Thematic Research: More Than Just a Game: Ethical Issues in Gamification

In this paper, Kim and Werbach (2016) discuss the possible ethical concerns surrounding the use of gamification in different contexts.

Gamification is the use of video game design such as points, challenges and puzzles which are used to encourage a desired conditioned behaviour from users or participants.

Kim and Werbach raise a few red flags when it comes to the ethical use of gamification:

Gamification used for organisational and individual interests

Although gamification can appear as a simple and fun activity for the participants or “players”, the design behind it holds the intention of the “provider”. For example, a company which uses a point system to increase employee performance is ultimately tricking their “players” , to perform more labour for them without them being fully aware of it.

Exploitation

Bogost (2011) calls gamification “exploitationware”. What this suggests is that employees might find themselves in a situation where they are forced to participate in a form of gamified activity in their workplace without the opportunity to opt out.

In gamification, a method called “grinding” might often be used, a technique commonly used by online RPG games which force a player to perform repetitive tasks in order to achieve something they desire, subsequently presenting the end reward as something worth all of their time and effort. Although gamification can help enhance a boring work day, employees might not reap any real rewards at the end of the activity, apart from virtual points or budges.

Manipulation

Furthermore, Kim and Werbach discuss Breville’sand Rimbert’s (2014) criticisism of gamification, brought forth by a simple question : “Do you play games? Or are they playing you?”. This question perhaps proposes the ethical dilemma of whether or not providers should offer a full disclosure as to why players are invited to take part to gamified activities. Of course, providers would seldom chose to do so, as disclosing the purpose behind certain activities could render them unsuccessful in bringing forth any intended conditioned behaviour.

Psychological Harms

Kim and Werbach also explore the likeliness of gamification causing unwanted psychological harm to players. For example, activities which involve competition or ranking could cause players public embarrassment or shame and negativity between co-workers.

This was demonstrated in the case of Disney Land Hotels in California, where staff saw their work performance ranked against their co-workers on an electronic board, leading to panic over losing their job and humiliation in their workplace. The leader board was named as the “electronic whip” between staff and caused workers to experience anxiety and shame in their place of work.

References:

Bogost, I. (2011) Persuasive games: Exploitationware [online] Gamasutra.. Available from: https://www.gamasutra.com/view/feature/6366/persuasive_games_exploitationware.php [Accessed 7 April 2020]

Kim, T., Werbach, K. (2016) More Than Just A Game: Ethical Issues in Gamification. Ethics and Information Technology. Volume 18, Issue 2, pp 157, 173