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

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

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

The process of making activities more game-like

http://www.thefuntheory.com/speed-camera-lottery-0

“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

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

What percentage of video game players in the UK are female?

A. 27%

B. 41%

C. 52%

Dopamine

Oxytocin

Serotonin

Endorphins

Maslow’s Hierarchyof Needs

Three basic needs

Competence

Autonomy

Relatedness

Self-Determination Theory

18

Three key drivers

Mastery

Purpose

Autonomy

Daniel Pink - Drive

Marczewski’s Three Layers of Motivation

HARD FUN

PLAYING TO SEE HOW GOOD I REALLY AM

PLAYING TO BEAT THE GAME

HAVING MULTIPLE OBJECTIVES

REQUIRING STRATEGY RATHER THAN LUCK

EASY FUN

EXPLORING NEW WORLDS

EXCITEMENT AND ADVENTURE

WANTING TO FIGURE IT OUT

SEEING WHAT HAPPENS IN THE STORY

LIKING THE SOUND OF CARDS SHUFFLING

PEOPLE FUN

IT’S THE PEOPLE THAT ARE ADDICTIVE NOT THE GAME

I WANT AN EXCUSE TO INVITE MY FRIENDS OVER

http://i.huffpost.com/gen/2080692/images/o-KIDS-PLAYING-VIDEO-GAMES-facebook.jpg

I DON’T LIKE GAMES BUT IT’S A FUN WAY TO SPEND TIME WITH MY FRIENDS

I DON’T PLAY BUT IT’S FUN TO WATCH

SERIOUS FUN

THE BIG PICTURE

PERSONAL GOALS

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

http://www.maersk.com/en/hardware/quest-for-oil

15% increase in buy clicks

54% increase in trial usage

Virtuoso

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

Thank you and see in you in our playful session after lunch.

Questions?

pete.jenkins@gamificationplus.ukhttp://gamificationplus.uk

@gamifiplus @petejenkins