These are the slides I used at SRHE 2018 to present our case of co-creation of a gamification system with students at the University of Brighton

1. Co-Creation of Innovative
Gamification Based
Learning:
A Case of Synchronous
Partnership
Vasilis Gkogkidis – University of Sussex

2. Who worked on this?
Dr. Nicholas Dacre: Associate Professor at the University of Southampton
Vasilis Gkogkidis: Doctoral Researcher at SPRU, University of Sussex,
Pete Jenkins: Entrepreneur in Residence, University of Brighton,

3. Vasilis Gkogkidis
• Doctoral researcher: SPRU,
University of Sussex
• Research Interests:
• Innovation Management
• Gamification
• Lego Serious Play
• Serious Games
• Learning in Higher Education

4. Definitions
• Gamification: “The use of game design elements in non-game
contexts” Deterding et al. (2011)
• Co-Creation: “The joint creation of value where customers and
organisation work together both offering resources to improve the
outcome of the design process” Vargo & Lusch (2008), Barile & Polese
(2010)

5. The Shopping Spree Case Study
University of Brighton

6. Gamification for Business Elective

7. Structure of the module
• 5 days, 9 am to 5 pm
• Presentations every day
• 25% for the last presentation
• 75% written assignment (split into two parts)

8. Challenges we faced in the past
• Low Attendance
• No Presentations
• Bad Presentations
mediocre assignments at the end

9. Let’s Gamify it!
• Gamification in Education: Fotaris et al. (2016). Climbing up the leaderboard: An
empirical study of applying gamification techniques to a computer programming class. Electronic
Journal of E-Learning, 14(2), 94-110.
• Co-creation in Education: Díaz-Méndez, M., & Gummesson, E. (2012). Value co-creation
and university teaching quality: Consequences for the European Higher Education Area (EHEA).
Journal of Service Management, 23(4), 571-592.

10. Small Case Studies
Rules - Win State

11. Football
• Rule:
You can’t touch the ball with your hands
unless you are the goalkeeper
• Win State:
Score more goals than your opponent

12. Monopoly
• Rule:
You can buy a property only when you
are on it’s square
• Win State:
Have the biggest net value

13. Why do I care about rules so much?
• Von Neumann and Morgenstern (1964): "The game is simply the
totality of the rules which describe it"
• Gardner and Ostrom (1991): "We show that reforming a game is
conceptually akin to reforming an economy"

14. What about game mechanics?
• Cook (2005): " Game mechanics are rule based systems that
facilitate and encourage a user to explore and learn the
properties of their possibility space through the use of
feedback mechanisms "

15. Our Gamification Design Framework
Problem Rule Action
Game
Mechanic
Feedback

16. Problem Rule Action
Game
Mechanic
Low Attendance
No Presentations
Bad Presentations
Present on time
Correct number of slides
Best presentation
Feedback (Coins)
Performing actions you
get coins
Coins get you power ups

17. How did it look like?

18. It also looked like that

19. What we got right
• +2 minutes, +2 slides
• Chance to rehearse for the final
presentation
• Made sense as a boost power

20. What we got wrong
• Special Missions
1. Present without slides
2. Present without talking
• Did not align with their goals

21. Student Feedback
• “I understood more about how gamification works”
• “It has been definitely my favourite module out of the ones we have
been studying this year”
• “Created an atmosphere of fun in the classroom and helped break the
barriers between lecturers and students”

22. Our Observations
• Higher level of engagement and a sense of partnership
• Improving the system to serve the end user

23. Making further use
of the findings
• How can we improve our
designs?

24. Problem Rule Action
Game
Mechanic
Feedback
User Goals

25. Future Research
• Test the changes suggested by
students
• Include writing assignment
challenges to the system
• Validate the framework in
other projects

26. Thank You!
• #gamification
• Email: V.Gkogkidis@sussex.ac.uk
• Twitter: @v_Gkogkidis
• Linkedin: Vasilis Gkogkidis