• Design Convergence Study
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• v.14 no.4
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• pp.209-221
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• 2015

This study investigates in depth of the new marketing trend, in which social media, an effective marketing tool for promoting a new product, and gamification technic of engaging consumers in communication, are combined. Although gamification has been applied to various fields for a long time, conventional way of applying gamification is different from when it is combined with socialmedia. Therefore, this study examines the background and characteristics of the convergence phenomena between the social media and gamification based on the theoretical consideration of the social media and gamification. Then, the cases of social media marketing utilizing gamification are analyzed and classified into general participation, active participation, creative behavior, networking, and experiential type according to the user's different levels and ways of participation. As a result, when the social media and gamification are combined, the change of an aspect is found to be more meaningfully influential to today's consumers as in competition - achievement - relationship, compared to the conventional way of game mechanics. This study has significance in the way that it established a useful basis for the marketing strategy through the study of the new game mechanics that has been applied to social media marketing utilizing gamification.

• Journal of Digital Contents Society
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• v.19 no.6
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• pp.1131-1144
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• 2018

The Purpose of this study is to propose 4F Process, which is one of the development methodology of the gamification. For the effectiveness analysis of the 4F Process, game and gamification related theories are applied and conducted comparative analysis with the published gamification development methodology. This studies results show that the 4F Process is a relatively high level of perfection of gamification development methodology than eight of published methodologies by found out this study team. But, there was a complementary point in the 4F Process. Based on results of this study, this study mentioned the pros and coms of the 4F Process and suggested the step-by-step guideline as a necessary element for the gamification development methodology.

• Journal of Korea Game Society
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• v.16 no.2
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• pp.17-26
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• 2016

Various tools and studies improving quality of gamification systems have been suggested. Among those tools and studies, Butler suggested the gamification framework, which shows the preference of different game mechanics, applying particular motivational and behavioral tendencies in the Myers-Briggs Type Indicator(MBTI). The purpose of this paper is to validate if the preference of different game mechanics by MBTI personality types proposed by Butler would be existing. This study pointed out the problem of suggested gamification framework from butler through literature survey. Also, this study conducted statistical analyzation and survey to prove correlation between MBTI personality types and game mechanics. Through an experiment and analysis, this study proved that there is no correlation between MBTI personality types and preference of different game mechanics. The designer of gamification systems should consider that it is not effective to apply differential game mechanics by MBTI personality types. If need to design a gamification system, designer must consider game mechanics's characteristics in applied environmental condition.

• The Journal of the Korea Contents Association
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• v.13 no.4
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• pp.86-96
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• 2013

This study is about utilizing social game as a gamification advertising platform. Since iPhone released to the world, the smart phone industry has rapidly increased. And the development of the smart phone industry has rapidly increased its rate of users in which it has led to leaping growths of new kind of service such as SNS(Social Network Service), and SNG(Social Network Game). The purpose of this study is predicting the development of advertising industry in smart phone paradigm shift. This study focused on social network game as a gamification advertising platform, and studied on case of which is social network game used as a gamification advertising platform. Finally, this study has developed suggestions for new way of advertising by utilizing Mobile social network game as a gamification advertising platform.

• Journal of Digital Contents Society
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• v.14 no.2
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• pp.151-159
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• 2013

Recently, gamification has garnered high attention in various fields outside the traditional game world through the adoption of game techniques. The introduction of gamification creates an alternate reality game. It appears virtually the same as other normal games, but is able to pull down the boundary between reality and imagination. At first, this was utilized by the entertainment industry for movies, advertisements, and drama publicity. We can see examples of gamification extending into the knowledge and information contents field. The purpose of knowledge and information contents is to pursue meaning and utility rather than fun, though the introduction of game methods remains interesting. In-depth examination of the conception of an alternate reality game via gamification will lead to the understanding of progression and quality of alternate reality games in the context of knowledge and information contents. As a result, we can effectively understand not only the immediate uses but also be able to measure the potential for utilization of gamification for various fields.

• Journal of Korea Game Society
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• v.20 no.5
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• pp.21-30
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• 2020

The purpose of this study is to analyze the educational effect of social studies lesson in elementary school using gamification. the social studies lesson using gamification was divided into an experimental group and a control group, and then the cognitive and affective areas were evaluated and their impressions of the lesson were investigated. the experimental group students who experienced the gamification class showed significant growth and change in social studies learning academic achievement, learning motivation, learning interest, and learning efficacy compared to the control group.

• Journal of Digital Contents Society
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• v.19 no.7
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• pp.1253-1262
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• 2018

In this study, we propose a development environment for authoring quiz contents, which is based on the concept of "Gamification", which is the principle of Engagement and Reward. Future Services As a platform for authoring and composing technology, and also for educational contents authoring, I have reviewed key features and implications of HTML5 (CSS3.0, Java Script, etc.) along with key technologies. These features are key technologies for building a true smart learning environment. Based on this, a case of applying the gamification technique to enhance the educational effect was proposed through the quiz contents model.

• Journal of Korea Game Society
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• v.18 no.3
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• pp.17-26
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• 2018

As the concept of experience economy has been accelerated recently, user experience is more emphasized today, most of all. And related representative keywords are gamification. Gamification characterized by that intangible elements are produced and consumed through various interactions between providers and users and by having a structure that is difficult to generalize and objectify to economic value. Therefore, the purpose of the present study is to develop a quantitative valuation indicator of concept and standardize the valuation formula covering economic value for gamification technology and overall framework from the perspective of evaluating economic values of intangible technologies such as of knowledge, design, contents, and service of a company.

• Journal of Korea Game Society
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• v.19 no.1
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• pp.95-108
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• 2019

The purpose of this study is to suggest ways to design gamification to improve the game and digital addiction. For the study, 782 of gmaification cases were collected and game mechanics and fun experience were analyzed by 4F process which is to design the effective gamification. To find the specific pattern, apriori algorithm, which is to find associated rules in transaction is applied to the 782 cases. According to the results, 63 of game mechanics associated rules are found. In the fun experience, 37 of associated rules are found. Based on the result, this study suggest the direction of gamification design for game and digital addiction improvement.

• Asia pacific journal of information systems
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• v.32 no.4
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• pp.750-769
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• 2022

Indonesia has the largest potential mobile payment (m-payment) market in Southeast Asia. The government has realised this through Government's National Non-Cash Movement to increase its adoption. This is then followed up by advocating its adoption massively. However, for this movement to be a success, ensuring its continued use is critical. Various studies have attempted to contribute to this issue. Incorporating game elements into the application that brings benefits and satisfaction to its user is envisaged as one of the most feasible ways. This study, therefore, sets out to investigate the effects of gamification on the m-payment application, which drive the intention to continued use by employing the Uses dan Gratification Theory (UGT). A total of 826 m-payment users were gathered to be analysed using Structural Equation Modelling. The results show that utilitarian, hedonic and social gratifications have significant effects on the continuance usage intention of m-payment. Theoretically, this study contributes to the literature by showing that gamification applied in the payment significantly affects the m-payment continuance usage intention. Practically, this research informs the m-payment providers to maintain the gamification elements in their applications to ensure their sustainable use. Limitations and future research directions are also discussed.