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THE RISE OF GAMIFICATION
Dominique mangiatordi
@mangiatordi
I hope you had
a good sleep!
You will learn more about
someone in 1 hour of gaming
than in 1 year of work.
(Platon)
INTRODUCTION
• How Games changed my life
(and our lives)

• What is Gamification?
• Why Gamification?
• 4 application fields
• Effective Gamification
hOW GAMES CHANGED MY LIFE
• My first Commodore 64 when I was 6
• “Messaging” parties
• Globule Bleu - web agency
• Gaming in my management roles
• Royal App Force
• ØPP
WHAT

is gAMIFICATION?
GAMIFICATION is the best use of
gaming techniques to create 

engagement.
GAMIFICATION is
sometimes the best
way to get out of a
boring* environment.
*non-engaging
GAMIFICATION can help in an 

extrinsic
motivation context.
(BUT IT IS HARD)
Extrinsic motivation
doing something for an external reason
YOU WAIT 

AT BURGER KING’s

YOU STUDY

YOU WORK






YOU WANT 

YOUR WHOPPER
YOU WANT YOUR

DIPLOMA
YOU WANT YOUR

WAGE






BECAUSE
GAMIFICATION surely
helpS in an
intrinsic
motivation context.
72% of amateur runners are using it
WHY ARE GAMES BETTER THAN WORK?
1. CLEARLY DEFINED GOALS
2. BETTER SCOREKEEPING
3. MORE FREQUENT FEEDBACK
4. CONSISTENT COACHING
TRIVIA - NAME this game
Supercell’s hugely popular head-to-head card-based strategy
game rakes in tens of millions of dollars in revenue per
month, driving the studio’s reported $10.2 billion valuation.
Chinese internet giant Tencent owns a majority stake in the
Finnish studio, which also develops Clash of Clans.
WHY

GAMIFICATION?
HUMAN-
FOCUSED

DESIGN
FUNCTION
-FOCUSED

DESIGN
THE 4 APPLICATIONS FIELDS
PRODUCT
WORKPLACE

(incl. Education)
MARKETING
DAILY LIFE
GAMIFICATION
DAILY LIFE GAMIFICATION
GAMIFICATION FIELD #1
Lifestyle Gamification involves applying
gamification principles and core drives into daily
habits and activities, such as managing your to-do
list, exercising more often, waking up on time,
eating healthier, or quit smoking.
WORKPLACE GAMIFICATION
GAMIFICATION FIELD #2
Sales, Project Management, Recruitment, Creativity
boost… gamification is entering the workplace and it is
becoming a huge wave. We’re part of it with our 4 apps
(Seeya, Hunterz, Happyformance and Peak me up).
PEAK ME UP
Sell more. Have fun.
HAPPYFORMANCE
PRODUCT GAMIFICATION
GAMIFICATION FIELD #3
Product Gamification is about making a product, online
or offline, more engaging, fun, and inspirational through
game design. Some products have great “functional”
purposes, but don’t focus on the motivation and Core
Drives of their users.
MARKETING GAMIFICATION
GAMIFICATION FIELD #4
Marketing Gamification is the art of creating
holistic marketing campaigns that engage users
in fun and unique experience designed for a
product, service, platform, or brand.
MARKETING GAMIFICATION
GAMIFICATION FIELD #4
Marketing Gamification utilizes different platforms
and vehicles: SEO, Social Media, Blogging, Email
Marketing, Mobile Apps, online/offline
competitions, viral vehicle strategies, and reward
schedules to continuously engage users
throughout an engaging and gamified experience.
EFFECTIVE

gAMIFICATION
ADDICTION
END GAME
MASTERYSCAFFOLDINGONBOARDING
THE PLAYER’S JOURNEY
(Kevin Werbach)
IDENTITY
A.I want to be the best of the group
B. I want to improve my time
C.I’m looking forward to living 

this experience with my friends
D. I want to discover Barcelona and 

the marathon atmosphere
PROBLEM SOLVING
DISCOVERY
POPULARITY
HELPFULNESS
MASTERY
MULTISKILLSFAIR COMPETITION
VICTORY AT ANY PRICE
rockstar
TEAM MATE TRAVELLER
DETECTIVE
SPECIALIST
COLLECTIONER
THE 8 PLAYER TYPES
(RICHARD BARTLE / Dominique Mangiatordi)
KILLER ACHIEVER
SOCIALIZER EXPLORER
TAKE CONTROL
ADAPT
THE OTHERS
THE 

