Researchers

Rita Orji

Post Doctoral Fellow, Persuasive Games

Projects

Health and Fitness Gaming

Personalized Gameful Design

Publications

Year 2018

Personalizing Persuasive Strategies in Gameful Systems to Gamification User Types

@inproceedings{Orji2018a,
author = {Orji, Rita and Tondello, Gustavo F and Nacke, Lennart E},
booktitle = {Proceedings of the SIGCHI Conference on Human Factors in Computing Systems - CHI '18},
doi = {doi.org/10.1145/3173574.3174009},
publisher = {ACM},
keywords = {Hexad,Persuasive strategies,behaviour change,gameful design,gamification,personalization,risky health behavior},
title = {{Personalizing Persuasive Strategies in Gameful Systems to Gamification User Types}},
year = {2018}
}

Persuasive gameful systems are effective tools for motivating behaviour change. Research has shown that tailoring these systems to individuals can increase their efficacy; however, there is little knowledge on how to personalize them. We conducted a large-scale study of 543 participants to investigate how different gamification user types responded to ten persuasive strategies depicted in storyboards representing persuasive gameful health systems. Our results reveal that people’s gamification user types play significant roles in the perceived persuasiveness of different strategies. People scoring high in the ‘player’ user type tend to be motivated by competition, comparison, cooperation, and reward while ‘disruptors’ are likely to be demotivated by punishment, goal-setting, simulation, and self-monitoring. ‘Socialisers’ could be motivated using any of the strategies; they are the most responsive to persuasion overall. Finally, we contribute to CHI research and practice by offering design guidelines for tailoring persuasive gameful systems to each gamification user type.

Towards a Trait Model of Video Game Preferences

@article{Tondello2018d,
abstract = {Typologies for understanding players' preferences towards different gameplay styles have gained popularity in research. However, attempts to model players' preferences are based on type models instead of trait models, contrary to the latest personality research. One such model, BrainHex, was designed as an interim model to enable investigations towards a definitive player trait model. However, it lacks empirical validation in support of its psychometric properties. The present work analysed a dataset with over 50,000 respondents to devise a player traits model based off the BrainHex scale. Results indicate three player traits: action, aesthetic, and goal orientation. Furthermore, we analysed the games listed by participants as examples of what they enjoy, to understand which factors influence player preferences. Results illustrate that the emergent player traits and participants' genders and attitudes towards story can partially explain player preferences towards certain games. Finally, we present the implications towards a definitive player traits model.},
author = {Tondello, Gustavo F. and Valtchanov, Deltcho and Reetz, Adrian and Wehbe, Rina R. and Orji, Rita and Nacke, Lennart E.},
doi = {10.1080/10447318.2018.1461765},
journal = {International Journal of Human-Computer Interaction},
keywords = {BrainHex,Games,Games User Research,Motivation,Player Traits,Player Typology,Scale Design},
title = {{Towards a Trait Model of Video Game Preferences}},
volume = {34},
number = {8},
pages = {732--748},
year = {2018}
}

Typologies for understanding players’ preferences toward different gameplay styles have gained popularity in research. However, attempts to model players’ preferences are based on type models instead of trait models, contrary to the latest personality research. One such model, BrainHex, was designed as an interim model to enable investigations toward a definitive player trait model. However, it lacks empirical validation in support of its psychometric properties. The present work analyzed a dataset with over 50,000 respondents to devise a player traits model based off the BrainHex scale. Results indicate three player traits: action, esthetic, and goal orientation. Furthermore, we analyzed the games listed by participants as examples of what they enjoy, to understand which factors influence player preferences. Results illustrate that the emergent player traits and participants’ genders and attitudes toward story can partially explain player preferences toward certain games. Finally, we present the implications toward a definitive player traits model.

