The Dark and Light Sides of Motivation

For: QCommons By: Yu-kai Chou

Guild Leader: Yu-kai Chou

Early Pioneer of Gamification for 12 years

Serial Entrepreneur in Gamification

Founder of Octalysis Group & Behavioral Scientist at Captain Up (Engagement & Retention Platform).

Regular Keynote Speaker/Lecturer at Stanford University, Accenture, TEDx, SxSW

Rated #1 Gamification Guru by World Gamification Congress (2014) and Rise.Global (2013, 2014)

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

“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

“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

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

Avoidance

Ownership

Empowerment

Meaning

Unpredictability

Accomplishment

Scarcity

Social Influence

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

Monetization Techniques

OctalysisUnpredictability

Unpredictability & Curiosity

OctalysisUnpredictability

Unpredictability & Curiosity

Skinner Box

Octalysis

Avoidance

Loss & Avoidance

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

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

S: ScarcityO: OwnershipU: UnpredictabilityL: Loss

S: Social InfluenceE: Epic MeaningE: Empowerment D: Development

SOUL SEED(Extrinsic Black Hat) (Intrinsic White Hat)

-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

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

Motives and Behavior in the Bible through Octalysis

Core Drive 1: Epic Meaning & Calling

John the Baptist Preaching

Core Drive 2: Development & Accomplishment

Paul evangelizes to Churches

Core Drive 3: Empowerment of Creativity & Feedback

King David worships through dancing

Core Drive 4: Ownership & Possession

Judas betrays Jesus

Core Drive 5: Social Influence & Relatedness

Jonathan’s Friendship with David

Core Drive 6: Scarcity & Impatience

Adam and Eve

Core Drive 7: Unpredictability & Curiosity

Moses and the Burning Bush

Core Drive 8: Loss & Avoidance

Pharisees Plot Against Jesus

Core Drive 8: Loss & Avoidance

Peter’s Denial

All the Core Drives!

Jesus recruits disciples

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

Thank You. Truly.

Octalysis.com @yukaichou

yukai@yukaichou.com