Gamification for Marketing – 2 day training

Applied Gamification for Marketing - 2 day training

Course Details

​2 day course
Delivered by world-class gamification experts
​Worldwide availability
​Attendees receive official GAMIFICATION+ training certificate
​Bespoke courses available
​Regularly refreshed course design

Course Benefits

   Use gamification as your USP
   Earn customer attention
   Build brand experiences that lead to increased sales
   Cost effective approach to marketing
  ​  Experience gamification as you learn
​    Highly engaging trainer

​About the Training

Gamification is the application of game like experiences in contexts outside of games. Gamification uses game elements such as narrative, challenges, puzzles and collaborative play to inject fun and excitement into business activities. 

In marketing, the approach is finding acceptance as a method of engaging customers. It is changing the average into the exciting. For instance, ensuring completion of market surveys and building engaging brand experiences. 

Brands from McDonalds to Dell and Coca-Cola have seen the jump in effectiveness from gamification. 68% of digital natives own a game console and 76% own smartphones. Gamification is now a key tool in gaining customer attention. 

Led by the world leading gamification expert from the UK, Pete Jenkins. This two-day course will show you how to apply gamification. It will provide you with a holistic framework to design and manage a gamification project for your marketing purposes. 

​Learning Outcomes

This gamification training focusses on applying techniques and theory to the real world.
You will develop the knowledge of how to use gamification to engage customers and increase loyalty.  
You’ll understand how to profile & segment customers into different player types to choose the right game elements to use. 
​You will develop the understanding and skills to create effective gamified marketing strategies.
​You will also gain an understanding of the role gamification can play in modern marketing. Its strengths and weaknesses, as well as how to     avoid common pitfalls.

​Course Outline


Your business objectives

Before we can begin to choose the right gamification techniques for your audience, we’ll map out the objectives you are trying to achieve. Are you trying to increase direct sales? Are you trying to encourage your users to spread the word about your product? Or are you focussing on increasing footfall into your bricks and mortar stores?  

  1. Define business objectives & set expectations  
  1. Identify target behaviours and align players with your business objectives 
  1. Personalization, Actions and Rewards  
  1. Attract new customers  
  1. Use games to educate customers  
  1. Promote a new product or service  
  1. Reward (and retain) customers 


The science of gamification

Gamification is about understanding why certain game mechanics are so engaging and fun and how to choose which game techniques we should be using in any given situation. 

  1. Why gamification is important for marketing and business development 

  1. What is gamification 

  1. Main neurotransmitters to focus on for motivation + interactive exercise to demonstrate effectiveness 

  1. Motivational psychology: Maslow’s Hierarchy of Needs, Self Determination Theory, Dan Pink’s Drive, Marczewski’s Three Layers of Motivation 


Analysing how gamification can be used for marketing

Looking at examples of gamification used for behaviour change and understanding the game mechanics, aesthetics and dynamics being applied. People respond positively to loyalty, reputation, reward and status and by introducing some game concepts into our customer relationships we recognise these influences and can use them to drive sales. Looking at case studies through the lens of the player journey: 

  1. Discovery – earning customer attention: Magnum Pleasure Hunt 

  1. Onboarding – building comfort and trust: Zizzi Board Game 

  1. Scaffolding – designing activities to engage customers: Glass of Bubbly 

  1. Mastery – rewarding, recognising and empowering star customers: Nike React Land


Game brainstorming

To understand gamification we need to understand how games work and our game brainstorming exercise is designed to do exactly that. Participants will be organized into teams for this exercise. 

  1. Rules & Win States: In every game and Gamification, rules and winning states are what makes games fun and rewarding for people to play 
  1. Game Mechanics:  The game mechanics that we use in each game determine the way players feel and behave in the game. The same goes for Gamification.  
    • Which game elements are most relevant and effective for gamification: Points, Badges and Leaderboards; Onboarding (including interactive game exercise); Aesthetics & themes; Social game elements; Reward schedules 
  1. BrainstormingSolve a need by coming up with a game, including the rules, game mechanics, win state and naming the game.  


Gamification: creativity and marketing

Gamification is particularly powerful in people related creativity. By stepping out of the real world and into a game world, we de-risk the creativity process. 

  1. Game spaces: the power of play for creativity 

  1. Gamified marketing powered by customer creativity: Lego Digital Designer Case Study 

  1. Mini Games: group work – creating a customer powered gamified marketing campaign using gamification game mechanic cards 


Advanced gamification: loyalty programmes and customer advocacy

It is getting harder to keep your customers loyal over the medium to long term. Understand the future of customer loyalty programmes, brand engagement and motivating your customers to spread the word for you.  

  1. Loyalty programme: DBS Lifestyle App Case Study 

  1. Customer advocacy: Haagen-Dasz Case Study 

  1. Takeaway: Whitepaper on how to win customer attention 

  1. Group discussion: what would your customers do for yo


Gamification design framework

Develop the knowledge, understanding and skills to plan effective gamified marketing projects, as well as how to avoid common pitfalls. 

  1. Is Gamification the right answer for your objectives 

  1. Defining the target user behaviours and metrics 

  1. Choosing game mechanics by understanding player types (Marczewski’s Player Type Hexad) 

  1. Themes and genres in gamification 

  1. Who should make my game? 

  1. Dealing with high achievers in your game 

  1. Follow up planning, new features and fresh content 


Improving playability, engagement and user adoption

Taking your gamification implementation from fun to exceptional. Reflecting on key questions to ask about your project to increase the breadth, depth and design of the player experience. 

  1. Deck of Lenses 

  1. Overcoming common objections – discussion 

  1. Ethics 

  1. Resources and Next Steps 

​Pete Jenkins - Bio

Pete Jenkins is an international authority on gamification, a lifelong gamer, successful entrepreneur and a lecturer. As CEO of Gamification+ Ltd he mentors and trains companies world-wide on the use of gamification to solve business challenges.  Gamification+ won the Board of Trade Award from the UK's Department of International Trade in January 2019.  

Pete is Chair of Gamification Europe, the annual conference for Gamification practitioners. The next conference is in December 2019 in Berlin. He also founded the Gamification Awards. The Gamification Awards are global awards for the gamification industry. The awards are judged by industry experts for their design, creativity and utility. The award goes to the companies and individuals who are excelling in their field. Pete was Chair of GamFed (International Gamification Confederation) from 2014 to February 2019 whose aim is to spread best practices within and support the gamification industry. 

Pete is in his 11th year as Entrepreneur in Residence at the University of Brighton. He lectures on gamification and entrepreneurship at undergraduate and post-graduate levels. He also guest lectures on Gamification at King’s College London and at ESCP Europe. 

Pete is Practice Director, Gamification at Intelestream Inc. in Chicago, USA.  A strategic advisory company in the CRM space. Intelestream Inc. created Splash, a gamified onboarding and goal setting app for SugarCRM. 

Over the past 19 years Pete has built and sold two businesses. One was in security software and the more recent one was a telecoms and internet connectivity business. He is also an Ambassador for Brighton & Hove Chamber of Commerce and an Export Champion for the Department of International Trade. 

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