Year 2017

A Framework and Taxonomy of Videogame Playing Preferences

@inproceedings{Tondello2017d,
abstract = {Player preferences for different gaming styles or game elements has been a topic of interest in human-computer interaction for over a decade. However, current models suggested by the extant literature are generally based on classifying abstract gaming motivations or player archetypes. These concepts do not directly map onto the building blocks of games, taking away from the utility of the findings. To address this issue, we propose a conceptual framework of player preferences based on two dimensions: game elements and game playing styles. To investigate these two concepts, we conducted an exploratory empirical investigation of player preferences, which allowed us to create a taxonomy of nine groups of game elements and five groups of game playing styles. These two concepts are foundational to games, which means that our model can be used by designers to create games that are tailored to their target audience. In addition, we demonstrate that there are significant effects of gender and age on participants' preferences and discuss the implications of these findings.},
address = {Amsterdam, Netherlands},
author = {Tondello, Gustavo F. and Wehbe, Rina R. and Orji, Rita and Ribeiro, Giovanni and Nacke, Lennart E.},
booktitle = {Proceedings of the 2017 Annual Symposium on Computer-Human Interaction in Play - CHI PLAY '17},
doi = {10.1145/3116595.3116629},
isbn = {9781450348980},
keywords = {Game Elements,Games User Research,Player Types},
publisher = {ACM},
title = {{A Framework and Taxonomy of Videogame Playing Preferences}},
year = {2017}
}

Player preferences for different gaming styles or game elements has been a topic of interest in human-computer interaction for over a decade. However, current models suggested by the extant literature are generally based on classifying abstract gaming motivations or player archetypes. These concepts do not directly map onto the building blocks of games, taking away from the utility of the findings. To address this issue, we propose a conceptual framework of player preferences based on two dimensions: game elements and game playing styles. To investigate these two concepts, we conducted an exploratory empirical investigation of player preferences, which allowed us to create a taxonomy of nine groups of game elements and five groups of game playing styles. These two concepts are foundational to games, which means that our model can be used by designers to create games that are tailored to their target audience. In addition, we demonstrate that there are significant effects of gender and age on participants’ preferences and discuss the implications of these findings.

A comparison of system-controlled and user-controlled personalization approaches

@inproceedings{10.1145/3099023.3099116,
author = {Orji, Rita and Oyibo, Kiemute and Tondello, Gustavo F.},
title = {A Comparison of System-Controlled and User-Controlled Personalization Approaches},
year = {2017},
isbn = {9781450350679},
publisher = {Association for Computing Machinery},
address = {New York, NY, USA},
url = {https://doi.org/10.1145/3099023.3099116},
doi = {10.1145/3099023.3099116},
abstract = {Personalizing interactive systems including games increases their effectiveness. This paper explores and compares two main approaches to personalization: system-controlled and user-controlled adaptation. The results of large-scale exploratory studies of 1768 users show that both techniques to personalizing systems share seven common strengths of increasing users' perception of a system's relevance, usefulness, interactivity, ease of use, credibility and trust, and also increases users' self-efficacy. The results also reveal some unique strengths and weaknesses peculiar to each of the approaches that designers should take into consideration when deciding on a suitable adaptation technique to use in personalizing their systems. Users prefer system- over user-controlled adaptation.},
booktitle = {Adjunct Publication of the 25th Conference on User Modeling, Adaptation and Personalization},
pages = {413–418},
numpages = {6},
keywords = {persuasive technology, user-control, tailoring, adaptation, behaviour change, health, hci, personalization, system-control},
location = {Bratislava, Slovakia},
series = {UMAP '17}
}

Personalizing interactive systems including games increases their effectiveness. This paper explores and compares two main approaches to personalization: system-controlled and user-controlled adaptation. The results of large-scale exploratory studies of 1768 users show that both techniques to personalizing systems share seven common strengths of increasing users' perception of a system's relevance, usefulness, interactivity, ease of use, credibility and trust, and also increases users' self-efficacy. The results also reveal some unique strengths and weaknesses peculiar to each of the approaches that designers should take into consideration when deciding on a suitable adaptation technique to use in personalizing their systems. Users prefer system-over user-controlled adaptation.

Gamified and Persuasive Systems as Behavior Change Agents for Health and Wellness

@article{Kappen2017b,
author = {Kappen, Dennis L. and Orji, Rita},
doi = {10.1145/3123750},
issn = {15284972},
journal = {XRDS: Crossroads, The ACM Magazine for Students},
mendeley-groups = {HCI Games Group Publications},
number = {1},
pages = {52--55},
title = {{Gamified and Persuasive Systems as Behavior Change Agents for Health and Wellness}},
url = {http://dl.acm.org/citation.cfm?doid=3140569.3123750},
volume = {24},
year = {2017}
}

