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Why Gamification? How Games Engage and Motivate
Pete Jenkins – July 2017
© 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
What do
you play?
Gamification refers to the use of game
mechanics in non-gaming contexts
“Games give us unnecessary obstacles that we
volunteer to tackle” Bernard Suits
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
How much did Destiny make in sales on the first
day?
A. £50,000,000
B. £500,000,000
C. £900,000,000
Dopamine
Oxytocin
Serotonin
Endorphins
Maslow’s Hierarchy
of Needs
Three basic needs
Competence
Autonomy
Relatedness
Self-Determination Theory
Three key drivers
Mastery
Purpose
Autonomy
Daniel Pink - Drive
http://freerice.com
Marczewski’s Three Layers of
Motivation
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
Why Gamification? For HR & L&D
Attract
• Employer
branding
• Recruitment
Induction
• Onboarding
• Culture
L&D
• Job Mastery
• Future
Leaders
Retaining
• Well being
• Engagement
Attract
• Employer branding
• Recruitment
Maersk
http://www.maersk.com/en/hardware/quest-for-oil
TopCoder
https://www.topcoder.com/
Why Gamification? For HR & L&D
How are you attracting millennials
to your organisations?
Induction
• Onboarding
• Culture
http://www.focusgames.com/case_studies/McDonald's%20Case%20Study%2012.08.16.pdf
Why Gamification? For HR & L&D
https://splash.crm.co/
https://panamapapers.icij.org/stairway_tax_heaven_game/
How engaging are your induction
and onboarding processes?
L&D
• Job Mastery
• Future Leaders
Why Gamification? For HR & L&D
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
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
The prize for the winning team at the 2016
League of Legends World Championships?
A. $500k
B. $2m
C. $5m
TheDiamondMinecart (DanTDM)’s YouTube
gaming channel had how many views just in
June 2016?
A. 13.1m
B. 180.2m
C. 370.3m
Why Gamification? For HR & L&D
Could you broadcast your staff
doing their jobs, live?
Retaining
• Well being
• Engagement
http://keas.com/
© GAMIFICATION+ LTD 2016
38
Why Gamification? For HR & L&D
Why Gamification? For HR & L&D
http://i360institute.com/wp-content/uploads/2011/10/Gartner_DWP_Case_Study.pdf
Why Gamification? For HR & L&D
Why Gamification? For HR & L&D
Why Gamification? For HR & L&D
Gamification+ Success Framework
https://gamificationplus.uk/game/
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.
https://www.superbetter.com
Please attempt:
• Bad Guys –
• The Sticky Chair
• Power Ups -
• Hug Yourself
• Human Tag
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

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