gsummit sf 2014 - hands-on lab: actionable gamification: the octalysis framework by yu-kai chou...

A Framework for

Actionable

Gamification

Guild Leader: Yu-kai Chou

Early Pioneer of Gamification for 11 years

Parter at the Enterprise Gamification

Consultancy

Original creator of the Octalysis Framework

Regular Keynote Speaker/Lecturer at Stanford

University, TEDx, Accenture, SxSW

Rated a Top 3 Gamification Guru by

Leaderboarded

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

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


recognized:

I.First, it is ridiculed.

II.Second, it is violently opposed.

III.Third, it is regarded as self-evident.

The Schopenhauer

Truth Hype Cycle

The Schopenhauer

Truth Hype Cycle

Also, I’m a smart guy!


recognized:

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


Website Strategy!

This Social thing is a


Who needs Social

Media?

It’s a distraction to our

employees!

Just fad-chasing

enthusiasts and


Social Media...

DUH! Every


Talent Strategy!





business!

Just fad-chasing

enthusiasts and


Websites...


DUH! Every


Talent Strategy!





business!

Just fad-chasing

enthusiasts and


Websites...

DUH! Every


Website Strategy!

This Social thing is a


Who needs Social

Media?


employees!

Just fad-chasing

enthusiasts and


Social Media...

DUH! Every


Social Strategy!

This Gamification thing

is a fad...where’s the

ROI?

Who needs

Gamification?


employees!

Just fad-chasing

enthusiasts and


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)

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 with

Game Elements

but starts with our

Core Drives

The Basics of

Octalysis Gamification

Octalysi

s

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

Octalysi

s

Avoidance

Ownership

Empowerment

Meaning

Unpredictability

Accomplishment

Scarcity

Social

Influence

Octalysi

s

Meaning

Epic Meaning & Calling

Octalysi

s

Accomplishment

Development &

Accomplishment

Octalysi

s

Empowerment

Empowerment of

Creativity & Feedback

Octalysi

s

Ow

ners

hip

Ownership &

Possession

Octalysi

s

Socia

l

InfluenceSocial

Influence &

Relatedness

Octalysi

sScarcity

Scarcity & Impatience

Octalysi

sUnpredictability

Unpredictability & Curiosity

Octalysi

sUnpredictability

Unpredictability & Curiosity

Skinner Box

Octalysi

s

Avoidance

Loss & Avoidance

Right

BrainLeft

Brain Octalysi

s

Avoidance

Ownership

Empowerment

Meaning

Unpredictability

Accomplishment

Scarcity

Social

Influence

Right

BrainLeft

Brain Octalysi

s

Avoidance

Ownership

Empowerment

Meaning

Unpredictability

Accomplishment

Scarcity

Social

Influence

Extrinsic (tendency) Intrinsic (tendency)

White Hat Gamification

Black Hat Gamification

Octalysi

s

Avoidance

Ownership

Empowerment

Meaning

Unpredictability

Accomplishment

Scarcity

Social

Influence

Self-Submission to Black Hat Gamification

Just because it’s called Black Hat

doesn’t mean it’s necessarily bad

Octalysi

s

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)


-Leaderboard

-Progress Bar

-Quest Lists

-Win Prize

-High-Five

-Crowning

-LevelUp Symphony

-Aura Effect


-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


-SeeSaw Bump

-Group Quest

-Touting


-Fixed Intervals

-Dangling

-Prize Pacing

-Options Pacing

-Patient Feedback

-Count Down

-Throttles

-Moats

-Glowing Choice

-MiniQuests


-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 Treasure

Group 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 Circles

Note: (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

Octalysi

s

-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


-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

Octalysi

s

-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

InfluenceOctalysis Score: 267

-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 Stars

Defeating Chocolate

Quest to accumulate more

points and boosters

Social Treasure - Lives

See friend progress

Always waiting for the right

gems

Seeing levels ahead

Countdown timer/moves

Balancing Owl Gems

Unpredictable Gems

Random CombosAvoiding Loss

Fear of the chocolate

encroaching candy

Octalysis Score:

432

“You need a LinkedIn Account”

Finding that dream job you are passionate about

Avoidance

Ownership

Empowerment

Meaning

Unpredictability

Accomplishment

Scarcity

Social

Influence

Better ways to “dress up” your

profile and build reputation in

communities.

Progress Bar

“X People saw your profile”

Recommendations

Endorsements

Your life. Your Job.

Accumulating more

contacts.

Social Treasure -

Recommendations

Social Prodding -

Endorsements

X People saw my profile

Want to see her profile?

Upgrade to Premium!

Want to connect? Upgrade

to Premium!

Are recruiters Googling my

name and seeing my

profile?

How many people view my

profile?

Avoiding Loss of Career

Avoiding Bad Reputation

Octalysis Score:

294

Octalysis Tool

http://yukaichou.com/

octalysis.html


Discovery Onboarding Scaffolding Endgame

Design for All 4 Phases

Level 2 Octalysis

Discovery OnboardingScaffoldin

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Endgam

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Achie

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Exp

lore

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lizer

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Discover

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Onboardin

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Scaffoldin

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Endgam

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Achie

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Socia

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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?

