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Actionable Gamification: Beyond Points, Badges and Leaderboards Paperback – April 14, 2015

by Yu-kai Chou (Author)

4.6 769 ratings

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The new era of Gamification and Human-Focused Design optimizes for motivation and engagement over traditional Function-Focused Design. Within the industry, studies on game mechanics and behavioral psychology have become proliferate. However, few people understand how to merge the two fields into experience designs that reliably increases business metrics and generates a return on investment. Gamification Pioneer Yu-kai Chou takes readers on a journey to learn his sixteen years of obsessive research in creating the Octalysis Framework, and how to apply the framework to create engaging and successful experiences in their product, workplace, marketing, and personal lives.

Review

"Yu-kai is at the cutting edge of the field of behavior design." -Nir Eyal, Best Selling Author of Hooked: How to Design Habit-Forming Products

"Yu-kai's Octalysis framework brilliantly explains the intricate relationships between human behaviors and their inner drives. Accompanied by numerous application examples, Octalysis is the turnkey for gamification in any product and service design." -Dr. Jianming Dong, Chief User Experience Architect, Huawei

"I've been following Yu-kai's work on gamification for years and have enjoyed his deep insights and actionable recommendations. Octalysis is a powerful and pragmatic framework to understand human nature and positive motivators that encourage people to do their best work. It's great that Yu-kai was able to capture his thoughts into this framework and can share it with others through this book. It should be required reading for anyone building, managing, or collaborating with a team, community, or ecosystem."
-Susie Wee, VP and CTO of Networked Experiences at Cisco Systems

About the Author

Yu-kai Chou is an Author and International Keynote Speaker on Gamification. He is the Original Creator of the gamification framework: Octalysis, and the author of Actionable Gamification: Beyond Points, Badges, and Leaderboards. He is the Founder of The Octalysis Group and has been a regular speaker/lecturer on gamification worldwide, including at organizations like Google, Stanford University, LEGO, TEDx, SxSW, Gamified India, Huawei, the Innovation Center in Denmark, Kingdom of Bahrain, and many more.
Yu-kai was one of the earliest pioneers in Gamification, starting his work in the industry in 2003. In 2015, Yu-kai was rated #1 among the "Gamification Gurus Power 100" by RISE, and was also awarded "Gamification Guru of the Year Award" for both 2014 and 2015 by the World Gamification Congress based in Europe. He has helped a variety of companies, from seed stage startups to Fortune 500 companies such as LEGO, Accenture, eBay, Huawei, Fidelity, AIG Japan, Verizon, HP, Ericsson, Cisco, Wells Fargo, and more. His work has been featured in Forbes, The Wall Street Journal, The World Journal, Business Insider, PBS, and many more.

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511 pages
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English
Publication date

April 14, 2015
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6 x 1.28 x 9 inches
ISBN-10

1511744049
ISBN-13

978-1511744041
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Product details

Publisher ‏ : ‎ CreateSpace Independent Publishing Platform (April 14, 2015)
Language ‏ : ‎ English
Paperback ‏ : ‎ 511 pages
ISBN-10 ‏ : ‎ 1511744049
ISBN-13 ‏ : ‎ 978-1511744041
Item Weight ‏ : ‎ 1.64 pounds
Dimensions ‏ : ‎ 6 x 1.28 x 9 inches

Best Sellers Rank: #73,158 in Books (See Top 100 in Books)
- #11 in Product Management
- #33 in Industrial & Product Design
- #86 in Marketing & Consumer Behavior

Customer Reviews:
4.6 769 ratings

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About the author

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Yu-kai Chou

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Yu-kai Chou is an Author and International Keynote Speaker on Gamification and Behavioral Design. He is the Founding Partner and Chief Creation Officer of the premium consulting/design firm The Octalysis Group, as well as Co-Founder and Chief Experience of Metablox – an NFT platform powered by Real World Places and Real Life Memories.

Yu-kai is the Original Creator of the Octalysis Framework, and the author of Actionable Gamification: Beyond Points, Badges, and Leaderboards. Yu-kai has been a regular speaker/lecturer on gamification and motivation worldwide, including at organizations like Stanford/Yale/Oxford, Google, Tesla, IDEO LEGO, BCG, the governments of UK, Singapore, Kingdom of Bahrain, and many more. His design work has empowered over 1 Billion users’ experiences and he was rated #1 among the “Top 100 Gamification Gurus” in the world 3 out of 4 years by the Gamification World Congress and the Gamification Europe Conference.

Formerly, Yu-kai was Head of Creative Labs as well as Head of Digital Commerce for HTC, pioneering innovation in VR/AR and the Metaverse. He was also the Chief Experience Officer of the Blockchain company Decentral, working with the Co-Founder of Ethereum Anthony Di Iorio to create delightful Blockchain experiences. Yu-kai is also the creator of Octalysis Prime, a Gamified Library of all his work and research.

