Gaming attribute preferences in social marketing programmes: Meaning matters more than rewards

Abstract

Purpose – There is growing evidence that serious games can be an effective tool in social marketing programmes. Although multiple (serious) game attribute frameworks exist, there is limited knowledge about which game attributes are applicable for sensitive social marketing issues. This research aims to fill this gap by compiling a taxonomy of game attributes for serious games based on the existing literature and investigating which of the game attributes users prefer in the context of an alcohol programme targeted at adolescents. Design/methodology/approach – Three serious games were administered to a sample of adolescents as part of a larger trial. Game feedback data from 640 participants are coded and compared using the synthesised classification taxonomy of reward-based and meaningful game attributes. Findings – Meaningful game attributes are more frequently preferred than reward game attributes across all three serious games. Research limitations/implications – This study examined serious games targeting only one specific context (alcohol) in one market segment (Australian adolescents) on one gaming platform (online). Practical implications – This study proposes that meaningful game attributes are more important than reward game attributes when designing serious games for (alcohol) social marketing programmes. Nevertheless, social marketers must also recognise that reward-based game attributes are important attributes, as they are essential for making and motivating gameplay. Originality/value – This research is the first social marketing study that provides insight into game attributes which are preferred by users of serious games or gamified technology in social marketing programmes.