Gamifying OTT: a study on consumer attitudes toward game elements and OTT media service provider brands in gamification

Purpose The purpose of this study is to examine consumer attitude toward gamification in the context of over-the-top (OTT) media service. The particular focus of this paper is on game mechanics from the mechanics-dynamics-aesthetics framework and its effects on consumer attitude toward both gamification and OTT media service provider brand. Design/methodology/approach A 2 × 2 × 2 between-subjects factorial experiment to examine the three core elements of game mechanics – components, controls and courses on consumer attitude, which was operationalized in eight vignettes with a sample size of 296. Findings It was found that the three elements in game mechanics demonstrated a multiplicative effect. The different combinations of elements in game mechanics would result in eliciting different consumer attitudes toward gamification and brand. Despite one combination that attained a high positive consumer attitude toward gamification in OTT, that same combination was not effective in creating a high positive attitude toward the OTT provider brand. The findings demonstrate the need for OTT providers to be clear of their gamification objectives before selecting the combination of game mechanics. Research limitations/implications This study adds to the body of knowledge on consumer attitude toward gamification, especially in the OTT market where there is still literature is limited. Practical implications OTT providers should determine their objectives for using gamification and design the game mechanics according to the optimal combination of elements – components, controls and courses. Originality/value According to the author’s knowledge, this is the first paper to examine consumer attitude toward gamification and OTT provider based on game mechanics. It provides an understanding on the interaction of elements in game mechanics and shows that different element combinations can be used to meet different goals.