Evaluating the Impact of Gamification on the Online Shop of a Game Server: A Comparison between the Portuguese and North American Contexts

Online commerce has been growing rapidly in an increasingly digital world, and gamification, the practice of designing games in a context outside the industry itself, can be an effective strategy to stimulate consumer engagement and conversion rate. This paper describes the design process involved in introducing gamification into an online shop that is supported by two game servers of the same kind, namely one in the United States of America (US) and another in Portugal (PT). Through the various phases of the design thinking process, a gamified system was implemented to meet the needs of various types of users frequently found in the shops. The gamification elements used were intended to increase user engagement with the shops so that they would become more aware of existing products and the introduction of new products, promoting purchase through intangible challenges and rewards. The impacts on server revenues and user satisfaction (N = 138) were evaluated one month after introducing the gamification techniques. The results show that gamification has a positive effect on users, with a significant increase in consumer interaction in both shops. However, from a business point of view, the results show only an increase in revenue for the US shop, while the Portuguese shop shows no significant differences compared to previous months. Of the two user groups analyzed, only those who frequent the US shop show receptivity toward intangible rewards, with tangible rewards (discounts) being a greater motivating factor for both groups.