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This research investigated how the effectiveness of gamification can increase customer retention. Obtaining and maintaining customer retention is a critical challenge for all customer-dependent markets within any industry. The study investigated the current effectiveness of the leading grocery chain in Sweden, ICA, and its loyalty program “Stammis”. This will be analyzed through the lens of the octalysis framework, a popular theoretical framework for gamification in non-game industries. While the utilization of the octalysis framework in investigating customer retention has been done prior to this study, a gap within the grocery industry has been detected. To archive the goal of the study, an thematic analysis was conducted, analyzing the current effectiveness of the Stammis program in correlation to the octalysis framework toward customer retention. Design iterations were created based on the result of the thematic analysis, suggesting potential redesigns with the goal of increasing the usage of gamification. The key findings of this research suggested that Stammis had an overall low inclusion of gamified elements. Furthermore, the outcome of this research demonstrated that mild design modifications of the existing features could increase the overall customer engagement of the application in accordance with the octalysis framework.

Studien som presenteras i föreliggande uppsats syftar till att undersöka spelifiering av kreativa processer utifrån tre frågeställningar: (1) på vilket sätt arbetar läraren för att främja motivationen hos eleverna i sin skapandeprocess, (2) kan man förstå lärarens upplägg som spelifiering, och i så fall på vilket sätt, och (3) vilka effekter har lärarens upplägg på motivationen hos elever som befinner sig i kreativa processer? Bakgrunden till detta undersökningsområde utgörs dels av motivationens betydelse för barn och unga som befinner sig i skolans värld. Frågan om motivation spelar en viktig roll när det exempelvis kommer till frånvaroproblematik, ett alldeles för starkt betygsfokus och passivitet i skolarbetet. Utöver motivationens betydelse har jag dessutom velat utforska förståelsen av spelifieringsbegreppet. Stora delar av den befintliga forskningen som bedrivits på området demonstrerar en snäv bild av spelifiering, och det tillämpas dessutom sällan inom bildundervisning och i kreativa processer. Frågeställningarna undersöks genom en fallstudie och empirin samlas in genom observationer av klassrumsundervisning och intervjuer med elever och en lärare. Studieobjektet består av en bild- och designlärare som bedriver vad av mig tolkas som spelifierad undervisning, samt den gymnasieklass som inom ramen för kursen Digitalt skapande 2 deltar i denna undervisning. Resultatet visar att läraren använder sig av flera strategier som främjar elevernas motivation, där lyhördhet för den specifika elevgruppen och närvaro i klassrummet är två exempel. Det framgår också att lärarens upplägg kan beskrivas som spelifieringen, framförallt med tanke på att hen använder sig av ett speltänkande. Elevernas utsagor visar delvis att behoven för inre motivation tillgodoses i undervisningen, alltså att lärarens upplägg enligt eleverna är främjar motivationen.  Gestaltningen, som utöver uppsatsen utgör en del av mitt examensarbete, fokuserar till stor del på Vårutställningens besökare. Den utgörs av ett slags personlighetstest, som genom påståenden och svarsalternativ uppmanar besökaren att fundera över hur den egna motivationen fungerar. Detta presenteras genom ett interaktivt verk som genom visuella medel och ett intresseväckande innehåll strävar efter att engagera besökaren.

Using gamification in apps that are not traditionally games is a relatively well-known and used concept. The purpose is often to increase the usage of and interaction with the app by implementing game elements. Criticism has risen from researchers that effects from game elements have not been studied enough. This study has used theories on how game elements can motivate behaviour together with theories on habit change, to research how game elements affect habit forming in the app Habitica. This was done through a qualitative study with 9 university students. The students used the app for two weeks while trying to form two habits, and were then interviewed about their experience from the game elements in the app. The conclusion was that the influence of the game elements can be related to the users' understanding of the elements and their response, but also how the elements reflect their expectations. This study contributes with a perspective on how gamification elements can affect habit forming in a specified context. / Att använda sig av spelifiering i appar som traditionellt sett inte är spel är ett relativt välkänt och välanvänt koncept. Syftet är ofta att öka användandet av och interaktionen med appen genom att implementera spelelement. Kritik om att effekter av just spelelementen inte studerats nog har lyfts inom forskningen. Denna studie har använt teorier om hur spelelement kan motivera beteenden, tillsammans med teorier om vanebildande, för att undersöka hur spelelement påverkar vanebildande i appen Habitica. Detta gjordes genom kvalitativ studie med 9 stycken universitetsstudenter. Studenterna fick använda appen under två veckors tid medan de försökte bilda två vanor, och intervjuades slutgiltigen om deras upplevelse om spelelementen i appen. Slutsatsen var att spelelementens påverkan kan hänga samman med användarnas förståelse för elementen och deras respons, samt att de motsvarar användarens förväntningar. Denna uppsats bidrar med ett nytt perspektiv på hur spelelement kan påverka vanebildande i en specifik kontext.

