Understanding and supporting the value of gamification for the user: A service theory perspective

Abstract

Gamification has gained momentum in business practice. Experts predict that the gamification market will increase by 500% to approximately USD 11.10 Billion by 2020. However, experts also expect that approximately 80% of gamification applications will fail. Rigorous and practically relevant academic research is thus necessary to enhance our understanding of what gamification is and how it works. Building on a systematic literature review and service theories, this study’s research objectives are to (1) provide conceptual clarity by proposing an all-encompassing definition and key characteristics of gamification in a business context; (2) examine the value of gamification for the user (3) provide guidance on how to effectively design gamification based on service design principles. Overall, this study aims to provide much-needed insights to facilitate the successful application of gamification in business practice.