Purpose

Although the concept of transformative gamification is mentioned in previous research, no research has provided a theoretically based explanation of how gamification can lead to transformative change. This paper aims to provide the explanation for the first time by combining storytelling elements with cognitive behavioural therapy logic and incorporating these into a framework to show the process of transformative behaviour change through gamification. The proposed framework not only furthers the theoretical understanding of transformative gamification services but also provides practical insight into design and implication of such services.

Design/methodology/approach

This paper is based on critical analysis and synthesis of literature from different fields of research such as transformative service research (TSR), gamification, game studies, social marketing, storytelling and journalism. Ergo, several propositions based on the extensive literature review are proposed and aggregated in a conceptual framework.

Findings

This paper argues that apart from game mechanics that are often considered as an inseparable aspect of gamification services, immersive storytelling and a mechanism to encourage reflection are the pivotal components of transformative gamification services. In addition, this paper suggests that although reflection and immersive storytelling are often considered as opposite sides of the spectrum, they can have a synergistic effect once they work in tandem in gamification services.

Originality/value

This paper proposes a novel framework and an operational definition for transformative gamification services. It contributes to TSR, gamification and health promotion research through differentiating this concept from similar concepts, such as mHealth, propelling gamification to a more meaningful and user-centric version and providing service researchers with a practical guide to make use of gamification as a tool to serve TSR.

中文翻译：

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变革性游戏化服务的概念框架

目的

虽然在之前的研究中提到了变革性游戏化的概念，但没有研究对游戏化如何导致变革性变革提供基于理论的解释。本文旨在首次将讲故事元素与认知行为治疗逻辑相结合，并将其整合到一个框架中，以展示通过游戏化改变行为的过程。所提出的框架不仅加深了对变革性游戏化服务的理论理解，而且还为此类服务的设计和含义提供了实用的见解。

设计/方法/方法

本文基于对变革性服务研究 (TSR)、游戏化、游戏研究、社会营销、讲故事和新闻学等不同研究领域的文献进行批判性分析和综合。因此，基于广泛的文献回顾的几个命题被提出并汇总在一个概念框架中。

发现

本文认为，除了通常被认为是游戏化服务不可分割的方面的游戏机制之外，身临其境的讲故事和鼓励反思的机制是变革性游戏化服务的关键组成部分。此外，本文认为，虽然反思和沉浸式讲故事通常被认为是光谱的对立面，但一旦它们在游戏化服务中协同工作，它们可以产生协同效应。

原创性/价值

本文为变革性游戏化服务提出了一个新颖的框架和操作定义。它通过将此概念与移动医疗等类似概念区分开来，将游戏化推向更有意义和以用户为中心的版本，并为服务研究人员提供实用指南，以利用游戏化作为工具，从而为 TSR、游戏化和健康促进研究做出贡献。服务于 TSR。