Is It All a Game? Understanding the Principles of Gamification

10 Pages Posted: 25 Jul 2015

See all articles by Karen Robson

Karen Robson

Simon Fraser University (SFU) - Beedie School of Business

Kirk Plangger

King's College London

Jan Kietzmann

Segal Graduate School of Business

Ian P. McCarthy

Simon Fraser University (SFU) - Beedie School of Business

Leyland Pitt

Simon Fraser University - Segal Graduate School of Business

Date Written: June 24, 2015

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 practice 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.

Keywords: Gamification, Experience, Mechanics, Dynamics, Emotions, Behavior change, Motivation, American Idol

JEL Classification: M10

Suggested Citation

Robson, Karen and Plangger, Kirk and Kietzmann, Jan and McCarthy, Ian P. and Pitt, Leyland, Is It All a Game? Understanding the Principles of Gamification (June 24, 2015). Business Horizons, Vol. 58, No. 4, 2015, Available at SSRN: https://ssrn.com/abstract=2635587

Karen Robson

Simon Fraser University (SFU) - Beedie School of Business ( email )

8888 University Drive
Burnaby, British Colombia V5A 1S6
Canada

Kirk Plangger

King's College London ( email )

London, SE1 9NN
United Kingdom
442078484631 (Phone)

HOME PAGE: http://www.kcl.ac.uk/sspp/departments/management/people/academic/Plangger.aspx

Jan Kietzmann

Segal Graduate School of Business ( email )

500 Granville Street
Vancouver, British Columbia V6C 1W6
Canada
7787825187 (Phone)

HOME PAGE: http://beedie.sfu.ca/profiles/JanKietzmann

Ian P. McCarthy (Contact Author)

Simon Fraser University (SFU) - Beedie School of Business ( email )

8888 University Drive
Burnaby, British Columbia V5A 1S6
Canada

Leyland Pitt

Simon Fraser University - Segal Graduate School of Business ( email )

8888 University Drive
Burnaby, British Columbia V5A 1S6
Canada

Here is the Coronavirus
related research on SSRN

Paper statistics

Downloads
571
Abstract Views
1,687
rank
53,729
PlumX Metrics