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This bundle includes all of my premium content. Even Ninja Monkeys Unicorn Edition eBook (which contains some content, not in the normal retail versions), Gamification and Solution Design Lenses, Inspiration Cards and my Gamification Framework Design Toolkit
With this, you will be able to learn all about gamification, what it is, where it comes from and how to apply it in real life. You will have the tools to plan your gamified solutions and get a headstart in building them. You will also be able to run user workshops to help gather the information that could be vital to the success of your solutions, all explained clearly and with supporting cards.
These are the tools I have used for years and they can be yours for just £15!
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The Gamified UK Value Pack for ONLY £9.99
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Gamification and Solution Design Lenses (Normally £9.99)
The downloadable version of my Gamification and Solution Design Lenses. The package contains a printable PDF and the 22 cards as high resolution PNG images.
Basically it is a series of cards that contain questions related to various frameworks I use in my life as a solution designer. They cover ground from the User Type HEXAD, to the COM-B behaviour change model and lots in between – including the “What’s the worst that could happen” card!
Even Ninja Monkeys Like to Play: Unicorn Edition
Even Ninja Monkeys Like to Play: Unicorn Edition is the second edition of my gamification book. It aims to explain everything you need to get into gamification, including many of my frameworks (such as RAMP, HEXAD and more). It also includes deep analysis of what games and play are, to help you understand a little more about what it is that makes gamification so special and powerful in the modern world. This is the first time I have ever made it available as a full-colour PDF document.
I designed the gamification inspiration cards some years ago now and have been updating them ever since. They represent many elements, mechanics and ideas that will help you with designing gamified experiences. They all include descriptions of what they are and what HEXAD user type they may best be used with. The printable version included in this bundle includes a few improvements over the original pre-made deck I have available.
Some Gamification Cards
Gamification Design Toolkit
Following on from the success of the Gamification Journey Planner, I wanted to add more value. Based on my Gamification Design Framework (GDF).
This is a download only toolkit, ready for you to print when you want.
This toolkit has been created as a way to help you design better-gamified solutions. It is based on my Gamification Design Framework, a systematic way of building solutions that I have developed over the years.
You will find worksheets, tools and advice on going through the process step by step.
Worksheets are made to be printed on A3 paper ideally, giving you plenty of space to write on or attach sticky notes too.
If you have any gamification cards (such as my inspiration cards), they can help you when considering the game elements that might be used.
This is first and foremost a tool, one I have used successfully over the years in various forms. I want you to use it, adapt it and make amazing products with it.
The kit includes the following printables:
GDF Canvas
User Journey Planner (2 versions)
User Journey Adventure (a bit of fun)
Action / Feedback Loops Planner (2 versions)
Periodic Table of Gamification Elements
Emotions, Feelings and Fun Checklist
Gamification Design Canvas
If you purchased the original planner, you will be getting a copy of this free via email, so no need to buy it again.
I am a big believer in the power of words. We often forget just how powerful they can be, whether it is talking to our friends, loved ones or – in this instance – potential customers.
In marketing, or CRO or any type of sales-like activity, just like with gamification, we are trying to encourage our users / customers to behave in a certain way. You need to capture their attention, keep them interested and then guide them towards an outcome of some sort – and this is really hard.
I built the the Hook – Frame – Action framework to see if I could create a clear and structured approach to achieving these goals, to create messaging that is both compelling and effective. I went back to the books (so to speak) and looked at cognitive biases again, a perennial favourite in gamification to see how those could be added to simple language to create higher impact.
Below is the fruits of me efforts. I look at the overall concept of Hook – Frame – Action, then some biases to use and finally some retail inspired examples.
I hope you find them handy and that they inspire you to consider your language more carefully.
Understanding the Hook – Frame – Action Framework
At its core, the Hook – Frame – Action framework simplifies persuasive communication into three essential steps:
Hook: Captures attention and sparks curiosity.
Frame: Shapes the audience’s perceptions and motivates engagement using emotional or psychological responses, often employing cognitive biases.
Action: Guides the audience with a clear and compelling call-to-action.
Step 1: Hook – Capturing Attention
The Hook is the starting point of any effective message. In a world filled with information, noise and distractions, the hook is your opportunity to stand out. It should grab attention, spark curiosity, and prepare the audience for what’s next. In arcade games, this was the attention screen, used to draw people into the game.
Crafting Effective Hooks
Use the Curiosity Gap: Hint at a solution without revealing it straight away.
Example: “What if you could double your productivity in just one week?”
Create a Sense of Urgency or Exclusivity.
