# The Octalysis Group: Behavioral Design and Gamification Consultancy - full text > The Octalysis Group (TOG) is a behavioral design and gamification consultancy co-founded by Yu-kai Chou, creator of the Octalysis Framework, and Joris Beerda. TOG applies the framework's 8 Core Drives of human motivation to loyalty programs, employee engagement, digital transformation, health and learning, for organizations including Microsoft, Porsche, Pfizer, P&G and LATAM Airlines (see the case studies below). Contact: info@octalysisgroup.com. About this file: the full-text companion to https://octalysisgroup.com/llms.txt. Every passage below is text already published on the page it names. Nothing here is written for this file. Entries: 24 of 24. Built 2026-10-22T00:26:38+00:00; regenerated at most every 12 hours. ## Start here ### The Octalysis Group URL: https://octalysisgroup.com/ Summary: Behavioral design and gamification consultancy, co-founded by Yu-kai Chou (creator of the Octalysis Framework) and Joris Beerda. 10+ Years Helping Our Clients Succeed Innovative Gamification Through Behavioral Science Find out how we can apply the power of Octalysisto your organization. Schedule Your Call https://octalysisgroup.com/wp-content/uploads/2024/10/HomeVideo2025.mp4 Trusted by over 175 Companies See Case Studies The Octalysis Impact Course Completion + 0 % Health Goals Increase + 0 % Revenue Increase + 0 % KPI Increase + 0 % Credit Card Acquisition + 0 % "Yu-Kai helped me get a promotion because of the amazing work his innovation team did" David WebsterPartner and Executive Director at IDEO "Yu-kai and his team are the masters of the gamification domain. We believe gamification will be at the forefront of many enterprise and B2C software and Octalysis is leading this movement. We recommend... ### The Octalysis Framework URL: https://octalysisgroup.com/octalysis-framework/ Summary: Yu-kai Chou's framework that maps human motivation to 8 Core Drives, and how TOG uses it to design engagement. Framework The Octalysis Framework for High‑Performing Products The Octalysis Group applies the world's leading gamification and behavioral design framework to grow activation, retention, and revenue across digital products, learning, and workplaces. The Octalysis Framework Octalysis is Yu‑kai Chou's 8 Core Drives behavioral design and gamification framework. Octalysis is fully backed by Science and supported by over 4,000 academic citations. The Octalysis Group is the consulting firm implementing it in products, workplaces, and learning for over 175 clients worldwide.https://octalysisgroup.com/wp-content/uploads/2022/09/YK-TedTalk_Short_Version.mp4 Gamification to Improve Our World Octalysis combines decades of lessons learned from behavioral science concepts and gameful design in one powerful design framework. It is the only Science Backed Behavioral Design and Gamification Framework in the world. In this TEDx talk, Yu‑kai... ### Case Studies URL: https://octalysisgroup.com/case-studies/ Summary: Octalysis engagements across banking, airlines, hospitality, healthcare, learning, sales and technology. Case Studies Turning Business Challenges into Success Stories The Octalysis Group is the world's leading gamification and behavioral design consultancy. We help large organizations and innovative start ups achieve double- and triple-digit lifts in core KPIs. Octalysis Case Studies Business leaders come to The Octalysis Group when they need proof that Octalysis gamification and behavioral design move hard numbers, not just engagement metrics. Our case studies show public banks adding over a billion dollars in annual profit. Explain how airlines and hotel groups unlocking triple-digit revenue growth,. And showcase how technology companies turning stalled products into habit-forming experiences that customers love to use. Each project is designed with the Octalysis Framework, and implemented in close collaboration with your product and... ### Services URL: https://octalysisgroup.com/services/ Summary: Gamification and behavioral design for loyalty programs, employee engagement, digital transformation, health and wellbeing, and learning. The Octalysis Group has a decade long track record of success working with clients across industry and services verticals. We specialise in creating engagement in areas where this is difficult to achieve. As a leading pioneer in the realm of gamification and behavioral design, we have been at the forefront of transforming businesses, fostering innovation and driving unparalleled success across various industries. We go beyond mere problem-solving. We delve into the heart of your business, unearth opportunities, and then tailor solutions that are woven into the fabric of your organization's culture and objectives. By incorporating the Octalysis Framework and the principles of behavioral science, we enable our clients to unlock unprecedented levels of success. Health & Wellness Octalysis fosters better... ### About Us URL: https://octalysisgroup.com/about-us/ Summary: The team behind The Octalysis Group and how to work with them. About Us Meet Some of Our Top Gamification Experts Our world-class multi-disciplinary