An exploratory study on the effective gamified experience: the providers’ perspective

Author/s Sara Lombardi, Sara Sassetti, Rosmeri Matturro
Publishing Year 2023 Issue 2023/1 Language Italian
Pages 24 P. 9-32 File size 287 KB
DOI 10.3280/SO2023-001001
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The use of gamification in companies is becoming increasingly important, be-ing it applicable to different fields: from healthcare to marketing, from tourism to staff recruitment. The recent trend showed that, in 2019, the global gamification business counted 7.98 billion dollars, with a forecast of +25% over by 2025. This evidence is also supported by the growing recognition of gamified systems as ef-fective tools to strengthen innovation, productivity, and commitment. Defined as the use of game design elements in non-game contexts, gamification therefore be-comes a valuable support for the organizations’ well-being and competitiveness. However, while several works investigate the impact of gamification on their users, the perspective of gamification providers has been almost neglected. In this regard, we acknowledge that, before examining the effect on customers, it is im-portant to understand what elements make a gamified experience successful. To do so, this study presents an exploratory qualitative research, based on semi-structured interviews administered to seven Italian gamification providers. The analysis highlighted a circle of value, emerging among four aspects (the busi-ness, the components, the mechanics, and the dynamics of the game) whose vir-tuous relationship leads to an effective gamified experience. However, the cus-tomer maintains a key role in ensuring the success of gamification, being at the same time a co-design partner and an end user.

Keywords: Gamification, exploratory study, qualitative research, gamified ser-vices, gamified experience, providers.

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Sara Lombardi, Sara Sassetti, Rosmeri Matturro, Uno studio esplorativo sull’esperienza gamificata di successo: la prospettiva dei provider in "STUDI ORGANIZZATIVI " 1/2023, pp 9-32, DOI: 10.3280/SO2023-001001