introduction to the science of gamification - its about how you make people feel
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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
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