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

1. 1
Introduction to Gamification
Week 3
The Octalysis Framework

2. Teams
 Teams of 4 or 5
 Balanced
 Requests
honored

3. Reactions to the BOOK?

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.”

5. Chapter 1

6. Chapter 1

7. The Octalysis Framework

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

18. The Think Different Ad
https://www.youtube.com/watch?v=nmwXdGm89Tk

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.

26. Wikipedia

27. Google Photospheres

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.

30. The Octalysis Framework

31. Breakout Room 1: Reddit.com

32. Breakout Room 2:
KhanAcademy.org

33. Breakout Room 3:
MyFitnessPal.com

34. Breakout Room 4:
Pokémon Go

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

38. Octalysis Tool
http://www.yukaichou.com/octalysis-tool/

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