Octalysis Gamification Workshop for Runway

A Framework for Actionable GamificationFor: Runway Incubator By: Yu-kai Chou

@yukaichou / #octalysis / [email protected]

mailto:[email protected]

Guild Leader: Yu-kai Chou



Early Pioneer of Gamification for 11 years

Serial Tech Entrepreneur

Original creator of the Octalysis Framework

Regular Keynote Speaker/Lecturer at Stanford University, TEDx, Accenture, SxSW

Rated #1 Gamification Guru at World Gamification Congress in Europe (2014).



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



Every truth passes through 3 stages before it is 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



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! !

Just fad-chasing enthusiasts and

conferences talk about Social Media...














!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” 6 years ago



The CauseSimilar to “Social Media Marketing” 6 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



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



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



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 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

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


-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 Combos

Avoiding Loss Fear of the chocolate encroaching candy


“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 Tool

http://yukaichou.com/octalysis-tool




Discovery Onboarding Scaffolding Endgame

Design for All 4 PhasesLevel 2 Octalysis




Design for All 4 PhasesLevel 2 Octalysis




Ach

ieve

rsEx

plor

ers

Soci

aliz

ers

Kill

ers


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?



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

Pain Squad

Elitism

2) Development & AccomplishmentFeeling Progress and Achievement



Nike+



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+





“I overpaid for my product, Suckas!!”

3) Empowerment of Creativity & FeedbackThe creator inside of us



Starcraft Arena



Example: Autodesk

Example: Autodesk

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

Kids who play Card Games like Magic the Gathering need to remember a ton of information

…more information than the periodic table

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



Mentorship

6) Scarcity & ImpatienceThe Grass On The Other Side




Mozzy


Laurelix

7) Unpredictability & CuriosityWhat kills the cat

Will It Blend?





Monday, October 14, 13

The Boy Is the Toy



Monday, October 14, 13

8) Loss & AvoidanceThe threat is stronger than the execution

Never Again!!!

©2011-2013 Mario Herger. All rights reserved. www.enterprise-gamification.com | www.gamificationcommunity.com 117

Gamification – Zombies Run!

Octalysis

Avoidance

Ownership

Empowerment

Meaning

Unpredictability

Accomplishment

Scarcity

Social Influence

Relatedness

Autonomy

Competence

Speed Camera Lottery



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

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 ACTIONS

COMMITS

RESULTS

IMPACT



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 ACTIONS

COMMITS

RESULTS

IMPACT

FEEDBACK STATS

PROGRESS

TRACKS



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 ACTIONS

COMMITS

RESULTS

IMPACT

FEEDBACK STATS

PROGRESS

TRACKS

INCENTIVES

EMBEDDED



Octalysis

Avoidance

Ownership

Empowerment

Meaning

Unpredictability

Accomplishment

Scarcity

Social Influence

!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 mastery

Yu-kai Chou

Octalysis Certificate of Completion

Companies I Have Helped

Thank You. Truly.

Octalysis.com @yukaichou

[email protected]
