1. Subtle engagement and outright fun:
Using gamification to improve the
effectiveness of your international
marketing
British Council SIEM Conference
December 2015 – Pete Jenkins
Photo by John-Morgan - Creative Commons Attribution License https://www.flickr.com/photos/24742305@N00
Green Growth Conference 2017
GREEN GAMIFICATION
Pete Jenkins – February 2017

2. PETE’S CURRENTTITLES
© 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. What do you play?

4. Gamification refers to the use of game
mechanics in non-gaming contexts

5. https://www.youtube.com/watch?v=zSiHjMU-MUo

6. “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/publ
ication/274963363_How_enterpris
es_play_Towards_a_taxonomy_fo
r_enterprise_gamification

7. “Games give us unnecessary obstacles that we
volunteer to tackle” Bernard Suits

8. “UX design is about
removing problems
from the user. Game
design is about giving
problems to the user”
Raph Koster

10. 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

11. How much did Destiny make in sales on the first
day?
A. £50,000,000
B. £500,000,000
C. £900,000,000

12. 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

13. In 2014 what percentage of video game
players in the UK were female?
A. 27%
B. 41%
C. 52%

14. Dopamine
Oxytocin
Serotonin
Endorphins

15. Marczewski’sThree Layers
of Motivation

17. Points
Resources
Boss fights
Game components
Content unlocking
Badges
Progression
Collections
Achievements
Social graph
Leaderboards
Combat Virtual goods
Quests
Virtual currency
Avatars
GiftingLevels
Teams

18. https://www.youtube.com/watch?v=2mIkjHTNp7M
ReduceYour Juice

19. Gamification Strategy
Deliberately take aspects of games and use them as
lenses to identify gaps in people processes and
explore new strategies for engagement
Play with others and share your thinking. Ideas will
evolve faster and teams will adopt and take
ownership of shared new strategies.
Notice, value and reward game thinking in others.
Game players are already found throughout our
businesses. Use their creative and strategic thinking
and embed games into the culture.

21. Thank you for playing.Questions?
pete.jenkins@gamificationplus.uk
http://gamificationplus.uk
@gamifiplus @petejenkins