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Gamification Techniques using Social Media
Poorva Bhawsar
Hyderabad, India Avanti Gupta
Hyderabad, India Snigdha Verma
Hyderabad, India Abstract—This paper reviews the gamification trend, the concept of gamification. It also provides some examples of the wide use of gamification in tourism, healthcare, education, social causes, crowdsourcing, business, and social network.
Gamification is a significant, emerging trend for the coming years. Keywords—gamification, customer engagement, motivation, social media, badges, achievements, rewards




Gamification takes enjoyment and attains voluntary user participation by offering problem-solving methods of fun facts.
The advantage of Gamification is that it rewards accomplishment of action toward goal and task. Elements such as points, level-up, and ranking stimulates internal and external motives toward the subject matter and maintains voluntary participation. Gamification has drawn the attention of academics, practitioners and business professionals in domains as diverse as education, information studies, human–computer interaction, and health.
Motivation is a central topic in gamification as gamified systems are implemented to encourage change for wanted and desirable activities. Motivation in gamification uses a twofolded approach. First, extrinsic motivation focuses on applying gamified elements into a non-gaming context to stimulate external motivation. Second, game thinking and motivational design has a positive influence on intrinsic motivation. Intrinsic motivation is an innate drive to do something (or your pursuit of activities that are rewarding in and of themselves). Extrinsic motivation pushes you to do (or avoid) something because of an external reward or punishment.
Gamification Techniques strive to leverage people 's natural desires for competition, achievement, status, selfexpression, altruism, and closure. A core gamification strategy is rewards for players who accomplish desired tasks. Types of rewards include points, achievement badges or levels, the filling of a progress bar, and providing the user with virtual

currency. Competition is another element of games that can be used in Gamification. Making the rewards for accomplishing tasks visible to other players or providing leaderboards are ways of encouraging players to compete. Another approach to gamification is to make existing tasks feel more like games.
Some techniques used in this approach include adding meaningful choice, on-boarding with a tutorial, increasing challenge and adding narrative.
Categories of Gamification are External, Internal and
Behavior change.
External includes the B2C (Business to Customer) experience, when a business want to use Gamification to increase sales, engagement, fan loyalty, get users feedback, users collaboration, etc. Internal is the use of Gamification to improve worker efficiency and satisfaction in the workplace.
Behavior change is the use of Gamification to motivate users to improve skills or change habits; as study better, lose weight, among others.
Growth of Gamification Gamification has gained much interest in the last few years. One way to see the increased interest is visible in the amount of searches for the term
„Gamification‟ on Google Search Engine, shown in Figure 1.
According to a Gartner Research Report, it is estimated that by
2015, more than 50 percent of organizations that manage innovation processes will gamify those processes. By the end of 2014, Gartner predicts that over 70 percent of Global 2000 organizations will have at least one "gamified" application, and that "gamification is positioned to become a significant trend in the next five years."
Thanks to Facebook, Twitter, LinkedIn and other social media sites, we are all more comfortable sharing information about ourselves then we ever were before. Companies can connect directly with their customers more easily now than in the past. Enlightened companies are using these new channels to communicate with their customers to influence their brand loyalty. Internally, employees experienced with the use of social media have higher expectation with regard to virtual collaboration, fast feedback, transparency, and competition.
This shift in attitude helps the general acceptance of gamification within the company.



A. Gamification in Healthcare Industry
Healthcare Industry can learn from the world of gaming.
Encouraging people to play games, or at least applying the principles that make games work to get people to focus on their health and wellness, can help solve a problem with which healthcare professionals have long battled: engagement. And when the experience is social, the engagement is even greater.
1) Gamifying the patient experience
Gamification keeps the patient interested and engaged by offering a mechanism through which daily progress can be monitored and recorded. Badges and other rewards can be offered for completing simple tasks -- an approach that breaks down an overall (and often overwhelming) goal into smaller, more easily achieved milestones.
Zamzee is a social enterprise established in 2010 by
HopeLab, a nonprofit research organization that leverages the power and appeal of technology to improve children‟s health.
Noting that young people today are often not intrinsically motivated to exercise, the company set out to create a gamified motivational program and a connected device that would engage, motivate and have a lasting and positive impact on the program‟s participants.
Boston Heart Diagnostics is a health management company that offers diagnostic and patient management solutions to predict, prevent, manage and reverse cardiovascular disease. Boston Heart provides patients with proprietary tests and the application of cardio-informatics, and then goes a step further to provide a personalized treatment plan and support tools to guide positive lifestyle and nutrition changes that can impact heart health.

