Wednesday 29th November 2017 Seminars

9:00 am - 9:45 am

Registration Open

9:45 am - 10:00 am

Welcome by the Chair

10:00 am - 10:40 am

The 8 Archetypes of Gamification Failure

Every gamification designer will have had as many failures as epic wins. In this talk Marigo will present a discussion on the eight most common types of failure 'archetypes' that she has experienced first hand, such as the Orphan, the Academic, the Pigs Might Fly, and the Vendor from Hell. Marigo will also present some tips on how manage these situations in your future projects. This talk is based on a chapter in Marigo's upcoming book, How Organisation's Play, and it will the first time that is presented here at Gamification Europe.

10:40 am - 11:00 am

‘Bankrupting Gamification – When a Method Becomes Mythologised’

One of the biggest risks for practice based design methodologies, when creating and marketing transferable models, is that when they are adopted outside an understanding of that practice, they can become a tick box exercise for the uninitiated that promises much and doesn’t deliver. Often, the commodification of the model, seen across for example, Design Thinking, Agile and Gamification presents the method as a recipe for success in themselves, as if the art is in the model, not its application.  At worst, they are presented as an ideology that demonstrates all the empty semantics of a cult. This risks bankrupting the practices entirely. In design, the outcomes should be better known than the methods, and the practices outstrip the rhetoric, and its marketing.

11:00 am - 11:30 am

Networking Coffee Break

11:30 am - 11:50 am

Gamification works because of science

Gamification is still just a buzzword for some, while for others they’ve already implemented it with powerful effects on their business process. We’ve seen some gamification projects which have a very pretty design but have failed to engage users and others with a very ugly interface but are addictively engaging their users! What is the secret? Let’s analyze these and talk together at this session with Altug. Is gamification really a buzzword or is it a new norm for every product's service design?

11:50 am - 12:10 pm

Designing Cooperative Gamification – The Happyformance Case Study

It is essential for us not to be entirely driven by specific technologies. Designing experiences around a specific challenge that we wish to address should be more holistic and pragmatic. Gamification is a very useful tool for informing such design process. This talk will look at gamification as a hybrid approach, which emphasises on digital and physical contexts, game-inspired design thinking as a playful process for innovation and a look into the impact of connected and smart environments that could transform ordinary spaces into playful environments. This talk will specifically focus on educational experiences.

12:10 pm - 12:30 pm

Lessons From the Front Line

Join me as I tell you a tale of woe, failure and badly planned rewards. All based on true stories, but names have been changed to protect the innocent!

12:30 pm - 2:00 pm

Networking lunch

Put aside some time during lunch and at 1pm enjoy a 30 minute 'flight' on the British Airways i360 (please allow 15 minutes to be checked through security before the flight).

2:00 pm - 2:20 pm

Designing a Superwoman’s Journey – Gender and Diversity in Gamification

How can I create value in my organisation by designing specifically for women?
Since the controversial damsel in distress in Super Mario our perception of females in gaming has evolved. But how does it change our designs and how can we avoid stereotypes?

Going through different Gamification concepts, we will explore how to empower females in our designs and its relevance in improving our products and experiences by analysing it through the Octalysis Lens.

2:00 pm - 3:30 pm

Theory vs. Practice in Implementing Successful Gamification

In 2011, Gartner’s identified gamification as an emergent technology in its Hype Cycle report. Yet, the very next year, Gartner published another report stating that “80% of the currently gamified application will fail due to poor design.” In theory, gamification is very simple at the conceptual level. And there is no shortage of easy-to-use tools that can give points, award badges, display leaderboards, run contests, create missions, or technologies that leverage other game mechanics. In practice, however, gamification is very difficult to get right at the implementation level.

This abridged workshop will present several tenets of successful gamification that guard against some of the most commonly overlooked pitfalls when implementing gamification. We will examine them thoroughly to understand why they are important and how they will impact your gamification initiatives. After the presentation of each tenet, the attendees will have the opportunity to apply that tenet to a real problem of their choice. Upon completing this hands-on application exercise, the attendees will rotate to report their solution and finding to the entire group. Subsequently, we will host a facilitated discussion focusing on improving upon the team’s finding while addressing any challenges or unanswered questions that might arise.

2:20 pm - 2:55 pm

Women in Gamification – Panel

We are very lucky to have amazing speakers coming to our conference. Each of them brings  lots of different backgrounds, knowledge and experience with them.

