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Bahman Huseynli, Aypar Uslu: A Qualitative Study on the Definition And Concept of Gamification

CONCLUSION
From the perspective of information interfaces, Deterding et al. (2011a) believe that the
term “gamification” appeared in the digital media industry in 2008 and became
widespread in 2010. They define gamification as “the use of game design elements in
non-game contexts” and separate the concept from playfulness. Thus, instead of design
for fun interaction or play, the authors refer to complex terms such as game, game
interaction, and game design. Therefore, business practices may prefer to frame
gamification in terms of playful interaction rather than playful interaction (Conaway and
Garay, 2014).

Goehle (2013) distinguishes gamification from video games in an educational context,
and Cohen (2011) argues that online social games may soon replace textbooks in
schools. These educational trends can prepare employers to incorporate gamification
into their business processes.

Gamification is responsible for developing and applying new features to traditional
business applications. These new features can include ease of use, attractive design,
points, leader boards, and rewards (Wang, 2011). Games play an important role in
reducing perceived barriers such as the difficulty of human relationships with
computers, the lack of usability and security, and the ease of use of computer
applications (Yoon, 2009).

The term gamification and the concept of gamification as a new approach are
increasing both in practice and in academic literature. Although the definition
proposed by Deterding et al. (2011a, b) is the most accepted definition of gamification,
the continued development of the field of gamification causes new definitions to
emerge. Gamification, which is spreading more rapidly, especially in business and
marketing applications, is expanding its use as one of the innovative strategies in the
field of marketing, including customer relationship management.

REFERENCES

Buckley, P., & Doyle, E. (2017). Individualising gamification. An investigation of the
impact of learning styles and personality traits on the efficacy of gamification
using a prediction market. Computers & Education, 106, 43–55.
https://doi.org/10.1016/j.compedu.2016.11.009

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