The Gamification User Types Hexad Scale

By Gustavo Fortes Tondello, Rina R. Wehbe, Lisa Diamond, Marc Busch, Andrzej Marczewski, Lennart E. Nacke. ACM SIGCHI Annual Symposium on Computer-Human Interaction in Play, 2016

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Several studies have indicated the need for personalizing gamified systems to users' personalities. However, mapping user personality onto design elements is difficult. Hexad is a gamification user types model that attempts this mapping but lacks a standard procedure to assess user preferences. Therefore, we created a 24-items survey response scale to score users' preferences towards the six different motivations in the Hexad framework. We used internal and test-retest reliability analysis, as well as factor analysis, to validate this new scale. Further analysis revealed significant associations of the Hexad user types with the Big Five personality traits. In addition, a correlation analysis confirmed the framework's validity as a measure of user preference towards different game design elements. This scale instrument contributes to games user research because it enables accurate measures of user preference in gamification.

View Paper: https://www.semanticscholar.org/paper/08fc75e75b6f9cdefe7ac2d21720190c2585dbff

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Tailored gamification: A review of literature (2020, background): “…of each game element defined: • Anarchy: creates an environment without any restrictions or penalties (Butler, 2014), allowing anarchic gameplay (Tondello et al., 2016); • Anonymity: is the opportunity to share the data (e.g., performance, opinions) in the system without naming the user…”