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Gamified Media Workshop
For: SCS Singapore By: Yu-kai Chou
@yukaichou / #octalysis / [email protected]
Early Pioneer of Gamification for 14 years
Serial Entrepreneur in Gamification
Founder of Octalysis Prime, President of The Octalysis Group
Regular Keynote Speaker/Lecturer at Stanford University, Google, LEGO, Accenture, BCG, TEDx
Work featured in Forbes, Wall Street Journal, PBS
Rated #1 in “Top 100 Gamification Gurus” in 2014 and “Gamification Guru of the Year” in 2015
@yukaichou / #octalysis / [email protected]
Gamification in Media
Day 2
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
Right Brain
Left Brain
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
Extrinsic (tendency) Intrinsic (tendency)
Right Brain
Left Brain
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
Extrinsic (tendency) Intrinsic (tendency)
Money
Points
Badges
Goals
Milestones
Rewards
Right Brain
Left Brain
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
Results Oriented Experience Oriented
Right Brain
Left Brain
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
Extrinsic Motivation Reduces:
1) Creativity
2) Selflessness3) Intellectual Curiosity
Extrinsic Motivation Enhances:
1) Initial Action
2) Justifying the Action afterwards3) Efficiency on mundane tasks
Always think about adding the fun through:
Core Drive 3: Empowerment of Creativity & Feedback
Core Drive 5: Social Influence & RelatednessCore Drive 7: Unpredictability & Curiosity
Maslow’s Hierarchy of Needs
Maslow’s Hierarchy of NeedsCore Drive 1:
Epic Meaning & Calling
Core Drive 2: Development & Accomplishment
Core Drive 3:Empowerment of Creativity & Feedback
Core Drive 5: Social Influence & Relatedness
Core Drive 4: Ownership & Possession
Core Drive 8: Loss & Avoidance
Core Drive 7: Unpredictability & Curiosity
Core Drive 6: Scarcity & Impatience
White Hat Motivation
Black Hat Motivation
Emotional Persuasion
“People want what they can’t have, they chase what moves away from them, and they only value that which they pay for.”
“Attention will be given when information novelty is high and will drift away when information novelty is low.”
– Oren Klaff
Our Brain
Is it worthwhile?
Is it new?
Step 1
Step 2Is it familiar?
Is it safe?
Step 2Is it beneficial?
Does it make sense?
Monday, October 14, 13
The Boy Is the Toy
http://yukaichou.com/octalysis-tool
Speed Camera Lottery
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
Platform
Context
Content
Engagement
Media Stack
Paper/TV/AR/VR
Timing/Trigger
8 Core Drives
Gameful Interaction
Media Stack
Future of Gamified Media
1) Storytelling2) Interactivity3) Immersiveness
Storytelling
Core Drive 1: Epic Meaning & Calling
Storytelling
1984 Video
Think Different Video
Believability is Key
Core Drive 3: Empowerment of
Creativity & Feedback
Storytelling
Suits Recruits
Core Drive 5: Social Influence &
Relatedness
Storytelling
All Eyes On Me
Interactivity
Core Drive 3: Empowerment of
Creativity & Feedback
Interactivity
Star Player Game
M&M: Find Red
Core Drive 1: Epic Meaning & Calling
Interactivity
Decode Jay-Z
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
Core Drive 7: Unpredictability &
Curiosity
Interactivity
Precinct 13
Dexter
Dexter
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social Influence
Core Drive 6: Scarcity & Impatience
Interactivity
Chokchok
Core Drive 4: Ownership & Possession
Interactivity
Pokemon GO
Steam Trading Cards
Immersiveness
Core Drive 7: Unpredictability
& Curiosity
Immersiveness
Residence
Magic Leap
Windows HoloLens
Breakdown of Octalysis Prime Kickstarter Video
Octalysis Prime Kickstarter
Octalysis Strategy Dashboard
BUSINESS METRICS
WIN-STATE
PLAYER
DESIRED ACTIONS
COMMITS
RESULTS
IMPACT
FEEDBACK MECHANICS PROGRESS
TRACKS
EMBEDDED
TRIGGERS
REWARDS
Group Exercise
1. Think about all the Desired Actions you want your audience to do
2.Identify what platform, context to reach them
3.Use the Octalysis to brainstorm around the Desired Actions and identify the Core Drives
4.Share with your group your solution and elect 1 to share
