Gamification in the intersection of TSR and social marketing: Towards a Transformative Gamification Framework

We propose that gamification can bring about behaviour change when game immersion creates a ‘third place’ which is transformational. But how does one create these service systems and how do they affect consumers’ well-being? While a number of studies have explored the role of service providers as ‘third places’ of consumption (Ducheneaut, Moore, & Nickell, 2007; Oldenburg, 1989), this research extends the notion by exploring the role of gamification and game immersion in this. We explore this interaction of third place experiences and gamification by taking a Transformative Services Research (TSR) perspective to not only understand the interrelationship between consumers and gamified services but the impact of these services on consumer well-being (Anderson et al., 2013). The outcome of the paper is a conceptual model explaining the transformation process of gamification.