Actionable Gamification

Octalysis Framework

This medium post is the note for “Gamification & Behavioral Design: The Octalysis Framework” course in Udemy

What is gamification?

Game have been long existed in human history. People enjoy playing game. However, since a game does not have benefits or real life purpose, people never have to play a game. So why they choose to play a game? How game designer could make player keep playing a game?

Unlike task-oriented design which helps people complete tasks as efficiently as possible, game design focuses on optimizing motivation for people to be more engaging to the game. It is experience-oriented. Take theme park for example. There is no real life meaning about it but people simply pay you and willing to wait in line for hours simply for the experience they want to get.

Game design focuses on experience to create motivation and gamification, in short, is to use the techniques of game design in non-game context.

What makes a good game?

To clarify, gamification is not only about apply game mechanics into the design. All games have some game mechanics built-in but some are good games and some are not. Why makes a good game? It is not about game mechanics but the core drives behind and that is what Octalysis frame work is all about.

Octalysis framework

http://yukaichou.com/

In Octalysis framework, there are 8 core drives.

1. Epic meaning & calling: You believe you are the chosen one. You need to do it because not one else can. People voluntarily edit Wikipedia is a good example.
2. Development & accomplishment: People play game to achieve sense of accomplishment. Game elements such as leader board or badge are good examples.
3. Empowerment of creativity & feedback: People want to show their creativity. Lego is a good example for this core drive.
4. Ownership & possession: Things like virtual good or currencies are good examples for this drive.
5. Social influence & relatedness: Many friends of mine plays it so I want to play it. Or this game reminds me my childhood memory. This core drive starts from a social perspective.
6. Scarcity & impatience: People values scarce things. For example, Facebook in the beginning is only available for Harvard students and because of this scarcity, people can’t wait to register it.
7. Unpredictability & curiosity: Gambling is human nature. If you ask people to push button for 4 hours and guarantee a reward. They might not want to do. But if there is no guarantee reward, you might or might not get the reward. People are more willing to play it. (Yes, I am talking about slot machine.)
8. Loss & Avoidance: People often afraid of loss of their investment. If people spend some much time on a game, they are less likely to quite the game.

For above 8 core drives, they could categorized in two different way.

White hat vs. Black hat

The upper part is white hat strategies and lower part is black hat strategies. White hat strategies make people feel powerful and in control. However, there is no sense of urgency. Black hat strategies make people feel urgent, obsessed and addicted to them. But it does not work for the long run.

The failing of Zynga is good example of misusing black hat strategies. While Zynga applied data driven design into their game design process, every black hat strategy will provide immediate positive feedback on the data. Finally, all drives that make people keep playing are black hat strategies. Players will leave the game in certain point and feel relief about it.

Black hat does not necessarily mean bad. If you want to force people to do something good for them (work out, saving energy and etc.), it is an efficient approach. Just remember it suites for one time transaction.

Left brain vs. Right brain

The left brain is logical part. People do it for reward while not exactly enjoy the process. It is a result-oriented strategy. The right brain is the emotional part. People enjoy doing it. It is experience-oriented.

We could also know left brain as extrinsic motivation. People do it for rewards which are something other than the experience of playing games itself. The right brain is intrinsic motivation: Playing game is the ultimate goal.

Designer should be aware that intrinsic motivation could transit to extrinsic motivation and there is no turning back. For example, if you really enjoy drawing, you don’t need money as reward. Once someone offer you money to draw, you will feel even more motivated. You could do something you love while getting money from it. However, when the money become less and less and eventually back to zero, you no longer want to draw for free. You will think that “I used to get moeny out of each drawings. I don’t want to draw for free.”