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Pete Jenkins
GAMIFICATION+ LTD
GROWING YOUR
START-UP
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)
Ambassador for Brighton & Hove and Worthing & Adur
Chambers of Commerce
4
5
Budapest
Edinburgh
LondonMoscow
Athens
Kuala Lumpur
Dubai
Oslo
Madrid
Warsaw
Lisbon
Paris
Belgrade Singapore
Cologne
Vienna
Barcelona
Tbilisi
Pete has sold how many companies successfully?
A. None
B. One
C. Two
Pete has closed how many loss making companies?
A. None
B. One
C. Two
Business
Essentials
Simple
Message
Vision
Outside
Input
Check up on
suppliers
Supplier
Credit
Get paid in
advance
Automate
credit
control
Keys to cashflow
It’s fun to be the boss
Fun time
 The theory behind gamification
 What is gamification and why is it important
 Neuroscience and motivational psychology
 Gamification: customer engagement
 Customer powered marketing
 Gamification design
 Game mechanics
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
How much did Destiny make in sales on the
first day?
A. £50,000,000
B. £500,000,000
C. £900,000,000
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
What percentage of video game players in
the UK are female?
A. 27%
B. 41%
C. 52%
Gamification
Gamification “The use of game elements and game-
design techniques in non-game contexts.” Werbach and Hunter
(2012, p26)
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
http://www.researchgate.net/pu
blication/274963363_How_ent
erprises_play_Towards_a_taxo
nomy_for_enterprise_gamificat
ion
“Games give us unnecessary obstacles that
we volunteer to tackle” Bernard Suits
“UX design is about
removing problems
from the user. Game
design is about
giving problems to
the user”
Raph Koster
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.
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.
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.
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.
Three basic needs
Competence
Autonomy
Relatedness
Self-Determination Theory
Three key drivers
Mastery
Purpose
Autonomy
Daniel Pink - Drive
PURPOSE
http://freerice.com
32
https://www.youtube.com/watch?v=-_JPCWacP7Y
54% increase
in trial usage
15% increase
in buy clicks
connect
http://ldd.lego.com/en-gb
Create
create
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
https://www.youtube.com/watch?v=_7vyrudcg
OQ
PlayGen Gamification Cards
41
Gamification+ Success Framework
https://gamificationplus.uk/game/
https://www.superbetter.com
Please attempt:
• Bad Guys –
• The Sticky Chair
• Power Ups -
• Hug Yourself
• Human Tag
Thank you for playing
pete.jenkins@gamificationplus.uk
https://gamificationplus.uk
@gamifiplus @petejenkins

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