Gamification

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Gamification

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Title: Gamification
How gamification can motivate and engage people and what game mechanics are most effective in this process
Author: Risvad, Philip
Abstract: This-study-investigates-how-gamification-can-motivate-people-with-the-help-of-gamemechanics.- This-topic-is-highly-relevant,-since-gamification-has-proved-for-some-businessesand- organisations-to-be-an-effective-tool-to-increase-people’s-motivation-and-engagement.-- - To-provide-a-starting-point-and-a-general-understanding-of-what-people-are-driven-by,-thewellUknown- psychological-SelfUDetermination-Theory-is-presented,-establishing-three-innateneeds- that-are-fundamental-to-human-beings:-Competence,-Autonomy-and-Relatedness.-Ageneral- introduction-to-gamification-is-provided-with-the-MDA-framework,-which-is-a-formalapproach- to-understanding-games-by-decomposing-games-into-the-components-of-Mechanics,- Dynamics-and-Aesthetics.-After-this-comes-an-outline-of-the-most-typical-game-elements-ofgamification,- namely-Points,-Badges-and-Leaderboards.-This-is-followed-by-a-framework-usedto- classify-different-user-types-of-gamification.-Since-different-game-elements-motivatedifferent- types-of-users,-this-framework-is-very-useful-in-the-analysis-of-this-study.-- In-an-effort-to-identify-what-game-mechanics-are-most-effective-on-motivation,-three-realUlifecases- of-gamification-are-studied:-Duolingo,-Fitocracy-and-Vivino.-Each-of-them-operateswithin- different-areas.-Duolingo-is-a-languageUlearning-app,-Fitocracy-is-a-workout-app/socialfitness- network-and-Vivino-is-an-exploration-tool-for-vine-enthusiasts.-They-all-use-mobileapplications- as-their-platform-for-gamification.-Interviews-with-users-of-each-app-areconducted,- and-the-interview-participants-are-asked-to-take-a-user-type-test-in-order-toclassify- their-user-type-traits.-This-provides-a-foundation-for-finding-out-what-game-mechanicsworks- and-what-does-not-work-for-the-interview-participants-and-their-motivation.- The-study-concludes-with-a-general-suggestion-to-how-gamification-can-motivate-and-engagepeople,- followed-by-a-specific-identification-of-the-two-most-effective-game-mechanics-inrelation- to-motivation.-Furthermore,-recommendations-for-how-the-three-case-companies-canimprove- their-gamified-systems-are-provided.-
URI: http://hdl.handle.net/10417/5730
Date: 2016-03-31
Pages: 91 s.
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