Positive Gaming: Workshop on Gamification and Games for Wellbeing

@inproceedings{Tondello2017b,
abstract = {Gamification and games have been used and studied in a variety of applications related with health and wellbeing. Nevertheless, there are very few studies aimed at designing games (whether serious games or recreational games) or gameful applications for improving wellbeing or flourishing – the pursuit of a happy and meaningful life, rather than the avoidance of illness. Therefore, this full-day Workshop aims to form a community, discuss theoretical and practical considerations, and promote the development of research projects focused on “Positive Gaming” – the use of gamification and games as tools for realizing Positive Computing objectives. This will create the opportunities for interested researchers to form a common understanding, develop methods and procedures, and establish a roadmap for future research in Positive Gaming.},
address = {Amsterdam, Netherlands},
author = {Tondello, Gustavo F. and Orji, Rita and Vella, Kellie and Johnson, Daniel and van Dooren, Marierose M.M. and Nacke, Lennart E.},
booktitle = {Proceedings of the 2017 Annual Symposium on Computer-Human Interaction in Play - CHI PLAY '17 Extended Abstracts},
doi = {10.1145/3130859.3131442},
isbn = {9781450351119},
keywords = {Gameful Design,Games,Gamification,Health,Positive Computing,Positive Gaming,Wellbeing},
publisher = {ACM},
title = {{Positive Gaming : Workshop on Gamification and Games for Wellbeing}},
year = {2017}
}

Gamification and games have been used and studied in a variety of applications related with health and wellbeing. Nevertheless, there are very few studies aimed at designing games (whether serious games or recreational games) or gameful applications for improving wellbeing or flourishing – the pursuit of a happy and meaningful life, rather than the avoidance of illness. Therefore, this full-day Workshop aims to form a community, discuss theoretical and practical considerations, and promote the development of research projects focused on “Positive Gaming” – the use of gamification and games as tools for realizing Positive Computing objectives. This will create the opportunities for interested researchers to form a common understanding, develop methods and procedures, and establish a roadmap for future research in Positive Gaming.

Proceedings of the positive gaming: Workshop on gamification and games for wellbeing–Preface

@inproceedings{tondello2017proceedings,
  title={Proceedings of the positive gaming: Workshop on gamification and games for wellbeing--Preface},
  author={Tondello, Gustavo F and Johnson, Daniel and Orji, Rita and Van Dooren, Marierose MM and Vella, Kellie and Nacke, Lennart E},
  booktitle={CEUR Workshop Proceedings},
  volume={2055},
  year={2017},
  organization={CEUR-WS}
}

Gamification[5]and games have been used and studied in a variety of applications related to health and wellbeing [6,7,13]. Nevertheless, their application in the domains of wellbeing and flourishing[8,14](the pursuit of a happy and meaningful life rather than the simple in existence of illness) remain considerably less studied than other more common application areas, such as physical health or fitness. Therefore, this Workshop[15] aimed to provoke research and discussion by bringing together a community of interested researchers to discuss theoretical and practical considerations and promote the development of research projects focused on “Positive Gaming”as a technique for realizing the Positive Computing[2] objective of using technology to foster flourishing. A total of eight papers were accepted and presented at the Workshop. They addressed a rich variety of topics covering various areas of positive gaming including methods to understand users and design gameful applications for wellbeing. Examples application areas include motivating engagement in wellness activities, kindness interventions, nutritional interventions, and emotion regulation training; considerations for using technology to boost employee wellbeing; and opportunities for exploring game audio as a facilitator of wellbeing.

Recommender Systems for Personalized Gamification

@inproceedings{Tondello2017a,
abstract = {Gamification has been used in a variety of application domains to promote behaviour change. Nevertheless, the mechanisms behind it are still not fully understood. Recent empirical results have shown that personalized approaches can potentially achieve better results than generic approaches. However, we still lack a general framework for building personalized gameful applications. To address this gap, we present a novel general framework for personalized gameful applications using recommender systems (i.e., software tools and technologies to recommend suggestions to users that they might enjoy). This framework contributes to understanding and building effective persuasive and gameful applications by describing the different building blocks of a recommender system (users, items, and transactions) in a personalized gamification context.},
address = {Bratislava, Slovakia},
author = {Tondello, Gustavo F. and Orji, Rita and Nacke, Lennart E.},
booktitle = {Proceedings of UMAP'17 Adjunct},
doi = {10.1145/3099023.3099114},
isbn = {9781450350679},
keywords = {Gamification,Personalization,Recommender Systems},
publisher = {ACM},
title = {{Recommender Systems for Personalized Gamification}},
year = {2017}
}