Example: “Limited-time offer: Don’t miss out!”
Tap into Novelty or Surprise.
Example: “This one change could save you thousands.”
Step 2: Frame – Shaping Perceptions
The Frame stage is where you shape how the audience perceives your message. It’s not enough to grab attention; you need to guide their thinking and motivate them. This is where the cognitive biases I mentioned come into play.
The Ten Key Cognitive Biases
Bias
Definition
Marketing Example
Loss Aversion
People fear losing more than they desire to gain.
Hook: “Don’t let this deal slip away!” Frame: “Save £50 if you order before midnight.” Action: “Order now and secure your discount.”
Social Proof
People are influenced by others’ actions.
Hook: “Join thousands who’ve discovered this secret!” Frame: “Over 10,000 happy customers can’t be wrong.” Action: “Sign up today and become part of the community.”
Scarcity Effect
Limited availability increases perceived value.
Hook: “Hurry—time is running out!” Frame: “Only 3 left in stock—don’t miss your chance.” Action: “Act now to claim yours before it’s gone.”
Anchoring Bias
People rely heavily on the first piece of info.
Hook: “Was £1,000, now just £600!” Frame: “Save £400 instantly with this exclusive offer.” Action: “Claim your discount today—limited time only.”
Endowment Effect
People value things more when they feel ownership.
Hook: “Imagine this smartwatch enhancing your daily routine.” Frame: “Try it free for 30 days and see how it changes your life.” Action: “Sign up now and start your free trial today.”
Decoy Effect
A third option makes one choice more appealing.
Hook: “Looking for the perfect streaming plan?” Frame: “Choose Basic (£9), Standard (£15), or Premium (£16).” Action: “Upgrade to Premium today for the best value!”
Bandwagon Effect
People do something because others are doing it.
Hook: “Everyone’s talking about this trend!” Frame: “Join over 1 million users smashing their fitness goals.” Action: “Download the app now and see the results for yourself.”
Zeigarnik Effect
People remember incomplete tasks better.
Hook: “You’re almost there!” Frame: “Complete your profile to unlock exclusive rewards.” Action: “Finish now and claim your prize.”
Reciprocity
People feel obligated to return a favor or gift.
Hook: “We’ve got something special for you!” Frame: “Enjoy a free eBook just for visiting our site.” Action: “Download your free copy now—no strings attached.”
Framing Effect
Info presentation influences decision-making.
Hook: “Save 30% on your energy bill—just by switching!” Frame: “Switch now and keep more money in your pocket.” Action: “Sign up today and start saving instantly.”
Step 3: Action – Closing the Loop
The final step, Action, translates interest into behaviour. A strong call-to-action should be concise and clear:
Direct: Use action verbs like “Sign up,” “Order now.”
Benefit-Oriented: Highlight what the audience will gain.
Example: “Save £100 today!”
Immediate: Reduce hesitation by emphasizing urgency.
Example: “Offer ends at midnight—don’t wait!”
In the world of online retail, this might look more like a CTA button than a sentence. You have set the audience up, no you need to give them a simple call to action that reinforces the key message:
CTA Button Text: “Shop the Sale”
CTA Button Text: “Sign Up Now”
CTA Button Text: “Get Started Today”
Retail Examples
Clothing Retailer (Scarcity Effect)
Hook: “Your perfect winter coat is waiting!”
Frame: “Only 5 left in your size—don’t let it slip away.” (Scarcity Effect)
Action: “Shop now and get free next-day delivery!”
CTA Button Text: “Shop the Sale”
Electronics Store (Anchoring Bias)
Hook: “Unbeatable savings on the latest tech!”
Frame: “Was £999, now just £699—save £300 today.” (Anchoring Bias)
Action: “Order now and upgrade your gadgets!”
CTA Button Text: “Order Now”
Beauty Products (Social Proof)
Hook: “Find out why everyone’s talking about this skincare set.”
Frame: “Trusted by 10,000+ happy customers for glowing skin.” (Social Proof)
Action: “Get yours today and receive a free gift!”
CTA Button Text: “Shop Now”
Furniture Store (Endowment Effect)
Hook: “Imagine your home transformed with this sofa.”
Frame: “Try it in your home for 30 days—risk-free!” (Endowment Effect)
Action: “Order today and enjoy free returns!”
CTA Button Text: “Buy Now”
Grocery Delivery (Zeigarnik Effect)
Hook: “Your basket is waiting!”
Frame: “Complete your order now and get free delivery on your first shop.” (Zeigarnik Effect)
Action: “Finish checking out today to claim your offer!”
