Syftet med uppsatsen är att undersöka hur TikTok arbetar med gamification isin design av sin mobila applikation. TikTok har haft en stor tillväxt under desenaste åtta åren och har toppat nedladdningslistorna globalt.Undersökningen vill ta reda på ifall användare utsätts för en omedveten faradå TikTok implementerar starka drivkrafter som ämnar för att motiveraanvändaren till högre och längre konsumtionstid. Undersökningen utgerresultat för hur TikTok lyfter ut lustfyllda element från spelindustrin ochapplicerar detta inom sin applikation. Där resultatet visar hur starka de olikamotivationskällorna är utifrånramverket Octalysis, ramverket innehåller åttastycken drivkrafter som innefattar de mest centrala delarna som motiveraranvändare i inom spel. Med hjälp utav teori områdena som HumanComputer Interaction, Gamification och Octalysis samt metodernainnehållsanalys och visuell research, undersöks TikTok för att se hur starkade åtta olika drivkrafterna är. Resultatet visar att TikTok implementerar storadelar utav gamification och därmed visar på stor användaning utavgamification. Sociala medier har idag blivit en stor bidragande faktor till ohälsa genomnegativ motivation och jämförelser mellan användare. ChallengeYou är enapplikation som erbjuder en hälsosam och stöttande träningsgemenskap somlöser de negativa aspekterna av sociala medier genom att främja samarbete,motivation och välbefinnande. Det hjälper användare att fokusera på sinaegna framsteg och njuta av den positiva inverkan av fysisk aktivitet utan denegativa jämförelserna och stressen som kan följa med sociala medier.ChallengeYou är en banbrytande träningsapplikation som tar din fysiskaaktivitet till nya höjder genom att erbjuda spännande utmaningar som du kangenomföra tillsammans med dina vänner. Med en användarvänlig ochinteraktiv plattform, är ChallengeYou det ultimata verktyget för att boostamotivationen och skapa en stark gemenskap kring träning.

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The project has been developed at the IT consultancy Sogeti, they have devel- oped a feedback system called KUPPs for SCA which will give feedback to their forestry operators. SCA is interested in implementing gamification to KUPPs. The goal of this project has been to develop a gamification design that can increase motivation and engagement for the forestry operators for increased delivery quality. Increased delivery quality means that SCA will not lose money on logs that can't be delivered to the customer. To facilitate the work the gamifi- cation design has been developed with the help of a proof-of-concept gamifica- tion framework. A comparison between two frameworks was performed and from discussion points the framework Ocatalysis was chosen. With the frame- work a gamification design was developed which focus on the user to cooperate on for a common goal. In research it has proven that working together for a common goal can increase productivity, because of that this gamification design strife for cooperation. The gamification design was developed with mockups to demonstrate a solution and from that a prototype in the form of a website with a database was created. User test was performed on the mockup-design, where the user was asked question about the design and how they experienced it could increase delivery quality. They experienced that the gamification design could increase delivery quality, but only if the user was motivated to use the system. The gamification design can increase the delivery quality, but more user tests needs to be done and in the right user environment to see if it is possible. The gamification framework that was used was a great help med developing the gamification design. For future work the design should be iterated more for in- creased user experience and over all design. Also more user test needs to be done on the right user group and environment. / Projektet har utförts hos IT-konsultföretaget Sogeti, de har utvecklat ett feed- backsystem KUPPs till SCA som ska ge återkoppling till sina skogsskördarope- ratörer. SCA är intresserad av att implementera spelifiering till KUPPs, därav har målet med projektet varit att ta fram en spelifieringsdesign som kan öka motivation och engagemang för en skogsskördaroperatör för ökad leveranskva- lité. Leveranskvalité innebär att de stockar som skördas från skogen uppfyller vissa krav som rätt längd och diameter. Ökad leveranskvalité innebär att SCA inte förlorar pengar på stockar som inte kan levereras till kund. För att underlät- ta arbetet har spelifieringsdesignen utvecklats med hjälp av ett proof-of-concept spelifieringsramverk. En jämförelse mellan två ramverk utfördes och utifrån diskussionspunkter valdes ramverket Octalysis. Utifrån ramverket togs det fram en spelifieringsdesign som fokuserar på att få användaren att samarbeta för ett gemensamt mål. Inom forskning har det visat sig att arbeta tillsammans för ett gemensamt mål ökar produktiviteten om det är implementerat rätt därav strävar denna spelifieringsdesign på samarbete. Ett antal skisser togs fram på en spelifi- eringsdesign och därefter valdes en skiss för att bli en mockup. Denna mockup är till för att demonstrera designen och ha möjlighet till interaktion för använd- barhetstester. Användbarhetstester utfördes på mockup-designen, där använda- ren fick svara på frågor om designen och hur de upplever att det kan öka leve- ranskvalitén. De upplevde att denna spelifieringsdesign kan öka leveranskvali- tén men bara om användaren är motiverad att använda systemet. Spelifierings- designen kan öka leveranskvalitén, men fler tester måste göras i rätt miljö för att få fram om det är möjligt. Spelifieringsramverket som användes har varit till stor hjälp med att ta fram en spelifieringsdesign. För framtida arbete bör desig- nen itereras fler gånger för att förbättra användarupplevelsen och design över- lag. Även utföra fler användbarhetstester med rätt användare och miljö.

