How to Gamify Information Systems - Adapting Gamification to Individual Preferences

Gamification refers to the use of game elements in a non-entertainment-based context, and is a wellknown approach to motivate users of information systems. Despite the positive effects of games in daily life, more gamification projects fail. A possible explanation for this observation is that game elements are often designed without considering the needs of different groups of users. Consequently, we aim to develop a gamification approach that allows us to adapt the gamification elements to the individual motivation structures of information system users. To achieve our goal, we rely on selfdetermination theory to design different specifications of game elements. We exemplarily developed four different specifications for each of the nine gamification elements we found in the literature. We are currently in the process of conducting a discrete choice experiment allowing us to match the motivation structures of system users and their preferences regarding the specifications of game elements. Based on our results, we expect to better understand how gamification can motivate users to use systems more regularly. In a subsequent step, we plan to rely on our results to design different gamification configurations for an information system, allowing us to adapt the gamification elements to individual preferences of the users.