The document introduces gamification, exploring its relationship with behavior change and its application in business contexts, highlighting examples and psychological principles involved. It details the gamification process, its benefits, and offers insights into designing player journeys and project implementations. Key elements such as motivation theories and emotional experiences during gamification phases are emphasized to enhance engagement and user experience.

1. I N T R O D U C T I O N T O
G A M I F I C AT I O N
P E T E J E N K I N S
& V A S I L I S G K O G K I D I S

2. PETE JENKINS
• CEO – GAMIFICATION+ LTD (BOFTA
2018 Award Winner)
• Export Champion – Department for
International Trade
• Honorary Ambassador – International
Gamification Confederation (GamFed)
• Chair - Gamification Europe Conference
• Founder – The Gamification Awards
• Ambassador - Brighton & Hove Chamber of
Commerce

3. VASILIS GKOGKIDIS
• Lego Serious Play Facilitator
• Doctoral researcher: SPRU, University
of Sussex
• Research Interests:
• Knowledge Management
• Project Management
• Learning in Higher Education

4. CLIENTS

5. OUR JOURNEY TODAY
Mega Trends
Understand what is
Gamification
Where gamification sits
in relation to behaviour
change
Start looking at how to
apply gamification

6. TRENDS

7. VIDEO
GAME
MARKET
P C G A M E S
C O N S O L E G A M E S
M O B I L E G A M E S

8. A. 100 million
B. 1 billion
C. 10 billion
Activision Blizzard’s players racked up how many
hours of play time in 4th Quarter 2017?
A. 9 billion
B. 19 billion
C. 29 billion

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

10. WHAT DO YOU PLAY?

11. WHAT DO YOU MOST
ENJOY ABOUT YOUR
FAVOURITE GAME?

12. HAVE YOU
EVER BEEN
CHANGED BY
PL AYING A
GAME?

14. - I M P L E M E N T I N G G A M I F I C AT I O N
P RO J E C T S F O R 4 Y E A R S
- AC H I E V E D A 6 % I N C R E A S E I N S A L E S
- A N D A N 1 1 % I N C R E A S E AT Y E A R - E N D
- N OW T H E Y A R E R U N N I N G 1 2 5 G A M E S
https://www.thenewbarcelonapost.com/en/gamification-when-
digital-transformation-makes-work-fun/
“Gamification is the
incentive of the 21st
century,”
L l u í s C o s t a , B u s i n e s s P a r t n e r
M a n a g e r a t M a r s I b e r i a

16. U N D E R S TA N D I N G
G A M I F I C AT I O N

17. Gamification is the process of making
activities more game like
(Re)Defining Gamification: A Process Approach
Werbach (2014)

18. WHAT DOES IT INCLUDE?
“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/publication/
274963363_How_enterprises_play_Tow
ards_a_taxonomy_for_enterprise_gamifi
cation

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

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

21. 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.

22. 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.

24. 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.

25. 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.

26. MASLOW’S
HIERARCHY OF
NEEDS

27. Three basic needs
Competence
Autonomy
Relatedness
Self-DeterminationTheory

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

29. 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

30. F R E E R I C E . C O M

31. FLOW
“state of
concentration so
focused that it
amounts to absolute
absorption in a
activity”
Mihaly Csikszentmihalyi (1990,
frontpiece)
31

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

33. E X A M P L E S O F
G A M I F I C AT I O N
F O R B E H A V I O U R
C H A N G E

34. http://www.thepathtoluma.com/download
CHANGE MINDSETS

35. https://gamificationplus.uk/gamification-case-study-save-park
CHANGE MINDSETS AND START
AFFECTING REAL WORLD BEHAVIOURS

36. https://joulebug.com/
CHANGE REAL WORLD BEHAVIOURS

37. https://www.goodtoseo.com/guccis-
gamification-chief-on-strategy-
dungeons-dragons-and-digital-
transformation-econsultancy/?amp

38. NIKE - REACTLAND
https://www2.spikes.asia/winners/2018/promo/entry.cfm?entryid=2447&award=99&order=0&direction=1

39. A P P LY I N G
G A M I F I C AT I O N

40. PLAYER JOURNEY
Discovery Onboarding Scaffolding Mastery

41. Discovery Onboarding Scaffolding Mastery
Interest,
anticipation,
curious,
empowered
Social,
understanding,
comfortable
Inspired, involved,
community,
acceptance, focus
Joy, recognition,
pride, protective,
achievement,
DESIGNING THE PLAYER JOURNEY
Feelings / Emotions: What do you want your players to feel
during the 4 phases of the player’s journey

42. IT’S BEEN EMOTIONAL
• You launch a gamification
project
• Choose at least 3
emotions that the player
should experience on
each step of the player
journey

43. 3
E M O T I O N S
4
E A C H
http://blog.thejuntoinstitute.com/the-
junto-emotion-wheel-why-and-how-we-
use-it
Player Journey:
1. Discovery
2. Onboarding
3. Scaffolding
4. Mastery

44. GAMIFICATION
BRAINSTORMING EXERCISE
1) Rules
2) Win State
3) Game Mechanics

45. 45

46. FOOTBALL
• Rule:
You can’t touch the ball with your
hands unless you are the goalkeeper
• Win State:
Score more goals than your opponent
46

47. MONOPOLY
• Rule:
You can buy a property only when you
are on it’s square
• Win State:
Have the biggest net value
47

48. RULES – WIN STATE EXERCISE
Challenge 1: Choose a rule and a win state that works well in an existing game and
present it to your team.

49. 49

50. EXAMPLE
GAME
MECHANIC
T I M E R - C O U N T D OW N

51. JAMES BOND – GAMIFIED MARKETING
51

52. EXAMPLE
GAME
MECHANIC
R A N D O M N E S S

53. RANDOMNESS
Goal:
Balance the odds among players
53

54. RANDOMNESS
Goal:
Surprise Players
54

55. GAME MECHANIC EXERCISE
• Challenge 2: Choose a game and a game mechanic that works well in an existing
game and present it to your team.

56. MINI GAME
• For your
gamification
project
• Choose game
mechanics
• Describe the rules
and win state
• Name your game

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

58. T H A N K Y O U F O R
P L AY I N G & L O O K
F O R W A R D T O
S E E I N G Y O U A L L
T O M O R R O W
P E T E . J E N K I N S @ G A M I F I C A T I O N P L U S . U K
H T T P S : / / G A M I F I C A T I O N P L U S . U K
@ G A M I F I P L U S @ P E T E J E N K I N S