1.
Welcome to the Gamified UK Marczewski Method pack.
This pack contains information and worksheets to help you plan your gamified experiences.
The process is based around the work flows and ideas presented in my GAME, EEEE and User Type
frameworks that are described at http://gamified.co.uk/gamification-framework/ and
http://gamified.co.uk/user-types/
Before you start
You will need to have the following:
 1 Print out of the main Work Sheet (A3 paper is best)
 1 Print out of the User EEEE Journey worksheet (A4 paper)
 At least 1 print out of the Activity Loops worksheet (A4 Paper)
 A pack of sticky notes
 A timer (optional)
 Optional but useful a deck of Gamification Inspiration Cards from gamified.co.uk
Filling in the Gamified UK worksheet
There are examples of fully completed work sheets in the following pages to help you along.
Define your problem and write it on a sticky note. Put this in the first box (“What / Why”). In the
next box, write Who the users / target audience are likely to be (e.g. employees, consumers,
managers etc.)
Discuss how you want to approach the solution. Is there a theme or a story that you want use?
Are you building a game or a gamified system. If you have a theme or story in mind, put it in the
“Theme” box.
Using the Activity Loops worksheets and if you have them the cards (otherwise find references to
gamification supporters and elements at the end of this document), start designing the activities for each
phase. In each phase you will need to fill in the main activities associated to that phase, the User Types
who are most likely to be involved as well as the metrics you will collect and measures of success.
Start with the Enrol phase. This is the first step the user takes in your system. It should bring
them in and help them understand the system. It could be as simple as an email saying “click
here to join in” or it could be a full on-boarding tutorial system.
The Enthuse phase may be part of the Enrol phase or may be separate. This is where the user
starts to “play” with the system and you may well see a sudden increase in activity. How will you
support this and encourage is as they find their way to an intrinsic reason to stay?
The Engage phase is where the user should be ready to stay in the system for their own
reasons. This could be because they have found some pure intrinsic reason to use it (they enjoy
it) or because they understand how to use it and why they need to use. How will you support and
maintain this with them.
Finally the Endear / End Game phase. Does your narrative come to an end and that is it? Is
there a reason for the user to stay beyond the basic usage? Does mastery of the system lead to
new and exciting things that will keep them coming back indefinitely?
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2.
UserEEEEJourney
©gamified.co.uk2014
Enrol
Enthuse
Engage
GettingStarted
EnthusiasticUsage
EngagingEndear
Goal&Beyond
EndGame

3.
Action/Activity
NextActivity
ActivityLoops
©gamified.co.uk2014

4.
Action/Activity
Action/Activity
ActivityLoops
©gamified.co.uk2014

5.
GatherGather information by asking; What are you
gamifying, Who your users are, Why you are doing
it and How you measure success.
Act
Act on the information you have. Design the best
solution for your goals and the engagement and
experience of your users. Then test it with them.
GAME Framework
Planning & Building a gamified solution
© gamified.co.uk 2014
Act on the information you have. Design the best
solution for your goals and the engagement and
experience of your users. Then test it with them.
Measure
Measure user activity and goal outcomes. Get
feedback and iterate improvements.
EnrichEnrich your system over time, people change as do
their goals. Keep up with them or one step ahead!

6.
Relatedness
User Type: Socialiser
Social Status, Social Connections, Belonging.
Autonomy
User Type: Free Spirit
Creativity, Choice, Freedom, Agency.
Mastery
RAMP Framework
Intrinsic motivation framework
Mastery
User Type: Achiever
Learning, Personal Development, Skill Up.
Purpose
User Type: Philanthropist
Altruism, Meaning, A Reason Why.
© gamified.co.uk 2014

7.
EEEE Framework
EnrolThe first moments in the system.
EnthuseA period of high activity and enjoyment.
Endear
Engage
The point where the user starts to find the true use.
Stages of use over time
© gamified.co.uk 2014
Endear
The user has found their intrinsic reason to stay.
EngageEnrol EndearEnthuse
ACTIVITY
TIME

