Apply enjoyable and smarter use of information for gamification success, says Harbert researcher

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Do you wish to play a sport? Auburn University researcher Yifan Zhang says companies
that notice the worth of gamification to draw prospects, inspire staff and
enhance knowledge assortment are making a wise transfer once they look to game-like approaches
for larger enchantment.

Zhang is an assistant professor in Auburn’s Harbert College of Business Department of Business Analytics and Information Systems, and his analysis work on gamification just lately was accepted for publication in Information Systems Research, a extremely revered peer-reviewed journal that seeks to publish one of the best analysis
within the data programs self-discipline.

His work seems to be at overcoming pace bumps for gamification to make it extra profitable
and helpful, reminiscent of enhancing poor designs by means of higher assortment and wiser use
of information.

Who makes use of it?

“Gamification is utilizing game-design parts in non-game contexts to make them extra
partaking. In different phrases, gamification makes non-game duties really feel extra like taking part in
a sport, which inspires folks to take part, keep motivated and full targets,”
Zhang mentioned. 

The rewards of utilizing gamification appropriately already are evident, he mentioned. “It is actually
an vital side of many enterprise operations, that are anticipated to succeed in a $96.8
billion market by 2030.”

He cited a number of examples of profitable gamification use:

• Education:Apps like Duolingo use streaks, ranges and rewards to encourage language studying.
• Marketing:Brands use loyalty factors and rewards to encourage repeat purchases.
• Workplace:Companies use gamified platforms to spice up worker coaching and productiveness.
• Fitness:Apps like Fitbit award badges for reaching step targets or finishing challenges.

The numerous spectrum of fields that might profit from gamification continues to widen,
he mentioned.

Using knowledge the proper method

Research and correct testing matter in relation to utilizing the idea for profitable
outcomes, Zhang’s work reveals.

“Despite the numerous success tales of gamification, a major variety of purposes
fail as a result of poor design,” he mentioned. “In enterprise, a standard strategy to enhancing platform
design is A/B testing, a technique the place completely different variations of a platform are randomly
assigned to customers, and the model that yields higher enterprise outcomes is chosen. 

“However, conducting A/B testing on gamified platforms can be particularly challenging.”

He used coffeehouse mega-chain Starbucks as a enterprise mannequin to think about.

“Imagine Starbucks needs to change its loyalty program by decreasing the variety of stars
required to earn a reward,” Zhang mentioned. “If this modification is utilized solely to a subset
of consumers even for under a small time period, it may result in widespread dissatisfaction
and backlash on social media, as prospects understand this system as unfair or inconsistent.”

His crew’s analysis checked out offering a brand new strategy for gamification programs by
higher analyzing the user-level knowledge.

The analysis thus gives managers a brand new strategy to contemplating various gamification
designs.

Bottom line, says Zhang:

“This methodology can assist uncover useful insights about person conduct and their responsiveness
to completely different gamification parts, in the end supporting extra knowledgeable and efficient
design choices.”

Recognition price celebrating

Uzma Raja, Benoski Chair and the Business Analytics & Information Systems division chair
within the Harbert College of Business, shared reward for Zhang’s work and its reflection
on Auburn.

“Yifan’s analysis contributes to 3 key areas: the literature on gamification,
the sensible design and implementation of gamification programs, and the methodological
development of causal inference strategies,” she mentioned.

Information Systems Research journal “is the universally recognized top journal in the Information Systems discipline,”
Raja mentioned. “Having Yifan’s work revealed there not solely displays the caliber of our
students but in addition highlights the Harbert College of Business’s dedication to advancing
impactful analysis.”

“Auburn offers unparalleled assist to its school, serving to elevate each analysis
requirements and productiveness, which in flip enhances the college’s visibility on
a worldwide stage.”

Uzma Raja, chair of the Department of Business Analytics and Information Systems 

Publications in such journals are milestones price celebrating, Raja mentioned.

“They mirror the dedication, persistence, and scholarly excellence of our school.
These accomplishments are the results of years of exhausting work, supported by the assets
and collaborative atmosphere at Harbert College,” she mentioned. “We are proud to see
our school focusing on and succeeding on the planet’s most prestigious scholarly retailers,
additional enhancing Auburn University’s international repute.”

From China to Auburn

Zhang joined the Auburn school at Harbert College of Business in June 2024.

“I’m originally from China,” he mentioned. “I started my doctoral research at Penn State University
and, after commencement, spent a couple of years working at Kennesaw State University. What
drew me to Auburn essentially the most was the folks.”

It didn’t take lengthy for him to know what folks imply once they check with the
Auburn Family.

“My colleagues listed below are extremely pleasant, the scholars are well mannered and a pleasure to
work with, and the robust alumni assist and their deep love for Auburn actually stood
out to me,” he mentioned.

Meanwhile, his profession path had its personal private attraction.

“Growing up, I always had a passion for numbers and data,” Zhang mentioned. “After finishing
my undergraduate diploma in arithmetic, I needed to pursue a profession that was each
applied-driven and concerned superior statistical modeling. 

“Quantitative advertising, which analyzes client conduct by means of client knowledge, turned
a pure match for my pursuits and aspirations.”

Zhang’s work on the gamification analysis included co-authors Lei Wang from Indiana
University and Yi-Jen (Ian) Ho from Tulane University. Their article, “Game for brainstorm: The impact of a badge system on knowledge sharing,” was revealed on-line in Information Systems Research on July 28, 2025.

“Publishing in Information Systems Research has actually been a milestone in my tutorial profession. I’m deeply grateful for the
assist of my coauthors, my school, and Auburn University,” Zhang mentioned. “This achievement
wouldn’t have been doable with out them. 

“I stay up for making use of what I’ve discovered all through this publication course of
to develop extra impactful analysis for prime enterprise journals sooner or later.”

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Learn extra about Business Analytics and Information Systems within the Harbert College
of Business.