ENVIRONMENT
GRIEFER
COMPETITOR
THE 

KILLER
TELL ME I’M THE BEST!
ASK FOR COMPETITION

WANT TO SEE HE/SHE IS AHEAD
RANKINGS

EGO
THE 

ACHIEVER
SHOW ME MY PROGRESSION
FEEDBACK IS KEY
LEVELS

BADGES
NEW LIMITS CHALLENGES
THE 

SOCIALIZER
I want my place
interactivity
popularity

usefulness
THE 

EXPLORER
SURPRISE ME!
NEW FRONTIERS
ENIGMAS

CREATIVITY
TRIVIA - NAME this game
EFFECTIVE

gAMIFICATION
Yu KAI CHOU
‘actionable
gamification’
#1

MEANING
8
CORE
DRIVES
#2

ACCOMPLISHMENT
#3

ENPOWERMENT OF
CREATIVITY
#4

OWNERSHIP
#5

SOCIAL
INFLUENCE
#6

SCARCITY
#7

UNPREDICTABILITY
#8

LOSS & AVOIDANCE
CORE DRIVE 

#1
EPIC
MEANING
THE OCTALYSIS FRAMEWORK
8
CORE
DRIVES
Epic Meaning & Calling is
the First Core Drive and
is the one where people
are motivated because
they believe they are
engaged in something
that is bigger than
themselves.
Games trigger this Core Drive often. Many
times in games, the world is about to be
destroyed, and somehow, you as the player
are the only qualified candidate to save the
world. Sound exciting and motivating?
CORE DRIVE #1 EPIC MEANING
How about real life? Do we ever encounter scenarios
where we are driven by Epic Meaning & Calling?
Why do people contribute to the non-profit website Wikipedia?
Why do Asian kids work so hard for their parents in their life?
Why do people sacrifice for ideals they believe in?
CORE DRIVE #1 EPIC MEANING
GAME TECHNIQUE / MEANING
THE EPIC STORY
When I was 6, I was ‘Coca-Cola’ betatester
for the new Cherry Coke. The guy who
interviewed me took 30min explaining my
importance in the launch. He even said that
I was important enough to decide that they
should NOT launch it on the market.
My responsibility was HUGE. So was
my motivation to be the BEST beta
tester ever.
GAME TECHNIQUE / MEANING
HUMANITY HERO
If you can incorporate a world
mission into your offerings, you
can gain even more buy-in during
the on-boarding process. The
way this works is to tie the
actions you want people to take
to something that will make the
world a better place.
GAME TECHNIQUE / MEANING
ELITISM
Allowing your users or
customers to form a prideful
group based on ethnicity,
beliefs, or common interests
makes them feel like they
are part of a larger cause.
GAME TECHNIQUE / MEANING
BEGINNER’s LUCK
This is the “Calling” in Epic
Meaning & Calling. Calling makes
people think they are uniquely
destined to do something. And
one of the Game Techniques that
can introduce the sense of Calling
is Beginner’s Luck.
#1

MEANING
8
CORE
DRIVES
#2 #3
#4 #5
#6 #7
#8
TRIVIA - NAME THE GAME HE INVENTED in 1984
Alexey Pajitnov
Founded that game while
working for a Soviet
government-founded R&D
center.
TETRIS
Tetris blocks traumatic
flashbacks even after
the memory is fixed
(POST TRAUMATIC DISORDER THERAPY)
Jessica Griggs
CORE DRIVE 

#2
ACCOMPLISHMENT

-ACHIEVEMENT-
This is the Core Drive
where people are driven
by a sense of growth
towards a goal and
accomplishing it.
This is also the most
common implementation
of gamification we see in
the market, as most of the
PBLs – points, badges,
and leaderboards – appeal
heavily to this drive.
the best way to use
‘Achievement’ drive
GAME TECHNIQUE / ACHIEVEMENT
LEVELS
GAME TECHNIQUE / ACHIEVEMENT
STATUS POINTS
GAME TECHNIQUE / MEANING
FREE LUNCH
Using the on boarding phase to offer a special gift or reward, early
in the game, can give the impression that you are very good at it.
HOW TO USE POINTS?
1. STATUS vs exchangeable
2. ABSOLUTE vs MARGINAL
3. 1-WAY vs 2-WAY
4. PARALLEL CURRENCIES
GAME TECHNIQUE / ACHIEVEMENT
PROGRESS BARS
GAME TECHNIQUE / ACHIEVEMENT
LEADERBOARDS
GAME TECHNIQUE / ENPOWERMENT OF CREATIVITY
MILESTONE UNLOCK
Open up an exciting
possibility that
wasn’t there before
the milestone was
reached.
#1

MEANING
8
CORE
DRIVES
#3
#4 #5
#6 #7
#8
#2

ACCOMPLISHMENT
TRIVIA - NAME this game
Ô ăn quan
CORE DRIVE 

#3
ENPOWERMENT

OF CREATIVITY
Empowerment of
creativity really
emphasizes what most
people refer to as
‘Play’.