CTA Button Text: “Complete Order”
Template
Use this template to design your campaign:
Product/Service: [Enter here]
Hook: [Write your attention-grabbing statement here.]
Frame: [Incorporate a cognitive bias to shape perception.]
Action: [A clear and compelling call-to-action.]
CTA: [A clear, very short version of your action]
Conclusion
With luck, this was interesting. I want the Hook – Frame – Action framework to be a practical and informed approach to creating messages that engage and convert – let me know in the comments if you think I managed it!
Loewenstein, G. (1994). The psychology of curiosity: A review and reinterpretation. Psychological Bulletin, 116(1), 75–98.
Nettle, D. (2006). The evolution of personality variation in humans and other animals. American Psychologist, 61(6), 622–631.
Tversky, A., & Kahneman, D. (1991). Loss aversion in riskless choice: A reference-dependent model. The Quarterly Journal of Economics, 106(4), 1039–1061.
Cialdini, R. B. (2001). Influence: Science and Practice. Allyn & Bacon.
Worchel, S., Lee, J., & Adewole, A. (1975). Effects of supply and demand on ratings of object value. Journal of Personality and Social Psychology, 32(5), 906–914.
Kahneman, D., & Tversky, A. (1984). Choices, values, and frames. American Psychologist, 39(4), 341–350.
Fogg, B. J. (2009). A behavior model for persuasive design. Proceedings of the 4th International Conference on Persuasive Technology, 40.
Kahneman, D. (2011). Thinking, Fast and Slow. Farrar, Straus and Giroux.
Ariely, D. (2008). Predictably Irrational: The Hidden Forces That Shape Our Decisions. HarperCollins.
Thaler, R. H., & Sunstein, C. R. (2008). Nudge: Improving Decisions About Health, Wealth, and Happiness. Yale University Press.
Heath, C., & Heath, D. (2007). Made to Stick: Why Some Ideas Survive and Others Die. Random House.
Gamification is far more than sprinkling points and leaderboards over a system and hoping for the best. Real success lies in crafting meaningful experiences that connect with users on a deeper level. That’s where the BMEM Framework—Behaviour, Motivation, Emotion, and Mechanics—comes into play. It provides a robust foundation for designing systems that not only engage and entertain but also inspire and resonate.
This guide explores the framework in its entirety and delves deeply into how each element integrates with the others. By connecting Behaviour, Motivation, Emotion, and Mechanics, you’ll create systems that truly matter.
Building Engagement Step by Step
1. Behaviour: The Foundation of Action
Every great system begins with an understanding of behaviour. What are your users doing now? What do you want them to do? And, crucially, what is standing in their way? Behaviour is the foundation for creating experiences that guide users towards meaningful action.
Marczewski Behaviour Change Model
The Behaviour Change Model provides four key tools to help influence user behaviour:
Motivation: Why do users act? What drives them to engage?
Knowledge: Do users understand what they need to do and why it matters?
Ability: Are they capable of performing the desired behaviour, or are there barriers in the way?
Nudge: What subtle prompts can steer users towards action without force?
Example in Practice: In a fitness app:
Motivation: Highlight benefits like improved health or community encouragement.
Knowledge: Provide video tutorials or step-by-step guides to show users how to perform exercises safely and correctly.
Ability: Tailor workouts to different fitness levels or time constraints to reduce obstacles.
Nudge: Use streak notifications or friendly reminders to help users stay consistent.
Marczewski Behaviour Change Model
Integration
Behaviour sets the stage for all other elements. Without understanding what users do now and what drives them, you can’t expect mechanics or motivators to work. Nudges (Behaviour) might evoke curiosity (Emotion), which drives users to interact with features like unlocking hidden achievements (Mechanics). Behaviour is the “why” behind every system decision.
2. Motivation: Understanding the “Why”
If behaviour sets the stage, then motivation is the engine that powers user action. Without motivation, even the most beautifully designed system will fail to engage. The RAMP Framework and Three Layers of Motivation are invaluable tools for unpacking what drives users and ensuring you’re tapping into both their intrinsic and extrinsic needs.
RAMP Framework
Motivation is built on four key intrinsic drivers:
Relatedness: The need to feel connected to others.
Autonomy: A desire for control and the ability to make choices.
Mastery: The drive to improve, grow, and succeed.
Purpose: A sense of contributing to something bigger than oneself.
Three Layers of Motivation
This model extends motivation beyond intrinsic needs to include the following:
Base Needs: Foundational requirements like safety and financial security. Without these, engagement is impossible.
