Subtle engagement and outright fun: Using gamification to improve the effectiveness of your international

marketing

British Council SIEM ConferenceDecember 2015 – Pete Jenkins

Photo by John-Morgan - Creative Commons Attribution License https://www.flickr.com/photos/24742305@N00

Gamification, it’s about how you make people feel

Pete Jenkins - February 2016

Gamification refers to the use of game mechanics in non-gaming contexts

The process of making activities more game-like

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

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

Dopamine

Oxytocin

Serotonin

Endorphins

Maslow’s Hierarchyof Needs

Three basic needs

Competence

Autonomy

Relatedness

Self-Determination Theory

8

Three key drivers

Mastery

Purpose

Autonomy

Daniel Pink - Drive

Marczewski’s Three Layers of Motivation

Winning

Exploring

Triumphing

Emotional motivations

Problem solving

Failing

Recognition

Teamwork

Surprise

Collecting

Customisation

Imagination

Learning

Sharing Role playing

Feedback

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

Define business objectives

Delineate target behaviours

Describe your players

Describe your activity loops

Kevin Werbach’sGamification Design Framework

Don’t forget the fun

Deploy the appropriate tools

Attribution: Some images designed by Freepik

For more fun download the free mobile app Quiz Up and search for & play the Gamification Marketing quiz

What are you going to make your learners feel?

pete.jenkins@gamificationplus.ukhttp://gamificationplus.uk@gamifiplus @petejenkins