Gamification has been used in a variety of application domains to promote behaviour change. Nevertheless, the mechanisms behind it are still not fully understood. Recent empirical results have shown that personalized approaches can potentially achieve better results than generic approaches. However, we still lack a general framework for building personalized gameful applications. To address this gap, we present a novel general framework for personalized gameful applications using recommender systems (i.e., software tools and technologies to recommend suggestions to users that they might enjoy). This framework contributes to understanding and building effective persuasive and gameful applications by describing the different building blocks of a recommender system (users, items, and transactions) in a personalized gamification context.

Towards Personality-driven Persuasive Health Games and Gamified Systems

@inproceedings{Orji2017,
abstract = {Persuasive games and gamified systems are effective tools for motivating behavior change using various persuasive strategies. Research has shown that tailoring these systems can increase their efficacy. However, there is little knowledge on how game-based persuasive systems can be tailored to individuals of various personality traits. To advance research in this area, we conducted a large-scale study of 660 participants to investigate how different personalities respond to various persuasive strategies that are used in persuasive health games and gamified systems. Our results reveal that people's personality traits play a significant role in the perceived persuasiveness of different strategies. Conscientious people tend to be motivated by goal setting, simulation, self-monitoring and feedback; people who are more open to experience are more likely to be demotivated by rewards, competition, comparison, and cooperation. We contribute to the CHI community by offering design guidelines for tailoring persuasive games and gamified designs to a particular group of personalities.},
author = {Orji, Rita and Nacke, Lennart E. and DiMarco, Chrysanne},
booktitle = {Proceedings of the SIGCHI Conference on Human Factors in Computing Systems},
doi = {10.1145/3025453.3025577},
isbn = {9781450346559},
publisher = {ACM},
title = {{Towards Personality-driven Persuasive Health Games and Gamified Systems}},
year = {2017}
}

Persuasive games and gamified systems are effective tools for motivating behavior change using various persuasive strategies. Research has shown that tailoring these systems can increase their efficacy. However, there is little knowledge on how game-based persuasive systems can be tailored to individuals of various personality traits. To advance research in this area, we conducted a large-scale study of 660 participants to investigate how different personalities respond to various persuasive strategies that are used in persuasive health games and gamified systems. Our results reveal that people’s personality traits play a significant role in the perceived persuasiveness of different strategies. Conscientious people tend to be motivated by goal setting, simulation, self-monitoring and feedback; people who are more open to experience are more likely to be demotivated by rewards, competition, comparison, and cooperation. We contribute to the CHI community by offering design guidelines for tailoring persuasive games and gamified designs to a particular group of personalities.

UMAP 2017 Fifty Shades of Personalization-Workshop on Personalization in Serious and Persuasive Games and Gameful Interactions: Organizers' Welcome & Organization

