Gamification
The reality of what it is… and what it’s not

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Author(s): Kyle Findlay, Kirsty Alberts
Collection: Congress 2011 - Impact - Research Reloaded
Keywords: Trend Spotting /Watching, In-Depth Interviews, Customer Loyalty, Customer Satisfaction Studies, Employee Research, Neuroscientific Techniques

ESOMAR Congress 2011 Award Nominee - Best Methodological Paper
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“Gamification” is sweeping the online and business worlds, but how much is hype vs. reality? The promise of gamification is that the addition of game-like elements can increase participation and engagement in any process or experience, whether in the real world or online. Gamification brings behaviour change methodologies into the digital age by explicitly providing the mechanics to improve user engagement This presentation will review these claims and investigate what gamification is and what it is not.



Date of publication: 18.09.2011
ISBN: 92-831-0253-3
Order Code: 59664-17
Number of pages: 26

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