Slidedeck from Pete Jenkins' presentation on Gamification for employee engagement delivered at the 3radical Gamification and Interactive Experience Meetup in Singapore on 21st March 2018 at Suntec Convention Centre

1. PETE JENKINS
GAMIFICATION 101
IN EMPLOYEE
ENGAGEMENT

2. ABOUT PETE
• Founder – GAMIFICATION+ LTD
• Entrepreneur in Residence at University of Brighton
• Chair – International Gamification Confederation
(GamFed)
• Gamification in Human Resources Researcher, CROME
• Chair of Gamification Europe Conference
• Practice Director, Gamification at
Intelestream Inc
• Ambassador for Brighton & Hove Chamber of
Commerce

3. WHAT DO YOU PLAY?

4. Activision Blizzard’s players racked up how many
hours of play time in 4th Quarter 2017?
A. 1 billion
B. 14 billion
C. 29 billion

5. GAMIFICATION
Gamification “The use of game elements and game-design
techniques in non-game contexts.” Werbach and Hunter
(2012, p26)

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

7. DOPAMINE
Dopamine is released before an event that requires some sort of response,
pleasurable or otherwise, and drives us to act.
So when it comes to a reward, dopamine is released in anticipation of receiving
the reward, rather than after. This is known as incentive salience.

8. OXYTOCIN
Oxytocin is key to how we bond to others (lovers, friends, parents to babies). It
can give us a strong feeling of contentment. This can even occur remotely, i.e. via
social networks such as Twitter!
Oxytocin has been shown to increase trust in groups, altruism in individuals,
arousal and more.

9. SEROTONIN
Serotonin is a mood regulator. If you have enough you will be happy, if you don’t
– you will be miserable.
It is triggered when you feel wanted, important and proud. This could be when
you are thanked or have achieved something that required true effort.

10. ENDORPHINS
Endorphins are opioids that we produce naturally as a reaction to certain stimuli.
When they are released we feel good, possibly even high or euphoric.
They also reduce fatigue in response to stress or pain, they give us our ‘second
wind’ that helps us push through.
Overcoming the challenges in games can stimulate the release of endorphins.

12. MASLOW’S
HIERARCHY OF
NEEDS

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

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

15. FREE RICE

16. M A R C Z E W S K I ’ S T H R E E L A Y E R S
O F M O T I V A T I O N

17. FLOW
“state of
concentration so
focused that it
amounts to absolute
absorption in a
activity”
Mihaly Csikszentmihalyi (1990,
frontpiece)
17

18. CSIKSZENTIMIHALYI FLOW MODEL
Csikszentmihalyi (1997)
Image from https://en.wikipedia.org/wiki/Flow_(psychology)

19. 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

20. ENGAGEMENT
“a positive attitude held by the employee
towards the organisation and its values.
An engaged employee is aware of
business context, and works with
colleagues to improve performance
within the job for the benefit of the
organisation.”
Robinson et al, (2004, ix)

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

22. AT T R A C T

23. MAERSK – QUEST FOR OIL
23
http://www.maersk.com/en/hardware/quest-for-oil

25. I N D U C T

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

28. L E A R N I N G
A N D
D E V E L O P M E N T

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. GROWTH ENGINEERING -
ACADEMY LMS

33. R E TA I N I N G

35. http://keas.com/

38. DBS BANK
https://vimeo.com/165259201

39. GAMIFICATION+ SUCCESS FRAMEWORK
https://gamificationplus.uk/game/

40. GamificationTip
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.

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

42. Thank you for playing.
3radical code: 12345
Today we’ve looked at:
• Neuroscience & psychology
• Game components
• Lots of examples
Any questions?
pete.jenkins@gamificationplus.uk
https://gamificationplus.uk
@gamifiplus @petejenkins