Designing for the play instinct: gamification, collective voodoo and mumbo jumbo

Karen Cham, Stephen Webley

Research output: Chapter in Book/Conference proceeding with ISSN or ISBNChapter


In its simplest sense, ‘gamification’ is a recently established ‘user experience design’ (UXD) method that aims to increase user engagement byimplementing game style incentivisation mechanics into non-game environments, contributing to closing the ‘semantic gap’ in the user experience (UX) by providing a higher level of engagement for people using machines. Yet this has somehowlead to an over complicated, evangelical and mystified manifestation of gamification as an ideology in and of itself. This paper posits that allthat is actuallyneeded for successful and ethical gamification is a dialectical construction of motivation, jeopardy, and reward within an ideological architecture that synchronisesbrand values in an internal and external facing feedback loop; one that unites the Employee Experience (EX) with the Customer Experience (CX) and the Shareholder Experience (SX).
Original languageEnglish
Title of host publicationThe business of gamification: a critical analysis
EditorsM. Dymek, P. Zackariasson
Place of PublicationUK
Number of pages26
ISBN (Print)9781138824164
Publication statusPublished - 29 Sept 2016

Publication series

NameRoutledge Advances in Management and Business Studies


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