3. Early Pioneer of Gamification for 10 years
Parter at the Enterprise Gamification Consultancy
Original creator of the Octalysis Framework
Regular Keynote Speaker/Lecturer at Stanford
University, TEDx, Accenture, SxSW, Google, etc.
Rated a #1 Gamification Guru in the world by UKBased Leaderboarded
20. Unfortunately, the things we need to learn
became more complex and more abstract, but
technology and medium of technology could not
catch up to it for the past centuries.
23. Games?
Average Gamer: 35 Years Old
68% Gamers Over 18 Year Old
47% Gamers are Women
More Adult Women than Under 18 Male
Entertainment Software Association (2012)
Source: Entertainment Software Association (2012)
25. The Magic
Waking up behind parents’ back 3AM in the
morning to level up = AMAZING work ethics
26. The Magic
In Role-Playing Games (RPG), Leveling up often
involves killing the same monsters in the same stage
over and over again for hours or weeks
32. “Human-Focused Design”
•
•
As opposed to “Function Focused Design”
•
...instead of assuming the people within are robots
that will complete the task
System that is designed to optimize for the
motivations and feelings of the human inside
vs
33. “Human-Focused Design”
•
•
Gaming industry = first to master Human-Focused Design
•
Now we are learning from games, hence “Gamification”
Games have spent decades/centuries mastering how to
engage people without a mandated purpose
vs
34. Kids who play Card Games like Magic the Gathering
need to remember a ton of information
46. Bad Game Designer
We need swords...where can they go? Oh yes, monsters. Of
course! We need cows! And friends that can fertilize crops!
+
+
+
= ????
47. Bad Game Designer
We need swords...where can they go? Oh yes, monsters. Of
course! We need cows! And friends that can fertilize crops!
+
+
+
+
+
= ????
+
+
48. Bad Game Designer
We need swords...where can they go? Oh yes, monsters. Of
course! We need cows! And friends that can fertilize crops!
+
+
+
+
+
= ????
+
+
A game can have all the right “game
elements” but still be stupid/boring.
49. Bad Game Designer
We need swords...where can they go? Oh yes, monsters. Of
course! We need cows! And friends that can fertilize crops!
+
+
+
+
+
= ????
+
+
In fact, ALL games have “game elements”
but most games suck and are boring.
50. Bad Game Designer
We need swords...where can they go? Oh yes, monsters. Of
course! We need cows! And friends that can fertilize crops!
+
+
+
+
+
= ????
+
+
It’s naive to think that once you plug game
mechanics into your company, it will be successful
51. Bad Game Designer
We need swords...where can they go? Oh yes, monsters. Of
course! We need cows! And friends that can fertilize crops!
+
+
+
+
+
= ????
+
+
Only a few well-designed games achieve
the status of Winning & Addicting
54. Good Game Designer
How do I want my users to FEEL?
Inspired? Proud? Scared?
Hmm, Okay. What game elements do I need in
order to accomplish that goal?
?
?
?
?
70. White Hat Gamification
Meaning
Accomplishment
Empowerment
Zynga figured out how to do a lot of Black Hat techniques,
which led to great engagement and monetization metrics for
Social
Ownership
each user. But in the long run, users leave when they CAN
Influence
because they don’t feel like they are in control over
themselves.
Octalysis
Scarcity
Unpredictability
Avoidance
Black Hat Gamification
71. Self-Submission to Black Hat Gamification
Just because it’s called Black Hat
doesn’t mean it’s necessarily bad
73. -Elitism
-Staying in touch with friends
-Stalking
-Completed Profile
-More friends
-Increased likes and comments
-Aura Effect
Meaning
Accomplishment
Empowerment
Ownership
Octalysis Score: 448
-Build from Scratch
-Photos/Profiles
-Friends
-Memories
-Protection
-Recruitment
-Earned lunch
-Monitoring
Scarcity
-Sharing whatever you want
-TONS of Facebook games
-Instant feedback of friends “liking”
Social
Influence
Unpredictability
-Friend Invites
-Conformity
-Social Prod
-Social Treasure
Group Quests
-Touting
-Envy
Avoidance
-Inner Circles
Note: (Early
Facebook has
HIGH scarcity
score with certain
universities only)
-Glowing Choice
-MiniQuests
-Refreshing Content
-Suspense
-Scarlet Letter
-Sunk Cost Tragedy
74. -Farm getting Bigger & Better
-Difficult badges for sorts of crops
-Reward Loops
-No higher meaning besides being a farmer
-Allows the ability to “paint” with
your farm
Meaning
Accomplishment
-Ownership of Farm
-Virtual Goods
Empowerment