B. Gamification in Disaster-Management
A natural disaster is an occasion when a society is afflicted by a natural event and the damage is so great that external assistance is required. The information that is relied on for disaster management is of crucial importance and must be accurate, timely, and complete with regard to the current state of environmental variables, so that it can be used to support predictions about upcoming changes and associated impacts.
Tools and technologies based on social media concepts, have been widely employed to assist in activities and procedures related to disaster management.
Elements of gamification, as well as social media, are coupled with GSCA (Gamification-based Social Collaborative
Architecture) with a view to encouraging volunteers to participate further. For example, volunteers at GSCA can take part in special missions, which include the features of games like scores, badges and rankings which reflect the abilities and achievements of the participants. This architecture is based on
Crowdsourcing and Volunteered Geographic Information
(VGI), which provide content to support the acquisition of knowledge. 1) Components of GSCA
a. Communication – Through communities, forums or discussions. b.

User profiles - A system of overall ranking is employed for all the participants, and this encourages them to become more full involved in a spirit of competitiveness c.

Missions - The goal of these activities is to encourage the participation of a large number of people as well as to ensure that they will continue to assist societies to become resilient to accidents such as floods or tornadoes. This can be accomplished by offering the activities in the form of "missions", in which the participants volunteer to fulfill certain tasks with specific goals and rewards.


Knowledge - is composed of three main elements: (1) news related to natural disasters, (2) exchange of experiences between volunteers and (3) missions.

2) Gamifying the employee experience
Employees are the lifeblood of the healthcare industry, and like all organizations today, healthcare facilities are eager to raise the focus, value and commitment of their employees.
WorldOne, a company focused on delivering the highest quality healthcare data in the industry. The company‟s global offices provide clients with data collection and processing services, survey programming, hosting and translation.
WorldOne members complete surveys, provide thought leadership content, collaborate with one another and post and respond to various topics of discussion.
By incorporating the appropriate set of gamification mechanics into virtually any area of the health-care industry, companies can create an experience that drives positive behavior by leveraging motivators. Whether your company is looking to assist its patients in their march towards better health, interested in achieving higher levels of customer satisfaction or hoping to increase doctor participation, gamification could be the solution that provides the impact you‟ve been looking for.

The quantity and quality of reported information depends on the number of volunteers willing to help with data related to their community. Finally, there is also the need to adopt mechanisms to recruit volunteers so that they can provide useful assistance to emergency agencies.
One solution could be achieved via the integration of gamification techniques that involve practices of collaborative systems, the main objective of GSCA. Thus, a web platform called Voluntary in Action is displayed as an implementation of this architecture. The volunteer can see the score of the volunteers of his team, his badge, overall ranking and ranking mission. It also encourages him/her to participate in diverse activities and increase the quantity of geo-referenced elements.
The platform also stores data related to how volunteers interact with each other using a chat line to achieve the mission.

Through the platform, it is possible to detect factors that may influence the achievement of future actions related to disasters, and carry out missions as a basis to make recommendations and improvements.
2) Future Scope
The platform could provide specific features for professionals of emergency agencies, to create their own missions to increase the knowledge generated by the platform, and thus eliminate the problem of a possible lack of information. There will be a chance to locate professionals who are working in risk areas through maps and thus aid the coordination of field activities.
C. Gamification in Tourism
Tourism industry is a service industry, which emphasizes very much on experiences co-created by tourists and service providers. The level of consumer integration in the value creation depends on how tourism organizations empower tourist to play a role in new product development. Gamification can be applied in two ways in these systems. The concept can be used either to encourage customer engagement and enhance the experience or to improve employee engagement within an organization. The aim of applying gamification in tourism falls into two groups. First, gamification shall increase the motivation of tourists and employees in order to gain a behavior change (buying products, work efficiently). Second, gamification shall enable tourists and employees for a value co-creation and thus provoke an intrinsic motivation.
Gamification can be used by tourism organizations for marketing, sales and customer engagement (external application) or in human resources, training, productivity enhancement and crowd sourcing (internal application).
1) Benefits of Gamification in Tourism
a. Encourage tourist engagement
b. Enhance tourist experiences
c. Improve tourist loyalty
d. Increase tourism brand awareness
2) Examples
American Airlines Gamified mobile app represents current elite status qualification visually.
Turkish Airlines QR-coded national flags have been placed on 100 digital bus shelters for London 2012. Users who read the code can win a ticket to Australia. Goal is to have most check-ins in one place or individual places.
Shop kick users are engaged with products by applying game mechanics for incentivizing offers prior to shop visits.
The gamification also involves a geo-targeted approach to drive local engagement. The aim is to influence buyers‟ behavior via game mechanics.
Check Points customers scan products to exchange for checkpoints which than can be exchanged for virtual currency or gift cards.

