3. Hours of fun
The theory behind gamification
What is gamification and why is it important
Neuroscience and motivational psychology
Gamification: creativity and marketing
Customer powered marketing
Gamification design framework
Objectives and target behaviours
Using player types
Choosing game mechanics
7. Activision spent 6 years and how much money developing
and launching the game Destiny?
8. How much did Destiny make in sales on the first
9. 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
12. 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
“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)
“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)
15. “Games give us unnecessary obstacles that we
volunteer to tackle” Bernard Suits
16. “UX design is about
from the user. Game
design is about giving
problems to the user”
“Simulation is a realistic, controlled-risk environment where
learners can practice behaviours and experience the impacts
Kapp, Blair and Mesch (2014, p58)
18. Dopamine is released before an event that requires some
sort of response, pleasurable or otherwise, and drives us to
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.
19. 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. 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.
22. 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.