Personalization Improves Gamification: Evidence from a Mixed-methods Study

Personalization of gamification is an alternative to overcome the shortcomings of the one-size-fits-all approach, but the few empirical studies analyzing its effects do not provide conclusive results. While many user and contextual information affect gamified experiences, prior personalized gamification research focused on a single user characteristic/dimension. Therefore, we hypothesize if a multidimensional approach for personalized gamification, considering multiple (user and contextual) information, can improve user motivation when compared to the traditional implementation of gamification. In this paper, we test that hypothesis through a mixed-methods sequential explanatory study. First, 26 participants completed two assessments using one of the two gamification designs and self-reported their motivations through the Situational Motivation Scale. Then, we conducted semi-structured interviews to understand learners' subjective experiences during these assessments. As result, the students using the personalized design were more motivated than those using the one-size-fits-all approach regarding intrinsic motivation and identified regulation. Furthermore, we found the personalized design featured game elements suitable to users' preferences, being perceived as motivating and need-supporting. Thus, informing i) practitioners on the use of a strategy for personalizing gamified educational systems that is likely to improve students' motivations, compared to OSFA gamification, and ii) researchers on the potential of multidimensional personalization to improve single-dimension strategies. For transparency, dataset and analysis procedures are available at https://osf.io/grzhp.