1. How games inspire, enthral and engage us
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. • 3.12 million drivers through the
radar zones
• 40 per cent of speeding drivers
slowed to below the speed limit
• Speeding vehicles passing the
signs have reduced their speed
by an average of 9.6km/h
• average reduction in speed for all
vehicles passing the speed
warning signs has been 5.4km/h
• Budget AUS$854,000 for 26
signs
Brisbane City Council – Emotive Feedback

6. 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

7. Source: GameTrack, 2016 Q3

8. I DON’T PLAY BUT IT’S FUNTO WATCH

9. Dopamine
Oxytocin
Serotonin
Endorphins

10. Maslow’s Hierarchy
of Needs

11. Three basic needs
Competence
Autonomy
Relatedness
Self-DeterminationTheory

12. Three key drivers
Mastery
Purpose
Autonomy
Daniel Pink - Drive

13. Marczewski’sThree Layers
of Motivation

14. 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

15. Compettia - Atrivity
Average knowledge increase in players over a 5 day
period is 30%
80% of players end up playing it outside of work
hours
Most questions answered by a player in 5 days is
10,521 questions
Average player will answer 800 questions during a 5
day period
Most commonly play between 11pm and 1am

16. Male 58%
Male 6-10 7%
Male 11-14 6%
Male 15-24 16%
Male 25-34 9%
Male 35-44 10%
Male 45-64 9%
Female 42%
Female 6-10 7%
Female 11-14 6%
Female 15-24 8%
Female 25-34 7%
Female 35-44 5%
Female 45-64 9%
% Gamers playing on any format/device in UK
Source GameTrack (ISFE/IpsosConnect),Quarter 3 2016.

17. https://rise.global/gurus

18. Marczewski’s Player and User
Types Hexad

19. https://gamified.uk

20. HEXAD PlayerType Results
2,172 responses
27
24
18
14
14
3
Free Spirit
Philanthropist
Achiever
Socialiser
Player
Disruptor
0 5 10 15 20 25 30
%
Source: gamified.uk 01/02/2017

21. https://gamified.uk

22. https://gamified.uk

24. Co-Operative Play
Source: http://quanticfoundry.com/2016/07/21/social-gaming/

26. Co-Operative Play - Gender
Source: http://quanticfoundry.com/2016/07/21/social-gaming/

27. Source: http://www.polygon.com/2014/8/7/5979575/two-board-games-you-should-play-right-now-
pandemic-risk-legacy

29. 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.

33. https://www.superbetter.com
Please attempt:
• Bad Guys –
• The Stick Chair
• Power Ups -
• HugYourself
• HumanTag

34. Thank you for playing.
Today we’ve looked at:
• Neuroscience & psychology
• Game components
• Game player demographics
• Player types
• Strategies for engaging through
gamification
So, any questions?
pete.jenkins@gamificationplus.uk
http://gamificationplus.uk
@gamifiplus @petejenkins