Combining Gamification with Big Data

  • Roger Alan Mateus Godinho (Student)

Student thesis: Master's Thesis

Abstract

This dissertation aims to understand if there is an impact of Gamification and Big Data Technologies combination on the strategy of companies. In order to study this, the present dissertation tests if the benefits raised by the combination of the two creates value to the final users, and moreover, if it can become a sustainable competitive advantage. For this, a research model is developed, where 5 companies that are already introducing such a strategy are analyzed, as well as the Gamification and Big Data dimensions used. For Gamification, elements such as points, badges, competition and levelling up are studied, and for Big Data, functionalities such as user activity, purchase data, feedback in real time and based location are also analyzed. Knowing the benefits that these companies are searching for with such combination, an online survey is developed in order to test their value for the final users, which reached 253 individuals. Subsequently, in order to test if the companies gain competitive advantage over other companies in the same Sector, the RBV model is used. With this study, it is concluded that the benefits proposed by the combination of Gamification and Big Data can create sustainable differentiated value for the final users, and can become a source of competitive advantage for the companies.
Date of Award21 Feb 2014
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorPaulo Amaral (Supervisor)

Designation

  • Mestrado em Gestão

Cite this

'