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

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
HR Gamification
Pete Jenkins - June 2016

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. Gamification refers to the use of game
mechanics in non-gaming contexts
The process of making activities more game-like

4. 4
http://www.thefuntheory.com/speed-camera-lottery-0

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
http://www.researchgate.net/pu
blication/274963363_How_ente
rprises_play_Towards_a_taxon
omy_for_enterprise_gamificatio
n

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

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

9. What percentage of video game players
in the UK are female?
A. 27%
B. 41%
C. 52%

10. SCIENCE
10

11. Dopamine
Oxytocin
Serotonin
Endorphins

12. Marczewski’s Three
Layers of Motivation

14. HARD FUN

15. EASY FUN

16. PEOPLE
FUN

17. SERIOUS
FUN

18. AUTODESK
18
54% increase
in trial usage
15% increase
in buy clicks
http://www.autodesk.co.uk/products/3ds-
max/free-trial

19. MAERSK
http://www.maersk.com/en/hardware/quest-for-oil

20. VIRTUOSO

22. 6C’S FRAMEWORK
Communications & Campaigns

23. CHERISH
23

24. CHERISH
http://www.zlien.com/

25. CAPTIVATE

26. CAPTIVATE
http://www.xprize.org/

27. CHALLENGE
27

28. CHALLENGE
https://secure-nikeplus.nike.com/plus/?locale=en_gb

29. CONNECT

30. CONNECT
https://www.ingress.com/

31. CREATE
31

32. CREATE
https://crashthesuperbowl.doritos.com/

33. CHAMPION
33

34. https://community.giffgaff.com/t5/Hub/ct-p/hub

36. 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