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FutureZoneSummit gamification keynote

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Slides from Pete Jenkins' Keynote on gamification at the FutureZoneSummit in Cologne, Germany (June 2017). Introduction to gamification, gamified CRM case study and an overview of delivering successful gamification projects.

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FutureZoneSummit gamification keynote

  1. 1. Gamification: How to Use Game Design Concepts and Techniques to Achieve Meaningful Results Pete Jenkins – June 2017
  2. 2. © 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 forWorthing & Adur and Brighton & Hove Chambers of Commerce
  3. 3. What do you play?
  4. 4. Gamification refers to the use of game mechanics in non-gaming contexts
  5. 5. • 3.12 million drivers through the radar zones • 40 per cent of speeding drivers slowed to below the speed limit • Speeding vehicles passing the signs have reduced their speed by an average of 9.6km/h • average reduction in speed for all vehicles passing the speed warning signs has been 5.4km/h • Budget AUS$854,000 for 26 signs Brisbane City Council – Emotive Feedback
  6. 6. 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
  7. 7. How much did Destiny make in sales on the first day? A. £50,000,000 B. £500,000,000 C. £900,000,000
  8. 8. 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
  9. 9. Dopamine Oxytocin Serotonin Endorphins
  10. 10. Maslow’s Hierarchy of Needs
  11. 11. Three basic needs Competence Autonomy Relatedness Self-DeterminationTheory
  12. 12. Three key drivers Mastery Purpose Autonomy Daniel Pink - Drive
  13. 13. Marczewski’sThree Layers of Motivation
  14. 14. 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
  15. 15. AESTHETICS
  16. 16. CUSTOMISABLETHEME
  17. 17. CUSTOMISABLE DASHBOARD
  18. 18. BADGES © GAMIFICATION+ LTD 2015 19
  19. 19. LEVELS © GAMIFICATION+ LTD 2015 20
  20. 20. COINS © GAMIFICATION+ LTD 2015 21
  21. 21. VIRTUAL GOODS © GAMIFICATION+ LTD 2015 22
  22. 22. COLLECTIONS © GAMIFICATION+ LTD 2015 23
  23. 23. INCENTIVES
  24. 24. LEADERBOARD
  25. 25. POINTS & SKILLS
  26. 26. GAME DASHBOARD
  27. 27. ACTIVITY FEED
  28. 28. WHAT’S GOING ON FEED
  29. 29. MISSIONS
  30. 30. TOP 10 USERS Name Role Points Coins Collections Badges Level Months Played Avg. points/mth Jane Employee 297,560 502 21 18 37 4 74,390 Simon Director 683,220 299 0 18 50 11 62,111 Ryan Employee 173,400 466 23 14 30 3 57,800 Jeanette Employee 430,670 546 0 12 43 11 39,152 Claire Employee 89,285 254 5 18 23 3 29,762 Laura Employee 293,950 496 1 21 37 11 26,723 Marsha Employee 215,115 354 28 19 32 10 21,512 Andrew Employee 179,355 335 13 14 30 9 19,928 Jen Employee 378,920 1142 27 19 40 21 18,044 Geoff Employee 193,205 493 9 18 31 11 17,564
  31. 31. TOP USER Name Role Points Coins Collections Badges Level Months Played Avg. points/mth Jane Employee 297,560 502 21 18 37 4 74,390 Simon Director 683,220 299 0 18 50 11 62,111 Ryan Employee 173,400 466 23 14 30 3 57,800 Jeanette Employee 430,670 546 0 12 43 11 39,152 Claire Employee 89,285 254 5 18 23 3 29,762 Laura Employee 293,950 496 1 21 37 11 26,723 Marsha Employee 215,115 354 28 19 32 10 21,512 Andrew Employee 179,355 335 13 14 30 9 19,928 Jen Employee 378,920 1142 27 19 40 21 18,044 Geoff Employee 193,205 493 9 18 31 11 17,564
  32. 32. LEAD BY EXAMPLE Name Role Points Coins Collections Badges Level Months Played Avg. points/mth Jane Employee 297,560 502 21 18 37 4 74,390 Simon Director 683,220 299 0 18 50 11 62,111 Ryan Employee 173,400 466 23 14 30 3 57,800 Jeanette Employee 430,670 546 0 12 43 11 39,152 Claire Employee 89,285 254 5 18 23 3 29,762 Laura Employee 293,950 496 1 21 37 11 26,723 Marsha Employee 215,115 354 28 19 32 10 21,512 Andrew Employee 179,355 335 13 14 30 9 19,928 Jen Employee 378,920 1142 27 19 40 21 18,044 Geoff Employee 193,205 493 9 18 31 11 17,564
  33. 33. BADGES Name Role Points Coins Collections Badges Level Months Played Avg. points/mth Jane Employee 297,560 502 21 18 37 4 74,390 Simon Director 683,220 299 0 18 50 11 62,111 Ryan Employee 173,400 466 23 14 30 3 57,800 Jeanette Employee 430,670 546 0 12 43 11 39,152 Claire Employee 89,285 254 5 18 23 3 29,762 Laura Employee 293,950 496 1 21 37 11 26,723 Marsha Employee 215,115 354 28 19 32 10 21,512 Andrew Employee 179,355 335 13 14 30 9 19,928 Jen Employee 378,920 1142 27 19 40 21 18,044 Geoff Employee 193,205 493 9 18 31 11 17,564
  34. 34. COINS Name Role Points Coins Collections Badges Level Months Played Avg. points/mth Jane Employee 297,560 502 21 18 37 4 74,390 Simon Director 683,220 299 0 18 50 11 62,111 Ryan Employee 173,400 466 23 14 30 3 57,800 Jeanette Employee 430,670 546 0 12 43 11 39,152 Claire Employee 89,285 254 5 18 23 3 29,762 Laura Employee 293,950 496 1 21 37 11 26,723 Marsha Employee 215,115 354 28 19 32 10 21,512 Andrew Employee 179,355 335 13 14 30 9 19,928 Jen Employee 378,920 1142 27 19 40 21 18,044 Geoff Employee 193,205 493 9 18 31 11 17,564
  35. 35. http://www.slideshare.net/petejenkins/game-on-gamified-crm-systems
  36. 36. https://splash.crm.co/
  37. 37. GAMIFICATION+ SUCCESS FRAMEWORK https://gamificationplus.uk/game/
  38. 38. GamificationTip Game players are already found throughout our businesses. Notice, value and reward game thinking Use their creative and strategic thinking and embed games into your culture.
  39. 39. https://www.superbetter.com Please attempt: • Bad Guys – • The Sticky Chair • Power Ups - • HugYourself • HumanTag
  40. 40. Thank you for playing. Today we’ve looked at: • Neuroscience & psychology • Game components • Gamified CRMs • Strategies for successful gamification So, any questions? pete.jenkins@gamificationplus.uk https://gamificationplus.uk @gamifiplus @petejenkins

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