Welcome to Octalysis Group, your partner in creating engaging experiences that drive growth. We leverage the power of gamification, backed by behavioral science, to supercharge your business performance. What do we do? We make your products and services irresistibly engaging. Our unique Octalysis Framework takes the guesswork out of user engagement, turning it into a science. Why choose us? We’ve helped businesses across various industries achieve remarkable results. From boosting customer loyalty to enhancing user engagement, our approach has consistently delivered sustainable growth. Ready to take your business to the next level? Explore our services, check out our success stories, or get in touch with us to learn more.

The Octalysis Group Blog: Insights on Gamification, Behavioral Science, and Engagement Strategies

Over 1 billion user experiences improved worldwide

#1 Gamification Guru Award

#1 Gamification Project Award

We make important things more enjoyable, enjoyable things more productive

The Octalysis Group revolutionises experiences and drives digital transformation for our clients. Octalysis is the only Science Backed framework to integrate behavioral science and gamification.

We have a proven track record of empowering businesses to captivate audiences, inspire meaningful interactions, enhance user engagement, boost customer loyalty, and drive sustainable growth.

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Companies That
We Have Empowered

Gamification for Training: going from boring to exciting

Even world-leading software companies like Microsoft are jumping on the train of Human-focused design and Gamification to create powerful user engagement. The way we learn and adapt to new technologies is changing. We are no longer stuck with the same boring methods that have been constantly used in the past centuries.

With the help of The Octalysis Group, the Azure team at Microsoft created a brand new learning platform that tackles the right gamified features to motivate and engage its users in compelling learning journeys.

The system tracks and rewards the effort and effectiveness of every person’s learning journey with a set of unique achievement symbols and status points (game techniques #1 and #2 in Octalysis).

These are the basis for what later becomes a much more intrinsic, White Hat experience.


1. achievment

Visually rewarding Win-States after every knowledge check

2. achievment

Interactive UI that allows users to track their progress and set goals

3. achievment

Easier ways to identify and reward high-performing users

4. achievment

Cross-platform stats that build-up to the user’s achievements

We enjoyed the great partnership with Octalysis. We laid out a 3-year roadmap with lots of intriguing features to motivate users intrinsically and extrinsically.

Senior PM of Microsoft Learn & Azure

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Gamification in the car Industry: take your loyalty for a ride

Volkswagen Group/Porsche Motors teamed up with The Octalysis Group to create a completely new way to engage their customers in a fully gamified journey. We needed to show that driving your car can be fun, and rewarding. To separate the ‘old way of driving’ from the new and exciting Volkswagen experience. 

Using several features like “Carvatars” (digital representations of users inside the app), loot boxes, and many others we managed to completely re-invent the way customers experience their day-to-day activities in their cars. 

Things to collect also give users strategic advantages. And there is more. The deep user engagement happens when we focus on creativity, strategy, social interaction, and unpredictability.

We used Map Secrets to engender unpredictability and curiosity. After doing a few drives, users got introduced to the social aspects of the experience. By interacting with other users on the map, and seeing how they are doing, they can participate in the monthly Occupy! Challenge. This is achieved by driving through an area more than others for a week and occupying it for a month. Occupation gives users extra rewards and status.


1. achievment

Ready to be rolled out to 90 million customers worldwide

2. achievment

Successfully launched by Porsche: users spent 4.5 minutes daily in app

3. achievment

Innovative loyalty program app that is connected to the car – driving yields immediate rewards

4. achievment

Works with AUDI, Porsche, Skoda, Seat, VW, Bentley, Bugatti, Lamborghini

5. achievment

Gamification design that incentivizes daily interaction

6. achievment

Complex and in-depth in-app economy system

7. achievment

Innovative high ROI Community Design

Yu-kai Chou’s Octalysis framework unveiled an amazing Gamification vision that is far beyond points, badges and leaderboards […] The new reward and loyalty program has been hailed as one of the 6 key initiatives for the digital future of the Volkswagen Group.

Project Manager Volkswagen Group

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Gamification in Banking and Finance: massive increase in revenue

Caixa Econômica Federal, the largest public bank in Latin America, had a historic net profit record of around US$1.5 Billion. The bank wanted to increase this number to around US$1.8 Billion, but achieving a 12% increase is not easy in a mature market like banking and finance.

In the case of Caixa Bank’s project Tamo Junto 9Bi+ (Together we reach 9Bi+), a fully engaging user journey was crafted, fielding a wide range of carefully selected Octalysis game techniques. The whole experience was rolled in record time across multiple departments of teh bank by our Octalysis partner Funifier.

