Gamification As A New Interpretation Of The Game In The Digital Economy: Theoretical And Practical Rationale

The paper presents an analysis of the main results of theoretical and empirical studies of gamification. Gamification is defined as the inclusion of game elements in non-game contexts in order to increase motivation, engagement, and productivity. Based on the analysis of 42 publications dedicated to the practice of gamification in in various fields, the author identifies three areas of research: gamification aimed at employees, students, and customers. The results show that the success of using gamification depends on the context, purpose and conditions of implementation, as well as on the individual characteristics of those who use the gamified system.

Keywords

gamification, motivation, game elements, game mechanisms, digital technologies

Received

21.12.2022

Publication date

21.12.2022

Number of characters

46374

Cite

GOST	Danilina N. Gamification As A New Interpretation Of The Game In The Digital Economy: Theoretical And Practical Rationale // Obshchestvo i ekonomika – 2022. – Issue 12 C. 104-124 [Electronic resource]. URL: https://oie.jes.su/S020736760023431-3-1 (circulation date: 07.05.2024). DOI: 10.31857/S020736760023431-3
MLA	Danilina, Natalia "Gamification As A New Interpretation Of The Game In The Digital Economy: Theoretical And Practical Rationale." Obshchestvo i ekonomika 12 (2022):104-124. DOI: 10.31857/S020736760023431-3
APA	Danilina N. (2022). Gamification As A New Interpretation Of The Game In The Digital Economy: Theoretical And Practical Rationale. Obshchestvo i ekonomika (12), pp.104-124 DOI: 10.31857/S020736760023431-3

100 rub.

When subscribing to an article or issue, the user can download PDF, evaluate the publication or contact the author. Need to register.

Number of purchasers: 0, views: 199

Readers community rating: votes 0

1. Verbakh K., Khanter D. Vovlekaj i vlastvuj. Igrovoe myshlenie na sluzhbe biznesa // M.: Mann, Ivanov i Ferber, 2015. 224 s.

2. Vetushinskij A. Bol'she, chem prosto sredstvo: novyj podkhod k ponimaniyu geĭmifikatsii // Sotsiologiya vlasti. 2020. T. 32. No 3. S. 14–31.

3. Gejmifikatsiya: kak ne zaigrat'sya? // EduTech. Sber Universitet. 2021. No 2(40). 40 s.

4. Zikermann G., Linder Dzh. Gejmifikatsiya v biznese: kak probit'sya skvoz' shum i zavladet' vnimaniem sotrudnikov i klientov // M.: Mann, Ivanov i Ferber, 2014. 272 s.

5. Markeeva A.V. Diskussionnye voprosy razvitiya i primeneniya gejmifikatsii v upravlenii personalom sovremennoj organizatsii // Liderstvo i menedzhment. 2020. T. 7. No 3. S. 439–458.

6. Muravskaya S.A., Smirnova M.M. Geĭmifikatsiya: podkhody k opredeleniyu i osnovnye napravleniya issledovaniĭ v menedzhmente // Vestnik Sankt-Peterburgskogo universiteta. 2019. No 8(14). S. 510–530.

7. Rebrov A.V., Cherkasov A.Yu. Gejmifikatsiya i avtomatizatsiya KPI: ocherednaya upravlencheskaya moda ili novye metody stimulirovaniya? // Rossijskij zhurnal menedzhmenta. 2017. T. 15. No 3. S. 303–326.

8. Tsyplakova E.O. Gejmifikatsiya – motivatsionnaya praktika ili mekhanizm total'nogo kontrolya nad trudovym protsessom? // Ehkonomicheskaya sotsiologiya. 2016. T. 17. No 3. S. 82–109.

9. Al-Rayes S., Yaqoub F., Alfayez A., Alsalman D., Alanezi F., Alyousef S., AlNujaidi H. Al-Saif A.K., Attar R. Aljabri D., Al-Mubarak S., Al-Juwair M.M., Alrawiai S., Saraireh L., Saadah A., Al-umran A., Alanzi T.M. Gaming elements, applications, and challenges of gamification in healthcare // Informatics in Medicine Unlocked. 2022. Vol. 31. P. 1–6.

10. Alshammari M. Evaluation of gamification in e-learning systems for elementary school students // TEM Journal. 2020. Vol. 9(2). P. 806–813.

