ACCELERATING DIGITAL TRANSFORMATION USING GAMIFICATION :AN IMPLEMENTATION CASE FROM THE NEWS INDUSTRY /Omar Mohamed Badreldin

Supervisor: Alaa Eldin Adris

Thesis (M.A.)—Nile University, Egypt, 2024 .

"Includes bibliographical references"

Contents:
CHAPTER 1: INTRODUCTION.........................................................................................1
1.1 Background and motivation........................................................................................... 1
1.2 Gamification concept..................................................................................................... 3
1.3 Digital transformation in the news industry................................................................... 3
1.5 Research significance..................................................................................................... 5
1.6 Research Question(s)/Hypothesis.................................................................................. 5
Chapter 2: REVIEW OF RELEVANT LITERATURE .............................................................8
2.1 Preface .......................................................................................................................... 8
2.2 Digital Transformation................................................................................................... 8
2.2.1 Basics and definitions...................................................................................................................8
2.2.2 Digitization, digitalization, and digital transformation.................................................................9
2.2.3 Digital transformation ..................................................................................................................9
2.2.3 Digital Transformation and organizational culture.....................................................................10
2.2.4 Organizational culture as a barrier to Digital transformation ....................................................11
2.3 Gamification.................................................................................................................12
2.3.1 Basics and definitions.................................................................................................................12
2.3.2 Gamification and Motivational theory .......................................................................................12
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2.3.3 The MDE framework...................................................................................................................13
2.3.4 Design elements of gamification ................................................................................................14
2.3.5 Applications of Gamification ......................................................................................................15
Chapter 3: RESEARCH METHODOLOGY .......................................................................17
3.1 Preface .........................................................................................................................17
3.2 Research Problem.........................................................................................................17
3.3 Research Design ...........................................................................................................18
3.4 Participants/sample .....................................................................................................19
3.5 Data Collection .............................................................................................................19
3.6 Data analysis................................................................................................................20
3.6.1 Quantitative analysis..................................................................................................................20
3.6.2 Qualitative analysis.....................................................................................................................21
3.7 Ethical considerations...................................................................................................21
Chapter 4: RESULTS....................................................................................................22
4.1 Preface .........................................................................................................................22
4.2 Gamification experience design....................................................................................25
4.2.1 Game design elements...............................................................................................................25
4.2.2 Game Mechanics: .......................................................................................................................26
4.2.3 Rules setup: ................................................................................................................................27
4.3 Experiment participants demographics.........................................................................28
4.4 First interval and the introduction of gamification........................................................28
4.4.1 Outcomes of the first interval ....................................................................................................30
4.5 second interval (Rerun of the gamification experience) ................................................31
4.5.1 Outcomes of the second interval ...............................................................................................31
4.6 Key Data Points (KDPs) statistics...................................................................................32
4.7 Survey results...............................................................................................................34
Chapter 5: DISCUSSION ..............................................................................................41
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5.1 Summary of the key findings ........................................................................................41
5.2 Limitations ...................................................................................................................43
5.3 Future Research............................................................................................................44
Chapter 6: CONCLUSIONS...........................................................................................46

Abstract:
Digital Transformation (DT) initiatives often struggle with high failure rates due to
resistance to change and lack of employee engagement. Gamification, which applies gamedesign elements in non-game contexts, offers a promising solution to these challenges. This
study explores the impact of gamification on DT success in the news/media sector,
focusing on key gamification elements that can drive successful transformation and
enhance engagement. A two-step method approach was employed, involving 164
participants from a single newspaper. Gamification techniques were implemented over five
months, split into two intervals, generating both quantitative data and qualitative survey
responses. Statistical analysis assessed the impact on key data points, while thematic
analysis provided insights into participants' experiences. Results showed a significant
positive increase in Key Data Points (KDPs) during the first interval, indicating successful
behavior change and enhanced engagement. Modified techniques in the second interval
sustained and built upon these changes. Elements like points, rankings, leaderboards were
most impactful. Survey responses supported these findings, with 80% of participants
finding gamification appealing and 83.7% reporting increased interest in learning new
digital production methods. This research provides empirical evidence that gamification
can effectively drive DT by encouraging positive behavioral changes and reducing
resistance to change. This research fills a gap in the literature by examining gamification's
role in DT within the news/media sector, offering practical insights for practitioners and
enriching the theoretical understanding of gamification's potential.
Keywords: Digital transformation, Gamification, Gamification design elements,
Resistance to change, Human behavior, Change management, Experiment

Text in English, abstracts in English and Arabic