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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
HR Gamification
Pete Jenkins - June 2016
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
Gamification refers to the use of game
mechanics in non-gaming contexts
The process of making activities more game-like
4
http://www.thefuntheory.com/speed-camera-lottery-0
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
http://www.researchgate.net/pu
blication/274963363_How_ente
rprises_play_Towards_a_taxon
omy_for_enterprise_gamificatio
n
“Games give us unnecessary obstacles
that we volunteer to tackle” Bernard Suits
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
What percentage of video game players
in the UK are female?
A. 27%
B. 41%
C. 52%
SCIENCE
10
Dopamine
Oxytocin
Serotonin
Endorphins
Marczewski’s Three
Layers of Motivation
HARD FUN
EASY FUN
PEOPLE
FUN
SERIOUS
FUN
AUTODESK
18
54% increase
in trial usage
15% increase
in buy clicks
http://www.autodesk.co.uk/products/3ds-
max/free-trial
MAERSK
http://www.maersk.com/en/hardware/quest-for-oil
VIRTUOSO
6C’S FRAMEWORK
Communications & Campaigns
CHERISH
23
CHERISH
http://www.zlien.com/
CAPTIVATE
CAPTIVATE
http://www.xprize.org/
CHALLENGE
27
CHALLENGE
https://secure-nikeplus.nike.com/plus/?locale=en_gb
CONNECT
CONNECT
https://www.ingress.com/
CREATE
31
CREATE
https://crashthesuperbowl.doritos.com/
CHAMPION
33
https://community.giffgaff.com/t5/Hub/ct-p/hub
For more fun access whitepapers, webinars
and articles on our website
Thank you for playing.
pete.jenkins@gamificationplus.u
k
http://gamificationplus.uk
@gamifiplus @petejenkins

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HR Gamification

Editor's Notes

  1. Picture by Pete Jenkins
  2. Picture by Pete Jenkins
  3. Picture by Pete Jenkins
  4. Background picture from Freepik
  5. http://www.gamified.uk/2014/01/13/layers-motivation/
  6. Youtube video.
  7. Picture by Freepik
  8. Picture by Pete Jenkins
  9. Picture by Freepik
  10. Virtuoso from GraviTalent