yu-kai chou's workshop for accenture on gamification (octalysis)

A Framework for Actionable Gamification

For: Accenture 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, Google, Conferences, VC Gatherings

Rated a #1 Gamification Guru in the world by UK-Based Leaderboarded

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 (2012)

ExerciseThink about ONE game you enjoyed playing:

Farmville? Candy Crush? Angry Birds? Starcraft? WoW? DOTA? Halo? LoL?

Poker? Golf? Majong? Crossword Puzzle? Sudoku?

Write it down, and think about what made that game fun/enjoyable

Exercise

We’ll come back to this later.

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

Game Work

Tasks repetitive, but fun repetitive and dull

Feedback constantly once a year

Goals clear contradictory, vague

Path to Mastery clear unclear

Rules clear, transparent unclear, in-transparent

Information right amount at the right time too much and not enough

Failure expected, spectacular, brag about it forbidden, punished, don’t talk about it

Status of Users transparent, timely hidden

Promotion meritocracy kiss-up-o-cracy

Collaboration yes yes

Speed/Risk high low

Autonomy high mid to low

Narrative yes only if you are lucky

Obstacles on purpose accidental

“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: SAP Community Network

Example: SAP Community Network

Increase Active Users by 1300% and Activity by 2300%

Example: Autodesk

Example: Autodesk

Increase Trial Usage by 54% and Sales Revenue by 29%

90+ Gamification Case Studies with ROI Stats

http://bit.ly/gameROI

Outside Reading



Every truth passes through 3 stages before it is recognized:

The Schopenhauer Truth Hype Cycle


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...

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


+ + + = ????

++

+ +

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 suck and are boring.


++

+ +

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 the status of Winning & Addicting


++

+ +

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 withGame 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 TreasureGroup 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 CirclesNote: (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

-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 Manipulation Tool

http://yukaichou.com/octalysis.html

Outside Activity





Discovery Onboarding Scaffolding Endgame

Design for All 4 PhasesLevel 2 Octalysis


Ach

ieve

rsEx

plor

ers

Soci

aliz

ers

Kill

ers


AchieversExplorersSocializersKillers

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?

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

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)

2) Development & AccomplishmentFeeling Progress and Achievement

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+

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).

3) Empowerment of Creativity & FeedbackThe creator inside of us

Chevrolet Volt: 53% reduction in speeding cars

Users FEEL empowered to control the situation and see feedback immediately

Chevrolet Volt: 53% reduction in speeding cars

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

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

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

Social Standing

Social Standing

Call Center: 15% call time reduced, 8-12% increased

sales

6) Scarcity & ImpatienceThe Grass On The Other Side

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

Applying Knowledge

Gamification Dashboard

1. Define: Business Metrics - Game Objective

2.Define: Users - Players

3.Define: Desired Actions - Win-State

4.Define: User Metrics - Stats

5.Define: Incentives - Carrots

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

Next Steps:

Mario Herger’s 2-Day Enterprise Gamification Workshop

Competition, ROI Process, Gamification Budgeting and Implementation, Legal Risks & Compliance, Cheating etc.

Advanced 1-Day Octalysis WorkshopPrerequisite: taken intro Octalysis workshop. Complete

actionable process through Level 1-3 Octalysis.

Book:“Actionable Gamification - Beyond Points, Badges,

and Leaderboards”Coming Q1 2014

Mario Herger Yu-‐kai Chou

Roman RackwitzMarigo Ra7opoulos

Companies we have worked with

Thank You.Truly.

Octalysis.com Enterprise-Gamification.com

[email protected]

mailto:[email protected]




yu-kai chou's workshop for accenture on gamification (octalysis)

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