Do they Play as Intended? - Comparing Aggregated and Temporal Behavioral Analysis in a Persuasive Gamified System

Gamified systems nurture an ulterior goal set by their designers (e.g., a positive behavioral change). Behavioral profiling allows understanding whether users play as intended and reach such goal. Analyzing in-game behaviors can also highlight unexpected interaction patterns or unengaged users. Current logging track store any action. However, high-dimensional data should be carefully processed to retain relevant knowledge while filtering unnecessary noise. Analysts either aggregate into single point per player maintain temporal information. This study compares aggregated analysis conducted on gamified system, promoting sustainable mobility (Play\&Go). Results show how, in Play\&Go, conveys information long-term winning strategies, whereas describes short-term strategies. Additionally, studying the evolution of players' emphasizes sharp division among engaged We how hold complementary view experiences.