Gamification Elements and Mechanics
1. Points / Points System
The points system is one of the most commonly used and recognized game mechanics in gamification. It
serves to measure a user's progression or activity within a game or gamified system. Here's a more
detailed look at the types and subtypes you mentioned:
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Absolute Status Points or Experience Points: These points indicate the total progression or
accomplishment of a player within a game. For example, as you complete levels in a video game,
you earn experience points. The more points you have, the higher your level or status in the
game.
Marginal Status Points: These points measure progression for a specific time period, such as
during a particular challenge or event in the game. After the challenge or event ends, these
points may reset.
One-Way Status Points: These points can only increase and never decrease. This could be used
in a scenario where every action a player takes earns them points, and losing or failing does not
subtract from their total points.
Two-Way Status Points: These points can both increase and decrease. They might decrease if a
user fails a task, performs a negative action, or lacks interaction for a certain period of time.
Points can function in various ways, and their roles can greatly vary depending on the context:
1. Experience Points (XP): These points are generally gained through the completion of tasks or
missions. They indicate the experience level of a player and often contribute to leveling up in the
game.
2. Status Points: These points signify a player's rank or status within the game or community. They
can often be used to unlock special abilities or items.
3. Redeemable Points: These points can be exchanged for rewards or perks. They are typically
earned by completing tasks or reaching certain milestones.
4. Karma Points: These points are earned by helping others or contributing to the community. In
some systems, they might improve a player's reputation.
5. Gift Points: These points are given as gifts from the game or other players. They might be used
to purchase in-game items or advantages.
6. Reputation Points: These points reflect a player's reputation within the game or community.
They are typically earned by contributing positively to the community or by achieving high ranks
in the game.
7. Expiring Points: These points have a limited lifespan and expire after a certain period. This
creates a sense of urgency and encourages users to stay active.
These different types of points provide a variety of ways to motivate, engage, and reward players in a
gamified system. The most effective type of points will depend on the specific goals and context of the
system. All these concepts were discussed by prominent gamification experts like Andrzej Marczewski,
Yu-kai Chou, Gabe Zichermann, Christopher Cunningham, Kevin Werbach, Dan Hunter, Janaki Mythily
Kumar, and Mario Herger.
2. Progress / Feedback
Progress and feedback are two fundamental elements in gamification that greatly impact the player's
engagement and motivation.
Progress:
Progress in gamification refers to the advancement of a player towards a defined goal or set of goals.
This can include leveling up in a game, reaching a certain score, obtaining specific achievements, or
completing tasks or missions.
Progress mechanics give players a sense of achievement and satisfaction. They show players that their
actions have consequences, that they are moving forward, and that they are improving. They can also
provide players with a roadmap, helping them understand where they are in the game and what they
need to do next.
Progress in gamification can be tracked and displayed in various ways, including:
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Points and Scoring Systems: As discussed earlier, points are a direct way of tracking and showing
progress. Accumulating points can lead to leveling up or achieving other status markers.
Leaderboards: These compare player progress against others, adding a competitive element.
Achievements/Badges: These are awards given when players reach specific milestones or
complete certain tasks. They serve as a record of a player's accomplishments.
Progress Bars: Visual indicators that display how far a player has advanced towards a particular
goal.
Feedback:
Feedback in gamification refers to the responses or reactions provided to players based on their actions
or decisions in the game. This could be immediate or delayed, and can take a variety of forms, from
simple notifications to complex narrative responses.
Feedback is crucial in gamification because it informs players about the outcomes of their actions, helps
them learn and improve, and enhances their sense of agency and engagement.
Different types of feedback used in gamification include:
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Immediate Feedback: This is provided right after a player's action or decision. It's crucial for
helping players understand the direct consequences of their actions. Immediate feedback could
be auditory or visual (like a sound or an explosion), textual (an on-screen message), or even
haptic (a vibration in a handheld controller).
Delayed Feedback: This is feedback that comes sometime after a player's action. It can create
anticipation and can be used to reflect the results of actions that have complex or long-term
consequences.
Positive Feedback: This affirms and rewards a player for a successful action or decision, such as
earning points, unlocking achievements, or progressing to a new level.
Negative Feedback: This shows a player that an action or decision was unsuccessful or
suboptimal. It can discourage certain behaviors and guide players towards more effective
strategies.
In summary, progress and feedback are essential in gamification because they help shape player
behavior, enhance learning, and increase engagement and motivation. They provide players with a sense
of achievement, show them their actions have meaningful consequences, and guide them towards
effective strategies and success in the game.
3. Leaderboards / Ladders / Ranking
Leaderboards visualize users' achievements and competition standing. It can be designed as a black hat
(can induce frustration) or white hat (can induce satisfaction) technique, necessitating an understanding
of your audience.
Leaderboards, ladders, and ranking systems are common elements of gamification used to instill a sense
of competition and achievement among users. Here's some detailed information on each:
Leaderboards:
A leaderboard is a rank list that showcases the top performers, usually in descending order. It's a direct,
clear way of indicating who is leading in a competition or game, and by how much. Leaderboards can
incentivize players to strive for improvement, foster a sense of competition, and create a social element
to the game or task. They can be used to rank any performance metrics, such as scores, completion
times, or earned points.
However, it's essential to design leaderboards carefully, as poorly-designed ones can demotivate those
who are far from the top. Solutions can include segmenting leaderboards (by region, friends, or other
relevant groups), using percentile or tier-based rankings instead of absolute ones, or periodically
resetting scores to give everyone a fresh start.
Ladders:
Ladder systems are a type of competitive ranking system where players are arranged like the rungs of a
ladder. Players can challenge those above them, and if they win, they swap positions. This system is often
used in competitive games, such as chess clubs or online video game matches.