While being active in the gamified experience, employees would achieve personal targets in their own way, hence increasing a feeling of agency (Core Drive 3: Empowerment of Creativity and Feedback) and public recognition (Core Drive 5: Social Influence and Relatedness).

There were many prizes that could be won as well (Core Drive 4: Ownership and Possession), such as TV sets, headphones, Coffee Machines, and all sorts of technological gadgets and appliances.

Finally, the profit goal was broken down into goals by each department; subdivided into team goals, all the way down to the individual level to help increase the chances of success using the employees’ professional motivation (Core Drive 2: Development and Accomplishment).


1. achievment

Employee engagement 92%

2. achievment

113% increase in net recurring income

3. achievment

#1 rank achieved by Caixa in the list of Brazilian banks.

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Gamification for Corporate Sales: the fun way to do your KPIs and close deals

Navo Orbico, a major distributor of Procter & Gamble, was looking for an innovative way to engage its workforce in a bid to prevent churn, increase sales, and employee satisfaction.

The Octalysis Group created a fully gamified experience layer on top of their legacy systems. Our research showed the employees were interested in the Baltic sea and old school port traders. We used that knowledge to create an 18th-century trading city theme.

Sales Reps take the role of savvy sailors and enter this world filled with quests and adventures, where clients become colonies with whom they can trade. Employees can also upgrade their ships, level up their skills, interact with other colleagues in the Tavern, and many more Role-playing activities.


This Project won an award for Best Gamification Project.

Octalysis Gamification Behavioral science sales


1. achievment

28.5% sales growth

2. achievment

59% training and Sales KPIs increase

3. achievment

300% increase in Social Interaction

4. achievment

99.7% Enrollment

5. achievment

Awarded Best Gamification Project 2017

“Working with The Octalysis Group opened our eyes to what is possible when you create a fun and engaging experience around work.”

Sales Director

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Gamification in Hospitality: fun for the guest and profitable for the host

La Quinta Inns & Suites (Spanish: La Quinta, “the country Villa”, pronounced ‘la KEEN-ta) is a chain of limited-service hotels in the United States, Canada, Mexico, and Honduras. The hotel chain targets middle-income, price-conscious travelers.

To supercharge their loyalty program, a gamified campaign called Play & Stay was implemented.

The first element of the experience is a slot machine game that most people are very familiar with. Users click the big Spin Button and get a chance of winning points or collectibles.
To play, users need virtual tokens which leverage Core Drive 6: Scarcity & Impatience. Tokens are recharged regularly, with an additional wheel of fortune game that can generate more tokens once the initial ones run out.

On top of that, there are “instant grand prizes” as big as “10 Free Nights” that could be won with every spin. The small chance of winning the grand prize did not deter people very much, as the hope of winning a large prize was enough to make the experience fun and addicting. Because the price is so enticing, people are more motivated to continue playing, while being content that their general La Quinta points keep accumulating as they play (a combination of Core Drive 2: Development and Accomplishment and Core Drive 4: Ownership and Possession).

Other game techniques come into play such as Boosters to double scores whenever the player answers trivia questions regarding the hotel brand or shares the game with their friends. This not only adds Core Drive 3: Empowerment of Creativity & Feedback and Core Drive 5: Social Influence & Relatedness but also builds positive associations between the brand and its users.


1. achievment

Viral Coefficient of 530%

2. achievment

34% of the users returned every single day (DAU)

3. achievment

132% increase in Sales

4. achievment

180% increase in Booking Frequency

Yu-kai’s Insights were instrumental in helping supercharge La Quinta’s bookings per user by 206% and incremental revenue per user by $157 (132% Lift). I would recommend any business to work with Yu-kai and learn his Octalysis Framework.”

Founder & CEO of LuckyDiem

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Gamification for Education: making learning truly engaging

Most online learning experiences are not engaging and suffer from dismal course completion rates. The industry average is around 10%. So only 10% of all enrolled students actually finish their course.

The MOOC BitDegree suffered from the same problems and decided to hire The Octalysis Group.

We created an experience aimed at providing context and excitement around the users learning journey, taking the focus away from individual courses. Taking a course on BitDegree now ties into an exciting and more engaging journey: students are exploring and protecting a cool cyberphunk city while progressing towards their unique career paths.


1. achievment

350% Increase In Course Completions

2. achievment

400 % Increase In Users Returning and Signing Up for another course

3. achievment

300 % Increase In User Time Spent on Platform

Working with The Octalysis Group was a great experience.They helped us understand gamification and challenged us to look deeper at what experience we want to build and implement Gamification more effectively.”

