The impact of gamification in social live streaming services

Abstract

Gamification – the implementation of game mechanics and dynamics in non-game contexts – has become a central part in designing websites and mobile applications. It is used to improve the motivation and engagement of users and should change their behavior. The general social live streaming service YouNow, which is mostly used by adolescents, offers its users many gamification and motivating elements. Therefore, it is used as a case study in this investigation. Some of the gamification elements are, for example, coins, levels, and different kinds of rankings. What gamification elements does YouNow offer to its users? To what extend are YouNow’s users motivated by the game mechanics (gratifications sought)? What are the most motivating elements for producers, participants, and consumers? To what extend are the game elements perceived as a reward (gratifications obtained)? What are the most rewarding elements for specific user groups? To answer the research questions an online survey was conducted. It was available in five different languages and had 211 YouNow users as attendees. The results show, that the producers are the most motivated as well as rewarded user group by obtaining actions of gamification elements. For them, getting fans is the best action. The participants are the most motivated by commenting streams as well as the most rewarded by making premium gifts. The best ones from the game mechanics for all users are coins as well as levels. All gamification elements, except for moments and “The Top Moments” ranking, which are both perceived as neutral, are highly leading users to gratifications sought as well as obtained.