Like leaderboards, ladders provide a clear ranking and a sense of progression. But they also add a
strategic element, as players must decide who to challenge to rise the ranks. The key to a successful
ladder is ensuring matches are fair and meaningful, usually by limiting who you can challenge to those
near your rank.
Ranking:
Ranking systems categorize players based on their performance, often into tiers or levels. They can be
used alongside leaderboards and ladders or independently. Rankings can provide a sense of progression
and achievement, as players can aim to rise to higher tiers. They can also be used to match players of
similar skill levels together, ensuring fair and engaging competition.
Ranking systems can take many forms, from simple numeric levels (Level 1, 2, 3, etc.) to thematic tiers
(Bronze, Silver, Gold, Platinum) to more complex systems like the ELO rating system used in chess.
Each of these elements - leaderboards, ladders, and rankings - can greatly enhance engagement in
gamification by adding competitive and social elements, rewarding achievement, and giving players clear
goals to strive for. But as with all gamification elements, they must be designed thoughtfully to ensure
they enhance rather than hinder motivation and enjoyment.
Leaderboards can be organized:
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Geographically
Socially
By experience level
Contextually
By the period of time
Leaderboards can also compare content, popular posts, or other creative aspects to motivate users.
Discussed by: Andrzej Marczewski, Yu-kai Chou, Janaki Mythily Kumar, Mario Herger, Gabe Zichermann,
Christopher Cunningham, Kevin Werbach, Dan Hunter
4. Guilds / Teams
Guilds and teams are common elements in many games and gamified systems, providing a social and
cooperative element that can greatly increase engagement and enjoyment. Here's more detailed
information:
Guilds:
A guild is a group of players who come together for a common purpose. This concept originates from
MMORPGs (Massively Multiplayer Online Role-Playing Games) like World of Warcraft, where players
form guilds to take on challenging content that requires teamwork and coordination.
Guilds offer social interaction, cooperation, and shared identity. Members often help each other by
sharing resources, advice, and support. Guilds may have their own ranks and roles, offering leadership
opportunities and creating a micro-society within the game.
In a gamified system, guilds can offer similar benefits. For example, in a fitness app, users might form
guilds to motivate each other, share workout plans, and compete against other guilds.
Teams:
Teams are similar to guilds but are typically smaller and may be formed for a specific task or competition.
In games, teams might compete against each other in matches or work together to complete a shared
goal.
In gamification, teams can foster collaboration, competition, and a sense of belonging. For example, in a
workplace gamified system, employees might form teams for a sales competition, a collaborative project,
or a learning challenge.
In both guilds and teams, the social interaction and shared goals can increase motivation and
engagement. By working together, individuals can accomplish more than they could alone, and the social
connections can make the experience more enjoyable.
Moreover, the concept of guilds and teams opens up opportunities for more game mechanics, such as
inter-guild or inter-team competitions, cooperative challenges, and social recognition for team
accomplishments.
It's important to note, however, that not all players or users will enjoy the social aspect of guilds and
teams. For some, it may feel like a source of pressure or conflict. Therefore, it's important to design
these systems in a way that they add value to the experience and don't become a requirement for
progress or success.
Discussed by: Andrzej Marczewski, Kevin Werbach, Dan Hunter
5. Physical Rewards / Prizes
Certainly! Here is some more information regarding the benefits that come from external sources and
can be used for user motivation:
Benefits coming from an external source refer to tangible rewards or incentives that are provided to
users to motivate their behavior, engagement, or achievement. These benefits are often offered by
organizations or platforms as a way to recognize and reward users for their contributions or
accomplishments. Here are some key points related to external benefits:
1. Motivation and incentive: External benefits serve as powerful motivators for users. By offering
desirable rewards, organizations can incentivize users to engage in desired behaviors, such as achieving
goals, completing tasks, or contributing to a community. These benefits tap into users' desire for tangible
rewards and provide an additional layer of motivation beyond intrinsic factors.
2. Financial rewards: Examples of external benefits include salary increases, bonuses, and paid vacations.
In work or employment contexts, these financial rewards can motivate employees to perform at a higher
level, achieve specific targets, or demonstrate exceptional performance. Financial benefits are often seen
as valuable and can have a direct impact on a person's quality of life.
3. Material rewards: External benefits can also include material possessions or upgrades, such as club
memberships, service upgrades, or mobile phones. These rewards provide users with tangible items or
access to exclusive experiences, which can increase their sense of value and satisfaction. Material
rewards often have a symbolic significance and can enhance a user's social status or perception of
personal achievement.
4. Recognition and prestige: External benefits can contribute to users' sense of recognition and prestige.
By receiving rewards, users gain acknowledgment for their efforts and accomplishments. This recognition
can be highly motivating and can boost users' self-esteem and confidence. Additionally, prestigious
rewards or memberships can enhance a user's reputation and social standing.
5. Personalization and choice: Offering a range of external benefits allows organizations to personalize
the rewards and cater to individual preferences. By providing users with a choice of benefits, such as
different vacation destinations or service upgrades, organizations empower users to select rewards that
align with their personal interests and preferences. This personalization increases the perceived value of
the rewards and enhances user satisfaction.
6. External validation: External benefits can serve as a form of external validation for users' achievements
or contributions. By receiving tangible rewards, users gain concrete evidence of their success and efforts,
which can reinforce their sense of accomplishment. This external validation can be particularly impactful
for individuals who value recognition from others.
The experts mentioned in your request, including Andrzej Marczewski, Yu-kai Chou, Kevin Werbach, Dan
Hunter, Janaki Mythily Kumar, and Mario Herger, have likely discussed the role of external benefits in
user motivation and engagement. Their insights and research can provide further depth and
understanding on how external benefits can be effectively utilized to motivate and reward users.
