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Gamify your digital strategy : designing a board game by using gamification as a tool

Kakodia, Deepak (2020) Gamify your digital strategy : designing a board game by using gamification as a tool.

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Abstract:Organizations are using different techniques to attract customer and promote their services in order to attain marketing objectives. One of the trending methods used by organizations is Gamification. The last one-decade has shown broader reach of gamification and its effectiveness in several domains, from health to business. Businesses are using Gamification as a marketing strategy to improve the motivation of customers. Gamification is an approach in which the game design elements are applied to a non-game context. From past three-years, organizations are more focused on implementing the gamification to their systems to stimulate customer's behaviour toward their services, rather than motivating employees. Board games are challenging and encourage collaboration between players. Organizations are using business-oriented board games to promote their services in the market. On the other hand, some companies prefer using board games as a digital strategy by launching an online version of the game. Yet the major challenge in organization’s perspective is how to motivate and engage customers with a table-top board game. The main purpose of this study is to develop a table-top board using gamification as a tool. This research investigates how gamification as a tool can be used to develop a board game and which game design elements are crucial in designing a gamification in marketing and whether these elements motivate players. In addition, this research seeks to address how the content of the digital strategy canvas model can be used on the table-top board and can the developed board game be used to fulfil organization’s marketing objectives. To design the board game, a design science research methodology is embraced to identify the problem, define objective of the solution, design and develop a prototype and finally demonstrate in the real-world settings. Evaluation of the game was done by conducting game sessions and feedback form was used to collect response of the participants. In addition, own-observation and video observation methods were used to analyze effectiveness of the game. The developed board game was tested with a sample size of 39, out of which 35 participants completed the feedback form. 23 of the participants were the students, whereas the rest of them either belonged from a company or an association. With the help of the feedback form, data was collected and analyzed in excel and using SPSS software. The aim of this analysis was to find and validate whether the developed game promotes motivation or not. This is done by analyzing each element that was deployed on the board game. Questions related to the game design, game elements and functionality of the board game was used in the questionnaire. This study proposes a game design model that help in designing the game and shows a process of how to design a table-top game by using gamification as a tool. The results of this study confirm the findings of the literature review that: Game-design elements motivate and engage players. It was found that meaning and interaction concept are two most motivating elements, followed by competition, goals and rest of the elements. Whereas, time pressure was the least motivating element. Another finding of this research is that the board game promotes positive word-of-mouth, which can help in promoting the services of the company in the market. Gamification as a tool is used to develop a board game that can be used to fulfil marketing objectives. Game elements deployed on the table-top board drives motivation by keeping the player engaged with the game. A design science research approach was used to design the board game. Multiple iteration processes helped in the development of an effective game that fulfilled all the set of requirements. This research should encourage researchers, game designer and developers, managers, and organizations to use gamification as a tool to gamify systems, develop a board game (that drives the motivation) and to use a design science research approach to design and develop more gamified systems.
Item Type:Essay (Master)
Faculty:EEMCS: Electrical Engineering, Mathematics and Computer Science
Programme:Business Information Technology MSc (60025)
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