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).
|Title of host publication||The business of gamification: a critical analysis|
|Editors||M. Dymek, P. Zackariasson|
|Place of Publication||UK|
|Number of pages||26|
|Publication status||Published - 29 Sep 2016|
|Name||Routledge Advances in Management and Business Studies|