EXPLORING GAMIFICATION

PERSPECTIVE WITHIN THE

BUSINESS IN INDONESIA
Presented by: Supervised by:
Faza Faikar Cordova James Pennington
 Introduction
• Research Objective

Literature Review
• Understanding Gamification
• Literatures vs Case Studies
• Gamification within Business in
Indonesia
OUTLINE
Methodology

Results & Discussion

Conclusion
INTRODUCTION
Motivating people Not thoroughly Novelty

Why is it important?
Issues (1)

Issues (2)
through researched in South Gaming passion
technology : East Asia and market in
persuasive Need to adjust to Indonesia
technology or the culture(?) Gap between
gamification
literatures, case
Were not used studies outside
effectively (poorly Indonesia.
designed)
RESEARCH OBJECTIVE

“to determine the best

practice for applying “to explore the
“to give best
“to review the gamification in perspective of
practice
definition of business based on the Indonesian’s company
recommendation
gamification, recent academic research and start-ups regarding
to the businesses
trends, and the and case studies of gamification application
in Indonesia.”
scientific literature gamification.” in the business.”
related to
gamification.”
Literature Review
Understanding Gamification
RO 1: To review the definition of gamification, recent trends, and the scientific literature related to
gamification.
How do it work? Definition Trends in Gamification Summary of SWOT Analysis
• Game • Gamification and serious • Gartner Hype Cycle • The rise of millennials and
elements/Affordances games currently in: Trough of video games industry
• MDA framework • Flexibility? disillusionment • Great in education and
• Example: Pokémon Go and • Business? • Academic publication marketing
LinkedIn • A process of making trends are growing • Expensive?
• Framework: Kumar and activities more game-like • Most researched are in • Side effect and user
Herger and Werbach and by using motivational computer science and dependents
Hunter affordances in order to social science.
• Goal definition – User engage with the user and • Key author: is Juho Hamari
analysis – Application of support the overall value
game mechanics creation
Literature Review
Best practices from the case studies and the academic
literature
RO 2 : To determine the best practice for applying gamification in business based on the academic research and case
studies of gamification. Do not in
Do’s in gamification
gamification
Academic test in Business
• Lack of studies proving the Avoid using gamification just because of the
Follow the gamification framework
ineffective utilitarian setting hype

• 78 Academic texts from Pay attention to the user Not a one fit all solutions

Scopus in business, mostly

Implementation should be adaptive Avoid high expectation
discussed learning ,quality
and performance, and Combine intrinsic and extrinsic affordances Some rewards are not necessary

social media and marketing

Personalization features Do not remove game elements in the business
Literature Review
Gamification in Indonesian
The potential Academic Text Case studies in
in Indonesia in Indonesia Indonesia
THEME
The rise of
millennials
Clearly lack of
academic texts
Lack of case studies
Awareness S
Drivers Barriers
Key findings:
Consistent with the
Social features and
The rise of gamers
emphasize on
academic literatures
in Indonesia Best
rewards
Risks
practices
Other findings are
Gamification
Start-ups and consistent with the
initiatives were
gamification literatures outside
based on marketing
in Indonesia
Literature Review
Gamification in Indonesian

Mono
Inductive
method Cross-
Positivism and and Case Study
Interpretivism (Thematic Sectional
Deductive
Analysis)

Key Discussions
Data
• Pragmatism Collection
• Computational literature review and data
• Finding themes and seeking new themes analysis
• Business within Indonesia
• Semi-structured interview
• Reliability and validity
• Time limit  Cross sectional
• Using NVivo
Answering Objectives
Gamification in Indonesian

• Computational • Using NVivo

• Designed with
literature • Word
the themes
review • 8 Informants frequency
Literature Interview
• Comparing Interviews query
reviews • Semi- interpretation
between case • Search
studies and structured
frequency
academic texts interview
query
Reliability, Validity, and
Generalisation
• Same structured interview questions
• Findings treated equally
• Homogeneous informants (eight informants divided into
two groups)
• Generalise in e-business and start-ups
Key findings from interviews
• Gamification works well in CE, marketing, and learning [v]
• Points, badges, and leaderboards are the most used game
elements [v]
• Rewards are important in Indonesia
• Impression of gamification: attractive [?]
Key findings from interviews (2)
Consistent with the Inconsistent with
Mixed Responses New findings
literatures the literatures
• Games and Academically • Utilitarian setting • Technology savvy
millennials proven to change • Expensive and millennials
• Social media behaviour • Cheating
• Loss of aversion Availability of • Smartphone users
and novelty ready to use • Culture and
• Best practices of solutions religion
gamification Simplification
• Fun Bad publication
due to poor
implementation
Key findings in discussions

Lack of awareness in
gamification Underutilised game The potential of
elements in business gamification overthrow
the barriers and risks
Growth hacking
tool for start-ups
Adjustments in Indonesia:
cultural and religion
perspectives
Utilitarian and business models

It is indeed expensive, but . .

Business Perspective on
Gamification
RO3: To explore the perspective of Indonesian’s company and start-ups regarding gamification application in the business
Drivers Risks Barriers

Effective for gamers and millennials Loss of aversion and novelty Expensive

Great for marketing and customer

Cheating the system Culture and religion
engagement

Effective to engage in education and

Expensive Utilitarian setting
learning

Indonesian’s are active social media

Lack of awareness
users

Huge smart phones market

Best Practices for Business
RO4: To give best practice recommendation to the businesses in Indonesia.

Use extrinsic rewards to attract

customer; the better the reward the Avoid using
better it attracts gamification for all
business issue

Keep it fun for the user

Follow the gamification

framework and adjustment to fit
Use or integrate gamification with
in Indonesia
social features
Conclusions • A lot of opportunities in gamification
• Follow the business best practices of
gamification, especially framework.
• Business user of gamification = e-business
• The need to understand game elements
• Business need to learn more and collaborate
with researchers or other businesses
• Few adjustments in best practices within
business in Indonesia, rewards and social
features
Academic Implications
Definition:
“a process of making activities more game-like by using motivational affordances
in order to engage with the user and support the overall value creation”.

Framework Suggestion:
1. Adaptive gamification, continuously improve the gamification.
2. Combine intrinsic and extrinsic elements in the framework.
3. Avoid complexity when designing gamification.
4. Focus on the user when designing gamification/user centred design
Limitation and Further Study

Limitation Further Study

• Small sample size • Smartphones and gamification in
• Insuficient data to generalized the Indonesia?
findings • Exploring gamification in B2B
area
Gather Hype Cycle and Academic
text Findings