This post is a high-level introduction to Octalysis, the Gamification Framework I created after more than 17 years of Gamification research and and Behavioral Design study. Within a year of publication, Octalysis was organically translated into 16 languages and became required literature in Gamification instruction worldwide.
What is Gamification?
Gamification is design that places the most emphasis on human motivation in the process. In essence, it is Human-Focused Design (as opposed to “function-focused design”).Gamification is the craft of deriving all the fun and engaging elements found in games and applying them to real-world or productive activities. Click To Tweet
Gamification is the craft of deriving all the fun and engaging elements found in games and applying them to real-world or productive activities. This process is what I call “Human-Focused Design,” as opposed to “Function-Focused Design.” It’s a design process that optimizes for human motivation in a system, as opposed to pure efficiency.
The challenges with Function-Focused Design
Most systems are “function-focused,” designed to get the job done quickly. This is like a factory that assumes its workers will do their jobs because they are required to. However, Human-Focused Design remembers that people in a system have feelings, insecurities, and reasons why they want or do not want to do certain things, and therefore optimizes for their feelings, motivations, and engagement.
Why games drive human behavior
The reason we call it Gamification is because the gaming industry was the first to master Human-Focused Design.
Games have no other purpose than to please the individual playing them. Yes, there are often “objectives” in games, such as killing a dragon or saving the princess, and sometimes saving a dragon, but those are all excuses to simply keep the player happily entertained.
Since games have spent decades (or even centuries depending on how you qualify a game) learning how to master motivation and engagement, we are now learning from games, and that is why we call it Gamification.
So in the past decade, I have been digging deep into forming a complete Gamification framework to analyze and build strategies around the various systems that make a game fun.
I saw that almost every game is fun because it appeals to certain Core Drives within us that motivate us towards certain activities. I also noticed that different types of game techniques push us forward differently: some in an inspiring and empowering way, while some in a manipulative and obsessive manner. I drilled down to find what differentiates one type of motivation to another.
The end result is the Gamification Framework called Octalysis, designed as an octagon shape with 8 Core Drives representing each side.
With many years of trials and adjustments, I believe that, besides a ninth hidden Core Drive called “Sensation,” everything you do is based on one or more of the 8 Core Drives.
The 8 Core Drives of Gamification
1) Epic Meaning & Calling
Epic Meaning & Calling is the Core Drive where a player believes that he is doing something greater than himself or he was “chosen” to do something. A symptom of this is a player that devotes a lot of his time to maintaining a forum or helping to create things for the entire community (think Wikipedia or Open Source projects). This also comes into play when someone has “Beginner’s Luck” – an effect where people believe they have some type of gift that others don’t or believe they were “lucky” to get that amazing sword at the very beginning of the game.
2) Development & Accomplishment
Development & Accomplishment is the internal drive of making progress, developing skills, and eventually overcoming challenges. The word “challenge” here is very important, as a badge or trophy without a challenge is not meaningful at all. This is also the core drive that is the easiest to design for and coincidently is where most of the PBLs: points, badges, leaderboards mostly focus on.
3) Empowerment of Creativity & Feedback
Empowerment of Creativity & Feedback is when users are engaged in a creative process where they have to repeatedly figure things out and try different combinations. People not only need ways to express their creativity, but they need to be able to see the results of their creativity, receive feedback, and respond in turn. This is why playing with Legos and painting are fun in-and-of themselves and often become Evergreen Mechanics, where a game-designer no longer needs to continuously add more content to keep the activity fresh and engaging.
4) Ownership & Possession
This is the drive where users are motivated because they feel like they own something. When a player feels ownership, she innately wants to make what she owns better and own even more. Besides being the major core drive for wanting to accumulate wealth, this deals with many virtual goods or virtual currencies within systems. Also, if a person spends a lot of time to customize her profile or her avatar, she automatically feels more ownership towards it too. Finally, this is also the core drive that makes collecting stamps or puzzle pieces fun.
