HCI 2018 Las Vegas

1. The Impact of Gamification in
Social Live Streaming Services
Katrin Scheibe, B.A.
Dept. of Information Science
Heinrich Heine University Dusseldorf, Germany
katrin.scheibe@hhu.de
HCI International 2018
15 – 20 July, Las Vegas, NV

2. HCII2018
The Impact of Gamification in Social Live Streaming Services
Katrin Scheibe, B.A. - Dept. of Information Science, HHU Dusseldorf
Gamification
“Gamification’s guiding idea is to use elements of game
design in non-game contexts, products, and services to
motivate desired behaviors”
(Deterding, 2012)
2

3. HCII2018
The Impact of Gamification in Social Live Streaming Services
Katrin Scheibe, B.A. - Dept. of Information Science, HHU Dusseldorf
Social Live Streaming Services
3
▪ Creating content by broadcasting live videos and interacting
in real time with an audience

4. HCII2018
The Impact of Gamification in Social Live Streaming Services
Katrin Scheibe, B.A. - Dept. of Information Science, HHU Dusseldorf
Social Live Streaming Services
4

5. HCII2018
The Impact of Gamification in Social Live Streaming Services
Katrin Scheibe, B.A. - Dept. of Information Science, HHU Dusseldorf
Gamification on YouNow
5
Rankings
Badges
Virtual currency
Gifts
Level
Likes
Fans

6. HCII2018
The Impact of Gamification in Social Live Streaming Services
Katrin Scheibe, B.A. - Dept. of Information Science, HHU Dusseldorf
Different user roles
6
▪Producer, participant, and consumer (Shao, 2009)
▪Different experience and gratifications by each user group

7. HCII2018
The Impact of Gamification in Social Live Streaming Services
Katrin Scheibe, B.A. - Dept. of Information Science, HHU Dusseldorf
Different user roles
7
▪Producer, participant, and consumer (Shao, 2009)
▪Different experience and gratifications by each user group

8. HCII2018
The Impact of Gamification in Social Live Streaming Services
Katrin Scheibe, B.A. - Dept. of Information Science, HHU Dusseldorf
Gratifications sought/obtained
8
▪Uses and gratifications theory (Blumler and Katz, 1973)
▪Use of media is goal directed to satisfy certain needs

9. HCII2018
The Impact of Gamification in Social Live Streaming Services
Katrin Scheibe, B.A. - Dept. of Information Science, HHU Dusseldorf
Gratifications sought/obtained
9
▪Gratifications sought must necessarily be obtained
(Palmgreen, Wenner, and Raybrun, 1980)

10. HCII2018
The Impact of Gamification in Social Live Streaming Services
Katrin Scheibe, B.A. - Dept. of Information Science, HHU Dusseldorf
Gratifications sought/obtained
10
▪User searches for gratifications = motivated
▪User obtains gratifications = rewarded

11. HCII2018
The Impact of Gamification in Social Live Streaming Services
Katrin Scheibe, B.A. - Dept. of Information Science, HHU Dusseldorf
Research Questions
11
To what extend are the game elements on YouNow perceived as a
reward (gratifications obtained) by the special user groups?
To what extend are YouNow’s user groups motivated (gratifications
sought) by the game mechanics?
RQ1
RQ2

12. HCII2018
The Impact of Gamification in Social Live Streaming Services
Katrin Scheibe, B.A. - Dept. of Information Science, HHU Dusseldorf
Method
Survey
12
7-point Likert-
scale
Aug 2016
to Mar 2017
on
umfrageonline
.com
211
participants
Distributed
via different
social network
services

13. HCII2018
The Impact of Gamification in Social Live Streaming Services
Katrin Scheibe, B.A. - Dept. of Information Science, HHU Dusseldorf
Results
13
Producers
Gratifications sought (RQ1) Gratifications obtained (RQ2)
motivated rewarded

14. HCII2018
The Impact of Gamification in Social Live Streaming Services
Katrin Scheibe, B.A. - Dept. of Information Science, HHU Dusseldorf
Results
14
Participants
Gratifications sought (RQ1) Gratifications obtained (RQ2)
motivated rewarded

15. HCII2018
The Impact of Gamification in Social Live Streaming Services
Katrin Scheibe, B.A. - Dept. of Information Science, HHU Dusseldorf
Results
15
All Users (Consumers)
Gratifications sought (RQ1) Gratifications obtained (RQ2)
motivated rewarded

16. HCII2018
The Impact of Gamification in Social Live Streaming Services
Katrin Scheibe, B.A. - Dept. of Information Science, HHU Dusseldorf
Conclusion
16
▪Producers rate the gamification elements highest, followed
by participants, and consumers
▪Gratifications obtained is rated slightly higher as
gratifications sought
▪All elements are at least rated as neutral (4) but mostly as
strongly rewarding as well as motivating

17. www.hhu.de
Hope to see you on YouNow!
katrin.scheibe@hhu.de