Yu-kai Chou’s Gamification Workshop for Accenture (Slides)

Accenture is now taking on the practice of Gamification

Few years ago, many companies still believed that Gamification was just a non-serious fad. Of course, these companies also paid big bucks to consulting firms like Deloitte and Accenture to help them streamline their operations and improve their profitabilities.

Now consulting firms like Deloitte and Accenture are also offering Gamification as one of their capabilities, showing that gamification – when done well – is valuable across the board.

Accenture Gamification Yu kai Chous Gamification Workshop for Accenture (Slides)Workshop on Octalysis Gamification

A couple weeks ago, I had the honor of doing a workshop for Accenture, teaching them my Octalysis Framework and how it pertains to good gamification design. It was hugely successful, and over 200 Accenture employees attended.

This workshop is a bit similar to the one I gave to eBay at the beginning of the year, but with more detail, better exams, and more execution flushed out of it. Of course, it includes my new learnings and growth throughout the year.

Finally…Level 1 Octalysis Certificate (in Gamification) Given!

Level 1 Octalysis Certificate.001 Finally...Level 1 Octalysis Certificate (in Gamification) Given!

Gamification Certificate in Octalysis

I know there’s been a few certified gamification courses out there, and I’ve heard mixed reviews about them. Some readers have told me that they have learned way more from my site than from other expert-certified courses, so they asked if I would create a certification program for them too.

I entertained the idea on my Beginner’s Guide to Gamification Video Series just to see what kind of interest I get. Level 1 Octalysis involves sending me a full analysis of any engaging product with the 8 Core Drives in mind. Naturally, like Octalysis, there are 5 Levels within this Certification, but so far only Level 1 is available to the public.

Interestingly, I received a decent amount of submissions, with some being better than others.

An Achievement Symbol is only valuable if it is an actual achievement (and Scarce)

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4 Experience Phases in Gamification (#3): The Scaffolding Phase

Gamification Purpose 4 Experience Phases in Gamification (#3): The Scaffolding Phase

The 3rd Experience Phase of Gamification: Scaffolding

Earlier I have covered the first 2 experience phases of player’s journey: Discovery, and Onboarding. Scaffolding is the 3rd experience phase of a Player’s Journey.

Scaffolding starts once a player has learned the basic tools and rules to play the game and has achieved the “First Major Win-State.”

This phase is a bit difficult to cover in one writing because it’s the regular journey and activity that the user engages in, and anything goes during this stage based on what your product or service actually is. I’ve written a fairly long post here about this phase but it will be very core to my gamification concepts so for those who are learning about Octalysis and hope to design something engaging, you should read through it.

Scaffolding: the Regular Journey

Regarding the scaffolding phase, one thing to note is that more often than not, it requires the exact same (or very similar) actions on a regular/daily basis, and the Gamification designer must answer the question, “why would my users come back over and over again for the same actions?”

Rewards, Intrinsic and Extrinsic Motivation

This is where people think about Rewards.

Rewards are great because they continuously motivate people towards a goal, even if it means repetitive activity.

However, it is a bit too focused on extrinsic motivation instead of intrinsic motivation.

Therefore, there are different types of rewards to engage more core drives beyond the reward itself.

In an earlier post, I have defined 6 Contextual Types of Rewards, including Fixed-action rewards, Random rewards, Rolling rewards, and more.

Keep note that usually extrinsic rewards are better at attracting people to participate in the first place (Discovery and Onboarding), but towards the Scaffolding and EndGame, you want to transition to intrinsic motivation as much as possible.

Let’s explore the Scaffolding Phase within the 8 core drives of Octalysis.

Core Drive 1: Epic Meaning & Calling

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How Gamification at 750words.com keeps you writing every day

 How Gamification at 750words.com keeps you writing every day

This is a guest post by secret gamification agent and webland wanderer, Average Joey. Joey doesn’t believe in real names or for those bringing gamification to life, that you should worry too much about a single construction of reality. Imagine, explore, play. Isn’t that what games and life is all about?

750words.com: The Gamification of writing

I have been using Buster Benson’s gamified writing site, 750words.com, for over 100 days now and I’ll admit to having a bit of a site-crush. I visit it on a daily basis and though I’m only at the beginning of what might become a beautiful friendship, other long term users clearly feel the same.

Among them, many have been engaged with the site for years. Writing their 750 words every, single, day.

Gamification is often put forward as a solution that promises this kind of  passionate and committed long term engagement. But how many gamified sites really embed themselves into your daily habits not just a month, but over years?

I was curious to look a little deeper through the lens of the Octalysis framework and the 4 experience phases of  the player journey.

The Empowerment to just write

Firstly and importantly the site’s every design choice feels tightly focused around a central goal. Write every day.

