Yu-kai Chou's Gamification Talk for QCommons (Christian Organization)
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Transcript of Yu-kai Chou's Gamification Talk for QCommons (Christian Organization)
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