Majestic Gamification: a case study in the adoption of a service innovation

Victoria Uren; Daniel Andrews; Steve Fitzpatrick; Steve Pitchford

Majestic Gamification: a case study in the adoption of a service innovation

Victoria Uren, Daniel Andrews, Steve Fitzpatrick, Steve Pitchford

Research output: Chapter in Book/Published conference output › Conference publication

Abstract

Purpose: A case study is presented concerning a gamified awards system designed to encourage software users to explore a suite of tools, and to share their expertise level in profile pages. Majestic is a high-tech business based in the West Midlands (UK) w hich offers a Link Intelligence database using a Software as a Service (SaaS) business model. Customers leverage the database for tasks including Search Engine Optimisation (SEO) by using a suite of web-based tools. Getting to know all the tools and how they can be deployed to good effect represents a considerable learning challenge, and Majestic were aware that.
Design/methodology/approach: We present the development of Majestic Awards as a case study highlighting the most important design decisions. Then we reflect on the development process as an example of innovation adoption, thereby identifying resources and cu ltura l factors which were critical in ensuring the success of the project.
Findings: The gamified awards system makes learning the tools an enjoyable, explorative experience. Success factors included identifying a clear business goal, the process/ project f it, senior management buy in, and identifying the knowledge and resources to resolve t echnical issues.
Originality/value: Prior to gamification of the system, only the most expert users regu larly utilized all the tools. The user base is now more knowl edgable about the system and some users choose to use the system to publicize their expertise.

Original language	English
Title of host publication	Strategic industrial applications of games and gamification
Subtitle of host publication	proceedings of the International Gamification for Business Conference 2015 (IGBC15)
Editors	Tim Baines, Panagiotis Petridis, Keith Ridgway
Publisher	Aston University
Pages	78-87
Number of pages	10
Publication status	Published - 2015
Event	International Gamification for Business Conference 2015 - Science Park Aston, Birmingham, United Kingdom Duration: 21 Sept 2015 → 22 Sept 2015

Conference

Conference	International Gamification for Business Conference 2015
Abbreviated title	IGBC15
Country/Territory	United Kingdom
City	Birmingham
Period	21/09/15 → 22/09/15

Bibliographical note

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Keywords

gamification
search engine optimisation
innivation adoption

Access to Document

Adoption of a service innovation
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Accepted author manuscript, 522 KB

1 Scholarly edition
1 Conference publication

Developing a serious game for PSS
Petridis, P., Uren, V. S. & Harrison, A., 2015, Strategic industrial applications of games and gamification: proceedings of the International Gamification for Business Conference 2015 (IGBC15). Baines, T., Petridis, P. & Ridgway, K. (eds.). Birmingham (UK): Aston University, p. 55-60 6 p.
Research output: Chapter in Book/Published conference output › Conference publication

Open Access
File
Strategic industrial applications of games and gamification: proceedings of the International Gamification for Business Conference 2015 (IGBC15)
Baines, T. (Editor), Petridis, P. (Editor) & Ridgway, K. (Editor), 2015, Birmingham (UK): Aston University. 102 p.
Research output: Book/Report › Scholarly edition

File

1 Participation in conference

International Gamification for Business Conference 2015
Andrews, D. (Organiser)
21 Sept 2015 → 22 Sept 2015
Activity: Participating in or organising an event types › Participation in conference

Cite this

Uren, Victoria ; Andrews, Daniel ; Fitzpatrick, Steve et al. / Majestic Gamification : a case study in the adoption of a service innovation. Strategic industrial applications of games and gamification: proceedings of the International Gamification for Business Conference 2015 (IGBC15). editor / Tim Baines ; Panagiotis Petridis ; Keith Ridgway. Aston University, 2015. pp. 78-87

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abstract = "Purpose: A case study is presented concerning a gamified awards system designed to encourage software users to explore a suite of tools, and to share their expertise level in profile pages. Majestic is a high-tech business based in the West Midlands (UK) w hich offers a Link Intelligence database using a Software as a Service (SaaS) business model. Customers leverage the database for tasks including Search Engine Optimisation (SEO) by using a suite of web-based tools. Getting to know all the tools and how they can be deployed to good effect represents a considerable learning challenge, and Majestic were aware that.Design/methodology/approach: We present the development of Majestic Awards as a case study highlighting the most important design decisions. Then we reflect on the development process as an example of innovation adoption, thereby identifying resources and cu ltura l factors which were critical in ensuring the success of the project.Findings: The gamified awards system makes learning the tools an enjoyable, explorative experience. Success factors included identifying a clear business goal, the process/ project f it, senior management buy in, and identifying the knowledge and resources to resolve t echnical issues.Originality/value: Prior to gamification of the system, only the most expert users regu larly utilized all the tools. The user base is now more knowl edgable about the system and some users choose to use the system to publicize their expertise.",

