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Gamification for marketing and creativity


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Slides from Pete Jenkins' Gamification for Marketing and Creativity Workshop at ESCP Europe, London on Friday 12th May

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Gamification for marketing and creativity

  2. 2. Pete’s current titles © 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 for Brighton & Hove and Worthing & Adur Chambers of Commerce
  3. 3. Hours of fun  The theory behind gamification  What is gamification and why is it important  Neuroscience and motivational psychology  Gamification: creativity and marketing  Game spaces  Customer powered marketing  Gamification design framework  Objectives and target behaviours  Using player types  Choosing game mechanics
  4. 4. 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
  5. 5. How much did Destiny make in sales on the first day? A. £50,000,000 B. £500,000,000 C. £900,000,000
  6. 6. A. 100 million B. 1 billion C. 10 billion 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
  7. 7. What percentage of video game players in the UK are female? A. 27% B. 41% C. 52%
  8. 8. Gamification Gamification “The use of game elements and game-design techniques in non-game contexts.” Werbach and Hunter (2012, p26)
  9. 9. Future definition “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 ication/274963363_How_enterpri ses_play_Towards_a_taxonomy_fo r_enterprise_gamification
  10. 10. Play “a free activity standing quite consciously outside “ordinary” life as being “not serious” but at the same time absorbing the player intensely and utterly. " Huizinga (1949, p13)
  11. 11. Game “A game has some rules, and some objectives, and some obstacles to overcome in order to achieve those objectives; but the crucial element is the players’ willingness to accept all those things and conform to them” Werbach and Hunter (2012, p39)
  12. 12. “Games give us unnecessary obstacles that we volunteer to tackle” Bernard Suits
  13. 13. “UX design is about removing problems from the user. Game design is about giving problems to the user” Raph Koster
  14. 14. Simulation “Simulation is a realistic, controlled-risk environment where learners can practice behaviours and experience the impacts of decisions.” Kapp, Blair and Mesch (2014, p58)
  15. 15. 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.
  16. 16. 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.
  17. 17. Seratonin 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.
  18. 18. 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.
  19. 19. Three basic needs Competence Autonomy Relatedness Self-Determination Theory
  20. 20. Three key drivers Mastery Purpose Autonomy Daniel Pink - Drive
  21. 21. PURPOSE
  22. 22. Csikszentmihalyi (1997) Image from
  23. 23. 30
  24. 24. Photo by Gustavo Nudo (Guslight) - Creative Commons Attribution-NonCommercial License Created with Haiku Deck
  25. 25. Photo by Phillie Casablanca - Creative Commons Attribution License Created with Haiku Deck
  26. 26. Game space
  27. 27.
  28. 28. 54% increase in trial usage 15% increase in buy clicks
  29. 29. Maersk
  30. 30. connect
  31. 31. Create
  32. 32. create
  33. 33. 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
  34. 34.
  35. 35. PlayGen Gamification Cards 43
  36. 36.
  37. 37.
  38. 38.
  39. 39.
  40. 40. HEXAD Player Type Results 2,172 responses 27 24 18 14 14 3 Free Spirit Philanthropist Achiever Socialiser Player Disruptor 0 5 10 15 20 25 30 % Source: 01/02/2017
  41. 41.
  42. 42. Co-Operative Play - Gender Source:
  43. 43. Source: pandemic-risk-legacy
  44. 44. Gamification+ Success Framework 64
  45. 45. Please attempt: • Bad Guys – • The Sticky Chair • Power Ups - • Hug Yourself • Human Tag
  46. 46. Thank you for playing @gamifiplus @petejenkins