ABSTRACT
The term gamification is used to describe the use of game mechanics in a non-gaming environment in order to solve problems and engage users (Deterding, Dixon, Khaled, & Nacke, 2011a; Deterding, Sicart, Nacke, O’Hara, & Dixon, 2011b). Although the term gamification might be considered relatively new, the incorporation of certain game mechanics in non-gaming environments is not new. Common game mechanics which can be seen in non-gaming environments include items such as challenges and quests, points, leaderboards, badges, ranks or levels, onboarding systems, and user engagement loops (Zichermann & Cunningham, 2011, p. 36). For example, frequent-flyer miles is simply a point system (points being a common game mechanic) used by the air travel industry to encourage customer loyalty. E-mail from online book vendors informing you of new offerings by authors whose books you have previously purchased is an example of user engagement loops. Different-colored credit cards (from bronze, to silver, then gold, and finally platinum) are visible badges of a person’s credit-worthiness.