The 8 Core Drives

of Octalysis

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

2) Development &

AccomplishmentFeeling Progress and Achievement

3) Empowerment of

Creativity & FeedbackThe creator inside of us

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

5) Social Influence &

RelatednessWhat others think can kill you

Game Technique

#22: Group Quests

Mentorship

6) Scarcity & ImpatienceThe Grass On The Other Side

7) Unpredictability &

CuriosityWhat kills the cat

The Boy Is the Toy

8) Loss & AvoidanceThe threat is stronger than the

execution

Octalysi

s

Avoidance

Ownership

Empowerment

Meaning

Unpredictability

Accomplishment

Scarcity

Social

Influence

Relatedness

Autonomy

Competence

Speed Camera

Lottery

-Narrative

-Elitism

-Humanity Hero

-Beginners Luck

-Free Lunch

-Chosen One

-Points

-Badges


-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


-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


-Envy

-Group Quest

-Touting


-Fixed Intervals

-Prize Pacing

-Options Pacing

-Patient Feedback

-Count Down

-Throttles

-Moats

-Glowing Choice

-MiniQuest


-Easter Eggs

-Random Rewards

-Sudden Tips

-Rolling Rewards

-Mischief

-Sudden Rewards

-Suspense

Octalysi

s

Avoidance

Ownership

Empowerment

Meaning

Unpredictability

Accomplishment

Scarcity

Social

Pressure

-Sunk-Cost Tragedy

-Lost Progress

-Guilting

-Grounded

-Scarlet Letter

-Visual Grave

-Weep Tune

Applying Knowledge

Actionable Gamification:

Strategy Dashboard

Strategy Dashboard

1.Define: Business Metrics - Game Objective

2.Define: Users - Players

3.Define: Desired Actions - Win-State

4.Define: User Stats - Feedback

5.Define: Incentives - Drives

BUSINESS METRICS

1.END RESULTS OF WHAT YOU WANT TO

IMPROVE

2. IN ORDER OF IMPORTANCE

3.NEEDS TO BE QUANTIFIABLE

4.LEADS TO GAME OBJECTIVE

PROCESS

BUSINESS

METRICS

DEFINE USERS

1.DEMOGRAPHICS

2.WHAT MOTIVATES THEM

3.WHY ARE THEY DOING THE CURRENT

ACTIVITIES (8 CORE DRIVES)

4.WHAT ARE ANTI-CORE DRIVES?

(REASONS WHY THEY DON’T DO THE

DESIRED ACTIONS)

PROCESS

BUSINESS

METRICS

PLAYER

PROCESS

BUSINESS

METRICS

PLAYER

?

DEFINE DESIRED

ACTIONS

1.ALL THE LITTLE ACTIONS YOU WANT

USERS TO DO

2.CHRONOLOGICAL ORDER

3.NO ACTION IS TOO TRIVIAL

4.LEADS TO WIN-STATES

PROCESS

BUSINESS

METRICS

WIN-STATE

PLAYER

DESIRED

ACTIONSRESULTS

DEFINE Feedback Stats

1.WHAT USERS USE TO KEEP TRACK OF

THEIR PROGRESS TOWARDS WIN-STATE

2.Examples: POINTS, LEVELS, STAGES,

TROPHIES, AVATARS

3.SHOULD REEMPHASIZE ON THE CORE

DRIVES

PROCESS

BUSINESS

METRICS

WIN-STATE

PLAYER

DESIRED

ACTIONSRESULTS

FEEDBACK

STATS

DEFINE INCENTIVES

1.Within your power, if you could give users

everything they want, what would it be?

2. “Within your power” is important to define

3. Rewards, 8 Core Drives, or SAPS

4.Strategically place them in different Win-

States

Reward Context

1.Fixed-Action Rewards: Earned Lunch

2.Random Rewards: Mystery Box

3.Sudden Rewards: Easter Egg

4.Rolling Rewards: Lottery

5.Social Treasure: Gifting

6.Prize Pacing: Collection Set

PROCESS

BUSINESS

METRICS

WIN-STATE

PLAYER

DESIRED

ACTIONSRESULTS

FEEDBACK

STATS

INCENTIVES

EMBEDDED

For the excellent understanding and application of

Gamification Core Drives and Motivation

Average Joey

is awarded this certificate in honor of achieving

THE OCTALYSIS FRAMEWORK - LEVEL ONE

standards and conditions for masteryYu-kai

Chou

Octalysis Certificate of Completion

Mario Herger Yu-kai Chou

Roman RackwitzMarigo Raftopoulos

Companies we have worked with

Thank You.

Truly.

gsummit sf 2014 - hands-on lab: actionable gamification: the octalysis framework by yu-kai chou...

Presentations & Public Speaking

mario herger

actionable gamification

gamification vs

gamification guru

magic gamers

early pioneer of gamification

bad work ethics

amazing work ethics