How organisations play: creating stakeholder value with enterprise gamification
Creators: name: Raftopoulos, Marigo
Publisher: name: RMIT University
Year: 2024
Subjects: classificationCode: 330310
subject: Interaction and experience design
classificationCode: 350705
subject: Innovation management

description: The application of gamification to enterprise business challenges has become a significant area of interest among researchers and practitioners over the past five years. This interest is driven by the perceived need for more effective business management approaches in an environment where workplace and market disengagement is common, and where technology is disrupting traditional approaches to organisational strategy, design and development. Limited by a lack of rigorous research, industry need for an informed approach to applying gamification in enterprises has become necessary to advance the domain.<br><br>This research aims to: (a) identify effective approaches to enterprise gamification grounded in both rigorous research and industry experience; and (b) identify potential tools and frameworks that may assist in advancing the research domain and the practice of enterprise gamification. To this purpose a design-science approach was adopted due to its focus on innovative problem-solving in enterprise information systems, and its emphasis on the production of practical research artefacts as a contribution to knowledge and theory.<br><br>The core research question in this study is: What are the key success factors in creating stakeholder value with enterprise gamification? This work examines how organisations have been attempting to create business value with the use of gamification. Four distinct but interconnected research modules were subsequently developed, using a mix of epistemological and methodological approaches to address the different facets of the research question.<br><br>From a conceptual perspective, the first research module examines how enterprise gamification can be informed by design disciplines to develop a holistic design framework, methodology, and design tools. The next research module undertook an empirical study of over 300 examples of enterprise gamification to develop a taxonomy consisting of five core elements and 41 sub-elements.<br><br>Following on from this is the third research module which consists of a survey of 25 global organisations on their direct experiences with the design, development and implementation of enterprise gamification projects. A combined total of 11.5 million users were affected by the projects in this survey which represents a substantial representation and an original piece of work. The final research module is a conceptual study of the capabilities required by an organisation to create and implement an effective enterprise gamification project. A capability framework was consequently developed by synthesising the findings derived from the combination of the preceding research modules.<br><br>The overall results of this study highlight the need for a rigorous and holistic approach towards gamification project development involving the triage of design, technology and management. This study’s four research artefacts and corresponding findings offer a contribution to this research gap.<br><br>The findings of this research, as well as an accompanying reflection on the business ethics of gamification enhance our critical understanding of the effective design and best-practice implementations of enterprise gamification.<br><br>This dissertation is presented in two parts: Part 1 provides a concise overview of the research findings; and Part 2 contains the detailed studies of each of the four research modules.