gamification strategies for projects
TRANSCRIPT
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
“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?
http://gamificationplus.uk@gamifiplus @petejenkins