Work

Gamification in the Metaverse: How Design Attributes Shape User Preferences Across Age Groups

Year: 2025

Type: article

Abstract: We examine how gamification attributes shape user preferences for metaverse platforms and how these relationships vary across age groups. Using rank-ordered logit on 304 metaverse users from the Korean Media Panel Survey, we code platform features into four domains—character customization, experience/skill systems, social networking, and economic systems—and link them to stated preference rankings of leading services. Results show that realistic avatars and expressive behaviors are positively associated with preference, whereas complex body/environment customization is not. Within experience/skill systems, quest presence, content creation, and real-world–mirroring quests relate positively to preference, while excessive freedom/option breadth does not. In social networking, close interactions and group conversation capacity are valued, but rigid chat-window styles are not. Users also prefer low device dependency and real-world task utility. Age heterogeneity emerges: teens show stronger interest in appearance customization, whereas users in their twenties and thirties value mirroring quests, conversational freedom, and monetization. We provide design guidelines for segment-sensitive gamification and discuss implications for inclusive metaverse retail and service strategy.

Source: Journal of theoretical and applied electronic commerce research

DOI: 10.3390/jtaer20040310

Authors: Yunseul Choi, Dongnyok Shim, Yuri Park, Changjun Lee

Institutions: Chungwoon University, Konkuk University, Soonchunhyang University, Sungkyunkwan University

Language: English

Topic: Educational Games and Gamification

Subfield: Developmental and Educational Psychology

Field: Psychology

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $1,207

Funders: Ministry of Education, National Research Foundation of Korea