Gamification Using a Choose-Your-Own-Adventure Type Platform to Augment Learning and Facilitate Student Engagement in Marketing Education

Purpose of the Study Gamification is the instructor’s use of a game (e.g., role playing, word, adventure, trivia, puzzle, simulation, race, etc.) in the classroom to facilitate learning. Prior gamification research has yet to investigate the efficacy of using a choose-your-own-adventure style platform in the classroom. The purpose of this research is to explore the pedagogical value of that particular gamification method. Method/Design and Sample Two independent studies using quantitative and qualitative data taken from three samples of marketing students at a large California university investigate the academic effectiveness, perceived helpfulness, and perceived enjoyment of a choose-your-own-adventure type game in the classroom via the open-source program Twine. Results Results from Study 1 indicate marketing students take 23.8% less time while simultaneously scoring 10.2% higher on the module assessment when their lessons are gamified using Twine (vs. not gamified). Results from Study 2 suggest this particular gamification method also increases student engagement. Value to Marketing Educators Given the findings of these two studies, the previously unstudied choose-your-own-adventure gamification platform is a recommended teaching method to augment marketing education as it not only increases student performance, but also student engagement.