Starwood SPG program Partnership with Foursquare to provide customers 250 bonus points per check-in and chances to unlock a hidden Free Resort Night Award.
Marriott My Hotel aim of the social media game is to recruit new staff for job vacancies and familiarize players with various parts of a hotel.
Foursquare users can claim mayor ships, unlock badges, receive special offers & rewards such as discounts to specific retailers while also tracking against friends via a leaderboard while checking-in at a restaurant etc.
3) Future Scope
a. The implication of gamification in different sectors in tourism. b. The inward (employee training) and outward
(customer engagement) implication of gamification.
c. Empirical studies on the effectiveness of how gamification contributing to tourist experiences and customer loyalty.
D. Gamification in Crowdsourcing
Crowdsourcing is the process of obtaining needed ideas, services, and content by seeking contributions from large group of people; especially from an online community rather than from traditional employees/suppliers. Gamification has creative impact initiating Brainstorming. Gamification increases motivation for users to participate in crowdsourcing projects, which are typical non-gaming activities.
To study potential value of gamification in creative crowdsourcing, 5 experts from different fields were interviewed on the basis of relevance and potential usage of gamification, how to implement gamification mechanics and how gamification will develop for creative crowdsourcing.
1) There is no common view of gamification in this area
a. Can be used as unique selling point for social media platforms to distance from competitors.
b. Can be used in more strategic way for long term obligation of casual gamers.
2) Examples
IBM, Amazon, SCN (SAP Community Network) etc. bring the concept of Open Innovation.
3) Metrics used for interviews
a. Relevance and Potential
b. Implementation and design
c. Forecast
4) Conclusion & Future Work
a. Research on gamification in creative crowdsourcing must not only limit its analysis on motivational aspects but shall lay more stress on investigation of effects on creative performance.
b. Also not only relevance of gamification in crowdsourcing is accessed differently, strategic considerations vary as well.


As long as basic assumption within the fields of creativity research and sociology are not answered, there will be no consensus about the relevance and implementation of gamification in creative crowdsourcing. c.


E. Gamification using video games as interactive learning tool 1) Game based learning
Using video games that have a learning objective, leisure and serious, in schools to enhance and support learning.
2) Approach
A study in Ref.[5] deals with a research project, where a social learning on-line platform is applied to students from 6 up to 12 years old, where selected gamification features, available as tools in the platform, will be used for field tests, allowing a teacher to do social gamification of her/his lessons.
3) So far, approaches to Game-Based Learning
a. Using commercial off-the-shelf videogames (COTS), existence of contents in these games can be used for educational purpose.
b. Using Serious Games a type of video games developed with non-recreational purposes where learning is the primary goal.
c. Students building their own games allowing the development of problem-solving abilities, programming skills and game design skills.

Producing educational video games, with the quality of commercial video games requires large budgets.
b. COTS video games have several limitations in their application in education since the contents are limited and may not be complete and accurate.

5) Advantages
a. Introduces what really matters from world of video games, increasing the level of engagement of students. b. Extract the game elements that make good games enjoyable and fun to play, adapt them and use those elements in the teaching processes.
c. Thus, students learn, not by playing specific games but they learn as if they were playing a game.


F. Gamification in Computer Science Education
1) Peerspace
Online learning environment (Web 2.0 tools), to promote student interactions on course-related topics as well as purely social matters.
a. Enable the students to support each other, socially and academically (e.g. peer code review, group wikibased exercise)
b. Help the students in dealing with difficulties such as stress and isolation(e.g. self-paced quizzes)
c. Hence, Effective peer collaborative learning.



