Actionable Gamification: Beyond Points, Badges, and Leaderboards

by Yu-kai Chou

I will repeat multiple times in this book that, because everything you do is based on one or more of these 8 Core Drives, when there are none of these 8 Core Drives behind a Desired Action, there is zero motivation and no action takes place. In addition, each of these 8 Core Drives have different natures within them. Some make the user feel powerful, but do not create urgency, while others create urgency, obsession, and even addiction, but make the user feel bad. Some are more short-term extrinsically focused, while some are more long-term intrinsically focused. As a result, these 8 Core Drives are charted on an Octagon not simply for aesthetic purposes, but because the placement determines the nature of the motivation.

I will repeat multiple times in this book that, because everything you do is based on one or more of these 8 Core Drives, when there are none of these 8 Core Drives behind a Desired Action, there is zero motivation and no action takes place. In addition, each of these 8 Core Drives have different natures within them. Some make the user feel powerful, but do not create urgency, while others create urgency, obsession, and even addiction, but make the user feel bad. Some are more short-term extrinsically focused, while some are more long-term intrinsically focused. As a result, these 8 Core Drives are charted on an Octagon not simply for aesthetic purposes, but because the placement determines the nature of the motivation.

The Octalysis Framework is arranged so that the Core Drives that focus on creativity, self-expression, and social dynamics are organized on the right side of the octagon. In my framework, I call them Right Brain Core Drives. The Core Drives that are most commonly associated with logic, analytical thought, and ownership are graphed on the left side of the Octagon and are termed Left Brain Core Drives.

The Octalysis Framework is arranged so that the Core Drives that focus on creativity, self-expression, and social dynamics are organized on the right side of the octagon. In my framework, I call them Right Brain Core Drives. The Core Drives that are most commonly associated with logic, analytical thought, and ownership are graphed on the left side of the Octagon and are termed Left Brain Core Drives.

It is worth noting (especially for the “sciencey” readers who are now shaking their heads) that the Left Brain and Right Brain references are not literal in terms of actual brain geography but merely a symbolic differentiation between two distinct functions of the brain. Interestingly, Left Brain Core Drives tend to rely on Extrinsic Motivation – you are motivated because you want to obtain something, whether it be a goal, a good, or anything you cannot obtain. On the other hand, Right Brain Core Drives are mostly associated with Intrinsic Motivations – you don’t need a goal or reward to use your creativity, hangout with friends, or feel the suspense of unpredictability – the activity itself is rewarding on its own.

It is worth noting (especially for the “sciencey” readers who are now shaking their heads) that the Left Brain and Right Brain references are not literal in terms of actual brain geography but merely a symbolic differentiation between two distinct functions of the brain. Interestingly, Left Brain Core Drives tend to rely on Extrinsic Motivation – you are motivated because you want to obtain something, whether it be a goal, a good, or anything you cannot obtain. On the other hand, Right Brain Core Drives are mostly associated with Intrinsic Motivations – you don’t need a goal or reward to use your creativity, hangout with friends, or feel the suspense of unpredictability – the activity itself is rewarding on its own.

This is important, because many companies emphasize designing for Extrinsic Motivators, such as providing users a reward when they complete a task. However, many studies have shown that extrinsic motivation impairs intrinsic motivation. Why? Because once the companies stop offering the extrinsic motivator, user motivation will often plummet to a level much lower than when the extrinsic motivator was first introduced. We will examine this tendency, termed the overjustification effect, in Chapter 13. It is much better for companies ...

This is important, because many companies emphasize designing for Extrinsic Motivators, such as providing users a reward when they complete a task. However, many studies have shown that extrinsic motivation impairs intrinsic motivation. Why? Because once the companies stop offering the extrinsic motivator, user motivation will often plummet to a level much lower than when the extrinsic motivator was first introduced. We will examine this tendency, termed the overjustification effect, in Chapter 13. It is much better for companies ...

enjoy and engage in the activity. Motivation is often bet...

enjoy and engage in the activity. Motivation is often bet...

The Hidden Ninth Core Drive: Sensation

The Hidden Ninth Core Drive: Sensation

How to Apply Level 1 Octalysis to Actual Systems

How to Apply Level 1 Octalysis to Actual Systems

A few Gamification examples with Octalysis

A few Gamification examples with Octalysis

Quick Intro to Level II Octalysis and Beyond

Quick Intro to Level II Octalysis and Beyond

Chapter 4: Putting Gamification in its Place

Chapter 4: Putting Gamification in its Place

You could say that a game that trains employees to have good conduct is a “serious game,”

You could say that a game that trains employees to have good conduct is a “serious game,”

In my own TEDx talk in Lausanne, Switzerland, I brought up 8 world-changing concepts in gamification, each representing one of the Core Drives in the previous chapter18. I mentioned that my favorite gamification example for Core Drive 3: Empowerment of Creativity & Feedback was the “Serious Game” FoldIt. To some, that statement might have caused a heart attack.

In my own TEDx talk in Lausanne, Switzerland, I brought up 8 world-changing concepts in gamification, each representing one of the Core Drives in the previous chapter18. I mentioned that my favorite gamification example for Core Drive 3: Empowerment of Creativity & Feedback was the “Serious Game” FoldIt. To some, that statement might have caused a heart attack.

