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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

  1. Gamification and Behavioral Design

  2. 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 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

  4. Games?

  5. Games? Entertainment Software Association (2012)

  6. Games? Entertainment Software Association (2012)

  7. What is Gamification? Non-Game (Boring) Context Game Elements

  8. “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

  9. “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

  10. Gamification =

  11. Gamification =

  12. Gamification =

  13. Global Movement Almost all continents and industries are experimenting with Gamification campaigns

  14. Design Problem Beginning with “game mechanics” instead of the Core Drives

  15. -Narrative -Beginners Luck -Milestone Unlock -Points -Elitism -Free Lunch -Evergreen Mechanics -Badges (Achievement Symbols) -Humanity Hero -Destiny Child - General’s Carrot -Fixed Action Rewards -Higher Meaning -CoCreator -Real-Time Control -Leaderboard -Chain Combos -Progress Bar -Instant feedback -Quest Lists -Boosters -Win Prize -Blank Fills -High-Five -Voluntary Autonomy -Crowning Meaning -Choice Perception -LevelUp Symphony -Aura Effect -Step-by-Step Tutorial -Boss Fights Accomplishment Empowerment -Friending -Social Treasure/Gifting -Virtual Goods -SeeSaw Bump -Build from -Group Quest Scratch Octalysis -Touting -Collection Set Social Ownership -Avatar Influence -Earned Lunch -Bragging -Learning Curve -Water Cooler -Protection -Thank-You Economy -Recruitment -Mentorship Scarcity Unpredictability -Monitoring -Social Prod -Glowing Choice Avoidance -MiniQuests -Appointment Dynamics -Visual Storytelling -Fixed Intervals -Easter Eggs -Dangling -Random Rewards -Prize Pacing -Obvious Wonder -Options Pacing -Rolling Rewards -Patient Feedback -Sunk-Cost Tragedy -Status Quo Sloth -Mischief -Count Down -Progress Loss -Scarlet Letter -Sudden Rewards -Throttles -FOMO -Visual Grave -Oracle Effect -Moats -Evanescence Opportunity -Weep Tune

  16. Meaning Octalysis Epic Meaning & Calling

  17. World About to End

  18. Accomplishment Development & Octalysis Accomplishment

  21. Empowerment Empowerment of Octalysis Creativity & Feedback

  23. Ownership Ownership & Octalysis Possession

  24. Collection Sets (GT #16)

  25. Social Influence Social Influence Octalysis & Relatedness

  26. Game Technique #22: Group Quests

  27. Mentorship

  28. Social Norming

  29. Amazon

  30. Amazon

  31. Scarcity & Octalysis Impatience Scarcity

  36. Unpredictability Octalysis & Curiosity Unpredictability

  37. Skinner Box Octalysis Unpredictability & Curiosity Unpredictability

  38. Easter Eggs

  39. Chase Picks Up the Tab

  40. Octalysis Loss & Avoidance Avoidance

  41. Never Again!!!

  42. Rightful Heritage

  43. Meaning Accomplishment Empowerment Octalysis Social Ownership Influence Scarcity Unpredictability Avoidance

  44. Meaning Right Left Accomplishment Empowerment Brain Brain Octalysis Social Ownership Influence Scarcity Unpredictability Avoidance

  45. Meaning Right Left Accomplishment Empowerment Brain Brain Octalysis Social Ownership Influence Extrinsic Intrinsic (tendency) (tendency) Scarcity Unpredictability Avoidance

  46. White Hat Core Drives Meaning Accomplishment Empowerment Octalysis Social Ownership Influence Scarcity Unpredictability Avoidance Black Hat Core Drives

  47. White Hat Core Drives Meaning Accomplishment Empowerment Octalysis Social Ownership Influence Scarcity Unpredictability Avoidance Black Hat Core Drives

  48. White Hat Core Drives Meaning Accomplishment Empowerment Octalysis Social Ownership Influence Scarcity Unpredictability Avoidance Black Hat Core Drives

