Gamification, the art of making something game-like, is not new. Humans have long tried to make tasks more engaging and motivating. As the gaming business has grown and attracted more people, this word has become widespread. There are, however, many people who think that gamification only means adding points, badges, and leaderboards (PBLs) to a product. This is a shallow approach that often leads to failure. True gamification goes deeper, focusing on human motivation. This is also known as "Human-Focused Design," and it focuses on making things that people want instead of just making things work well.
Problems of Simple Gamification
Many gamification professionals focus only on the most basic parts of games. They might think that adding points, badges, and leaderboards will make a product more interesting on its own. This approach is wrong. Gamification is more than just adding game components; it's also about when, how, and why they occur. A poorly designed application threatens the long-term viability of gamification and its impact.
Good Gamification Design
It is a combination of game design, game dynamics, behavioral economics, motivational psychology, UX/UI, neurobiology, technology platforms, and ROI-driving business implementations. It has to do with figuring out what makes games fun and using those things in real life. The goal is to create experiences that motivate behavior instead of just adding "game shells" to a failed idea.
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Savy (Chief Editor) Jan 1, 2025 • 7 min read
Octalysis Framework of Gamification
Drive Theory explains that human behavior is motivated by internal drives that push individuals to take action to reduce discomfort or achieve satisfaction. For example, hunger drives us to eat, and curiosity drives us to seek knowledge. In gamification, the Octalysis Framework, developed by Yu-kai Chou, builds on the concept of drives and identifies 8 Core Drives that motivate user behavior. In the following sections, we will show you how to use these Core Drives to implement gamification into your application. But first, let me explain them briefly.
● Epic Meaning & Calling: Believing you are doing something greater than yourself.
● Development & Accomplishment: Being driven by a sense of growth and the need to achieve a goal.
● Empowerment of Creativity & Feedback: Being able to make choices and see the results of those choices.
● Ownership & Possession: The desire to own something and improve it.
● Social Influence & Relatedness: Being motivated by social connections and interaction.
● Scarcity & Impatience: Being motivated by things that are limited or hard to get.
● Unpredictability & Curiosity: Being motivated by the unknown and the unexpected.
● Loss & Avoidance: Being motivated by the fear of losing something.
For more info on these Core Drives, see the below article:
Yu-kai Chou
Two Types of Gamification
Gamification can be implemented in two primary ways:
● Explicit Gamification: This uses apps that look and feel like games, and users acknowledge they are playing a game. These games often require more resources (time, money, and effort) but can be more playful.
● Implicit Gamification: This adds game features to the user experience in a way that isn't visible to the user. It is easy to put into practice and can work in most situations.
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10 Gamification Techniques for Mobile App Owners
Following the ideas in the Octalysis Framework, here are 10 gamification strategies and techniques you can add to your mobile app. First, we explain the technique, and then we provide an example to help you understand it in practice. Read them carefully; some of them might be yours!
Narrative: Use a story to give users a context for a higher meaning through their interaction with your app. (Epic Meaning & Calling)
Example in a Fitness App: Instead of simply tracking steps, the app could frame the user as a "Guardian of the City," where their daily activity contributes to the overall health of a virtual city and protects it from a "sloth monster." The story would emphasize how the user's fitness goals are part of something bigger, such as defending their virtual city.
Status Points: Allow users to keep track of their own progress and achievements. (Development & Accomplishment)
Example in a Learning App: In a language learning app, users earn points for completing lessons, quizzes, and practicing vocabulary. As the points add up, the users can access new levels of difficulty and content. This gives users a clear sense of how far they've progressed.
Milestone Unlocks: Break down challenges into stages and celebrate the achievements of users as they progress. (Development & Accomplishment)
Example in a Productivity App: There could be goals in a project management app for finishing different parts of a job. You could have "Project Kickoff," "Research Complete," "First Draft," and "Final Presentation," and each one would give you a badge and let you use new tools for working together. This helps users see their success and makes them feel better about what they've done.
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Plant Picker/Meaningful Choices: Allow users to make meaningful choices that reflect their preferences. (Empowerment of Creativity & Feedback)
Example in a Cooking App: A recipe app might let users personalize their virtual kitchens with different themes, styles, and equipment that have no impact on the overall experience but provide a fun and creative method for them to express themselves. These options will provide users a sense of control over the appearance of their app while also allowing them to experiment with alternative ways rather than doing things the same way every time.
Build-From-Scratch: Involve users in the early stages of the development process so they feel a sense of ownership over your product.
Example in a Social Media App: You should ask a small group of active users to a "beta-testing community" before releasing a new feature. You can give them early access, ask for comments, and use their ideas in the final design. This makes people feel like they are contributing and gives them a sense of ownership.
Mentorship: Create opportunities for experienced users to guide new users within the app. (Social Influence & Relatedness)
Example in a Trading App: Experienced investors can be designated as mentors. New users can follow their advice and performance, ask questions, and potentially gain valuable insights and build social connections. The new users also get a feeling of connection with expert users.
Brag Buttons/Trophy Shelves: Allow users to share their accomplishments with their social networks, also providing them a sense of social influence and relatedness when showing off their scores. (Development & Accomplishment)
Example in a Puzzle App: After completing a challenging puzzle, users can share their score with their friends on social media platforms or have a digital trophy shelf within their profile, which is visible to the community. This encourages competition and collaboration, and provides positive feedback.
Torture Breaks: Incorporate triggered pauses into the user's journey to build suspense. (Scarcity & Impatience)
Example in a Shopping App: When users add an item to their cart, instead of showing them the checkout page right away, show them the total price first. This gives them a moment of anticipation and a chance to think again about the purchase. Then, give them a limited-time coupon that appears before the purchase, making them feel like they need to buy now.
Easter Eggs: Implement hidden surprises and rewards within the app to create a sense of discovery. (Unpredictability & Curiosity)
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Example in a Music App: Users could randomly find a free song, a discount code, or a funny animation after completing a certain task or tapping a certain area of the user interface. These unexpected elements keep users engaged with their sense of curiosity.
FOMO Punches (fear of missing out): Let users know what they're missing, which will make them want to use the app more. (Loss & Avoidance)
Example in a News App: A news app could send a notification saying, "80% of users are already reading today's top news - don't miss out!" or display a real-time chart showing how many users are currently reading a popular article. This creates a fear of missing out and encourages users to open the app.
The Importance of White Hat Gamification
When designing for long-term engagement, it's important to focus on White Hat Gamification, which utilizes Core Drives that make people feel good, empower them, and allow them to grow. White Hat Core Drives include Epic Meaning & Calling, Development & Accomplishment, and Empowerment of Creativity & Feedback. While Black Hat Gamification (which utilizes Core Drives such as Scarcity & Impatience and Loss & Avoidance) can create urgency, it should be used carefully, as it can lead to burnout if overused.
If you know about Human-Focused Design and the Octalysis Framework, you can make a mobile app that not only does its job but also keeps users interested and motivated. Remember that gaming isn't an all-inclusive answer. It needs to be carefully planned out based on the situation and the types of people who play in your system.
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