Gamification and innovation: a mutually beneficial union

Agnessa Shpakova, Viktor Dörfler, Jill MacBryde

Research output: Contribution to conferencePaperpeer-review


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
Publication statusPublished - 8 Sept 2016
EventBritish Academy of Management Annual Conference : Thriving in Turbulent Times - Newcastle University Business School, Newcastle, United Kingdom
Duration: 6 Sept 20168 Sept 2016


ConferenceBritish Academy of Management Annual Conference
Abbreviated titleBAM 2016
Country/TerritoryUnited Kingdom
Internet address


  • gamification
  • innovation
  • marketing
  • innovating process


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