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In what follows, I first unpack the context of East Asia where fast economic growth, demographic transition, shifting public policies, and historical legacies as well as emerging trends of family norms and practices jointly influence children's and youths' everyday lives and well-being. I show that albeit intraregional and intrasociety heterogeneities, childhood is part and parcel of the modernization project in this part of the world, which has attracted concerted efforts of intense investment from the state and the family, shaping a trajectory of childhood that is increasingly scholarized. I then sketch the landscape of childhood and youth studies in this region, calling for the intervention of childhood sociology as an approach to bring young people's own perspectives, voices, subjectivities, and actions to the fore. This is followed by an introduction to four compelling contributions that offer rich and nuanced insights into the pains and gains, pressures and perseverance of the growing up experiences of the young in rapidly changing East Asian societies.

This study aims to examine the impact of the gameful experience on behavioural outcomes. Drawing from stimulus–organism–response theory, it proposes and tests a new model that investigates the relationship between the gameful experience, brand loyalty and intention to use gamified branded applications in the sports context. In addition, it explores the mediating role of customer–brand engagement (CBE) and the moderating role of self-image congruity (SIC).

A sample of 436 active users of sport-related branded gamified applications was used to test the model. Data was collected from online sports forums, brands’ Facebook communities and during sporting events.

Results indicate that the gameful experience positively and directly impacts behavioural intentions but does not directly influence brand loyalty. This relationship becomes partially significant when mediated by CBE. In addition, results show that users with high levels of SIC are more likely to continue using the gamified application, whereas users with low levels are more likely to engage with the brand.

This study expands the gamification literature in the sports sector by revealing the importance of the gameful experience in driving loyalty, behavioural intentions and CBE. It proposes a new model that sheds light on the emotional aspect of the interaction between a user and a gamified system and the importance of exploring the effects of moderators, such as SIC, in these relationships.