Slides from Pete Jenkins' workshop at REACTOR for Anglia Ruskin University in Peterborough, March 2019 - the stages of the player journey, triggering emotions, choosing game mechanics and planning the communications campaign

1. PETE JENKINS
@ REACTOR
PLAYER JOURNEY

2. ABOUT PETE
• Founder – GAMIFICATION+ LTD
BOFTA 2018 AwardWinner
• Entrepreneur in Residence at University of Brighton
• Chair of Gamification Europe Conference
• Chair of Gamification Awards
• Practice Director, Gamification at Intelestream Inc
• Ambassador for Brighton & Hove Chamber of
Commerce
• Guest Lecturer – King’s College London and ESCP
Europe

3. UNDERSTANDING
THE PLAYER
JOURNEY

4. PLAYER JOURNEY
Discovery Onboarding Scaffolding Mastery

5. Discovery
EARNING PLAYER ATTENTION

7. MAERSK – QUEST FOR OIL
7
http://www.maersk.com/en/hardware/quest-for-oil

8. BUILDING COMFORT & TRUST
Onboarding

9. ON-BOARDING/TUTORIALS

10. ONBOARDING TIPS:
Guides
Feedback
Highlighting
Limited
Options
Limited
Monsters
Almost impossible to
fail

11. https://panamapapers.icij.org/stairway_tax_heaven_game/

12. ACTIVITIES TO ENGAGE PEOPLE
- HABIT BUILDING
Scaffolding

15. http://i360institute.com/wp-content/uploads/2011/10/Gartner_DWP_Case_Study.pdf

16. REWARDING, RECOGNISING &
EMPOWERING STAR PLAYERS
Mastery

18. FLOW
“state of
concentration so
focused that it
amounts to absolute
absorption in a
activity”
Mihaly Csikszentmihalyi (1990,
frontpiece)
18

19. CSIKSZENTIMIHALYI FLOW MODEL
Csikszentmihalyi (1997)
Image from https://en.wikipedia.org/wiki/Flow_(psychology)

21. PLAYER JOURNEY
Phase: Discovery Onboarding Scaffolding Mastery
Feelings /
Emotions:
Interest,
anticipation,
curious,
empowered,
prepared
Social, eagerness,
understanding,
comfortable
Inspired, generous,
involved, optimism,
community, trust,
acceptance, focus
Joy, recognition, pride,
protective,
accomplished,
achievement, relief,
caring
Game elements: Countdown
Exclusivity
Rewards
Aesthetics
Tutorials
Onboarding tasks
Social discovery
Feedback (PBL)
Teams
Next activity
Trophies
Recognition
Status
Communications: Teaser email
Teaser video
Launch email
Invitation
Activity updates
Launch challenges /
competitions
Celebrations
Awards
Party

22. GAMIFIED PLAYER JOURNEY
Phase: Discovery Onboarding Scaffolding Mastery
Describe the
emotions that
the player
should
experience on
the player
journey:

23. E M O T I O N S
http://blog.thejuntoinstitute.com/the-
junto-emotion-wheel-why-and-how-we-
use-it

24. GAMIFIED PLAYER JOURNEY
Phase: Discovery Onboarding Scaffolding Mastery
Now describe
the game
elements you'd
use to achieve
those emotions:

25. G A M E
E L E M E N T S

26. GAMIFIED PLAYER JOURNEY
Phase: Discovery Onboarding Scaffolding Mastery
What
communications
or triggers do
you need to
keep people
engaged and
moving along
the player
journey:

27. GAMIFIED PLAYER JOURNEY
Phase: Discovery Onboarding Scaffolding Mastery
Feelings /
Emotions:
Game elements:
Communications:

30. P E T E . J E N K I N S @ G A M I F I C A T I O N P L U S . U K
H T T P S : / / G A M I F I C A T I O N P L U S . U K
@ G A M I F I P L U S @ P E T E J E N K I N S