Gamification—Engaging People by Letting Them Have Fun

  • Kai Masser
  • Linda Mory


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.


Game elements Player types Competition Points Badges 


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Copyright information

© The Author(s) 2018

Authors and Affiliations

  • Kai Masser
    • 1
  • Linda Mory
    • 2
  1. 1.German Research Institute for Public AdministrationGerman University of Administrative SciencesSpeyerGermany
  2. 2.German University of Administrative SciencesSpeyerGermany

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