Ya-kai Chou developed the Octalysis Framework, which is used assessing and applying different motivation factors that you might (or might not) apply to a Gamified solution. Ya-kai presents an abbreviated introduction to the 8 Core Drivers detailed in the Octalysis Tool (see http://www.yukaichou.com/octalysis-tool/ for an interactive version).
iCode is applying the Octalysis Framework to analyze various Gamified solutions for potential customers.