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Social live streaming services (SLSS) have infused gamification into interface design and feature applications. Firms adopt gamification mechanisms to win customer loyalty in the live streaming and SLSS markets. Based on the mechanics-dynamics-aesthetics (MDA) framework and uses and gratifications 2.0 theory (UGT 2.0), this study aims to investigate the effects of game mechanics (mechanics) on enjoyment and user retention (aesthetics) through rewards and social interaction (dynamics) in the context of SLSS.

This study used an online survey via Google Forms, SurveyCake and social media platforms like Facebook, Instagram and Line to collect data from 232 SLSS users in Taiwan. Partial least squares structural equation modeling (PLS-SEM) was adopted to analyze the data.

The results validated the relationships between game mechanics and dynamic elements (rewards and social interaction) that triggered aesthetic elements (enjoyment feelings) among users. In addition, users experienced a sense of enjoyment that led to usage retention when using the gamified SLSS. Further, this study found enjoyment crucial for users to stay interactive with gamified services.

Driven by UGT 2.0, this study closed the gaps by integrating the MDA framework into the SLSS context and better understanding how game mechanics are connected to rewards and social interaction, leading to enjoyment and user retention when using SLSS. This study provides fresh insights into gamification-oriented SLSS practices. It offers significant theoretical and managerial implications and provides guidelines for SLSS platform operators on fostering user retention.

The purpose of this study is to examine consumer attitude toward gamification in the context of over-the-top (OTT) media service. The particular focus of this paper is on game mechanics from the mechanics-dynamics-aesthetics framework and its effects on consumer attitude toward both gamification and OTT media service provider brand.

A 2 × 2 × 2 between-subjects factorial experiment to examine the three core elements of game mechanics – components, controls and courses on consumer attitude, which was operationalized in eight vignettes with a sample size of 296.

It was found that the three elements in game mechanics demonstrated a multiplicative effect. The different combinations of elements in game mechanics would result in eliciting different consumer attitudes toward gamification and brand. Despite one combination that attained a high positive consumer attitude toward gamification in OTT, that same combination was not effective in creating a high positive attitude toward the OTT provider brand. The findings demonstrate the need for OTT providers to be clear of their gamification objectives before selecting the combination of game mechanics.

This study adds to the body of knowledge on consumer attitude toward gamification, especially in the OTT market where there is still literature is limited.

OTT providers should determine their objectives for using gamification and design the game mechanics according to the optimal combination of elements – components, controls and courses.

According to the author’s knowledge, this is the first paper to examine consumer attitude toward gamification and OTT provider based on game mechanics. It provides an understanding on the interaction of elements in game mechanics and shows that different element combinations can be used to meet different goals.

The purpose of this paper is to provide an overview of the literature on digital games designed or adapted for information literacy instruction, as well as practical design recommendations.

The paper presents an analysis of a compiled set of peer-reviewed articles on games in the provision of information literacy instruction published between 2013 and 2018, categorized by game mechanics utilized.

Application of the inclusion criteria led to 12 papers considered relevant. Synthesis of the papers suggests that although studies indicate positive outcomes for information literacy games, such games continue to rely on transcription of declarative tasks to digital environments.

While previous literature reviews provide summaries on information literacy digital games, this paper not only presents an up-to-date review but also provides step-by-step instructions and worked examples for aligning information literacy learning mechanics with game mechanics.

Gamification introduces game-like properties into routine service processes to make them more engaging for service employees and users alike. The purpose of this paper is to investigate the effects of gamification mechanics, or game design principles, on user engagement in gamified healthcare services.

Through observations, interviews and the study of desk materials, two cases of gamified healthcare services, each using different game mechanics, are analyzed.

Gamification mechanics produce four distinct experiential outcomes in patients: challenge, entertainment, social dynamics, and escapism. Patient engagement can be stimulated through these outcomes. However, to fully enjoy the benefits of gamified services, users are often expected to acquire and use new skills. The relative absence of these skills (or difficulties in acquiring them), depending on users’ medical predispositions and age, may defer or negatively moderate the positive effects of gamification on engagement. In the case of progressively decreasing capabilities (e.g. in the case of aging users or users with degenerative diseases, whose physical or mental disabilities may be emphasized by the mechanics), it is recommended that health professionals adapt the mechanics accordingly or search for alternative options to increase patient well-being.

