keynote on games for engagement from learning technologies conference 2017

How games inspire, enthral and engage us

Pete Jenkins – February 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

• 3.12 million drivers through the radar zones

• 40 per cent of speeding drivers slowed to below the speed limit

• Speeding vehicles passing the signs have reduced their speed by an average of 9.6km/h

• average reduction in speed for all vehicles passing the speed warning signs has been 5.4km/h

• Budget AUS$854,000 for 26 signs

Brisbane City Council – Emotive Feedback

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

Source: GameTrack, 2016 Q3

I DON’T PLAY BUT IT’S FUN TO WATCH

Dopamine

Oxytocin

Serotonin

Endorphins

Maslow’s Hierarchy of Needs

Three basic needs

Competence

Autonomy

Relatedness

Self-Determination Theory

Three key drivers

Mastery

Purpose

Autonomy

Daniel Pink - Drive

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

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

Male 58%

Male 6-10 7% Male 11-14 6% Male 15-24 16% Male 25-34 9% Male 35-44 10% Male 45-64 9%

Female 42%

Female 6-10 7% Female 11-14 6%Female 15-24 8% Female 25-34 7% Female 35-44 5% Female 45-64 9%

% Gamers playing on any format/device in UK

Source GameTrack (ISFE/Ipsos Connect), Quarter 3 2016.

https://rise.global/gurus

Marczewski’s Player and User Types Hexad

https://gamified.uk

HEXAD Player Type Results

2,172 responses

Free Spirit

Philanthropist

Achiever

Socialiser

Player

Disruptor

0 5 10 15 20 25 30

27

24

18

14

14

3

%

Source: gamified.uk 01/02/2017

https://gamified.uk

https://gamified.uk

Co-Operative Play

Source: http://quanticfoundry.com/2016/07/21/social-gaming/

Co-Operative Play - Gender

Source: http://quanticfoundry.com/2016/07/21/social-gaming/

Source: http://www.polygon.com/2014/8/7/5979575/two-board-games-you-should-play-right-now-pandemic-risk-legacy

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.

https://www.superbetter.com

Please attempt:• Bad Guys – • The Stick Chair

• Power Ups - • Hug Yourself• Human Tag

Thank you for playing.

Today we’ve looked at:

• Neuroscience & psychology

• Game components• Game player demographics• Player types

• Strategies for engaging through gamification

So, any questions?

pete.jenkins@gamificationplus.uk

http://gamificationplus.uk@gamifiplus @petejenkins