Gamification:using gaming mechanics to promote a business

Petridis, Panagiotis, Baines, Tim, Lightfoot, Howard and Shi, Victor G. (2014). Gamification:using gaming mechanics to promote a business. IN: Growth through servitization. Baines, Tim; Clegg, Ben and Harrison, David (eds) Birmingham (UK): Aston University.

Abstract

The use of digital games and gamification has demonstrable potential to improve many aspects of how businesses provide training to staff, operate, and communicate with consumers. However, a need still exists for the benefits and potential of adopting games and gamification be effectively communicated to decision-makers across sectors. This article provides a structured review of existing literature on the use of games in the business sector, seeking to consolidate findings to address research questions regarding their perception, proven efficacy, and identify key areas for future work. The findings consolidate evidence showing serious games can have a positive and valuable impact in multiple areas of a business, including training, decision-support, and consumer outreach. They also highlight the challenges and pitfalls of applying serious games and gamification principles within a business context, and discuss the implications of development and evaluation methodologies on the success of a game-based solution.

Divisions: Aston Business School
Aston Business School > Operations & information management
Aston Business School > Operations & information management research group
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Additional Information: © Aston Business School Funding: PSRC Grants Ref EP/K014064/1, EP/K014072/1, EP/K014080/1
Event Title: Spring Servitization Conference 2014
Event Type: Other
Event Location: Aston University
Event Dates: 2014-05-02 - 2014-05-14
Uncontrolled Keywords: gamification
Published Date: 2014-05
Authors: Petridis, Panagiotis ( 0000-0003-3593-8261)
Baines, Tim
Lightfoot, Howard
Shi, Victor G.

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Version: Accepted Version


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