TY  - BOOK
AU  - Omar Mohamed Badreldin
TI  - ACCELERATING DIGITAL TRANSFORMATION USING GAMIFICATION: :AN IMPLEMENTATION CASE FROM THE NEWS INDUSTRY
U1  - 658.4 
PY  - 2024///
KW  - MOT
KW  - NULIB
KW  - Dissertation, Academic
N1  - 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
IX
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
X
5.1 Summary of the key findings ........................................................................................41
5.2 Limitations ...................................................................................................................43
5.3 Future Research............................................................................................................44
Chapter 6: CONCLUSIONS...........................................................................................46
N2  - 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
ER  -