The Epic Game of Creating a Successful Gamified Co-Creation Strategy

This paper aims to explore consumer engagement with online retailers through gamification, the use of game mechanics, and co-creation. A qualitative methodology was used through an exploratory case study approach. The interviews were conducted with 30 Portuguese consumers. It was found that the majority of respondents do not consider online shopping as a substitute for other entertainment activities. Respondents stressed that in online shopping, the important thing is personal satisfaction and their needs. According to the Hexad model, these characteristics fit the free spirit gamer, the Barttle model the explorer and the BrainHex model the seeker. As far as co-creation is concerned, the results indicate that most of the interviewees do not value the tools that exist on the retailers’ websites which allow them to create their own product. This study provides recommendations for retailers to implement a successful co-creation gamification strategy. Companies need to include gaming elements to enhance the retail experience and increase sales. In turn, this can increase competitive pressures among retailers by improving the services and products they offer. This paper provides empirical support for the current dearth of qualitative studies on the role of gamification and co-creation in the online retail experience. Many of the findings of this study are not in line with existing literature, allowing the conclusion that gamification alone is no longer enough to engage the online retail consumer with products and brands, requiring co-creation for the effective engagement of this consumer.

Supporting a Sustainable and Engaging Online Transition for Co-Design through Gamification

Co-design approach is increasingly popular in many organizations that address global change and social sustainability challenges, thanks to its unique and diverse methods of engaging relevant people in design processes and decision-making. However, the social distancing led by the COVID-19 pandemic seriously problematized the traditional in-person co-design activities. A sustainable online transition is unprecedentedly pressing. By acknowledging the limitations of online co-design, i.e., lack of means for participant engagement, we argue that gamification holds great promise for online co-design. This paper presents an empirical study to investigate this potential qualitatively. Based on the data collected from three gamified online co-design implementations, we examine the benefits of gamification and how future activities should be designed and implemented from the participants’ perspectives. Based on the participants’ perceptions, we propose several recommendations for designing impactful gamification. The finding suggests that gamification can facilitate online co-design activities in an enjoyable, relaxing, structuring, and creative manner, since they are perceived and recognized by the participants. Moreover, the successful implementation of online co-design implies that great sustainability benefits can be achieved through online transition, i.e., reducing paper consumption and time spent on meetings and unproductive discussions, supporting extensive diversity and density in representation. Online can enable this by overcoming not only the geographic and time limitations but also relevant social issues.