Abstract
Gamification has been discussed as a standout approach to improve user experience, with different studies showing that users can have different preferences over game elements according to their user types. However, relatively less is known how different kinds of users may react to different types of gamification. Therefore, in this study (N=331) we investigate how user orientation (Achiever, Disruptor, Free Spirit, Philanthropist, Player, and Socializer) is associated with the preference for and perceived sense of accomplishment from different gamification designs. Beyond singular associations between the user orientation and the gamification designs, the findings indicate no comprehensive and consistent patterns of associations. From the six user orientations, five presented significant associations: Socializer orientation was positively associated with Social, Fictional, and Personal designs, while negatively associated with Performance design; Player orientation was positively associated with Social (Accomplishment), Personal, and Ecological designs, while negatively associated with the Social design (Preference); Disruptor orientation was positively associated with Social design; Achiever orientation was positively associated with Performance and Social designs; and Free Spirit orientation was negatively associated with Social design. Based on the results, we provide recommendations on how to personalize gamified systems and set further research trajectories on personalized gamification.
Highlights
Gamification has been widely used in recent years to increase users’ motivation in different areas, such as health (Johnson et al 2016), virtual reality (Hassan et al 2020), and education (Barata et al 2013; Turan et al 2016; Araya et al 2019)
We presented how the six Hexad user orientations are related with five different gamification designs
Our results corroborate other research in identifying that the game elements presented in the Performance (Point, Progression, Level, Stats, and Acknowledgment) gamification design can be considered most adequate for all users, and that the Hexad user orientations have different preferences concerning gamification designs
Summary
Gamification has been widely used in recent years to increase users’ motivation in different areas, such as health (Johnson et al 2016), virtual reality (Hassan et al 2020), and education (Barata et al 2013; Turan et al 2016; Araya et al 2019). Based on Bartle’s player types, Yee (2006) proposed an empirical model of player motivations, based on data collected from 3000 Massive Multiplayer Online Role Playing Games (MMORPGs) In his analysis, Yee revealed ten motivation sub-components (Advancement, Mechanics, Competition, Socializing, Relationship, Teamwork, Discovery, Role-Playing, Customization, and Escapism), which he grouped into three overarching components (Achievement, Immersion and Social). Yee revealed ten motivation sub-components (Advancement, Mechanics, Competition, Socializing, Relationship, Teamwork, Discovery, Role-Playing, Customization, and Escapism), which he grouped into three overarching components (Achievement, Immersion and Social) Another player type model that has been used in researches is the BrainHex Model (Nacke et al 2011), which was based on neurobiological findings and has seven player types: (1) Seeker; (2) Survivor; (3) Daredevil; (4) Mastermind; (5) Conqueror; (6) Socializer; and (7) Achiever. According to Nacke et al (2011), each player type from the BrainHex model should be understood not as a psychometric type, but rather as an archetype that typifies a particular player experience
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