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Mobile Gamification Principles Applied to Social Engagement

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Software Business (ICSOB 2016)

Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 240))

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Abstract

Gamification in consumer mobile applications involves unique usability interaction and gestures, environmental setting, and consumers’ short attention span. In addition, privacy concerns introduce constraints to the gamified social activities particularly due to usage of social sharing. This paper presents mobile gamification principles applied at GAMIFO PaaS, a gamification-based social engagement cloud platform, and suggests requirements for constructing a flexible gamification toolset tuned for mobile applications. A case study is discussed with regard to the impact of location detection, Gyro and alerting, as well as gamification adjustment for mobile setting, such as the separation of allocated and redeemed events and timing of consumers’ attention. During the field experiments over 40 marketing campaigns were investigated, in which sales conversion ratio varied from 5 % to 50 %.

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Author information

Authors and Affiliations

  1. Communities Informatics, Zefat Academic College, Zefat, Israel

    Ethan Hadar

Authors
  1. Ethan Hadar
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Correspondence to Ethan Hadar .

Editor information

Editors and Affiliations

  1. Lappeenranta University of Technology, Lappeenranta, Finland

    Andrey Maglyas

  2. University of Limerick, Lero-The Irish Software Research Centre, Limerick, Ireland

    Anna-Lena Lamprecht

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Hadar, E. (2016). Mobile Gamification Principles Applied to Social Engagement. In: Maglyas, A., Lamprecht, AL. (eds) Software Business. ICSOB 2016. Lecture Notes in Business Information Processing, vol 240. Springer, Cham. https://doi.org/10.1007/978-3-319-40515-5_15

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