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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
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.
