Gamification in Ride-Hailing: What Drives a Driver to Drive

Abstract

This paper discusses whether there is gamification in ride-hailing drivers in Indonesia. Using qualitative research methods it shows that the driver experiences illusionary freedom. Through technology, drivers experience this illusion of freedom through gamification. An interesting finding is that drivers cheat to chase targets, especially during a pandemic. Competition between drivers and the desire to get a bonus makes them have to work hard and compete with each other to get passengers, including by committing fraud. Even though they are considered as partners, the driver's position is inferior to the company. The regulations governing partnership relations are urgent to be issued.