Gamification is the use of game mechanics in non-game contexts. A game’s sole purpose is to evoke pleasure in the user, which boosts motivation. The mechanics for gamification have been mastered in game development. Applied to UX and UI design, it is used to enhance engagement, motivation, and interaction in otherwise mundane experiences such as financial apps or productivity tools. Examples of elements of gamification are badges that the user can earn by completing a task, point systems, or social challenges where users can compete against each other.
Gamification can have different values for a company. For instance, it can boost customer loyalty to the brand and also enhance user engagement with the application. This can only happen when gamification is used intentionally, and when it is not forced upon the user or used to control or coerce them into performing a certain task. There is also a clear distinction to be made between gamification and game-based learning. The latter is an educational approach that uses games to teach subjects, while gamification adds game mechanics to already existing tasks.
Successful gamification does not just include game elements; it understands and implements the core drivers behind human-centered design to create user motivation. Yu-Kai Chou, one of the earliest pioneers in the field of gamification, created the Octalysis Framework, which analyzes human motivation and applies it to gamification. These principles optimize the feelings and motivation that users experience when engaging with gamified content. Chou defines the core drivers for successful gamification as follows:
Epic Meaning & Calling: The player or user is given the sense of doing or achieving something greater than oneself. It involves a sense of destiny, purpose, and belief that one is contributing to something in the world. An example of this would be Wikipedia, people voluntarily contribute countless hours writing and reviewing content for free. They are motivated by the belief that they are helping to make information more accessible and easily available for everyone.
Development & Accomplishment: This mechanic builds on the user’s internal drive for progress by completing challenges and learning and implementing new skills. This growth is then visualized with badges, point systems, progress bars, or level upgrades to validate that achievement.
Empowerment of Creativity & Feedback: The user is given tasks and challenges to figure out by using their own creativity. They explore possibilities and use different combinations to complete a task and receive immediate feedback and results. Clear examples of this are games like The Sims or Minecraft, where players can build something in the world and immediately see their creation come to life. This type of instant reward fuels continuous engagement.
Ownership & Possession: When the user feels that they own something, they will want to improve, protect, and care for it. It builds on the drive to own things, be it material goods, virtual possessions, or even intangible concepts like status. One example would be the creation and customization of avatars and profiles by personalizing them with unique appearances.
Social Influence & Relatedness: The implementation of social elements such as mentorship, competition, or companionship builds on the way we relate to other people. This can be seen in fitness tracking apps like Strava, where users can compare their workouts to those of their friends, creating a sense of competition. It builds on peer pressure and external validation, which in this case can lead to more physical exercise.
Scarcity & Impatience: The motivation to obtain things that are hard to receive or only available for a limited amount of time. The fear of missing out on something creates a sense of urgency and leads to impulsive decisions. Prime examples of this are e-commerce websites with limited-time sales and countdowns that urge the user to purchase things under time pressure.
Unpredictability & Curiosity: The desire to find out what will happen next, to seek out and discover new information. This desire is also satisfied by reading books, watching movies, or even scrolling through a social media feed.
Loss & Avoidance: The user wants to avoid negative outcomes or the loss of something they perceive as valuable. Snapchat or Duolingo make use of this mechanic by encouraging daily use of their app through maintaining a daily streak. Users do not want to lose their accumulated progress and are thus motivated to use the app.
A deeper understanding of these mechanics and a focus on human-centered design can lead to long-term engagement.
Sources:
Doukas, A. (2024, March 20). Gamification in App Design and User Engagement. Solwey Consulting. https://www.solwey.com/posts/exploring-embedded-finance-uploaded
Chou, Y.-K. (2023, September 5). The Octalysis Framework for Gamification & Behavioral Design. Yu-kai Chou. https://yukaichou.com/gamification-examples/octalysis-complete-gamification-framework/