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author = "Victoria Uren and Daniel Andrews and Steve Fitzpatrick and Steve Pitchford",

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Uren, V , Andrews, D, Fitzpatrick, S & Pitchford, S 2015, Majestic Gamification: a case study in the adoption of a service innovation. in T Baines, P Petridis & K Ridgway (eds), Strategic industrial applications of games and gamification: proceedings of the International Gamification for Business Conference 2015 (IGBC15). Aston University, pp. 78-87, International Gamification for Business Conference 2015, Birmingham, United Kingdom, 21/09/15.

Majestic Gamification: a case study in the adoption of a service innovation. / Uren, Victoria ; Andrews, Daniel; Fitzpatrick, Steve et al.
Strategic industrial applications of games and gamification: proceedings of the International Gamification for Business Conference 2015 (IGBC15). ed. / Tim Baines; Panagiotis Petridis; Keith Ridgway. Aston University, 2015. p. 78-87.

Research output: Chapter in Book/Published conference output › Conference publication

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T1 - Majestic Gamification

T2 - International Gamification for Business Conference 2015

AU - Uren, Victoria

AU - Andrews, Daniel

AU - Fitzpatrick, Steve

AU - Pitchford, Steve

N1 - If you have discovered material in Aston Research Explorer which is unlawful e.g. breaches copyright, (either yours or that of a third party) or any other law, including but not limited to those relating to patent, trademark, confidentiality, data protection, obscenity, defamation, libel, then please read our Takedown Policy and contact the service immediately.

PY - 2015

Y1 - 2015

N2 - Purpose: A case study is presented concerning a gamified awards system designed to encourage software users to explore a suite of tools, and to share their expertise level in profile pages. Majestic is a high-tech business based in the West Midlands (UK) w hich offers a Link Intelligence database using a Software as a Service (SaaS) business model. Customers leverage the database for tasks including Search Engine Optimisation (SEO) by using a suite of web-based tools. Getting to know all the tools and how they can be deployed to good effect represents a considerable learning challenge, and Majestic were aware that.Design/methodology/approach: We present the development of Majestic Awards as a case study highlighting the most important design decisions. Then we reflect on the development process as an example of innovation adoption, thereby identifying resources and cu ltura l factors which were critical in ensuring the success of the project.Findings: The gamified awards system makes learning the tools an enjoyable, explorative experience. Success factors included identifying a clear business goal, the process/ project f it, senior management buy in, and identifying the knowledge and resources to resolve t echnical issues.Originality/value: Prior to gamification of the system, only the most expert users regu larly utilized all the tools. The user base is now more knowl edgable about the system and some users choose to use the system to publicize their expertise.

AB - Purpose: A case study is presented concerning a gamified awards system designed to encourage software users to explore a suite of tools, and to share their expertise level in profile pages. Majestic is a high-tech business based in the West Midlands (UK) w hich offers a Link Intelligence database using a Software as a Service (SaaS) business model. Customers leverage the database for tasks including Search Engine Optimisation (SEO) by using a suite of web-based tools. Getting to know all the tools and how they can be deployed to good effect represents a considerable learning challenge, and Majestic were aware that.Design/methodology/approach: We present the development of Majestic Awards as a case study highlighting the most important design decisions. Then we reflect on the development process as an example of innovation adoption, thereby identifying resources and cu ltura l factors which were critical in ensuring the success of the project.Findings: The gamified awards system makes learning the tools an enjoyable, explorative experience. Success factors included identifying a clear business goal, the process/ project f it, senior management buy in, and identifying the knowledge and resources to resolve t echnical issues.Originality/value: Prior to gamification of the system, only the most expert users regu larly utilized all the tools. The user base is now more knowl edgable about the system and some users choose to use the system to publicize their expertise.

KW - gamification

KW - search engine optimisation

KW - innivation adoption

M3 - Conference publication

SP - 78

EP - 87

BT - Strategic industrial applications of games and gamification

A2 - Baines, Tim

A2 - Petridis, Panagiotis

A2 - Ridgway, Keith

PB - Aston University

Y2 - 21 September 2015 through 22 September 2015

ER -

Majestic Gamification: a case study in the adoption of a service innovation

Abstract

Conference

Bibliographical note

Keywords

Access to Document

Fingerprint

Research output

Developing a serious game for PSS

Strategic industrial applications of games and gamification: proceedings of the International Gamification for Business Conference 2015 (IGBC15)

Activities

International Gamification for Business Conference 2015

Cite this