Designing tailored gamification: A mixed-methods study on expert perspectives and user behavior in a gamified app for sustainability at work

Jeanine Krath, Ana Carolina Tomé Klock, Benedikt Morschheuser, Nikoletta-Zampeta Legaki, Solip Park, Harald F. O. von Korflesch, Juho Hamari

Research output: Chapter in Book/Report/Conference proceedingConference article in proceedingsScientificpeer-review

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The establishment of the Sustainable Development Goals (SDGs) has put the transition to a sustainable society on the global agenda. In this respect, gamification has gained increasing attention as a tool for companies to motivate employees to adopt sustainable behaviors. Specifically, adapting gamification design to the preferences and needs of individual users has been strongly advocated. However, knowledge of personalized gamification design is largely
based on conceptual assumptions and self-reported preferences. It remains thus unclear whether actual behavior of different user types matches theoretical conjectures and how user typologies can drive successful gamification design in sustainability contexts. This work addresses this gap by evaluating the design of a gamified app for sustainability at work by comparing expert evaluation (n=10) and analysis of actual user behavior (n=37) of different Hexad player types over a two-month period. In juxtaposing expert opinions and user behavior, our results reveal that actual user behavior greatly differs from expert suggestions and theoretical assumptions. Our results contribute to future research on tailored gamification by questioning the current state of tailored design theory mainly driven by self-report and pointing to the relevance of the context and non-stereotypical approaches for future personalization efforts.
Original languageEnglish
Title of host publication7th International GamiFIN Conference 2023
EditorsMila Bujic, Prajwal DSouza, Nannan Xi, Juho Hamari
Number of pages12
Publication statusPublished - 2023
MoE publication typeA4 Conference publication
EventInternational GamiFIN Conference - Ruka, Kuusamo, Finland
Duration: 18 Apr 202321 Apr 2023
Conference number: 7

Publication series

NameCEUR Workshop Proceedings
ISSN (Electronic)1613-0073


ConferenceInternational GamiFIN Conference
Abbreviated titleGamiFIN
Internet address


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