keynote on games for engagement from learning technologies conference 2017
TRANSCRIPT
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?
http://gamificationplus.uk@gamifiplus @petejenkins