The gamification industry just like it’s near relative the game industry is still largely dominated by men and with that men designing for all. In this panel, we look at designing for inclusion and what women bring to the design process and how they are maybe motivated differently in the workplace. We will discuss challenging stereotypes regarding female players and how to break them. We will also address how we can motivate more ladies to step into the gamification industry.

Marigo Raftopoulos will be chairing this panel and will be joined by An Coppens, Melinda Jacobs and Sabrina Bruehwiler.


2:55 pm - 3:30 pm

Cultural Differences in Gamification

Chaired by Pete Jenkins - in this panel session we will be looking at what the different challenges in using gamification are from country to country. Drawing upon the broad international experiences of our speakers from around the world not just in Europe. We will be addressing differences in motivation  between cultures and how you adapt a game to work across multiple countries.

Joining us for this exciting panel are Sylvester Arnab, Ahmed Hossam and Jasmin Karatas to share with us their vast experience implementing and teaching gamification in many different cultures.

3:30 pm - 4:00 pm

Networking Coffee Break

4:00 pm - 4:20 pm

The Importance of Choice and the Pitfalls of Chance

In his talk - The Importance of Choice and the Pitfalls of Chance - Will will summarise the key learnings from the various projects 3radical have executed, distilling a number of ‘best practices’ that brands should consider if they are looking to gamify their marketing activities.
In particular he will illustrate how using choice can lead to dramatic increases in consumer engagement, with a direct link to the bottom line, but that the use chance can be a double-edged sword!

4:00 pm - 4:20 pm

Zero-cost gamification – how can we do that?

Fortunately there are a growing number of gamification consultants and agencies all around the world. Big companies with very complex systems truly need these consultants' deepest knowledge when they seek advice and they can afford it as well. But what about small companies, freelancers or teachers with limited options?

Without sufficient resources and wide knowledge about gamification, how can individuals or startups gamify their systems or processes? In Hungary the topic of gamification has walked just a few baby steps, but people are craving for new ways to get and sustain attention, especially in education. Adam will bring some truly interesting cases and ideas about how he gamified a university class with zero cost - and how you can do it on your own.

4:20 pm - 4:40 pm

Death by badges: how superficial gamification turned my project into something else

When gamification came into Rob's world, he was dipping his toes into creating engaging interactive materials for a business school, but decided to go all in with gamification on that. This talk will discuss how badges helped realize that just stamping points, badges or leaderboards doesn't make gamification relevant and how this a-ha moment lead to where he is now.

4:20 pm - 4:40 pm

How NOT to run a gamified classroom

Using gamification in the classroom is the best thing that can happen to teachers and players. Except in my case for the first 5 semesters where I had to go through trial and error on how to do it. After reading every book in the subject and trying every technique from other teachers around the world, this talk will uncover my findings and how I ended up developing a system for such a task.

4:40 pm - 5:00 pm

My journey, struggles and learnings in gamification

As the brand-new Gamification Chapter Lead in a big IT-Consulting Company, which is dealing with most of the fortune 500 companies in the world – it is not always easy building up a new Chapter in an always changing environment.

I want to tell you about my journey, what it takes to build up such a capability, where I struggled and still struggle. What the business demands? What was my and our learnings by now? What I observed in terms of Gamification, shaping offers and deals, combining business, consulting, delivery and supervision? – And as well in what it means, to build something with purpose, in what people want to believe in. I am still in day one!

4:40 pm - 5:00 pm

The power of play in Higher Education

Our current educational system is old, outdated and doesn’t reflect reality. It’s plain boring and most students are satisfied with a low (but sufficient) grade. The system doesn’t inspire, doesn’t build grit (in recent research grit seems to be the most important factor to be successful) and students all learn the same thing in large groups.

Most young people play games in a virtual world. Within that world they just want to be the best and they learn at high speed. Shouldn’t it be obvious to see if it’s possible to teach those kids by letting them play a serious game? ProtoPlay does just that, we transformed a complete minor into a real life game called ‘ProtoPlay Tycoon’ and the first results are mind blowing. Horst Streck will tell you all about it.

6:00 pm - 6:00 am

After Party

Grab some food nearby, then head on along the beach, down the steps on the other side of Brighton Pier and join us in C:\ Side Quest for gaming themed after party drinks (first round is on us). After that, if you're keen to carry on, we've secured entry to Coalition nightclub a few metres back along the beach and you can party till 6am with the hardiest conference attendees. It'll be international student night and the drinks will be mighty cheap!