Emotional Needs: Intrinsic motivators like mastery, autonomy, and relatedness.
Trivial Needs: Extrinsic motivators such as badges, points, or prizes. These can be effective in short-term engagement but should be used sparingly.
Example in Practice: In the same fitness app:
Base Needs: Ensure essential features like basic progress tracking are free and accessible.
Emotional Needs: Allow users to customise their fitness goals (Autonomy) and track their progress visually (Mastery).
Trivial Needs: Reward users with badges or leaderboard spots for completing challenges to provide instant gratification.
Integration
Motivation bridges behaviour and emotion. Helping users achieve mastery (Motivation) sparks pride (Emotion), which is reinforced through mechanics like leaderboards and trophies. Without understanding users’ intrinsic and extrinsic motivations, mechanics lack purpose, and emotions lack depth.
3. Emotion: Crafting Meaningful and Memorable Experiences
Emotion is the soul of gamification. It’s what transforms functional systems into memorable experiences. By understanding the full spectrum of emotions, from positive feelings like pride and joy to negative motivators like urgency and alarm, you can craft journeys that resonate deeply with users.
The Emotional Spectrum
Emotions in gamification can range from positive to negative, and both have their place when used thoughtfully. Key emotions include:
Hope: Use progress trackers or aspirational goals to give users a sense of optimism. Example: “You’re just one step away from your weekly goal!”
Pride: Showcase personal achievements through trophies, badges, or completion certificates. Example: A fitness app might celebrate a user as the “Workout Champion of the Week.”
Curiosity: Incorporate mystery rewards or hidden features to spark exploration. Example: Unlock secret workouts after consistent engagement.
Urgency: Use countdowns or limited-time challenges to encourage immediate action. Example: “Only 3 hours left to join this group challenge!”
Tying Emotions to the User Journey
The User Journey Phases naturally align with specific emotions:
Discovery Phase: Spark curiosity and hope to draw users in.
Onboarding Phase: Use joy and love to create a welcoming environment and instil confidence.
Immersion Phase: Evoke pride and gratitude as users progress and contribute.
Mastery Phase: Reward users with recognition, amplifying pride and satisfaction.
Replay Phase: Introduce urgency or curiosity to encourage ongoing engagement.
There are a lot of emotions you can consider, here is my little Emotions Spectrum to think about!
Emotions Spectrum
Integration
Emotion doesn’t exist in isolation; it works alongside behaviour, motivation, and mechanics. For instance, a leaderboard (Mechanic) might trigger competitive pride (Emotion) while reinforcing mastery (Motivation). Designing for emotion ensures your system not only functions but connects. However, it may also drive frustration if the desire to be at the top starts to outweigh the joy and pride of the work you do to be there.
4. Mechanics: The Tools of Engagement
Mechanics are the tools that bring your system to life. Points, badges, narratives, challenges—these are the tangible elements users interact with. But good mechanics aren’t one-size-fits-all. They must align with user behaviours, motivations, and emotions to succeed.
HEXAD Framework
The HEXAD Framework links mechanics to six user types:
Achievers: Progression systems like levels, badges, and leaderboards.
Socialisers: Group challenges, chat features, or team-based goals.
Free Spirits: Exploration mechanics, hidden features, or personalisation options.
Philanthropists: Altruistic tasks, mentoring opportunities, or charity-based challenges.
Players: Points, streaks, and prizes to drive extrinsic engagement.
Disruptors: Creative tools, voting systems, or user-generated challenges.
Example in Practice: In a fitness app:
Achievers: Track personal bests with detailed statistics and achievement badges.
Socialisers: Join group fitness challenges or share progress in team chats.
Free Spirits: Customise workout routines or explore new types of training.
Philanthropists: Mentor others in the community or contribute to group goals.
Players: Earn rewards for completing consistent workouts or maintaining streaks.
Disruptors: Create personal challenges or vote on new app features.
Integration
Mechanics must support the other elements of the BMEM Framework. For example:
A leaderboard (Mechanic) appeals to Achievers and Players, reinforcing mastery (Motivation) and evoking pride (Emotion).
Hidden features (Mechanic) intrigue Free Spirits, sparking curiosity (Emotion) and encouraging exploration (Behaviour).
Dynamic difficulty scaling (Mechanic) appeals to Achievers, reinforcing mastery (Motivation) while evoking pride and determination (Emotion). It also supports behaviour by keeping users engaged with tailored challenges.
