Let's all play together: motivations of different gamification user types

Parapanos, Demos ORCID logo ORCID: https://orcid.org/0000-0001-8720-3334 and Michopoulou, Eleni (Elina) ORCID logo ORCID: https://orcid.org/0000-0002-1857-4462 (2022) Let's all play together: motivations of different gamification user types. In: Bernardes, Oscar, Amorim, Vanessa and Moreira, António Carrizo, (eds.) Handbook of research on cross-disciplinary uses of gamification in organizations. IGI Global, Pennsylvania, US. Full text not available from this repository.

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Official URL: https://doi.org/10.4018/978-1-7998-9223-6.ch001


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.

Item Type: Book Section
Publisher: IGI Global
ISSN: 2327-3437
ISBN: 9781799892236
Departments: Institute of Business, Industry and Leadership > Tourism Management
Additional Information: Chapter one within book.
Depositing User: Insight Administrator
SWORD Depositor: Insight Administrator
Date Deposited: 11 Feb 2022 15:59
Last Modified: 13 Jan 2024 13:00
URI: https://insight.cumbria.ac.uk/id/eprint/6341
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