Pete Jenkins is a CEO and expert in gamification. He discusses how gamification can inspire and engage users. The document provides background on Pete's experience and clients. It then covers gamification concepts like the player journey, motivation theories, game mechanics and elements, and resources for learning more about gamification.

1. P E T E J E N K I N S @
A C C A
HOW GAMIFICATION
CAN INSPIRE AND
ENGAGE US

2. ABOUT PETE
• CEO – GAMIFICATION+ LTD (BOFTA 2018 Award
Winner)
• Export Champion – Department for InternationalTrade
• Entrepreneur in Residence - University of Brighton
• Advisory Board Member – Brighton Business School
• Chair - Gamification Europe Conference
• Founder – Gamification Awards
• Practice Director, Gamification - Intelestream Inc
• Ambassador - Brighton & Hove Chamber of Commerce
• Guest Lecturer – King’s College London & ESCP Europe

3. CLIENTS

4. WHAT DO YOU PLAY?

6. Gamification is the process of making
activities more game like
(Re)Defining Gamification: A Process Approach
Werbach (2014)

7. A. 100 million
B. 1 billion
C. 10 billion
Activision Blizzard’s players racked up how many
hours of play time in 4th Quarter 2017?
A. 1 billion
B. 14 billion
C. 29 billion

8. What percentage of video game players in the
UK (in 2014) are female?
A. 27%
B. 41%
C. 52%

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

10. Dopamine
Oxytocin
Serotonin
Endorphins

11. MASLOW’S
HIERARCHY OF
NEEDS

12. Three basic needs
Competence
Autonomy
Relatedness
Self-DeterminationTheory

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

14. FREE RICE

15. M A R C Z E W S K I ’ S T H R E E L A Y E R S
O F M O T I V A T I O N

16. GAMIFICATION
– THE PLAYER
JOURNEY

17. PLAYER JOURNEY
Discovery Onboarding Scaffolding Mastery

18. PLAYER JOURNEY
Discovery
EARNING PLAYER ATTENTION

20. PASA THAI MACHINE

21. PLAYER JOURNEY
Onboarding
BUILDING COMFORT & TRUST
Onboarding: ‘the action or process of integrating a new employee into an
organization or familiarizing a new customer or client with one's products or
services.’

22. http://www.focusgames.com/case_studies/McDonald's%20Case%20Study%2012.08.16.pdf

23. ON-BOARDING MS SHAREPOINT
https://www.youtube.com/watch?v=5Jsnp8_oKxg

24. PLAYER JOURNEY
Scaffolding
ACTIVITIES TO ENGAGE PEOPLE
- HABIT BUILDING

25. CHINA LIGHT & POWER,
HONG KONG
• 2.1 million residential customers in Hong
Kong
• Achieve up to 3% energy savings
• 5% boost in customer sentiment
• Opower clients have:
• Saved 11,424,523,395 kWh
• Abated 12,936,371,791 lbs of CO2
• Saved $1,113,845,853 on energy bills

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

27. PLAYER JOURNEY
Mastery
REWARDING, RECOGNISING &
EMPOWERING STAR PLAYERS

30. EX A MP LE GA M E
M ECH ANI C
T I M E R - C O U N T D OW N

31. JAMES BOND – TIMER
31

32. 32

33. FOOTBALL
• Rule:
You can’t touch the ball with your
hands unless you are the goalkeeper
• Win State:
Score more goals than your opponent
33

34. RULES – WIN STATE EXERCISE
Challenge: Choose a rule and a win state that works well in a game and talk about it
with your colleagues

35. WHAT WOULD YOU LIKE TO
GAMIFY?
Rank
order
1.
2.
3.

36. RESOURCES
https://gamificationplus.uk/resources/

37. https://www.superbetter.com
Please attempt:
• Bad Guys –
• The Sticky Chair
• Power Ups -
• HugYourself
• HumanTag

38. 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