Prepared for maria b. | Delivered December 19, 2019
Gamification and Human Behavior - Case Studies
To provide 3-4 detailed case studies that highlight how specific technology and/or apps are "gamifying" human behavior. Focus on industries like (but not limited to) financial services, technology, communications, and consumer products.
For the purposes of this research, we defined "
" as using technology to turn everyday activities into games where users can score points and compete against other players. Our findings indicate that using
gamification serves a duel purpose
: it increases consumer engagement while at the same allowing organizations to collect valuable data. During this hour of research, we were able to provide a case study of one popular gamification framework: Octalysis.
Case Study #1: The Octalysis Group
Octalysis is a gamification framework founded in
for use in sectors like human resources (HR) to increase employee motivation in the workplace. Several mainstream brands have implemented the system, including
Google, Tesla, Facebook, and LEGO
The system works by mapping "
" of human behavior to effectively motivate employees and/or consumers to take desired actions or make certain choices (for example, purchasing a particular product or service). It targets both
n drives like logic and
drives like creativity.
The Octalysis Group has found that using gamification results in employees and consumers who are
more productive and
An Overview of the Octalysis Gamification Framework
The first part of the Octalysis framework is the establishment of a
sense of meaning
for the player. This can take the form of a specific objective, a sense of elitism, or a manufactured "
" that makes a player feel gifted or talented.
development and accomplishment
take this sense of meaning to the next level as players overcome challenges to earn points, awards, or some other recognition.
The next level of the framework is
, where players reach milestones or get to "see the results of their creativity."
The framework simulates feelings of
ownership and possession
in players through the use of avatars, "virtual goods," collections, and/or "exchangeable points." This satisfies an innate human desire to "
Gamification also incorporates the natural urge for
through friending, mentoring, community forums, or group events.
The Octalysis framework uses the concept of
to create a sense of "wanting something because [players] can’t have it." One popular way of creating scarcity is through "
," which is where players have to return to a game within a certain time frame to claim a reward.
Another element of the framework is fostering
where players naturally want to see what happens next.
The final principle of the Octalysis framework is
loss and avoidance
. Players continue participating to avoid fear of missing out (FOMO), progress loss, or some other sense of a lost opportunity.
In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address your goals.
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