Mobile Gamification Principles Applied to Social Engagement - Short Paper of Industry Experience

Gamification in consumer mobile applications involves unique usability interaction and gestures, environmental setting, and consumers’ short attention span. In addition, privacy concerns introduce constraints to the gamified social activities particularly due to usage of social sharing. This paper presents mobile gamification principles applied at GAMIFO PaaS, a gamification-based social engagement cloud platform, and suggests requirements for constructing a flexible gamification toolset tuned for mobile applications. A case study is discussed with regard to the impact of location detection, Gyro and alerting, as well as gamification adjustment for mobile setting, such as the separation of allocated and redeemed events and timing of consumers’ attention. During the field experiments over 40 marketing campaigns were investigated, in which sales conversion ratio varied from 5 % to 50 %.

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