Gamification in Higher Education Promotion: The Development and Implementation of TIC ACC TOE and e-TACC-TOE for ACCA Programme Recruitment

Adibah Jamaluddin, Melissa Mam Yudi, Rabiaini Ab Rahman and Siti Syaqilah Hambali

Accounting and Finance Research, 2025, vol. 14, issue 4, 52

Abstract: Ineffective promotional activities, such as traditional slide presentations, often fail to capture students' attention, resulting in low awareness and reduced enrollment. Developing an interactive promotional game presents a more engaging solution to boost audience engagement and assess knowledge retention. TIC ACC TOE and e-TACC-TOE were developed as gamification tools to improve promotional activities for the ACCA programme at DPAS, UiTM Shah Alam. Initially a physical board game, TIC ACC TOE was later digitised into e-TACC-TOE to adapt to online promotional needs, particularly during the COVID-19 pandemic. These tools effectively engage students and enhance knowledge retention, leading to a noticeable increase in applications for the ACCA programme. With both physical and digital versions, the tools support diverse promotional activities, helping UiTM contribute to Malaysia’s national goal of producing 60,000 chartered accountants by 2030. Other institutions can adapt this product innovation for various activities, including promotions, student inductions, and industrial talks, and have commercial potential as a mobile app, improving accessibility and overcoming device limitations.

Date: 2025
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