TY - JOUR AB - Purpose This study aims to investigate the use of gamification and serious games as transformative technologies that encourage health and well-being behaviors. The purpose of this paper is to investigate the transformative value that can be created by gamified apps and serious games and the role involvement plays between transformative value and desired outcomes.Design/methodology/approach Four gamified apps/serious games were examined in the study, with data collected from N = 497 participants. The data were analyzed using structural equation modeling.Findings The results revealed that gamified apps and serious games can create three transformative value dimensions – knowledge, distraction, and simulation – which can have direct and indirect effects on desired outcomes. Examination of competing models revealed involvement plays a mediating rather than a moderating role for gamification and serious games for well-being.Originality/value This research contributes greater understanding of how technology can be leveraged to deliver transformative gamification services. It demonstrates the multiple transformative value dimensions that can be created by gamified apps and serious games, which assist the performance of well-being behaviors and which have yet to be theorized or empirically examined. The study also establishes the mediating rather than the moderating role of involvement in gamification and serious games, as called for in the literature. VL - 32 IS - 2 SN - 1757-5818 DO - 10.1108/JOSM-05-2019-0137 UR - https://doi.org/10.1108/JOSM-05-2019-0137 AU - Mulcahy Rory Francis AU - Zainuddin Nadia AU - Russell-Bennett Rebekah PY - 2020 Y1 - 2020/01/01 TI - Transformative value and the role of involvement in gamification and serious games for well-being T2 - Journal of Service Management PB - Emerald Publishing Limited SP - 218 EP - 245 Y2 - 2024/03/28 ER -