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Organisations are currently lacking in developing and implementing businesssystems in meaningful ways to motivate and engage their staff. This isparticularly salient as the average employee spends eleven cumulative years oftheir life at work, however less than one third of the workforce are actuallyengaged in their duties throughout their career. Such low levels of engagementare particularly prominent with younger employees, referred to as Generation Y(GenY), who are the least engaged of all groups at work. However, they willdedicate around five cumulative years of their life immersed playing videogames such as Clash of Clans, whether for social, competitive, extrinsic, orintrinsic motivational factors. Using behavioural concepts derived from videogames, and applying game design elements in business systems to motivateemployees in the digital economy, is a concept which has come to be recognisedas Business Gamification. Thus, the purpose of this research paper is tofurther our understanding of game design elements for business, and investigatetheir properties from design to implementation in gamified systems. Following atwo-year ethnographic style study with both a system development, and acommunication agency largely staffed with GenY employees, findings suggestproperties in game design elements are emergent and temporal in theirinstantiations.

How to Motivate and Engage Generation Clash of Clans at Work? Emergent Properties of Business Gamification Elements in the Digital Economy