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Week 3 intro to gamification

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Bernie Dodge
Bernie Dodge

This document discusses the Octalysis Framework for gamification. It introduces the 8 core drives that motivate human behavior: Epic Meaning & Calling, Development & Accomplishment, Empowerment of Creativity & Feedback, Ownership & Possession, Social Influence & Relatedness, Scarcity & Impatience, Unpredictability & Curiosity, and Loss & Avoidance. These drives are further categorized as white hat drives that provide intrinsic motivation and black hat drives that rely on external motivators like fear and scarcity. The document explains each drive and provides examples of how games and websites appeal to different drives. Students are assigned a group project to design a gamified solution for a real problem using the Octalysis Framework

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1 Introduction to Gamification Week 3 The Octalysis Framework
Teams  Teams of 4 or 5  Balanced  Requests honored
Reactions to the BOOK?
Gamification Definition  “The craft of defining fun and engaging elements found typically in games and thoughtfully applying them to real-world or productive activities.”
Chapter 1
Chapter 1
The Octalysis Framework
Importance of Core Drives When there are none of these 8 Core Drives behind a Desired Action, there is zero motivation and no action will take place
White Hat Drives  Epic Meaning & Calling  Development & Accomplishment  Empowerment of Creativity & Feedback  Doing something bigger than yourself  Feeling ‘chosen’ to take action
White Hat Drives  Epic Meaning & Calling  Development & Accomplishment  Empowerment of Creativity & Feedback  Making progress  Developing skills  Achieving mastery
White Hat Drives  Epic Meaning & Calling  Development & Accomplishment  Empowerment of Creativity & Feedback  Engaged in a creative process  Making new things, new combinations
Black Hat Drives  Scarcity & Impatience  Loss & Avoidance  Unpredictability & Curiosity  Wanting something because it’s rare, unattainable
Black Hat Drives  Scarcity & Impatience  Loss & Avoidance  Unpredictability & Curiosity  Avoiding something negative  “Special offer for a limited time only”
Black Hat Drives  Scarcity & Impatience  Loss & Avoidance  Unpredictability & Curiosity  What happens next?
White Hat vs. Black If something is engaging because it lets you express your creativity, makes you feel successful through skill mastery, and gives you a higher sense of meaning, it makes you feel very good and powerful.
White Hat vs. Black On the other hand, if you are always doing something because you don’t know what will happen next, you are constantly in fear of losing something, or because you’re struggling to attain things you can’t have, the experience will often leave a bad taste in your mouth- even if you are consistently motivated to take these
The 1984 Apple Ad https://www.youtube.com/watch?v=2zfqw8nhUwA
The Think Different Ad https://www.youtube.com/watch?v=nmwXdGm89Tk
Left Brain Drives  Development & Accomplishment  Ownership & Possession  Scarcity & Impatience  Making progress  Developing skills  Achieving mastery
Left Brain Drives  Development & Accomplishment  Ownership & Possession  Scarcity & Impatience  Feeling like you own or control something  Leads to a desire to increase or improve what you own
Left Brain Drives  Development & Accomplishment  Ownership & Possession  Scarcity & Impatience  Wanting something because it’s rare or unattainable
Right Brain Drives  Empowerment of Creativity & Feedback  Social Influence and Relatedness  Unpredictability & Curiosity  Engaging in a creative process  Figuring out new things or trying new combinations  Getting feedback on results
Right Brain Drives  Empowerment of Creativity & Feedback  Social Influence and Relatedness  Unpredictability & Curiosity  Mentorship  Social acceptance  Social feedback  Companionship  Competition
Right Brain Drives  Empowerment of Creativity & Feedback  Social Influence and Relatedness  Unpredictability & Curiosity  What happens next?
Right Brain Core Drives It is much better for companies to design experiences that motivate the Right Brain Core Drives, making something in of itself fun and rewarding so users can continuously enjoy and engage in the activity. Motivation is often better when it sticks.
Wikipedia
Google Photospheres
Mnemonic Activity  Create a mnemonic device that will enable all of us to know these eight drives and four subsets cold.  Example: My Very Earnest Mary Jane Stole Uncle Ned’s Purse  Every Good Boy Does Fine
Mnemonic Activity  Goal: Phrases or sentences that are memorable and easy to link back to the actual terms.  Ideally, they should be chunked into the four categories White Hat, Black Hat, Left Brain and Right Brain.
The Octalysis Framework
Breakout Room 1: Reddit.com
Breakout Room 2: KhanAcademy.org
Breakout Room 3: MyFitnessPal.com
Breakout Room 4: Pokémon Go
Debriefing  Reddit  Khan Academy  My Fitness Pal  Pokémon Go  What core drives were dominant?  Which were not present at all?
Gamification Project  Real-world problem  External client or yourself (expertise needed)  One or two vetted opportunities will be presented next week, but it’s best if you come up with your own.
Gamification Project  One per team  A single deliverable, with template provided next week  Contents: Problem analysis, solution proposed, octalysis diagram, and an evaluation metric
Octalysis Tool http://www.yukaichou.com/octalysis-tool/
Team Activity  In breakout rooms, see if you can decide on a common problem to work on for your gamification project.  Team A goes to Breakout Room 1, etc.
Homework  Read Chou Chapters 9-12  Name your team: one word with the same initial letter  Get topic approval  1st section of your project document

