Community partner of Sem van Geffen Community Manager

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

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

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

ilit y ab ict y cit ar Sc pr ed Ownership Avoidance Un Octalysis Social Influence t en t m en ish pl m m er w po Em Ac co Octalysis Meaning

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 “Persuasively Inconvenient” • Singular/rare moments

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 Extrinsic Intrinsic Avoidance er m pl ish w po m en Em t Meaning Social Influence Ac t en co m ict ed pr Un ity c ar Sc ab ilit y Ownership

y cit ar Sc Avoidance ict ed y ilit ab Fast pr Social Influence Ownership Slow Un Ownership Social Influence t en en m m pl ish m co er w po Em Ac t White vs black hat Meaning

y cit ilit y ab ict ar Sc pr ed Ownership Avoidance Un Octalysis Social Influence t en ish pl m m er w t en m po Em Ac co Complete overview Meaning

Integrate: how to apply? Go to http: //www. marbelousminds. com/campusparty

Integrate: how to apply? Goal: Employ gamification to stimulate motivation and desired behaviors in your solution Desired behaviors User Feedback & Rewards Incentives Meaning ish m t Ac en co m pl m er w po ab ilit y Octalysis Un y pr e cit ar di ct Sc 4. Extended. Think about: 1. Different phases of your solution: discovery, onboarding, scaffolding, end game 2. Think about different user/player types Ownership 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? Em en t 2. Consider all 8 octalysis factors: • Which are inherent to your product/users? • Which could you add by changing/extending your product? Win-state Social Influence 1. Define your: • Users • Goal metrics • Desired behaviors Goal metrics Avoidance

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) Community partner of

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

Want to know more? Practical: http: //www. yukaichou. com/octalysis-tool/ http: //yukaichou. com/gamification-examples/octalysis-complete-gamification-framework/ http: //yukaichou. com/gamification-examples/what-is-gamification/ Octalysis: • http: //yukaichou. com/ • 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 • www. missionstart. nl • Van Geffen (2014), Gamification in de klas • Sheldon (2011), The Multiplayer Classroom