3. Early Pioneer of Gamification with 10 Years of
Experience
Co-Founder of RewardMe and many other
gamification companies; Partner at Spark Solutions
Regular Speaker/Lecturer at Stanford University,
Google, Conferences,VC Gatherings
Gamification Consultant/Advisor for Startups and
Fortune 500s
Started career as a passionate eBay Seller
5. Games?
Entertainment Software Association (2012)
6. Games?
Average Gamer: 35 Years Old
68% Gamers Over 18 Year Old
47% Gamers are Women
More Adult Women than Under 18 Male
Entertainment Software Association (2012)
Source: Entertainment Software Association (2012)
9. The Magic
Waking up behind parents’ back 3AM in the
morning to level up = AMAZING work ethics
10. The Magic
In Role-Playing Games (RPG), Leveling up often
involves killing the same monsters in the same stage
over and over again for hours or weeks
15. “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
29. Bad Game Designer
We need swords...where can they go? Oh yes, monsters. Of
course! We need cows! And friends that can fertilize crops!
+ + + = ????
30. Bad Game Designer
We need swords...where can they go? Oh yes, monsters. Of
course! We need cows! And friends that can fertilize crops!
+ + + = ????
A game can have all the right “game
elements” but still be stupid/boring.
31. Bad Game Designer
We need swords...where can they go? Oh yes, monsters. Of
course! We need cows! And friends that can fertilize crops!
+ + + = ????
In fact, ALL games have “game elements”
but most games suck and are losers.
32. Bad Game Designer
We need swords...where can they go? Oh yes, monsters. Of
course! We need cows! And friends that can fertilize crops!
+ + + = ????
Only a few well-designed games achieve
the status of Winning & Addicting
35. Good Game Designer
How do I want my users to FEEL? Inspired? Proud? Scared?
Hmm, Okay. What game elements do I need in
order to accomplish that goal?
? ? ? ?
36. Good Game Designer
How do I want my users to FEEL? Inspired? Proud? Scared?
Game Elements are a means to an
end, not an end in itself
37. Good Gamification does not
start with Game Elements but
starts off with our Core Drives
48. Meaning
Left Accomplishment Empowerment
Right
Brain Brain
Octalysis
Ownership Social
Pressure
Scarcity Unpredictability
Avoidance
49. White Hat Gamification
Meaning
Accomplishment Empowerment
Octalysis
Ownership Social
Pressure
Scarcity Unpredictability
Avoidance
Black Hat Gamification
50. -Elitism
-Staying in touch with friends
-Stalking -Sharing whatever you want
-Completed Profile
-More friends -TONS of Facebook games
-Increased likes and comments -Instant feedback of friends “liking”
-Aura Effect Meaning
Accomplishment Empowerment
Social
Ownership
Pressure
GScore: 448 -Friend Invites
-Conformity
-Build from Scratch -Social Prod
-Photos/Profiles -Social Treasure
-Friends Scarcity Unpredictability Group Quests
-Memories -Touting
-Protection -Envy
-Recruitment
-Earned lunch
-Monitoring Avoidance
-Inner Circles -Glowing Choice
Note: (Early -MiniQuests
Facebook has -Refreshing Content
HIGH scarcity -Suspense
score with certain
universities only)
-Scarlet Letter
-Sunk Cost Tragedy
51. -Farm getting Bigger & Better -No higher meaning besides being a farmer
-Difficult badges for sorts of crops
-Reward Loops
-Allows the ability to “paint” with
your farm
Meaning
Accomplishment Empowerment -Leaderboard
-Group Farming
-Free Social Gifts
-Ownership of Farm -Neighbors
-Virtual Goods
Octalysis
Ownership
Octalysis Score: 414
Social
Pressure
Scarcity Unpredictability
Avoidance
-Waiting for what’s next in the game
-Appointment Dynamics
-Milestone Unlock
-Real-money Only Crops -Avoid plants withering
-Free Social Gifts -Avoid losing opportunities
-Season-based Gifts -Avoid Sunk-Cost Tragedy
52. -Leveling Up -Saving the world of “Sanctuary”
-Plot line -Diablo II Legacy
-4 Difficulties -Help others
-Skills
-Gear -Massive Skill Combinations
-Different challenges each stage
Meaning
Accomplishment Empowerment
-Multiplayer Game
-Characters -Friend gear and hours
Octalysis
-Items -Mentoring
-Auction House
Social
Ownership
Pressure
Octaylsis Score: 284
Scarcity Unpredictability
Avoidance
-Storyline
-Item Drops
-Randomized Maps
-Randomized Elites
-Item Drops -Repetitive Plot
-Skill Sets -Item Durability
-Bottleneck
-Avoid Sunk-Cost Tragedy
53. -Follower Gain
-Retweets -Character Limit
-Responses -Microblogging Wave
-Witty/valuable content
-Unique Information
Meaning
-Friends on Twitter
Accomplishment Empowerment -Followers
-Responses
-Companionship
-Thank You Economy
-Followers
Ownership Social
-Information
Pressure
Octalysis Score: 267
Scarcity Unpredictability
Avoidance
-Interesting Tweets
-Surprising content
-Fail Whale -Will someone respond?
-Character Limit -Quick news
-Follower Count
-Friend Loss
64. -Finished a listing
-Feedback Score
-None (becoming an entrepreneur?)
-Power Seller
-eTRS
-Sold! -Allows people to decide how they want to
Meaning list to maximize profits
Accomplishment Empowerment
-Sellers forum/
Social
Ownership community
Pressure
-Seller’s profile eTRS
Customized selling
-Building a business empire
Scarcity Unpredictability
Avoidance
-Pay to play
-How many bids
-Final sell price
-Losing money
-Negative Feedback
70. Level 2 Octalysis
Design for All 4 Phases
Discovery Onboarding Scaffolding Endgame
71. Level 2 Octalysis
Design for All 4 Phases
Break Time
Discovery Onboarding Scaffolding Endgame
72. Gamification for eBay
1. Define: Business Metrics - Game Objective
2.Define: Users - Players
3.Define: Desired Actions - Win-State
4.Define: Metrics - Stats
5.Define: Incentives - Carrots
73. Phase I: Discovery
Discuss how people currently discover
the dashboard and WHY?
Discuss how you can make that more
interactive utilizing the 8 Core Drives
74. Phase II: Onboarding
Discuss how people currently learn
how to use the dashboard and WHY?
Discuss how you can make that more
interactive utilizing the 8 Core Drives
75. Phase III: Scaffolding
Discuss why people currently would
continue to sell on eBay.
Discuss how you can make that more
interactive utilizing the 8 Core Drives
76. Phase IV: Endgame
Discuss why powersellers continue to
sell
Discuss how you can make that more
interactive utilizing the 8 Core Drives
77. Level 2 Octalysis
Design for All 4 Phases
Discovery Onboarding Scaffolding Endgame
78. Level 2 Octalysis
Design for All 4 Phases
Discovery Onboarding Scaffolding Endgame