Gamification - et casestudie om operationalisering, motivation og engagement

Tine Wulff Nielsen & Lars Hylby-Christensen

Studenteropgave: Speciale

Abstrakt

This thesis examines how gamification can be operationalised, and the extent to which the interaction between a gamification initiative and its context and objective generates motivation and engagement with regards to the intended users. The thesis examines the above by conducting a qualitative case study of three very different gamification initiatives and by looking at the analytical findings through a positive psychology lens. The study finds that gamification is not limited to a certain form or layout but can be applied in various ways, depending on the context into which it operates, and the objective it serves. Furthermore the study finds that gamification can be operationalised with the use of relatively few game elements. By looking at the analytical findings through a positive psychology lens, where we focus on Self-Determination Theory and the theory of flow, we find that a gamification initiative must actively seek to meet the psychological needs of autonomy, competence and relatedness and seek to provide the experience of flow, in order to encourage its users to participate actively and return to the activity which is the subject of gamification. This is furthermore very important if the initiative seeks to provide personal development and well-being to its users. Finally we can conclude that when working with a gamification initiative, it is essential to view it as a whole consisting of the initiative, its context and objective, and incorporate the use of game elements with this coherence in mind. If this is not done, the initiative will appear as a form of sugar coating, and not be conducive to human well-being and development.

UddannelserPerformance-design, (Bachelor/kandidatuddannelse) Kandidat
SprogDansk
Udgivelsesdato30 jun. 2014
VejledereHenriette Christrup

Emneord

  • Engagement
  • Motivation
  • Positive Psychology
  • Spilelementer
  • Gamification
  • Self-Determination Theory
  • Flow