Overcoming the novelty effect in online gamified learning systems: An empirical evaluation of student engagement and performance

Learners in the higher education context who engage with computer‐based gamified learning systems often experience the novelty effect: a pattern of high activity during the gamified system's introduction followed by a drop in activity a few weeks later, once its novelty has worn off. We applied a two‐tiered motivational, online gamified learning system over 2 years to a total number of 333 students. In a mixed methods research design, we used 3‐year worth of longitudinal data (333 students for the treatment group and 175 in the control group) to assess students' engagement and performance in that period. Quantitative results established that students engaged and performed better in the gamified condition vis‐à‐vis the nongamified. Furthermore, students exhibited higher levels of engagement in the second year compared with the first year of the gamified condition. Our qualitative data suggest that students in the second year of the gamified delivery exhibited sustained engagement, overcoming the novelty effect. Thus, our main contribution is in suggesting ways of making the engagement meaningful and useful for the students, thus sustaining their engagement with computer‐based gamified learning systems and overcoming the novelty effect.