team boasts an impressive decade long track record of working with more than 175 clients worldwide. Industry Pioneer & Founding Partner Yu-Kai Chou Linkedin X-twitter Founding Partner & CEO Joris Beerda Linkedin Lead Octalysis Designer Chris Tomasso Linkedin Head of Engagement Strategy Europe Rob Alvarez Linkedin Senior Gamification Designer Sergio Ligato Linkedin Associate Partner - Eastern Europe Ivan Milev Linkedin Associate Partner - Western Europe Myrte Verbaan Linkedin Gamification Designer Dirk Van Diepen Linkedin Gamification Designer Han-fang Cheng Linkedin Senior Gamification Designer Sabrina Bruehwiler Linkedin Senior Gamification Designer Victoria Pan Linkedin Gamification Designer Aidan Helfant Linkedin Gamification Designer Artur Bicalho Linkedin Finance & Operations Global Support Lead Bruna... ## Services ### Loyalty Program Gamification URL: https://octalysisgroup.com/loyalty-programs/ Summary: Behavioral design for loyalty programs that customers return to, beyond points and discounts. A well-crafted loyalty program is an invaluable tool for customer retention and brand growth. Let us guide you on this transformative journey. We create loyalty programs that not only meet your business goals. They also build strong and lasting relationships with your customers. Create loyalty programs that engage, reward, and inspire with Octalysis. Step into a world where customer loyalty is more than just rewards - it's about creating meaningful, engaging, and lasting relationships. Welcome to The Octalysis Group's Loyalty Programs. We leverage the power of gamification and behavioural design to revolutionize your customer retention strategies. In our decade-long journey, we've observed and understood that the key to a successful loyalty program lies in recognizing and addressing the underlying human... ### Employee Engagement URL: https://octalysisgroup.com/employee-engagement/ Summary: Octalysis applied to workforce motivation, sales teams and productivity. We create work environments that people love to be a part of. Allow Octalysis to guide you on this transformative journey to create a motivated, dedicated, and high-performing workforce. Together, let's unlock the full potential of your team and inspire them to achieve excellence. The Science of Gamification and Employee Management An engaged workforce is your greatest asset. At The Octalysis Group, we specialize in enhancing employee engagement through gamification principles and behavioral science. Our employee engagement programs aim to ignite your team's passion and enthusiasm. They spur increased employee engagement, leading to improved performance and business outcomes. Using our proprietary Octalysis Framework, we understand the core human drives that motivate your employees. By tapping into these Core Drives, we... ### Digital Transformation URL: https://octalysisgroup.com/digital-transformation/ Summary: Why digital transformation needs behavioral design, and how gamification drives adoption. We don't just implement digital solutions. We transform digital experiences. Let us help you craft a transformative journey to revolutionize your business operations and create digital experiences that users love. Together, let's make digital business transformation a rewarding and engaging journey for everyone involved. Digital Transformation initiatives aren't just about the adoption of new technology, fundamentally, they're also about a shift in mindset and culture. At The Octalysis Group, we understand that for a digital transformation to be successful, it needs to be human-focused. It's about creating digital experiences that are intuitive, engaging, and add value to the user. We leverage the power of gamification and behavioral science to guide businesses through this complex transition. By applying the Octalysis Framework,... ### Health and Wellbeing URL: https://octalysisgroup.com/health-wellbeing/ Summary: Behavioral design for health app engagement, patient adherence and wellbeing programs. The Octalysis Group is passionate about harnessing the power of behavioral science to make health and wellness engaging and achievable for all. Join us on this transformative journey to create a healthier and happier world, one step at a time. Together, let's make health and wellness not just a goal, but a rewarding journey for everyone involved. We believe that effective health and wellness programs should empower individuals to take control of their health. They should not only provide information but inspire change and adherence to positive behaviors. Our unique blend of gamification and behavioral science can help create such transformative experiences in the health and wellness sector. Drawing from our extensive expertise in the Octalysis Framework, we understand the... ### Learning and Development URL: https://octalysisgroup.com/learning-and-development-2/ Summary: Octalysis applied to learning programs: completion, retention and learner engagement. We are experts in designing learning experiences that spark interest, encourage progress, and are truly captivating. Allow us to be your partners in this transformative process, reshaping the