“…Immersion, in the Klapztein and Cipolla (2016) context, refers to the system usage stage at whichpeoplestartgettingbenefitsfromthesystem.Inthecaseofagamifiedsystem,itcanalso meanimmersioninthegamingsense,i.e.,thattheuser 'sprimaryperceptionfocusesontheactivity itself,nottheperceivedbenefitsthatcanbegainedbyusingit(aspere.g.,Ermi&Mäyrä,2005;Turner, 2016; see also Hamari et al, 2016). Nevertheless, the instrumental benefits of using the systemmustbealignedwiththeplayatthispoint.Ifthisisnotdone,playerswillquicklyfeelasense ofdissonancebetweenthegamifiedsystemandthegoals,andtheymaybecomemorelikelytostop playing (Schrier,2016).…”