In spite of the unprecedented popularity to use innovative gaming concepts within the educational context in order to promote active learning, engage people and solve motivational problems, there is an emerging body of research work arguing that gamification is not effective to increase neither the students engagement nor the learning outcomes. In this research paper, an empirical study is conducted to explore how gamification can firstly affect the student learning engagement and the interactivity level with e-learning technologies. Secondly, whether it can be considered as a driving thrust to support sustained learning. A question board is designed and implemented to enable students ask and answer questions related to their taught modules where academic staff can also contribute and validate the most correct answers. The acquisition of data is performed through a period of 10 months in order to investigate the gamification impact over time. The gamified platform was integrated with the online e-learning portal of a university where the adoption of e-learning is considered extremely poor. The obtained results have revealed that gamification can be considered as a valuable tool to entice users for the uptake of educational systems and increase their interactivity and engagement.

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This paper aims to investigate the relationship between advergame design, advergame experience and consumer behaviour across cultures. For this purpose, a study was designed to compare and contrast behaviour patterns across Brazilian and British cultures. An advergame (Colheita de Café (CC)), featuring the Fairtrade mark was developed through a semiotics approach. Participants from both Brazil (N=30) and the UK (N=34) were invited to play the advergame and answer a questionnaire before and after gameplay. The results indicate that Brazilians felt more familiar with the visual elements incorporated by the advergame when compared to British consumers. Brazilians also had more favourable attitudes towards the brand, suggesting that visual familiarity could influence consumer behaviour. Contrary to our expectations, both Brazilian and British respondents had the same attitudes towards the advergame, showing that visual familiarity did not particularly influence the advergame experience. The main contribution of this paper is the suggestion that visual familiarity could influence consumer behaviour across cultures. We expect that our findings can be used in future research that examines cultural nuances in advergame design.