Collaborative quests (Mechanic) attract Socialisers and Philanthropists, fostering relatedness and purpose (Motivation). These evoke camaraderie and gratitude (Emotion) while encouraging teamwork and shared problem-solving (Behaviour).
Time-limited rewards (Mechanic) engage Players and Achievers, leveraging extrinsic rewards and mastery (Motivation). They evoke urgency and excitement (Emotion) while driving consistent engagement (Behaviour).
Bringing It All Together
Here’s how the BMEM Framework integrates into a cohesive system:
Behaviour: Use nudges and remove barriers to drive daily actions.
Motivation: Leverage RAMP to address intrinsic needs while using extrinsic rewards judiciously.
Emotion: Map emotions to the user journey, crafting moments of pride, curiosity, and urgency.
Mechanics: Align HEXAD types and associated mechanics to ensure personalisation and relevance.
Together, these components create systems that not only engage but inspire.
BMEM 2024
Final Thoughts
Gamification is toolbox full of complex tools and gadgets. As with any tools, you need to know how and when to use them to get the best results. By thoughtfully combining Behaviour, Motivation, Emotion, and Mechanics, you can create gamified systems that go beyond surface-level engagement to deliver real, meaningful value. Systems that not only entertain but inspire, resonate, and endure.
Want to explore gamification frameworks in depth? Visit Gamified UK to dive into the tools and ideas that make gamification great.
References
Fogg, B. J. (2009). Behavior Model for Persuasive Design. Retrieved from https://www.bjfogg.com.
Michie, S., van Stralen, M. M., & West, R. (2011). The Behaviour Change Wheel: A new method for characterising and designing behaviour change interventions. Implementation Science, 6(1), 42. DOI: 10.1186/1748-5908-6-42.
Deci, E. L., & Ryan, R. M. (1985). Intrinsic Motivation and Self-Determination in Human Behavior. Springer Science & Business Media. DOI: 10.1007/978-1-4899-2271-7.
Loewenstein, G. (1994). The Psychology of Curiosity: A review and reinterpretation. Psychological Bulletin, 116(1), 75-98. DOI: 10.1037/0033-2909.116.1.75.
Tondello, G. F., Wehbe, R. R., Diamond, L., Busch, M., Marczewski, A., & Nacke, L. E. (2016). The Gamification User Types Hexad Scale. Proceedings of the 2016 Annual Symposium on Computer-Human Interaction in Play. DOI: 10.1145/2967934.2968082.
Marczewski, A. (2019). Gamification Design Framework Toolkit. Gamified UK.
Hunicke, R., LeBlanc, M. & Zubek, R. MDA: A Formal Approach to Game Design and Game Research. Work. Challenges Game AI 1–4 (2004). doi:10.1.1.79.4561
Robson, K., Plangger, K., Kietzmann, J. H., Mccarthy, I. & Pitt, L. Is it all a game? Understanding the principles of gamification. Bus. Horiz. 58, 411–420 (2015).
Aristotle On the Soul c.350 B.C.E, translation: J. A. Smith, The Internet Classics Archive, MIT, Retrieved 2 February 2016
Izard, C. E., Libero, D. Z., Putnam, P. & Haynes, O. M. Stability of emotion experiences and their relations to traits of personality. J. Pers. Soc. Psychol. 64, 847–860 (1993).
Ekman, P. An argument for basic emotions. Cogn. Emot. 6, 169–200 (1992).
Nathanson, D. L. Shame and pride : affect, sex, and the birth of the self. (Norton, 1992).
Robinson, D. L. Brain function, emotional experience and personality. Neth. J. Psychol. 64, 152–168 (2008).
Designing a system that works for everyone isn’t a simple task. It’s more like trying to build a jigsaw puzzle while the pieces keep changing shape. But that’s exactly what makes it interesting, isn’t it? The Hexad Framework gives us a good start by identifying six key user types—Players, Achievers, Socialisers, Free Spirits, Philanthropists, and Disruptors. Each has its quirks and motivations, but these aren’t fixed in stone. People grow, and their motivations evolve.
This isn’t about creating a system that forces users into static categories. It’s about recognising that motivations shift over time and building something that adapts and supports that evolution.
Understanding the Pathways
Every user starts with a dominant motivation. It’s what draws them into the system in the first place. But that’s just the beginning. Over time, users move through phases, driven by new needs, goals, or just curiosity.
Players might start with extrinsic rewards like badges and points but often grow into Achievers, Philanthropists, or even Disruptors, looking for mastery, connection, or impact.
Achievers begin with a focus on personal success but may shift toward helping others (Philanthropy), building communities (Socialising), or challenging the status quo (Disruptors).
