An implementation framework for transformative gamification services

Afshin Tanouri, Ann Marie Kennedy, Ekant Veer

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)
53 Downloads (Pure)


Gamification services are hailed as effective tools for influencing users’ behaviours, increasing engagement, motivation, and enhancing learning. In the field of behaviour change, transformative outcomes have been reported for gamification services; with some conceptualisation undertaken regarding transformative gamification services. However, there is a lack of research on practical implementation of transformative gamification services. Also, previous studies have often isolated a single component of gamification and not discussed the synergistic effects and behavioural outcomes of the experiences that the combination of gamification elements can create. To bridge this gap, we provide an implementation framework for transformative gamification services. This is achieved by identifying different components of transformative gamification from a social marketing and transformative service research (TSR) lens and their behavioural outcomes. To do this, we delve into game design, gamification and behaviour change literature and suggest a practical implementation framework which incorporates users' perspectives in the form of transformative values, user engagement types (play typologies), and consumption/service encounter experiences. This research contributes to gamification theory and practice by furthering the understanding of transformative gamification services in social marketing and TSR. It also provides behaviour change practitioners with detailed steps for implementation of such services aiming to create positive behavioural changes.

Original languageEnglish
Number of pages33
JournalBehaviour and Information Technology
Early online date2 Aug 2023
Publication statusE-pub ahead of print - 2 Aug 2023


  • behaviour change
  • Gamification
  • transformative services


Dive into the research topics of 'An implementation framework for transformative gamification services'. Together they form a unique fingerprint.

Cite this