Expanding the magic circle - gamification as a marketplace icon

Bibliographic Data

ID2166061
AuthorsMikolaj Dymek (0000-0002-0699-3790, Södertörn University, corresponding author)
Year2018
Volume21
Issue6
Pages590-602
Publication date2018-11-02
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueConsumption Markets & Culture (JOURNAL)
Journal identifiersISSN: 1025-3866 • E-ISSN: 1477-223X
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/10253866.2017.1361153
OpenAlexW2747901989
LanguageEN
Citations received4
References cited29

This article explores the gamification trend sweeping the globe promising increased engagement and motivation, in practically any industry, context and culture, based on a stratagem of “game design elements in non-game contexts,” which is its most quoted definition [Deterding, Sebastian, Miguel Sicart, Lennart Nacke, Kenton O'Hara, and Dan Dixon. 2011. “Gamification – Using Game-Design Elements in Non-Gaming Contexts.” Paper presented at the CHI EA “11 proceedings of the 2011 annual conference extended abstracts on Human Factors in Computing Systems, Vancouver, BC, May 7–12.]. The rise of gamification as marketplace icon is examined and particularly claims that position gamification as the manifestation of a wider societal transformation into playful societies – a “ludic turn.” Many of these grandiose statements are the result of ahistoricity and ambiguity regarding the definition of gamification. Based on game philosophy, game studies and gamification research this article posits gamification as an emergent perspective, as distinct conceptualisation, on the rule-driven organisation of sociotechnical management systems that reference “games.” Of particular importance is the role of rules. Examples such as Frequent Flyer Programmes and Foursquare are analysed according to the player/consumer positions they bestow, which are explored from participatory, co-creational, critical and game philosophical perspectives. Conclusively, a “gameful” perspective of rule-generated goal-oriented behaviour, or “playful” perspective of instinctive and limitless fun, shed two challenging perspectives on the interpretation of gamification in the marketplace

Ambiguity · Citizen journalism · Context (archaeology · Epistemology · Game studies · Globe · Icon · Interpretation (philosophy · Knowledge management · MAGIC (telescope · Media studies · Perspective (graphical · Sociology · Sociotechnical system · World Wide Web · Computer Science · Digital Games and Media · Educational Games and Gamification · Persona Design and Applications · Psychology

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