Short answer

Plan for the lifecycle of gamified features, anticipating the novelty effect and incorporating mechanisms to foster long-term engagement through familiarization and evolving challenges.

Field: Innovation & Design
Source: International Journal of Educational Technology in Higher Education (2022)
Method: Quasi-experimental longitudinal study
Sample: 756 participants
Evidence: Moderate effect

Initial engagement with gamified systems wanes due to the novelty effect but can rebound over time as users become more familiar with the system. This innovation & design research insight is drawn from a 2022 study published in International Journal of Educational Technology in Higher Education. Using Quasi-experimental longitudinal study with 756 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Plan for the lifecycle of gamified features, anticipating the novelty effect and incorporating mechanisms to foster long-term engagement through familiarization and evolving challenges.

Study

Innovation & DesignHigh ImpactModerate effect

Gamification's impact on user engagement follows a U-shaped curve, diminishing with novelty but recovering with familiarity.

Initial engagement with gamified systems wanes due to the novelty effect but can rebound over time as users become more familiar with the system.

International Journal of Educational Technology in Higher Education · 2022

Key Findings

01Gamification's initial positive impact decreases after approximately four weeks (novelty effect).
02This decrease in impact lasts for two to six weeks.
03Gamification's impact begins to increase again between six and ten weeks, showing a partial recovery.
04The overall impact of gamification appears to follow a U-shaped pattern over time.

Application

Design takeaway

Plan for the lifecycle of gamified features, anticipating the novelty effect and incorporating mechanisms to foster long-term engagement through familiarization and evolving challenges.

How to apply

When designing gamified systems, anticipate a dip in engagement after the initial launch and implement strategies like introducing new challenges, collaborative opportunities, or personalized feedback to re-engage users as they become more familiar with the system.

Project actions

01Consider how long your design's appeal might last.
02Think about how to keep users interested even after the initial 'wow' factor is gone.

Method & Evidence

AimTo investigate how the impact of gamification, incorporating fictional and collaborative competition, changes over a 14-week period in an introductory programming course for STEM learners.

MethodQuasi-experimental longitudinal study

ProcedureSTEM students were assigned to either a gamified or non-gamified version of a system for completing assignments. User behavior metrics (number of attempts, usage time, system access) were collected at seven time points over 14 weeks to assess the impact of gamification.

Sample756 participants

ContextHigher education STEM courses (introductory programming)

Variables

IVPresence of gamification (gamified vs. non-gamified system)

DVUser behavior metrics (number of attempts, usage time, system access)

CVCourse content, assignment difficulty, system functionality (apart from gamification)

Strengths & Limitations

Strengths

+Longitudinal study design allows for observation of changes over time.
+Large sample size increases generalizability within the studied context.
+Ecological setting (real course) enhances external validity.

Limitations

The specific gamification elements used in the study might not be universally applicable. The context of a programming course might also influence how students respond to gamification.

Reliability & validity

The study's ecological setting and longitudinal design contribute to its validity. Reliability would depend on the consistency of the measurement tools and the stability of the gamified system.

Think critically

How might the specific type of gamification (e.g., competitive vs. collaborative, fictional vs. real-world rewards) influence the duration and shape of the novelty and familiarization effects?

Design Principles

"Design for sustained engagement by acknowledging and planning for the temporal dynamics of user motivation, moving beyond initial novelty."

Understanding the temporal dynamics of gamification is crucial for designing sustainable engagement strategies. Designers must anticipate the initial dip in motivation and plan for long-term engagement beyond the novelty phase.

What This Means for Your Design

When you first use a game-like feature in an app, it's exciting because it's new. But that excitement fades. This study shows that after a while, people get used to it, and their interest can actually come back up again.

How to use in your project

1.Reference this study when discussing the long-term engagement strategies for your gamified design.
2.Use the findings to justify why you included specific features to combat the novelty effect or leverage the familiarization effect.

Add to My Project

Quick Cite

Paragraph starter

This research highlights that gamification's effectiveness can fluctuate over time, exhibiting a 'novelty effect' where initial engagement wanes, followed by a 'familiarization effect' that can lead to sustained or recovered interest. This suggests that design interventions should not solely rely on initial novelty but should incorporate strategies to foster long-term engagement as users become more accustomed to the system.

Source

International Journal of Educational Technology in Higher Education

Gamification suffers from the novelty effect but benefits from the familiarization effect: Findings from a longitudinal study

journal · 2022

View source

Questions About This Research

What does the research say about gamification's impact on user engagement follows a u-shaped curve, diminishing with novelty but recovering with familiarity?: Plan for the lifecycle of gamified features, anticipating the novelty effect and incorporating mechanisms to foster long-term engagement through familiarization and evolving challenges. Evidence: International Journal of Educational Technology in Higher Education (2022).
Why does "Gamification's impact on user engagement follows a U-shaped curve, diminishing with novelty but recovering with familiarity." matter for design?: Understanding the temporal dynamics of gamification is crucial for designing sustainable engagement strategies. Designers must anticipate the initial dip in motivation and plan for long-term engagement beyond the novelty phase.
How can designers apply this research?: Plan for the lifecycle of gamified features, anticipating the novelty effect and incorporating mechanisms to foster long-term engagement through familiarization and evolving challenges.
What were the main findings?: Gamification's initial positive impact decreases after approximately four weeks (novelty effect).. This decrease in impact lasts for two to six weeks.. Gamification's impact begins to increase again between six and ten weeks, showing a partial recovery.. The overall impact of gamification appears to follow a U-shaped pattern over time.
What research method was used?: Quasi-experimental longitudinal study with 756 participants.
How strong is the evidence?: Evidence strength is rated Moderate effect, based on a 2022 journal from International Journal of Educational Technology in Higher Education.
What should I do differently in my next project?: When designing gamified systems, anticipate a dip in engagement after the initial launch and implement strategies like introducing new challenges, collaborative opportunities, or personalized feedback to re-engage users as they become more familiar with the system.
What are the limitations?: The study was conducted in a specific academic context (introductory programming for STEM students), and findings may not generalize to all user groups or domains. The specific gamification elements used might also influence the observed pattern.