6. Badges / Achievements
Badges and achievements are virtual symbols or representations that are awarded to users to signify
their accomplishments. These can be found in various contexts, such as in gaming, online learning
platforms, or productivity apps. Here is a more detailed explanation of the benefits associated with
badges and achievements:
1. Provides guidance and feedback: Badges and achievements can serve as a form of guidance for users,
providing them with a clear roadmap of tasks or goals to accomplish. By earning badges along the way,
users receive immediate feedback on their progress and can adjust their efforts accordingly.
2. Creates higher performance expectations: The presence of badges and achievements sets higher
performance expectations for users. As users strive to earn these symbols of accomplishment, they are
motivated to improve their skills, knowledge, or performance in order to meet the standards associated
with each badge.
3. Increases user self-efficacy: When users earn badges and achievements, it boosts their self-efficacy,
which is the belief in their own ability to succeed. By receiving recognition for their accomplishments,
users gain confidence in their skills and are more likely to tackle new challenges or set higher goals.
4. Supports social proof: Badges and achievements act as a form of social proof, demonstrating to others
that a user has achieved certain milestones or possesses specific skills. This social proof can be valuable
for building credibility, attracting opportunities, or gaining recognition within a community or
professional network.
5. Stimulates social comparison: Badges and achievements stimulate social comparison among users.
When users see others earning badges, they may feel motivated to compete or outperform their peers.
This competitive element can drive increased engagement and encourage users to go above and beyond
in their efforts.
6. Engages users to continue tasks: Badges and achievements serve as incentives to engage users and
encourage them to continue their tasks or activities. The desire to earn additional badges can create a
sense of achievement and progress, fostering a habit of continued participation and dedication.
Examples of badges and achievements can vary depending on the context. In gaming, they can represent
skill mastery or completing specific challenges. In online learning platforms, badges may indicate task
proficiency or successful completion of courses. In extracurricular e-learning activities, badges can be
awarded for participating in specific projects or demonstrating knowledge in certain areas.
The topic you provided has been discussed by several experts in the field, including Andrzej Marczewski,
Yu-kai Chou, Janaki Mythily Kumar, Mario Herger, Gabe Zichermann, Christopher Cunningham, Kevin
Werbach, and Dan Hunter. These individuals have contributed valuable insights and research on the
topic of badges and achievements in various contexts.
7. Random Rewards
Certainly! Here is some additional information regarding unknown rewards given for completing a
required action, adding an element of surprise and anticipation:
Unknown rewards, also known as surprise rewards, are incentives given to users for completing a
required action or achieving specific goals. These rewards are characterized by their element of surprise
and anticipation, as users are uncertain about what they will receive until they open or reveal the
reward. Here are some key points related to unknown rewards:
1. Psychological impact: Unknown rewards leverage psychological principles to enhance user motivation
and engagement. The element of surprise creates a sense of excitement and anticipation, triggering the
brain's reward system and releasing dopamine, a neurotransmitter associated with pleasure and
motivation. This psychological impact can make the rewards more memorable and enjoyable for users.
2. Gamification and game-like experiences: Unknown rewards are commonly used in gamification and
game-like experiences. They add an element of excitement and unpredictability, simulating the thrill of
opening a mystery box or loot box in games. By incorporating unknown rewards, organizations can make
the experience more interactive and engaging, encouraging users to continue participating and
completing required actions.
3. Increased engagement: The uncertainty and anticipation associated with unknown rewards can
increase user engagement. Users are motivated to perform the required actions in the hopes of receiving
valuable or desirable rewards. This anticipation can lead to repeated engagement as users strive to
uncover the next surprise reward.
4. Variety and personalization: Unknown rewards offer a wide range of possibilities, allowing for variety
and personalization. Depending on the context, rewards can include virtual items, discounts, exclusive
content, or even physical items. This variety keeps users engaged and interested, as they are eager to
discover new rewards and potentially receive something of high value or significance to them.
5. Behavioral reinforcement: Unknown rewards can act as a form of positive reinforcement, reinforcing
desired behaviors and actions. When users receive rewards unexpectedly, it reinforces the connection
between their actions and the positive outcome, making them more likely to repeat those actions in the
future. This can be particularly effective in shaping and sustaining user behavior over time.
6. Ethical considerations: The use of unknown rewards, particularly in the form of loot boxes, has raised
ethical concerns in certain contexts, particularly in gaming. Loot boxes have been criticized for
resembling gambling mechanics, as users spend money or in-game currency to acquire random rewards.
This has led to discussions around transparency, fairness, and potential addictive behaviors. It's
important for organizations to consider and address these ethical considerations when implementing
unknown rewards.
The experts you mentioned, Andrzej Marczewski and Yu-kai Chou, have likely discussed the use of
unknown rewards and its impact on user motivation and engagement in gamification and game design.
Their insights can provide further understanding of the psychological and behavioral dynamics
associated with unknown rewards.
Example: Mystery box or loot boxes
Discussed by: Andrzej Marczewski, Yu-kai Chou
8. Social Discovery
Certainly! Here is more information on the topic of social discovery:
Social discovery refers to the process of encouraging the formation of new relationships through
matching individuals based on factors such as location, interests, or engagement level. The goal is to
connect like-minded individuals, fostering interactions, and facilitating the discovery of new connections.
Here are some key points related to social discovery:
1. Matchmaking based on location, interests, or engagement: Social discovery platforms use algorithms
or criteria to match individuals who share common locations, interests, or engagement levels. By
connecting people with similar characteristics or preferences, these platforms create opportunities for
users to interact and discover new connections.
