3. 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).
@yukaichou / #octalysis / yukai@yukaichou.com
4. Exercise
Think about ONE game you enjoyed playing:
Farmville? Candy Crush? Angry Birds?
Starcraft? WoW? DOTA? Halo? LoL?
Poker? Golf? Majong? Crossword Puzzle? Sudoku?
5. Think about what made that game fun/
enjoyable
Exercise
We’ll come back to this later.
6. The Magic
Kids nowadays have bad work ethics?
No Discipline?
@yukaichou / #octalysis / yukai@yukaichou.com
7. The Magic
Waking up behind parents’ back 3AM in the
morning to level up = AMAZING work ethics
@yukaichou / #octalysis / yukai@yukaichou.com
8. 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
@yukaichou / #octalysis / yukai@yukaichou.com
9. The Magic
Gamers call this “grinding.”
It’s Fun & Addicting.
@yukaichou / #octalysis / yukai@yukaichou.com
10. The Magic
In the real world, this is called Grunt
Work. It’s Boring & Torturous.
11. The Magic
If games can get kids to voluntarily do hours of
secret grunt work, it can get anyone engaged to
anything
@yukaichou / #octalysis / yukai@yukaichou.com
12. The Magic
If it is well designed
@yukaichou / #octalysis / yukai@yukaichou.com
13. “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
@yukaichou / #octalysis / yukai@yukaichou.com
14. “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
@yukaichou / #octalysis / yukai@yukaichou.com
15. 90+ Gamification Case
Studies with ROI Stats
http://bit.ly/gameROI
Outside Reading
@yukaichou / #octalysis / yukai@yukaichou.com
16. Every truth passes through 3 stages before it is
recognized:
!
The Schopenhauer
Truth Hype Cycle
@yukaichou / #octalysis / yukai@yukaichou.com
17. 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
@yukaichou / #octalysis / yukai@yukaichou.com
19. History Lesson
Many 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...
20. History Lesson
Many Years Ago A Few Years Ago Now
!
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 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...
21. History Lesson
Many 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 Social Strategy!
!
This Gamification thing is
a fad...where’s the ROI?
!
Who needs Gamification?
It’s a distraction to our
employees!
!
Just fad-chasing
enthusiasts and
conferences talk about
Gamification...
24. Agencies and individuals claim to be experts at
whatever is the new “Buzzword”
The Cause
@yukaichou / #octalysis / yukai@yukaichou.com
25. The Cause
Everyone focuses on PBLs (Points, Badges &
Leaderboards)
Points
Badges
Leaderboards
@yukaichou / #octalysis / yukai@yukaichou.com
26. The Cause
Similar to “Social Media Marketing” 6 years ago
@yukaichou / #octalysis / yukai@yukaichou.com
27. The Cause
Similar to “Social Media Marketing” 6 years ago
Real SMM is not simply creating a Twitter
Profile and Facebook Page
28. The Cause
Beginning with “game mechanics” instead of
the Core Drives
@yukaichou / #octalysis / yukai@yukaichou.com
29. Bad Game Designer
We need swords...where can they go? Oh yes, monsters. Of
course! We need cows! And friends that can fertilize crops!
+ + + = ????
@yukaichou / #octalysis / yukai@yukaichou.com
30. Bad Game Designer
We need swords...where can they go? Oh yes, monsters. Of
course! We need cows! And friends that can fertilize crops!
+ + + = ????
++
+ +
@yukaichou / #octalysis / yukai@yukaichou.com
31. Bad Game Designer
+ + + = ????
A game can have all the right “game
elements” but still be stupid/boring.
We need swords...where can they go? Oh yes, monsters. Of
course! We need cows! And friends that can fertilize crops!
++
+ +
32. Bad Game Designer
+ + + = ????
In fact,ALL games have “game elements”
but most games suck and are boring.
We need swords...where can they go? Oh yes, monsters. Of
course! We need cows! And friends that can fertilize crops!
++
+ +
33. Bad Game Designer
+ + + = ????
It’s naive to think that once you plug game
mechanics into your company, it will be successful
We need swords...where can they go? Oh yes, monsters. Of
course! We need cows! And friends that can fertilize crops!
++
+ +
34. Bad Game Designer
+ + + = ????
Only a few well-designed games achieve
the status of Winning & Addicting
We need swords...where can they go? Oh yes, monsters. Of
course! We need cows! And friends that can fertilize crops!
++
+ +
35. Good Game Designer
How do I want my users to...
@yukaichou / #octalysis / yukai@yukaichou.com
36. Good Game Designer
How do I want my users to FEEL?
Inspired? Proud? Scared?
@yukaichou / #octalysis / yukai@yukaichou.com
37. 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?
@yukaichou / #octalysis / yukai@yukaichou.com
56. White Hat Gamification
Black Hat Gamification
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social
Influence
57. White Hat Gamification
Black Hat Gamification
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social
Influence
58. 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.
59. Self-Submission to Black Hat Gamification
Just because it’s called Black Hat
doesn’t mean it’s necessarily bad
@yukaichou / #octalysis / yukai@yukaichou.com
61. -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
62. 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
63. 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
64. -Microblogging Wave
-Character Limit
-Witty/valuable content
-Friends on Twitter
-Followers
-Responses
-Companionship
-ThankYou 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
InfluenceOctalysis Score: 267
65. -Helping a weird monster solve problems
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social
Influence
Constantly looking for better comb
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
66. “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
73. 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?
@yukaichou / #octalysis / yukai@yukaichou.com
74. The 8 Core Drives"
of Octalysis
@yukaichou / #octalysis / yukai@yukaichou.com
75. 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
76. 1) Epic Meaning & Calling
Part of something bigger than yourself
81. 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+
@yukaichou / #octalysis / yukai@yukaichou.com
98. 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
128. 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
@yukaichou / #octalysis / yukai@yukaichou.com
130. 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)
@yukaichou / #octalysis / yukai@yukaichou.com
133. 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
@yukaichou / #octalysis / yukai@yukaichou.com
135. 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
@yukaichou / #octalysis / yukai@yukaichou.com
137. 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
@yukaichou / #octalysis / yukai@yukaichou.com
141. !
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