A definition for gamification: anchoring gamification in the service marketing literature

• DOI: 10.1007/s12525-015-0212-z
• Publication Date: 2016-01-15T13:00:31Z
• Authors: Kai Huotari; Juho Hamari
• Keywords: Affordance; Service-dominant logic

Abstract “Gamification” has gained considerable scholarly and practitioner attention; however, the discussion in academia been largely confined to human–computer interaction game studies domains. Since gamification is often used service design, it important that concept be brought line with literature. So far, though, there a dearth of such This article an attempt tie marketing theory, which conceptualizes consumer as co-producer service. It presents games systems composed operant operand resources. proposes definition for gamification, one emphasizes its experiential nature. The highlights four aspects gamification: affordances, psychological mediators, goals context gamification. Using identifies possible gamifying actors examines communicative staging environment.