Gamification of Workplace Activities - Smart Information Systems: Computational Intelligence for Real-Life Applications - page 238

1. Is it possible to reliably predict game design elements in enterprise systems from
click stream data analysis?
2. Is user specific gamification feasible?Which game design elements could be used
simultaneously in one gamified system without negative impacts on others?
3. How to evaluate the improvement of user specific gamification design?
In this chapter, we examine the gamification design process in detail. The chapter
is structured as follows: Sect. 9.2 provides a literature survey on gamification and
its application in enterprise systems. In order to move one step closer to answering
the above research questions we performed a two-part experiment in a workplace
environment described in Sect. 9.3 . The first part of the experiment is an online
questionnaire about users' expertise and perception of gamification methods. In the
second part, we introduce a gamified social bookmarking system and analyze the
participants' engagement with this system over a period of one week. We than com-
pare the actual system usage to the answers users submitted in the questionnaire.
Building on this, we propose a statistical approach to solve the gamification design
problem in Sect. 9.4 . After discussing the implications of this chapter, we conclude
the work and provide an overview of future research directions in Sect. 9.5 .
9.2 Related Work
In this section, we provide a detailed overview of the concept of gamification.
Section 9.2.1 first provides an overview of the history of gamification and outlines
established definitions. In Sect. 9.2.2 , basic elements of gamification, namely game
design elements, are introduced. Section 9.2.3 outlines the role of the user in the
gamification process. Gamified systems that are applied in a workspace environment
are presented in Sect. 9.2.4 .
9.2.1 History and Definitions
In 1886, S&H Green Stamps, a United States company, started one of the first retail
loyalty programs by offering stamps to U.S. retailers. In the following years, the
idea to bind customers to companies spread to other domains, e.g., by the intro-
duction of airline frequent flyer, hotel loyalty, and car rental programs. Over the
years, games started to conquer our living rooms. As early as 1990, 30% of Amer-
ican households owned at least one of Nintendo's NES. 4 The Generation Gamer
was born. In 1996, Bartle published his four player types taxonomy [ 2 ] in which he
suggests to classify gamers into different categories—socializers, killers, achievers,
4 According to “Fusion, Transfusion or Confusion/Future Directions In Computer Entertainment.”
Computer GamingWorld. December 1990, p. 28. http://www.cgwmuseum.org/galleries/index.php?
year=1990&pub=2&id=77 . Retrieved 12 September 2014.