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.

The gamification trend has in recent years gained a strong hold across the field of finance. Market participants are leveraging the benefits of implementing game-design elements to previously mundane banking activities. However, while gamification is expected to grow further, the current research investigating its effects is scarce, particularly in a Swedish context. This research project aims to investigate if, and how the behaviour of retail investors is affected by gamification used on trading platforms. We collected qualitative data through seven semi-structured interviews with respondents who were active users of Avanza, the largest internet broker in Sweden. To expand the scope of the study, data was also included from a senior executive at Avanza creating a nuanced picture of the effects of gamification. Our analysis is grounded in the Octalysis Framework, which has been used together with behavioural finance theories to draw valuable conclusions. Our study finds that gamification has an effect on investors and may influence their trade decisions. We conclude that social game-design elements cause intrinsic motivation and have a strong effect on retail investors. The study further shows that visualising personal development has a strong extrinsically motivating effect on retail investors' desire to increase their capital. Our results also show that gamification can be used to promote both healthy and unhealthy financial behaviours, making it a powerful tool for the one’s controlling it. However, if not managed properly, excessive usage of gamification runs the risk of decreasing the perceived seriousness and validity of the institution implementing it. Lastly, this study concludes that investors tend to believe that gamification affects their investment behaviour less than others, suggesting that they suffer from overconfidence bias. Situating gamification and the Octalysis framework within a financial context contributes to the current discussion about gamification and the future understanding of the concept. By taking behavioural finance into consideration, we contribute to the field of behavioural finance by showcasing how gamification may affect the investment behaviour of retail investors on gamified platforms. The results of the study are of great relevance to market participants and regulators. Being aware of how gamification influences investor behaviour is necessary for market regulators to prevent exploitative behaviours and for market participants to make well-informed decisions.