My example for Core Drive 5: Social Influence & Relatedness was DragonBox, which is a learning game; for Core Drive 8: Loss & Avoidance, it was “Zombies, Run!” which is a fitness game to motivate you to run more. Some don’t consider them gamification examples since they are already games (as opposed to just plastering badges on something boring).

My example for Core Drive 5: Social Influence & Relatedness was DragonBox, which is a learning game; for Core Drive 8: Loss & Avoidance, it was “Zombies, Run!” which is a fitness game to motivate you to run more. Some don’t consider them gamification examples since they are already games (as opposed to just plastering badges on something boring).

Explicit Gamification: Games that Fulfill Non-Game Purposes

Explicit Gamification: Games that Fulfill Non-Game Purposes

The two types of gamification implementations in my own work are “Implicit Gamification” and “Explicit Gamification.”

The two types of gamification implementations in my own work are “Implicit Gamification” and “Explicit Gamification.”

Explicit Gamification involves strategies that utilize applications that are obviously game-like. Users acknowledge they are playing a game, and generally need to opt into playing. An example would be Dikembe Mutombo’s 4 ½ weeks to Save the World19. This is an interesting and quirky “Advergame” launched by Old Spice, where a renowned basketball legend tries to save the world by accomplishing a series of challenges in an 8-bit video game world before the anticipated “end of the world” in 2012. Of course, Old Spice powerups and placements can be seen repeatedly within the game. This is a clear example of not only applying game design techniques into marketing, but using a game itself to do the marketing. McDonald’s Monopoly Game is also a good example of explicit gamification20. Everyone knows they are playing a game but the key purpose of the game is to get people to return to McDonald’s and eat more french fries - nothing subtle there. We will examine McDonald’s Monopoly game in more detail in Chapter 9 regarding Game Technique #16: Collection Sets.

Explicit Gamification involves strategies that utilize applications that are obviously game-like. Users acknowledge they are playing a game, and generally need to opt into playing. An example would be Dikembe Mutombo’s 4 ½ weeks to Save the World19. This is an interesting and quirky “Advergame” launched by Old Spice, where a renowned basketball legend tries to save the world by accomplishing a series of challenges in an 8-bit video game world before the anticipated “end of the world” in 2012. Of course, Old Spice powerups and placements can be seen repeatedly within the game. This is a clear example of not only applying game design techniques into marketing, but using a game itself to do the marketing. McDonald’s Monopoly Game is also a good example of explicit gamification20. Everyone knows they are playing a game but the key purpose of the game is to get people to return to McDonald’s and eat more french fries - nothing subtle there. We will examine McDonald’s Monopoly game in more detail in Chapter 9 regarding Game Technique #16: Collection Sets.

Other interesting examples of Explicit Gamification include the famous serious game FoldIt that facilitated AIDS research21, as well as AutoDesk’s Undiscovered Territory22, a game created for selling their very expensive 3D imaging software. There are also explicit gamification examples such as Repair the Rockaways23, which is a game similar to Farmville, but the number of ...

Other interesting examples of Explicit Gamification include the famous serious game FoldIt that facilitated AIDS research21, as well as AutoDesk’s Undiscovered Territory22, a game created for selling their very expensive 3D imaging software. There are also explicit gamification examples such as Repair the Rockaways23, which is a game similar to Farmville, but the number of ...

Again, these examples are all games where people play and opt into, hence “...

Again, these examples are all games where people play and opt into, hence “...

The advantage of designing for explicit gamification is that the product is generally more playful and it allows the designer to have more freedom of creativity. The dis...

The advantage of designing for explicit gamification is that the product is generally more playful and it allows the designer to have more freedom of creativity. The dis...

non-serious, or distracting to some target users such as enterprise firms, b...

non-serious, or distracting to some target users such as enterprise firms, b...

Implicit Gamification: Human-Focused Design that Utilizes Game Elements

Implicit Gamification: Human-Focused Design that Utilizes Game Elements

Implicit Gamification is a form of design that subtly employs gamification techniques and the 8 Core Drives of Octalysis into the user experience. Implicit Gamification techniques are filled with game design elements that are sometimes even invisible to the user. This is like a doorknob, where the best designs are the ones that you aren’t even aware of but simply use to open the door.

Implicit Gamification is a form of design that subtly employs gamification techniques and the 8 Core Drives of Octalysis into the user experience. Implicit Gamification techniques are filled with game design elements that are sometimes even invisible to the user. This is like a doorknob, where the best designs are the ones that you aren’t even aware of but simply use to open the door.

Implicit Gamification examples are often discussed in gamification literature, such as the LinkedIn Progress Bar24, the intrinsic motivation that drives Wikipedia25, competitive bidding and feedbac...

Implicit Gamification examples are often discussed in gamification literature, such as the LinkedIn Progress Bar24, the intrinsic motivation that drives Wikipedia25, competitive bidding and feedbac...

in OPower27, and Unpredictability and Scarcity...

in OPower27, and Unpredictability and Scarcity...

many of the points, badges, leaderboards, and levels are seen commonly in implicit gamification.

many of the points, badges, leaderboards, and levels are seen commonly in implicit gamification.