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[Keynote at WGC 2015] Maturity in Gamification, a shift to White Hat Intrinsic Designs

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Yu-kai Chou gives his keynote at the Gamification World Congress in Barcelona Spain about his Octalysis Gamification Framework and how the gamification industry needs to mature towards White Hat Intrinsic Designs to avoid a potential crash.

Veröffentlicht in: Business

[Keynote at WGC 2015] Maturity in Gamification, a shift to White Hat Intrinsic Designs

  1. 1. Maturity in Gamification: a Shift to Intrinsic White Hat Designs For:WGC 2015 By: Yu-kai Chou @yukaichou / #octalysis / yukai@yukaichou.com
  2. 2. Early Pioneer of Gamification since 2003 Serial Entrepreneur in Gamification Founder of Octalysis Group Regular Keynote Speaker/Lecturer at Stanford University,Accenture,TEDx, SxSW Voted top Gamification Guru in World Gamification Congress 2014 @yukaichou / #octalysis / yukai@yukaichou.com
  3. 3. http://yukaichou.com/octalysisbook
  4. 4. http://yukaichou.com/octalysisbook Regular Book: $28 on Amazon Autographed Book for WGC: €20
  5. 5. 2003 - 2012 Building a ship that could float
  6. 6. Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence -Narrative
 -Elitism
 -Humanity Hero -Revealed Heart -Beginners Luck -Free Lunch -Destiny Child -Creationist -Status Points
 -Badges (Achievement Symbols)
 -Fixed Action Rewards (Earned Lunch)
 -Leaderboard
 -Progress Bar -Quest Lists -Dessert Oasis -High Five
 -Crowning -Anticipation Parade -Aura Effect -Step-by-Step Overlay Tutorial -Boss Fights -Milestone Unlocks -Real-Time Control -Evergreen Combos -Instant feedback -Boosters -Blank Fills
 -Plant Pickers -Poison Pickers -Exchangeable Points -Virtual Goods -Build from Scratch -Alfred Effect
 -Collection Sets -Avatar -Protection -Recruiter Burden -Monitor Attachment -Brag Button -Water Cooler -Conformity Anchors -Mentorship -Social Prod -Friending -Social Treasure/Gifting -SeeSaw Bump -Group Quests -Tout Flags -Appointment Dynamics -Magnetic Caps -Dangling -Prize Pacing -Options Pacing -Last Mile Drive -Count Down Timer -Torture Breaks -Moats -The Big Burn -Glowing Choice -MiniQuests
 -Visual Storytelling -Easter Eggs -Random Rewards -Obvious Wonder -Rolling Rewards -Evolved UI -Sudden Rewards -Oracle Effect -Sunk Cost Prison -Progress Loss -Rightful Heritage -Evanescence Opportunity -Status Quo Sloth -Scarlet Letter -Visual Grave -FOMO Punch
  7. 7. Octalysis Meaning Epic Meaning & Calling
  8. 8. Octalysis Accomplishment Development & Accomplishment
  9. 9. Octalysis Empowerment Empowerment of Creativity & Feedback
  10. 10. Octalysis Ownership Ownership & Possession
  11. 11. Octalysis SocialInfluence Social Influence & Relatedness
  12. 12. Octalysis Scarcity Scarcity & Impatience
  13. 13. @yukaichou / #octalysis / yukai@yukaichou.com
  14. 14. @yukaichou / #octalysis / yukai@yukaichou.com
  15. 15. @yukaichou / #octalysis / yukai@yukaichou.com
  16. 16. Octalysis Unpredictability Unpredictability & Curiosity
  17. 17. Octalysis Unpredictability Unpredictability & Curiosity Skinner Box
  18. 18. Octalysis Avoidance Loss & Avoidance
  19. 19. Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence -Narrative
 -Elitism
 -Humanity Hero -Revealed Heart -Beginners Luck -Free Lunch -Destiny Child -Creationist -Status Points
 -Badges (Achievement Symbols)
 -Fixed Action Rewards (Earned Lunch)
 -Leaderboard
 -Progress Bar -Quest Lists -Dessert Oasis -High Five
 -Crowning -Anticipation Parade -Aura Effect -Step-by-Step Overlay Tutorial -Boss Fights -Milestone Unlocks -Real-Time Control -Evergreen Combos -Instant feedback -Boosters -Blank Fills
 -Plant Pickers -Poison Pickers -Exchangeable Points -Virtual Goods -Build from Scratch -Alfred Effect
 -Collection Sets -Avatar -Protection -Recruiter Burden -Monitor Attachment -Brag Button -Water Cooler -Conformity Anchors -Mentorship -Social Prod -Friending -Social Treasure/Gifting -SeeSaw Bump -Group Quests -Tout Flags -Appointment Dynamics -Magnetic Caps -Dangling -Prize Pacing -Options Pacing -Last Mile Drive -Count Down Timer -Torture Breaks -Moats -The Big Burn -Glowing Choice -MiniQuests
 -Visual Storytelling -Easter Eggs -Random Rewards -Obvious Wonder -Rolling Rewards -Evolved UI -Sudden Rewards -Oracle Effect -Sunk Cost Prison -Progress Loss -Rightful Heritage -Evanescence Opportunity -Status Quo Sloth -Scarlet Letter -Visual Grave -FOMO Punch
  20. 20. -Sharing creative content (sentences, photos, videos) -Tons of Facebook games
 -Instant feedback of friends “liking” -Best way to create a cool profile -Friending -Anchored Conformity -Social Prodding -Social Treasure -Group Quests -Tout Flags -Envy Cloud -Completed Profile -More friends -Increased likes and comments -Aura Effect -IKEA Effect -Photos/Profiles 
 -Friends -Memories -Protector Quest -Recruiter Burden -Monitor Attachment -Inner Circles -Note: (Early Facebook has HIGH scarcity score with certain universities only) 
 -Mystery Box -Glowing Choice -Refreshing Content -Easter Eggs -Scarlet Letter
 -Sunk Cost Tragedy Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Octalysis Score: 448 -Lack Epic Meaning & Calling -On Facebook for a “Cause” Social Influence
  21. 21. Discovery Onboarding Scaffolding Endgame Design for All 4 Phases Level 2 Octalysis
  22. 22. Discovery Onboarding Scaffolding Endgame Design for All 4 Phases Level 2 Octalysis @yukaichou / #octalysis / yukai@yukaichou.com
  23. 23. Discovery Onboarding Scaffolding Endgame AchieversExplorersSocializersKillers
  24. 24. Discovery Onboarding Scaffolding Endgame AchieversExplorersSocializersKillers
  25. 25. Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence -Narrative
 -Elitism
 -Humanity Hero -Revealed Heart -Beginners Luck -Free Lunch -Destiny Child -Creationist -Status Points
 -Badges (Achievement Symbols)
 -Fixed Action Rewards (Earned Lunch)
 -Leaderboard
 -Progress Bar -Quest Lists -Dessert Oasis -High Five
 -Crowning -Anticipation Parade -Aura Effect -Step-by-Step Overlay Tutorial -Boss Fights -Milestone Unlocks -Real-Time Control -Evergreen Combos -Instant feedback -Boosters -Blank Fills
 -Plant Pickers -Poison Pickers -Exchangeable Points -Virtual Goods -Build from Scratch -Alfred Effect
 -Collection Sets -Avatar -Protection -Recruiter Burden -Monitor Attachment -Brag Button -Water Cooler -Conformity Anchors -Mentorship -Social Prod -Friending -Social Treasure/Gifting -SeeSaw Bump -Group Quests -Tout Flags -Appointment Dynamics -Magnetic Caps -Dangling -Prize Pacing -Options Pacing -Last Mile Drive -Count Down Timer -Torture Breaks -Moats -The Big Burn -Glowing Choice -MiniQuests
 -Visual Storytelling -Easter Eggs -Random Rewards -Obvious Wonder -Rolling Rewards -Evolved UI -Sudden Rewards -Oracle Effect -Sunk Cost Prison -Progress Loss -Rightful Heritage -Evanescence Opportunity -Status Quo Sloth -Scarlet Letter -Visual Grave -FOMO Punch
  26. 26. We finally built a ship that can sail off from the dock…
 
