Table of Contents
Introduction 1
Chapter 1 When the Surreal Blends into our World 3
How a Game changed my Life 3
The First Game I Designed 5
Why Gamification? 6
Human-Focused Design: The Better Term for Gamification 8
The Conquests of Gamification 10
Chapter 2 The PBL Fallacy 13
A Story about Social Media 13
An Obsession with Grunt Work 15
Secondhand Sushi Making 17
A Trojan Horse without Greek Soldiers 19
The Threat and Opportunities in Gamification 20
Tire Story of the Good Designer vs. Bad Designer 21
Chapter 3 The Octalysis Framework 23
A Gamification Design Framework for Everyone 23
The 3 Core Drives of Gamification 25
Left Brain (Extrinsic Tendency) vs. Right Brain (Intrinsic Tendency) Drives 28
White Hat vs Black Hat Gamification 31
How to Apply Level I Octalysis to Actual Systems 34
Quick Intro to Level II Octalysis and Beyond 39
Chapter 4 Putting Gamification in its Place 47
The War on Words 48
Semantics vs. Value 49
Tomato: Fruit or Vegetable 52
Explicit Gamification: Games that Fulfill Non-Game Purposes 53
Implicit Gamification: Human-Focused Design that Utilizes Game Elements 55
Implicit vs. Explicit Gamification 56
4 Application Fields of Gamification 56
Chapter 5 The First Core Drive - Epic Meaning & Calling 65
The Core Drive High Above 66
The Encyclopedia that Pwned Me 67
Newton's Legacy is Beyond a Fruit 70
Mjolnir is Not Just a Tool 75
Your Parents are Bigger Than You! 77
Game Techniques within Epic Meaning & Calling 81
Core Drive 1: The Bigger Picture 88
Chapter 6 The Second Core Drive - Development & Accomplishment 91
Development & Accomplishment in Games 92
The First Gamification Site that I was Addicted to 93
"I overpaid for my product. Take that, suckas!" 97
Never make Users Feel Dumb 102
Star of Bethlehem - Guiding Users Forward 105
Limitations of eBay's Design 108
Wait, that's not new! 110
Game Techniques within Development & Accomplishment 112
Core Drive 2: The Bigger Picture 122
Chapter 7 The Third Core Drive - Empowerment of Creativity & Feedback 125
The Computer Game that Became a National Sport 126
Gamification Fatigue? 130
Tic-Tac-Draw 131
The General's Carrot in Education 136
Folding into the Crowd 138
The Elysian Stairs to Health 139
Empowerment and Creativity in the Corporate Space 141
Draw a Gun for Bad Endgame Design 143
Game Techniques within Empowerment of Creativity & Feedback 146
Core Drive 3: The Bigger Picture 158
Chapter 8 The Fourth Corp Drive - Ownership & Possession 161
Wait, it's mine? Hold on, I do care then! 162
Stamps of Sanity 163
How Stoned Can you Be 165
The First Virtual Pet Game 170
The Endowment Effect 172
Identity, Consistency, and Commitments 175
Game Techniques within Ownership & Possession 182
Core Drive 4: The Bigger Picture 193
Chapter 9 The Fifth Core Drive - Social Influence & Relatedness 197
The Mentor that Stole My Life 198
We're all Pinocchios at Heart 202
The Average Person is Above Average 205
Social Influence vs. Epic Meaning within a Team 208
Corporate Competition as an Oxymoron 209
Game Techniques within Social Influence & Relatedness 214
Core Drive 5: The Bigger Picture 230
Chapter 10 The Sixth Core Drive: Scarcity & Impatience 233
The Lure of being Exclusively Pointless 234
The Value of Rare Pixels 237
The Leftovers aren't all that's Left Over 241
Persuasively Inconvenient 242
Curves are better than Cups in Economics 244
"This guy's not expensive enough." 248
"I Don't Feel Good When My Pocket Is Too Full After A Purchase" 249
Game Techniques within Scarcity & Impatience 252
Great! So now what? 269
Core Drive 6: The Bigger Picture 270
Chapter 11 The Seventh Core Drive - Unpredictability & Curiosity 273
And, Now it's Fun 274
The Core Drive in a Skinner Box 275
Sweepstakes and Raffles 277
A Lucky Day with Lucky Diem 282
Suspense and Mystery in a Blender 288
Faking your Way to Virality 290
Google's Curious Second Button 292
Woot! Creates Midnight Cinderella's 295
Game Techniques within Unpredictability & Curiosity 297
Core Drive 7: The Bigger Picture 308
Chapter 12 The Eighth Core Drive - Loss & Avoidance 311
Cropping your Losses 312
Affection Held Hostage 315
"Why don't you take all my money?" in Poker 319
The Good Chasing the Bad 322
Zombies Make you Skinnier 323
Flipping other Core Drives Off 324
Ultimate Loss vs Executable Loss 325
A Caveat: Avoiding the Avoidance 328
Game Techniques in Loss and Avoidance 329
Core Drive 8: The Big Picture 340
Chapter 13 Left Brain vs Right Brain Core Drives 345
Using Octalysis in the Real World 345
Left Brain vs. Right Brain Core Drives 347
Extrinsic vs Intrinsic Motivation 348
Slight Semantic Differences with the Self-Determination Theory 350
Motivation Traps in Gamification Campaigns 352
Tire Problem with Educational Systems 354
Pay to Not Play 357
How Market Settings Reverse Social Settings 361
The .Advantages of Extrinsic Motivation Design 364
How to Make an Experience More Intrinsic 366
Left Brain vs Right Brain Core Drives: the Bigger Picture 373
Chapter 14 The Mysteries of White Fiat and Black Hat Gamification 377
Origins of the Theory 378
The Nature of White Hat vs Black Hat Core Drives 380
Zynga and Black Hat Gamification 382
Black Hat with a Clear Conscious 384
Gamification, Manipulation, and Ethics 387
When to Use White Flat Gamification Design 389
Careful Transitioning between White Hat and Black Hat 397
No Buyer's Remorse from TOMS 399
What about Core Drives 4 and 5? 400
Understanding Other Gamification and Behavioral Frameworks with Octalysis 405
Scientific Research and Game Studies 406
Octalysis View of Self-Determination Theory 410
Richard Bartle's Four Player Types 413
Nicole Lazzaro's 4 Keys To Fun 420
Mihaly Csikszentmihalyi's Flow Theory 423
Fogg Behavior Model 428
Jane McGonigal's Theories 434
The World is Your Playground 436
Chapter 16 Level I Octalysis in Action 439
Octalysis Review of Facebook 439
The Score is a Smoke Screen 444
Octalysis of the Speed Camera Lottery 446
Octalysis of the Waze Navigation App 450
The Endgame Phase of Waze 457
The Next Step: Identify Potential Improvements for Waze 459
Chapter 17 Designing a project from scratch with Octalysis 467
Redesigning Yukaichou.com 467
The Octalysis Strategy Dashboard 470
Level I Octalysis Ideation Process 478
Core Drive 1: Epic Meaning & Calling 478
Repeating the Octalysis Process 485
Summary of Level 1 Octalysis in Action 487
Chapter 18 The Journey Goes On 491
Wall of Gratitude 497
Those who directly contributed to the book 497
Those who impacted who I am today 498
