Gameful design in the automotive domain

Abstract

In this paper, we review the use of gameful design in the automotive domain. Outside of vehicles the automotive industry is mainly using gameful design for marketing and brand forming. For in-vehicle applications and for applications directly connected to real vehicles, the main usage scenarios of gameful design are navigation, eco-driving and driving safety. The objective of this review is to answer the following questions: (1) What elements of gameful design are currently used in the automotive industry? (2) What other automotive applications could be realized or enhanced by applying gameful design? (3) What are the challenges and limitations of gameful design in this domain especially for in-vehicle applications? The review concludes that the use of gameful design for in-vehicle applications seems to be promising. However, gamified applications related to the serious task of driving require thought-out rules and extensive testing in order to achieve the desired goal.

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