5) Social Influence & Relatedness
This drive incorporates all the social elements that drive people, including: mentorship, acceptance, social responses, companionship, as well as competition and envy. When you see a friend that is amazing at some skill or owns something extraordinary, you become driven to reach the same level. Also, it includes the drive we have to draw closer to people, places, or events that we can relate to. If you see a product that reminds you of your childhood, the sense of nostalgia would likely increase the odds of you buying the product. This Core Drive is relatively well-studied too, as many companies these days are putting a lot of priority on optimizing their online social strategies.
6) Scarcity & Impatience
This is the drive of wanting something because you can’t have it. Many games have Appointment Dynamics (come back 2 hours later to get your reward) – the fact that people can’t get something right now motivates them to think about it all day long. This is the Core Drive utilized by Facebook when it first started: at first it was just for Harvard. Then it opened up to a few other prestigious schools, and eventually all colleges. When it finally opened up to everyone, many people wanted to join because they previously couldn’t get in it.
7) Unpredictability & Curiosity
Generally, this is a harmless drive of wanting to find out what will happen next. If you don’t know what’s going to happen, your brain is engaged and you think about it often. Many people watch movies or read novels because of this drive. However, this drive is also the primary factor behind gambling addiction. Also, this core drive is utilized whenever a company runs a sweepstake or lottery program to engage users. The very controversial Skinner Box experiments, where an animal irrationally presses a lever frequently because of unpredictable results, are exclusively referring to the core drive of Unpredictability & Curiosity, although many have misunderstood it as the driver behind points, badges, and leaderboard mechanics in general.
8) Loss & Avoidance
This core drive is based upon the avoidance of something negative happening. On a small scale, it could be to avoid losing previous work. On a larger scale, it could be to avoid admitting that everything you did up to this point was useless because you are now quitting. Also, opportunities that are fading away have a strong utilization of this Core Drive, because people feel like if they didn’t act immediately, they would lose the opportunity to act forever.
Left Brain vs Right Brain Core Drives
Within Octalysis, the Core Drives on the right are Right Brain Core Drives, being more related to creativity, self-expression, and social aspects.
The Core Drives on the left are Left Brain Core Drives, being more associated to logic, calculations, and ownership.
Note: the Left Brain/Right Brain Core Drives are not considered true brain science; they are merely symbolic as it makes the framework easier and more effective when designing. It’s useful dividing things up between the logical and the emotional, and I just named them Left Brain/Right Brain Core Drives so people can remember them easily.
Interestingly, Left Brain Core Drives are Extrinsic Motivators – you are motivated because you want to obtain something, whether it be a goal, a good, or anything you cannot obtain; on the other hand, Right Brain Core Drives are Intrinsic Motivators: you don’t need a goal or reward to use your creativity, hangout with friends, or feel the suspense of unpredictability – the activity itself is rewarding on its own.
This is important, because many companies aim to design for motivation based on Extrinsic Motivators, such as giving users a reward at the end. However, many studies have shown that once you stop offering the extrinsic motivator, user motivation will often decrease to much lower than before the extrinsic motivator was first introduced.
It’s much better for companies to design experiences that motivate the Right Brain Core Drives, making something in of itself fun and rewarding, so users continuously engage in the activity.
White Hat vs Black Hat Gamification
Another element to note within Octalysis is that the top Core Drives in the octagon are considered very positive motivators, while the bottom Core Drives are considered negative motivators.
Techniques that utilize the top Core Drives are called “White Hat Gamification”,while techniques that utilize the bottom Core Drives are called “Black Hat Gamification”.
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 users feel very good and powerful.
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 there are things you can’t have, even though you would still be extremely motivated to take the actions, it can often leave a bad taste in your mouth.
The problem with Zynga games, according to the Octalysis framework, is that they have figured out how to do many Black Hat Game Techniques, which drive up revenue numbers from users, but it doesn’t make users feel good. So when a user is finally able to leave the system, they will want to, because they don’t feel like they are in control over themselves, just like gambling addiction.
Keep in mind that just because something is Black Hat doesn’t mean it is necessarily bad – these are just motivators – and they can be used for productive and healthy results or malice and manipulative ones. Many people voluntarily submit themselves into Black Hat Gamification in order to go to the gym more often, eat healthy, or avoid hitting the snooze button every morning.
A good Gamification expert will consider all 8 Core Drives on a positive and productive activity so that everyone ends up happier and healthier.
