Game On? Exploring Subgroup Differences in the Effects of Gamification on Task Motivation in Crowdsourcing

Abstract

Crowdsourcing enables organizations to assign tasks to anonymous crowdworkers, whose output depends on task complexity, instructions, and worker proficiency and motivation. Gamification, i.e., the use of game elements in non-ludic context, has been proposed to boost motivation, but prior studies often modify the task when gamifying, rely on qualitative feedback or have mixed results, limiting clear conclusions. We examined gamification in a car image annotation microtask by adding game elements using a player-centered design based on HEXAD user types, while keeping the task unchanged. For this, we conducted two studies: an exploratory study to identify potential subgroup effects, and a confirmatory replication with a larger sample. Enjoyment, engagement, and performance were measured for two versions of the task: a baseline and a gamified. Across both studies, gamification did not yield consistent improvements. While the exploratory study indicated potential trends, these were not confirmed by the second study. These results suggest that for straightforward microtasks, task clarity and design outweigh additional gamified elements in supporting engagement and performance.

Keywords: Crowdsourcing, Gamification, Motivation, Task Performance

DOI: 10.54941/ahfe1007664