Socialisers often deepen their relationships and become Philanthropists or seek creative independence as Free Spirits, occasionally questioning norms as Disruptors.
Free Spirits start with autonomy but often find joy in mastery, collaboration, or even reshaping the system.
Philanthropists focus on helping others but may develop personal goals or challenge inefficiencies, transforming into Achievers or Disruptors.
Disruptors start by breaking things (hopefully for good reasons) but may shift to collaboration, creativity, or mastery.
The key takeaway? People don’t stay where they start, so neither should your system.
Designing for Balance and Evolution
Here’s how to create a system that doesn’t just engage users but grows with them.
1. Start With Phase-Based Engagement
Design for the now but plan for the future. Activities should cater to users’ initial motivations while introducing opportunities for evolution:
A Player might start with rewards but eventually encounter mastery challenges (Achievers) or collaborative opportunities (Socialisers).
Free Spirits could have the freedom to explore but later unlock pathways for deeper engagement, like crafting or mentoring.
2. Layered Mechanics
Intrinsic motivators—Relatedness, Autonomy, Mastery, and Purpose (RAMP)—should form the backbone of your system. Add extrinsic rewards thoughtfully, as bait for Players, but always guide them toward more meaningful engagement.
3. Balance the Tensions
The Hexad isn’t just six user types sitting politely in their corners. It’s a dynamic mix of motivations, overlaps, and occasional collisions:
Philanthropists and Disruptors can be at odds. The former nurture, the latter break. Channel Disruptors’ energy into improving the system rather than tearing it down.
Achievers might get frustrated with the chatty Socialisers, while Socialisers find Achievers’ single-mindedness boring. Give each their own space to shine.
Players love structured autonomy (rules and rewards), while Free Spirits loathe it. Offer guided pathways for Players and open-ended freedom for Free Spirits.
4. Support the Transitions
Transitions don’t just happen. Your system needs to facilitate them:
Include Challenges for Achievers and Disruptors.
Add Collaborative tools for Socialisers and Philanthropists.
Provide Creative freedom for Free Spirits to explore new roles.
5. Diverse Opportunities
Each type and phase should find meaningful opportunities:
Mentorship programs for Achievers and Philanthropists to guide others.
Creative toolkits for Free Spirits and Disruptors to innovate.
Leaderboards that keep Players happy while nudging them toward mastery.
6. Iterate. Iterate Again.
Feedback loops aren’t just for the users; they’re for you. Track user behaviour, listen to their feedback, and tweak the system. Design isn’t static—your system shouldn’t be either.
A Final Note on Balance
Balance isn’t about pleasing everyone all the time. It’s about creating a system where each user type can thrive without stepping on each other’s toes. By understanding pathways and managing tensions, you’re not just building a system that works today—you’re creating one that evolves alongside your users.
Motivation is fluid. Build for the present, but design for the journey. That’s where the real magic happens.
Appendix: User Evolution Pathways in the Hexad Framework
This appendix maps the evolution pathways of each user type in the Gamification Hexad Framework. It provides a comprehensive view of how users’ motivations evolve across three distinct phases, allowing for the design of systems that adapt and grow with users.
Player Evolution Pathways
Player → Achiever → Philanthropist
Phase 1 (Player): Engages with extrinsic rewards such as points and badges.
Phase 2 (Achiever): Focuses on mastery through challenges and personal goals.
Phase 3 (Philanthropist): Contributes to the community by mentoring and helping others.
Player → Socialiser → Philanthropist
Phase 1 (Player): Drawn by incentives and rewards.
Phase 2 (Socialiser): Participates in teamwork and collaboration.
Phase 3 (Philanthropist): Develops a drive to support and uplift others.
Player → Free Spirit → Disruptor
Phase 1 (Player): Motivated by rewards to begin participation.
Phase 2 (Free Spirit): Seeks autonomy and exploration.
Phase 3 (Disruptor): Challenges norms to innovate or improve the system.
Player → Achiever → Disruptor
Phase 1 (Player): Starts with extrinsic incentives.
Phase 2 (Achiever): Pursues mastery through skill-building.
Phase 3 (Disruptor): Critiques and modifies inefficiencies within the system.
Achiever Evolution Pathways
Achiever → Philanthropist → Socialiser
Phase 1 (Achiever): Pursues personal mastery and goals.
Phase 2 (Philanthropist): Begins helping and mentoring others.
Phase 3 (Socialiser): Builds community through collaboration.
