It's a Gamification framework that divides human motivation into 8 core drives, then 3 implementation levels and 2 approaches, by Yu-kai Chou
Core Drives
The Core Drives are divided into black and white based on either positive or negative motivation, and then left and right based on whether is more creative.
- Left Brain Core Drives (2, 4, 6) focus on logic, calculation, and ownership
- Right Brain Core Drives (3, 5, 7) focus on creativity, social aspects, and curiosity
- White Hat Core Drives (1, 2, 3) at the top represent positive motivation
- Black Hat Core Drives (6, 7, 8) at the bottom represent more negative motivation
Core Drive 1 - Epic Meaning and Calling
Core Drive 2 - Development & Accomplishment
Core Drive 3 - Empowerment of Creativity and Feedback
Core Drive 4 - Ownership & Possession
Core Drive 5 - Social Influence and Relatedness
Core Drive 6 - Scarcity & Impatience
Core Drive 7 - Unpredictability and Curiosity
Core Drive 8 - Loss and Avoidance
(Hidden) Core Drive 9 - Sensation
Implementation Levels
- Level I: Basic analysis of the 8 Core Drives for a single experience
- Level II: Analysis across the 4 Experience Phases (Discovery, Onboarding, Scaffolding, Endgame)
- Level III: Incorporates different player types with the core drives and experience phases
Implementation Approaches
- Explicit Gamification: Uses obviously game-like elements that users opt into
- Implicit Gamification: Subtly employs game design elements, sometimes invisibly
Application Fields
- Product Gamification: Making products more engaging and inspiring
- Workplace Gamification: Creating motivating work environments
- Marketing Gamification: Creating engaging marketing campaigns
- Lifestyle Gamification: Applying game principles to personal habits and activities
Additional Connections
- Broader Context: Gamification Theory (represents a structured approach to gamification design)
- Applications: Experience Analysis (used to evaluate the motivational strengths and weaknesses of products)
- See Also: Bartle's Player Types (incorporated in Level III Octalysis), Explicit vs Implicit Gamification (implementation approaches)
Sources:
- From: Chou-Actionable Gamification
- Octalysis Tool. Retrieved from www.yukaichou.com/octalysis-tool
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