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Introduction to gamification for Gamification Europe 2019

Slides from the pre-conference workshop delivered at Gamification Europe 2019 in Berlin. Delivered by Pete Jenkins and Vasilis Gkogkidis. Get up to speed fast with this introduction to Gamification. Covering the trends behind gamification, the science, some great examples and your first tools to start applying gamification.

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Introduction to gamification for Gamification Europe 2019

  1. 1. I N T R O D U C T I O N T O G A M I F I C AT I O N P E T E J E N K I N S & V A S I L I S G K O G K I D I S
  2. 2. PETE JENKINS • CEO – GAMIFICATION+ LTD (BOFTA 2018 Award Winner) • Export Champion – Department for International Trade • Honorary Ambassador – International Gamification Confederation (GamFed) • Chair - Gamification Europe Conference • Founder – The Gamification Awards • Ambassador - Brighton & Hove Chamber of Commerce
  3. 3. VASILIS GKOGKIDIS • Lego Serious Play Facilitator • Doctoral researcher: SPRU, University of Sussex • Research Interests: • Knowledge Management • Project Management • Learning in Higher Education
  4. 4. CLIENTS
  5. 5. OUR JOURNEY TODAY Mega Trends Understand what is Gamification Where gamification sits in relation to behaviour change Start looking at how to apply gamification
  6. 6. TRENDS
  7. 7. VIDEO GAME MARKET P C G A M E S C O N S O L E G A M E S M O B I L E G A M E S
  8. 8. 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. 9 billion B. 19 billion C. 29 billion
  9. 9. What percentage of video game players in the UK are female? A. 27% B. 41% C. 52%
  10. 10. WHAT DO YOU PLAY?
  11. 11. WHAT DO YOU MOST ENJOY ABOUT YOUR FAVOURITE GAME?
  12. 12. HAVE YOU EVER BEEN CHANGED BY PL AYING A GAME?
  13. 13. - I M P L E M E N T I N G G A M I F I C AT I O N P RO J E C T S F O R 4 Y E A R S - AC H I E V E D A 6 % I N C R E A S E I N S A L E S - A N D A N 1 1 % I N C R E A S E AT Y E A R - E N D - N OW T H E Y A R E R U N N I N G 1 2 5 G A M E S https://www.thenewbarcelonapost.com/en/gamification-when- digital-transformation-makes-work-fun/ “Gamification is the incentive of the 21st century,” L l u í s C o s t a , B u s i n e s s P a r t n e r M a n a g e r a t M a r s I b e r i a
  14. 14. U N D E R S TA N D I N G G A M I F I C AT I O N
  15. 15. Gamification is the process of making activities more game like (Re)Defining Gamification: A Process Approach Werbach (2014)
  16. 16. WHAT DOES IT INCLUDE? “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_Tow ards_a_taxonomy_for_enterprise_gamifi cation
  17. 17. “Games give us unnecessary obstacles that we volunteer to tackle” Bernard Suits
  18. 18. “UX design is about removing problems from the user. Game design is about giving problems to the user” Raph Koster
  19. 19. DOPAMINE 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.
  20. 20. OXYTOCIN 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. 21. SEROTONIN Serotonin 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. 22. ENDORPHINS 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.
  23. 23. MASLOW’S HIERARCHY OF NEEDS
  24. 24. Three basic needs Competence Autonomy Relatedness Self-DeterminationTheory
  25. 25. Three key drivers Mastery Purpose Autonomy Daniel Pink - Drive
  26. 26. 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
  27. 27. F R E E R I C E . C O M
  28. 28. FLOW “state of concentration so focused that it amounts to absolute absorption in a activity” Mihaly Csikszentmihalyi (1990, frontpiece) 31
  29. 29. CSIKSZENTIMIHALYI FLOW MODEL Csikszentmihalyi (1997) Image from https://en.wikipedia.org/wiki/Flow_(psychology)
  30. 30. E X A M P L E S O F G A M I F I C AT I O N F O R B E H A V I O U R C H A N G E
  31. 31. http://www.thepathtoluma.com/download CHANGE MINDSETS
  32. 32. https://gamificationplus.uk/gamification-case-study-save-park CHANGE MINDSETS AND START AFFECTING REAL WORLD BEHAVIOURS
  33. 33. https://joulebug.com/ CHANGE REAL WORLD BEHAVIOURS
  34. 34. https://www.goodtoseo.com/guccis- gamification-chief-on-strategy- dungeons-dragons-and-digital- transformation-econsultancy/?amp
  35. 35. NIKE - REACTLAND https://www2.spikes.asia/winners/2018/promo/entry.cfm?entryid=2447&award=99&order=0&direction=1
  36. 36. A P P LY I N G G A M I F I C AT I O N
  37. 37. PLAYER JOURNEY Discovery Onboarding Scaffolding Mastery
  38. 38. Discovery Onboarding Scaffolding Mastery Interest, anticipation, curious, empowered Social, understanding, comfortable Inspired, involved, community, acceptance, focus Joy, recognition, pride, protective, achievement, DESIGNING THE PLAYER JOURNEY Feelings / Emotions: What do you want your players to feel during the 4 phases of the player’s journey
  39. 39. IT’S BEEN EMOTIONAL • You launch a gamification project • Choose at least 3 emotions that the player should experience on each step of the player journey
  40. 40. 3 E M O T I O N S 4 E A C H http://blog.thejuntoinstitute.com/the- junto-emotion-wheel-why-and-how-we- use-it Player Journey: 1. Discovery 2. Onboarding 3. Scaffolding 4. Mastery
  41. 41. GAMIFICATION BRAINSTORMING EXERCISE 1) Rules 2) Win State 3) Game Mechanics
  42. 42. 45
  43. 43. FOOTBALL • Rule: You can’t touch the ball with your hands unless you are the goalkeeper • Win State: Score more goals than your opponent 46
  44. 44. MONOPOLY • Rule: You can buy a property only when you are on it’s square • Win State: Have the biggest net value 47
  45. 45. RULES – WIN STATE EXERCISE Challenge 1: Choose a rule and a win state that works well in an existing game and present it to your team.
  46. 46. 49
  47. 47. EXAMPLE GAME MECHANIC T I M E R - C O U N T D OW N
  48. 48. JAMES BOND – GAMIFIED MARKETING 51
  49. 49. EXAMPLE GAME MECHANIC R A N D O M N E S S
  50. 50. RANDOMNESS Goal: Balance the odds among players 53
  51. 51. RANDOMNESS Goal: Surprise Players 54
  52. 52. GAME MECHANIC EXERCISE • Challenge 2: Choose a game and a game mechanic that works well in an existing game and present it to your team.
  53. 53. MINI GAME • For your gamification project • Choose game mechanics • Describe the rules and win state • Name your game
  54. 54. https://www.superbetter.com Please attempt: • Bad Guys – • The Sticky Chair • Power Ups - • HugYourself • HumanTag
  55. 55. T H A N K Y O U F O R P L AY I N G & L O O K F O R W A R D T O S E E I N G Y O U A L L T O M O R R O W 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

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