Achiever → Disruptor → Free Spirit
Phase 1 (Achiever): Motivated by skill mastery.
Phase 2 (Disruptor): Seeks to address and reform inefficiencies.
Phase 3 (Free Spirit): Explores autonomy and creative freedom.
Achiever → Free Spirit → Disruptor
Phase 1 (Achiever): Focuses on goal-oriented mastery.
Phase 2 (Free Spirit): Enjoys exploration and autonomy.
Phase 3 (Disruptor): Seeks to challenge and reshape systems.
Achiever → Player → Socialiser
Phase 1 (Achiever): Engages with mastery-driven tasks.
Phase 2 (Player): Re-engages with extrinsic rewards.
Phase 3 (Socialiser): Embraces social collaboration and teamwork.
Socialiser Evolution Pathways
Socialiser → Philanthropist → Achiever
Phase 1 (Socialiser): Focused on connections and collaboration.
Phase 2 (Philanthropist): Transitions to mentoring and helping others.
Phase 3 (Achiever): Pursues personal mastery and goal achievement.
Socialiser → Free Spirit → Disruptor
Phase 1 (Socialiser): Engages socially with others.
Phase 2 (Free Spirit): Finds joy in autonomy and exploration.
Phase 3 (Disruptor): Challenges norms and seeks systemic change.
Socialiser → Achiever → Player
Phase 1 (Socialiser): Prioritises social interaction.
Phase 2 (Achiever): Focuses on personal goals and mastery.
Phase 3 (Player): Shifts to enjoying extrinsic rewards.
Free Spirit Evolution Pathways
Free Spirit → Socialiser → Philanthropist
Phase 1 (Free Spirit): Motivated by autonomy and creativity.
Phase 2 (Socialiser): Builds relationships through shared discovery.
Phase 3 (Philanthropist): Focuses on helping others.
Free Spirit → Achiever → Disruptor
Phase 1 (Free Spirit): Begins with autonomy and exploration.
Phase 2 (Achiever): Shifts toward mastery and goal achievement.
Phase 3 (Disruptor): Evolves into challenging norms and driving innovation.
Philanthropist Evolution Pathways
Philanthropist → Socialiser → Achiever
Phase 1 (Philanthropist): Driven by helping others and altruism.
Phase 2 (Socialiser): Builds a community around altruistic goals.
Phase 3 (Achiever): Develops personal goals and mastery.
Philanthropist → Free Spirit → Disruptor
Phase 1 (Philanthropist): Focuses on altruistic actions.
Phase 2 (Free Spirit): Seeks autonomy and creative exploration.
Phase 3 (Disruptor): Evolves into questioning or reforming the system.
Disruptor Evolution Pathways
Disruptor → Free Spirit → Achiever
Phase 1 (Disruptor): Begins by questioning and challenging systems.
Phase 2 (Free Spirit): Seeks autonomy and personal exploration.
Phase 3 (Achiever): Refocuses on mastery and personal goals.
Disruptor → Socialiser → Philanthropist
Phase 1 (Disruptor): Pushes boundaries and seeks innovation.
Phase 2 (Socialiser): Engages collaboratively with others.
Phase 3 (Philanthropist): Shifts to mentoring and community building.
I recently downloaded the latest response stats for the HEXAD 12 User Types test, and fed them into ChatGPT to analyse. I thought it was very interesting what came back, and it supported what I had observed in the past – so thought I would share it here!
1. Gender-Based Trends
Females:
Predominantly align with Socialiser and Philanthropist types, indicating a strong preference for community engagement and altruistic behaviors.
The dominance of Socialiser decreases slightly in older age groups, replaced by Philanthropist, reflecting a shift toward purpose-driven motivations.
Males:
Tend to exhibit Achiever and Player traits, emphasizing goal-oriented behaviors, competitions, and extrinsic rewards.
Achiever remains a strong motivator across all age groups for males, with Player peaking in younger users and declining over time.
2. Age Group Dominance
Younger Users (18–29):
Continue to show higher prevalence of Free Spirit traits, reflecting a desire for autonomy, exploration, and creative freedom.
Player traits are also slightly stronger in this age group, indicating the appeal of rewards and achievements early in life.
Older Users (30–49):
Display more balanced traits, with notable increases in Philanthropist motivations, suggesting a shift toward altruism and purpose-driven engagement.
Achiever remains prominent, indicating continued goal-oriented behavior.
3. Gender and Age Interaction
Younger Females (18–20):
Exhibit strong Socialiser and Philanthropist tendencies, valuing relationships, community, and purpose.
