# Gamification vs. Privacy: Identifying and Analysing the Major Concerns
## 1 Introduction
Recent research efforts try to relate gamification with privacy concerns [26, 27, 28]. Although there are studies [29, 30, 31] that report the importance of privacy in gamified applications, a more detail analysis of the relationship between these two topics has not yet been recorded. Most of the studies only highlight the importance of privacy, mentioning that privacy has to be considered during the development of a gamified service in order to ensure that users will be protected [32]. [PERSON] et al. [33] mention that the protection of privacy in gamified services may increase user engagement because users will come to trust the service. Similarly, [PERSON] et al. [34] report that if gamified services provide privacy settings and are informed regarding the use of their information, then the trust between users and services will be increased. A more comprehensive combination of gamification and privacy has been conducted by [PERSON] et al. [35] who mention the case of face recognition from users' images combining with the location and time data. As they report, this technique conflicts with privacy as users' information can be compromised. Regarding the same privacy issue, [PERSON] et al. [36] suggest a technique which protect users' faces. Specifically, they mention that the use of an animated emoj based on users' various expressions would support privacy protection, as users' characteristics will not be recorded. The increasing use of ICTs magnifies the need to protect user's privacy, as while using these applications, the personal information and activities of users are recorded without informing the users [31]. In addition, although game elements provide benefits to users and increase the use of services, it has not been investigated thus far whether they have vulnerabilities which may harm privacy [37]. As an example, several gamified applications require connecting with the user's location, leading the applications to record his movements [19]. According to this example, the users' privacy may be harmed. Thus, the consideration of privacy as a part of a system's development process is important to prevent the violation of users' privacy. Therefore, the aim of this paper is the development of a conceptual model which represents the relationship between privacy and gamification. This is used in order to identify how user's privacy can be violated while using gamified applications and which aspects should be considered during their development. For the accomplishment of this work, several steps have been implemented. According to [PERSON] et al. [5] the main principle of gamification is the game elements, as by implementing them, applications are being characterised as gamified. Thus, first it was necessary to conduct research in order to record the use of gamification in several domains and to identify which elements are used to gamify a service. Afterwards, and in order to relate game elements with privacy concerns, a second round of research was conducted to identify how privacy can be considered during software development. According to the results, several research articles define privacy requirements as the main principle to be considered in order to ensure the protection of users' privacy in services [38; 39]. Additionally, they mention that their introduction can be accomplished by using corresponding methodologies, with a variety of these methodologies being suggested to software developers [40; 41; 42; 43; 44]. Based on the fact that game elements are the key concepts for designing gamified applications [4; 5] and in parallel, privacy requirements should be considered during the development of services [38; 39; 40; 41; 42; 43; 44], it is interesting to study their relationship in order to identify if the concept and use of game elements lead to privacy violations through the unsuccessful completion of specific privacy requirements.