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HKU University of the Arts UtrechtDelft University of Technology
The notion of a playful organization  Online gamers’
communities  Online gamers’ work organizations 
Are online gamers fueling playful organizations?
 Broad interest in serious gaming, games for learning
 Gaming as a way of thinking and doing – an attitude:
 The ‘gaming generation’ or ‘net generation’
 The gamification of products and services
 Surely playful organizations could emerge –
organizations in which work is experienced as play
 But… how can we research that?
>> through online gamers!!
 Play in ‘guilds’, ‘clans’, ‘communities’
 Playful organizations by definition…?
 Also work for organizations
 Looking for playful ones…?
What are characteristics of a playful organization,
and to what extent are online gamers’ communities
and work organizations playful organizations?
Based on an understanding of play derived from…
A playful organizational culture:
6 values people would implicitly uphold if
employees are to experience their work as play
>> with football (‘soccer’) and Google as central examples
Contingency
Contingency
Agility
Agility
Equality
Equality
Teachability
Teachability
Meritocracy
Meritocracy
Conviviality
Conviviality
And…
What are characteristics of a playful organization,
and to what extent are online gamers’ communities
and work organizations playful organizations?
Sequential exploratory strategy
Qualitative research >> quantitative research
Virtual-organizational ethnographic research
 Joined a ‘start-up’
corporation
 Became a manufacturer,
cargo-hauler and trader
 Joined ‘Major’, an old,
well-known corporation
95 Dutch working online gamers
By
Cameron
& Quinn
‘Diagnosing and
Changing
Organizational
Culture’: Based on
the Competing
Values Framework
Yes No
Age
Organizational
commitment
Time of existence
Competitive rationale
Time of existence
+
Yes No
Organizational
commitment
Weekly gameplay time
Time of existence
Significance of the comparison
Weekly gameplay time
Weekly working time
Diversity in national culture
within the community
Organizational commitment
to community
The notion of a playful organization  Online gamers’
communities  Online gamers’ work organizations 
Are online gamers fueling playful organizations?
harald.warmelink@hku.nl
Order at www.routledge.com
20% discount using code IRK69
Or send me an e-mail for a free copy of
the slightly older thesis version of the book

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