More than Just a Tool: A New Approach to Understanding Gamification

The article proposes a new approach to understanding gamification. Its feature lies in taking into account the criticism expressed against gamifi­cation to date. The article examines in detail the history of gamification, it is shown that at its first stage (before 2015) approaches oriented towards extrinsic motivation prevailed, while at the second stage (after 2015) ap­proaches oriented towards intrinsic motivation began to prevail. Ignoring this point just leads to the fact that the criticism expressed in the early 2010s (its main idea was that gamification is a new form of exploitation and manipulation) seems relevant today, although in fact it is no longer so. But it’s not just about rethinking criticism, it’s also about taking a fresh look at gamification itself, which has continued (since 2011) to be defined as «the use of game design elements in non-game contexts”. And this is even despite the fact that such a definition no longer corresponds to the current situation. First, it is confusing by mixing gamification with seri­ous games. Second, it is confusing by limiting gamification to non-game contexts. Third, it is silent about why gamification is used. Fourth, it does not explain exactly which elements are being implemented. Alternatively, we propose our own definition: gamification is a methodology for using metagame elements and mechanics to correct human behavior by creating a favorable emotional background.