Pete Jenkins is the founder of GAMIFICATION+ LTD and holds several titles related to gamification including being an entrepreneur in residence at the University of Brighton researching gamification in HR. The document discusses the theory and definitions of gamification, highlighting how game elements can be used in non-game contexts to motivate and engage users. It also covers how neuroscience relates to gamification and mentions key drivers like mastery, purpose and autonomy. The document provides examples of how gamification has increased engagement for companies and recommends resources like PlayGen cards and the SuperBetter game.

1. Pete Jenkins
GAMIFICATION+ LTD
GAMIFICATION
PEER MENTORING

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 Brighton & Hove and Worthing & Adur
Chambers of Commerce

3. Fun Hour
 The theory behind gamification
 What is gamification and why is it important
 Neuroscience and motivational psychology
 Gamification: customer engagement
 Customer powered marketing
 Gamification design
 Game mechanics

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. A. 100 million
B. 1 billion
C. 10 billion
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

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

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

12. 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)
Marigo Raftopoulos
http://www.researchgate.net/pu
blication/274963363_How_ent
erprises_play_Towards_a_taxo
nomy_for_enterprise_gamificat
ion

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

14. “UX design is about
removing problems
from the user. Game
design is about
giving problems to
the user”
Raph Koster

15. Simulation
“Simulation is a realistic, controlled-risk environment
where learners can practice behaviours and experience
the impacts of decisions.”
Kapp, Blair and Mesch (2014, p58)

16. 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.

17. 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.

18. Seratonin 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.

19. 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.

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

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

23. PURPOSE
http://freerice.com

25. 25

26. https://www.youtube.com/watch?v=-_JPCWacP7Y

27. 54% increase
in trial usage
15% increase
in buy clicks

28. connect

29. http://ldd.lego.com/en-gb
Create

30. create

32. 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

33. https://www.youtube.com/watch?v=_7vyrudcg
OQ

34. PlayGen Gamification Cards
34

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

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

39. Thank you for playing
pete.jenkins@gamificationplus.uk
https://gamificationplus.uk
@gamifiplus @petejenkins