Organizations in sport and affiliated industries are gamifying their products by embedding affordances that make games attractive. While the sport industry enjoys the benefits of gamification, the literature on gamified sport products is scattered and ambiguous. Three studies were conducted to address these concerns. First, a systematic review of existing literature on gamified sport products was conducted to offer an understanding of the current state of research. Second, practitioners within organizations that manage gamified sport products were interviewed to understand the organizational practices employed to enhance consumer engagement. Third, a survey-based experiment was conducted to investigate consumers’ motivation to engage in gamified sport products that utilize AI based matchmaking. Results illuminate the growing trend in research of gamified sport products that predominantly investigates the consumer’s perspective and gamified fitness products. Furthermore, the factors that explain the ambiguity in consumer behavior toward different gamified sport products are highlighted. A model is developed that includes the different practices that are informed by the organization’s sensemaking processes and their influence on consumer’s cognition, resulting in consumer acquisition and retention. Lastly, results suggest that the application of AI based matchmaking in challenges leads to consumer’s motivation to engage with the gamified product because of the gameful experience derived. This relationship becomes more prominent as the consumer’s desire for competition increases. Collectively, the studies pave the way for future research in gamified sport products and guide practitioners in developing gamified sport products that enhance consumer engagement. / Tourism and Sport

The importance of e-learning has increased rapidly in recent years and most recently because of Covid-19 and the restrictions posted by governments worldwide. In addition, studies have shown that gamification can be used to increase engagement, motivation, and learning outcomes. Thus, gamification elements are now integrated on multiple popular e-learning platforms.In this thesis, the gamified e-learning platform Eprof has been further developed and used by 92 bachelor's students studying the course Professionalism for Engineers at Linköping University. The thesis aimed to understand how to implement a gamified e-learning platform and evaluate it based on student behavior, user experience (UEQ), and technology acceptance (TAM). The result showed that the students accepted Eprof and the user experience was positive in absolute values. However, Eprof's user experience was in line or slightly below average compared to the benchmark. Furthermore, student behavior showed that the ambition level decreased during the measurement period regarding submission time before the deadline and earned points. In conclusion, the implementation of the gamified platform was successful in absolute terms and relative to the currently available alternatives used at Linköping University. However, there is room for improvement regarding gamification, user experience, and functionality. Gamification needs to be more adapted to the context to achieve the potential of gamification. In addition, research over a more extended period needs to be conducted to ensure the validity of the result.

Learning to identify anomalies in x-ray images is a time consuming and difficult task. Manyhours of looking at similar images to familiarize oneself with the images can feel daunting andunmotivating. This is why a game application where the user, in a challenging environment, canlearn while being adequately stimulated.In this thesis, a game for this exact reason is created, with the aim being to teach anatomy tomedical students in a stimulating fashion. The game is made in the programming languagePython, which uses libraries supporting the DICOM-format, which is widely used in the medicalfield. By combining a score system with a time limit, the user can challenge themselves and seeconcrete improvement by playing the game.The goal of this thesis is to prepare medical students for their future profession as a doctor,training them to easily detect anomalies in the human body. A small test is conducted to test thegame and confirm that it improves the user’s ability to identify anatomical structures. The resultis then presented along with proposed improvements and alternative approaches.