6) Conclusion & Future Work:
a. Students can perform the activity in school or outside school since is available everywhere
( On a personal computer, a laptop or a mobile device like a smartphone or a tablet).
b. With this project it is also possible to test the platform under different realities in different countries. Some features that were evaluated negatively were corrected and several improvements were introduced in the interface.
Need for further research on its effects and check if they are better than traditional ones.
The validation of will have an action research approach involving students, parents and teachers. Data obtained from these experiences could contribute with empirical evidence about the use of social gamification.

Learning related features
Peer review, Preparation station, Project repository,
Group based wiki, User profile, Friends, multimedia content/comments, Groups, A custom-built forum discussion module, A built-in online chat system.
Participate more in social and learning activities.
Develop a stronger sense of community.
Be more willing to help each other on academic and social matters.
Conclusion & Future Work
Addition of gamification features to an online social network based learning environment better attracts and engages students in collaborative learning.
Gamification used in education is still in the infant stage, but has a lot of potential in motivating students to be more active in participating in online learning environments and collaborative learning environments. A longer observation time is needed to fully understand the impact of these gamification features.

G. Gamification in Business / Enterprise
Gamification helps motivate behavior that is beneficial to a business. It can accentuate the user experience with the business services and build brand loyalty.
1) Customer Oriented Gamification
It is essential that marketers know their customer base very well, and understand what motivates their users.



Loyalty Programs: Loyalty programs are about keeping your current customers happy and engaged.
It eliminates the need for new customer acquisition.
Loyalty programs help to encourage better engagement with brand (business). Users earn rewards by completing tasks that are set by the brand.
Consumers are very influenced by perceptions of their relative importance to others in a loyalty program. Communities: Through gamification, organizations can improve brand experience by engaging users, encouraging them to join a community, driving active participation, sharing with friends outside the community, and even recruiting friends to join the community. Businesses ' commonly use Points,
Badges, Leader-boards, and Challenges to motivate activities within the community.
A sense of belonging and togetherness makes the members come back repeatedly.

2) Employee Oriented Gamification
The goal of employee oriented gamification is to create a gamified environment that would be taken seriously by employees. A Role-Motivation-Interaction Framework facilitates gameful solution.
Role like Manager, employee
Motivation is defined by basic desires of employee, based on the role like desire for Acceptance, Power, Order and Mastery.
Game Elements such as 'Token Placement ' (Distribute fixed number of tokens among interest areas) is selected to satisfy the desire for Acceptance and Power, whereas 'Surprise or
Award ' support desire for competence and mastery.
Interaction: Employees identify an initiative to express interest. 3) Results of applying Gamification
a. Boost in employee performance
b. Improved employee retention
c. Better Customer relationship
d. Increased stake-holder 's engagement
e. Quicker Return on Investment
4) Examples
Teleflora, a flower hand-delivery business. Teleflora‟s
Rewards program gives customers one point for every dollar spent on the website.
Keas, Employee Engagement Platform. Keas is used by enterprises to maintain lower group health insurance costs and reduce expenses such as unnecessary sick days.
Step2, makes a variety of children‟s products, encouraging parents to get involved with creating buzz about the brand using a loyalty program and earning points.
The Email Game, gives users a 3-minute time limit to respond to emails that must be addressed now and rewards with points and accomplishments which improves productivity.

