Gamification in Marketing: An Empirical Study of Differences in User Psychology Among Services Using Gamification

Abstract

Attention has focused recently on the use of game mechanisms (gamifi cation) for marketing purposes in fields other than gaming. The objective of this research is to investigate differences in user psychology among industry categories and services that use gamifi cation in their marketing. To achieve this objective, a survey was administered to the users of four services: two that support runners, and two that support learning. Analyses of and comparisons between the two industry categories, and among the four services, were carried out. The three main fi ndings can be summarized as follows. 1) The effects of a fl ow experience on the intention to continue in the activity, and on favorable feelings toward the brand that is providing the gamifi cation, differ according to the service. 2) Favorable feelings toward the brand differ according to the service and are enhanced through a number of factors. 3) This is thought to be the result of different levels of positive attitude between categories toward the activity, and differences in effects among the factors.