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![Page 1: [Keynote at WGC 2015] Maturity in Gamification, a shift to White Hat Intrinsic Designs](https://reader034.dokumen.tips/reader034/viewer/2022050613/5879a0121a28ab082c8b5867/html5/thumbnails/1.jpg)
Maturity in Gamification: a Shift to Intrinsic White Hat Designs
For: WGC 2015 By: Yu-kai Chou
@yukaichou / #octalysis / [email protected]
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Early Pioneer of Gamification since 2003
Serial Entrepreneur in Gamification
Founder of Octalysis Group
Regular Keynote Speaker/Lecturer at Stanford University, Accenture, TEDx, SxSW
Voted top Gamification Guru in World Gamification Congress 2014
@yukaichou / #octalysis / [email protected]
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http://yukaichou.com/octalysisbook
Regular Book:$28 on Amazon
Autographed Book for WGC:€20
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2003 - 2012Building a ship that could float
![Page 6: [Keynote at WGC 2015] Maturity in Gamification, a shift to White Hat Intrinsic Designs](https://reader034.dokumen.tips/reader034/viewer/2022050613/5879a0121a28ab082c8b5867/html5/thumbnails/6.jpg)
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
![Page 7: [Keynote at WGC 2015] Maturity in Gamification, a shift to White Hat Intrinsic Designs](https://reader034.dokumen.tips/reader034/viewer/2022050613/5879a0121a28ab082c8b5867/html5/thumbnails/7.jpg)
Octalysis
Meaning
Epic Meaning & Calling
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Octalysis
Accomplishment
Development & Accomplishment
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Octalysis
Empowerment
Empowerment of Creativity & Feedback
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Octalysis
Ow
nership
Ownership & Possession
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Octalysis
Soci
al In
fluen
ce
Social Influence & Relatedness
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OctalysisScarcity
Scarcity & Impatience
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OctalysisUnpredictability
Unpredictability & Curiosity
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OctalysisUnpredictability
Unpredictability & Curiosity
Skinner Box
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Octalysis
Avoidance
Loss & Avoidance
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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
![Page 21: [Keynote at WGC 2015] Maturity in Gamification, a shift to White Hat Intrinsic Designs](https://reader034.dokumen.tips/reader034/viewer/2022050613/5879a0121a28ab082c8b5867/html5/thumbnails/21.jpg)
-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
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Discovery Onboarding Scaffolding Endgame
Design for All 4 PhasesLevel 2 Octalysis
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Discovery Onboarding Scaffolding Endgame
Design for All 4 PhasesLevel 2 Octalysis
@yukaichou / #octalysis / [email protected]
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Discovery Onboarding Scaffolding Endgame
Ach
ieve
rsEx
plor
ers
Soci
aliz
ers
Kill
ers
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Discovery Onboarding Scaffolding Endgame
Ach
ieve
rsEx
plor
ers
Soci
aliz
ers
Kill
ers
![Page 28: [Keynote at WGC 2015] Maturity in Gamification, a shift to White Hat Intrinsic Designs](https://reader034.dokumen.tips/reader034/viewer/2022050613/5879a0121a28ab082c8b5867/html5/thumbnails/28.jpg)
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
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We finally built a ship that can sail
off from the dock…
and now we face the…
Vast Oceanahead of us
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Right Brain
Left Brain Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
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Right Brain
Left Brain
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
Extrinsic (tendency) Intrinsic (tendency)
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White Hat Gamification
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
Black Hat Gamification
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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.
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Self-Submission to Black Hat Gamification
Just because it’s called Black Hat doesn’t mean it’s necessarily bad
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Warning: Danger Zone
Industry Crash (if designed improperly)
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Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
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Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
1.White Hat + Left Brain (Extrinsic)
PointsBadgesLeaderboards
@yukaichou / #octalysis / [email protected]
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Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
1.White Hat + Left Brain (Extrinsic)
PointsBadgesLeaderboards
“Overjustification Effect”
@yukaichou / #octalysis / [email protected]
![Page 40: [Keynote at WGC 2015] Maturity in Gamification, a shift to White Hat Intrinsic Designs](https://reader034.dokumen.tips/reader034/viewer/2022050613/5879a0121a28ab082c8b5867/html5/thumbnails/40.jpg)
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
2. Black Hat + Left Brain (Extrinsic)
Anchored JuxtapositionAppointment DynamicsMagnetic Caps
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Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
2. Black Hat + Left Brain (Extrinsic)
Anchored JuxtapositionAppointment DynamicsMagnetic Caps
“Obsessive Short-Term Behavior”
![Page 42: [Keynote at WGC 2015] Maturity in Gamification, a shift to White Hat Intrinsic Designs](https://reader034.dokumen.tips/reader034/viewer/2022050613/5879a0121a28ab082c8b5867/html5/thumbnails/42.jpg)
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
3. Black Hat + Right Brain (Intrinsic)
Slot Machine MechanicsEaster EggsCompetition
![Page 43: [Keynote at WGC 2015] Maturity in Gamification, a shift to White Hat Intrinsic Designs](https://reader034.dokumen.tips/reader034/viewer/2022050613/5879a0121a28ab082c8b5867/html5/thumbnails/43.jpg)
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
3. Black Hat + Right Brain (Intrinsic)
Slot Machine MechanicsEaster EggsCompetition
“Gambling-like guilty addiction”
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Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
4. White Hat + Right Brain (Intrinsic)
AutonomyMeaningful ChoicesBoosters
@yukaichou / #octalysis / [email protected]
![Page 45: [Keynote at WGC 2015] Maturity in Gamification, a shift to White Hat Intrinsic Designs](https://reader034.dokumen.tips/reader034/viewer/2022050613/5879a0121a28ab082c8b5867/html5/thumbnails/45.jpg)
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
4. White Hat + Right Brain (Intrinsic)
AutonomyMeaningful ChoicesBoosters
“Evergreen Happy Engagement”
@yukaichou / #octalysis / [email protected]
![Page 46: [Keynote at WGC 2015] Maturity in Gamification, a shift to White Hat Intrinsic Designs](https://reader034.dokumen.tips/reader034/viewer/2022050613/5879a0121a28ab082c8b5867/html5/thumbnails/46.jpg)
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
White Hat + Left Brain (Extrinsic)
White Hat + Right Brain (Intrinsic)
Black Hat + Left Brain (Extrinsic)
Black Hat + Right Brain (Intrinsic)
“Evergreen Engagement”
“Gambling-like guilty addiction”
“Obsessive Short-Term Behavior”
“Overjustification Effect”
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1) Term “Gamification” may or may not last
(depending on how the industry designs)
2) Ability to motivate desired behavior will
ALWAYS be useful
3) People will ALWAYS play games
The Future:
@yukaichou / #octalysis / [email protected]
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Guest Appearance
Say this together:“Octalysis Prime!!!”
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http://yukaichou.com/octalysisbook
Regular Book:$28 on Amazon
Autographed Book for WGC 2015:
$20 or €20
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3-Day Online Workshop Dec 16-18
40% Discount for WGC: WGC2015
http://yukaichou.com/workshop
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