Audio-Gamification : How Gamification Can Improve the Use of Intelligent Virtual Assistants

Gamification, defined as the use of game design elements in a non-game context, is an established approach to motivating users. Intelligent virtual assistants (IVA), such as Amazon Alexa, offer a new and growing form of human-machine interaction. Exchanging information with an IVA by voice offers various advantages. For one, no touching keyboards or the like is required to enter data. Secondly, information can be called up without having to look at a screen, which is particularly advantageous when multitasking. Nevertheless, various studies show that the use of IVAs decreases over time. There is a lack of incentives to motivate the interaction. Other work on gamification in different contexts mostly uses visual game design elements. However, many smart speakers do not have a screen. This raises the research question of whether and how gamification can be used in the context of IVAs without visual support. Addressing this research gap was the subject of four studies investigating various aspects of this question. The first study investigated whether a motivating effect can already be achieved through individual game design elements. The second study investigated in the lab how gamification without visual support affects motivation and performance. Building on this, a field experiment was conducted to investigate how different audio gamification concepts affect motivation and performance. Finally, an analysis of IVA games is carried out in which game design elements are extracted from the games in order to gain insight into which elements are suitable in the context of IVAs. In summary, this dissertation shows under which circumstances it is possible to implement gamification without visual support in the context of IVAs.

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