Octalysis Gamification Design for Tesla (Intro)

Gamiﬁcation &
Behavioral Design
For:Tesla By: Yu-kai Chou
@yukaichou / #octalysis / yukai@yukaichou.com

Guild Leader:Yu-kai Chou

Early Pioneer of Gamification for 13 years
Serial Entrepreneur in Gamification
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 theYear” in 2015

Games?
Entertainment Software Association (2012)

Games?
Entertainment Software Association (2012)
Average Gamer: 35Years Old
68% Gamers Over 18Year Old
47% Gamers are Women
More Adult Women than Under 18 Male

What is Gamiﬁcation?
Game Elements Non-Game (Boring) Context

Exercise
Think about ONE game you enjoyed playing:
Farmville? Candy Crush? Angry Birds?
Starcraft? WoW? DOTA? Halo? LoL?
Poker? Golf? Majong? Crossword Puzzle? Sudoku?

Think about what made that game fun/
enjoyable
Exercise
We’ll come back to this later.

“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

Gamiﬁcation
+Behavioral Economics
Game Mechanics
+Motivational Psychology
+Neurobiology
+UX/UI
+Technology Platforms
+Business Systems
=

Gamiﬁcation
+Neurobiology
+UX/UI
+Business Systems
=
Required to
make a great
game
Game Mechanics

Gamiﬁcation
+Neurobiology
+UX/UI
+Business Systems
=
Required to
make a great
game
Combined with
Business Systems
that generate
ROI
Game Mechanics

Global Movement
Almost all continents and industries are
experimenting with Gamiﬁcation campaigns

90+ Gamiﬁcation Case
Studies with ROI Stats
http://bit.ly/gameROI
Outside Reading

Design Problem
Beginning with “game mechanics” instead of
the Core Drives

Good Gamiﬁcation
does not start with
Game Elements
but starts with our
Core Drives

The Basics of  
Octalysis Gamiﬁcation

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

Kids who play Card Games like Magic the Gathering
need to remember a ton of information

…more information than the periodic table

Octalysis
Ownership
Ownership &
Possession

Octalysis
SocialInﬂuence
Social Inﬂuence
& Relatedness

Sign #1 — Social Proof: "Many past visitors have removed
the petrified wood from the park, destroying the natural state of
the Petrified Forest." (This was accompanied by a picture of
park visitors taking pieces of wood.)
Sign #2 — No Social Proof: "Please don't remove the
petrified wood from the park, in order to preserve the natural
state of the Petrified Forest." (This sign showed a lone visitor
stealing a piece of wood with the universal “No” symbol, a red
circle with a diagonal line).
Sign #3 — No Sign At All: This test didn't include a sign of
any type, serving as the control test for the study.
Petrified Wood Theft

Sign #1 — Social Proof: "Many past visitors have removed
the petrified wood from the park, destroying the natural state of
the Petrified Forest." (This was accompanied by a picture of
park visitors taking pieces of wood.) - 7.9%
Sign #2 — No Social Proof: "Please don't remove the
petrified wood from the park, in order to preserve the natural
state of the Petrified Forest." (This sign showed a lone visitor
stealing a piece of wood with the universal “No” symbol, a red
circle with a diagonal line). -1.67%
Sign #3 — No Sign At All: This test didn't include a sign of
any type, serving as the control test for the study. - 3%
Petrified Wood Theft

Octalysis
Scarcity
Scarcity & Impatience

Octalysis
Unpredictability
Unpredictability & Curiosity

Octalysis
Unpredictability
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

Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social
Inﬂuence

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

-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

-Helping a weird monster solve problems
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social
Inﬂuence
Constantly looking
for better combos
and planning
boosters
“Sweet” “Delicious!”
Level tracks and “Boss Stages”
1-3 Stars
Defeating Chocolate
Quest to accumulate more
points and boosters
Social Treasure - Lives
See friend progress
Always waiting for the
right gems
Seeing levels ahead
Countdown timer/
moves
Balancing Owl Gems
Unpredictable Gems
Random CombosAvoiding Loss
Fear of the chocolate
encroaching candy

http://yukaichou.com/
octalysis-tool

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?

Practice Creating an Octalysis Chart for It

Discovery Onboarding Scaffolding Endgame
Design for All 4 Phases
Level 2 Octalysis

Discovery Onboarding Scaffolding Endgame
AchieversExplorersSocializersKillers

http://yukaichou.com/books
OctalysisPrime(.com)

ThankYou.
Truly.
YukaiChou.com @yukaichou
yukai@octalysisgroup.com

Octalysis Gamification Design for Tesla (Intro)

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