Gamification in Management and Other Non-Game Contexts—Understanding Game Elements, Motivation, Reward Systems, and User Types

Abstract

Gamification is the use of gaming methods and ways of thinking in non-game economic and social contexts in order to solve some kind of problems. Possible applications of gamification are currently the subject of broad-based discussion in marketing and management in particular. Expectations are very high, primarily in those areas in which motivation processes have a large part to play. In order to fully exploit the potential of gamification, a profound understanding of modes of operation in gamified systems is needed. This then enables a productive transfer of game elements to non-game contexts, taking into account user typologies and including the requirements of very different application scenarios. This article takes up the findings of different theoretical and empirical studies on gamification from various perspectives. It combines the findings into an integral perspective and provides a catalogue of core elements of gamified systems. Approaches to reward mechanisms in gamified systems are worked out on the basis of fundamental motivation theories. It is argued that a simple adoption of award systems cannot be productive; the different kinds of needs of users with regard to social interaction, attractive challenges and individual development opportunities must, rather, be incorporated into the design of gamified systems. The article offers practitioners and researchers new impetuses for further engagement with gamified systems.

The features of game mechanics use in teaching computer science for the development of creative thinking of students

“…The research materials correspond to the priority directions of UNESCO activity and the system of Russian education in terms of gamification of education [13]. The results obtained supplement the conclusions of N.I.…”

“…In general, game mechanics, according to O. Mauroner, should be understood as a set of rules and methods to support the interaction of the participants of the game environment and the game space itself (characters, design, plot) [13].…”

We can all be winners: The influence of team composition and a delivery modality on business students' satisfaction and simulation performance

“…Thus, the GLO-BUS simulation used by the students in this study included "the key elements of gamified systems" (Mauroner, 2019): (1) feedback -as the students received continuous feedback when they made "tentative" moves, as well as feedback after each round of the gameplay with (2) transparencyas they could see the comparisons with the other competitors and their own past decisions, all this in light of the (3) objectives and tasks -provided at the outset, accompanied by (4) storytelling -as the game is played in the context of how "companies" operating in a specific industry compete against their rivals in the global context, wherein (5) points -are awarded in each round, and ( 6) badges -which can be earned for certain accomplishments in the form of "rewards", given the fact that students are engaged in a ( 7) contest -competing with the rival companies comprised of the other student teams in their classes, at their university, and globally, while also being engaged in (8) collaboration -amongst their own team members in order to succeed in each round which must be completed in a predefined (9) time, where they also have the ability to learn from (10) repetition -as each round is similar and students are engaged in multiple rounds of the gameplay, simultaneously also enjoying a certain level of ( 11) personalization -where they can customize certain aspects of their company, such as the company name.…”

The Influence of Gamification on Customer Experience in Digital Banking Practices

“…Gamification entails the integration of game-design concepts and techniques into non-gaming environments with the objective of enhancing user participation and enthusiasm. (Mauroner, O. (2019) [3]).…”

“…(Mauroner, O. (2019) [3]). By incorporating elements such as points, badges, leaderboards, challenges, and rewards, gamification strives to make banking activities more enjoyable, interactive, and immersive for customers [4]).…”