Gamification and Behavioral Design Yu-kai Chou Early Pioneer of - - PowerPoint PPT Presentation

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Gamification and Behavioral Design Yu-kai Chou Early Pioneer of - - PowerPoint PPT Presentation

Feb 27, 2023 377 likes •1.03k views

Gamification and Behavioral Design Yu-kai Chou Early Pioneer of Gamification for 13 years President of the Octalysis Group Regular Keynote Speaker/Lecturer at Stanford University, Google, Tesla, LEGO, BCG, TEDx, SxSW, etc. Work covered in

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Gamification and Behavioral Design

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Early Pioneer of Gamification for 13 years President of the Octalysis Group Regular Keynote Speaker/Lecturer at Stanford University, Google, Tesla, LEGO, BCG, TEDx, SxSW, etc. Work covered in Forbes, Wall Street Journal, Business Insider, PBS, World Journal, etc. Rated #1 in “Top 100 Gamification Gurus” in 2014 and “Gamification Guru of the Year” in 2015

Yu-kai Chou

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Games?

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Games?

Entertainment Software Association (2012)

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Games?

Entertainment Software Association (2012)

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What is Gamification?

Game Elements Non-Game (Boring) Context

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  • 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

“Human-Focused Design”

vs

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  • 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

“Human-Focused Design”

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Gamification

=

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Gamification

=

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Gamification

=

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Global Movement

Almost all continents and industries are experimenting with Gamification campaigns

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Design Problem

Beginning with “game mechanics” instead of the Core Drives

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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
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Octalysis

Epic Meaning & Calling

Meaning

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World About to End

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Octalysis

Accomplishment

Development & Accomplishment

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Octalysis

Empowerment

Empowerment of Creativity & Feedback

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Octalysis

Ownership

Ownership & Possession

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Collection Sets (GT #16)

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Octalysis

Social Influence

Social Influence & Relatedness

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Game Technique #22: Group Quests

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Mentorship

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Social Norming

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Amazon

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Amazon

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Octalysis

Scarcity

Scarcity & Impatience

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Octalysis

Unpredictability

Unpredictability & Curiosity

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Octalysis

Unpredictability

Unpredictability & Curiosity

Skinner Box

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Easter Eggs

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Chase Picks Up the Tab

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Octalysis

Avoidance

Loss & Avoidance

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Never Again!!!

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Rightful Heritage

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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

Right Brain Left Brain

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Octalysis

Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence

Right Brain Left Brain

Extrinsic (tendency) Intrinsic (tendency)

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Octalysis

Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence

White Hat Core Drives Black Hat Core Drives

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Octalysis

Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence

White Hat Core Drives Black Hat Core Drives

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Octalysis

Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence

White Hat Core Drives Black Hat Core Drives

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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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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
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  • 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

  • nly)
  • 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

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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

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http://yukaichou.com/octalysis-tool

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  • 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 Octalysis Score: 432

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“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

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Discovery Onboarding Scaffolding Endgame

Design for All 4 Phases Level 2 Octalysis

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Design for All 4 Phases Level 2 Octalysis

Discovery Onboarding Scaffolding Endgame

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Discovery Onboarding Scaffolding Endgame Achievers Explorers Socializers Killers

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Discovery Onboarding Scaffolding Endgame Achievers Explorers Socializers Killers

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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
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http://yukaichou.com/books

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http://yukaichou.com/books

Octalysis Prime (.com)

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Thank You. Truly.