Think about LEGO
assembling.
TRIVIA - NAME THIS GAME
#1

MEANING
8
CORE
DRIVES
#4 #5
#6 #7
#8
#2

ACCOMPLISHMENT
#3

ENPOWERMENT OF
CREATIVITY
CORE DRIVE 

#4
OWNERSHIP
& possession
Because you own
something, you
want to improve it,
protect it, and get
more of it.
This Core Drive is related to elements such as virtual goods and virtual currencies, but it is also the primary Core Drive that makes us want to
accumulate wealth. Also, on a more abstract level, if you have invested a lot of your time to customize something to your own liking, or a
system has constantly been learning about your preferences and molding into something that is uniquely yours, you generally will start to feel
more ownership towards it.

Ownership and Possession is positioned to the far left of Octalysis, and therefore represents the Core Drive that exhibits the strongest influence
on the Left Brain (again, this is not scientific but more symbolic) or analytical thinking. Here, decisions are based on more logical, calculating
thought and the desire for possession as the primary motivating factors. When you do “rational calculations,” often times you are evaluating
the gain and loss of certain desirables, such as money, instead of considering your “feelings” from other Core Drives.

In Farmville, you’re constantly striving to increase the value of your assets by developing your land, establishing higher crop yields, and
improving the quantity and quality of your livestock. You can further develop your property’s infrastructure and dwellings – establishing that
country manor on your dream estate.

Because of that, you want to constantly invest more time and energy into expanding your farm by getting more cows, plants, and more fruits,
but also buying items such as stables that you could put your horses in or grooming services to make them look “prettier.”

So, much of the time, when your user obtains this sense of ownership, it becomes extremely powerful. It’s theirs. And they now have a strong
motivation to change it, to increase it, and to improve it.
This Core Drive is related to elements such as virtual goods and virtual currencies, but it is also the primary Core Drive that makes us want to
accumulate wealth. Also, on a more abstract level, if you have invested a lot of your time to customize something to your own liking, or a
system has constantly been learning about your preferences and molding into something that is uniquely yours, you generally will start to feel
Wait, it’s mine?
Hold on, 

I do care then!
POKEMON GO?
This is
soooooo last week!
GAME TECHNIQUE / OWNERSHIP
THE GRUNT WORK
As mentioned before, when you have Exchangeable
Points, they become currencies, but simply having a
currency economy doesn’t necessarily mean the
experience is engaging. The key here is to consider how
much labor was put into the process, whether the labor
was skilled or unskilled, how widely accepted is the
currency, and the long-term value of what can be
exchanged with the currency.
GAME TECHNIQUE / MEANING
EXCHANGEABLE POINTS
#1

MEANING
8
CORE
DRIVES
#5
#6 #7
#8
#2

ACCOMPLISHMENT
#3

ENPOWERMENT OF
CREATIVITY
#4

OWNERSHIP
TRIVIA - NAME THIS GAME
SOCIAL INFLUENCE
WHITE 

HAT
BLACK 

HAT
CORE DRIVE 

#5
SOCIAL INFLUENCE

and RELATEDNESS
Social Influence and
Relatedness is related
to activities inspired
by what other people
think, do, or say.
It is the engine
behind themes like
mentorship,
competition, envy,
group quests, social
treasures and
companionship.
SOCIAL INFLUENCE AND…
RELATEDNESS
Social Influence & Relatedness is a Right Brain Core Drive
(emotional more than analytical) that bases its success off
the common, and sometimes inevitable human desire to
connect and compare with one another.
SOCIAL INFLUENCE AND…
NOSTALGIA
This Core Drive also includes the “Relatedness” part,
which deals with things like attachment to emotional
associations and the feeling of nostalgia. For instance, if
you see a product that reminds you of your childhood, you
have a higher chance of buying that product. Similarly if
you meet someone from your hometown, you would also
be more inclined to sign up a deal with this person.
GAME TECHNIQUE / ACHIEVEMENT
THE ROCKSTAR EFFECT
GAME TECHNIQUE / SOCIAL INFLUENCE
MENTORSHIP
For instance, lets say
whenever a newbie seller on
an eCommerce marketplace
has a question, he has the
option to connect to a veteran
seller who’s been there, done
that, and is exactly what the
newbie sellers wants to be like
one day on the site.
GAME TECHNIQUE / SOCIAL INFLUENCE
GROUP QUESTS
The game technique Group Quest is very
effective in collaborative play as well as viral
marketing because it requires group participation
before any individual can achieve the Win-State.