8.
User Types Hexad
Marczewski’s Gamification User Types
Disruptor
Change
Player
Reward
© gamified.co.uk 2014

9.
User Types Hexad
Marczewski’s Gamification User Types
© gamified.co.uk 2014

10.
UserTypes
Player
Achiever
FreeSpirit
Disruptor
Philanthropist
Socialiser
©gamified.co.uk2014
Player
RewardSchedule
Socialiser
General

11.
Anatomyofthecards
PrimaryUserType
Description
SupporterNumber
Name
©gamified.co.uk2014
SupporterNumber
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Icon

12.
Gamified UK Gamification Worksheet
Philanthropists Disruptors Free Spirits
Motivated by Purpose. This
group are altruistic, wanting to
give back to other people and
enrich the lives of others in
some way.
Motivated by Change,
Disruptors come in two basic
types. Improvers and
Destroyers. They can be of
great assistance, but can cause
a lot of trouble as well.
Motivated by Autonomy. Some
are looking to be creators,
others explorers. Try to cater
for both if you can. All like to be
free!
Achievers Player Socialisers
Motivated by Mastery. They are
looking to learn new things and
improve themselves. They want
challenges to overcome.
Motivated by Rewards. Will
play your "game", for the
purpose of gaining rewards.
Subset of users containing
Networkers, Exploiters,
Consumers & Self Seekers.
Motivated by Relatedness.
They want to interact with
others and create social
connections.
# Element
1 Random Rewards
2 Fixed Reward Schedule
3 Time Dependent Rewards
User types
Description
Surprise and delight people with unexpected rewards. Keep
them on their toes and maybe even make them smile.
Reward Schedules
Reward people based on defined actions and events. First
activity, level up, progression. Useful during on-boarding and to
celebrate milestone events.
Events that happen at specific times (birthdays etc.) or are only
available for set period of time (e.g. come back each day for a
reward). Users have to be there to benefit.

13.
Gamified UK Gamification Worksheet
# Element
4 On-boarding / Tutorials
5 Signposting
6 Loss Aversion
7 Progress / Feedback
8 Theme
9 Narrative / Story
46 Curiosity / Mystery Box Curiosity is a strong force. Not everything has to be fully
explained, a little mystery may encourage people in new
directions.
General Supporters & Elements
Description
No one uses manuals anymore! Help people get used to your
system with a nice tutorial or a gentle introduction on how
everything works.
Sometimes, even the best people need to be pointed in the right
direction. Signpost next actions to help smooth early stages of a
journey. Use "just in time" cues to help users who are stuck.
No one likes to lose things. Fear of losing status, friends, points,
achievements, possessions, progress etc can be a powerful
reason for people to do things.
Progress and feedback come in many forms and have many
mechanics available. All User Types need some sort of measure
of progress or feedback, but some types work better than
others.
Give your gamification a theme, often linked with narrative. Can
be anything from company values to werewolves. Add a little
fantasy, just make sure users can make sense of it.
Tell your story and let people tell theirs. Use gamification to
strengthen understanding of your story by involving people.
Think like a writer!

14.
Gamified UK Gamification Worksheet
# Element
10 Meaning / Purpose
11 Care-taking
12 Access
13 Collect & Trade
14 Gifting / Sharing
15 Sharing Knowledge
Philanthropist Supporters & Elements
Description
Some just need to understand the meaning or the purpose of
what they are doing (epic or otherwise). For others they need to
feel they are part of something greater than themselves.
Looking after other people can be very fulfilling. Create roles
for administrators, moderators, curators etc. Allow users to take
a parental role.
Access to more features and abilities in a system can give
people more ways to help others and to contribute. It also helps
make them feel valued. More meaningful if earned.
Many people love to collect things. Give them a way to collect
and trade items in your system. Helps build relationships and
feelings of purpose and value.
Allow gifting or sharing of items to other people to help them
achieve their goals. Whilst a form of altruism, the potential for
reciprocity can a strong motivator.
For some, helping other people by sharing knowledge with them
is its own reward. Build the in the ability for people to answer
questions and teach others.

