More Web Proxy on the site http://driver.im/

research-article

Incentive design to mould online behavior: a game mechanics perspective

Authors:

Dinesh Pothineni,

Deepak SundararajanAuthors Info & Claims

GamifIR '14: Proceedings of the First International Workshop on Gamification for Information Retrieval

Pages 27 - 32

https://doi.org/10.1145/2594776.2594782

Published: 13 April 2014 Publication History

Abstract

Designing incentives to shape user behavior in line with system goals is a precarious feat. These goals can be diverse, ranging from user retention to streamlining content creation. Yet there is no playbook available in the art to be applied on such motivation problems. Pertaining to website rollout strategies, there exists a commonality in goals shared by businesses owners. We deployed an innovative incentive model in our enterprise social network knome to aid these goals. In this paper, we study how awarding points using 'Incentive Economy' strategy can mould online user behavior, in a way to meet the founding goals of a platform. We proposed few measures that can be adopted by other website owners to reach their behavior goals using game mechanics. With about 288,273 employees in TCS generating millions of interactions well over the span of 14 months, we extracted several interesting observations from knome. To our knowledge this is one of the largest studies of its nature done in enterprise settings, which in itself exposed unknown challenges. Our output suggests that incentives are effective in moulding user behaviour when coupled with right motivational strategies and targeted delivery, varying with personality types. Additional contributions include, an awarding strategy that can help websites to measure the effectiveness of individual game mechanics and incentives.

References

[1]

Mekler, Elisa D., et al. "Disassembling gamification: the effects of points and meaning on user motivation and performance." CHI'13, ACM 2013.

Digital Library

[2]

Deterding, Sebastian. "Gamification: designing for motivation." interactions 19.4 (2012): 14--17.

Digital Library

[3]

Muntean, Cristina Ioana. "Raising engagement in e-learning through gamification." Proc. 6th International Conference on Virtual Learning ICVL. 2011.

[4]

Beenen, G., Ling, K., Frankowski, D., Resnick, P., and Kraut, R. Using social psychology to motivate contributions to online communities. Proc.CSCW2004, ACM (2004).

Digital Library

[5]

Nicholson, Scott. "A user-centered theoretical framework for meaningful gamification." Proceedings GLS 8 (2012).

[6]

McCall, Roderick, et al. "Gamification as a Methodology: A Multi-Part Development Process." (2013), CHI 2013, Paris

[7]

Gartner Hype Cycle for Emerging Technologies 2013, http://www.gartner.com/newsroom/id/2575515

[8]

Richard Bartle, "Designing Virtual Worlds, Paperback, 768 pages, New Riders Pub., 25 July 2003 ISBN 978-0-13-101816-7"

Digital Library

[9]

Jennifer Thom, David R, "Removing Gamification from an enterprise SNS", IBM TJ Watson Research

[10]

K. Frang, R. Mellstrand, "Enterprise Gamification of the Employee Development Process at an Infocom Consultancy Company"

[11]

A. Anderson, D. Huttenlocher, J. Kleinberg, J. Leskovec, "Steering User Behavior with Badges", www2013

Digital Library

[12]

Zimmermann, E., Salen, K. (2003) Rules of Play: Game Design Fundamentals, The MIT Press.

Digital Library

[13]

Maslow, A. (1943) A Theory of Human Motivation, Psychological Review, 07/1943, Volume 50, Iss: 4, pp. 370--396.

[14]

Farzan, R., DiMicco,Geyer, W., and Brownholtz, E. A. Results from deploying a participation incentive mechanism within the enterprise. Proc.CHI2008, ACM (2008), 563--572.

Digital Library

[15]

Huang, Y., Singh, P. V., & Ghose, A. (2011). A structural model of employee behavioral dynamics in enterprise social media.

