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Using Game Mechanics for Motivational Design in Products and Services
(Digital Media Lab)
Umeå University, Faculty of Science and Technology, Department of Applied Physics and Electronics. (Digital Media Lab)
2015 (English)In: 2015 ANZMAC conference - Innovation and growth strategies in marketing: / [ed] Ashish Sinha, Jack Cadeaux and Tania Bucic, ANZMAC , 2015, 1047-1054 p.Conference paper (Refereed)
Abstract [en]

The game industry has proven to have a huge impact on today’s young minds and it is becoming clear that the actual design of a game, as well as a service or a product, can have a great influence on its users. Extending this insight, this paper proposes the theoretical basis intended to contribute to the understanding of how designers can use game design in products and services to affect, change and move people. Furthermore, this paper proposes a conceptual framework, exemplifying how game mechanics for motivational design can be used. The framework suggests that to create long-term motivation in users, a product or service has to push for the intrinsic motivation in people. Game mechanics can be used for this purpose by giving users a sense of responsibility, enable collaboration and cooperation between them, as well as provide them with a hope of success.

Place, publisher, year, edition, pages
ANZMAC , 2015. 1047-1054 p.
, Australasian Marketing Journal, ISSN 1441-3582
National Category
Media and Communication Technology
URN: urn:nbn:se:umu:diva-113943OAI: diva2:891717
ANZMAC 2015, Nov 30 - Dec 2, Sydney, Australia
Available from: 2016-01-07 Created: 2016-01-07 Last updated: 2016-06-08Bibliographically approved

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Mejtoft, Thomas
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