gamification & behavioral ?· voted “power 30 under 30” by apex society ... -progress bar...

Download Gamification & Behavioral ?· Voted “Power 30 Under 30” by Apex Society ... -Progress Bar -Quest…

Post on 05-Jun-2018

213 views

Category:

Documents

0 download

Embed Size (px)

TRANSCRIPT

  • Gamification & Behavioral Design

    For: Aarhus By: Yu-kai Chou

    @yukaichou / #octalysis / yukai@yukaichou.com

    mailto:yukai@yukaichou.com

  • Guild Leader: Yu-kai Chou

    @yukaichou / #octalysis / yukai@yukaichou.com

    mailto:yukai@yukaichou.com

  • Early Pioneer of Gamification for 13 years

    Serial Entrepreneur in Gamification

    Regular Keynote Speaker/Lecturer at Stanford University, Google, LEGO, Accenture, BCG, TEDx

    Work featured in Forbes, Wall Street Journal, PBS

    Voted Power 30 Under 30 by Apex Society

    Rated #1 in Top 100 Gamification Gurus in 2014 and Gamification Guru of the Year in 2015

    @yukaichou / #octalysis / yukai@yukaichou.com

    mailto:yukai@yukaichou.com

  • http://yukaichou.com/books

    http://yukaichou.com/octalysisbook

  • Games?

  • Games?

    Entertainment Software Association (2012)

  • Games?

    Entertainment Software Association (2012)

    Average Gamer: 35 Years Old68% Gamers Over 18 Year Old

    47% Gamers are Women More Adult Women than Under 18 Male

  • What is Gamification?

    Game Elements Non-Game (Boring) Context

  • Gamification

    +Behavioral Economics

    Game Mechanics+Motivational Psychology

    +Neurobiology+UX/UI

    +Technology Platforms

    +Business Systems

    =

  • Gamification

    +Behavioral Economics

    Game Mechanics+Motivational Psychology

    +Neurobiology+UX/UI

    +Technology Platforms

    +Business Systems

    =

    Required to make a great game

  • Gamification

    +Behavioral Economics

    Game Mechanics+Motivational Psychology

    +Neurobiology+UX/UI

    +Technology Platforms

    +Business Systems

    =

    Required to make a great game

    Combined with Business Systems that generate ROI

  • 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

    Well come back to this later.

  • 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.

    Its Fun & Addicting.

  • The MagicIn the real world, this is called Grunt

    Work. Its 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

    mailto:yukai@yukaichou.com

  • 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

    @yukaichou / #octalysis / yukai@yukaichou.com

    vs

    mailto:yukai@yukaichou.com

  • Example: FoldIt

  • Example: FoldIt

    15 Year AIDS Problem solved in 10 Days

  • Example: Opower

  • Example: Opower

    Over 1 Terawatt ($120M) of energy savings

  • Example: Autodesk

  • Example: Autodesk

    Increase Trial Usage by 40% and Conversions by 15%

  • Global MovementAlmost all continents and industries are

    experimenting with Gamification campaigns

  • 90+ Gamification Case Studies with ROI Stats

    http://bit.ly/gameROI

    Outside Reading

    http://bit.ly/gameROI

  • 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-Revealed Heart

    -Beginners Luck-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

  • Octalysis

    Avoidance

    Ownership

    Empowerment

    Meaning

    Unpredictability

    Accomplishment

    Scarcity

    Social Influence

  • Octalysis

    Meaning

    Epic Meaning & Calling

  • World About to End

  • Octalysis

    Accomplishment

    Development & Accomplishment

  • Octalysis

    Empowerment

    Empowerment of Creativity & Feedback

  • Kids who play Card Games like Magic the Gathering need to remember a ton of information

  • more information than the periodic table

  • Octalysis

    Ow

    nership

    Ownership & Possession

  • Collection Sets (GT #16)

  • Pokemon GO

  • Octalysis

    Soci

    al In

    fluen

    ce

    Social Influence & Relatedness

  • Game Technique #22: Group Quests

  • Amazon

  • Amazon

  • OctalysisScarcity

    Scarcity & Impatience

  • OctalysisUnpredictability

    Unpredictability & Curiosity

  • OctalysisUnpredictability

    Unpredictability & Curiosity

    Skinner Box

  • Easter Eggs

  • Chase Picks Up the Tab

  • eMart

  • Octalysis

    Avoidance

    Loss & Avoidance

  • Never Again!!!

  • Sunk Cost Prison

  • 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

    Octalysis

    Avoidance

    Ownership

    Empowerment

    Meaning

    Unpredictability

    Accomplishment

    Scarcity

    Social Influence

    Black Hat Gamification

  • 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 dont feel like they are in control over themselves.

  • Self-Submission to Black Hat Gamification

    Just because its called Black Hat doesnt mean its necessarily bad

  • -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

  • 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