Yu-kai was one of the earliest pioneers in Gamification, starting his work in the industry in 2003. He has helped a variety of companies, from seed stage startups to Fortune 500 companies such as LEGO, Uber, Porsche, Walgreens, Microsoft, Fidelity Investments, AIG Japan, Verizon, and more.

Yu-kai is an Investor or Board Advisor for many organizations and companies, including Mighty Bear Games, LuckyDiem, Incentive Games, GoalSetter, Motion Auto, and many more.

Yu-kai is a follower of Christ, and his other hobbies include playing/teaching chess, writing/playing string quartet pieces, rating high quality movies, though he rarely has time for these hobbies. Yu-kai is the proud father of his twin daughters, Symphony and Harmony.

Secret Code: Revealed Heart (Game Technique #32)

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4.6 out of 5

769 global ratings

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Sam Totman

What a Great Book. Game Changer!

Reviewed in the United States on November 17, 2023

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I’ve read many books related to gamification and have been a proponent of gamification for quite some time. This is by far one of the best books I have read on the subject. I have been integrating gamification techniques in my college courses for years and this book gave me so many new ideas. His concept of the 8 drives can be beneficial in so many areas and fields, motivating people to do extraordinary things.

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ILYA KONDRATEV

Inspiring and very insightful

Reviewed in the United States on June 8, 2023

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A very useful and interesting book. I will use the system described in my work. Thanks to the book, I have become interested and plan to study behavioral psychology further.
The material is written in a simple and accessible language, supported by examples and links to further literature. The acquired knowledge can be applied as soon as possible after reading (of course, the methods the author writes about were also used for writing this book).

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) I felt sure that gamification could well alleviate much of the unnecessary drag of the workday

Reviewed in the United States on June 12, 2018

Verified Purchase

Ask people about their jobs and many will tell you of the tedium, satisfaction-free time they spend earning their living. That is without adding toxic management or a negative social environment. It really doesn’t have to be this way.
After reading ‘Reality is Broken’ by Jane McGonigal (reviewed in this column,) I felt sure that gamification could well alleviate much of the unnecessary drag of the workday, and vastly improve the quality of the work experience. Gamifying work does not rest on the altruism of business owners; there is a vast literature confirming that people who are engaged and find satisfaction from their work, produce a higher quality and quantity of results.
I have been looking for a book that could guide a company or a unit in gamifying relevant work, and Yu-kai Chou’s is the best I have found.
Here is why.
He has developed an eight-part model which he calls the Octalysis. It is not an eight-step process for developing a stunning game. Rather, it is based on the credible assumption that almost every successful game, appeals to ‘Core Drives’ that all people possess. These drives motivate us towards decisions and activities. On this assumption, it is equally credible that if none of these Core Drives are behind the action or output that you desire from staff, you should not be surprised if there is no motivation; and the desired outcome never materializes.
As you read through this review, it is useful to think about how you could use these “Core Drives” to promote the activity you desire from your staff.
The first of these drives is “Epic Meaning and Calling”, and is the motivation behind the success of Wikipedia, (for example,) the free, online, reliable encyclopaedia. This mammoth work is only free because many intelligent people and specialists give their time freely to the encyclopaedia’s epic calling – the protection of humanity’s knowledge.
The second drive is our internal desire to make progress. This is where the majority of gamification efforts focus – awarding points, badges, or a place on a leader board.
The third drive is the sense of empowerment that comes from being engaged in the creative process, figuring out new things and trying different combinations. The satisfaction derived from this drive has the brain effectively entertaining itself.
The fourth drive is the sense of ownership and possession. When people feel ownership of something, whether it is a company, a project or a process, they innately want to increase and improve what they ‘own’.
The fifth drive is social influence and the feeling of relatedness to others, things or places. This drive would include all the social elements that motivate people, such as mentorship, social acceptance, social feedback, companionship, and even competition and envy.
The sixth drive is fuelled by the scarcity of what we desire, and an impatience to get it now. This explains people’s desire for what is extremely rare, exclusive, or immediately unattainable.
The seventh drive is what keeps us engaged when we don’t know what will happen next – the drive of unpredictability and curiosity. This is the drive that is behind gambling addictions - we don’t know if it will be the next card, or just one more spin.
The final human drive is the fear of loss - “Special offer for a limited time only!” – and the avoidance of pain and discomfort.
To achieve a desired outcome, whether it is adherence to a health regimen or installing air-conditioning ducts flawlessly, one or more of these common human drives needs to be present. Where none is present “there is zero motivation and no action takes place,” Yu-kai Chou explains.
The diagram of these eight drives is arranged in the form of an octagon. “Left brain’’ type activities associated with logic and analytical thought, are arranged symbolically on the left side. The “right brain” type activities of creativity, self-expression, and social dynamics are arranged on the right side.
The positioning indicates both intrinsic and extrinsic motivations. Those drives at the top of the octagon are more positive - the “White Hat” motivations, the joy of achieving or receiving. Those at the bottom are the “Black Hat” motivations, and are more negative, such as the fear of a loss of some sort.
To be able to derive the benefits of gamification requires a serious amount of analysis, testing, and adjusting.
Successful gamification of a leisure or work activity, requires that the participants want to play, not have to play.
As such, the first step is finding why people would even want to try out the experience, what positive or negative core desire could and would the ‘game’ address. Additionally, you will also need to communicate very early on exactly why the user should participate in your game, and become a player.
The second phase is to develop the rules and tools of the game so that the participants are motivated to achieve the outcome you desire. Then you will need to ensure that the participants learn the rules and tools to play the game. If the rules are too complex, the motivation that could exist will quickly be dissipated. One only needs to hold the image of a cell-phone game in mind to grasp the importance of accessibility to the game, for retention and satisfaction.
The third phase is to have the participants engage with the game repeatedly and with ever increasing satisfaction. The reason the participants engaged with the game on day 1 is often very different from that on day 100. The core drives might well change as the experience and competence of the player evolves.
One of the many psychological insights to which Chou refers, is ”flow”. In positive psychology, flow, or ‘being in the zone’, is the mental state in which a person performing an activity is fully immersed in a feeling of energized focus, full involvement and enjoyment. Dr. Csikszentmihalyi’s model flow state is achieved when the challenge of an activity is in accord with the participant’s level of skill. If the challenge is too low and the participant’s skill is high, they will be bored. If their skill is too low for the challenge, they will experience anxiety.
Gamification needs to take all these and other considerations into account. No simple task. However, if gamifying an activity over an extended period leads to lower costs, higher quality, greater worker satisfaction, larger profits, etc., the effort required is certainly justified.
If gamification is justifiable in any part of your business, this book is a good, basic, starter’s guide.

