Elitism
2) Development & AccomplishmentFeeling Progress and Achievement
@yukaichou / #octalysis / yukai@yukaichou.com
Nike+ lets people see 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
“I overpaid for my product, Suckas!!”
3) Empowerment of Creativity & FeedbackThe creator inside of us
Starcraft Arena
Example: Autodesk
Example: Autodesk
Increase Trial Usage by 54% and Sales Revenue by 29%
Kids who play Card Games like Magic the Gathering need to remember a ton of information
…more information than the periodic table
4) Ownership & PossessionThe more you have, the more you want
Customizing Your AvatarMakes you feel more ownership over it as your own identity
@yukaichou / #octalysis / yukai@yukaichou.com
Mcdonald’s Monopoly Game
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
5) Social Influence & RelatednessWhat others think can kill you
Game Technique #22: Group Quests
@yukaichou / #octalysis / yukai@yukaichou.com
Mentorship
6) Scarcity & ImpatienceThe Grass On The Other Side
@yukaichou / #octalysis / yukai@yukaichou.com
6) Scarcity & ImpatienceThe Grass On The Other Side
Mozzy
6) Scarcity & ImpatienceThe Grass On The Other Side
Laurelix
7) Unpredictability & CuriosityWhat kills the cat
Will It Blend?
Monday, October 14, 13
Monday, October 14, 13
8) Loss & AvoidanceThe threat is stronger than the execution
Never Again!!!
©2011-2013 Mario Herger. All rights reserved. www.enterprise-gamification.com | www.gamificationcommunity.com 117
Gamification – Zombies Run!
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
Relatedness
Autonomy
Competence
Speed Camera Lottery
-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
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Pressure
-Sunk-Cost Tragedy -Lost Progress -Guilting
-Grounded -Scarlet Letter -Visual Grave -Weep Tune
Actionable Gamification:"Strategy Dashboard
@yukaichou / #octalysis / yukai@yukaichou.com
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
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
@yukaichou / #octalysis / yukai@yukaichou.com
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)
@yukaichou / #octalysis / yukai@yukaichou.com
PROCESS
BUSINESS METRICS
PLAYER
@yukaichou / #octalysis / yukai@yukaichou.com
PROCESS
BUSINESS METRICS
PLAYER
?
@yukaichou / #octalysis / yukai@yukaichou.com
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
@yukaichou / #octalysis / yukai@yukaichou.com
PROCESS
BUSINESS METRICS
WIN-STATE
PLAYER
DESIRED ACTIONS
COMMITS
RESULTS
IMPACT
@yukaichou / #octalysis / yukai@yukaichou.com
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
PROCESS
BUSINESS METRICS
WIN-STATE
PLAYER
DESIRED ACTIONS
COMMITS
RESULTS
IMPACT
FEEDBACK STATS
PROGRESS
TRACKS
@yukaichou / #octalysis / yukai@yukaichou.com
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
@yukaichou / #octalysis / yukai@yukaichou.com
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
@yukaichou / #octalysis / yukai@yukaichou.com
PROCESS
BUSINESS METRICS
WIN-STATE
PLAYER
DESIRED ACTIONS
COMMITS
RESULTS
IMPACT
FEEDBACK STATS
PROGRESS
TRACKS
INCENTIVES
EMBEDDED
@yukaichou / #octalysis / yukai@yukaichou.com
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
!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
Companies I Have Helped
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