1. Why Gamification? How Games Engage and Motivate
Pete Jenkins – July 2017

2. © 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 - Brighton & Hove Chamber of Commerce

3. What do
you play?

4. Gamification refers to the use of game
mechanics in non-gaming contexts

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

6. 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

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

8. Dopamine
Oxytocin
Serotonin
Endorphins

9. Maslow’s Hierarchy
of Needs

10. Three basic needs
Competence
Autonomy
Relatedness
Self-Determination Theory

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

12. http://freerice.com

13. Marczewski’s Three 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

16. Attract
• Employer
branding
• Recruitment
Induction
• Onboarding
• Culture
L&D
• Job Mastery
• Future
Leaders
Retaining
• Well being
• Engagement

17. Attract
• Employer branding
• Recruitment

18. Maersk
http://www.maersk.com/en/hardware/quest-for-oil

19. TopCoder
https://www.topcoder.com/

21. How are you attracting millennials
to your organisations?

22. Induction
• Onboarding
• Culture

23. http://www.focusgames.com/case_studies/McDonald's%20Case%20Study%2012.08.16.pdf

25. https://splash.crm.co/

26. https://panamapapers.icij.org/stairway_tax_heaven_game/

27. How engaging are your induction
and onboarding processes?

28. L&D
• Job Mastery
• Future Leaders

30. 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

31. In 2015, how many viewers tuned in to watch
the League of Legends World Championship
finals?
A. 36,000
B. 360,000
C. 36,000,000

32. The prize for the winning team at the 2016
League of Legends World Championships?
A. $500k
B. $2m
C. $5m

33. TheDiamondMinecart (DanTDM)’s YouTube
gaming channel had how many views just in
June 2016?
A. 13.1m
B. 180.2m
C. 370.3m

35. Could you broadcast your staff
doing their jobs, live?

36. Retaining
• Well being
• Engagement

37. http://keas.com/

38. © GAMIFICATION+ LTD 2016
38

41. http://i360institute.com/wp-content/uploads/2011/10/Gartner_DWP_Case_Study.pdf

45. Gamification+ Success Framework
https://gamificationplus.uk/game/

46. Gamification Tip
Game players are already found throughout our
businesses.
Notice, value and reward game thinking
Use their creative and strategic thinking and embed
games into your culture.

47. https://www.superbetter.com
Please attempt:
• Bad Guys –
• The Sticky Chair
• Power Ups -
• Hug Yourself
• Human Tag

48. Thank you for playing.
Today we’ve looked at:
• Neuroscience & psychology
• Game components
• HR Examples
• eSports
Any questions?
pete.jenkins@gamificationplus.uk
https://gamificationplus.uk
@gamifiplus @petejenkins