(Think about WoW, Tupperware or KickStarter)
A successful game that utilizes this is
World of Warcraft, another fanatically
successful and addictive game made by
Blizzard Entertainment. In WoW, there
are many quests that are so challenging
GAME TECHNIQUE
TOUNTING FLAG
A Touting Flag is an
obvious display that
shows the achievements
of the users. In other
words, the user simply
has to put up the Flag, and
without doing more
things, everyone who
walks by would
acknowledge this great
achievement.
GAME TECHNIQUE / SOCIAL INFLUENCE
SOCIAL TREASURES
Social Treasures are gifts or
rewards that can only be
given to you by friends or
other players.
In Farmville, there are certain types of
virtual goods that are unobtainable in
almost all ways – including the option to
purchase it with real money. The only
way of getting the item is if a friend
#1

MEANING
8
CORE
DRIVES
#6 #7
#8
#2

ACCOMPLISHMENT
#3

ENPOWERMENT OF
CREATIVITY
#4

OWNERSHIP
#5

SOCIAL
INFLUENCE
TRIVIA - NAME THIS GAME SHOW
CORE DRIVE 

#6
SCARCITY

and IMPATIENCE
This is the drive that
motivates us simply
because we are either
unable to obtain
something immediately,
or because there is great
difficulty in obtaining it.
In Klaff’s book Pitch Anything, he explains the concept
of Prizing, and how it ties into three fundamental
behaviors from our croc brains
• We chase that which moves away from us
• We want what we cannot have
• We only place value on things that are difficult
to obtain
GAME TECHNIQUE 

SCARCITY & IMPATIENCE
APPOINTMENT 

DYNAMICS
APPOINTMENT DYNAMICS
smart korean 

shopping center
GAME TECHNIQUE 

SCARCITY & IMPATIENCE
TORTURE BREAKS
NOT allowing
someone to do
something
immediately.
GAME TECHNIQUE 

SCARCITY & IMPATIENCE
Example: candy crush
After losing a life, the
game pauses and forces
you to wait 25 minutes
before you can gain
another life and proceed
to the next level.
#1

MEANING
8
CORE
DRIVES
#7
#8
#2

ACCOMPLISHMENT
#3

ENPOWERMENT OF
CREATIVITY
#4

OWNERSHIP
#5

SOCIAL
INFLUENCE
#6

SCARCITY
CORE DRIVE 

#7
UNPREDICTABILITY

and curiosity
The main force
behind our
infatuation with
experiences that are
uncertain and
involve chance.
#1

MEANING
8
CORE
DRIVES
#8
#2

ACCOMPLISHMENT
#3

ENPOWERMENT OF
CREATIVITY
#4

OWNERSHIP
#5

SOCIAL
INFLUENCE
#6

SCARCITY
#7

UNPREDICTABILITY
CORE DRIVE 

#8
LOSS

and avoidance
Loss and Avoidance
motivates through the
fear of losing something
or having undesirable
events transpire.
GAME TECHNIQUE / LOSS & AVOIDANCE
EVANESCENT OPPORTUNITY
In Diablo III, the
Treasure Goblin is an
enemy creature that
appears randomly
once per hour, but runs
away when being
attacked instead of
attacking the player.
With a significant amount of Hit Points
(HP, health, or life), players will all rush
to attack the Treasure Goblin as it runs
away. Defeating the Treasure Goblin will
sometimes (but not often) result in great
GAME TECHNIQUE / LOSS & AVOIDANCE
EXPIRATION DATE
Let’s say you receive a coupon
that gives you a 10% discount
to a popular chain store that
you have no interest in visiting,
and the coupon is labeled to
expire on February 12th.
Other example: Farmville or Smurfs Village
Your brain may be absolutely certain
that, if you let the coupon expire, the
very next month you will receive the
exact same coupon that expires on
March 12th. But you might get an
MEANING
ACCOMPLISHMENT ENPOWERMENT
OWNERSHIP SOCIAL INFLUENCE
SCARCITY UNPREDICTABILITY
AVOIDANCE
8
CORE
DRIVES
MEANING
ACCOMPLISHMENT ENPOWERMENT
OWNERSHIP SOCIAL INFLUENCE
SCARCITY UNPREDICTABILITY
AVOIDANCE
WHITE 

HAT
BLACK 

HAT
MEANING
ACCOMPLISHMENT ENPOWERMENT
OWNERSHIP SOCIAL INFLUENCE
SCARCITY UNPREDICTABILITY
AVOIDANCE
LEFT 

BRAIN
RIGHT 

BRAIN

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