Readability Light -+--- Serious
Insights High -+--- Low
Practical High -+--- Low

*Ian Mann of Gateways consults internationally on strategy and leadership and is the author of the recently released The Executive Update.

68 people found this helpful

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Adam

Amazing Book

Reviewed in the United States on April 14, 2023

Verified Purchase

Read it, in fact, read it right now! Everyday you go without reading this book the more revenue you’re leaving on the table for your business. In fact, it would be selfish for you not to read this book because without its knowledge, you’ll be limiting the impact your product can have on our community. After you read this book you’ll see why this review was perhaps the most persuasive review that made you tap the buy now button.

2 people found this helpful

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Dhushy Thillaivasan

A must read

Reviewed in the United States on September 7, 2023

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This book is a must-read for an entrepreneur!

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Marisa Murgatroyd

This is the only book to read on gamification

Reviewed in the United States on February 6, 2023

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Would give this 10 stars if I could. This book is our "bible" for gamification, and is the FIRST and perhaps ONLY book you should read if you want to understand how to use these ideas in whatever it is you're doing. Super actionable, super practical and super useful.

2 people found this helpful

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Celeste Eve

The Diet Version would be Better

Reviewed in the United States on May 21, 2016

Verified Purchase

I think this book has a lot of great ideas to offer. There are useful categories and vocabulary for thinking about video game studies. I purchased this book as part of a video game class I took. The book did provide interesting ideas to discuss but there are some issues. First, the book needed an editor. There are many spelling issues as well as areas that could be cut down. The book tends to go on and on when it could be shortened. The author also inserts himself into the book to the point of distraction. The book does match form and content and attempts to blend digital, gaming, and traditional reading habits together. If the book were trimmed down to just the useful material it would be a more enjoyable read.

13 people found this helpful

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Ariel

Revolutionizing how we motivate and interact

Reviewed in the United States on November 15, 2015

Verified Purchase

This book is revolutionizing how I deliver instruction and design apps. I say "revolutionizing" quite deliberately, as Chou's work has sent me off on an ongoing quest, a journey of re-evaluating and re-imagining just about everything I thought I knew about education and how to motivate learners. As someone who has for years prided herself on delivering high-quality, innovative education - both in the past as a training officer for first responders and now as a software developer and STEAM educator - that is saying something.

It is exciting to see such a sound conceptual approach coupled with a well-defined method to apply those insights. Chou's work takes one well beyond the often superficial applications of gamification that plague the business and education fields and vaults us into a whole new territory. Be prepared to explore a place where play and a sense of wonder make all the aspects of everyday life into opportunities for growth and positive change, where stories and humor make learning deep psychological concepts a joy, and where there is no war between business metrics and developing human potential.

I cannot recommend this book highly enough. Read it. Dig into its depths. Apply it. And watch your own and other people's creativity and abilities bloom.

2 people found this helpful

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Francisco

Una obra obligada para quienes trabajan con el comportamiento humano

Reviewed in Mexico on October 5, 2023

Verified Purchase

Lo adquirí como guía para el diseño conceptual de una aplicación resultó en un modelo que puede ser usado en muchos ámbitos profesionales. Realmente me ha sido muy útil y el proyecto para el que lo compré va pa'lante. Nunca he hecho una app o videojuego, no soy programador, pero con este libro pude diseñarla. Magnífico libro.

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