Octalysis is a human-focused gamification design framework that categorizes gamification design elements into eight core drives to differentiate various types of motivation. Octalysis is the combination of two words which are octagon and analysis. The eight core drives are based on octagon shape with each side representing the behavior drives within a person. According to the tenets of gamification, every behavior of an individual while participating in activities is a result of one or more of these eight core drives.
The framework captures the process for designing gamification and behavioral design techniques. It is the process of applying the core behavior drives to motivate a user to complete a task more efficiently through an interactive experience [2]. The framework is used in healthcare, fitness, education, training, company, and product design to increase users engagement and motivation [3] [4] [5] .
Eight core drives edit
Epic meaning and calling edit
This drive is in play when a person believes they are doing something greater than oneself or was “chosen” to take the action.
Development and accomplishment edit
This drive focuses on acquiring skills or achieving mastery, and eventually overcoming challenges. The challenge is important. For example, a badge or trophy without a challenge is not meaningful for a person.
Empowerment of creativity and feedback edit
This drive is expressed when users are engaged in a process where they use creative methods to solve the problem. People not only need ways to express their creativity, but also need to receive feedback for their creativity.
Ownership and possession edit
This is the drive where users are motivated because they feel like they own or control something. When a person feels ownership over something, they innately want to increase and improve what they own.
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This drive incorporates all the social elements that motivate people, including: mentorship, social acceptance, companionship, and even competition and envy. When others owns something extraordinary, people tend to attain the same.
Scarcity and impatience edit
This is the drive of wanting something because it is extremely rare, exclusive, or immediately unattainable. The fact that people can’t get something right now motivates them to return to check the availability of the product [6].
Unpredictability and curiosity edit
This is the drive of constantly being engaged. Since people do not know what is going to happen next, they try to find out what will happen next.
Loss and avoidance edit
This drive is based upon the avoidance of something negative happening.
Left and right brain core drives edit
The left side of the Octalysis chart is associated with extrinsic motivation. People are motivated by extrinsic elements such as rewards, money, goals, milestones, points, badges, recognition. However, once people obtain the goal or get used to it, they no longer take the desired behavior. The right side of the Octalysis chart relies on intrinsic motivation. People are motivated by internal factors such as using creativity and feeling appreciated. The activity itself is rewarding on its own.
White hat and black hat core drives edit
The “white hat gamification” represents the top core drives of the Octalysis chart, which are positive motivations. It involves motivations that engage the user on expressing creativity and achievement through mastering of skills, resulting in a higher sense of accomplishments, meaning, and empowerment.
The “black hat gamification” represents the bottom core drives of the Octalysis chart. It involves motives that drive active engagement based on uncertainty and the fear. Such type of interaction nurtures bad emotions due to the lack of control of their own actions.
Criticism edit
Eugene Sheely criticizes the Octalysis gamification framework of finding players motivations as not understanding the “social psychology or systems science and are making a mess of things, ultimately eroding the credibility of gamification as a whole” [7].
Some people claim that it has a high learning curve due to it being complex [4].
Application edit
Using the Octalysis framework, Magnum created a digital online game that resembles the Super Mario game. After playing the game, the player is returned to Magnum’s main site [8].
mHealth has developed applications based on the Octalysis framework to assist people in self-care management and self-stress management. They are using framework to map how top rated stress management apps address the right brain drives and to provide motivation to increase adherence [5].
References edit
- ^ Chou, Yu-kai (13 May 2015). Actionable Gamification: Beyond Points, Badges and Leaderboards. Octalysis Media. ISBN 978-1511744041. Retrieved 2015-12-02.
- ^ Coronado Escobar, Jesús Eduardo; Vasquez Urriago, Angela Rocio (2014). "Gamification": 514–515. doi:10.1145/2691195.2691307.
{{cite journal}}: Cite journal requires|journal=(help) - ^ Daphne, Economou; Ioannis, Doumanis; Frands, Pedersen; Paresh, Kathrani; Markos, Mentzelopoulos; Vassiliki, Bouki (2015). "Evaluation of a dynamic role-playing platform for simulations based on Octalysis gamification framework". Ambient Intelligence and Smart Environments. 19 (Workshop Proceedings of the 11th International Conference on Intelligent Environments). IOS Press: 388–395. doi:10.3233/978-1-61499-530-2-388. ISSN 1875-4163. Retrieved 2015-12-02.
- ^ a b Salcu, Adrian Vicentiu; Acatrinei, Carmen (2013). "Gamification applied in affiliate marketing. Case study of 2Parale". Management & Marketing. 8: 767.
{{cite journal}}:|access-date=requires|url=(help) - ^ a b Ewais, Shaimaa; Alluhaidan, Ala (2015). Classification of Stress Management mHealth Apps Based on Octalysis Framework. Twenty-first Americas Conference on Information Systems.
- ^ Wu, Wann-Yih; Lu, Hsiao-Yun; Wu, Ying-Yin; Fu, Chen-Su (2012). "The effects of product scarcity and consumers' need for uniqueness on purchase intention". International Journal of Consumer Studies. 36 (3): 263–274. doi:10.1111/j.1470-6431.2011.01000.x. ISSN 1470-6423.
- ^ Sheely, Eugene (26 April 2014). "Gamified" Personality Types Are A Scam. ISBN B00JZ78UEW. Retrieved 2015-12-02.
{{cite book}}: Check|isbn=value: invalid character (help) - ^ Renen, Wandi Kruger-van; Riaan, Rudman (2015-03-01). "Gamify Your Business: Is Your Organisation Ready to Play?". Accountancy SA. Accountancy SA.