Free Spirit is also significant, reflecting creativity and independence.
Older Males (30–49):
Demonstrate higher inclinations toward Achiever and Free Spirit, focusing on mastery, autonomy, and personal growth.
4. Players Are Reward-Oriented but Underrepresented
Player remains one of the least dominant traits across all groups but is more pronounced in younger users (18–20), aligning with early-stage life goals and aspirations.
This suggests that gamified reward systems may resonate well with younger users but require a balanced approach for older demographics.
5. Philanthropists Increase with Age
Philanthropist scores grow progressively higher with age, especially in females, reflecting a shift toward purpose-driven motivations and meaningful engagement.
Older users may prefer systems that allow for altruistic contributions or positive social impacts.
6. Disruptors Are Rare but Not Unique
Disruptor remains the least common trait but represents a distinct group that thrives on innovation and system challenges.
While small in proportion, Disruptors may play a critical role in driving change and creative problem-solving.
7. Balanced Motivations in Older Users
Users aged 30–49, regardless of gender, exhibit more balanced traits, combining Philanthropist, Achiever, and Free Spirit motivations.
This suggests that holistic engagement strategies may be more effective for middle-aged users.
8. Gendered Trends in Free Spirits
Free Spirit remains significant in both genders but is more pronounced in younger users:
Younger females (18–29) emphasize autonomy, creativity, and social connections.
Younger males (18–29) balance autonomy with mastery, reflecting a mix of Free Spirit and Achiever traits.
9. Socialisers Decline With Age
Socialiser traits dominate in younger age groups (18–20), especially among females.
As users age, social motivations decline slightly in favor of Philanthropist and Achiever traits.
Introduce opportunities for creative autonomy to complement their Free Spirit tendencies.
For Older Females:
Provide meaningful engagement through systems that enable altruistic contributions or community-building activities.
For Younger Males:
Focus on structured rewards, autonomy, and creative exploration, while ensuring clear goal-setting frameworks.
For Older Males:
Create mastery-driven challenges with measurable progress.
Incorporate autonomy and opportunities for personal growth to align with their Achiever and Free Spirit motivations.
Gender TrendsAge TrendsAverage GenderAverage Age
Correlations
correlations
The heatmap and correlation matrix provide insights into the relationships between Hexad user types:
Negative Correlations:
Socialiser vs. Free Spirit: Moderate negative correlation (-0.44), indicating that users who value social connections are less likely to prioritize autonomy.
Socialiser vs. Disruptor: Moderate negative correlation (-0.40), suggesting that those with strong social motivations are less inclined to challenge systems.
Philanthropist vs. Disruptor: Strong negative correlation (-0.47), reflecting opposing tendencies between altruism and disruption.
Positive Correlations:
Socialiser vs. Philanthropist: Weak positive correlation (+0.20), indicating some overlap between social and altruistic motivations.
Other positive correlations are weak, indicating distinctiveness between most Hexad types.
Low/No Correlation:
Free Spirit vs. Disruptor: Very low correlation (-0.02), suggesting that autonomy and system-challenging behaviors are largely independent.
Achiever vs. Other Types: Weak correlations across the board, implying that achievement motivation is independent of other traits.
Implications:
The negative correlation between Socialiser and Free Spirit suggests a design trade-off when targeting these traits simultaneously.
Philanthropist and Disruptor are polar opposites, requiring distinct engagement strategies.
Achiever and Player show low correlation, highlighting that reward-driven behaviors and goal-oriented challenges can coexist without conflict.
Games have always been excellent tools for teaching and learning. There are plenty of reasons why this may be, but for me, it comes down to one simple thing – they give context to the materials.
Let us for a moment take a simple example—projectile paths.
We could look at the equation
Or, we could add context to the idea and play Gorillas instead, where we get to alter the velocity and angle of a player throwing a projectile at another player.
Obviously, the game is more fun. We are learning about how velocity, launch angles and gravity all work to create parabolic projectile paths in a fun way. Do you learn everything? No, but it gives context to the formula and brings it to life.
You can start understanding how to apply the formula by getting this context. To improve the learning aspect of a game like this, you could add a real-time version of the formula to the game that updates as you change variables, so you can see how it all fits together, but you get the idea.
Another example of this would be learning Civil War history by playing games that recreate those battles. You could learn geography and geopolitical theory from Civilization, city planning from Sim City etc.
The opportunities are endless!
So when you look at games and gamification, consider how you add context to the facts, information or whatever else you are trying to get people to engage with, to make them more interesting and cement the knowledge.