2. Encouraging new relationships: Social discovery platforms aim to facilitate the formation of new
relationships, whether they are friendships, professional connections, or romantic partnerships. By
providing a pool of potential matches based on shared interests or engagement, users are encouraged to
explore and engage with new people who align with their preferences.
3. Expanding social networks: Social discovery platforms enable users to expand their social networks
beyond their existing circles. By introducing individuals with similar interests or locations, these
platforms facilitate the discovery of new connections that users may not have encountered otherwise.
This can lead to diverse and enriching social experiences.
4. Shared interest exploration: One way social discovery can be implemented is by showing users others
who share their interests. For example, in gaming or hobby communities, users can be matched with
others who have similar gaming preferences or hobbies. This allows users to connect and engage with
like-minded individuals, fostering shared experiences and potential collaborations.
5. Location-based connections: Social discovery can leverage location information to connect individuals
who are geographically close to each other. This can be useful for fostering local connections, organizing
meetups or events, and facilitating in-person interactions. Location-based social discovery is often
utilized in dating apps or social networking platforms.
6. Engagement level matching: Social discovery can also consider the level of engagement or activity of
users to match them with others who have a similar level of involvement. This can create a sense of
camaraderie and shared experiences among users who are equally invested in a particular topic or
platform.
7. Enhanced user experience: Social discovery enhances the user experience by providing opportunities
for meaningful connections. It helps users find others who share their passions, which can lead to
engaging conversations, knowledge sharing, collaboration, and potential long-term relationships.
Andrzej Marczewski, an expert in gamification, has likely discussed social discovery in relation to creating
engaging experiences, building communities, and facilitating connections. His insights can provide
valuable perspectives on leveraging social discovery to enhance user engagement and foster new
relationships.
Example: Show players others who share their interests
Discussed by: Andrzej Marczewski
9. Time-Dependent Rewards
Certainly! Here is more information on the topic of rewards given at specific moments in time:
Rewards given at specific moments in time are incentives provided to users during particular occasions,
such as birthdays, special dates, or specific time periods. These rewards are designed to create a sense of
celebration, exclusivity, and appreciation for users. Here are some key points related to rewards given at
specific moments in time:
1. Occasion-based rewards: Occasion-based rewards are specifically tied to significant events or
milestones in users' lives. Examples include birthday coupons, anniversary gifts, or rewards on holidays.
By acknowledging and celebrating these occasions, organizations show appreciation for their users and
enhance their overall experience.
2. Personalization and customization: Rewards given at specific moments in time can be personalized to
cater to individual users. By considering user data, such as birth dates or anniversaries, organizations can
offer customized rewards that are more relevant and meaningful to the individual. This personalization
adds an extra touch of care and thoughtfulness.
3. Enhancing emotional connection: Rewards given during special moments can evoke positive emotions
and strengthen the emotional connection between users and the organization. By acknowledging
important dates or events in users' lives, organizations demonstrate that they value their users beyond
the transactional relationship, fostering loyalty and a sense of belonging.
4. Creating a sense of exclusivity: Time-specific rewards can create a sense of exclusivity and uniqueness.
By offering rewards only during certain periods, organizations generate anticipation and excitement
among users. This exclusivity can drive engagement and motivate users to take advantage of the limitedtime opportunity.
5. Encouraging repeat engagement: Rewards given at specific moments in time can incentivize repeat
engagement. For example, daily gifts or rewards during a specific time period encourage users to return
to a platform or engage with an application consistently. This helps build habits, boosts user activity, and
increases overall retention.
6. Surprise and delight: Time-specific rewards add an element of surprise and delight to the user
experience. Unexpected rewards during special occasions or limited-time periods can evoke positive
emotions and create memorable moments for users. This element of surprise can enhance user
satisfaction, loyalty, and word-of-mouth recommendations.
Andrzej Marczewski, an expert in gamification, has likely discussed the implementation and impact of
rewards given at specific moments in time. His insights can provide valuable perspectives on how
organizations can leverage these rewards to engage users, enhance the user experience, and strengthen
the relationship between users and the organization.
Discussed by: Andrzej Marczewski
10. Social Network / Friending / Relationship
Certainly! Here is more information on the topic of social network, friending, and relationships in the
context of promoting connections and improving game quality:
1. Social network features: Incorporating social network features in games allows players to connect with
each other, forming friendships and building relationships within the gaming community. These features
can include friend lists, chat functions, leaderboards, and the ability to join or create teams or guilds.
2. Promoting connections: By facilitating social interactions, games with social network features promote
connections among players. This fosters a sense of community, camaraderie, and shared experiences.
Players can form friendships, collaborate on gameplay, and engage in social activities within the game.
3. Improved game quality: Social connections within games can enhance the overall game quality.
Collaborative gameplay and team-based challenges often require coordinated efforts and
communication among players. This can lead to more engaging gameplay, strategic decision-making, and
a deeper sense of satisfaction when successfully completing tasks as a team.
4. Motivation through social rewards: Games can motivate players to invite friends or make new
connections through the offer of social rewards. This can include incentives such as bonus points, ingame currency, exclusive items, or unlocking special features for referring friends or playing together as a
team. These rewards encourage players to expand their social network within the game and promote the
growth of the gaming community.
5. Social influence and competition: Social network features can foster a sense of social influence and
competition among players. Leaderboards and ranking systems encourage players to compete with
friends or other players, driving motivation and engagement. Social comparison and friendly competition
can enhance the gaming experience and push players to improve their skills and performance.
6. Community engagement and support: A robust social network within a game creates opportunities for
community engagement and support. Players can exchange tips, strategies, and advice, helping each
other overcome challenges and improve gameplay. This community support can foster a positive and
inclusive gaming environment.
