How to motivate and engage generation 'clash of clans' at work? Emergent properties of business gamification elements in the digital economy

Dacre, Nicholas, Constantinides, Panos and Nandhakumar, Joe (2015) How to motivate and engage generation 'clash of clans' at work? Emergent properties of business gamification elements in the digital economy. International Gamification for Business Conference (IGBC15), Aston, UK, 21-22 September 2015. Published in: 9-17.

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Organisations are currently lacking in developing and implementing business systems in meaningful ways to motivate and engage their staff. This is particularly salient as the average employee spends eleven cumulative years of their life at work, however less than one third of the workforce are actually engaged in their duties throughout their career. Such low levels of engagement are particularly prominent with younger employees, referred to as Generation Y (GenY), who are the least engaged of all groups at work. However they will dedicate around five cumulative years of their life immersed playing video games such as ‘Clash of Clans’, whether for social, competitive, extrinsic, or intrinsic motivational factors. Using behavioural concepts derived from video games, and applying game design elements in business systems to motivate employees in the digital economy, is a concept which has come to be recognised as Business Gamification. Thus, the purpose of this research paper is to further our understanding of game design elements for business, and investigate their properties from design to implementation in gamified systems. Following a two year ethnographic style study with both a system development, and a communication agency largely staffed with GenY employees, findings suggest properties in game design elements are emergent and temporal in their instantiations.

Item Type: Conference Proceedings
Keywords: Business Gamification, Motivation, Digital Economy, Leaderboard, Self-Continuity
Schools and Departments: University of Sussex Business School > SPRU - Science Policy Research Unit
Subjects: B Philosophy. Psychology. Religion > BF Psychology > BF0501 Motivation
G Geography. Anthropology. Recreation > GV Recreation. Leisure > GV1199 Games and amusements > GV1221 Indoor games and amusements > GV1469.15 Computer games. Video games. Fantasy games
H Social Sciences > HD Industries. Land use. Labour > HD4801 Labour. Work. Working class > HD8038 Professions (General). Professional employees
H Social Sciences > HM Sociology > HM0831 Social change > HM0836 Causes > HM0846 Technological innovations. Technology
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Depositing User: Nicholas Dacre
Date Deposited: 13 Nov 2017 09:26
Last Modified: 13 Nov 2017 09:26

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