Rethinking Gamification Failure: A Model and Investigation of Gamified System Maladaptive Behaviors

Current studies show gamification, the integrating of game design elements into target systems, enhances user engagement and instrumental task outcomes. Despite its potential for improving behavioral outcomes, gamification can also lead to maladaptive behaviors, behaviors directed at misappropriating gamified systems. We conceptualized gamified system maladaptive behaviors (GSMB), which involve technology and gamified task maladaptations. We developed a model that depicts three drivers of GSMB from design elements, how they fulfill or frustrate psychological innate needs, which in turn drive GSMB, and how GSMB affect task performance. We tested how the three drivers of design elements affect GSMB in Study 1 by empirically examining users of a gamified system, Pocket Points. The results support our conceptualization of GSMB, and design issues as its antecedents. To further unpack this relationship, we then employed a within-subject experiment and a follow-up survey in Study 2. By manipulating the design issues, we found that GSMB adversely affect task performance, because these users may focus too intently on winning the game, at the expense of task performance. By assessing the fulfillment of psychological needs, our findings suggest that design in gamified systems may not uniformly fulfill the satisfaction of psychological needs and consequently triggers GSMB.