Recent years have seen a rapid proliferation of mass-market consumer software that takes inspiration from video games. Usually summarized as "gamification", this trend connects to a sizeable body of existing concepts and research in human-computer interaction and game studies, such as serious games, pervasive games, alternate reality games, or playful design. However, it is not clear how "gamification" relates to these, whether it denotes a novel phenomenon, and how to define it. Thus, in this paper we investigate "gamification" and the historical origins of the term in relation to precursors and similar concepts. It is suggested that "gamified" applications provide insight into novel, gameful phenomena complementary to playful phenomena. Based on our research, we propose a definition of "gamification" as the use of game design elements in non-game contexts.

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From game design elements to gamefulness: defining "gamification"

This paper reviews peer-reviewed empirical studies on gamification. We create a framework for examining the effects of gamification by drawing from the definitions of gamification and the discussion on motivational affordances. The literature review covers results, independent variables (examined motivational affordances), dependent variables (examined psychological/behavioral outcomes from gamification), the contexts of gamification, and types of studies performed on the gamified systems. The paper examines the state of current research on the topic and points out gaps in existing literature. The review indicates that gamification provides positive effects, however, the effects are greatly dependent on the context in which the gamification is being implemented, as well as on the users using it. The findings of the review provide insight for further studies as well as for the design of gamified systems.

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Does Gamification Work? -- A Literature Review of Empirical Studies on Gamification

The theory of affordances

Information and communications technologies ICTs have enabled the rise of so-called "Collaborative Consumption" CC: the peer-to-peer-based activity of obtaining, giving, or sharing the access to goods and services, coordinated through community-based online services. CC has been expected to alleviate societal problems such as hyper-consumption, pollution, and poverty by lowering the cost of economic coordination within communities. However, beyond anecdotal evidence, there is a dearth of understanding why people participate in CC. Therefore, in this article we investigate people's motivations to participate in CC. The study employs survey data N=168 gathered from people registered onto a CC site. The results show that participation in CC is motivated by many factors such as its sustainability, enjoyment of the activity as well as economic gains. An interesting detail in the result is that sustainability is not directly associated with participation unless it is at the same time also associated with positive attitudes towards CC. This suggests that sustainability might only be an important factor for those people for whom ecological consumption is important. Furthermore, the results suggest that in CC an attitude-behavior gap might exist; people perceive the activity positively and say good things about it, but this good attitude does not necessary translate into action.

The sharing economy: Why people participate in collaborative consumption

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Flow The Psychology Of Optimal Experience

During recent years "gamification" has gained significant attention among practitioners and game scholars. However, the current understanding of gamification has been solely based on the act of adding systemic game elements into services. In this paper, we propose a new definition for gamification, which emphases the experiential nature of games and gamification, instead of the systemic understanding. Furthermore, we tie this definition to theory from service marketing because majority of gamification implementations aim towards goals of marketing, which brings to the discussion the notion of how customer / user is always ultimately the creator of value. Since now, the main venue for academic discussion on gamification has mainly been the HCI community. We find it relevant both for industry practitioners as well as for academics to study how gamification can fit in the body of knowledge of existing service literature because the goals and the means of gamification and marketing have a significant overlap.

Defining gamification: a service marketing perspective

“Gamification” has gained considerable scholarly and practitioner attention; however, the discussion in academia has been largely confined to the human–computer interaction and game studies domains. Since gamification is often used in service design, it is important that the concept be brought in line with the service literature. So far, though, there has been a dearth of such literature. This article is an attempt to tie in gamification with service marketing theory, which conceptualizes the consumer as a co-producer of the service. It presents games as service systems composed of operant and operand resources. It proposes a definition for gamification, one that emphasizes its experiential nature. The definition highlights four important aspects of gamification: affordances, psychological mediators, goals of gamification and the context of gamification. Using the definition the article identifies four possible gamifying actors and examines gamification as communicative staging of the service environment.

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A definition for gamification: anchoring gamification in the service marketing literature

The developments in game industry and service design have led to an increased use of so-called game mechanics to drive customer retention and engagement outside the realm of, what can traditionally be seen as, games. This act of enhancing services with game-like features has largely been coined as „gamification‟. The phenomenon has been thus far discussed atomically, without ties to existing literature on service marketing, to which the goals of gamification are strongly related to. This paper presents a definition for gamification from the perspective of service marketing and lays ground for future studies on gamification and marketing.

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"Gamification" from the perspective of service marketing

This paper depicts an initiative to deploy an online peer-to-peer exchange system for a community network of single parents - a group of people in need of goods, services, and social support in their local neighborhoods. We apply participant observation and semi-structured interviews to uncover key issues that can hinder the emergence of sharing practices in local community networks of this type. Our study illustrates how pressures related to single parenthood can impede opportunities to engage in peer-to-peer exchange, even when community members view the social and material benefits of participation as desirable and necessary. This complicates the prevalent narrative that local peer-to-peer exchange systems are an accessible and convenient alternative to traditional markets. Moreover, we discuss our collaboration with the community as well as the developers of the sharing platform, highlighting the challenges of user-centered design in the sharing economy.

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Kai Huotari

Papers

Defining gamification: a service marketing perspective

A definition for gamification: anchoring gamification in the service marketing literature

"Gamification" from the perspective of service marketing

Challenges to Participation in the Sharing Economy: The Case of Local Online Peer-to-Peer Exchange in a Single Parents’ Network

Gamification and economics