Abstract
Gamification was named as one of the marketing trends for 2017 (von Schmelling 2016). But it is more than a buzzword, it is a concept inspired strongly by the video game and online game industries. In the private sector, it is very much in line with the democratization and humanization of work movements. Gamification may be used for customer/citizens and employee relations and product/service development as well as for the re-engineering of internal processes in organizations. An inevitable feature of gamification is fun because of its simple and/or understandable rules for beginners as well as for masters/professionals. Popular games have modes to determine achievements, winners, and ranks by measurable variables like goals, points, periods, and ranges etc. Intrinsic motivation (joy) is the key driver to play, although extrinsic motivation (applause and admiration) is equally important.
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Masser, K., Mory, L. (2018). Gamification—Engaging People by Letting Them Have Fun. In: The Gamification of Citizens' Participation in Policymaking . Palgrave Pivot, Cham. https://doi.org/10.1007/978-3-319-78571-4_2
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