A deep dive into the gamification’s role in shaping Gen Z virtual identities: self-determination, human fluidity and the potential risks of alienation: Roblox and Fortnite cases
What is gamification? How the fashion system is using personalized and engaging experiences to boost in-app purchase intention by satisfying consumer needs
Within human-computer interaction, the shift from focusing solely on usability to a more comprehensive user experience approach incorporates the rising trend of gamification. Gamification, defined as the use of game elements in non-game contexts, has gained traction across various domains such as crowd sourcing, healthcare, sustainability, sports, and learning. In the contemporary landscape of the Internet, consumer loyalty is low, and there are high expectations regarding the positive impacts of gamification. Despite its widespread application, only a limited number of studies have empirically explored this phenomenon, leaving uncertainty about whether and how gamification can meet expectations.
A promising avenue for understanding gamification is to approach it through the lens of motivation theories. Leveraging extensive research on rewards and insights from the field of video games, the theory of self-determination emerges as a viable starting point. Similarly, the concept of flow holds promise in designing for an optimal user experience and usability.
The self-determination theory: the lack of inclusivity in the real world, online clothing style and presentation diverging from real-life identities
Fun, limited in time and place, non-productive, governed by few rules, fiction, and do not have a predefined outcome: the goal of gamification is to help the user to complete a task more efficiently or to make it more enjoyable. This promises to increase engagement, influence, loyalty, fun and revenue with the help of game design elements.
The self-determination theory or SDT, developed by Deci and Ryan in 1985, is a theory of human motivation that explores the driving forces behind people’s actions. In this context, motivation refers to the factors that prompt individuals to act. Self-determination is translated to an individual’s capacity to make choices and chart a course of action based on their own will, free from external coercion. This ability plays a pivotal role in motivating human behavior and improving psychological well-being.
SDT delves into inherent tendencies that drive individuals to engage in behaviors meeting three fundamental psychological needs: competence, autonomy, and relatedness. Competence refers to the need to feel that one’s behavior is executed effectively; autonomy represents the need to perceive behavior as voluntary, while relatedness pertains to the need for interaction, connection, and experiencing care from others. Fulfillment of these three needs promotes intrinsic motivation and contributes to personal growth.
The provision of a gamified experience in a self-determined environment is achieving multiple goals: personalized experience – avatar customization, and identification –, the form of an engaging experience – providing social presence, and social support, it fulfills users’ competence, autonomy, and relatedness needs.
The real ‘me’ vs. my avatar – people’s preferences for the appearance and attire of their avatars is more reflective of human fluidity and identity of minorities. The report by the Institute of Digital Fashion
A new global study conducted by the Institute of Digital Fashion reveals a strong desire for increased diversity in options related to body type, no gender, fashion and identity, disabilities, and clothing choices when engaging in online activities. The study seeks to gain insights into people’s preferences for the appearance and attire of their avatars. This information is particularly relevant for fashion brands aiming to cater to the growing number of individuals, especially from Gen Z, who invest time and money in digital realms.
As brands increasingly collaborate with metaverse platforms to provide digital clothing and develop customizable avatars, understanding user preferences becomes vital to stay relevant. In terms of fashion, the Institute of Digital Fashion’s research emphasizes that 92 percent of people consider customization essential when creating virtual avatars. From surreal, casual and couture to religious garments, including the Shayla head scarf, online users determined that a wide variety of virtual clothing including no gender fashion options are crucial.
The Institute of Digital Fashion’s research also addresses concerns related to inclusivity and human fluidity. It reveals that 68 percent of respondents feel minority groups are underrepresented in virtual spaces, emphasizing the need for stronger efforts to consult disabled individuals and implement practical measures such as text accompaniments for audio and customizable avatars considering bodily differences.
The study dispels the notion that offering a single ‘alien’ skin tone is not a sufficient solution for inclusivity, highlighting the value of a full color wheel. Sixty percent of respondents expressed concern about potential bullying and discrimination against disabled individuals in virtual spaces. However, individuals with physical disabilities wanted their avatars to represent their reality, including the use of wheelchairs, to respect the identity of minorities.
How much is Gen Z willing to spend to personalize their avatar? Fashion brands collaboration with metaverse platforms: the Fortnite case
The intersection of fashion culture with the gaming industry is not a novel concept; the ladder is serving not only as a platform to sell their own products in their own right but also as virtual spaces for brands to showcase their non-digital merchandise.
