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Gamification & Behavioral Design
For: Aarhus By: Yu-kai Chou
@yukaichou / #octalysis / 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
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
We’ll 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.”
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
@yukaichou / #octalysis / 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
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
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 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
Octalysis Score: 414
-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
Octalysis Score: 432
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
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
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?
Practice Creating an Octalysis Chart for It
Speed Camera Lottery
Speed Camera Lottery
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 Strategy Dashboard
BUSINESS METRICS
WIN-STATE
PLAYER
DESIRED ACTIONS
COMMITS
RESULTS
IMPACT
FEEDBACK MECHANICS
PROGRESS
TRACKS
EMBEDDED
TRIGGERS
REWARDS
Octalysis Prime
Thank You. Truly.
YukaiChou.com @yukaichou
yukai@octalysisgroup.com
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