Community partner of

Sem van Geffen Community Manager Mission Start Frank Leoné Ambassador Mission Start, Marbelous Minds Community partner of

In this workshop 1. An introduction to gamification 2. Octalysis: 8 core drives to stimulate behaviour 3. Working with Octalysis

Gamification It’s Human focused: Needs (social, adaptive, fun) Limitations (physical, memory) Take care of your users. But first: know them!

Gamification Psychological needs for learning: Relatedness (social) Autonomy (freedom / choice / creativity) Mastery (competence / grow) Purpose (meaning) Together they form the construct intrinsic motivation.

Gamification It’s about: finding the right stimuli that trigger desired target behaviour with an outcome that’s measureable Don’t skip these steps. Success begins here.

Gamification

It’s tapping into one’s motivation with help of: Intrinsic stimuli (freedom of choice and movement; competence, progression) Extrinsic stimuli (status, privileges and rewards)

Gamification Is more than:

Gamification It is also:

Gamification We will get back to that in a second…

First: how to apply? User Goal metrics Desired behaviors Win-state Incentives Feedback & Rewards How would this look for your solution? Let’s dive deeper…

Which factors to consider? User Desired behaviors Win-state Incentives Feedback & Rewards Autonomy Competence Relatedness Intrinsic & Extrinsic Ability Motivation Trigger Octalysis… Chou, 2015

Octalysis Meaning Empowerment Social Influence Unpredictability Avoidance Scarcity Ownership Accomplishment Octalysis

1. Meaning A higher goal or purpose to your solution A ‘why’ for the user to do what you want them to do Which is bigger than themselves or this very moment And they personally believe in Techniques: storytelling, hero, elitism, …

2. Accomplishment People want to feel they are making progress towards a goal Let users know where they stand relative to their goal. E.g.: Status/experience points, leaderboards Show progress on ‘map’ Add short-term goals, clear choices Achievement symbols (e.g. badges) Let users always make progress somewhere “Always make your users feel great!”

3. Empowerment of creativity and feedback The freedom to try creative solutions and learn using feedback A way for the user to: Express themselves, create their own experience See the results, get feedback Keyword: choice

4. Ownership If something is yours, you will use, improve and extend it Allow users to have something for themselves, such as: A profile page and/or avatar Exchangeable points, collections Their own customized … Alfred effect: so customized to me …

5. Social Influence A way to relate to and interact with other users Let users relate to other users through: Social interactions, prods, treasures, mentorship Coöperation, Competition, Comparisons Trophy shelves, exposure

6. Scarcity Everyone wants what only a few can get Allow users to be special: scarcity creates specialty: Locked goods/areas Singular/rare items Singular/rare moments “Persuasively Inconvenient”

7. Unpredictability Spark your users curiosity by unpredictable events Make your users curious by adding: Chance and uncertainty, easter eggs Suspense Delays New content, glowing choice

8. Avoidance Pressure by letting people avoid the negative Let users avoid the negative, which can be: Direct penalties Losing what is gained (Sunk cost prison) Missing an opportunity (FOMO!)

Result vs journey Meaning Avoidance Scarcity Ownership Accomplishment Meaning Empowerment Social Influence Unpredictability Avoidance Intrinsic Extrinsic

White vs black hat Meaning Ownership Accomplishment Social Influence Unpredictability Avoidance Empowerment Social Influence Scarcity Ownership Fast Slow

Complete overview Meaning Empowerment Social Influence Unpredictability Avoidance Scarcity Ownership Accomplishment Octalysis

Integrate: how to apply? Go to

Integrate: how to apply? User Goal metrics Desired behaviors Win-state Incentives Feedback & Rewards Meaning Empowerment Social Influence Unpredictability Avoidance Scarcity Ownership Accomplishment Goal: Employ gamification to stimulate motivation and desired behaviors in your solution 1.Define your: Users Goal metrics Desired behaviors 2.Consider all 8 octalysis factors: Which are inherent to your product/users? Which could you add by changing/extending your product? 3.Reflect: 1.Do all desired behaviors have an accompanying win-state? 2.Score your solution on all 8 octalysis factors 3.Is for each desired behavior the prerequisite motivation, ability and trigger present? 4.Extended. Think about: 1.Different phases of your solution: discovery, onboarding, scaffolding, end game 2.Think about different user/player types Octalysis

Community partner of Take care of the inner human in your design: Human > Function Motivation > Options Want > Must Find inspiration in what motivates you (and sometimes let your own inner child out)

Sem van Geffen Community Manager Mission Start Frank Leoné Ambassador Mission Start, Marbelous Minds Community partner of

Want to know more? Practical: Octalysis: Chou (2015), Actionable Gamification: Beyond Points, Badges, and Leaderboards Game design: Schell (2014), The Art of Game Design: a book of lenses (and app) Gamification in education Van Geffen (2014), Gamification in de klas Sheldon (2011), The Multiplayer Classroom