gamiﬁcation & behavioral design - aarhus bssuniversity, google, lego, accenture, bcg, tedx...

Gamification & Behavioral Design

For: Aarhus By: Yu-kai Chou

@yukaichou / #octalysis / [email protected]

mailto:[email protected]

Guild Leader: Yu-kai Chou



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



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



+Neurobiology+UX/UI


+Business Systems

=

Required to make a great game

Gamification



+Neurobiology+UX/UI


+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



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%

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

OctalysisScarcity

Scarcity & Impatience

OctalysisUnpredictability

Unpredictability & Curiosity

OctalysisUnpredictability

Unpredictability & Curiosity

Skinner Box

Easter Eggs

Chase Picks Up the Tab

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



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












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

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

Octalysis

Avoidance

Ownership

Empowerment

Meaning

Unpredictability

Accomplishment

Scarcity

Social Influence












http://yukaichou.com/books

http://yukaichou.com/octalysisbook

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

[email protected]

mailto:[email protected]?subject=

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