way learning is experienced in your organization. Enriching and stimulating, and acatalyst for growth and innovation. Learning & Development (L&D) is the key to staying competitive and fostering growth. At The Octalysis Group, we believe that the most effective L&D programs are those that engage, inspire, and drive individuals to want to learn. To achieve this, we combine the power of gamification and behavioral science to transform traditional learning processes into immersive and enjoyable experiences. Using the Octalysis Framework, we identify the core human drives that influence learning behavior. This understanding allows... ## Case studies ### Microsoft Learn URL: https://octalysisgroup.com/case-studies/microsoft-learn/ Summary: How The Octalysis Group applied the Octalysis Framework and behavioral design to learning engagement and platform adoption for Microsoft. Microsoft Learn Case Study: 90% Course Completion Through Gamified Learning Design Reimagining Digital Learning with Gamification Microsoft's Azure team partnered with The Octalysis Group to create one of the world's most advanced enterprise learning gamification platforms. By applying scientifically validated behavioral design-rooted in the Octalysis Framework-the new Microsoft Learn ecosystem reimagined user engagement and achievement, fostering deeper learning and dramatically reducing support costs. This global case study of a gamified digital education platform stands as a benchmark for digital education innovation and community-powered learning in technology. The Challenge: Boosting Engagement in Microsoft's Learning Ecosystem Microsoft's Azure team recognized the need to reimagine their learning platform to meet the demands of today's users. They reached out to The Octalysis Group to... ### Porsche Motors Gamified Loyalty URL: https://octalysisgroup.com/case-studies/porsche-motors-gamified-loyalty/ Summary: How The Octalysis Group used the Octalysis Framework to build a gamified loyalty program for Porsche. Porsche Motors Case Study: 5.4 Extra Minutes Daily Engagement with Gamified Loyalty Transforming "Drivers" into "Daily Active Users" The automotive industry is in a race for attention. According to McKinsey & Company, the future of mobility revenue lies in software-driven services and recurring customer engagement. However, most car apps suffer from low retention because they focus solely on utility (Function-Focused Design) locking doors or checking battery status. Porsche Motors sought to break this cycle. They partnered with The Octalysis Group to create a gamified loyalty solution that would motivate users to interact with the brand every single day, regardless of whether they were driving. The Challenge: The "Utility Trap" in Automotive Apps Volkswagen Group faced a common challenge among car... ### LATAM Airlines URL: https://octalysisgroup.com/case-studies/latam-airlines/ Summary: How The Octalysis Group applied the Octalysis Framework and behavioral design to engagement and loyalty for LATAM Airlines. LATAM Airlines Case Study: 153% Increase in Loyalty Program Stickiness Redefining Loyalty: How Behavioral Science Transformed LATAM Pass Traditional "earn-and-burn" loyalty programs often fail to drive long-term engagement. The Octalysis Group, the world's leading consultancy in Human-Focused Design, partnered with LATAM Airlines to solve a critical industry challenge: how to increase loyalty program stickiness and achieve genuine user deepening beyond mere transactional points. Leveraging the proprietary Octalysis Framework, we moved beyond standard incentives to engineer a gamified loyalty program design rooted in behavioral economics. By tapping into Intrinsic Motivation, specifically Core Drive 7 (Unpredictability) and Core Drive 3 (Empowerment), we transformed a standard mileage campaign into an immersive "Treasure Hunt." The result was a definitive proof of concept: applying behavioral... ### DBS Bank URL: https://octalysisgroup.com/case-studies/dbs-bank/ Summary: How The Octalysis Group applied the Octalysis Framework and behavioral design to digital banking engagement and customer loyalty at DBS Bank. DBS Bank Case Study: 49% Increase in Digital Engagement with Octalysis Design As the largest bank in Singapore, DBS Bank faced mounting pressure from new mobile FinTech banks. These competitors, unburdened by the overhead costs of traditional banks, offered products at significantly lower prices. DBS recognized that to stay competitive, they needed a user journey more engaging than those of the new entrants, one that could captivate customers and differentiate their offerings in a crowded market The Challenge The Octalysis Group partnered with DBS Bank to develop a company-wide gamification strategy, leveraging over a decade of experience working with banks to enhance user engagement and address the unique challenges posed by the digital banking era. Unlike Design Thinking, which excels... ### Caixa Economica Federal URL: https://octalysisgroup.com/case-studies/caixa-economica-federal-banking-gamification/ Summary: How The Octalysis Group applied the Octalysis Framework and behavioral design to customer engagement