This work is focused on gamification: the use of game mechanics in contexts and systems that are otherwise not related to games. The purpose of this paper is to find out how game mechanisms can be successfully introduced into models of online business, as e-business has become an essential part of today’s companies. For the purpose of this research and determining the meaningful use of gamification, this paper presents the SWOT analysis, which provides an insight into the advantages, weaknesses, opportunities and risks of using gamification in e-business. The goal of implementing gamification in business is often to increase motivation of employees and users of certain products and services. Since gamification promotes the manipulation of behavior of participants, it is necessary to follow certain ethical principals when we are designing gamified solutions, therefore the work focuses also on the ethical and moral aspects of this phenomenon. When designing gamified solutions, it is crucial to know the users and participants in the process very well, because it is necessary to know what motivates these users and which elements of games are fun for them. Only then, we can create a truly successful gamified system and interesting experience.
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