Quantifying the Effect of Gamification?
September 28, 2012 7:24 AM Subscribe
Is there good quantitative research on the behavioral effect of gamification and achievements?
posted by jasonhong to Science & Nature (4 answers total) 12 users marked this as a favorite
There's a lot of talk about gamification and achievements, and what I'm looking for is research that shows the effectiveness in practice. I've found lots of qualitative analysis and rhetorical critiques, but I am more interested in data.
I've searched on Google Scholar and on Google itself, and found a few small tidbits but nothing really rigorous.
Some examples of things I'm interested in (numbers are completely made up):
- After we deployed xyz feature, we saw a 10% increase in retention / exploration / time spent for 25% of the population
- After Blizzard deployed achievements in World of Warcraft, 75% of players were highly favorable towards them. Today, it is 60%.
- Analyzing actual behavior of players and achievements unlocked, 5% of players are highly motivated by achievements, 25% moderately motivated, and 70% don't care.
- In a controlled study, we found that people using FitBit exercise 15% more than people who don't