Slides from Pete Jenkins' Gamification for Marketing and Creativity Workshop at ESCP Europe, London on Friday 12th May

1. Pete Jenkins
GAMIFICATION+ LTD
GAMIFICATION IN
MARKETING
ESCP EUROPE

2. 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 Brighton & Hove and Worthing & Adur
Chambers of Commerce

3. Hours of fun
 The theory behind gamification
 What is gamification and why is it important
 Neuroscience and motivational psychology
 Gamification: creativity and marketing
 Game spaces
 Customer powered marketing
 Gamification design framework
 Objectives and target behaviours
 Using player types
 Choosing game mechanics

7. 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

8. How much did Destiny make in sales on the first
day?
A. £50,000,000
B. £500,000,000
C. £900,000,000

9. A. 100 million
B. 1 billion
C. 10 billion
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

10. What percentage of video game players in the
UK are female?
A. 27%
B. 41%
C. 52%

11. Gamification
Gamification “The use of game elements and game-design
techniques in non-game contexts.” Werbach and Hunter (2012, p26)

12. Future definition
“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/publ
ication/274963363_How_enterpri
ses_play_Towards_a_taxonomy_fo
r_enterprise_gamification

13. Play
“a free activity standing quite consciously outside “ordinary”
life as being “not serious” but at the same time absorbing
the player intensely and utterly. "
Huizinga (1949, p13)

14. Game
“A game has some rules, and some objectives, and some
obstacles to overcome in order to achieve those objectives;
but the crucial element is the players’ willingness to accept
all those things and conform to them”
Werbach and Hunter (2012, p39)

15. “Games give us unnecessary obstacles that we
volunteer to tackle” Bernard Suits

16. “UX design is about
removing problems
from the user. Game
design is about giving
problems to the user”
Raph Koster

17. Simulation
“Simulation is a realistic, controlled-risk environment where
learners can practice behaviours and experience the impacts
of decisions.”
Kapp, Blair and Mesch (2014, p58)

18. Dopamine is released before an event that requires some
sort of response, pleasurable or otherwise, and drives us to
act.
So when it comes to a reward, dopamine is released in
anticipation of receiving the reward, rather than after. This is
known as incentive salience.

19. Oxytocin is key to how we bond to others (lovers, friends,
parents to babies). It can give us a strong feeling of
contentment. This can even occur remotely, i.e. via social
networks such as Twitter!
Oxytocin has been shown to increase trust in groups,
altruism in individuals, arousal and more.

21. Seratonin is a mood regulator. If you have enough you will be
happy, if you don’t – you will be miserable.
It is triggered when you feel wanted, important and proud.
This could be when you are thanked or have achieved
something that required true effort.

22. Endorphins are opioids that we produce naturally as a
reaction to certain stimuli. When they are released we feel
good, possibly even high or euphoric.
They also reduce fatigue in response to stress or pain, they
give us our ‘second wind’ that helps us push through.
Overcoming the challenges in games can stimulate the
release of endorphins.

24. Three basic needs
Competence
Autonomy
Relatedness
Self-Determination Theory

25. Three key drivers
Mastery
Purpose
Autonomy
Daniel Pink - Drive

26. PURPOSE
http://freerice.com

28. Csikszentmihalyi (1997)
Image from https://en.wikipedia.org/wiki/Flow_(psychology)

30. 30

31. Photo by Gustavo Nudo (Guslight) - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/87913697@N00 Created with Haiku Deck

32. Photo by Phillie Casablanca - Creative Commons Attribution License https://www.flickr.com/photos/19451080@N00 Created with Haiku Deck

33. Game space

34. https://www.youtube.com/watch?v=-_JPCWacP7Y

35. 54% increase in
trial usage
15% increase in
buy clicks

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

37. connect

38. http://ldd.lego.com/en-gb
Create

39. create

41. 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

42. https://www.youtube.com/watch?v=_7vyrudcgOQ

43. PlayGen Gamification Cards
43

52. http://www.gamified.uk/user-types/

53. https://gamified.uk

54. http://www.gamified.uk/user-types/

55. https://gamified.uk/UserTypeTest2016/user-type-test.php

56. HEXAD Player Type Results
2,172 responses
27
24
18
14
14
3
Free Spirit
Philanthropist
Achiever
Socialiser
Player
Disruptor
0 5 10 15 20 25 30
%
Source: gamified.uk 01/02/2017

57. https://gamified.uk

58. Co-Operative Play - Gender
Source: http://quanticfoundry.com/2016/07/21/social-gaming/

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

64. Gamification+ Success Framework
64
https://gamificationplus.uk/game/

67. https://www.superbetter.com
Please attempt:
• Bad Guys –
• The Sticky Chair
• Power Ups -
• Hug Yourself
• Human Tag

68. Thank you for playing
pete.jenkins@gamificationplus.uk
https://gamificationplus.uk
@gamifiplus @petejenkins