Cham, Karen and Webley, Stephen (2016) Designing for the play instinct : gamification, collective voodoo and mumbo jumbo. In: Dymek, Mikolaj and Zackariasson, Peter, (eds.) The Business of Gamification : A Critical Analysis. Routledge. pp. 182-207. (Routledge Advances in Management and Business Studies) ISBN 9781138824164

Abstract

In its simplest sense, ‘gamification’ is a recently established ‘user experience design’ (UXD) method that aims to increase user engagement byimplementing game style incentivisation mechanics into non-game environments, contributing to closing the ‘semantic gap’ in the user experience (UX) by providing a higher level of engagement for people using machines. Yet this has somehowlead to an over complicated, evangelical and mystified manifestation of gamification as an ideology in and of itself. This paper posits that allthat is actuallyneeded for successful and ethical gamification is a dialectical construction of motivation, jeopardy, and reward within an ideological architecture that synchronisesbrand values in an internal and external facing feedback loop; one that unites the Employee Experience (EX) with the Customer Experience (CX) and the Shareholder Experience (SX).

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