Abstract
There has been much interest by academics and practitioners in the concept of gamification: the use of game design principles to change people’s behavior in non-game situations. However, there is also much confusion as to what gamification is and is not, and how it can be used by organizations to deliver benefits. In this article we present a framework for understanding how to apply gamification to better engage with and change the behaviors of two key types of people: employees and customers. The framework is based on three interrelated gamification principles, namely mechanics, dynamics, and emotions, which we explain and illustrate using four examples of engagement. To this end, we conclude by presenting five important lessons that serve as heuristics for managers who wish to utilize gamification for engaging employees and customers.
You have full access to this open access chapter, Download conference paper PDF
Similar content being viewed by others
Keywords
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
There has been much interest by academics and practitioners in the concept of gamification: the use of game design principles to change people’s behavior in non-game situations. However, there is also much confusion as to what gamification is and is not, and how it can be used by organizations to deliver benefits. In this article we present a framework for understanding how to apply gamification to better engage with and change the behaviors of two key types of people: employees and customers. The framework is based on three interrelated gamification principles, namely mechanics, dynamics, and emotions, which we explain and illustrate using four examples of engagement. To this end, we conclude by presenting five important lessons that serve as heuristics for managers who wish to utilize gamification for engaging employees and customers.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2016 The Academy of Marketing Science
About this paper
Cite this paper
Plangger, K., Kietzmann, J., Robson, K., Pitt, L., McCarthy, I. (2016). Experiences with Gamification: The MDE Framework. In: Groza, M., Ragland, C. (eds) Marketing Challenges in a Turbulent Business Environment. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-19428-8_125
Download citation
DOI: https://doi.org/10.1007/978-3-319-19428-8_125
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-19427-1
Online ISBN: 978-3-319-19428-8
eBook Packages: Business and ManagementBusiness and Management (R0)