#GWC14 Neuroscience of Gamification

Sorry this is still draft – must have hit Publish rather than Save.  Give me 30 minutes…

We’ve been talking a lot about fun at Gamify HR and the World Gamification Congress.  But does gamification create fun and how does it impact people’s emotional behaviour.

To answer this question


Gamification Report 

Daniel Gonzales

They’ve comparing projects using gamification and not using it and looking at the different impacts they have.
Also online questionnaires in an ‘Evaluatron’ (pictured above) will try to involve thousand of users to identify how they believe
Neuroscience laboratory where biometric parameters will be analysed.
Wow! – neuroscience and gamification.  Add big data to this and you’ve got a perfect storm of hashtags which I just had to try out.
 The emotional reaction that gamification triggers and how this is different to non-gamified experiences.

Difficult because humans have very little idea of the emotions they are experiencing.

Can’t ask people what emotions someone is experienceing – rationlising this just create a construct
Have tried to evaluate froma statistical perspective but you can’t do this for a particular tool.  80bbm can mean stress for one person and relaxed for another – calibration issue when look at brain activities in response to stimulus.

Cario rate, breathing rate and brain waves

Developed a neuroscience lab

(in a lab coat to make him look clever)

EET cap

Measure emotional engagement of a person with a brand before enter the lab

Divide into two groups – one gamified and the other non gamified experience

Monitor emotional engagement in terns of the difference between these and through the gamification experience.

Repeat the test after the exercise and see what difference this means in terms of emotional enaggement with the brand.

Eeg electroencephalogram

Link to original post


I graduated from Imperial College, London in 1987 and joined Andersen Consulting (now Accenture) as a systems development consultant. After ten years in IT, change and then HR consulting, I joined Ernst & Young as an HR Director, working firstly in the UK, and then, based in Moscow, covering the former USSR.More recently, I have worked as Head of HR Consulting for Penna and Director of Human Capital Consulting for Buck Consultants (the HR consultancy owned by ACS).


Leave a Reply