Samsung Nation, creates user-generated content by rewarding users for getting engaged with the community, participating in Q&A discussions with other users, watching videos, reviewing products, and other activities and users are awarded with badges and progress through levels of achievement. 5) Conclusion & Future Work
As more and more enterprises will adopt gamification, business user expectations will change over time, but there would always be the need for a strong gamification community to start picking up the pace from internal collaboration and innovation. Gamification Frameworks will play an important role to offer design models for customer and employee-facing initiatives. H. Gamification in Society
Gamification can be applied in various sectors of society to achieve intended benefits or satisfaction. A common problem or task that can be solved by participation of people from society can be approached with gamification techniques to involve more people to solve it.
Ref. [10] talks about using games as a tool to introduce older people to digital technology. A gameful system is proposed to facilitate the social interactions between older people and young adults in a community run club. Studies have shown that a very small fraction of digital users, are old age people. Older people have ambivalent attitudes toward new technologies due to limited experience and it 's less utility in their everyday life.
1) Gameful Strategy to motivate older generation to use digital technology
Members of GoodGym club (runners) are appointed to regularly visit isolated older people (coaches) in their neighborhoods; checking on their wellbeing, encouraging social interaction, delivering newspapers and doing other helpful jobs. The relationship between the running group‟s member and the older people (coaches) provides a platform for building a gaming experience within the community. The challenge is that the coaches in general do not use digital technology. The runners track their running times of their weekly visits to their coaches. They typically have smart-phones and are engaged in social networks. As runners, they have an interest in improving their running times and desire to compare their progress with the other runners. Further, a digital utility is developed for the coaches to help them communicate with their runners, provide encouragement and the runners can share their progress, encourage further adoption of digital technology.
2) Other Examples
OPower works to solve energy consumption problems by utilizing gamification to encourage people to use less energy.
OPower works with utility companies to provide households with data on how much energy they are consuming, how they match up with neighbors, and if they are close to any new milestones. RecycleBank encourages people to recycle more and reduce landfill trash by awarding points for recycling, saving energy, and answering sustainability quizzes and pledges.
Points are redeemable for actual goods.
CrowdRise is a platform that gamifies charity. People create their pages and profiles, and they can accumulate points and match up against others on a leaderboard based on how much they can fund-raise.

Gamification in Social Networking
With the growth of Online Social Networking Services
(OSNS), it has been observed that users are finding ways to utilize features of OSNS in gameful ways to influence the flow of information.
1) Analogy to the Multiplayer Game
Just like there are different types of players in games, there are different types of OSNS users. Multiplayer games can be seen analogous to a Social Network because both online games and social networks exhibit similar types of user interaction models. A research has classified player of multi-player game into four categories: killers, achievers, socializers, and explorers on the basis of gamers. (Refer to figure 2)
Killers: Focused on competition, winning and rank, striving to impact the OSNS. For example, On Twitter users with “Do I have more followers and retweets than my friend?” or “How can I influence the information culture of a certain
OSNS?” mindset would come under this category.
Socializers: Focused on socializing and developing networks. They are the most influential in driving and increasing the flow of information. Socializers can affect other users by directing flow of information towards certain areas of their own interest. For example, Owners of a Facebook community or pages that are created for a specific purpose (say
Artist, Band or Public Figure).
Achievers: Focused on status, goals and completion. They seek to collect points, level up, or other types of quantifiable measurements of “succeeding‟ in an OSNS. For example,
GameSpot users.
Explorers: Focused on exploring and discovering. They have the least influence on flow of information compared to other users. For example, users exploring what a flow such as the Twitter stream offers.
2) How flow of information is affected
Given the diversity of user types, different types of features appeal to different users and affect the flow of information in different ways. Achievers will be appealed more by the statistical gameplay aspects such as progress, experience, achievements and rewards. Killers will also be attracted by statistical aspect as they invite competitions. Social media analytics company Klout has been offering to measure this kind of influence using the Klout score. A user‟s score is indicative of the user‟s network size, degree of participation and impact in an OSNS. OSNS operators typically require users to create an online identity, filling it with facts and

figures as a means to display their self-perception, or an alternate version of themselves as part of their online identity.
User profiles can be thought of as a hub that initiates a flow of information from various resource nodes such as page “likes”, friends, places of employment and so forth, to allow users to
“traverse the network graph”. These types of motivators result in a sociographical reward to further the flow of information about an interest, topic, product or service.
3) Examples
Twitter is an OSNS that utilizes statistics via a user 's tweets, followers and followees. Users can maximize what they desire, by increasing their tweets, utilizing hashtags and receiving mentions and retweets.
LinkedIn and GameSpot have implemented reward systems to encourage users to contribute more information to their profiles. As a result of this "gamified design", LinkedIn saw a rise in profile completions.
Facebook profile of a user reveals of what a user likes/do not like, where they have been and what they have been up to.
User can maximize social influence by liking the activities, pages, by sharing information and by expressing thoughts through posts.
4) Conclusion & Future Work
Gamification has the potential to change the way information is created, exchanged and distributed.
Incorporating game elements in an OSNS facilitates the flow of information. The study of flow of information in a social network can offer insights into designing and developing services to engage more users and encourage productivity and product interest, from which businesses and influencer can benefit. Social Networks are becoming more connected and number of users is increasing exponentially. Having said that, gamification in social network can pave a way for strategic marketing. Users can benefit from speedy transfer of information on social network, such as in case of emergencies.
Study of users ' reaction on a topic would help in various social mechanism designs.