Cited By

Dong ZGao LLi YZhou ZWang SQi L(2022)A Team Crowdsourcing Method Combining Competition and Collaboration2022 IEEE Intl Conf on Dependable, Autonomic and Secure Computing, Intl Conf on Pervasive Intelligence and Computing, Intl Conf on Cloud and Big Data Computing, Intl Conf on Cyber Science and Technology Congress (DASC/PiCom/CBDCom/CyberSciTech)10.1109/DASC/PiCom/CBDCom/Cy55231.2022.9927987(1-6)Online publication date: 12-Sep-2022
https://doi.org/10.1109/DASC/PiCom/CBDCom/Cy55231.2022.9927987
Morschheuser BHamari JMaedche A(2019)Cooperation or competition – When do people contribute more? A field experiment on gamification of crowdsourcingInternational Journal of Human-Computer Studies10.1016/j.ijhcs.2018.10.001127:C(7-24)Online publication date: 1-Jul-2019
https://dl.acm.org/doi/10.1016/j.ijhcs.2018.10.001
Kremer-Davidson SRonen ILeiba LKaplan ABarnea MLukosch SSarcevic ALewkowicz MMuller M(2016)Raising your Eminence inside the Enterprise Social NetworkProceedings of the 2016 ACM International Conference on Supporting Group Work10.1145/2957276.2957281(111-120)Online publication date: 13-Nov-2016
https://dl.acm.org/doi/10.1145/2957276.2957281
Show More Cited By

Index Terms

Incentive design to mould online behavior: a game mechanics perspective
1. Applied computing
  1. Law, social and behavioral sciences
    1. Economics

Recommendations

Incentive-compatible online auctions for digital goods
SODA '02: Proceedings of the thirteenth annual ACM-SIAM symposium on Discrete algorithms

Goldberg et al. [6] recently began the study of incentive-compatible auctions for digital goods, that is, goods which are available in unlimited supply. Many digital goods, however, such as books, music, and software, are sold continuously, rather than ...
Design of online auctions: Proxy versus non-proxy settings

Recent years have witnessed the rapid development of online auctions. Currently, some online auctions, such as eBay, introduce a proxy bidding policy, under which bidders submit their maximum bids and delegate to a proxy agent to automatically outbid ...
Incentive-Compatible Learning of Reserve Prices for Repeated Auctions
How can an auctioneer optimize revenue by learning the reserve prices from the bids in the previous auctions? How should the long-term incentives and strategic behavior of the bidders be taken into account? Motivated in part by applications in online ...
Large fractions of online advertisements are sold via repeated second-price auctions. In these auctions, the reserve price is the main tool for the auctioneer to boost revenues. In this work, we investigate the following question: how can the auctioneer ...

Comments

Please enable JavaScript to view thecomments powered by Disqus.

Information & Contributors

Information

Published In

cover image ACM Other conferences

GamifIR '14: Proceedings of the First International Workshop on Gamification for Information Retrieval

April 2014

68 pages

ISBN:9781450328920

DOI:10.1145/2594776

Conference Chairs:
Frank Hopfgartner
TU Berlin
,
Gabriella Kazai
Microsoft Research
,
Udo Kruschwitz
University of Essex
,
Michael Meder
TU Berlin

Copyright © 2014 ACM.

Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than the author(s) must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected].

Sponsors

University of Essex
Technische Universitat Berlin: Technische Universitat Berlin
Microsoft Research: Microsoft Research

Publisher

Association for Computing Machinery

New York, NY, United States

Publication History

Published: 13 April 2014

Permissions

Request permissions for this article.

Request Permissions

Check for updates

Author Tags

Qualifiers

Research-article

Conference

GamifIR '14

Sponsor:

Technische Universitat Berlin
Microsoft Research

GamifIR '14: Workshop on Gamification for Information Retrieval

April 13, 2014

Amsterdam, The Netherlands

Acceptance Rates

GamifIR '14 Paper Acceptance Rate 14 of 18 submissions, 78%;