11. Bai S., Hew K.F., Huang B. Does gamification improve student learning outcome? Evidence from a meta-analysis and synthesis of qualitative data in educational contexts // Educational Research Review. 2020. Vol. 30. P. 1–20.

12. Behl A., Jayawardena N., Pereira V., Islam N., Giudice M.D., Choudrie J. Gamification and e-learning for young learners: A systematic literature review, bibliometric analysis, and future research agenda // Technological Forecasting & Social Change. 2022. Vol. 176. P. 1–24.

13. Benitez J., Ruiz L., Popovic A. Impact of mobile technology-enabled HR gamification on employee performance: An empirical investigation // Information & Management. 2022. Vol. 59. P. 1–15.

14. Bogost I. Why gamification is bullshit. / In S.P. Walz & S. Deterding (Eds.), The gameful world: Approaches, issues, applications. MIT Press, Cambridge, MA, 2015. 65–79 p.

15. Burke B. Gamification 2020: What Is the Future of Gamification? 2012 [Ehlektronnyj resurs]. URL: https://www.gartner.com/en/documents/2226015 (data obrascheniya: 15.04.2022).

16. Cardador M.T., Northcraft G.B, Whicher J. A theory of work gamification: Something old, something new, something borrowed, something cool? // Human Resource Management Review. 2017. Vol. 27. P. 353–365.

17. Chang J.W., Wei H.Y. Exploring engaging gamification mechanics in massive online open courses // Journal of Educational Technology & Society. 2016. Vol. 19(2). P. 177–203.

18. Ciuchita R., Heller J., Kocher S., Kocher S., Leclercq T., Sidaoui K., Stead S. It is Really Not a Game: An Integrative Review of Gamification for Service Research // Journal of Service Research. 2022. P. 1–18 (in press).

19. Dale S. Gamification: Making work fun // Business Information Review. 2014. No 31 (2). P. 82–90.

20. Deterding S., Dixon D., Khaled R., Nacke L. Gamification: Toward a Definition // CHI Gamification Workshop Proceed¬ings. 2011. P. 1–4.

21. Dicheva D., Dichev C., Agre G., Angelova G. Gamification in education: a systematic mapping study // Journal of Educational Technology & Society. 2015. Vol. 18(3). P. 75–88.

22. Faust A. The Effects of Gamification on Motivation and Performance. Zugl.: Berlin, Technische Universität, Diss. Springer, 2021. 195 p.

23. Gamification Market by Component (Solution and Services), Deployment (Cloud and On-premises), Organization Size (SMEs and Large Enterprises), Application, End-User (Enterprise-Driven and Consumer-Driven), Vertical, and Region – Global Forecast to 2025. MarketsandMarkets (2020, March) [Ehlektronnyj resurs]. URL: https://www.marketsandmarkets.com/Market-Reports/gamification-market-991.html (data obrascheniya: 15.04.2022).

24. García-Jurado A., Torres-Jimenez M., Leal-Rodríguez A.L., Castro-Gonzalez P. Does gamification engage users in online shopping? // Electronic Commerce Research and Applications. 2021. Vol. 48. P. 1–15.

25. Global Gamification Market (2022–2027). Mordor Intelligence, 2022. 31 p.

26. Hamari J. Transforming homo economicus into homo ludens: A field experiment on gamification in a utilitarian peer-to-peer trading service // Electron. 2013. Vol. 12(4). P. 236–245.

27. Hamari J., Koivisto J. Why do people use gamification services // International Journal of Information Management. 2015. Vol. 35. P. 419–431.

28. Hassan L. Governments Should Play Games: Towards a Framework for the Gamification of Civic Engagement Platforms // Simulation & Gaming. 2017. Vol. 48(2). P. 249–267.

29. Huang B., Hew K.F. Implementing a theory-driven gamification model in higher education flipped courses: Effects on out-of-class activity completion and quality of artifacts // Computers & Education. 2018. Vol. 125. P. 254–272.

30. Huotari K., Hamari J. A definition for gamification: anchoring gamification in the service marketing literature // Electron Markets. 2017. Vol. 27. P. 21–31.

31. Huotari K., Hamari J. Defining gamification – a service marketing perspective // Proceedings of the 16th International Academic MindTrek Conference. 2012. P. 17–22.

