Enhancing auction experiences: Game dynamics and customer experience design

Abstract

This study explores the relationship between game dynamics and customer experience (CX) design in auction environments, with a particular focus on non-economic game utility and its impact on bidder behavior. Using data from 36 auction events and more than 700 artworks at Christie’s and Sotheby’s (2021–2023), we apply Game Refinement Theory and the Motion in Mind framework to quantify auction dynamics and examine how psychological and social motivations shape participant engagement in English auctions. While financial stakes increase bidders’ focus on maximizing economic returns, our analysis indicates a significant negative correlation between price deviation and auction velocity across all price segments. This suggests that game engagement continues to influence bidder behavior throughout the auction process. Notably, core auction items (highly sought-after pieces) generate strong gravitational effects, drawing bidders’ attention and leading to the neglect of neighboring auction items. Additionally, we employ game design principles and applied psychology theories, such as the Serial Position Effect and the Peak-End Rule, to analyze how auction sequence design impacts the overall customer experience. By strategically structuring auction sequences — such as positioning high-engagement opening items and crafting peak bidding moments — auction houses can optimize bidder participation, engagement, and overall satisfaction.