Get Your Head in the Game: Using Gamification in Business Education to Connect with Generation Y

Abstract

This study investigated how utilizing gamification mechanics and customer engagement principles in college business courses can engage and foster learning among Generation Y students.  Findings in this research suggest that using gamification techniques in the classroom can be an effective tool for enhancing student engagement and learning. Specifically, Generation Y students exposed to gamified instruction performed better on a final assessment tool and reported experiencing higher levels of involvement, participation and positive emotional responses to instruction than those not exposed to gamification techniques.  The positive results of this study support the use of gamification applications in courses and demonstrate its effectiveness. Further implications and future research are also presented.