Gamification is the application of game elements and digital game design techniques to non-game problems, such as business and social challenges. Gamification has been increasingly applied to different areas in business like insurance, human resources, work productivity, electronic commerce, etc. Venture capitalists, and business analysts alike see gamification as a methodology with huge growth potential. It is transforming business models by creating new ways to ensure longer-term engagement, extending relationships, and driving customer and employee loyalty.

Thus, the rise of gamification as an important tool and strategy raises fundamental questions about the opportunities, challenges and risks of digital businesses. The objective of this course is to introduce students to the uses of game design elements (such as online social games or apps) and strategies in the digital business context.

In particular, this interdisciplinary course aims to: (1) introduce and compare the use of gamification elements and mechanisms across a variety of fields of business; (2) illustrate the relevant best practices of gamified strategies in digital business; and (3) learn about common patterns in the development of gamification in digital business and how to utilise them.