Kursprogramm SoSe 2017

Enterprise Gamification: Game Design Thinking for more Employee Engagement and Customer Loyalty (for intermediate to advanced speakers of English) 

What can we learn from computer games and computer games designers to make businesses more successful? Gamification and a game-like corporate culture are perceived to be the “new normal” in the digital start-up world inspired by the Silicon Valley. Gamification seems to pervade all aspects of the digital business life from recruiting, trainings, performance measurement and management, employee engagement, customer loyalty programs, innovation, etc. This class aims to provide an interdisciplinary introduction into Game Design Thinking for business purposes covering the following topics:

  1. Fundamentals of Gamification, Ludology and the World of Play
  2. Gamification for Enhancing Customer Loyalty
  3. Gamification for Increasing Employee Engagement
  4. Gamification for Stimulating Innovation
  5. Current and Future Research on Gamification
  6. The Philosophy of Play: from Homo Oeconomicus to Homo Ludens
  7. Critical Perspectives on Gamification at the Workplace


Class Design
The class will be a collage of readings, presentations, games, creative and critical discussions and intellectual and (eventually) physical excursions.



    • Franke, F./ Schönbohm, A. (2016): Gamification in Business Innovation - Quasi-Experimental Research Results on Gamified Idea Generation, Berliner Wissenschaftsverlag.
    • Mayra, F (2008): An Introduction to Game Studies: Games in Culture, SAGE Publications Ltd., 2008
    • Schönbohm, A./Urban, K. (2014): Can Gamification Close the Engagement Gap of Generation Y? A pilot study on the digital startup sector in Berlin. Logos Verlag Berlin, 2014.
    • Walz, P. /Deterding, S., editors (2014): The gameful world – approaches, issues, applications, MIT Press, 2014.
    • Zichermann, G. /Linder, J. (2013): The Gamification Revolution: How Leaders Leverage Game Mechanics to Crush the Competition, Mcgraw-Hill Education, 2013.



    Eckdaten Anmeldung Nachweis
    Mittwoch, 05.04.-05.07.2017 (Außer: 19.04., 26.04., 10.05., 31.05., 14.06.) 16:00-19:30 Uhr
    Campus Schöneberg

    Course No.: LV-Nr. 112037.01

    Lecturer: Avo Schönbohm