@inproceedings{10.1145/3099023.3099109,
author = {Mattheiss, Elke and Busch, Marc and Orji, Rita and Tondello, Gustavo F. and Marczewski, Andrzej and Hochleitner, Wolfgang and Lankes, Michael and Tscheligi, Manfred},
title = {UMAP 2017 Fifty Shades of Personalization - Workshop on Personalization in Serious and Persuasive Games and Gameful Interactions: Organizers' Welcome & Organization},
year = {2017},
isbn = {9781450350679},
publisher = {Association for Computing Machinery},
address = {New York, NY, USA},
url = {https://doi.org/10.1145/3099023.3099109},
doi = {10.1145/3099023.3099109},
abstract = {It is our great pleasure to welcome you to the UMAP 2017 Fifty Shades of Personalization - Workshop on Personalization in Serious and Persuasive Games and Gameful Interactions. Serious games (games for purposes other than entertainment) as well as persuasive games (games for promoting desirable behavior without coercion) are increasingly adopted by scholars and have also found their way into industry. Elements of games are also increasingly used to design gameful interactions (this is also referred to as gamification). Serious and persuasive approaches focus on imparting knowledge and raising awareness about topics or issues, and also fostering attitude or behavior change in a desirable direction, for example towards a healthier lifestyle.In an era when we are used to highly individualized, personal and ubiquitous interactions and with the possibility to collect an enormous amount of information about people's behaviors, habits and attitudes, personalization has increased much in significance since it became a topic in Human-Computer Interaction. Not only do we have advanced opportunities to personalize serious and persuasive games and gameful interactions, we have also scientific evidence that this is highly useful. Studies show that these technologies are more effective in educating users about certain topics and in supporting them in behavioral and attitudinal change, as well as in raising awareness and engaging them in specific topics, when they are personalized in contrast to employing a one-size-fits-all approach.Although personalization of serious and persuasive games and gameful interactions is a vibrant and highly promising area and has become an important researched field, many aspects of it are still underexplored. Thus, there is common understanding on the importance of personalization itself, but also an ongoing debate and a growing number of research on the approaches used for personalization: Will we use subjective or objective variables for personalization? Will we use continuous (such as traits) or categorical (such as types) dimensions? Will we personalize according to specific interactions (e.g. game dynamics) or ends of the interaction (e.g. different goals)? Will we rely on an a priori personalization or will we be able to personalize in real-time? The various shades of personalization in serious games and gameful interactions will be the central aspect of the workshop and will form the basis for participants' discussions.},
booktitle = {Adjunct Publication of the 25th Conference on User Modeling, Adaptation and Personalization},
pages = {395–397},
numpages = {3},
location = {Bratislava, Slovakia},
series = {UMAP '17}
}

It is our great pleasure to welcome you to the UMAP 2017 Fifty Shades of Personalization-Workshop on Personalization in Serious and Persuasive Games and Gameful Interactions. Serious games (games for purposes other than entertainment) as well as persuasive games (games for promoting desirable behavior without coercion) are increasingly adopted by scholars and have also found their way into industry. Elements of games are also increasingly used to design gameful interactions (this is also referred to as gamification). Serious and persuasive approaches focus on imparting knowledge and raising awareness about topics or issues, and also fostering attitude or behavior change in a desirable direction, for example towards a healthier lifestyle.

Year 2015

Personalization in Serious and Persuasive Games and Gamified Interactions

@inproceedings{Busch2015,
Abstract = {Serious and persuasive games and gamified interactions have become popular in the last years, especially in the realm of behavior change support systems. They have been used as tools to support and influence human behavior in a variety of fields, such as health, sustainability, education, and security. It has been shown that personalized serious and persuasive games and gamified interactions can increase effectivity of supporting behavior change compared to " one-size-fits all " -systems. However, how serious games and gamified interactions can be personalized, which factors can be used to personalize (e.g. personality, gender, persuadability, player types, gamification user types, states, contextual/situational variables), what effect personalization has (e.g. on player/user experience) and whether there is any return on investment is still largely unexplored. This full-day workshop aims at bringing together the academic and industrial community as well as the gaming and gamification community to jointly explore these topics and define a future roadmap.},
Address = {London, UK},
Author = {M. Busch, E. Mattheiss, R. Orji, A. Marczewski, W. Hochleitner, M. Lankes, L. E. Nacke, and M. Tscheligi},
Booktitle = {Proceedings of the 2015 annual symposium on computer-human interaction in play - chi play '15},
Doi = {10.1145/2793107.2810260},
File = {::},
Img = {http://hcigames.com/wp-content/uploads/2015/10/BrainHex.png},
Isbn = {9781450334662},
Pages = {811-816},
Publisher = {ACM},
Title = {Personalization in Serious and Persuasive Games and Gamified Interactions},
Url = {https://hcigames.com/download/personalization-in-serious-and-persuasive-games-and-gamified-interactions},
Year = {2015},

Serious and persuasive games and gamified interactions have become popular in the last years, especially in the realm of behavior change support systems. They have been used as tools to support and influence human behavior in a variety of fields, such as health, sustainability, education, and security. It has been shown that personalized serious and persuasive games and gamified interactions can increase effectivity of supporting behavior change compared to " one-size-fits all " -systems. However, how serious games and gamified interactions can be personalized, which factors can be used to personalize (e.g. personality, gender, persuadability, player types, gamification user types, states, contextual/situational variables), what effect personalization has (e.g. on player/user experience) and whether there is any return on investment is still largely unexplored. This full-day workshop aims at bringing together the academic and industrial community as well as the gaming and gamification community to jointly explore these topics and define a future roadmap.