This document discusses the Octalysis Framework for gamification. It introduces the 8 core drives that motivate human behavior: Epic Meaning & Calling, Development & Accomplishment, Empowerment of Creativity & Feedback, Ownership & Possession, Social Influence & Relatedness, Scarcity & Impatience, Unpredictability & Curiosity, and Loss & Avoidance. These drives are further categorized as white hat drives that provide intrinsic motivation and black hat drives that rely on external motivators like fear and scarcity. The document explains each drive and provides examples of how games and websites appeal to different drives. Students are assigned a group project to design a gamified solution for a real problem using the Octalysis Framework
4. Gamification Definition
“The craft of defining fun and engaging
elements found typically in games and
thoughtfully applying them to real-world or
productive activities.”
8. Importance of Core Drives
When there are none of
these 8 Core Drives
behind a Desired Action,
there is zero motivation
and no action will take
place
9. White Hat Drives
Epic Meaning & Calling
Development &
Accomplishment
Empowerment of Creativity &
Feedback
Doing something bigger than
yourself
Feeling ‘chosen’ to take action
10. White Hat Drives
Epic Meaning & Calling
Development &
Accomplishment
Empowerment of Creativity &
Feedback
Making progress
Developing skills
Achieving mastery
11. White Hat Drives
Epic Meaning & Calling
Development &
Accomplishment
Empowerment of Creativity
& Feedback
Engaged in a creative
process
Making new things, new
combinations
12. Black Hat Drives
Scarcity & Impatience
Loss & Avoidance
Unpredictability & Curiosity
Wanting something because
it’s rare, unattainable
13. Black Hat Drives
Scarcity & Impatience
Loss & Avoidance
Unpredictability & Curiosity
Avoiding something negative
“Special offer for a limited
time only”
14. Black Hat Drives
Scarcity & Impatience
Loss & Avoidance
Unpredictability & Curiosity
What happens next?
15. White Hat vs. Black
If something is engaging because
it lets you express your creativity,
makes you feel successful
through skill mastery, and gives
you a higher sense of meaning, it
makes you feel very good and
powerful.
16. White Hat vs. Black
On the other hand, if you are
always doing something because
you don’t know what will happen
next, you are constantly in fear of
losing something, or because
you’re struggling to attain things
you can’t have, the experience will
often leave a bad taste in your
mouth- even if you are consistently
motivated to take these
17. The 1984 Apple Ad
https://www.youtube.com/watch?v=2zfqw8nhUwA
19. Left Brain Drives
Development & Accomplishment
Ownership & Possession
Scarcity & Impatience
Making progress
Developing skills
Achieving mastery
20. Left Brain Drives
Development & Accomplishment
Ownership & Possession
Scarcity & Impatience
Feeling like you own or control
something
Leads to a desire to increase or
improve what you own
21. Left Brain Drives
Development & Accomplishment
Ownership & Possession
Scarcity & Impatience
Wanting something
because it’s rare or
unattainable
22. Right Brain Drives
Empowerment of Creativity &
Feedback
Social Influence and
Relatedness
Unpredictability & Curiosity
Engaging in a creative process
Figuring out new things or trying
new combinations
Getting feedback on results
23. Right Brain Drives
Empowerment of Creativity &
Feedback
Social Influence and
Relatedness
Unpredictability & Curiosity
Mentorship
Social acceptance
Social feedback
Companionship
Competition
24. Right Brain Drives
Empowerment of Creativity &
Feedback
Social Influence and
Relatedness
Unpredictability & Curiosity
What happens next?
25. Right Brain Core Drives
It is much better for companies to
design experiences that motivate
the Right Brain Core Drives,
making something in of itself fun
and rewarding so users can
continuously enjoy and engage in
the activity.
Motivation is often better when it
sticks.
28. Mnemonic Activity
Create a mnemonic device that will enable
all of us to know these eight drives and
four subsets cold.
Example: My Very Earnest Mary Jane
Stole Uncle Ned’s Purse
Every Good Boy Does Fine
29. Mnemonic Activity
Goal: Phrases or sentences that are
memorable and easy to link back to the
actual terms.
Ideally, they should be chunked into the
four categories White Hat, Black Hat, Left
Brain and Right Brain.
35. Debriefing
Reddit
Khan Academy
My Fitness Pal
Pokémon Go
What core drives were dominant?
Which were not present at all?
36. Gamification Project
Real-world problem
External client or yourself (expertise needed)
One or two vetted opportunities will be
presented next week, but it’s best if you come
up with your own.
37. Gamification Project
One per team
A single deliverable, with template provided
next week
Contents: Problem analysis, solution
proposed, octalysis diagram, and an
evaluation metric
39. Team Activity
In breakout rooms, see if you can decide
on a common problem to work on for your
gamification project.
Team A goes to Breakout Room 1, etc.
40. Homework
Read Chou Chapters
9-12
Name your team: one
word with the same
initial letter
Get topic approval
1st
section of your
project document