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Maturity in Gamification: a Shift to Intrinsic White Hat Designs
For: WGC 2015 By: Yu-kai Chou
@yukaichou / #octalysis / yukai@yukaichou.com
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
http://yukaichou.com/octalysisbook
Regular Book:$28 on Amazon
Autographed Book for WGC:€20
2003 - 2012Building a ship that could float
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
Octalysis
Meaning
Epic Meaning & Calling
Octalysis
Accomplishment
Development & Accomplishment
Octalysis
Empowerment
Empowerment of Creativity & Feedback
Octalysis
Ow
nership
Ownership & Possession
Octalysis
Soci
al In
fluen
ce
Social Influence & Relatedness
OctalysisScarcity
Scarcity & Impatience
OctalysisUnpredictability
Unpredictability & Curiosity
OctalysisUnpredictability
Unpredictability & Curiosity
Skinner Box
Octalysis
Avoidance
Loss & Avoidance
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
-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
Discovery Onboarding Scaffolding Endgame
Design for All 4 PhasesLevel 2 Octalysis
Discovery Onboarding Scaffolding Endgame
Design for All 4 PhasesLevel 2 Octalysis
@yukaichou / #octalysis / yukai@yukaichou.com
Discovery Onboarding Scaffolding Endgame
Ach
ieve
rsEx
plor
ers
Soci
aliz
ers
Kill
ers
Discovery Onboarding Scaffolding Endgame
Ach
ieve
rsEx
plor
ers
Soci
aliz
ers
Kill
ers
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
We finally built a ship that can sail
off from the dock…
and now we face the…
Vast Oceanahead of us
Right Brain
Left Brain Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
Right Brain
Left Brain
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
Extrinsic (tendency) Intrinsic (tendency)
White Hat Gamification
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
Black Hat Gamification
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.
Self-Submission to Black Hat Gamification
Just because it’s called Black Hat doesn’t mean it’s necessarily bad
Warning: Danger Zone
Industry Crash (if designed improperly)
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
1.White Hat + Left Brain (Extrinsic)
PointsBadgesLeaderboards
@yukaichou / #octalysis / yukai@yukaichou.com
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
1.White Hat + Left Brain (Extrinsic)
PointsBadgesLeaderboards
“Overjustification Effect”
@yukaichou / #octalysis / yukai@yukaichou.com
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
2. Black Hat + Left Brain (Extrinsic)
Anchored JuxtapositionAppointment DynamicsMagnetic Caps
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
2. Black Hat + Left Brain (Extrinsic)
Anchored JuxtapositionAppointment DynamicsMagnetic Caps
“Obsessive Short-Term Behavior”
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
3. Black Hat + Right Brain (Intrinsic)
Slot Machine MechanicsEaster EggsCompetition
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
3. Black Hat + Right Brain (Intrinsic)
Slot Machine MechanicsEaster EggsCompetition
“Gambling-like guilty addiction”
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
4. White Hat + Right Brain (Intrinsic)
AutonomyMeaningful ChoicesBoosters
@yukaichou / #octalysis / yukai@yukaichou.com
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
4. White Hat + Right Brain (Intrinsic)
AutonomyMeaningful ChoicesBoosters
“Evergreen Happy Engagement”
@yukaichou / #octalysis / yukai@yukaichou.com
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”
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
Guest Appearance
Say this together:“Octalysis Prime!!!”
http://yukaichou.com/octalysisbook
Regular Book:$28 on Amazon
Autographed Book for WGC 2015:
$20 or €20
3-Day Online Workshop Dec 16-18
40% Discount for WGC: WGC2015
http://yukaichou.com/workshop
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