octalysis gamification workshop for aig japan (2015)

Octalysis Gamification Workshop

For: AIG Japan By: Yu-kai Chou

Guild Leader: Yu-kai Chou

Early Pioneer of Gamification for 12 years

Founder of Octalysis Group & Behavioral Scientist of Captain Up (Israel Engagement Platform)

Regular Keynote Speaker/Lecturer at Stanford University, Accenture, Fidelity, Huawei, TEDx

Rated #1 Gamification Guru by World Gamification Congress (2014) and Leaderboarded (2013, 2014)

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

Source: Entertainment Software Association

What is Gamification?

Game Elements Non-Game (Boring) Context

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

“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

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%

Every truth passes through 3 stages before it is recognized:

The Schopenhauer Truth Hype Cycle

@yukaichou / #octalysis / [email protected]

mailto:[email protected]


I. First, it is ridiculed. II. Second, it is violently opposed. III. Third, it is regarded as self-evident.





Also, I’m a smart guy!


I. First, it is ridiculed. II. Second, it is violently opposed. III. Third, it is regarded as self-evident.



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!


conferences talk about Social Media...




business!







business!



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!


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!


conferences talk about Gamification...

90+ Gamification Case Studies with ROI Stats

http://bit.ly/gameROI

Outside Reading

http://bit.ly/gameROI

Global MovementGartner predicts 70% of Fortune 500 will use

Gamification by 2015

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” 7 years ago

The CauseSimilar to “Social Media Marketing” 7 years ago

Real SMM is not simply creating a Twitter Profile and Facebook Page

Design ProblemBeginning 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


+ + + = ????

++

+ +

Bad Game Designer

+ + + = ????

A game can have all the right “game elements” but still be stupid/boring.


++

+ +

Bad Game Designer

+ + + = ????

In fact, ALL games have “game elements” but most games boring and failures.


++

+ +

Bad Game Designer

+ + + = ????

It’s naive to think that once you plug game mechanics into your company, it will be successful


++

+ +

Bad Game Designer

+ + + = ????

Only a few well-designed games achieve winning and addictive status


++

+ +

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-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

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

Octalysis

Avoidance

Ownership

Empowerment

Meaning

Unpredictability

Accomplishment

Scarcity

Social Influence

Black Hat Gamification



Octalysis

Avoidance

Ownership

Empowerment

Meaning

Unpredictability

Accomplishment

Scarcity

Social Influence



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

-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-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


-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 StarsDefeating Chocolate

Quest to accumulate more points and boosters

Social Treasure - LivesSee friend progress

Always waiting for the right gemsSeeing levels aheadCountdown timer/movesBalancing Owl Gems

Unpredictable GemsRandom CombosAvoiding Loss

Fear of the chocolate encroaching candy


http://yukaichou.com/octalysis-tool

http://yukaichou.com/octalysis-tool

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

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

1) Epic Meaning & CallingPart of something bigger than yourself

World About to End

Pain Squad

Elitism

2) Development & AccomplishmentFeeling Progress and Achievement

LinkedIn Progress Bar

Amazon

Glowing Choice

Empty Achievements

3) Empowerment of Creativity & FeedbackThe creator inside of us

Starcraft Arena

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

…more information than the periodic table

Draw Something

Gameable by Design

4) Ownership & PossessionThe more you have, the more you want

Customizing Your AvatarMakes you feel more ownership over it as your own identity

Collection Sets (GT #16)

5) Social Influence & RelatednessWhat others think can kill you

Game Technique #22: Group Quests

Mentorship

Social Influence

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

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

Amazon

6) Scarcity & ImpatienceThe Grass On The Other Side

Scarcity


Mozzy


Laurelix

7) Unpredictability & CuriosityWhat kills the cat

Easter Eggs

Chase Picks Up the Tab

FourSquare

Monday, October 14, 13

The Boy Is the Toy

8) Loss & AvoidanceThe threat is stronger than the execution

Never Again!!!

Sunk Cost Prison

-Emphasize this narrative more

-”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

Speed Camera Lottery

Thank You. Truly.

Octalysis.com @yukaichou

[email protected]


octalysis gamification workshop for aig japan (2015)

Leadership & Management

years old

magic gamers

humanfocused design

magic kids

octalysis gamication

gamication vs

schopenhauer truth hype

gamication guru