Overall Acceptance Rate 14 of 18 submissions, 78%

Contributors

Other Metrics

View Article Metrics

Bibliometrics & Citations

Bibliometrics

Article Metrics

9
Total Citations
View Citations
508
Total Downloads

Downloads (Last 12 months)17
Downloads (Last 6 weeks)2

Reflects downloads up to 04 Feb 2025

Other Metrics

View Author Metrics

Citations

Cited By

Dong ZGao LLi YZhou ZWang SQi L(2022)A Team Crowdsourcing Method Combining Competition and Collaboration2022 IEEE Intl Conf on Dependable, Autonomic and Secure Computing, Intl Conf on Pervasive Intelligence and Computing, Intl Conf on Cloud and Big Data Computing, Intl Conf on Cyber Science and Technology Congress (DASC/PiCom/CBDCom/CyberSciTech)10.1109/DASC/PiCom/CBDCom/Cy55231.2022.9927987(1-6)Online publication date: 12-Sep-2022
https://doi.org/10.1109/DASC/PiCom/CBDCom/Cy55231.2022.9927987
Morschheuser BHamari JMaedche A(2019)Cooperation or competition – When do people contribute more? A field experiment on gamification of crowdsourcingInternational Journal of Human-Computer Studies10.1016/j.ijhcs.2018.10.001127:C(7-24)Online publication date: 1-Jul-2019
https://dl.acm.org/doi/10.1016/j.ijhcs.2018.10.001
Kremer-Davidson SRonen ILeiba LKaplan ABarnea MLukosch SSarcevic ALewkowicz MMuller M(2016)Raising your Eminence inside the Enterprise Social NetworkProceedings of the 2016 ACM International Conference on Supporting Group Work10.1145/2957276.2957281(111-120)Online publication date: 13-Nov-2016
https://dl.acm.org/doi/10.1145/2957276.2957281
Rokicki MZerr SSiersdorfer SBourdeau JHendler JNkambou RHorrocks IZhao B(2016)Just in TimeProceedings of the 25th International Conference on World Wide Web10.1145/2872427.2883075(817-827)Online publication date: 11-Apr-2016
https://dl.acm.org/doi/10.1145/2872427.2883075
Azmi SIahad NAhmad N(2016)Attracting students' engagement in programming courses with gamification2016 IEEE Conference on e-Learning, e-Management and e-Services (IC3e)10.1109/IC3e.2016.8009050(112-115)Online publication date: Oct-2016
https://doi.org/10.1109/IC3e.2016.8009050
Morschheuser BHamari JKoivisto J(2016)Gamification in CrowdsourcingProceedings of the 2016 49th Hawaii International Conference on System Sciences (HICSS)10.1109/HICSS.2016.543(4375-4384)Online publication date: 5-Jan-2016
https://dl.acm.org/doi/10.1109/HICSS.2016.543
Rokicki MZerr SSiersdorfer SGangemi ALeonardi SPanconesi A(2015)GroupsourcingProceedings of the 24th International Conference on World Wide Web10.1145/2736277.2741097(906-915)Online publication date: 18-May-2015
https://dl.acm.org/doi/10.1145/2736277.2741097
Rokicki MChelaru SZerr SSiersdorfer SLi JWang XGarofalakis MSoboroff ISuel TWang M(2014)Competitive Game Designs for Improving the Cost Effectiveness of CrowdsourcingProceedings of the 23rd ACM International Conference on Conference on Information and Knowledge Management10.1145/2661829.2661946(1469-1478)Online publication date: 3-Nov-2014
https://dl.acm.org/doi/10.1145/2661829.2661946
Riegler MLux MZellot CKnoch LSchnattler HNapetschnig SKogler JDegendorfer CSpot NZoderer MHua KRui YSteinmetz RHanjalic ANatsev AZhu W(2014)GoneProceedings of the 22nd ACM international conference on Multimedia10.1145/2647868.2655619(701-704)Online publication date: 3-Nov-2014
https://dl.acm.org/doi/10.1145/2647868.2655619

View Options

Login options

Check if you have access through your login credentials or your institution to get full access on this article.

Full Access

Get this Publication

View options

PDF

View or Download as a PDF file.

eReader

View online with eReader.

Figures

Tables

Media

View Table of Conten