I find this model to make more sense: https://www.youtube.com/watch?v=Lg2GndSat1E
http://www.gdcvault.com/play/1023242/The-Gamer-Motivation-Pr... is the GDC version, though I imagine they're exactly the same, with the slides at http://www.gdcvault.com/play/1022959/The-Gamer-Motivation-Pr...