Head of Product & B2B

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Gamification in Insurance: make driving safe with Octalysis design

Distracted drivers are a main cause of accidents. And accidents lead to high insurance claims for insurance companies.

46% of drivers make phone calls while driving. 55% of adults and 73% of young drivers also text while driving.

The Octalysis Group teamed up with one of one of the leading insurance companies (VIS) to design a driving experience that is both rewarding and safe. The name of the new app: Ökuvísir.

Ökuvísir rewards customers for good driving or for driving less (two main elements that reduce accidents and insurance claims). When users drive they get a behavior score based on their performance on five risky behaviors: speeding, acceleration, braking, swerving, and phone use.

Good driving behavior leads to getting discounts on your insurance premiums, so there is a direct financial benefit for drivers to maintain a positive driving score.

The app engages people well beyond just standard Gamification design and gives users agency and a fun community experience. In addition, the art design is fun as well.


1. achievment

60% improvement in drivers driving score (within 3 months)

2. achievment

App of the Year (2021)

3. achievment

Technology Solution of the Year (2021)

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Gamification in the Metaverse: introducing human-focused design for Web 3.0

“The invention of the internet gave humanity hope and a promise. It promised deeper connections between individuals across the world.

Despite increasingly better technology with more ways to connect, more people are feeling socially isolated, and devoid of meaning than ever.

This is TOTEM’s offering; a gateway for us to co-create a network that we can all trust, a basecamp to build a metaverse for us, by us. “

Meaningful sentences taken from the TOTEM Whitepaper: one of the top Metaverse projects. It is a Web3 platform that is inclusive and decentralized at the same time.

It has received raving reviews from community members and influencers alike. Part of its core design was modeled on Octalysis and the Framework has been mainstreamed throughout the design of the project: from Whitepaper to DAO to Tokenomics to the UX design.


1. achievment

Innovative Whitepaper Design

2. achievment

Evolved DAO Design

3. achievment

Intelligent Octalysis Tokenomics

4. achievment

A fully gamified UX

We are very satisfied with the professionalism and passion of the Octalysis team and they have changed our views on engagement and user motivational design. Octalysis Group both lead and supported our needs with complete follow-through.” Daniel Hanks, Founder and CEO.
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All our projects use advanced Game Design and Behavioral Science
concepts to maximize user engagement.

Miniquest #1: Match the pairs to win

See all case studies
Miniquest #2:
Explore and light up all
the Core Drives
epic meaning

Core Drive 1: Epic Meaning & Calling

This is the motivation we feel when we are part of something bigger than ourselves. It gives us purpose and/or defines us as part of something with unique characteristics.


Core Drive 2: Development & Accomplishment

The internal drive of making progress toward goals and eventually overcoming challenges.



Core Drive 3: Empowerment of Creativity & Feedback

When users are engaged in a creative process where they have to repeatedly figure things out and try different combinations.


Core Drive 4: Ownership & Possession

Users are motivated because they own something. What you own you value higher. When players feel ownership, they innately want to make what they own better and own even more.

social influence

Core Drive 5: Social Influence & Relatedness

Incorporates all the social elements that drive people, including mentorship, acceptance, social responses, companionship, as well as collaboration, competition, and envy.


Core Drive 6: Scarcity & Impatience

This is the drive of wanting something because you can’t have it yet. The fact that people can’t get something right now motivates them to think about it continuously. Even frantically.


Core Drive 7: Unpredictability & Curiosity

This is the drive of wanting to find out what is next. If you don’t know what’s going to happen, your brain is engaged and you think about it often.


Core Drive 8: Loss & Avoidance

This core drive motivates us through the fear of losing something we have or avoiding negative events.

A Game changing Tool

The Octalysis Framework is a powerful lens to analyse human motivation.


Octalysis Gamification is not a “one size fits all” methodology.
Every experience needs a bespoke solution to maximize
engagement for our clients.

Miniquest #3: Visit each step from our rigorous and proven Design Process.

01. Strategy Dashboard

Defines key business goals and objectives for the design of the new experience.

02. Brainstorming

Generates highly engaging features for each Core Drive taking into account the Four Phases of the Player’s Journey.

03. Power & Ease Feature List

Ideas are prioritized using a custom made formula to weigh their motivational power with their ease of implementation. Selected ideas are then connected through intricate Game Loops.

04. Battleplan

A highly detailed technical document that includes Reward Schedules, Activity Loop Tables, and a Balanced Economy.

05. Wireframes

The Octalysis Group provides a visual representation of the proposed features to ensure a smooth implementation.

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