Various examples demonstrate the blending of the gaming and fashion worlds, such as Moschino in The Sims universe, the collaboration between Louis Vuitton and the League of Legends video game, and between battle royale video game Fortnite and fashion house Balenciaga. The two had previously presented its fall-winter 2021 collection in the game Afterworld: The Age of Tomorrow, featuring a digital catwalk created on the same Unreal Engine platform.
Fortnite, in particular, gained prominence through virtual events offered to the metaverse community at the start of the pandemic, with Travis Scott virtual concert, Astronomical, an event that set a record for simultaneous viewers, exceeding 12 million. Scott also launched a capsule collection in collaboration with Fortnite, featuring various dedicated products.
Epic Games president Adam Sussman notes that players express themselves in the game, and self-expression is a signature aspect of Fortnite: the game features virtual boutiques with no gender fashion dedicated to skins – aesthetic additions that personalize the appearance of in-game characters – contributing to a market worth 40 billion dollars annually.
Fortnite has engaged in collaborations with major brands, including Nike, with the Hang Time Bundle featuring Air Jordan outfits. Another example is the Havaianas Summer Island collaboration, creating a virtual island with Havaianas flip-flops and a collection reflecting iconic elements from Fortnite.
Authentic digital self-identification: the impact on the physical style trends, purchasing decisions, and mental well-being – Define gamification practices in the Roblox’s 2023 Digital Report
The significance of authentic self-expression is a pivotal element for Gen Z. Styling their avatars is more crucial than styling themselves in the physical world because of the growth of digital fashion and it often reflects their styling choices in the real world. This inspiration has led Gen Z individuals to expand their fashion choices, experiment with hair color and style, embrace human fluidity and no gender fashion, and even attempt to mirror their avatars.
In Roblox’s 2023 Digital Report, it is highlighted that total avatar updates saw a 38% YoY growth to 165 billion, and nearly 1.6 billion digital fashion items and accessories were purchased, reflecting a 15% YoY increase. Roblox is an app creating a virtual universe that allows users to create and play a wide variety of games, and chat with other users online.
Fashion has inserted itself as another element of the individual’s – or more precisely the avatar’s – appearance in the platform since every game on Roblox begins with creating an avatar, involving the selection of a body and head, along with skin color, a face, a hairstyle, and movements known as emotes, including signature dance moves. Additionally, users, especially male ones, have the option to express emotions with avatar heads featuring facial animation.
Other accessories include fantastical items like auras and shoulder companions, to complete the avatar’s look.
Gen Z consumers are increasingly willing to spend on digital fashion, with 52% comfortable budgeting up to $10 monthly, 19% willing to spend up to $20, and an additional 18% open to buying up to $50-$100 worth of items every month. In that sense, exclusivity is highly valued, as seen in the demand for community-created Limiteds on Roblox. These exclusive items are often resold for more than their original cost, with certain single-edition items, like Monstercat’s Ruby Pendant, being acquired for approximately $10,000.
Authenticity is claimed to be a driver of self-expression, tolerance and diversity in immersive spaces, with the majority of users believing that engaging in these purchasing practices has likely helped them find a place where the identity of minorities and human fluidity are respected, where they can engage confidently in building connections and improving their mental health.
Gamification in the virtual world: What’s more relevant? The way we look or the way others perceive ourselves?
We learned that gamification has a motivational impact on people through a psychological lens because it fosters needs satisfaction.
Games tap into our inherent instinct to play, and have the power to turn mundane content into captivating and interesting experiences, foster friendly competition, tolerance and diversity, and instill a sense of pride in learners upon completing a course filled with gamified challenges and tasks.
On the other hand, these types of games age faster than others: they often require constant updates with new up-to-date content to keep players engaged. This results in ongoing costs for players, transforming the gaming experience from a one-time purchase to a continuous investment.
Additionally, there’s a possibility that gamification may lead to alienation, as players may become detached from real-life interactions and experiences. The immersive nature of some games can contribute to mental health issues, as players may struggle to balance their virtual and real-world lives.
What if the game fails and gets abandoned from online users? In such cases, everything purchased within the game may vanish permanently, rendering in-game items as temporary and potentially leading to frustration and disappointment for players who invested time and money. This uncertainty surrounding the longevity of the gaming experience can be a drawback for those who engage with gamified platforms.
Gamification
In games, gamification refers to the incorporation of game-like elements, mechanics, and design principles into non-game contexts to enhance engagement, motivation, and user experience. It involves taking elements commonly found in games and applying them to activities or processes that may not inherently be considered games. The goal is to leverage the motivational aspects of games to make non-game activities more enjoyable, interactive, and compelling.
