Gamification: A new paradigm for online user engagement

Atreyi Kankanhalli, Mahdieh Taher, Huseyin Cavusoglu, Seung Hyun Kim

Research output: Chapter in Book/Report/Conference proceedingConference contribution

68 Citations (Scopus)


The trend of employing game mechanisms and techniques in non-game contexts, gamification, has dramatically increased in recent years. Gamification can be viewed as a new paradigm for enhancing brand awareness and loyalty, innovation, and online user engagement. With the novelty and potential of gamification, until now there is limited understanding and research in this area. Particularly, previous literature falls short in explaining the antecedents of engagement, the mechanisms, and the impacts of gamification. Hence, in this study, we attempt to achieve three objectives. First, we provide an initial review of concepts and example cases related to gamification and summarize sample applications based on their objectives, design elements, rewards, and outcomes. Second, we articulate potential theories that can be extended to understand the motivations, design mechanisms, and impacts of gamification. Last, we provide directions for future research in this area by outlining salient research questions on various aspects of gamification.

Original languageEnglish
Title of host publicationInternational Conference on Information Systems, ICIS 2012
Number of pages10
Publication statusPublished - 2012
EventInternational Conference on Information Systems, ICIS 2012 - Orlando, FL, United States
Duration: 2012 Dec 162012 Dec 19

Publication series

NameInternational Conference on Information Systems, ICIS 2012


OtherInternational Conference on Information Systems, ICIS 2012
Country/TerritoryUnited States
CityOrlando, FL

All Science Journal Classification (ASJC) codes

  • Computer Science Applications
  • Statistics, Probability and Uncertainty
  • Applied Mathematics
  • Library and Information Sciences


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