Gamification as a new trend in the co-creation process

Purpose: Interaction through the use of social media, smartphones, and online games is increasingly growing. Regarding games, it is estimated that part of the population spends more than 12 hours a week in interactions provided by online games. In this context, the objective of the present research is to study and deepen the connection between co-creation and gamification applied to the services sector. Originality/value: This research aims to contribute to the gap reduction in the existing literature in the areas of gamification and co-creation applied to the services sector. The fact that the research is applied to a peripheral region of Europe and to a different business sector contributes to a better understanding of the relationship established between gamified co-creation and the business sector in these types of regions. It also helps companies in the process of developing and implementing new strategies. Design/methodology/approach: By using a qualitative methodology, seven interviews were carried out in different companies located in Portugal and operating in the services sector. Findings: This research will allow a better understanding of the Portuguese business world and if this corporate environment is ready to work with new methodologies. It was possible to point out some good practices related to the implementation of a gamified co-creation methodology, as well as to provide an alert for the negative aspects that may arise when working under this approach. Companies acknowledge that the adoption of a gamified co-creation methodology brings some advantages and increases their competitiveness levels in the market.