Sounds easy, but anyone who’s actually tried to write that novel, get down some of that essay or write a journal entry after a long day knows that finding that writer’s flow is often difficult.

This is why it feels such an empowering first experience when you log-in to the site. Before anything else, any browsing or the site showing off, you are simply challenged to write. In our digital lives filled with endless procrastination and distraction at every turn, a blank page with its sole intent at its centre feels refreshingly honest.

This is simple Empowerment of Creativity & Feedback (Core Drive 3). Like any sandbox game you are given the tools early on and all the freedom to attack it anyway you want. The site name itself is all the tutorial for the on-boarding phase you need and the objective is clear from the moment you type in the url, “750words”. Go.

Here’s how it could have all gone wrong; A standard frame of menus, the badges, list of other users and challenges all gamified elements used later, if introduced at this point would have been a disaster. Those sparks for another chain of thought and suddenly your writing muse has wandered off.

Instead the gamification  recognizes the different player journey phases and by focusing in on empowerment gets you to that early win-state of a successful writing day completed.

Simple and visual feedback on progress

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Autodesk: What Makes a Successful or a Failed Gamification Campaign?

 

Autodesk and Gamification 300x225 Autodesk: What Makes a Successful or a Failed Gamification Campaign?

 

 

Autodesk: An Introduction

For Autodesk, the software design and service giant, promoting trial period use of its key products and applications is an important strategy for engaging potential customers and stimulating purchase decisions. In particular, the company’s 30-day software trial period is considered to be critical in their marketing strategy and represents a major portion of the website traffic.

At the recent GSummit SF 2013 Conference, in the session “Converting Free Users to Paid: Gamification at Autodesk”, Autodesk Digital Marketing Director Dawn Wolfe and Resource Interactive Managing Director Steven Burke presented the results of two recent projects designed to increase the conversion rate for two Autodesk trial programs. Surprisingly, the first effort was wildly successful, but the second was a failure. We will investigate further and see why.

The Autodesk Product Line

In general, Autodesk products are very complex, very powerful, and very expensive. Because of the complexity and sophistication, the learning curves are often quite formidable. Most users take weeks, or even months before they actually gain any true competency. They also represent a major investment, with the cheapest Autodesk product costing $1,200, while its more popular products will run $5,000 per license seat.

For prospective customers this presents a new challenge – how do they determine whether a product so sophisticated is justifiable for their needs. These are definitely not products that one would purchase without having a solid understanding of how they can help ones business.

The Autodesk In-Trial Program

To help engage prospective users (potential buyers), Autodesk offers an In-Trial program. Users can download software design programs and application suites for a 30-day trial period. During this period users can access online tutorials, documentation, and example file sets, to assist them in learning about the software and help assess the their need.

Autodesk’s In-Trial program is essential in promoting their software products, while at the same time, critical to the conversion process. In fact, trial downloads are the number one reason that visitors globally use the Autodesk website. As a result, there is a direct link between customer engagement with a trial and their propensity to make a purchase.

As an example, metrics for Autodesk’s 3DS Max product trial program shows that for prospective users who employ a trial three or more times, there is a 2x increased likelihood that they will purchase the product. (However, 80% of the trial users only open the product once.) It is therefore very important that the initial engagement with the trial users is positive.

The Autodesk In-Trial marketing team explored a new objective – how to increase the conversion rate of new prospects (the trial users) to purchasers. Based on their In-Trial data they hypothesized that by increasing the engagement level of the trial users, the likelihood of them purchasing the product would increase. (In theory, this would expose them to the most compelling aspects of the software products, creating incentives for the trial users and prospects to take the next step and purchase the products.)

 

Autodesk example of gamification 1 300x212 Autodesk: What Makes a Successful or a Failed Gamification Campaign?

 

Initiative 1: Gamification for the 3DS Max Trial Program

When the 2013 version of the Autodesk 3DS Max software was released, the company employed the digital marketing agency Resource Interactive to create a new, innovative way to increase the trial conversion rate. Resource actually developed an online game called “Undiscovered Territory” that took customers on an entertaining and educational journey.

The game was advertised within the 3DS Max trial software, providing an entry point into the actual game. Resource developed an entertaining storyline, which incorporated a worldwide race, numerous missions, awards, and Badgeville platform components. At the same time, they evoked social influence mechanics by connecting users with their social marketing sites and community platforms – including YouTube and Facebook. Overall it was a very robust experience for the users.

For 3DS Max, the target audience consists of special effects artists, graphics designers, and game developers. This is a pretty safe target group since most are already likely to be utilizing 3DS Max or another Autodesk development product. As such, the target market was considered to be well defined and safe- a necessary condition for engaging users in their trial program’s gamification platform.

The results were impressive.

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