Gamification is one of the most effective ways of creating and keeping high engagement among people. It is a deep exploration into what makes a game fun and how to apply those fun and engaging elements in real-life productive activities. The average lifetime of a player in online casinos is not long within iGaming, players tend to play very few times and they never come back. Even if a player has a specific favorite game, they can many times find the same game on other sites. The lack of interaction between friends within iGaming could be a reason for a player to easily go elsewhere. The increase of streaming of iGaming is a strong indicator that there are many that like to socialize over a common interest such as iGaming. This thesis provides a study of gamification in collaboration with the casino domain. It presents the basic concepts of gamification, that someone might need to implement, in order to examine if gamification elements have a positive or negative effect in the casino. Initially, the project focused on how to invite an existing player into another’s user social network and then how to elaborate and introduce gamification techniques. The development was iterative in 3 cycles, each one of approximately 3 weeks. At the end of each iteration, changes were implemented according to the feedback from the development team. The evaluation was conducted with 15 users, some of them were experienced and some others were not. Results found that the user using the gamified version was more engaged and using gamification elements can indeed achieve high engagement. / Gamification är ett av de mest effektiva sätten att skapa och hålla högt engagemang bland människor. Det är en djupundersökning av vad som gör ett spel roligt och hur man kan tillämpa dessa roliga och engagerande element i vardagens produktiva aktiviteter. Den genomsnittliga speltiden för en spelare på online kasinon är inte lång inom iGaming, spelare tenderar att spela väldigt få gånger och kommer inte tillbaka. Även om spelare har ett specifikt favoritspel kan de ofta hitta samma spel på andra sajter. Bristen på interaktion mellan vänner inom iGaming kan vara en anledning att spelare lätt söker sig annanstans. Ökningen av streaming av iGaming är en stark indikator på att det finns många som gillar att umgås över ett gemensamt intresse som iGaming. Det här examensarbetet utgör en studie av gamification i kontext av online kasinon. Det presenterar de grundläggande koncepten för gamification, som någon kan behöva implementera, för att undersöka om element har en positiv eller negativ effekt i kasinot. Ursprungligen fokuserade projektet på hur man bjuder in en befintlig spelare till en annan användares sociala nätverk och sedan hur man utvecklar och introducerar gamification-tekniker. Utvecklingen upprepades i 3 cykler, var och en på cirka 3 veckor. I slutet av varje iteration genomfördes ändringar enligt feedback från utvecklingsteamet. Utvärderingen genomfördes med 15 användare, några av dem var erfarna och andra inte. Resultaten visade att användaren som använde den gamifierade versionen var mer engagerad och att använda gamification-element kan verkligen uppnå högt engagemang.

To counteract the climate crisis and the environmental changes that come with it, gamified systems can be implemented. Studies show that food waste is a major contributing factor to the climate crisis, and that the largest proportion of food waste occurs in households. This study examines gamification and the game elements that can contribute to motivating and creating engagement in households to reduce food waste. Gamification utilizes game elements in non-gaming contexts, and has proven useful in other areas, such as health and education. The study involves a literature review, where previous research is compiled and the need for this study is clarified. This study presents which game elements that can reduce food waste in households, based on analysis of qualitative data collected through interviews. The study contributes with guiding knowledge about which game elements a gamified system should contain to achieve reduced food waste. / För att motverka klimatkrisen och miljöförändringarna som kommer med den kan spelifierade system implementeras. Studier visar att matsvinn är en stor bidragande faktor till klimatkrisen, och att den största andel matsvinn sker i hemmet. Denna studie undersöker spelifiering och vilka spelelement som kan bidra till att motivera och skapa engagemang hos hushåll för att minska matsvinnet. Spelifiering använder sig av spelelement i icke-spelsammanhang, och har visat sig användbart inom andra områden, såsom hälsa och utbildning. Studien involverar en litteraturundersökning, där tidigare forskning sammanställs och behovet för denna studie klargörs. Denna studie presenterar vilka spelelement som kan minska matsvinn i hushåll, baserat på analys av kvalitativa data samlat genom intervjuer. Studien bidrar med vägledande kunskap om vilka spelelement ett spelifierat system bör innehålla för att uppnå reducerat matsvinn.

