Janus Face of Gamification

Gamification is quite a new concept. Simply, It can be defined as the use of game design elements and creating content in non-game areas. This definition was broadened as “a process in which you apply game-based mechanics, aesthetics and game thinking to non-game environments in order to ensure participation, motivate action, encourage learning, solve problems and boost social interaction.” (Kapp, 2012) One of the most used areas is education; because, it has potential to be used as an effective teaching/social tool contributing to the cognitive, motivational and behavioral learning outcomes. Gamification has also started to be used in many and different areas from product sales to company training. The concept look very properous. Is it so?

There are controversial debates about gamification. Despite, it has many positive social impacts, it is also considered as a matter of using ‘game elements’ in the search for neoliberal rationalization and managerial optimization in working life and labor relations. In this sense, it seems extremely problematic because of what it represents. Besides, it can also be seen as the application of games and entertainment to social life as a form of resistance against the regularity and standardization of daily life. There are even discussions of different perspectives such as the first, 'gamification from above', which includes the optimization and rationalization of business practices by management; and the second, 'gamification from below', which is an active form of resistance against control in the workplace.

This article will discuss the possible effects of the concept of gamification from a sociological perspective. The paper also contains the analysis of the in-depth interviews which were conducted with the developers and companies operating in this field. The main question is “whether a new area of oppression and control will be created while using entertaining design/ gaming elements into life?”