Playing the gamification and co-creation game: a bibliometric literature review

João M. Lopes (), Sofia Gomes () and Ivo Rodrigues ()
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João M. Lopes: University of Beira Interior
Sofia Gomes: University Portucalense
Ivo Rodrigues: ISAG - European Business School

Management Review Quarterly, 2024, vol. 74, issue 1, No 11, 353-376

Abstract: Abstract The growing use of gamification as a powerful communication and engagement tool for active and passive users has raised greater interest among academics and professionals. The benefits of gamification tend to increase when a co-creation process involves users. This study aims to carry out a bibliometric literature review on gamification and co-creation to assess their roles in engaging active and passive users and creating value for companies. To this end, a bibliometric literature review was conducted. We used the Web of Science database and gathered publications 157 for analysis that simultaneously respected the key search terms terms “gamif* and co-creation”, “gamif* and user-design”, “gamif* and customization” and “gamif* and engagement”. In addition to analysing the evolution of publications and citations and identifying lines of research, this study proposes a model for implementing a gamified strategy with co-creation to obtain greater consumer and company benefits. This study proposes an original model for implementing a gamified strategy with co-creation (“GAMER” model), contributing to the still scarce literature on the subject. On the other hand, the study of gamification and co-creation was carried out comprehensively, not focusing on a specific industry or area.

Keywords: Gamification; Engagement; Co-creation; Management; Value creation; Gamified strategy (search for similar items in EconPapers)
JEL-codes: M10 M31 (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s11301-022-00302-8

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