Computer games are highly immersive, engaging, and motivating learning environments. By providing a tutorial at the start of a new game, players learn the basics of the game's underlying principles as well as practice how to successfully play the game. During the actual gameplay, players repetitively apply this knowledge, thus improving it due to repetition. Computer games also challenge players with a constant stream of new challenges which increase in difficulty over time. As a result, computer games even require players to transfer their knowledge to master these new challenges. A computer game consists of several game mechanics. Game mechanics are the rules of a computer game and encode the game's underlying principles. They create the virtual environments, generate a game's challenges and allow players to interact with the game. Game mechanics also can encode real world knowledge. This knowledge may be acquired by players via gameplay. However, the actual process of knowledge encoding and knowledge learning using game mechanics has not been thoroughly defined, yet. This thesis therefore proposes a theoretical model to define the knowledge learning using game mechanics: the Gamified Knowledge Encoding. The model is applied to design a serious game for affine transformations, i.e., GEtiT, and to predict the learning outcome of playing a computer game that encodes orbital mechanics in its game mechanics, i.e., Kerbal Space Program. To assess the effects of different visualization technologies on the overall learning outcome, GEtiT visualizes the gameplay in desktop-3D and immersive virtual reality. The model's applicability for effective game design as well as GEtiT's overall design are evaluated in a usability study. The learning outcome of playing GEtiT and Kerbal Space Program is assessed in four additional user studies. The studies' results validate the use of the Gamified Knowledge Encoding for the purpose of developing effective serious games and to predict the learning outcome of existing serious games. GEtiT and Kerbal Space Program yield a similar training effect but a higher motivation to tackle the assignments in comparison to a traditional learning method. In conclusion, this thesis expands the understanding of using game mechanics for an effective learning of knowledge. The presented results are of high importance for researches, educators, and developers as they also provide guidelines for the development of effective serious games. / Computerspiele stellen attraktive, spannende und motivierende Lernumgebungen dar. Spieler erlernen zu Spielbeginn die grundlegenden Spielregeln und wenden dieses Wissen während des Spielablaufs an. Dadurch wird das dem Spiel zu Grunde liegende Wissen durch Wiederholung geübt und verinnerlicht. Durch einen konstanten Fluss an neuen Herausforderungen, die in ihrer Schwierigkeit ansteigen, müssen Spieler das Wissen auf neue Szenarien übertragen. Innerhalb eines Computerspiels sind Spielmechaniken für eine Anwendung als auch Demonstration des Spielwissens verantwortlich. Die Spielmechaniken regeln den Spielablauf, in dem sie die Spieleraktionen definieren, die virtuelle Umgebung generieren und die Herausforderungen des Spiels festlegen. Das in den Spielmechaniken kodierte Wissen kann jedoch auch der realen Welt entstammen. In diesem Fall entwickeln Spieler Kompetenzen, die später auch in der Realität Anwendung finden können. Das Kodieren von Wissen in Spielmechaniken und der damit einhergehende Lernprozess wurde allerdings noch nicht genau theoretisch erfasst. Diese Dissertation versucht diese Forschungslücke zu schließen, indem ein theoretisches Model der Wissenskodierung in Spielmechaniken entworfen wird: das Gamified Knowledge Encoding. Dieses Model wird sowohl für das Design einer Lernanwendung für das Wissen der Affinen Transformationen, GEtiT, als auch zur Vorhersage von Lerneffekten eines Computerspiels, Kerbal Space Program, herangezogen. In einer Usability-Studie wird sowohl die Anwendbarkeit des Modells für ein effektives Spieldesign als auch das Gesamtdesign von GEtiT bewertet. Das Lernergebnis, das beim Spielen von GEtiT und Kerbal Space Program erzielt wird, wird in vier weiteren Nutzerstudien überprüft. Die Studien validieren den Einsatz des Gamified Knowledge Encoding Models zur Entwicklung von computerspielbasierten Lernumgebungen und die Vorhersage von Lerneffekten. GEtiT und Kerbal Space Program erzielen ein ähnliches Lernergebnis bei einer höheren Motivation im Vergleich zu einer traditionellen Lernmethode. Als Endergebnis erweitert das präsentierte Forschungsprojekt das generelle Verständnis über die Verwendung von Spielmechaniken für ein effektives Lernen. Die präsentierten Ergebnisse sind von großer Bedeutung für Forscher, Pädagogen und Entwickler, da sie auch Richtlinien für die Entwicklung effektiver Serious Games hervorbringen.