32. Kim S., Song K., Lockee B., Burton J. Gamification in Learning and Education. Enjoy Learning Like Gaming. Springer International Publishing AG, 2018. 164 p

33. Kiryakova G., Angelova N., Yordanova L. Gamification in Education // 9th International Balkan Education and Science Conference at Edirne, Turkey. October 2014. P. 1–5.

34. Koivisto J., Hamari J. Demographic differences in perceived benefits from gamification // Computers in Human Behavior. 2014. Vol. 35. P. 179–188.

35. Koivisto J., Hamari J. The rise of motivational information systems: A review of gamification research // International Journal of Information Management. 2019. Vol. 45. P. 191–210.

36. Landers R. Gamification Misunderstood: How Badly Executed and Rhetorical Gamification Obscures Its Transformative Potential // Journal of Management Inquiry. 2019. Vol. 28(2). P. 137–140.

37. Liu B., Wang J. Demon or angel: an exploration of gamification in management // Nankai Business Review International. 2020. Vol. 11. No. 3. P. 317–343.

38. McGonigal J. Superbetter. The Power of Living Gamefully. New York, Penguin, 2015. 480 p.

39. Negruşa A., Toader V., Sofică A., Tutunea M.F., Rus R.V. Exploring Gamification Techniques and Applications for Sustainable Tourism // Sustainability. 2015. Vol. 7. No. 8. P. 11160–11189.

40. Pereira I., Amorim V., Cota M., Goncalves C. Gamification Use in Agile Project Management: An Experience Report // Communications in Computer and Information Science. Brazilian Workshop on Agile Methods. Springer, 2016. P. 28–38.

41. Perryer C., Celestine N.A., Scott-Ladd B., Leighton C. Enhancing workplace motivation through gamification. Transferrable lessons from pedagogy // The International Journal of Management Education. 2016. Vol. 14(3). P. 327–335.

42. Robson K., Plangger K., Kietzmann J.H., McCarthy I., Pitt L. Game on: Engaging customers and employees through gamification // Business Horizons. 2016. Vol. 59(1). P. 29–36.

43. Rodrigues L., Toda A.M., Oliveira W., Palomino P.T., Vassileva J., Isotani S. Automating gamification personalization: to the user and beyond // IEEE Transactions on learning technolgies. 2021. P. 1–14.

44. Santos S.A., Trevisan N.L., Veloso E.F.R., Treff M.A. Gamification in training and development processes: perception on effectiveness and results // Revista de Gestao. 2021. Vol. 28. No. 2. P. 133–146.

45. Scheiner C.W., Witt M. The backbone of gamification – a theoretical consideration of play and game mechanics // GI-Jahrestagung. 2013. P. 2372–2386.

46. Seaborn K., Fels D.I. Gamification in theory and action: A survey // Human-Computer Studies. 2015. Vol. 74. P. 4–31.

47. Tobón S., Ruiz-Alba J., Garcia de Madariaga J. Gamification and online consumer decisions: Is the game over? // Decision Support Systems. 2020. Vol. 128. P. 1–41.

48. Toda A.M., Valle P.H.D., Isotani S. The dark side of gamification: An overview of negative effects of gamification in education // Researcher links workshop: Higher education for all. 2017. P. 143–156.

49. Vanolo A. Cities and the politics of gamification // Cities. 2018. Vol. 74. P. 320–326.

50. Warnick V., Bui H. Gamification in Management: Analysis and Research Directions // International Journal of Serious Games. 2019. Vol. 6(2). P. 57–74.

51. Xi N., Hamari J. Does gamification affect brand engagement and equity? A study in online brand communities // Journal of Business Research. 2020. Vol. 109. P. 449–460.

52. Xi N., Hamari J. Does gamification satisfy needs? A study on the relationship between gamification features and intrinsic need satisfaction // International Journal of Information Management. 2019. Vol. 46. P. 210–221.

53. Zainuddin Z., Kai S., Shujahat M., Perera C.J. The impact of gamification on learning and instruction: A systematic review of empirical evidence // Educational Research Review. 2020. Vol. 30. P. 1–23.

54. Zhang L., Shao Z., Li X., Feng Y. Gamification and online impulse buying: The moderating effect of gender and age // International Journal of Information Management. 2021. Vol. 61. P. 1–18.

55. Zichermann G., Cunningham C. Gamification by Design: Implementing Game Mechanics in Web and Mobile Apps. Sebastopol, CA: O’Reilly Media, 2011. 210 p.