More Related Content

Week 3 intro to gamification

  • 1. 1 Introduction to Gamification Week 3 The Octalysis Framework
  • 2. Teams  Teams of 4 or 5  Balanced  Requests honored
  • 4. Gamification Definition  “The craft of defining fun and engaging elements found typically in games and thoughtfully applying them to real-world or productive activities.”
  • 8. Importance of Core Drives When there are none of these 8 Core Drives behind a Desired Action, there is zero motivation and no action will take place
  • 9. White Hat Drives  Epic Meaning & Calling  Development & Accomplishment  Empowerment of Creativity & Feedback  Doing something bigger than yourself  Feeling ‘chosen’ to take action
  • 10. White Hat Drives  Epic Meaning & Calling  Development & Accomplishment  Empowerment of Creativity & Feedback  Making progress  Developing skills  Achieving mastery
  • 11. White Hat Drives  Epic Meaning & Calling  Development & Accomplishment  Empowerment of Creativity & Feedback  Engaged in a creative process  Making new things, new combinations
  • 12. Black Hat Drives  Scarcity & Impatience  Loss & Avoidance  Unpredictability & Curiosity  Wanting something because it’s rare, unattainable
  • 13. Black Hat Drives  Scarcity & Impatience  Loss & Avoidance  Unpredictability & Curiosity  Avoiding something negative  “Special offer for a limited time only”
  • 14. Black Hat Drives  Scarcity & Impatience  Loss & Avoidance  Unpredictability & Curiosity  What happens next?
  • 15. White Hat vs. Black If something is engaging because it lets you express your creativity, makes you feel successful through skill mastery, and gives you a higher sense of meaning, it makes you feel very good and powerful.
  • 16. White Hat vs. Black On the other hand, if you are always doing something because you don’t know what will happen next, you are constantly in fear of losing something, or because you’re struggling to attain things you can’t have, the experience will often leave a bad taste in your mouth- even if you are consistently motivated to take these
  • 17. The 1984 Apple Ad https://www.youtube.com/watch?v=2zfqw8nhUwA
  • 18. The Think Different Ad https://www.youtube.com/watch?v=nmwXdGm89Tk
  • 19. Left Brain Drives  Development & Accomplishment  Ownership & Possession  Scarcity & Impatience  Making progress  Developing skills  Achieving mastery
  • 20. Left Brain Drives  Development & Accomplishment  Ownership & Possession  Scarcity & Impatience  Feeling like you own or control something  Leads to a desire to increase or improve what you own
  • 21. Left Brain Drives  Development & Accomplishment  Ownership & Possession  Scarcity & Impatience  Wanting something because it’s rare or unattainable
  • 22. Right Brain Drives  Empowerment of Creativity & Feedback  Social Influence and Relatedness  Unpredictability & Curiosity  Engaging in a creative process  Figuring out new things or trying new combinations  Getting feedback on results
  • 23. Right Brain Drives  Empowerment of Creativity & Feedback  Social Influence and Relatedness  Unpredictability & Curiosity  Mentorship  Social acceptance  Social feedback  Companionship  Competition
  • 24. Right Brain Drives  Empowerment of Creativity & Feedback  Social Influence and Relatedness  Unpredictability & Curiosity  What happens next?
  • 25. Right Brain Core Drives It is much better for companies to design experiences that motivate the Right Brain Core Drives, making something in of itself fun and rewarding so users can continuously enjoy and engage in the activity. Motivation is often better when it sticks.
  • 28. Mnemonic Activity  Create a mnemonic device that will enable all of us to know these eight drives and four subsets cold.  Example: My Very Earnest Mary Jane Stole Uncle Ned’s Purse  Every Good Boy Does Fine
  • 29. Mnemonic Activity  Goal: Phrases or sentences that are memorable and easy to link back to the actual terms.  Ideally, they should be chunked into the four categories White Hat, Black Hat, Left Brain and Right Brain.
  • 31. Breakout Room 1: Reddit.com
  • 35. Debriefing  Reddit  Khan Academy  My Fitness Pal  Pokémon Go  What core drives were dominant?  Which were not present at all?
  • 36. Gamification Project  Real-world problem  External client or yourself (expertise needed)  One or two vetted opportunities will be presented next week, but it’s best if you come up with your own.
  • 37. Gamification Project  One per team  A single deliverable, with template provided next week  Contents: Problem analysis, solution proposed, octalysis diagram, and an evaluation metric
  • 39. Team Activity  In breakout rooms, see if you can decide on a common problem to work on for your gamification project.  Team A goes to Breakout Room 1, etc.
  • 40. Homework  Read Chou Chapters 9-12  Name your team: one word with the same initial letter  Get topic approval  1st section of your project document