15.
Gamified UK Gamification Worksheet
# Element
16 Innovation Platform
17 Voting / Voice
18 Development Tools
19 Anonymity
20 Light Touch
21 Anarchy
Disruptor Supporters & Elements
Description
Disruptors think outside the box and boundaries of your system.
Give them a way to channel that and you can generate great
innovations.
Give people a voice and let them know that it is being heard.
Change is much easier if everyone is on the same page.
Think modifications rather than hacking and breaking. Let them
develop new add-ons to improve and build on the system.
If you want to encourage total freedom and lack of inhibitions,
allow your users to remain anonymous. Be very, very careful as
anonymity can bring out the worst in people!
Whilst you must have rules, if you are encouraging disruption,
apply them with a light touch. See how things play out before
jumping in. Keep a watchful eye and listen to the feedback of
users.
Sometimes you just have to burn it all to the ground and start
again. Sit back, throw the rule book out of the window and see
what happens! Consider running short "no rules" events.

16.
Gamified UK Gamification Worksheet
# Element
22 Exploration
23 Branching Choices
24 Easter Eggs
25 Unlockable / Rare Content
26 Creativity Tools
27 Customisation
Free Spirit Supporters & Elements
Description
Give your Free Spirits room to move and explore. If you are
creating virtual worlds, consider that they will want to find the
boundaries and give them something to find.
Let the user choose their path and destiny. From multiple
learning paths to responsive narratives. Remember, choice has
to be or at least feel meaningful to be most effective and
appreciated.
Easter eggs are a fun way to reward and surprise people for just
having a look around. For some, the harder they are to find, the
more exciting it is!
Add to the feeling of self expression and value, by offering
unlockable or rare content for free spirits to make use of. Link to
Easter eggs and exploration as well as achievement.
Allow people to create their own content and express
themselves. This may be for personal gain, for pleasure or to
help other people (teaching materials, levels, gear, FAQ etc).
Give people the tools to customise their experience. From
avatars to the environment, let them express themselves and
choose how they will present themselves to others.

17.
Gamified UK Gamification Worksheet
# Element
28 Challenges
29 Certificates
30 Learning / New Skills
31 Quests
32 Levels / Progression
33 Boss Battles
Achiever Supporters & Elements
Description
Challenges help keep people interested, testing their knowledge
and allowing them to apply it. Overcoming challenges will make
people feel they have earned their achievement.
Different from general rewards and trophies, certificates are a
physical symbol of mastery and achievement. They carry
meaning, status and are useful.
What better way to achieve mastery than to learn something
new? Give your users the opportunity to learn and expand.
Quests give users a fixed goal to achieve. Often made up from a
series of linked challenges, multiplying the feeling of
achievement.
Levels and goals help to map a users progression through a
system. It can be as important to see where you can go next as
it is to see where you have been.
Boss battles are a chance to consolidate everything you have
learned and mastered in one epic challenge. Usually signals the
end of the journey - and the beginning of a new one.

18.
Gamified UK Gamification Worksheet
# Element
34 Points / Experience Points (XP)
35 Physical Rewards / Prizes
36 Leaderboards / Ladders
37 Badges / Achievements
38 Virtual Economy
39 Lottery / Game of Chance
Player Supporters & Elements
Description
Points and XP are feedback mechanics. Can track progress, as
well as be used as a way to unlock new things. Award based on
achievement or desired behaviour.
Physical rewards and prizes can promote lots of activity and
when used well, can create engagement. Be careful of
promoting quantity over quality.
Leaderboards come in different flavours, most commonly
relative or absolute. Commonly used to show people how they
compare to others and so others can see them. Not for
everyone.
Badges and achievements are a form of feedback. Award them
to people for accomplishments. Use them wisely and in a
meaningful way to make them more appreciated.
Create a virtual economy and allow people to spend their virtual
currency on real or virtual goods. Look into the legalities of this
type of system and consider the long term financial costs!
Lotteries and games of chance are a way to win rewards with
very little effort from the user. You have to be in it, to win it
though!

