future of education through octalysis gamification
TRANSCRIPT
A Framework for Gamified Education
For: University of Agder By: Yu-kai Chou
Guild Leader: Yu-kai Chou
Early Pioneer of Gamification for 10 years
Parter at the Enterprise Gamification Consultancy
Original creator of the Octalysis Framework
Regular Keynote Speaker/Lecturer at Stanford University, TEDx, Accenture, SxSW, Google, etc.
Rated a #1 Gamification Guru in the world by UK-Based Leaderboarded
Humans have an innate desire to learn
Learning is one of our most fundamental activities
Things become boring when there is nothing more to learn
However….
Current school and education systems break that desire to learn
When you ask kids, “What’s work?”
When you ask kids, “What’s work?”
They will say, “School! Homework!”
When you ask kids, “What’s play?”
When you ask kids, “What’s play?”
They will say, “Games!!!!!!!!!”
Students like to do the bare minimum to achieve acceptable score
Many students only reach out for help when they feel like they are failing.
Humans don’t like to read through long texts or sit through long lectures
We learn by doing. Trial and error.
We learn by watching others go through it.
We learn through stories
Unfortunately, the things we need to learn became more complex and more abstract, but
technology and medium of technology could not catch up to it for the past centuries.
Games?
Games?
Entertainment Software Association (2012)
Games?
Entertainment Software Association (2012)
Average Gamer: 35 Years Old 68% Gamers Over 18 Year Old
47% Gamers are Women More Adult Women than Under 18 Male
Source: Entertainment Software Association (2012)
The MagicKids nowadays have bad work ethics?
No Discipline?
The MagicWaking up behind parents’ back 3AM in the
morning to level up = AMAZING work ethics
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
The MagicGamers call this “grinding.”
It’s Fun & Addicting.
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
The Magic
If it is well designed
The Magic
If it is well designed
“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
“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
Kids who play Card Games like Magic the Gathering need to remember a ton of information
…more information than the periodic table
Motivation > Intelligence
How do we build motivation?
What is Gamification?
Game Elements Non-Game (Boring) Context
Global MovementGartner predicts 70% of Fortune 500 will use
Gamification by 2014
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
The CauseEveryone focuses on PBLs (Points, Badges &
Leaderboards)
Points
Badges
Leaderboards
The CauseSimilar to “Social Media Marketing” 4 years ago
The CauseSimilar to “Social Media Marketing” 4 years ago
Real SMM is not simply creating a Twitter Profile and Facebook Page
The CauseBeginning with “game mechanics” instead of
the Core Drives
Bad Game Designer
We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops!
+ + + = ????
Bad Game Designer
We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops!
+ + + = ????
++
+ +
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...
Good Game DesignerHow do I want my users to FEEL?
Inspired? Proud? Scared?
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?
Good Gamification !
does not start with Game Elements
!
but starts with our Core Drives
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
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
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
Discovery Onboarding Scaffolding Endgame
Design for All 4 PhasesLevel 2 Octalysis
Discovery Onboarding Scaffolding Endgame
Design for All 4 PhasesLevel 2 Octalysis
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
1) Epic Meaning & CallingPart of something bigger than yourself
Elitism
Elitism
People see themselves as “Apple People” and will do whatever Apple People “should” 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)
PainSquad
Translating the Web = Higher Meaning
2) Development & AccomplishmentFeeling Progress and Achievement
When you buy something on eBay, you didn’t just buy something - you WON!! Maybe you overpaid, but at least you beat those 10 other bastards that were bidding against you
Most people forget that another one of Twitter’s innovations is the one-way follow. Because it is one-way, it feels like more of an accomplishment when people follow you (and you don’t follow
back).
Code Spells
3) Empowerment of Creativity & FeedbackThe creator inside of us
Piano Staircase: 66% more people used staircase
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
FoldIt
15 Year Problem Solved in 10 Days!
4) Ownership & PossessionThe more you have, the more you want
Customizing Your AvatarMakes you feel more ownership over it as your own identity
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
DragonBox
5) Social Influence & RelatednessWhat others think can kill you
Game Technique #22: Group Quests
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
Mentorship
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
6) Scarcity & ImpatienceThe Grass On The Other Side
6) Scarcity & ImpatienceThe Grass On The Other Side
Mozzy
6) Scarcity & ImpatienceThe Grass On The Other Side
Laurelix
7) Unpredictability & CuriosityWhat kills the cat
Monday, October 14, 13
The Boy Is the Toy
Monday, October 14, 13
8) Loss & AvoidanceThe threat is stronger than the execution
©2011-2013 Mario Herger. All rights reserved. www.enterprise-gamification.com | www.gamificationcommunity.com !124
Gamification – Zombies Run!
Speed Camera Lottery
Speed Camera Lottery
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
Relatedness
Autonomy
Competence
Motivation for School
How do we get people to care about what they are learning??
Game
Industry
Role Stats
Occupation Talents
Skills
Abilities
Alliance Quests
Network Achievements
6 Steps to Find Your Calling
Pick Your Game
vs
vs
Pick Your Game
Based on your passions
Determine Your Role
Determine Your Role
Based on your interests and skills
Access your Initial Stats
What are your innate talents?
Access your Initial Stats
What do you do better than everyone else in this world?
Access your Initial Stats
Don’t be an Axeman if your strengths lie in magic
Associative Thinking
You
Your Talent Triangle
Leadership Empowerment
Emotional Sensitivity Creativity
Empathy Building Trust
Optimism Systems Creation
Gem Spotting
Adaptation
Strategy Analytical Skills
Learn-Use Conversion
Interpersonal Speaking
Group Speaking Events Memory
Build your Skill Sets
Build your Skill Sets
Plan out your ideal skill combo
Coaching
You
Skill Triangle-Now
Networking Leadership
English/Mandarin Innovation
Gamification Social Media
Branding Project Management
Excel
Pitching
Finance Sustainability
Analytics
Recruitment
Virtual Worlds Photoshop
Octalysis Gamification
You
Game Dynamics
Presentation
SEO
Trustful Persuasion
Entrepreneurship
Social Media
English/Chinese/Spanish
Innovation
AnalyticsKeynote
Skill Triangle-Final
Behavioral EconomicsMotivational Psychology
NeurobiologyTechnology Implementations
Business Systems
Leadership
Find Allies
Find Allies
Find people with the same passion and Complementary Skills
Find Allies
Find people who are much higher level than you are
Find Allies
Help lower level people level up
Complete Quests
Complete Quests
Find small quests that help you beat the final mission
Complete Quests
Level up and grow with teammates
Beat the Game
Beat the Game
Fulfill your life with meaning
Beat the Game
Retire or find new games to master
The Future of Education
-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
Mario Herger Yu-‐kai Chou
Roman RackwitzMarigo Ra7opoulos
Companies we have worked with
Thank You. Truly.
Octalysis.com Enterprise-Gamification.com