-Leaderboard
-Group Farming
-Free Social Gifts
-Neighbors
Octalysis
Social
Influence
Ownership
Octalysis Score: 414
Scarcity
Unpredictability
Avoidance
-Waiting for what’s next in the game
-Appointment Dynamics
-Milestone Unlock
-Real-money Only Crops
-Free Social Gifts
-Season-based Gifts
-Avoid plants withering
-Avoid losing opportunities
-Avoid Sunk-Cost Tragedy
75. -Saving the world of “Sanctuary”
-Diablo II Legacy
-Help others
-Leveling Up
-Plot line
-4 Difficulties
-Skills
-Gear
-Massive Skill Combinations
-Different challenges each stage
Meaning
Accomplishment
-Characters
-Items
-Auction House
Empowerment
Octalysis
-Multiplayer Game
-Friend gear and hours
-Mentoring
Social
Influence
Ownership
Octaylsis Score: 284
Scarcity
Unpredictability
Avoidance
-Item Drops
-Skill Sets
-Storyline
-Item Drops
-Randomized Maps
-Randomized Elites
-Repetitive Plot
-Item Durability
-Bottleneck
-Avoid Sunk-Cost Tragedy
76. -Follower Gain
-Retweets
-Responses
-Unique Information
-Microblogging Wave
-Character Limit
-Witty/valuable content
Meaning
Accomplishment
-Followers
-Information
Empowerment
Ownership
Octalysis Score: 267
Scarcity
-Friends on Twitter
-Followers
-Responses
-Companionship
-Thank You Economy
Social
Influence
Unpredictability
Avoidance
-Interesting Tweets
-Surprising content
-Will someone respond?
-Quick news
-Fail Whale
-Character Limit
-Follower Count
-Friend Loss
77. -Helping a weird monster solve problems
“Sweet” “Delicious!”
Level tracks and “Boss Stages”
1-3 Stars
Defeating Chocolate
Constantly looking for better comb
and planning boosters
Meaning
Accomplishment
Empowerment
Quest to accumulate more
points and boosters
Social
Influence
Ownership
Social Treasure - Lives
See friend progress
Octalysis Score: 432
Scarcity
Unpredictability
Avoidance
Always waiting for the right
gems
Seeing levels ahead
Countdown timer/moves
Balancing Owl Gems
Avoiding Loss
Fear of the chocolate
encroaching candy
Unpredictable Gems
Random Combos
78. “You need a LinkedIn Account”
Finding that dream job you are passionate about
Progress Bar
“X People saw your profile”
Recommendations
Endorsements
Better ways to “dress up” your profile
and build reputation in communities.
Meaning
Accomplishment
Empowerment
Ownership
Octalysis Score: 294
Your life.Your Job.
Accumulating more contacts.
Scarcity
Social Treasure Recommendations
Social Prodding Endorsements
X People saw my profile
Social
Influence
Unpredictability
Avoidance
Are recruiters Googling my
name and seeing my profile?
How many people view my
profile?
Want to see her profile?
Upgrade to Premium!
Want to connect? Upgrade to
Premium!
Avoiding Loss of Career
Avoiding Bad Reputation
85. Elitism
People see themselves as “Apple People” and will do
whatever Apple People “should” do. They will do it until
they feel that Apple is no longer a vision worth believing
in (think 1984 ad: not about specs but on ideals)
88. 2) Development & Accomplishment
Feeling Progress and Achievement
89.
90. When you buy something on eBay, you didn’t just buy
something - you WON!! Maybe you overpaid, but at least you
beat those 10 other bastards that were bidding against you
91.
92. Most people forget that another one of Twitter’s innovations is
the one-way follow. Because it is one-way, it feels like more of an
accomplishment when people follow you (and you don’t follow
back).
98. Piano Staircase: 66% more people used staircase
Users will use the stairs more if they can
use their creativity to create music and
hear immediate feedback
104. 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
108. Game Technique #22:
Group Quests
Group Quests have been in games for a long
time (think guilds in WoW), but it was only
adopted into companies like Groupon and
Kickstarter in recent years
110. Mentorship
Because I was assigned a mentor, who gave
me a bunch of free stuff and invested his
time to help me level, I felt bad quitting the
game so stayed on for much longer
111. 6) Scarcity & Impatience
The Grass On The Other Side
112. 6) Scarcity & Impatience
The Grass On The Other Side
Mozzy
113.
114. 6) Scarcity & Impatience
The Grass On The Other Side
Laurelix
145. Skill Triangle-Final
Octalysis Gamification
Business Systems
Game Dynamics
Motivational Psychology
Behavioral Economics
Neurobiology
Technology Implementations
Trustful Persuasion
SEO
Entrepreneurship
Keynote
English/Chinese/
Spanish
Presentation
You
Social Media
Innovation
Analytics
Leadership