19.
Gamified UK Gamification Worksheet
# Element
40 Guilds / Teams
41 Social Network
42 Social Status
43 Social Discovery
44 Social Pressure
45 Competition
Socialiser Supporters & Elements
Description
Competition gives people a chance to prove themselves against
others. It can be a way to win rewards, but can also be a place
where new friendships and relationships are born.
Let people build close-knit guilds or teams. Small groups can be
much more effective than large sprawling ones. Create
platforms for collaboration but also pave the way for team based
competitions.
Allow people to connect and be social with an easy to use and
accessibile social netwok. It is can be more fun to play with
other people than to play on your own.
Status can lead to greater visibility for people, creating
opportunities to create new relationships. It can also feel good.
You can make use of feedback mechanics such as
leaderboards and certificates.
A way to find people and be found is a essential to building new
relationships. Matching people based on interests and status
can all help get people started.
People often don't like feeling they are the odd one out. In a
social environment this can be used to encourage people to be
like their friends. Can demotivate if expectations are unrealistic.

20.
Weneedmore
reviewsonthe
sitebecausewe
findpeople
respondbetter
tocustomer
reviews
Weneedmore
reviewsonthe
sitebecausewe
findpeople
respondbetter
tocustomer
reviews
Potential
reviewers
Potential
reviewers
Completionof
tutorialand
associatedtasks
Completionof
tutorialand
associatedtasks
1.Players
2.Achiever
3.Philanthropist
1.Players
2.Achiever
3.Philanthropist
Use
leaderboards&
random
rewardstokeep
useractive.
Progress.
Use
leaderboards&
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rewardstokeep
useractive.
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1.Players
2.Philanthropist
1.Players
2.Philanthropist
Commentsand
newreviews
Commentsand
newreviews
1.Philanthropists
2.Socialisers
1.Philanthropists
2.Socialisers
Extraaccessto
helpmentor
otherusers.
Forumsfor
expertstohelp
eachotheras
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Extraaccessto
helpmentor
otherusers.
Forumsfor
expertstohelp
eachotheras
well
1.Socialisers
2.Philanthropists
1.Socialisers
2.Philanthropists
©gamified.co.uk2014
Potential
reviewers
Tutorialwith
simpleactivities
–ratingother
peoplereviews.
Points&
Badges
Tutorialwith
simpleactivities
–ratingother
peoplereviews.
Points&
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1.Players
2.Achiever
3.Philanthropist
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Morerating
andmoreusers
onboarding
1.Socialisers
2.Philanthropists

21.
Engage
EnthusiasticUsage
EngagingEndear
Goal&Beyond
EndGame
UserEEEEJourney:UserReviews
Engage
Endear
Getusers
ratingother
peoplesreviews
andstartingto
explorethe
system
Getusers
ratingother
peoplesreviews
andstartingto
explorethe
system
Usersshouldbe
commentingas
wellasrating
atthisstage
Usersshouldbe
commentingas
wellasrating
atthisstage
Addingreviews
andhelping
otherusers
Addingreviews
andhelping
otherusers
Enrol
EnthuseGettingStarted
©gamified.co.uk2014
Enrol
Enthuse
Userregisters
andlearnsthe
basicsofthe
system
Userregisters
andlearnsthe
basicsofthe
system
Getusers
ratingother
peoplesreviews
andstartingto
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system
Getusers
ratingother
peoplesreviews
andstartingto
explorethe
system
Usersshouldbe
commentingas
wellasrating
atthisstage

22.
Action/Activity
NextStep
ActivityLoops
©gamified.co.uk2014

23.
Action/Activity
Action/Activity
ActivityLoops
©gamified.co.uk2014