Gamification in Management and Other Non-Game Contexts—Understanding Game Elements, Motivation, Reward Systems, and User Types

Abstract

Gamification is the use of gaming methods and ways of thinking in non-game economic and social contexts in order to solve some kind of problems. Possible applications of gamification are currently the subject of broad-based discussion in marketing and management in particular. Expectations are very high, primarily in those areas in which motivation processes have a large part to play. In order to fully exploit the potential of gamification, a profound understanding of modes of operation in gamified systems is needed. This then enables a productive transfer of game elements to non-game contexts, taking into account user typologies and including the requirements of very different application scenarios. This article takes up the findings of different theoretical and empirical studies on gamification from various perspectives. It combines the findings into an integral perspective and provides a catalogue of core elements of gamified systems. Approaches to reward mechanisms in gamified systems are worked out on the basis of fundamental motivation theories. It is argued that a simple adoption of award systems cannot be productive; the different kinds of needs of users with regard to social interaction, attractive challenges and individual development opportunities must, rather, be incorporated into the design of gamified systems. The article offers practitioners and researchers new impetuses for further engagement with gamified systems.