Gamified Marketing & Media Workshop (Octalysis) in Singapore
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The document provides an overview of a gamified media workshop presented by Yu-kai Chou. Chou is an early pioneer and expert in gamification, having studied and applied gamification principles for 14 years. In the workshop, Chou discusses key concepts around gamification including the Octalysis framework of 8 core drives, examples of gamified experiences, and the future of gamified storytelling, interactivity, and immersiveness. The workshop aims to help participants apply gamification strategies and mechanics to engage audiences through desired behaviors and actions.
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Gamified Marketing & Media Workshop (Octalysis) in Singapore
- 1. Gamified Media Workshop For: SCS Singapore By: Yu-kai Chou @yukaichou / #octalysis / yukai@yukaichou.com
- 2. Guild Leader:Yu-kai Chou @yukaichou / #octalysis / yukai@yukaichou.com
- 3. Early Pioneer of Gamification for 14 years Serial Entrepreneur in Gamification Founder of Octalysis Prime, 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 @yukaichou / #octalysis / yukai@yukaichou.com
- 8. 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
- 10. Right Brain Left Brain Octalysis Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence Extrinsic (tendency) Intrinsic (tendency) Money Points Badges Goals Milestones Rewards
- 13. Extrinsic Motivation Reduces: 1) Creativity 2) Selflessness 3) Intellectual Curiosity
- 14. Extrinsic Motivation Enhances: 1) Initial Action 2) Justifying the Action afterwards 3) Efficiency on mundane tasks
- 15. Always think about adding the fun through: Core Drive 3: Empowerment of Creativity & Feedback Core Drive 5: Social Influence & Relatedness Core Drive 7: Unpredictability & Curiosity
- 16. Maslow’s Hierarchy of Needs
- 17. Maslow’s Hierarchy of Needs Core Drive 1: Epic Meaning & Calling Core Drive 2: Development & Accomplishment Core Drive 3: Empowerment of Creativity & Feedback Core Drive 5: Social Influence & Relatedness Core Drive 4: Ownership & Possession Core Drive 8: Loss & Avoidance Core Drive 7: Unpredictability & Curiosity Core Drive 6: Scarcity & Impatience
- 18. White Hat Motivation Black Hat Motivation
- 20. Emotional Persuasion “People want what they can’t have, they chase what moves away from them, and they only value that which they pay for.” “Attention will be given when information novelty is high and will drift away when information novelty is low.” – Oren Klaff
- 21. Our Brain
- 22. Is it worthwhile? Is it new? Step 1
- 23. Step 2Is it familiar? Is it safe?
- 24. Step 2 Is it beneficial? Does it make sense?
- 29. The Boy Is the Toy
- 35. Paper/TV/AR/VR Timing/Trigger 8 Core Drives Gameful Interaction Media Stack
- 36. Future of Gamified Media 1) Storytelling 2) Interactivity 3) Immersiveness
- 37. Storytelling
- 38. Core Drive 1: Epic Meaning & Calling Storytelling
- 39. 1984Video
- 42. Core Drive 3: Empowerment of Creativity & Feedback Storytelling
- 43. Suits Recruits
- 44. Core Drive 5: Social Influence & Relatedness Storytelling
- 45. All Eyes On Me
- 46. Interactivity
- 47. Core Drive 3: Empowerment of Creativity & Feedback Interactivity
- 48. Star Player Game
- 49. M&M: Find Red
- 50. Core Drive 1: Epic Meaning & Calling Interactivity
- 51. Decode Jay-Z
- 53. Core Drive 7: Unpredictability & Curiosity Interactivity
- 54. Precinct 13
- 55. Dexter
- 56. Dexter
- 58. Core Drive 6: Scarcity & Impatience Interactivity
- 59. Chokchok
- 60. Core Drive 4: Ownership & Possession Interactivity
- 62. Pokemon GO
- 64. Immersiveness
- 65. Core Drive 7: Unpredictability & Curiosity Immersiveness
- 66. Residence
- 67. Magic Leap
- 68. Windows HoloLens
- 69. Breakdown of Octalysis Prime KickstarterVideo
- 72. Group Exercise 1. Think about all the Desired Actions you want your audience to do 2.Identify what platform, context to reach them 3.Use the Octalysis to brainstorm around the Desired Actions and identify the Core Drives 4.Share with your group your solution and elect 1 to share