The Relationship Between Gamification User Types, Demographic Factors, and Gaming Habits

Abstract

Understanding users and consequent personalization opportunities have become a major area of interest in gamification and UX research. Currently, personalization is mainly based on player typologies, which might give a partial picture of the plethora of user attributes. Addressing this challenge, in this study, we investigate the connections of the Hexad gamification user types, demographic factors, and gaming habits to understand how different user factors are related. Our results indicated significant but weak associations between user types and demographic factors and no significant association with gaming frequency-related factors. These results suggest that researchers and designers might need to consider more than the dominant factors to create personalized environments. We also provide exploratory suggestions on possible strategies to personalize gamification based on Hexad and other user factors. Our study contributes to the fields of user modeling and gamification, providing new insights into how different user characteristics are related while opening space for the conduction of new studies in the field.