| dc.description.abstract | Gamification has been criticized by game scholars for its lack of meaningful engagement and
data extraction techniques. Game scholars argue that commercial organizations tend to use
game-inspired elements to merely drive user engagement and extract user data – calling this
technique a form of exploitation by organizations. This form of gamification is referred to as
gamification 1.0. This form of gamification mostly uses gameful elements, or a software’s formal
structure, to deterministically influence users’ behavior. Commercial organizations tend to use
the gamification 1.0 approach to their marketing goals. A more meaningful approach, called
gamification 2.0, argues for the inclusion of more free-form of interaction (playful elements)
within rigid structures (gameful elements) which is supported by a motivational experience.
This research aimed to answer the research question of how organizations can create a
meaningful experience within gamification software where they can also meet their
organizational goals. By using Nike’s gamified app called Nike Run Club, it is analyzed that the
goals of engagement and data extraction limits can limit some elements of play; however, at the
same time, the app shows some promising opportunities for meaningful play. Thus, by using the
Nike Run Club as an example, it is argued that organizations should depart from using brand
engagement as an end goal for gamification and instead use a sustainable model called the
circles of sustainability. The circle of sustainability is a model which regards societal wellbeing
and within this model, organizations need to ask questions within an economic, political,
ecological, and cultural domain. By placing organizational goals with gamification within this
model, it can assist in creating a more meaningful experience for end-users. Being that
gamification software is also a part of cultural production and the form of doing marketing is
changing to a human-centered approach, it is more important than ever for organizations to
produce less exploitative and more meaningful versions of gamification software. | |
