Is it all a game? Understanding the principles of gamification
Summary
The provided resource delves into the concept of gamification, particularly focusing on the Mechanics, Dynamics, Emotions (MDE) framework as a foundation for creating engaging experiences. It explores how gamification principles can be applied in various contexts, using the case study of American Idol to illustrate how gamification can drive employee and customer engagement. The study emphasizes the importance of aligning mechanics, dynamics, and emotions to create successful gamified experiences.
Key Topics
- Gamification Definition and Applications: Discusses the definition of gamification and its applications in organizational settings, emphasizing the use of game design principles to motivate behavior changes.
- MDE Framework: Introduces the Mechanics, Dynamics, Emotions (MDE) framework derived from game design literature, highlighting the interplay between these elements in creating engaging experiences.
- American Idol Case Study: Examines how American Idol gamified the talent search process to engage contestants and viewers, showcasing the effectiveness of aligning mechanics, dynamics, and emotions.
- Employee and Customer Engagement: Explores how gamification can drive engagement among employees and customers by leveraging rewards, competition, and emotional responses.
- Design Principles and Guidelines: Provides guidelines for designing effective gamified experiences, emphasizing the importance of setting clear goals, understanding different roles, addressing rule-breaking behaviors, adapting experiences over time, and recognizing the endgame of gamification processes.
Abstract
There is growing interest in how gamification - defined as the application of game design principles in non-gaming contexts - can be used in business. However, academic research and management practice have paid little attention to the challenges of how best to design, implement, manage, and optimize gamification strategies. To advance understanding of gamification, this article defines what it is and explains how it prompts managers to think about business practices in new and innovative ways. Drawing upon the game design literature, we present a framework of three gamification principles - mechanics, dynamics, and emotions (MDE - to explain how gamified experiences can be created. We then provide an extended illustration of gamification and conclude with ideas for future research and application opportunities.
Reference
Robson, K., Plangger, K., Kietzmann, J. H., McCarthy, I., & Pitt, L. (2015). Is it all a game? Understanding the principles of gamification. Business Horizons, 58(4), 411–420. https://doi.org/10.1016/j.bushor.2015.03.006