Andrzej Marczewski, Yu-kai Chou, Janaki Mythily Kumar, and Mario Herger are experts who have likely
discussed the role of social network, friending, and relationships in gaming. Their insights can provide
valuable perspectives on leveraging social connections to improve game quality, motivate players, and
create a sense of community within games.
11. Progress Bar
A graphical element illustrating task completion percentage by gradually filling an empty space.
Example: LinkedIn profile progress bar
Discussed by: Andrzej Marczewski, Yu-kai Chou, Gabe Zichermann, Christopher Cunningham
12. On-boarding / Step-by-Step Tutorials
Interactive messages usually in video format used for greetings, incentivizing, and learning.
Example: How-to videos and step-by-step guides
Discussed by: Andrzej Marczewski, Yu-kai Chou, Gabe Zichermann, Christopher Cunningham
13. Social Pressure & Relatedness
Influences behavior based on others' behaviors or a connection to familiar products or services.
Example: Group quests, friendliness, social treasure, gifting, mentorship
Discussed by: Andrzej Marczewski, Yu-kai Chou
14. Social Status
Derived from game performance, contribution, or sharing levels.
Example: Associated with leaderboards, badges, certificates, and levels
Discussed by: Andrzej Marczewski
15. Experience Points (XP) / Skill Points
Feedback mechanics linked to task completion or achievements.
Example: E-learning systems' points, prevalent in most major gaming franchises
Discussed by: Andrzej Marczewski, Yu-kai Chou, Gabe Zichermann, Christopher Cunningham
16. Competition / Duel / Combat
Encourages development of real-life skills. Can be set between individuals or teams.
Example: Sports, both individual and team-based
Discussed by: Andrzej Marczewski, Kevin Werbach, Dan Hunter
17. Fixed Action Reward or Earned Lunch
Predictable rewards for performing specified actions.
Example: Loyalty programs, frequent flyer miles, hotel reward programs
Discussed by: Andrzej Marczewski, Yu-kai Chou
18. Variable-Ratio Schedule Reward
Rewards given after varying instances of behavior, offering an unpredictable pattern.
Example: Slot machines
Discussed by: Andrzej Marczewski, Kevin Werbach, Dan Hunter, Janaki Mythily Kumar, Mario Herger
19. Challenges
Motivates users to take expected actions, complete tasks, and apply acquired knowledge.
Example: Completing a grammar module in Duolingo
Discussed by: Andrzej Marczewski, Janaki Mythily Kumar, Mario Herger, Gabe Zichermann, Christopher
Cunningham, Kevin Werbach, Dan Hunter
20. Unlockable / Rare Content
Allow users to unlock special content, potentially associated with easter eggs.
Example: The tubes in Super Mario 1, world travelling flutes in Super Mario 3
Discussed by: Andrzej Marczewski, Kevin Werbach, Dan Hunter
21. Scarcity & Impatience
Triggers emotional responses related to loss, often considered black hat mechanics.
Example: Prize or options pacing, torture breaks, last-mile drive
Discussed by: Andrzej Marczewski, Yu-kai Chou
22. Investment
The attachment a user develops due to time, emotions, efforts, or money invested.
Example: Investing money in better armor for a character, creating a virtual community, building
customised items
Discussed by: Andrzej Marczewski
23. Status Points
Points used to rank users in levels. Each level offers different benefits and statuses.
Example: Hotel loyalty programs and air miles frequent flyer points
Discussed by: Yu-kai Chou
24. Boss Battles / Boss Fights
Series of tasks and challenges requiring the player to defeat powerful enemies. Generally, mark the end
of a journey or the start of a new chapter.
Example: Fighting with bosses in the Super Mario series
Discussed by: Andrzej Marczewski, Yu-kai Chou, Kevin Werbach, Dan Hunter
25. Avatar
Icon or figure representing a user. Avatars can be chosen and personalized, promoting a sense of
ownership and fun.
Discussed by: Yu-kai Chou, An Coppens, Kevin Werbach, Dan Hunter
26. Narrative / Journey
Implementing a powerful narrative to promote purpose. It displays events that influence the user's
behaviors.
Discussed by: Andrzej Marczewski, Yu-kai Chou, Janaki Mythily Kumar, Mario Herger
27. Collect & Trade / Resource Acquisition / Transactions
Allowing users to collect and trade items with friends or the system.
Example: Exchanging a sword with a friend for an axe
Discussed by: Andrzej Marczewski, Yu-kai Chou, Kevin Werbach, Dan Hunter
28. Gifting / Sharing / Social Treasure
Users can share items, potentially driving lots of fun and motivation.
Example: Exchanging or giving votes, information, extra-lives, rare virtual objects, discounts, badges
Discussed by: Andrzej Marczewski, Yu-kai Chou, Kevin Werbach, Dan Hunter
29. Sharing Knowledge / Cooperation
Allowing users to share what they know by answering questions or teaching others.
Example: Reddit's karma points system for upvoted links and comments
Discussed by: Kevin Werbach, Dan Hunter, Andrzej Marczewski
30. Quests / Quest List
The set of rules and behaviors required from users to complete the game and win rewards.
Example: Increasing business performance and engagement with a Quest List
Discussed by: Andrzej Marczewski, Yu-kai Chou, Janaki Mythily Kumar, Mario Herger, Kevin Werbach,
Dan Hunter
31. Loss Aversion
Motivation that comes from the fear of losing something. A powerful black hat motivator that reinforces
risk-taking behavior.
Example: Rapid response requirement or daily bonus for playing in games like Candy Crush
Discussed by: Andrzej Marczewski, Yu-kai Chou, Janaki Mythily Kumar, Mario Herger
32. Voting / Voice
Users decide beneficial decisions for the majority through voting.
Example: Inviting company members to vote on communal space improvements
Discussed by: Andrzej Marczewski
33. Anonymity
Encourages freedom and a lack of inhibitions, but can potentially bring out the worst in people.
