Majestic Gamification:a case study in the adoption of a service innovation

Uren, Victoria, Andrews, Daniel, Fitzpatrick, Steve and Pitchford, Steve (2015). Majestic Gamification:a case study in the adoption of a service innovation. IN: Strategic industrial applications of games and gamification. Baines, Tim; Petridis, Panagiotis and Ridgway, Keith (eds) Aston University.

Abstract

Purpose: A case study is presented concerning a gamified awards system designed to encourage software users to explore a suite of tools, and to share their expertise level in profile pages. Majestic is a high-tech business based in the West Midlands (UK) w hich offers a Link Intelligence database using a Software as a Service (SaaS) business model. Customers leverage the database for tasks including Search Engine Optimisation (SEO) by using a suite of web-based tools. Getting to know all the tools and how they can be deployed to good effect represents a considerable learning challenge, and Majestic were aware that. Design/methodology/approach: We present the development of Majestic Awards as a case study highlighting the most important design decisions. Then we reflect on the development process as an example of innovation adoption, thereby identifying resources and cu ltura l factors which were critical in ensuring the success of the project. Findings: The gamified awards system makes learning the tools an enjoyable, explorative experience. Success factors included identifying a clear business goal, the process/ project f it, senior management buy in, and identifying the knowledge and resources to resolve t echnical issues. Originality/value: Prior to gamification of the system, only the most expert users regu larly utilized all the tools. The user base is now more knowl edgable about the system and some users choose to use the system to publicize their expertise.

Divisions: Aston Business School > Operations & Information Management
Aston Business School > Advanced Services Group
Aston Business School
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Event Title: International Gamification for Business Conference 2015
Event Type: Other
Event Location: Science Park Aston
Event Dates: 2015-09-21 - 2015-09-22
Uncontrolled Keywords: gamification,search engine optimisation,innivation adoption
Published Date: 2015
Authors: Uren, Victoria
Andrews, Daniel ( 0000-0001-8347-0267)
Fitzpatrick, Steve
Pitchford, Steve

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