Gamification is Working, But Which One Exactly? Results from an Experiment with Four Game Design Elements

Abstract

Gamification aims to increase motivation in non-game contexts by using game design elements. Usually gamification research examines the impact of multiple game design elements, making it almost impossible to find out how and to what extent these elements individually contribute to user motivation. To narrow this research gap the present study uses an experimental online setting with 505 subjects to gain further insight about the individually applied elements badge, feedback, progress bar and storytelling and additionally in multiple combinations. Also, this study systematically extends a predecessor study that has researched only badges and storytelling. The aim of the studies is to observe whether the number of answered questions in a quiz can be increased by using, ceteris paribus, different game elements. Basically, the task was to answer a maximum number of 190 questions about continents, countries and space. 14 different badges could be achieved, with different completion criteria for all of them. The element feedback was designed as "correct-false"-feedback. As another element a round progress bar implemented as a slowly filling globe was added. Finally, storytelling was realized as a tale about an alien which gives us a chance to save earth from destruction because a bypass of an intergalactic highway is necessary. Participating subjects were told that they can continue as long as they want and stop at any time answering questions by clicking a designated button. The results provide support for significant motivation increases, but they vary strongly for different gamification elements in terms of their motivational potential.