From Board Games to Unicorns: Gamification and Its Impact on Ideation for Nascent Entrepreneurs

Abstract: Title: From Board Games to Unicorns: Gamification and Its Impact on Ideation for Nascent Entrepreneurs Seminar date: January 11th, 2023 Course: FEKH99, Bachelor Degree Project in Entrepreneurship and Innovation Management, Business administration, Undergraduate level, 15 University Credit Points Authors: Jonathan Andersson, Måns Heurlin, Jonathan Rooth Supervisor: Joakim Winborg Keywords: Gamification; Innovation; Ideation; Entrepreneurship; Nascent entrepreneurs; Idea generation Research question: What are the effects of gamification on ideation for nascent entrepreneurs? Purpose: The purpose of the study is to contribute with increased understanding of how decision- makers in startups argue when choosing location of production. Methodology: Quasi-experiment with a deductive logic of inquiry, executed through semi-structured interviews. The empirical data presented in the analysis stems from the transcription records that were recorded before and after conducting the workshops that made up the experiment. The workshops themselves consisted of a board game that was played by three participants, in three separate workshops. Theoretical perspective: The theoretical framework has its foundation in previous research that has been conducted regarding innovation, ideation and gamification. Result: The results from the semi-structured interviews were presented in relation to their respective “gamification outcomes” (hedonic, utilitarian & social) that also served as the foundation for the interview guide. Different experiences were recorded, however most of the participants stated that the game elements that the game encompassed were predominantly positive in nature and added to the experience in various ways. Conclusions: The findings suggest that gamification can be an effective method for enhancing the ideation process, particularly for individuals who struggle to stay motivated or focused, leading to more innovative and unique solutions in the majority of cases. Additionally, the long-term sustainability of the effects of gamification on ideation remains uncertain. Despite these limitations, gamification impacts ideation by serving as a powerful tool for entrepreneurs looking to boost motivation, engagement, creativity and potentially learning.