Gamification and innovation: a mutually beneficial union

Research output: Contribution to conferencePaper


Gamification is a new but rapidly growing trend impacting a wide range of areas, such as education, marketing and others and it could be considered an innovation in these areas, though it is rarely seen in this light. On the other hand, gamification was predicted to revolutionise the innovating process by now, but we do not see many examples of it. This is an exploratory paper that intends to open the discussion about the ways in which a new area of gamification intertwines with innovation and supports different aspects of it. In particular, it provides examples of gamification being an innovative aspect of innovation as a result and suggests the ways in which gamification can be an innovative approach to the innovating process.
Original languageEnglish
Number of pages20
Publication statusPublished - 8 Sep 2016
EventBAM 2016: 30th Annual Conference of the British Academy of Management - Newcastle University, Newcastle upon Tyne, United Kingdom
Duration: 6 Sep 20168 Sep 2016


ConferenceBAM 2016
Abbreviated titleBAM 2016
CountryUnited Kingdom
CityNewcastle upon Tyne
Internet address


  • gamification
  • innovation
  • marketing
  • innovating process

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  • Projects

    Knowledge Management with System Thinking

    Dorfler, V., MacBryde, J. & Shpakova, A.


    Project: Research Studentship - Internally Allocated

    Cite this

    Shpakova, A., Dörfler, V., & MacBryde, J. (2016). Gamification and innovation: a mutually beneficial union. Paper presented at BAM 2016, Newcastle upon Tyne, United Kingdom.