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The Gamification User Types Hexad Scale

Gustavo F. Tondello, Rina R. Wehbe, Lisa Diamond, Marc Busch, Andrzej Marczewski, and Lennart E. Nacke. 2016. The Gamification User Types Hexad Scale. In Proceedings of the 2016 Annual Symposium on Computer-Human Interaction in Play - CHI PLAY '16. Austin, TX, USA. ACM. doi:10.1145/2967934.2968082

Abstract

Several studies have indicated the need for personalizing gamified systems to users' personalities. However, mapping user personality onto design elements is difficult. Hexad is a gamification user types model that attempts this mapping but lacks a standard procedure to assess user preferences. Therefore, we created a 24-items survey response scale to score users' preferences towards the six different motivations in the Hexad framework. We used internal and test-retest reliability analysis, as well as factor analysis, to validate this new scale. Further analysis revealed significant associations of the Hexad user types with the Big Five personality traits. In addition, a correlation analysis confirmed the framework's validity as a measure of user preference towards different game design elements. This scale instrument contributes to games user research because it enables accurate measures of user preference in gamification.