Types of Gamifications

Blog Article Sunday, 06 August 2023

In the exploration of gamification, various methods and approaches have emerged to define how games can be used for various purposes. One significant contribution to this understanding comes from Yu-kai Chou, who developed the Octalysis framework, a tool that identifies 8 core drives to explain how and why different gamification types engage and motivate individuals.

1. Epic Meaning and Calling:

This core drive is about engaging individuals by making them feel part of a grand mission or purpose. By feeling connected to a greater cause, users are more likely to feel motivated and engaged.

Examples: Wikipedia motivates contributors by aligning them with the mission of free knowledge sharing. Freerice donates rice to the needy as users engage in educational quizzes.

Key Questions to Ask:

  1. Can we appeal to a greater cause?
  2. Can we instill a group mentality?
  3. Can we create opportunities for the user to help others?

Effect: Long-Term

Motivation: Intrinsic


2. Development and Accomplishment:

This drive is related to the human need for growth, progress, and achievement.

Examples: LinkedIn rewards users for completing their profiles, While Twitter provides a platform for growing a following.

Key Questions to Ask:

  1. How do we make users feel accomplished?
  2. Can we add visual progression?
  3. Can we add an element of challenge?

Effect: Long-Term

Motivation: Extrinsic


3. Empowerment of Creativity and Feedback:

This core drive is about encouraging creativity by giving users the tools to create, modify, and innovate.

Examples: Minecraft enables players to build virtual worlds. Chess stimulates strategic thinking.

Key Questions to Ask:

  1. Can we provide tools for creativity?
  2. Can we give multiple paths to the same goal?
  3. Can we allow personalization?

Effect: Long-Term

Motivation: Intrinsic


4. Ownership and Possession

This drive motivates users by creating a sense of ownership and a desire to control, personalize, and increase possessions.

Examples: Earning money provides real ownership, While collecting Pokémon in Pokémon Go offers virtual ownership.

Key Questions to Ask:

  1. Can we provide collectible objects?
  2. Is there room for personalization?
  3. Can we instill a sense of ownership?

Effect: Long-Term

Motivation: Extrinsic


5. Social Influence and Relatedness

This core drive is centered on social interactions, relationships, and a sense of connection.

Examples: The desire to have an iPhone because a friend has one shows social influence in purchasing decisions.

Key Questions to Ask:

  1. Can we add communication between users?
  2. Can we provide relatable content?
  3. Is there room for competition and companionship?

Effect: Short-Term

Motivation: Intrinsic


6. Scarcity and Impatience

This drive deals with the motivation that comes from something being rare, exclusive, or immediately unattainable.

Examples: Facebook's initial invite-only phase created a sense of exclusivity and urgency.

Key Questions to Ask:

  1. Can we promote scarcity?
  2. Can we add elements of exclusivity?
  3. Is there room for limited opportunities?

Effect: Short-Term

Motivation: Extrinsic


7. Unpredictability and Curiosity

This core drive is about the excitement of the unknown and the desire to discover what comes next.

Examples: Gambling thrives on unpredictability, while series like Money Heist keep viewers hooked with unexpected twists.

Key Questions to Ask:

  1. Can we add randomness or chance?
  2. Can we provide freedom to explore?
  3. Can we motivate with unknown rewards?

Effect: Short-Term

Motivation: Intrinsic


8. Avoidance and Loss

This drive is related to the fear of losing something or missing out, which can act as a strong motivator. Examples: Limited edition products create urgency, while loyalty programs motivate ongoing engagement to avoid loss of status or rewards.

Key Questions to Ask:

  1. Can we make users feel a sense of loss if they quit?
  2. Can we create limited opportunities that disappear?
  3. Can we appeal to future rewards if users stay engaged?

Effect: Short-Term

Motivation: Extrinsic


Next

Chapter 7:

Designing a Gamified Experience (A Comprehensive Guide)


Previous

Chapter 5:

Understanding Gamification



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