Keep in mind that a good gamified system doesn’t need to have all of the Core Drives, but it does need to do really well with the ones it does implement. Some extremely successful products do very, very well with Social Influence, while others just utilize Scarcity.
In order to come up with an Octalysis score, you take how good the subject of analysis is in each core drive, assign a number between 0-10 based on personal judgement, data, and experience flows, and then square that number to get the Core Drive Score. Once you add up all 8 Core Drive Scores, you will get your final Octalysis Score.
Of course, the Score itself is not very useful or actionable, so I always tell my clients to focus on what Core Drive is lacking, instead of being obsessed with their “score.”
How to apply Octalysis to actual systems
Now that we have the Gamification Framework laid out, the next step is to figure out how to utilize this framework.
Generally, any good and engaging product or system will have at least one of the core drives listed above.
The way to use Octalysis is to identify all the game mechanics that are used to appeal to each Core Drive and list it next to the Core Drive of the Octagon.
Afterwards, based on how strong these game mechanics are, each side of the Octagon will expand or retract.
If a side crosses the inside Octagon, then that side is extremely weak and the Gamification expert needs to improve on that area.
Of course, this is all very abstract, so lets look at a few examples.
A few Gamification examples with Octalysis
Here’s an Octalysis done for a few products online:
Farmville: 414 and generally Left Brain Black Hat.
Diablo 3: 284 and pretty balanced
Facebook: 448 with very strong Right Brain Drives (notice it focuses on opposite ends compared to Farmville)
Twitter: 267 while being pretty balanced but more Right Brain.
Candy Crush: Fairly Balanced
And this is just Level 1 Octalysis
10 years of Gamification study and implementation results in a very robust framework that can become actionable towards driving higher user metrics. As people get more and more advanced in Octalysis, they can learn higher levels (up to 5 Levels…there are only a handful of people in the world who know what is level 4 and above), which incorporates much more advanced design principles and in-depth analysis.
Level 2 Octalysis
Once level 1 is mastered, one can then apply it to Level 2 Octalysis, where we try to optimize experience throughout all four phases of a player’s journey:
- Discovery (why would people even want to start the journey)
- Onboarding (how do you teach users the rules and tools to play the game)
- Scaffolding (the regular journey of repeated actions towards a goal)
- Endgame (how do you retain your veterans).
Factoring in the 4 Phases of a Player’s Journey
Getting a feel about what players feel across the journey.
Level 3 Octalysis
Once you mastered Level 2 Octalysis, you can then push it one level higher to Level 3 and factor in different player types, so you can begin to see how different types of people are motivated at different stages of the experience.
Pushing up a level further – Factoring Bartle’s Player Type
This way the Gamification Designer can feel out that there’s something for everyone at every stage.
The Octalysis Tool
A learner of Octalysis, Ron Bentata from Israel, kindly made a public Octalysis Tool for me and other Octalysis Enthusiasts. The tool is not 100% refined yet, but it has been a very useful tool for my own clients and many people practicing Octalysis non-commercially. Click here to check out the Octalysis Tool.
The Long Journey to GOOD Gamification
As you can see, creating a rich gamified experience is much more than simply slapping on various game-mechanics to existing products. It’s a craft that requires a lot of analysis, thinking, testing, and adjusting.
While there are 5 Levels in total, Level 1 is usually sufficient for the majority of companies trying to create a better-designed gamified product and experience. Higher Level Octalysis processes are really there for organizations that are truly committed to making sure that they push their metrics in the right direction, while improving longevity of a gamified system. Many games are only popular for 3-8 months, but ones that have good Endgame design can last over decades or even centuries.
If the world adopts good gamification principles and focus on what truly drives fun and motivation, then it is possible to see a day where there is no longer a divide between things people must do and the things they want to do. All people have to do is to play all day. This way, the quality of life for everyone will be significantly higher, companies will perform better because people actually want to do the work, and society overall will become more productive. This is the world that I have dedicated my life to enabling.
Check out the video walk-through of the 8 core drives
Check out the video walk-through of Octalysis
Watch all of the videos in the Gamification Video Guide here.
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294 thoughts on “The Octalysis Framework for Gamification & Behavioral Design”
Solid model, great framework. Can’t wait to battle test it, and still have lots to learn. Its nice learning new things. Thank you, Yu-Kai.
