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, Google, Conferences,VC Gatherings
Rated a #1 Gamification Guru in the world by UKBased Leaderboarded
6. 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)
7. Exercise
Think about ONE game you enjoyed playing:
Farmville? Candy Crush? Angry Birds?
Starcraft? WoW? DOTA? Halo? LoL?
Poker? Golf? Majong? Crossword Puzzle? Sudoku?
8. Exercise
Write it down, and think about what made
that game fun/enjoyable
We’ll come back to this later.
11. The Magic
Waking up behind parents’ back 3AM in the
morning to level up = AMAZING work ethics
12. 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
18. Game
Work
Tasks
repetitive, but fun
repetitive and dull
Feedback
constantly
once a year
Goals
clear
contradictory, vague
Path to Mastery
clear
unclear
Rules
clear, transparent
unclear, in-transparent
Information
right amount at the right time
too much and not enough
Failure
expected, spectacular, brag about it
forbidden, punished, don’t talk about it
Status of Users
transparent, timely
hidden
Promotion
meritocracy
kiss-up-o-cracy
Collaboration
yes
yes
Speed/Risk
high
low
Autonomy
high
mid to low
Narrative
yes
only if you are lucky
Obstacles
on purpose
accidental
19. “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
20. “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
29. The Schopenhauer
Truth Hype Cycle
Every truth passes through 3 stages before it is
recognized:
I.
II.
III.
First, it is ridiculed.
Second, it is violently opposed.
Third, it is regarded as self-evident.
30. The Schopenhauer
Truth Hype Cycle
Every truth passes through 3 stages before it is
recognized:
I.
II.
III.
First, it is ridiculed.
Second, it is violently opposed.
Third, it is regarded as self-evident.
Also, I’m a smart guy!
32. History Lesson
Many Years Ago
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...
A Few Years Ago
Now
33. History Lesson
Many Years Ago
A Few Years Ago
DUH! Every organization
needs a Talent Strategy!
DUH! Every organization
needs a Website Strategy!
This Website thing is a
fad...where’s the ROI?
This Social thing is a
fad...where’s the ROI?
Who needs a Website?
It’s a distraction to
business!
Who needs Social Media?
It’s a distraction to our
employees!
Just fad-chasing
enthusiasts and
conferences talk about
Websites...
Just fad-chasing
enthusiasts and
conferences talk about
Social Media...
Now
34. History Lesson
Many Years Ago
A Few Years Ago
Now
DUH! Every organization
needs a Talent Strategy!
DUH! Every organization
needs a Website Strategy!
DUH! Every organization
needs a Social Strategy!
This Website thing is a
fad...where’s the ROI?
This Social thing is a
fad...where’s the ROI?
This Gamification thing
is a fad...where’s the ROI?
Who needs a Website?
It’s a distraction to
business!
Who needs Social Media?
It’s a distraction to our
employees!
Who needs Gamification?
It’s a distraction to our
employees!
Just fad-chasing
enthusiasts and
conferences talk about
Websites...
Just fad-chasing
enthusiasts and
conferences talk about
Social Media...
Just fad-chasing
enthusiasts and
conferences talk about
Gamification...
42. Bad Game Designer
We need swords...where can they go? Oh yes, monsters. Of
course! We need cows! And friends that can fertilize crops!
+
+
+
= ????
43. Bad Game Designer
We need swords...where can they go? Oh yes, monsters. Of
course! We need cows! And friends that can fertilize crops!
+
+
+
+
+
= ????
+
+
44. 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.
45. 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.
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!
+
+
+
+
+
= ????
+
+
It’s naive to think that once you plug game
mechanics into your company, it will be successful
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!
+
+
+
+
+
= ????
+
+
Only a few well-designed games achieve
the status of Winning & Addicting
50. 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?
?
?
?
?
67. 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
68. Self-Submission to Black Hat Gamification
Just because it’s called Black Hat
doesn’t mean it’s necessarily bad
70. -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
71. -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
72. -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
73. -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
-Fail Whale
-Character Limit
-Follower Count
-Interesting Tweets
-Surprising content
-Will someone respond?
-Quick news
-Friend Loss
79. 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?
80. 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
81. 1) Epic Meaning & Calling
Part of something bigger than yourself
83. 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)
84. 2) Development & Accomplishment
Feeling Progress and Achievement
86. Nike+
Nike+ lets people see their progress and improvements in
order to FEEL growth and accomplishments. It turns longterm benefits into short-term gratification.
87.
88. 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
89.
90. 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).
97. 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
98. 4) Ownership & Possession
The more you have, the more you want
102. 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
105. 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
107. 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