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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
Dossier ForumGAMIFY LEARNING & DEVELOPMENT
Pete Jenkins – January 2017
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PETE’S CURRENT TITLES
© GAMIFICATION+ LTD 2015 2
Founder – 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 Meetup
Ambassador for Worthing & Adur and Brighton & Hove Chambers of Commerce
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Gamification refers to the use of game mechanics in non-gaming contexts
The process of making activities more game-like
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http://www.thefuntheory.com/speed-camera-lottery-0
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“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 Raftopoulos
http://www.researchgate.net/publication/274963363_How_enterprises_play_Towards_a_taxonomy_for_enterprise_gamification
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“Games give us unnecessary obstacles that we volunteer to tackle” Bernard Suits
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“UX design is about removing problems from the user. Game design is about giving problems to the user” Raph Koster
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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
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How much did Destiny make in sales on the first day?
A. £50,000,000
B. £500,000,000
C. £900,000,000
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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
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According to Newzoo (April, 2016) the global games market in 2016 is worth?
A. $99.6 billion
B. $86.8 billion
C. $61.1 billion
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What percentage of video game players in the UK are female?
A. 27%
B. 41%
C. 52%
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Dopamine
Oxytocin
Serotonin
Endorphins
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Maslow’s Hierarchyof Needs
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Three basic needs
Competence
Autonomy
Relatedness
Self-Determination Theory
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Three key drivers
Mastery
Purpose
Autonomy
Daniel Pink - Drive
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Marczewski’s Three Layers of Motivation
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PLAYING TO SEE HOW GOOD I REALLY AM
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PLAYING TO BEAT THE GAME
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HAVING MULTIPLE OBJECTIVES
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REQUIRING STRATEGY RATHER THAN LUCK
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EXPLORING NEW WORLDS
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EXCITEMENT AND ADVENTURE
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WANTING TO FIGURE IT OUT
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SEEING WHAT HAPPENS IN THE STORY
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LIKING THE SOUND OF CARDS SHUFFLING
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IT’S THE PEOPLE THAT ARE ADDICTIVE NOT THE GAME
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I WANT AN EXCUSE TO INVITE MY FRIENDS OVER
http://i.huffpost.com/gen/2080692/images/o-KIDS-PLAYING-VIDEO-GAMES-facebook.jpg
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I DON’T LIKE GAMES BUT IT’S A FUN WAY TO SPEND TIME WITH MY FRIENDS
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I DON’T PLAY BUT IT’S FUN TO WATCH
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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
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http://www.maersk.com/en/hardware/quest-for-oil
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15% increase in buy clicks
54% increase in trial usage
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Compettia - Atrivity
Average knowledge increase in players over a 5 day period is 30%
80% of players end up playing it outside of work hours
Most questions answered by a player in 5 days is 10,521 questions
Average player will answer 800 questions during a 5 day period
Most commonly play between 11pm and 1am
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Thank you and see in you in our playful session after lunch.
Questions?
[email protected] ://gamificationplus.uk
@gamifiplus @petejenkins