Gamification: Main approaches to definition and research directions

Muravsakaia, Snezhana A.; Smirnova, Maria

doi:10.21638/11701/spbu08.2019.402

Cited by 3 publications

(2 citation statements)

References 52 publications

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“…Some brands to get to value co-creation stage of relationship faster are using intensive gamification [Leclercq, Hammedi, Poncin, 2018]. Discussion of gamification intensity is very fragmented despite the issue with the definition of concept boundaries [Werbach, 2014;Muravskaia, Smirnova, 2019]. In early studies researchers suggested to adopt the same approach to gamification classification as it used in game research: hard fun, easy fun, people fun, serious fun [Lazarro, 2009], which has been used to develop a typology of behavior in game-like environment, known as Hexad model [Tondello et al, 2019].…”

Section: The Role Of Gamification In Customer Engagementmentioning

confidence: 99%

“…The proposed classification is based on conclusions derived from literature analysis and comparison of main research questions which are posed in articles dedicated to gamification [Muravskaia, Smirnova, 2019] with a clear focus on customer engagement and its analysis with the help of bibliometric tools. At this stage classification is more conceptual, however, it can be already used for introducing additional segmentation criteria.…”

Section: Gamificationmentioning

confidence: 99%

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The place of gamification in customer engagement theory

Muravskaia¹

2022

Vestnik SPbSU. Management

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Gamification captured the attention of both marketing researchers and practitioners about a decade ago. Despite the established conceptualization of gamification as a driver of intrinsic motivation and a range of empirical research on the topic, there is still uncertainty about its place as a marketing tool. Some researchers argue that gamification acts as a driver of customer engagement, others consider it as an outcome of the process. Such dual nature raises the question of the role which gamification plays in customer relationship management. This study aims to analyze gamification through the lenses of customer engagement theory in order to identify the features of the relationship between these concepts. To achieve that a bibliometric analysis was conducted and the existing knowledge on the topic of customer engagement was systematized. The findings were divided into four clusters and the content of those clusters was analyzed in details. Gamification was compared with the key customer engagement practices. Which allowed to identify four types of customers in terms of engagement in gamification: supporters, spectators, super fans, and fun seekers. The proposed classification may be used by both academics and practitioners for estimating potential outcomes of using gamification for engagement purposes among different types of customers.

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Section: The Role Of Gamification In Customer Engagementmentioning

confidence: 99%

Section: Gamificationmentioning

confidence: 99%

The place of gamification in customer engagement theory

Muravskaia¹

2022

Vestnik SPbSU. Management

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Gamification in the context of digital transformation of education

Shirokolobova

2022

Vestn. of Samara State Techn. Univ. Ser.: Psych. and Pedag. Sci

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The paper focuses on one of the urgent problems of modern education gamification in the context of digital transformation of education. The digital transformation of education has created not only the problem of changing the teaching system, but also has given great opportunities to teachers to use the synthesis of the best teaching traditions and introduction of digital technologies into the educational process, since digital technologies can change the form of teaching disciplines radically. A review of scientific literature on the issue under the study allowed us to conclude that gamification has been used in scientific publications mainly in three areas of knowledge: marketing, information management and education. The aim of the research is to develop a level-based gamification system for technical and humanitarian subjects, which can be the element of electronic courses on the LMS Moodle platform and allow to form and evaluate soft skills and increase the student motivation in the process of blended learning. The research methods were the analysis and generalization of methodological literature on the topic; observation methods (direct and indirect observation, questionnaire), experiment. The practical basis of the research was made up in the following subjects Foreign Language, Resistance of materials, Philosophy, Life Safety, History of Russia, Engineering Graphics. Electronic courses were developed for the implementation of blended learning in the educational process in the LMS Moodle platform at a technical university. The definition of the term gamification is considered. An experiment was conducted to develop an electronic course on the LMS Moodle platform with the introduction of gamification in the educational process. The author suggests a four-level gamification system integrated into e-courses, which allows to form and evaluate the formation of soft skills and increases motivation for learning.

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Gamification as a tool for the personnel non-material motivation in the modern companies

Sharin,

Sibileva

2024

jour

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The article considers the issue of relevance of the use of game elements in the non-playable environment of HR-management of modern companies, as well as the influence of gameplay on the management system of companies of the Arctic zone of the Russian Federation. The aim of the research is to identify the practical significance and effectiveness of the gameplay as an instrument of intangible motivation of the company’s staff, as well as its influence in the management of companies operating in the Arctic. The study was conducted using an analytical and comparative method. On the basis of the study of the structure of gambling, SWOT-analysis and analysis of the experience of introducing game elements into the management system of modern companies, including the enterprises of the Arctic regions of the Russian Federation, the current properties of the new tool of intangible staff motivation are determined, as well as her functional ability. The analysis of the main components of gameplay (PBL system) is carried out and its practical significance is assessed. As a result of the study, it is concluded that gameplay is gradually spreading in our country, but at a slow pace due to the recent transition to a market economy and the lack of digital, innovative base of domestic companies (including companies from Arctic regions).

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Gamification: Main approaches to definition and research directions

Abstract: Таблица 2. Распределение статей по журналам, представленным в списке ABS Категория и название журнала Количество статей Журналы категории А, в том числе:

Cited by 3 publications

References 52 publications

The place of gamification in customer engagement theory

The place of gamification in customer engagement theory

Gamification in the context of digital transformation of education

Gamification as a tool for the personnel non-material motivation in the modern companies

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