An Coppens, Chief Game Changer at Gamification Nation, led a workshop on designing gamification campaigns. The workshop covered two frameworks for gamification design: Kevin Werbach's 6 D model and Gabe Zicherman's model of mapping a player's journey to mastery. Attendees learned about profiling target audiences, designing challenges and rewards, and testing pilots with different groups. The goal was to help attendees design and implement gamified projects and processes by understanding motivations, models, and best practices.

1. Gamification
Hands-On Workshop
An Coppens
Chief Game Changer
Gamification Nation

2. What games do you play?
Why do you enjoy them?

3. Think like a game designer:
Let’s design a gamification
campaign

4. The models
 6 D gamification design framework – Kevin Werbach
1. Design business objectives
2. Delineate target behaviour
3. Describe your players
4. Devise activity loops
5. Don’t forget the fun
6. Deploy the appropriate tools

5. The models
 Mapping the player’s journey to mastery – Gabe
Zicherman
1. Find the target audience wants/ needs emotional
triggers ->emotional profile
2. Design challenges based on these triggers -> emotional
trigger challenges
3. Design rewards based on wants/ needs -> reward
structure
4. Design communication for platforms where your target
group spends time -> communication plan
5. Invite players to participate -> implement communication
plan and player registration

6. What would the
business objectives
be for your project

7. Time for a bit of
behavioural and
emotional profiling

9. Gamification User types by Andrzej Marcziewski

10. Source: Andrzej Marcziewski

11. Motivation to tap
into
http://vimeo.com/88939322

12. Motivational drivers
 1. Epic meaning and calling
 2. Development and achievement
 3. Empowerment of creativity and feedback
 4. Ownership and possession
 5. Social influence and relatedness
 6. Scarcity and impatience
 7. Unpredictability and curiosity
 8. Loss and avoidance
Source: Octalysis framework by Yukai Chou

13. Design the
experience –
the journey to
mastery

14. Fun

15. Deploy your first pilot
Test & measure, keep improving

16. Test pilot with different
audience segments
Men – Women – age groups – tech savvy – tech novices – etc.

17. Monitor – evaluate - Iterate

18. If in doubt,
who can help you out?
 Ask an expert
 Have an expert on board to facilitate the process
 Learn from colleagues
 Share experiences

19. Download my ebook
http://bookboon.com/en/gamification-in-business-ebook

20. Useful resources
 www.gamification.co
 www.enterprise-gamification.com
 Octalysis: www.yukaichou.com
 Wiki on gamification: www.gamification.org
 Courses: Coursera, Udemy, iVersity
 My blog and online courses:
www.gamificationnation.com

21. Thank you for playing
Have fun designing your gamified HR processes
Keep in touch via @GamificationNat
www.gamificationnation.com