Gamification Engagement Scale

What it measures

Measures consumer engagement with gamification elements in digital marketing contexts — points, leaderboards, achievements/badges, and narratives. Gamification (applying game mechanics to non-game contexts) is widely used in loyalty programmes, apps, retail, and health marketing. Engagement with different gamification elements varies by consumer type and context.

Representative items

• Earning points in this programme motivates me to engage more. (Points)
• Seeing my ranking on the leaderboard motivates me to do better. (Leaderboard)
• Earning badges for my achievements makes me feel proud. (Achievement)
• I enjoy the storyline of this programme. (Narrative)
• Competing for position on the leaderboard is exciting to me. (Leaderboard)

Citation

Mekler, E.D., Brühlmann, F., Tuch, A.N., & Opwis, K. (2017). Towards understanding the effects of individual gamification elements on intrinsic motivation and performance. Computers in Human Behavior, 71, 525–534.