for Caixa Economica Federal, Brazil. Caixa Econômica Federal Case Study: Generating $1 Billion USD through Sales Gamification From 10% Engagement to Market Leadership: The Science of Billion-Dollar Motivation In banking, "scale" is often the enemy of "agility." Caixa Econômica Federal, one of Latin America's largest financial institutions, faced a daunting challenge: aligning over 85,000 employees across 4,500 branches to achieve a massive revenue jump from R$ 8.6 billion to R$ 9 billion. Traditional top-down directives (spreadsheets, KPIs, mandate emails) had stalled, and with engagement hovering at a critical low of 10%, the "engagement gap" threatened to derail their strategic objectives.Recognizing that standard banking tools failed to tap into human motivation, Caixa implemented Octalysis, the global framework for Human-Focused Design, to engineer a behavioral revolution. Octalysis... ### Procter & Gamble Sales Gamification URL: https://octalysisgroup.com/case-studies/procter-and-gamble-sales-gamification/ Summary: How The Octalysis Group applied the Octalysis Framework and behavioral design to sales force motivation and performance at P&G. Procter & Gamble Case Study: 28% Revenue Growth with Sales Gamification Transforming "Sales Reps" into "Trading Captains" Employee disengagement is a silent profit killer. With Gallup reporting that unmotivated employees cost the global economy $8.8 trillion annually, Procter & Gamble distributor Navo Orbico faced a critical tipping point: rising turnover and stagnant sales across massive brands like Ariel and Pampers. Recognizing that traditional "carrot-and-stick" incentives had failed, they partnered with The Octalysis Group, the global authority in Human-Focused Design, to engineer a structural revolution. By applying the Octalysis Framework, we transformed their routine sales operations into an immersive, narrative-driven ecosystem, leveraging Intrinsic Motivation to reverse the decline and drive a verifiable 28.6% revenue increase. The Challenge: The Failure of Traditional... ### Pfizer Patient Adherence & Habit Formation URL: https://octalysisgroup.com/case-studies/pfizer-patient-adherence-and-habit-formation/ Summary: How The Octalysis Group applied the Octalysis Framework and behavioral design to medication adherence and habit formation for Pfizer. Pfizer Case Study: 30% Improvement in Patient Medication Adherence with Gamified Habit Design The World's Leading Behavioral Design for Healthcare Outcomes Medication non-adherence is a global health crisis. According to the World Health Organization (WHO), poor adherence to long-term therapies compromises treatment effectiveness and is a critical issue for population health (see the WHO Adherence Report).For pharmaceutical leaders and healthcare providers, the challenge is no longer just about efficacy; it is about engagement. The Octalysis Group, the global authority in gamification and human-focused design, partnered with Pfizer to solve this disconnect. While standard digital health apps rely on basic functional reminders (Triggers), we applied our proprietary Octalysis Framework to engineer deep habit formation solutions. By moving beyond simple notifications to... ### La Quinta URL: https://octalysisgroup.com/case-studies/la-quinta/ Summary: How The Octalysis Group applied the Octalysis Framework and behavioral design to guest loyalty and direct bookings at La Quinta. Octalysis Increased La Quinta's Loyalty Revenue by 132% La Quinta Inns & Suites serves middle-income travelers across the United States, Canada, Mexico, and Honduras. The chain focuses on value-driven stays for business and leisure guests. Loyalty programs in hospitality often struggle to drive repeat visits amid fierce competition. The Octalysis Group partnered with La Quinta to redesign their Play & Stay initiative, applying the Octalysis Framework to blend behavioral science with engaging mechanics. This turned routine point earning into a fun and valuable experience that boosted bookings and retention. The Challenge How to achieve high sales and loyalty in the hospitality industry.Hospitality brands face constant pressure to fill rooms while building lasting customer ties. Generic rewards like points or discounts... ### Booking.com Conversion Science URL: https://octalysisgroup.com/case-studies/booking-com-conversion-science/ Summary: An Octalysis breakdown of how Booking.com uses scarcity, social proof and urgency to drive conversions. Booking.com Case Study: 33.4% Conversion Rate Optimization with Behavioral Science The Architecture of Urgency: How Octalysis Defined OTA Success In the highly commoditized world of Online Travel Agencies (OTAs), conversion rate optimization (CRO) is the only competitive moat. The Octalysis Group, the global leader in Human-Focused Design, analyzed and optimized the behavioral triggers that made Booking.com the world's most dominant travel platform. While competitors focused on price wars, Booking.com focused on psychology. By leveraging Core Drive 6 (Scarcity & Impatience) and Core Drive 5 (Social Influence), the platform transformed passive browsers into active buyers. This case study deconstructs