Example: 4Chan’s forums
Discussed by: Andrzej Marczewski
34. Gift Points
These allow users to transfer points amongst themselves. They can be associated with actions being
completed, generosity, or any form of recognition amongst users.
35. Expiring Points
These create urgency and accelerate customer acquisition or use of the points.
Example: Frequent flyer programs and credit card rewards.
Discussed by: Gabe Zichermann, Christopher Cunningham
36. Reputation / Karma Points
Users earn more reputation points for more quality contributions or actions. If negative actions are
performed, reputation will fall.
Example: Reddit's karma points system
Discussed by: Gabe Zichermann and Christopher Cunningham
37. Signposting
Helping users find their way when they get lost and stuck. Giving clues is a big part of signposting to
ensure everyone gets into the game flow.
Example: Giving users clues about their next steps in the game or task.
Discussed by: Andrzej Marczewski
38. Exchangeable Points / Virtual Currency / Virtual Economy
In gamification, a whole virtual economy can be created based on redeemable or exchangeable points.
Example: Earning points for each purchase made in an ecommerce store which can then be exchanged
for discounts. Or standard air mile programs
Discussed by: Andrzej Marczewski, Yu-kai Chou, Gabe Zichermann, Christopher Cunningham
39. Choice & Consequences
Games about choice and games about consequences are equally interesting, but they require different
approaches to game design.
Example: Choosing a path for a character in a game or deciding to leave your base for a long quest
knowing that you risk losing your lodging.
Discussed by: Andrzej Marczewski
40. Countdown Timer
Countdown timers are visual displays that show users time counting down towards a particular event.
They create a sense of urgency.
Example: A supermarket deal which gives you double points on your loyalty card if you shop online
during the week before Christmas.
Discussed by: Yu-kai Chou, An Coppens, Janaki Mythily Kumar, Mario Herger
41. Theme
A theme connects the narrative and gives consistency to the story.
Example: Humor, adventure, medieval, fashion, sports, science fiction, etc.
Discussed by: Andrzej Marczewski
42. Customization
Customization affects the user’s enjoyment of the game and increases their sense of control in the
world.
Example: Avatars, character design, and environments can be customized by the user.
Discussed by: Andrzej Marczewski and Yu-kai Chou
43. MiniQuests
MiniQuests are small tasks that can be part of a bigger quest or standalone. It’s satisfying to complete
these small tasks and see progress taking place.
Example: Adding a task to a task tracker and filling in its details.
Discussed by: Yu-kai Chou
44. Humanity Hero
When a user’s behaviour benefits the well-being of others.
Example: Toms is an online shoe shop that associates every purchase on their website with supporting
impact grants, shoe giving, sight restoration, and safe water systems.
Discussed by: Yu-kai Chou
45. Beginners Luck
This is when a new player performs well and wins against more experienced players. This can be
controlled and explicitly given to players to make them feel more confident.
Example: Earning a reward for completing your very first training course.
Discussed by: Yu-kai Chou and An Coppens
46. Evergreen Combos
These are essential for keeping users engaged with your system. Evergreen content is used in many
creative ways to do things, leaving the decision of how that happens to the player’s creativity.
Example: Lego blocks or chess pieces. In a corporate world, this could be the definition of an objective
where the steps to reach it are loosely defined and the choice of how the objective is reached is left to
the employee.
Discussed by: Yu-kai Chou
47. Certificates
These are physical symbols of achievement and mastery.
Example: Award of excellence, certificate of competition or completion.
Discussed by: Andrzej Marczewski
48. Free Lunch
This is when a user earns a reward without having to do much to earn it.
Example: Fundraising or corporate events such as a cocktail night where you can bring along a plus
one.
Discussed by: Yu-kai Chou, An Coppens, Janaki Mythily Kumar and Mario Herger
49. Unpredictability / Curiosity
These are responsible for keeping users interested and eager to learn more.
Example: Narrative or storytelling, randomness, rolling or sudden rewards, easter eggs, obvious
wonder, evolved user interface, oracle effect, mini-quests, and glowing choice.
Discussed by: Andrzej Marczewski
50. Branching Choices
These are choices or scenarios that make users evaluate their options and actions.
Example: Choose whether your character should reach their destination by crossing the mountains or
going through the grass plains.
Discussed by: Andrzej Marczewski
51. Elitism
This is the defense of a small and selected high-status group of users and its values against others.
Example: In Kiva.org, first world countries can lend as little as $25 to help people around the world
create opportunities for themselves and their communities.
Discussed by: Yu-kai Chou
52. Easter Eggs
These are sudden and unpredictable rewards.
Example: A game that provides you with a shovel for a specific purpose but which you can then use in
an unrelated area to dig up some unexpected treasure.
Discussed by: Andrzej Marczewski and Yu-kai Chou
53. High Five
This is a virtual message or notification of celebration given to users after finishing something
meaningful.
Example: When completing a tedious or difficult task, congratulate or notify the user that what
they’ve just done is significant.
Discussed by: Yu-kai Chou and An Coppens
54. Water Cooler
This stimulates social bonding and boosts morale in remote teams.
Example: Slack, which brings people together.
Discussed by: Yu-kai Chou
55. Milestone Unlock
This is a reward received for completing an important milestone in a game.
Example: A commission-driven sales contact center where agents are divided into tiers. To move up,
agents need to close a certain number of deals, follow-up continuously, avoid missing work, and perform
better overall than their peers. Unlocking the next tier is a milestone unlock.
Discussed by: Yu-kai Chou and An Coppens
56. Epic Meaning
This calls on our need or urge to be a part of something bigger than us.
