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. 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. 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. VASILIS GKOGKIDIS
• Lego Serious Play Facilitator
• Doctoral researcher: SPRU, University
of Sussex
• Research Interests:
• Knowledge Management
• Project Management
• Learning in Higher Education
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
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. What percentage of video game players in the
UK are female?
A. 27%
B. 41%
C. 52%
14. - 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
15.
16. U N D E R S TA N D I N G
G A M I F I C AT I O N
17. Gamification is the process of making
activities more game like
(Re)Defining Gamification: A Process Approach
Werbach (2014)
18. 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
19. “Games give us unnecessary obstacles that we
volunteer to tackle” Bernard Suits
20. “UX design is
about removing
problems from the
user. Game design
is about giving
problems to the
user”
Raph Koster
21. 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.
22. 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.
23.
24. 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.
25. 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.
41. 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
42. 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
43. 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
58. 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