Business intelligence tools: should they be ‘gamified’? Project ‘GamBIT’: evaluating user engagement

Stephen Miller, Graeme McRobbie, Carolyn Begg

Research output: Chapter in Book/Report/Conference proceedingConference contribution

2 Citations (Scopus)


The act of applying game mechanics and dynamics (which have been traditionally used in video games) into business applications is being widely trialled in an effort to make conventional business software a bit more participative, fun and engaging. This new trend, named ‘gamification’ has its believers and of course, its critics who still need convincing that the concept is an effective and beneficial business tool worthy of investment. The literature reveals that user engagement of business intelligence (BI) tools is much lower than expected and investors are failing to get a good return on their investment (ROI). So, a software prototype will be designed and developed to add gamification to a BI tool to determine its effect upon the user engagement levels of test participants. The experimental study will be evaluated using the comprehensive User Engagement Scale (UES) to see if there are improvements in areas such as; aesthetics, perceived usability, endurability, novelty, felt involvement and focused attention. The results of this unique study should demonstrate whether or not ‘gamifying’ a BI tool has the potential to increase an individual’s motivation to use BI software more often.
Original languageEnglish
Title of host publication2016 SAI Computing Conference (SAI)
Number of pages6
ISBN (Electronic)9781467384605
ISBN (Print)9781467384612
Publication statusPublished - 1 Sept 2016
EventSAI Computer Conference 2016 - London, United Kingdom
Duration: 13 Jul 201615 Jul 2016


ConferenceSAI Computer Conference 2016
Country/TerritoryUnited Kingdom
Internet address


  • Business intelligence
  • Gamification
  • Human computer interaction
  • User engagement


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