I definitely would like to apply the Octalysis framework to the product i am developing.
I only find confusing the method when need to apply a rank 0-10 to an aspect relying on how much i think is important. Isn’t that too subjective?
Maybe i think its Meaning and Calling is much more developed than Ownership while other may think the opposite.
Isn’t there a more accurate way to use the framework?
You will find that I spend very little literature on the scoring and ranking. That’s because it’s the least actionable. People are obsessed with “scores” but the score is just a feel-good/bad but it doesn’t really give you necessary steps to improve your product. The key is to identify, “Oh, everything I’m doing is White Hat…” or “Hmm, maybe I’m too focused on Extrinsic Rewards” as opposed to, “Am I a 7 or an 8?” We intuitively know whether there are true social influence designed into your system, so as long as you don’t think it is an 8 when it is a 2, or vice versa, that works.
Like any framework, it requires human judgement. SWOT requires you to identify those, as well as BCG Matrix. The Framework allows you to ask the right question and visually show you where you could problem-solve more, but you still have to answer the questions yourself. This is where having lots of experience, study, and practice matters.
Thanks for your reply Yu-kai, i see your point.
Just brilliant stuff here. Have ordered your book and will be sharing your work widely. Loved the TEDx video too.
Thanks Steve. I’m sure it won’t disappoint you 😉
Like most others, I’m a big fan of the octalysis framework. I particularly like how it goes beyond just giving 8 core drives and actually segments them e.g. left v right brain, black hat v white hat. etc.
A question for you on this:
My understanding is a balanced game with all 8 is best. However, do you feel there is any sort of hierarchy amongst them? Are some “better” than others? ie more powerful, more sustainable, more effective. I know all 8 are your children and parents aren’t meant to have favorites. But is there a driver (or two) that you most like or lean towards?
It seems white hat is promoted as more sustainable than black hat, so would the “best” drivers come from here?
Haha, I actually go through odd periods of thinking heavily into a Core Drive and then gasping, “Wow! This must be the strongest Core Drive!” but then follow with, “Well, this other Core Drive is extremely powerful too…well this one too…” eventually I cover all 8 of them and realized they are all powerful, just in different ways haha.
The key is to understand the nature of the Core Drive and determine which is most important for your purposes. Do you need longterm engagement or short-term conversions? Is it to extrinsically hook people in, or to intrinsically keep them motivated? Is this in the Discovery Phase or Endgame?
When you ask these questions correctly, you will obtain insight into which Core Drives to use.
Anyone from Hong Kong would like to discuss gamification together? 🙂
I was in HK last month. Great place. Was hanging at the Cocoon incubator. Seems like gamification is still very new in HK 😉
Mozilla Open Badges are a great technology for having generally recognizable badges. The system allows you to keep badges in a Mozilla sponsored backback. This would create some legitimacy.
Hmm, I’m not sure it exactly creates legitimacy, but it is definitely nice when your status follows you around.
internationally recognizable icon for each Core Drive would be nice
Would be nice to create a developers framework based solely on Octalysis
Some of GTs not have numbers or numbers are not published yet
Very nice. I am starting placing Gamification in the company I work on Brazil.
I like the gamification examples. Theydo really help to better understand the application of the octalysis framework.
lindyaustralia Excellent research, I would check it out as soon as you finish, do you going to publish?
What are the last two levels?…
Kinderteach_com I’m doing this in my research project.
Hi! What do you think about apply your Octalysis framework to the types of players from Marczewski?
Motivational speach for person who is responsible for your business. I love short and meaningfull speaches:
Man, you are responsible for money I invested (Core Drive 4 Ownership) here and you know it is all we have (Core Drive 7 Scarcity). This job helps you to achieve your meaningfull goals (core drive 1), and you have freedom of decision making (core drive 3 empowerment) here. Beyond it we learn a lot here by mastering our skills ( core drive 2, acomplishment), but we can lost it all and people around our company will blame us if we can’t reach our targets (Core Drive 8 avoidance and Core Drive 5 Social Pressure).
