The document provides an overview of Octalysis, a framework for understanding human motivation developed by Yu-kai Chou. It describes the eight core drives of the Octalysis model: epic meaning, development, empowerment, ownership, social influence, scarcity, unpredictability, and avoidance. It also provides examples of design elements that can appeal to different core drives and discusses the differences between "white hat" and "black hat" gamification techniques.
3. Early Pioneer of Gamification for 12 years
Serial Entrepreneur in Gamification
Founder of Octalysis Group & Behavioral Scientist
at Captain Up (Engagement & Retention Platform).
Regular Keynote Speaker/Lecturer at Stanford
University,Accenture,TEDx, SxSW
Rated #1 Gamification Guru by World Gamification
Congress (2014) and Rise.Global (2013, 2014)
5. “Human-Focused Design”
• As opposed to “Function Focused Design”
• System that is designed to optimize for the
motivations and feelings of the human inside
• ...instead of assuming the people within are robots
that will complete the task
vs
6. “Human-Focused Design”
• Gaming industry = first to master Human-Focused Design
• Games have spent decades/centuries mastering how to
engage people without a mandated purpose
• Now we are learning from games, hence “Gamification”
vs
25. White Hat Gamification
Black Hat Gamification
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social
Influence
26. White Hat Gamification
Black Hat Gamification
Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social
Influence
Zynga figured out how to do a lot of Black Hat techniques,
which led to great engagement and monetization metrics for
each user. But in the long run, users leave when they CAN
because they don’t feel like they are in control over
themselves.
27. Self-Submission to Black Hat Gamification
Just because it’s called Black Hat
doesn’t mean it’s necessarily bad
28. S: Scarcity
O: Ownership
U: Unpredictability
L: Loss
S: Social Influence
E: Epic Meaning
E: Empowerment
D: Development
SOUL SEED
(Extrinsic Black Hat) (Intrinsic White Hat)
29. -Sharing creative content (sentences,
photos, videos)
-Tons of Facebook games
-Instant feedback of friends “liking”
-Best way to create a cool profile
-Friending
-Anchored Conformity
-Social Prodding
-Social Treasure
-Group Quests
-Tout Flags
-Envy Cloud
-Completed Profile
-More friends
-Increased likes and comments
-Aura Effect
-IKEA Effect
-Photos/Profiles
-Friends
-Memories
-Protector Quest
-Recruiter Burden
-Monitor Attachment
-Inner Circles
-Note: (Early
Facebook has
HIGH scarcity
score with certain
universities only)
-Mystery Box
-Glowing Choice
-Refreshing Content
-Easter Eggs
-Scarlet Letter
-Sunk Cost Tragedy
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Octalysis Score: 448
-Lack Epic Meaning & Calling
-On Facebook for a “Cause”
Social
Influence
30. Octalysis
-No higher meaning besides being a farmer
-Allows the ability to “paint” with
your farm
-Leaderboard
-Group Farming
-Free Social Gifts
-Neighbors
-Farm getting Bigger & Better
-Difficult badges for sorts of crops
-Reward Loops
-Ownership of Farm
-Virtual Goods
-Appointment Dynamics
-Milestone Unlock
-Real-money Only Crops
-Free Social Gifts
-Season-based Gifts
-Waiting for what’s next in the game
-Avoid plants withering
-Avoid losing opportunities
-Avoid Sunk-Cost Tragedy
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social
Influence
Octalysis Score: 414