The Financial Value of Gamification : An Explorative Event Study to Investigate Investors Reactions to Gamification
Abstract: The use of gamification has increased in companies in recent years and is used among other things to accelerate learning, increase motivation and engagement. Gamification is defined as the use of game elements in a non-game context. This study aims to investigate whether the use of gamification raises the financial value of a company. The purpose of the study is to expand the knowledge of gamification so that it can be used more efficiently and more frequently in businesses. The research was conducted with an event study on companies that are listed on Nasdaq Stockholm. With the theory of the efficient market hypothesis as a foundation, investors' willingness to buy shares in a company as a direct measure of news publishing on a company's gamification use was examined. The result, which is based on 91 articles from Swedish news sources, illustrates that news about companies' use of gamification does not have a significant impact on their share price. Therefore, in line with the efficient market hypothesis, the news about gamification does not increase the value of the companies, which is the conclusion of this study. The result also shows that the choice of gamification technology or industry that the company is active in does not have an impact on the significance of the results. The study concludes that a correlation between gamification and a company's financial value may exist, although the results of this study indicate the contrary.
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