Abstract:

This article examines seven cases of failed gamification projects, such as Microsoft Ribbon Hero, Volkswagen Fun Theory, and Google News Badges, to identify the reasons for their failure. Key issues included improper game mechanic design, failure to account for diverse user needs and motivations, and insufficient alignment of content with real-world goals of participants. Utilizing a case study method, the article emphasizes the importance of personalization, multi-faceted reward systems, and the integration of gamification with actual user needs. The conclusions drawn can help researchers and practitioners avoid similar mistakes and provide guidelines for effectively applying gamification in various contexts.