Introduction to Gamification and Behavior Management

The use of game elements in the management of relationships and behavior among individuals and between them and organizations of all kinds has been part of the history of humankind. However, never before have organizations had so many means and tools at their disposal to motivate and promote desired meaningful behaviors amongst their customers, employees, citizens, partners, etc.

Gamification is a behavior management scheme that uses elements, mechanics and techniques used in games and translates them into other contexts in order to encourage and motivate people towards desired or specific behaviors and engagement.

When they are well designed, games provide a rewarding experience; they engage and invite us to improve ourselves. And, above all, they are not imposing. We do things because we want to and not because we have to. The use of game elements, mechanics and techniques in order to engage people goes precisely in that direction.

There are many reasons behind the use of gamification. The current low rates of individual engagement levels and the need for new motivation schemes, the emergence of new behaviors fostered by digitalization and the growing importance of intrinsic motivation, among other aspects, call for new shemes in the the way motivation and incentives are approached.

Gamification has in recent years been seen as very helpful in contexts such as Human Resources Management, Marketing and Sales, Corporate Compliance, Innovation, or Social transformation, among others.

The course is organized around the following aspects:
- Introduction to gamification
- Gamification building blocks
- The gamification process.
- Gamification environments

Preliminary assignment:

Readings:
- Deterding, S., Khaled, R. and Nacke L. E. (2011). Gamification: Toward a Definition, CHI 2011.
- Nacke, I, E. and Deterding, S. (2017). The maturing of gamification research, Computers in Human Behavior.

Activity:
Play your favorite games on your smartphones, but this time try to answer yourself these questions:
- Why do I play games?
- Why do I play these particular games?
- What do I like and what I do not like about them?
- What are the main elements in the game?

Class 1: Introduction to gamification: concept, evolution and characteristics.

Class 2: Gamification in context: the digitalization process

Class 3: The need for behavior management and gamification

Class 4: Building a gamified system: the process of gamification

Class 5. Internal factors determining human behavior

Class 5: External factor determining human behavior

Class 6: Principles of game design and major elements

Feedback activity:

Presentation of project ideas to the class for discussion/feedback.

Home Project Assignments/mini projects are based on a research question (problem formulation) formulated by the students individually. Approval deadline will be defined by the instructor. Hand-in of the problem formulation directly to the instructor by the 3rd teaching week.

Class 7: Game mechanics, dynamics and aesthetics

Class 8: Player motivations and interaction

Class 9: Gamification enviroments I

Class 10: Gamification environments II

Class 11: Overview, review, Q&A

Course leader

Torsten Ringberg - Department of Marketing

Target group

This is a graduate level course. CBS Summer University courses at Copenhagen Business School is open to all and welcomes domestic and international students as well as professionals.

Course aim

Learning the principles of gamification and the usefulness of game elements, mechanics and techniques in achieving the goals of an organization

Understanding the factors that determine behavior and the need for behavior management and motivation

Learning about the major game elements and how to use them in other contexts

Understanding players and their motivations

Understanding the process of gamification and learning how to build a gamified system in different environments to motivate good, positive, intelligent behaviors.

Credits info

7.5 EC
This is a 6-week course. You can combine up to two 6-week courses making 15 ECTS in total.
Find more information on our website.

Fee info

DKK 6000: Tuition fee for Open University students (EU/EEA/Swiss citizenship)
DKK 15000: Tuition fee for non-European students.