Gamification is not all about giving out badges and points to incentivize behavior, but needs to apply game thinking to encourage and motivate for further activities. Pointsification is the implementation of scoring systems into real life, which might lead to a fatigue of collecting badges, points and trophies for its own sake. The conflation of game elements neither reflects the essence of games nor real life. Instead, game systems need to offer meaningful choices, which involve loss and gain that are the source of the real game experience driven by mastery, learning and challenges. Besides, pointsification may cause an „over justification‟ effect for voluntary activities.
The implementation of gamification into a healthy business system, named as exploitation-ware, might also harm the system and lead to a polar-effect.

The over enthusiasm of business decision makers following a trend that promises easy, cheap and replicable success and is therefore tempting but bears risks triggering annoyance among customers and employees. The implementation of scoring systems will not allow the user to fully understand the meaning and motive behind, but instead be perceived as a control and monitor tool. Designing meaningful gamified systems is challenging and needs the know-how of game designers to decide which activities are suitable for being „gamified‟. Thus, the prerequisite of implementing gamified system is a transparent communication of the purpose to support a voluntary participation of players.



Fig.1. Google Trends for “gamification” word

Fig.2. Multiplayer Games User Types






Service Names



1) Zamzee
2) Boston Heart Diagnostics
3) WorldOne

Achievements, Points,
Badges, Rewards,


Voluntary In Action

Collaboration, Points,
Badges, Rewards,


1) American Airlines
2) Turkish Airlines
3) Shopkick
4) Check Points
5) Starwood SPG program
6) Marriott My Hotel
7) Foursquare

1) Amazon
2) IBM
3) Procter & Gamble

1) Progress bar, Points,
2) Physical Rewards,
3) Virtual Currency,
Rewards, Contests
4) Virtual Currency,
5) Point System,
6) Point System,
Levels, Virtual Goods
7) Badges,
Leaderboard, Reward with real world offers

points, badges, ranking boards, leaderboards


IT Industry

Category of

Behavior change and External gamification Behavior change gamification Internal

Internal and


Motivational Drivers

For Patients:
• Driven by internal and external motivation factors and overall enjoyment.
• Achieve rewards and other accolades for their efforts.
• Perceive themselves as a part of a group.
• Enjoy support and positive reinforcement from others.
• Feel connected.




For Doctors:
• Autonomy-the urge to direct our own lives.
• Mastery -the desire to improve at something meaningful. • Purpose- the yearning to act in the service of something larger than ourselves.
• Progress-the desire to see results in the direction of mastery and greater purpose.
• Social Interaction
• Discovery- Finding and knowing things that most other players don‟t know about.
• Socializing- Having an interest in helping and chatting with other players
• Teamwork- Deriving satisfaction from being part of a group effort

Intrinsic and Extrinsic
Motivation • Status
• Achievement
• Self-Expression
• Competition
• Altruism

For Technicians :
• Monetary reward
• competition
• aim to perform challenges
• Intrinsic motivation
• Creativity enhanced
• Feedback scores
For IT Industry :
• Better engagement of





Service Names

2) World of Warcraft
3) FoodForce3
4) Global Conflicts4 series
5) Scratch5
6) Kodu6


1) Teleflora
2) Keas
3) Step2
4) The Email Game
5) Samsung Nation


Points ,Levels,
Trophies, Badges, achievements, Virtual goods, virtual currency,
Leaderboard, Virtual gifts Participation points,
Progress Bar,
Leader Board,
Casual games

Badges, Rewards,
Leaderboard, Status,
Challenges, Surprise,


Category of


Motivational Drivers

employees to perform better
• “Open innovation” leads to better and more creative results
• Popularity and name
For Teachers :
• Popularity of video games amongst students
• Use of electronic games is natural for future generation
• Potential of video games in learning process
and Schools

Higher level

Business /

Behavior change

Behavior change

School going

Students with CS background For students :
• Peer collaborative learning
• Helps in overcoming stress and isolation.
• To develop a stronger sense of community
• Social activity related features are pleasing.
• Reputation & achievement
• Participation points earned are linked to promotion level
For Customers:
•Sense of belonging and togetherness within a community. •Perceptions of their relative importance to others.
•More personalized experience.

