TY - GEN
T1 - How to engage users through gamification
T2 - 2015 International Conference on Information Systems: Exploring the Information Frontier, ICIS 2015
AU - Tomaselli, Fernando C.
AU - Sanchez, Otavio P.
AU - Brown, Susan A.
PY - 2015
Y1 - 2015
N2 - Over recent years, gamification has been a frequent strategy to increase user engagement. Gamification of systems is usually associated with incorporating mechanisms for attributing points and badges to guide users' behaviors. However, since the dawn of the digital game industry in the 1980's, Malone's work has shown that the desire to play and master a game are important motivations to engage users. This paper aims to analyze the most engaging factors for gamers in the current context of technology. Using a sample of 717 users whose game preferences were classified into eight categories, representing different emphasis on playing, mastering, and competing, results show that competing is the least important factor to motivate engagement. As a consequence, we question the relevance of some of the most used gamification strategies like attributing points, badges, and reputation to participants. Additionally, we offer some suggestions for development of gamification of systems.
AB - Over recent years, gamification has been a frequent strategy to increase user engagement. Gamification of systems is usually associated with incorporating mechanisms for attributing points and badges to guide users' behaviors. However, since the dawn of the digital game industry in the 1980's, Malone's work has shown that the desire to play and master a game are important motivations to engage users. This paper aims to analyze the most engaging factors for gamers in the current context of technology. Using a sample of 717 users whose game preferences were classified into eight categories, representing different emphasis on playing, mastering, and competing, results show that competing is the least important factor to motivate engagement. As a consequence, we question the relevance of some of the most used gamification strategies like attributing points, badges, and reputation to participants. Additionally, we offer some suggestions for development of gamification of systems.
KW - Adoption
KW - Engagement
KW - Gamification
UR - http://www.scopus.com/inward/record.url?scp=85126580393&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85126580393&partnerID=8YFLogxK
M3 - Conference contribution
AN - SCOPUS:85126580393
SN - 9780996683111
T3 - 2015 International Conference on Information Systems: Exploring the Information Frontier, ICIS 2015
BT - 2015 International Conference on Information Systems
PB - Association for Information Systems
Y2 - 13 December 2015 through 16 December 2015
ER -