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HR Gamification


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Slides from Pete Jenkins' short workshop on HR Gamification held at Digital HR Conference in Belgrade, Serbia (June, 2016).

* Defining gamification
* Neuroscience
* Marczewski's Three Layers of Motivation
* Lazarro's 4 Keys 2 Fun
* Examples
* Jenkins' 6 C's of gamified marketing

Published in: Business
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HR Gamification

  1. 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 HR Gamification Pete Jenkins - June 2016
  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 Worthing & Adur and Brighton & Hove Chambers of Commerce
  3. 3. Gamification refers to the use of game mechanics in non-gaming contexts The process of making activities more game-like
  4. 4. 4
  5. 5. 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) 5 Marigo Raftopoulos blication/274963363_How_ente rprises_play_Towards_a_taxon omy_for_enterprise_gamificatio n
  6. 6. “Games give us unnecessary obstacles that we volunteer to tackle” Bernard Suits
  7. 7. 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
  8. 8. How much did Destiny make in sales on the first day? A. £50,000,000 B. £500,000,000 C. £900,000,000
  9. 9. What percentage of video game players in the UK are female? A. 27% B. 41% C. 52%
  10. 10. SCIENCE 10
  11. 11. Dopamine Oxytocin Serotonin Endorphins
  12. 12. Marczewski’s Three Layers of Motivation
  13. 13. HARD FUN
  14. 14. EASY FUN
  15. 15. PEOPLE FUN
  16. 16. SERIOUS FUN
  17. 17. AUTODESK 18 54% increase in trial usage 15% increase in buy clicks max/free-trial
  18. 18. MAERSK
  19. 19. VIRTUOSO
  20. 20. 6C’S FRAMEWORK Communications & Campaigns
  21. 21. CHERISH 23
  22. 22. CHERISH
  23. 23. CAPTIVATE
  24. 24. CAPTIVATE
  25. 25. CHALLENGE 27
  26. 26. CHALLENGE
  27. 27. CONNECT
  28. 28. CONNECT
  29. 29. CREATE 31
  30. 30. CREATE
  31. 31. CHAMPION 33
  32. 32.
  33. 33. For more fun access whitepapers, webinars and articles on our website Thank you for playing. pete.jenkins@gamificationplus.u k @gamifiplus @petejenkins