Issue 4, 2019

Muravsakaia S. A., Smirnova M. M. Gamification: Main approaches to definition and research directions.

The paper presents an analysis of the main research directions in the field of gamification in management. The purpose of the study is to identify main approaches to the definition of gamification, generalize and systematize the current knowledge of construct. The analysis presented in the paper is based on publications in the leading research journals on information management, marketing and general business area from 2011 to 2019. The paper highlights the main approaches to the definition of gamification and presents analysis of their application to the development. A comprehensive analysis showed that in modern science there are two main approaches to definition: gamification as a tool and gamification as a process. The study of gamification in management is a relatively young field of science, which has both its advantages and certain disadvantages. Most of the research focuses on empirical testing of the connection between gamification and motivational mechanisms, with the goal of creating a more effective design of gamified systems that improve the user experience. Such studies lead to obvious issues in the development of theoretical knowledge about the concept of gamification, as well as the way to operationalize it. The interdisciplinary nature of the phenomenon requires further study and clarification of existing approaches to conceptualization in management and social sciences, as well as determining the ethical boundaries of the use of gamified systems. The findings are of practical importance for researchers both in gamification area and those interested in consumers’ or employees’ engagement studies. Keywords: gamification, game elements, game mechanics, management, customer engagement, user experience, literature review.

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