Dear Hassan, yes a lot of black hat gamification is used, but ultimately it depends on what player type you are in how WoW engages you in the long run. Many players find that Core Drive 5 (not black hat) features like Guild Quests keep them engaged for a long time. If you look at how long WoW had been successful they obviously have doen a great job there, next to excelling in Core Drive 3 to name just one other CD that underpins motivation in the game.
Yu-kai, or me or some other Expert in The Octalysis Group will study your Octalysis analysis with pleasure and interest! Thanks!
MD The Octalysis Group
HasanHasanov While World of Warcraft has a very good sample of all core drives, it is hard for a game to them all up throughout all the four phases.
I have been playing WoW almost ever since it came out, and man the game has evolved so well. The endgame is truly epic, but like many games, it turns towards black hat techniques till the next expansion comes up.
I have submitted an octalysis for World of Warcraft, and I’m hoping to hear back from Yu-kai soon. He may or may not agree with my analysis, but hey, its a huge game with multiple expansions and that makes analyzing a bit complex!
Haha yes. It’s an example of someone doing hitting the quantitative action, but not necessarily the qualitative goal. But at least I get to meet more people in the community and have had conversation with him in other places 🙂
A negative example though, he’s posted so was driven to do so, but hasn’t actually added anything useful to the conversation. The action was there, but void of meaning.
it wil be cool to see here World of Warcraft sample and underline its endgame phase. I started to play it for last 45 days and its really amazing and I have feelings it is the best sample from all core drives and prodcut phase perspecives.
HasanHasanov I think this comment is a perfect example of what Gamification is all about.
I feel like all these concepts were always there, but so many of us never recognized it because we had nothing to call it. It’s so great now that there’s a name and place for each of these concepts that gamers and gaming developers are so familiar with. It’s actually all in our human nature in a way, but putting it in this format has just clarified it so much. The Octalysis framework is brilliant and it’s evident that you put so much research and thinking into making the Core Drives uniquely distinguishable. Thank you for opening a whole new world for me in the way I think about games. Every time I play a game now I question why I like or don’t like it and I try to categorize it into the Core Drives. You have changed the way I experience games in a good way. Great stuff.
I have to write something to make my level up ))), as I read it one month ago and It was coolest thing I have seen before )
lindyaustralia SarahPostSarkissian Nice job pointing out the Octalysis Explorers facebook group! 🙂 ( again: https://www.facebook.com/groups/octalysis/ )
Very very useful
Jon Edwards Beautiful post 😀
About 15 years ago, I invented a prototypical virtual reality game based on a mash up of: Monopoly, Sim City (version 1), and University of Chicago’s Economics department’s invention that became Roller Coaster Tycoon. I devised a street grid map of a city, and each student got a city block to develop in any way they chose — with two basic rules: instigate no crime (as known in modern society), and wealth for development to be generated from real research using — at the time — very limited access to Internet and other authentic sources. Whatever was realized — be it an indoor skate board park retrofitted to an existing building, or a noodle take-away restaurant in an originally designed building — is expressed in writing, pictures, or real-time “scenarios”, and valued in virtual $$$. Yes, we have have had more than one billionaire! More importantly, personal and civic growth withing the community apparently progress rapidly, but strangely authentically, along historical lines — from founding pioneers to thriving societies. I have implemented this game every year since, and without fail, it has engaged the most difficult high school student in considering their skill set, in developing self-identity, in visualizing future college/career futures, and in beginning development of community-mindedness. Some outcomes have launched individuals on bright futures, and saved more than one from abject failure. While playing, students have told me, they now, for the first time, see what school is for, engaging with teachers and subjects that had little use before.
Your work here is certainly right on the money with what I discovered years ago, and am still excitedly experiencing today as a classroom educator. My invention is bare-bones demonstration of your Octalysis, and I congratulate you on your insight. In coming years, I will be looking deeper into your work. I have coined a word — “virtuality” — to represent the state of mind of the individual thus engaged with a virtual world and with reality, resulting in assessable progress, be it wealth, education, or self-actaulization.
Looks great, cant wait for the book 🙂
SarahPostSarkissian There is a Facebook group https://www.facebook.com/groups/octalysis/ but it is a general group. It has a lot of educators as well as industry, non-profit and corporate people sharing ideas and learning.