  49. Self-Submission to Black Hat Gamification Just because it’s called Black Hat doesn’t mean it’s necessarily bad

  50. -Narrative -Beginners Luck -Milestone Unlock -Points -Elitism -Free Lunch -Evergreen Mechanics -Badges (Achievement Symbols) -Humanity Hero -Destiny Child - General’s Carrot -Fixed Action Rewards -Higher Meaning -CoCreator -Real-Time Control -Leaderboard -Chain Combos -Progress Bar -Instant feedback -Quest Lists -Boosters -Win Prize -Blank Fills -High-Five -Voluntary Autonomy -Crowning Meaning -Choice Perception -LevelUp Symphony -Aura Effect -Step-by-Step Tutorial -Boss Fights Accomplishment Empowerment -Friending -Social Treasure/Gifting -Virtual Goods -SeeSaw Bump -Build from -Group Quest Scratch Octalysis -Touting -Collection Set Social Ownership -Avatar Influence -Earned Lunch -Bragging -Learning Curve -Water Cooler -Protection -Thank-You Economy -Recruitment -Mentorship Scarcity Unpredictability -Monitoring -Social Prod -Glowing Choice Avoidance -MiniQuests -Appointment Dynamics -Visual Storytelling -Fixed Intervals -Easter Eggs -Dangling -Random Rewards -Prize Pacing -Obvious Wonder -Options Pacing -Rolling Rewards -Patient Feedback -Sunk-Cost Tragedy -Status Quo Sloth -Mischief -Count Down -Progress Loss -Scarlet Letter -Sudden Rewards -Throttles -FOMO -Visual Grave -Oracle Effect -Moats -Evanescence Opportunity -Weep Tune

  51. -Elitism -Staying in touch with friends -Completed Profile -Stalking -More friends -Increased likes and comments -Aura Effect -Sharing whatever you want Meaning -TONS of Facebook games - Instant feedback of friends “liking” Accomplishment Empowerment -Friend Invites -Build from Scratch -Conformity -Photos/Profiles -Social Prod -Friends Social Ownership -Social Treasure -Memories Influence Group Quests -Protection Octalysis Score: 448 -Touting -Recruitment -Envy -Earned lunch -Monitoring Scarcity Unpredictability Avoidance -Inner Circles Note: (Early Facebook has HIGH scarcity score with -Glowing Choice certain -MiniQuests universities -Refreshing Content only) -Suspense -Scarlet Letter -Sunk Cost Tragedy

  52. -Farm getting Bigger & Better -Difficult badges for sorts of crops -No higher meaning besides being a farmer -Reward Loops - Allows the ability to “paint” with your farm Meaning Accomplishment Empowerment -Leaderboard Octalysis -Group Farming Social -Free Social Gifts Ownership -Ownership of Farm Influence -Neighbors -Virtual Goods Octalysis Score: 414 Scarcity Unpredictability Avoidance - Waiting for what’s next in the game -Appointment Dynamics -Milestone Unlock -Real-money Only Crops -Avoid plants withering -Free Social Gifts -Avoid losing opportunities -Season-based Gifts -Avoid Sunk-Cost Tragedy

  54. http://yukaichou.com/octalysis-tool

  55. -Helping a weird monster solve problems Constantly looking for better “Sweet” “Delicious!” combos and planning boosters Level tracks and “Boss Stages” 1-3 Stars Defeating Chocolate Meaning Accomplishment Empowerment Social Treasure - Lives See friend progress Social Quest to accumulate more Ownership points and boosters Influence Octalysis Score: 432 Scarcity Unpredictability Avoidance Always waiting for the right gems Seeing levels ahead Unpredictable Gems Countdown timer/moves Random Combos Balancing Owl Gems Avoiding Loss Fear of the chocolate encroaching candy

  56. “You need a LinkedIn Account” Finding that dream job you are passionate about Progress Bar “X People saw your profile” Better ways to “dress up” your Recommendations profile and build reputation in Endorsements communities. Meaning Accomplishment Empowerment Social Treasure - Recommendations Social Prodding - Endorsements X People saw my profile Your life. Your Job. Social Ownership Accumulating more Influence contacts. Octalysis Score: 294 Scarcity Unpredictability Avoidance Are recruiters Googling my name and seeing my Want to see her profile? profile? Upgrade to Premium! How many people view Want to connect? my profile? Upgrade to Premium! Avoiding Loss of Career Avoiding Bad Reputation

  57. Level 2 Octalysis Design for All 4 Phases Discovery Onboarding Scaffolding Endgame

  58. Level 2 Octalysis Design for All 4 Phases Discovery Onboarding Scaffolding Endgame

  59. Killers Socializers Explorers Achievers Discovery Onboarding Scaffolding Endgame

  60. Killers Socializers Explorers Achievers Discovery Onboarding Scaffolding Endgame

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