Example: People contributing to Wikipedia are doing so free of charge and for the sole purpose of
furthering humanities knowledge.
Discussed by: Yu-kai Chou, Jane McGonical, Janaki Mythily Kumar and Mario Herger
57. Instant Feedback
This is feedback that is provided immediately after an action has been performed.
Example: Completing a portion of a training course and earning points as well as seeing the progress
bar get closer to completion.
Discussed by: Yu-kai Chou, Kevin Werbach & Dan Hunter
58. Lottery / Game of Chance
This is a game whose outcome is based on luck and not on skills or efforts required from the player.
Example: Roulette tables, dice games, and slot machines
Discussed by: Andrzej Marczewski, Yu-kai Chou, Kevin Werbach & Dan Hunter
59. Booster
Boosters are things that can be obtained to help reach a win-state with less effort.
Example: To engage teams, managers can offer half-day Fridays or a team lunch to boost their
motivation.
Discussed by: Yu-kai Chou and An Coppens
60. Blank Fills
This technique involves performing a specified action to earn a reward.
Example: Fill in the blank tests used in education.
Discussed by: Yu-kai Chou and An Coppens
61. Creativity Tools / Build From Scratch
These allow users to create their own content and personalize their game experience.
Example: Lego and SimCity, games with infinite possibilities.
Discussed by: Andrzej Marczewski and Yu-kai Chou
62. Alfred Effect
This occurs when a product or service is so personalized that users couldn't imagine using anything else.
Example: Google Search, Facebook, Netflix, and Amazon making predictions and recommendations
based on user data.
Discussed by: Yu-kai Chou
63. Aura Effect
This is when the actions of a player have effects on those in their vicinity.
Example: Recognising an employee as employee of the month but also recognising their team
members for their contribution.
Discussed by: Yu-kai Chou and An Coppens
64. Anticipation Parade
This game element is a message or notification sent to almost-winners to cause anticipation.
Example: Messages like “you are almost there, only X to go!”
Discussed by: Yu-kai Chou
65. Group Quests
These are group goals that develop teamwork skills and increase collaboration and participation rates.
Example: When all sales agents work together to achieve their team's weekly target.
Discussed by: Yu-kai Chou
66. Flow
Flow keeps users in a zone of engagement and allows them to complete the game.
Example: No specific example provided
Discussed by: Andrzej Marczewski
67. Tout Flags
These are ways of showing people your accomplishments without directly telling them.
Example: People leaving their titles, skills, or achievements exposed in their social media profiles.
Discussed by: Yu-kai Chou
68. Brag Button
This allows users to broadcast their accomplishments to their friends and peers.
Example: Duolingo’s fluency badges which can be shared on LinkedIn.
Discussed by: Yu-kai Chou
69. Time Pressure
This element influences users’ decisions and the direction of the gameplay.
Example: Inserting a limited time for something to be performed or rewards to be earned.
Discussed by: Andrzej Marczewski and Yu-kai Chou
70. Progress Loss
This mechanic motivates players to keep playing by threatening the loss of their progress.
Example: In SimCity's Contest of Mayors, players can progress up through leagues, but if they perform
poorly, they drop down a league.
Discussed by: Yu-kai Chou and An Coppens
71. Prize Pacing
This is when a reward is broken down into smaller pieces that can be won on a regular basis.
Example: In Legend of Zelda game series, in order to get a new heart (i.e. more life), you need to first
collect all the heart fragments.
Discussed by: Yu-kai Chou and Ann Coppens
72. Mentorship
Pairing new recruits with someone experienced in order to help them learn how things work.
Example: Many companies have a mentorship or buddy program where a new recruit is paired with a
more experienced veteran.
Discussed by: Yu-kai Chou
73. Social Prod or Nudge
This is a simple action that instigates social interaction.
Example: Facebook's poke button or LinkedIn's endorsements.
Discussed by: Yu-kai Chou
74. Desert Oasis
A clean visual design that highlights only the expected goal or behavior, removing distractions.
Example: The “Add to Basket” or “Proceed to checkout” buttons on Amazon.
Discussed by: Yu-kai Chou
75. Magnetic Caps
Limiting the number of times a user can perform a specific action, motivating them to perform more of
those limited actions.
Example: An elearning site that offers unlimited access to tutorials but caps it at 5 per person.
Discussed by: Yu-kai Chou
76. Last Mile Drive
Letting users know they're close to the end goal to boost their motivation to finish.
Example: Progress bars, timers, notifications, emails.
Discussed by: Yu-kai Chou
77. Torture Breaks
A sudden, often planned pause during gameplay that triggers the user's impatience and creates an
obsessive behavior.
Example: Running out of lives in Candy Crush and having to wait 30 minutes to get a life back.
Discussed by: Yu-kai Chou
78. Virality
Using game mechanics and engagement loops to bring more players to the game.
Example: Dropbox offering extra space for every friend you invite.
Discussed by: Janaki Mythily Kumar and Mario Herger
79. Crowning
Recognizing a person who's performing excellently at work.
Example: Identifying your top performer of the month and crowning them as employee of the month.
Discussed by: Yu-kai Chou and An Coppens
80. Recruiter Burden
The feeling of needing to demonstrate the value of a new product or service to those you've recruited.
Example: Being a content creator and feeling the need to deliver fresh content to followers.
Discussed by: Yu-kai Chou
81. Conformity Anchors
Following what the majority are doing even when you don't necessarily agree with them.
Example: If you move into a neighborhood where all the lawns are trimmed, you will likely also keep
your lawn trimmed.
Discussed by: Yu-kai Chou
82. Glowing Choice
Used to guide users in the right direction during complex scenarios.
Example: Slack's onboarding process includes highlighted areas and contextual tooltips.
