Inspired by the engaging effects in video games, gamification aims at motivating people to show desired behaviors in a variety of contexts. During the last years, gamification influenced the design of many software applications in the consumer as well as enterprise domain. In some cases, even whole businesses, such as Foursquare, owe their success to well-designed gamification mechanisms in their product.
Gamification also attracted the interest of academics from fields, such as human-computer interaction, marketing, psychology, and software engineering. Scientific contributions comprise psychological theories and models to better understand the mechanisms behind successful gamification, case studies that measure the psychological and behavioral outcomes of gamification, methodologies for gamification projects, and technical concepts for platforms that support implementing gamification in an efficient manner.
Given a new project, gamification experts can leverage the existing body of knowledge to reuse previous, or derive new gamification ideas. However, there is no one size fits all approach for creating engaging gamification designs. Gamification success always depends on a wide variety of factors defined by the characteristics of the audience, the gamified application, and the chosen gamification design. In contrast to researchers, gamification experts in the industry rarely have the necessary skills and resources to assess the success of their gamification design systematically. Therefore, it is essential to provide them with suitable support mechanisms, which help to assess and improve gamification designs continuously. Providing suitable and efficient gamification analytics support is the ultimate goal of this thesis.
This work presents a study with gamification experts that identifies relevant requirements in the context of gamification analytics. Given the identified requirements and earlier work in the analytics domain, this thesis then derives a set of gamification analytics-related activities and uses them to extend an existing process model for gamification projects. The resulting model can be used by experts to plan and execute their gamification projects with analytics in mind. Next, this work identifies existing tools and assesses them with regards to their applicability in gamification projects. The results can help experts to make objective technology decisions. However, they also show that most tools have significant gaps towards the identified user requirements. Consequently, a technical concept for a suitable realization of gamification analytics is derived. It describes a loosely coupled analytics service that helps gamification experts to seamlessly collect and analyze gamification-related data while minimizing dependencies to IT experts. The concept is evaluated successfully via the implementation of a prototype and application in two real-world gamification projects. The results show that the presented gamification analytics concept is technically feasible, applicable to actual projects, and also valuable for the systematic monitoring of gamification success
