Abstract
Gamification is defined as the use of game elements and game design techniques in non-game contexts. It is expected that global gamification market will grow to USD $5.5 Billion by 2018. This tremendous market growth relies on basic human instinct to get enticed by both extrinsic and intrinsic motivations. This study aims to provide insights into gamification approach from motivation perspective. For this purpose, conceptual foundations of gamification described, including the structure and Benefits of Gamification, and then related motivation theories reviewed.
Highlights
Gamification is a strategy that employs game mechanics, techniques, and theory in areas that traditionally do not function like a game
Theories in the middle of the spectrum explain the social motivation of games. In this context we identify Festinger’s Social Comparison and Personal Investment Theory (PIT)
This chapter’s focus is on contributing to the body of knowledge as it relates to the measurement of gamification outcomes, i.e. a methodology for the assessment of gamification implementation within organizations
Summary
Gamification is a strategy that employs game mechanics, techniques, and theory in areas that traditionally do not function like a game. IT-based gamified enhancing services are able to arouse the intrinsic motivation of users regarding a core offer [3]: Increase in user satisfaction: The continuous documentation of one’s own behaviour visualizes progress, facilitates the derivation of achievable personal goals and offers immediate feedback so that users perceive feelings of high individual performance. Needs based theories relevant for studying intrinsic motivations in serious games include Maslow’s hierarchy of needs, Need Achievement Theory, Goal Setting and Self Efficacy which are briefly described in the following. PIT holds that the meaning a person creates in the form of beliefs, perceptions, feelings, purposes, and goals motivates behaviour These cognitive elements are the key to understand and predict investment behaviour such as participation, spending of time and effort. Recent studies confirmed that experiences of competence, autonomy, and relatedness were major contributors to game enjoyment, regardless of the specific content, complexity, or genre of games [51, 52]
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