Itʼs Not Just Whether You Win or Lose: Thoughts on Gamification and Culture

As it is popularly understood, gamification risks becoming synonymous with achievement. Yet achievement is only one potential aspect of games that gamification could focus on, and one that is not necessarily well suited as a motivation for many cultures around the world. In this paper, we argue for a need to draw on cultural motivations in the design of gamification systems and examine some of the issues involved in adopting such an approach.