Discussed by: Yu-kai Chou and An Coppens
83. Appointment Dynamics
Using a declared or recurring schedule during which users need to act to gain a benefit.
Example: The Fork app uses this during Oktoberfest by offering 50% discounts in certain restaurants.
Discussed by: Yu-kai Chou and An Coppens
84. Visual Storytelling
Storytelling helps connect users with your product on an emotional level, holds their attention, and gives
them a sense of curiosity and excitement for what's coming next.
Example: Minecraft's gameplay.
Discussed by: Yu-kai Chou
85. Protector Quest
Building user affection and emotional attachment with something they're in charge of protecting.
Example: The emotional attachment users felt to their Tamagotchi pets in the 90s.
Discussed by: Yu-kai Chou
86. Exploration
Allowing users to freely explore uncharted territories and discover the unexpected.
Example: Games with large virtual worlds, such as Assassins Creed or Far Cry.
Discussed by: Andrzej Marczewski
87. Urgent Optimism
The feeling of a final push to finish a task when nearing the end.
Example: The final push to finish a work deliverable before going on holiday.
Discussed by: Janaki Mythily Kumar and Mario Herger
88. Evolved UI
Gradually exposing users to the complexity of an application.
Example: Many complex games expose users to more features and options as they progress.
Discussed by: Yu-kai Chou
89. Oracle Effect
Keeping the user engaged until they can determine if a prediction is true or not.
Example: Waze alerting you to a broken-down car or speed camera up ahead.
Discussed by: Yu-kai Chou and An Coppens
90. Evanescent Opportunities
Situations where users must act immediately or lose the opportunity.
Example: In Plants vs. Zombies, yetis disappear if you don't kill them right away.
Discussed by: Yu-kai Chou
91. Dangling
Teasing the user with what they could achieve until they take the actions to achieve it.
Example: Many pay-to-play games use dangling to entice users into purchasing virtual goods or
benefits.
Discussed by: Yu-kai Chou
92. Rightful Heritage
Making the user feel they've earned something but will lose it if they don't perform the desired behavior.
Example: An e-commerce store where users earn discounts by browsing goods or reading reviews.
Discussed by: Yu-kai Chou
93. Status Quo Sloth
Designing an experience with engagement loops that turn users' actions into a habit.
Example: Facebook's habit-forming cycle of posting, liking, and getting notifications.
Discussed by: Yu-kai Chou
94. FOMO Punch
Using the fear of missing out to break habits and encourage action.
Example: A game previewing what could happen if the user chose a specific path.
Discussed by: Yu-kai Chou
95. Win States
Victory moments in a game that indicate overcoming a challenge.
Example: Completing the first level or world in Super Mario World.
Discussed by: Yu-kai Chou
96. Monitor Attachment
Encouraging users to constantly monitor progress and pay attention to how something is going.
Example: Constantly checking Instagram for likes/comments on a post or constantly monitoring stock
fluctuations.
Discussed by: Yu-kai Chou
97. Big Burn
Expensive or difficult-to-obtain items in a game.
Example: Achievements in games that are extremely hard to unlock.
Discussed by: Yu-kai Chou
98. Social Engagement Loops
Creating situations where a call to action re-engages a user, motivating them to respond to the next call
to action.
Example: Amy Jo Kim's workshop slide 140 outlines such a loop with a social call to action, player reengagement, visible progress or reward, and motivating emotion.
Discussed by: Amy Jo Kim
99. Plant Pickers
Giving users the freedom to choose their own strategies, tools, or styles to reach a win-state.
Example: Zappos allows their Customer Loyalty Team to choose how to best resolve customer issues,
creating a sense of ownership and creativity.
Discussed by: Yu-kai Chou
100. Turns
A mechanic that allows players to participate sequentially by alternating between them.
Example: Most board games, such as Monopoly or Risk, use this mechanic.
Discussed by: Kevin Werbach and Dan Hunter
101. Blissful Productivity
The rewarding feeling of being productive and crossing items off a to-do list.
Example: World of Warcraft players spending hours after their day jobs playing in a state of blissful
productivity, as discussed in a TED talk by Jane McGonical.
Discussed by: Jane McGonical, Janaki Mythily Kumar and Mario Herger
102. Sunk Cost Prison/Tragedy
The reluctance to walk away from something in which a user has invested significant time and effort.
Example: Users have invested countless hours on Facebook, making it hard to deactivate their
accounts.
Discussed by: Yu-kai Chou
103. Community Collaboration
Encouraging the sense that working together is better than working alone.
Example: Requiring a multi-disciplinary team to complete a project.
Discussed by: Janaki Mythily Kumar & Mario Herger
104. Poison Pickers/Choice Perception
The concept that giving users a choice, even if the choices are equally unappealing or only mildly
different, can make them feel better about the outcome.
Example: Having multiple unappealing options to choose from, such as picking a customer complaint
ticket to deal with.
Discussed by: Yu-kai Chou
105. Scarlet Letter
Leveraging the fear of social disapproval to encourage performance.
Example: A task management software where task duration is tracked and publicly shown, creating
pressure to complete tasks.
Discussed by: Yu-kai Chou
106. Visual Grave
Showing users inspiring graphics when they fail to motivate them to try again.
Example: When a team leader encourages an employee who has failed to meet their targets to try
again next month.
Discussed by: Yu-kai Chou
107. Moats
Representing a significant challenge that the user needs to overcome, akin to a skill-based assessment.
Example: In a learning scenario, quizzes on previous courses need to be completed before moving
onto the next ones.
Discussed by: Yu-kai Chou and An Coppens
108. Collection Sets
Allowing users to collect related items that belong to a theme throughout the game, thereby increasing
engagement.
Example: Sticker books where stickers are collected to complete a set.
Discussed by: Yu-kai Chou