(Customer facing), Internal
(employee facing) Employees,


1) Twitter
2) LinkedIn
3) GameSpot
4) Google+
5) Facebook

Progress levels, Klout score Profile completion indicator, experience, achievements, rewards,


Internal and



1) GoodGym Gameplay
2) OPower
3) RecycleBank
4) CrowdRise

Badges, points, levels, status Society,


, Nature

Comparison Table

For students :
• Awards and achievement
• Social recognition
• Freedom to show creativity
•Games are known to be related with enjoyment and pleasure rather than studies.

For Employees:
•Basic desire for power and recognition. •Curiosity
•Desire for competence, mastery, and acceptance enhances feeling of belonging in the organization.
•Competition: more followers and retweets than my friend.
•Desire to influence the information culture of a certain online community.
•Increasing interaction with more and more people.
•Achieving quantifiable measurements of “succeeding‟.
•Sense of responsibility towards society.
•Desire to improve social status

[1] Bunchball, Inc., “Gamification: A Cure For The Healthcare Industry?” (2013)
[2] Flávio E. A. Horita, Luiz F. F. G. Assis, Raul E. S. Castanhari, Seiji Isotani,Wilmax M.Cruz, João Porto de Albuquerque,
“A Gamification-based Social Collaborative Architecture to increase resilience against natural disasters” (2014)
[3] Feifei Xu, Jessika Weber, Dimitrios Buhalis,,“Gamification in Tourism” (2014)
[4] A. Solf, D. Schultheiss, S. Staeudtner. “The Application of Gamification Mechanics on Social Media Platforms for Creative Crowdsourcing” (2014)
[5] Carter Lusher, “Case Study: Gamification at SAP Community Network” (2013)
[6] Jorge Simões , Rebeca Díaz Redondo ,Ana Fernández Vilas. “A social gamification framework for a K-6 learning platform” (2012)
[7] Cen Li, Zhijiang Dong, Roland H. Untch, and Michael Chasteen. “Engaging Computer Science Students through Gamification in an Online Social Network
Based Collaborative Learning Environment” (2013)
[8] Jitendra Maan. “Social Business Transformation through Gamification” (2013)
[9] Deborah Gears , Karen Braun . “Gamification in Business: Designing Motivating Solutions to Problem Situations” (2013)
[11] Lauren S. Ferro, Steffen P. Walz. “Like this: How game elements in social media and collaboration are changing the flow of information” (2013)
[13] Pollie Barden, Peter McOwan & Paul Curzon. “Gameful Systems: Play in the digital age for young and old.” (2013)
[14] Juho Hamari, Jonna Koivisto. “Social Motivations To Use Gamification: An Empirical Study Of Gamifying Exercise” (2013)

References: [1] Bunchball, Inc., “Gamification: A Cure For The Healthcare Industry?” (2013) [2] Flávio E “A Gamification-based Social Collaborative Architecture to increase resilience against natural disasters” (2014) [3] Feifei Xu, Jessika Weber, Dimitrios Buhalis,,“Gamification in Tourism” (2014) [4] A. Solf, D. Schultheiss, S. Staeudtner. “The Application of Gamification Mechanics on Social Media Platforms for Creative Crowdsourcing” (2014) [5] Carter Lusher, “Case Study: Gamification at SAP Community Network” (2013) [6] Jorge Simões , Rebeca Díaz Redondo ,Ana Fernández Vilas. “A social gamification framework for a K-6 learning platform” (2012) [7] Cen Li, Zhijiang Dong, Roland H Based Collaborative Learning Environment” (2013) [8] Jitendra Maan [9] Deborah Gears , Karen Braun . “Gamification in Business: Designing Motivating Solutions to Problem Situations” (2013) [10] [11] Lauren S. Ferro, Steffen P. Walz. “Like this: How game elements in social media and collaboration are changing the flow of information” (2013) [12] [13] Pollie Barden, Peter McOwan & Paul Curzon. “Gameful Systems: Play in the digital age for young and old.” (2013) [14] Juho Hamari, Jonna Koivisto

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