Gamification refers to the use of game elements in a non-entertainment-based context, and is a well-known approach to motivate users of information systems. Despite the positive effects of games in dai-ly life, more gamification projects fail. A possible explanation for this observation is that game ele-ments are often designed without considering the needs of different groups of users. Consequently, we aim to develop a gamification approach that allows us to adapt the gamification elements to the indi-vidual motivation structures of information system users. To achieve our goal, we rely on self-determination theory to design different specifications of game elements. We exemplarily developed four different specifications for each of the nine gamification elements we found in the literature. We are currently in the process of conducting a discrete choice experiment allowing us to match the moti-vation structures of system users and their preferences regarding the specifications of game elements. Based on our results, we expect to better understand how gamification can motivate users to use sys-tems more regularly. In a subsequent step, we plan to rely on our results to design different gamifica-tion configurations for an information system, allowing us to adapt the gamification elements to indi-vidual preferences of the users.
Schöbel, Sofia and Söllner, Matthias, "HOW TO GAMIFY INFORMATION SYSTEMS - ADAPTING GAMIFICATION TO INDIVIDUAL PREFERENCES" (2016). Research-in-Progress Papers. 20.