Green Gamification at Green Growth 2017 Conference

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

Green Growth Conference 2017GREEN GAMIFICATION

Pete Jenkins – February 2017

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

What do you play?

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

https://www.youtube.com/watch?v=zSiHjMU-MUo

“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

“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

In 2014 what percentage of video game players in the UK were 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

Progression

Collections

Achievements

Social graph

Leaderboards

Combat Virtual goods

Quests

Virtual currency

Avatars

GiftingLevels

Teams

https://www.youtube.com/watch?v=2mIkjHTNp7M

Reduce Your Juice

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.ukhttp://gamificationplus.uk

@gamifiplus @petejenkins