Analysing micro-location beacon gamification: Scenarios, types and characteristics

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4 Citations (Scopus)


Gamification applied to service marketing is a growing area of research with an increasing focus on physical location and service. However, there are often accuracy issues with GPS implementations of location-based gamification. In this problem domain, micro-location has emerged. This paper proposes an analysis method to the theme and categorises micro-located gamification applications in an effort to understand the capabilities, advantages and shortcomings of the technology. Data were gathered from 30 micro-located gamification applications between the years of 2013 and 2018. The data were analysed through relational content analysis allowing categorisation and theme identification. Various scenarios are presented where micro-location plays a significant HCI role. Examples of existing services that implement gamification are also presented. Finally, factors that impact the micro-location method are explored. These findings contribute to HCI by providing guidance for present and perspective micro-location gamification implementations.
Original languageEnglish
Title of host publicationProceedings of the 30th Australian Computer-Human Interaction Conference (OzCHI 2018)
EditorsAnn Morrison, George Buchanan, Jenny Waycott, Mark Billinghurst, Duncan Stevenson, J.H.-J. Choi, Mark Billinghurst, Ryan Kelly, Dana McKay, Artur Lugmayr
Place of PublicationNew York
PublisherAssociation for Computing Machinery (ACM)
Number of pages6
ISBN (Electronic)978-1-4503-6188-0
Publication statusPublished - 4 Dec 2018
Event30th Australian Conference on Computer-Human Interaction, OzCHI 2018: Digital, physical, interactive, human - Melbourne, Australia
Duration: 4 Dec 20187 Dec 2018
Conference number: 30th


Conference30th Australian Conference on Computer-Human Interaction, OzCHI 2018
Abbreviated titleOzCHI 2018
OtherOzCHI is Australia's leading forum for the latest in Human-Computer Interaction research and practice. OzCHI attracts a broad international community of researchers, industry practitioners, academics and students. Participants come from a range of backgrounds, including interface designers, user experience experts, information architects, software engineers, human factors specialists, information systems analysts, and social scientists.

This year's conference theme is 'digital, physical, interactive, human'. This theme highlights the diversity and relevance of Human-Computer Interaction in today's digitally rich world.

OzCHI is the annual non-profit conference for the Computer-Human Interaction Special Interest Group (CHISIG) of the Human Factors and Ergonomics Society of Australia. OzCHI paper tracks are double blind peer-reviewed and are published in the ACM digital library.
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