gamification strategies for projects

Subtle engagement and outright fun: Using gamification to improve

the effectiveness of your international marketing

British Council SIEM ConferenceDecember 2015 – Pete Jenkins

Photo by John-Morgan - Creative Commons Attribution License https://www.flickr.com/photos/24742305@N00

Airbus GroupTHE LENS OF GAMIFICATION

Pete Jenkins – January 2017

© GAMIFICATION+ LTD 2015 2

PETE’S CURRENT TITLESFounder – GAMIFICATION+ LTD

Entrepreneur in Residence at University of Brighton

Chair – International Gamification Confederation (GamFed)Researcher in Gamification in HR at CROME (Centre for Research on Management & Employment)Organiser of Brighton Gamification MeetupAmbassador for Worthing & Adur and Brighton & Hove Chambers of Commerce

What do you play?

Gamification refers to the use of game mechanics in non-gaming

contexts

http://www.thefuntheory.com/speed-camera-lottery-0

“Gamification is becoming a catch all word that encompasses not just gamification but also serious

games, simulations, game based learning and playful experiences” Raftopoulos (2015)

Marigo Raftopouloshttp://www.researchgate.net/publication/274963363_How_enterprises_play_Towards_a_taxonomy_for_enterprise_gamification

“Games give us unnecessary obstacles that we volunteer to tackle” Bernard Suits

“UX design is about removing problems from the user. Game design is about giving problems to the user” Raph Koster

Activision spent 6 years and how much money developing and launching the game Destiny?

A. £31,000,000

B. £105,000,000

C. £310,000,000

How much did Destiny make in sales on the first day?

A. £50,000,000

B. £500,000,000

C. £900,000,000

Activision Blizzard’s players racked up how many hours of play time in 3rd Quarter 2016?

A. 100 million

B. 1 billion

C. 10 billion

What percentage of video game players in the UK are female?

A. 27%

B. 41%

C. 52%

Dopamine

Oxytocin

Serotonin

Endorphins

Marczewski’s Three Layers of Motivation

Points

Resources

Boss fights

Game components

Content unlocking

Badges

Levels

Progression

Collections

Achievements

Social graph

Leaderboards

Teams

Combat Virtual goods

Quests

Virtual currency

Avatars

Gifting

Gamification Strategy

Deliberately take aspects of games and use them as lenses to identify gaps in

people processes and explore new strategies for engagement

Play with others and share your thinking. Ideas will evolve faster and teams will

adopt and take ownership of shared new strategies.

Notice, value and reward game thinking in others. Game players are already found

throughout our businesses. Use their creative and strategic thinking and embed

games into the culture.

Thank you for playing.Questions?

pete.jenkins@gamificationplus.uk

http://gamificationplus.uk@gamifiplus @petejenkins