“…that evokes intended behavior) considers the employees’ characteristics and needs (e.g. Georgiou et al, 2019; Ivan et al, 2019; Sailer et al, 2017; Sox et al, 2014; Stadnicka and Deif, 2019). Hunicke and colleagues (2004: 5) confirm the centrality of human-centered gamification design by suggesting, “by understanding how formal decisions about gameplay impact the end user experience, we are able to better decompose that experience, and use it to fuel new designs, research and criticism respectively.” Moreover, numerous scholars have stressed the importance of designing games through iterative approximation and continuous improvement (e.g.…”