research-article

Defining gamification: a service marketing perspective

Authors:

Kai Huotari and

Juho HamariAuthors Info & Claims

MindTrek '12: Proceeding of the 16th International Academic MindTrek Conference

October 2012

Pages 17 - 22

https://doi.org/10.1145/2393132.2393137

Published: 03 October 2012 Publication History

Abstract

During recent years "gamification" has gained significant attention among practitioners and game scholars. However, the current understanding of gamification has been solely based on the act of adding systemic game elements into services. In this paper, we propose a new definition for gamification, which emphases the experiential nature of games and gamification, instead of the systemic understanding. Furthermore, we tie this definition to theory from service marketing because majority of gamification implementations aim towards goals of marketing, which brings to the discussion the notion of how customer / user is always ultimately the creator of value. Since now, the main venue for academic discussion on gamification has mainly been the HCI community. We find it relevant both for industry practitioners as well as for academics to study how gamification can fit in the body of knowledge of existing service literature because the goals and the means of gamification and marketing have a significant overlap.

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https://doi.org/10.4018/979-8-3693-0353-5.ch007
Kübler BCarmouze L(2024)Recourir aux serious games pour développer la réflexivité des managers publics de demain ? Les apports d’une recherche pluridisciplinaire en méthodes mixtesCommunication & management10.3917/comma.203.0067Vol. 20:1(67-100)Online publication date: 2-May-2024
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Index Terms

Defining gamification: a service marketing perspective
1. Mathematics of computing
  1. Information theory

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cover image ACM Other conferences

MindTrek '12: Proceeding of the 16th International Academic MindTrek Conference

October 2012

278 pages

ISBN:9781450316378

DOI:10.1145/2393132

Conference Chair:
Artur Lugmayr
Tampere University of Technology, Finland

Copyright © 2012 ACM.

Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]

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Published: 03 October 2012

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AcademicMindTrek '12

AcademicMindTrek '12: International Conference on Media of the Future

October 3 - 5, 2012

Tampere, Finland

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MindTrek '12 Paper Acceptance Rate 19 of 43 submissions, 44%;

Overall Acceptance Rate 110 of 207 submissions, 53%

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https://doi.org/10.4018/979-8-3693-0353-5.ch007
Kübler BCarmouze L(2024)Recourir aux serious games pour développer la réflexivité des managers publics de demain ? Les apports d’une recherche pluridisciplinaire en méthodes mixtesCommunication & management10.3917/comma.203.0067Vol. 20:1(67-100)Online publication date: 2-May-2024
https://doi.org/10.3917/comma.203.0067
Huang JChen JZhou L(2024)Motivation crowding effects on the intention for continued use of gamified fitness apps: a mixed-methods approachFrontiers in Psychology10.3389/fpsyg.2023.128646314Online publication date: 10-Jan-2024
https://doi.org/10.3389/fpsyg.2023.1286463
Kien L(2024)Exploring how gamification potentially motivates employees - A research in Vietnamese businessesEuropean Journal of Economics, Law and Social Sciences10.2478/ejels-2024-00078:2(25-39)Online publication date: 21-Jun-2024
https://doi.org/10.2478/ejels-2024-0007
Espinoza Chamorro RSantos LMori YLiu CYamamoto GKuroda T(2024)Gamification Approach to Provide Support About the Deferral Experience in Blood Donation: Design and Feasibility StudyJMIR Human Factors10.2196/5008611(e50086)Online publication date: 14-Jun-2024
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Moreira RSilveira ASequeira TDurão NLourenço JCascais ICabral RTaveira Gomes T(2024)Gamification and Oral Health in Children and Adolescents: Scoping ReviewInteractive Journal of Medical Research10.2196/3513213(e35132)Online publication date: 4-Apr-2024
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Respati TFeriandi YFrederico RNugroho EPardosi JWithall A(2024)Efficacy of a Mental Health Game-Board Intervention for Adolescents in Remote Areas: Reducing Stigma and Encouraging Peer EngagementThe Open Public Health Journal10.2174/011874944531078524060304585917:1Online publication date: 6-Jun-2024
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