The study was conducted in healthcare, and caution must be exercised in generalizing the findings to other domains. However, the finding that gamified service users’ disabilities - or the lack of required abilities – may negatively impact the encouraging or engaging effects of the use of gamification appears to be relatively universal.

This study contributes to service research, specifically in the healthcare domain, by providing insight into employees’ and users’ motivations for using gamified service processes, the experiential impact of gamification mechanics, the individual factors that influence users’ gamified experience and multiple forms of cognitive, emotional and behavioral engagement outcomes. A research agenda is developed.

This study aims to examine the effect of consumers’ gaming motivations on customer–brand engagement and the potential of this engagement to develop self–brand connections and affective commitment toward luxury brands. Second, it explores if the setup game mechanics and self-congruity with the brand can strengthen the effectiveness of motivation to engage with gamification on customer–brand engagement and self-brand connection.

Data were collected through the survey method using a structured questionnaire. The sample comprised 249 millennial luxury consumers in India. Data analysis was conducted using AMOS 25 and PROCESS Macro for SPSS.

The findings support the mediating role of customer–brand engagement and self–brand connection in the relationship between motivation to engage with gamification and affective commitment. While setup game mechanics and self-congruity with brand positively moderate the effect of motivation to engage with gamification on affective commitment via self–brand connection, a similar effect is not found for the relationship via customer–brand engagement. This study presents important implications for both marketers and academicians.

This study applies the mechanics–dynamics–emotions framework and social exchange theory to explain gamified services as a cocreation process between consumers and luxury brands, fostering customer engagement, connection and commitment with the brands. It highlights the role of setup game mechanics and self-congruity in strengthening the effect of luxury consumers’ gaming motivations on engagement and connection with the brand.

The present study aims to synthesize and conceptualize, through a systematic literature review (SLR), the current state of gamification knowledge in the tourism and hospitality (T&H) sector, providing a roadmap for future research recommendations for service research and practice.

The research is based on a systematic literature review and adopts a systematic quantitative approach to summarize existing evidence on gamification usage in the T&H sector, focusing on relevant service literature on gamification. The authors analyze 36 papers published between 2011 and 2019.

The authors synthesize existing knowledge into five themes describing gamification's role in T&H (Edutainment, Sustainable behavior, Engagement factors, Service provider-generated content and User-generated reviews). Then, a cross-analysis of the five themes reveals the pivotal elements (affordances, behavioral and psychological outcomes, and benefits) generated by gamification mechanics in T&H, simultaneously highlighting potential implications and relevant insights for service literature. The review identifies critical issues affecting gamification research and provides a future research agenda, considering opportunities for T&H and service research.

The study provides the first SLR investigating gamification in T&H. The findings present potential implications and relevant insights for T&H contributing to the construction of a more holistic understanding of gamification adoption in service research.

Although the concept of transformative gamification is mentioned in previous research, no research has provided a theoretically based explanation of how gamification can lead to transformative change. This paper aims to provide the explanation for the first time by combining storytelling elements with cognitive behavioural therapy logic and incorporating these into a framework to show the process of transformative behaviour change through gamification. The proposed framework not only furthers the theoretical understanding of transformative gamification services but also provides practical insight into design and implication of such services.

This paper is based on critical analysis and synthesis of literature from different fields of research such as transformative service research (TSR), gamification, game studies, social marketing, storytelling and journalism. Ergo, several propositions based on the extensive literature review are proposed and aggregated in a conceptual framework.

This paper argues that apart from game mechanics that are often considered as an inseparable aspect of gamification services, immersive storytelling and a mechanism to encourage reflection are the pivotal components of transformative gamification services. In addition, this paper suggests that although reflection and immersive storytelling are often considered as opposite sides of the spectrum, they can have a synergistic effect once they work in tandem in gamification services.

This paper proposes a novel framework and an operational definition for transformative gamification services. It contributes to TSR, gamification and health promotion research through differentiating this concept from similar concepts, such as mHealth, propelling gamification to a more meaningful and user-centric version and providing service researchers with a practical guide to make use of gamification as a tool to serve TSR.