Increasing Physical Activity with Gamification : Exploring Competitiveness as a Moderator for Leaderboard Effectiveness

Abstract: Gamification is a strategy for changing behavior that can be used for increasing physical activity (PA). In Sweden, 34% of the population are not active enough and since sedentary behavior is associated with many health risks, this needs to be improved. One gamification strategy is leaderboards, but most previous research has not looked at isolated gamification strategies. The behavior change effectiveness of leaderboards could increase by personalizing it based on traits. This study investigated the behavior change effectiveness of leaderboards and how individual differences in competitiveness affects the effectiveness. The following research questions were addressed: How effective are leaderboards for increasing physical activity in adults? Does competitiveness level impact a leaderboard’s effectiveness? This experimental study examined 24 participants who reported their PA during one week and were either in an experimental group that saw a leaderboard, or a control group. Their difference in PA before and during the study was compared. Results show that there was no significant difference between the control and experimental group. However, a within-subject significant difference in PA was found (i.e. a significant increase during the experiment) for the experimental group. Additionally, no correlation was found between change in PA and competitiveness. However, competitiveness correlated with enjoyment of the leaderboard. Future studies should investigate more gamification strategies individually and in relation to other traits. Our conclusion is that the leaderboard did no harm, we did not observe the effectiveness claimed by other studies, and competitiveness had no impact on the effectiveness.