Let's All Play Together: Motivations of Different Gamification User Types

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Author(s): Demos Parapanos (University of Cumbria, UK)and Eleni (Elina) Michopoulou (University of Derby, UK)
Copyright: 2022
Pages: 23
Source title: Handbook of Research on Cross-Disciplinary Uses of Gamification in Organizations
Source Author(s)/Editor(s): Oscar Bernardes (ISCAP, ISEP, Polytechnic Institute of Porto, Portugal & University of Aveiro, Portugal), Vanessa Amorim (ISCAP, Polytechnic Institute of Porto, Portugal)and António Carrizo Moreira (University of Aveiro, Portugal)
DOI: 10.4018/978-1-7998-9223-6.ch001

Keywords: Business and Organizational Research / Business Science Reference / Gaming in Business / Knowledge Management and Library Science

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Abstract

Gamification is recognized as the next big thing in marketing by using game design elements in a non-game context. Producing desirable experiences and motivating users to remain engaged in an activity is one of the strengths of gamification. The introduction of digital social networks has become the biggest change regarding digital technology, also leading to the evolution and popularity of gamification. Although it is possible to design games, serious games, or gamified systems without knowing who the target users are, it is more likely to create a more engaging experience when these users are identified first. Taking this into consideration, this chapter will look to identify and present the motivations of individuals when using gamification systems. Identifying the motivations behind gamification usage and acknowledging the interaction between them will help organizations understand their audience and create more engaging experiences.

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Let's All Play Together: Motivations of Different Gamification User Types

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