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Eye of the Beholder: Analyzing a Gamification Design Through a Servicescape Lens

Eye of the Beholder: Analyzing a Gamification Design Through a Servicescape Lens
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Author(s): Adam Palmquist (School of Informatics, University of Skövde, Sweden)and David Gillberg (Insert Coin, Sweden)
Copyright: 2023
Pages: 27
Source title: Research Anthology on Game Design, Development, Usage, and Social Impact
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-6684-7589-8.ch027

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Abstract

Gamification, the idea of using game design elements to make tasks more engaging, is used in many contexts. The enthusiasm for gamification and its potential uses can be seen in different research—as well as business fields. As of this day, there exists no dominant design principle or standard on how to construct a gamified solution. However, there seem to exist generic dogmas on what a gamification solution should include, look, and feel like. The theories used to explain the gamification techniques often originate from the field of game design and psychology. It is possible that more research fields could be used as a lens to magnify the effects of gamified information systems. In this report, we use the theories from environmental psychology and the servicescape methods to construct a lens to suggest improvements in gamification design for a learning management system used in higher education.

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