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/Report/Conference proceedingConference contribution

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 languageEnglish
Title of host publicationStrategic industrial applications of games and gamification
Subtitle of host publicationproceedings of the International Gamification for Business Conference 2015 (IGBC15)
EditorsTim Baines, Panagiotis Petridis, Keith Ridgway
PublisherAston University
Pages78-87
Number of pages10
Publication statusPublished - 2015
EventInternational Gamification for Business Conference 2015 - Science Park Aston, Birmingham, United Kingdom
Duration: 21 Sep 201522 Sep 2015

Conference

ConferenceInternational Gamification for Business Conference 2015
Abbreviated titleIGBC15
CountryUnited Kingdom
CityBirmingham
Period21/09/1522/09/15

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Innovation
Industry
Search engines

Bibliographical note

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Keywords

  • gamification
  • search engine optimisation
  • innivation adoption

Cite this

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) (pp. 78-87). Aston University.
Uren, Victoria ; Andrews, Daniel ; Fitzpatrick, Steve ; Pitchford, Steve. / 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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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; Pitchford, Steve.

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/Report/Conference proceedingConference contribution

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T2 - a case study in the adoption of a service innovation

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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

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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.

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A2 - Petridis, Panagiotis

A2 - Ridgway, Keith

PB - Aston University

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Uren V, Andrews D, Fitzpatrick S, Pitchford S. Majestic Gamification: a case study in the adoption of a service innovation. In Baines T, Petridis P, Ridgway K, editors, Strategic industrial applications of games and gamification: proceedings of the International Gamification for Business Conference 2015 (IGBC15). Aston University. 2015. p. 78-87