 and now we face the…
 
 Vast Ocean ahead of us
  27. 27. Right Brain Left Brain Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence
  28. 28. Right Brain Left Brain Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence Extrinsic (tendency) Intrinsic (tendency)
  29. 29. White Hat Gamification Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence Black Hat Gamification
  30. 30. 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.
  31. 31. Self-Submission to Black Hat Gamification Just because it’s called Black Hat doesn’t mean it’s necessarily bad
  32. 32. What is ahead? @yukaichou / #octalysis / yukai@yukaichou.com
  33. 33. Warning: Danger Zone Industry Crash 
 (if designed improperly)
  34. 34. Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence
  35. 35. Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence 1.White Hat + 
 Left Brain (Extrinsic) Points Badges Leaderboards @yukaichou / #octalysis / yukai@yukaichou.com
  36. 36. Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence 1.White Hat + 
 Left Brain (Extrinsic) Points Badges Leaderboards “Overjustification Effect” @yukaichou / #octalysis / yukai@yukaichou.com
  37. 37. Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence 2. Black Hat + 
 Left Brain (Extrinsic) Anchored Juxtaposition Appointment Dynamics Magnetic Caps
  38. 38. Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence 2. Black Hat + 
 Left Brain (Extrinsic) Anchored Juxtaposition Appointment Dynamics Magnetic Caps “Obsessive Short-Term Behavior”
  39. 39. Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence 3. Black Hat + 
 Right Brain (Intrinsic) Slot Machine Mechanics Easter Eggs Competition
  40. 40. Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence 3. Black Hat + 
 Right Brain (Intrinsic) Slot Machine Mechanics Easter Eggs Competition “Gambling-like guilty addiction”
  41. 41. Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence 4.White Hat + 
 Right Brain (Intrinsic) Autonomy Meaningful Choices Boosters @yukaichou / #octalysis / yukai@yukaichou.com
  42. 42. Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence 4.White Hat + 
 Right Brain (Intrinsic) Autonomy Meaningful Choices Boosters “Evergreen Happy Engagement” @yukaichou / #octalysis / yukai@yukaichou.com
  43. 43. Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence White Hat + 
 Left Brain (Extrinsic) White Hat + 
 Right Brain (Intrinsic) Black Hat + 
 Left Brain (Extrinsic) Black Hat + 
 Right Brain (Intrinsic) “Evergreen Engagement” “Gambling-like guilty addiction” “Obsessive Short-Term Behavior” “Overjustification Effect”
  44. 44. 1) Term “Gamification” may or may not last (depending on how the industry designs) 2) Ability to motivate desired behavior will ALWAYS be useful 3) People will ALWAYS play games The Future: @yukaichou / #octalysis / yukai@yukaichou.com
  45. 45. Guest Appearance
 Say this together: “Octalysis Prime!!!”
  46. 46. http://yukaichou.com/octalysisbook Regular Book: $28 on Amazon Autographed Book for WGC 2015: $20 or €20
  47. 47. 3-Day Online Workshop 
 Dec 16-18 40% Discount for WGC:
 WGC2015
 http://yukaichou.com/ workshop
  48. 48. ThankYou. Truly. Octalysis.com @yukaichou yukai@yukaichou.com

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