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EMAC 2022 Regional Conference

Gamification types for business needs

Published: December 1, 2022


Arturs Bernovskis, Riga Technical University; Deniss Sceulovs, Riga Technical University


The aim of the literature review research is to explore gamification types in for-profit organizations. Gamification offers positive impact on various factors such as motivation, knowledge, and enjoyment. Most of the collected studies claimed that gamification positively influenced the employees or customers in terms of their knowledge, attitude, or brand loyalty. Nowadays the most active generation of consumers and most participants in the labor market is the millennial generation. When creating gamification activities, the types of players must be considered, because a different set of playing mechanics is relevant for different gamification player types.