the behavioral economics strategies that drove an 80% increase in gross profit, setting the industry standard for digital engagement in hospitality. The... ### HTC VIVE URL: https://octalysisgroup.com/case-studies/htc-vive/ Summary: How The Octalysis Group applied the Octalysis Framework and behavioral design to VR experiences and platform retention for HTC VIVE. HTC VIVE Case Study: 188% Increase in Gamified eCommerce Engagement The Octalysis Group has applied science-backed Octalysis Gamification to marketing and eCommerce since 2014. With our help, companies like eBay and Booking.com have greatly increased conversions and revenue . Major brands like LATAM Airlines and Porsche Motors have seen loyalty programs take off. Here is yet another Case Study in Gamified Marketing within eCommerce that we have permission to share: HTC VIVE.HTC is a global leader in electronics, renowned for smartphones, VR headsets, 5G technologies, and blockchain innovations. Through its VIVE brand, HTC has pioneered cutting-edge VR headsets, positioning itself as a key player in the VR hardware market. Results Since implementing these changes, HTC VIVE has seen remarkable results:... ### VIS Insurance URL: https://octalysisgroup.com/case-studies/vis-insurance/ Summary: How The Octalysis Group applied the Octalysis Framework and behavioral design to customer engagement and retention at VIS Insurance. VIS Insurance Case Study: 60% Improvement in Driving Safety Behavior with Gamification Unsafe driving habits are a major concern for both public safety and the financial health of insurance companies. The Octalysis Group partnered with VIS, one of Iceland's leading insurance companies, to create a gamified driving experience that rewards safe driving habits while reducing insurance claims. The Challenge Distracted driving is a leading cause of accidents worldwide, resulting in higher insurance claims and increased premiums for all drivers. Studies reveal that: 46% of drivers make phone calls while driving. 55% of adults and 73% of young drivers admit to texting while driving. VÍS needed a compelling, interactive solution to encourage safer driving behaviors while providing a tangible financial benefit... ### BitDegree URL: https://octalysisgroup.com/case-studies/bit-degree/ Summary: How The Octalysis Group applied the Octalysis Framework and behavioral design to course completion on BitDegree, a blockchain learning platform. BitDegree Case Study: 350% Increase in Learning Platform Engagement Have you ever learned something online? If so, you are part of a massive community of people that have done so in the past through Massive Open Online Courses (MOOCs). Millions of people have enrolled in these MOOCs. Unfortunately, only 10-15% of all users see their courses through to completion. The problem with MOOCs is that much of these self-paced courses are primarily predicated on the instructors' unique knowledge, research, and experience. But it takes smart gamification design to maximize engagement. Such motivational design is particularly important for MOOCs, where most existing design is linear and feels more like work rather than fun learning. BitDegree is the world's first blockchain-powered MOOC... ### Astana Hub URL: https://octalysisgroup.com/case-studies/astana-hub/ Summary: How The Octalysis Group applied the Octalysis Framework and behavioral design to active participation in a startup ecosystem. Driving a 504% Increase in Active Users for a large Innovation Ecosystem The Octalysis Group partnered with Astana Hub to redesign engagement across the platform, turning a function-focused portal into a motivation-driven experience for Central Asia's top startup community. Kazakhstan's Digital Ambition Kazakhstan has declared 2026 the Year of Digitalization and Artificial Intelligence, backing a national strategy to position the country as a digital corridor connecting Central Asia to the global economy. The government's Digital Qazaqstan program targets 99% broadband coverage, 5G in all 20 major cities, and $1 billion in annual IT service exports, a figure Kazakhstan reached by the end of 2025. At the center of this push sits Astana Hub, the International Innovation Cluster and technology park... ### Poo-Pourri URL: https://octalysisgroup.com/case-studies/poo-pourri/ Summary: How The Octalysis Group applied the Octalysis Framework and behavioral design to brand engagement and customer loyalty for Poo-Pourri. Poo-Pourri Case Study: 91% Festival Crowd Engagement with Gamified Marketing Poo-Pourri makes products that keep things smelling fresh. The company shows up at big festivals like South by South West (SXSW) and runs its own events. Brands fight for a slice of crowd attention. The Octalysis Group stepped in to help Poo-Pourri do more than hand out samples. The goal: turn casual festival-goers into people who choose Poo-Pourri again and again. The Challenge Imagine being at SXSW. Thousands of people move between stages and booths. Lines stretch long. Phones stay in pockets or point at the next act. A quick spray of product or a free sticker rarely sticks. The same happens at branded events. One purchase does not guarantee...