Submitted by Automa??o e Estat?stica (sst@bczm.ufrn.br) on 2017-11-06T19:11:12Z No. of bitstreams: 1 AndreLuizDeSouzaBrito_DISSERT.pdf: 9436503 bytes, checksum: 583764c7076e0396f472d1d8ff7fee01 (MD5) / Approved for entry into archive by Arlan Eloi Leite Silva (eloihistoriador@yahoo.com.br) on 2017-11-20T19:17:34Z (GMT) No. of bitstreams: 1 AndreLuizDeSouzaBrito_DISSERT.pdf: 9436503 bytes, checksum: 583764c7076e0396f472d1d8ff7fee01 (MD5) / Made available in DSpace on 2017-11-20T19:17:34Z (GMT). No. of bitstreams: 1 AndreLuizDeSouzaBrito_DISSERT.pdf: 9436503 bytes, checksum: 583764c7076e0396f472d1d8ff7fee01 (MD5) Previous issue date: 2017-08-25 / A tecnologia ? um grande transformador da cultura de uma sociedade. Essa transforma??o cultural induz, por sua vez, a uma necessidade de revolu??es em v?rias ?reas do conhecimento. Uma dessas ?reas ? a educa??o, que conta com uma gera??o de jovens que est?o sempre conectados, possuem acesso a grandes quantidades de informa??o e podem rapidamente compartilh?-las. Como consequ?ncia, os modelos tradicionais de ensino-aprendizagem nos quais o professor assume um papel centralizador e o aluno se encontra passivamente recebendo as informa??es, passam a ser cada vez mais ineficazes. A inadequa??o dessas pr?ticas diminui a conex?o do aluno com o ambiente escolar e as disciplinas, levando-o mais facilmente a uma desmotiva??o pelos estudos. Um campo de pesquisa que tem se destacado nos ?ltimos anos quando tratamos da motiva??o no contexto educacional ? o da Gamifica??o. No entanto, um problema comum ainda persiste na constru??o de solu??es gamificadas para a educa??o, que consiste na falta de um processo de design claro que norteie de forma eficaz a elabora??o de solu??es a fim de que os resultados obtidos pela aplica??o das mesmas n?o sejam superficiais e ineficazes e n?o gerem impacto negativo na motiva??o dos alunos. Para contribuir com a solu??o desse problema, este trabalho prop?e um processo de gamifica??o, denominado Level-Up, alicer?ado na abordagem do Design Thinking para educadores, que tem como princ?pio b?sico o conhecimento pr?vio profundo sobre a problem?tica do desinteresse dos alunos a ser tratado antes que qualquer solu??o venha a ser projetada. Al?m disso, o framework Octalysis ? utilizado para auxiliar na an?lise dos aspectos motivacionais tratados no cen?rio do problema e direcionar a escolha dos elementos de jogos para tornar esse cen?rio agrad?vel e atingir os objetivos almejados com a gamifica??o. Para validar o processo proposto, um estudo de caso foi efetuado em uma disciplina introdut?ria de programa??o de um curso de ensino superior, no qual resultados promissores foram obtidos. / Technology is a force for change in the culture of society. This transformation often requires the evolution of several fields in human knowledge, one of them being the field of Education. As a generation of youngsters is always connected through the use of technological devices, with the possibility of accessing and exchanging a large amount of information in a fast way, the traditional learning models which are teacher-centered and the students play a passive role are gradually becoming more inefficient. This inadequacy has a big role in student motivation, that is rapidly decreasing by each year as students feel less connected with their learning environment and their practices. One field of research that has become prominent in past years concerning student motivation in education is that of Gamification. However, a common problem exists with the design of gamified solutions for education: the lack of a clear design process that guides the gamification towards an efficient model capable of effectively attend to the student?s needs. To contribute to the solution of this problem, this work proposes a gamification process called Level-Up, based on the design thinking for educators approach, which has as a core principle the investigation and gain of knowledge about the problematic of the students and learning environment before any solution is designed and executed. On top of that, the gamification framework Octalysis is used to evaluate how the motivational aspects are taken into account in the investigated scenario, and how the game elements can be used to change and improve student motivation in order to attain the objectives set by the gamification. To validate this gamification process, a case study is executed in an introductory programming class of an undergraduate course, in which promising results were obtained.

Gamification could be a solution to make office work more productive by in- creasing the intrinsic motivation of employees. Currently, little research exists on gamification in connection to administrative tasks. In literature the im- portance of designing gamified tasks to the target group is stressed. This study explores in an experiment the impact of gamification on intrinsic motivation while conducting basic administrative tasks, as well as differences between age groups. The qualitative analysis of the experiment (n = 32) reveals indications that gamification triggers positive emotions, a higher engagement and creativi- ty. Using a mixed methods approach, the indications from the qualitative anal- ysis could not be proven quantitatively with a statistical significance. The re- sults further suggest, that people over 35 years tend to perceive gamification more extreme than younger ones, leading to either high intrinsic motivation or alienation.

This study uses a qualitative methodological approach to investigate how core drives from the Octalysis framework can influence news engagement among young adults. This study conducts semi-structured interviews to identify young adults’ core drives and attitudes that influence news engagement, followed by participatory design sessions in order to explore gamification opportunities. The results show that understanding what core drives influence young adults’ motivation, can clarify how gamification could be implemented to increase their news engagement.